Influence of Advertising

Advertising is a paid message designed to make consumers buy a product or service.

Kinds of Advertising 

  • commercial

  • political

  • public service announcements (P.S.A.'s)

  • advocacy (Don't Drink and Drive)

  • image-building (the gas company's concern for the environment).

 

Forms of Advertising
  • television commercials
  • print ads
  • radio spots
  • banners
  • posters
  • billboards
  • videos
  • clothing

 

Avenues for Advertising

  • malls
  • buses
  • taxis
  • subways
  • airports
  • bus shelters
  • subway stations
  • stadiums
  • mall kiosks
  • school.

It is estimated that one hears/sees over 500 ads per day.  Despite the pervasiveness of advertising, a majority of people believe that advertising does not affect them.

However, advertising is a business and companies spend billions of dollars on advertising products and services.  Super Bowl advertising is a case in point.   Did you know that about two decades ago, the Super Bowl pregame show aired about an hour before the game?  In the 80's this moved to 2 hours, then to 31/2 in the 90's, and in the new millenium the super Bowl pregame show is an all day affair.  The popularity of Super Bowl and the hype generated around it is lucrative ground for advertisers.  Marketers are anxious to purchase a spot and apparently at any price.   Slots could be sold for $60,000 to close to $2 million for slots closer to game time.  Why the enormous rates?Why do companies spend so many dollars on advertising?  They are convinced that advertising works; advertising increases sales.

Read the following 1999 Super Bowl articles which examine the costs, companies, and initiatives behind advertising for the Super Bowl:

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Probe 4.2:

  1. Make a list of the items you have bought or considered buying based solely on advertising.

  2. Make a list of items you have bought that upon getting them you:

    • returned
    • discarded
    • seldom or never used, or
    • were displeased with.

    What impact did advertising have on the purchase of the item and your response to the item?

  3. Based on your above responses, support or refute the statement, "Advertising affects me."