ADVERTISING PROJECT-

CONSUMER
ADVERTISING

VISHA TOLA DIV-G ROLL NO-888

 CONSUMER ADVERTISING

INTRODUCTION
Consumer advertising is advertising that is directed and intended for domestic markets such
as individuals and families. This is in contrast to industrial advertising, which is specifically
directed and marketed toward businesses. The goal of consumer advertising is to introduce,
or sometimes re-introduce, products and services to families and private individuals for daily
use and consumption. These can be automobiles for family use, household appliances, home
electronic devices, clothes, books, movies, and just about anything else commonly found in
an individual or family household.
Advertising is a component of marketing. Although the two terms are sometimes used
interchangeably, they are not the same thing. Marketing is the broad process of researching
consumer needs, collecting and evaluating data related to those needs and developing
multifaceted strategies for reaching consumers, of which advertising is a strategy that is used.
Advertising, on the other hand, strictly refers to the process of reaching potential customers in
an effort to make sales.
Advertising has to do with building brand recognition and taking measures to build long-term
profitability, whereas sales promotions are shorter-term strategies ...
The influence of advertising in everyday life is greater than many people realize. This is
because the effects of advertising often work in subtle ways, to the point that many people do
not even realize they are being marketed to when they alter their behavior after encountering
advertisements.
Advertising is such a powerful psychological tool that an entire field of study dedicated to
unlocking how advertising influences consumer behavior has been developed and continues
to be explored today. A company that can influence people through advertising is a company
that turns a profit.
5 ADVERTISTMENTS

McDonald’s ad outro

This advertisement example isn’t for just one McDonald’s ad. It’s specifically for the ba da
ba ba ba “I’m lovin’ it” outro it’s now synonymous with and that helped reignite McDonald’s
fledgling reputation in the early ‘00s.
Now, it’s not like McDonald’s is the first brand to use a catchy jingle in its ad campaigns.
However, this one caused a lot of talk because of where it came from - or, rather, who it came
from.
Justin Timberlake, Pharrell Williams, and Pusha T have all claimed credit for creating the
jingle. Although Timberlake and Williams collaborated on a song called “I’m Lovin’ It” for
the ad campaign, the original creators of the jingle are ad agency Heye & Partner and Mona
Davis Music.

Snickers’s “Hungry Betty White”

Everyone loves Betty White, so it’s no surprise that this 2010 Super Bowl commercial,
created by BBDO for Snickers, caught the attention of everyone.
Not only did this ad cement Betty White’s position as “a national treasure”, but it also
immortalized the slogan “you’re not you when you’re hungry”.
It was the first in a long series of hilarious commercials that aired in 80 countries around the
world and featured celebrities like Steve Buscemi, Liza Manelli, and Willem Dafoe

Oreo’s “Dunk in the dark”

Oreo’s 2013 Super Bowl tweet is one of the greatest examples of social media marketing.
The post wasn’t promoted. It was simply a tweet that happened in real time and Oreo
instantly went viral for its quick-witted response to the power outage.
The tweet wasn’t some off-the-cuff response by Oreo execs though. The 15-person team from
360i, Kraft, and MediaVest had been doing war room strategies for two years leading up to
the event. They tell the story about how that tweet came to be here.

Apple iPod silhouettes

In 2003, Apple launched an ad campaign for the iPod. Each ad featured a silhouette figure
frozen mid-dance atop a brightly colored background. The white Apple logo, iPod trademark
and iPod device stood out in stark contrast to all the color.

These ads first appeared as billboards, public signage, and in print. Soon followed the TV
commercials where the silhouettes danced to pop hits.
The most interesting part of this famous advertising example is that Steve Jobs didn’t
originally like the ads because “It doesn’t show the product.” He was proven wrong as the
campaign, designed by TBWA\Chiat\Day, earned the agency a number of awards and helped
skyrocket the iPod and Apple to new levels of success.
KFC “FCK” apology

The KFC “FCK” ad wasn’t really an ad at all. It was an apology in ad’s clothing that ran in
2018 after a provider switch that caused a week-long KFC chicken shortage in the UK.
Why would KFC go to the lengths of having ad agency Mother London put this campaign
together? I mean, it’s just chicken, right?
Well, considering some customers called the police when they discovered the chicken
shortage, it wasn’t a laughing matter to many of KFC’s customers. At least, not until the ad
went out and the cheeky apology gave customers a reason to fall back in love with KFC.

IMPACT OF ADS ON SALE AND PROFIT OF

ORGANIZATION

With companies investing millions of naira or dollars in marketing communication including

advertising, it is but natural to examine its impact on the bottom line of the firm. With
markets becoming powerful, practitioners and researchers have turned their attention towards
examining the impact of communication activities like advertising on firm valuations.
Moreover, interest is rising in quantifying the impact of marketing activities on firm’s
profitability and value providing
the framework for linkages between marketing, finance and strategy. This study focuses on
studying these relationships by seeking to measure the impact of advertisement spending by a
firm on the firm’s sales and profitability.

In today’s competitive era one is constantly bombarded with advertisements. Empirical

studies show that advertisements have an influence on the purchase behavior of consumers.
Consumers purchase decision is also influenced by the “value” .

they feel they would derive from purchasing that particular product or service. Consumers
expect a return on investment (price Vis a Vis value). In other words, consumers expect
value for each kobo they spend. At the other end of the spectrum the marketers expect a
return on the investment they make on advertising. This is natural given the fact that
promotion activities do cost the firms a lot.

The return may be in the form of increased profitability and an increase in

firm’s turnover. Every year companies invest millions of naira or dollars in marketing
communication. A bulk of this
obviously goes into advertising expenditure. Naturally, marketers expect a return on
investment (ROI) on this. Their expectation stems from the likely impact, marketing
investments have on the market performance and thus the
profitability of the firm. Raymond (1970) argues that the effectiveness of advertising
conveys different meanings to different meanings to different groups. To a manager, it
would obviously mean the impact the advertising strategy has on
the firm’s profitability. With marketing communication used for creating awareness
and building a long lasting
relationship, many studies have focused on copy and media effects and awareness building
about the product.

A metrics have been developed to assess and measure consumer awareness and loyalty.
Besides many studies use the AIDA or its adaptations that has been around from the early
th
20 century (Strong 1925). Few research studies concentrate on measuring the sales and
profit effects (Gattigon 1993, Montrala 2002; Naik et al 2007). A cursory glance at this
suggests that these effects have been studied on the US consumers and markets. It therefore is
imperative to study the impact of spending on advertisements on the sales and profitability of
the firm.

IMPACT OF ADS ON CONSUMERS

ADVERTISING PERSUADES PEOPLE TO TAKE ACTION

A quick look at a group of advertisements will show that they use similar language. Many
advertisements are direct response advertisements, which are ads designed to make the
viewer take a specific action now. Words and phrases often used in direct response ads
include:
 Buy now
 Book now
 Click here
 Get started
 Try now
 Start your trial
 Schedule your call

Specifically, the portion of an ad that pushes for an immediate action is called the call to
action. The call to action is a critical component of any ad because it drives the viewer to take
action. A call to action only works when the ad’s viewer feels that taking action is in her best
interest, which a company can achieve by using persuasive language in the rest of the
advertisement. This might be a testimonial from a previous buyer, an infographic showing the
product’s benefits, an image of the product or service in use or a bulleted list of the product
or service’s benefits.

IT TEACHES THEM ABOUT PRODUCTS

Another effect of advertising is educating consumers about specific products and services.
This can be part of the persuasion written into an ad. A consumer cannot know that buying a
product is in his best interest if he does not understand the product. In an advertisement, a
company can influence prospective buyers by demonstrating how the product works and how
it can solve the problems they face or at least provide some relief for those problems.

ADVERTISING INFLUENCES CONSUMER BEHAVIOR

At its core, the influence of advertising in everyday life is the power to alter what consumers
think and feel. A successful ad cultivates desire within the viewer and makes her want to buy
a product while minimizing any doubts she has about the product. Ultimately, the goal of
minimizing doubts is eliminating the chance that she will feel buyer’s remorse and return the
product, leave a negative review of the product or simply stop patronizing the company that
produced it.
An advertisement might counter potential doubts in the customer’s mind by mentioning a
money-back guarantee or by offering a free trial. By doing this, the advertisement
acknowledges the prospective buyer’s hesitation surrounding making a purchase, particularly
if it is a large purchase, and assures her that she will only spend money on the product if she
is completely satisfied with it.

ADS CAN MAKE SHOPPING EASIER

Beyond how advertising influences consumer behavior, advertising can make shopping
easier. This directly relates back to influencing consumers’ actions because when shopping is
easier, consumers are more likely to come back to a retailer for future purchases. At the
simplest level, advertising a specific product lets consumers know that a retailer carries that
product and that they can go there to purchase it.
Advertisements can also state exactly what a product does and which needs it fulfills so
consumers can determine whether they need the product.

ADVERTISING COMMUNICATES PRICE AND VALUE

Another important aspect of advertising is that it communicates a product or service’s price

as well as its relative value. An ad might push viewers to take advantage of a short-term
promotion where they can get a $300 gutter cleaning for only $199 or might communicate
that at a specific store, they can buy designer clothing for half the price they would pay for
the same garments at other retailers.
Effective advertising does not just tell consumers what they will pay for a product, but it also
communicates how the price they will pay relates to the product’s value, often showing them
that they are saving money by making a purchase.
MARKETING TELLS CONSUMERS HOW TO INTERACT WITH A BRAND

As a key part of a company’s marketing strategy, one role of advertising is to communicate

the company’s brand identity to its target audience. However, advertising cannot achieve this
goal alone. Branding, a fundamental aspect of marketing, plays a role in advertising by
determining the direction and overall feel of a company’s advertisements.
For some brands, advertisements that compel viewers to take immediate action are not as
effective as advertisements that focus more on informing viewers about what the brand
offers. An example of this might be a financial planner who might instead use an ad to
illustrate the benefits of working with a financial adviser, gently suggesting that the consumer
schedule a consultation when she is ready to learn more.

BIBLIOGRAPHY

www.smartcapitalmind.com/what-is-consumer-advertising.htm

www.researchgate.net

www.smartcapitalmind.com