Advertising

There is a difference among promotional tools such as advertising, personal selling, word-of-mouth and propaganda. Advertising is a paid, non-personal sales communication through various media directed at a large number of potential buyers. Advertising is often designed and managed by advertising agencies through advertising campaigns. Personal selling is face-to-face communication and does not go through media; thus it is not advertising. Word-of-mouth is not a form of advertising because it does not go through media; it is not paid for. Advertising is different from propaganda in that the promoter is identified.

Two basic types of advertising are product and institutional (corporate). Product advertising involves selling a good or service. Institutional or corporate advertising involves promoting a concept, idea, or philosophy, or the goodwill of anindustry, company, organization, orgovernment body to generate its positive publicity.

Both product and institutional advertising can be subdivided into three categories according to the purpose: to inform, to persuade, or to remind.

Informative advertising,intended to build initial demand for a product, is used in the introductory phase of the product life-cycle. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life-cycle. Reminder-oriented advertising,often used in the late maturity or decline stages of the product life-cycle, tries to remind people of the importance and usefulness of a product, concept, or institution.

The most important and largest of the advertising media are newspapers, magazines, television, radio, direct mail and outdoor advertising (e.g. billboards, posters, advertising messages on trucks, in public transport). People have the false impression that advertising is not very informative. Newspapers, for example, have full information about products, prices, features and more. Direct mail (leaflets, booklets and other printed matter) is also informative and a tremendous shopping aid for consumers.

The public benefits greatly from advertising expenditures. First, we learn about new products, new features, sales items, and more. We also benefit from free radio and TV and subsidized newspapers and magazines. In short, advertising not only informs us about products but pays for us to watch TV and get the news from magazines and newspapers.

Different kinds of advertising are used by various organizations to reach different classes of potential buyers. Some major classes include:

Retail advertising – advertising to consumers by various retail stores such as supermarkets.

Trade advertising – advertising to wholesalers and retailers by manufacturers to encourage them to deal with their products.

Industrial advertising – advertising from manufacturers to other manufacturers.

Assignment 3. Answer the following questions.

1. What activity is called advertising?

2. What different tools are used to promote products? How do they differ from advertising?

3. What institutions organize and manage advertising campaigns?

4. What are two basic types of advertising?

5. Name three categories of advertising according to its purpose and characterize them.

6. What advertising media do you know?

7. How docs public benefit from advertising?

8. What classes of potential buyers are different kinds of advertising aimed at?

Assignment 4. Match the terms with the appropriate definition and learn them.

Advertising	An independent firm that plans, produces and places advertising for its clients.
Advertisement	The various forms of communication through which advertising reaches its public.
Advertiser	A person whose profession is advertising.
Adman	A person or company that pays for a product or service to be advertised.
Advertising media	A notice or message in a newspaper, or on a poster in a public place, or an announcement on TV or on the radio offering or asking for a product or service.
Advertising agency	The business that deals with making, distributing and selling advertisements.
Advertising campaign	An advertisement on TV or radio
Commercial	A planned series of advertisement intended to advertise a product or service.

Assignment 5. Consult the dictionary and give Ukrainian equivalents of the following synonyms to the word ‘ advertise’ and learn them. Translate the sentences given below. Pay attention to the words in italics.

Promote – to make sure that people know about a new product or service by arranging special events.

Hype up – an informal word meaning to try to make people think that something is much better than it really is.

Plug (give smth a plug) –informal word meaning to try to make people get interested in your product or service, for example by mentioning it onTV or radio conversationwhen you are supposed to be talking about something else.

Push –an informal word meaning to advertise a new product very heavily, with a lot of advertisements.

1. You must haveseen those computer games they have been heavily advertised on TV and all the Sunday papers. 2. To promote their new brand of shampoo, they are selling it at half price for a month. 3. Like most Hollywood movies it wasso hyped up that when I saw it I felt rather disappointed. 4. The author used the opportunity of appearing on TV to give his latest book a plug. 5. Revlon is really pushing its new range of beauty creams. 6. At this time of year, thepapers are full of advertisements for skiing holidays. 7. BMW isrunning an aggressive campaign to publicize its 20XX models.

Assignment 6. Translate into Ukrainian.

Potential buyer; face-to-face communication; non-personal communication; to promote the goodwill of an industry; to generate positive publicity; can be subdivided into; competitive status of a product; sales items; in short; subsidized newspapers and magazines; some major classes; to deal with their products.

Assignment 7. Translate into English.

Засоби сприяння збуту продукції; через різні засоби масової інформації; урядовий орган; робити спробу; кінцева стадія зрілості; корисність; помилкове враження; характеристики продукту; безкоштовне радіо та телебачення; заохочувати; досягнути потенційних покупців.

Assignment 8. Match the pairs of synonyms.

A: personal; impression; feature; tremendous; to identify; to persuade.

B: opinion; huge; to define; to convince; face-to-face; characteristics.

Assignment 9. Paraphrase the following sentences using synonymous words from as.8. Translate the sentences.

1. The aim of the promoter is to convince the consumer to buy certain goods or services. 2. What is your opinion of the quality of services they offer? 3. Face-to-face selling used to be practiced a lot in the past. 4. Can you define the categories of advertising according to its purpose? 5. The company’s advertising campaign had a huge success.

Assignment 10. Match the pairs of words with opposite meaning.

A: encourage; outdoor; paid; personal; true.

B: false; free; non-personal; indoor; discourage.

Assignment 11. Substitute the underlined words for their opposites (see as.10) so that the sentences make sense. Translate the sentences.

1. Interviewing is a kind of non-personal communication. 2. One true move and you can loose the game. 3. We have to use billboards as the means of indoor advertising in our campaign. 4. Retail advertising discourages customers to buy the products advertised. 5. Thanks to advertising we enjoy paid TV and radio.

Assignment 12. Fill in the blanks with an appropriate word. Translate the sentences.

Дата добавления: 2014-11-29