ADVERTISING

Introduction: Hand in hand with sales promotion, market research, planning, pricing and distribution
of goods advertising is a decisive element of the marketing process. Sharply intensified global
competition and continuous changing in consumer desires have increased the importance of
marketing.

History:

-the importance of advertising was recognised in ancient times ( for example painted signs )

-in the Middle Ages paid town criers shouted the unique qualities of merchants’ goods

-the 19th century:

-industrialisation and printing techniques helped to gain ground

-space brokers hired by newspapers to sell spaces for ads

-brand names and mail order houses appeared

-the 20th century: with the radio, tv, internet advertising became omnipresent

Advertising and sales promotion have grown into a multi-billion dollar business worldwide. Most
companies have big promotion budgets. They engage advertising companies for their advertising
campaigns.

Objectives:

-establish and maintain brand-name recognition and keep the buyers loyal to it

-create a positive image of the company

-praise the product and induce people to purchase it

Advertising makes use of two connected human feelings: desire and fear. Advertisers try to convince
people that a particular product can enhance their lifestyle and be a solution to their worries.

Techniques and channels:

Advertising messages,which range from simple notes to complex advertising campaigns reach the
public through numerous channels,for exampleflyers,shop magazines, sandwich men, posters,
handwritten notes for second hand goods, miscellaneous media (like calendars, wrapping paper,
shopping bags),The Yellow Pages, ads in newspapers and magazines, commercials on the radio and
television and of course Internet that is becoming one of the most effective ways of promotion.

Promotion uses a great variety of luring techniques: sampling of goods, discount coupons, special
price-reduced packages and the magic words such as bargain, sale, buy two and get the third one
free…etc .
Arguments for advertising:

-keeps prices down because it creates a mass market and stimulates competition

-it contributes to job security

-it creates consumer awareness (ads give up-to-date product information )

-classified ads provide a useful service for the public ( they help people to find a job, a partner, buy or
sell property, raise health awareness, for charities to multiply humanitarian aid )

-in developed countries advertising is tightly regulated

-it helps finance the media

-commercials provide entertainment

Arguments against advertising:

-goods are more expensive because of the costly advertising budgets

-multinational companies destroy smaller firms causing considerable job losses

-advertising brainwashes and manipulates us with forcing to buy unnecessary things

-ads depict a sham world and make us become dissatisfied with our own living standards

-by stimulating envy adverts can make us turn to crime (mugging, shoplifting, bullying, smuggling)

-ads cheat the customer, nearly all of them bend the truth and misrepresent the product

-market research and audience research organisations spy on people

-they are a real pain in the neck

-they are irritating with interrupting TV programmes

-for junk paper we cut out trees

-animated banners and pop-ups make surfing the internet annoying

-spam messages clog the space in email accounts and harbour computer viruses

https://www.youtube.com/watch?v=dxPg4erGVs0 Slogans

https://www.youtube.com/watch?v=HzevRHUEnVI How do ads influence you?

https://www.youtube.com/watch?v=8Sj2tbh-ozE Marketing
https://www.youtube.com/watch?v=iRhVuarQoF8 Advertising