ADVERTISING

Advertising is ‘The non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.’
(Bovee & Arens 1994)

There are two theories about advertising, the strong and the weak theory. The strong theory is Basis is that advertising can persuade someone to buy a product or service that they have never previously purchased. Advertising increases sales
And that through continued advertising a long-run purchase behaviour can be generated. The weak theory basis is that adverts are not effective in persuading people to buy, as the adverts do not differentiate one product from another. The weak theory believes that adverts simply reinforce consumers decisions to be brand loyal and remind them of past purchases.

The effectiveness of advertising can be measured by monitoring a rise and fluctuating in sales, depending on the advertising situation.

When advertising a product or service, one has to choose from the many medium available what type of advertising media to use, for example, radio, TV, the web, the press or outdoor advertising. This is not an easy task as each media brings its own advantages and disadvantages.

From looking at a graph such as the awareness of media graph(above) ,one can see that most noticeable form of media was TV, followed by Newspaper/ magazines. It is very expensive to advertise on TV and the practicality of TV advertising does not include the advertising of events, the two events I am looking at are both situated in areas around England for a number of days, it would be very expensive ad advert for the whole of England when someone living in Newcastle is unlikely to attend Oxford Fashion Week simply because they saw the TV advert. Newspapers and magazines, on the other hand are far less expensive and can be targeted at the right audience if the advert is placed in the correct market segments. Posters are the next best advertising and the web the least. For this reasons one would expect the majority of advertising to be carried out via the medium of TV, print or outdoors. 57% say they have “checked things out on the internet after just hearing about them on the radio” these statistics are shows that radio can also be an effective form of advertising, particularly for an event.
The area that the event is in will have a local radio station. It would be good advertising to have an advert on that radio station to encourage the local community to attend the event.
Advertising across multiple media is more effective than only advertising on a single media. Even though advertising on radio is effective, radio advertising works best as part of a mix.
During advertisements on the TV or radio there is always the risk of ‘clutter’ jeopardising the effectiveness of the advert, this is when distractions divert the consumers attention, Advertising clutter across media is at an all-time high and now has reached daunting proportions. Some observe that a more cluttered environment reduces advertising viewing and it impairs advertising memories, this makes both the TV and radio media weaker advertising tools.

Outdoor advertising can also be successful Outdoor advertising deliver immediate results for advertisers. 29% say outdoor advertising caused them to visit a retail store within a week. This would have the same affect for an event which proves that outdoor advertising, such as posters in stations and billboards are farley effective forms of advertising media.