It has been estimated that the average person may be exposed to over 1,500 ad or

Question

It has been estimated that the average person may be exposed to over 1,500 ad or brand communications per day. Keep a diary of all the significant ads, commercials, billboards, pop-ups, and "spam” messages you receive in a three day period. Reflect on which ads you remember, which ones were successful in persuading you to take action to buy a product or service, and which ones had absolutely no effect on you and for what reasons. Discuss your impressions of the results of this exercise. Which communication method is most effective for you? Do you feel manipulated by the marketplace in making decisions about which products or services you use and why?

Explanation / Answer

Some of the significant advertisements that I was exposed to and received (in my emails, through viewing commercials, and out of home advertisements) are a Coke commercial on the net, a billboard for Toyota Prius, a mail for Dove shampoo, a print advertisement for Colgate toothpaste, and mails regarding a baby diaper brand, laptops from Dell, and several spams for hotel bookings, flight tickets, sale on apparels in the online channels etc.

The advertisements that were successful in persuading me to take action to buy was the commercial of Colgate toothpaste. I have been witnessing bleeding while brushing my teeth for a while and the advertisement mentioned on the importance of maintaining healthy gums. Thus, this advertisement communicated to fulfill my want of oral hygiene and solve my problem of bleeding while brushing my teeth.

Several spams that i had received failed to create an effect. This was due to the fact that no association was created and these spams failed to create a link between their service/product offerings and my wants.

This exercise has taught me that I view only those commercials and advertisements as useful that creates an association between their offerings and my desires and wants. The communication methods that are most effective are commercials, billboards, radio advertisements and out of home advertisements. I avoid viewing e mail advertisements as well as spams. I use the advertisements to make an informed decision. However, there are several instances when I feel manipulated by the marketplace. This is due to the fact that some advertisements propel you to make impulsive decisions with regards to your buying behavior. Few advertisements can encourage you to go beyond your needs and satisfy your desires as well.

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