All elements of advertising, words and pictures, tend to be evaluated on the basis of their persuasive role in the sales process. This is the typical approach of the culture of origin of advertising theory, the United States. Although in other cultures sales will also be the ultimate goal of advertising, the role of advertising in the sales process is often different. In Asian countries, for example, the role of advertising is to build a relationship between the company and consumers. An indirect approach serves that purpose better than a direct approach that turns consumers off, instead of persuading them.
All elements of advertising, words and pictures, tend to be evaluated on the basis of their persuasive role in the sales process. This is the typical approach of the culture of origin of advertising theory, the United States. Although in other cultures sales will also be the ultimate goal of advertising, the role of advertising in the sales process is often different. In Asian countries, for example, the role of advertising is to build a relationship between the company and consumers. An indirect approach serves that purpose better than a direct approach that turns consumers off, instead of persuading them.
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