LO1 Task 1

Task One: Purpose and impact of advertising

Purpose of advertising

• To sell and promote products – This is a opportunity for business and organisations to advertise their product or service to attract potential customers. Producers can inform the consumers of the benefits offered by the product ,the advantage that their product has over a competitive or rival product and the products unique selling proposition. The producers can also promote the life style appeal attached to the product and strengthen their brand identity.   
• To inform and create awareness -  This is when a organisation releases an advert brings attention to inform the audience of a specific subject. For example the NHS anti-smoking is a campaign advert. The NHS adverts creates a awareness to the audience that smoking is a bad, businesses can take advantage of creating awareness by introducing new products and inform the public of their business.  
• To increase the awareness of a business & its brand image –  Businesses create a awareness of them selves or a brand image by making a catchy slogan or a eye catching logo. This will give the audience a recognition of the brand and will know what business or brand is when they see it. 
• To generate and encourage sales in order to gain profit – To generate and encourage sales the business can give the customer a reward when buying the product or service such as a toy. For example a kellogg's cereal may give the buyer a free toy when purchasing the product. many companies may take advantage of this because it attracts more customers to buy their product.
• To create a personal relationship between the consumer and the brand – This is when a advertisement create a bond or relationship with the audience watching. normally it consists of being a series. An example of a advertisement that is a series and creates a bond between the consumer is a business called compare the market. it engages the viewer to watch the advert and learn about each of the meerkats being portrayed.
• Each consumer can have a purpose of choice –The audience or consumer can have a purpose of choice of whatever products they would like to pick and for the right purpose that suits them. 

Impact of advertising

•  It influences the viewers interest in the product or subject that is being advertised – Imagery and strategic language can be strong when creating a advert. It Helps to portray the advantages and positives of a product. This can influence on the customers decision on buying the product.
• Raises awareness in brands or topics of discussion. – When products are being adverts are on air on the television it may raise awareness of a topic to be cautious about. For example the 'THINK'  campaign advert it changes the audiences shopping habits by being more cautious weather to buy alcohol or not. however some product may show good growth in selling and may be awarded a status such as 'Which best buy' this influences the products awareness. 
• It can cause 'below the line' advertising (ie: word of mouth) – if an advert has been shown on TV, this can be passed on by the word of mouth by the audience socializing about the product or advert to their friends or family.  
• Recognition of a brand or product – This is when the product or brand is recognized by the audience. the product can consists of catchy slogan and good music to grab the viewers attention.

 Major global companies: ( define and explain these companies)
Coca-Cola,
Procter & Gamble,
Unilever
Diageo

Unilever

Unilever is a successful organisation which own many of the brands. It was first founded in the 1890's by man called William Hesketh Lever  his first brand that was produced was Sunlight soap.  

 This is the link to the Unilever web page where it shows all the brands: http://www.unilever.co.uk/brands-in-action/view-brands.aspx