Advertising

Advertising is an important element of the marketing function. It is used to increase sales by making the product or service known to a wider audience, and by emphasizing its superior qualities. A company can advertise in a variety of ways, depending on how much it wished to spend, and the size and the type of the target audience. The different media for advertising include television, radio, newspapers, magazines and different mail by which advertisers send letters, brochures and leaflets directly to potential customers. This advertising is a highly developed business.

Many advertisements contain a slogan or a short phrase to attract the consumer's attention. Effective slogans are usually short, easy to remember and easy to repeat. I can give some examples of slogans from advertisements. For instance the phrase "Not everyone was meant to fly" is a slogan of train transportation company. The company Kodak has a well-known all over the world slogan "The color of the life".

Not only slogan but various advertising techniques are used to perform the goods or services. The most effective is endorsement. It means that a person, often famous, speaks on behalf of a product. For instance, Sting appears in ads on behalf of Kirin beer. And even Woody Allen, the reclusive film director, once did a stint in Japanese advertising, appearing in ad to promote the Seibu department store. This advertisement is only for Japanese eyes. Movie stars rarely do commercials in the USA, because it tarnish their image and marketability. In the US, getting into commercials is often a sign a career is on the way down.

Today many firms produce the same products, but they advertise these goods in their own ways. So it is possible to analyse the ads of two or more companies. The specialists clear up the target market of these advertisements. They have to find out the answers to following questions: for whom are the ads designed; where do targets live, what is target's age, sex, marital status, income, lifestyle. Then they compare the language used in the slogans and what of them attract attention quickly. It is necessary to outline the advertising techniques that are used. The ads may contain some artistic content, such as photography, special graphic and other characteristics. At the end of analyzing the specialists can decide to change something in the ad so that it can sell the most goods.

6D Advertising and Marketing

Advertising is any paid form of impersonal presentation and promotion of products, services or ideas by an individual or organization. It's one of the most important factors in accelerating the distribution of products and help to arise the standard of living.

Three main objectives of advertising are:

- to produce knowledge about the product or service;

- to create preference for it;

- to stimulate thought and action about it.

Many people make advertising such as advertisers, media, advertising agencies or supplies and special services. These people have to know as advertising art as marketing mix and market in local point. Everybody of them is met with four Ps of marketing mix: packaging, pricing, placement, promotions. Packaging means how a product will be presented. Pricing is a process of definition a price the product will be sold for. Placement suffers the channels of distribution which the product will go through when selling. At last promotions define how the product will be marketed.

All the steps of marketing deal with an advertising - immediately or via advertisers. This fact must be accounted for the promotion of any new product to the market. Firstly the product is advertised at the market by advertisements, media (for instance, TV or radio commercials), print-media, tabloid stories, outdoor signs, kinds of transportation, and points of sale, Internet advertising or other printed media. It's not necessary to use all of advertising means. But sometimes the only global attack to the customer can give the best result. In other cases it will be better to change only prestige magazine or product demonstration or another kind of advertising, the most suitable for the situation.

What advertising means have being chosen: free samples or rating cars, stands in supermarket or displays of logos in the windows of this supermarket? It is a concrete decision. But always marketing research have being delivered even it doesn't give an excellent results.