About "advertising", hurry up! !

What is advertising? As the name implies, advertising is widely advertised. However, this is not the scientific definition of advertising. Advertising can be divided into broad sense and narrow sense: broad sense advertising includes economic advertising and non-economic advertising. Economic advertisement refers to economic information that promotes the sales of goods or services. Non-economic advertisement is a non-profit advertisement to achieve a certain propaganda purpose. For example, government announcements, religious announcements, educational announcements, notices, announcements, statements and notices of cultural, municipal, social and economic groups, as well as personal loss statements, advertisements for missing persons, personal information, etc. Advertising Times Weekly in the United States defines advertising in a broad sense as "individuals, goods, services and sports that are expressed in the form of printing, writing, oral statements or pictures, and promoted by advertisers for the purpose of promoting sales, use, voting or approval". Advertising in a narrow sense refers to economic advertising, that is, commercial advertising, which aims at promoting goods or services and obtaining profits and belongs to profitable advertising. The American Advertisers Association defines it as: "Advertising is paid mass communication, and its ultimate goal is to convey information, change people's attitudes towards advertised goods, induce their actions, and benefit advertisers". China's definition of Cihai is: "It is a way to introduce goods to the public, guide service contents and cultural festival programs, which is generally carried out through newspapers, radio stations, television stations, posters, movies, slides, window decoration, commodity display and other means." In short, the definition of modern economic advertising can be summarized as follows: advertising is a mass communication means by which advertisers systematically transmit information about goods or services through the media to promote sales. This definition includes the following four points:

1. The advertising target is consumers, and it is mass communication, which means to advertise widely.

2. Advertising content is to convey the information of goods or services in a planned way.

3. Advertising means through the media (such as newspapers, magazines, radio, television, etc. )

The purpose of advertising is to promote the sale of goods or services and make profits.

The most basic function of advertising is cognitive function. Advertising can help consumers know and understand the trademarks, functions, uses, methods of use and maintenance, places and methods of purchase, prices and other contents of various commodities, thus playing the role of transmitting information and communicating production and sales.

There are many types of advertisements, which can be classified according to different standards. Enterprises should choose the most suitable form according to different needs.

& gt& gt is different from the direct purpose of advertising.

There are advertisements for the purpose of selling goods; There are advertisements for the purpose of establishing credibility; There are advertisements aimed at establishing ideas. For example, in the competition of foreign beverage market, conscious publicity can be divided into cola and non-cola. Through this conceptual propaganda, we can break the monopoly position of cola drinks.

& gt& gt Differentiate different advertising objects.

There are consumer advertisements; There are advertisements for industrial users; There are commercial wholesale advertisements and media advertisements. For example, medicines and health care products are introduced by doctors, and building materials are introduced by building research departments.

& gt& gt Divided by the geographical scope of advertising communication.

There are national advertisements; There are regional advertisements; There are local advertisements.

& gt& gt Differentiate the media suitable for advertisements.

1. Newspaper advertisement

Among all kinds of advertisements, newspaper advertisements are currently in the first place. The advantages of newspaper advertising are mainly reflected in:

-The readership is broad and stable. In many areas, a newspaper can reach more than 90% of families, and its publicity scope is extremely extensive. With the wide coverage and prestige of newspapers among the masses, it is easy for enterprises to make new products get faster publicity effect and enter a favorable market competitive position as soon as possible.

-Flexible. For enterprises, newspaper advertisements can be used for targeted publicity. For example, in the choice of regions, sometimes products may not sell well in some places, but they may have broad prospects in another place, and enterprises can strengthen advertising in the latter region. Another example is the selection of personnel. In order to strengthen the pertinence of product promotion, enterprises can choose newspapers or newspaper columns for advertising according to different readers of different newspapers. The flexibility of newspaper advertisements is also manifested in the fact that newspapers can modify advertisements several hours before copying. Due to the change of weather, supply and many other unforeseen changes, it is often necessary to modify unprinted advertisements at the last minute.

-popular with readers. Newspaper advertisements are also welcomed by readers because of their flexibility. Readers can read newspapers intensively, skim or even browse. The length of time to watch advertisements depends on the reader's interest, and there is no limit. For time-sensitive advertisements, such as TV advertisements and radio advertisements, this is impossible.

But newspaper advertisements also have their shortcomings. If the life span is short and the timeliness is poor, a newspaper will become "yesterday's yellow flower" the next day, and its propaganda function has dropped very low; Read in a hurry. According to the survey, the average reader only spends 20 to 30 minutes reading newspapers every day. The means of image expression is not good. Although the printing level has been greatly improved with the development of science and technology, the printing quality of newspapers is still not ideal. Especially those products that try their best to publicize their appearance to consumers, it is much better to use TV and magazines.

The above characteristics of newspaper advertising make it especially suitable for retail advertising.

The pricing of newspaper advertisements depends on the circulation of different newspapers and the different pages of the same newspaper. Generally speaking, the larger the circulation, the more prominent the layout and the higher the charge.

& gt& gt magazine advertisement

The biggest advantage of magazine advertising lies in its strong selectivity. Different magazines have different readers, and different products have different consumers. Many products are only attractive to some people, but not to others, especially the means of production. Therefore, for enterprises, it is better to do centralized advertising than to do "sprinkle pepper noodles" advertising. Professional magazines provide enterprises producing professional products with opportunities to advertise to professional readers. Through magazine advertisements, small enterprises with less funds can also carry out in-depth publicity on the limited market of their own industries.

Another advantage of magazine advertising is its concentrated layout, exquisite printing and outstanding image. Most magazines are printed on high-quality paper, which can reproduce good black-and-white and color photos and play a good role in publicity.

Compared with other advertisements, the advantages of magazine advertisements are also reflected in its long-term effectiveness and strong vitality. In terms of time, most families and units have the habit of keeping magazines and reading back issues. As far as space is concerned, a magazine will never

The meeting will only stay in the hands of a few people, but will be widely circulated, expanding the publicity effect of magazine advertisements.

Everything is relative. Because of its strong professionalism, limited reading scope and long time limit, magazine advertisements have shortcomings such as untimely reflection and lack of flexibility.

The pricing of magazine advertisements is not only based on the circulation of magazines, but also based on different layouts such as full page, half page, quarter page, cover, bottom page, second cover and third cover.

& gt& gt TV advertisement

Since the TV gradually became popular and widely entered the households, TV advertisements have made great progress with its great advantages. This is because TV advertisements have some advantages over other advertisements:

One is universality. For the masses who can't publicize through the print media or the publicity image is not profound, TV can publicize and play a great role in publicity. Because TV advertising is less influenced by the education level of the audience, especially after TV plays an increasingly important role in modern family life, the influence of TV advertising is even greater.

The second is intuition. Television advertising uses the comprehensive effect of vision and hearing to display goods intuitively, which has a demonstration role, so it can leave a deep impression on consumers. American toy manufacturers often choose several new products that have not yet been listed to advertise on TV to attract children's interest with their novelty, strangeness and beauty. At the same time, for more complex toys, not only demonstrate how to use, but also demonstrate how to maintain. Sometimes, with a certain plot, the whole picture is full of strange ideas, profound meaning, entertaining, and stimulating children's desire to buy in a relaxed and happy atmosphere. In this way, customers can not only choose their favorite toys through TV advertisements, but also greatly shorten the shopping time.

The third is fun. The TV screen can let creative people gallop their thoughts and win. Many TV advertisements attract audiences with their imaginative animations and peculiar dubbing effects. Shanghai No.5 Detergent Factory promoted "White Cat" detergent on TV, with vivid pictures of white cats jumping and brisk Cantonese tunes, which were refreshing and unforgettable. Through advertising, the sales of "White Cat" detergent soared, from nearly 200 tons per year in 1979 to more than 4,000 tons in 1983, which not only sold to major cities in China, but also entered the international market every month.

The fourth is tolerance. Although TV advertisements are shorter than radio advertisements, they usually last only 10 to 15 seconds. However, repeated publicity on TV can still make some enterprises' products "famous" greatly.

Television advertising also has its limitations. First of all, it is expensive. Doing a one-minute advertisement on TV, like shooting a TV series, requires artists, arrangers, stereos, directors, producers, journalists, photographers and rehearsals, so the cost is very high. The second is the lack of selectivity. Extensive publicity has both advantages and disadvantages. Many advertisements need to selectively promote the audience, which is difficult for TV advertisements to do. Therefore, the United States is willing to use television to advertise some daily necessities such as hygiene products, food, medicines, toothpaste, clothing and so on. On the contrary, TV advertisements are not used for some special goods such as electrical appliances and equipment with narrow consumption.

& gt& gt broadcast advertisement

In the early 1930s, broadcasting quickly became an advertising medium. Subsequently, in the 1920s, 1930s and even 40s, the advertising investment in radio broadcasting increased sharply. Today, radio advertising is still one of the important forms of advertising. If calculated by the whole audience, broadcasting still maintains the primary position in all advertising media.

Radio advertising has the fastest spread, wide range of activities, relatively low fees and great flexibility. Any domestic guest who can express himself by voice can be broadcast. Whether it is a speech, music or other sounds, whether it is three seconds or thirty minutes in length, it can be transmitted by radio. Compared with TV advertisements, radio is much more selective, and every festival broadcast by radio has its own audience, which provides a good opportunity for the promotion of various commodities.

The limitations of radio advertising are mainly reflected in the fact that the audience is too scattered, the broadcast time is short, the content is not specific enough, and the audience's attention is not as good as that of TV.

& gt& gt packaging advertisement

Some people call packaging advertisements "silent salesmen". Commodity packaging is one of the important strategies for enterprises to publicize and sell products. Smart manufacturers print simple product introductions on packaging, which becomes packaging advertisements. It is very thoughtful to introduce the contents of goods with paper, boxes and cans. With the penetration of goods into consumers' families, advertising fees can be included in the packaging costs, which is convenient and economical for enterprises. In recent years, many manufacturers have simply printed the main products they produce or operate on the outer packaging of goods (such as plastic bags), thus expanding the role of packaging advertising. This form of advertising is suitable for both hosts and guests and has been widely welcomed.

& gt& gt mail advertisement

There are many kinds of mail advertisements, such as sales letters, postcards, folding pages, brochures, product catalogs, enterprise introduction cards, calendars, calendars, leaflets and so on. It sends all kinds of print advertisements to potential consumers by means of communication, with wide coverage, low cost, high speed, flexible form, clear goal, direct connection and high selectivity. E-mail advertisements also have a strong human touch, which is convenient for connecting feelings. For each email advertisement, the author can concretize it into the most appropriate form according to his own subjective wishes. Many promotional letters and postcards are humanized, which makes mail advertisements develop rapidly in recent years. Through email advertising, enterprises generally have a detailed list of fixed users, but it is very simple to post them one by one according to the list.

& gt& gt traffic advertisement

Advertisements on trains, planes, ships, buses and other means of transportation and places where passengers are waiting for cars, boats and boats. The traffic is large and the publicity effect is good. Traffic advertising is a by-product of the transportation industry, so the cost is relatively low.

& gt& gt outdoor advertisement

There are many kinds of outdoor advertisements:

One is a poster advertisement. Poster advertisements are generally located on sidewalks where pedestrians must pass, and can also be located at sales locations.

The second is street sign advertising. Compared with poster advertisements, street sign advertisements are more formal. Every billboard can be drawn according to the requirements of advertisers and with the consent of relevant advertising management departments, which is very eye-catching and beautiful. There used to be an electric three-sided billboard on Maoming Road, Yan 'an Middle Road, Shanghai, which integrated mechanical rotation, decorative relief, automatic timekeeping and other functions, and played a very good role in beautifying the city. This mobile billboard, more than eleven meters wide and five meters high, is composed of eighteen rotating gossip, which automatically changes a picture every twenty seconds, which is very eye-catching.

The third is neon advertising. Neon advertisements installed in busy downtown areas not only promote products, but also decorate the city.

In addition, the forms of outdoor advertising include advertising gallery, commodity model and so on. At present, some advanced outdoor advertisements abroad also use sound, light, color, taste and other technologies to make advertisements more attractive. A food company in the United States erected a giant advertising model to promote bread in the suburbs of Detroit. The model was 80 feet high and 100 foot long. When pedestrians approach it, they can not only hear the sound of light music and bread introduction, but also smell the fragrance of "magic mixed bread", which immediately arouses people's appetite.

It is reported that the bread sales of this food company have more than tripled due to the adoption of this advertisement with bread flavor.

In addition to some of the media introduced above. There are also literary advertisements, gift advertisements, exhibition advertisements and so on. With the development of science and technology, the number of advertising media is increasing. In the United States, some well-funded travel companies use planes to form colorful smog to attract tourists and advertisements; Some companies also use a special device on the ground to project advertising images and words onto a cloud two miles from the ground. Foreign advertisers also predict that in the near future, people will also use the space shuttle, satellite space workstations and even the moon to advertise.