Методичка по Английскому языку для экономистов

Категория реферата: Топики по английскому языку
Теги реферата: курсовая работа политика, образ жизни доклад
Добавил(а) на сайт: Лапунов.

(1) Corporate and financial public relations often uses institutional advertising in the business press.

(m) Test marketing requires a miniature advertising campaign simulating the future national campaign.

(n) Advertising research includes copy-testing, circulation and readership surveys and statistics, recall tests, tracking studies and cost- per-reply and cost-per-conversion-to-sales figures.

(o) Sales promotion can augment or even replace traditional advertising.

(p) The after-market calls for advertising to make customers aware of post-sales services.

(q) The maintenance of customer interest and loyalty may be achieved by advertising which promotes additional uses and accessories, or simply reminds.

ADVERTISING
Advertising is used to create consumer interest in a product and also to increase the sales of that product. It may be described under three headings:

1 descriptive advertising;

2 persuasive advertising;

3 both descriptive and persuasive advertising together.

Descriptive advertising
This type of advertising gives the most: important facts about the product.

It is the cheapest form of advertising and is used a lot by the small trader selling through the local paper. It will usually say:

1 what the product is;

2 how much it will cost;

3 where it may be obtained.

Example: 1972 Ford Escort Ј500. Telephone London 1234.

Persuasive advertising
This type of advertising tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products. It is used a lot in television advertising where consumers arc persuaded to think that if they buy that product they will become very popular or very happy. This is a psychological approach, and it is hoped by the advertiser that people will be persuaded to buy the product. The method uses 'association of ideas'.
Brand names such as Guinness and Oxo are used in persuasive advertising.
Example: 1983 Ford Capri Ј2000 - good condition - low mileage, a bargain, first to see will buy this attractive car.

Advertising media

Newspapers
There are both national newspapers and local newspapers. Advertising in the national press is usually much more expensive than advertising in the local press. Both types of advertising are sold by the column centimetre, the half page and the page. A page in a national newspaper may cost many thousands of pounds for one day. This is because national newspapers have very large circulations (they are read by a lot of people).

Television
Television advertising in Great Britain is controlled by the Television Act
1954. It is the most expensive kind of advertising and costs many thousands of pounds (on a national network) for just a few seconds of television time. Charges are made by the second. If the advertisement is shown at a time when relatively few people are watching, then it will be cheaper. If it is shown - at a time when many people are watching (peak viewing time) then the charges are much higher. Television advertising is mostly used by large organizations and the nationalized industries.

Radio
This kind of advertising is much cheaper than television advertising. It is very popular in the United States. The most popular radio station in Europe is Radio Luxembourg, which carries a lot of commercial advertising. In

Great Britain radio advertising is usually carried by local independent radio stations.

Hoardings
Hoarding advertisements are usually put up in eye-catching positions at the side of the road. The cost of the advertisement will depend on where the hoarding is and how large it is. If it is in a very good position and near the centre of the city where it will be seen by many potential customers, then it will probably be quite expensive. The sites are usually rented out to clients on a monthly basis by an advertising agency.

Handbills
These are quite often used by local traders to advertise their goods and services. They are expensive in labour costs and are not very effective.

Transport

Поделитесь этой записью или добавьте в закладки