Реферат: Рекламирование (Advertising)

People, through their own efforts or the efforts of others, can reflect a certain image. Business can also fix a certain place for them in the public regard. To many large companies the ‘corporate image’ is very important and carefully protected. Sometimes a company must fight to overcome an industry image. This is about corporate images for big companies. Does this apply to a smaller businessman? It certainly does. When a local retailer institutes a policy of ‘return the merchandise and your money refunded with no questions asked’, the seller is saying to the consumer, “I’m the kind of strait, honest guy you can trust me”. For example, a jeweler in a small town who appears on TV every now and then, talks about his merchandise. He is talking about them with pride and affection and knowledge. There’s absolutely nothing professional about his accent or his delivery. Honest jeweler with whom you’d like to do a business.

Trade Marks, Labels, and Logotypes

To help remember who is doing the talking, companies and products have ways of branding themselves just as a rancher brands a calf so that he can distinguish it from other ranchers’ calves.

The ‘brands’ fall into different categories:

Brand names: Usually this is a mad – up name which should be unique and memorable. Copywriters often spend hours thinking up new names for products. Some well – known trade names are Exxon, Teflon, and Maybelline.

Symbols: These are literally ‘brands’ which could be reproduced in iron and burned into surface.

Names: To help keep its name memorable.

Logotypes: You will usually find these at the base of the advertisement, and often they are a combination of the company name, a symbol, and slogan if they have one.

Labels: By means of color and design, labels brand a family of products, such as Campbell Soup, Maxwell House Coffee.

Trade characters: The symbol can be a human or a cartoon character.

Layout design: Sometimes a brand will immediately identify itself by the design of its advertising layout.

Slogans: These are catchy, memorable lines that put a ‘handle’ on the company. For example Coca Cola’s “It’s the real thing” or “You can be sure if it’s Wasting House”.

It’s important to be very careful while thinking up a brand name for a product. Many brand names have been thought up, registered, and never used. All slogans, symbols, names, and so on, must be ‘searched’.

The Different Kinds of Advertising

Advertising people recognize a number of different kinds of forms of advertising. They are differentiated from one another according to the different jobs they are designed to do. Now let’s take a look at these different kinds of advertising, and we will fix in our minds the role they play in the marketing process.

Institutional or Corporate Advertising

This often projects an image of the company. It’s just as important for a company to have a good character and a good reputation as it is for individual business person, and for exactly for the same reasons. Your name has a great deal to do with the consumer – buying decision. The fact is, all companies have characters and personalities of their own, and those characteristics affect their relationship with buyers and sellers alike.

Trade or Professional Advertising

Ordinarily you don’t see trade or professional advertising unless you pick up a publication directed to a particular trade or a profession. There’re a great many of these publications, and manufacturers fill them with advertising addressed to retailers. The messages to the retailer are very different from those addressed to the consumers. In trade advertising, the manufacturer tells the retailer what he can do for him in terms of the marketing mix – new, attractive products, money – making volume, and profit spreads, ingenious distribution plans, and exciting promotional programs.

Retail Advertising

You see and hear retail advertising every day. Without it, most newspapers and radio stations would not be able to exist. And our television station might find itself somewhat pressed. In most cities of any size, department store advertising represents an important source of income for newspapers.

Promotional Retail Advertising

At Christmas, at back – to – school time, and at many other times during the year, we can see a special kind of retail advertising. This is advertising that does not directly advertise the products, but advertises the promotion of a product or group of products. If a famous author is going to sign autographs at the book store, or if a chef is going to give omelet cooking lessons in the kitchen – wares section of the department store, every effort must be made to let as many people as possible know about the event. Often store promotions are sponsored by manufacturers. A cosmetic manufacturer may make a ‘beauty consultant’ available. A manufacturer of women’s sports car may provide a traveling fashion show. If so, the supplier often pays for all or part of the promotion.

Industrial Advertising

Industrial advertising is simply advertising directed to a customer who happens to be an industry. Most people are not particularly conscious of industrial advertising because they have little occasion to see the publications in which it appears. But there’s hardly an industry we might think of – from steel to coal, or from perfume to fishing – that doesn’t have its own ‘trade book’ devoted to the interests of the industry. Some of the businesses that advertise in a publication directed to the fishing industry are: boat builders, rope makers, engine manufacturers, makers of depth – sounding equipment, marine hardware manufacturers, paint manufacturers, and publishers of nautical charts and books.