Senin, 11 April 2011

Bonita Regency

BONITA REGENCY

MENYEDIAKAN :

• Rumah siap huni Type 45
Fasilitas Rumah:
1. 1 kamar tidur utama + kamar mandi, 2 kamar tidur tambahan, 1 kamar tidur pembantu.
2. 1 ruang tamu dan ruang keluarga.
3. 2 kamar mandi
4. 1 dapur
5. Garasi
6. Beserta lahan tambahan.

• Fasilitas Komplek :
1. Jogging track
2. Fitness Centre
3. ATM Centre
4. Mini market
5. Taman Bermain Anak

• Menyediakan Cicilan Dengan Bunga 0,5% x 18 Bulan

Selasa, 05 April 2011

Theory of Advertising

Strong and Weak Theory of Advertising
Over the last decade an argument has developed over how advertising works (Pickton & Broderick). This argument is about the effects of the advertising and it centred on the strong and weak effects of the advertising. The most famous theorists about this argument are Ehrenberg and J.P.Jones and their theories are the most presented ones so we can see their arguments about this theories

Strong Theory of Advertising
There are several reasons why advertising is such an important part of many marketers promotional mixes (Belch 2001) Because advertising can affect the degrees of change in the attitudes, knowledge, beliefs and behaviors of the audiences (Fill 2003). Therefore this theory hold that advertising can persuade someone to buy a product that have never bought before (Fill 2003) and it can accomplish repeating long term buying behavior. The other theory hold that advertising is believed to be capable of increasing sales at the brand and class levels (Fill 2003) and has a direct and positive impact on sales and some sophisticated sales analysis are proofs of this idea (Pickton & Broderick 2005). In addition to this similar to Pickton’s argument, Belch (2001) also says advertising can used for to create brand images and symbols for company or brand. For example since 80s Absolut has been using a creative advertising to be different from other brands. They positioned the Absolut brand as a fashionable and sophisticated drink with using its distinctive shape of bottle in the ads. For the ads they prefer to use print ads and as a result of this the campaign become one of the most successful and recognizable campaign in the advertising history and it has made the Absolut brand nearly remembered as the same meaning with vodka and when people heard “vodka”word the first thing coming to their minds is started to be Absolut. After all of these Absolut sales have increased 10 fold and have gathered 70 percent market share (Belch 2001) As we can see advertising can create an brand image and increase the sales. According to Pickton (2005) we can summarize that advertising is a strong promotional element which works by:
-Persuading people to buy
-Creating and building brands,
-Differentia ting between brands and
-Increasing sales
Weak Theory of Advertising
Most notable writer who has got arguments about this theory is “Ehrenberg who believes that a consumer’s pattern of brand purchases is driven more by habit than by exposure to promotional messages” Fill (2003) Due to this fact Ehrenberg suggested a framework which is the awareness-trial-reinforcement (ATR) framework. Awareness is necessary before any buying made and the period between the awareness and the action will be very short or very long term (Fill 2003) After this a very few people convinced to try the product and this can be effected by retail availability, advertising, word of mouth or personal selling. And the following stage of this framework is reinforcement which follows to provide awareness and reassurance to help the audience to repeat the thinking and behavior and placed the product for the occasional buying. In this framework advertising’s role is to cause brand familiarity and provide identification (Ehrenberg, 1997) So according to Ehrenberg advertising just provides more power on the consumers habits and make them to choose and buy the brand between the other brands already exists in their minds.
The other framework to use for this theory is hierarchy of effects model which some of the strong force argument is based as the hierarchy presumes not only a specific series of effects but that these effects are achieved through a process of persuasion (Pickton, 2005). The most quoted hierarchy of effects model is AIDA. Before this model accepted as a sales training model but then it was adopted as a process for marketing communications (Pickton, 2005) The AIDA model’s principal is to move people from levels of unawareness to awareness and by this to develop interest and desire and then make them to start action to buy the product (Pickton,2005) Advertising’s role therefore is to make the market aware and provide sufficient messages to make people desire to purchase. But the argument is that people don’t do their purchase decision through these steps and as a result of this advertising does not work by the hierarchy process. In addition to this there are some facts that most of the advertising is used by already well known brands so there can’t be any need for providing awareness for the already famous brands like Gucci or Guess.
As a result of this the weak force can make 2 points generally people not hump on to go for to buy the products after seeing the advertising. And 2nd “as competing brands also advertise, if people were to be persuaded, they would have stores of different brands of the same product.” Pickton (2005) So if people convinced to buy the every product that are advertised, they would have a lot of different brands and same product in their houses.
Another important point is that according to Ehrenberg after 50 studies about product categories they find out that the purchase behavior is mostly habitual and it can change weekly. But if advertising would be a strong force this could not be case.
However there are still some queries about advertising effectiveness on target audience. Because it is still unknown if the advertising persuade the audience to think and feel the same way about the product, service or organization etc. In addition to this the effect of the advertising on sales can’t be measure clearly. As a result of these we can see that nobody is sure about the effects of the advertising is in positive way or in negative way. And nobody is sure about spending so much money on advertising is effective for to attract the audience.
Furthermore advertising is not reliable as the other tools such as PR (public relations) when it comes to receiving messages. So sometimes target audience see advertising as a tool which is only focusing on selling product and earning money. And they don’t trust the things they are saying in the advertising. Therefore there are still some questionmarks in people’s minds.
Conversely there are still positive effects of advertising. Because some popular advertising campaigns attract consumers attention and can help generate sales (Belch, E.G. & Belch, A.M. 2001). And they can develop awareness and positive image for the product or service. We can give ‘milk mustache’ campaign as an good example of this. The aim of this campaign is to change the image of the milk and increase the milk consumption in the US. It became so successful that milk is became popular in US again.
But “in fact, the best available evidence suggests that soft drink advertising, indeed all advertising, has little effect on consumption at the aggregate (total industry) level”. This is especially true when advertising effects are contrasted with other factors that affect consumption ( Kinnucan, W.H 1999 ) As we can see even this fact this campaign became successful.
In conclusion even the effects of advertising is hard to measure, we can see it is still effective and important factor for the service or product to attrack and send their messages to target audience. So advertising is a must for every service and product.

http://issuesinimc.wikispaces.com/Strong+and+Weak+Theory+of+Advertising