Advertising: the struggle for existence

Miscellaneous AlexCapownt August 7, 2016 0 0
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Many people are irritated by the daily amount of advertising they have to deal with. Advertisers are faced with the task of what, in fact unwilling viewers are still positive vote on a particular product. This works usually pretty nice because for the transmission of advertising the conscious participation of the viewer is not required. All that matters is that as many people perceive a message. For this reason, there is a whole industry has sprung up in which data is collected and processed in order to make effective advertising. Such data have only one goal: as many people to confront an advertisement. Annoyances irrelevant.

The basic principle

For many television viewers, the advertisement is a daily recurring source of annoyance, at best good for a bathroom break, brewing a cup of coffee or checking the mail. The scandal rears its ugly head many times. ?? N as 15 percent of total broadcast time is spent on television and radio of both public and private broadcasters to commercial breaks, illegal signs and the like are not included. Because the average human over more than three hours a day watching TV, it is taken about half an hour by advertising.
Between the viewer and the advertiser is therefore an almost cynical call battle; an unwilling viewer must be tempted to purchase the products recommended. To achieve this, the advertisers have an important weapon: the functioning of the human brain. What many people do not realize, but advertisers only too well, is that most information is unconscious and thus processed automatically. Sound will always be, whether we like it or not, especially when it's loud or otherwise draws attention. If the name of the product often called, then it is inevitable that it is stored somewhere in the brain. Sound can also be an additional drawing the eye to the noise source and so the advertisers the opportunity to use a whole arsenal of incentives, visually and aurally, to build all kinds of pleasant associations with the product. This undoubtedly will increase the probability that the product at a later point in time is acquired effectively, often again so that no man is aware of this. Therefore, the unwillingness of the viewer actually of secondary importance. Whether he likes it or not, the message still penetrates through it.

Maximizing presence

Modern advertising is largely a form of programming or training of the unconscious. Even if someone can not remember which products advertising is created, its effect is still firmly anchored in your brain. That the unconscious addressed is apparent simply from the fact that no television guide announces when does advertising for a particular product, so you can just as well be ready to sit. It just does not matter. A person must be present only for the advertising to do her job.
Advertising strategies are aimed to maximize the number of attendees. Sometimes there are events and programs ?? s already many people flock to her and offer a more or less natural platform. Therefore, it is the sweetest advertised around, or during, program ?? s high ratings. With the aid of sponsoring events can even be made larger. Sponsorship is not just a form of advertising per se, which works by linking the nature of the event to a product, it is also a strategy to get a lot of people together to support the organization financially. That whole sports teams can live from sponsorship contracts indicates that this is very much money. A number of strategies even focus on viewers and listeners who avoid advertising. Pull someone back during the ad-breaks to go surfing, then there is a reasonable chance that he will encounter advertising for the same products that are advertised during the breaks: synchronizing media called. In short, the number of strategies to bring many people together is huge, but still has its core that the greatest possible number of people is reached.

The battle in figures

There is a whole industry rigged providing information about this presence. The nature of these figures make clear once again to the heart of the advertising is all about.
First there is the world of the advertising strategists official quantity that range is mentioned. This is the number of people that the advertisement has been observed, or, in the jargon, it is facing. Of these, another quantity is derived, Gross range. The normal range indicates that someone has seen a message, but not how many times that happened. The Gross range does have this information, and the range is multiplied by the number of times that a person average is taken with the message is facing. A further breakdown of these variables is the one to target. Audiences are obviously important. Advertisement for a gym makes little sense for people older than 80. Therefore the existence sizes range and gross coverage for each target that one wishes to distinguish.
Another very commonly used measure is the Gross Rating Point or GRP. For TV commercials involves the audience in a commercial. One GRP point stands for 1% audience share for a particular audience. Providers of advertising airtime sell not only the time but also the number of GRP points. The higher the GRP, the more money it costs an advertisement for the advertiser. Would this business model works then so there should be a huge amount of information collected about watching the TV and the spots themselves. And that happens.
In the world of advertising strategists is full of this kind of variables, and one is very active in gathering all relevant information. Big Data is the key word here. Virtually all attention is focused on the quantification of the number of people who are faced with a message. Only when it comes to playing the advertising content with audiences, but not so much advertising themselves as the correlation between target groups and the a priori willingness to purchase a product. For numerous target groups are therefore calculated GRP ?? s.
Of course there is also research on the effectiveness of the advertising message itself. A fairly sophisticated instrument is the neuro-marketing. But this research focuses almost entirely on the question of what incentives are most effective to strengthen the association of a desire or a need with a product. It is, bluntly, studying the way in which the unconscious can be trained the best.

Epilogue

Advertising is often presented as a means to inform consumers about a product. The practice of advertising creature reveals a different picture. Of course the public is informed of the existence of a product, but the way that happens has little to do with information. Advertising is one way to fill the brain of people with pleasant associations with a product. The main variable that is maximized, is the presence of people during the manifestation of an advertising message. Everything else is secondary. That the human brain works in such a way that this information is recorded without he or she wants it, or even undergoes a certain annoyance, is very beneficial to advertisers. Whether it is beneficial to the consumer irrelevant.
In almost all economic models a human being is presented as a more or less rational being who buys meaningful products for a reasonable price. However, the practice of advertising is diametrically opposed to this model. In it the human brain is processed and filled with associations that have little to do with rationality. Or advertising must adapt to this model or that economic models need to be changed, profoundly, an ethical question.
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