Маркетинг и
менеджмент.
Студентка Пересада Я.Д.
Донецкий национальный университет экономики и торговли
имени Михаила Туган-Барановского, Украина.
Научный руководитель: ассистент кафедры иностранных языков Анисимова С.А.
Донецкий национальный университет экономики и торговли
имени Михаила Туган-Барановского, Украина.
Place of advertising in modern
society.
Advertising is a means of spreading information. Advertising is a form
of communication whose purpose is to inform potential customers about products and
services and how to obtain and use them. Many advertisements are also designed
to generate increased consumption of those products and services through the
creation and reinforcement of brand image and brand loyalty. For these purposes
advertisements often contain both factual information and persuasive messages.
Advertising is often placed by an advertising agency on behalf of a company.
The specific objectives of advertising are as follows:
1) To build primary demand.
2) To introduce a price
deal.
3) To inform about a
product.
4) To build proud
recognition.
5) To increase market
share.
6) To build the company
image.
7) To develop home and
overseas markets etc.
There are two types of advertising: product and corporate.
Product advertising is telling people publicity about a product in order
to permit them to buy it. Advertising
is an important part of the marketing function. It is used to increase sales by
making a product or service known to a wider audience and by emphasizing its
positive qualities.
Corporate
advertising – is not directly concerned with increasing sales of a particular
product or service, but more with the brand image, a company wants to present
to the public. A company can advertise in a variety of ways, depending of how
much it wishes to spend and the size and type of the target audience (the
Commercial advertising media can include wall paintings, billboards,
street furniture components, printed flyers and rack cards, radio, cinema and
television ads, web banners, mobile telephone screens, shopping carts, web
popup, skywriting, bus stop benches, magazines, newspapers, town criers, sides
of buses or airplanes, taxicab doors, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers, stickers on apples in
supermarkets, the opening section of streaming audio and video, posters, and
the backs of event tickets. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising. Covert advertising is
when a product or brand is embedded in entertainment and media. For example, in
a film, the main character can use an item or other of a definite brand, as in
the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written
in the top corner, or his watch engraved with the Bulgari
logo. Another example of advertising in film is in I, Robot, where main
character played by Will Smith mentions his Converse shoes several times,
calling them "classics," because the film is set far in the future.
I, Robot and Spaceballs also showcase futuristic cars
with the Audi and Mercedes-Benz logos clearly displayed on the front of the
vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which
as a result contained many scenes in which Cadillac cars were used. Similarly,
product placement for Omega Watches, Ford, Vaio, BMW
and Aston-Martin cars are featured in recent James Bond films, most notably
Casino Royale.
Organizations which frequently spend large sums of money on advertising
but do not strictly sell a product or service to the general public include:
political parties, interest groups, religion - supporting organizations, and
militaries looking for new recruits. Additionally, some non-profit
organizations are not typical advertising clients and rely upon free channels,
such as public service announcements.
Advertising spending has increased dramatically in recent years. In the
While advertising can be seen as necessary for economic growth, it is
not without social costs. Unsolicited Commercial Email and other forms of spam
have become so prevalent as to have become a major nuisance to users of these
services, as well as being a financial burden on internet service providers.
Advertising is increasingly invading public spaces, such as schools, which some
critics argue is a form of child exploitation.
The impact of advertising has been a matter of considerable debate and
many different claims have been made in different contexts. During debates
about the banning of cigarette advertising, a common claim from cigarette
manufacturers was that cigarette advertising does not encourage people to smoke
who would not otherwise. The (eventually successful) opponents of advertising,
on the other hand, claim that advertising does in fact increase consumption. According
to many sources, the past experience and state of mind of the person subjected
to advertising may determine the impact that advertising has. Children under
the age of four may be unable to distinguish advertising from other television
programs, while the ability to determine the truthfulness of the message may
not be developed until the age of 8.
Over the past fifteen years a whole science of marketing analytics and
marketing effectiveness has been developed to determine the impact of marketing
actions on consumers, sales, profit and market share.
Literature:
1. Балабанова Л.В. Економіка по-англійськи: навч. посіб.
Донецьк,2005.- 135с.
2. Шпак В.К. Англійська для економістів і бізнесменів. – К.:
Вища шк., 2000
3.
http//en.wikipedia.org/wiki/Advertising
4. Сучасний
маркетинг: навч. посіб. для студ. 2
етапу навч.,спец. «Маркетинг» Донецьк, 2005.-191с.