What Makes Advertising Effective - 1951 Words

Executive Summary (300 words) The aim of this literary review is to look over the knowledge and ideas that have been established on the topic of what makes advertising effective, and to discuss their strengths and weaknesses, using a critical approach of it. In order to do that, we have based effective advertising on three categories (environment, message strategy and media strategy) and, inside these categories, we will explain five factors that influence greatly the effectiveness of advertising. These factors are: †¢ Market research. †¢ Target market. †¢ Positioning. †¢ Message appeal (emotional and rational). †¢ Un factor sobre Media Strategy: Originality? Moreover, we have analysed deeply a specialist area of advertising, the broadcast†¦show more content†¦Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness. But first, we should give a useful definition of advertising. According to the Encyclopedia Britannica (2015), advertising are ‘‘the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised’’. Meanwhile, Belch and Belch (2009, p.18) describe advertising as ‘‘any paid form of impersonal communication about an organization, product, service or idea by an identified sponsor’’. It is important to highlight the impersonal component of this second definition, since nowadays, the most of the occasions, advertisements focus on mass audiences, instead of being directed to a specific target audience, because these target audiences are expected to be among the mass media receivers. Furthermore, we must consider the last definition more complete, as it tells the advertiser that since there will not