hoarding is and how large it is. If it is in a very good position and near
the centre of the city where it will be seen by many potential customers,
then it will probably be quite expensive. The sites are usually rented out
to clients on a monthly basis by an advertising agency.
Handbills
These are quite often used by local traders to advertise their goods and
services. They are expensive in labour costs and are not very effective.
Transport
The inside and outside of buses, trains, vans and other kinds of public
transport are used in transport advertising. The most expensive position is
where the advertisement is most likely to be seen by the public such as the
back of a bus or the inside of a bus, especially at the front where the
potential customer will be seated looking at it. The most inexpensive
position is upstairs on the bus or at the back inside the bus. It is
difficult to tell whether transport advertising is effective.
Cinemas
The cinema screen is used for advertising by local and national traders.
Like transport advertising, it is difficult to judge how effective cinema
advertising is.
Neon displays
These are mostly used by large firms. The signs are usually displayed in
city centres.
Technical journals
These are mostly used as an advertising medium by large manufacturing and
distributing companies. They are read by persons and companies who are
interested in this particular kind of product, and the journals will also
contain other information that is useful to the readers. Technical journals
are usually printed once a month. Examples are The Hairdresser, The Radio
and Television Magazine and the Farmers Live Stock Journal. Advertising in
technical journals is a very good method of advertising.
Trade fairs and shows
The Motor Show, the Boat Show, the Radio Show and the Ideal Homes
Exhibition are a few examples of trade fairs and shows. Dairy products may
be advertised at agricultural shows. Aircraft may be advertised and
displayed at the Farnborough Air Show. The disadvantage is that the shows
and exhibitions are expensive to organize.
It is very difficult for advertisers to tell whether a particular
advertisement or method of advertising has been effective, but there is no
doubt that without advertising the customer would never hear of some
products. Perhaps the most effective advertising of all is the
recommendation of the product by a satisfied customer to a potential
customer – advertising by word of mouth.
The language of advertising
Here are some methods used in persuasive advertising. Read them
quickly. Decide which appeal to you and which don’t. Now think of an
example for each type from your country.
persuasive advertising
1. Repetition The simplest kind of advertising. A slogan is
repeated so often that we begin to associate a brand name
with a particular product or service.
2. Endorsement A popular personality is used in the
advertisement.
3. Emotional appeal Advertising often appeals to basics such
as mother-love, sex, manliness, feminity.
4. Scientific authority Sometimes the advert shows a person
in a white coat (i.e. a scientist) telling us about the
product. More often it mentions “miracle ingredients” or
“scientific testing” to persuade us.
5. “Keeping up with the jones’s” An appeal to pure snob
value. You want to appeal to be richer or more successful
than your neighbours.
6. Comparison The advert lists the qualities of a product in
direct comparison with rival products.
7. An appeal to fear or anxiety This type is similar to 3,
but works on our fears.
8. Association of ideas This is usually visual. Until it
became illegal in Britain, cigarette advertising showed
attractive, healthy people smoking in beautiful rural
situations.
9. Information If a product is new, it may be enough to show
it and explain what it does.
10. Special offers/free gifts This is a very simple and
direct appeal – it’s half a price!
11. Anti-advertising This is a modern version which appeals
to the British sense of humour. It makes fun of the
techniques of advertising.
Do you agree that the only background for the problems with brand names
would be:
- wrong pronunciation;
- wrong association;
- wrong translation.
Types of advertising
Introduction
1. Scope of advertising
Advertising serves many purposes and many advertisers, from the individual
who places a small classified advertisement in his local newspaper to the
big spender who uses networked TV to sell popular brands to the nation's
millions.
2. Types
It is possible to identify seven main categories of advertising, namely
consumer, industrial, trade, retail, financial, direct response and
recruitment.
Consumer advertising
3. Different kinds
There are two kinds of goods bought by the general public, consumer goods
and consumer durables, which together with consumer services are advertised
through media addressed to the appropriate social grades.
4. Consumer goods
These are the numerous goods to be found in the shops, those which enjoy
repeat sales like foods, drinks, confectionery and toiletries being called
Fast Moving Consumer Goods, (FMCGs).
5. Consumer durables
Usually more expensive and less frequently bought, consumer durables are of
a more permanent nature than consumer goods and include clothes, furniture,
domestic appliances, entertainment goods like radio, television and video,
and mechanical equipment from lawn-mowers to motor-cars.
6. Consumer services
They include services for security and well-being like banking, insurance,
investment, repairs and maintenance, and those more to do with pleasure
such as hotels, restaurants, travel and holidays.
7. Social grades
The social grades system makes it possible to identify certain groups of
people—prospective buyers—and then to pinpoint the media which will reach
them most effectively.
8. Media of consumer advertising
The media of consumer advertising will tend to be those with wide appeal,
and even when more specialist journals such as women's magazines are used
they will still have large circulations. In fact, the term 'consumer press'
is applied to the publications which are displayed for sale in newsagents
shops, on news-stands and on newspaper vendors' pitches'
Most of the trade, technical and professional journals have other forms of
distribution such as special orders placed with newsagents, postal
subscription or free postal controlled circulation. Controlled circulation
are not to be confused with membership or subscription magazines. They are
mailed (free of charge) to selected readers plus those who have requested
copies.
In Britain there are also hundreds of 'free' local newspapers which are
delivered door-to-door every week. With saturation coverage of urban areas
they provide good advertising media for many local businesses.
The primary media of consumer advertising are the press, radio, television,
outdoor and to a limited extent cinema, supported by sales literature,
exhibitions and sales promotion. We should not forget sponsorship,
especially the sponsorship of many popular sports which in turn can be
supported by arena advertising at the sports venue.
Industrial advertising
9. Purpose
The purpose of industrial advertising is twofold:
(a) to promote sales of equipment and services used by industry—machinery,
tools, vehicles, specialist consultancy, finance and insurance come within
this category;
(b) to promote sales of raw materials, components and other items used in
industrial production—under this heading come metals, timber, plastics,
food ingredients, chemicals and parts for assembly into finished equipment
from watches to aircraft.
Hardly any of these products and services will be bought by consumers,
except as replacements as when a motor-car needs a new battery or tyres.
Unless the formula or specification is stated, consumers will be unaware of
most industrial products.
10. Media of industrial advertising
The suppliers of services, equipment, raw materials and components will
usually advertise in media seldom seen by the general or consumer public.
The media used will consist of trade and technical journals, technical
literature and catalogues, trade exhibitions, direct mail, and technical
demonstrations and seminars. Technical journals will have smaller
circulations than the consumer press, and exhibitions will tend to have
fewer exhibitors and smaller attendances than public exhibitions open to
the general public; in fact, admission is usually by ticket or business
card. The amount of money spent on advertising will be far less, and there
may be more reliance on market education using public relations techniques
such as video documentaries, external house journals and technical feature
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