At the beginning of the XXI century, companies take extreme care in the formulation and implementation of e ¬ sales promotions and publicity campaign. In some emerging markets, the advertising may raise eyebrows if companies seem to exploit the vulnerabilities and lack of regulation of consumer resistance to intrusion. Advertising is defined as any sponsored message that is paid in a nonpersonal way. Some advertisements are designed to communicate with people in a single country or market area. Some advertising campaigns are created for the public through various country markets such as Europe or Latin America, and can be defined as the art with messages, copy, headlines, photographs, tag lines , and other elements have been developed specifically for their World suitability.
Advertising has a great influence on society as it is often psychological designed to add value to a product or brand, it plays a more important role in communications marketing of consumer products in the marketing of industrial products. Advertising helps to control the flow of ideas about a particular product.
Frequently purchased and low-cost products usually require heavy advertising support to remind consumers about the product. Not surprisingly, consumer products companies top the list of big spenders advertising. IBM, Tesco, M & S a few of the companies with large advertising expenditure.
The message of advertising must be encoded and transmitted via appropriate channels, and decoded by the customer and receiver. The communication is done only when the lines are transferred. Three major problems can undermine an organization com ¬ try to communicate with customers: (1) the message may not reach the intended recipient. This problem may be the result of an advertiser's lack of knowledge about appropriate media to reach certain types of audiences. For example, the effectiveness of television.
(2) The message can reach the target audience and can be understood but
Can not encourage the recipient to take the action requested by the sender. This could
Résulter a lack of knowledge on a specific target audience. (3) The effectiveness of the message can be compromised by the "noise" which means external influences such as advertising competition, other sales personnel, and confusion at the reception. These factors may affect the ultimate effectiveness of the communication.
Before the Second World War, David Ogilvy was one of the most famous people in the advertising industry. His work and ideas of David Ogilvy was influenced by such famous figures as John Caples Claude Hopkins, and Raymond Rubicam. It provided new trends in advertising and stressed the importance of ship-seller in philosophy before printing Lasker. He wrote: "You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. Population screen on a large number of advertisements because they lead to something boring ... "When you advertise extinguishers, opened with fire." (Ogilvy 1985, cited "advertising" 2004).
In the post-war period, the two main forms of advertising, "Images" and "reason" advertisement appeared. Both types have advantages and disadvantages. In general, it is possible to say that the image and the "why" advertising are used by businesses to provide different messages to their target audience.
"That is why" advertising school combines the characteristics of two different philosophies: "Rational" advertising and "Unique Selling Proposition." The logic means that people are motivated and confident to buy the products. Obviously, this approach does not take into account cultural considerations. Advertising is the call for papers approach which relates to the motivation of the target audience. For example, ads based on a rational approach depends on the logic and talk to the audience of the intellect. Ads using an emotional appeal from the heart of the target audience. In other words, some ads use knowledge-based, while others have resorted to the call sentiments. Unique Selling Proposition is the promise or claim that captures the reason for purchasing the product or the advantage that gives the property.
Because the products are often at different stages of their life cycle in the various national markets, and because of cultural diversity, social and economic ¬ dif ferences that exist in these markets, the most effective appeal or selling proposition ' a product can vary from market to market. Rosser Reeves, the first man to the account of Ted Bates and representative of the "reson why," the school has created a famous phrase "Unique Selling Proposition." This took place in the mid-1950's, and since that time it has been widely used by professional advertising. "Unique Selling Proposition" means that "the promotion of one of the most important and benefits of any brand for years and years and years, it saves space thanks to advertising and build an unassailable position in the mind of the consumer "(- 2003). Today, the unique selling proposition method of advertising is not working well.
According to Reeves, the goal of this method is to "give a message in the mind of most people at the lowest possible cost" (Rothenberg, 2005). As an example of successful slogans Reeves is "Wonder Bread helps build strong bodies 12 ways, "boasted publicly how a customer spent $ 86.4 million in 10 years" on a piece of my copy. " (Quoted Rothenberg, 2005).
The audience of "why" advertising is uneducated, but not stupid. For this reason, it appeals to the logic of a potential consumer. The gurus of the "why" advertising are John E. Powers, John E. Kennedy and Lasker, Claude Hopkins, and Rosser Reeves. "Copy" of the art was created by John E. Kennedy and also known as " Sales-In-Print. " "The experience of Kennedy and The Shoe Company Regal, Post Grape Nuts, Postum Coffee, and Dr. Shoop's Family Medicine Co. proved without a doubt he has really isolated that fundamental concept" (why , advertising, 2005).
To evaluate the response of a "why-because" advertising campaign quantitative research is used. Also, coupons, samples, advertising sales and measure the response help the company meet its target audience and increase sales. The arsenal of communication techniques to the organization say ¬ tion, which could be used singly or in combination, can be mixed in a good mix of communication and persuasion. Fanaticism, which means, according to Bob Garfield, and knowable formulas, plays a crucial role in the "why" advertising.
But "image" advertising school is designed to improve the public's perception of the company, creating goodwill, or to announce a major change such as a merger or acquisition. It is based on aesthetic appeal and emotional and ahs an impact on consumers' imagination. The main figures who played an important role in the "image" advertising school developmentwere Lansdowne Helen Resor, Earnest Elmo Calkins, Theodore MacManus, Bill Bernbach, Mary Wells Lawrence.
Bill Bernbach is regarded as the "creator" of "image" advertising. According Bernbach the main concepts of this type are: 1. Appeal to the heart rather than the head, reach people through their feelings, 2. Be Different (Be Different), 3. Be relevant, 4. Advertising is an intrinsic part Proceeds!, 5. Be credible!, 6. Advertising is not a science, this is an art!, 7.Don 't be a follower, be a leader!, 8, 9. Be provocation and take a stand. (Ten, 1996).
The good example of advertising is the image of Boeing ads that were part of a European printing cam ¬ campaign launched in 1997 to improve the image of Boeing awareness ¬ num ber of the company created jobs at the local level. Following the merger between Daimler and Chrysler, in the fall of 1998, a series of full-page print ads announced the creation of the new company. Global companies often use the image advertising in an attempt to present themselves as good citizens in foreign countries.
Contrary to the "why" advertising "image" advertising can be used "for large companies widely known, but it is not a cost-effective technique for small businesses without behalf of the widespread recognition" ( Moses, 2005). In his article, Moses explains that "the reason why" advertising (he calls informative) should be used by small businesses. The announcement of this type enable the company to save "specific information on their products and services, the benefits of buying their products and maybe even a little bit more about society" (Moses, 2005).
Image effective advertising implies the various presentations of the product or the appeal of selling proposition. In other words, there may be differences between what we say and how we say. Many options are available, including any right to sell, scientific evidence, demonstration, by comparison, the witness, slice of life, animation, fantasy, and dramatization.
John O'Toole defined the great idea as a flash of insight that synthesizes the objective of the strategy, joins the advantage of consumer products in a fresh effort involving so, the topic brings to life, and make public drive or stop, look, listen And (McDonald, Christopher, 2003).
Taking into account all the above information and the development of each type, it is possible to say that there is no universal model for all products. Today, the "reason-why" and "image" advertising is used for the promotion of different categories of products and try to find the best way to reach their audience. For example, "reason-why" Advertising is normally used for pharmaceuticals, technology and packaged goods campaigns. The responsibility for deciding the appeal, the proposed sales and the successful implementation lies with the creative.
Nevertheless, this type of publicity gives lower response to cosmetics, clothes and cigarettes. The visual presentation of a message is more important than logic fanaticism-as a message. In addition, certain forms of visual presentation are universally understood. Revlon, for example, used a producer to develop french television in English and Spanish for use in international markets. These commercials are filmed in the Parisian settings, but the commu nicate ¬ universal calls and specific advantages of Revlon products. By producing his ads in France, Revlon gets televised effective at a much lower cost than it would have paid for advertisements produced in the United States.
PepsiCo has used four main advertisements to communicate its themes. The basic setting of young people having fun at a party on a beach or has been adapted to take account of the physical environment general and racial characteristics of North America, South America, Europe, " Africa and Asia. The music in these advertisements were also adapted to suit regional tastes. Other examples include advertising the image of pure Nokia ¬ chase full-page newspaper advertisements to congratulate him for winning the 1997 Florida Sugar Bowl. The announcement also mentions the Nokia contest, which was attended by one million dollars if a competitor could throwing a football through a cell phone inflated to a distance of about ten meters.
Of course, the success of this approach will depend in part on how to avoid unintended ambiguity in the text of the announcement. Then again, in some situations, the ad text must be translated into the local language ¬ gauge. Translating copy has been the subject of a major debate in advertising circles. Slogans advertising often the most difficult problems of translation. The challenge ¬ ment of encoding and decoding slogans and slogans in different national and cul tural ¬ contexts may lead to unintentional errors. Virgin Airlines, represents an example of "why" advertising. Japanese car marketers create a public relations campaign to convince Clinton that new taxes will not be as benefits neither Japanese exporters, or the United States.
Finally, a half-century of experience in advertising prove that the two-reason "why" and "image" type of advertising are useful tools to build the bridge between the audience and an agent marketing. They are used for different products to create temporal and mundane, and an image, powerful and durable.
Advertising has a great influence on society as it is often psychological designed to add value to a product or brand, it plays a more important role in communications marketing of consumer products in the marketing of industrial products. Advertising helps to control the flow of ideas about a particular product.
Frequently purchased and low-cost products usually require heavy advertising support to remind consumers about the product. Not surprisingly, consumer products companies top the list of big spenders advertising. IBM, Tesco, M & S a few of the companies with large advertising expenditure.
The message of advertising must be encoded and transmitted via appropriate channels, and decoded by the customer and receiver. The communication is done only when the lines are transferred. Three major problems can undermine an organization com ¬ try to communicate with customers: (1) the message may not reach the intended recipient. This problem may be the result of an advertiser's lack of knowledge about appropriate media to reach certain types of audiences. For example, the effectiveness of television.
(2) The message can reach the target audience and can be understood but
Can not encourage the recipient to take the action requested by the sender. This could
Résulter a lack of knowledge on a specific target audience. (3) The effectiveness of the message can be compromised by the "noise" which means external influences such as advertising competition, other sales personnel, and confusion at the reception. These factors may affect the ultimate effectiveness of the communication.
Before the Second World War, David Ogilvy was one of the most famous people in the advertising industry. His work and ideas of David Ogilvy was influenced by such famous figures as John Caples Claude Hopkins, and Raymond Rubicam. It provided new trends in advertising and stressed the importance of ship-seller in philosophy before printing Lasker. He wrote: "You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. Population screen on a large number of advertisements because they lead to something boring ... "When you advertise extinguishers, opened with fire." (Ogilvy 1985, cited "advertising" 2004).
In the post-war period, the two main forms of advertising, "Images" and "reason" advertisement appeared. Both types have advantages and disadvantages. In general, it is possible to say that the image and the "why" advertising are used by businesses to provide different messages to their target audience.
"That is why" advertising school combines the characteristics of two different philosophies: "Rational" advertising and "Unique Selling Proposition." The logic means that people are motivated and confident to buy the products. Obviously, this approach does not take into account cultural considerations. Advertising is the call for papers approach which relates to the motivation of the target audience. For example, ads based on a rational approach depends on the logic and talk to the audience of the intellect. Ads using an emotional appeal from the heart of the target audience. In other words, some ads use knowledge-based, while others have resorted to the call sentiments. Unique Selling Proposition is the promise or claim that captures the reason for purchasing the product or the advantage that gives the property.
Because the products are often at different stages of their life cycle in the various national markets, and because of cultural diversity, social and economic ¬ dif ferences that exist in these markets, the most effective appeal or selling proposition ' a product can vary from market to market. Rosser Reeves, the first man to the account of Ted Bates and representative of the "reson why," the school has created a famous phrase "Unique Selling Proposition." This took place in the mid-1950's, and since that time it has been widely used by professional advertising. "Unique Selling Proposition" means that "the promotion of one of the most important and benefits of any brand for years and years and years, it saves space thanks to advertising and build an unassailable position in the mind of the consumer "(- 2003). Today, the unique selling proposition method of advertising is not working well.
According to Reeves, the goal of this method is to "give a message in the mind of most people at the lowest possible cost" (Rothenberg, 2005). As an example of successful slogans Reeves is "Wonder Bread helps build strong bodies 12 ways, "boasted publicly how a customer spent $ 86.4 million in 10 years" on a piece of my copy. " (Quoted Rothenberg, 2005).
The audience of "why" advertising is uneducated, but not stupid. For this reason, it appeals to the logic of a potential consumer. The gurus of the "why" advertising are John E. Powers, John E. Kennedy and Lasker, Claude Hopkins, and Rosser Reeves. "Copy" of the art was created by John E. Kennedy and also known as " Sales-In-Print. " "The experience of Kennedy and The Shoe Company Regal, Post Grape Nuts, Postum Coffee, and Dr. Shoop's Family Medicine Co. proved without a doubt he has really isolated that fundamental concept" (why , advertising, 2005).
To evaluate the response of a "why-because" advertising campaign quantitative research is used. Also, coupons, samples, advertising sales and measure the response help the company meet its target audience and increase sales. The arsenal of communication techniques to the organization say ¬ tion, which could be used singly or in combination, can be mixed in a good mix of communication and persuasion. Fanaticism, which means, according to Bob Garfield, and knowable formulas, plays a crucial role in the "why" advertising.
But "image" advertising school is designed to improve the public's perception of the company, creating goodwill, or to announce a major change such as a merger or acquisition. It is based on aesthetic appeal and emotional and ahs an impact on consumers' imagination. The main figures who played an important role in the "image" advertising school developmentwere Lansdowne Helen Resor, Earnest Elmo Calkins, Theodore MacManus, Bill Bernbach, Mary Wells Lawrence.
Bill Bernbach is regarded as the "creator" of "image" advertising. According Bernbach the main concepts of this type are: 1. Appeal to the heart rather than the head, reach people through their feelings, 2. Be Different (Be Different), 3. Be relevant, 4. Advertising is an intrinsic part Proceeds!, 5. Be credible!, 6. Advertising is not a science, this is an art!, 7.Don 't be a follower, be a leader!, 8, 9. Be provocation and take a stand. (Ten, 1996).
The good example of advertising is the image of Boeing ads that were part of a European printing cam ¬ campaign launched in 1997 to improve the image of Boeing awareness ¬ num ber of the company created jobs at the local level. Following the merger between Daimler and Chrysler, in the fall of 1998, a series of full-page print ads announced the creation of the new company. Global companies often use the image advertising in an attempt to present themselves as good citizens in foreign countries.
Contrary to the "why" advertising "image" advertising can be used "for large companies widely known, but it is not a cost-effective technique for small businesses without behalf of the widespread recognition" ( Moses, 2005). In his article, Moses explains that "the reason why" advertising (he calls informative) should be used by small businesses. The announcement of this type enable the company to save "specific information on their products and services, the benefits of buying their products and maybe even a little bit more about society" (Moses, 2005).
Image effective advertising implies the various presentations of the product or the appeal of selling proposition. In other words, there may be differences between what we say and how we say. Many options are available, including any right to sell, scientific evidence, demonstration, by comparison, the witness, slice of life, animation, fantasy, and dramatization.
John O'Toole defined the great idea as a flash of insight that synthesizes the objective of the strategy, joins the advantage of consumer products in a fresh effort involving so, the topic brings to life, and make public drive or stop, look, listen And (McDonald, Christopher, 2003).
Taking into account all the above information and the development of each type, it is possible to say that there is no universal model for all products. Today, the "reason-why" and "image" advertising is used for the promotion of different categories of products and try to find the best way to reach their audience. For example, "reason-why" Advertising is normally used for pharmaceuticals, technology and packaged goods campaigns. The responsibility for deciding the appeal, the proposed sales and the successful implementation lies with the creative.
Nevertheless, this type of publicity gives lower response to cosmetics, clothes and cigarettes. The visual presentation of a message is more important than logic fanaticism-as a message. In addition, certain forms of visual presentation are universally understood. Revlon, for example, used a producer to develop french television in English and Spanish for use in international markets. These commercials are filmed in the Parisian settings, but the commu nicate ¬ universal calls and specific advantages of Revlon products. By producing his ads in France, Revlon gets televised effective at a much lower cost than it would have paid for advertisements produced in the United States.
PepsiCo has used four main advertisements to communicate its themes. The basic setting of young people having fun at a party on a beach or has been adapted to take account of the physical environment general and racial characteristics of North America, South America, Europe, " Africa and Asia. The music in these advertisements were also adapted to suit regional tastes. Other examples include advertising the image of pure Nokia ¬ chase full-page newspaper advertisements to congratulate him for winning the 1997 Florida Sugar Bowl. The announcement also mentions the Nokia contest, which was attended by one million dollars if a competitor could throwing a football through a cell phone inflated to a distance of about ten meters.
Of course, the success of this approach will depend in part on how to avoid unintended ambiguity in the text of the announcement. Then again, in some situations, the ad text must be translated into the local language ¬ gauge. Translating copy has been the subject of a major debate in advertising circles. Slogans advertising often the most difficult problems of translation. The challenge ¬ ment of encoding and decoding slogans and slogans in different national and cul tural ¬ contexts may lead to unintentional errors. Virgin Airlines, represents an example of "why" advertising. Japanese car marketers create a public relations campaign to convince Clinton that new taxes will not be as benefits neither Japanese exporters, or the United States.
Finally, a half-century of experience in advertising prove that the two-reason "why" and "image" type of advertising are useful tools to build the bridge between the audience and an agent marketing. They are used for different products to create temporal and mundane, and an image, powerful and durable.
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