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Students will be required to research the topic of Effective Advertising and write a literary review and analysis - Assignment Example

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Students will be required to research the topic of Effective Advertising and write a literary review and analysis

Marketers can use different mediums like TV, Radio, internet, billboards, public personnel, celebrity, electronic display boards etc to communicate the message to viewers and in some case press releases are being used to communicate the message. Dube and Manchanda (81-95) stated that important thing is to measure the effectiveness of advertisement and due to non-tangibility of parameters; it becomes very difficult to measure effectiveness of advertisement. In such context, this essay will try to address the theme “Effective Advertising” with the help of research works conducted by various research scholars on that subject. Although, key objective of the paper is to answer the question “What Makes Advertising Effective” but the essay will take funnel approach to concentrate on specific aspect like “role of internationalization on advertising” in the later part. Understanding concepts or factors that might affect the effectiveness of advertisement would also be important part of the discussion. Discussion Literature Review Nguyen and Shi (965-973) pointed out that it is very difficult to summarize all the factors that may affect the effectiveness of advertisement and they also identified macro and micro influencer of advertisement. For macro factor, synchronization of advertisement theme with socio-cultural dimension of particular population or theme variation can play important role in influencing purchase action of viewer. On the other hand, Bruce (659-673) identified micro factors like product involvement and ad/context congruency or cognitive appeal of the advertisement can play important role in determining the effectiveness of advertisement. Considering the vastness of the topic, it is to be understood that addressing or identifying all the factors that may influence effectiveness of advertisement is beyond the scope of this short essay. Therefore, in this literature review, the researcher will focus on issue like impact of internationalization on advertising, theme effects and ad/context congruency etc in order to address key deliverables in the assignment. Theme Effects Bass, Bruce, Murthi and Majumdar (179–195) stated that quality of advertisement might vary over the time and alteration of themes might affect effectiveness of the advertisement. According to these scholars, quality of the advertisement is intangible and relative measure which has indirect link with the themes of the advertisement. For example, these Bass, Bruce, Murthi and Majumdar (179–195) used advertisement example of a fast food joint which has changed its theme over the course of time in order to remain relevant and effective. Bass, Bruce, Murthi and Majumdar (179–195) found that repetition of the same advertising theme in longitudinal manner might decrease the effectiveness of the advertisement. In such context, MacInnis, Rao and Weiss (391–407) found that effectiveness of the advertisement is decided by the existence of pooling effects like emotional appeal, logical appeal, sense of benefits etc in the promoted advertisement. For example, Chandy, Tellis, MacInnis and Thaivanich (399–414) gave examples of argument based advertisement themes in consumer durables sector and stated that effectiveness of the advertisement gets increased when marketers compare the benefits of offering with ...Show more

Summary

Effective Advertising Name of the Student: Name of Professor: Course: Date: Introduction Bronnenberg and Mela (500-518) stated that importance of advertising has increased manifold in recent years due to increased penetration of globalization, competitive rivalry and exposure of digital advertisement…
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Students will be required to research the topic of Effective Advertising and write a literary review and analysis essay example
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