It
is a conveyor of information.
It
is a channel by which solutions are provided.
Advertisements
such as this Porsche ad and Scotts Vegetable Garden Fertilizer
ad, contain lots of information intended to educate and persuade the
consumer to buy the advertised product. Advertisers usually incorporate
long copy if the product is new to market, or if its benefits aren't
easily recognizable.
Informational
advertising benefits the consumer by conveying information about products
and services, which can be used for brand comparisons and evaluations
of potential solutions. As so many new products and services are brought
to market daily, it is hard for consumers to keep pace. Advertising
helps in this regard.
The downside
is, of course, that advertisers with the most money to spend on media
placement tend to shout the loudest. Their "voice" becomes
the loudest, and is likely to be heard over competing products and
services with less monetary backing. So, it is then left to the consumer
to make a product evaluation, followed ultimately by a purchase decision.
Advertising is generally key in the initial purchase decision, but
a quality product is critical for repeat purchases. Brand recognition
is extremely powerful in the world of advertising. Companies can
more easily sell new products by attaching a familiar brand name to
a new product.
Advertising
is clearly a conduit through which information is passed from
advertisers to potential consumers.
Advertisements
such as this Porsche ad and Scotts Vegetable Garden Fertilizer
ad, contain lots of information intended to educate and persuade the
consumer to buy the advertised product. Advertisers usually incorporate
long copy if the product is new to market, or if its benefits aren't
easily recognizable.
Informational
advertising benefits the consumer by conveying information about products
and services, which can be used for brand comparisons and evaluations
of potential solutions. As so many new products and services are brought
to market daily, it is hard for consumers to keep pace. Advertising
helps in this regard.
