The Business of Advertisement Essay Example

  • Category:
  • Document type:
  • Level:
  • Page:
  • Words:

4The Business of Advertisement

The Business of Advertisement


The Gruen Transfer is a book named after a television program aired in Australia and it focuses more on advertising. It was debuted on 28th may 2008 and it has run for four seasons. The book is named after the moment in which a customer experiences at a shopping mall when a customer switches from being goal oriented buyer to being an impulse buyer (Casimir, 2010). A major lesson learnt from the book is that, advertisers make use of tricks to get the all unsuspecting public in buying items that they are not in need of and the kinds of advertisements that people are likely to see when getting up, working, eating, relaxing and working. I also learnt that, irrespective of the kind of business that an organization is into, they are more likely to make advertisement so as to lure their customers

Target audience and developing consumer insight

Research and evaluation plays an essential role in advertising in that, it helps in the determination of the advertising scope and focus. Through the use of the findings from the research, advertisers are able to come up with intelligence decisions that help them in the maximization of profits and increase in sales figures (Moriarty & Nancy, 2014). Advertisers are also able to create proficient advertising ideas and thus they are able to develop outstanding ad campaigns. Additionally, through market research, wide spectrums of indicators are made use of and eventually, there is the narrowing down to the target audience. Through research and evaluation, advertisers are able to get more generalized information and data for example; the demographic information and they can also interpret the data for their prospective consumers. Based on the set readings, there are four major factorized that influence the motivation of the target audience and they include the cultural factors, personal factors, social factors and psychological factors (Okorie, 2011).

Social marketing

There are a number of elements that are key to successful social marketing advertising campaigns. A major element is for the campaign to be targeted and focused. Based on this; an organization should be keen on enhancing brand awareness among their new target groups (Clow & Baack, 2013). Another element is that the organization should measure their outcome. The other element relates to the quality of the content organizations need to develop high quality campaigns content and it should be presented in an interesting and engaging fashion. A substantial amount of effort, need to be put so as to attract the attention of the potential customers (Belch & Michael, 2014). Another essential element is to keep the message immediate and simple. Though the creative aspect may be good, the target audience may feel overwhelmed if too much information will be offered.

Advertising as integrated marketing communications

The rapidly changing landscape need communication channels that deliver to the targeted audience with adequate information on the socio-economic information of the target group. Advertisers choose the best tools as well as channels for their target audience by researching on who they are to communicate with and this is a prerequisite to successful advertising. Advertisers therefore need to understand who their target audience are and they need to consider aspects such as the age of their target group, their social composition, articles that they read most, programs they watch or listen to, their spending patterns, favorite social media sites as well as where they like shopping (Beasley, 2002). When all these have been researched on, the best tools and channels can be chosen. For instance, when advertising for the youngsters, it would be effective to make us of the various social media sites.

Creating the ‘creative’ in the business of advertising

A great advertisement stands out from the crowd if it is disruptive and visual relevant and this will make the audiences to want to know more about the product being advertised. Great adverts should also have a string brand identification coupled with a brilliant headline and a variable which should be curiosity making the audiences want to make use of the advertised products (Solis, 2011). Most successful people derive their ideas from their continuous engagement with ingoing dialogue in their work, actually they apply what they are thinking on paper and they keep doing so until the right ideas crop up (Altstiel & Jean, 2006). The suits and creative’s work in collaboration with client to produce an integrated advertising campaign by incorporating their ideas and those of the clients and the client’s budget. A major advice that I can offer to someone looking forward to making great and creative advertising is that they should ensure they have a high level of originality and elaboration so as entice more consumers into buying the product.


Altstiel, T., & Jean, G. (2006). Advertising Strategy: Creative Tactics From the Outside/In. CA: Sage Publication Inc.

Beasley, R. (2002). Persuasive Signs: The Semiotics of Advertising. Berlin, Germany: Walter deGruyter GmbH & KG.

Belch, G., & Michael, A. (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill.

Casimir, J. (2010). The Gruen Transfer. Australia: ABC Books.

Clow, K. & Baack, D. (2013). Integrated Advertising, Promotion, and Marketing Communications. New Jersey: Prentice Hall.

Moriarty, S. & Nancy, M. (2014). Advertising & IMC: Principles and Practice. New Jersey: Prentice Hall.

Okorie, N. (2011). The Principles of Advertising: concepts and trends in advertising. Germany: LAP LAMBERT Academic Publishing.

Solis, B. (2011). Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. New Jersey: John Wiley & Sons, Inc.