Evaluating Television Advertisements For Effectiveness

Evaluating Television Advertisements For Effectiveness Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular ac tivities, such a wearing seatbelts, participating in the census, or ceasing to smoke. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver. The word advertise originates from the Latin advertere , which means to turn toward or to take note of. Certainly, the visual and verbal commercial messages that are a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines often have more advertisements than copy; radio and television provide entertainment but are also laden with advertisements; advertisements pop up on Internet sites; and the mail brings a variety of advertisements. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates. In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and so on, and live sporting and cultural events often include signage, logos, products, and related information about the event spons ors. The pervasiveness of advertising and its creative elements are designed to cause viewers to take note. Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. Another function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality. One famous example of this is found in the long-running advertising for Ivory Soap. In the late 1800s, a soap maker at Procter and Gamble left his machine running during his lunch period and returned to find a whipped soap that, when made into bars, floated. The company decided to capitalize on this mistake by advertising Ivory Soap with the phrase It Floats. This characteristic of Ivory Soap served to uniquely identify it and differentiate it from other bars of soap. The information function of advertising can also be found in advertising for Ivory Soap. For more than one hundred years, advertisements for Ivory Soap have focused on such product characteristics as purity of ingredients, child care, and soft skin. These characteristics, in turn, were often related to key benefits that could be obtained from using Ivory Soap. Thus, various advertisements emphasized That Ivory Look, which focused on the relationships between product characteristics and the benefits of obtaining a fresh and healthy appearance. The third and most important function of advertising, persuasion, is also evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis for persuading consumers. Different benefits are important to different customers. Thus, to realize its full potential as a persuasive tool, advertising must often be tailored to emphasize those benefits that are important and meaningful for a particular type of customer or a particular use of the product. Advertising has a very long history. It existed in ancient times in the form of signs that advertised wares in markets. In Europe and colonial America, criers were often employed by shopkeepers to shout a message throughout a town. Medicine shows, in which there was a combination of entertainment and an effort to sell a product, usually a patent medicine or elixir, presaged modern advertising by creating an entertainment context in which advertising was embedded. Advertising became especially important in the second half of the nineteenth century as retailers began to advertise products and prices that would bring customers to their stores. Advertising for patent medicines also played a prominent role in the development of advertising, and by the end of the nineteenth century, the firms that would become advertising agencies had already begun to form. Though user habits are rapidly changing, television advertising has long been considered the most effective mass-market advertising format. The introduction of digital video recorders such as TiVo, which allows viewers to skip advertisements, as well as the popularity of commercial-free cable channels, have begun to diminish the reach and effectiveness of TV advertising. Television advertisings crowning moment is the Super Bowl, where companies debut their very best television commercials, effectively putting them in competition with all of the other television commercials. With the cost of a single 30-second TV spot during the Super Bowl running into the millions, most companies opt instead for running their TV advertising in time slots that best match their advertising budget. Television is the most common and most wide spread advertising medium. Watching TV is the most common leisure activity among the consumers.They spend attentive time watching TV.It will not be an exaggeration to describe television as the giant advertising medium as a report shows that people spend 5 to 6 hours (average) a day watching TV. Showing your ad on TV has several advantages.TV reaches almost every household and it touches more people than any other medium can do.Even the most popular newspaper only covers the metropolitan area.However TV reaches every corner of your city, your state and your country.In fact some of the very popular channels reach the whole world. Reach Larger Audience than Newspaper Newspaper can only accommodate pictures and words.TV reaches much larger audience than newspaper can do and it can do this work within a very short span of time.Another thing that you should keep in mind is that people usually look only for the news and they overlook the ad in newspapers.However if you run your ad in the middle of the favorite TV commercials of the consumers they will surely watch the ad. TV Ads have Visual Appeal You can also go for radio ads,but again radio only captures sound.TV is the only medium that uses words,sounds,picture (both still and movie) and also music to motivate the consumers emotionally.With so many options it successfully captures the viewers complete attention. You can Take Your Audience Anywhere TV ads are so popular because with a camera you can take your audience almost anywhere you wish.You can show them anything. Not only the end result but also your factory,the procedure of making the product,the packaging and so on.It appeals to the viewers sight and hearing at the same time.With the application of color it turns the world of advertisement into a real world and it easily makes people believe in it. TV Ads can Emotionally Motivate the Consumers Television can show many people about your product or service at a time.Every time the consumers see the benefit of using your product or service they will get inspired to buy it.It will remind them of their desire to possess what you offer.It can instantly give your product or service the prominence it needs. Reach Targeted Audience TV ads can reach the target audience most easily.You can reach the housewives between the best commercials or soaps. You can make funny ads for children and reach them during they watch their favorite cartoon programs.You can reach the elderly people during some religious programming and the office goers during news. However remember a few things while making a TV ad.Make it simple so that people can easily remember it.Repeat your ad at regular intervals.Go for a single consistent message. Offer what the audience wants and focus on the consumer needs.You will surely make a successful ad. Being titled theKing of advertising medium television has the power to influence consumer behavior over and again. Despite the many entertainment options we have today, television remains the dominant medium in most U.S. households, according to a study by Ball State University. Americans on average spend over 4 1/2 hours watching TV each day. Advertising your product or business on television can be very effective, but there are also several drawbacks. Before you purchase ad time, you should be aware of the disadvantages of advertising on television. Expense Producing a television commercial and purchasing airtime is costlyit is the most expensive form of advertising there is. TV commercial production is often a complicated process which can involve a lot of manpower, time and equipment. Some ads are simplefor example, just graphics and a voiceover. Other ads involve renting a studio and equipment, hiring a director, writers, actors, light and camera operators and editors. Who you hire to produce your ad will also affect the overall cost. For a less expensive, albeit lower quality ad, use your local cable station, which often has the capability to produce ads. If you have more to spend and want a higher quality ad, hire a professional production company. And assuming youre not an advertising professional, its wise to hire an advertising agency to help you come up with a campaign, which will add further expense. Besides production, there are a number of other factors affecting the final cost of your ad. Once the commercial is completed, you must then purchase airtime on one or more TV stations. According to AllBusiness.com, the key with TV advertising is repetition, so youll want to air the commercial as many times as possible. This is why TV stations offer pricing in bulk. Another cost factor is the size of the market in which you run the commercial. Airtime in major markets such as New York, Los Angeles and Dallas is more expensive than in Eureka, California or Amarillo, Texas. And cost will also depend upon where the ad will be seen. Local advertising on cable TV is significantly less expensive than ads that run on major networks nationwide. Changes Because of the complex process of making TV commercials, it can be difficult to make changes once the ad is complete. If a sale price or special offer needs changing, it could take days or weeks to make the adjustment at additional cost. Meantime, you may be unable to run your ad if the information is no longer correct. This will cost you valuable time during which youre not reaching your audience, unfortunate especially if youre advertising an event or limited time offer. In comparison, a newspaper or radio ad can be changed almost overnight and will likely cost little or nothing to change. Ad Campaign Creating an effective advertising campaign is not an easy task. You want your ad to be memorable, informative and entertaining enough to keep the viewers attention. If you dont have prior experience writing ads, you should hire an advertising agency. You can present them with the information you want to use in the ad, as well as any creative ideas you may have. The advertising professional will help you shape your information and ideas into what will hopefully be an effective ad campaign. Just remember that even agency-created, high-quality campaigns dont always work. TV-viewing audiences can be fickle and hard to please; sometimes its difficult to tell whether your ad will bring them to your business or make them change the channel. Your best chance of creating an effective ad campaign is to leave it to professionals. Hitting the Target Finding the right viewers is critical to the ads success. If youre selling womens shoes, then buying ad time during Monday Night Football is unwise, as most of the viewing audience is male. Run your ad instead during shows mostly viewed by women. Your advertising agency or a TV stations advertising department can help you decide when and on what channels you should advertise. They have access to Nielsen ratings, which are compiled from surveys that ask TV viewers what they watch. These ratings also provide viewer demographicsinformation such as gender, age and economic class. These statistics make it easier to determine when your ad should air based upon audience makeup; if your ad misses its target audience, it may fail to increase your business. Avoiding Commercials For viewers, television advertising can be an annoyance. Many people use commercial breaks to go to the bathroom, get a snack or flip channels. Add to that all the other entertainment options they have such as video-on-demand, radio, the Internet, Mp3 players and video gamesopportunities abound to miss the ad altogether. All you can do as an advertiser is create the best ad you can, repeat it often and hope viewers watch it and patronize your business. DVR A relatively new technology that is making its way into households across the nation is the DVR or Digital Video Recorder. A more modern version of a VCR, a DVR allows users to digitally record TV shows easilyand automatically, and to record more than one show at a time. Unfortunately for the advertising industry, DVRs allow users to fast-forward through commercials. According to Cnet News, a March 2006 study by the Association of National Advertisers and Forrester Research said about 70 percent of advertisers surveyed believed that DVRs and video-on-demand will reduce or destroy the effectiveness of traditional 30-second commercials. It remains to be seen just what sort of effect DVRs will have on television advertising. Evaluating television advertisements for effectiveness is difficult since each viewer is affected by them in a different way. A general formula known by the acronym AIDCA is used by many advertisers to determine whether or not an ad will succeed in influencing viewers. The A in AIDCA stands for Attention, the I is for Interest, the D is for Desire, the C is for Credibility or Conviction, and the final A stands for Action. Each of these steps is believed to be key in creating a quality advertisement.

Perennialism and Essentialism

I have been put to the challenge to develop my beliefs about education. Education is very important to me. I will make sure that I try to push my children to continue their education until they can’t go anymore. The sky is the limit. I ask myself important questions every day. What kind of teacher do I want to be? I want to have a positive influence and a strong teaching strategy. Everybody have their ideal teaching strategy and their goals of being a teacher. For this philosophical essay I have studied 4 philosophies. The 4 philosophies were perennialism, essentialism, progressivism, and social Reconstructionism.When I took the assessment I scored a 19 on essentialism, I assume that I believe in this belief strongly. The next highest was the Perennialism where I scored an 18 in. For Progressivism I scored a 14 and finally I scored a 15 in social Reconstructionism. Essentialism suggests that a critical core of information exists that all people should possess. Schools should e mphasize basic skills and academic subjects, and students should master these subjects. A curriculum that emphasizes reading, writing, and a deep understanding of math is consistent with essentialism.Essentialism and perennialism share the same view that knowledge and understanding are preeminent. Essentialism emphasizes knowledge and skills whereas perennialism emphasis on universal truths thought his study of classical literature. Their emphases are practical and usable knowledge the essentialist curriculum is more likely to change than the perennialism curriculum. As the world changes teachers preparation programs place increases emphasis on working effectively with education. Perennialism means that one should teach things that one deems to be everlasting pertinence to all people everywhere.It’s believe that the most important topic develop a person. Since details of the fact change these cannot be the most important things. So, principles not facts or taught. So instead of teaching about techniques or machines, they teach about humans first and workers second and Liberal topics first not vocational topics. Perennialism is good ways teach in my opinion. It has been used for generations and has been working. I believe is better for a student to learn about the evolution of humans than the man made things or techniques.A particular strategy with modern perennialists is to teach scientific reasoning, not facts. Teacher illustrated reasoning with original accounts of famous experiments and it give students a human side to science. Perennialism and essentialism have similarities. Perennialism focuses on personal development first, while essentialism focuses on essential skills. Both philosophies of education are both teacher centered, as opposed to progressivism. Teachers who teach with perennialism are is the sense the authors of the western masterpieces themselves, and these teacher may be opened up more to student criticism.Permanence is more real tha n change and human nature remains essentially the he same no matter the culture. Also, the good life is more fit for a women and man to live and remain essential the same. The moral principles of perennialism remain the same; hence the education that men receive should remain essentially the same. An educational goal for perennialism is to train the intellect whereas the essentialism acquires the basic skills needed to function in today’s world. The curriculum for the essentialism is to essential knowledge a basic skill.The curriculum for the perennialism is to focus on enduring ideas. The teaching methods for the perennialism is to lecture; question and discuss. The essentialism is the same but they practice and feedback. The learning environment for essentialism is it will be high structure strong focus on essential knowledge and skills. The perennialism is also the same but they are strongly structured on academic work. The Perennialism frequently takes assessments and rec eives feedbacks. The essentialism does frequent objective and performance assessments and feedbacks.

Essay about Quality Deer Management - 2082 Words

Quality Deer Management There is no other big-game animal in North America like the white-tailed deer. The whitetails habitat is so widespread that it covers just about all of North America and parts of Central America. The white-tailed deer is the most commonly hunted big game animal ever. Before the settlers arrived, an estimated 30 million whitetails inhabited what is now the United States and Canada. But as settlers pursued them for food and market hunters slaughtered them with snares, traps, and set guns, the deer population underwent a disastrous decline. By 1900, only 400,000 whitetails remained. What happened ever since 1900 has truly become a huge conservation success story. Through a massive effort by sportsmen and†¦show more content†¦One great naturalist and well-known deer researcher, Aldo Leopold, once said, â€Å"There is value in any experience that exercises those ethical restraints collectively called sportsmanship.† That quote sums up why the concept of Quality Deer Management is becoming more and more popular in the hunting community today. All over the continent deer hunters are welcoming a philosophy of deer management unlike the traditional methods that they were used to in the past. However, while some parts of North America are welcoming the idea with open arms, others seem to be dragging their feet. It is impossible to discuss deer at all without talking about deer management, because there is there hardly a deer alive in America today that is not directly influenced by man. We control the water the deer drinks, the food that it eats, and the land that it lives on, and we regulate the manner, sex, and amount of deer harvested. The problem lies in the way we manage the deer herd. The time has come to practice Quality Deer Management. First of all some of you might be wondering exactly what is Quality Deer Management. Well the best way to describe it is by stating its goals. Brian Murphy, executive director of the Quality Deer Management Association, used this definition, â€Å"Quality Deer Management can be defined as a management philosophy/practice that unites landowners, hunters, and biologists in the common goal ofShow MoreRelatedNestles Operations Management6329 Words   |  26 PagesNESTLE A Project on Operations Management An understanding of current production systems, the quality aspects and supply chain management of Nestle 2012 Group-5 : SANTOSH KUMAR GUPTA, JAISON JOSEPH, NANJAPPA P.B., TANUJ GOYAL, MAITREE MISHRA, ANAND S. 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Nature Vs Nurture Personality Theories - 1855 Words

Personality theories include a wide range of thoughts and it is hard to narrow them down to a choice of how and why individuals are their identity. These complex thoughts must be examined and gone over certainly before one can decide whether an individual meets the characterized significance of the hypothesis. An example would need to be set up with the person before they could be said to have a specific identity quality. To what extent should an individual take after an example of conduct before they can be named with that kind of identity and why? Who among us has that privilege? The best approach is to follow Biblical personality characteristics and its cases of identity qualities, however in research men and ladies alike have made†¦show more content†¦A case that comes to mind is reading. Two kids are conceived. One is continually read to and one is not. The one that is read to, winds up being an eager reader and appreciates it in particular. The one that was not read to, dislikes to read by any means. This is an observation from individual youth encounter and firsthand information from a few companions. A few companions were read to but some were most certainly not. Those read to were supported by the reading and it is a natural thing for them to read, however it is not for the individuals who did not pick up that nurturing background from a guardian. The two basically go as an inseparable unit. It is trusted that we are missing such an extensive amount what is really ideal in front of us. Yes, there are a few astonishing key variables raised by research on this point. The fundamental point here ought to be that God, Our Father has outlined all of us as unique individuals to be a piece of the universe naturally and to be nurtured as we develop and create. 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Nurture1680 Words   |  7 PagesThe theory of nature vs. nurture, or inherited vs. acquired, is a complex psychological theory that questions how people develop, as a person, in life and how they act. Their impact determines your personality traits, values, morals, and behavior in life. The idea of nature is the belief that people develop into who they are based on genetic traits given to them at birth. For example, some children inherit a musical talent from their parents along with eye color, hair color, and race. These traits