Building for brands Essay

Today, companies take extreme care when formu ¬lating and executing advertising campaigns. A special attention is given to the message of an ad and its impact on potential consumers. The main ingredients that contribute to a great advertising campaign are a unique slogan (message) and image of an ad. Marketers communicate through a set of meanings and definitions sending particular messages to consumers and controlling the circulation of ideas about a product (Wells et al 2005). The particular slogan, and the way it is presented, depends on the advertiser’s objective, such as Allstate Insurance Company’s ad: â€Å"You`re in good hands†. Slogan is important element of communication because it sticks to consumer’s mind for a long time even if they do not remember the exact image, they remember the slogan. For instance, Nike creates the following slogan for it advertisement: `Just do it! ’ It appeals to potential consumers through emotional response: a common set of meanings derives not only from the language, but refers more broadly to the pattern of beliefs, codes, and feelings on the basis of which people learn to live with their environment. Visual image supports the slogan and appeals to consumers through a visual analyzer. Humor and relevance help to create a unique advertising message and attracts attention. Such ads have greater emotional impact on potential consumers and their decision to purchase. For instance, a slogan ‘Don`t leave home without it` used by American Express, appeals to emotions and feelings of consumers; this slogan is easy to remembers and repeat. Because products are frequently at different stages in their life cycle in various national markets, and because of cultural, social, and economic dif-ferences that exist in those markets, the most effective appeal or selling proposition for a product may vary from market to market. The choice of media is important because it allows a company to influence and apple to different target groups. Media controls the circulation of ideas about a particular product. For instance, radio advertising is inexpensive; the message cannot be passed or reread. TV media is more effective because people and products have a realism. A television advertisement can be timed to the hour, day, week or program. For instance, Raid’s ad: Kills bugs dead` combine both visual and auditory appeal. The ad `You can do it. We can help` used by Home Depot appeals to me in an emotional level. It appeals to the heart of the intended audience. This message of the ad has a significant impact on tastes and priorities creating fashion. It provides potential consumers with human-centered behavior, inconsiderate of any outside consequences, short-term or long-term. The objective of the ad was to attract attention to their brand name and proposed a support in daily problems. In this case, the big idea of advertisement can be compared with a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. It is possible to say that consumers â€Å"read† the message hearing or looking at the advertisement. Home Depot did not try to ‘sell’ its products to a potential consumer but proposed a help and support, problem solving and prove their expert knowledge. The target audiences of Home Deport are individual customers and construction companies involved in building repair and reconstruction services. In sum, following John O’Toole (cited Wells et al 2005, p.67) the big idea of an ad can be described as a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. Advertising has a great influence on the society as it is often designed to add psychological value to a product or brand, it plays a more important communications role in marketing consumer products than in marketing products. References 1. Wells, W. P. , Mariarty, S. , Burnett, J. (2005). Advertising: Principles and Practice. Prentice Hall; 7 edn.

European Settlement in Latin America Essay

Between 1450 and 1750 C. E. , Europeans entered Latin America and created new political structures, increased trade, and brought their religion. This happened because the Spanish conquered the Aztecs and Incas, while Portugal took over what is now Brazil. Hernando Cortes conquered the Aztecs while Francisco Pizzarro conquered the Incas. The Aztecs and Incas were two great Native American civilizations. In Latin America, slavery remained unchanged. These areas that the Spanish and Portuguese conquered later developed into their own self-governing states. In 1494, the Treaty of Todesillas split the New World in two when Pope Alexander VI drew the Line of Demarcation. Spain received the majority of the land while Portugal received modern day Brazil. While Spain constructed a massive military, Portugal established many settlements on the east coast. In 1519, Hernan Cortes conquered the Aztecs by killing Montezuma, the Aztec emperor. In 1532, Francisco Pizzaro conquered the Incas by killing Atahualpa, the Inca emperor. The Incas had such highly centralized government that they could not run without an empire. Because of guns, germs, and steel, Spanish conquistadors were able to conquer the Aztec and Inca empires. The Spanish also had an advantage in military technology, having steel swords, iron mail, and horses. Without domesticated animals, such as pigs and cows, the Aztecs and Incas had now immunity to European diseases such as smallpox, typhus, and influenza, which killed almost 95% of the indigenous population of Latin America. In 1549, the first Jesuit missionaries arrived in Brazil to spread Catholicism. In the late 1500’s, there were no longer Native American slaves because of the large decrease in their population due to European diseases. Some Native American tribes forced there slaves to undergo human sacrifice, such as the Aztecs. There were now Black African slaves. While this was happening, the Portuguese switched from establishing trading posts to building an extensive colonization. 240,000 Europeans entered Latin America in the 16th century. They imported millions of slaves to run their plantations. The Portuguese and Spanish royal governments expected to rule these settlements; collect 20% of all the treasure found, and tax as much as they could get away with. Silver soon became 20% of Spain’s total budget. During the end of the colonial period, it was very common for the Native Americans to intermix with the Europeans. The offspring were called â€Å"Mestizos†, which are people of mixed ancestry. They formed majorities in many colonies. In the late 16th century, Peru participated in the Manila Galleon Trade. This was a trade where China gave Mexico porcelain, silk, ivory, spices and myriad other exotic goods in exchange for New World silver. Potosi, Peru became the fifth most populated city in the world by 1620 because of silver production. However, in the mid-17th century, silver production declined, but the decimated indigenous population in the central Andean region progressively begins to stabilize and free-wage labor replaces required labor in the mining regions. The most significant continuity for the European settlement in Latin America was slavery. Slavery did however change from Native American slaves to Black African slaves, but the concept of slavery remained the same. The key changes were new political structures, increased trade, and Europeans brought over their religion. The Spanish and Portuguese royal governments conquered Latin America.