18. Advertisements and Commercials

13. května 2009 v 15:31 |  AJ
18. Advertisements and commercials

Advertising is a form of communication that tries to persuade people to buy a particular brand of product or service. Advertising has a great influence on sale. There are several types of advertisements. We can see them in magazines or newspapers, leaflets, on TV or hear them on the radio. The Internet is a new advertising medium.

A series of advertisements for a particular company or product is an advertising campaign.
A person or business that advertises is an advertiser.
An organization that designs and manages advertising campaigns is an advertising agency.

Promoting a product involves developing a "Unique Selling Proposition" (USP): the features and benefits which make it unlike any of the competing products.

There are four stages in promoting a product = AIDA
1) attract the ATTENTION of potential customer
2) arouse INTEREST in the product (for example - you look into leaflets for a product)
3) create a DESIRE for its benefits
4) encourage customers to take prompt ACTION - buy a product
5) sometimes we can add "S" as SATISFACTION - when the customer is satisfied he or she returns and recommends it to another people

A good advertisement should have:
• a well-targeted headline - a good headline should catch the reader's attention and make them want to read on
• clear design - the way an advertisement looks plays a big part in attracting the reader's interest
• well-written copy - the amount of text you include depends on the purpose and size of the advertisement. Businesses that want to advertise a sale might have a very limited amount of text together with a headline and a picture.
Businesses have a duty to ensure their advertisements are legal, decent, honest and truthful.


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