By Sean Brierley
This publication unravels the how and why of ads and locations the in its social, political and old context.
content material: Illustrations; Tables; Acknowledgements; advent; 1 construction to intake; 2 developing and segmenting markets; three "Discovering" shoppers; four ads and the promoting combine; five business enterprise buildings; 6 The advertiser- supplier courting; 7 advertisements and the media; eight Media making plans and purchasing; nine Media learn; 10 the foundations of persuasion; eleven The content material of persuasion; 12 sorts of persuasion; thirteen Measuring results; 14 Regulating ads; Postscript: ads in problem; Workshop feedback for person and workforce paintings; Bibliography; Index.
summary: This e-book unravels the how and why of ads and areas the in its social, political and ancient context
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Extra info for The advertising handbook
Tea bags are made round instead of square to differentiate them from the others. Sanitary towels have wings and are supposedly specially shaped to fit more snugly. These elements all influence the branding of the product. One technique of advertisers is to get us to buy something that needs something else, for instance sauces. Whereas before we may have bought goods ready packaged, now it is in the manufacturer’s interest to get us to buy the parts separately. Apple Macintosh and other computer companies do this with software, as do the games manufacturers: once you have bought the base (the hardware), you have to buy more in order to run the computer.
You have to keep coming back for more. Toy marketers are adept at this: they sell separately collectable items such as the Batman characters. Kids need a complete set, but they wouldn’t sell it that way. They also enlarge pack sizes to make consumers believe that they are getting more for the price increase. This, known as “packaging to price”, is done by many grocery and pharmaceutical producers. Place The distribution environment is also an extremely important promotional medium. In some markets where marketers believe impulsive buying decisions are made, the retail environment is significant: “Beer is cheap, ill-differentiated product.
Firstly it purported to give the advertiser an insight into why the consumer bought the product, not just how many of them did. Secondly, it was a much quicker process than the field surveys of quantitative research. Thirdly, qualitative research appealed to advertisers because it was cheaper than the expensive quantitative field surveys. Marketing and advertising costs were already spiralling because of the increased costs incurred with the launch of commercial TV in 1955. Qualitative tests take two general forms: the focus group discussion, and the one-on-one depth interview.
The advertising handbook by Sean Brierley