Inglese

ADVERTISING

Advertising is a way by which the exporter can make his products known and by which he tries to establish a contact with a potential buyer.

Advertising agencies make market research to identify the consumer to be reached and to organize the advertising campaign and attend the commercial image of their clients' product.

THE MAIN CHANNELS OF ADVERTISING

The PRESS: the message is shown on a e of a newspaper or a magazine. Small and medium sized firms usually advertise in selected magazines which circulate among dealers of the trade. When there is an agent or a distributor in the country who can give further informations, advertisements may appear in papers with a wider public.

CIRCULAR OFFERS: they are sent to potential buyers who might be interested in the product.

BROADCASTING (commercials on tv, radio or at the cinema); STREET AND STORE ADVERTISING (posters, neon signs); SPONSORSHIP OF ARTS OR SPORT EVENTS. They are the most expensive means of advertising and they must be supported by sales organization able to cope with demands aroused by them.

FOCUS ON PRESS ADVERTISING

The AIM: to attract the attention (with pictures, drawing, slogans, short messages) of the reader and to inspire the need to know more about the product or service advertised.

The TARGET:   It is important to identify the potential consumer of the product to understand in which magazine publish it.

The main categories are based on sex, age, income level, cultural level, profession, range of interests.

When the potential consumer has been identify, it is important to decide the characteristics of the ad.  It may be cultural references on the text if the target is composed by people high educated, instead it can be more simple and direct if the target is composed by less sophisticated readers.

A CLOSER LOOK AT ADS

Every part of the ad is not casual.

The ILLUSTRATION is the main element because of its visual impact. It may be a photograph of the product, or it may show how to use it. Ads appeal to people's emotions or ambitions and they may be a projection of the reader's own dreams.

The SLOGAN is the second most important element in the ad. It must be catchy and it may make known the product identifying its main qualities.

Slogans have standard features:

they exaggerate the merits and popularity of the product;

they refers directly to the reader by using "you" or "your";

they have a lot of adjectives in the superlative form and compound words but few verbs;

words are often repeated;

they use new words, adapting existing words or creating new ones.