Скачать или смотреть IGNOU BPCG 174 PSYCHOLOGY AND MEDIA UNIT 7 MEDIA AND ADVERTISING (ENGLISH)

IGNOU BPCG 174 PSYCHOLOGY AND MEDIA UNIT 7 MEDIA AND ADVERTISING (ENGLISH)
1. INTRODUCTION.
Ads are ubiquitous and can be found in various media and forms, from television and radio to billboards on highways.
Nostalgia and Advertisements: Many ads evoke nostalgia; hearing an old jingle can trigger memories.
Advertisements are not always welcomed; TV ad breaks often signal a break for other tasks.
Advertisers have become clever at integrating ads where we least expect them, such as in movies and through "advertorials" in magazines.
Content marketing is a modern advertising technique.
Why do companies invest so much in advertising?
Do advertisements actually make a difference in sales and consumer behavior?
What makes some advertising campaigns more effective than others?
These questions link advertising with psychology, particularly social psychology.

2. MEDIA AND ADVERTISING:
Media's Role in Advertising:
Media plays a crucial role in advertising, serving as a means to communicate, share knowledge, and connect people.
Advertising is a massive industry that has significantly grown over the years, connecting manufacturers and service providers with consumers through various media channels.

Defining Advertising:
Advertising is a form of communication aimed at persuading the audience to take specific actions, such as buying a product or using a service.
Typical advertising content includes information about the organization, product descriptions, benefits, and target audience.
Philip Kotler's definition highlights that advertising is non-personal presentation through mass media by an identified sponsor.

Goals of Advertising:
1. Increasing product or service sales and expanding the customer base.
2. Introducing new products to the market and creating product publicity.
3. Building brand reputation and establishing a positive public image.
4. Educating and raising awareness, often promoting healthy lifestyles and encouraging the adoption of new habits.

Stakeholders in Advertising:
Various groups are involved in creating advertisements:
Product Advertiser: The organization or firm that sponsors the advertisement, such as manufacturers, marketers, retailers, and even government and social organizations.
Advertising Agencies: Professional agencies that specialize in creating advertisements. They consist of content creators, photographers, artists, layout designers, editors, and more.
Target Audience: The intended recipients of the advertising message, which can be readers, listeners, or viewers, depending on the chosen media.
Mass Media: The platforms where advertisements are placed, such as newspapers, magazines, radio, television, the internet, posters, brochures, and more.
Government Authorities: Regulations, laws, and bodies that oversee and regulate advertising content.

Changing Landscape of Advertisements:
Advertising has evolved, becoming more dynamic and global.
Modern advertisements are experiential, engaging, and visually appealing, using various forms of media.
The internet and digital marketing have introduced new advertising formats, such as social media advertising, content marketing, interactive advertising, search engine optimization, contextual advertising, and advertorials.
Ads today focus on improving the quality of life and health of consumers, and they often highlight societal changes and issues. Celebrity endorsements have also become more prevalent.

3. DEVELOPING AN EFFECTIVE ADVERTISING PROGRAM.
Hierarchy of Effects Model: This model illustrates that consumers move linearly through cognitive, affective, and behavioral stages when deciding to purchase a product. These stages are:
Awareness: Creating awareness about the product or brand.
Knowledge: Providing information about the brand's unique value proposition.
Liking: Generating a positive sentiment toward the product or brand.
Preference: Encouraging consumers to prefer the advertised product over others.
Conviction: Building conviction among the audience to purchase the product.
Purchase: Encouraging consumers to make the final purchase.
AIDA Model: The AIDA model outlines four stages that potential consumers go through before becoming actual customers:
Attention: Capturing the audience's attention with catchy jingles or attractive visuals.
Interest: Generating interest in the product or service being advertised.
Desire: Creating desire for the product in the audience through emotional appeals.
Action: Prompting the audience to take action, such as making a purchase.
Five Ms of advertising, these include.
1. Mission: Setting advertising objectives, such as creating awareness or persuading customers to make a purchase.
2. Money: Deciding the advertising budget, taking into account the stage in the product life cycle, market share, and advertising frequency, among other factors.