Advertising.

Advertising is a means of spreading information. It is any paid form of non-personal presentation and promotion of ideas, goods or services.

There are two types of advertising: product and corporate.

Product advertising – telling people publicly about a product in order to permit them to buy it.

Advertising is an important part of the marketing function. It is used to increase sales by making a product or service known to a wider audience and by emphasizing its positive qualities.

Corporate advertising – is not directly concerned with increasing sales of a particular product or service, but more with the brand image, a company wants to present to the public.

A company can advertise in a variety of ways, depending of how much it wishes to spend and the size and type of the target audience (the United Kingdom spends 6 bln pounds each year for advertising).

Different media for advertising include: TV, radio, newspapers, magazines, direct mail, by which advertisers send letters, brochures, leaflets.

Innovative ways of advertising: interrupting telephone conversations, talking ads from bank cash machines, ads on toilet walls.

In highly developed countries the most important types of advertising are:

1. Advertising in newspapers and magazines (40-60% of total amount, which is spent on advertising).

2. Printed advertising.

3. Advertising on TV (10% of total expenses). For 30 seconds of advertising on TV in the USA you should spend about $ 100.000.

A plan to do a lot of advertising of one product is called a campaign. Its aim is to project a forward-looking image of the company, modern efficiency and old-time product reliability.

When a growing company needs to advertise it can employ an advertising agency to design ads and put them on newspapers and magazines. It employs artists, copywriters and other specialists in this field.

1. The specific objectives of advertising are as follows:

   1. To build primary demand.

   2. To introduce a price deal.

   3. To inform about a product.

   4. To build proud recognition.

   5. To increase market share.

   6. To build the company image.

   7. To develop home and overseas markets etc.

Vocabulary:

Non-personal – не особистісний

Target audience – аудиторія, на яку розрахована дана реклама

Leaflet – листівка

To interrupt – перервати

Campaign – кампанія

To project – спроектувати, створити

Forward-looking image – майбутній імідж

To design – проектувати, зображати

Objective – завдання, мета, ціль

A price deal – система заходів, пов’язаних з ціною; новий курс цін

Answer the questions:

1. What is advertising?

2. What are the advertising types?

3. What is project advertising?

4. What is corporate advertising?

5. What media are used for advertising?

6. What are the innovations in advertising?

7. What do you think of them?

8. What is campaign? What is its aim?

9. What is slogan?

10. What are the advertising objectives?