ADVERTISING

Advertising involves the systematic distortion of the truth in order to sell more products and services



Advertising involves the systematic distortion of the truth in order to sell more products and services

In a highly competitive marketplace that delivers products and services, the advertising plays along within and beyond the competition. Advertising will color the competition by interpreting the consumer's needs and wants and bringing out the message through out the other parts of the country and then, leave an influence. Advertising and promotion is a market strategy that is available for all, in whatever type of industry or product they belong.

The basic promotional message of an advertisement is composed of one, sometimes two, or all of the factors of informing, entertaining, educating, persuading, and reminding. Meanwhile, the promotional objectives will dictate the nature and form of the promotional message's type of appeal.

The promotional objectives can be determined by variety of factors such as the competitive situation, the position of the brand or service, life cycle stage of the service offered, and the organizational and marketing objectives. An advertisement completed its ingredients by creating an appeal to the public eye that is essential in presenting the promotional message. And a mixture of or more appeal is not restricted(Goldman, 2006, p22).

Rational Appeal - This kind of appeal presents information and facts about the certain products they endorsed. The message is sometimes logically that explains and compares against the competing brand, so that the decision of the buyer will rely upon the detailed information(Goldman, 2006, p22).

Emotional Appeal - Advertisers based their advertisement through the emotions or feelings of the audience. It is said that this kind of appeal enhances the message. One example is the British Airways' efforts to differentiate itself on service and friendliness and a promotional campaign bringing the British Airways as “the world's favorites' airline” (Goldman, 2006, p22).

Fear Appeal - This is not entirely about threatening but yet tends to work best when the presentation is based on the current issue. An example is about an automobile that ensures the safety of every driver, because of their advanced technology that can save their lives when they are in great peril.

Humor Appeal - We always love to laugh and humorous messages are used successfully in many advertising campaigns. This kind of appeal attracts the audience's interest, attention, and even imagination. This mood-enhancing tactic effectively convinces the consumers to buy their product in many various ways as possible and sometimes casting the fear of the potential consumers.

Advertising

Advertising as a basic definition is a paid publicity that was transmitted in different kind of media such as television, radio, internet, magazines, newspaper, or posters and billboards. It is expensive but promises additional profit because of its effective control over the audience. Although advertising is a non-personal communication, it can still reach the different parts of the world through the use of the technology. That is why, advertising also plays in between the wars of the giant businesses or industries, and they can promote all ...