Women Role in Society and Development

Only available on StudyMode
  • Topic: Advertising, Creativity, Communication design
  • Pages : 6 (1658 words )
  • Download(s) : 516
  • Published : March 17, 2013
Open Document
Text Preview
Advanced Marketing
12th week presentation report

Advertising Effectiveness

Presented To: Dr Ayman Shawky
Done By: Basma Mohamed Abdel fattah

Table of Contents:
Introduction About Advertising…………………………….3-4 Name of the Articles………………………………………...4 Variables…………………………………………………….5-8 Research Problem…………………………………………...8 Research Model…………………………………………….8 Findings and Recommendation…………………………………………9-10

Introduction:
Advertising allows you to communicate a salient message to a large group of consumers faster than any other form of communication. It allows you to truly connect with your consumer; it gives you an opportunity to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a sense of urgency for the consumer, honest awareness and accurate that there are products, places, styles or sensibilities that cry out for attention or action. The advertising industry has experienced dynamic changes over the last several decades. The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers. To do that there are various styles of advertising, Style will always change: with the product or service you are selling; with the timing of the message and with the medium you are using. But important aspect is how you can engage your consumers to watch that Creative challenge you took with the blend of style, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. Advertising, which is about creating demand, has undergone a complete transformation. Many things have changed and many things have stayed exactly the same in this industry. The media agencies have witnessed the tremendous growth in skills set. If one critically analyze, “advertising reflects the mood of the times". The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift. Multi-tasking became the order the day. The late media Philosopher Marshall McLuhan stated before about effective advertisements, "The con- tinuous pressure is to create ads more and more in the image of audience motives and desires." By giving form to people's deep-lying desires and picturing states of being that individuals privately yearns for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate goal of advertising: to tug at our psychological shirts sleeves and slow us down long enough for a word or two about whatever is being sold. We glance at a picture of a solitary rancher at work, and "Marlboro" slips into our minds. Advertisers are ever more compelled to invoke consumers' drives and longings; this is the "continuous pressure" McLuhan refers to.

3 functions of Advertising:
(1)The first two, awareness and knowledge, relate to information or ideas (2)The second two steps, liking and preference, have to do with favorable attitudes or feelings toward the product. (3)The final two steps, conviction and purchase, are to produce action—the acquisition of the product.

Name of Articles:
1- Advertising Effectiveness: “Understanding the Value of Creativity in Advertising” 2- Identifying the components of effective service advertisements. 3- The Power of Emotional Appeals in Advertising.

Variables (Independent Variables – Dependant Variable):
Dependant Variable: Effectiveness of Advertising by determining the factors that affect advertising and responsible for the success of the campaign and the Ad. Independent Variables:
* Creativity
It is known fact that there should be an element of creativity in an advertisement. This creativity is to create something new, unique, extremely attractive and appealing to the consumers. In fact, advertising itself is a creative process. It is the outcome of long term planning and hard work on the part of the copy writer &...
tracking img