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Advert 2

The document discusses the effectiveness of advertising through different approaches, including the central and peripheral routes of persuasion. It emphasizes the importance of tailoring advertisements to the product and target audience, using humor, facts, and celebrity endorsements appropriately. Examples illustrate how different advertising strategies can influence consumer perception and decision-making.

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13 views

Advert 2

The document discusses the effectiveness of advertising through different approaches, including the central and peripheral routes of persuasion. It emphasizes the importance of tailoring advertisements to the product and target audience, using humor, facts, and celebrity endorsements appropriately. Examples illustrate how different advertising strategies can influence consumer perception and decision-making.

Uploaded by

beckanyambura
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Advertising: Peripheral and Central Route

Name

Department University

Course Code Course Name

Instructor’s Name

Date
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Advertising is communication that aims to inform, educate, persuade, and remind people

about your product or service. Factors that make an ad effective can vary depending on the

product, the target audience, and a variety of other factors (Johnson, 2018). However, some

general tips that may help include: making sure the ad is relevant to the product, ensuring

uniqueness from the competition, and engagingly presenting facts.

Product advertising should be tailored to the type of product being advertised. This is

because different products require different types of advertising to be effective. For example, a

new product to the market may need more aggressive advertising to get people's attention. On the

other hand, a well-known product that has been around for a long time may not need as much

advertising as new products do. It is important to consider the target audience for the advertised

product and tailor the advertisement accordingly. This will help ensure that the product is more

successful and that consumers are more likely to buy it.

There are a few different instances where humor can be used effectively in

advertisements. One example is when the advertisement's message is about products that bring

joy and happiness. For instance, an advertisement for a car company that features people

crashing their cars might use humor to show that people can have fun and be safe at the same

time. Humor can also be used to make a point about the product (Johnson, 2018). For instance,

an advertisement for a product that helps you lose weight might use humor to show how easy it

is to use the product. This will help to make the product more appealing, and consumers will be

more likely to buy it.

Some products and services require one to use facts and statistics in their

advertisements; these products mostly use central route persuasion to convince their audience of
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the usefulness and quality of their products. Most car dealers and real estate agents use facts in

their advertisements. When advertising a product with misleading information or negative

feedback, one should use facts. This helps in clearing up misunderstandings. One should also use

facts when advertising technical products. These products require analysis before purchase.

Celebrities are well-known people who are easy to remember. There are various

reasons why a company might decide to go with a celebrity to advertise their products. One

reason is to make the product or service stand out (Johnson, 2018). A company can use a

celebrity to make their product recognized easily from others since celebrities are easy to

differentiate. Advertisers should also use celebrities when they want their products to be

remembered. When a product is associated with a certain celebrity, one will often recall the

products when they see or remember that particular celebrity.

Figure 1.1

This advert uses central route processing by displaying facts about their products and

competitors’ products to convince the audience to buy them. The ad is about a Samsung Galaxy

S III, there are two competing phones, and each phone’s specifics are listed below the phone.

Anyone with basic phone knowledge can identify that Samsung has better specifications. The
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audience in this advert is active, and they must analyze the product’s specifications to

differentiate between the two products. This advertisement is effective since it has facts that

persuade the audience and images that are relevant to the message, achieving the campaign’s

objective.

This ad is about a moisturizing lotion. The advertising image is an image of a well-known

international celebrity and a description of what Aveeno lotion offers. The audience is passive,

and no analytics is required to apprehend the message. According to Rosengren, using celebrities

to gain recognition, not facts and statistics, is a peripheral processing route (Rosengren, 2020)

The audience in this advertisement is not involved there. Therefore, it would be difficult to

archive the advertisement objectives.


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References

Johnson, A. (2018). Elements of Creativity: A Study of the Dimensions that Make for an Effective

Advertisement. https://digitalcommons.liberty.edu/honors/751

Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A meta-analysis of when and how

advertising creativity works. Journal of Marketing, 84(6), 39-56.

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