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ADVERTISING - AN INTRODUCTION
V. Ryan © 2011
|WHAT IS ADVERTISING?|
When a product is manufactured, its existence needs to be made known to
the general public, otherwise the product will not sell.
Advertising draws the attention of potential consumers to a product.
Advertising is a way persuading potential customers to buy the product.
Advertising informs potential customers of the products functions and features.
Good advertising creates a demand for a product.
Good advertising may even create a brand identity for a product or series of products.
Advertising seeks to create an image surrounding a product, so that customers feel that they need it.
Advertising can promote a new product and increase sales of existing products.
|STAGES OF ADVERTISING|
|Advertising begins to work when the general public become aware of a products existence. Advertising then aims to develop customer interest, so that potential customers want to know more about the product. This should be followed by potential customers feeling a need to own the product and finally purchasing.|
|DIFFERENT METHODS OF ADVERTISING|
Placing advertisements on TV, running as commercials between programmes.
Product placement in TV programmes, such as a well known actor drinking from a branded can.
Audio advertisements on the radio.
Printed advertisements in a newspaper or magazine.
Place advertisements on the Internet, through one of the major search engines such as Google.
Sports sponsorship, such as Formula One Racing.
Direct Marketing, sending letters / leaflets to the homes of potential customers.
Telephone marketing, attempts to interest potential customers by ringing them directly.
Logos and symbols on clothing.
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