Principles of Advertising
In the global market, today, advertising is the most common means of communicating with consumers. In present times, advertising is combining the most advanced technology to penetrate the market in search of consumers. Through the internet, a large base of customers is reached as advertising takes it right into their homes. Through electronic and print media, it is now possible to reach people in the country who might have a problem with the internet. There are principles involved in advertising. They ensure that organizations are ethical in advertising their products and services to give the right picture (Lee & Johnson, 2005). This paper will examine how advertising affects many purchasing decisions, and how advertising draws clients to their products and services.
Factors that influence purchasing decisions
Perception is one factor that influences purchasing decisions. Sales people have to have an aura of expertise around them (Lee & Johnson, 2005). As a customer perceives this environment, they are likely to do things the sales person dictates. If I perceive that a sales person’s credibility is believable, I would be directly influenced to purchase whatever they are selling. An exceptional reputation is a powerful factor in influencing decision making, in consumers.
This goes a long way in persuading a customer to trust in their judgement, hence; affecting their thoughts and ability to purchase the products. Satisfaction among many consumers is another factor that affects purchasing decisions (Lee & Johnson, 2005). By demonstrating that I might be satisfied after trying a product, a sales person may affect my purchasing decisions. I might get the idea that trying another product might not provide the satisfaction I need.
Advertising that needs attention
Advertising is one thing that requires a consumer’s attention. There are two forms of advertising; institutional and product advertising. Product advertising is keen on selling products. Institutional advertising is done to ensure the institution, from which the product comes from, maintains an exceptional image in the public’s and stakeholders’ eyes. Consumers need to pay attention to product advertising, rather than institutional advertising (Lee & Johnson, 2005). This ensures they get value for their money. This is as compared to helping an organization maintain a healthy image in the market.
Advertisements that need no attention
Advertisements that come through social media and internet invade a user’s privacy need no attention. These usually try to draw the attention of a user who is trying to do something different through the internet. As a consumer in today’s market, it is vital to pay close attention to product advertising that goes through the proper channels (Lee & Johnson, 2005).
There is a genuine sense of going through such channels, which says a lot about the products being sold. Daily life patterns are also affected through such advertising as it has everything for anyone that needs something (Lee & Johnson, 2005). Moreover, race and gender are issues addressed in these advertisements.
How advertisements can attract one to the products better
One thing advertisements do not seem to understand is that people need something they can relate to on a daily basis (Lee & Johnson, 2005). Most of the advertisements in the media do not depict common people, and their daily life activities. To attract me as a consumer, they need to depict everyday life as it is and not how we dream of it. Through such understanding, I might consider listening to some of their advertisements, and buy their products.
Also, trying to advertise products by sexualising the commodity is not a way to encourage sales. Not everyone is keen on purchasing products that have suggestive images as their advertising slogans. An example is the buying of milk. This should not be instigated by the thought of a woman having milk poured over her mouth to attract customers. This is one area that many people would agree that needs addressing.
In conclusion, advertising should pull customers to products. Ethics and work professionalism should come into play just like in any other field (Lee & Johnson, 2005). Advertising affects many decisions in daily life. They should affect these decisions in a positive manner. This ensures that the global market is out to cater to the needs of their consumers, and not just their own selfish gains.
References
Lee, M., & Johnson, C. (2005). Principles of advertising: A global perspective. London: Sage Publishers.
