the power of advertising essay

The Power of Advertising Essay

Jesus is a brand of jeans, advertising’s fifteen basic appeals, in praise of advertising, are computers transforming humanity, twitter tirades test limits of freedom of speech, eyes without a face: facebook as the mew panopticon, analysis of michelle wie and the kia soul advert.

Jean Kilbourne analyzes how the advertising industry influences society. She explains that advertisements have become daring in the past years; they do not promise to deliver certain emotions, but claim to replace humans. They corrupt and trivialize human beings and thus perpetuate objectification of people. They also breed a culture of selfishness and resentment about human values. The power of advertising lies in is subtle nature as most of its messages get through the subconscious mind. No one is immune from its messages. This focus on the superiority of products over people also commercializes the world and kills local cultures. It not only exhausts people’s external resources, but depletes their internal resources (spirituality, emotions), as well.

Jib Fowles looks at the power of advertising by analyzing its inner strategies. The author explains that advertisements circumvent protective or rational parts of the brain, in order to get to underlying motives, insecurities, and longings. He identifies fifteen emotional appeals that advertisements attempt to fill.

They include the need for sex, affiliation, nurturing, guidance, aggression, achievement, domination, prominence, attention, autonomy, escape, safety, aesthetic sensations, curiosity, and physiological needs like eating and sleeping. He also adds that visual depictions are more effective than texts. Advertisements may contain more than one appeal and may tone down potentially repelling appeals using stylistic devices like humor. Advertising is a game of numbers, which only has to reach a small segment of the population to be effective.

As the name of the article suggests, John Hood, wanted to discuss the merits of advertising. Contrary to what consumer activists assert Hood believes that advertising demonstrates the triumph of the consumer. He then looks at various arguments against advertisements and counters them. First, some people believe that it minimizes competition by creating a barrier for entrance of new players. However, the author says that it serves an informative role and encourages consumers to try different brands. Other critics claim that advertising minimizes price transparency, but Hood believes it enhances it. Consumers access information about price mostly through billboards or other types of ads. Further, John explains that advertising does not create demand for unnecessary goods; it only illuminates innate desires.

Mary Pratt believes that computers are transforming humanity, in terms of communication and intelligence. She claims that in communication, people no longer care about privacy. The way they form communities is also changing as social networks or other computer websites lead to the creation of heterogeneous groups. Technology is also changing people’s language through the development of colloquialisms and short forms. It is promoting narcissism as people use digital media to remain self indulgent. Even definitions of intelligence are changing; now memory capacity is not an essential trait because computers can capture data on man’s behalf. The author believes that technology does not substitute thinking; it only boosts it.

Author Jill Lawless believes that the use of technology can test the limits of free speech. She cites several instances in which law enforcers arrested people due to comments they made on tweeter or other social networking sites. Some of them have lost their jobs or have paid heavy fines. In certain instances, the arrests lead to public outcry and solidarity with the person who committed the offense. Critics affirm that the law is yet to meet the demands of the technological era; a balance between responsibility and freedom is yet to be struck. Nonetheless, further use of technology will lead to laws that govern its use in the near future.

Erin Bell explicates the privacy implications of facebook in this new technology boom. He starts by explaining that facebook has one of the largest memberships in the online world. This can be attributed to the heterogeneity of members, free membership and the need to interact with other human beings. Furthermore, people can connect using cameras, telephones, chat functions and other methods on facebook. However, most of these users do not understand that facebook has a lot of privacy implications. One exposes one’s information to one’s peers and members of other online communities. Employers can thus use it to fire or hire staff. Law enforcers may also use to arrest members while journalist may snoop of subjects. Marketers can also profile individuals and bombard them with ads.

The advertisement under consideration contains female golfer Michelle Wie. It starts at a golf course where two gentlemen wearing dull-colored clothes are chatting. A number of golfers parked their cars at the parking lot, although none of them stands out. Then shortly after, the gentlemen, in the golf course, appear shocked at something. They drop everything they are doing and concentrate on this thing that the audience cannot see. However, this suspense is short-lived because viewers then get to see the centre of attention – a red Kia. As it drives by, fast, and aggressive rap music plays in the background. A gorgeous oriental female- Michelle Wie- seductively walks out of the car and says hello to the ‘boys’. She then takes a swing at her golf ball and does a satisfactory job with it.

According to Jib Fowles, who wrote the article, “Advertising’s fifteen basic appeals”, explains that most advertisements intend on surpassing people’s rational mind in order to get to their innate needs and aspirations. The same may be said about this advertisement. The producers wanted to appeal to two key emotional needs: the need for attention as well as the need for autonomy. The Kia is red and immediately stands out in the parking lot. Its overall effect and look impresses everyone.

The makers of Kia probably know that human beings have a primitive need to exhibit themselves. This need to be the object of fascination or the centre of attention is what dominates the advert. While the need of attention is present in men, it is the female gender that society socializes into wanting attention. Consequently, one may affirm that the Kia Soul model is for females who want all eyes on them.

The second emotion targeted by the marketers of this advertisement is the need for autonomy. Most advertisements promise viewers that they will guide, protect or make them loved, but this advertisement promises users that Kia will make them autonomous. Michelle is not driving what the other golfers are driving; her car has personality. It appeals to independent people who prefer to forge their own identities. Even the manner in which Michelle addresses the gentlemen illustrates her degree of self confidence and appreciation of individual identity. Someone who drives such a car is one who wants to be different from everyone else.

This advertisement also uses a celebrity golfer to endorse the product. Author Jib Fowles states that this is a common approach, irrespective of the fact that it can backfire on the brand if something happens to the celebrity. Producers are fond of this approach because the public embraces celebrities especially in their role as introducers. More often than not, the celebrities will come from the field of sports or entertainment. This is the case for Michelle who is a golfer. Wie’s appearance in the ad is likely to reinforce the need to get attention as her identity makes her stand out.

One may also analyze the effectiveness of the advertisement through the comments made just below the YouTube video. Michelle’s look draws most readers, and some of them even get graphic about what they would like to do to her. However, others feel that the Kia model is inappropriate for millionaire golfers. Perhaps the producers of the car wanted to defy this stereotype by choosing a sport that mega millionaires love. Furthermore, because men may feel uncomfortable around a wealthy female who seems so proficient at her sport, then chances are that the other gender – females – will relate and embrace this advert.

The commercial is symptomatic of what goes on in marketing; producers intend on appealing to deep-seated drives in consumers. It is evident through the choice of model, product and covert messages.

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IvyPanda. (2021, January 12). The Power of Advertising. https://ivypanda.com/essays/the-power-of-advertising/

"The Power of Advertising." IvyPanda , 12 Jan. 2021, ivypanda.com/essays/the-power-of-advertising/.

IvyPanda . (2021) 'The Power of Advertising'. 12 January.

IvyPanda . 2021. "The Power of Advertising." January 12, 2021. https://ivypanda.com/essays/the-power-of-advertising/.

1. IvyPanda . "The Power of Advertising." January 12, 2021. https://ivypanda.com/essays/the-power-of-advertising/.

Bibliography

IvyPanda . "The Power of Advertising." January 12, 2021. https://ivypanda.com/essays/the-power-of-advertising/.

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Home — Essay Samples — Sociology — Marketing and Advertising — The Power of Advertisements: Persuasion, Components, and Ethics

The Power of Advertisements: Persuasion, Components, and Ethics

• Categories: Marketing and Advertising

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Published: Mar 8, 2024

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Table of contents

Introduction, types of advertisements, components of advertisements, effectiveness of advertisements, ethical issues in advertisements.

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2020 Theses Doctoral

Essays on Advertising

Choi, Woohyun

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

Geographic Areas

• United States
• Internet marketing
• Internet advertising
• Television advertising
• Competition
• Google (Firm)

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IELTS Model Essay: Power of Advertising

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IELTS Writing Task 2 with model answer

You should spend about 40 minutes on this task. Write about the following topic

Today the high sales of popular consumer goods reflect the power of advertising and not the real needs of the society in which they are sold. To what extent do you agree or disagree?

Write at least 250 words.

Model Answer :

It is sometimes argued that rise in demand of much sought after consumer goods is more due to advertising techniques  than  any pressing needs to own them. I strongly agree with this argument and will provide reasons for such agreement. Over the years, brand promotion has become more innovative and prevalent. First of all, brand endorsement in various public and private events has skyrocketed to all time high. For example, in sporting events like Indian Premier League, players endorse various consumer products ranging from shoe polish to fairness cream.Another example is, in movies and online videos, commercial products are strategically placed to draw public attention. Consequently, public persona gets influenced subtly and contributes to the rise in sales of such items. Another reason for rise in sales is increased desirability of popular products. Through digital platforms and media events, companies hype every new feature introduced as latest and greatest.As a result, society craves for such products and rush to either buy or upgrade existing products. For instance, every year mobile companies introduce updated version of gadgets with the latest technologies and charge a bomb. Companies highlight these features as must have and influence society to buy them. Till a few years ago, people would continue with the same mobile phone for years.But in recent times, the trend is to upgrade mobile phones frequently, thanks to innovative marketing strategies. Having considered  a range of arguments,  I have drawn the conclusion that advertising strongly influences society to buy consumer goods, resulting in higher sales. From celebrity endorsements to hyped technologies, advertising significantly influences consumer’s spending behavior.

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Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

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Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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Introduction

Advertising is an essential element of any business's marketing strategy. It is a means of promoting products and services and creating awareness among consumers. However, advertising not only informs and influences consumers but also affects their behaviour. Understanding the impact of advertising on consumer behaviour is crucial to ensure effective advertising efforts. In this article, we will discuss the significance of comprehending the influence of ads on consumers.

The impact of advertising on consumer behaviour

• Advertising influences consumers' purchasing decisions: Advertising plays a significant role in shaping consumers' buying behaviour. Ads are designed to create a sense of urgency, need, or desire in the minds of consumers, which can persuade them to buy a product or service.
• Advertising affects consumers' perception of a brand: Advertising can impact how consumers perceive a brand. A well-crafted ad campaign can create a positive brand image in the minds of customers, while a poorly executed campaign can tarnish a brand's image.
• Advertising creates brand loyalty: Consistent advertising efforts can create brand loyalty among consumers. When a consumer repeatedly sees an ad for a particular brand, they develop trust in the brand and are more likely to remain loyal to it.
• Advertising shapes consumers' preferences and attitudes: Advertising can shape consumers' attitudes towards a particular product, service or brand. It can influence how they perceive a brand's value, quality, and benefits, influencing their preferences.

It is crucial for businesses to understand the impact of advertising on consumer behaviour to use it effectively to promote their products and services. Proper analysis of advertising campaigns can help businesses develop a better understanding of their target audience and how they respond to advertising efforts, allowing them to refine their advertising strategies.

The Science of Advertising

Advertising is the art of persuading people to buy a product or service. But how do advertisers get into the minds of consumers to convince them to make a purchase? This is where the science of advertising comes in.

The Role of Consumer Psychology in Advertising

Consumer psychology plays a crucial role in advertising. Advertisers need to understand what motivates consumers to make a purchase, and what factors influence their decision-making process.

Some of the factors that advertisers need to consider include:

• The consumer's needs and desires
• The consumer's values and beliefs
• The consumer's social and cultural background

By understanding these factors, advertisers can create ads that are more effective in persuading consumers to make a purchase.

How Ads Manipulate and Persuade

Ads use a variety of techniques to manipulate and persuade consumers. These techniques include emotional appeals, social cues, and cognitive biases.

Emotional appeals are one of the most effective ways to persuade consumers. Ads that use emotional appeals tap into the consumer's emotions, triggering feelings of happiness, fear, or sadness. This can lead the consumer to make a purchase based on their emotional response, rather than a rational decision.

Social cues are another way that ads manipulate consumers. Ads may feature social cues, such as celebrities or popular products, to make the consumer feel like they are part of a group. This can create a sense of belonging, making the consumer more likely to make a purchase.

Cognitive biases are another technique used by advertisers. Cognitive biases are mental shortcuts that our brains take when we make decisions. Ads may use cognitive biases to influence the consumer's decision-making process, such as by framing the product in a positive light, using scarcity to create a sense of urgency, or offering a discount.

Overall, the science of advertising is a complex field that requires a deep understanding of human psychology. By using techniques such as emotional appeals, social cues, and cognitive biases, advertisers can create ads that are more effective in persuading consumers to make a purchase.

Impact on Purchasing Habits

Advertising can have a significant effect on consumer behavior, influencing their purchasing habits, creating desire, and guiding decision-making processes. Here’s how:

Creating Desire

Advertisements create a sense of desire among consumers by showcasing the benefits and features of a particular product or service. They use persuasive language, appealing visuals, and emotional appeals to stimulate the consumer's senses and make them crave the product. For example, the famous Coca-Cola Christmas ads create a sense of warmth and togetherness that makes people want to share a bottle of Coke with their loved ones during the festive season.

Influencing Preferences

Advertising plays a significant role in shaping consumer preferences. Brand positioning, brand image, and brand recognition are all achieved through advertising. Consumers are likely to choose brands that resonate with them and match their values. Advertising helps to create and reinforce brand image, making a lasting impression on consumer's minds. For example, Apple's "Think Different" campaign positioned the company as an innovative, cutting-edge brand that resonates with people who value creativity and originality.

Guiding Decision-Making Processes

Advertisements guide the consumer decision-making process by providing information about the product or service, offering comparisons with competitors, and highlighting the unique selling points. Consumers often turn to ads to learn about new products or to compare prices, features, and benefits. For example, online display ads for hotels that promote amenities like free breakfast, free Wi-Fi, and pet-friendly policies can influence consumers' decisions when booking their accommodation.

Examples and Statistics

• Research has shown that advertising has a positive impact on sales, with brands spending around $180 billion globally on advertising in 2020 alone. (Source: Statista)
• A study found that 70% of consumers are more likely to purchase from a brand that they follow on social media. (Source: Forbes)
• Advertising has been found to influence children's snack preferences, with those exposed to food ads more likely to choose unhealthy snacks. (Source: Pediatrics Journal)

Overall, advertising plays a crucial role in influencing consumer behavior and guiding their purchasing habits. By creating desire, influencing preferences, and guiding decision-making processes, ads can have a significant impact on sales and brand success.

Brand Perception

Brand perception is the way consumers view and interpret a brand. It is shaped by various factors such as advertising, product quality, customer service, and social media presence. Advertising plays a vital role in shaping consumer perceptions of brands by creating certain associations, establishing credibility, and cultivating loyalty.

Associations

Advertisements create associations between a brand and certain aspects such as quality, reliability, and value. For example, ad campaigns that emphasize a brand's affordability and value can create the association of the brand being budget-friendly. Similarly, ads that showcase a brand's commitment to quality can build an association of trust and reliability.

Credibility

Ads can also establish a brand's credibility. By highlighting a brand's unique features, awards, and customer testimonials, ads create a perception of expertise and authenticity. For instance, an ad campaign that touts a brand's innovative technology can establish its credibility as a cutting-edge industry leader.

Finally, advertisements can cultivate loyalty among consumers by creating an emotional connection with the brand. Ads that showcase a brand's values, such as sustainability or social responsibility, can appeal to consumers who share those same values. Moreover, ad campaigns that build a brand persona are likely to create a loyal fan base that feels a personal connection with the brand.

Overall, advertising plays a crucial role in shaping consumer perceptions of brands. It can create positive associations, establish credibility, and cultivate loyalty. For instance, a study found that after viewing a brand's ads, consumers were 70% more likely to purchase the brand's products or services. Therefore, it is essential for brands to invest in effective advertising campaigns that help shape the desired consumer perception.

The Future of Advertising

In today's digital age, advertising has become an essential component of businesses. With the advancements in technology and changing consumer preferences, advertising is evolving at a rapid pace, challenging businesses to keep up with the latest trends and adapt to new strategies.

Advancements in Technology

The integration of artificial intelligence, machine learning, and data analytics has transformed the advertising industry. Brands are now using data to develop more targeted marketing campaigns and personalized communication with their customers. Emerging technologies such as augmented reality, virtual reality, and voice-activated assistants are also changing the way advertisements are being delivered to consumers.

Changing Consumer Preferences

As the power of information has shifted from the advertisers to the consumers, they are becoming more conscious of the advertising messages they receive. Brands are now focusing on creating authentic and engaging content to build lasting connections with their customers. Social media and influencers are playing a vital role in shaping consumer preferences, where customers are looking for authenticity, transparency, and personalized experiences.

Ethical Considerations and Potential Implications

With the increasing reliance on technology and data, there are ethical concerns surrounding data privacy and security. Consumers are now more aware of how their data is being used and expecting businesses to handle it responsibly. Additionally, the rise of deep fake technology, which can create realistic but false content, raises questions about the authenticity of advertisements and the potential implications it can have on society.

• Advancements in technology are changing the way advertisements are delivered.
• Changing consumer preferences require brands to create engaging and authentic content.
• Ethical considerations around data privacy and deep fake technology demand responsible advertising practices.

As businesses navigate the ever-changing landscape of advertising, understanding these trends and their implications is crucial to stay ahead of the game in the future of advertising.

Advertising has a significant impact on consumer behaviour, as it influences their decision-making processes and purchasing choices. In this article, we have highlighted some of the key points that demonstrate the influence of ads on consumer behaviour. We have seen how ads can create brand awareness, shape attitudes, and affect people's emotions towards a product or service. We have also discussed the role of advertising in influencing consumer preferences and driving sales.

It is important for consumers to become more aware of the influence of advertising and make informed decisions. By being more critical of the messages conveyed in ads, consumers can avoid falling prey to marketing strategies that are designed to manipulate their behaviour.

Key Takeaways:

• Advertising plays a crucial role in shaping consumer behaviour.
• Ads create brand awareness and influence consumer attitudes and emotions.
• Advertising drives sales and can affect consumer preferences.

As consumers, it is important to be mindful of the impact that advertising has on our behaviour. By questioning the messages conveyed in ads and making informed decisions, we can avoid being influenced by marketing strategies that are designed to manipulate our choices.

Take action now: Become more aware of the influence of ads by critically evaluating the messages conveyed in marketing campaigns. Research the product or service before making a purchase decision and seek out recommendations from trusted sources.

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IELTS Essay Agree or Disagree # Power of advertising

Today, high sales of popular consumer goods reflect the power of advertising and not the real needs of society in which they are sold. To what extent do you agree or disagree. Write at least 250 and include any relevant examples from your own knowledge or experience.

Sample Answer

Advertising has been defined as the most powerful, persuasive and canny tool that helps in control over the users. It has evolved over the course of years and there is no denying it is more influential than ever. It is argued that the real needs of the society are being diverted by advertisements as people are purchasing popular products rather than buying according to their needs. I wholeheartedly agree with this statement and in the following paragraphs, I will give my reasons. Firstly, Multi National companies run special campaigns and get influential stars to promote their products. The star power attracts potential buyers towards their merchandise which alienates the needs of the customers. Coca cola is the world’s leading soft drink maker and has roped in various well known people to promote their sugar laden beverages. Furthermore, they never advertise the harmful effects of their products and everyone involved with the advertisements is well aware of it. Secondly, we are surrounded by advertisements. Every median of media like print, digital is filled with advertisements about products. Media companies are only interested in generating revenues while neglecting the drawbacks of advertisements. Studies have shown that on an average around 20 percent of the newspaper is filled with ads. Goods are marketed in such a manner that even though they fall out of one’s reach, companies with the help of lenders and fixed payment schemes find a way to sell their products. Various trends have shown that we are becoming more materialistic as a society and companies are out there to exploit it. To sum up, advertisements may help companies sell their products and reach to a wider audience but according to me they are exploiting the people’s needs. The amount of advertisements in the media should be regulated to a certain extent. (300 Words)

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What Is The Power Of Advertising?

Advertising has the power to establish awareness, the power to set the agenda, the power to suggest as well as influence, the power to convey new information in addition to the power to persuade. Advertising has short-term power (sharing new information, building awareness, enhancing credibility, etc.) and long-term power (sharing brand image, attaching emotional values to the brand, building positive reputation, etc.).

Advertising has been said to be the most powerful, persuasive as well as manipulative tool which firms have in order to control consumers all over the world. It is a type of communication which typically attempts to persuade potential customers to buy or to consume more of a specific brand of product or service.

Its impact on the society through the years has been amazing, particularly in this technology age. Influencing people’s habits, creating false needs, misrepresenting the values and priorities of our society with sexism as well as feminism, advertising has developed into a poison snake ready to hunt his prey. However, conversely, advertising has had a positive effect to help the economy and society.

What Is A Good Advertisement?

A good advertisement gives us all the information we need something even before we think that we do. It gives us the opportunity to look into the ideal life, the ideal body, the ideal mate, all wrapped in an ideal world.

Effective advertising reaches possible customers and tells them about your products or services. Ideally, advertising needs to capture the prospective customer’s attentions and entice them to make use of your product. Regardless of the method, all your advertising needs to be clear and consistently reflect the unique positioning statement of your business.

Word-of-mouth advertising has been around as long as mankind has communicated and traded goods as well as services. In addition, word-of-mouth advertising is considered the most effective form. It has the desired qualities of strong credibility, high audience attention levels, and friendly audience reception.

It features open-ended conversation with questions as well as answers about the product, psychological motivations to purchase, memorability, efficiency in addition to frequency. Word-of-mouth advertising passes product information to a lot of other potential buyers (and might even include promotional trial demonstrations as well as free sampling), at little or no cost to the business. Whenever possible, a small business should build an advertising programme which results in word-of-mouth advertising. Satisfied customers are your best advertisements.

How Profit Is Generated

In the business market, the chief and principal key in order to get profit is by the active consumption of a product in the marketplace. Nonetheless, firms have taken advantage of that and have created misleading needs to consumers.

The only real need, it would appear, are for nourishment, clothing as week as housing. In other words, people are able to live without television, internet, iPod, and the like. However, the impact of commercials and advertising have made people feel the requirement of something else than food as well as shelter.

Advertising works through the human emotions and vanity. It appeals toward the psychological domain turning into a temptation for people whose minds are at rest. For example, if a person is at home watching TV, very comfortable and suddenly, a commercial promoting any type of food and drink comes up, that individual will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial caused him to do.

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The power of storytelling in advertising

5 Minutes with Eunjin Kim

Television advertising is constantly evolving to create connections with potential consumers. One recent trend has been away from the traditional second-person type of commercial, where the actors pitch directly to the viewer, toward a third-person approach, where the actors tell a story. What’s behind this trend toward more narrative advertising, does it work, and why?

These are the kinds of questions that Eunjin “Anna” Kim , who joined USC Annenberg as an assistant professor in the public relations program this fall, has built her academic career exploring, first as a doctoral student at the University of Missouri School of Journalism, and then at her previous position as an assistant professor in the Temerlin Advertising Institute at Southern Methodist University.

For most of their existence, TV commercials have been like, “Hey, buy this product! It’s faster, cheaper, more efficient!” It’s kind of annoying — even the tone of the voices. Then, around 2012, I started to see an increase in commercials that tell stories. They don’t always talk about the “selling point,” which was always a big deal in advertising: Why do you have to buy this product? Instead of simply telling you about the benefits of the product, they show how the advertised product can help you achieve your consumption goals. It doesn’t really say anything directly about the product, but still it’s very persuasive. 

It’s more about a feeling, and a narrative, right?

Yes, it touches a human emotion and makes a connection. The power is that it’s not really intrusive. People don’t always react well to being told to buy a product. But, structural elements in the narratives, such as the presence of a main character in a story and their actions in the plot, enable a viewer to relate to the story in the ad, which in turn generates more positive feelings in the viewer. Such connection is known to promote vicarious learning through the main character’s feelings, thoughts and beliefs, and is likely to lower the viewer’s resistance to the ad story. 

The growing popularity of such storytelling ads has spurred a lot of research interest in narrative persuasion. Researchers have found a positive relationship between story ads and advertising persuasion, and offered various explanations, but the insights generated by previous research were a bit fragmented and overlapping.  So, I wanted to come up with an integrated framework to determine why a story ad is more persuasive than a non-story ad. That was my dissertation.  

The second aspect was, okay, now we know story is more effective than non-story, but not all stories are equally effective. What makes some stories more effective than others, and when and how is one story more likely to be effective than another? You create a great story that is entertaining, fun and credible, but if a brand is not well integrated into the story, your ad may not do much for claims about the benefits of the brand. Then you are kind of wasting money. If you go too far, and there’s a crazy story, and then at the end of the commercial, there's a weird voice-over, followed by a brand logo, it can be awkward.

So, brand integration is still critical?

Branding is a process of creating meaning, and attaching that meaning to the brand, and then building a relationship between that brand and the viewer. There are three kinds of relationships: functional, emotional and symbolic.

For example, let’s say, this ibuprofen really helps you recover quickly from your headache. The ad shows a woman suffering from a headache, and then she feels a lot better — that's the functional relationship. An emotional relationship is when a brand makes you feel good about using or owning the brand. Think about one of Budweiser’s famous Super Bowl commercials, “Puppy Love,” which tells a touching story about a friendship between a cute golden retriever and a Clydesdale. Finally, the symbolic relationship would be that Audi commercial from a few years back: A dateless high school student was reluctant to go to prom, and his dad gave him the keys to his new Audi, which gave the teen confidence. That’s symbolic — the car is aspirational, a symbol of who you are, or who you wish to be.

There’s a lot of talk about the power of “influencers” in advertising and marketing now. How do you see them fitting into companies’ overall strategies?

Influencer marketing has become one of the hot topics nowadays. But actually, we know that using the influencers as a marketing tactic can sometimes backfire, particularly with media-savvy millennials. As with any other approach, it’s really important to convey the authenticity of the story you’re telling.

What classes are you teaching now, and what is your favorite part of teaching them?

This semester, I am teaching two undergraduate classes, Introduction to Advertising (PR 340) and PR Research Methods (PR 463). In both classes, I love the energy, diversity, curiosity and enthusiasm brought by my students. 

I take my role as an instructor/mentor seriously. Students are living in a world of hyper-competition, which creates feelings of insecurity, anxiety, and self-doubt in spite of their high achievements. I believe one positive encounter can make a big difference in their life. So, I strive to nurture relationships with my students by keeping my communication lines open and making myself available so that I can provide support. 

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What Makes Some Ads So Powerful

• Derek D. Rucker
• Tim Calkins

A guide for new marketers.

As a new marketer, it can be tempting to focus on ideating advertisements that are extra eye-catching and creative, hoping to capture the eyes, hearts, and minds of your customers. However, focusing too much on these elements can lead to poor marketing choices. You can use the ADPLAN framework to evaluate and develop advertisements that will resonate with your intended audience.

• Attention: When thinking about an idea, ask yourself: Is there something interesting that will cause people to stop and notice it? Could the inclusion of a celebrity, a viral song, or a bold analogy make the difference?
• Distinction: To effectively evaluate distinction, you first have to know what the competition is doing, not just what your brand is doing. Then, understand what aligns with your product or service, and above all brand voice and image, to ensure that while your creative is distinct, it’s in line with your branding.
• Positioning: Effective pieces of advertising often do more than entertain; they help position the brand’s benefit to the target consumer and convince them of that benefit. That means being clear on the value the product offers, as well as clarifying why people should trust the product will deliver the benefit.
• Linkage: This forces you to answer the question: Will people ultimately remember our brand and its benefit? If people struggle to remember, it’s not because they were distracted or texting on their phones, but because the advertising failed to get across such a simple point to the consumer.
• Amplification: Unlike the positioning, which focuses on the benefit, amplification is about whether the consumer has positive or negative thoughts about the advertisement. Amplification is critically important; you want people to be left with something that is positive and connected to your business.
• Net equity: Over time, brands develop meaning, and consumers associate them with certain characteristics. Ask yourself if your ad campaign resonates with and reinforces the equity you have already built.

Marketing is a fast-growing and fast-paced career option. With new technological advancements happening every day – better customer segmentation abilities, automation tools, new social media platforms — marketers have the opportunity to share their ideas more widely and expand their audiences, perhaps more than ever.

• Derek D. Rucker is the Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at Northwestern’s Kellogg School of Management.
• TC Tim is a marketing professor, author, speaker and consultant. He is Associate Chair of the Marketing Department and Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management, where he teaches courses including Marketing Strategy, Biomedical Marketing and Strategic Marketing Decisions. He is also co-academic director of the Kellogg on Branding executive education program.

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