The Influence Of Advertising

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Advertising is defined as a form of communication used to persuade an audience to take some action with respect (Wiki.com). It has a long history for more than 4,000 years since the Egyptians created outdoor advertising by carving public notices in steel in 2,000 BC (Schwartz, 2011). Today advertising is considered as one of the most important ways to make you business successful.
There are many reasons for doing advertising. First and foremost, advertising can create product awareness. Especially for a new product, it can inform the consumers about the features and functionality of a product. Second, advertising can help to maintain brand loyalty. People may easily forget your company without advertising since there are millions different
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According to a report, people have gone from seeing about 500 advertisements a day back in 1970’s to as many as 5,000 a day today (Johnson, 2006). In my opinion, the most important reason for increasing of advertising is Technology. Think back to how advertising was done in the past when there was no email, smartphones or Internet. Technology has developed rapidly during these decades, so clearly there are many more ways to do advertising. In other words, innovations in technology are giving companies a lot of different ways to communicate with customers. Digital advertising is considered as an efficient channel that works for brands today. For example, the advent of social media has huge influence in advertising industry. The popularity of different social media platforms such as YouTube, Twitter, Facebook and MySpace has increased quickly in these years. By using social media platforms to do advertising, companies can target demographic groups easily and also the cost is quite economical (Alyea, 2011). Additionally, digital advertising can drive word-of-mouth at scale and 92% of consumers believe recommendations from family and friends (Minnium, 2014). Consumers are smart today. Companies have to keep trying different ways to do advertising because different channels have their own advantages and disadvantages. Direct mail advertising can help companies send the messages to those most likely to buy the product or service since advertisements sent through direct mail can be long enough to introduce all the details and also can be personalized, but many people would throw them away without even opening the mail (Pleshette, 2013). Newspaper advertising allows company to reach a huge amount of people in a given geographic area and the ad size and placement within the newspaper are very flexible, but the life span is short and quality is always poor (Pleshette, 2013). Television advertising can help companies

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