Subliminal Advertising Research Paper Example

Subliminal Advertising Research Paper Example Subliminal Advertising Paper Subliminal Advertising Paper Subliminal advertising has a lot of impact on the consumer behavior. Before putting an insight into the ins and outs of the subliminal advertising, we must catch the idea of the consumer behavior. What is consumer behavior? Consumer behavior involves the psychological processes that consumers go through in identifying requirements, looking for ways to solve these requirements, making buying decisions, that is whether or not to buy that product and, if so, which brand and where, interpret information, make plans and execute those plans. Thus we can define consumer behavior as the study of how, when, why and where people do or they do not purchase a particular product. It mixes elements from sociology, psychology, social anthropology and economics. It also tries to comprehend the purchaser’s decision making process, both as an individual and as well as in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand consumer’s requirements. One such tool of familiarizing the consumers with the new products is subliminal advertising. Now let us understand how subliminal advertising works. Subliminal advertising involves the utilization of messages sent to the subconscious mind in order to persuade people about a particular product or service from the inner core of their minds. It is the subconscious mind of a person that is accountable for controlling every action and thought instigated by certain conditions. These thoughts and actions include memory extraction and storage as well as breathing and body temperature maintenance among others. The subconscious mind even controls most of the core traits and characteristics possessed by our conscious mind. All these aspects make subliminal advertising a mighty force to reckon with when it comes to persuading people about a certain product or service. The US government banned this form of advertising right after Dr James Vicary released an experiment that involved 100 millisecond-flashes of the messages â€Å"Drink more coke† and â€Å"I want popcorn† that appeared in front of a movie audience back in the 1970s. The people who were part of the experiment did not see the messages that appeared on the screen from the technical point of view, but popcorn and Coke sales soared by more than 50% and 15%, respectively, after the collective subconscious minds of the crowd had been exposed to the pioneer subliminal advertisements. The US government lifted the ban right after groups of people and reputable institutions argued that subliminal messaging could work out miracles. These groups even considered subliminal messaging as a medium that can play a significant role in the treatment of mental disorders and severe depression. But now a days, subliminal advertising is still coping with both ethical and technical legalities since this form of subliminal messaging can invoke advertisers all over the world to control masses of people in buying their products and services without the conscious consent of the people themselves. But some argue that subliminal advertising is not scientifically proven to produce successful results despite the popular experiment of Dr James Vicary back in the 1970s. This is just a popular disbelief as most people have not heard of the results of the 1970 Dr James Vicary experiment. This is because the experiment is still cryptic under a cloak of legendary fiction up to this day. This may be due to the US governments code of secrecy. The fact is that it is scientifically proven that subliminal messaging or advertising can produce quantifiable results. Subliminal advertising or messaging does not necessarily involve unseen messages. It can be done through various methods and means. Graphic designers have discovered many methods. Now the next question that arises in ones mind is why companies use such advertising. An important objective in any capitalist society, firm or company is to make money, usually by selling goods and services. Business people make advertisements in order to allure consumers. With this object in mind, it is no surprise that there are subliminal advertisements; subliminally embedding something that fascinates consumers is a great way to help reach their goal. Consciously, however, people like to be in control of their thoughts. Companies can embed messages into their advertising media in a shockingly large variety of ways. One of the most well-known methods is quickly flashing an image onto a screen. Many people have heard of the theater incident in which moviegoers were flashed phrases inciting them to eat popcorn, and buy cola(Todd). This is done with the help of a machine called a tachistoscope which can flash frames lasting 1/3000th of a second at five second intervals. This was used to increase popcorn and cola. Words have also been subliminally embedded in images by the companies. It has been debated that the only subliminal messages that work are the ones that can be retrieved through some systematic process. Embedded images and words in pictures can usually be studied long enough to figure it out; if not, computers can easily increase brightness, contrast, and other properties to bring out the hidden message(s). Subliminal messages are there to do what they do best: influence people. They often are incorporated into ads to influence people to purchase products, music for any possible reason, and other forms of entertainment in order to get more money out of consumers. Now let us know what are different methods of such advertising? Graphic design artists have a plethora of tools at their disposal to efficiently embed subliminal messages into their pictures. First is embedding. Embedding is the processing of hiding one image in the form of another. This is a difficulty process. The female torso in the Diet Coke can is an example of embedding. Many images, phrases, and slogans have hidden double meanings behind them. This is called double entendre. Symbolism can also go into this category. For example Microsofts Where do you want to go today? Other techniques are tachistoscopic display and lighting and background sound which are used in film and video advertisers. Tachistoscopic displays flash images onto the screen in fractions of a second not perceivable by the conscious mind. Another method tachistoscopic displays can use is superimposing the image onto existing image just below the conscious perception level. Lighting and background sound adjust the mood of the scenery. In most cases, it reinforces the conscious perception. Some examples are- If you put the Coca-Cola logo on its side, and add a little fantasy, you can see a smoking man. Some sources say it looks like a person snorting cocaine. Last but not the least; I would like to say that subliminal advertising is an quintessential tool that influence the masses positively and negatively, hence it should be used prudently. Work Cited Stark, Todd. â€Å"Is Subliminal Influence Used in Advertising? †. April 6, 2010, realmagick. com/articles/47/547. html

Action Plan for Tesco

Business Strategy Action Plan for Tesco Planning assumptions With respect to Tesco it could be stated that the Tesco has good financial stability and other aspect is that they have their operations in the developed economy. The country still untouched the south Asian market which is one of the lucrative areas for retail sector. The Tesco needs to enter into the developing economy as well. China, India etc. these are highly growing economies where the company can commence their business future. It is one of the major factors which are required to be prioritized (D'Esopo and Almquist, 2007). The Tesco already operated into the countries which are highly economically stabilized and have potential to grow in near future. Thus the economic factors are in favor of Tesco. Forecasts and sales It is another factor which is highly effective on the ground of strengthening the internal activities and maintaining the relationship with suppliers. It is clear that the sales forecasting is completely dependent upon the game of demand and supply in the market. The demand and supply both are interrelated concepts and Tesco has managed well in already existing international market. Sales forecasting is one of the most significant planning technique which is highly relevant to the operational activities. The Tesco has good sales ratio there profitability and revenue generation capacity is also quiet appreciable. The past sales trend could take under surveillance to understand the future forecasting of sales (Donnelly andHarrison, 2009). The Tesco can procure the raw material accordingly and most importantly the resources could be managed. The inventory management of Tesco could be managed in international network along with the development of huge suppliers’ network. Marketing implementation and control Action plan The action plan with respect to marketing mix strategies implementation includes understanding the market or economy in which the company is entering. Gaining the proper knowledge about oversees marketing condition can help in taking the appropriate decision. The products should be compatible to the needs and demand of customers (Hamilton and Webster, 2012). The product should not be highly expensive or of low quality, the economic condition of host country is required to be taken into special consideration. The pricing could also easily determine through assessing the right kind of product. At starting phase the help of offer and discount strategies could be taken just to create interest among local people. It can also lead towards the effective pricing strategy. The action plan also includes the place or distribution strategy. The location of outlets and store could be accessible and within the reach of segmented market. With a view of strengthening the brand awareness and educati ng the customers there is huge requirement of focusing upon promotional mix. The online media and television could be the main source to disseminate the information about the availability of Tesco (Chikweche and Fletcher, 2012). Thus in this way the entire plan could be implemented. Budgets The allocation of budget is extremely responsible job which must be done in painstaking manner. If the budget allocation activity has been done in an appropriate manner then it affects the entire process or task at great level. The Tesco has huge cash reserves so it is clear that they can handle the activities or implementation phase in effective manner. The revenue and profits for the Tesco is continuously increasing which improve their capacity to invest into the international market (Schaefer, 2011). The Tesco could implement 50 % of their total profits or revenue in implementing the above plan. Monitoring and control mechanisms The stage of monitoring is very significant with a view of identifying the loop holes and errors into the existing plan. The success of monitoring and controlling mechanism could be ensured only if this activity has undertaken by Tesco management on the regular basis. For the purpose of monitoring the marketing plan there is huge requirement of recording the various aspects which are required to be prioritized. It is clear that Tesco can record the expected positive outcomes and have to compare them with the actual results. It can make Tesco familiar with the current performance and appropriateness of their strategies for international marketing. Ahead the recording should be done for the challenges and risks that have been identified during the particular course of time. After identifying the risks the Tesco can take the required actions and can definitely control the implementation of whole plan. Other than recording or comparing the events, the Tesco can show their reliability upo n the benchmarking technique (Vieceli And Valos, 2000). It could also show its huge expediency in monitoring the activities and progress in an appropriate way. In benchmarking technique the company can set the particular target or some achievement to be achieved in particular period of time. Thus it can also treat as significant technique to strengthen the monitoring and controlling mechanisms in effective way. References: D'Esopo, M. and Almquist, E., 2007. An approach to mastering the marketing mix. Business Strategy Series. 8 (2). pp.122 – 131. Donnelly, R. andHarrison, G., 2009. The Marketing Planning Process. Routledge. Vieceli, J. And Valos, M., 2000. Marketing Management. Atlantic Publishers & Distri. Schaefer, A., 2011. Introduction to Marketing in Business. The Open University. Hamilton, L and Webster, P., 2012. The International Business Environment. Oxford University Press. Chikweche, T. and Fletcher, R., 2012. Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7). pp.507 – 520.

Media Essay Example | Topics and Well Written Essays - 2250 words - 4

Media - Essay Example Drury (2008) further elaborates that the social networking sights, such as Facebook and Twitter, are two important platforms where people have created virtual identity for sharing different types of content and interacting with each other; thereby, social media democratises the content in its all forms. The scope of this paper is to elaborate on the news consumption and translate that consumption into further interaction and into tangible form such as buying or subscribing to news and information. In this regard, it is essential to highlight that the news dissemination purpose is to increase awareness and enable consumers to make well-informed decisions relating to products and services which are being offered through marketing on social media and other forms which disseminate information and news. Keeping this view in mind, the social media, particularly the role of social networking sites will be closely discussed for producing, marketing, distributing and consuming the news. For this objective, following sections will highlight the role of social media with the above mentioned aspects of news. First, social media and production of news section has been given. It is followed by social media and marketing of news part has been included. Subsequently, social media and distribution of news segment has been incorporated. Before the conclusion part, social media and consumption of news section has been provided. Social media facilitates and empowers the rise of citizen journalism. Citizen journalism refers to individuals, who are not formally member of any news agency, produce, report, and upload any news through using the medium of the Internet and more specifically the social media sites (Bryant, 2006). Silverblatt (2013) differently describe the use and prominence of the citizen journalism on the land of the social networking sites by explaining that the citizen journalism refers to