Unit 6 Advertising

The basic idea behind the “marketing concept” is that you make what you can sell rather than sell what you make. However, the marketing mix includes promotion that is oriented toward producing a customer for the product rather than a product for the customer by influencing the customer’s attitude in various ways. Promotion itself is also considered to be comprised of four elements: advertising, personal selling, sales promotion and public relations.

Advertising is a non-personal presentation of goods, services or ideas aimed at a mass audience. It is particularly suited for products that are widely distributed, such as convenience goods. The purpose of the advertising is to communicate information that convinces a customer to buy a specific product. In general, advertising works best when the demand for a product is increasing. It also works well when threw are real differences between two or more similar products such as the different types of cars. Using advertising, a company can emphasize the differences between its product and that of the competition.

Large-scale advertising by a seller says something positive about the seller's size, popularity, and success. It is proved that prospective buyers move through five stages in deciding whether to buy or make regular use of a product. They are awareness, interest, evaluation, trial and adoption.

There are several methods of advertising and several media. The method selected depends upon the product, the distribution channel as well as the type of information the company wishes to convey about its product. Advertising managers may choose from the variety of media, those of newspapers, magazines, radio, television, yellow pages, billboards (outdoor advertising), direct mail and specialty advertising.

Every advertising medium has characteristics that give it natural advantages and limitations. For example, television advertising reaches a large audience. It has the advantage of appealing to the emotions through the senses of sight and sound. TV commercials are expensive to produce and must be repeated thousands of times in order to justify the cost of production.

In comparison, some forms, such as newspaper and radio commercials, can be done on small budgets. In some cases advertising in the newspaper is more preferable.

Newspaper ads can appear on a particular day in a particular geographic area. It can contain a lot of written details that appeal to the logic of readers. Almost every household receives anewspaper, either by newsstand or home delivery. Reading the newspaper is a habit for most families. Sellers can reach certain types of people by placing their ads in different sections of papers: sports, comics, crosswords, news, etc. People expect advertising in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores. Unlike advertising on TV and radio, advertising in the newspaper can be examined at leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons. From the advertisers point-of-view, newspaper advertising can be convenient because production changes can be made quickly, if necessary you can often insert a new advertisement on a short notice. Another advantage is the large variety of ad sizes newspaper advertising offers. Although there are some disadvantages of this medium. Newspapers are usually read once and stay in the house for just a day. The print quality of newspapers isn't always the best, especially for photographs. So simple artwork and line drawings would bring best results. The page size of a newspaper is fairly large and small ads can look minuscule. Your ad has to compete with other ads for the reader's attention.

Many of the same "print" type principles applied to newspaper advertising can also be applied to magazine advertising. One of the main differences is that magazines are usually weekly or monthly publications instead of daily. Another difference is the quality of the pictures and paper, which are superior to newsprint. Advertising messages are more image-oriented and less price-oriented. Although most magazines are national in nature, many have regional advertising sections.

Radio is a personal advertising medium. Station personalities have a good rapport with their listeners. If a radio personality announces your commercial, it's almost an implied endorsement. Radio is a relatively inexpensive way of reaching people. It can also support printed advertising and the advertiser’s message will become twice as effective. On the other hand, one can’t review a radio commercial and as there are many radio stations, advertisers have to be specific in choosing the proper one to reach the target audience.

Advertising in Yellow Pages gives customers a method of easily locating and contacting the advertiser and helps understand the difference between rivalry firms. It is an inexpensive medium, since one ad works all year long. The drawback is that the advertisers must commit to an entire year of advertising and constantly compete for the prospect opportunity of comparing.

Outdoor advertising is usually associated with colourful billboards along the streets and highways. This "outdoor" classification also includes benches, posters, signs and transit advertising (the advertising on buses, subways, taxicabs and trains). This means of advertising is rather cheap and effective because it reaches a large audience. Its messages work on the advertising principle of "frequency." Since most messages stay in the same place for a period of a month or more, people who drive by or walk past to see the same message a number of times. Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with other media. But as outdoor advertising is a glance medium, messages must be brief to fit in a 2-3 second time frame.

Direct mail is a promotional message that outwits traditional media (newspaper, radio, TV) and appeals directly to an individual consumer. The audience must be rightly defined. Message should attract the reader's attention with colour and creativity. Clear, comfortable writing will make the appeal easy to respond. And of course, the mailing should be coordinated with other advertising media. It can significantly increase the potential return.

. "Giveaways" — the pencils, pens, buttons, calendars and refrigerator magnets you see everyday — are called "specialty advertising" in the advertising business. Businesses imprint their name on items and give them away (or sometimes sell them at very low cost) in order that: customers notice their name enough times on the item to build "top-of-the-mind" awareness. So when you need a restaurant, for instance, you think of their name first. Advertiser’s task is to think of an interesting item to put the name on and to work out an excellent distribution plan. Specialty advertising is a unique way to generate goodwill and put your name on items that people remember.

Being very expressive, advertising on the one hand can be used to build up a long-term image for a product and, on the other, to trigger quick sales. Although it reaches many people quickly, the shortcoming is that advertising is impersonal and cannot be as persuasive as a company salesperson. It is able to carry on only one-way communication with the audience, and the audience does not feel that it has to pay attention or respond.

There is no one best way to advertise product or service. It is important to explore various advertising media and select those, which will most effectively convey the message to customers in a cost-efficient manner.

1. Find equivalents to the following words and learn them:

в короткие сроки; конкурирующие фирмы; добрая воля; убедительный; рекламное объявление; продвижение; убеждать; проба; связь с общественностью; подчеркивать различия; рекламные щиты; осведомленность; канал распределения; приложение/дополнение; недостаток(2); на досуге; оправдать стоимость производства; внешняя(уличная реклама); выражать/передавать идею; укладываться в короткое время; иллюстрация; предпочтительный; широкомасштабная реклама; товары повседневного спроса; рекламные ролики; инициировать; большое разнообразие; бюджет; быть в тесном контакте; потенциальные покупатели; с точки зрения; целевая аудитория

2. Answer the questions:

1) What is promotion mix?

2) What is advertising?

3) What are the functions of advertising?

4) What methods of advertising can you name?

5) What media are usually used in advertising?

6) What is the most advantageous medium?

7)What does the choice of media depend upon?

3 Up to you…

In advertising it is more effective to choose a combination of methods. Choose a firm and explore its advertising campaign. What methods and media does it use? Do they reach its target audience? Do they provide sufficient information? Do they provoke the desire to buy the product?

Links

adcracker.com/creative ideas/ This site contains articles and hints on advertisement.

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