What Makes Advertising Effective?
What makes advertising effective?
[pic]
(Advert from The Esquire magazine, Georg Lois, March 1965)
MKT 251 Advertising and Media- Gordon Bowen
Alexia Gil Sánchez
(Word count: 2029)
Table of contents 1. Executive summary.............................................................................................3 2. Introduction………………………………………………………………...…..4 3. Findings………...……………………………………………………………….5 3.1. General……………………………………………………………………...5 3.1.1. The creativity……………………………………………………..5 3.1.2. The medium chosen……………………………………………....5 3.1.3. The budget……………………………………………………......6 3.1.4. The market segment and target audience…………………….......7 3.2. Specified………………………………………………………………...….8 3.2.1. The use of women in advertising………………………………...8
Recommendations…………………………………………………………………9 4. Conclusion…………………………………………………………………….10 5. References……………………………………………………………………..10
1. Executive summary
It is important to highlight how much companies rely nowadays on advertising. It is the era of communications, and the best way to reach a big audience is by using advertising as a marketing tool in an effective way.
• An essential premise is creativity, capturing the consumer or clients’ attention and stimulating them in order to make them feel interest towards the product. Creativity together with attractiveness, means being original and differentiating from competitors in some way. This will be important in order to reach higher sales or other established objectives. If this works, the message that businesses try to send to consumers will also be influenced by this attractiveness or prestige. • The key is to advertise a product in places that will reach the target market, such as an Internet campaign, an advert in the newspapers or a TV spot. There are many ways and channels where advertising is possible, businesses have to choose the right
[pic]
(Advert from The Esquire magazine, Georg Lois, March 1965)
MKT 251 Advertising and Media- Gordon Bowen
Alexia Gil Sánchez
(Word count: 2029)
Table of contents 1. Executive summary.............................................................................................3 2. Introduction………………………………………………………………...…..4 3. Findings………...……………………………………………………………….5 3.1. General……………………………………………………………………...5 3.1.1. The creativity……………………………………………………..5 3.1.2. The medium chosen……………………………………………....5 3.1.3. The budget……………………………………………………......6 3.1.4. The market segment and target audience…………………….......7 3.2. Specified………………………………………………………………...….8 3.2.1. The use of women in advertising………………………………...8
Recommendations…………………………………………………………………9 4. Conclusion…………………………………………………………………….10 5. References……………………………………………………………………..10
1. Executive summary
It is important to highlight how much companies rely nowadays on advertising. It is the era of communications, and the best way to reach a big audience is by using advertising as a marketing tool in an effective way.
• An essential premise is creativity, capturing the consumer or clients’ attention and stimulating them in order to make them feel interest towards the product. Creativity together with attractiveness, means being original and differentiating from competitors in some way. This will be important in order to reach higher sales or other established objectives. If this works, the message that businesses try to send to consumers will also be influenced by this attractiveness or prestige. • The key is to advertise a product in places that will reach the target market, such as an Internet campaign, an advert in the newspapers or a TV spot. There are many ways and channels where advertising is possible, businesses have to choose the right
References: 1. Books Arens, W., Weigold, M and Arens, C., 2011 Cooper, A., 1997. How to plan advertising. 2nd Edition. London: Account Planning. Fennis, B.M., and Stroebe, W., 2010. The psychology of advertising. Psychology Press. Hackley, C., 2010. Advertising and promotion: An integrated marketing communications approach. 2nd Edition. London: SGAE Publications. Jefkins, F. and Yadin, D., 2000. Advertising. 4th Edition. Harlow: Pearson Education. Surmanek, J., 2003. Avertising media A to Z. New York: McGraw Hill. Sutherland, M. and Sylvester, A., 1993. Advertising and the mind of the consumer. 2nd Edition. London: Kogan Page. Oxilvy, D., 1987. Ogilvy on advertising: “I hate rules”. New Edition. London: Prion Book Ltd. Wright, R., 2000. Advertising. Harlow: Pearson Education. 2. Emerald source Chan, K., Li, L., Diehl, S., and Terlutter, R., 2007 Ody, P., 1987. How effective is advertising?, Vol. 15 Iss: 1. Plakoyiannaki, E. and Zotos, Y., 2009. Female role stereotypes in print advertising: Identifying associations with magazine product categories, Vol. 43 Iss: 11/12.