Advertising And Promotion Essay

4638 words - 19 pages

Advertising and Promotion

Advertising is a collective term for public announcements designed to
promote the sale of specific commodities or services. Advertising is a
form of mass selling, employed when the use of direct,
person-to-person selling is impractical, impossible, or simply
inefficient. It is to be distinguished from other activities intended
to persuade the public, such as propaganda, publicity, and public
relations. Advertising techniques range in complexity from the
publishing of simple, straightforward notices in the
classified-advertising columns of newspapers to the concerted use of
newspapers, magazines, television, radio, direct mail, and other
communications media in the course of a single advertising campaign.
From its unsophisticated beginnings in ancient times, advertising has
burgeoned into a worldwide industry.

My aims of advertising are:

Ø Inform people about the product

Ø Create a image

Ø Increase sales

Ø Compete with other shops

Ø Introduce in products into the market

Informative advertising

Currently in the biggest spender on this form of advertising, is the
government this advertising is used to pass on information to the
public. The passing on of this information is very important in any
advert. In my case when deciding how to advertise I can even use this
method as to inform about my newsagents shop and where about its
situated etc.

Persuasive advertising

The washing power industry spends as much as the government on
advertising, their adverts try to persuade the viewer that their
products are much better then the compensation. Their goal is to
attract people to buy their products.

There are different types of pervasive advertising:

Ø Adverts that show a famous person using the product.

Ø Adverts that compare one product with another.

Ø Adverts that use sex to sell the product.

I can use this method of advertising to tell people about my product
in such a way that the customers are persuaded to actually buy the
product, or change their opinion and behaviour.

Public relations

Public relations is the department that try's to promote the product
and show the good side of the company to the public. I can use this
form of promotion to bring my name and products to the attention of
the public and potential consumers. It's an advantage of creating a
good image of my business and this may be done by issuing new stories
of events surrounding itself to the press, or by associating my
business with an event, such as sporting or celebrity event (rarely
used). Other opportunities for Public relations in general include:
open days where potential customers are invited into an organisation
to see how it operates, in the hose newspapers that are circulated
among employees and customers and getting...

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