Theoretical Framework Of Investigation

The aim of every company is to be known and get a considerable profit. By means of advertising, the company reaches successfully the first objective, but not always the second one. In addition, publicity is not always catching for adolescents, the ones questioned in the investigation. This stage of life can be replaced by the word “change”. Adolescents rarely have the same opinion through thecourse of a year. In consequence, companies are not totally conscious of what adolescents want, so they do not know how to satisfy their needs. This situation mainly occurs to the new brands that want to insert their product in the market. Companies that want to get the attention of the middle and high class adolescents, that is to say students of bilingual colleges such as Bede’s Grammar School,question about the level of influence that their publicity has on them. In order to understand the question presented by this investigation, first there is a need to explore certain key aspects: what advertising actually is; how is effectiveness achieved by companies / how effectiveness is achived by companies; how does advertisement affect consumers lives / how advertisiment affect consumers lives;how adolescents react to different online advertising; how many stages does the buyer decision process have / how many stages the buyer decision process has; and what are the different influences that affect buying behaviour / what different influences affect the buying behviour. (grammar: son preguntas indirectas, chequea el orden de las palabras)
Advertising is always present in our dailylives, rather on television or on the streets. But what really advertising stands for? (grammar: mal hecha la formulacion de la pregunta) But what does advertising really stand for? In 2008, Kotler, Armstrong, Saunder and Wong explained that advertising is a paid advertisement that appears through any for of “mass media”, which is designed to reach a large portion of the population in order to get aprofit (p.737). This makes it clear that every product is advertised in some way and that the world is based on advertising. Besides, as Kotler, Armstrong, Wong and Saunder (2008) / (cuando son 3 o más autores, se escriben todos los apellidos solamente la 1era vez que se citan, luego se escribe el 1er apellido et al.) also said Besides, as Kotler et al. (2008) concluded , “advertising objectivescan be classified by primary purpose - whether the aim is to inform, persuade or remind” (p.738). This shows that each company has a different purpose for each product they advertise. To understand this better, the concepts of informative, persuasive and reminder advertising will be defined. First, according to the four authors (2008) (podrias poner “the same authors” o “these authors”)theseauthors, “informative advertising is used heavily when introducing a new product category and build a primary demand” (p. 738). This has its explanation in the fact that all new products need to communicate consumers what is it (grammar: pregunta indirecta, orden de las palabras) about / what it is about and create the first group of demand. Secondly, persuasive advertising is used to attract aspecific group of people by showing them that the product is their best choice to buy (p.739). Finally, reminder advertising is a type of advertisement employed by a company to retain consumers and be on their minds when time of buying takes place (p. 739). So we (lenguaje impersonal) they come to the conclusion that advertising is still always present, no matter what the objective is. “They must informconsumers about product or service benefits and carefully position these in consumers’ minds. To do this they must skillfully use the mass-promotion tools of advertising and public relations” (p. 737), Kotler, Armstrong, Saunder and Wong (2008) said. (mal citado, chequea el texto num. 9 acerca de las quotations) Kotler et al. (2008) noted that “They must inform consumers about product or service...