Chapter 7 - Understanding Advertising Notes
1. Advertising is all about building brands. At a very basic level, branding means stamping a product with a particular name of the sign. Products have an associating brand value with which the consumer associates themselves.
2. For example, there are many soaps but every company will have to give the soap a different name, by doing this, they create another brand of soap. Through advertisements, the company uses visuals and images to create a brand value for their product such that the products may create an impression in the customer’s mind.
3. Advertisements play an important role in social and cultural life.
4. Branded products are costly but companies link them to style, design, etc. such that people tend to buy them.
5. Advertisements appeal to personal emotion of people which induce people to buy the products.
6. Advertising plays an important role in making a brand name. Advertising is normally made by advertising agencies which help in devising a marketing strategy. Making an advertisement involves a high cost.
7. Campaigning is done carefully by the companies to promote their products.
8. Advertising a product costs a lot of money. Small manufacturers are not able to compete in the market.
9. It makes us believe that things that are packaged and have a brand name are far better than things that do not come in packets.
10. Democracy is based on equality. Sometimes advertisements confuse the customers and influence their thinking. As citizens of a democratic country, people should understand that they can take a better decision about whether they wish to buy a product or not.
11. Product refers to a thing or service that has been made for being sold in the market.
12. Consumer refers to the person for whom the goods or products have been made and who pays money to buy and use them.
13. Brand refers to a special identification or name that is associated with a product. Such identification is created through the process of advertising.
14. Lifestyle refers to people’s lives being identified by the products they own, the clothes they wear, the places they eat in, etc.
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