Introduction
Frequently, mass media is viewed as a simple pointless entertainment, or infuriating advertising. Hardly ever do customers comprehend the scope of pressure media promotion has on people lives. Not all consumers behave the same way when exposed to a promotional product campaign. There are individuals, who openly consider the media transmission without critical judgment while maintaining a positive perception towards the product being advertised. These aspect impacts positively on the sale of the product, hence leading to an increase of products during the promotional period. On the other hand, there are consumers who necessarily do not buy the advertised product as a result of their personal opinion.
Conversely, some consumers choose some elements of a product in an advert. Others accept the product and adjust to using it, nevertheless, maintaining some level of open judgment. The size of the market in terms of population keeps on changing as a result of the cultural inclination. The common and general perspective of culture, level of social dealings, and networking acts as a guide in helping consumers in product choices.
The type of the medium used in the advertisement and the influence of the used testimonials impacts strongly on the reliability of the product campaign. Though, it has been proved that even illogical and ridiculous product promotions can influence an individual perception.This leads to a change in a consumer opinion hence affecting the sales of a product. The paper tries to analyze the key concepts used in the classified ad of a diaper advertisement in Strategic Magazine and an internet advertisement on laptops.
Key concepts in advertisements
There are various; major concepts required when coming up with an advertisement. One of the elements is being precise when it comes to the audience targeted. This is an important aspect as it helps the advertisers to identify the targeted market and ways of influencing their thinking on the product. One of behavioral promotional marketing’s major challenges is identifying specific individuals of a certain target audience (Altstiel & Grow 2006).
Nevertheless this is essential in the way behaviorally online promotion works. This helps in identifying the behavioral aspects of consumers and thus helps business to know the targeted audience. This is achieved by coming up with ideas that make the behavior of the targeted audience special. In the first advertisement which is on a magazine, the targeted audience is babies because they are the beneficiary of the product as it is essential to them in their daily lives.
The advertisement shows a mother with her toddler in her arms. The child is relaxed because of the comfort provided by the diapers. It also states that the product is comfortable as it remains dry for a long time. In the second classified ad, the internet advertisement on the laptop shows the many entertainment features that the device offers. The graphical animation in the laptop suggests the target audience of the product as the youths. This is because of its pomp and striking color of the animation. Advertising appeal suggests the approach used to catch the attention of customers as well as influence their outlook toward s the artifact or service. It moves people as it excites their curiosity and speaks to consumer’s wants and needs.
Advertisers use emotional appeal to play along with the mind of the consumer. This is whereby advertisements are designed to emotional arouse one’s emotions slightly than an individual sense of reasoning. This is related to the purchaser social and mental needs for buying the product as well as the service. This appeal is efficient since many customers’ motives for buying goods are emotionally linked.
Many advertisers think that an emotional appeal works better at advertising brands that have a slight difference from opposing brands (Pentley, 2003). In the first advertisement, it portrays the emotional appeal as the emphasis is stressed on the degree of comfort, and protection it offers the child. The advertiser uses this so as to convince the babies’ mothers to buy the product in order to achieve the best results.
Print media are suitable for emotional appeal as it clearly provokes consumer’s emotions. In the second advertisement, the emotional aspect has intrusive worth. This is because the buyer of the laptop gains attention hence increasing the preservation of image information. The advertisers achieve this aspect by using the colored graphic animation in the laptop. It increases the articulacy of a classified ad.
Media stereotypes are expected, particularly in the marketing, entertainment and broadcast industries, which require a wide range of information and an audience that is quick to understand the information. Stereotypes operate like codes portraying a quick and a general understanding of an individual or a grouping of persons. This mostly relates to class, customs or race, masculinity, sexual orientation, societal role or profession.
In the first advertisement, the detriment relates to feminity. This is because most buyers of the product are women as compared to the number of men who purchase the product. In the second ad, the laptop and its features are related to certain of individuals. This is because the pomp colored features of the device as a result of the graphic animation is associated with the youths (Stadler & 2002).
Customer reference group is that faction the buyer has close connection and closeness which clients use as a point of reference when purchasing a product thus affecting the behavioral buying patterns of the consumers. In the first advertisement, the customer reference grouping is influenced by similar buyers who have used the product. This is achieved by the picture of a woman holding her baby on the cover of the baby diapers.
This encourages other mothers to buy and trust in the product. In the second online advertisement, the customer reference is peers and friends among the youth as this influence the buying patterns of individuals in their age group in a great way. Young people have the habit of copying their friends as they believe that they must own the same things as their friends in order to fit in the peer groupings (Gajjala 2011).
Conclusion
Advertising offers a varied range of essential services. It is important for business entities to come up with creative ideologies that enhance positive results. This necessitate the need for coming up with creative concepts of the advertisement, so as to reap the benefits of booming sales. This is an important aspect to consider when involved in a full marketing promotion or a personal advertising project (Hogg 2006).
References
Altstiel, T. & Grow, J. (2006). Advertising strategy: creative tactics from the outside/in. New York: Sage Publications.
Gajjala, R. (2011). Global media, culture, and identity: theory, cases, and approaches. New York: Routledge.
Hogg, M. K. (2006). Consumer behavior II: the meaning of consumption. London: Sage Publications Ltd.
Pentley, J. Advertising. New York. Black Rabbit Books, 2003. Print.
Stadler, J., & Shaughnessy, M. (2002). Media and society: an introduction. New York: Oxford University Press.