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| ADVERTISING - AN INTRODUCTION | |
| V. Ryan © 2011 | |
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| WHAT IS ADVERTISING? | |
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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. |
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| 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. | |
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| DIFFERENT METHODS OF ADVERTISING | |
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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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