2022年2022年好广告定义goodadvertising .pdf

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1、This includes evaluating how consumers become aware,what resources they use to learn about products,how do they asses value,what factors are important for actually making a purchase,and what are the feelings after purchase,satisfaction or anxiety?Purpose of Advertising:With a modern,media-driven soc

2、iety combined with multiple formats for mass communication,the influence of advertising is remarkably strong today.Advertising promotes products and services that businesses are tying to sell.However,this is not the sole purpose of advertising.In addition to promoting a product or service,advertisin

3、g serves multiple functions for the company and brand.These functions help companies achieve the ultimate goal:selling their products or services.Informing The most obvious purpose of advertising a product is informing.Through advertising,established businesses can announce new and existing products

4、 or services they are trying to sell to the public.Likewise,a new company can use advertising to inform the public about its business.Advertising is a strategy used to grab the attention of potential customers.Advertisements use language and communication techniques that appeal to consumers.Influenc

5、ing In some cases,it is not enough to simply inform the consumer about a product.Therefore,influencing the consumer to buy the product or service is another important technique used by companies.By using strategic language or images in an ad,businesses can influence consumers to buy their product.St

6、rategic language and imagery in advertising helps point out the strengths of a product or service,which can influence consumers purchasing decisions.Reminding Another function of advertising is to remind consumers about a product or service.There are many brands within a specific product category an

7、d consumers may forget about or overlook some brands because there are so many options.By using advertising to remind consumers,companies can establish their product or service in consumers minds.Adding Value Advertising adds value to a brand by influencing consumers to perceive the brand in a certa

8、in way.Advertising is influential by nature,therefore,different elements within an ad,such as the text and images,can be positioned in order to add value to the brand.For example,a car advertisement in a magazine may include text that emphasizes the high quality materials and labor used in making th

9、e car.This ad achieves the goal of adding value to the brand because it assures the consumers that it is a high-quality car.Advertising plays up the strong points of a product or service,which in turn adds value to the brand.Assisting with Other Company Effort s Another purpose of advertising is to

10、assist with other company efforts.For example,without advertising,consumers may not hear about special promotions,such as sales and coupons.Advertising also assists salespersons because it educates consumers about the products before they get to the point of purchase.This is advantageous because it

11、allows salespersons to spend more time on making the sale instead of spending time explaining the product to the consumer.Types of Advertising:Print Advertising Newspapers,Magazines,Brochures,Fliers The print media have always been a popular advertising medium.Advertising products via newspapers or

12、magazines is a common practice.In addition to this,the print media also offers options like promotional brochures and fliers for advertising purposes.Often the newspapers and the magazines sell the advertising 名师资料总结-精品资料欢迎下载-名师精心整理-第 1 页，共 4 页 -space according to the area occupied by the advertisem

13、ent,the position of the advertisement(front page/middle page),as well as the readership of the publications.For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership.The price of print

14、ads also depend on the supplement in which they appear,for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.Outdoor Advertising Billboards,Kiosks,Tradeshows and Events Outdoor advertising is also a very popul

15、ar form of advertising,which makes use of several tools and techniques to attract the customers outdoors.The most common examples of outdoor advertising are billboards,kiosks,and also several events and tradeshows organized by the company.The billboard advertising is very popular however has to be r

16、eally terse and catchy in order to grab the attention of the passers by.The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the companys products.Organizing several events or sponsoring them makes for an excellent advertising

17、 opportunity.The company can organize trade fairs,or even exhibitions for advertising their products.If not this,the company can organize several events that are closely associated with their field.For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise

18、 its products.Broadcast advertising Television,Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television,radio or the Internet.Television advertisements have been very popular ever since they have been introduced.The cost o

19、f television advertising often depends on the duration of the advertisement,the time of broadcast(prime time/peak time),and of course the popularity of the television channel on which the advertisement is going to be broadcasted.The radio might have lost its charm owing to the new age media however

20、the radio remains to be the choice of small-scale advertisers.The radio jingles have been very popular advertising media and have a large impact on the audience,which is evident in the fact that many people still remember and enjoy the popular radio jingles.Covert Advertising Advertising in Movies C

21、overt advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies,television shows or even sports.There is no commercial in the entertainment but the brand or the product is subtly(or sometimes evidently)sh

22、owcased in the entertainment show.Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report,or the use of Cadillac cars in the movie Matrix Reloaded.Surrogate Advertising Advertising Indirect

23、ly Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law.Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other pro

24、ducts that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand.Common examples include Fosters and Kingfisher beer brands,which are often seen to promote their brand with the help of surrogate advertising.Public Service Advertising Advertis

25、ing for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS,energy conservation,political integrity,deforestation,illiteracy,poverty

26、 and so on.David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause.Oglivy once said,Advertising justifies its existence when used in the public interest-名师资料总结-精品资料欢迎下载-名师精心整理-第 2 页，共 4 页

27、 -it is much too powerful a tool to use solely for commercial purposes.Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes.In USA,the radio and television stations are granted on the b

28、asis of a fixed amount of Public service advertisements aired by the channel.Celebrity Advertising Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements,there exist a section of advertisers that

29、still bank upon celebrities and their popularity for advertising their products.Using celebrities for advertising involves signing up celebrities for advertising campaigns,which consist of all sorts of advertising including,television ads or even print advertisements.Good Advertising Good Advertisin

30、g delivers tangible and sustainable results.developed high-quality creative concepts It all starts with insight,ideas and initiative.Good News While technology changes the marketplace,the economy is changing the needs of our clients,and countless other factors are changing the interests of consumers

31、 and the media they use.But one thing hasnt changed natural interest in a compelling story.That s where Good Advertising comes in.The right story,told the right way,to the right people,at the right time is a Good thing.Good Marketing In its simplest form,marketing is nothing more than reputation man

32、agement,and the best companies manage their reputations very carefully.At Good Advertising,we can help you leverage the three building blocks of a Good reputationdifferentiation,targeting and consistency across the enterpriseto separate your business from the competition and be seen as uniquely dist

33、inctive in the eyes of your clients.Whether you re targeting your message to the general public or trying to get past the secretarys desk to reach elusive,high-level C-suite executives,we can bring the right mix of marketing methods to give your company a competitive edge.And we have the experience,

34、the talent and the commitment to help you achieve positive and sustainable results.Our marketing specialists are a critical part of the Good Team,working closely with our creative,IT,media and event professionals to contribute to the overall strength of our clients.Thats how we deliver Good marketin

35、g.Good Creative For almost 30 years,Good Advertising has developed innovative marketing messages that capture attention and drive results.We can bring you from concept to solution with a fast turnaround and a capacity for highly specialized custom jobs that deliver a competitive edge.Good Advertisin

36、g creates and develops:?Programs to improv e the quality,awareness and equity of your brand.?Great direct mail,brochures,sell-sheets and other print materials.?Graphics and signage for billboards,banners and trade show booth displays.?Animated presentations and PowerPoint templates.?Websites with de

37、sign services that include HTML programming,search engine support and maintenance consultation.?iPhone apps and interactive PDFs.A good advertising will leave a lasting positive impression on the audiences/customers.名师资料总结-精品资料欢迎下载-名师精心整理-第 3 页，共 4 页 -Good advertising strategy is intended to help a

38、company reach specific goals in terms of market share and specific types of consumers.Identifying that audience and targeting the elements of the campaign to connect with them is vitally important.Unless these aspects are taken into consideration and applied properly,even the most attractive,funnies

39、t and most informative advertising strategy will fall short.Advertising is the promotion of a companys products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product/services to the customers.Advertisi

40、ng has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget.There are several reasons for advertising some of which are as follows:?Increasing the sales of the product/service?Creating and maintaining a brand identity or brand image.?Communicating a change in the existing product line.?Introduction of a new product or service.?Increasing the buzz-value of the brand or the company.名师资料总结-精品资料欢迎下载-名师精心整理-第 4 页，共 4 页 -