Group discussion post topic the advertising in modern society

The impact of advertising on the economic and Society.... INTRO As we navigate the complexities of modern marketing in our life, advertising stands as a crucial role in the relationship

THUONG MAI UNIVERSITY FACULTY OF HOTEL - TOURISM

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GROUP DISCUSSION POST Topic: The advertising in modern society

Instructo : Ms Do Diep Linh

Member : Nguyen Tuan Dung

Nguyen Thuy Duong Nguyen Huong Giang Nguyen Phuong Ha

Vu The Ha

Ha Noi- 2024

TABLE OF CONTENTS

INTRO — ::ỒỗỗỖỗẦ 2

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INTRO

As we navigate the complexities of modern marketing in our life, advertising stands as a crucial role in the relationship between brands and consumers In a digital

age, various advertising formats have emerged, each strategically of each kind advertising designed to capture attention and drive engagement Today’s advertising landscape encompasses diverse channels such as digital advertising on social media platforms, interactive online content, traditional outdoor billboards, and innovative experiential marketing This essay aims to dip into the specific types of advertising prevalent today, focusing on their key elements that define their effectiveness By dissecting formats such as digital advertising, social media campaigns, content marketing, and outdoor advertising, we will explore these advantages such as extensive reach and targeted engagement, as well as the disadvantages they present, including consumer fatigue and privacy concerns Understanding these dynamics will provide valuable insights into how businesses can craft successful advertising

strategies that resonate with their target audiences while navigating the challenges of competitive markets

We would like to sincerely thank our teacher Ngo Diep Linh, for the incredible

support and guidance our provided throughout this essay Despite the comprehensive analysis and insights provided In this essay, there are some inherent limitations to consider The study may not cover all advertising formats extensively, leading to potential gaps in understanding specific niche strategies Besides, the subjective nature

of advertising effectiveness can result in varied interpretations of success, limiting the generalizability of the conclusions drawn Finally, we appreciate any feedback you may have Thank you for your patience and support throughout this process

Chapter 1 Definition and role of advertising

1.1 Marketplace

1.1.1 Definition

W.J Stanton definition of advertising is — “Advertising consists of all the

activities involved in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea, this message, called an advertisement is disseminated through one or more media and 1s paid for by the

identified sponsor”

1.1.2 The role of advertising in modern society

The role of advertising is to sell a product or service, but it can also be used to raise awareness about a cause or issue Advertising 1s a form of communication that typically attempts to persuade potential customers to purchase a good or service

Advertising is usually performed by businesses that wish to sell their products or

services Many businesses use advertising to promote their brand, which can increase sales and market share Some businesses use advertising to inform the public about

their product or service, while others use it as a tool for persuasion

Advertising is a form of communication that typically aims to persuade potential customers to purchase or consume a product or service While some critics argue that advertising is harmful to society, it can also be argued that advertising plays an important role in our economy and society Advertising helps businesses promote their products and services, which can lead to increased sales and profits Additionally, advertising can raise awareness about important issues and products, and it can persuasively communicate messages about social issues Some opponents of advertising argue that it is a waste of resources and that it contributes to consumerism and materialism However, others argue that advertising is necessary for businesses to compete in today’s economy and that it can be used to promote positive messages about social issues

1.2 Importance in modern society

1.2.1 How advertising influences businesses and consumers

Advertising significantly influences both businesses and consumers, shaping

decision-making processes, brand perception, and market dynamics

For businesses, advertising 1s a strategic tool to drive growth, competitiveness, and brand identity Advertising helps businesses increase visibility and establish their brand in the marketplace A strong, consistent advertising campaign can make a business memorable, ensuring that consumers recognize its products or services in a

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competitive market Effective advertising attracts new customers by informing them about products, services, promotions, or special deals For new businesses, advertising

is crucial to build an initial customer base, while for established companies, it maintains and expands their market share In crowded markets, advertising enables businesses to differentiate themselves by highlighting unique selling propositions

(USPs) By focusing on specific product features, benefits, or values, companies can distinguish themselves from competitors One of the most direct benefits of advertising 1s Its ability to stimulate sales Promotions and well-targeted campaigns can encourage immediate purchases, helping businesses boost revenue Advertising also helps

businesses introduce new products or services to the market Advertising shapes how consumers view a brand By conveying specific values, companies can align their

brand with positive attributes such as sustainability, luxury, affordability, or Innovation Consistent messaging over time builds a brand's reputation Advertising often forces businesses to innovate To maintain consumer interest and stay

competitive, businesses may invest in research and development, enhancing their product or service offerings, which can be communicated through advertising While

advertising 1s beneficial, it is also a major expense for businesses Companies must balance advertising costs with the potential return on investment (ROI) Poorly executed or ineffective advertising can lead to wasted resources

Advertising has a powerful impact on consumer behavior, shaping preferences,

desires, and purchasing habits Advertising educates consumers by providing

information about products, services, and new offerings Well-informed consumers can

make better purchasing decisions by knowing more about the available options, prices, and features By presenting a product or service in an appealing way, advertising can

influence consumer preferences For instance, persuasive ads can sway consumers to

favor one brand over another by highlighting emotional, social, or functional benefits Repeated exposure to a brand’s advertisements can build trust and loyalty Over time,

consumers may develop a preference for certain brands because of positive messaging

or consistent quality conveyed through ads, leading to repeat purchases Advertising often taps into consumers’ emotions, creating, desires and aspirations Luxury, beauty,

or tech brands, for example, use advertising to associate their products with success, happiness, or status, encouraging consumers to seek those outcomes by purchasing the advertised product Advertising, especially through limited-time offers or discounts,

can drive impulsive purchasing Flashy ads with calls to action like "Buy Now" or

"Limited Offer" can encourage consumers to make quick decisions, even when they hadn’t planned to make a purchase Advertising often promotes certain lifestyles or social norms, influencing what consumers percetve as desirable or trendy For

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example, health-related ads can inspire consumers to buy fitness products, or fashion ads may dictate what is "in style" Through advertising, businesses can position their products as premium, budget-friendly, or value-driven Ads can affect how consumers perceive the worth of a product, influencing whether they believe it is worth paying more for a high-end brand or opting for a more affordable alternative Online advertising has become highly personalized, influencing consumer behavior based on data tracking Targeted ads based on past searches, browsing habits, or social media activity can increase the likelihood of purchasing by delivering relevant ads to

consumers at the night time

1.2.2 The impact of advertising on the economic and society

Advertising is the paid promotion that uses strategy and messaging about the

benefits of a product or service to influence a target audience’s attitudes and/or

behaviors Between online, television, radio, and print platforms, the average American sees hundreds, even thousands of advertisements daily

Although many consumers find them annoying, advertisements play a prominent role in shaping opinions about everything from products to politics A Forbes article (2012) stated: “Advertising plays the same role in your media diet that vegetables play

in your regular diet; most of us would prefer to skip that course and go straight to dessert But, just like veggies, advertising plays an important role in sustaining a body;

in this case, a diverse body of content” (para 1) Advertising heavily supports many Institutions, including news media outlets, the television industry, search engine companies, and social media websites For example, advertising contributes up to 80 percent of revenue for newspapers and therefore is critical to maintaining the circulation of the press (Newspaper Association of America, 2014) The advertising industry is also lucrative According to eMarketer (2016), the United States spent approximately $190 billion on advertising in 2015 About a third of that figure went to television advertisements, and another third went to digital advertising With its economic and cultural function in society, the advertising industry has an expansive reach

Advertising influences societal values, trends, and behaviors Advertising shapes popular culture by promoting certain lifestyles, values, and behaviors Over time, it can influence societal norms, such as ideas about beauty, success, or gender roles For example, advertising has historically reinforced gender stereotypes, but more recent trends show brands embracing diversity and inclusion Advertising often encourages materialism, promoting the idea that happiness and success are tied to consumption This can lead to overconsumption, debt, and environmental degradation, as consumers feel pressure to buy the latest products to fit societal expectations Advertising can

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raise awareness of important social and environmental issues Social marketing

campaigns have been effective in promoting public health (anti-smoking, road safety)

or environmental sustainability (recycling, renewable energy) Advertisements,

especially in fashion and beauty industries, have often been criticized for promoting unrealistic beauty standards This can negatively affect people's self-esteem,

particularly among young people However, in recent years, there has been a shift

toward more inclusive and body-positive advertising

With the rise of digital advertising, particularly through social media, there’s growing concern about privacy Targeted ads based on personal data have raised issues about surveillance, data security, and consumer manipulation

Chapter 2 Types of advertising

2.1, Traditional Advertising

Traditional advertising includes things like TV commercials, radio ads, and print ads in newspapers or magazines These ads reach a large audience at once, especially people who don’t spend much time online Since they come from trusted media sources, like popular TV channels or newspapers, many people see them as reliable However, making and showing these ads can be expensive, and it’s hard to target specific groups of people For example, a TV commercial will be seen by everyone watching, not just those interested in your product

The effectiveness of traditional advertising lies in its ability to make people remember a brand These ads are great for creating awareness, especially if a company wants to reach a lot of people across different age groups or regions But one major drawback is that it’s hard to know exactly how many people saw the ad and decided to take action, like buying a product Unlike digital ads, where you can track clicks and views, traditional ads don’t offer precise feedback

2.2, Digital Advertising

Digital advertising happens online and includes ads on websites, social media,

search engines, and emails These ads can target specific groups based on what people search for, their interests, or where they live This makes it easier for companies to show their ads to the right people Digital ads are interactive, meaning people can click

on them to learn more, and they provide real-time results so companies can see how

well the ads are doing

Digital ads are very effective because they allow businesses to focus on the people most likely to be interested in their products They are also more affordable

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than traditional ads, making it possible for smaller companies to advertise online Another big advantage is that companies can track how many people click on the ads, visit their website, or make a purchase, giving them a clear idea of how well their campaign is working

2.3 Outdoor Advertising

Outdoor advertising includes things like billboards, posters, and signs you see in public places, like highways, bus stops, or city streets These ads are designed to catch people's attention quickly with big, eye-catching images and simple messages Outdoor ads stay in one place for a long time, meaning they can be seen by many people every day as they go about their daily routines

The effectiveness of outdoor ads comes from their constant visibility They are

great for building brand awareness in a specific area, especially for local businesses trying to reach people nearby While these ads can’t be clicked on or interacted with

like online ads, they help keep a brand in people’s minds However, outdoor ads can’t target specific audiences, as they are seen by everyone who passes by, whether they’re interested in the product or not

2.4 Influencer and Word of Mouth Advertising

Influencer and word of mouth (WOM) advertising involve people recommending products to others Influencers, who are popular on social media, share their experiences with a product, and people tend to trust their opinions Word of mouth

happens when regular customers tell their friends or family about something they

liked Both methods rely on trust, as people are more likely to believe recommendations from someone they know or follow

This type of advertising is highly effective because it feels more personal and genuine When someone recommends a product, others are more likely to try it because they trust the person giving the advice Influencers, especially, can reach large audiences and make a big impact However, companies have less control over this kind

of advertising If an influencer or customer has a bad experience, their negative feedback could spread just as quickly as the positive

Chapter 3 Key elements of effective advertising

3.1, Understanding the target audience

Understanding the target audience is crucial for advertising because it drives the effectiveness of campaigns When advertising knows who they are speaking to, they can create messages that resonate, leading to higher engagement and conversion rates

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It entails organizing consumers with similar needs and preferences into groups called

“segments,” enabling you to provide them with personalized experiences In addition

to ensuring customer personalization, segmentation offers financial benefits and can increase revenue

Identifying your target audience doesn’t just inform current marketing initiatives;

it also helps you adapt to changes your customers may experience For example, if most of your consumers aren’t price sensitive, your communications don’t have to focus on value proposition Consider fast-food chain McDonald’s adaptability among

increased price sensitivity during the 2008 financial crisis While many businesses

struggled as consumers tightened their belts, McDonald’s modified its marketing strategy to highlight its offerings’ value and affordability Last but not least, understanding the audience helps in selecting the mght channels for distribution, ensuring the message reaches the intended recipients Overall, this deep insight fosters

trust and builds lasting relationships, ultimately enhancing the success of advertising

efforts

3.2 Clear and compelling message

One of the key elements in advertising is crafting a clear and compelling

message A well-defined message ensures that the audience quickly understands the

value being offered, making it essential for effective communication It should focus

on the benefits of the product or service rather than just listing features, allowing consumers to see how it addresses their needs Additionally, using straightforward

language and strong headlines captures attention and encourages engagement Incorporating emotional storytelling can further enhance the message, creating a

deeper connection with the audience Ultimately, a clear and compelling message not

only informs but also motivates the audience to take action, driving the success of advertising efforts

3.3 Creativity

Creativity plays a crucial role in advertising, enabling brands to differentiate themselves 1n a saturated market Innovative concepts and original ideas grab attention and engage audiences, making the advertising memorable and impactful Creative campaigns can stir emotions, spark conversations, and encourage social sharing, which extends their reach significantly

To leverage creativity effectively, advertisers often incorporate striking visuals, clever language, and unexpected storytelling This creative flair also allows the

exploration of new formats and platforms, ensuring that messages resonate with target audiences in unique ways Ultimately, a creative approach not only strengthens brand

identity but also boosts engagement and cultivates lasting relationships with consumers

3.4 Choosing suitable platform

Choosing the right platform for advertising is essential for effectively reaching

the target audience Each platform caters to different demographics, interests, and

behaviors, making it crucial to understand where your audience spends their time For example, Instagram and TikTok are popular among younger users, while Facebook may attract an older demographic Additionally, the content format matters—visual

platforms like Instagram are ideal for striking ads, whereas LinkedIn 1s better suited

for professional and B2B content Engagement levels can also vary; social media often encourages interaction, while search engines focus more on clicks Budget considerations play a role too, as advertising costs differ across platforms

Ultimately, aligning the choice of platform with campaign goals is vital For brand awareness, visual platforms might be more effective, while lead generation could benefit from search engine ads By carefully selecting the right platforms, businesses can maximize their advertising impact and achieve better results

3.5 Other Elements

A/B testing is a vital strategy in advertising, enabling businesses to compare different versions of an ad to identify which performs better This method involves testing, variables such as headlines, visuals, and calls to action, allowing companies to analyze metrics like click-through rates and conversions By understanding what

resonates most with the audience, businesses can refine their messaging and visuals for

optimal impact, ultimately leading to more effective campaigns

In addition to A/B testing, gathering customer feedback is crucial for successful advertising Actively seeking input from the target audience helps businesses understand their reactions and preferences, which can inform necessary adjustments to

improve campaign effectiveness This iterative process allows for real-time adaptation

of strategies, ensuring that advertising efforts remain aligned with customer

expectations

Furthermore, ensuring regulatory compliance 1s essential to avoid potential legal

issues Advertisements must adhere to industry regulations and standards, including

truthfulness, privacy, and copyright laws This diligence not only protects the brand

from legal repercussions but also builds trust with consumers

Timing and frequency are significant factors in advertising success Strategically

planning when and how often to run ads can maximize visibility and engagement By

analyzing audience behavior and preferences, businesses can determine the optimal moments to deliver their messages, ensuring they resonate with consumers at the right

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