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Advertising - Essay Example

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This essay "Advertising" discusses the cause of the shift of advertising from traditional to modern approaches, the relations of advertising and society and the impact of advertising. …
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Download file to see previous pages However, the tables turned when the world was passing through the mid 20th century.
Increased media attention, Keynesian school of thought, entry of new competitors, de-legitimization of modern liberalism, the downfall of colonialism and with increased awareness of consumers, the corporations were no longer able to dictate their terms (Kelley & Jugenheimer, pp. 84-92). Now all the pressure was on the producers to make sure that they survive and continue to make profits in this ruthless competitive era. Producers had no way but to come up with new ways of advertising to attract and retain their customers. This was the time when concepts like digital adverting, creating value for customers, engaging people, word of mouth and others, under the banner of modern advertising.
Nokia says that they connect people, Sony claims to be like no other, Toyota sys touch the perfection, and Wal-Mart has been saying since long that they always provide with low prices, Master tells us “there are some things that money can not buy. For everything else there is Master card” (Wells, Burnett & Moriarty, pp. 158-173), Ford claims to be the josh machine, apple asks us to “think different” and BMW thinks that it is the “ultimate driving machine” (Wells, Burnett & Moriarty, pp. 158-173). These all are the most famous advertising slogans of these brands. However, the fact is, once all of this is done, most of the people do not bother to recall or cannot recall.
In fact, 90 percent of the advertising to which individuals are exposed, they tend not to remember, notice, or recall that. The obvious question here is why do marketers spend millions of dollars on advertising and how it is effective. It is true that people do not remember most of the advertising messages and marketers were aware of that. That is why all the advertising happens with proper and strong branding. No one would remember the “Ultimate driving machine” if not shown along with the tag of BMW.  ...Download file to see next pages Read More
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