Which Factors Make Advertising Effective - 5109 Words

EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 Which factors make advertising effective? A marketing literary review based on the Hierarchy of Effects, with a focus on the role of Music in Advertising Report by Onofri S. S00603638 Word Count: 2364 Supervisor Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5) 1 Summary Abstract †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦......... Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 2 A Basic Condition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 The HoE model: three responses to be aroused †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1) Cognitive Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2) Affective Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3) Conative Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. The role of Music in Advertising 1) Cognitive†¦show more content†¦Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples can be found in the appendices. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources. A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors. As Cowles and Kiecker stated (1998), â€Å"market research is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media†. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is aShow MoreRelated2.09 writing and effective concusion1669 Words   |  7 PagesResearch Graphic Organizer: Part 1 Topic: Technology Questions to research: Are advertisements aimed at teenagers effective? And, are they ethical? My Response: Most advertisements aimed at teenagers are effective, but usually are not ethical. 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So they move towards online advertisementsRead MoreDevelop A Media Plan Task 1 Essay examples731 Words   |  3 Pagesprofile†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Analysis marketing factors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..4 Creative requirement of the advertising message†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..4 Product merchandising requirements†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Identify any relevant local national or international legislations standards†¦Ã¢â‚¬ ¦.5 Develop a media plan Introduction I am going to define the EYWA company media requirements. 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What Is the Secret to Long Life Free Essays

What is the secret to long life? The secret to long life all depends on how we take care of our own bodies. After taking my test on Blue zone I saw many bad habits that got in the way of me living longer. According to Blue zones Vitality quiz my biological age was two years older than what I really was. We will write a custom essay sample on What Is the Secret to Long Life? or any similar topic only for you Order Now My life expectancy wasn’t as high as many other peers of mine that took the quiz. MY life expectancy age was 79. 2. If I fix my bad habits its more likely those 19. 4 years will be added to my life expectancy age. My life expectancy ages were this low because of the habits I have that are not good for my body as I get older. One big problem that I have is I’m most of my time. Blue zone recommended that I should battle my feelings of stress by talking it over, exercising, eating right and getting enough sleep. I also learned that anxiety can because you skin becomes pale, heart rate increase and muscles to tense up. When I get an anxiety the best way to control it is to just recognize signs of anxiety and then take a walk or breathe in deeply. Another bad habit is that I don’t eat as many vegetables as my body should be getting. Blue zones recommended that if I was offered a hamburger and vegetables, it makes more sense to get the vegetables which are better for my eye health. A scientific study was done and concluded that that people who ate the highest amount of yellow and dark green, leafy vegetables had a reduced chance of developing blindness. ON the other hand o also needs to enjoy some fruits. In my quiz it stated that people who have diets rich in fruits and vegetables lower their risk of Alzheimer and dementia by 30%. Since I’m a college student I do get a lot of fast food. I need to eat healthier and eat food with fewer calories. It hard for me to stay away from the junk food since it seems so appealing comparing it to the healthy food. But my health is important and the best way to get my body healthy is to avoid foods on high fructose syrup and becoming aware of what I put in my body. My body needs exercise, healthier food and emotional control of anxiety and anger. How to cite What Is the Secret to Long Life?, Essay examples

Romeo Juliet is one of Shakespeares most famous tragedies Essay Example For Students

Romeo Juliet is one of Shakespeares most famous tragedies Essay Romeo Juliet is one of Shakespeares most famous tragedies. It is Juliet rather than Romeo who is the tragic hero of the play. Do you agree? Base your answer on close examination of the text. We are studying Romeo and Juliet. William Shakespeare wrote this play in 1954 to 1955. Set in peaceful Verona, the Montagues and Capulets are two rival families. Juliet is the only daughter of the Capulet household, and Romeo the only son of the Montagues. They fall in love with each other, causing tragic outcomes. The prologue, at the start of the play, informs the audience about three important things. First, the two families at the beginning of the play, then, the fate of the two lovers, lastly, the two families at the end of the play. The purpose of the prologue is to foreground the certain themes of the play, which are, in Romeo and Juliet: conflict, fate and tragedy. The prologue also is written to introduce the play to the audience and help the audience follow the main plot of the play. It give an overview of the play so, if you cannot understand it, it will help you to. At the start of the prologue, we are informed about where the scene is set. Two households, both alike in dignity, in fair Verona, where we lay our scene. This helps establish that the pair of families, the Capulets and the Montagues, which are both as equally stood, in Verona, where the play is set. As the prologue progresses it continues to reaffirm the feuding families, this shows conflict. From ancient grudge break new mutiny This helps the reader understand there is a long-standing feud that has been going on between these two families that people have remembered; this is suggested by ancient grudge. Conversely, new mutiny suggests the families are going against the social order of Verona and are fighting. In the same country, this makes the families both seem disloyal to the key social values in Verona. The families reputations has been quashed because their fighting is harming so many people and in doing so are becoming outcasts of the city as they are not obeying the social order. The description of the fate of the two lovers is used to suggest that, in the prologue, it is not oblivious what future is fated for Romeo and Juliet. From forth the fatal loins of these two foes A pair of star-crossd lovers take their life. This clearly illustrates, as the two fathers are both enemies, Romeo and Juliet, their children, it quickly becomes evident that Romeo and Juliet are certain to die. Star-crossd lovers suggests to the audience that there is a magical fate, as if their death has been written in the stars, destined to happen. In the play Romeo and Juliet saw each other over a crowded room, this emphasises the romance shown in the play. At the end of the play, the families have buried their differences and their children; this is established in the prologue in one line. Doth with their death bury their parents strife? This is intended by the writer to convey to the audience that the death of the main characters, Romeo and Juliet, has in turn caused their families to stop fighting and start to get on. Tragedy of the play is shown in the prologue by implying that the two lovers have died. Two main quotes show this, the first, The fearful passage of their death markd love. This constitutes to a key theme of the text, tragedy, as tragedy is said to be a path, calling the way Romeo and Juliet die a fearful passage gives this ideal of the tragic path. This phrase also connotes what emotions Romeo and Juliet should be feeling just before they die. Death markd love highlights to the audience the importance of Romeo and Juliets love and how that, from the beginning is doomed to fail. The second main quote helps establish the tragedy in a higher grade of detail. Misadventurd piteous overthrows This can be interpreted as a wrong turn that will have pitiful consequences. The way the two families have argued so badly yet the love between Romeo and Juliet has come through this symbolises the fighting being overthrowed and this to be a piteous misadventure. Suggesting to the audience that there is something terrible going to happen because of Romeo and Juliets love and that result will be very tragic. The Greeks invented tragedy and it has been an established literary form for over 3000 years. During this time, there have been a number of different definitions as a genre. Two main views on tragedy are those of Aristotle and Karl Marx. Aristotle developed a theory, which described the characteristics of tragedies. According to Aristotle, a good tragedy should have one main male character, who is the hero. This hero should be a very important person such as a politician, a leader or a noble person. In a tragedy, the hero always comes to a bad end and the play is based on the journey he made to get there. Usually the hero has a fatal flaw to their character. This flaw means they do something very stupid during the play that changes their fate to the worse. The play always ends on the characters death. However, before he dies, he gets an insight into his own fate, and because of his behaviour, his death was inevitable. Marx believed that society is made of two sets of people. These are those who have everything (factory owners) and those who have nothing (factory workers). A Marxist view on tragedy is that a hero having a fatal flaw would be wrong, as it would give the character a break from any social standing. Instead, Marxists consider that groups that structure and influence every area of their lives, such as families, the education system, the church, or the government, etc, surround people. A tragic play reveals how society can change people for the worse bringing to life tragic outcomes. There is usually one central character from any background or gender, but there may be more. These two theories compare their shared belief that there should be one main character. In Romeo and Juliet, this could be either Juliet or Romeo as, in Juliets case; she killed herself with a dagger after Romeo had died. In Romeos case, he thought that Juliet was dead and drank a deadly poison to be with her. The two definitions also believe that their will be a tragic outcome at the end of the play. In Romeo and Juliet, this is the death of the two lovers at the end of the play. Contrasts between the two theories include Aristotles idea that the hero has a fatal flaw. In Romeo and Juliet, this is the anger that Romeo has when Tybalt kills his best friend, which results in him having to leave Verona and Juliet. The Marxist theory is that the groups of people surrounding the hero cause the fatal flaw. In Romeo and Juliet, this is the two families, the Capulets and the Montagues, which causes Romeo and Juliet to marry and keep their relationship a secret, as the society would not approve their marriage. Which Marx thought played an important role in a tragic play. They also disagreed on who should play the hero. Aristotle wanted a male hero who was very important in society such as a politician. Conversely, the Marxist theory suggests, the hero can be from any background or gender and the suffering of a peasant is as worthy as the suffering of a king. In Romeo and Juliet, this is either Romeo or Juliet could have been the tragic hero or heroin of the play, as t hey both died at the end of it also as they were not kings or peasants as such. Shakespeare Coursework EssayIn act three scene one, we meet Tybalt and Mercutio as they argue in a frank manner. It starts when Tybalt asks Mercutio if he has seen Romeo. Mercutio, thou consortest with Romeo. Mercutios response is a deliberate misunderstanding of Tybalts meaning, and due to this starts to fight Tybalt. Mercutios deliberate misunderstandings of speech seem to reflect the mistakes Romeo makes during the rest of the play, and therefore under shadows the underlying themes of conflict, fate and tragedy in the play. When Romeo enters the scene, he is married to Juliet, and his joy seems to rule over his actions, as he will not fight Tybalt. And so, god Capulet, which name I tender As dearly as my own, be satisfied. As Montagues and Capulets are sworn enemies, Tybalt and Mercutio, even though on different sides of the dispute, do not understand why Romeo will not fight, because of this Mercutio and Tybalt fight. When Romeo comes between them, Tybalt kills Mercutio under Romeos arm. Romeo feels to blame for this as he thinks he should have fought himself, but blames his emotions on Juliet. Thy beauty hath made me effeminate. Juliet has made Romeo weaker, because of this Mercutio is dead. Social pressure is high upon Romeo because he is now related to Tybalt, through Juliet, and he has just killed his best friend. The Marx theory is correct here. Romeo does not seem to cope under the pressure and so proceeds to kill Tybalt. After he has done so he realises that he is doing all of this because of fate. O, I am fortunes fool. According to both Marx and Aristotle, the hero will realise what they did before the end of the play. The tragic hero recognises his own faults and the situation he made for himself. At this point in the play, Romeo is the tragic hero. Lady Capulet enters the scene with the happy news of Juliets marriage. When she sees Juliet in sadness, she assumes it is because of Tybalts death and not because of the banishment of her secret husband, Romeo. To cheer her daughter Lady Capulet swears vengeance onto Romeo for killing Tybalt and tells Juliet that she will send a unaccustomed dram to Mantua to kill Romeo. Social pressure is high on Juliet at this point in the play, as Juliet is motivated by her mother to let Romeo die to please her family. After delivering this mews to Juliet, Lady Capulet tells her enthusiastically that she will soon be married to Paris as her father wishes, showing the importance of marriage and the social links of the Elizabethan times. Shall happily make thee there a joyful bride. Juliets reaction shows maturity, her love for Romeo, and duty to him. Her complicated situation means she says no to marriage, which shocks her mother. When Lord Capulet enters the scene, he asks Lady Capulet if she has told Juliet that she has to marry County Paris. He has no comprehension that his failure to consult Juliet may not be in her best interests. He feels that he has done his duty on Juliets behalf by providing her with a handsome and socially benevolent man. Have you delivered to her our decree? As Capulet has arranged such a good match for Juliet, he does not understand why she reacts as she does, and gets so angry and gives her an ultimatum. To go with Paris to Saint Peters Church, Or I will drag you thee on a hurdle thither. A hurdle is a device used to carry traitor when they were being dragged through the streets during a public execution. By saying that he will drag Juliet on a hurdle to the church, Capulet is therefore implying that he sees Juliet as a traitor to this arranged marriage but does not understand why. When Juliet hears this news, she breaks common Elizabethan traditions and opposes the marriage, saying she would rather die than marry Paris. Her answer showing how desperate a situation she is in. Or, if you do not, make the bridal bed In that dim monument where Tybalt lies. Juliet is seen by her family as a girl who they can control. Juliet is actually very mature and controls her own life, shown by her threat to kill herself, which also foreshadows the forthcoming events that lead to the tragic outcome of death. Juliets independence is not yet recognised by her parents, who believe that she is still going to obey them. Therefore, the defence that she forwards is interpreted by her Father as awkward madness. The nurses summary of the events, and her view is clearly that Juliet should marry Paris if she is ever going to be able to keep the honour of her Family. I think it best you married with the County. Juliet now feels that all of her family and her companions have betrayed her and has an enormous amount of social pressure in this situation. She reacts calmly, showing maturity, and that she has risen to the occasion. Although Juliet is showing maturity and so on, she resembles more the character of a tragic hero, because she is young and is being hastily forced into marriage not of her own choice; she is withholding a huge secret from her family, about Romeo, and is under great social pressure all through this scene. Juliet is aware of her situation, that she seems controlled by all males in her life. Firstly, her father, and now Paris wishes to control her too. It may be so, for it is not mine own Paris feels that he owns Juliet, as if she is just property that he can do what he wants. Juliet wishes to break free form this cycle of misguided control so desperately that she feels that she is past any form of help, as if no one cares and as though there is no hope left for her. Past hope, past care, past help. Juliets situation seems so bitter and helpless to her that she cannot see any way out of her arranged marriage. Juliet is so emotionally intense that she is prepared to contemplate death. I long to die. Although she is only thirteen, fourteen Juliet is considering suicide and is only young yet wants to die. The audience feels shocked at Juliets rash and fateful decision that in Elizabethan times would have seemed disobedient yet they can se why she feels this way. Juliet is the tragic hero at this point in the play because she is considering death and feels that there is no other way out if this situation for her. Romeo is the tragic hero because he comes from one of a feuding family. Romeo killed Tybalt and has been banished. He loves the only woman who he should not and because of this, he dies a tragic death that is caused by his passionate and impetuous nature. The audience are encouraged to feel the characters emotions through his pleasure and pain approach to love. Juliet is the tragic hero because she comes from the other feuding family. Romeo killed Tybalt and has been banished, which leaves Juliet without a husband or a cousin. She loves the only man who she should not and because of this, she dies a tragic death that is caused by his passionate and impetuous nature, as Romeo poison himself and Juliet then stabs herself. The audience are encouraged to feel the characters emotions through her grown-up yet fickle approach to love. Juliet lets the audience experience many emotions including; death, killing, sadness, betrayal, love and tragedy. They are portrayed realistically to empathise with the characters can see and understand the situations better, for example, when Juliets parents found out that she did not want to marry Paris. Therefore, Juliet is the tragic hero of the play.