Advertising

Advertising

• Advertising is an important part of the marketing mix.

• Advertisements inform people about a product or a service and try to persuade (přesvědčit) them to buy it.

• A company can adverise in different ways, depending on: (záleží na tom:)

  • how much it wishes to spend (kolik chce utratit)

  • the size and type of the target audience (cílová skupina)

• The target audience is the group of people that advertising campaign is aimed at (je zaměřena)

• It is the part of the market segment that you choose to target by your advert.

  • for example: housewives on maternity leave, pre-school children, successful businessman and so on.

• The design and organization of advertising campaigns is usually the job of an advertising agency.

• The word advertisiments is often shortened to advert or ad.

• Companies use different media for advertising, which includes for example: TV, RADIO, NEWSPAPERS, MAGAZINES, BILLBOARDS, THE INTERNET, LEAFLETS.

• The advertisements can be seen, read or heard.

• Purposes of advertising are:

1. Information abou a new product

2. To support or to boost sales (podpořit prodeje)

3. To warn against desases

4. To recruit empoees

• We can advertise our product:

1. on TV

2. on the Internet

3. on magazines

4. in newspapers

5. on billboards

6. on posters

• The most expensive type is TV

• You need over 4 milion crowns

• I think that the cheapest type is Internet

• If you advertise clothes on snowboard the best way for advertising is advertise it in magazines, which are specialized on snowboards.

• If you want to know something about your cusomers you can use interviews and questionnaires (dotazníky).

• highly effective

• many ways to attract people (songs, celebrities..)

• expensive

• many people change channels during commericals

Newspapers

(IN newspapers)

• cheaper than TV

• you can carry them

• sometimes people just skip the ad-page

Billboards

(ON billboards)

• it is huge

• every driver can see them

• many people hate them, because they distract drivers (rozptylují řidiče)

• can be destroyed by vandals

Radio

(ON the radio)

• relatively cheap

• people can’t see the product – only hear about it

Magazines

(IN magazines)

• for specific audience

• possible artistic creation

• it takes a while before it is printed

The Internet

(ON the internet)

• can be quite cheap

• a lot of people spend time on the internet, so advert see many people

• there are still people who don’t use the internet

• there are a lot of ads on the internet, so the users don’t give much attention to them