Reason Why Advertising vs "Image" Advertising

At the beginning of XXI century, companies take extreme care when formulating and executing sales promotions and advertising campaign. In some emerging markets, advertising efforts can raise eyebrows if companies appear to be exploiting regulatory loopholes and lack of consumer resistance to intrusion.   Advertising is defined as any sponsored, paid message that is communicated in a nonpersonal way. Some advertising messages are designed to communicate with per¬sons in a single country or market area. Some advertising campaigns are created for audiences across several country markets such as Europe or Latin America, and can be defined as messages whose art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their worldwide suitabil¬ity.

Advertising has a great influence on the society as it is often designed to add psychological value to a product or brand, it plays a more important communications role in marketing consumer products than in marketing industrial products. Advertising can control the circulation of ideas about a particular product.

Frequently purchased, low-cost products generally require heavy advertising support to remind consumers about the product. Not surprisingly, consumer products companies top the list of big advertising spenders. IBM, Tesco, M&S just a few of the companies with significant advertising expendi¬tures.

The message of advertisement must be encoded, conveyed via the appropriate channels, and decoded by the customer-receiver. Communication takes place only when meaning is transferred. Three main difficulties can compromise an organization\'s attempt to com¬municate with customers:   (1) the message may not get through to the intended recipient. This problem may be the result of an advertiser\'s lack of knowledge about appropriate media for reaching certain types of audiences. For example, the effectiveness of television.

(2) The message may reach the target...