Advertising: Communication to a Large Group the Consumers - Term Paper Example

Advertising Introduction Kilgour and Scott (2009, p. 299) defines advertising as a type of communication to a large group by the producer or by the seller of a product or service to stimulate or modify the behavior of the consumer to purchase a certain product. An effective advertising is normally persuasive and informal. Therefore, advertising is a communication connection taking place between the seller and the consumer. It pays the media to spread its messages and with no advertising, the daily newspapers, magazines, television and radio programming can be far-off different. According to Mackay (2004) advertising averts attention, cater memory and stimulates emotions of the buyers towards the product and/or service. This paper looks into how some of the favorite adverts in the media today. The paper also analyses the history of models, theories, types of advertising agencies, advertising regulations and ethics involved in advertising. My favorite adverts include the Diesel cloth line “Global Warming Ready” advert, Toyota Prius advert and Virgin Atlantic advert. The history of advertising Advertising started in Egypt when Egyptians could use papyrus to make wall posters and sales messages. Billboards and Out-of-home advertising can be regarded as the oldest methods of advertising. However, Wall painting for business advertising is another expression of an earliest advertising form which still exists in several parts of Asia. Bhatia (2000) claims that the wall painting practice can be drawn back from Indian rock an art painting that dates back to 4000 BC. It was in the 18th century that advertisements began to appear in the daily papers in England (Mackay, 2004). The early print commercials were utilized mostly to promote newspapers and books that became more and more affordable with progress in the printing press and medicine which were ever more sought following the disease's devastation in Europe. However, bogus advertising and purported "impostor" advertisements turned out to a problem, which steered the advertising content regulation. British Thomas J. Barratt is regarded as the founder and pioneer of modern and/or brand advertising. While working in this company Barratt designed a successful advertising campaign for this company’s products, which entailed the application of targeted images, phrases and slogans. One of the slogans that read: “Good morning, have you utilized Pears' soap?" was well-known in the 20th century (Mackay, 2004, p. 70). “Global Warming ready” advertisement This advert is one of my best adverts because it emphasizes on the effects of global warming across the world (Mackay, 2004). The major function for this commercial is to promote Diesel clothing in a way that characterizes a future image of people and all they wish to become. The advert has defined its target audience who are mainly women between the ages of 18 to 35. The entire message that I established from this advertisement is, that if one dress in diesel clothing he or she can still stand out and adopt the impacts of global warming. The message is effectively communicated employing Barthes’ semiotics model. The meaning is the clearest, straight-forward explanation of the symbol. Source: http://abcnews.go.com/Business/popup?id=2892617 Toyota Prius advert This is advert was done by Full service agency called Oakley & Oakley with request of Toyota Company at a budget £3m annually to £4m, £3m, £2m in a period of the three years which was spent on print advertising and TV. Adweek (2012) reports that the market assessment found out the target market private and corporate consumers. The advert is effective because in that ad, the flora shines and the animals appear more inquisitive concerning the car than frightened by it—I assume since the setting loves a Prius, Thus, do families. The ad also has a song in the background that make the audience happily bops their heads and purr as well (Adweek, 2012). The advert shows that the car is environmentally friendly and save the gas. However, in the Deutsch Magazine, the ad shows a person drowning a dead body in the water and from the automobile that he was transporting the corpse; the behavior is very much unjustifiable. This act leaves the consumer with questions of morality in the advert. Source: http://print-ads-india.blogspot.com/2011/02/toyota-prius-ad-planets-favourite.html Virgin Atlantic advert This is an advert done by ad agency RKCR with the theme "Your airline's either got it or it hasn't”. The advert was carried out at the cost £6m which was a global campaign to promote Virgin Atlantic as the as a unique and special airline (Mark, 2010). The advert has lush racy title series of James Bond movies causing curiosity among the consumers who have been following the James Bond film for a long time. As much as the advert was eye-catching and amusing, it resulted in criticism due to its sexism nature. The issue that was highly the Advertising Standards Authority dismissed. Source: http://www.virgin-atlantic.com/in/en/the-virgin-experience/economy.html?utm_medium=display&utm_source=GDN&utm_campaign=FITFO&utm_content=Delhi&utm_term=Eco Advertising agencies Advert agencies are normally dedicated to their service which includes planning, creating and dealing with advertising for its consumers. Advertisement agencies come in every size and consist of one or two-person shops, small to medium sized agencies like Traction agency, large self-regulating like SMART and transnational such as WPP Group, Omnicom Group, Publicis, Havas and Interpublic Group of Companies (Randall, 1994, p. 477). There are various types of agencies that carry out advertising depending on their on the size. These types include, Full service agencies, In-house advertising agencies, Social media agencies and Interactive agencies among others. Full service agencies are type agencies that are engaged in strategic market planning, designing, generating, web site development advertising, and research and choosing media. Another form agency is the In-house advertising agencies who are a team in a company that concentrates on selling the organization’s brand; they deal with all elements of the brand (Scott, 1996, p. 131). In contrast, social media agencies focus in brand promotion in the different social media arenas like social networking sites, blogs, Q&A sites, microblogs, discussion forums, etc. The two major services offered by social media agencies include online status management and social media marketing. Interactive agencies could distinguish themselves by providing a blend of web development, internet advertising or marketing, search engine marketing and e-business consulting (Mackay, 2004, p. 70). Today, the most effectively interactive agencies are described as an organization that offers specialized marketing and advertising services in a digital space. Interactive agencies recent improvement can be associated with the increasing fame of social networking sites. Ethics and regulation in advertising Just the same way the media have massive influence far and wide, thus advertising, employing media as its driver, is a strong force shaping up behavior and attitude and pervasive in the current’s world (Chris, 2007). The advertising setting has its set of issues concerning the truth and dishonesty, the good and the bad. There are a number of ethical concerns that advertising requires to certainly address. They include legal requirements, ethical and legal implications and Conscience-driven considerations. Chris (2007) contends that when a clearly defined regulation is missing, there are lawful, business and social propositions of not considering ethical and social thoughts. Several countries have set official organizations that are charged with vetting advertising to make sure they are not offensive, not deceiving and not culturally offensive, not discriminating and do not promote sex etc. In the UK, tobacco advertising on billboards, TV or at sporting activities is prohibited. The most strongly regulated advertising forms are alcohol and tobacco advertising (Bhatia 2000, p. 217–218). In these countries rules define a wide range of different factors of advertisement, for instance timing, placement and content. Moral principle in advertising needs to take community principles into considerations, and according to Kohlberg’s’ theory of moral development good or bad is determined by the consequences. According to Chris (2007), a sole set of universal principles concerning the good, the bad, or simply up to standard is hard to be relevant everywhere. What could be valued in one society could be valued in another. When advertising, different audiences’ interpretation should be taken into account, for instance alcohol and tobacco should not be advertised aiming at children. Examples of misleading and deceptive adverts are pictured below. Budgeting in advertising The advertising budget is generally part of the bigger sales and marketing budget. Money used upon advertising is an investment in promoting the business. Budgeting cuts across time, markets and brands. In advertising budgeting is classified into judgment oriented or data oriented budgets (Lynch & Hooley, 1990). In judgment oriented. The decision is arrived arbitrarily by the executive on what is good for the company and if it is affordable. On the other hand, data oriented budgets take into consideration competitive parity strategies i.e. the decision to advertise is in line with how to counter competitors. This form of budgeting is based on modeling and empirical optimization. There is a logical relationship between spending and market share in that bigger brands spend more money to advertise as opposed to smaller brands. Budgets are set according to task and objective one want to achieve. Conclusion A creative approach in advert puts the brand in the proper course, although in a world full of disruptions and confusion advertisers must develop communications that lock up consumer’s interest and intention. This does not mean that they should create anything the capture the attention but should position themselves strictly in their target market. On a daily basis, advertising experts must make tough decisions concerning what can and should to be appearing and be said in adverts. Clients expect to make the powerful arguments possible for their products; however the boundary between the appropriate and the unethical advert ought to be always negotiated. Ethical appropriate ads attract active watchers. Reference Adweek 2012, Add of the day: Toyota, viewed 16th May 2013 from http://www.adweek.com/news/advertising-branding/ad-day-toyota-143805 Bhatia 2000, Advertising in Rural India: Language, Marketing Communication, and Consumerism, p. 62-68. Chris, M 2007, Ethics in Advertising, Advertising Educational Foundation, viewed 16th May 2013 from http://www.aef.com/on_campus/classroom/speaker_pres/data/6000 Donley, S 2002, Tobacco Control: Comparative Politics in the United States and Canada, University of Toronto Press, Higher Education Division. Mark, S 2010, Virgin Atlantic takes off with £6m James Bond-style ad push, viewed 16th May 2013 from http://www.guardian.co.uk/media/2010/oct/01/virgin- atlantic-ad-muse-feeling-good Kilgour, M and Scott, K 2009, Why and How Do Creative Thinking Techniques Work?: Trading Off Originality and Appropriateness to Make More Creative Advertising, Journal of the Academy of Marketing Science, vol. 37, p. 298-309. Randall, R 1994, Where the Suckers Moon: An Advertising Story, New York, Alfred A. Knopf. Scott, A 1996, How firms select Advertising Agencies, Journal of Marketing, American Marketing Association, Vol. 60, p. 131-140. Mackay, A 2004, The Practice of Advertising, London, Butterworth-Heinemann. Read More