ADVERTISING
People who are concerned with advertising deal with:
1. Market research
2. Product development
3. Promotion
1. MARKET RESEARCH
The main idea of market research is to find out whether a product is needed, whether people
would buy it and what kind of people they are. These people are called TARGET GROUP.
Market research is often carried out buy specialist organisations, they make market surveys
and customer tests to find out preferences in design, quality, colour and taste.
2. PRODUCT DEVELOPMENT
There are two ways of product development.
a. On the one hand the product-oriented companies and
b. on the other hand the market-oriented companies.
Product-oriented companies invest a lot of money and time in finding new or improved goods
to sell them on the market. This is a very risky form of product development, because
companies might not sell the new goods. So they lose a lot of money.
Market-oriented companies want to find out what is needed and then they try to develop new
ways of production or new goods.
3. PROMOTION
Promotion is very important because however good a product is, it will not find any buyers, if
no one knows about it.
The role of advertising agencies and the making of an ad
In very general terms, the function of an agency is to present to its client a new, catchy, and
practical idea for a campaign.
Advertisements are created by specialised companies called advertising agencies.
Advertisements - types
Advertising is a very important part of most companies´ strategies.
a. If a company wants to introduce a new product into the market, it needs to let people
know about it.
b. If a company wants to change an image of a product or itself, it needs to inform people
about it.
c. If a company wants to keep up with the competition, it has to tell people that its
products are as good, if not better, than the competition.
There are many ways that companies and individuals can choose to advertise. Each method
has advantages and disadvantages, for example, in the cost to produce the advertisement or
how well the audience will be reached.
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Press Advertising
A very large section of the advertising industry generates advertisements for use in
newspapers and magazines. A daily newspaper will have many such ads in it. These are
often full or half page spreads designed to grab the attention of the reader.
The layout and the text are also very important parts of newspaper adverts. The layout
may take the readers look at the main information, and the text is just to inform interested
people.

TV and Radio Advertising
Commercial television and radio companies rely on advertising to fund everything that they
do. Placing advertisements in the right shows for the appropriate target audience is almost a
science in itself. Millions are spent surveying members of the public to find their tastes.
TV is one of the most powerful advertising media, because you can get very detailed
information about a product. Depending on your target group you have to decide the time,
when your spot shall be shown.

Online Advertising
Most websites rely on advertising for revenue to pay for their service costs.
* Direct Mailing
Direct mailing is another form of advertising. The companies get a list of names and
addresses and send leaflets to those people who might be interested in their products. Some
people find this direct mailing irritating, so the leaflets land in the waste paper container..
Which strategies/effects are used for/in ads?
The advertiser is trying to persuade you to go out and buy something. He wants to make you
feel that you really must have it. He can use different strategies to do this:
The snob effect: This tells you that the product is most exclusive and of course rather
expensive. Only the very best people use it.
The scientific effect: A serious-looking person, possibly a scientist or a doctor, tells you
about the advantages of the product.
The words and music effect: The name of the product is repeated over and over again, put
into a rhyme and sung several times, in the hope that you will not forget it. The sung rhyme is
called a "jingle".
The ha-ha effect: The advertiser tries to make you laugh by showing people or cartoon
figures in funny situations.
The VIP (Very Important Person) effect: Well-known people, like actors or athletes, are
shown using the product.
The super modern effect: The advertiser tries to persuade you that this product is a new,
sensational breakthrough , a "must".
The go-go effect: This is suitable for the teenage market. It shows young people having a
party, singing, laughing, having a wonderful time – and, of course, using the product X.
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