The Purpose of Advertising
From the advertiser’s point of view, he’s paying
good money to have his product or service seen / exposed to as many people as
possible in a position to use the product.
From the consumer’s viewpoint, it introduces a new
product or service to investigate.
The purpose of the ad is to persuade you that this
product is worth your time investigating. It will not have you leaping out of
bed, dressing quickly and then running to the nearest store to buy it.
If it is a memorable ad, you will remember
something about the product when you are walking down the isle in a store that
carries these items, and, as you see the competing brands on the shelf, you
recognize it, and decide to take a look at the packaging and read what it says.
The information and design of the packaging already contributes to your
impression of the product. The rest is up to the product.
The worst thing a bad product can have is good
advertising, because a lot of people will find out how bad it is.
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