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Advertising media and methods.


Advantages and disadvantages.

Nowadays advertising is a very important part of our life. Almost everywhere we hear: “Advertising is the engine of commerce”. It means that all companies, firms, organizations have to advertise their products and services to be competitive and successful.

For this purpose they use a lot of advertising media and methods. Directories, newspapers, press, television, radio, the Internet are the most popular and profitable advertising media. For example, when we are watching an interesting film on TV and it’s interrupted for advertising, we have to watch it to avoid missing something important. This psychological effect gives producers a great opportunity to attract huge audience. Also, with the development of technology the Internet has become the most famous advertising media. Pop-up ads are very annoying but at the same time they can attract out attention to the product that’s being advertised.

There is a great variety of advertising methods too. Exhibitions, mail shots, endorsement, free samples and leaflets are some of them. Celebrity endorsement is a technique that is very popular in advertising. When we see our favorite actor, sportsman or singer onto a screen it acts on our feelings and we really want to buy a product which he or she advertises.

Different advertising media and methods have their own advantages and disadvantages. Some of them can have too much information, be annoying, have a bad influence on children. But other can have creative ideas, vivid colors and attract our attention.

So, in the conclusion I want to say that a successful advertising campaign takes time and patient, but the money that a company spends on advertising will repay considerably.

 

Successful advertising campaign (Nike)

Nowadays advertising is a very important part of our life. Almost everywhere we can hear: “Advertising is the engine of commerce”. It means that all companies, firms, organizations have to advertise their products and services to be competitive and successful.

Philip Knight (Chief Executive of Nike) is the first person who won the Cannes Advertising Award twice.

He has an absolutely clear and committed strategy to use celebrity athlete endorsement. It was the first part of “three legged stool” how he described his strategy. Another two parts are product design and advertising. Celebrities invited to their ad campaign were: Carl Lewis, Tiger Woods who led Nike into golf, Ronaldo and the basketball star Michael Jordan.

After extraordinary growth Nike became №1 trainer manufacturer in the US. But Knights admits the company then lost it way as ii failed to cope with its success.

Nike uses a mix of global ad campaigns and local advertising. During a 21-year partnership with the agency Wieden and Kennedy, Nike has created some of the world’s most attention-grabbing advertising. This relationship with one of the world’s best ad agency brings Nike a wonderful success.

So, in the conclusion I want to say that a successful advertising campaign takes time and patient and money that a company spends on advertising will repay considerably.

 


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