TYPES AND FUNCTIONS OF ADVERTISING
Advertising is a message that tries to sell something. Companies advertise
everything from cars to candy. Advertising is also used to change people's ideas.
For example, an ad (advertisement) could try to make voters choose a certain
candidate for president. Ads appear almost everywhere you look. You find them on
the radio and on TV, in magazines, shop windows and on Tshirts. They show up
inside elevators, on school buses and even in schools. About 600 billion dollars are
spent on advertising around the world every year.
Advertising techniques
Advertising does two main jobs. It tells people about something, like a product or a
service and it also works to make people want to buy the product or service.
Ads (advertisements) do their jobs in many different ways. Many printed ads have
headlines or boldly printed words that make people stop and read them. The
headline may promise something that the reader wants, like a good price. Other
headlines may carry the announcement of a new product.
Some ads use slogans that are used over and over again .They are easy to
remember and often use a catchy phrase. Sometimes slogans are not related to the
product.
In many ads a famous person talks about a product and tells why they use it. This
person may be an actor, a model or a wellknown athlete. Or they may just be an
average user of a product.
Ads also compare a product with another one of the same type. The ad points out
why a product is better. Some ads feature cartoon or product characters. They may appear in an ad over a
long time. The characters become well known and people identify them with a
product.
Repetition is one of the most basic techniques used in the advertising business.
Advertisers broadcast their commercials several times a day for days or weeks to
get the message across. When people see an ad more often they may be more likely
to accept the message and want the product.
Advertising media
Advertising gets to people through different forms of communication. Newspapers,
magazines and direct mail belong to print media. TV, radio and the Internet are
among the most important electronic media.
Newspapers
Almost half of a newspaper is made up of ads. Local papers have ads of local
companies, but nationwide newspapers also advertise products that are sold all
over the country. Most papers are published daily so new ads, like products on sale
or movie openings can be placed every day. Newspapers sell advertising space in
all sections of their paper. In most cases ads of products will be put in the section
they are related to.
Display ads are big ads that can take up from a few cm to a full page. They have
illustrations, headlines and lots of information on a certain field.
Classified ads appear in a separate section of a newspaper. Most of them only have
a few lines and list homes, cars for sale, furniture or other things that private
people want to sell or buy.
Magazines Magazines mostly appear all over the country and are used by national advertisers.
In contrast to newspapers they are read when people have more time. They are kept
for a few weeks or even months. Better printing quality and color ads are among
the advantages of magazines.
Many special magazines are made for groups of people. The ads that appear there
are especially for these groups. A computer magazine, for instance, may have
many ads related to computers, printers or scanners.
Direct mail
Direct mail consists of leaflets, brochures, catalogs or letters, that are mailed
directly to people. Mailorder companies profit from this kind of advertising. Some
mailing lists send information to all the people others only have special lists
according to the jobs that people have or their age or income. Direct mail costs a
lot of money, but advertising companies can be sure that they will reach the
people.
Radio
Local advertisers place about 70 per cent of advertising on the radio. An advantage
of radio is that people listen to programs while doing other things. In some cases
radios are on the whole day. Commercials last about 30 seconds. Radio stations are
more specialized in what they broadcast. One radio station offers pop music and
has a younger listening audience; the other may broadcast classical music with
older listeners. The ads can be chosen according to the group of people who listen.
Outdoor signs
Large colourful outdoor signs can easily catch the attention of bypassers. But
these ads must be short and simple because viewers see them only for a few
seconds. The main signs are posters, billboards and electronic displays. Billboards are
owned by local companies that rent them to advertisers. Sometimes ads are painted
on buildings. Electronic billboards have large displays where ads change very
quickly. They are the most expensive kind of outdoor signs.
Television
Television combines sound and moving images. It is one of the most expensive
forms of advertising, but on the other hand it reaches a very wide audience.
Advertisers buy time from TV stations to broadcast their commercials. This time is
cheaper at times when fewer people watch TV, as in the early morning hours and
gets very expensive during prime time evening shows. Sometimes advertisers pay
a lot of money to get their ads on TV during special programmes, like the Olympic
Games or the Super Bowl.
Infomercials have become very popular in the last few years. They are normal TV
shows that focus on the sales of certain products. Details on how to buy the
product (telephone numbers etc.) are repeated many times during the programme.
Internet
Internet advertising is becoming more and more important. Especially young
people spend less time watching TV and more time on the Internet. The Internet
has the advantage of being available to people around the world at all times.
Ads range from banners to popups. Companies that spend a lot of money on
advertising often create their own Internet site for a certain product. Web users are
often asked to fill out a form that asks them about their daily routines, where they
live, how old they are, how much they earn etc. Companies use this information to
find out what kind of people visit their websites. Sometimes ads are sent via email.
Because a lot of unwanted emails (spam) are sent throughout the world many
people don't like this. Functions of Advertising:
Advertising has become an essential marketing activity in the modern era of large
scale production and severe competition in the market.
It performs the following functions:
1.
Promotion of Sales:
Advertising promotes the sale of goods and services by informing and persuading
the people to buy them. A good advertising campaign helps in winning customers
and generating revenues.
2.
Introduction of New Products:
Advertising helps in the introduction of new products in the market. A business
enterprise can introduce itself and its products to the public through advertising.
Advertising enables quick publicity in the market.
3.
Support to Production System:
Advertising facilitates largescale production. The business firm knows that it will
be able to sell on a largescale with the help of advertising. Mass production will
reduce the cost of production per unit by making possible the economical use of
various factors of production.
4.
Increasing Standard of Living: Advertising educates the people about the products and their uses. It is advertising
which has helped people in adopting new ways of life and giving up old habits. It
has contributed a lot towards the betterment of the standard of living of the society.
5.
Public Image:
Advertising builds up the reputation of the advertiser. Advertising enables a
business firm to communicate its achievements and its efforts to satisfy the
customers’ needs to the public. This increases the goodwill and reputation of the
firm.
6.
Support to Media:
Advertising sustains press. Advertising provides an important source of revenue to
the publishers of newspapers and magazines and the producers of T.V.
programmes.
Significance of Advertising:
Advertising helps in spreading information about the advertising firm, its products,
qualities and place of availability of its products and so on. It helps to create a non
personal link between the advertiser and the receivers of the message.
The significance of advertising has increased in the modern era of large scale
production and tough competition in the market. Advertising is needed not only to
the manufacturers and traders but also to the customers and the society. The
benefits of advertising to different parties are discussed in the following
paragraphs.
Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"
Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"
Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"
Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"
Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"
Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"
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