Influences of Advertising to Consumer Attitude Towards Buying a Product Essay Example

The inclusion of paid advertising in French newspaper La Presse in June 1836 allowed it to lower its price, expand its readership, and increase its profitability. This successful formula was soon adopted by all titles.

During the 1840s, Volney Palmer founded a precursor to modern advertising agencies based in Boston. Concurrently, in France, Charles-Louis Havas expanded the offerings of his news agency, Havas, to encompass advertising brokerage, becoming the premier French entity to arrange advertisements. In the early days, agencies worked as intermediaries between newspapers and advertisers for space. Eventually, N.W. Ayer & Son became the first comprehensive agency to take charge of advertising content.

N. W. Ayer, founded in 1869 in Philadelphia, advertised the 1913 issue of the Encyclopedia Britannica. In the 1920s, radio equipment manufacturers and retailers established the first radio stations to sell more radios. Later, non-profit organizations like schools, clubs, and civic groups set up their own radio stations.

[8] Radio programs traditionally had a singular business sponsor, receiving a brief mention at show start and end. However, station owners quickly realized that selling sponsorship rights in small increments to multiple businesses across broadcasts resulted in greater profit than singling out one sponsor per show. This model persisted in television in the 1940s and 1950s. A contentious issue arose between those pushing for radio commercialization and proponents of the commons model, advocating for non-commercial use of the radio spectrum for public benefit.

In 1927, the BBC was incorporated as a public body by Royal Charter, shifting from its initial status as a private company. This move enabled the adoption of a public funding model in the United Kingdom, which Graham Spry successfully advocated

for in Canada. The advertising industry underwent significant changes in the 1960s when creativity was given more room to flourish. This led to unexpected and tempting messages being presented to consumers through modern approaches. Bill Bernbach spearheaded the Creative Revolution that focused on associating each brand with a specific idea in consumers' minds using a unique selling proposition strategy. The Volkswagen ad campaign marked the beginning of this period that produced some of America's most creative and long-standing advertisements.

During the late 1980s and early 1990s, public advertising was prevalent on Times Square in New York City. Cable TV, with MTV leading the way, completely changed the face of advertising through music videos and a new approach where consumers sought out advertisements instead of ignoring them. With cable and satellite TV becoming more widespread, specialized advertising channels such as QVC, Home Shopping Network, and Shop T emerged.

Marketing on the Internet revolutionized advertising and played a significant role in the dot-com boom of the 1990s. The popularity of websites offering free Internet access and coupons led to corporations relying solely on revenues from advertising. However, in the early 2000s, a shift began with websites such as Google emphasizing relevant, non-intrusive ads to assist users. This trend has since been adopted by several other websites, resulting in increased interactive advertising efforts.

Despite significant shifts in media, the proportion of advertising expenditure compared to GDP has remained relatively stable. In 1925, newspapers, magazines, streetcar signage, and outdoor posters were the primary advertising mediums in the United States, with a corresponding 2.9 percent share of advertising spending relative to GDP.

By 1998, television and radio had established themselves as major advertising media,

though advertising spending was only about 2% of GDP. [10] Recently, advertising has seen new developments in the form of "guerrilla promotions" that rely on unique approaches like staged public encounters, product giveaways with branded messages, and interactive ads that allow viewers to engage and become part of the advertising message. This trend towards interactive and "embedded" ads includes product placement and innovations like consumer voting through text messages, as well as leveraging social networking sites.

Around 1950, television audiences would be bombarded with multiple commercials for a single product in their viewing time. The shows were presented by companies and had titles like the Kraft hour or Proctor and Gamble’s soap operas. The idea for the well-known parody Vitameatavegamin was developed by Lucille Ball from this concept. With the onset of the modern era, marketers could create commercials aimed at precise demographics through Nielsen boxes placed nationwide. Consequently, advertisements for the likes of diapers and Depends poured out onto the airwaves, meticulously targeted to their corresponding viewers.

Product placement became popular when characters in shows, such as Roseanne, began drinking Pepsi instead of "Cola," and those in Sex and the City made "Jimmy Choos" a common name. While this trend didn't have much impact on broadcast shows, movies began earning significant additional revenue by featuring characters buying specific brands, exemplified by titles like Harold and Kumar Go to Whitecastle. However, the rise of Tivo presented a new challenge.

Gone are the days of appointment TV, where audiences would rearrange their schedules to watch a specific show at a certain time. Now, viewers can watch any show whenever they want. This shift has left corporate America

struggling to reach a captive audience. However, commercial advertising media has a variety of options such as wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human directional, magazines, newspapers, town criers, sides of buses or airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, usical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Essentially any medium where an "identified" sponsor pays to deliver their message is considered advertising.

Covert advertising is a widespread marketing tactic that involves integrating products or brands into various forms of media and entertainment. While some brands may be featured in films, as seen with the Nokia logo on Tom Cruise's phone in Minority Report or the Bulgari logo on his watch, TV commercials remain the most effective mass-market advertising method. This is evident through the steep prices charged by TV networks for commercial airtime during popular events like the Super Bowl; one thirty-second spot during this event could cost up to $2.7 million (as of 2007).

Direct response television commercials, also known as DRTV or infomercials, come in two types: long form (lasting 30 minutes) and short form (running for only 30 seconds to 2 minutes). Their aim is to encourage impulsive purchases by showcasing the features of a product. These broadcasts typically include testimonials from both experts and customers. Viewers

can make a purchase by calling the toll-free number or visiting the advertised website.

There is a growing trend of consumers moving towards the internet and devices like TiVo, causing other media to surpass television in popularity. Web-based advertising is a new development that relies on the relevance of surrounding web content and website traffic to determine advertising space prices. Additionally, email advertising is also a recent trend.

The act of unsolicited bulk E-mail advertising is commonly referred to as "spam". Certain companies have suggested the idea of displaying messages or corporate logos on booster rockets and the International Space Station. The effectiveness of subliminal advertising is disputed (refer to mind control), as is the prevalence of mass messaging. Word of mouth advertising (also referred to as unpaid advertising) can offer valuable exposure with minimal expense. Promoting personal recommendations ("bring a friend", "sell it"), creating a buzz, or achieving brand-name recognition with a common noun (for example, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline"= petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage), are all highly desirable objectives of an advertising campaign. Some companies, however, object to the use of their brand name for labelling products.

If a brand is equated with a common noun, there is a risk of it becoming a genericized trademark, which means that the legal protection as a trademark is lost. In 1998, the mobile phone became a new mass media when the first paid downloadable content emerged in Finland. It was expected that mobile advertising would follow soon, and indeed, it was first introduced in Finland in 2000. By 2007, the value of mobile advertising

had surpassed 2.2 billion dollars, and providers like Ad mob distributed billions of mobile ads.

Advanced mobile advertisements now include various forms such as banner ads, coupons, MMS picture and video messaging, adver games and engagement marketing campaigns. A popular feature which drives mobile advertising is the 2D Barcode, which eliminates the requirement for any web address typing and utilizes modern phone cameras to provide instant access to web content. In Japan, 83 percent of mobile phone users currently engage with 2D barcodes. An emerging advertising method that is experiencing rapid growth is social network advertising, which focuses on online advertising through social networking sites.

Even though social networking advertising is a new market, it has already shown potential by utilizing demographic information provided by users. The effects of advertising have caused controversy and sparked different opinions in various scenarios. In the case of cigarette advertising bans, tobacco companies claimed that their ads do not encourage non-smokers to start smoking. However, opponents argue that it increases tobacco consumption. Many sources suggest that the impact of advertising on an individual relies on their previous experiences and current mental state during exposure.

It can be difficult for children under four to differentiate between TV advertising and other programs, and they may not fully develop the ability to identify message accuracy until around age eight. In recent years, there has been significant progress in marketing analytics and effectiveness evaluation, with a focus on assessing the impact of marketing actions on consumer behavior, profit, sales, and market share. This scientific approach incorporates techniques like Marketing Mix Modeling and direct response measurement. Despite the growth of advertising and marketing tactics in Western societies,

organizations like Adbusters utilize culture jamming strategies that employ advertising methods as a means of criticizing media and consumerism.

The industry is being accused of fueling a complex economic production system that encourages consumption. Mediawatch-uk, a special interest group in the UK, acknowledges the social impact of advertising and strives to educate consumers on how to express their concerns to advertisers and regulators. They have created educational materials for schools. Public interest groups propose a tax on access to the mental space that advertisers target as this space is currently being used by advertisers without compensating the public who are being intruded upon.

Implementing a tax to reduce a public nuisance is known as a Pigovian tax. Currently, there is increasing momentum towards implementing such a taxation, with bills being considered in Arkansas and Maine. Florida enacted this type of tax in 1987 but was forced to repeal it after six months due to pressure from national commercial interests. These interests withdrew planned conventions, causing major losses to the tourism industry, and canceled advertising, leading to a loss of 12 million dollars to the broadcast industry alone. Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. When developing worldwide advertising for global advertisers, there are four potentially competing business objectives to balance: building a brand while speaking with one voice, developing economies of scale in the creative process, maximizing local effectiveness of ads, and increasing the company’s speed of implementation. The evolutionary stages of global marketing have led to three primary and fundamentally different approaches to developing global advertising executions: exporting executions, producing local executions, and importing ideas that travel.

(Young, p.

Global marketing Management, 2004, pg 13-18) Effective advertising research is crucial in determining the success of an advertisement in different countries or regions. It is important to identify the specific elements or moments of an ad that contribute to its effectiveness in order to maximize economies of scale. By understanding what works well in an ad, these concepts can be replicated in other markets. Market research strategies such as measuring Flow of Attention, Flow of Emotion, and branding moments can provide valuable insights into an ad's effectiveness because they focus on the visual elements rather than verbal communication.

131) When the audience is captive, it's a good time to promote. Incorporate the advertisement into a crucial character's dialogue and make it a part of the plot. GE's Trivection website even has a link to the network show. This tactic may be successful for a show like "30 Rock," which is known for its parody and lack of seriousness. However, it may not work for "Studio 60 on the Sunset Strip," Aaron Sorkin's version of the same concept, as satire, comedy, and spoof are not terms commonly associated with the show.

The question arises if this could be the new approach to TV advertising? Might Evian emerge as Jack, Kate, and Sawyer's preferred bottled water? NBC might consider collaborations that could promote other low-rated shows, demonstrating “Maury Povich” as the only source of paternity tests for the “Law & Order” franchise. However, this apprehensive assumption is still under discussion. Viewers were vexed and criticized GE soon after the broadcast. Within a few minutes, the backlash spread across the internet and is now a major subject on popular entertainment

blogs like Defamer, even days later.

There is ongoing debate on message boards about the effectiveness of using the Trivection oven, and only time will reveal if it succeeds. Advertising is defined as the sponsorship-driven, persuasive communication of information about products, services, or ideas through various media channels.

7) The previous academic language is set aside. The following analysis breaks down a statement about advertising. When compared to personal selling, advertising has an abundance of time. The creation of the sales message and its method of delivery doesn't happen in real-time with a customer present. Instead, it can be crafted in countless ways by the writer, revised, evaluated, altered, and enriched with various tactics and appeals designed to influence consumers. Portions of these strategies are discussed within this book.

Secondly, advertisers don't have direct access to individual customers and cannot personalize the sales message based on their real-time reactions. Nonetheless, advertisers do conduct research on customers, which helps identify potential customers and determine the most compelling message elements to influence them. Although such research lacks significance when applied to individual customers, it proves effective when applied to large groups. Finally, advertising may be significantly more cost-efficient per potential customer compared to personal selling.

When it comes to sales, personal selling involves individualized attention to a single customer, while advertising targets hundreds, thousands, or even millions of customers at once, resulting in lower costs per customer. The cost per thousand potential customers is used to determine advertising costs. This suggests that advertising can be an effective sales strategy.

When it comes to selling small ticket items such as chewing gum and guitar picks, advertising is a cost-effective method that can

handle the entire process. However, for larger ticket items like cars and computers, advertising can significantly contribute but personal selling is necessary to complete the sale. Despite being non-personal, advertising remains an effective promotional tool.

Highlighting the importance of protecting children from unhealthy food products, the CEO of Consumer Council of Fiji (CCF), Premila Kumar notes that previous studies have revealed marketing for food and beverage targeted towards kids are dominated by unhealthy options. Manufacturers, suppliers and retailers of these products now increasingly use advanced advertising and marketing strategies to encourage children directly or indirectly to consume their goods.

CCF has identified several marketing strategies targeting children, including offering collectable toys, games, and contests; using cartoon characters in advertising; and providing visually appealing but often unhealthy food that is high in fat, sugar, and salt. These practices have contributed to a rise in non-communicable diseases like obesity and type two diabetes among Fiji's children, resulting in significant economic costs. Despite the Ministry of Health's School Canteen Guideline, CCF remains concerned about the quality of food sold in schools. Furthermore, there are currently no guidelines or standards for advertising "unhealthy" foods aimed at children.

Filipe Bole, the Interim Minister for Education, addressed the shortage of healthy fruit snacks in the market and emphasized that school canteens can only procure them if they are available. He urged school canteen operators to follow the Food Guidelines from the Ministry of Health and refrain from offering students unhealthy junk food. This year's World Consumer Day on March 15 centers around the promotion and marketing of unhealthy food to Fijian children with the theme "Junk Food Generation."

While television has its downsides, it also

has educational benefits for children. It can teach them about different cultures, expose them to new ideas, and help them discover the world. Moreover, positive role models on TV may improve children's behavior. Nevertheless, excessive screen time can harm both kids' health and family relationships. Consequently, parents should determine how they want TV to fit into their home life.

It is important to take into account the significant research on how television impacts children when managing TV in your household. Multiple studies have looked at the effects of TV viewing on various aspects of a child's life such as sleep, weight, grades, behavior and more.

Moreover, excessive watching can interfere with healthy habits like spending time outside with friends or having family meals together. It may also hinder participation in activities that build skills like sports, music or art.

Despite the availability of TV programs catering to infants and young children, the impact of watching television at a tender age on their development remains uncertain. Nevertheless, studies suggest that excessive screen time may hinder vital social interactions with caregivers and peers, which are critical for overall health. Typically, youngsters spend about four hours daily consuming DVDs, videos, and televised shows.

According to statistics, a significant proportion of young people aged 8 to 18 have televisions in their bedrooms, with 68% owning one. Among this group, 54% have access to DVD/VCR players, while cable/satellite TV is available to 37%, and premium channels are viewed by 20%. During mealtimes, the majority of households (63%) turn on the television. It was discovered that over half (53%) of households with seventh through twelfth grade students do not implement any regulations regarding TV usage.

Moreover, in more than half (51%) of surveyed households, the television remains switched on for "most" of the day. Interestingly, young people who possess a television set in their sleeping quarters usually watch almost an hour each day.

The presence of a television in the bedrooms of young children aged zero to six leads to an additional five hours daily spent watching TV compared to those without. Additionally, parents often promote TV viewing for their kids. Therefore, comprehending how this media impacts youngsters is crucial given its significant role in their daily routines.

It is important to take research findings into account when determining the role of television within your family. Studies have demonstrated that watching TV can lead to a substitution of activities preferred by parents, such as reading books, completing homework, and engaging in physical activity [6][7]. Moreover, excessive amounts of time spent watching TV can result in diminished interaction with family members irrespective of whether parents or siblings are present [8], poor academic performance, sleep issues, behavioral problems like obesity and risky behavior. Children's programming often features stereotypes and violent problem-solving methods along with cruel behavior despite the fact that these do not align with parents' desired learning outcomes. Advertisers frequently target children by airing tens of thousands of commercials on TV annually [9].

Television advertising exposes children to about 2,000 beer and wine commercials each year. These advertisements promote unhealthy snacks, drinks, and alcohol. Furthermore, popular TV shows and movies often depict characters engaging in risky behaviors like smoking, drinking, and sex. For more details on the effect of television on children, please visit this link.

For detailed information on the impact of watching TV

on the development of children's brains, read on. It is important to consider whether it is appropriate for children under two years old to watch TV as there are programs and cable channels designed specifically for babies. Although research into early brain development remains ongoing, the effects of watching TV are still unclear. While some studies suggest a link between early exposure to television and attention disorders like ADHD, experts have varying opinions. One study discovered that watching TV before age three had negative consequences for cognitive development in later life in several areas, although it slightly enhanced reading scores between ages three and five.

It is crucial to limit young children's exposure to television, especially during the first two years of their life. The American Academy of Pediatrics stresses the significance of positive interactions with others for proper brain development at this stage. Prolonged TV watching can adversely affect communication and social engagement skills that children acquire.

Following the guidance of the American Academy of Pediatrics (AAP), it is not recommended for children under 2 years old to watch television until further research on its impact. Moreover, TV viewing can diminish reading behaviors that encourage healthy brain growth in young children as reading promotes more cognitive activity than watching TV. When families consistently keep their televisions turned on, they dedicate less time to reading with their kids, leading to a detrimental effect on their literacy skills. Advertising plays an integral role in our society's economy by allowing manufacturers, wholesalers and retailers to advertise products to a broader audience and ultimately contribute significantly to business prosperity.

"Advertising, 7th Ed." by Kleppner states that advertising is a powerful marketing

tool that employs diverse techniques of information and persuasion to promote products, services, and concepts. It has an extensive impact on everyone's life, irrespective of their gender or age.

"New York: Prentice-Hall, Inc., Englewood, 1990" defines over-the-counter drugs as medications that do not require a prescription from a doctor and can be purchased at drugstores, wholesalers, supermarkets and sari-sari stores. The main purpose of categorizing certain drugs as OTC is to make simple disease treatments affordable and easily accessible. In the Philippines, pharmaceutical companies promote their OTC drugs through direct-to-consumer media channels like TV, radio, magazines and newspapers by providing consumers with detailed information about their drug treatments.

Alternatively, DTC ads that mislead or provide false information can be detrimental to public health. Thus, it is crucial for such ads to ensure accuracy and prevent consumer deception or violation of the law.
Work Cited:
• http://www.wsu.edu/~taflinge/addefine.

Richard F. Taflinger explains the definition of advertising which is available on http://en.wikipedia.org/wiki/Advertising and http://www.

The following links are available on oppapers.com:
- TV: Its Effects on Teens (http://www.oppapers.com/essays/Tv-Its-Effects-Teens/152185)
- The Impact of Advertisements on Consumer Buying (http://www.oppapers.com/essays/Impact-Advertisements-Consumer-Buying/94059)