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Advertising Case

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We live surrounded by advertising. We see advertising while driving in the street, while watching television, while using the internet, and many other occasions in our daily live. Television is the top form of mass communications; upon furthermore research has proved to be the most expensive mass medium. While understanding that viewers essentially tune in for an average of 6 hrs a day, advertisers have pounced on this opportunity to influence consumers. Commercials have enabled the advertisers to engrave their messages through enough repetition to cause muscle memory in one's consuming behavior.

Companies' use advertising to promote their products and services, but according to our textbook Marketing Principles and Processes, the fundamentals of advertising are often ignored by companies. The four fundamental advertising principles are:

If you have something to say, advertise. If not, don't.

Keep your message simple and powerful; otherwise, it will be lost in the advertising clutter.

Communicate first with your existing customers to keep their business.

Communicate second with your hottest prospects.

Advertising has to have a purpose, putting your name on an ad is not enough to convince a consumer to buy your product or service. Advertising should always have a clear function: to remind, to prompt, to inform, to educate to persuade, to reassure, all in ways that increases sales.

There are three general hierarchy-of-effect ways of thinking about how advertising works. The three are: Learn-Feel-Buy, Buy-Feel-Learn, and Feel-Buy-Learn.

In Learn-Feel-Buy, companies design their advertising campaigns to teach potential consumers about its products or services. They tried to provide the most information they can so consumers can make a rational decision base facts. Companies inform the consumers of the benefits of using their products over similar products. Companies usually create websites for their products or place ads in magazines that target consumer with specific interests.

In Buy-Feel-Learn, companies design their advertising campaigns for the consumer to try out their product or services. Companies want consumers to try their product so that they can compare their products with their current choice. Companies offer free examples, introductory prices and coupons to encourage consumers to try their products.

In Feel-Buy-Learn, companies design their advertising campaigns so consumers associate their product to a feeling, mood, or image. Companies use this technique for consumers make a buying decision base on an emotion rather than facts. Companies use humor, popular spokesperson, cultural icons, or popular music to evoke positive feeling that will transfer to the product or services. Humor is



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