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persuasive advertising

Repetition The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.Endorsement A popular personality is used in the advertisement.Emotional appeal Advertising often appeals to basics such as mother-love, sex, manliness, feminity.Scientific authority Sometimes the advert shows a person in a white coat (i.e. a scientist) telling us about the product. More often it mentions “miracle ingredients” or “scientific testing” to persuade us.“Keeping up with the jones’s” An appeal to pure snob value. You want to appeal to be richer or more successful than your neighbours.Comparison The advert lists the qualities of a product in direct comparison with rival products.An appeal to fear or anxiety This type is similar to 3, but works on our fears.Association of ideas This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.Information If a product is new, it may be enough to show it and explain what it does.Special offers/free gifts This is a very simple and direct appeal – it’s half a price!Anti-advertising This is a modern version which appeals to the British sense of humour. It makes fun of the techniques of advertising.

Do you agree that the only background for the problems with brand names would be:

wrong pronunciation;wrong association;wrong translation.

1. Scope of advertising

Advertising serves many purposes and many advertisers, from the individual who places a small classified advertisement in his local newspaper to the big spender who uses networked TV to sell popular brands to the nation's millions.

2. Types

It is possible to identify seven main categories of advertising, namely consumer, industrial, trade, retail, financial, direct response and recruitment.

3. Different kinds

There are two kinds of goods bought by the general public, consumer goods and consumer durables, which together with consumer services are advertised through media addressed to the appropriate social grades.

4. Consumer goods

These are the numerous goods to be found in the shops, those which enjoy repeat sales like foods, drinks, confectionery and toiletries being called Fast Moving Consumer Goods, (FMCGs).

5. Consumer durables

Usually more expensive and less frequently bought, consumer durables are of a more permanent nature than consumer goods and include clothes, furniture, domestic appliances, entertainment goods like radio, television and video, and mechanical equipment from lawn-mowers to motor-cars.

6. Consumer services

They include services for security and well-being like banking, insurance, investment, repairs and maintenance, and those more to do with pleasure such as hotels, restaurants, travel and holidays.

7. Social grades

The social grades system makes it possible to identify certain groups of people—prospective buyers—and then to pinpoint the media which will reach them most effectively.

8. Media of consumer advertising

The media of consumer advertising will tend to be those with wide appeal, and even when more specialist journals such as women's magazines are used they will still have large circulations. In fact, the term 'consumer press' is applied to the publications which are displayed for sale in newsagents shops, on news-stands and on newspaper vendors' pitches'

Most of the trade, technical and professional journals have other forms of distribution such as special orders placed with newsagents, postal subscription or free postal controlled circulation. Controlled circulation are not to be confused with membership or subscription magazines. They are mailed (free of charge) to selected readers plus those who have requested copies.

In Britain there are also hundreds of 'free' local newspapers which are delivered door-to-door every week. With saturation coverage of urban areas they provide good advertising media for many local businesses.

The primary media of consumer advertising are the press, radio, television, outdoor and to a limited extent cinema, supported by sales literature, exhibitions and sales promotion. We should not forget sponsorship, especially the sponsorship of many popular sports which in turn can be supported by arena advertising at the sports venue.

9. Purpose

The purpose of industrial advertising is twofold:

(a) to promote sales of equipment and services used by industry—machinery, tools, vehicles, specialist consultancy, finance and insurance come within this category;

(b) to promote sales of raw materials, components and other items used in industrial production—under this heading come metals, timber, plastics, food ingredients, chemicals and parts for assembly into finished equipment from watches to aircraft.

Hardly any of these products and services will be bought by consumers, except as replacements as when a motor-car needs a new battery or tyres. Unless the formula or specification is stated, consumers will be unaware of most industrial products.

10. Media of industrial advertising

The suppliers of services, equipment, raw materials and components will usually advertise in media seldom seen by the general or consumer public. The media used will consist of trade and technical journals, technical literature and catalogues, trade exhibitions, direct mail, and technical demonstrations and seminars.

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