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Advertising: What Makes Us Buy, What Makes Us Spend?

2103 words - 8 pages

Advertising: What makes us buy, what makes us spend?Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it."Leo BurnettAdvertising sector is growing constantly from 20th century till today. Because the market is not increasing too fast but in the market there are more competitors day by day. This makes companies find a different ways to compete with each other. As a business term, there are many supplies and suppliers for limited demanders. At that point suppliers decide to take an action and instead of waiting customers come to themselves, they decide to reach to the customers. In general terms, we call this action: AdvertisingAdvertising business is interested with these two questions: What makes us buy, what makes us spend? The most important thing in advertising is how to sell more and make more revenue. Selling more products or spending more money on shopping never has negative effect on economy. If people spend more money, the economy would be stronger than before (basically it's a cycle: we spend more than producers need to produce more and in that case they need more people to work or more technology purchase then people receive money and they recycle this money to the market by spending), which proofs advertising is good for economy.The Definitions Committee of the American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor."(Mandell 6) The key words here are "paid", "non-personal", and "identified." Advertising differs from the related field of publicity primarily in that advertising is paid for directly and its sponsorship is almost always clearly identified. It should be noted that although the term publicity refers generally to significant news about a product, service, institution, or person which is not paid for by the sponsor, it is sometimes used in retailing as a term which describes the overall promotional activities and includes advertising and display work. Advertising can be distinguished from personal selling because it is a non-personal presentation. That is, the message may appear to be directed toward individuals, but it is not made in person by the seller is in the presence of the prospect.Besides all above, I could say that advertising exists is obvious to all who can see or hear. That advertising does things is apparent on the balance sheets of corporations, in the lovely solvency of advertising agencies, in the food we eat, the clothes we wear, the kinds of houses we live in, the cars we drive, and in many of our most firmly embedded and often baseless assumptions.(Wood 3)Advertising as a discrete form is generally agreed to have begun with newspapers, in seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant...

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