THE IMPACT OF ADVERT ON CONSUMERS’ PREFERENCES OF PRODUCTS
PREFACE
British Novelist Norman Douglas may have caught the essence of advertisings worldwide significance when he remarked, “You ca tell the ideals of a nation by its advertisements”. Indeed, while the advertising business was viewed as particularly American Institution in the first half of this country, that is certainly no longer the case. Today, everyone living and working in the modern world is under the influence of advertising. Thus, the study of advertising has taken on new importance, not only for student of business or journalism who may one day be practitioners but also for student of sociology, psychology, political science, economic, history, language, art or the sciences, all of whom will continue to be consumers of advertising.
It is a common knowledge to the advertiser that the consumer is either persuaded or dissuaded by what he sees and hears. His thought patter, choice of items and his standard of living all to an extent are affected by the impact of advertising on his life.
ABSTRACT
Many people have attempted to produce formulas and philosophies for effective advertising. In a way, this is not only a dangerous but also a rather arrogant thing to do, because the formulas work some of the time.
I have seen that advertising is the communication of sales propositions; it holds no brief to be funny, arty or clever. It needs only to achieve reaction on the part its audience, which will lead to a purchase of the products it presents; and advertising must conform to certain basic requirements if it is going to achieve this.
It must, firstly, speak to the right people. This is the fundamental principle of advertising communication – accurate audience definition.
Secondly, it must speak to its defined audience through appropriate media. As Malihan says, “the medium is the message (which means, despite its frequent misinterpretation, merely that unless you speak through the right channels the best message in the world means nothing at all).
Thirdly, the message itself must be appropriate to its audience in several ways. It must be couched in language, which the audience can understand; it must appeal to feelings, either latent or obvious, which the audience is known to have; and it must offer a real benefit expressed in comprehensible terms.
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