THE PURPOSES OF ADVERTISING

Before making advertising as it has been already spoken we can touch some specific purposes in the field of communication and selling.

Informative advertising. It is the information about a novelty or about new possible applications of already existing goods. Besides it is the information about changes of price and new terms of services. Informative advertising deals with doubt and fear of consumers and serves to the formation of firm’s and brands’ image.

This kind of advertising is basically opened by giving information about goods to the market. When it is necessary it creates primary image. For example manufacturers of leather, oil inform consumers about the main benefits of their products for health, flavour qualities and numerous ways of production.

Exhortative (увещевательная) advertising – is the form of exhortation in the market of goods. This ad discusses quality of different goods made by competitors. It changes consumers’ tastes depending on properties of goods and reflects the quantity of goods. Exhortative advertising gets a special importance at the stage of growth of manufacture when a great problem of formation of selective demand appears. It aspires to show advantages of a certain brand in comparison with other brands of a given commodity class. The advertising of washing-up liquids (for example soap «Safe Guard», a tooth-paste «Blend-a-med») use so-called comparative advertising of main commodity group. Here it is possible to speak about advertising of «Duracell», automobile trunks «Bridge Stone», etc.

Reminding advertising. Reminds consumers that the goods can be useful to them in the nearest future, informs the consumers about where it can be sold and how long the storage period is. For example advertising of sheepskin coats at the end of a summer and the beginning of autumn is a typical reminding advertising.

This version of advertising is extreme important at the stage when the consumer has not got any information about different goods. Advertising campaign of «Pepsi Cola» has a definite purpose to remind people about soft drinks and to inform or convince them to purchase it. As to the costs supporting advertising aspires to assure a potential buyer to make a choice. Frequently stars from posters or from screens are admirers of the product. (D. Malikov in advertising of shampoo «Head and Shoulders» or N. Fomenko in advertising of computers «Vist-1000»).

The field of activity of advertisers is much wider and it includes:

Study consumers, goods or service which should be advertised;

strategic plan of a statement and purposes, service and maintenance of assignments and development of creative approach and plans of using different means of advertising;

adopt different decisions and estimations of the choice of advertising means and development of mass media advertising.

translate announcements;

draw up announcements including texts, prepare a billboard model.

It is important to realize that advertising is multipurpose tool of marketing. It serves many owners to achieve the purpose of promotion goods and services to the market. Retail dealers advertise different goods that were bought or services which will increase sales especially when the prices are «below retail».

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