Advertising Essay examples -- Business and Management Studies

AdvertisingAccording to the American Marketing Association, advertise is, anypaid form of non-personal presentation and promotion of ideas, goodsor services by an identifiable sponsor.Advertising can be a costly promotional tool but, many businessescontinue to use it. I have listed the following reasons why a businessneeds to advertise* To create awareness, customer interest or desire* To boost sales* To body-build brand loyalty* To launch a new product* To change customer attitudes* To build the company or brand image* To remind and secure customers* To offset competitor advertising* To support the sales forceAdvertising consist of two main features the message and the strong suit.The message is what you want your communication to say. The medium ishow you get your message across to people, e.g. through television orradio.There are three special kinds of advertising informative advertising,persuasive advertising, and reinforcement advertising. informatoryadvertising involves ra ising consumer awareness of the features andbenefits of a product. This type of advertising is often used in thebeginning of the product life-cycle, or after modification. An exampleof an informative advertising is, The Shopping Centre is closed on 25thDecember. Persuasive advertising involves creating a desire for theproduct and stimulating purchase. This type of advertising is used toestablish more mature products. An example of a persuasive advertisingis, Come to the Shopping Centre where you will find bargains galore. musical accompaniment advertising involves reminding consumers about theproduct. This type of advertising is used to reinforce the knowledgeheld by consumer about the benefits, to be gained for purchase. Anexample of reinforcement advertising is car adverts which direction on thecompany logo, image and spot, rather than specific models.To start an advertising campaign, the business must produce anadvertising plan. An advertising plan involves allocating a figure toa range of activities designed to meet advertising objectives. Thereare five main steps in a well-managed advertising campaign1. displace advertising objectives2. Set the advertising budget3. Determine the key advertising messages4. Decide which advertising media to use5. Evaluate the result of the advertising campaign orbit advertising objectivesAn adver... ... If any complaints are made by consumers, ASA willinvestigate the advertisement, and possibly ban it from publication.The Independent Television Commission (ITC) monitors anyadvertisements on the radio, on television, and at the cinema. Again,if any complaints are made by consumers, ITC will investigate theadvertisement, and possibly ban it in the future.Advantages of advertising* Appropriate for building awareness* competency to create images that sales staff cannot* Effective at reaching a wide audience* Repetition of main brand or product positioning helps build customer trustDisadvantages of advertising* It is expen sive to advertise* Difficulties in measuring effectiveness* Difficulties in getting immediate response and action* non suitable to getting customers to make a final purchasing decisionI have chosen advertising as part of my promotional outline because,of the fact of when selling a service you need to advertise it to thecustomers, so that they will know that a new service has beenintroduced into the marketplace. I will let off why I have chosen thiscomponent and how this component will help me achieve my promotionalstrategy, on pages ( ).