Old Dogs, New Tricks: A Brief Examination of Advertising
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This short, four-page paper discusses the background of advertising, as well as its various types and effectiveness. The paper is split into four parts: an introduction, a discussion of advertising types, a detailed examination of informal advertising, and the effectiveness of various types of advertising. The paper is complete with four references.
From the Paper:"In a world that is driven by the market economy, both in domestic economies and on a global setting, advertising is all but a social institution. It surrounds and inundates both the public and the private sphere. Nearly everyone in the United States is familiar with a green gecko speaking with an Australian accent - minds automatically jump to the possibility of saving 15% or more. Even more universal is the persistent presence of the red and white Coca Cola logo, in nearly every country of the world. These are just two of many examples of the major role (for good or for bad) that advertising and, more broadly, marketing has to play in today's globalized and free market world. Because of its prevalence and important role in driving the economy, this paper will briefly look into the major aspects of advertising in relation to our modern world.
"Advertising is a specific form of marketing communication. The word itself comes from Latin ad vertere, meaning to turn toward. Fitting, considering advertising is designed to make people turn toward the message. Advertising is used to target potential and returning customers and consumers - the viewers, readers, and listeners of the given advertising media. These viewers, readers, and listeners are motivated toward a specific action. Sometimes the desired action is political or ideological, but in most cases advertising is targeted at consumers, for a specific product or service. In a phrase, according to John Taylor, the purpose of advertising "is to convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople's individual messages, draw customers to the business, and to hold existing customers" (293). This purpose holds across all types of advertising, as can be seen below. In addition to these types, informal advertising will be discussed in depth."
Cite this Descriptive Essay:
Old Dogs, New Tricks: A Brief Examination of Advertising (2015, January 06) Retrieved February 27, 2020, from https://www.academon.com/descriptive-essay/old-dogs-new-tricks-a-brief-examination-of-advertising-154097/
"Old Dogs, New Tricks: A Brief Examination of Advertising" 06 January 2015. Web. 27 February. 2020. <https://www.academon.com/descriptive-essay/old-dogs-new-tricks-a-brief-examination-of-advertising-154097/>