Advertisement Plays a Significant Role - Essay Example

The first step that this paper will focus on is the need for recognition. Marketers use this aspect to encourage consumers to purchase a certain product that solves a specific problem. In other words, marketers encourage consumers that if they use the company’s product or service everything will be solved or fixed. A perfect example of this is a Viagra advert where the ad shows a couple dissatisfied with their relationship. After a while, the ad shows the difference that could be if the man took Viagra. This is a great advert demonstrating the need for recognition for the target consumers (Sara and Neslin 2011, 72-86). In this case, the advert manipulates consumers that it is not right to have a boring relationship, and goes on to convince them that Viagra can fix erectile dysfunction. This ad helps consumers imagine having a desired relationship. To appeal to consumers, the ad shows a couple dancing and having fun after taking Viagra.

B
The second step is hedonic and utilitarian value. Arguably, an ad involves building a strong personality for a product or service, from which customers may project images like the value of product users (Ali, Esfahani, and Jafarzadeh 2012, 260). The Utilitarian ad focuses on product quality. A perfect example of such an advert is the Dove nourishing body lotion ad. The ad aims at convincing consumers that the product has been associated with quality and gorgeous skin. The ad uses attractive women to capture consumers’ attention on the impact that the lotion brings to the body. This creates a strong platform for consumers to crave beauty associated with body lotion.
C.
Thirdly, extensive problem-solving is an approach used by marketers to emphasize how the product satisfies a consumer’s need. A perfect example of such an advert is a Samsung MP3 player. The advert indicates an individual having fun listening to his favorite music. To impress the audience, the advert manipulates consumers to appreciate the earphone that helps users to listen to their best music. The earphone is dressed in an appealing way to impress consumers. In this case, markers understand that although music lovers may need to purchase an MP3 player to listen to music, some of them may not know that the brand serves that need. Their need of listening to music makes them prone to be targeted by the campaign of the Samsun MP3 player. In this ad, marketers persuade buyers to purchase the MP3 that is more consistent to meet the consumers’ needs of listening to their favorite music all day long.
D
The last aspect is extended problem solving intended to persuade consumers on how a certain product meets a certain need. A perfect example of such an advert is Coca Cola ad, where the advert reveals that the product is refreshing and delicious. In various instances, the advert portrays different people using the product such as on the beach, at home, and workplace. To manipulate consumers, the product portrays different people using the product to satisfy their thirst (Jonathan, Reinholtz, and Lin 2012, 587). At this point, the ad creates a strong path for consumers to comprehend how Coca-Cola is the best product to fulfill their thirst while on the beach, at home, or in the workplace. The brand uses attractive sites and people to appeal to consumers on the beauty behind Coca-Cola products. This ad outlines how Coca-Cola is the best product extended to solve the thirst problem. Additionally, the ad motivates consumers to purchase the product since it is both refreshing and delicious.

Marketers should consider the above steps when designing an advert that responds to or meets consumers’ needs. Additionally, they should utilize persuasive techniques used in advertising such as appeal to emotion, to reason or logic, and appeal to character or credibility (Iconaru 2012, 60). To Fabrizio and Murray (2012, 578) advertisement using these techniques convinces consumers that the product is the best choice intended to solve a particular need. In brief, this essay has underlined various ads that companies effectively advertise their products to consumers. To appeal to consumers, the adverts use positive words, ideas, and images to suggest that the product sold is positive and appealing to solve consumers’ needs. Companies should utilize the four mentioned steps of the consumers’ buying decision power. Overall, it is important to recognize the needs of consumers so that the ad can persuade consumers that the product is fit to solve their needs. In so doing, this convinces many consumers to purchase the product with a strong assurance or confidence that the product is perfect and worth the cost.