It’s an oversimplification to say that the purpose of advertising is to sell a product. This is certainly true but there are other applications, depending on who the client or sponsor is. Political parties advertise, as do special interest groups, religious organizations, government agencies, health care organizations and charities.
The function of some forms of advertising may be solely to inform, to raise awareness. People can’t make informed choices if they’re not aware of the options available to them. They can’t utilize resources that they don’t know exist. Public service announcements, for example, are a form of advertising.
Commercial advertising works to inform as well; "branding” strategy in advertising attempts to create a positive impression by associating particular qualities with a product. Carefully calculated language and images are used to stress a product’s desirable qualities as a means of influencing consumer choice; effective advertising persuades.
Reiteration is used as a means of promoting product recognition. Through repetition, a product becomes established in the minds of the targeted audience. Most people need to hear information more than once before they retain it, so reinforcing the message becomes another reason to advertise.
Emphasizing the strong points of a product or service through advertising benefits a sponsor in another way; it creates a better appreciation for the product, thus creating added value for the brand. Educating consumers through advertising creates an easier selling climate for the sponsor because customers are already familiar with the product.
It’s easy to get tired of all the advertising, because we’re so media-saturated every day. We already had television, radio, newspapers, magazines, outdoor signage and direct mail. Now in addition we have websites and text messaging. You have to filter some of it out just to function but it does serve a purpose for both consumers and providers. It would be a very different, probably narrower world without advertising.
The function of some forms of advertising may be solely to inform, to raise awareness. People can’t make informed choices if they’re not aware of the options available to them. They can’t utilize resources that they don’t know exist. Public service announcements, for example, are a form of advertising.
Commercial advertising works to inform as well; "branding” strategy in advertising attempts to create a positive impression by associating particular qualities with a product. Carefully calculated language and images are used to stress a product’s desirable qualities as a means of influencing consumer choice; effective advertising persuades.
Reiteration is used as a means of promoting product recognition. Through repetition, a product becomes established in the minds of the targeted audience. Most people need to hear information more than once before they retain it, so reinforcing the message becomes another reason to advertise.
Emphasizing the strong points of a product or service through advertising benefits a sponsor in another way; it creates a better appreciation for the product, thus creating added value for the brand. Educating consumers through advertising creates an easier selling climate for the sponsor because customers are already familiar with the product.
It’s easy to get tired of all the advertising, because we’re so media-saturated every day. We already had television, radio, newspapers, magazines, outdoor signage and direct mail. Now in addition we have websites and text messaging. You have to filter some of it out just to function but it does serve a purpose for both consumers and providers. It would be a very different, probably narrower world without advertising.
