Persuasion In Advertising

4 April 2015
Examines components of effective ads (source, message, channel, receiver), subliminal ads and examples.

Advertising is one of the most important tools in the marketing mix, and it is the one tool which can raise questions about a company’s ethics. Through advertising, companies can inform the public about products, use emotional messages to persuade consumers to purchase goods or services, enhance the corporate image, or lambast the competition. Advertising is regulated by two federal agencies, the Federal Communications Commission (FCC) and the Federal Trade Commission (FTC), with the FCC concerned primiarily with advertising that occurs on the nation’s airwaves (either television or radio). Because of the perceived power that audiovisual images can have on consumers, the FCC in particular is concerned about the way in which advertisers present their ideas and how they use advertising to persuade consumers to ..

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