essay about benefit of advertising

17 Biggest Advantages and Disadvantages of Advertising

Advertising is the profession or activity of producing consumer marketing messages for commercial products or services. Although there are times when companies can advertise for free, this tactic typically involves paying another agency for space to promote something specific. The goal of this investment is to reach as many people as possible who are likely to pay for the items suggested in the ads.

When businesses start advertising, then it is essential for each firm to find their ideal customer. It is cheaper to create ads that work with a specific population group instead of working with generalized data. Companies can look at gender, age, education, income, and a person’s geographic location to determine if there is a strong likelihood that someone will become a customer.

Advertising can occur in a variety of ways. Outlets include television, radio, newspapers, and magazines. Some companies use billboards, the sides of buildings, or product packaging. Internet options continue to expand.

That’s why the advantages and disadvantages of advertising require a careful review. It could be a way to expand the influence of a brand, but this investment could also be a waste of money if not approached correctly.

List of the Advantages of Advertising

1. Advertising is what sets companies apart from each other. Advertising is the fastest way for an organization to prove the expertise it offers in its industry. This marketing approach allows a company to look at the specific pain points its goods or services address so that customers can independently decide if there is value available to consider. The free-market system allows consumers to make choices based on their needs for innovation, so the advantage here is that improved communication occurs from the business to the consumer.

2. Companies can reach multiple markets and population groups simultaneously. Advertising is one of the most straightforward ways to contact multiple demographics simultaneously. This investment helps a company to discover who their primary consumers are in better ways, along with the demographics to which they belong. Marketing through paid and unpaid platforms contributes to data that enables prospect duplication.

Advertising also allows a company to reach out to multiple new markets to judge how influential their marketing messages can be in the future.

3. Businesses can concentrate their advertising on a single population group. Advertising enables a company to target one population group specifically. We see this benefit daily through direct mail efforts, email marketing blasts, and television commercials. When you can time these messages to correspond with times or circumstances where a consumer feels a pain point, then a successful conversion is more likely to happen. It forms a natural networking opportunity that helps prospects engage with a brand message because they can acknowledge the created value proposition.

4. Advertising creates economic benefits at every level. The advertising economy in the United States is responsible for almost 20 million jobs. It is available in every market at each level, from ultra-local to international campaigns. This industry provides opportunities for almost every skill, ranging from sales-based approaches to creative careers like graphic design or writing. When successful outreach efforts occur, then businesses increase revenues. That creates even more jobs that support other companies at every level.

This cycle repeats itself every time a new advertising campaign occurs. Although there are no guarantees for success, a company must make itself known to its community for customers to become aware of its goods or services. That means there’s always a place for it.

5. The advertising industry creates a global culture. Every global event that involves participation, goods, or services requires advertising content to increase exposure. The budget for the Olympic Games in each cycle is several billion dollars. Companies use sponsorships, naming rights, and other strategies to increase brand awareness in a variety of ways. It gives us an opportunity to work together to support the common good at every level.

Even a group of businesses that support a youth soccer league get to take advantage of this benefit. Although the benefits are more localized with that support, it’s still creating a global culture within that community.

6. It gives an opportunity to create niche expertise presentations. The prevalence of PDF downloads, ebooks, whitepapers, and similar written content is a form of advertising that businesses use to prove their expertise. Advertising is moving toward a place where the value to the consumer is the priority instead of what the customer can do for the business. This benefit works for B2B and B2C firms because it shows people what can be done for them instead of telling them what can happen.

That’s why this form of advertising is so effective. It builds loyalty by focusing on relationships instead of relying on logo recognition or a tagline to stay at the top of the mind of possible consumers.

7. Advertising helps a customer make positive choices. Each customer has a different preference for specific products or services based on the pain points they encounter in life. Some choices are going to be more appealing than others, which is why businesses promote what they offer proactively. If someone can compare value propositions in real-time situations to determine what options provide the best value, then that ability increases the likelihood of a transaction taking place.

Businesses can provide specific or broad data about their goods or services to each demographic in unique ways to encourage this advantage. It is a benefit that can lead to tremendous growth opportunities when handled appropriate.

8. It is a straightforward way to support moral or social issues. Companies can support the public good by producing advertising campaigns that can bring more awareness to specific societal issues. Homelessness, cyberbullying, and similar concerns receive exposure in ways that wouldn’t be available to consumers without this marketing effort. Even though there are production costs to consider with this advantage, the value that occurs through increased revenues and economic activities from helping others more than makes up for the initial investment.

List of the Disadvantages of Advertising

1. Everyone is advertising. The average person gets exposed to over 2,000 brand messages every day because of advertising. That makes this marketing effort less effective unless there is a way for a company to rise above all of that noise. This disadvantage is the reason why you see businesses like Geico take unique approaches to this investment, using a mix of humor and character development to create something memorable.

Most people spend less than five seconds to determine if an advertisement is worth their attention. If that content fails, then the remainder of the ad gets forgotten.

2. Advertising cannot produce guaranteed results. Businesses take a gamble when they pay for advertising. This marketing effort doesn’t come with a guarantee. The companies that purchased TV spots during the 2020 Super Bowl were paying over $5 million for a segment. That’s a massive investment in something that may not produce additional revenues.

Although there is value in brand recognition, that outcome only translates to investment when it creates an eventual conversion. Having someone know that Flo represents Progressive isn’t beneficial if that person always uses public transportation. That’s why most small businesses focused on targeted, localized ads as a way to create results.

3. The cost of advertising can be a disadvantage to small businesses. The cost of TV advertising at local television stations is at least $5 for every 1,000 viewers during a 30-second commercial. Then you have the cost of creative development when taking this marketing approach to consider. By the time the first spot hits the air, a company has likely spent at least $10,000 to create the materials and purchase the airtime.

National spots are much more expensive. Businesses that purchase a 30-second television ad on a national broadcast spent an average of $115,000 per slot in 2019.

4. Potential customers may be on multiple platforms. If brand recognition is the goal of an advertising effort, then a business may need to invest in multiple platforms to gain the levels of familiarity they require. You can advertise in printed publications, online blogs, television, radio, Internet ad services, and all of the other traditional methods. A company might find over 100 different ways to reach their customers. When an advertising budget is financially limited, then finding out where most people are consistently becomes a top priority.

5. Advertising requires interesting materials to be useful. The best advertising efforts create memorable experiences for targeted consumers. If you’re a science-fiction fan, then you probably remember all of the exposure Taco Bell paid for itself in the movie Demolition Man. If you’re a fan of older superhero movies, then you may remember the giant Coca-Cola billboard blowing up in Superman. If a business can’t create such an experience, then the entire message gets forgotten.

This disadvantage means that every business must continuously invest in innovative marketing approaches to stay relevant. It’s also the reason why you see brands trying to copy the success that others find in this arena.

6. The “Fake News” movement tarnishes the reputation of advertisers. Politics in the United States has become a fractured, cantankerous space where anyone who doesn’t agree becomes an enemy. If a business advertises through a traditional media outlet that promotes a political agenda or news stories that someone finds to be disagreeable, then that company’s brand becomes directly tied to that experience. Although the people who agree will be more likely to purchase goods or services, those who don’t will boycott the agency indefinitely.

7. Advertising increases the risk of a brand message getting tarnished. Advertising can be memorable for all of the wrong reasons sometimes, leaving viewers to wonder what a business was thinking when putting a spot together. Qiaobi often receives credit for putting together one of the most racist commercials in history by having a Chinese woman forcing a black man into her washing machine after he whistles at her. Once the washing cycle is finished, a winking Asian man emerges.

Miracle Mattress put together a local advertising spot that mocked the events of 9/11, including having two stacks of mattresses fall on workers. Burger King unleashed a regional spot for their Texican Whopper that had the tagline of “The taste of Texas with a little spicy Mexican” – and the add featured a tall American cowboy and a short Mexican wrestler.

8. Most people consider advertising to be a nuisance. Extravagant advertising may have a positive effect on the economy. Still, it tends to harm consumers when the same promotions happen repetitively. This disadvantage occurs in the United States every two years during the election cycles when political ads take over the television and radio. It can also happen when spots frequently occur within the same broadcast or publication.

Hundreds of millions of dollars in advertising may get spent on a single election, exposing populations to competing messages that get monotonous and bothersome when they air several times per hour.

9. The targeted consumers may not see the marketing message from an advertising effort. New technologies make it easier than ever before for consumers to proactively opt-out of viewing advertisements. Popup blockers for Internet browsers can eliminate almost every ad that might display when users are online. Families can fast-forward through ads on broadcast networks when they record shows to watch. Some providers even offer tech that eliminates this marketing effort automatically.

Even if someone is watching live TV, an advertisement break creates an opportunity to walk away from the television. Companies can pay millions without ever knowing if their intended audience is available to watch what they’ve put together.

Advertising messages are an effort to persuade people to purchase specific goods or services. This outcome is also the goal of B2B transactions. A person must become convinced that one item is better over another. That’s why each ad offers a headline, subheading, body copy, image, and a call-to-action. It’s like a 30-second speech that shows how much value something has to a potential client.

Advertising isn’t the only way to get a message seen or heard. It can be more expensive to utilize than other marketing opportunities. That’s why it tends to be more popular with large corporations than sole proprietors and other small businesses.

The advantages and disadvantages of advertising balance cost with the opportunity to increase revenues and consumer awareness. Although there are no guarantees for success, this marketing option can produce immediate and memorable results.

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Advertisements are becoming more and more common in everyday life Sample Essay

Updated On Dec 13, 2023

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This article contains Advertisements are becoming more and more common in everyday life sample essays.

Given below is a real IELTS Writing Part 2 Essay question. We have provided sample essays as well as an essay outline so that you can practice writing your own!

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Learn how to write the perfect essay introduction with the guide below!

Read the sample essay for Advertisements are becoming more and more common in everyday life. Is this a positive or negative development?

IELTS Writing Task 2 Sample Essay

Advertising is gaining more popularity in the marketing of products or services. While advertisements are considered to be advantageous, they can have numerous negative influences.

It is unquestionable that there are several benefits of advertising. By dint o f the large-scale expansion of advertising in almost every kind of mass media and nearly all hoardings , this sector is likely to generate a diversity of employment opportunities . In other words, it provides occupations for artists, painters or copywriters in designing and preparing logos, contents or ideas for advertisements. Another advantage is that advertising may enable the messages involved in products and services to reach potential customers , followed by an increase in sales for businesses. Additionally, only thanks to advertisements, can customers be kept informed about newly-launched products . Therefore, they have more choices to make about their beloved products, contributing to the enhancement of their comforts and standard of living.

However, advertising could cause several disadvantages for customers. No sooner might companies or business exaggerate or even distort the facts related to their products for commercial purposes than the customers can experience feelings of confusion about these items, making them have troubles   selecting the products to their taste. Furthermore, the facts show that the more advertising expenses increase, the higher the product price is. The reason can be that the selling price of the advertised items covers the high cost of advertisements . As a result, the advertised products can cost more than they should. Finally, when customers cannot resist the temptation of products which are advertised beyond customers’ expectations , there is every likelihood of them purchasing products which may be unnecessary. This trend could be seen as a waste of money.

In conclusion, based on the aforementioned explanations, individuals may gain both considerable benefits and drawbacks through the growing prevalence of advertisements.

Band 9 Sample Essay

Today, as is rightly said by many, is a world of marketing and endorsements. In the competitive world that we have today, advertisements and commercials are a must. This essay shall advocate the development and constructive impact of advertising.

Early-stage or mid-age startups, organizations and companies, the more we see, the more we observe the encompassing pervasion of businesses these days. One niche has typically umpteen business models. With the rising era of entrepreneurs, solopreneurs and digital nomads, the vigour and strife amongst businesses have only been exacerbated. Therefore, advertisements are of greatest essence keeping in view the current times, thereby, resulting in the increasing usage of various adver

tising channels, be it, pamphlets, hoardings, flyers, newspaper commercials, or the entire digital marketing rigmarole. The more the marketing, the more is the awareness.

Many people might not even be acknowledged to the new product line a company launches or a new product that paves its way in the market. In such a scenario, making them aware is the only perspective initially thought of. Moreover, making a new customer be a stalwart, remarketing branding and endorsing are what businesses primarily and obviously look for. During today’s time when options are many, in the pursuit of customers, a recognition of a brand evanescing is not uncalled for, reminding them of one’s existence, in such a case, is majorly solicited.

Some may argue that advertising tactics today have been misguiding, well, that’s not the case amongst those who are prudential and wakeful of the multiple sources available.

Conclusively, it could be stated that advertisement has been progressive development, and not only should it be treated as an option to ponder upon, but also considered as one of the key constituents of a business model and the relevant campaign.

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Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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Chapter 11: Advertising Industry

61 The role of advertising in society

Advertising is the paid promotion that uses strategy and messaging about the benefits of a product or service to influence a target audience’s attitudes and/or behaviors. Between online, television, radio, and print platforms, the average American sees hundreds, even thousands of advertisements daily.

Although many consumers find them annoying, advertisements play a prominent role in shaping opinions about everything from products to politics. A Forbes article (2012) stated: “Advertising plays the same role in your media diet that vegetables play in your regular diet; most of us would prefer to skip that course and go straight to dessert. But, just like veggies, advertising plays an important role in sustaining a body; in this case, a diverse body of content” (para. 1). Advertising heavily supports many institutions, including news media outlets, the television industry, search engine companies, and social media websites. For example, advertising contributes up to 80 percent of revenue for newspapers and therefore is critical to maintaining the circulation of the press (Newspaper Association of America, 2014).

The advertising industry is also lucrative. According to eMarketer (2016), the United States spent approximately $190 billion on advertising in 2015. About a third of that figure went to television advertisements, and another third went to digital advertising. With its economic and cultural function in society, the advertising industry has an expansive reach.

Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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Advertising Effectiveness

By Peter J. Danaher

The internet has enabled many business developments, but it has turned media allocation and planning on its head. In traditional mass media like television, advertisers can purchase a commercial slot and expect large audiences.

However, many of those reached are not interested in the advertised product or service, so a large percentage of those exposed to advertising do not respond to the message. In digital advertising, websites containing specialized content (e.g., model airplanes) allow advertisers to display their products to loyal and attentive audiences. In the social media space, Facebook delivers ad content to ideal target audiences by examining the web activity of users and their networks. Paid search advertising sends firms customers who are already “in the market” for their products, as indicated by their keyword use.

Over the past 15 years, television channels have grown in number. But the more significant change has been the exponential growth in websites supporting themselves with advertising, not to mention the rapid uptake of paid search advertising.

Advertisers have moved to new digital media outlets not only because of their ability to target customers, but also their lower cost compared to traditional media. Furthermore, digital media allows firms to connect ad exposures and search clicks to downstream sales, a feature Danaher and Dagger (2013) suggest eludes traditional media. Sethuraman, Tellis, and Briesch (2011) show the most convincing way for firms to demonstrate advertising’s effectiveness is by linking the effort to sales. In turn, researchers can use two methods to assess advertising effectiveness: field experiments and econometric models.

Field Experiments

Targeting and retargeting customers who are more likely to respond to offers, an increasingly common practice, makes advertising appear more effective than it is. Lambrecht and Tucker (2013) , in an award-winning Journal of Marketing Research paper, reported a comparison of advertising response between customers exposed to standard banner ads and retargeted banner ads showed the ads displaying products previously viewed were six times more effective at generating sales. However, the consumers receiving retargeted ads had already demonstrated product predilection. The researchers therefore randomly assigned consumers to a treatment group seeing retargeted, product-specific ads and a control seeing generic product category ads. They found the retargeted ads were less effective than the generic ads, as the customers were in different stages of the purchase funnel, and while retargeted ads work well near purchase, they are not effective for the larger group of customers embarking on their search.

The use of field experiments to determine ad effectiveness has subsequently blossomed, with studies using “ghost ads” on Google ( Johnson, Lewis, and Nubbemeyer 2017 ) and Facebook ( Gordon et al 2019) to create randomized control groups. For example, Sahni (2016) used a field experiment to show digital ads for one restaurant increased sales at competing restaurants offering similar cuisine.

In every case, these field experiments have shown that advertising effects are often difficult to detect. For example, the study of Facebook ads by Gordon and colleagues (2019) examined 15 campaigns and found that only eight produced a statistically significant lift in sales.

Econometric Models

The studies by Johnson, Lewis, and Nubbemeyer and Gordon and colleagues also highlight the challenges of designing an experiment to assess digital ad effectiveness. Individual customers use the internet in different ways, and providers deliver digital ads via unique online auction processes. Econometric models therefore provide a versatile approach to gauging advertising effectiveness. And while field experiment studies have been limited to examining one medium at a time, econometric models allow researchers to compare effectiveness across several media.

Researchers can use econometric models to examine time series data, such as weekly or monthly advertising and sales records. Dinner, van Heerde, and Neslin (2014) studied traditional and digital advertising’s effects on in-store and online sales for an upscale clothing retailer across 103 weeks. The retailer made about 85% of its sales in-store, and the researchers examined three media: traditional (i.e., total spend on newspapers, magazines, radio, television, and billboards), online banner advertising, and paid search. They found online display and paid search were more effective than traditional advertising. Although firms might expect digital advertising to influence only online sales, the researchers found it also influenced in-store sales.

Researchers can also use econometric models to examine single-source data linking individual-level ad exposure to sales, the strategy employed by Danaher and Dagger in 2013. They examined 10 media types employed by a large retailer: television, radio, newspaper, magazines, online display ads, paid search, social media, catalogs, direct mail, and email. The researchers found traditional media and paid search effectively generated sales, while online display and social media advertising did not.

Multimedia, Multichannel, and Multibrand Advertising

Danaher and colleagues (2020) also used single-source data but extended it to multiple retailer-brands, two purchase channels, and three media (email, catalogs, and paid search). They collected the data from a North American specialty retailer selling mostly apparel, where 80% of sales were in-store. The parent retailer owned three relatively distinct brands operating independently. They collected customer data in a combined database, giving them information on sales for each retailer-brand over a two-year period.

The researchers found emails and catalogs from one retailer-brand negatively influenced competing retailer-brands in the category. Paid search influenced only the focal retailer-brand. However, competitor catalogs often positively influenced focal retailer-brand sales among omni-channel customers. The researchers also segmented customers by retailer-brand and channel usage, revealing customers shopping across multiple retailer-brands and both purchase channels were the most responsive group to multimedia advertising.

In the contemporary business environment of ever-increasing media channels but static advertising budgets, firms must be able to measure advertising effectiveness. Many businesses have shifted their advertising expenditure toward digital media, but multiple studies show traditional media remain effective.

How do marketing managers decide what is best for their companies? Digital media firms like Google and Facebook offer in-house field experiment methods of examining advertising effectiveness. For multimedia studies, analysts can apply econometric models in any setting where time series or single-source data are available.

Peter Danaher is Professor of Marketing and Econometrics and Department Chair at Monash Business School in Melbourne, Australia. He was recently appointed a co-editor of the Journal of Marketing Research .

Danaher, Peter J. (2021), “Advertising Effectiveness,” Impact at JMR , (January), Available at: https://www.ama.org/2021/01/26/advertising-effectiveness/

Danaher, Peter J., and Tracey S. Dagger (2013), “Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign,” Journal of Marketing Research , 50(4): 517-534. https://doi.org/10.1509/jmr.12.0241

Danaher, Peter J., Tracey S. Danaher, Michael S. Smith, and Ruben Laoizo-Maya (2020), “Advertising Effectiveness for Multiple Retailer-Brands in a Multimedia and Multichannel Environment,” Journal of Marketing Research , 57(3): 445-467. https://doi.org/10.1177/0022243720910104

Dinner, Isaac, Harald J. van Heerde, and Scott A. Neslin (2014), “Driving Online and Offline Sales: The Cross-channel Effects of Traditional, Online Display, and Paid Search Advertising,” Journal of Marketing Research , 51(5): 527-545. https://doi.org/10.1509/jmr.11.0466

Gordon, Brett R., Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky (2019), “A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook,” Marketing Science , 38(2): 193-225. https://doi.org/10.1287/mksc.2018.1135

Johnson, Garrett A., Randall A. Lewis, and Elmar I. Nubbemeyer (2017), “Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness,”  Journal of Marketing Research , 54(6): 867-84. https://doi.org/10.1509/jmr.15.0297

Lambrecht, Anja, and Catherine Tucker (2013), “When Does Retargeting Work? Information Specificity in Online Advertising,” Journal of Marketing Research , 50 (October): 561-576. https://doi.org/10.1509/jmr.11.0503

Sahni, Navdeep S. (2016), “Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising,” Journal of Marketing Research , 53(4): 459-78. https://doi.org/10.1509/jmr.14.0274

Sethuraman, Raj, Gerard J Tellis, and Richard A. Briesch (2011), “How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities,” Journal of Marketing Research , 48 (June): 457-471. https://doi.org/10.1509/jmkr.48.3.457

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Student Essays

Essay on Advertising- Meaning, Importance & Benefits

Advertising is everything in today’s life. It follows us from our mobile phones to display advertising on busy streets. It’s literally everywhere. It’s meant to advertise the product, bring customers and maximize the product value. The following Essay on advertising discusses the meaning, purpose and importance of Advertising along with benefits and disadvantages of advertising in our life. It’s quite helpful for children and students.

Essay on Advertising | Meaning, Purpose, Importance Benefits of Advertising

Advertising has become an integral part of our lives. It is hard to imagine going about our daily lives without encountering some form of advertising. It is everywhere – on television, on billboards, in magazines, and even on the Internet. But what exactly is advertising? And what is its history?

Advertising can be defined as a form of communication that typically attempts to persuade potential customers to purchase or to consume a particular product or service. Advertising can take many different forms, including print ads, television commercials, and Internet ads.

Advertising has been around for centuries. The first known advertisement appeared in the Bible. It was a message from King Hezekiah encouraging the people of Jerusalem to rebuild the city walls. This message was written on a piece of pottery and then placed in a public area for all to see.

The first form of advertising that we would today recognize as such appeared in the 17th century, with the advent of newspapers. The first newspaper ad appeared in London in 1652 and advertised a lost gold watch. Since then, advertising has grown exponentially, with billions of dollars being spent on advertising each year.

Today, advertising is more pervasive than ever before. We are bombarded with ads from the moment we wake up to the time we go to bed. They are inescapable and omnipresent. And while some people may find them annoying, there is no denying that advertising is an important part of our economy. Advertising is a necessary evil. It is annoying, and it can be intrusive, but it is also necessary for businesses to promote their products and services. And as consumers, we need to be aware of the advertising messages that are being communicated to us so that we can make informed decisions about the products we buy.

>>> Related Post:  “ Essay on Entrepreneurship ”

Impacts of Advertising in Life

Advertising has a huge impact on our lives. It can affect not only what we buy, but also how we think and behave. Advertising can influence the way we dress and the way we eat. It can also affect the way we view ourselves and the world around us. In some cases, advertising can even be dangerous, as it can promote products that are harmful to our health or that are not actually effective.

That being said, advertising is also a necessary evil. It is necessary for businesses to promote their products and services, and it can be used to raise awareness about important issues. Advertising can also be used for good, such as when it is used to promote products that are beneficial to our health or the environment.

So, while advertising can be a nuisance, it is also an important part of our lives. We need to be aware of the messages that ads are communicating to us, and we need to make sure that we are making informed decisions about the products we buy. Otherwise, we risk being manipulated by the ads that we see every day.

>>>> Read Also : “Paragraph On Daily Newspaper” 

Therefore, it can be rightly said that advertising in any form has become an integral part of our lives. It is something we cannot do without. Even though it can be annoying and intrusive at times, it plays an important role in our economy and in our ability to make informed decisions about the products we buy.

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Advantages of advertising: 12 major advantages of advertising– explained.

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The major advantages of advertising are: (1) introduces a new product in the market, (2) expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6) educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports the salesmanship, (10) more employment opportunities, (11) reduction in the prices of newspapers and magazines, (12) higher standard of living!

The benefits derived from advertising are manifold. It is one of the most important components of the marketing process.

This is beneficial to manufacturers, traders, consumers and society as a whole. Advertising offers the following advantages.

(1) Introduces a New Product in the Market:

Advertising plays significant role in the introduction of a new product in the market. It stimulates the people to purchase the product.

(2) Expansion of the Market:

It enables the manufacturer to expand his market. It helps in exploring new markets for the product and retaining the existing markets. It plays a sheet anchor role in widening the marketing for the manufacturer’s products even by conveying the customers living at the far flung and remote areas.

(3) Increased Sales:

Advertisement facilitates mass production to goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising with every increase in sale, selling expenses will decrease.

(4) Fights Competition:

Advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is very essential in order to save the product from the clutches of the competitors.

(5) Enhances Good-Will:

Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacturer and his product to the people. Repeated advertising and better quality of products brings more reputation for the manufacturer and enhances goodwill for the concern.

(6) Educates The Consumers:

Advertising is educational and dynamic in nature. It familiarises the customers with the new products and their diverse uses and also educates them about the new uses of existing products.

(7) Elimination of Middlemen:

It aims at establishing a direct link between the manufacturer and the consumer, thereby eliminating the marketing intermediaries. This increases the profits of the manufacturer and the consumer gets the products at lower prices.

(8) Better Quality Products:

Different goods are advertised under different brand names. A branded product assures a standard quality to the consumers. The manufacturer provides quality goods to the consumers and tries to win their confidence in his product.

(9) Supports The Salesmanship:

Advertising greatly facilitates the work of a salesman. The customers are already familiar with the product which the salesman sells. The selling efforts of a salesman are greatly supplemented by advertising. It has been rightly pointed out that “selling and advertising are cup and saucer, hook and eye, or key and lock wards.”

(10) More Employment Opportunities:

Advertising provides and creates more employment opportunities for many talented people like painters, photographers, singers, cartoonists, musicians, models and people working in different advertising agencies.

(11) Reduction in the Prices of Newspapers and Magazines Etc:

Advertising is immensely helpful in reducing the cost of the newspapers and magazines etc. The cost of bringing out a newspaper is largely met by the advertisements published therein.

(12) Higher Standard of Living:

The experience of the advanced nations shows that advertising is greatly responsible for raising the living standards of the people. In the words of Winston Churchil “advertising nourishes the consuming power of men and creates wants for better standard of living.” By bringing to the knowledge of the consumers different variety and better quality products, it has helped a lot in increasing the standard of living in a developing economy like India.

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Functions, Importance & Purpose of Advertising

Last updated on: January 19, 2024

In today’s fast-paced and highly competitive business environment, advertising is crucial in promoting products, influencing consumer behavior, and driving business success. Advertising is a strategic communication tool that allows businesses to reach their target audience, create brand awareness, and persuade consumers to take desired actions. Understanding the functions and importance of advertising is essential for companies to develop effective marketing strategies and gain a competitive edge.

Advertising can be defined as the process of promoting products, services, or ideas through various forms of communication to a target audience. It involves using persuasive messages, creative visuals, and strategic placements to capture consumers’ attention and communicate the value and benefits of a particular offering.

The primary purpose of advertising is to inform, persuade, and remind consumers about products or services and ultimately drive sales. By effectively utilizing advertising channels, businesses can reach their target audience, create brand recognition, and influence consumer behavior.

By understanding the functions and purpose of advertising, businesses can develop comprehensive advertising strategies that align with their overall marketing objectives. Whether a multinational corporation or a small startup, advertising can be a powerful tool for driving business growth and achieving a competitive advantage.

Table of Contents

What is Advertising?

Advertising refers to promoting a product, service, or idea through various communication channels to reach and persuade the target audience. It involves creating compelling messages and delivering them through different media platforms, such as television , radio , print publications , digital channels , and outdoor displays .

Advertising has evolved significantly, adapting to new technologies and consumer behaviors. It encompasses various techniques, including visual and audio advertisements, online banners, social media campaigns, influencer marketing , and more. The primary purpose of advertising is to capture the attention of potential customers, generate interest in a product or service, and ultimately drive sales.

Why is advertising important?

Advertising is essential for several reasons:

• Brand Awareness: Advertising helps build brand recognition and increase brand visibility among the target audience. By consistently exposing consumers to a brand’s message, logo, and tagline, advertising helps create familiarity and trust. When consumers are aware of a brand, they are more likely to consider its products or services when purchasing.
• Customer Acquisition: Effective advertising campaigns can attract new customers and generate business leads. By showcasing the unique selling propositions and benefits of a product or service, advertising encourages potential customers to purchase. Through targeted messaging and creative visuals, advertising can capture the attention of specific demographics and persuade them to engage with a brand.
• Competitive Advantage: In a crowded marketplace, advertising helps businesses differentiate themselves. It allows companies to highlight their unique features, quality, and value proposition, giving them a competitive edge. Effective advertising can position a brand as the preferred choice among consumers, leading to increased market share and customer loyalty.
• Information Dissemination: Advertising serves as a means to provide consumers with important information about products, services, promotions, and events. It educates the audience about offerings’ availability, features, and benefits, enabling them to make informed decisions. Whether it’s a new product launch, a limited-time offer, or a special event, advertising ensures the target audience is well-informed and can take advantage of the opportunities presented.
• Revenue Generation: Advertising is vital in driving sales and revenue growth. Well-executed advertising campaigns can increase customer demand, resulting in higher sales volumes and improved profitability. Advertising directly impacts a company’s bottom line by creating brand preference and driving consumer behavior.

Functions of Advertising

Functions of advertising are Informing, Influencing, Increasing Salience, Adding Value, Building Brand Equity, Reinforcing Brand Image, Creating Demand. Each contributing to the overall marketing strategy of a business. Let’s explore these functions in detail:

1) Informing

One of the primary functions of advertising is to inform the target audience about a company’s products, services, or ideas. It aims to provide relevant and accurate information to consumers, helping them understand the features, benefits, and value of what is being advertised. Informative advertising often focuses on new product launches, product updates, pricing, availability, and other essential details consumers need.

2) Influencing

Another vital function of advertising is to influence consumer behavior and decision-making. Advertising aims to shape consumer perceptions, attitudes, and preferences through persuasive messaging, emotional appeals, and engaging visuals. By presenting products or services in a desirable light, advertising influences consumers to consider them viable options.

3) Increasing Salience

Advertising helps increase brand salience, which refers to the degree of awareness and prominence of a brand in the minds of consumers. Through consistent and repetitive exposure, advertising keeps a brand at the forefront of consumers’ minds, making it more likely to be considered when a related need or desire arises.

4) Adding Value

Advertising adds value to products and services by emphasizing their unique features, benefits, and advantages over competitors. By showcasing the value proposition of offerings, advertising helps consumers perceive them as more desirable, worth the price, and capable of satisfying their needs or desires.

5) Building Brand Equity

Advertising develops brand equity by shaping consumer perceptions, associations, and preferences. It helps establish an emotional connection between the brand and its target audience. Through consistent messaging, advertising reinforces the brand image and values. It ensures that consumers constantly perceive the brand and its offerings over time.

6) Reinforcing Brand Image

Advertising plays a crucial role in shaping and reinforcing the brand image. It helps create a positive and desirable perception of a brand in the minds of consumers. By consistently communicating the brand’s values, personality, and unique selling propositions, advertising builds a solid and differentiated brand image.

7) Creating Demand

One essential function of advertising is generating demand for products or services. By stimulating consumer interest, desire, and purchase intent, advertising creates a sense of urgency and prompts consumers to take action. Effective advertising campaigns generate excitement, curiosity, and interest among consumers, increasing sales and revenue.

Purpose of Advertising

The purpose of advertising is multi-faceted and depends on a business’s specific goals and objectives. Some everyday purposes of advertising include:

• Increasing Sales: Advertising aims to drive sales and revenue growth by attracting new customers and encouraging repeat purchases. By creating awareness, generating interest, and influencing consumer behavior, advertising helps businesses achieve their sales targets and improve profitability.
• Building Brand Equity: Advertising is crucial in building and strengthening brand equity. It helps businesses establish a strong brand image, increase brand awareness, and foster positive associations with the brand. Brand equity contributes to long-term success and customer loyalty.
• Expanding Market Share: Advertising helps businesses gain a competitive advantage by increasing their market share. By reaching a wider audience and positioning the brand as the preferred choice, advertising contributes to market penetration and growth. It allows businesses to capture a larger market share and outperform competitors.
• Educating Consumers: Advertising is an educational tool providing important information about products, services, features, and benefits. By addressing consumer needs and highlighting solutions, advertising helps consumers make informed decisions and choose products or services that best meet their requirements.
• Creating Brand Differentiation: Advertising helps businesses differentiate themselves from competitors in a crowded marketplace. By showcasing unique features, quality, and value propositions, advertising communicates the distinctiveness of a brand. It helps businesses stand out and position themselves as the preferred choice among consumers.

Advertising is integral to the business landscape, serving multiple functions and purposes. It informs, influences, and persuades consumers, contributing to brand awareness, customer acquisition, and revenue generation. By effectively utilizing advertising strategies, businesses can enhance their market presence, build substantial brand equity, and achieve long-term success in today’s competitive marketplace.

FAQs Related to Functions of Advertising

What are the 7 functions of advertising.

The seven functions of advertising are: 1. Informing 2. Influencing 3. Increasing Salience 4. Adding Value 5. Building Brand Equity 6. Reinforcing Brand Image 7. Creating Demand

What is the function of advertising and marketing?

The function of advertising and marketing is to promote products, services, or ideas to a target audience. While marketing encompasses a broader range of activities, advertising focuses explicitly on communicating messages through various media channels to influence consumer behavior and achieve marketing objectives.

What is the function and scope of advertising?

The function of advertising is to inform, persuade, and influence consumer behavior. It aims to create brand awareness, drive sales, build brand equity, and shape consumer perceptions. The scope of advertising includes selecting appropriate media channels, creating compelling messages, and measuring the effectiveness of advertising campaigns.

What are the benefits or importance of advertising?

The benefits of advertising include: 1. Increased brand awareness and visibility. 2. Improved customer acquisition and retention. 3. Differentiation from competitors. 4. Enhanced product or service value perception. 5. Revenue growth and profitability. 6. Efficient communication of information. 7. Influencing consumer behavior and purchase decisions.

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Advertising Methods: Benefits and Drawbacks Essay

Introduction, benefits and drawbacks of types of advertising, the most effective type.

It is essential to mention that advertising surrounds people; it is an integral element of modern business. Advertising is a type of marketing activity, which is to disseminate information about the product to attract more customers. Large organizations understand the need for quality advertising, which is why they create departments where specialists are engaged in marketing. Accordingly, an effective advertising campaign makes the brand more recognizable and significantly increases the firm’s profit (Schneider, 2017). Therefore, it is crucial to identify and compare the advantages and shortcomings of different promotion types.

Media or banner advertising involves posting text or graphics on websites, forums, and portals. One of the main advantages of the banner is that it contains animation, which is usually an excellent eye-catcher for visitors (Schneider, 2017). In addition, the banner usually has a hyperlink to the resource being promoted, due to which it is actively attracting targeted traffic. Among other benefits, media advertising provides comprehensive coverage of the audience. Its use can quickly increase sales of well-known brands, as and promote new products and services. Currently, experts widely use banner ads during various promotions and brand promotions. The disadvantages of this type of advertising include that half of the clicks on banners happen by accident, at least on mobile devices (Deepak & Jeyakumar, 2019). Another shortcoming of banner advertising is that many users do not view it because they use programs that block such commercials.

The next type of marketing, contextual advertising, serves primarily to attract and increase the number of potential customers. It is a text-graphic or text block displayed with the advertising platform’s content (Deepak & Jeyakumar, 2019). Among the main advantages of contextual advertising can be called the demonstration of blocks already interested audience, the fee charged per click on the ad, and the loyalty of users who perceive such advertising as part of the information on the site (Deepak & Jeyakumar, 2019). The main disadvantages are the high cost, complicated configuration, the need for regular maintenance, and increased competition.

Moreover, the type of advertising is advertising in social networks; this method of advertising is currently developing rapidly. It can be organized by several methods: by placing banners and contextual ads on users’ pages. In this case, the payment is made only for the number of impressions of ads or the number of clicks on them (Deepak & Jeyakumar, 2019). Additionally, the creation of thematic communities with the active involvement of subscribers, that is, interested public potential customers. To attract visitors to social networks to any particular site, such advertising has the following advantages. This includes targeting the target audience, detailed analysis of the course of advertising, cheap cost, and involvement of a large audience (Deepak & Jeyakumar, 2019). Promotion in social networks also has disadvantages; for example, attracting a mass audience in highly specialized areas is impossible, and it is difficult to analyze the effectiveness of promotion in advance.

The most effective type is advertising in social networks because it is, first of all, a gathering of a live audience interested in communication and shopping. Furthermore, almost 50% of the world’s population uses social networks (Deepak & Jeyakumar, 2019). This is more than 3 billion users around the world. Statistics show that 93% of social media advertisers regularly use Facebook ads. In addition, 81% of companies prefer video marketing on Facebook (Deepak & Jeyakumar, 2019). Thus, an increasing number of companies use social networks because half of the world’s population is registered in them.

Hence, advertising is distributed in different ways, depending on the goal that the company is attempting to achieve or the target audience that the campaign is aimed at. However, one of the most effective types of advertising is social media promotion. This is because it does not require significant financial investments, but attracts a significant amount of audience. In addition, the types of advertising include media and contextual.

Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management . Educreation Publishing.

Schneider, G. (2017). Electronic commerce . Cengage Learning.

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2020 Theses Doctoral

Essays on Advertising

Choi, Woohyun

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

Geographic Areas

• United States
• Internet marketing
• Internet advertising
• Television advertising
• Competition
• Google (Firm)

More About This Work

• DOI Copy DOI to clipboard

Introduction

Advertising is an essential element of any business's marketing strategy. It is a means of promoting products and services and creating awareness among consumers. However, advertising not only informs and influences consumers but also affects their behaviour. Understanding the impact of advertising on consumer behaviour is crucial to ensure effective advertising efforts. In this article, we will discuss the significance of comprehending the influence of ads on consumers.

The impact of advertising on consumer behaviour

• Advertising influences consumers' purchasing decisions: Advertising plays a significant role in shaping consumers' buying behaviour. Ads are designed to create a sense of urgency, need, or desire in the minds of consumers, which can persuade them to buy a product or service.
• Advertising affects consumers' perception of a brand: Advertising can impact how consumers perceive a brand. A well-crafted ad campaign can create a positive brand image in the minds of customers, while a poorly executed campaign can tarnish a brand's image.
• Advertising creates brand loyalty: Consistent advertising efforts can create brand loyalty among consumers. When a consumer repeatedly sees an ad for a particular brand, they develop trust in the brand and are more likely to remain loyal to it.
• Advertising shapes consumers' preferences and attitudes: Advertising can shape consumers' attitudes towards a particular product, service or brand. It can influence how they perceive a brand's value, quality, and benefits, influencing their preferences.

It is crucial for businesses to understand the impact of advertising on consumer behaviour to use it effectively to promote their products and services. Proper analysis of advertising campaigns can help businesses develop a better understanding of their target audience and how they respond to advertising efforts, allowing them to refine their advertising strategies.

The Science of Advertising

Advertising is the art of persuading people to buy a product or service. But how do advertisers get into the minds of consumers to convince them to make a purchase? This is where the science of advertising comes in.

The Role of Consumer Psychology in Advertising

Consumer psychology plays a crucial role in advertising. Advertisers need to understand what motivates consumers to make a purchase, and what factors influence their decision-making process.

Some of the factors that advertisers need to consider include:

• The consumer's needs and desires
• The consumer's values and beliefs
• The consumer's social and cultural background

By understanding these factors, advertisers can create ads that are more effective in persuading consumers to make a purchase.

How Ads Manipulate and Persuade

Ads use a variety of techniques to manipulate and persuade consumers. These techniques include emotional appeals, social cues, and cognitive biases.

Emotional appeals are one of the most effective ways to persuade consumers. Ads that use emotional appeals tap into the consumer's emotions, triggering feelings of happiness, fear, or sadness. This can lead the consumer to make a purchase based on their emotional response, rather than a rational decision.

Social cues are another way that ads manipulate consumers. Ads may feature social cues, such as celebrities or popular products, to make the consumer feel like they are part of a group. This can create a sense of belonging, making the consumer more likely to make a purchase.

Cognitive biases are another technique used by advertisers. Cognitive biases are mental shortcuts that our brains take when we make decisions. Ads may use cognitive biases to influence the consumer's decision-making process, such as by framing the product in a positive light, using scarcity to create a sense of urgency, or offering a discount.

Overall, the science of advertising is a complex field that requires a deep understanding of human psychology. By using techniques such as emotional appeals, social cues, and cognitive biases, advertisers can create ads that are more effective in persuading consumers to make a purchase.

Impact on Purchasing Habits

Advertising can have a significant effect on consumer behavior, influencing their purchasing habits, creating desire, and guiding decision-making processes. Here’s how:

Creating Desire

Advertisements create a sense of desire among consumers by showcasing the benefits and features of a particular product or service. They use persuasive language, appealing visuals, and emotional appeals to stimulate the consumer's senses and make them crave the product. For example, the famous Coca-Cola Christmas ads create a sense of warmth and togetherness that makes people want to share a bottle of Coke with their loved ones during the festive season.

Influencing Preferences

Advertising plays a significant role in shaping consumer preferences. Brand positioning, brand image, and brand recognition are all achieved through advertising. Consumers are likely to choose brands that resonate with them and match their values. Advertising helps to create and reinforce brand image, making a lasting impression on consumer's minds. For example, Apple's "Think Different" campaign positioned the company as an innovative, cutting-edge brand that resonates with people who value creativity and originality.

Guiding Decision-Making Processes

Advertisements guide the consumer decision-making process by providing information about the product or service, offering comparisons with competitors, and highlighting the unique selling points. Consumers often turn to ads to learn about new products or to compare prices, features, and benefits. For example, online display ads for hotels that promote amenities like free breakfast, free Wi-Fi, and pet-friendly policies can influence consumers' decisions when booking their accommodation.

Examples and Statistics

• Research has shown that advertising has a positive impact on sales, with brands spending around $180 billion globally on advertising in 2020 alone. (Source: Statista)
• A study found that 70% of consumers are more likely to purchase from a brand that they follow on social media. (Source: Forbes)
• Advertising has been found to influence children's snack preferences, with those exposed to food ads more likely to choose unhealthy snacks. (Source: Pediatrics Journal)

Overall, advertising plays a crucial role in influencing consumer behavior and guiding their purchasing habits. By creating desire, influencing preferences, and guiding decision-making processes, ads can have a significant impact on sales and brand success.

Brand Perception

Brand perception is the way consumers view and interpret a brand. It is shaped by various factors such as advertising, product quality, customer service, and social media presence. Advertising plays a vital role in shaping consumer perceptions of brands by creating certain associations, establishing credibility, and cultivating loyalty.

Associations

Advertisements create associations between a brand and certain aspects such as quality, reliability, and value. For example, ad campaigns that emphasize a brand's affordability and value can create the association of the brand being budget-friendly. Similarly, ads that showcase a brand's commitment to quality can build an association of trust and reliability.

Credibility

Ads can also establish a brand's credibility. By highlighting a brand's unique features, awards, and customer testimonials, ads create a perception of expertise and authenticity. For instance, an ad campaign that touts a brand's innovative technology can establish its credibility as a cutting-edge industry leader.

Finally, advertisements can cultivate loyalty among consumers by creating an emotional connection with the brand. Ads that showcase a brand's values, such as sustainability or social responsibility, can appeal to consumers who share those same values. Moreover, ad campaigns that build a brand persona are likely to create a loyal fan base that feels a personal connection with the brand.

Overall, advertising plays a crucial role in shaping consumer perceptions of brands. It can create positive associations, establish credibility, and cultivate loyalty. For instance, a study found that after viewing a brand's ads, consumers were 70% more likely to purchase the brand's products or services. Therefore, it is essential for brands to invest in effective advertising campaigns that help shape the desired consumer perception.

The Future of Advertising

In today's digital age, advertising has become an essential component of businesses. With the advancements in technology and changing consumer preferences, advertising is evolving at a rapid pace, challenging businesses to keep up with the latest trends and adapt to new strategies.

Advancements in Technology

The integration of artificial intelligence, machine learning, and data analytics has transformed the advertising industry. Brands are now using data to develop more targeted marketing campaigns and personalized communication with their customers. Emerging technologies such as augmented reality, virtual reality, and voice-activated assistants are also changing the way advertisements are being delivered to consumers.

Changing Consumer Preferences

As the power of information has shifted from the advertisers to the consumers, they are becoming more conscious of the advertising messages they receive. Brands are now focusing on creating authentic and engaging content to build lasting connections with their customers. Social media and influencers are playing a vital role in shaping consumer preferences, where customers are looking for authenticity, transparency, and personalized experiences.

Ethical Considerations and Potential Implications

With the increasing reliance on technology and data, there are ethical concerns surrounding data privacy and security. Consumers are now more aware of how their data is being used and expecting businesses to handle it responsibly. Additionally, the rise of deep fake technology, which can create realistic but false content, raises questions about the authenticity of advertisements and the potential implications it can have on society.

• Advancements in technology are changing the way advertisements are delivered.
• Changing consumer preferences require brands to create engaging and authentic content.
• Ethical considerations around data privacy and deep fake technology demand responsible advertising practices.

As businesses navigate the ever-changing landscape of advertising, understanding these trends and their implications is crucial to stay ahead of the game in the future of advertising.

Advertising has a significant impact on consumer behaviour, as it influences their decision-making processes and purchasing choices. In this article, we have highlighted some of the key points that demonstrate the influence of ads on consumer behaviour. We have seen how ads can create brand awareness, shape attitudes, and affect people's emotions towards a product or service. We have also discussed the role of advertising in influencing consumer preferences and driving sales.

It is important for consumers to become more aware of the influence of advertising and make informed decisions. By being more critical of the messages conveyed in ads, consumers can avoid falling prey to marketing strategies that are designed to manipulate their behaviour.

Key Takeaways:

• Advertising plays a crucial role in shaping consumer behaviour.
• Ads create brand awareness and influence consumer attitudes and emotions.
• Advertising drives sales and can affect consumer preferences.

As consumers, it is important to be mindful of the impact that advertising has on our behaviour. By questioning the messages conveyed in ads and making informed decisions, we can avoid being influenced by marketing strategies that are designed to manipulate our choices.

Take action now: Become more aware of the influence of ads by critically evaluating the messages conveyed in marketing campaigns. Research the product or service before making a purchase decision and seek out recommendations from trusted sources.

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Advantages and Disadvantages of Advertisement

Looking for advantages and disadvantages of Advertisement?

We have collected some solid points that will help you understand the pros and cons of Advertisement in detail.

But first, let’s understand the topic:

What is Advertisement?

Advertisement refers to the process of promoting a product, service, or idea through various media channels.

What are the advantages and disadvantages of Advertisement

The following are the advantages and disadvantages of Advertisement:

Advantages of Advertisement

• Increased Awareness – Advertisements help to increase awareness of a product or service, by introducing it to a wider audience. This can lead to increased interest and sales.
• Targeted Audience – Advertisements can be targeted to a specific audience, based on factors such as age, gender, and interests. This helps to ensure that the right message is reaching the right people.
• Creative Freedom – Advertisements allow for creative freedom in how a product or service is presented, using a range of different mediums such as TV, print, and social media. This can help to make the message more engaging and memorable.
• Brand Recognition – Advertisements can help to build brand recognition and loyalty, by creating a strong association between a product or service and a particular brand.
• Economic Benefit – Advertising can have a positive impact on the economy, by creating jobs in the advertising industry and stimulating consumer spending.

Also check:

• 10 Lines on Advertisement
• Essay on Advertisement
• Paragraph on Advertisement
• Speech on Advertisement

Disadvantages of Advertisement

• Misleading Information – Some advertisements may contain misleading information or exaggerations about the product or service being promoted. This can lead to false expectations and disappointment among consumers.
• Increased Costs – Advertising can be expensive, particularly for small businesses with limited budgets. The costs associated with creating, producing, and distributing ads can add up quickly.
• Overexposure – Too much advertising can lead to overexposure and consumer fatigue, as people may become tired of seeing the same ads repeatedly. This can lead to a decrease in the effectiveness of the advertising campaign.
• Negative Association – Some advertisements may be perceived as offensive or inappropriate, which can lead to negative associations with the product or service being promoted. This can damage the reputation of the brand and lead to decreased sales.
• Environmental Impact – Advertising can have a negative impact on the environment, particularly with regards to printed materials such as flyers, posters, and billboards. These materials can contribute to waste and pollution.
• Advantages and disadvantages of Integrated Accounting
• Advantages and disadvantages of Responsibility Accounting
• Advantages and disadvantages of Accounting Standards

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Why writing by hand beats typing for thinking and learning

Jonathan Lambert

If you're like many digitally savvy Americans, it has likely been a while since you've spent much time writing by hand.

The laborious process of tracing out our thoughts, letter by letter, on the page is becoming a relic of the past in our screen-dominated world, where text messages and thumb-typed grocery lists have replaced handwritten letters and sticky notes. Electronic keyboards offer obvious efficiency benefits that have undoubtedly boosted our productivity — imagine having to write all your emails longhand.

To keep up, many schools are introducing computers as early as preschool, meaning some kids may learn the basics of typing before writing by hand.

But giving up this slower, more tactile way of expressing ourselves may come at a significant cost, according to a growing body of research that's uncovering the surprising cognitive benefits of taking pen to paper, or even stylus to iPad — for both children and adults.

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In kids, studies show that tracing out ABCs, as opposed to typing them, leads to better and longer-lasting recognition and understanding of letters. Writing by hand also improves memory and recall of words, laying down the foundations of literacy and learning. In adults, taking notes by hand during a lecture, instead of typing, can lead to better conceptual understanding of material.

"There's actually some very important things going on during the embodied experience of writing by hand," says Ramesh Balasubramaniam , a neuroscientist at the University of California, Merced. "It has important cognitive benefits."

While those benefits have long been recognized by some (for instance, many authors, including Jennifer Egan and Neil Gaiman , draft their stories by hand to stoke creativity), scientists have only recently started investigating why writing by hand has these effects.

A slew of recent brain imaging research suggests handwriting's power stems from the relative complexity of the process and how it forces different brain systems to work together to reproduce the shapes of letters in our heads onto the page.

Your brain on handwriting

Both handwriting and typing involve moving our hands and fingers to create words on a page. But handwriting, it turns out, requires a lot more fine-tuned coordination between the motor and visual systems. This seems to more deeply engage the brain in ways that support learning.

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"Handwriting is probably among the most complex motor skills that the brain is capable of," says Marieke Longcamp , a cognitive neuroscientist at Aix-Marseille Université.

Gripping a pen nimbly enough to write is a complicated task, as it requires your brain to continuously monitor the pressure that each finger exerts on the pen. Then, your motor system has to delicately modify that pressure to re-create each letter of the words in your head on the page.

"Your fingers have to each do something different to produce a recognizable letter," says Sophia Vinci-Booher , an educational neuroscientist at Vanderbilt University. Adding to the complexity, your visual system must continuously process that letter as it's formed. With each stroke, your brain compares the unfolding script with mental models of the letters and words, making adjustments to fingers in real time to create the letters' shapes, says Vinci-Booher.

That's not true for typing.

To type "tap" your fingers don't have to trace out the form of the letters — they just make three relatively simple and uniform movements. In comparison, it takes a lot more brainpower, as well as cross-talk between brain areas, to write than type.

Recent brain imaging studies bolster this idea. A study published in January found that when students write by hand, brain areas involved in motor and visual information processing " sync up " with areas crucial to memory formation, firing at frequencies associated with learning.

"We don't see that [synchronized activity] in typewriting at all," says Audrey van der Meer , a psychologist and study co-author at the Norwegian University of Science and Technology. She suggests that writing by hand is a neurobiologically richer process and that this richness may confer some cognitive benefits.

Other experts agree. "There seems to be something fundamental about engaging your body to produce these shapes," says Robert Wiley , a cognitive psychologist at the University of North Carolina, Greensboro. "It lets you make associations between your body and what you're seeing and hearing," he says, which might give the mind more footholds for accessing a given concept or idea.

Those extra footholds are especially important for learning in kids, but they may give adults a leg up too. Wiley and others worry that ditching handwriting for typing could have serious consequences for how we all learn and think.

What might be lost as handwriting wanes

The clearest consequence of screens and keyboards replacing pen and paper might be on kids' ability to learn the building blocks of literacy — letters.

"Letter recognition in early childhood is actually one of the best predictors of later reading and math attainment," says Vinci-Booher. Her work suggests the process of learning to write letters by hand is crucial for learning to read them.

"When kids write letters, they're just messy," she says. As kids practice writing "A," each iteration is different, and that variability helps solidify their conceptual understanding of the letter.

Research suggests kids learn to recognize letters better when seeing variable handwritten examples, compared with uniform typed examples.

This helps develop areas of the brain used during reading in older children and adults, Vinci-Booher found.

"This could be one of the ways that early experiences actually translate to long-term life outcomes," she says. "These visually demanding, fine motor actions bake in neural communication patterns that are really important for learning later on."

Ditching handwriting instruction could mean that those skills don't get developed as well, which could impair kids' ability to learn down the road.

"If young children are not receiving any handwriting training, which is very good brain stimulation, then their brains simply won't reach their full potential," says van der Meer. "It's scary to think of the potential consequences."

Many states are trying to avoid these risks by mandating cursive instruction. This year, California started requiring elementary school students to learn cursive , and similar bills are moving through state legislatures in several states, including Indiana, Kentucky, South Carolina and Wisconsin. (So far, evidence suggests that it's the writing by hand that matters, not whether it's print or cursive.)

Slowing down and processing information

For adults, one of the main benefits of writing by hand is that it simply forces us to slow down.

During a meeting or lecture, it's possible to type what you're hearing verbatim. But often, "you're not actually processing that information — you're just typing in the blind," says van der Meer. "If you take notes by hand, you can't write everything down," she says.

The relative slowness of the medium forces you to process the information, writing key words or phrases and using drawing or arrows to work through ideas, she says. "You make the information your own," she says, which helps it stick in the brain.

Such connections and integration are still possible when typing, but they need to be made more intentionally. And sometimes, efficiency wins out. "When you're writing a long essay, it's obviously much more practical to use a keyboard," says van der Meer.

Still, given our long history of using our hands to mark meaning in the world, some scientists worry about the more diffuse consequences of offloading our thinking to computers.

"We're foisting a lot of our knowledge, extending our cognition, to other devices, so it's only natural that we've started using these other agents to do our writing for us," says Balasubramaniam.

It's possible that this might free up our minds to do other kinds of hard thinking, he says. Or we might be sacrificing a fundamental process that's crucial for the kinds of immersive cognitive experiences that enable us to learn and think at our full potential.

Balasubramaniam stresses, however, that we don't have to ditch digital tools to harness the power of handwriting. So far, research suggests that scribbling with a stylus on a screen activates the same brain pathways as etching ink on paper. It's the movement that counts, he says, not its final form.

Jonathan Lambert is a Washington, D.C.-based freelance journalist who covers science, health and policy.

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Cost of living help and a future made in Australia

Strengthening medicare and the care economy.

Building a better health system than improves outcomes

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High‑quality health services through Medicare

Boosting access to essential health services

Building a better healthcare system

The Government is investing $2.8 billion to continue its commitment to strengthen Medicare. This includes the $1.2 billion package to address pressures facing the health system, which provides:

• $882.2 million to support older Australians avoid hospital admission, be discharged from hospital earlier and improve their transition out of hospital to other appropriate care.
• $227 million to deliver a further 29 Medicare Urgent Care Clinics and boost support for regional and remote clinics. This will increase the total number of clinics across Australia to 87. Since commencing last year, existing clinics have already provided almost 400,000 bulk‑billed visits.
• $90 million to address health workforce shortages by making it simpler and quicker for international health practitioners to work in Australia.

Rohan’s daughter Zoya has been  off school with a runny nose and a cough. By 6pm, she is lethargic and has a fever.

Rohan is concerned because his regular GP is now closed. Instead of waiting for hours at the emergency department, he takes Zoya to a Medicare Urgent Care Clinic, without having to make an appointment. 

During the bulk billed visit, Zoya is diagnosed with an infection by the doctor and prescribed appropriate medication. Rohan and Zoya leave within an hour of arrival. Zoya makes a full recovery.

Improving health outcomes

Almost half of Australians live with a chronic condition. This Budget will provide $141.1 million for research and services for people living with chronic conditions, including bowel and skin cancer, diabetes and dementia.

To improve health outcomes, the Government is providing:

• Support for Australians to enjoy healthier, more active lives by investing $132.7 million in sport participation and performance programs.
• $825.7 million to ensure Australians can continue to access testing for and vaccinations against COVID‑19. The Government is also ensuring continued access to oral antiviral medicines on the Pharmaceutical Benefits Scheme.
• $41.6 million over two years to continue funding for alcohol and other drug treatment and support services, including the Good Sports alcohol management program for community sporting clubs.

The Government is allocating an additional $411.6 million (for a total $1.6 billion over 13 years) through the Medical Research Future Fund to continue existing research and introduce two new research missions for low‑survival cancers and reducing health inequities.

Improving access to medicines

The Government is investing $3.4 billion for new and amended listings to the Pharmaceutical Benefits Scheme, which means eligible patients can save on treatment costs.

By expanding the Closing the Gap Pharmaceutical Benefits Scheme Co‑payment Program, eligible First Nations patients will have free or cheaper access to all Pharmaceutical Benefits Scheme medicines.

Australians will benefit from $141.1 million to support and expand the National Immunisation Program.

Mental health support

The Government’s $888.1 million mental health package over eight years will help people get the care they need, while relieving pressure on the Better Access initiative and making it easier to access services.

A free, low‑intensity digital service will be established to address the gap for people with mild mental health concerns. From 1 January 2026, Australians will be able to access the service without a referral and receive timely, high‑quality mental health support. Once fully established, 150,000 people are expected to make use of this service each year.

The Government is improving access to free mental health services through a network of walk‑in Medicare Mental Health Centres, built on the established Head to Health network. The upgraded national network of 61 Medicare Mental Health Centres will open by 30 June 2026. They will provide clinical services for adults with moderate‑to‑severe mental health needs.

For Australians with complex mental health needs, funding will be provided for Primary Health Networks to partner with GPs to deliver multidisciplinary, wraparound support services and care coordination.

Improving the aged care system

Providing quality care

The Budget provides $2.2 billion to deliver aged care reforms and continue implementing recommendations from the Royal Commission into Aged Care Quality and Safety.

The new Aged Care Act will put the rights and needs of older people at the centre of the aged care system. The new Act will provide the framework for fundamental change within the aged care sector.

More Home Care Packages

The Government is investing $531.4 million to release an additional 24,100 Home Care Packages in 2024–25. This will help reduce average wait times and enable people to age at home if they prefer to do so.

Improving aged care regulation

Funding of $110.9 million over four years will support an increase in the Aged Care Quality and Safety Commission’s regulatory capabilities.

The Government is investing $1.2 billion in critical digital systems to support the introduction of the new Aged Care Act and contemporary IT systems.

The My Aged Care Contact Centre will receive $37 million to reduce call‑waiting times for people seeking information and access to aged care.

Higher wages for aged care workers

The Government has committed to fund the Fair Work Commission decision to increase the award wage for direct and indirect aged care workers once the final determination is made. This will build on the $11.3 billion already allocated to support the interim 15 per cent wage increase for aged care workers.

The Government is providing $87.2 million for workforce initiatives to attract nurses and other workers into aged care.

Reforming the disability sector

Better and more sustainable services

Getting the National Disability Insurance Scheme (NDIS) back on track

A further $468.7 million is being provided to support people with disability and get the NDIS back on track. This includes:

• $214 million over two years to fight fraud and to co‑design NDIS reforms with people with disability, announced earlier this year
• $160.7 million to upgrade the NDIS Quality and Safeguards Commission’s information technology
• $45.5 million to establish a NDIS Evidence Advisory Committee
• $20 million to start consultation and design on reforms to help NDIS participants and people with disability navigate services.

This builds on $732.9 million provided in the 2023–24 Budget.

In December 2023, National Cabinet agreed to work together to improve the experience of participants and restore the original intent of the Scheme to support people with permanent and significant disability, within a broader ecosystem of supports. This builds on an earlier decision by National Cabinet to ensure Scheme sustainability and achieve an 8 per cent growth target by 1 July 2026, with further moderation as the NDIS matures.

Improving employment for people with disability

A $227.6 million investment will support a new specialised disability employment program to replace the existing Disability Employment Services program by 1 July 2025. This includes a modern digital platform for providers and participants. These reforms will support more people with disability into sustainable work, through a program with greater flexibility, increased individual supports, and better service quality. Eligibility will be expanded to include volunteers outside the income support system and those with less than eight hours per week work capacity.

Delivering essential services

Investing in reliability and security

Strengthening resourcing for Services Australia

The Government is delivering safer and more efficient government services for all Australians.

A $1.8 billion provision will support delivery of customer and payment services. This includes funding for frontline and service delivery staff to manage claims, respond to natural disasters and improve the cyber security environment. The Government is providing $314.1 million over two years to strengthen safety and security at Services Australia centres.

The Government is investing $580.3 million over four years and $139.6 million per year ongoing to sustain the myGov platform and identify potential enhancements. A further $50 million will improve usability, safety and security of the myGov platform and ensure Services Australia can support people to protect their information and privacy.

Strengthening the Australian Taxation Office (ATO) against fraud

There will be $187.4 million to better protect taxpayer data and Commonwealth revenue against fraudulent attacks on the tax and superannuation systems. Funding will upgrade the ATO’s information and communications technologies and increase fraud prevention capabilities to manage increasing risk, prevent revenue loss, and support victims of fraud and cyber crime.

Looking after our veterans

Veterans’ claims processing is prioritised with an additional $186 million for staffing resources and $8.4 million to improve case management and protect against cyber risk. The Government will provide $222 million to harmonise veterans’ compensation and rehabilitation legislation.

A further $48.4 million will be available for Veterans’ Home Care and Community Nursing programs and $10.2 million to provide access to funded medical treatment for ill and injured veterans while their claims for liability are processed.

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Two decades of studies suggest health benefits associated with plant-based diets

But researchers caution against broad diet recommendations until remaining knowledge gaps are filled.

Vegetarian and vegan diets are generally associated with better status on various medical factors linked to cardiovascular health and cancer risk, as well as lower risk of cardiovascular diseases, cancer, and death, according to a new review of 49 previously published papers. Angelo Capodici and colleagues present these findings in the open-access journal PLOS ONE on May 15, 2024.

Prior studies have linked certain diets with increased risk of cardiovascular disease and cancer. A diet that is poor in plant products and rich in meat, refined grains, sugar, and salt is associated with higher risk of death. Reducing consumption of animal-based products in favor of plant-based products has been suggested to lower the risk of cardiovascular disease and cancer. However, the overall benefits of such diets remain unclear.

To deepen understanding of the potential benefits of plant-based diets, Capodici and colleagues reviewed 48 papers published between January 2000 and June 2023 that themselves compiled evidence from multiple prior studies. Following an "umbrella" review approach, they extracted and analyzed data from the 48 papers on links between plant-based diets, cardiovascular health, and cancer risk.

Their analysis showed that, overall, vegetarian and vegan diets have a robust statistical association with better health status on a number of risk factors associated with cardiometabolic diseases, cancer, and mortality, such as blood pressure, management of blood sugar, and body mass index. Such diets are associated with reduced risk of ischemic heart disease, gastrointestinal and prostate cancer, and death from cardiovascular disease.

However, among pregnant women specifically, those with vegetarian diets faced no difference in their risk of gestational diabetes and hypertension compared to those on non-plant-based diets.

Overall, these findings suggest that plant-based diets are associated with significant health benefits. However, the researchers note, the statistical strength of this association is significantly limited by the many differences between past studies in terms of the specific diet regimens followed, patient demographics, study duration, and other factors. Moreover, some plant-based diets may introduce vitamin and mineral deficiencies for some people. Thus, the researchers caution against large-scale recommendation of plant-based diets until more research is completed.

The authors add: "Our study evaluates the different impacts of animal-free diets for cardiovascular health and cancer risk showing how a vegetarian diet can be beneficial to human health and be one of the effective preventive strategies for the two most impactful chronic diseases on human health in the 21st century."

• Diet and Weight Loss
• Diseases and Conditions
• Colon Cancer
• Endangered Plants
• Veterinary Medicine
• Colorectal cancer
• Ovarian cancer
• Polyphenol antioxidant
• Stomach cancer
• Cervical cancer
• HPV vaccine
• Breast cancer

Story Source:

Materials provided by PLOS . Note: Content may be edited for style and length.

Journal Reference :

• Angelo Capodici, Gabriele Mocciaro, Davide Gori, Matthew J. Landry, Alice Masini, Francesco Sanmarchi, Matteo Fiore, Angela Andrea Coa, Gisele Castagna, Christopher D. Gardner, Federica Guaraldi. Cardiovascular health and cancer risk associated with plant based diets: An umbrella review . PLOS ONE , 2024; 19 (5): e0300711 DOI: 10.1371/journal.pone.0300711

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Strange & offbeat.

Consumer Product Strategy Analyst III

Job Description:

At Bank of America, we are guided by a common purpose to help make financial lives better through the power of every connection. Responsible Growth is how we run our company and how we deliver for our clients, teammates, communities and shareholders every day.

One of the keys to driving Responsible Growth is being a great place to work for our teammates around the world. We’re devoted to being a diverse and inclusive workplace for everyone. We hire individuals with a broad range of backgrounds and experiences and invest heavily in our teammates and their families by offering competitive benefits to support their physical, emotional, and financial well-being.

Bank of America believes both in the importance of working together and offering flexibility to our employees. We use a multi-faceted approach for flexibility, depending on the various roles in our organization.

Working at Bank of America will give you a great career with opportunities to learn, grow and make an impact, along with the power to make a difference. Join us!

Job Description: This job is responsible for performing more complex analysis and modeling to minimize loss exposure and negative impacts to the customer experience. Key responsibilities include utilizing a variety of systems such as Excel, SAS, SQL, Tableau, and other relational data bases to provide analytical support on strategies, ensure goals are met, and propose policy and procedural changes within segmentation structures to produce optimal results. Job expectations include evaluating data to assess potential fraud risk and create mitigation strategies.

This role is responsible for assisting the workstream efforts of the FRCIS-SQL to FRCIS-SDP data migration efforts representing the Client Protection line of business as the Product Owner of the data sourcing scrum team. The job expectations include ensuring all required data is sourced appropriately on SDP, data is validated and ready for use.  Will also be responsible for participating in multiple workgroups with varies technology and enterprise partners to discuss project related topics and gain consensus a method forward. 

Key job responsibilities include but are not limited to:

•Research the FRCIS-SQL and FRCIS-SDP data to determine if the required data is present on SDP, all required data elements are sourced, and data follows the approved architect control framework. Must ensure data is validated and ready for use.

•Participate in working sessions with the Client Protection gold team to ensure consensus on the targeted scope and to coordinate activities across the teams.

•Participate in multiple workgroups with varies technology and enterprise partners to discuss project related topics and gain consensus a method forward. 

•Provide feedback to Product owner who will write deliverables, EPIC’s, and stories in Jira with multiple business partner inputs. Will also work with the project group and scrum team on grooming the acceptance criteria.

•Will participate in the scrum teams activities including prioritizing the stories, providing direction as needed, reviewing the completed work to determine the next steps, and validating new data sourcing to ensure data is fit for use. 

Responsibilities:

Recommends ways to help the business achieve desired outcomes and make informed business decisions using data analysis outputs

Performs complex analysis of financial models, market data, financial data, and portfolio trends to understand product performance and improve portfolio risk, profitability, performance forecasting, and operational performance

Leads coordination of the production of product performance reports and updates for senior management

Business Analytics

Business Intelligence

Data Quality Management

Fraud Management

Monitoring, Surveillance, and Testing

Collaboration

Data Visualization

Oral Communications

Problem Solving

Written Communications

Analytical Thinking

Critical Thinking

Data and Trend Analysis

Innovative Thinking

LOB Required Qualifications:

• 2+ years of experience with structured query language.

• 2+ years of experience with SAS analytics software and solutions.

• Must have strong written and verbal communication skills.                

• Thrives in fast-paced and highly dynamic environment.

• Ability to communicate and interact with a high degree of professionalism with executive level personnel across the business.

• Ability to work independently as well as part of a virtual team.

• Innovative mindset with the ability to challenge the status quo.

• Ability to proactively identify, analyze, and improve upon existing processes for optimization and to meet deadlines.

LOB Desired Qualifications :  

• Experience with Python and Tableau

• Experience in data migration activities

• Experience in data management

• Experience working in Fraud and Claims; need to understand the end-to-end processes in claims and how the data moves.

• Experience in managing reporting and data initiatives.

Hours Per Week:

Weekly Schedule:

Referral Bonus Amount:

Hours Per Week: 

Learn more about this role

JR-24018942

Manages People: No

Travel: Yes, 5% of the time

New York pay range:

$79,700 - $117,300 annualized salary, offers to be determined based on experience, education and skill set.

Discretionary incentive eligible

This role is eligible to participate in the annual discretionary plan. Employees are eligible for an annual discretionary award based on their overall individual performance results and behaviors, the performance and contributions of their line of business and/or group; and the overall success of the Company.

This role is currently benefits eligible . We provide industry-leading benefits, access to paid time off, resources and support to our employees so they can make a genuine impact and contribute to the sustainable growth of our business and the communities we serve.

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Many IT organizations deploy servers that are only running at a fraction of their capacity, often because they are dedicating their physical server to a specific application. This is usually an inefficient mechanism because there is an excess capacity that is not being consumed, which leads to higher operating costs and IT costs.

In efforts to drive higher capacity utilization and reduce costs, virtualization was created. This article provides an overview of virtualization and its key components and explains five of the (many) benefits your organization could enjoy through virtualization:

• Slash your IT expenses
• Reduce downtime and enhance resiliency in disaster recovery situations
• Increase efficiency and productivity
• Control independence and DevOps
• Move to be more green-friendly (organizational and environmental)

Virtualization  uses software to create an abstraction layer over the physical hardware. In doing so, it creates a virtual compute system, known as virtual machines (VMs). This allows organizations to run multiple virtual computers, operating systems and applications on a single physical server—essentially partitioning it into multiple virtual servers.

Simply put, one of the main advantages of virtualization is that it’s a more efficient use of the physical computer hardware; this, in turn, provides a greater return on a company’s investment.

See the video for a dive into virtualization technology:

In the simplest terms possible, a  virtual machine (VM)  is a virtual representation of a physical computer. As mentioned earlier, virtualization allows an organization to create multiple virtual machines—each with their own operating system (OS) and applications—on a single physical machine. 

However, a virtual machine can’t interact directly with a physical computer. Instead, it needs a lightweight software layer called a hypervisor to coordinate with the physical hardware upon which it runs.

The  hypervisor  is essential to virtualization—it’s a thin software layer that allows multiple operating systems to run alongside each other and share the same physical computing resources. These operating systems come as the aforementioned virtual machines (VMs)—virtual representations of a physical computer—and the hypervisor assigns each VM its own portion of the underlying computing power, memory and storage. This prevents the VMs from interfering with each other.

Virtualizing your environment can increase scalability while simultaneously reducing expenses. Check out a few of the many benefits that virtualization can bring to your organization:

1. Slash your IT expenses

Using a non-virtualized environment can be inefficient because when you are not consuming the application on the server, the compute is sitting idle and can’t be used for other applications. When you virtualize an environment, that single physical server transforms into many virtual machines. These virtual machines can have different operating systems and run different applications while still all being hosted on the single physical server.

The consolidation of the applications onto virtualized environments is a more cost-effective approach because you’ll be able to consume fewer physical customers, helping you spend significantly less money on servers and bring cost savings to your organization.

2. Reduce downtime and enhance resiliency in disaster recovery situations

When a  disaster  affects a physical server, someone is responsible for replacing or fixing it—this could take hours or even days. With a virtualized environment, it’s easy to provision and deploy, allowing you to replicate or clone the virtual machine that’s been affected.

The recovery process would take mere minutes—as opposed to the hours it would take to provision and set up a new physical server—significantly enhancing the resiliency of the environment and improving business continuity.

3. Increase efficiency and productivity

With fewer servers, your IT teams will be able to spend less time maintaining the physical hardware and IT infrastructure. You’ll be able to install, update and maintain the environment across all the VMs in the virtual environment on the server instead of going through the laborious and tedious process of applying the updates server-by-server. Less time dedicated to maintaining the environment increases your team’s efficiency and productivity.

4. Control independence and DevOps

Since the virtualized environment is segmented into virtual machines, your developers can quickly spin up a virtual machine without impacting a production environment. This is ideal for development and testing, as the developer can quickly clone the virtual machine and run a test on the environment.

For example, if a new software patch has been released, someone can clone the virtual machine and apply the latest software update, test the environment, and then pull it into their production application. This increases the speed and agility of an application.

5. Move to be more green-friendly (organizational and environmental)

When you are able to cut down on the number of physical servers you’re using, it’ll lead to a reduction in the amount of power being consumed. This has two green benefits:

• It reduces expenses for the business, and that money can be reinvested elsewhere.
• It reduces the carbon footprint of the  data center .

Virtualization is a powerful tool that helps relieve administrative overhead while increasing cost savings, scalability and efficiency. Despite being created decades ago, virtualization continues to be a catalyst for companies’ IT strategies. The importance of virtualization is being exponentially accelerated as companies look at their IT modernization journey, and the benefits listed in this article are just the tip of the iceberg.

IBM Cloud®  offers a full complement of cloud-based virtualization solutions, spanning public cloud services through to private and hybrid cloud offerings. You can use it to create and run  virtual infrastructure  and also take advantage of services ranging from cloud-based AI to  VMware workload migration with IBM Cloud for VMware Solutions .

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