Автор:Бабенко
Кристина Руслановна
Научный-руководитель: Усачов.В.А
ДонНУЭТ им.Туган-Барановского
It is impossible to imagine our television,
newspapers, radio, and even the street without advertising. Currently,
advertising plays an important role in modern life and in the life of every
person. We can’t imagine our life without advertising, because every day we
hear or see advertising, we are trying to find the information we need in
hundreds of advertisements. Even when we go for a walk or just shopping, we see
a lot of different ads on the streets. One of the first known methods of
advertising was outdoor display, usually an attractive sign painted on the wall
of the building. From this simple beginning in ancient times advertising has
become a global industry.
The word "advertisement" is derived from the
French word "advertising." Advertising, in simple terms, is to notify
the various ways (sometimes all available) of a new product or service and its
consumer properties, and is aimed at potential customers, and serves as a paid
sponsor to promote his products and ideas. Advertising is part of the communication
of the company, along with the publicity and sales promotion. Advertising does
not necessarily tout the buyer. Sometimes it just reminds us of the last name
of a particular brand or a product or service when the customer makes a choice.
At the beginning of the customer decides to choose from that, and then to what
brand prefers, based on the ideas of her stereotype image or developed a
specific brand product or service. There are many definitions of the word
"advertisement". For example, advertising is a collective term for
public statements to promote the sale of specific goods or services.
Advertising is a form of mass selling, used when the use of direct,
person-to-person selling is impractical, impossible, or simply inefficient. Be
distinguished from other activities designed to convince the public, such as
propaganda, advertising, and public relations. Advertising methods vary in
complexity from publishing simple, straightforward notices in secret -
advertising columns of newspapers concerted use of newspapers, magazines,
television, radio, the Internet and other means of communication in a single
campaign. Only in the U.S. in the late 1980s, about 120 billion dollars were
spent in one year on advertising to influence the purchase of goods and services.
Advertising reached the highest peak in the United
States. American advertising leads the world not only in terms of business, but
in the complexity of its organization and its procedures. Modern advertising is
an integral segment of urban industrial civilization, reflecting contemporary
life in its best and worst aspects. Having proved its strength in the movement
of economic goods and services, the advertising from the beginning of the 1960s
was directed to a larger number of social issues. Ongoing cancer and drug abuse
campaigns are only two examples of the advertising industry as a means to
promote the public welfare. The basic idea of advertising is the
main idea of human needs. Need is a 'need for something, a person
experiences. If the need is not satisfied, the person feels deprived and
miserable. Dissatisfied with the person does any of the following: either will
find objects that can satisfy their needs, or try to suppress it.
The second original idea of advertising
is the idea of human needs. The requirement is the need to adopt
a specific form in accordance with the level of culture and personality rights.
Demands of the people are almost limitless, and the resources to meet them are
limited. So that people will choose the products that will give them the
greatest satisfaction within its financial capacity.
Advertising structure has the following five points:
The first of these, he has the ability to attract
attention. It is very important to pay attention to readers and viewers heading
for video. Necessary to determine whether advertising influences those
categories of potential consumers for whom it is intended.
Second, the
strength of the impact of advertising on the emotions of consumers. It is
necessary to know what feelings are born in them under the influence of
advertising, whether it be advertising argument is successful and whether it
will be done correctly.
Third, how strong is the power of influence. We must
recognize whether the consumer will work to buy these products after seeing
advertisements or will continue to sit in the chair, despite the fact that he
or she likes to advertise this is the need to purchase advertising products.
The fourth is its informational value. We must be sure
that the advertisement clearly stated, the utility helped things is correct and
deeply. And the last, fifth, we need to know for sure whether a person wants to
read it or watch commercials to end. We need to know how effective the
advertising revenues of attention.
In 1622, the advertising received a powerful stimulus
as the first newspapers in English were printed. It was called «Weekly News».
Later, Edison and Stel began to publish the newspaper "Tatler", and
they have done a lot for advertising. Edison printed the following advice to advertisers:
"Great art is correctly written advertising is to find the right approach
in getting the attention of the reader to give it the right kind of sales
message, create preferences for her to convince him to buy the real
thing."
In domestic
practice, the concept of advertising widely. The exhibition is, business
seminars, packaging, print, distribute gifts and other means to promote trade
activities included in it.
Based on the definition of advertising, you can
highlight the key elements:
1. Advertising is paid.
2. It is carried out through the media or special
announcements.
3. Advertiser well established.
4. Advertising informs and agitates for goods or
services.
Any advertising provides information about the
advertised product or service, the point of sale, the prices for their
customers. On the market to choose the best offer given to the buyer. With such a choice of advertising has a
significant advantage.
Promotion of the goods or services for the benefit of
customers. This function consists of the impact on the human psyche in order to
cause him want to buy the product or service. Through advertising the
advertiser seeks to ensure the consumer is willing to buy such a thing to make
such expenditures, which do not take place under normal conditions, that is
latent demand wake up.
Any advertising to some extent performs the first
function, because I always provide information to customers about the product
or service. Small advertising is designed to promote a product or service, but
the ad also carries information about the existence of the advertiser, its
products or services, and information for the benefit of the product or service.
Almost all advertising is designed for this market
entity as a household. This of course does not mean that only advertising use
of the household, because the object of advertising can be not only a user of
goods or services, but also industry and the state. However, advertising is
most used in the household.
Advertising provides information to consumers on the
seller or his goods, the prices of these goods, information about the place of
sale. For many consumers, local advertising was assistant and guide to
shopping. Also, advertising is often "tells" about the improvements
of goods, changes in quality, etc.
In each market there are new buyers, who know nothing
about existing vendors, their products, point of sale, etc. These customers
require information about the sellers and their goods. Feeling the need for a
product or service buyers are starting to search for such information.
Advertising is for him value because it gives is above information.
"Having met" advertising, the customer is notified of the Seller and
its product or service. This reduces the uncertainty for the buyer and help him
make the right buying decision.
Advertising department into three types are standard:
informative, competitive, and reminders.
Informing advertising is advertising that the main
purpose is the production of knowledge about the product or service.
It is impossible to accurately distinguish between
these species (as well as in the current classification) because each type does
not the main function.
At the heart of any advertisement is basic information
that is sent in such a way that the buyer in the first place, he chose to
believe the advertised goods of all sets of products.