Advertising - Курсовая работа

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. 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.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. 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 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).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.The objectives of local advertising differ from the objectives of national advertising in both emphasis and time. On the local, retail level, the advertiser"s needs tend to be more immediate, as shown in the checklist of Local Advertising Objectives. The emphasis is on keeping the cash register ringing - increasing traffic, turning over inventory, and bringing in new customers among other things. As a result on the local level, there are constant promotions, sales and clearances, all designed to create immediate activity. This can result in a cycle of sporadic bursts of activity followed by inactivity, sharp peaks and valleys in sales, and the image of a business that should be visited only during a sale.Characterized by high overhead, low profit margins, heavy discounting, constant promotion, and miser doses of advertising, food retailing is a difficult and highly competitive business at best. This policy made it potentially difficult to attract new customers and create store traffic, because grocery customers tend to be very price-oriented. They asked the agency to develop a campaign that would show that Tom Thumb was, in fact, very competitive in giving top value even though the prices might be slightly higher. Furthermore, to communicate that Tom Thumb"s policies truly warranted higher prices, they pervaded the clients to make a bold, risky statement that would impress the viewing public. If a woman buys a turkey from us and comes back the day after Thanksgiving with a bag of pones and says she didn"t like it we"ll give her money back or give her another turkey."Local businesses have a number of sources they can turn to for creative help, including advertising agencies, the local media, free-lancers and consultants, creative boutiques, syndicated art services, and wholesalers, manufacturers, and trade associations.Public relations (PR) is a term that is widely misunderstood and misused to describe anything from selling to hosting, when in fact it is a very specific communications process. Every company, organization, association, and government or says. As soon as word of the Valdez Spill got out, the PR staff at Exxon assumed responsibility for handling the barrage of phone calls from the press and the public and for managing all company communications with the media. Simultaneously, other company departments had to deal with numerous local, state, and federal government agencies and with the community at large - not just in Valdez, Alaska, but anywhere in the world where someone was touched by the disaster. In addition, myriad other publics suddenly popped into the spotlight demanding special attention and care: Alaskan fishermen, both houses of congress, local politicians, the financial community, stockholder, employed, the local press, national networks, Exxon dealers, and envi

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