Would you buy a product because of an advertisement？Advertisements are everywhere. So, What is the purpose of advertising？what’s different between advertising and promotion?
Advertising is to build a long-term positive brand attitude by shifting consumers to the brand. Promotion is now the short-term tactical goal of advancing brand sales.（Percy, L. 2016)
The advertising development process includes the following sections
Determination of marketing & advertising objectives
Budget planningtarget audience identification
Identification of core message
Development of campaign
Monitoring and evaluation
The two most important ones are identification of core message and development of campaign. About choice of advertising appeal, our lecturer also told us that rational appeals was only 10 percent. The purpose of advertising is to sell more branded products or services. Although advertisements are everywhere nowadays, about 70 percent of consumers believe that advertisements are not true and often contain a lot of false and exaggerated information. However, most people accept the advantages of advertisements because they are a source of information. The goal of many forms of advertising is to attract attention, whether it’s celebrity endorsements, or music, slogans and slogans. Effective advertising must be from the consumer’s point of view, and persuasive. One of the key relationships between a consumer and a brand is trust. Developing a communication strategy and positioning strategy helps establish how managers deal with the two core communication objectives of brand awareness and brand attitude. The first is mainly to select the target audience, the second is to understand the decision of the target audience, the third is to determine the best position, then develop a communication decision, and finally set up a media strategy.（Percy, L. 2016)
In the class, I chose the advertisement of BMW 3 series for analysis. This advertisement not only conveys the clear line, outline and technology of BMW 3 series, but also reflects its cutting-edge quality, joy and passion. The BMW 3 series is aimed at car enthusiasts and people who want to buy cars. Intended Message is that has modern clear-cut lines, customers and technologies that speak to its cutting-edge quality. Medium Chosen is social media, TV.
After lunch, in class, the teacher told us about Bolney Bubbly, and all we had to do was think of an advertisement for it. My team and I came up with a special story for this sparkling wine to make it more appealing.After lunch, in class, the teacher told us about Bolney Bubbly, and all we had to do was think of an advertisement for it. The story behind the product makes sparkling wine more attractive and valuable，I think that’s the magic of advertising！
Social media has also played an important role in our lives, providing a new way to deliver advertising. This allows us to get a lot of information from advertisements, but have we ever thought about the issue of advertising and morality, whether advertisements lead to harmful behaviors of consumers, or whether some people may blindly buy products they do not need because of advertisements, what constitutes unethical behaviors of advertisers?
references: Percy, L. and Rosenbaum-Elliot, R. (2016) Strategic Advertising Management. Fifth Edition: Oxford.