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Essay / Research Paper Abstract
Advertising – An Overview: This 8-page essay provides an overview of advertising in the United States since the 1950’s. In addition, ideas relevant to puffery are examined. As annoying as they can be, adverts provide a service that is both more cost effective and broader in scope than personal selling. Bibliography lists 2 sources. SNAdhist.doc
Page Count:
8 pages (~225 words per page)
File: D0_SNAdhist.doc
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Advertising - An Overview Research Compiled By Susan A. Nelson - August 2001 paper
properly! How advertising works and a better understanding of its history require a definition of what advertising actually is. One such
definition entails it being a non-personal communication of information usually paid for, and usually persuasive in nature about products, services or ideas by identified sponsors through the various media
(Bovee, Thill and Dovel, 1994). Moreover in general it is informative and designed to influence the purchasing behavior or thought patterns of consumers. But what is does the
reference to "non-personal communication" mean? There are two basic ways to sell anything: personally and non-personally. Personal selling requires the seller and the buyer to get together, and there
are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the
product. The buyer has time to ask questions, get answers, and examine the evidence for or against purchase. A second advantage of personal selling is that the seller can
see the buyer, and see how the sales message is getting across and the seller can change his approach if necessary. From the above, it may appear that personal selling
is much better than advertising, which is non-personal, and according to Advertising Excellence this is true. Advertising has none of the advantages of personal selling. There is very little
time in which to present the sales message, there is no way to know just who the customer is or how he is responding to the message, and the message
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