1. Evaluate the Efficiency of Any One Item from Within Your Subject Area: Advertising of Well-established Companies Name: Deng Li Student ID: 6753539 Major: Strategic Marketing

2. Content Introduction Perspectives : 1.Enhancing customer awareness 2.Customer loyalty 3.Building brand image / name Conclusion References

3. Introduction Definition  Advertisement “Advertising is a means of communication with the users of a product or service.” (Source: The Economic Times) Thesis statement  Advertising can increase profit efficiently

4. Perspective 1: Enhancing customer awareness New products Ads people know and buy and services Advertising can reach the public as soon as possible ( Source: Cook 2001)

5. Perspectives 2: Customer loyalty Advertising can remind and grab customers’ psychology 1. Customers’ loyalty --- crucial factor  Not always faithful to one certain brand 2. Intense competition among companies  Coca-Cola VS Pepsi

6. Perspectives 3: Building brand image 1.Expensive advertising is a signal of high quality (David and Alexander 1993) 2. Brand’s concepts could be convey to public

7. Conclusion Advertising for established companies  Ehancing awareness  Customer loyalty  build brand image Evaluation  advertising is a efficient way that help company gain more benefits

8. References The Economic Times (n.d) Definition of ‘Advertising’ [online] available from [2 December 2015] Cook, G. (2001) The discourse of advertising. Abingdon : Routledge David,A; Alexander, L. (1993) Brand equity & advertising: advertising‘s role in building strong brands. Hove : Lawrence Erlbaum Associates, Hillsdale, N.J.