As a result of mastering this chapter, the student must:


• the importance and role of advertising in modern life;

• the basic principles of classification of advertising;

• Features of the impact on advertising of globalization processes;

be able to

• highlight the main functional roles of advertising;

• Use the classification criteria for advertising to distinguish the types, types, forms and genres of advertising in different channels of its distribution;

• Analyze existing trends in the development of the global advertising market;

own skills

• collecting and processing information on the functioning of advertising in modern society and business.

Importance and role of advertising in modern society

In the period of the appearance of advertising and its initial development, as we discussed in detail in the previous chapter, few could have guessed how important it would be in modern society. At present, without advertising, it is difficult to imagine our life. It is everywhere. And takes on not only the function that was entrusted to it initially - the attraction to goods and services of consumers, but also many others. Today's researchers of advertising distinguish such functions as:

• Marketing;

• Communication;

• Economic;

• Social.

Marketing function

The marketing function of advertising is most obvious and highlighted in many works analyzing the place of modern advertising in business. This is not accidental, since the very appearance and development of advertising was inextricably linked with the development of business and entrepreneurship.

The development of market relations has given rise to a new direction in the science of management - marketing (market - market). For the first time the term appeared in 1902, but the greatest development of marketing was in the second half of the XX century. Advertising in the second half of XX century. was already quite a developed phenomenon, logically fit into emerging marketing concepts and was actively used in real market projects. The role of advertising in the marketing system, taking into account all marketing components, we intend to consider in detail in the next chapter. The need for such a detailed study is connected, on the one hand, with the fact that no one now represents the activity of market mechanisms without advertising. On the other hand, there are many other technological methods of promoting goods and services that affect the consumer. In spite of this, the role of advertising in the marketing system is extremely important, and nevertheless we believe that it is necessary to be able to distinguish between different marketing technologies and understand the structural components of marketing.

Communication Function

Simultaneously advertising carries a communication function and is a form of mass communication. It transmits various types of information aimed at understanding between sellers and buyers. Advertising not only informs about products, but also simultaneously transforms it into an image that becomes inseparable in the buyer's mind from actual information about the properties of the advertised product.

In the conditions of the advertising process, the main communicators are, on the one hand, the company that becomes the initiator of advertising and which is usually called the advertiser, on the other, the consumer of the advertiser's product.

Due to the fact that the advertiser, addressing the consumer, has the goal to sell the product, he must speak with the consumer in a language that he understands. Therefore, when advertising is distributed, the advertiser pursues certain communication goals that should provide sufficient information about the proposed product and convince a potential or real consumer to take advantage of this offer. In addition, the advertiser can have in mind and some specific goals, depending on the positioning of the product and the targeting of advertising on certain segments of the audience. Functionally advertising takes on the advertiser's target settings.

Modern advertising researchers identify several common factors of communication effectiveness. The hierarchy of communications proposed below belongs to the English John Fiske and John Hartley.

1. The more monopoly the source of communication has, the higher the probability of a positive buyer response.

2. Communication is more effective when the appeal matches the opinions, beliefs and preferences of the recipient.

3. The degree of impact of treatment increases if the addressee is keen or interested in his topic.

4. Communication will be more successful if the source is considered professional, has a high status, if its goals or orientation are known, especially if the source has great influence in the audience and is easily identifiable.

5. With any communication, it is necessary to take into account the social context that always influences perceptions.

Thus, communication between the advertiser and the consumer in the conditions of the advertising process should be built on an understanding of the basic communication principles and characteristics of the social environment. It should be taken into account that such factors as competition, widespread consumer stereotypes, the level of the communication message and the place of its distribution affect the level of communication.

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