The role of advertising in promoting a product
Frolova, Svetlana (2014)
Frolova, Svetlana
Centria ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014093014343
https://urn.fi/URN:NBN:fi:amk-2014093014343
Tiivistelmä
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.
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.