COMMUNICATIONS AND MEDIA - ADVERTISING

Communications and Media - Advertising

Communications and Media - Advertising

Literature Review

In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer (Kotler, 2009). These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be formed by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands. Many of the firms have their own department of advertising whose aim is to advertise the company's merchandise and services to the potential buyers and make general consumers aware of different aspects of their brand. While, on the other hand, many organizations depends upon advertising agencies for promoting their brands and services which are available under their roof for the consumers' disposal. Organizations are supposed to pay a certain amount to these agencies for the promotion of their brand name. Advertising agencies have expert consultants and executives to make proper strategies to promote your brands. They are always there to suggest, help and make most of your advertising cost by promoting your brand on right place, by appropriate means and at suitable time for apt duration (Tilde, 2009).

Human beings have a personality, which is essentially a summation of traits. Brand personality can be defined in several ways, with emphasis on emotion, human and ...