Advertising ---> Consumer ---> Sales
However, as time went by and Web 2.0 went into play advertisers had to include more therefore it become:
Advertising ---> Awareness ---> Internet ---> Desire ---> Sales
It became the situation where consumers used advertisement rather than advertisements manipulating consumers.
Advertisers had to find ways of appealing to their audience this would be done in several ways, such as:
- Claiming the product was new, modern or the latest product. An example of this would be the IPhone where they would adapt the previous product, when it is really the same thing but slightly altered.
- Using cute babies, children or animals
- Claim it's traditional, dependable or quality
- Promote the feeling that the buying is superior or special
- Using humour or wit
- Imply scientific or technological advances
- Suggesting that the product is the best on the market or a really great bargain
- Suggesting that the product is unusual and unique, something you have never seen before.
