Media of Consumer advertising

The primary Media of Consumer advertising are the press, radio, TV, outdoor advertising and to a limited extend cinema, supported by sales literature, exhibitions and sales promotion. We shouldn’t forget sponsorship, especially of many popular sports, which in turn can be supported by arena advertising at the sport events.

Consumer advertising can be further divided into national advertising and local advertising. National advertising is aimed at consumers throughout the entire (the whole) country. National advertising usually attempts to create awareness among the public of a product or service, or it tries to build loyalty to a product or service. Advertising to the public may also take the form of institutional advertising, image advertising, informational advertising or cooperating advertising. 

Institutional advertising creates a favorable impression of a business or institution without trying to sell a specific product. This type of advertising is designed to build a prestige and a public respect.

For nonprofit institution such advertising helps to support the institution’s activities (by encouraging blood donations or cash contributions for the work of an organization like the Red Cross).

A profit business has other reasons for improving its reputation rather than trying to sell a particular product. As a result the company has to build a greater brand image.

Many advertisers prefer a strategy known as image advertising. Such strategy gives a product a personality that is unique, appealing so that the consumer will want to choose it over similar products.

The personality is created by the product’s design and packaging, but more importantly, by words and pictures the advertisements associate with the product. This personality is known as a brand image. Brand image is more important for goods such as detergents, jeans, hamburgers and soft drinks because within this product categories there are few major differences.

3. Informational advertising

Helps to promote an idea or influence the behaviour. Sometimes such advertising may try to discourage young people from using drugs or tobacco, or it may encourage people to adopt safer, healthier life style.

4. Cooperative advertising is an arrangement between manufacturers and retailers in which manufacturers offer credits to their retail customers for advertising. For example: If the retailer purchases 100000 dollars worth of a product from a manufacturer, the manufacturer’s cooperative advertising program may allow one percent credit or 1000$

 

Questions:

1. What are two kinds of goods bought by the general public?

2. What do consumer durables include?

3. What is the purpose of informational advert?

4. What is the aim of national advertising?

IV. Types of advertising

Test.

1. There are two kinds of goods bought by the general public.

a. consumer goods and consumer durables

b. consumer goods and consumer services

c. consumer goods and national consumer

d. consumer trade and consumer durables

2. Such goods like drinks, toiletries, foods being called….

a. consumer goods

b. consumer durables

c. fast moving national consumer

d. fast moving consumer goods

3. ……include clothes, furniture, domestic appliances, television and video.

a. consumer goods

b. consumer durables

c. fast moving national consumer

d. fast moving consumer goods

 4. ….. include services for security and well-being.

a. consumer goods

b. consumer durables

c. consumer services

d. fast moving consumer goods

5. ….. is aimed at consumers throughout the entire country.

a. consumer advertising

b. national advertising

c. institutional advertising

d. image advertising

6. …..seeks to create a favorable impression of a business or institution without trying to sell.

a. consumer advertising

b. national advertising

c. institutional advertising

d. image advertising

 

V. Developing an advertising campaign

 

 

Vocabulary:

to yield-усиливать, увеличивать, приносить

to seize- краткий, чёткий

to slant-расширять

to guide-руководить

to survey-соревноваться, стараться превзойти

precisely-скучный, тусклый

attainable-многосторонний, изменчивый

launching-запуск

to embody-воплощать, олицетворять

bearing - отношение

relative to — относительно

a revenue — доход, выгода

whereas — тогда как

initially - первоначальный

to derive — получать. извлекать

expenditures - расходы

exact - точный

vehicles — зд. средство выражения

to expose — выставлять, разоблачать

to devise — придумывать, изобретать

a circulation — тираж, распространение

troublesome — причиняющий беспокойство

a consideration — рассмотрение, соображение

a coverage — охват, освещение (в печати)

an engraver - гравировщик

to contribute to - вкладывать

in some instances — в некоторых случаях

a gauging - измерение

a recall - воспоминание

an justification - оправдание

to persuade - убеждать

to judge - судить

Advertising campaign

Advertising campaign involves designing a series of advertisements placing them in various advertising media to reach a particular target market.

There are 8 general steps in developing and implementing an advertising campaign:

1. Identifying and analyzing the advertising target;

2. Defining the advertising objectives;

3. Creating the advertising platform;

4. Determining the advertising budget;

5. Developing the media plan;

6. Creating the advertising message;

7. Executing the advertising campaign;

8. Evaluating the effectiveness of the advertising.

The number of steps and their order may vary according to an organization’s resources, the nature of its products and the advertising agency selected.