Advertising in the 21st century.Communication and Consumer Behavior Essay

Advertising in the 21st century.Communication and Consumer Behavior - Essay Example Regardless of the fact that the key function of the advertising process is to persuade the target audience in the benefits of purchasing goods or services, the communication function of advertising is essentially wider. Therefore, the aim of the paper is to analyze the communication and customer behavior function of the advertising process from the perspective of arranging sustainable communication with the target audience, including feedback. Considering the fact that advertising can also change the overall industry approaches towards the communication process, the paper will be focused on the aspects of widening these approaches, and outlining the basic strategies of adjusting and regulating the communication with the target audience, basing on the latest communication technologies. Communicative Function of the Advertising Process First, it should be stated that in accordance with the research by Carbaugh (2008), the advertising that is based on the communication process is featur ed with five distinctive aspects: It differs from the standard communication process, as the basic function of advertising does not involve feedback, and it may be initiated without the mutual agreement of the parties. The general principle of the effective advertising is explained by the perception aspect. This means that perceptional patterns, as well as cultural codes of the target audience define whether the communication process can be initiated. For instance, a company that produces meat products will never be able to hit the vegetarian segment of the audience. The communication process approaches can be changed depending on the consumer’s involvement. The further step of the communication process is associated with the purchases. Hence, the motives that stimulate purchases, are originated by the communication process, as well as perception aspects of the target audience. Additionally, the communication process of advertising influences the customer behavior. The custom ers change their involvement into the communication process depending on the perception patterns of the advertising strategy. In accordance with the basics of the advertising theory, the communication process simplifies the customers’ movement through the customer behavior stages. (Lee and Ferguson, 2002) Therefore, this process is often regarded as a set of standardized matters, while the influence of advertisement is quite individual. The stages are given on the scheme below: While some customers pass all the stages quickly, the others may stop at any of them without passing to the final one (Person, 2010). This means that the communicative function of the advertisement process is to create and carry a message for the audience, and this message should stimulate the audience move to the final stage (â€Å"Purchase†). The leverage function of the communication is often regarded as a supplementary aspect of the allover advertisement process (Tanaka, 2010).It creates the necessary background for accelerating the customers’ understanding of the product benefits. Nevertheless, the communication itself can not be the sufficient aspect of the effective advertising; therefore, the strategy is often backed up by various images: either verbal or visual (however, they are often combined). Hence, in accordance with the basics of the advertising theory, advertising and marketing are grounded on the matters of thoughts control. (Jian-Hua and Zhi-Yun, 2010) Mass media advertisement and

Entrepreneurial Leadership Research Paper Example | Topics and Well Written Essays - 500 words

Entrepreneurial Leadership - Research Paper Example Social entrepreneurs are resourceful, innovative, and results oriented. Dr. Jordan Kassalow is a superb example of social oriented entrepreneur. Dr. Kassalow is the CEO and Founder of Vision Spring. Also, he is the founder and co-founder of the Global Health Policy Program Scojo New York respectively. His social entrepreneurship skills started back in 1984 when he volunteered to treat and help patients in rural Mexico (Kassalow, 1991). Seventeen years later, he formed a non-profit organization called Vision Spring. Vision Spring has sold almost six hundred thousand pairs of reading glasses in seven different countries. In the last year, Vision Spring gathered an annual income of $290,000 and still was on charitable donations. In 2010, they amassed $ 1700000. Three years later, he combined forces with a global microfinance organization called BRAC, in Bangladesh. BRAC has an eighty thousand strong sales force of women, who got hired to sell baskets of Band-Aids and Aspirin. Kassalow figured out on how to use the sales force to help him sell reading glasses, which in the process would help him save money on administrative and training costs. In the same year, Vision Spring sold ninety thousand pairs of glasses, but he still got losses. In the following year, Vision Spring sold two hundred and one thousand pairs bust made losses, which would now force Vision Spring to sell millions of pairs of reading glasses to break even (Stephen, 2008). A good example of a profit oriented entrepreneur is the late Steven Paul. Steve was an American businessman, inventor and designer. He was the chief executive officer, chairman, and a co-founder of Apple Inc (Brashares, 2001). He was also the chief executive officer and a co-founder of Pixar Animation Studios. In 2006, The Walt Disney Company acquired Pixar, and he became a member of Disney board of