Monday 29 February 2016
Wednesday 24 February 2016
Importance of advertising
Advertising is important in society as it is the best way of communicating with consumers and introducing them to new products and services, as well as it provides the consumer with a choice of brands available on the market as well as variety of products available to them.
Advertising can be aimed at anybody, kids, teenagers, adults and elders and it can be done in verity of media forms (e.g. moving or still image) as well as it can use variety of techniques in order to target and appeal to different groups of people.
Advertising is important for both consumers, who consume goods, and sellers and companies , who produce and sell goods.
Advertising and consumers.
We are surrounded by adverts, social media, public transport, press, television, and it is important part of our lives. Consumers consume products and services and adverts aim to introduce consumer to products and services available on the market. Without advertisement consumer might not be aware of what is available to them.
Advertising is also important to us as it helps us to find the best for us,our family and friends, as when consumers are aware of the range of products available to them, they are able to compare them and decide what is best for them.
Advertising and sellers and companies.
Advertising is very important for sellers and companies who sell and provide products or services, as advertising is able to increase sales and therefore generate revenue.
Adverting also helps companies and sellers to know who their competitors are and plan on how to beat the competition and make their product/service better.
Advertising rises awareness of the product in society and therefore it is able to reach wider audience and interest the audience.
Advertising can be aimed at anybody, kids, teenagers, adults and elders and it can be done in verity of media forms (e.g. moving or still image) as well as it can use variety of techniques in order to target and appeal to different groups of people.
Advertising is important for both consumers, who consume goods, and sellers and companies , who produce and sell goods.
Advertising and consumers.
We are surrounded by adverts, social media, public transport, press, television, and it is important part of our lives. Consumers consume products and services and adverts aim to introduce consumer to products and services available on the market. Without advertisement consumer might not be aware of what is available to them.
Advertising is also important to us as it helps us to find the best for us,our family and friends, as when consumers are aware of the range of products available to them, they are able to compare them and decide what is best for them.
Advertising and sellers and companies.
Advertising is very important for sellers and companies who sell and provide products or services, as advertising is able to increase sales and therefore generate revenue.
Adverting also helps companies and sellers to know who their competitors are and plan on how to beat the competition and make their product/service better.
Advertising rises awareness of the product in society and therefore it is able to reach wider audience and interest the audience.
Objectives of adverts
Advertisements usually have four main objectives:
*Trial
*Continuity
*Brand switch
*Switching back
Trial.
Trial objective involves convincing the consumers to buy the product that has been introduced to the market. For this purpose companies usually produce catchy and attractive adverts to interest the consumer and convince them to buy or try it.
This is the main objective for companies that are launching a brand new product.
Continuity.
This objective is focusing on keeping the already excising consumers of the product. Adverts at this point usually keep bringing up more beneficial points about the product, as well as advertisers keep on introducing something new in the product so that existing consumers keep buying it.
Brand switch.
Brand switch objective aims to attract the customers of their competitors.
Here the advertisers try to convince the customers to switch from the brand they are using and start using their product.
Switching back.
This objective aims to gain back the customers who have switched to competitors. this can usually be done by offering discounts or improving the product and making it better than competitors in order to gain customers back.
*Trial
*Continuity
*Brand switch
*Switching back
Trial.
Trial objective involves convincing the consumers to buy the product that has been introduced to the market. For this purpose companies usually produce catchy and attractive adverts to interest the consumer and convince them to buy or try it.
This is the main objective for companies that are launching a brand new product.
Continuity.
This objective is focusing on keeping the already excising consumers of the product. Adverts at this point usually keep bringing up more beneficial points about the product, as well as advertisers keep on introducing something new in the product so that existing consumers keep buying it.
Brand switch.
Brand switch objective aims to attract the customers of their competitors.
Here the advertisers try to convince the customers to switch from the brand they are using and start using their product.
Switching back.
This objective aims to gain back the customers who have switched to competitors. this can usually be done by offering discounts or improving the product and making it better than competitors in order to gain customers back.
Props + Location + Setting
- White board
- Marker pens
- Sweets to represent my product
- I have created my animation in my living room, due to having a lot of natural light available. However I have discovered that due to weather being inconsistent, the lighting varies in every picture. Therefore if i was to do my project again I would make sure i film in a studio and use light box, in order to make lighting consistent.
Settings:
- I have used aperture priority setting on a a camera, as it is much easier to use compared to manual settings. Aperture priority allows you to change the aperture, whilst shutter speed is adjusted automatically, and in order to try and control the lighting of the images, I have adjusted aperture every time light had changed. For example, if the sun was too bright i would close the aperture, so less light enters the camera, and if the sun would disappear I would open up the aperture in order to let more light into the camera and make the images much brighter.
Engaging an audience
People come across adverts everyday, however due to the fact that advertisement is everywhere people become desensetised to it and therefore pay no attention to it.
However the audiences attention can be achieved by the following ways:
* The audience can be intrigued.
This can be done by asking the audience rhetorical questions that will intrigue them; such as "does this ever happen to you?" or "do you know the way to get rich in a month?".
Intrigue can also be created by statements that may interest the target audience in the product or service such as ; "the secret to make people like you" or "reasons start healthy life".
*You could play on audiences emotions and feelings.
Advert can engage audience by playing on their emotions, this technique is usually used in social advertisement.
This technique can be achieved buy asking rhetorical questions such as, "when was the last time you have talked to your mother?", or by making strong statement that will make your audience emotional. For example "change the way this is" or "you can be the one".
*Another way to engage with an audience is to make something they will be able to relate to.
Audience is more likely to engage and pay attention to the advert if it is something they can relate to. This can usually be achieved by asking the audience rhetorical question such as, "Are you constantly tired?" or "Have you ever felt overweight?"
*Finally you could engage your audience by targeting their problems.
You could use rhetorical questions that would question problems that your target audience might face and your product or service can be something that will help to resolve the problem. For example you could ask your audience questions such as "Are you struggling to fall asleep?" or "Are you sick of doing the dishes?"
However the audiences attention can be achieved by the following ways:
* The audience can be intrigued.
This can be done by asking the audience rhetorical questions that will intrigue them; such as "does this ever happen to you?" or "do you know the way to get rich in a month?".
Intrigue can also be created by statements that may interest the target audience in the product or service such as ; "the secret to make people like you" or "reasons start healthy life".
*You could play on audiences emotions and feelings.
Advert can engage audience by playing on their emotions, this technique is usually used in social advertisement.
This technique can be achieved buy asking rhetorical questions such as, "when was the last time you have talked to your mother?", or by making strong statement that will make your audience emotional. For example "change the way this is" or "you can be the one".
*Another way to engage with an audience is to make something they will be able to relate to.
Audience is more likely to engage and pay attention to the advert if it is something they can relate to. This can usually be achieved by asking the audience rhetorical question such as, "Are you constantly tired?" or "Have you ever felt overweight?"
*Finally you could engage your audience by targeting their problems.
You could use rhetorical questions that would question problems that your target audience might face and your product or service can be something that will help to resolve the problem. For example you could ask your audience questions such as "Are you struggling to fall asleep?" or "Are you sick of doing the dishes?"
Audience theories
Inoculation model - was developed by social psychologist William J. McGuire in 1960s .
The model suggests that long term exposure to repeated media messages makes the audience immune to them.
For example prolonged display of violence in the media will desensitise the audience and they will no longer be shocked by it.
Two step flow theory - this theory states that most people form their opinions under the influence of opinion of leaders, who are influenced by the mass media. Therefore the theory suggests that ideas and opinions are created by the mass media and then they flow to the leaders and then the leaders influence the opinion of the rest of population.
Cultural effects theory - this theory suggests that media influences its audience over the period of time. It also argues that when media covers a certain topic/issue the audience believes that views presented by the media are correct. For example women and men shown in media text will be viewed as role models and examples for the audience.
The model suggests that long term exposure to repeated media messages makes the audience immune to them.
For example prolonged display of violence in the media will desensitise the audience and they will no longer be shocked by it.
Two step flow theory - this theory states that most people form their opinions under the influence of opinion of leaders, who are influenced by the mass media. Therefore the theory suggests that ideas and opinions are created by the mass media and then they flow to the leaders and then the leaders influence the opinion of the rest of population.
Cultural effects theory - this theory suggests that media influences its audience over the period of time. It also argues that when media covers a certain topic/issue the audience believes that views presented by the media are correct. For example women and men shown in media text will be viewed as role models and examples for the audience.
Tuesday 23 February 2016
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