Special characteristics

Industrial advertising differs greatly from any other advertising. Consumer advertising is rather emotive. You must not forget that industrial advertising has to include more details and information. Trade journals ensure valuable international market places for thousands of products and services maintain established ones and introduce new market places.

Industrial advertising is mainly produced by advertising agencies which devote themselves to industrial clients so these are many agencies which handle those clients who are interested in market of cranes, electronic equipment and seldom handle consumer goods such as tea, petrol, beer or soap. The kinds of creative staff are different. There are many artists who can produce their drawings for industrial advertising. This fact plays into the hands of raising artistic quality of advertising.

The cost of such advertising is higher but it depends on the price of masterpiece or artwork. The price of artwork may be higher than the text of advertisement so as a result the agency’s income may be substantial.

There may be only some words in slogans but they are more effective than longer slogans. Everything depends on strength of emotional appeal. Public relations activities are sometimes regarded as free advertising relations and they may be more effective and profitable when their aim is to educate the market and create knowledge of market economy for consumers.

Trade advertising is addressed to distributors, wholesalers, agents, importers/exporters, and numerous kinds of retailers. Goods are advertised for resale.

The term «trade press» is sometimes used for all non-consumer publications. The distinctions are vague as trade press is known to be intended for traders. Technical press is intended for technicians. Professional press is published for professionals such as teachers, doctors, lawyers and architects. There are some journals which are difficult to define and they may be spread among different groups of people. A building magazine for instance may be read as by builders so by architects.

The purpose of trade press advertising is to inform merchants, traders about goods available for resale. It reminds customers about different brands, introduces new lines or contains announcement to help retailers to their sell goods, e.g. to ensure better trade terms, new packages, consumer advertising campaigns or sales promotion schemes. Such advertising invites enquiries and orders and also supports the advertisers’ activity.

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Class readership of British press	\|	Media of recruitment advertising

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