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Advertising in the 21st century.Communication and Consumer Behavior
Pages 8 (2008 words)
Advertising is often regarded as the engine of trade and business development, as it helps to attract customers, draw the attention of the competitors, and even define the evolution path of the entire industry.
Regardless of the fact that the key function of the advertising process is to persuade the target audience in the benefits of purchasing goods or services, the communication function of advertising is essentially wider. Therefore, the aim of the paper is to analyze the communication and customer behavior function of the advertising process from the perspective of arranging sustainable communication with the target audience, including feedback. Considering the fact that advertising can also change the overall industry approaches towards the communication process, the paper will be focused on the aspects of widening these approaches, and outlining the basic strategies of adjusting and regulating the communication with the target audience, basing on the latest communication technologies. Communicative Function of the Advertising Process First, it should be stated that in accordance with the research by Carbaugh (2008), the advertising that is based on the communication process is featured with five distinctive aspects: It differs from the standard communication process, as the basic function of advertising does not involve feedback, and it may be initiated without the mutual agreement of the parties. The general principle of the effective advertising is explained by the perception aspect. ...
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