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American Advertising Research Paper

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This research paper will discuss the relationship between the TV market and the product markets through the market for advertising. From the beginning of television, advertising and programming were connected through network personnel and sponsorship.

At first, television programs were owned by advertisers, which based the content of the shows on the interests of the audiences they wished to reach Folkerts Today it is rare for an entire program to be sponsored by one advertiser. Rather, networks or stations sell time for ads during a show. A basic feature of the television industry is that viewers dislike commercials and are attracted to a channel that invests in its programming. However, a TV channel earns its revenues by selling advertising slots to producers in the product market and attracts viewers for this advertising by investing in programming.

Producers in product markets increase sales by advertising. Since an increase in advertising tends to reduce the number of viewers, there are diminishing returns to television advertising. Thus, the more a producer advertises its products on a TV channel, fewer viewers are available there for other producers to advertise to. There are several common types of television techniques and advertisements used by producers.

The first is the straight announcement, which consists primarily of someone looking at the camera and delivering a sales talk. Demonstration is important in TV because viewers are interested in what the product will do for them. A testimonial by a famous person can draw attention to a product or idea. Testimonial commercials work best when the celebrity has credibility as a source Dunn In a dramatized commercial, the point is presented through a story that can be told very briefly. Dialogue is a commercial in which two or more people are talking.

The basic advantage of the dialogue is its ability to involve the viewer and encourage them to participate in the dialogue. The biggest advantage of television advertising, if used wisely, is the unbelievable impact on viewers. It is basically almost the same as a door-to-door sales staff that can make visits at a very inexpensive rate. And when the person presenting the sales pitch is a popular personality, the advertising can be extremely effective. Another benefit of TV advertising is that it impacts a large number of persons not reach by print media.

Constant repetition of a sales message helps make people feel that they know the product, whether or not they like it. Television makes it possible to repeat a message as often as an advertiser can afford. Commercials are extremely flexible and allow advertisers to demonstrate their product, create a mood, make a blockbusting announcement about the product, or try it out in certain areas.

Advertisers can usually find some combination of TV presentations that will communicate the desired impression. Television advertising also involves several unique problems. Advertising messages on TV come and go quickly. If people have their sets on, but are not watching or listening, they cannot return later. And when commercials are bunched together, a viewer might use the time to get a snack or see what else is on.

Although some network shows reach viewers for a surprisingly low cost, certain minimum cost considerations can price the medium-sized advertiser out of the television field. People tend to believe something more if they actually see it in print. Another disadvantage is that mass coverage creates the lack of selectivity for the audience.

It is difficult to determine exactly the viewing audience and there by choosing which commercials to air at certain times. Television is used to build and reinforce brand image and awareness.

The concept of individualism over collectivism is furthered by the caption above the baller, which is that of a boxing legend. Although it does fit well with the image, it does not do justice to the sport of basketball, which is a team sport. Should the creative minds behind this ad have thought to create a more team oriented advertisement, there could have been many ways to work it in to the concept as well as many fantastic quotes to use from basketball legends to describe the journey depicted in this photo.

This can be contrasted by a similar advertisement produced by the same company, for Adidas China. In other ad, we can observe a female basketball player soaring to the hoop as well. Only this time, there is a sea of grey-shaded people pushing her upwards, as well as pushing the hoop towards her. This puts an emphasis on team play and collectivistic nature in two ways. Firstly, there is a team of people supporting the player to get her to her destination. Secondly, the level of superstardom reached by this player is not accented and therefore it is not deemed as important.

A study conducted by the European Advances in Consumer Research experimented on the effects of individualistic and collectivistic advertising on a sample of the German and Chinese population. The results showed that the more Western, capitalistic German population responded positively only to the individualistic advertisements while the Chinese population received both types of ads equally well Sandra Diehl, While these results can be understood as a positive argument for individualistic culture and communication, one can also gather from this that collectivistic cultures are more diverse in their way of thinking.

Nevertheless, the study indicates that the most effective way to reach Western consumers is through individualistic advertisements. The same concept can be applied to the dilemma of American advertising and American youth. Contact us to discuss your options. Custom Renovation Services Looking for a change? Our homes are built on trust Hildebrandt is a business built on trust and genuine quality. Contact us directly and we will be happy to help you find the answer.

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Advertising research papers overview the purpose and definition of advertising in mass media.

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