Practically, all advertising is designed for such subject of the market, as housekeeping. It certainly does not mean, that only housekeeping use advertising because the object of the advertisement can be not only the user of the goods or services, but also industrial enterprises, and also the state. However advertisement most of all is used in housekeeping.
Advertising gives the information to the consumer about the seller or his goods, the prices for these goods, information about the place of sale. For many consumers local advertising became the assistant and the guidebook on shops. Also advertising often "tells" about improvements of the goods, changes in quality, etc.
In each market there are new buyers who know nothing about existing sellers, their goods, a place to sale, etc. These buyers require the information about sellers and their goods. Feeling necessity in the goods or service buyers begin searching for such information. Advertising represents for him value because it betrays already listed above information. "Having met" advertising, the buyer receives the message about the seller and his goods or service. It reduces uncertainty for the buyer and helps him to make the correct decision on purchase.
Division of advertising into three kinds is standard: informative, competitive and reminding. These kinds of advertising I will use as the example of advertising Non state pension fund "SOUTH".
1. Informative or initial. This advertising acquaints the possible buyer with the new goods in the market, a place of its sale. For example: "NSP" the SOUTH ” renders the following kinds of services:....................... The address:........ ”
2. Competitive, convincing or agitating. The advertiser with the help of various means and ways (skilful drawing up of the text, selection of expressive words, etc.) influences mentality of the person with the purpose to call, generate or wake up in him requirement for the given goods or service. He allocates the promoted goods from all similar goods and convinces the buyer to get these goods. For example: “ Having used services NSP "SOUTH" you will get confidence of tomorrow's day, you can save up the significant sums on the contribution, you will get additional education and a floor space........ Think of tomorrow's day. ”
3. Safe or reminding. Advertising reminds of earlier promoted goods, supports adherence to the brand, i.e. gives the repeated information on the goods because the consumer can quite "forget" about the existence of the goods and anew begin to search for the information necessary for him. “Confidence of tomorrow's day - NSP "SOUTH".”
Each kind of advertising carries out both functions of advertising, but everyone has the different purposes. So informative and safe advertising carries out mainly the first function as it is aimed first of all at transferring the information. Agitating advertising is created for propaganda of the goods, therefore it carries out mainly the second function, but also gives the information.
Therefore they also differ in each kind these functions are combined in different proportions. Such classification can be used by consideration of interaction of advertising and life cycle of the goods or service, development and the analysis of an advertising campaign, consideration of the process of formation of the consumer's requirements , but it is not absolutely approaches at the analysis of the contents of the advertisement because reminding advertising is inherently only brief information. Therefore classification of advertising is necessary for the analysis of the contents of the advertisement on the basis of its basic functions: Informing and Propaganda.
Informing advertising is advertising which overall objective is producing knowledge about the product or service.
Propaganda is agitating advertising, which overall objective is propaganda of the goods or services, belief in necessity to get promoted goods or service.
It is impossible to carry out the precise side between these kinds (as well as in the prevailing classification) because each kind carries out not the basic function as well.
In the basis of any advertising lays elementary information sent so that the buyer first of all has believed it and has chosen the promoted goods from all sets of goods.
While writing the essay I have made a public opinion polling among schoolmates and in the streets. The result of it you can see in this table.
| Questions | Answer | In % |
| Your attitude to advertising. | Good | 28 |
| Bad | 16 | |
| 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.
Advertising in newspapers and magazines has received a wide circulation and on volume of expenses concedes only to advertising on TV. Advertising in newspapers is cheaper than on television. At the same time quality of reproduction of advertising originals in newspapers is usually low. The advertisements placed in them, as a rule, are less attractive, and each edition has simultaneously many such announcements, in this connection influence of any of them is separately reduced.
Specificity of advertising in press dictates the following special approaches for its creation and placement:
1. The heading should involve the consumer, allow to him the new information, contain the basic argument and the name of the goods;
2. It is not necessary to be afraid of plenty of words, if all of them are to the point, the long heading works even better, than the short one;
3. The consumer is quite often ready to perceive the information literally, therefore it is better to do without negative revolutions because in his memory the negative moments can be saved, associating with a subject of advertising;
4. It is necessary to use simple words, but positively working on all, for example, "free-of-charge", "novelty", etc.;
5. In illustrations the intrigue is very valuable;
6. Photos work better, than figures, especially when they compare a status before occurrence, using of the goods;
7. Simple breadboard model with one big illustration of a format of a journal strip is an ideal variant of the advertisement in press;
8. It is not necessary to be afraid of long texts because if the consumer is interested in more detailed information, he, involved with heading, will read all the text up to the end;
9. The text should be easy for recognition, without boasting, represent the facts, instead of mere allegations;
10. The trust to advertising raises, if the photo and the text reflect a picture of a real life, the certificate of eyewitnesses, authoritative experts;
11. It is not necessary to print the text light letters on a dark background - it is difficult to read.
Advantage of radio over other mass media is: a 24-hour announcement to many regions and a variety of programs. Radio is listened to in inhabited and industrial rooms, in the kitchen, walking on clean air, in the car. Therefore the advertisements placed in corresponding radio programs, cover significant percent of audience of consumers, irrespective of where they are - at job, on rest, in a way. The radio advertising is operative and has low cost. At the same time during recognition of the advertising references broadcast by radio, sight through which the person receives up to 90 % of information does not participate. Besides the radio advertising complicates an establishment of bilateral communications with the consumer. Often the consumer does not have a pencil, a paper to write down the information transferred in the announcement.
For increasing the efficiency of a radio advertising it is useful to follow the following advice:
1. Achieve, that the announcement includes imagination of spectators;
2. Accompany advertising of a concrete product, service by a remembered sound;
3. The result will be the best if to use "prime time" - time, when the number of listeners is the greatest;
4. If the advertising campaign on TV on the same goods or service is parallelly conducted, it is necessary to use the same signal, melodies, texts, characters;
The radio advertising cannot be estimated under the written text, it should be heard.
Television announcements include images, sounds, movements, color and consequently render on audience much greater influence, than announcements in other mass media. Advertising on TV becomes more and more interesting, informative and at the same time complex and expensive in manufacture, especially if it is based on computer's schedule.
For achieving effect of TV advertising, it is necessary to do the following:
It is necessary to gain the attention of the audience in first five seconds; verbosity is not necessary - each word should work.
Posters on boards of the outdoor advertising are usually placed along brisk highways and in places of a congestion of people and remind consumers of firms or the goods which they already know or specify to potential buyers places where they can make the purchases necessary for them or receive corresponding service.
The advertisement in outdoor advertising is usually brief and cannot inform completely about the firm or the goods, therefore acquaintance of potential consumers with the new goods with the help of this mass media is insufficiently effective.
The basic recommendations for outdoor advertising may be reduced to the following:
Hoarding advertising is under construction on advertising idea, which specificity is that it is instantly seized and remembered;
To use simple and clear fonts, such that the announcement could be read from the distance of 30-50 meters;
On a hoarding it is necessary to note the nearest trading and service places where it is possible to get the promoted goods or service.
Advertising messages are disseminated through numerous and varied channels or media. In descending order of dollar volume, the major media in the United States of America are newspapers, television, direct mail, radio, magazines, business publications, outdoor and transit advertising, and farm publications. In addition, a significant amount of all United States advertising dollars is invested in miscellaneous media, such as window displays, free shopping-news publications, calendars, skywriting by airplanes, and even sandwich boards carried by people walking in the streets.
In the United States a wide range of advertising media has been developed from sources which potential importance formerly was ignored. Delivery trucks, once plainly painted, now often carry institutional or product messages, as do many shipping cartoons. Some packages carry advertising for products other than those contained in them. Wrapping paper and shopping bags bearing advertisements are also means of advertising that are used widely by retail stores.
Newspapers have traditionally led all other media in the United States of America in terms of dollars invested in advertising; despite the popularity of radio and television, the daily papers have maintained a comfortable lead. Thus, in 1987 newspapers received about 27 percent of the advertising investment in the nation, totaling more than $29.4 billion from local or approximately $23.5 billion. More than $19 billion were invested in direct mail. Radio received approximately $7.2 billion, and magazines about $6 billion.
Direct advertising includes all forms of sales appeals mailed, delivered, or exhibited directly to the prospective buyer of an advertised product or service, without use of any indirect medium, such as newspapers and television. Direct advertising logically may be divided into three broad classifications, namely, direct-mail advertising, mail-order advertising, and nonmailed direct advertising.
All forms of sales appeals (except mail-order appeals) that are sent through mails are considered direct-mail advertising. The chief functions of direct-mail advertising are to familiarize prospective buyers with a product, its name, its maker, designed also to support the sales activities of retailers by encouraging the continued patronage of both old and new customers.
When no personal selling is involved, other methods are needed to induce people to send in orders by mail. In addition to newspapers, magazines, radio, and television, special devices such as single-product folders or multiproduct catalogs are used in mail-order advertising. Mail-order promotions are designed to accomplish a complete selling job without salespeople.