More than $500 billion a year is spent on

advertising worldwide

Advertising or advertizing is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

The desired result of advertising is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.

In Latin, ad vertere means “to turn the mind toward”.

The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

What makes us buy some products and not others?

Why do we prefer some brands over others?

Do print ads and TV commercials actually influence our behavior?

In an effort to answer these questions,

advertisers look to research.

Advertising research is a specialized form of marketing research

conducted to improve the efficiency of advertising.

Customized research is conducted for a specific client to address that client’s needs. Only that client has access to the results of the research.

Syndicated research is a single research study conducted by a research company with its results available, for sale, to multiple companies.

“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.”

David Ogilvy (1963)

COPY TESTING is the most prevalent type of advertising research.

Copy Testing is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it covers all media channels including television, print, radio, internet, and social media.

Before a campaign starts, copy pretesting indicates what to stress and what to avoid.

Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes.

Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.

Advertising plays an important part in making modern goods and services available to the general public.

The effect of mass media on our society, especial in the last half century has been profound.

Everything around us reflects how we live, work, play and believe. For better or worse.

MARKETING COMMUNICATION SIDE EFFECTS

Marketing communications (or

marcom or integrated marketing communications) are messages and related

media used to communicate with a

market.

Marketing communications is the "promotion"

part of the "marketing mix" or

the “five Ps":

• price• place• promotion• product• people

Side social effects of marketing communication can be identified at the level of their influence on behavior of people (purchase behavior, decision-making), lifestyle, changes in the value structure or personal identity.

They also take part in creation of the picture of a person’s social position, social differences, they influence social cohesion or social tension in society, they also largely activate economic acting of people.

Positive side of Advertisingprovides useful information about goods and services

a consumer can anonymously read information about a product in a magazine or on a website

a consumer can compare similar products to one another without leaving his home

advertisements deliver incentives to consumers; coupons that entitle the buyer to a discount or a free item are part of advertising

announces upcoming sales when consumers can save money on products and services they need

Negative side of AdvertisingIt increases the cost of goods.

It misleads the public by giving false statements about the product.

It creates tastes and desires for some people whose income may not allow them to buy. Such people feel dissatisfied.

It increases monopolistic trend

It creates the possibility of wrong purchases. Being impressed by the advertisement, in some cases, a person is not able to purchase the commodity, which he actually wants

to purchase.It reduces cleanliness. Large number of posters and writings on the walls are used for advertisement. This makes the roads and the walls of the houses look dirty. Thus, it

reduces the natural beauty.

It is a cause of wastage of natural resources. As a results of advertisement, style and fashion change quickly. It makes the goods out of fashion

Feelings of Inadequacy

Ads can negatively influence the way readers and viewers see themselves.

Models in most ads are young and attractive. They appear to live fun-filled, carefree lives where they attend parties with young, attractive friends. This can provoke feelings of inadequacy in the viewer.

Soup ads featuring adolescent children eating low-calorie soup encourage young girls to cut calories to unhealthy levels.

EXAMINATION OF ADVERTISING

Objective: to find out whether and to what extent people perceive that every advertising campaign promoting a certain product not only informs about it, persuades, acquires, but also invokes a number of other, side, unplanned social effects.

Watching advertising in the selected media

What things or products are those for which your purchase is

most influenced by advertising?

If you think over about how advertising andother methods of marketing communication affect society, generally, what do

you consider asthe main consequences of their impact in society?

PERCEPTION OF SIDE EFFECTS OF ADVERTISING IMPACT

Undesired effects are caused by advertising

SIDE, UNDESIRED EFFECTS OF ADVERTISING BY TYPE OFPROMOTED PRODUCT

Side effect of food advertising

Negative phenomena: - obesity, excessive eating, deteriorated health- extensive shopping and consumption of unhealthy food- wasting of food and purchase of unneeded food - excessive price, increasing prices and deterioration of food

quality

Positive phenomena:- Change to more healthy eating habits- Purchasing of more quality and healthy food- Increasing interest in what we eat

Food advertisements often use “food stylists” to style

food for advertisements. For example, food stylists for

roasted chicken will pull the skin tight on the chicken and sew it up with a needle and thread. Then they will stuff the chicken with wet paper

towels, which keeps the chicken plump and creates steam. The chicken is then

roasted just enough to make the skin bumpy while the

insides remain raw. The bird then is painted a golden

brown.

Side effect of pharmaceuticals

Negative phenomena:- Excessive consumption; higher purchase of unneeded

pharmaceuticals (vitamins and minerals)- Advertising discourages people from visiting a doctor; - Excessive dosing; the body pollution; lost immunity- Drug addition, narcotic addition- Untrue information about pharmaceuticals and brands- Excessive price of pharmaceuticals

Positive phenomena:- Supporting health; improving quality of life

A York University study revealed that U.S. pharmaceutical companies spend twice as much on advertising

as they do on research.

Side effect of alcohol

Negative phenomena:- Dependence and alcoholism- Deteriorates health - Leeds to illness - Unhealthy lifestyle- Alcohol availability and consumption are excessive- Increasing criminality

Positive effect are stayed rather as a joke:- entertainment, experience, something new, a part of a party,

no need for advertising

Side effect of cigarettes

Negative effect:- damage, deterioration of health, illness,

causing of cancer- Dependence, excessive consumption,

excessive availability (even for children)- Pollution of the environment- Promotion of unhealthy lifestyle- Higher costs of medical treatment of smokers

The famous Marlboro Man ads began in 1955. The Marlboro Man actually included a variety of masculine figures such as athletes,

gunsmiths, and captains, but the rugged cowboy image proved the most marketable.

Three men who appeared in the advertisements later died of lung cancer, earning the brand the nickname “Cowboy

Killer.”

Side effect of carsNegative phenomena:

- Pollution of the environment- Deterioration of the traffic situation- High price of cars- Lack of physical movement of people - Lack of money for buying a car (depression and jealousy)

Positive phenomena:- Possibility to travel- Social status and personal image- Faster transport- Safety- Increasing of economy

Side effect of mineral water

Negative phenomena:- Pollution of the environment with plastic bottles- Higher consumption of mineral water- Deteriorated health of the pollution by unhealthy

effects of sugar- Drop in consumption of normal (natural) water

Positive phenomena:- Belief in medical effects of mineral water- Link with the nature and healthy lifestyle

Side effect of holidaysNegative phenomena:

- Financial stress (high prices, only for the rich people)- Disappointment with the place compared with the ad- Leads to pollution in the environment in recreation areas- Depression of those who do not have money- Tourism in the home country are neglected

Positive phenomena:- Rest and relaxing, traveling- Better experience with other countries and cultures- Influence on social prestige of a person- Influence on economy of the country

Side Effect of Newspapers

Negative phenomena:- Provide an untrue information - Manipulation of people - High consumption of paper and therefore also

cutting of forestPositive phenomena:

- Better orientation in social processes and education and formation of opinions

Side Effect of Books

Positive phenomena:- Creates pressure on education and knowledge- Invokes interest in reading- Influence on the quality lifestyle- Better utilization of leisure time

Negative phenomena:- Cutting a forest- Most ads promote low class books- Wasting money, “ we have libraries”- Deterioration of eyes

Influence on children• The average child in America watches over 40,000 television commercials in

a year, or over 100 a day.

• Advertisers consciously try to create a ‘nag factor” by bombarding kids with ads encouraging them to buy certain products in order to become popular. American children ages 12-17 will ask a parent for products they have seen on television an average of nine times until parents finally give in.

• In advertisements for children, child actors are typically older than the target audience. For example, a commercial for 8-year-olds will show 11- or 12-year-old models playing with an 8-year-old toy. Advertisers use older children as role models, as an image of what younger children will want to be like.

• Advertisers often use a technique called “affective condition,” which means they take a product and place it next to other things consumers feel positively about. For example, a detergent ad will

juxtapose their brand with babies, sunshine, flowers, or other similar items. Repeatedly showing their brand with these items makes consumers feel good about the detergent too.

• Advertisers appeal to several common psychological themes to motivate people to buy their products. Some of the most common

psychological appeals are to self-preservation, sex, self-esteem, fear, authority, and imitation.

Thank you for attention.