Advertising in our Life, Детальна інформація

Neutral 56

Whether you trust the advertising. Yes 2

Sometimes 80

Never 18

What advertising you prefer. Informing 90

Propaganda 10

What advertising you notice more often. Newspapers and magazines 32

TV 100

Radio 18

External 26

Whether advertising is necessary in the society. Yes 98

No 2

Whether advertising is information. Yes 92

No 8

Thus, the attitude of the people to advertising is positive. As a rule they trust it, preferring advertising by TV. 98 per cent of people agree that advertising is necessary and they use it in their life. That’s why I’ve chosen a very actual problem to investigate nowadays, the problem which worries and interests a lot of people and many people are involved in the process of advertising.

Abroad advertisements are usually carried by mass media – newspapers, magazines, radio, TV and by outdoor advertising – signboards, standard boards, hoardings.

Advertising in popular editions is very expensive. Therefore, saving on them, the advertiser risks to lose broad audience of consumers. The advertising is usually bright and eye-catching. At the same time it should be understandable to the reader, the spectator, the student, where advertising and where an editorial material. The form of the advertising reference should correspond to culture and outlook of an advertising audience on which it is directed.

Creative approaches can be different. For example, while advertising the goods of mass demand, as a rule, we must use emotional motives, for products of industrial purpose - rational. But in any case advertising is effective only when meets the following requirements:

1. Market characteristics of the goods are precisely formulated – advertising contains specific information of its use, differences from the goods of competitors;

2. Advertisement promises the consumer essential benefits at purchasing the goods, the advantages of which are given, positive features are singled out in headings of advertising, in illustrations and even in the stylistics of the text and graphic materials;

3. Advertisement contains successful advertising idea - original, attractive, and at the same time easy for understanding and recognition;

4. Advertising creates and introduces in consciousness the clear image of the goods which is thought over in details - a stereotype increasing its value in opinion of consumers;

5. Advertising emphasizes high quality of the offered goods and at the same time itself associates with this high quality;

6. It is original and consequently it is not boring, does not repeat the known, bothered decisions;

7. Advertising has an exact target orientation, reflecting different searches, desires, interests of concrete consumers and informing them so that taking into account distinctions of a consumer, it demands certain advertising audience;

8. Advertising gains the attention of the audience that is reached by successful art and text decisions, placement of the advertisement in mass media using high reputation;

9. Advertising emphasizes new unique features and properties of the goods that is the precondition of its success in the market and the most working part of advertising argument;

10. Advertising concentrates attention on the main thing, not complicating, offers only that is important for the consumer, and addresses directly to him.

Advertising in mass media influences broad and consequently is expedient for products and services of wide consumption and mass demand. When there is a question of choice of mass-media the basic reasons "for" and "against" of accepting alternative decisions are: conformity of advertising to target groups of the population potentially interested in the promoted goods; popularity among them the edition, audience of spectators; a fare level for advertising areas or broadcasting time; geography of distribution or action. Naturally, features of concrete means of distribution of advertising are taken into account.

The complex advertising campaigns including the announcements in press, by radio, TV, on hoardings are under construction using the same advertising ideas and creative power so that opportunities of each means of advertising supplement each other.