Content

1. Introduction

2. Advertising and it’s features

   1. The meaning of advertising

   2. Advantages and disadvantages of advertising

   3. Goals and objectives

3. Psychological factors influencing advertising

   1. Overview of factors

3.1.1. Kotler’s model of advertising

3.2. Emotions and Consumer Choice Criteria

3.2.1. Types of consumer values

3.2.2. The processes generating emotions

3.3. Branding and emotion

3.4. Effective advertising of global brands

4. Practical part

2. Advertising and its features

2.1 The meaning of advertising

The term “advertising” has its roots in Latin language and is formed from a word “advertere” as turning the attention. According to American Marketing Association, “Advertising is any paid form of non-personal presentation of ideas, goods or services by an identified sponsor”. It means that advertising carries a message about a product through non-personal element of transforming information. Mass media like television or radio are the most used methods of advertising delivery, although there are some newly-involved methods currently reaching its fame, due to the fact that internet is becoming a part of our life, such as e-mailing, retargeting, using online search engines and social networks, etc.

The science of advertising is getting stronger each day. Serious companies are improving skills in attracting and obtaining bigger amount of customers against the background of increasing level of competition on a market. The biggest change is a flow of data availability to advertisers since they try to connect target groups through collection of platforms. According to Wes Nichols, cofounder of MarketShare companies now can achieve a far more sophisticated inderstanding of how their messages touch consumers, and can change their strategies, if necessary, on the fly. Using all available knowledge and resources it is possible for level of marketing performance to increase by approximately 30%. That turns out to me more difficult each time since in this world rules of listening and hearing, of repeating and presenting a good picture don’t work that effectively as before. Since there is enormous amount of an advertising covering all possible spaces around and “screaming” with its brightness, society learnt how to ignore it creating new challenges for advertisers and marketing experts.

But what can we really consider as an advertising? Talking about features of it I want to mention key most important elements:

• paid form,

• impersonal presentation,

• identified sponsor

• speedy and mass communication.

Promotion can be considered as an advertising only if it assumes certain expenditures. So therefore any type of information delivered through any channel as, for example, an article about product or service in a magazine, that doesn’t contain costs behind it, can be termed as propaganda or publicity but not advertising.

Advertiser and consumer don’t really meet each other on the way of promoting choosing and purchasing good, so that advertising is supposed to be impersonally presented. Information flows to potential consumer through go-between channels but never directly.

Besides all advertising should be speedy. Operations of advertising delivery are elastic and vast, it reaches not only individual consumer but large groups of them, thousands and millions of people, creating immediate information delivery and presets oneself as a speedy medium of communication.

And the last feature above is that sponsor of advertising should be identified, which signifies no barriers of recognizing the seller or producer of a good or service. Connecting this feature to the one of mandatory expenditures the logical output states that having no sponsor promotion is considered as propaganda or publicity.