WebAccording to researchers, advertising performs six main functions: It creates awareness about products and brands - It generates brand image - It persuades people (persuasion WebHow large part advertising plays depends on the nature of the product and its frequency of purchase. It contributes the greatest part when: 1. Buyer awareness of the product is low Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them. Question 2: What are the advantages of advertising? Answer 2: The advantages of advertising are that firstly, it in See more
Advertising Essay ⋆ Business Essay Examples ⋆ EssayEmpire
Advertising differs from other major forms of promotional activity i, essay on advertising. When most people think of advertising, what usually first comes to mind are celebrity endorsers, music, and highly creative, attention-grabbing imagery and catchphrases, essay on advertising. However, successful advertising entails far more than this. Marketers wishing to effectively—and efficiently—communicate through advertising must first know their target audience and then, typically with the assistance of advertising agencies, carefully choose which media types and vehicles to employ. This is never easy. For the international marketer, performing these challenging tasks is further complicated by the fact that cultural and legal environments often vary significantly from nation to nation.
When the latter occurs, not only have international advertisers made themselves look bad; they have, in most cases, also spent a lot of money to do so. The international marketer should be aware that advertising possesses both strengths and weaknesses relative to other forms of promotion. Let us say that a large, essay on advertising, global consumer products firm like Colgate-Palmolive is planning on introducing a new brand of toothpaste worldwide. A good way essay on advertising cost effectively promote the new product to the essay on advertising audience would essay on advertising to advertise in a general interest news magazine sold and read in many regions and countries of the world, such as Time.
This media vehicle is produced in several editions each week—with each edition created for and distributed in a specific region of the world. Advertisers can, as Colgate-Palmolive would likely want to do with its new toothpaste, purchase advertisements in each edition of Time, essay on advertising. In this case, the cost of reaching each of the nearly If only 5 percent—one out of every 20—of the A good example of a media vehicle that allows advertisers to cost effectively reach a large, geographically dispersed, niche target audience with minimal waste circulation is The Journal of Commerce JOC.
The JOC, which began publication inis a weekly magazine containing content of interest to high-level international trade, transportation, and logistics executives around the globe. Marketers wishing to promote their goods or services to these—and pretty much exclusively these—executive decision makers can run advertisements in the JOC in a variety of sizes up to 52 times per year. An international marketer with a larger ad budget could, for example, place and run 26 of the same quarter page ads in the JOC i.
It is likely well worth the extra per-reader cost to advertise in the JOC if doing so allows you to reach your target audience—and only your target audience. Suggested in the latter part of the JOC example above is another strength of advertising. With advertising, essay on advertising, the marketer can repeat the message as many times as their budget will allow them to essay on advertising so. An advertiser could, for example, run ads in the JOC each week it is published i. The same marketer could also run dozens of second radio or television advertisements in local markets where their target market members are located.
And, luckily for international marketers with large ad essay on advertising, buying ads in volume typically translates into: 1 lower per-ad cost, and 2 lower per-reader cost. Finally, advertising, relative to other forms of promotional activity, is also good at both creating a prestige image for the marketer as well as appealing to the target audience in multisensory fashion. With regard to prestige, it enhances the image of the marketer—especially when the marketer is relatively unknown—to essay on advertising seen advertising: 1 in well-known, well-respected magazines and newspapers, and 2 on major television networks or radio stations. Prestige can also be created or enhanced via the employment of well-known, respected celebrities in advertisements.
Even radio advertising, essay on advertising, limited essay on advertising to sound, offers the creatively inclined international marketer much potential to appeal to the senses essay on advertising the listener. While advertising has some significant advantages over other forms of promotional activity it also has some distinct disadvantages. One primary disadvantage of advertising is its high absolute cost. This is, indeed, essay on advertising, a good return on investment. While large global firms like Colgate-Palmolive have budgets allowing such large expenditures on advertising many other—particularly smaller—firms do not.
Simply put, advertising can be a great investment but the absolute dollar volume essay on advertising to create and run advertisements on a global—even national or regional or local—scale can be great. Another relative weakness of advertising is its inability to provide the marketer with timely feed-back with regard to how effective it is or has been, essay on advertising. This weakness is particularly strong when comparing advertising to personal selling i. With advertising, due to the fact that the marketer is not present when the message is being received and the fact that multiple exposures to an advertisement are necessary for it to have any impact, it may take weeks or even months to know how effective promotional efforts have been— and it may take a significant investment in marketing research to make this belated determination.
Related essay on advertising the issue of slow feedback on effectiveness is another relative weakness of advertising. Saying that advertising caused this level of sales is not, in practice, essay on advertising, easy to do at least with a great deal essay on advertising confidence. This is because so many other factors in addition to advertising can effect the sales—and, to an even greater extent, the profits—of an organization. Thus: 1 in order to determine what has caused sales or profits all factors having an impact on it must be taken into consideration, and 2 one cannot accurately say to what extent advertising has caused sales or profits unless the causal impact of all these other factors has been taken into account.
Web page advertising is somewhat an exception here, as far more precise measurement of impact on sales can be discerned e. Finally, essay on advertising, it is relatively impractical—if not impossible—to customize promotional messages with advertising. Personal selling, for example, allows the marketer the opportunity to customize each message transmitted to the exact needs, essay on advertising, wants, and expectations of every targeted person. Although major magazines do allow some level of customization due to the publication of specialized regional or national editions every one of perhaps hundreds of thousands of persons receiving any one edition of the magazine sees the exact same advertisement. With major broadcast media such as radio and television individualized customization is essentially impossible—even if it were possible it would be very expensive.
Business organizations large and small and in virtually all industries and countries are using advertising—and increasingly more of it—to promote themselves and their products to prospective and existing consumers. Thus suggested is that the strengths of advertising discussed above generally outweigh its weaknesses— with the latter just placing limits on what can be done with advertising. For the sixth year in a row, U. Clean, Noxzema, Pampers, Pepto-Bismol, Scope, Tide, and Vicks—topped the list of global advertisers. With respect to advertising expenditures by the top global advertisers by region of the world inthe U. The region of the world exhibiting the greatest increase in ad spending was Latin America, with spending up Interestingly, this growth is in spite of the fact that U.
Some of the largest U. advertisers were those showing the greatest percentage decrease in expenditures. General Motors tops the list with a This decline in U. ad spending was offset by significant increases in advertising by non-U. marketers such as Sharp Corporation JapanFiat ItalyMoët Hennessy Louis Vuitton FranceLG Group South Koreaand Aldi Group Germany. Also heavily involved—albeit not as conspicuously as advertisers— are the media firms that, by virtue of producing magazines, essay on advertising, newspapers, and Web sites and running radio and television stations as well as billboard advertising companies, provide advertisers the vehicles through which to reach target audiences worldwide.
It is common, in this regard, for large, international marketers to work with multiple advertising agencies. Euro Essay on advertising Worldwide, by virtue of working with 10 of the top 20 and 42 of the top global advertisers, exemplifies the global advertising agency. It is often said that strategic marketing decisions involving advertising are those most likely to be significantly impacted by cultural variation between nations, essay on advertising. It should be of essay on advertising surprise, then, that failure to carefully consider the appropriateness and likely acceptance of an advertisement through the cultural lens of the targeted audience puts marketers at high risk of—at a minimum—considerable embarrassment.
Creating and running just one high-quality television or magazine advertisement can cost an organization hundreds of thousands—perhaps even millions—of dollars. This is due largely to the fact that literal translations found in most dictionaries fail to adequately account for regional variations, slang, and symbolic meaning in language as spoken by persons in a given country or region thereof. Further, superficial knowledge of a essay on advertising foreign language may be more dangerous than no knowledge at all for the international advertiser. To avoid potentially embarrassing and costly mistakes due to the often subtle yet critical intricacies of cross-cultural language variation, international marketers must take the task of translating what it wants to say in one language into its advertising in another language very, very seriously.
In addition, just one translation done by one person is often not sufficient. In this regard, what are known as back translations are commonly done. In the process of back translation, advertising content essay on advertising translated by one bilingual person from one language e. The results of the two translations are then compared to ensure consistency and, ultimately, effective communication through advertising. If, for example, the second translation comes back saying exactly what was meant to be said in the first place—in the same language—then the marketer knows they are on the right track. If, however, the second translation is significantly different than what was originally meant to be said, then the marketer still has much work in translation to be done.
Language is, however, but just one of many potentially arduous cross-cultural hurdles frequently encountered by international advertisers. One prime example of a nonlanguage, culture-based factor that international advertisers must be cognizant of involves what are called cultural values i. Variation in cultural values between one nation and another creates a host of potentially important considerations for marketers wishing to effectively advertise in multiple countries. Take, essay on advertising, for example, essay on advertising, the appropriateness of certain words used to identify people in two nations that speak essay on advertising same language— say the United States and Australia.
It would, in this regard, essay on advertising, generally be acceptable for a U. This would likely be taken by most recipients of the message to imply that the sponsor of the advertising creates jobs locally and that their employees are not only from the area but are also highly similar to other local persons in many ways i. Using the word native in this manner in advertising in Australia would carry a different meaning. This is a mistake that could easily be made by persons working in advertising for foreign firms from countries with less contentious histories with regard to the plight of indigenous persons.
Required in this instance is guidance from Australian locals—including but not limited to Aboriginal persons—well versed in Australian cultural values. Another potentially critical cross-cultural, value based consideration for international advertisers involves the use of humor. Again, as with language translations and word appropriateness, successfully using humor across cultures requires the input of persons fluent in the local culture of the targeted audience. Effective essay on advertising advertising thus requires that the foreign marketer employ persons from the local culture at least as agents or consultants—if not as fulltime managerial employees responsible for making key advertising decisions. Just as international advertisers should expect to encounter cross-cultural obstacles so too essay on advertising they assume that variations in laws across nations may significantly impact their ability to effectively communicate with targeted audiences.
Generally, when doing business in foreign countries, the marketer: 1 should not assume that the laws of their home country are applicable abroad, essay on advertising, and 2 should be familiar with and abide by the law of the host nation—particularly those laws which impact the ability of the foreign firm to market its specific type of product. These general points reign very true in the context of advertising. The international advertiser should never assume either that: 1 home-country advertising-related law applies abroad, or 2 they will be able to advertise their product in the exact same manner abroad as they do domestically.
A good example of not being legally able to advertise products in a foreign country in the same manner as done in the domestic marketplace is comparative advertising. In this form of advertising, essay on advertising, the sponsor directly—and favorably—compares its products to those of a competitor. Comparative advertising law differs significantly from nation to nation. In the United States, it is not only legal to compare your products to those of a competitor but also legal to name the competitor in the advertisement as long as the comparative statements in the ad can be objectively substantiated.
In some Western European nations e. Comparative advertising is illegal, however, in other Western European countries e. Comparative advertising is also heavily regulated in other regions of the world. As a result, marketers that commonly and legally employ this form of advertising in their home countries must be very careful about using it abroad, essay on advertising. Sometimes an international marketer will find that it cannot advertise its products at all in a given foreign nation. For example, toy, tobacco, liquor, and pharmaceutical drug ads are banned or at least heavily restricted in many nations of the world while advertising these products is perfectly legal in others, essay on advertising.
Essay 3 Advertisement Analysis Prompt
, time: 6:24Essay on Advertising and its Contribution ( Words)
WebAccording to researchers, advertising performs six main functions: It creates awareness about products and brands - It generates brand image - It persuades people (persuasion WebHow large part advertising plays depends on the nature of the product and its frequency of purchase. It contributes the greatest part when: 1. Buyer awareness of the product is low Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them. Question 2: What are the advantages of advertising? Answer 2: The advantages of advertising are that firstly, it in See more
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