communicating with the help of advertisements

7/25/2019 Communicating With the Help of Advertisements

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EXECUTIVE SUMMARY

In this day and age advertising is a potent and extremely prevalent form of

omm!niation and the "est #ay to omm!niate to these !stomers$ It helpsinform the !stomers a"o!t the "rands availa"le in the mar%et and the variety of

prod!ts !sef!l to them$ Advertising is for every"ody inl!ding %ids& yo!ng and

old$ It is done !sing vario!s media types& #ith di'erent tehni(!es and methods

most s!ited$ )o#ever the average ons!mer is exposed to h!ndreds of

advertising messages per day$ *rom ommerials on television and pop+!ps on

the Internet to advertising on "athroom stalls and s!"#ay platforms& the

messages are endless$ ,!e to s!h s!persat!ration& it-s not !nommon for most

of these promotions to get lost in the l!tter$ That-s #hy e'etive omm!niation

to a spei. target a!diene is the %ey to ma%ing advertisements stand o!t and

get res!lts$

This report o!tlines o!r researh and analysis on Comm!niation thro!gh

Advertisements$ /e have analy0ed vario!s pop!lar ads and the appeal they

present to the a!diene$ This researh examined the in1!ene the parti!lar

advertisements had on the "!yer$ Ma2or parameters #ere + ho# m!h

advertisements o!ld in1!ene the p!rhase and ho# m!h the respondento!ld reall the advertisements$ As a part of o!r primary researh #e 1oated a

(!estioner and olleted a variety of responses form a diverse sample$ 3!estions

#ere "oth related to advertisements in general and some #ere "rand spei.$

/e analy0ed the data from the (!estionnaire and ame o!t #ith o!r .ndings

#hih are presented in this report$ These .ndings apt!re the general mindset

that people have to#ards advertisements& #hat they feel ma%es the ad stando!t

and the fators that in1!ene the p!rhase of the prod!t


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4$ Introd!tion

Advertising is an impersonal and !nidiretional omm!niation that 1o#s from

the advertiser to the ons!mer$ 5rgani0ations pay to 6plae6 it in one or more

media ven!es& s!h as ne#spapers or television$ It omprises one part of anorgani0ation-s mar%eting mix7 the range of ativities an organi0ation !ses to

reate m!t!ally "ene.ial relationships #ith ons!mers$ An e'etive ad is one

that reahes as m!h of the target mar%et as possi"le& holds the a!diene-s

attention& and s!essf!lly alls the ons!mer to ta%e a spei. ation& s!h as

alling for information or ma%ing a p!rhase$

The Nature of Brands

/hen #e thin% of "rands& #e !s!ally thin% of prod!ts #e "!y7 Co%e& Cad"!ry&*ord& )oover& 8ersil& and Mars$ 9!t 2!st a"o!t anything an Advertising and 9rand

E(!ity "e :"randed$; 8rod!ts& servies& orporations& retail stores& ities&

organi0ations& even individ!als an "e seen as :"rands$; Remem"er& a "rand

name is meant to em"ody information a"o!t something& information that

represents an added val!e& di'erentiating it in a mar%ed #ay from alternatives$ A

"rand name is meant to trigger in memory positive assoiations #ith that "rand$

8olitiians& hospitals& entertainers& foot"all l!"s& orporations& all #ant their

name& their "rand& to mean something very spei. to their mar%et$ It is ho#

they #ish to "e seen& and ho# they #ish to "e disting!ished from ompetitive

alternatives$

Brand Attitude

A "rand does provide information$ 9!t #hat %ind of information does a "rand

provide& and #here does it ome from< Thin% a"o!t some "rands yo! %no#$ /hat

omes to mind #hen yo! thin% a"o!t them< =o do!"t a great deal more than the

fat that it is a parti!lar prod!t$ 8erhaps yo! #ere thin%ing a"o!t ho# m!h

yo! li%e it& that it is #ell %no#n& or that it is :one of the "est$; All of these

tho!ghts re1et #hat #e all "rand attit!de$ A "rand name represents

everything a person %no#s a"o!t a parti!lar prod!t and #hat it means to

them$ It provides a onvenient s!mmary of their feelings& %no#ledge and

experiene #ith the "rand$ It means they do not need to spend a great deal of

time :researhing; a prod!t eah time they are onsidering a p!rhase$ A

person;s eval!ation of a prod!t is immediately reonstr!ted from memory&

!ed "y the "rand name$ 9!t again& #here does that "rand attit!de ome from


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Brand Equity

The e'et of a positive "rand attit!de leads to something mar%eters all "rand

e(!ity$ /hat exatly is "rand e(!ity< Most mar%eters #o!ld agree that it is that

:something; attahed to a "rand that adds val!e over and a"ove the o"2etiveharateristis of the prod!t or servie$ /hatever that :something; is& it is

em"odied in people;s attit!des to#ards that "rand$ It is dynami& and s!"2et to

hange over time$ It attahes itself to the "rand name& providing a !rrent

s!mmary of people;s feelings& %no#ledge and experiene #ith that prod!t or

servie$ Thin% a"o!t hoolate for a min!te$ 9asially& hoolate is hoolate$ 5r

is it< Are some "rands "etter than others< /hy< /hat a"o!t #ashing+!p po#der

communicating with the help of advertisements

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