Is advertising still needed?

Topics: Marketing, Advertising, Coca-Cola Pages: 7 (2154 words) Published: September 23, 2013
Advertising is one great means to inform and persuade, whether it is used in organizations or even to promote their causes to a certain target of people (Kotler and Amstrong, 2012). It is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action. Advertising is the best way to capture market, audience to acquire goods and services. Advertising may cost businesses a fortune, but advertising is only a success if the advertisements gain attention and communicates well within the target audience. Messages can be transmitted to the target audience through a variety of media types such as radio, television, newspapers, outdoor advertising and the Internet (Levens, 2012). The selection of the media is solely relied on the target audience and which type of media do they consume and how frequent are they exposed to that particular media. Kotler and Amstrong (2012) state that the creative concept will guide the choice of specific appeals to be used in an advertising campaign. The advertiser must find the best approach, style, tone, words, and format for executing the messages. Appeals should be distinctive. The creative aspect of advertising has responsibilities such as making sure that the message is not only received but also being interpreted or decoded properly by the target audience. Advertising can alert consumers to new products in market that satisfy their needs, let them know when and where special offers are available, and also suggest them how to compare between brands (Levens, 2012). Advertising is also used by well-established brands to maintain brand awareness and remind customers to buy. It is basically a constant reminder to the customers of new products in the market and provides necessary information about the product to attract potential customers. Advertising is still powerful than it used to be despite the consumers are better informed and likely to be influenced by advertisements because advertising provides enough information, is attractive and specific parties are targeted.

Advertising provides information that can help consumers when purchasing the right product. Through advertising, people become more informed about the latest products and services as well as their costs and utilities. For instance, Facebook has the largest growth in Social Media Marketing nowadays (Stelzner, 2011). Facebook advertising is considered cheap and effective as people can share the products and services all over the world without much effort. It even provides brand engagement which allows people to give feedback on the products (Hoffman and Fodor, 2010). Thus, the information gathered from the product through online advertising will encourage the consumers to buy the right one. Furthermore, advertising has an unanticipated power to improve consumer welfare (John, 1997). He further states that it is efficient to bring information to customer and it became an irreplaceable mechanism. For those people who live a busy lifestyle, they can be aware of the latest product through catchy advertisements. According to a 2010 consumer study, it proves that 53% of people are aware of product or services they didn’t know about through online advertisement. Moreover, 33% of people support that online advertisement helps them to compare the prices of product (Emarketer, 2010). In other word, advertisements get the attention from people and aid to save their money. Besides, advertising carries information in all aspects. Advertising not only promotes commercial product but it is also used for educating and motivating purposes. The examples of non-commercial issues are drugs, deforestation, AIDS and etc. Advertising is a powerful media, which connects the information to the users. The patients, who are suffering from a certain type of disease, can make a wise decision in dealing with their health conditions. They also can communicate and have a discussion regarding...

References: Cocacola (2013) Coca-Cola Small World Machines - Bringing India & Pakistan Together.
YouTube [video]
Emarketer (2010) Online Ads Help Shoppers Save. Available from:
http://www.emarketer.com/Article/Online-Ads-Help-Shoppers-Save/1007524
Hoffman, D. L., and Fodor, M. (2010) Can You Measure the ROI of Your Social Media
Marketing? North Hollywood: MIT Sloan Management Review
John, E. C. (1997) Fear of persuasion: a new perspective on advertising and regulation.
Switzerland: American Enterprise Institute for Public Policy Research
KLASS;M.D., P. (2013) How Advertising Targets Our Children. [online] Available at:
http://well.blogs.nytimes.com/2013/02/11/how-advertising-targets-our-children/ [Accessed:
Kotler, P. and Armstrong, G. (2012) Principles of Marketing. Global ed. 14th ed. Essex:
Pearson
Levens, M. (2012) Marketing Defined, Explained, Applied. International ed. 2nd ed. New
Jersey: Pearson
Mediasmarts.ca. (2008) How Marketers Target Kids | MediaSmarts. [online] Available at:
http://mediasmarts.ca/marketing-consumerism/how-marketers-target-kids [Accessed: 10 June
Moye , J. (2013) Happiness Without Borders. Cocacola Journey [online] Available from:
http://www.coca-colacompany.com/stories/happiness-without-borders [Accessed 09 June
Schultz, W. (1997) Predictive Reward Signal of Dopamine Neurons. 20 October. Available
from: http://jn.physiology.org/content/80/1/1.long
Soloman, M. R. (2009) Consumer Behavior: Buying, Having, and Being. Boston: Pearson.
Stelzner, M. A. (2011) Social Media Marketing Industry Report.
Zou, S. and Fu, H. (eds, 2011) Advances in International Marketing Emerald Group [online]
1st ed
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Advertising Essay
  • advertising Essay
  • Advertising Essay
  • advertising Essay
  • Essay on Advertising
  • Advertising Essay
  • Advertising Essay
  • ADVERTISING Essay

Become a StudyMode Member

Sign Up - It's Free