Advertisement. Packing

The purpose: Consider the main aspects of advertising, marketing and packing

Key words: advertising, packing, marketing, produce, promotion, public relations, commercial, large packing

Questions:

15.1 Definition of advertising

15.2 Advertising and Marketing

15.3 The main aspects of packing

Definition of advertising and packing

Advertising is an important element of the marketing function. It is used to increase sales by making the product or service known to a wider audience, and by emphasizing its superior qualities. A company can advertise in a variety of ways, depending on how much it wished to spend, and the size and the type of the target audience. The different media for advertising include television, radio, newspapers, magazines and different mail by which advertisers send letters, brochures and leaflets directly to potential customers. This advertising is a highly developed business.

Many advertisements contain a slogan or a short phrase to attract the consumer's attention. Effective slogans are usually short, easy to remember and easy to repeat. I can give some examples of slogans from advertisements. For instance the phrase "Not everyone was meant to fly" is a slogan of train transportation company. The company Kodak has a well-known all over the world slogan "The color of the life".

Not only slogan but various advertising techniques are used to perform the goods or services. The most effective is endorsement. It means that a person, often famous, speaks on behalf of a product. For instance, Sting appears in ads on behalf of Kirin beer. And even Woody Allen, the reclusive film director, once did a stint in Japanese advertising, appearing in ad to promote the Seibu department store. This advertisement is only for Japanese eyes. Movie stars rarely do commercials in the USA, because it tarnish their image and marketability. In the US, getting into commercials is often a sign a career is on the way down.

Today many firms produce the same products, but they advertise these goods in their own ways. So it is possible to analyse the ads of two or more companies. The specialists clear up the target market of these advertisements. They have to find out the answers to following questions: for whom are the ads designed; where do targets live, what is target's age, sex, marital status, income, lifestyle. Then they compare the language used in the slogans and what of them attract attention quickly. It is necessary to outline the advertising techniques that are used. The ads may contain some artistic content, such as photography, special graphic and other characteristics. At the end of analyzing the specialists can decide to change something in the ad so that it can sell the most goods.