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With reference to recent and/or historical examples, analyse the way in which advertisements communicate the meanings associated with their branded products, services or charitable campaigns to specific audience(s) - Essay Example

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An advertisement refers to an effectively formulated and presented information that seeks to increase customer awareness of either a product or a service. Also known as promotion, advertisements serve fundamental roles in increasing a product’s market share thus productivity…
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With reference to recent and/or historical examples, analyse the way in which advertisements communicate the meanings associated with their branded products, services or charitable campaigns to specific audience(s)
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Extract of sample "With reference to recent and/or historical examples, analyse the way in which advertisements communicate the meanings associated with their branded products, services or charitable campaigns to specific audience(s)"

Download file to see previous pages In order to achieve this, marketers employ a tool known as the promotional mix, which provides the features of either the product or service to include in the advert. In one way or another, an advert must convey particular meanings associated with either the product or service as the below analysis of historical adverts portrays.
According to the promotional mix, advertisements perform five major functions that include selling, direct marketing, publicity, sales promotion and advertising. The five help marketers budget their operations besides the process of creating effective adverts. Each of the above functions influences the placement of different elements in adverts depending on the media that the marketers seek to use in conveying the advert (Ewen, 1976). Among the elements that advertisers use in developing their adverts are audio, video, graphics, texts and images among many others (Kotler, 1997). Through the effective consideration of both the target audience and the unique features of the products, marketers develop appropriate adverts and communicate them in particular media that increase their success rates thus increasing he profitability of either the product or service.
Besides the five elements of the promotional mix, advertisements have three specific objectives, which include the presentation of information to both customers and others, increasing demand and differentiating a product. Presentation of information is vital in increasing the product or service profitability since this helps raise the public knowledge on the product. Products and service seek to fill a gap in the society (Clow & Baack, 2007). By informing the public, advertisers raise the society’s awareness on the on the gap and the fact that the product or service fills the gap. Such information targets everyone in the society indiscriminately; however, it has more ...Download file to see next pagesRead More
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