How does advertising work?INTRODUCTION------------Definition· The original definition of advertising was "to draw attention to something" or to notify or inform someone of something (Branston 1996).· A modern definition is the publication (in various forms) of facts or opinions concerning goods or services, to arouse public interest and persuade them to purchase. · Advertising is now big business – an industry with extraordinary cultural and economic impact. is financed by the cost of the goods that consumers purchase. · Advertising is now the most commonly encountered form of media, and is perhaps the most powerful and widespread form of propaganda in history. · It is found in various forms, including billboards, websites, "spam mail" and commercially funds most television, newspapers and magazines. · Advertising has the power to create notoriety and brand loyalty as well as stimulating demand Advertising is not a science · It is important to realize that advertising is not a science interpret an advertisement using their own social networks, their own backgrounds. and their own motivations. · The way an advertisement is interpreted cannot be controlled or monitored by an advertiser, so it is important to realize that it does not have a single meaning for all members of the public. much more effective when an advertiser understands their audience's background and social networks as well as their ability to select media and the advertisements that appear in those media · Therefore, the challenge of advertising is to create a message that, ultimately connects to a select group of people. WHAT ADVERTISING TO DO? · It has already been stated that advertising is created to help sell something. · Therefore, the ultimate goal of advertising is to increase the advertiser's sales, regardless of who the advertiser is or the target audience, what the product is, or how the advertisement is delivered. .Advertising Objectives · The ultimate goal of advertising is to increase sales. · However, in terms of functional aspects, a more specific advertising objective is required. · There are different advertising objectives, which can be broadly generalized into the following eight areas:. Provide...... middle of paper ......nt methods and models. · Consumers go through a complicated mental process when making a decision about even a simple purchase, which helps explain why advertising can be such a complicated and difficult subject to perfect. · Consumers learn from advertising by gaining knowledge about available products and determining which products can meet their needs. · Consumers base their decisions on the rational and informational aspects of advertising based on logic, as well as the emotional aspects based on feelings and attitudes. · All advertisements stimulate these responses to some extent. · It is the advertiser's job to create an advertisement that will make the best use of these possible responses to affect an increase in sales. · All brands have functional attributes, personality and importance that underpin brand dynamics. · However, any given advertising element will only stimulate one primary response and driving brand dynamic. · Methods and responses to advertising have changed greatly over the past 100 years and will continue to do so in the future, as society continues to evolve and new technologies are developed.