How Does Advertising Work?
· The original definition of advertising was “to draw attention to
something” or to notify or inform someone of something (Branston
· A modern definition is the publication (in various forms) of facts
or opinions concerning goods or services, to awaken the public’s
interest and persuade them to purchase.
· Advertising is now big business – an industry with extraordinary
cultural and economic impact.
· This is funded through the cost of the goods that consumers buy.
· Advertising is now the media form most often encountered, and is
perhaps the most powerful and pervasive form of propaganda in
· It is found in various forms including on billboards, websites,
“junk mail”, and commercially funds most television, newspapers and
· Advertising has the power to create brand awareness and loyalty as
well as stimulating demand.
Advertising is not a science
· It is important to realise that advertising is not a science.
· An individual will interpret an advertisement using their own social
networks, their own backgrounds and their own motivations.
· The way an advertisement is interpreted cannot be controlled or
monitored by an advertiser, therefore it is important to realise that
they do not contain a single meaning for all audience members.
· Advertising is much more effective when an advertiser understands
their audience’s background and social networks as well as their
ability to select media and advertisements that appear in those
· Therefore the challenge for advertising is to create a message that
ultimately connects with a select group of people.
WHAT DOES ADVERTISING DO?
· It has already been stated that advertising is created to help sell
· Therefore the ultimate goal of advertising is to increase the
advertiser’s sales no matter who the advertiser is or the target
audience, what the product is, or how the ad is delivered.
· The ultimate goal of advertising is to increase sales.
· However, in terms of functional aspects a more specific advertising
goal is required.
· There are various advertising objectives, which can largely be
generalised into the following eight areas:
. To provide product information, to convert product concept, to
increase brand awareness, to improve brand attitude, to establish
public opinion, to improve the advertiser’s image, to inform other
promotion strategies and to create a new fashion.
· We can now examine what advertising actually does in greater
· Firstly, advertising communicates.
· All advertisements attempt to “say” something to the consumer about
the product or service which is being advertised.
· The advertiser hopes to positively influence our thinking in favour