Nowadays the advertising surrounds us everywhere. Billboards, print adverts, TV adverts, radio adverts attack us from every side. The main function of advertising is to consumers remember the brand or even buy the product.
The definition of advertising is : „ The us of paid media, by an identified sponsor, to deliver marketing communications to the target audience.“ (D.Picton & A.Broderick, 2005)
From this definition you can understand that primary it is important to inform about the product and secondary to influence consumers to purchase the product.
It is necessary to repeat the adverts to consumers remember the product. Although if adverts are repeated too frequently the opposite affect might appear. When people are overloaded by adverts their respond to each advert is negative.
Even though that cost of adverts in media is high it is well worthy due to reaching a large number of target audience.
Radio advert has lower level of influence than TV one due to using only one sense –hearing.
The definition of advertising is : „ The us of paid media, by an identified sponsor, to deliver marketing communications to the target audience.“ (D.Picton & A.Broderick, 2005)
From this definition you can understand that primary it is important to inform about the product and secondary to influence consumers to purchase the product.
It is necessary to repeat the adverts to consumers remember the product. Although if adverts are repeated too frequently the opposite affect might appear. When people are overloaded by adverts their respond to each advert is negative.
Even though that cost of adverts in media is high it is well worthy due to reaching a large number of target audience.
Radio advert has lower level of influence than TV one due to using only one sense –hearing.
Adverts have extremely powerful influence mainly on teenagers. You can find more information in the following link: http://www.wowessays.com/dbase/ad3/ler124.shtml
And there are also some issues about children's copying of famous people appeared in the adverts. Children adore them and want to do the same as their idols. As you can read in the article on the following website: http://216.239.59.104/search?q=cache:0s_44PgTmR8J:www.asa.org.uk/NR/rdonlyres/D15BCA5A-F34D-4E6D-8540-F4D7140A1C01/0/copycat_kids.pdf+advertising+AND+influence+AND+teenagers&hl=en&ct=clnk&cd=7&gl=uk.
Children do not know that their idols (famous actress, footballers,...) that represent brand just want to earn a few millions even though if they do not actually trust the brand.
Also everyone is aware about the issue about McDonald's healthy food. The company tries to use adverts to re brand their brand on healthy food option but as you will read in BBC article the opposite is the true.http://news.bbc.co.uk/2/hi/business/2787219.stm. That is just on of the common misleading advertising campaigns.
Where is the line between true and false if we talk about advertising?None knows and that is the problem. Money is too powerful tool and therefore it is difficult differentiate true or false information that is spread out from adverts.
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