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Business
Ethics MGT610
VU
LESSON
40
ADVERTISING IN
TODAY'S SOCIETY
Advertising
is a huge global business. No business
can succeed without it, no name
products
appear
on the market without being
backed by advertising. Food,
clothing, furniture,
accessories,
cosmetics, books, toys, everything
displayed in the store is a result of
intensive
competition
and expensive promotion on the
part of each manufacturer to
induce the stores to
stock
and stack his product. Each year
billions of dollars are spent in
attempts to influence
our
decisions
and to persuade us to spend
more.
On
the high street, on public
transport, in newspapers and magazines and on
television we are
bombarded
with images and slogans (between
four-hundred and three-thousand
advertising
messages
per day!) designed to make us part
with our cash. But
for the most part we
love it,
secretly
at least. We may resent the
hideous sign that invades
the beauty spot, loathe
the
commercial
that interrupts a TV show,
but we reach for our newspaper or
favorite magazine
not
only for an update on the
news but to scan the
ads for bargains or to enjoy
looking at them.
Because
of the enormous amount of
advertising there is around,
the advertising industry
is
constantly
trying to come up with new
ways of getting our
attention ("Sex
sells!",...).
3.
Advertising agencies and the making of an
ad
In
very general terms, the
function of an agency this
usually consists of executive,
creative,
research,
media, technical, and administrative departments
is to present to its client a
new,
catchy,
and practical idea for a
campaign, furnish an outline
with mockups and estimates, and
after
final approval see the
project in the end. In the
area of graphics, the art
director, working
in
close cooperation with the
copywriter and client, decides on
the kind of illustration or
spot
best
suited to the selling theme,
the product, and kind of image
the advertiser wishes to
project.
In
the world of advertising,
everyone's thinking is focused on
now or on the future, never
on
the
past.
3.1.
Keywords:
The
Influence of Advertisements on the Customers
Shopping Behavior
All
adverts need to use specific
stimuli (for example:
colorful pictures, erotic
poses,...), so that
the
customer becomes aware of the
advert and can store the given
information over a
longer
period
of time. For effective
advertising, basic conditioning
psychology has to be brought
into
effect,
whereby the product is
coupled with pleasant feelings
and emotions (Coca-Cola
in
conjunction
with fun and joy - "Enjoy
the taste...enjoy the fun ...always
Coca-Cola"
6.1.
Psychological tricks:
Packaging:
The design of the package
decides whether the product
will be accepted by the
customer
or not. An extravagant packaging and
attractive colors are
important factors,
which
influence
his decision. Positioning and
arrangement of the shelves:
Luxury goods and goods
the
most
profits are mainly to be
found on the right hand
shelves. This is due to an inborn
tendency
to
look and reach to the right. In
addition, these things are
to be found at eye or arm
level
because
at this height the products
are easy to reach. Articles
of everyday use are usually
found
at
the back of the store, farthest
away from the entrance.
This is to force the
customer to pass as
many
items as possible and to force him to
make a purchase.
98
Business
Ethics MGT610
VU
"Muzac",
soft background music, is
played, as it has a relaxing
effect and produces a pleasant
atmosphere.
In order to give the
customer the feeling that
time is no problem, there
are no
clocks
to be found. Sweets and toys
are often to be found just
before the cash desk, in a
bid to
give
children a "reward" for
waiting. Fully filled
shelves are always an
inducement to buy, so
shelves
are repeatedly filled.
Stands are always well
decorated because they bring
an increase
in
sales.
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