THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT
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Svetlana Frolova
THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT
Thesis
CENTRIA UNIVERSITY OF APPLIED SCIENCES
Degree Programme in Industrial Management
May 2014
ABSTRACT
UnitTechnology Unit, Ylivieska
DateMay 2014
Author/s
Svetlana Frolova
Degree programme
Industrial Management
Name of thesis
THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT
Instructor
Ossi Pages 58Supervisor
A modern human being lives in a world governed by different brands of goods and services consumption which literally become a religion of our time. This ideology is created through various promotional techniques designed to convince us that if we consume certain products, our life will be better, happier and more successful. Nowadays everyone is influenced by advertising and we do not even realize how it affects us. This thesis characterizes the role of advertising in effective promotion, presents general characteristics of advertising and its mission and describes the basis of the organization of promotional activities as well as how to evaluate the effectiveness of advertising campaigns. The objective of this thesis was to analyze the impact of advertising on the consumer buying behavior. Another goal was to describe the effect of advertising on a product life cycle and find out the right ways and methods of advertising and how to apply them at every stage of the product life cycle. Moreover, some real life examples are given in order to clarify the ideas.Key words
Advertising, marketing, product life cycle, consumer buying behaviorTABLE OF CONTENTS
1. INTRODUCTION .............................................................................................. 2
2. NATURE OF ADVERTISING .......................................................................... 5
2.1. Definition of Advertising .......................................................................... 5
2.2. Classification of advertising ................................................................... 7
2.3. Main Types of Advertising ...................................................................... 9
2.4. Functions of Advertising ....................................................................... 10
3. PLANNING OF AN ADVERTISING CAMPAIGN ......................................... 12
3.1. Organization of an Advertising Campaign .......................................... 12
3.2. Choosing Time for Promotional Activities .......................................... 13
3.3. Advertising Department or Professional Advertising Agency? ........ 15
4. ADVERTISING AND PRODUCT LIFE CYCLE .............................................. 19
4.2. Concept of Product Life Cycle .............................................................. 19
4.3. Stages of Product Life Cycle ................................................................ 19
4.4. Curve of Product Life Cycle .................................................................. 22
4.5. The Effect of Advertising on the Product Life Cycle .......................... 28
4.6. Application of Advertising Types at Various Stages of Product Life
Cycle 30
4.7 Practical application of the product life cycle model by a company
when planning an advertising campaign ....................................................... 345. SELECTION OF SPREADING METHODS .................................................... 36
6. IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOR ........... 47
6.1. Psychology of advertising .................................................................... 47
6.2. Manipulation in advertising .................................................................. 48
7. THE EFFECTIVENESS OF ADVERTISING ..................................................... 50
7.1. Evaluation of Correctness of the Advertising Campaign ...................... 52
7.2 Examples of Wrong Advertising Campaigns ...................................... 53
8. CONCLUSION ............................................................................................... 55
REFERENCES ..................................................................................................... 56
APPENDIX ........................................................................................................... 58
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