Marketing Communications

MARKETING COMMUNICATIONS

Does Advertising Work

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Advertising has the power to persuade , to influence the mind and shape the destiny . It has the power to change the market and profit margins (Terence et al . 2007 . The short term power is usually in conveying new information , building awareness and enhancing credibility . The long term power is in conveying the brand image , attaching emotional value to the product and brand image (Jerry 2008 . This however is seldom achieved in practice , because of several factors . The companies that master the

creative guidance and the pretesting system to develop advertising will own the future and the fortunes that go with it (Terence et al . 2007

Several theories have been put forward to explain the effectiveness of advertising . One such theory is the consumer involvement theory (Terence et al . 2007 . It explains how understanding the psychology and behavior of your target audience can help you develop the right advertising strategy . Trying to understand the involvement and rational of your target audience . Involvement in this case refers to how much time thought , energy and resources people devote to the purchase process (Cox Beth 1998 . Rational or emotions is a measure of reason versus impulse desire versus logic passion versus prudence (Port 1999

High involvement and rational is usually related to expensive business purchases such as technological infrastructure (Jerry 2008 . The purchases are linked to high cost . In this case the advertising strategy should incorporate visual and emotional appeals . Low involvement and rational is usually...