The Concept Of Advertising At Its Core Essay example

826 Words Jan 25th, 2016 4 Pages
The concept of advertising, at its core, is vast in robust in regard to communication, persuasion, and strategic marketing. In order for an ad to a success, it must use these tactics in unique and creative ways. By definition, “advertising is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media” (Arens 6). More times than not, ad companies fail to adhere to such standards outlined.
According to William F. Arens’ book titled “Advertising”, an ad should compel consumers to buy or want whatever is being advertised. An ad in a prelaw magazine featured an ad for a law school, and advertised it superbly. The ad was creative. The topic of further education is not an immensely celebrated or sought after one. Typically it is something people dread because of the financial, mental and physical drainage that is to come upon entering.
The ad clearly identifies the institution as Touro Law Center and provides the contact information, but, more importantly, it uses the branding method and product differentiation. The branding method is “a marketing function that identifies products and their source and differentiates them form all other products (Arens 11)Product differentiation is manufactures branding their product or services as superior to that of their competition. The ad states unmistakably that “all lawyers are educated,…

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