LO1: Purpose & Impact of Advertisements

Purpose of advertisments

• To sell & promote products, the use of using advertisements can be a great method in insuring that the business can grab and create awareness for their products in order to generate sales. The business may also use the advertising as a method in creating and developing an image for themselves. This image will then help a reputation to the be created from the adverts which will also be reminded and memorable to users if the business decides to use series of adverts. An example of a business doing this is for example Nike and the use of their slogan and tick to create an image and message of "JUST DO IT" 

• It may be used to inform & create awareness e.g. NHS anti-smoking campaign advert. This being that for example the use of the advertisement for NHS smoking making individuals aware of the impact it has. However other methods of advertising are used to create awareness in what is happening in society. An example of this being shown below:

Looking at this advert you are able to see that it is creating awareness of domestic violence and the message being would you stop if you could see yourself. For advertising it is very beneficial as it can be used in methods in trying to get a message across to the general public and help support those individuals who need help such as the childline advert, where it provides a telephone number and ways to overcome the issue that the individual is in. 

• To increase the awareness of a business & its brand image, Many businesses will want to insure that they are developing their brand image and this can be done by introducing new products, however the use of advertising helps support the success of the product or service as it means that the brand can become successful. This being supported by the use of slogans and also slogans that are memorable. 

• To generate & encourage sales in order to  gain profit. Many companies provide perks and benefits of a product therefore making it more desirable for a user to be interested. The use of the different appeal create more interest for viewers in a product. 

For example perfume advertisement, it includes the diamonds and the rich lifestyle fit in well to present this desirable aspect for viewers allowing the product to have create more interest from the viewers. Some advertisements may use the lines of appeal to gain the interest of target audience however some may provide free aspects, this being for example the business Compare the Market, they offer a free toy for people who buy their insurance, this elements helps support and boost sales for the business. 

• To create a personal relationship between the consumer and the brand. Many advertisements try and achieve this for example the Compare the Market that is has had more than 16 adverts for the meerkats included. The appeal of characters will drawn individuals and is like a story is being presented to them. The meerkats also present their own identities and human qualities making them more relatable. This interaction and relationship can be built for the viewer as the series continues. 

A very good example of this is the series for the BT advertisements as shown below: 

As you watch and see how their relationship develops, you are able to see that the series used allows individuals to create a relationship and interest to what will happen between the actors shown, this being very effective as it can be relatable to many. It can also be a great way to leave the BT advertisement as memorable as they will keen to see what will happen next. 

• Each consumer can have a purpose of choice, the use of advertisements allows and provides consumers with a choice in the products and services of their interest. They can select from the different brands available. The use of advertisements can help aid viewers in making a decision on what brand or item they are interesting in purchase. 

Impact of advertisements on consumers

• It influences the viewers interest in the product or subject that is being advertised. The use of the different lines of appeal can engage and develop the interest of a consumers. Furthermore to this the infromation being provided can be very supportive this being the use of strategic language. In other methods the use of imagary can be very a good method in gaining the consumers interest. Using a products Unique selling point can be a very good method insuring that users are able to gain interest in the product as the use of the strengths of the service or product will be portrayed. An example of this would be a product like Head and shoulders: 

The use of Head and shoulders for advertisements use their unique selling point to gain the interest of consumers, this being that the product helps aid in combating dandruff. This will have major impact to consumers as it is meeting their requirements and expectations and providing an element that other products may not. 

• Raises awareness in brands or topics of discussion for example 'Think' for alcohol awareness. Another example of this can be the Think, Stop and be aware of Train as they can instantly take your life.
• It can change or adjust an individual's shopping habits, this may happen due to the interest of consumers in a brand and also this can be a major impact as the use of shopping habits can benefit the business in insuring that they have loyalty from its consumers.
• The use of advertisements can impact consumers in many ways, the success of a product or a service can be built on from the cause word of mouth. This can help create interest from the advertisement to other individuals helping support a business. However at the same time advertisements such as "Happy Egg", as shown below could affect a bad reputation on the business:
  
                  

Looking at this I am able to see that even though that the business has been cleared of misleading advert. I am able to see that this has had a negative impact on the reputation for the business, this can also be developed from the use of word of mouth and cause some individuals to lose the interest in the product. Looking at this you are able to see that the use of advertising has both negative and positive impact on consumers perspectives.

Successful Organizations

Unilever

• This is a successful organisation which was founded in the 1890's William Hesketh Lever for his First idea sunlight soap. The company provides a wide range of products and is a very successful organization. 

Their website for further look on the different products: 

http://www.unilever.co.uk/ 

Below shows some of  the different types of products that the business has on offer: