Ответьте на вопросы. Disadvantages of Advertising

Vocabulary

Disadvantages of Advertising

Although institutional advertising can be effective in getting key messages to spe­cific audiences, there are some disadvantages.

Cost: Paid space is expensive. Ads in multiple media outlets, which are necessary for mes­sage penetration, can cost thousands of dollars in the trade press and millions in the consumer press. The high cost of buying space for advertising has led many companies to shift more of their marketing communications budgets to product publicity, direct mail, and tele­marketing.

Credibility: Public relations executives are fond of saying, "Advertising raises awareness, but publicity published as news stories creates credibility". Because they are controlled messages, advertisements are generally less believable than publicity that appears in the news columns or on broadcast news shows. The pub­lic perceives that news reports have more credibility because purportedly objective journalists, who are independent of the organization, have evaluated the information on the basis of truth and accuracy. Indeed, a major value of publicity is the concept that a third party, the medium, has endorsed the information by printing or broadcasting it. Advertisements have no such third-party endorsement because anyone with enough money can place an advertise­ment, provided that it meets the acceptance standards of the medium.

Timing and Context: "Let's run an ad in the newspaper" is a frequent reaction to a crisis. This approach has one major fault. It is usually too late. This is particularly true when the crisis has already been reported by the media and the public has already developed strong opinions on the subject.

advertising	рекламное дело
to define	определять
persuasive	убедительный
media	средства информации
to identify	опознавать
to indicate	указывать
medium	средство
to promote	продвигать
to reach	достигать
substitute	заменитель
salesperson	продавец
feedback	обратная связь
commercial (s)	реклама
target	цель
to benefit	извлекать выгоду
disadvantages	недостатки
viewer	зритель
challenge	вызов
creative	творческий
to grab your attention	привлекать ваше внимание
a customer	покупатель
asset	ценное качество
to announce	объявлять
to encourage	ободрять

1. What is advertising?

2. How is advertising used in public relations?

3. What are five types of public relations advertising?

4. What can you say about financial advertising?

5. What is the purpose of advocacy advertising?

6. What are theadvantages of advertising?

7. What are thedisadvantages of advertising?

Дата добавления: 2015-01-03