Advertising Messages
Advertising refers to a way of communicating to the consumers of goods and services. Advertisement involves messages paid for by a company and delivered to the consumers via the mass media intending to persuade them. Advertising is pivotal in the current era of competition to both the producers and the consumers.
Advertising creates awareness to the customers concerning a new product in the market. When there is something new in the market, a customer is made to know about its existence, reliability, and quality through advertisements. Through proper conviction that the product or service can satisfactorily solve the customer’s problems, he/she eventually buys that product. Advertising also enables companies to be aware of the existing competition in the market and prepare to improve their products or services. Additionally, advertising enlightens society. It does so by creating awareness and warning the public against child labor, rape, drug and substance abuse, and teaching people about family planning (Gordillo-Rodriguez, 2019).
An advertisement has three primary goals: to inform, convince, and remind the customers about a service or products. An ad that tells introduces a new product, service, or company to the market before persuading the consumers to opt for purchasing. Persuading involves emphasizing the reason why a product from one company is better than the other. Companies apply various persuasion approaches such as stressing the quality of products or services, distinct features, low cost, and adaptability of the products to the environment. The reminder advertisements retell the customers about the product and its existing features even if they already know it. The company’s brand message is reinforced to a deep-rooted market hence shielding it from stiff competition.
Advertising can be conveyed through various forms such as newspapers, magazines, radio, online, and television, among many others. An advertisement through the newspaper exposes the business to a wide range of consumers. Exhibition commercials are sited all over the paper, while detailed guides are under business headlines in particular sections. Magazine advertisements provide quick and easy access to the targeted market. Magazine readers are potential customers for the advertised product. Because they read the magazine and keeps it, they are likely to be attracted by a product they saw in the magazine and convinced to purchase. The radio advertisements are meant to reach many audiences and persuade new customers through repeated advertising. Advertising through television captures the attention of many potential customers who are attracted by the graphics, images, movements, sound, and color, therefore convinced to buy the advertised product. Online advertisements are cheap and provide a global audience since many people do their research and inquiries online. Advertising made through an elegant website is likely to convince many customers to buy the product.
The effectiveness of an advertisement is measured in various ways, such as communication effect and sales effect. The communication effect determines the ads’ success depends on how many people have seen or heard the ad and got convinced the advertised product is the best option. Under the communication effect, three tests are administered to measure how well the ads can communicate to the customers. The first one is through a direct ranking method where consumers are one on one are requested to rank the ads, and the calculations are made. The second is portfolio tests. This test involves the customer seeing and listening to an advert keenly and afterward requested to remember what the ad was about and the details contained. The data collected here is used to rate the ad. laboratory tests involve evaluating the physiological reaction of a customer by testing their blood pressure, heart rates, and the respiratory rate after watching the advertisement. The sales effect is determined by the sales made by the advertising company. The sales of a company are influenced by factors such as the product’s availability, the price, quality of the product, and the competition status in the market.
People magazine is one of the most-read magazines in the United States, targeting about 96 million audiences. The magazine airs many advertisements due to the large number of consumers that read the magazine. Some of the adverts in people magazine include pampers, Aveeno ad, Oral-B ads, the children of 9/11, and seasonal weight-loss ad. Pampers advertisement aims to achieve cognitive goals as it gives the consumer benefits of using pampers to baby compared to other diapers as it negatively influences their perception about different products. Aveeno is a body lotion, while Oral-B is toothpaste. These adverts also intend to achieve the cognitive goals by changing the consumers’ beliefs and make them belief the advertised product is the best option. The advert about children of 9/11 years elicits the consumers’ emotion, letting them sympathize with the endangered children of 9 and 11 age hence making them assist where possible. The weight loss advertisement aims to change a consumer’s behavior by showing them the importance of losing weight for a healthy life and eventually convincing them to enroll for weight loss programs.
Among the five ads, the Aveeno and Oral-B adverts are the most alluring because they major in body hygiene. One is convinced that Aveeno’s body lotion, the soft texture, and the Oral-B toothpaste facilitate brushing teeth, leaving the mouth with afresh smell (Weigold & Arens, 2018).
If I were to design an advertisement for a health clinic, the ad would indicate how older people vising the clinic will be attended separately from other people to quicken the process and provision of individual attention. For kids, the advert would include animated images that kids consider exciting and therefore have them forget the bitter medicine and painful injection associated with hospitals. The ads would allure super-rich people to visit the clinic by indicating that payment will be made through cash or credit cards. Also, rich people would be impressed to see that the clinic offers private treatment admission. In the endorsement of the brand, I would choose Justin Bieber because he commands a big crowd, both the young and the elderly. Many people would be convinced to purchase a product just because of Justine Bieber is involved.
In conclusion, advertising plays a vital role in many companies’ success that offers services or products. The new products are made known to the customers from different parts of the world, and they are convinced to buys the product or use certain services because the feature is better to compare to those in an existing product.
References
Gordillo-Rodriguez, M.-T. (2019). Analysis of advertising messages. Questions Publicitarias, 2(24), 95. https://doi.org/10.5565/rev/qp.333
Weigold, M. F., & Arens, W. F. (2018). Advertising. Mcgraw-Hill Education.