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Advertising is very important in marketing. Its aim is to increase sales
and to get profit for the company. The different media for advertising include
television, radio, newspapers, magazines, Internet, etc.

Advertising has a lot of advantages:

·     
It provides the consumers with information about
prices and resent improvements in goods and qualities

·     
It often results in lower prices

·     
It stimulates competition and competition benefits us
all

   Critics list the following disadvantages:

·     
The information contained in advertising does not
inform and often misleads the consumers

·     
Advertising costs are paid by the consumers

·     
Consumers often spend money for the products they do
not really need

Three strategies are especially popular with advertisers: slogans,
rational appeals and emotional appeals.

Slogans. They sound great but mean little.

e.g.”Snickers – eat and go”

Rational appeals. They rely on logic or reason.

e.g.”Moskitols – and bugs don’t bite”

Emotional appeals. They rely on psychology.

e.g.”Toyota
– drive your dream”.

All these strategies persuade the consumers to buy a product or service.
Nevertheless, we are responsible for evaluating advertising and deciding
whether to buy or not to buy the product.  


 

 

 



QUESTIONS

 

1) What is the aim of
advertising?

2) What advantages and
disadvantages do the critics list?

3) Why do the advertisers use
different strategies in advertising?

3) Can you give some examples
of  the slogans?

4) Does advertising influence
your decision on buying the product?