ВУЗ:
Составители:
Рубрика:
65
6. Over-road banners. Advertisements above carriageway have
an important advantage: they always remain in view of drivers and
passengers.
7. Transport advertising (motor transport and public transport) is
very effective, since it covers mass audience, and the complexity of
routes produces a feeling of omnipresence of advertising, owing to
which it is perfectly suitable whenever it is necessary to introduce a
new trade mark to the public or to develop corporate image.
Stimulator advertising (hard selling)
As it goes from the appellation, this type of advertising makes
for motivating customers to buy the concrete product of the concrete
company as well as sale stimulating and acceleration of commodity
circulation. Such kind of ad implies a rational, informative, well-
grounded and substantiated method of persuasion with the direct ap-
peal “Buy Me!” slogan. Unlike soft selling, hard one is a concrete
consumer oriented type. It’s the most widespread type of advertising,
as a rule, using verbal arguments as to advantageous features of the
product, etc. In most cases this type refers to promotion with short-
term objectives – direct influence over the audiences through sell-outs,
etc. Meanwhile, stimulator advertising is a component of imager-
maker one as some of hard selling ads create a definite image even if
not of the whole company but of the business line the firm presents.
So, while planning stimulator advertising activities don’t forget of the
company image integrity.
The most effective means of hard selling are:
recurrent ads in newspapers and magazines, that are popular
among the potential customers;
direct mail;
radio advertising;
participation in exhibitions;
TV advertising.
Advertising of stability (reminder advertising)
Even if the company gets sales going and its brand is recog-
nized, it’s necessary to keep product in public eye and from time to
time to consolidate the achievements by advertising. Advertising of
stability doesn’t rely on any specific type of appeal, its only objective
is to keep the brand name in the mind of the consumers by means of
66
hidden advertising in the form of articles about the company’s
activity and products;
participation in exhibitions;
direct mail of prospects (reports) about the annual activity of
the company to the constant partners.
Answer the questions:
1. What are the principal types of advertising?
2. What is soft selling meant for? Who does it appeal to?
3. What are the effective means of image-making advertising?
Which is most developed in your country/city?
4. Characterise hard selling. Enumerate means it uses.
5. What is special about reminder advertising? Is it widespread
in you country/city?
TOPIC 11. WHOLESALING, RETAILING
TEXT 1
Wholesaling
Wholesalers are one of the two major institutions that make up a
firm’s marketing channel. They are persons or firm who sell to retail-
ers and other wholesalers or to industrial users but who do not sell in
significant amounts to ultimate consumer.
There are two large groups of independent wholesalers: mer-
chant wholesalers and agents and brokers. Merchant wholesalers take
title to the good they handle. Selling agent, brokers are classified as
agent wholesaling middlemen because they do not take title to goods.
The operating expenses of wholesaling middleman vary consid-
erably, depending on the services provided out and the cost involved.
The services include storage facilities in conveniently located ware-
houses, market coverage by a sales force, financing for retailers and
manufacturers, market information for retailer, management services,
retail sales training and merchandising assistance and advice.
Although the percentage of wholesale trade by manufacturer
owned facilities has increased since 1925 independent wholesaling
middlemen continue to account for 90 percent of all wholesale estab-
6. Over-road banners. Advertisements above carriageway have hidden advertising in the form of articles about the company’s
an important advantage: they always remain in view of drivers and activity and products;
passengers. participation in exhibitions;
7. Transport advertising (motor transport and public transport) is direct mail of prospects (reports) about the annual activity of
very effective, since it covers mass audience, and the complexity of the company to the constant partners.
routes produces a feeling of omnipresence of advertising, owing to
which it is perfectly suitable whenever it is necessary to introduce a Answer the questions:
new trade mark to the public or to develop corporate image. 1. What are the principal types of advertising?
Stimulator advertising (hard selling) 2. What is soft selling meant for? Who does it appeal to?
As it goes from the appellation, this type of advertising makes 3. What are the effective means of image-making advertising?
for motivating customers to buy the concrete product of the concrete Which is most developed in your country/city?
company as well as sale stimulating and acceleration of commodity 4. Characterise hard selling. Enumerate means it uses.
circulation. Such kind of ad implies a rational, informative, well- 5. What is special about reminder advertising? Is it widespread
grounded and substantiated method of persuasion with the direct ap- in you country/city?
peal “Buy Me!” slogan. Unlike soft selling, hard one is a concrete
consumer oriented type. It’s the most widespread type of advertising, TOPIC 11. WHOLESALING, RETAILING
as a rule, using verbal arguments as to advantageous features of the
product, etc. In most cases this type refers to promotion with short- TEXT 1
term objectives – direct influence over the audiences through sell-outs,
Wholesaling
etc. Meanwhile, stimulator advertising is a component of imager-
maker one as some of hard selling ads create a definite image even if Wholesalers are one of the two major institutions that make up a
not of the whole company but of the business line the firm presents. firm’s marketing channel. They are persons or firm who sell to retail-
So, while planning stimulator advertising activities don’t forget of the ers and other wholesalers or to industrial users but who do not sell in
company image integrity. significant amounts to ultimate consumer.
The most effective means of hard selling are: There are two large groups of independent wholesalers: mer-
recurrent ads in newspapers and magazines, that are popular chant wholesalers and agents and brokers. Merchant wholesalers take
among the potential customers; title to the good they handle. Selling agent, brokers are classified as
direct mail; agent wholesaling middlemen because they do not take title to goods.
radio advertising; The operating expenses of wholesaling middleman vary consid-
participation in exhibitions; erably, depending on the services provided out and the cost involved.
TV advertising. The services include storage facilities in conveniently located ware-
Advertising of stability (reminder advertising) houses, market coverage by a sales force, financing for retailers and
Even if the company gets sales going and its brand is recog- manufacturers, market information for retailer, management services,
nized, it’s necessary to keep product in public eye and from time to retail sales training and merchandising assistance and advice.
time to consolidate the achievements by advertising. Advertising of Although the percentage of wholesale trade by manufacturer
stability doesn’t rely on any specific type of appeal, its only objective owned facilities has increased since 1925 independent wholesaling
is to keep the brand name in the mind of the consumers by means of middlemen continue to account for 90 percent of all wholesale estab-
65 66
Страницы
- « первая
- ‹ предыдущая
- …
- 31
- 32
- 33
- 34
- 35
- …
- следующая ›
- последняя »
