Discussion 1
Advertising is the favourable provision of information about a product or service to attract public awareness and increase sales. It is a form of activation, though communicatively. The nature of an advertisement can be persuasive or informative through the use of mass or media. It can be directed at promoting an already existing product or a new one in the market. An advertisement is an important tool for marketing in business. It is important as consumers learn detailed information through them, and it creates competition among businesses, thus affecting the quality and prices of products (Terkan, 2014).
Additionally, advertising helps in speeding up new inventions, industrialization processes, and expansion in businesses. Companies engaged in commercial production of services and products require advertisement for such reasons as to promote and publicize their products, thus increasing sales. Advertising can also lower costs of distribution by reducing personal selling and distribution costs since advertising reaches a mass audience. Advertisements through the various media messages go beyond regional and national boundaries. Advertisement is also helpful to consumers since it helps them save time by pointing them to precise products and also save time during shopping as they can decide on their choice of the product before the actual shopping (Terkan, 2014). Some companies will lower their products' prices to create more competition, and consumers benefit from that. There also benefits of advertising to society, like the thousands of job opportunities created by advertising companies.
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Discussion 2
Persuasion is the tool behind advertising and is the process of influencing someone into doing something. Advertisements will sometimes use selective appeals to attract the attention of the audience. An appeal to reason and logic may be through the product's shape, color, or message that contains facts, thus cognitive. Advertisements will also persuade through appealing to the needs and desires of consumers, such as safety, health, and comfort, (Terkan, 2014). An appeal to credibility or character uses the behavioral goal to persuade. It does this by using statistics from experts such as a celebrity endorsing a product to lend it more credibility.
In one of my favorite magazines, the People magazine, there is an advertisement on shopping for female cotton tops, and they're described as the " Most Perfect Workout Tank in Existence ." Another advertisement states that " People with Asthma and Allergies Swear by this 'Small but Mighty . " These can be classified as advertisements to achieve emotional goals as they guarantee comfort and health, respectively. An advertisement on “ The Affordable Jacket Meghan Markle Wore for her Oprah Interview is now Even Cheaper " is an example of an advertisement trying to achieve the behavioral goal. An advertisement on a person wearing a facemask with words in bold “ Tracking the Coronavirus Pandemic ” and another of a glass of juice with the statement "One Glass of Florida Orange Juice contains 75% of your daily Vitamin C needs " are both examples of advertisement that aim at achieving a cognitive goal. The last one especially, which was my favourite one, stimulated me to learn more about it since I was curious about what it contained to meet a whole 75% of my daily vitamin C needs.
Discussion 3
Every advertising medium communicates differently to different potential customers, for example, through radio, over television, or social media platforms. For a customer segment of "tweens" (kids between 8 and 13), the most appropriate medium would be television. The television combines both the visual and audio and establishes a personalized connection with the viewer. Different channels have different audiences, and specific advertisements concerning this audience will be aired on the channels. For example, advertisements for children will be on cartoon channels. For men in their 30s, the most appropriate media would be audio channels: radio and podcasts, and social media because the listeners of audio channels are usually preoccupied while listening by working, shopping, and driving. Social media advertisements best suit this age group since they are most conversant with gadgets such as smartphones and laptops, (Quesenberry, 2020). The medium most appropriate for men in their 60s is newspaper advertisements because they are less receptive to digital advertisements. An advertisement on a city's performing arts centers would be magazines and brochures because magazines are specific to the target audience, and brochures are delivered to the specific target audience.
References
Terkan, R. (2014). Importance of creative advertising and marketing according to university students' perspective. International Review of Management and Marketing, 4 (3), 239.
Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers.
