Role Of Communication In Advertising

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Nowadays with the increasing amount of information available worldwide, it gets rather hard for an advertiser to have an effective communication about a product towards final consumer. Even though channels for communication have widened, especially due to the increasing Internet access, it becomes harder and harder for companies to make sure their message reached the target audience. “The chase for reaching an audience is becoming more complex, and getting people to sit down to hear a message is challenging” (Gobe, 2009, p.243). Furthermore, even when the message is delivered, it is hard to make sure that the receiver has understood it in a correct manner. There are many challenges modern advertisers face and therefore, exploring some of them…show more content…
Furthermore the tendency of commercials getting shorter as consumers do not want their time to be wasted brings in an additional challenge. Therefore, one of the biggest challenges in advertising nowadays appears to be finding a right balance between emotional and cognitive approaches. As known from neuroscience, commercials (as any other types of communication) have different impact on brain depending on whether their content is more emotional or informative (Zurawicki, 2010). Professor Leon Zurawicki (2010, p.215) from University of Massachusetts in his book on Neuromarketing concludes on the challenge of achieving the right balance between cognitive and emotional stimuli usage in…show more content…
Furthermore, confusion from consumer’s side can occur: misfit of a product and social issue being promoted could trigger misunderstanding. What is more, emotional branding can trigger negative emotions that could damage the brand badly. Marc Gobe claims that this is exactly what happened to Benetton at the beginning of its strong communication program. The company started using highly provocative images (as shown in Picture 1, attempting to sensitize the world community to racial issues), which damaged company’s image on one of the biggest markets – USA. It seemed to be rather an attempt to get attention towards the brand, rather than a sincere effort to raise concerns. The failure of these advertisements was also in a fact that no connection was made to the products or people of the company (Gobe, 2009, p. 327). However, despite the risk of turning customers against your company, emotional advertising is still highly promoted by Marc Gobe since if used in a correct manner it can be very effective in getting attention and building

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