Методичка по Английскому языку для экономистов
Методичка по Английскому языку для экономистов
Advertising Ideas
Advertising is impersonal, usually paid communication intended to
inform, educate, persuade, and remind.
Advertising is a sophisticated form of communication that must work
with other marketing tools and business elements to be successful.
Advertising must be interruptive — that is, it must make you stop thumbing
through the newspaper or thinking about your day long enough to read or
hear the ad. Advertising must also be credible, unique, and memorable in
order to work.
And finally, assuming the actual advertising is built upon a solid
positioning strategy, enough money must be spent to provide a media
schedule for ad frequency, the most important element for ad memorability.
History of Advertising
1. Introduction
Marketing is more than just distributing goods from the manufacturer
to the final customer. It comprises all the stages between creation of the
product and the after-market which follows the eventual sale. One of these
stages is advertising. The stages are like links in a chain, and the chain
will break if one of the links is weak. Advertising is therefore as
important as every other stage or link, and each depends on the other for
success.
The product or service itself, its naming, packaging, pricing and
distribution, are all reflected in advertising, which has been called the
lifeblood of an organization. Without advertising, the products or services
cannot flow to the distributors or sellers and on to the consumers or
users.
2. Early forms
Advertising belongs to the modern industrial world, and to those
countries which are developing and becoming industrialised. In the past
when a shopkeeper or stall-holder had only to show and shout his goods to
passers-by, advertising as we know it today hardly existed. Early forms of
advertising were signs such as the inn sign, the red-and-white striped
barber's pole, the apothecary's jar of coloured liquid and the
wheelwright's wheel, some of which have survived until today.
3. Effect of urban growth
The need for advertising developed with the expansion of population
and the growth of towns with their shops and large stores; mass production
in factories; roads and railways to convey goods; and popular newspapers in
which to advertise. The large quantities of goods being produced were made
known by means of advertising to unknown customers who lived far from the
place of manufacture.
Advertising grew with the development of media, such as the coffee-
house newspapers of the seventeenth century, and the arrival of advertising
agencies nearly 200 years ago, mainly to handle government advertising.
4. Advertising and the modem world
If one looks at old pictures of horse buses in, say, late nineteenth-
century London one will see that they carry advertisements for products
famous today, a proof of the effectiveness of advertising. Thus the modern
world depends on advertising. Without it, producers and distributors would
be unable to sell, buyers would not know about and continue to remember
products or services, and the modern industrial world would collapse. If
factory output is to be maintained profitably, advertising must be powerful
and continuous. Mass production requires mass consumption which in turn
requires advertising to the mass market through the mass media.
16. Advertising involvement
Although advertising is listed as a single element it is associated
with almost every other element, borrowing from them or interpreting them.
(a) The volume, emphasis and timing of advertising will depend on the
product life cycle situation. For instance, at the introductory or
recycling stages, the weight of advertising will be heavier than at the
maturity or decline stages.
(b) Marketing research will provide evidence of motives, preferences
and attitudes which will influence not only the copy platform or
advertising theme but the choice of media through which to express it.
(c) Naming and branding may be initiated by the advertising department
or agency, and clearly plays an important role in advertisement design.
(d) The product image will be projected by advertising.
(e) The market segment will decide the tone or style of advertising,
and the choice of media.
(f) Pricing can play an important part in the appeal of the copy. Is
the product value for money, a bargain or a luxury? Pricing can be a very
competitive sales argument. People are very price conscious.
(g) The product mix has many applications. In advertising, one product
may be associated with another, or each brand may require a separate
campaign.
(h) Packaging can be a vital aspect of advertising, as when pack
recognition is sought. It is itself a form of advertising, especially at
the point-of-sale, as in a supermarket when the package often has to
identify the product and literally sell it off the shelf.
(i) Distribution involves trade advertising such as by direct mail, in
the trade press and at exhibitions.
(j) The sales force has to be familiarised with advertising campaigns
which will support their efforts in the field.
(k) Market education is a public relations activity aimed at creating
a favourable market situation in which advertising will work.
(1) Corporate and financial public relations often uses institutional
advertising in the business press.
(m) Test marketing requires a miniature advertising campaign
simulating the future national campaign.
(n) Advertising research includes copy-testing, circulation and
readership surveys and statistics, recall tests, tracking studies and cost-
per-reply and cost-per-conversion-to-sales figures.
(o) Sales promotion can augment or even replace traditional
advertising.
(p) The after-market calls for advertising to make customers aware of
post-sales services.
(q) The maintenance of customer interest and loyalty may be achieved
by advertising which promotes additional uses and accessories, or simply
reminds.
ADVERTISING
Advertising is used to create consumer interest in a product and also to increase the sales of that product. It may be described under three headings:
1 descriptive advertising;
2 persuasive advertising;
3 both descriptive and persuasive advertising together.
Descriptive advertising
This type of advertising gives the most: important facts about the product.
It is the cheapest form of advertising and is used a lot by the small trader selling through the local paper. It will usually say:
1 what the product is;
2 how much it will cost;
3 where it may be obtained.
Example: 1972 Ford Escort Ј500. Telephone London 1234.
Persuasive advertising
This type of advertising tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products. It is used a lot in television advertising where consumers arc persuaded to think that if they buy that product they will become very popular or very happy. This is a psychological approach, and it is hoped by the advertiser that people will be persuaded to buy the product. The method uses 'association of ideas'.
Brand names such as Guinness and Oxo are used in persuasive advertising.
Example: 1983 Ford Capri Ј2000 - good condition - low mileage, a bargain, first to see will buy this attractive car.
Advertising media
Newspapers
There are both national newspapers and local newspapers. Advertising in the national press is usually much more expensive than advertising in the local press. Both types of advertising are sold by the column centimetre, the half page and the page. A page in a national newspaper may cost many thousands of pounds for one day. This is because national newspapers have very large circulations (they are read by a lot of people).
Television
Television advertising in Great Britain is controlled by the Television Act
1954. It is the most expensive kind of advertising and costs many thousands of pounds (on a national network) for just a few seconds of television time. Charges are made by the second. If the advertisement is shown at a time when relatively few people are watching, then it will be cheaper. If it is shown - at a time when many people are watching (peak viewing time) then the charges are much higher. Television advertising is mostly used by large organizations and the nationalized industries.
Radio
This kind of advertising is much cheaper than television advertising. It is very popular in the United States. The most popular radio station in Europe is Radio Luxembourg, which carries a lot of commercial advertising. In
Great Britain radio advertising is usually carried by local independent radio stations.
Hoardings
Hoarding advertisements are usually put up in eye-catching positions at the side of the road. The cost of the advertisement will depend on where the hoarding is and how large it is. If it is in a very good position and near the centre of the city where it will be seen by many potential customers, then it will probably be quite expensive. The sites are usually rented out to clients on a monthly basis by an advertising agency.
Handbills
These are quite often used by local traders to advertise their goods and services. They are expensive in labour costs and are not very effective.
Transport
The inside and outside of buses, trains, vans and other kinds of public transport are used in transport advertising. The most expensive position is where the advertisement is most likely to be seen by the public such as the back of a bus or the inside of a bus, especially at the front where the potential customer will be seated looking at it. The most inexpensive position is upstairs on the bus or at the back inside the bus. It is difficult to tell whether transport advertising is effective.
Cinemas
The cinema screen is used for advertising by local and national traders.
Like transport advertising, it is difficult to judge how effective cinema advertising is.
Neon displays
These are mostly used by large firms. The signs are usually displayed in city centres.
Technical journals
These are mostly used as an advertising medium by large manufacturing and distributing companies. They are read by persons and companies who are interested in this particular kind of product, and the journals will also contain other information that is useful to the readers. Technical journals are usually printed once a month. Examples are The Hairdresser, The Radio and Television Magazine and the Farmers Live Stock Journal. Advertising in technical journals is a very good method of advertising.
Trade fairs and shows
The Motor Show, the Boat Show, the Radio Show and the Ideal Homes
Exhibition are a few examples of trade fairs and shows. Dairy products may be advertised at agricultural shows. Aircraft may be advertised and displayed at the Farnborough Air Show. The disadvantage is that the shows and exhibitions are expensive to organize.
It is very difficult for advertisers to tell whether a particular advertisement or method of advertising has been effective, but there is no doubt that without advertising the customer would never hear of some products. Perhaps the most effective advertising of all is the recommendation of the product by a satisfied customer to a potential customer – advertising by word of mouth.
The language of advertising
Here are some methods used in persuasive advertising. Read them
quickly. Decide which appeal to you and which don’t. Now think of an
example for each type from your country. persuasive advertising
1. Repetition The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.
2. Endorsement A popular personality is used in the advertisement.
3. Emotional appeal Advertising often appeals to basics such as mother-love, sex, manliness, feminity.
4. Scientific authority Sometimes the advert shows a person in a white coat (i.e. a scientist) telling us about the product. More often it mentions “miracle ingredients” or
“scientific testing” to persuade us.
5. “Keeping up with the jones’s” An appeal to pure snob value. You want to appeal to be richer or more successful than your neighbours.
6. Comparison The advert lists the qualities of a product in direct comparison with rival products.
7. An appeal to fear or anxiety This type is similar to 3, but works on our fears.
8. Association of ideas This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.
9. Information If a product is new, it may be enough to show it and explain what it does.
10. Special offers/free gifts This is a very simple and direct appeal – it’s half a price!
11. Anti-advertising This is a modern version which appeals to the British sense of humour. It makes fun of the techniques of advertising.
Do you agree that the only background for the problems with brand names
would be:
- wrong pronunciation;
- wrong association;
- wrong translation.
Types of advertising
Introduction
1. Scope of advertising
Advertising serves many purposes and many advertisers, from the individual
who places a small classified advertisement in his local newspaper to the
big spender who uses networked TV to sell popular brands to the nation's
millions.
2. Types
It is possible to identify seven main categories of advertising, namely
consumer, industrial, trade, retail, financial, direct response and
recruitment.
Consumer advertising
3. Different kinds
There are two kinds of goods bought by the general public, consumer goods
and consumer durables, which together with consumer services are advertised
through media addressed to the appropriate social grades.
4. Consumer goods
These are the numerous goods to be found in the shops, those which enjoy
repeat sales like foods, drinks, confectionery and toiletries being called
Fast Moving Consumer Goods, (FMCGs).
5. Consumer durables
Usually more expensive and less frequently bought, consumer durables are of
a more permanent nature than consumer goods and include clothes, furniture,
domestic appliances, entertainment goods like radio, television and video,
and mechanical equipment from lawn-mowers to motor-cars.
6. Consumer services
They include services for security and well-being like banking, insurance,
investment, repairs and maintenance, and those more to do with pleasure
such as hotels, restaurants, travel and holidays.
7. Social grades
The social grades system makes it possible to identify certain groups of
people—prospective buyers—and then to pinpoint the media which will reach
them most effectively.
8. Media of consumer advertising
The media of consumer advertising will tend to be those with wide appeal,
and even when more specialist journals such as women's magazines are used
they will still have large circulations. In fact, the term 'consumer press'
is applied to the publications which are displayed for sale in newsagents
shops, on news-stands and on newspaper vendors' pitches'
Most of the trade, technical and professional journals have other forms of
distribution such as special orders placed with newsagents, postal
subscription or free postal controlled circulation. Controlled circulation
are not to be confused with membership or subscription magazines. They are
mailed (free of charge) to selected readers plus those who have requested
copies.
In Britain there are also hundreds of 'free' local newspapers which are
delivered door-to-door every week. With saturation coverage of urban areas
they provide good advertising media for many local businesses.
The primary media of consumer advertising are the press, radio, television,
outdoor and to a limited extent cinema, supported by sales literature,
exhibitions and sales promotion. We should not forget sponsorship,
especially the sponsorship of many popular sports which in turn can be
supported by arena advertising at the sports venue.
Industrial advertising
9. Purpose
The purpose of industrial advertising is twofold:
(a) to promote sales of equipment and services used by industry—machinery,
tools, vehicles, specialist consultancy, finance and insurance come within
this category;
(b) to promote sales of raw materials, components and other items used in
industrial production—under this heading come metals, timber, plastics,
food ingredients, chemicals and parts for assembly into finished equipment
from watches to aircraft.
Hardly any of these products and services will be bought by consumers,
except as replacements as when a motor-car needs a new battery or tyres.
Unless the formula or specification is stated, consumers will be unaware of
most industrial products.
10. Media of industrial advertising
The suppliers of services, equipment, raw materials and components will
usually advertise in media seldom seen by the general or consumer public.
The media used will consist of trade and technical journals, technical
literature and catalogues, trade exhibitions, direct mail, and technical
demonstrations and seminars. Technical journals will have smaller
circulations than the consumer press, and exhibitions will tend to have
fewer exhibitors and smaller attendances than public exhibitions open to
the general public; in fact, admission is usually by ticket or business
card. The amount of money spent on advertising will be far less, and there
may be more reliance on market education using public relations techniques
such as video documentaries, external house journals and technical feature
articles.
11. Special characteristics
Industrial advertising differs in yet another way. Whereas consumer
advertising may be emotive, industrial advertising has to be more detailed
and informative, although not unimaginative. Trade journals provide
valuable international market-places for thousands of products and
services, maintaining sales of long-established ones and introducing new
ones.
Public relations activities, while not to be regarded as free advertising,
may be more effective and economical, especially when the need is to
educate the market and create knowledge and understanding.
Trade advertising
12. Definitions
Trade advertising is addressed to distributors, chiefly wholesalers,
agents, importers/exporters, and numerous kinds of retailers, large and
small. Goods are advertised for resale.
13. Purpose
The purpose of trade press advertising is to inform merchants and traders
about goods available for resale, whether it reminds them about well-
established brands, introduces new lines or, as is often the case,
announces special efforts to help retailers sell goods, e.g. price
reductions, better trade terms, new packages, consumer advertising
campaigns or sales promotion schemes. Such advertising invites enquiries
and orders and also supports the advertiser's field salesmen when they call
on stockists.
14. Media of trade advertising
The trade press may or may not be used for this kind of advertising. There
could be a mix of two or three media addressed to the trade. Direct mail is
often used, especially when it is necessary to provide a lot of information
such as consumer advertising campaign schedules giving dates and times when
and where advertising will be taking place in the press or on radio and/or
television.
Another useful medium is the trade exhibition, sponsored by a trade
magazine or trade association, which will be attended by distributors. Some
of the larger exhibitions may also be open, or open on certain days, to the
general public as well, e.g. motor-car and furniture exhibitions.
Occasionally, commercial television time may be bought to tell retailers
about new lines, or retailers may be mailed to tell them that consumer
advertising campaigns are about to appear on TV.
15. Special characteristics
Since the object of trade advertising is to encourage shopkeepers (whether
large chains or one-man businesses) to stock up the product (especially to
achieve adequate distribution in advance of a consumer advertising
campaign), emphasis will be placed on the advantages of so doing. The
advantages will be higher sales and more profits, and the appeal will be to
the retailer's desire to make money. In so doing, trade advertising will
also have to compete with the 'selling-in' activities of rival
manufacturers.
Trade advertising will be seen as part of the total advertising campaign
for the product and so will be produced by the same advertising agency that
handles the consumer advertising. However, whereas consumer advertising
aims to persuade the consumer about the benefits to be gained from buying
the product, trade advertising aims to persuade the retailer about the
benefits which will result from selling the product. Trade advertising
supports distribution. It prepares the way. There is no point in
advertising products and encouraging consumers to buy them if the goods are
not in the shops. The demand created by consumer advertising must be
satisfied by the availability of the goods in the shops. That is what is
meant by 'adequate distribution'. If the advertised goods cannot be bought,
customers will buy either nothing or, worse still, a rival product!
Retail advertising
16. Introduction
Here we have a form of advertising which lies between trade and consumer
advertising. The most obvious examples are those for department stores and
supermarkets, but it can include the advertising conducted by any supplier
including a petrol station, restaurant or insurance broker.
A major form of retailing nowadays is direct response marketing or
retailing without shops. This is the modern form of mail-order trading
which has moved from the traditional club catalogues to sophisticated off-
the-page and direct mail campaigns for products and services, of which
financial houses and department stores have become leading participants.
17. Purpose
The purpose of retail advertising is threefold, as outlined below.
(a) To sell the establishment, attract customers to the premises and, in
the case of a shop, increase what is known as 'store traffic', that is the
number of people passing through the shop. If they can be encouraged to
step inside they may possibly buy something which they would not otherwise
be tempted to buy.
(b) To sell goods which are exclusive to the shop. Some distributors are
appointed dealers for certain makes, e.g. the Ford dealer. Others, such as
supermarkets, sell 'own label' goods, having goods packed by the
manufacturer in the name of the retailer. All the goods in the shop may
bear the same brand, or certain lines such as tea, coffee, biscuits or
baked beans may bear the retailer's own label.
(c) To sell the stock of the shop, perhaps promoting items which are
seasonal, or presenting a representative selection, or making special
offers. The latter could be regular policy, or could be organised as
shopping events such as winter or summer sales.
18. Media of retail advertising
The principal of media for retail advertising are:
(a) local weekly newspapers, including numerous free newspapers which gain
saturation coverage of residential areas by being delivered from door to
door;
(b) regional daily newspapers, of which most are 'evenings';
(c) public transport external posters and internal cards, and arena
advertising at sports grounds;
(d) direct mail to regular or account customers, and door-to-door leaflet
distribution;
(e) regional commercial television;
(f) independent local radio;
(g) window bills and point-of-sale displays within the shop;
(h) window and in-store displays;
(i) catalogues.
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