ADVERTISING

CONTENTS

Introduction

CHAPTER 1

1. Local Advertising

1.1 Types of Local Advertising

1.2 Objectives of Local Advertising

1.3 Planning the Advertising Effort

1.4 Creating the Local Advertising

1.5 Seeking Creating Assistance

CHAPTER 2

Public Relations, Corporate Advertising, and Noncommercial Advertising

1. The Role of Public Relations

2. Corporate Advertising

2.1 Public Relations Advertising

2.2 Corporate/Institutional Advertising

2.3 Corporate Identity Advertising

2.4 Recruitment Advertising

3. Noncommercial Advertising

3.1 Examples of Noncommercial Advertising

3.2 Types of Noncommercial Advertising

3.3 Advertising Council

CHAPTER 3

International Advertising

1. Growth and Status of International Advertising

1.1 Managing International Advertising

1.2 Creative Strategies in International Advertising

Bibliography

Finally

INTRODUCTION

Advertising can be used for a variety of special purposes. Local businesses advertise within a particular geographic area rather than nationwide, corporations sometimes advertise to enhance their reputations rather than to sell products, and international businesses advertise around the world. This course paper is a thorough coverage of these special types of advertising. The prevalence of advertising underscores its many advantages. Of the various forms of promotion, it is the best for reaching mass audiences quickly at a low person cost. It is also the form of promotion over which the organizations has the greatest control. In an advertisement, you can say what ever you want, as long as you stay within the boundaries of the law and conform to the moral and ethical standards of the advertising medium and trade associations. You can promote goods, services, and ideas, using a full range of creative and generating sales leads. In addition, it can rekindle interest in a product whose sales have grown sluggish, as illustrated by the remarkable success of Isuzu's memorable "liar" commercials. While sales of other Japanese cars and trucks were growing by only percent, Isuzu's sales jumped 21 ercent within a few months after "Joe suzu" started hawking the cars on TV with subtitles announcing that he was stretching the facts.

The object of our investigation is special types of advertising.

The aim of investigation is to tell about special types of advertising.

The main tasks of our course paper is to learn the special types of advertising.

The theoretical value of the investigation are different examples on different firms by the theoretical explanation.

The practical value of the investigation is to learn how different kinds of firms do their advertising. The novelty of investigation is to show what modern technologies of advertising the population has achied.

CHAPTER 1. "LOCAL ADVERTISING"

 

1. LOCAL ADVERTISING

 

As opposed to regional or national advertising, refers to advertising by businesses within a particular city or county to customers within the same geographic area. In 1990, approximately 44 percent of all dollars spent on advertising were for local advertising.

Quite often, local advertising is referred to as retail advertising because it is commonly performed by retail stores. However, retail advertising is not necessarily local - it can be regional or national as well, as the volume of commercials run by national retail firms such as sears and J.C.Penney. Moreover, many businesses not usually thought of as retail stores use local advertising - real estate brokers, banks, movie theaters, auto mechanics, and TV stations, restaurants, museums, and even funeral homes. Local businesses of all types often use public service or issue advertising.

Local advertisers fit into three categories:

* Dealerships or local franchises or regional or national companies that specialize in one main product or product line ( such as Toyota, McDonalds, or H&R Block).

* Stores that sell a variety of branded merchandise, usually on a nonexclusive basis ( such as department stores ).

* Specialty businesses and services ( such as music stores, shoe repairshops, florists, hair salons, travel agencies ).

Businesses in each of these categories have different advertising goes and approaches. Local advertising is very important because most sales are made or lost locally. A national auto manufacturer may spend millions advertising new cars, but its nationwide network of local auto dealers spend just as much or more on a combined basis to bring customers into their showrooms to buy the cars. In fact, if the dealers don't make a strong effort on the locallevel, the effort of national advertisers may be wasted. So when it comes to consummating the sale, local advertising is where the actions is. The basic principles used by national advertisers are also applicable to local advertising, but local advertisers have special problems that stem from the simple, practical realities of marketing in a local area.

Local and national advertisers differ in basic objectives and strategies, perceived needs of the marketplace, amount of money available to spend on advertising, greater emphasis by local advertisers, on newspaper advertising, use of price as a buying inducement, and the use of specialized help in preparing advertisements.

 

1.1 TYPES OF LOCAL ADVERTISING

The two major types of local advertising are produce and institutional. As its name implies product advertising is designed to sell a specific product or service and to get immediate action institutional advertising, on the other hand, attempts to obtain favorable attention for the business as a whole not for a specific product or service the store or business sells. ............