The Effectiveness of Advertising a Literature Review

The effectiveness of advertising: a literature review Elisabetta Corvi Associate Professor of Economics and Business Management University of Brescia corvi@eco.unibs.it Michelle Bonera (corresponding author) Assistant Professor of Economics and Business Management University of Brescia +39 333 2341484 mbonera@eco.unibs.it Abstract The aim of the paper is to propose a simple approach to monitor and control the encoding phase, too often neglected by the doctrine and operators in the communication process. The paper is discusses a possible methodology to investigate the degree of coincidence / discordance between what is conveyed through the advertising and what is actually understood by some consumers. The†¦show more content†¦The semiotic analysis focuses in the first instance, on symbols. These are identified as anything that conveys meaning, e.g., words, gestures, images, and dance. Semiotics studies the problem of encoding, and more generally of the code used. The object of investigation is the message itself containing different signs that can be interpreted according to a preestablished intention, without reference to the consumer and the influence on the consumer behavior. This approach is useful especially in the context of advertising creation. Authors assess the effectiveness of advertising i n reference either to the language of the message (Barthes, 1964; Durand, 1964) or the graphic image of the message (Eco, 1979; Mick, 1986; Scott, 1994). However, they analyze the quality of message from the viewpoint of its construction, its presentation and the place of the communication process. The impact of the message on the recipient is a minor problem in the process of the message evaluation. This is an important limitation to the semiotic approach in terms of marketing. Communication in general and advertising in particular, were treated by psychologists starting from the motivations of recipients, which occupy a central position in the analysis. This is because of their influence on the perception of the recipient (Mittelstaedt, 1990). They believe that the motivations drive consumer behavior. So the purposeShow MoreRelatedAdvertisement Effectiveness992 Words   |  4 PagesIntroduction: Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering, although political amp; ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. 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