ADVERTISING

A. YereshchenkoForm 11 ATeacher:E. B. Kosheleva

ADVERTISINGis communication whose purpose is to inform potential

customers about products and services and how to

obtain and use them.

Every major medium is used to deliver advertisments including:• television• radio • movies• magazines• newspapers• video games• the Internet• billboards

Organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public:

• political parties• interest groups • religion-supporting organizations• militaries looking for new recruits

Advertisement spending can exceed half-a-trillion dollars by 2010

History• Commercial messages and political campaign

displays have been found in the ruins of ancient Arabia

• Egyptians used papyrus to create sales messages• Wall or rock painting for commercial advertising is

another manifestation of an ancient advertising form

• With the development of printing, advertising began to include handbills

• In the 17th century advertisements appeared in weekly newspapers in England

• 1841- the first advertising agency was opened by

Volney Palmer in Boston.

• 1920s - the first radio advertisments, whose only aim was to sell more radios, appeared.

• The 1960s - a modern approach to advertising

• The late 1980s and early 1990s - the introduction of cable television and particularly MTV,which has channels entirely devoted to advertising (ShopTV)

• Marketing through the Internet - new frontiers for advertisers

BRANDINGBrands were introduced to increase the reputation and

value of a particular manufacturer.

An identified brand often means safety and quality and leads to popularity.

Mobile Billboard Advertising

• Target advertising • One day and long term

campaigns • Sporting events • Store openings or other

similar promotional events • Big advertisements from

smaller companies

Non-commercial advertisments

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences.

Advertising techniques can be used to inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology

Types of advertising

Media Commercial advertising media can include:• wall paintings• billboards • radio• cinema and television • web banners• mobile telephone screens• shopping cards• press• sides of buses • musical stage showsstickers on fruits • backs of tickets

Advertising tracking

It is the way to measure advertising effectiveness

It’s aim is find out which brands are the most popular and what kinds of advertisments are the most effective

Covert advertisingwhen a product or brand is used in entertainment and

media

• the main character of the film can use an item of a definite brand

• you can see the logo of a famous brand• you can see cars, whose logos are clearly displayed

on the front of the vehicles

Television commercials• The most effective mass-market advertising format • High prices• Virtual advertisements may be inserted into regular

television programming through computer graphics

New media and advertising approaches

• Advertising on the World Wide Web • E-mail advertising • Placing messages or corporate logos on the side of

and the International Space Station • Word of mouth advertising • SMS

Negative effects of advertising

• the control and vetoing of free information by the advertisers

• trying to minimise information about or from consumer groups

• changing the nature of the communication media

Thanks for your patience!!!