Advertising Effects - Research Article from Encyclopedia of Communication and Information

This encyclopedia article consists of approximately 12 pages of information about Advertising Effects.
This section contains 3,583 words
(approx. 12 pages at 300 words per page)
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Advertising Effects

Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities...

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This section contains 3,583 words
(approx. 12 pages at 300 words per page)
Buy the Advertising Effects Encyclopedia Article
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Encyclopedia of Communication and Information
Advertising Effects from Encyclopedia of Communication and Information. Copyright © 2001-2006 by Macmillan Reference USA, an imprint of the Gale Group. All rights reserved.
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