Реферат: Рекламирование (Advertising)

If you work for a manufacturer, the chances are very good that your company pays annual dues, is devoted to your broad industry wide interests.

This kind of advertising, which encourages the consumption or use of cotton, leather, bananas, or mild, is known to marketing people as ‘primary advertising’. It’s differentiated from ‘selective advertising’ that promotes a particular brand of cotton, leather, and so on.

National Consumer Advertising

National consumer advertising is the kind that makes up the bulk of the advertising you read in your magazines and see on TV. For the most part it is product advertising by the manufacturer, appealing directly to the person who will make the purchase at the store.

The People Who Make Advertising

It can make us be surprised to know how many people in our hometown are concerned with the making and running of advertising.

Not knowing who can do what, and for how much, can turn out to be expansive. The day may not be far off when you will be given the responsibility for producing a booklet for your company or getting a 30 – second television commercial made. It is important to know the services that are available to you in your area, and to be acquainted with their individual capabilities.

Marketing Services

The principle of the advertising agency should and probably will have a good grasp of marketing theory. This person will undoubtedly have a good knowledge of the marketing situation in the community and in the region he is working in. He should be able to sit down with the sales manager and to work out a sensible marketing plan for the product he will advertise. He should know the demographics of the region, and the tastes and background of its people.

Copy

The advertising agency should be able to provide the company with headlines and body text that are attractive, interesting, and hard selling.

Art

Attractive, clean, well – designed layouts should be presented to the company for each ad the agency makes.

In addition, the advertising agency should have the capability of purchasing photographs, drawings, and other art work for the company.

Media

The company is going to need expert advice on the amount of advertising the company will run, and where to run it. The advertising agency should know media (all the vehicles by which advertising is brought to the consumers); have the means for placing orders for time and space, and promptly and accurately provide the company with invoices and records.

Radio – TV

The agency will be able to have prepared and produced for the company radio and television commercials of competitive creative ability and quality and in a wide price range.

How Advertising Is Written

The Copywriter

Copywriter is the person who conceives and writes advertising. The responsibility for writing ads and commercials rests with the copywriter. But in smaller agencies this task is often performed by someone who might also be an account executive.

In fact, in times when agency profits are slimming, even the larger agencies begin to seek out people who can be both account executives and copywriters.