1. Advertising

• How and when did the first adverts appear?

Answer: Nathaniel Butter - father of journalism in England - in 1622 he founded the newspaper “News”. And it comes in the 1624 the first ad - it concerned books` sale. In the XVII century in England there is the first integrated advertising - branding. “Coffee is the drink of noble men” (in stores and shops). English ads changes from neutral to inform the evaluation forms (character). In the middle of the XVII century the renunciation of the reliability of the information in advertisements was invented by.

John Houghton is the father of British advertising. He Invented the way how divide information - rubricator. In his collections first marriage announcement was appeared.

To add: Advertising became big business in the 20th century, offering many different jobs in advertising agencies and the marketing section. The use of the media, like newspapers, television, direct mail, radio, magazines, outdoor signs and of course the Internet made this growth possible. It is a form of transporting information to the consumer, but which does not only have positive sides. There are many critical aspect about it, like persuading people to doing unhealthy things, like smoking, or producing special stereotypes everybody tries to follow. Nevertheless, advertising has become international, since producers and companies try to sell their products on a globalized market in almost every corner of the world. It is therefore not surprising to see a big sign for Coca Cola in third world countries.

• What makes an ad memorable?

Answer: To make the advertisement a memorable, you should not forget that it must be brief, not long - the audience's attention should not be dissipated, the slogan should be simple, interesting, it must be eye-catching, and then turn around in the tongue all day, do not leave him a choice to forget it . A potential costumer must understand that without this product he can`t continue to live.

Professor Keith Niedermeier at the Wharton School of Business noted that simple, in-stream interactive advertising that leverages those high-attention moments provides a perfect opportunity for performance-based branding campaigns to work. And performance-based campaigns that de-risk the investment for brands will surely move more ad dollars online.

To add: Opinion of Rod Lamborn: To be remembered, the movie has to be unusual, clever, ironic, sharp, and sometimes silly. And all this in 30 seconds!

• Provide examples of good and bad advertising slogans.

Answer: Good examples – for lighters “Zippo”: “They work” or “Handmade”; “Visa”: “The sky above and ground below, all you need is a Visa”. Store honey, slogan: “Honeymoon - all year round!”. Sale of wool rugs, slogan: warmth. Newspaper employment. slogan: We do not have regular readers. Radio Nostalgie, slogan: Music, that give me memories.

A striking example of brevity and expressiveness: Fanta advertising slogan - "poured!".

Always Coca Cola/Всегда Coca Cola, 1990-е

Live on the coke side of life/Живи на кока-кольной стороне, 2006

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Company General Motors tried to promote on the Spanish market the car Chevrolet Nova, but failed. Because the No Va means "not moving".

Bacardi has released a fruit drink called «Pavian», which in French means "Chic", but the German «Pavian» means "baboon". Imagine, you go to the store and ask the seller a bottle of "Baboon".

Clairol introduced the perfume company in Germany, its dry deodorants, using slogan Mist Stick, meaning "Foggy deodorant." But later it emerged that the German slang Mist («fog") means "manure."

Colgate-Palmolive Company put on the French market its new toothpaste Cue. A little later, Americans learned that it bears the name of a popular French porno-magazine.

When Gerber first started selling baby food in Africa, they used the same packaging as in the U.S. - a cute baby photo on the box. Over time, due to low sales, they decided to analyze the situation and found out that in Africa manufacturers write ingredients on the package of products, because of the large number of illiterate people.

In the U.S. Coors beer commercials used the slogan «Turn it Loose», which can be translated as "Be Free." But when they translated it from Spanish means "Suffer from diarrhea."

Pepsi company is literally translated into Chinese a main advertising slogan, "Live with Generation" Pepsi (Come Alive With the Pepsi Generation). The Chinese were shocked: got unexpected sounding slogan, "Pepsi will force your ancestors to rise from their graves"

• What are the different types of advertising?

Answer: Print Advertising - Newspapers, Magazines, Brochures, Fliers

The print media offers options like promotional brochures and fliers for advertising purposes. Often, newspapers and magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement in the publication (front page/middle page, above/below the fold), as well as the readership of the publications. For instance, an advertisement in a relatively new and less popular newspaper will cost far less than an advertisement in an established newspaper that has a high readership. The price of print ads may also depend on quality of the paper and the supplement in which they appear

Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events

Popular form of advertising. It makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by the company. Billboard advertising has to be really terse and catchy in order to grab the attention of the passersby. Kiosks not only provide an easy outlet for the company's products but also make for an effective advertising tool to promote the company's products. Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast Advertising - Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself. The radio might have lost its charm owing to new age media. However it remains the choice of small-scale advertisers. Radio jingles have been very a popular advertising medium and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy old popular radio jingles.

Covert Advertising - Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial advertising as such in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. Pay attention next time, you're sure to come across a lot of such examples.

Surrogate Advertising - Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries. Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising - Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today, public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In the United States, radio and television stations are granted to bidders on the basis of a fixed amount of public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern-day consumer is getting immune to the exaggerated claims made in a majority of advertisements, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. How effective these ads are, is something that each consumer himself can determine.

• What do you think of celebrity endorsements?

Answer: Celebrities come with their own image. That's why you want them. What you don't want is to lose control of a media event, because the celebrity gets more questions about the next movie, book, breakup or scandal. While it will be almost impossible to keep all personal questions from sneaking in, there are things you can do to minimize them.

* Media training is imperative if you want your celebrity spokesperson to speak your language, be convincing and be familiar with your product or service.

* Work with your media contacts to ensure they keep the interview focused on the topic at hand. And, as best you can, control the kind of media that come to your functions. A room full of paparazzi are there for the celebrity's latest story, not yours.

* Make sure your celebrity choice doesn't use a competitor's product. All you need is for one photographer to catch your spokesperson out on the town using or sporting a competitor's product.

* Don't go for the obvious name. The more causes, products or services a celebrity promotes, the less believable the person becomes.

* Pick a celebrity that is known to have an affiliation with, or interest in, your industry or cause.

* Do your homework. Make sure your celebrity choice doesn't have a lot of skeletons in the closet. Controversy has a way of taking on a life of its own, and can only detract from your campaign.

* Include a morals clause in your contract that allows you to terminate the relationship if the celebrity acts in a way that threatens your image.

What it ultimately comes down to is how you want to be perceived and what you really want to achieve. Do you want all of your money and effort wrapped up into one celebrity-driven push? Or do you want your product, cause or service to be able to stand on its own merit with a campaign you can control?

There's no question that celebrities can be effective in promoting existing brands and in creating recognition for a new market entry. The question is do you have the time, money and resources to place your personality in the hands of someone who, other than money, has no vested interest in your campaign.

2. Blogging as an Alternative Mass Medium

• What is blogging? What is the origin of the word ‘blog’?

Answer: The word “blog” appears to date back to 1997, when one of the few practitioners at the time, Jorn Barger, called his site a “weblog”. In 1999, another user, Peter Merholz, playfully broke the word into “we blog”, and somehow the new term—blog—stuck as both a verb and a noun. Technically, it means a web page to which its owner regularly adds new entries, or “posts”, which tend to be (but need not be) short and often contain hyperlinks to other blogs or websites. Besides text and hypertext, posts can also contain pictures (“photoblogs”) and video (“vlogs”).

A “personal online journal”

• How are blogs used by journalists?

Answer: Now we have a situation, when an every progressive journalist has his own blog. For what? They write their opinions, write some information that they can`t publish in their media, sometimes they copy articles, discuss political questions, analyze different events – and people read it because of authority of this journalist, because they respect him and want to know his opinion.

• Can blogging be considered a new type of Mass Media?

Answer: Of course, yes. Partly – because of some popular journalists have their own blogs and their audience, who prefer read his comments, partly – information reaches to people faster and more operative.

Blogging has the same functions that have other medias – entertain, inform and educate. Moreover, it can combine some types of media, that`s why can`t we call it a new type of Mass Media?

• Do you read blogs? DO you rely on information you get from blogs?

Answer: I read different blogs: blogs of my favorite journalists – it helps me to formulate my attitude to these events: blogs of my hobby – there are lots of useful information, friends` blogs. (И здесь просто рассказываете о любимых блогах, если они есть)

For example, I read cooking blog, and I can put any recipe from their posts and prepare some delicious meal.

• Are you a blogger?

Answer: Yes, I have my own blog, where I write different reviews/some recreative news and facts/I have it, but don`t write – I prefer to follow my friends and leave comments sometimes/I don`t have it, because I can`t understand why people like it, it is more convenient to speak with people without internet.

3. Brands and Branding

• Provide definitions of the words ‘brand’ and ‘branding’

• What does a brand consist of?

• What do you need to create a successful brand?

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Brand — name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brand is the consequence of how you go about doing what you do.

Branding — the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Branding enables people to recognize and understand how to navigate your business’s goods, services and organization. It is only one of many contributory factors that, in combination, help to establish a brand.

Among the other elements, which the brand consist of, there are:

• name (the word or words used to identify a company, product, service, or concept);

• logo (the visual trademark that identifies the brand);

• tagline or catchphrase (for example, "The Quicker Picker Upper" is associated with Bounty paper towels);

• graphics (for example, the dynamic ribbon is a trademarked part of Coca-Cola's brand);

• shapes (for example, the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands);

• colors (for example, Owens-Corning is the only brand of fiberglass insulation that can be pink);

• sounds (a unique tune or set of notes can denote a brand);

• scents (for example, the rose-jasmine-musk scent of Chanel No. 5 is trademarked);

• tastes (for example, KFC has trademarked its special recipe of eleven herbs and spices for fried chicken);

• movements (for example, Lamborghini has trademarked the upward motion of its car doors).

To create a successful brand you should simply be consistent. It’s necessary to use all the elements of a good brand. They need to be well combined. And you always should remember about the fact that you’re working for the customer.

So if we’re speaking about the logo, it must capture the essence of your brand and be placed everywhere. Your website, packaging and promotional materials — all of which should integrate your logo.

Your colleagues should be interested in the job and be aware of your brand attributes. All the members of your team should integrate your brand. Branding extends to every aspect of your business — how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature — everything. Create a “voice” for your company that reflects your brand, and apply it to all written communication and incorporate in the visual imagery of all materials, online and off.

Don’t make the rebranding too often. Use brand standards for your marketing materials: the same color scheme, logo placement, look and feel throughout. In this case the customers will get used to recognize your brand.

And one more very important thing is to be true to your brand. Customers won't return to you — or refer you to someone else — if you don't deliver on your brand promise.