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Advertising and Brand Appeal


An advertisement is very much like a persuasive essay. It begins with a thesis,
something to be proved, and then uses visual images, techniques and persuasive text as
supporting arguments to attempt to persuade consumers to buy the product.

Techniques used in advertising:
Bandwagon: the impression that everyone else is doing it, or of being left out of
something if you don’t.
Sex Appeal: other people will think that you are more attractive or desirable because
you use that product.
Emotional words: specific words used to affect your emotions either positively or
negatively
Transfer: positive feeling about the people in the ad are transferred to the consumer
Visual imagery: use of people, setting or situations that appeal to consumers. Often the
image has little to do with the product.

Advertising as we know it, however, really began with the invention of printing by William Caxton in 1480.  Some of the popular media for advertising are:

  1. Television
  2. Radio
  3. Print Publications
  4. Internet
  5. Direct Mail
  6. Signage
  7. Product Placement
  8. Mobile Devices
  9. Sponsorships
  10. Other Media Outlets

Television advertising offers the benefit of reaching large numbers in a single exposure. Yet because it is a mass medium capable of being seen by nearly anyone, television lacks the ability to deliver an advertisement to highly targeted customers compared to other media outlets..

Radio advertising is mostly local to the broadcast range of a radio station, In many ways radio suffers the same problems as television, namely, a mass medium that is not highly targeted and offers little opportunity to track responses. But unlike television, radio presents the additional disadvantage of limiting advertisers to audio-only advertising.

Currently, internet and mobile media are overtaking the other media in appeal and reach.

Forbes came out with a list of most popular brands of 2010.  The leader in the list is Apple.

RANK COMPANY
1 Apple
2 Microsoft
3 Coca Cola
4 IBM
5 Google
6 McDonalds
7 GE
8 Marlboro
9 Intel
10 Nokia

Apple shows just how a brand can survive and thrive even when a parent company stumbles. Apple’s sales in the late 1990s plummeted 46% over a four-year stretch while the company lost money seven times over eight quarters. The stock was trading for less than $4 (split-adjusted) in 1997 before company cofounder Steve Jobs, who had been ousted, rejoined Apple.The following year Apple released the iMac, the first in a string of monster hits over a dozen years. Sales over the past 12 months hit $57 billion, and net income was $12 billion. The stock is up 60-fold since 1997.

Thus companies like Apple that strive to establish a strong R & D , innovation and engineering win by becoming popular brands that everyone wants to identify with!

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  1. Nish
    February 21, 2011 at 4:31 pm

    Hmm..very interesting article..

    If I may, would love to do a follow up on this advertising…sometime in the future.

    Btw…guess you’re a fellow cricket loving national…Nice to meet you 🙂

    • February 22, 2011 at 1:37 am

      Hi Nish,
      thanks for your comments. Yes, I follow cricket. Nice to meet u too:-)

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