What is this - Advertising?
- the act or practice of calling public attention to one's product,
service, need, etc., esp. by paid announcements in newspapers and magazines,
over radio or television, on billboards, etc.
"Advertising is the modern substitute for argument; its function
is to make the worse appear the better."
- George Santayana
" Advertising is any paid form of impersonal representation to
group of people of the facts about the goods, services or ideas."
Advertising
is distribution of
the information on the goods and services with
the purpose of acceleration of their sale; establishment of contacts between the
buyer and the goods, spreading of the goods and the information on ways of
their purchase; the means of increasing interest and desire of a buyer to
purchase the given goods. Trading advertising - represents the brief, emotionally
painted information directed to potential buyers (consumers) for prompting them
to fulfill the necessary actions connected with the purchase (use) of goods and services.
To correctly carry out the role, advertising should carry out following tasks:
In the interests of buyers:
- to inform on the assortment of goods available on sale, their useful properties
and ways of use; to inform on the new goods (to prepare the buyer for their
appearance in the market);
- to form tastes of buyers, to develop them; to remind of necessity to make
seasonal purchases in connection with any event or about an opportunity of
purchase occasionally (for example - sale);
- to inform about places of more convenient purchase of the goods.
In the interests of trade:
- to promote the goods (firm);
- to stimulate demand and interest of buyers;
- to inform and remind of favorable opportunities of choice and purchase
(for example - markets, sales, seasonal fairs..);
In interests of manufacture:
- to promote the new goods (firms);
- to inform on expansion of assortment, improvement of quality, etc.
Depending on the purpose of advertising the following kinds are
allocated Informative:
- it is used to inform consumers about the arrival of the new goods,
services, ideas in the market. The purpose - introduction of the
goods on the market and search of potential consumers.
Exhortative
- formation of selective
demand. It is applied in the case
when there is a struggle between competitors where the goods offered
have certain advantages
Comparative
- the basic characteristics
of the advertised goods in comparison to similar characteristics of the goods of competitors.
Reminding
- the goods which have already
won the markets is advertised,
to remind the buyer about them.