Scarica Advertising Objectives e più Appunti in PDF di Inglese solo su Docsity!
ELENA SAGLIETTI V A SIA 09/05/
INTERROGAZIONE INGLESE
ADVERTISING OBJECTIVES: INFORM, PERSUADE, REMIND
ADVERTISING (Pubblicità) is a marketing tactic that promotes a product to a target audience through different media. The goal is to encourage people to buy it.
INFORMATIVE ADVERTISING
Uses facts and numbers , It gives details about a product and explains how it works and how much it costs. It is used to launch a new product , or to launch an update of an old product or service. It is also used to teach people : For example, alcohol companies can give statistics about the dangers of drinking, For example anti-smoking campaigns can tell people about the health risks.
REMINDER ADVERTISING
Repeats advertising information already promoted. It is for customers who already know the brand and the products that they sell. It is used to keep people interested in a product and to encourage them to continue buying. These adverts don’t give a lot of information , but repeat only the message to make the brand more known. . PERSUASIVE ADVERTISING Convince people that they really need a product , It wants that people buy the product and use it often , making it part of their life. This is very useful when many similar products compete in the same market. Uses different ways to attract people’s logical , emotional , and moral choices. Uses strong adjectives , exaggeration , repetition and slogans ( Short and repeated phrase ,It is usually near the brand and is because of its Size / Font / Colour ).
DIFFERENT TYPES OF ADVERTISING MEDIA
ADVERTISING USING DIFFERENT MEDIA AND IT DEPENDS ON :
- Target audience that advertisers want to get. - Size of the market (Small businesses use different media from Large businesses). - Size of the advertising budget. - Message that advertisers want to send. - Characteristics of different types of media.
PRINT (Newspapers / Magazines / Flyers / Brochures)
ADVANTAGES DISADVANTAGES
- It can target specific customers. - It is static and two-dimensional.
- It can give complex information. - It attracts less attention than TV.
- It can be seen at any moment. - It can’t be read. (Not at a specific time like TV / Radio).
TV
ADVANTAGES DISADVANTAGES
- It attracts a lot of attention. - It is very expensive.
- It uses pictures , sound and movement. - Viewers may change channels.
- It is very effective. - Targeting may be difficult.
RADIO.
ADVANTAGES DISADVANTAGES
- It is low cost. - It can’t be looked.
- It has an easy target. - It is short.
- It uses sound , music and humour. - It is difficult to give complex information.
DIGITAL (Internet / Social media / Blog / Mobile / Email)
ADVANTAGES DISADVANTAGES
- Global reach. - It depends on technology.
- It uses sound , movement and images. - It has maintenance (manutenzione) costs.
- Personalisation. - Worldwide competition.
- Too much information to understand.
OUTDOOR (Posters / Billboards/ Signs / Public transport)
ADVANTAGES DISADVANTAGES
- Global reach. -Damaged by vandalism and bad weather.
- It uses sound , movement and images. - It can be missed.
- Personalisation. - It doesn’t give detailed information.
- It low cost.
- Public transports give mobility.
- It can be seen at any moment. (Not at a specific time like TV / Radio).
MOBILE APPS
Used to send personalised promotional material to specific customers. It permits customers to book appointments , find special offers , or track their orders. Many apps use PUSH NOTIFICATIONS to interact regularly with customers and give information about new goods and services.
EMAIL ADVERTISING
Used to promote content , sales , and events and to encourage people to visit a website. (ES. E-newsletters : Are sent to customers that are signed to remain in contact with them that have already bought ).
SOCIAL MEDIA ADVERTISING
is a type of internet marketing that consists in creating and sharing content on internet. (ES. Posting text and image updates / Videos / Other content that attract people ).
Social media permits interaction with customers : Businesses can receive feedback from users and can understand what customers want. Businesses that are on social networks obtain a lot of visibility in a little time.
Social media is the main way for VIRAL ADVERTISING : This name refers to the fast way consumers share information about a product with other people in their social networks , like a virus spreads from one person to another. This happens after a brand posts content on its social media page or YouTube channel.
INFLUENCER MARKETING
Influencers are people who have , or say they have , expert knowledge in their sector and have a large following on social media.
When an influencer creates a post about a brand or product , their followers decide to buy it because it is liked by someone they respect and trust.
Influencer marketing is similar to celebrity endorsement or sponsored social media , but the main DIFFERENCE is that when celebrities promote products, they are paid , in contrast, Influencers create their content by Blog / Photos / Videos and ask a sum of money based on the number of followers / Channel they use / How many posts they create. In Europe , influencers must legally say when they are paid to promote a product.
INNOVATIVE ADVERTISING
Marketers always try to create viral and buzzworthy content that has a strong and lasting effect on consumers’ minds.
5 INNOVATIVE ADVERTISING TECHNIQUES
AMBIENT MARKETING
Techniques of placing adverts on unusual Objects / Places with the aim is to surprise consumers and make a strong impact on their minds.
Marketers can use very Big / Small billboards , or place adverts in the streets / buses / Cars , or in unusual places such as Shopping trolleys / Windows / Pizza boxes.
GUERRILLA MARKETING
Uses low-cost methods like graffiti or sticker bombing to promote a Product / Idea. It is unexpected , unconventional , and often interactive. It can include unusual actions such as Stopping people in public places / Giving away products in the street.
PIGGYBACK MARKETING
Uses the popularity of another brand / event to increase a company’s marketing efforts. (ES. Newsjacking: It uses popular events or breaking news to increase awareness of a brand).
AMBUSH MARKETING
Uses another advertiser’s campaign to increase awareness of another brand. A classic example was NIKE’S CAMPAIGN “ Find your greatness ”, launched at the start of the 2012 London Olympic Summer Games. The campaign was about sports and included athletes and ordinary people from all around the world. After the games, most people thought that Nike was the sponsor of the Games , but it didn’t pay for a license. The official sponsor of the event was, in fact, Adidas.
FLASH MOB ADVERTISING
Businesses organise mobs using actors who must follow specific instructions. It is a form of B2C2C (Business to Customer to Customer) because businesses organise the first promotional event , but then information about the product is shared between consumers without the companies. It creates a big internet buzz , thanks to Facebook , Twitter , Instagram , and YouTube.
