Marketing Essay

3478 Words14 Pages
1.0 Introduction Marketing deals with people's feelings and emotions, it also includes understanding of the buyer’s psychology, his motives, attitudes, as well as influences of his family, groups, and culture. To increase advertisements persuasiveness, advertisers can use different means, such as the theory of cognitive dissonance. Indeed, the purpose of social marketing can be creating a cognitive dissonance in order to generate a favourable response from the buyer toward a product or a concept. Social advertising play a big part in how the consumer behave and think when it comes to smoking, quitting smoking or deterring smoking. In the past, tobacco companies were aggressive in using a psychological concept like social cognitivism to increase smoking. But, over the years, the number of anti-smoking campaigns increased. Some are effective and some not. The effective ones use the psychological concepts of cognitive dissonance. First, the purpose and mechanism of advertising will be developed, and how it can be related to the theory of cognitive dissonance. Then, the effects of fear appeals on consumers will be explained, which are the direct application of the cognitive dissonance’s theory. To finish, some explanations and examples will be given about anti-smoking advertisements. 2.0 Smoking rates in Australia How many people smoke in Australia? - In 1945 approximately 72% of men smoked, and 26% of women. - In 2004 only 18.6% of males were daily smokers, and women were smoking at a lower rate with 16.3%. Cf. Appendix 1: Smoking rates among Australian adults What about youth? - In 2005, smoking rates were 9% among boys and 10% among girls aged 12 to 17. - The figures peaked at 19% for 17 year old boys and 17% for 17 year old girls. Which age groups smoke most? - The highest rate of daily smoking among men

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