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63
TOPIC 10. ADVERTISING
Before reading the text think of the following points:
1. How do you think advertising is important for produc-
ers/customers?
2. What ways of advertising a product/service do you know?
3. What do you like/hate in advertising nowadays?
TEXT
It’s well-known fact that selling an unknown product “is like
rowing a boat upstream, movement is mostly backwards”. So, if the
company wants to succeed in generating sales, provide an income and
stable growth for its business, it should acknowledge the importance of
capturing the public’s attention and increasing the level of brand name
recognition. Consequently, later or sooner the company will face the
problem of choice of types and means of advertising. That is why we
find this question to be worth being discussed.
Depending on business objectives a company wants to achieve 3
principal types of advertising should be pointed out:
image-making advertising (or soft selling),
stimulating advertising (or hard selling),
advertising of stability (or reminder advertising).
Image-making advertising (soft selling)
The slogan of image-making ad is the delicate and emotionally
grounded “Like me!” The first aim of this type is to acquaint potential
customers with the product, its destination and characteristics, to claim
product’s relevance to consumers and its significant difference from
competing products. Image-making ad is designed to build strong
brand image and create a propitious attitude, recognition and aware-
ness to the company or the product. This is an emotional way of per-
suasion aimed at subconsciousness through the association of ideas,
techniques and renascence of comfortable psychological environment
and situation, which the consumer associates himself with and is in-
volved in symbolism, emotions and in-depth motivation are enabled
here. Soft selling is appropriate for a new brand launch and far-
reaching objectives on its support and development. Ads of this type
64
impact not only upon potential consumers but all sections of the popu-
lation. That will provide innovations with already created favorable
reception by the customers, if the company diversifies its product
range. Such kind of advertising will help in many respects to smooth
away failures of future advertising campaigns.
The most effective means of image-making advertising are
trailers on TV;
print advertising in popular magazines and newspapers;
participation in charity actions and its covering in mass media;
outdoor advertising which can be subdivided into 7 types.
1. Billboard advertising – the most traditional type of outdoor
advertising, is usually exposed on the busiest streets and highways and
becomes the most accessible and obvious medium of information for
drivers and passengers. A large address program of billboards (series)
allows to cover all important vehicular and pedestrian arteries of the
city and to produce a cumulative effect of frequency.
2. Consoles advertising. Advertising series of billboards in-
stalled on contact-line supports or on detached consoles have become
popular because they are widespread and it is possible to place them in
the close proximity of advertised objects. Targeted and serial place-
ment of console advertising enables advertiser to score a high informa-
tion effect.
3. Necessary attribute of any kind of business, signboards are
the face of any company, enterprise, shop, drugstore, etc.
4. Roadside Stoppers usually serve for operative advertising in-
formation more often and are a widely spread, handy and mobile ad-
vertising type, which blends well with urban landscape.
5. Citylights are a widespread type of advertising. Functionality
and small sizes of them allow their installation in the central areas of
the city – both along the busy motor highways running through the
center, and on sidewalks and pedestrian zones. Owing to moderate
design and utility, citylights blend easily and organically with any
urban environment. Concentration of citylights in the busiest districts
and key areas of the city, business and shopping centers increases effi-
ciency of an advertising structure of this format.
TOPIC 10. ADVERTISING impact not only upon potential consumers but all sections of the popu-
lation. That will provide innovations with already created favorable
Before reading the text think of the following points: reception by the customers, if the company diversifies its product
1. How do you think advertising is important for produc- range. Such kind of advertising will help in many respects to smooth
ers/customers? away failures of future advertising campaigns.
2. What ways of advertising a product/service do you know? The most effective means of image-making advertising are
3. What do you like/hate in advertising nowadays? trailers on TV;
print advertising in popular magazines and newspapers;
TEXT participation in charity actions and its covering in mass media;
outdoor advertising which can be subdivided into 7 types.
It’s well-known fact that selling an unknown product “is like
1. Billboard advertising – the most traditional type of outdoor
rowing a boat upstream, movement is mostly backwards”. So, if the
advertising, is usually exposed on the busiest streets and highways and
company wants to succeed in generating sales, provide an income and
becomes the most accessible and obvious medium of information for
stable growth for its business, it should acknowledge the importance of
drivers and passengers. A large address program of billboards (series)
capturing the public’s attention and increasing the level of brand name
allows to cover all important vehicular and pedestrian arteries of the
recognition. Consequently, later or sooner the company will face the
city and to produce a cumulative effect of frequency.
problem of choice of types and means of advertising. That is why we
2. Consoles advertising. Advertising series of billboards in-
find this question to be worth being discussed.
stalled on contact-line supports or on detached consoles have become
Depending on business objectives a company wants to achieve 3
popular because they are widespread and it is possible to place them in
principal types of advertising should be pointed out:
the close proximity of advertised objects. Targeted and serial place-
image-making advertising (or soft selling),
ment of console advertising enables advertiser to score a high informa-
stimulating advertising (or hard selling),
tion effect.
advertising of stability (or reminder advertising).
3. Necessary attribute of any kind of business, signboards are
Image-making advertising (soft selling)
the face of any company, enterprise, shop, drugstore, etc.
The slogan of image-making ad is the delicate and emotionally
4. Roadside Stoppers usually serve for operative advertising in-
grounded “Like me!” The first aim of this type is to acquaint potential
formation more often and are a widely spread, handy and mobile ad-
customers with the product, its destination and characteristics, to claim
vertising type, which blends well with urban landscape.
product’s relevance to consumers and its significant difference from
5. Citylights are a widespread type of advertising. Functionality
competing products. Image-making ad is designed to build strong
and small sizes of them allow their installation in the central areas of
brand image and create a propitious attitude, recognition and aware-
the city – both along the busy motor highways running through the
ness to the company or the product. This is an emotional way of per-
center, and on sidewalks and pedestrian zones. Owing to moderate
suasion aimed at subconsciousness through the association of ideas,
design and utility, citylights blend easily and organically with any
techniques and renascence of comfortable psychological environment
urban environment. Concentration of citylights in the busiest districts
and situation, which the consumer associates himself with and is in-
and key areas of the city, business and shopping centers increases effi-
volved in symbolism, emotions and in-depth motivation are enabled
ciency of an advertising structure of this format.
here. Soft selling is appropriate for a new brand launch and far-
reaching objectives on its support and development. Ads of this type
63 64
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