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."


  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.


 - formation of selective demand. It is applied in the case when there is a struggle between competitors where the goods offered have certain advantages


 - the basic characteristics of the advertised goods in comparison to similar characteristics of the goods of competitors.


 - the goods which have already won the markets is advertised, to remind the buyer about them.
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