What is AdvertisingWhat is Advertising The communication The communication
between a seller and its between a seller and its potential buyers. It is a potential buyers. It is a form of communication form of communication used to encourage used to encourage or persuade an audience or persuade an audience (viewers, readers or (viewers, readers or listeners) to continue or listeners) to continue or take some new action.take some new action.
Uses various traditional Uses various traditional media including mass media including mass media such as newspaper, media such as newspaper, magazines, television magazines, television commercial, radio commercial, radio advertisement, outdoor advertisement, outdoor advertising or direct mail; advertising or direct mail; or new media such or new media such as websites and text as websites and text messages . messages .
Features of AdvertisingFeatures of Advertising
Public Address:Public Address: The basic purpose of The basic purpose of advertising is to provide information about advertising is to provide information about products/services to prospective buyers.products/services to prospective buyers.
Uses mass mediaUses mass media: The advertiser has to : The advertiser has to pay to the media for giving publicity to his pay to the media for giving publicity to his advertising message.advertising message.
Targeted audience: Targeted audience: Advertising Advertising becomes effective and result oriented becomes effective and result oriented when it is target oriented. The waste in when it is target oriented. The waste in advertising can be minimized through advertising can be minimized through such target oriented advertising.such target oriented advertising.
Intends to induce members of target Intends to induce members of target audience to buy the seller’s product audience to buy the seller’s product or service:or service: Advertising is basically for Advertising is basically for giving information to consumers. The aim giving information to consumers. The aim is to make the ideas popular and thereby is to make the ideas popular and thereby to promote sales. to promote sales.
Arguments for AdvertisementsArguments for Advertisements
The economyThe economy
The knowledge we receive The knowledge we receive about productsabout products
General entertainment. General entertainment.
Benefits of AdvertisementsBenefits of AdvertisementsInformation to the customerInformation to the customer
Takes care of customersTakes care of customers
Improves the sale of productImproves the sale of product
Alters the attitudes of peopleAlters the attitudes of people
Direct communicationDirect communication
Increase employmentIncrease employment
Economic progressEconomic progress
Religious and moral benefitsReligious and moral benefits
Confidence Confidence
BlitzBlitz
ConsistencyConsistency
InvestInvest
Criticisms of AdvertisementsCriticisms of Advertisements
Closely linked with criticism of media Closely linked with criticism of media and interrelatedand interrelated– audio-visual aspectsaudio-visual aspects– environmental aspectsenvironmental aspects– political aspectspolitical aspects– financial aspectsfinancial aspects– ethical/moral/social aspects ethical/moral/social aspects
Wasteful and Unsustainable Wasteful and Unsustainable consumption patternconsumption pattern
Lying to Customers and MisleadingLying to Customers and Misleading
Information OverloadInformation Overload
Environmental AspectsEnvironmental Aspects
Ethical ImpactEthical Impact
Brand WarsBrand Wars
Social and Social and Psychological Psychological effectseffects
Advertising can be used to Advertising can be used to generate awarenessgenerate awareness
Advertising can also be used to Advertising can also be used to inform public about social events inform public about social events like concerts and performanceslike concerts and performances
Nowadays, ads are more Nowadays, ads are more exaggerated and a lot of puffing exaggerated and a lot of puffing is usedis used
Advertising appeals to our Advertising appeals to our physiological and psychological physiological and psychological motivesmotives
Advertising and the Creation of Advertising and the Creation of Consumer DesiresConsumer Desires
Advertising is Advertising is manipulative. manipulative.
It is the creation It is the creation
of desires in of desires in consumers.consumers.
Can you imagine Can you imagine letting your family letting your family living insecure afterliving insecure after you passed away?you passed away?
Subliminal AdvertisingSubliminal Advertising
Our subconscious mind takes in all Our subconscious mind takes in all the information presented to us the information presented to us (including the things that happens (including the things that happens so fast, we never consciously see so fast, we never consciously see it).it).
Kind of like Coke didKind of like Coke did here with the image ofhere with the image ofa sexy woman layinga sexy woman layingdown:down:
Froot LoopsFroot Loops
Marlboro CigarettesMarlboro Cigarettes
Advertisements that are aimed at Advertisements that are aimed at children:children:
Sunfeast ads showSunfeast ads show a different worlda different world of imagination to of imagination to children.children.
Anando Anando MilkMilk
Advertising and its effects on Advertising and its effects on consumer beliefsconsumer beliefs
Advertising can be deceptive.Advertising can be deceptive.
““self – identity image” adsself – identity image” ads
Nike Nike adad
Consumer PrivacyConsumer PrivacyConsumer privacy Consumer privacy laws and regulations laws and regulations seek to protect any individual from loss of seek to protect any individual from loss of privacy due to failures or limitations of privacy due to failures or limitations of corporate customer privacy measurescorporate customer privacy measuresthe damage done by privacy loss is typically the damage done by privacy loss is typically not measurable, nor can it be undone.not measurable, nor can it be undone.Two dimensions:Two dimensions:
– consumer controlconsumer control– knowledge control. knowledge control.
Two basic types:Two basic types:– PsychologicalPsychological– physicalphysical
CASE STUDY – BANK OF AMERICACASE STUDY – BANK OF AMERICA
A settlement of USD($) 1000 had been proposed in a class action lawsuit against Bank of America for its alleged practice of disclosing customers' confidential information to third parties to market products or services.The settlement provided benefits to anyone who, at any time between September 9, 1995 and May 31, 2007, had (1) a Bank of America non-business checking or savings account, (2) a non-business loan with Bank of America secured by residential real estate (i.e., a mortgage loan); OR (3) a Bank of America branded consumer credit card and a California mailing address for purposes of communicating with Bank of America.
Children and TelevisionChildren and Television
Children are vulnerable to Children are vulnerable to advertisementadvertisement
Is advertisement aimed at children ethical?
"Advertising at its best is making people "Advertising at its best is making people feel that without their product, you're a feel that without their product, you're a loser. Kids are very sensitive to that.” --- loser. Kids are very sensitive to that.” --- Nancy Shalek (former president Grey Nancy Shalek (former president Grey Advertising).Advertising).
studies do show that when a child reaches studies do show that when a child reaches 36 months old many of them can 36 months old many of them can recognize at least 100 brand logos.recognize at least 100 brand logos.
"We're relying on the kid to pester "We're relying on the kid to pester the mom to buy the product, rather the mom to buy the product, rather than going straight to the mom.“---than going straight to the mom.“---Barbara A. Martino, Advertising Barbara A. Martino, Advertising ExecutiveExecutive