Advertising and Promotion

In order to reach its desired goal, a business firm has to take the help of advertising and promotion to attract the attention of the customers and subsequently persuade them to buy from the firm or business. For this, a business firm has to communicate the benefits of its product to its target audience. If a firm can influence the customers thinking about its products or services and develop curiously in them by effective advertising and promotional activities, it is bound to go on a long way. So, business firms use various measures, techniques and strategies to create an unique image by getting the attention of its customers and motivate them to buy from the firm.
Part A
LO: 1.1
In light of advertising and promotion, communication is the message and related media used to communicate with a targeted market. The more effective is the communication, the more people tend to be convinced and the more a firm is to be benefited. In a competitive market, the survival of a firm depends on effective communication process that applies to advertising and promotion. There are many theories to facilitate this process, three of them are following:
Packard’s theory of eight hidden needs:
This theory was developed by Vance Packard in 1957. He stated that effective advertisements are not necessarily aimed at satisfying basic needs. Sometimes persuasion is more effective when the message is directed at hidden emotional needs. His given emotional needs are:
  i. Emotional security
  ii. Reassurance of worth
  iii. Creative outlet
  iv. Sense of power
  v. Ego gratification
  vi. Selling love objects
  vii. Sense of roots
  viii. Immorality
Rank’s Intensify and downplays:
This is a very simple model of persuasion described by Hugh Rank. He described the two basic and opposite patterns of that are common to many persuasive situations. To intensify, the persuader wants to increase the significance of certain elements to make the other person to...