...ADVERTISEMENTS – EFFECT ON CONSUMERS, PRODUCERS AND SOCIETY Advertisements are the action of drawing people’s attention towards a product or business by paid announcements in print, broadcast or electronic media. When firm sells differentiated products and charge prices above marginal cost, each firm has an incentive to advertise its products so as to attract more buyers, increase the consumption and thus increase sales of the product. Advertising help companies in markets to distinguish their products from those of their competitors. Advertising is used by businesses to develop a brand. A brand is a company's reputation with respect to products or services sold under a specific name or logo. Advertising has many benefits for both the consumers and the producers. BENEFITS OF ADVERTISING (A) TO THE CONSUMER * Consumers get relevant information and guidance from advertising * It is beneficial in terms of price and quality of goods * They help to make the consumer aware about how to use the product in different ways. * They help in removing misunderstandings about the product * They act as a reminder and alerts the consumer about the urgent product they need to purchase (B) TO THE PRODUCER Advertising reminds the consumer about the products value, make them aware about promotions, and suggest new uses for the product and thereby increasing sales. Firms with high budget can also use advertising to negate the effects of new companies advertising campaigns...
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...Always “Like A Girl” Video Ad Campaign Procter & Gamble’s Always brand, known for selling feminine hygiene products, launched the first video of their “like a girl” campaign this past June. Always sponsored a social experiment where participants of varying ages from both genders, although predominantly females, were asked to act out phrases such as “fight like a girl” and “run like a girl.” The older participants exaggerated their movements and appeared weak and unsuccessful in their actions, while the younger girls tried their best and acted as they would normally would. The viewers are then asked when the phrase, “like a girl” became an insult, and question why it can’t mean good things, such as, “win the race.” The fact that girls’ confidence plummets during puberty is displayed, and then the older females get the opportunity to retry their actions and complete them with certainty and confidence. Always claims that they want to redefine the phrase “like a girl” to be interpreted positively so that girls everywhere will feel proud and confident when they do things “like a girl” (Herzfeld, 2014). Always Brand Director Amanda Hill hopes it is the beginning of a long-term campaign to change the meaning of the phrase “like a girl,” while building brand loyalty (Neff, 2014). The campaign targets females who may be approaching puberty, in the midst, or post-puberty who need that confidence boost and restored empowerment. Always uses a variety of consumer behaviour techniques to...
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...Lou Malnati’s Pizza Radio Advertisement Target Audience for the Advertisement: * Age: Children, teens and adults * Location: Greater Chicago land * Gender: Male * Income level: middle to high income * Marital or family status: single males and families * Interests: sports and food * Values: Old fashioned American family values * Need: Single males looking to enjoy a meal while watching sports with friends or alone and families that desire a comfortable, family-oriented environment for dine-in pizza. Dialog: I still remember the days when Pop and I used to go to Wrigleyville to watch the ballgames. I was always so excited to watch the Chicago Cubs but I was even more excited to go home to my Pop’s Famous Deep Dish Chicago Style Pizza. Nothing has changed over the years, the cubs are still losing the world series and Lou Malanti’s is still the home of the best deep dish pizza, with California vine-ripened tomatoes for the perfect sweet and tangy taste, the fresh mozzarella cheese comes from the same small dairy that has supplied Lou Malnati’s for over 40 years and the family’s secret recipe for flaky, buttery crust has been passed down from generation to generation. My wife Jane and I welcome you to join us at Lou Malnati’s, the Home of the homemade Chicago Style deep-dish pizza. I still remember the days when Pop and I used to go to Wrigleyville to watch the ballgames. I was always so excited to watch the Chicago Cubs but I...
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...‘Yahoo Consumer Direct Marries Purchase Metrics To Banner Ads’ CASE ANALYSIS GROUP 6 What is Consumer Direct ? 1. Describe the research design for Consumer Direct. 2. Discuss the strengths and weaknesses of the research design. VASUNDHARA KEDIA MANDEEP PRADHAN SUDESHNA CHOWDHURY SOURABH SONI SHAURYADIPTA BASU NILOY BISWAS Consumer Direct, is a sequence of online advertising procedures done in conjunction with ACNielsen’s Homescan panel. In this process, Yahoo sets ads to target consumers, and the Homescan network is households that have elected to partake in such studies. From here households reflect back to the advertising agents after viewing a product on-line at Yahoo, and after a cool-down period of six weeks are then placed in the stores to see the purchasing power that the advertisement had on consumers that are part of the Homescan panel. The metrics of this advertising is to view the effectiveness of the ad targets, and the persuasiveness of the advertising to make consumers to want to go out and get the product. Consumer Direct used the descriptive research design. This design aims to observe and describe the usage of Yahoo without influencing the public in any way, in order to determine the effectiveness of the advertising on Yahoo. This design includes describing any behaviours, performing a case study, observing the amount of advertises being bought or look at through Yahoo, and lastly a questionnaire or presentation. The goal is to be more effective and efficient...
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...A Nielsen Report Global Trust in Advertising and Brand Messages April 2012 CONSUMER TRUST IN “EARNED” ADVERTISING GROWS IN IMPORTANCE Trust in traditional paid advertising messages declines Earned media sources remain most credible Confidence in online and mobile advertising increases Regional variances offer global marketers opportunities Improved relevance in advertising has room to grow The voice of fellow consumers continues to be strongly heard when it comes to the most trusted forms of advertising. Ninetytwo percent of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years. Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011. Still, the majority of advertising dollars are spent...
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...Week 5: Internet Exercise Below are two ads which were taken from an entertainment website and a company website. In these two ads the problem recognition will be identified. The first ad is from Metacritic.com and the second ad is from expedia.com. Problem recognition is defined by our text Consumer Behavior: Building Marketing Strategy, 12th Edition as “the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.” (Hawkins, 2012, p.445) With that said the website ad chosen can be seen as one that triggers problem recognition. 1. The ad above was found on an entertainment website known as Metacritic.com which is a site where consumers go before buying or watching anything movie related. What this ad does is that it aims to address the need for younger looking skin for consumers who desire this look that actually doesn’t this type of skin. The actual state (what the consumer recognizes as already existing) in this ad would be having wrinkles while the desired state (what the consumer would like) would be seeking to have a younger looking skin by not having wrinkles. This ad recognizes a problem by addressing what is an active problem which is a problem that consumers are already aware of (older looking skin/wrinkles). This ad could therefore be effective as marketers only have to persuade consumers that meaningful beauty by Cindy Crawford is the superior solution to their known problem of having...
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...Bubbly Fruit Water On the first page of the ad, it shows a simple image of a model drinking from a Glacéau fruitwater bottle using a straw. On the second page of the ad, it shows a closer view of the bottle which explains the positive aspects of the product. It explains how the water contains no juice, has zero calories, is naturally flavored, is enhanced with nutrients, and has “billions of bubbles.” The bottle of the product itself is very sleek and thin. The ad is very simple and minimalistic overall with few words, and it makes references to how sparkly and “bubbly” the water is several times. The ad also has multiple unspoken messages. By using the repetition of “bubbliness” and beauty, it implies that if the consumer drinks the water,...
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...glamour, affordable prices This advertisement I choose is an ad for New York Color (NYC) makeup. This ad was from a teen fashion magazine. Anything glamorous gets my attention. Also, I really like makeup. So this ad really caught my eye. With the target audience being women, this ad in many ways makes the product appealing to female consumers who love an expensive look but want an affordable price tag. This ad uses details such as bold colors, wording, and layout, and strategies such as the lighting, affordability and attractiveness to persuade the target audience to choose their product over another. This ad uses details such a variety of bold colors to make the ad attractive and in order to make the consumer stop and take a second to look at it. The color makes the ad look very appealing and stand out in a crowd-in this case, stand out in a magazine with many other advertisements throughout the pages. One example is the products brand logo at the bottom left of the page “NYC”, each letter is in a different color. One letter is blue, another letter is yellow and the other letter is a bold hot pink. Inside the letters is part of New York City’s city scenery to emphasize the brands name of New York Color. Another example of the ads use of color is the way the makeup is displayed on the models in the ads faces. Bold red lips and bright eyes, really catches the consumers eye directly to the product. The stylist of this ad made sure that the right makeup went on the faces of the models...
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...ability to attract consumers is the crucial key to determine if the advertisement can successfully promote the product to consumers. Usually, we can say an advertisement is successful if the product is well-known by consumers, and attract consumers to be willing to pay money for it. Each company has its special technique to persuade consumers to purchase their products through web advertisement. Estee Lauder, a distinguished cosmetics company, attracts more and more consumers to buy their products because it has unique techniques in advertisements. In a particular ad for Estee Lauder, the marketers use, web design, color and rhetorical appeals in ad to successfully increase consumption of their new released product , Resilience Lift Collection, to mid-age women. One of the crucial keys the ad uses to attract consumers is the unique and reasonable web design which well explains the product. Instead of lengthy and gathered product information, the ad for Resilience Lift Collection divides it into small categories. The close-up facial feature of a captivating woman with the text “ Now, look as young as you feel. Our first, multi-faceted, 24-hour lift” on the side. The picture of the woman subconsciously inject the idea to consumers that Resilience Lift Collection can make consumers look as gorgeous as the woman in the picture. The text does not promote the product directly, yet gets consumer’s curiosity to what can make them feel so fantastic. Then the ad automatically changes...
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...How Consumers’ Attitudes Toward Direct-to-Consumer Advertising of Prescription Drugs Influence Ad Effectiveness, and Consumer and Physician Behavior MICHAL HERZENSTEIN herzensteinm1@simon.rochester.edu SANJOG MISRA misra@simon.rochester.edu STEVEN S. POSAVAC posavac@simon.rochester.edu Simon School of Business Administration, University of Rochester, Rochester, NY 14627 Abstract Data from 1081 adults surveyed by the FDA were analyzed to explore consumers’ attitudes toward direct-toconsumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We report the favorableness of consumers’ reactions to DTCA, and more importantly, demonstrate that consumers’ attitudes toward DTCA are related to whether they search for more information about a drug that is advertised, and ask their physician about the drug. Finally, we document how consumers’ attitudes towards DTCA relate to the prescription writing behavior of their physicians. Mediation analyses that more fully explicate these findings are discussed. Keywords: direct-to-consumer advertising, consumer behavior UK-based Boots Pharmaceuticals aired the first Direct-To-Consumer (DTC) television advertisement of a prescription drug in 1983. The Food and Drug Administration (FDA) subsequently ruled that the ad violated regulations that detailed information about side effects should appear in the ad in a readily understandable format, and consequently required Boots...
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...Advertisements: The Effects of Media Context, Communication Norms, and Consumer Knowledge ALISON JING XU ROBERT S. WYER JR. Ads often contain puffery—product descriptions that purport to be important but actually provide little if any meaningful information. Consumers’ reactions to these descriptions depend on whether they perceive themselves to be more or less knowledgeable about the product than others whom the ad is specifically intended to influence. When an ad appears in a professional magazine that is read primarily by experts in the product domain, puffery generally increases the ad’s effectiveness. This is also true when the ad appears in a popular magazine but readers perceive themselves to know less about the product than consumers at large. If readers believe they know as much as or more than general consumers, however, puffery decreases the ad’s effectiveness. In addition, the media context in which an ad is encountered has a direct effect on judgments by consumers who perceive themselves to have little knowledge about the type of product being advertised. O magazines, such as Dairy Field and Dairy Foods, which are primarily read by processors and suppliers in the dairy food industry. Dannon is not alone in using promotional materials that consumers do not understand. In some cases, advertisements describe technical details that are only appreciated by experts in the product domain to which the ads pertain. Other attribute descriptions, however, may be “puffery...
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...Who is the ad targeted at? The main target market is women. The ad is targeted at women who enjoy using nail polish on their nails and designs that they can create. This can be concluded by looking at the title “Fashion at your fingertips” giving the idea that you can have fashionable nails that is affordable and easily accessible. The women are of various ethnicities because in the ad you can see various skin tones on the women’s hands that are displayed. The ad further targets women who are busy and looking for a quick manicure in minutes of good quality. Does the product satisfy a need, a want, or a demand? The product satisfies a want because women desire a particular product that is offered by Sally Hansen. Wants are unlimited while resources are limited. From this ad, the want is beauty that works by Sally Hansen’s nail color pens and nail art pens. The target market for this ad includes women who want fashionable colors and designs for their nails. Sally Hansen provides that want with a new product and fun, fashion shades. Does the ad convey the value that the product will offer the customer? The ad conveys the value of having fashion at your fingertips and being able to have salon quality nails quickly with Sally Hansen’s conditioning formula that allows nails to dry quickly. The nail pens’ formula also has panthenol, vitamins, and UV protection. The nail art pens provide a pen point to activate color that allows the consumer to design nails easily...
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...keep up and what strategies can be put into place to do so? Overall, the typical internet advertising strategies are the same. You want to be clear you are covering all of the following: * Identify your Target Audience * Knowledge of who is paying attention to your ads * A receptive targeted audience will save time and money * Research and analyze the current customer base * Observe other competitors target markets * Consistency is KEY * Keep up with your marketing campaign/ads * Take advantage of where you are able to place ads but make sure you are consistent with the approach * Does audience know who the message is coming from? * Always be unique and focus on your strengths (Google Ad revenue surges, 2012) Through these steps, advertisers are able to promote a successful campaign ad. Now as the internet based companies who are PROMOTING their space in order for companies to advertise with them I believe you must take a somewhat different approach than the above. Currently Facebook has a specific way of ad creation that differentiates itself from other sites such as Google. The current steps are that the business will create an ad then pay Facebook to deliver it to people who find it more useful. A HUGE advantage that Facebook has now taken a hold on is within the user profiles. Each Facebook user has a profile which states location, interests, hobbies, workplace, gender, age etc. and this information...
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...advertising costs. Although in the U.S. Internet advertising revenues for the first half of 2009 declined by 5.3% from the previous year, interactive marketing is still one of the advertising sectors that have been the least affected by the economic downturn (www.iab.net). There are many different types of advertising including ad insertions, banner ads, Social network advertising, compensation advertising, blogs, cookies, and spam. Display ads, classified ads, and search engine ads are three advertising categories created by the Internet over the past decade. The flexibility and ease of access of the Internet has made it a target for many companies for Internet advertising. There is a greater range in which advertisers can reach their target markets by advertising through the Internet. The Internet spans the globe, which means that targeted markets can be exposed to the advertisements at once, rather than needing to advertise in different newspapers, television stations, and radio stations. Traditional television advertisements require periodic updating while an Internet advertisement may be updated less frequently. The ease of updating or changing an ad also increases the appeal of Internet advertising (Advantages and Disadvantages of Internet Advertising). Another major benefit of Internet advertising is the lower entry-level fees. Many smaller or start-up companies may not have the finances for traditional advertising, which could easily cost thousands of dollars. However...
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...Pepsi Cola 1956 Vintage Ad DeVry University Pepsi Cola 1956 Vintage Ad Analyzing the Pepsi-Cola ad created in 1956 it is mentioning “Refresh without filling, Have a Pepsi” and “Pepsi-Cola the Light Refreshment.” This specific ad has not been updated after it was published. However, there have been several new ads promoting the light beverage. This ad is convincing the consumers that Pepsi-Cola is the drink to keep you following your diet, and the cool beverage on a hot summer day while you barbeque. The rhetorical strategies used in the ad are very effective in gaining the consumer’s attention. From the logos that appeal to the consumer in relation to the picture of a barbeque during the summertime with this refreshing beverage at hand. As far as the pathos that is verified in the ad it is showing the smiles and satisfaction of the characters, this clearly displays that this is the drink to have a good time. The ad “Refresh without filling, Have a Pepsi” is a persuasive advertisement that can be evaluated in three categories: logos, ethos, and pathos. Logos is displayed as the ad shows that the couple is out on a hot day barbequing and enjoying the thirst quenching, light refreshment of Pepsi-Cola. The ad is displaying this popular activity with the beverage presented, making consumers purchase the product to get the same enjoyable feeling that the characters are portraying. The key words of the ad being, “light refreshment” are placed to attract the audience to consume...
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