Advertising involvement

Although advertising is listed (значится) as a single element it is associated with almost every other element, borrowing (заимствование) from them or interpreting them.

The volume, emphasis (эмфатика) and timing of advertising will depend on the product life cycle situation. For instance, at the introductory stage or so called recycling stage, the weight of advertising will be heavier than at the final or decline stage.

Marketing research will provide evidence of motives, preferences and attitudes which will influence not only the copy platform or advertising theme but the choice of media through which it may be expressed.

Naming and branding may be initiated by the advertising department or agency. It clearly plays an important role in advertisement design.

The product image will be projected by advertising.

The market segment will decide the tone or style of advertising, and the choice of media.

Pricing can play an important part in the appeal of the copy. Is the productworth of paying money? Is it a bargain or a luxury (роскошь)? Pricing can be a very competitive sales argument: People are conscious about prices. Everybody likes when the product is cheap but of top quality.

It is aimed to create a favorable market situation in which advertising will work.

Corporate and financial public relations often use institutional advertising in their business press.

Test marketing requires a little advertising campaign acting like future national advertising campaign.

Advertising research includes copy-testing, circulation and readership surveys and statistics, recall tests, tracking studies (условия доставки).

Sales promotion can replace traditional advertising.

The after-market calls for advertising to make customers aware of post-sales services.

The maintenance of customer interest and loyalty may be achieved by advertising which promotes additional usage of the goods and accessories, or simply reminds.

Types of advertising

Advertising serves many purposes and many advertisers. Beginning from the individual who places a small classified advertisement in his local newspaper to the big producer who uses TV network to sell popular brands to millions of people, they use adverts.

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

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Advertising and modern world	\|	Consumer advertising

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