Slide 1
TopicAdvertising in our society
AdvertisingThe process of delivering a message about ideas,
goods, and services, through the media, paid by an identifiable
sponsor.
societyAsociety, or ahuman society, is a group of
peoplerelatedto each other through persistent relations, or a large
social grouping sharing the same geographical or virtual territory,
subject to the same political authority and dominant cultural
expectations.
Ways of advertising in our SocietyPrint advertisingBroadcast
advertisingPublic service advertisingOutdoor advertisingSocial
networkingCovert advertising Surrogate advertising
Print advertisingThe print media have always been a popular
advertising medium.Advertising products via newspapers,
magazines.
2. Broadcast AdvertisingBroadcast advertising is a very popular
advertising medium that constitutes of several branches like;
television Radio internet
Attracts the customers outdoorsSeveral events and tradeshows are
organized by the companies.Examples of outdoor advertising are;
3. Outdoor Advertising
billboards
Bus Advertising
Wall chalking
posters
Broachers & pamphlets
booklet
4. Public Service Advertising
To convey socially relevant messages about important matters and
social welfare causes like; AIDS, Energy conversation, political
integrity, deforestation, illiteracy and poverty also.
Majority of advertisements bank upon celebrities and their
popularity for advertising their products.5. Celebrity
Advertising
Unique kind of advertising in which a product or particular
brand is incorporated in some entertainment and media channels like
movies , television shows or sports.6. Covert advertising
It stimulates demand. This stimulation is because ofthe
availability of the product, discounts offered if any and the
expectation of the fulfillment of latent and aroused needs.b)It
supports other promotion mix elements. Itdoes reselling and helps
thesales promotion and personal selling activities.c)It counters
competitive moves. By combining with other promotion elements it
acts as a competitive weapon. It differentiates the companys offer
from otherproducts and builds a brand personality and image of its
own.Role of Advertising
d)It develops brandpreference. When theproducts deliver the
desiredquality, service and value it creates a satisfied customer.
With consistent advertising, the brand preference gets reinforced.
The satisfied customers spread a favorable word of mouth and are an
asset to the company.e)It cuts cost by increasing sales, moreunits
are produced and thecost of production comes down (economies of
scale). Even the selling costs are decreased because there are a
less number of wasted calls by the salesman. With lowerprices
offered by the company there are more penetration markets and more
demand for the product.f)It builds brandimages. Images are builtin
the minds of theconsumer. There are positive images and are for
different segments. A brand is a promise of a certain level of
consistency, quality, service and other benefits like warranty
etc.
Advertising creates brand equity and generates sales, both of
which lead to increased wealth. The power and money possessed by
todays corporations is staggering. Data from the World Bank (2005)
and Fortune Magazine (2005) show that of the worlds largest 150
economic entities, 95 are corporations and only 55 are countries.
These companies and organizations can spend millions or even
billions of dollars on advertising to achieve behavioral change,
usually to increase their market share or purchase a product.
Alternatively, advertising can be used to increase the number of
people using their products or services. This gives companies and
organizations the potential to significantly alter the market, and
in some situations alter social norms and perceptions.
Advertising Shapes the Society
Humans exist in an extraordinarily complicated stimulus
environment, easily the most complex and rapidly moving society
that has ever existed on this planet. It is not possible for any
human to experience every situation that could ever occur so humans
have developed a shortcut: using stereotypes and trigger features.
Some examples of different stereotypes and trigger features used in
advertising include expensive = good, the use of contrast, and
social proof. The theory of social proof provides us with the
shortcut of if others think the product is good, then it must be
good. This allows advertisers to make claims such as fastest
growing or best-selling, without actually making any claims that
the product is good . Again, this gives advertisers the opportunity
to encourage people to participate a desired behavior.
Positive
impacts:AwarenessEntertainmentInformationGlamourInnovationBrand
promotionOpinion moldingsImpacts of Advertising on society
Negative Impacts:
ConfusionComplexityVulgarityCompetitionFantasyExaggerationUnrealistic
ExpectationsFalse images
Advertising and promotion provide a way for companies to achieve
a business objective usually to sell goods or services. It provides
a medium to transmit information to a prospective consumer, in a
way that should maximize the effectiveness of the message. Once the
advertising message has been delivered to the consumer, it is up to
the individual to decode and analyze the message, based upon
previous experiences and pre-existing beliefs. These experiences
and beliefs change vastly between cultures and therefore
advertising must integrate and adopt to individual cultures &
societies. Conclusion
