THE BENEFITS AND POPULAR MODES OF ADVERTISING

THE BENEFITS AND POPULAR MODES OF ADVERTISINGTHE BENEFITS AND POPULAR MODES OF ADVERTISINGTHE BENEFITS AND POPULAR MODES OF ADVERTISINGTHE BENEFITS AND POPULAR MODES OF ADVERTISINGTHUONGMAI UNIVERSITY FACULTY OF ECONOMICS AND FACULTY LAW DISCUSSION REPORT MODULE ENGLISH FOR SPECIFIC PURPOSES 2 Topic THE BENEFITS AND POPULAR MODES OF ADVERTISING Group 2.

THUONGMAI UNIVERSITY FACULTY OF ECONOMICS AND FACULTY LAW ************************ DISCUSSION REPORT MODULE: ENGLISH FOR SPECIFIC PURPOSES Topic: THE BENEFITS AND POPULAR MODES OF ADVERTISING Group: Lecturer: Nguyen Quynh Anh Class ID: 2348ENTI1012 Hanoi – 2023 TABLE OF CONTENTS A Introduction .3 B Body Definition and role of advertising .4 1.1 Definition of advertising 1.2 Role of advertising The benefits of advertising 2.1 Increasing brand & products awareness .5 2.2 Standing out from the competition .5 2.3 Attracting cusomer engagement and loyalty 2.4 Improving your brand positioning “image” 3.1 Kinds of advertising 3.2 Advertising on television and its advantages 3.3 Advertising on internet and its advantages .9 3.4 Advertising on radio and its advantages 10 C Conclusion 12 A Introduction In the age of technology, advertising is becoming more and more common in everyday life and even plays an extremely important role These are paid communication activities for the purpose of conveying to customers the messages that individuals and businesses want to convey This message is simply the unique and different values of products and services Thereby attracting the attention of consumers, entering their mind, and promoting shopping action by many types of advertising, so group chose the topic: “The benefits and popular modes of advertising” B Body Definition and role of advertising 1.1 Definition of advertising Advertising is a form of communication that aims to promote or persuade people about an item, service, or other Advertising is paid for by advertisers who want to reach their end users and achieve their goals By contrast, people who are willing to purchase or experience are customers or clients, they could easily access the product rely on advertisements Advertising can use various different channels, such as TV, radio, newspapers, magazines, websites, social media, and billboards The number of advertising forms is more and more increasing nowadays because technology and engineering of the development of Advertisers can also segment their audience based on their age, gender, income, lifestyle, location, or interests Many tools which are more popular on the internet allow advertisers to split them easier, such as some social networks or sharing video platforms 1.2 Role of advertising Advertising can have different objectives and strategies depending on the context and goals of the advertiser Besides some disadvantages such as make interrupting clients' experiences or harmful advertising content, there are many positive effects that advertising brings for both customers and advertisers We could mention some common objectives are to increase sales or awareness, to influence the behavior or attitude of customers, and to create a positive image and reputation for products or advertisers or reputation The benefits of advertising 2.1 Increasing brand & products awareness Brand awareness is an important to research and develop target customer behavior, creating the right marketing strategy First, it helps consumers to increase the brand awareness of the business Helping businesses promote their brands quickly, introduce customers, current helping businesses more products and consumers services find to potential information about Thereby creating the reputation and credibility of the business in the hearts of customers, helping to beat competitors in the same industry, and bring high revenue Building effective Brand Awareness is very beneficial for new businesses, when customers don’t know your brand Increase customer awareness of the brand, and help them know more about your products and services 2.2 Standing out from the competition Product ads highlight unique product features, helping consumers understand the advantages of choosing your product over other products in the same segment Businesses need to know their strengths compared to other competitors Then build on your brand's differences and strengths to create value for both users and businesses The goal of brand advertising helps customers know the difference of the business, thereby making it easier to position the brand Coca cola, Toyota, Amazon are some of the brands that have created difference and value in their advertising campaigns Not only emphasizes on features and benefits, the ads also show personal experiences, values, lifestyle Since then, the brand has always maintained its market share for many years 2.3 Attracting cusomer engagement and loyalty - Customer engagement Customer engagement has become very important for large businesses in the twenty-first century The level of competition across most industries is very high and companies also invest in promotions to prevent brand switching by growing customer engagement Higher customer engagement generally results in higher sales and better revenues Such companies run promotional campaigns that focus on engaging customers on a variety of topics Sometimes the intention behind running promotional campaigns is to drive higher awareness and at other times the focus is to engage consumers on topics including environmental and social issues - Customer loyalty Advertising and promotions also help build customer loyalty and achieve repeat sales It helps attract new customers and turn them into loyal buyers The more loyal are your customers, the higher are your sales each season Building customer loyalty is necessary for businesses since sometimes it is more profitable to sell more to your existing customers than attracting new ones and turning them into loyal consumers The growing focus of businesses on customer retention is also due to the reason that one customer retained is more profitable than gaining two new customers However, the loyalty of customers depends on the level of trust they place in a brand Take the example of brands like Apple and Nike that enjoy heavy customer loyalty Nike regularly runs marketing campaigns that focus on customer engagement and retention Apple is already well known for its heavy focus on customer experience which is the main driver of customer loyalty for the brand These two brands are among the best examples of how customer loyalty translates into business success for a brand 2.4 Improving your brand positioning “image” Advertising can build and improve brand image For a large number of brands, advertising is one of the leading options to build a strong market reputation They not just invest in advertising to promote their products and services or their quality but also to maintain a strong social image Advertising also drives higher brand recall In a large number of cases, businesses keep running promotions and marketing campaigns just to drive higher brand recall and so that customers choose their products over that of the other brands Popular modes of advertising 3.1 Kinds of advertising Nowadays, the more the companies are established, the more violent the level of competition in the market, therefore, advertising is a necessary part in the plan each company to exist and develop If our competitors express their power, we need act However, in present high inflation period, it is difficult to choose a suitable advertising model with aim and finance of our company At present, there are many advertising models such as advertising on TV, radio, internet, in newspaper, through film…, but what model is suitable for a company? Here are some popular advertising models and its benefits 3.2 Advertising on television and its advantages This mode was carried over to commercial television in the late 1940s and early 1950s In the early 1950s, in UK, the Dumont television network began the modern practice of selling advertisement time to multiple sponsors In some instances the sponsors exercised great control over the content of the show up to and including having one’s advertising agency actually writing the show A program has many sponsors The single sponsor model is much less prevalent now The late 1980s and early 1990s saw the introduction of cable television and particularly MTV Pioneering the concept of the music video, MTV ushered in a new type of advertising As cable and satellite television became increasingly prevalent, specialty, channels emerged, including channel entirely devoted to advertising, such as Home shopping network, Shop TV,… Advertising on TV offers a number of benefits to businesses incorporating sound, images and movement to make the whole package interesting for consumers Ads that capture the attention of the audience can start consumers talking, effectively reaffirming the advertising message In addition, cable advertising allows businesses to target very specific geographic areas at a lower cost than major network advertising ● Reach ability One of the benefits on TV advertising is its ability to communicate with a very large audience Considered a form of mass media, TV ads work well to attract attention, generate awareness and establish preference for products and services say Lin Grensing Pophal, author of “Marketing With the End in Mind” Because of the broad audience they target particularly through major TV networks TV ads tend to provide general, rather than very specific, messages ● Targeted audience Businesses are better able to reach tageted audiences by purchasing ad spots during shows their intended demographic is likely to be watching Toy manufacturers may want to advertise during Saturday morning cartoons for example, while a local bar and grill may want to advertise during sportcasts.Business owners can choose to advertise with independent or local TV stations to further narrow the demographic focus This contrast with newspapers, where advertisements reach a general audience rather than a targeted one Because radio listeners frequently listen to several stations by flipping through the radio dial, advertisers might need to advertise on many stations to reach target audiences ● Sophistication TV has the advantage of sophistication ahead of any other medium Visual and auditory stimulation combined can be a powerful tool, especially when enhanced with advertising creativity Interesting camera angles, realism and the combination of pictures and words instantly exciting particularly when compared with the more sedate appearance of newspaper advertising The sophisticated showcasting of the product television ads also contrast with telephone directories, when ads are often poorly printed, relatively small and placed directly alongside competitor ads Television advertising has the ability to show a product, demonstrate its use and the benefits of ownership or consumption Well exercuted TV advertising can persuade families to make instant decisions about purchasing products, according to startup Biz Hub 3.3 Advertising on internet and its advantages Internet Advertising leads the way The internet, as a marketing medium, now ranks ahead of TV, Radio and Print as the preferred marketing method for businesses, brands and organizations in the world Internet Advertising has proven to be a targeted approach to reaching both new and existing customers Advertising on internet have many advantages Firstly, Internet advertising is much faster than traditional advertising In the other hand, it is the most convenient way to bring your brand to customers all in the world Secondly, the greatest advantage of online advertising over traditional advertising is the fact that you will reach a global audience Because the Internet does not have national or geographical borders The global reach, following the laws of probability, means you will get a greater return on investment Even if the internet ad can be displayed as very comprehensive compared to other media, it is definitely much cheaper than most Everything you really need is a PC, knowledge and ideas forr desinging your website, then search for the best internet ad package for your advertising needs and budgets, choose from a variety of advertisememt way likes Banner Ads, text ads,… All from the comfort of your home! When compared with traditional advertising, Internet advertising always helps you to reach the target audience and this helps in making your campaign more profitable and getting more relevant lead It's impossible to get a good idea of how many people see advertising through traditional means Tracking the reach of newspaper and television advertisments is difficult However, internet advertising allows the advertiser to track the number of impressions an ad gets (how many people see it), and how many visits their business website gets from particular ads, making it easy to see what kinds of conversion rates internet advertisements are getting 3.4 Advertising on radio and its advantages Radio advertising is the third popular mode of advertising after TV or Internet ad This kind of advertising appeared in the early 1920s when radio equipment manufacturers and retailers established the first radio stations in order to sell more radios to consumers After that, radio programs were usually sponsored by a single or multiple businesses in exchange for a brief mention of business'name at the beginning and end of the sponsored shows Nowadays, although commercials on TV and Internet are growing so rapidly, radio advertisement, with a long development history, also is expanding its effect all over the world Because almost each country has its own radio channels and some of them are famous, there are more and more companies choose radio as an effective media method to promote their brand and products to customers Therefore, the number of ads on radio is increasing everyday with a diversity of content and performance The first reason can explain for the popularity of radio advertisement is there are many people listen to radio everyday Radio was invented very soon in 1913s, earlier than TV and computer for decades It has become a popular kind of traditional media which is known very well in many areas in the world Some people like using radio because the price of a radio is much cheaper than a TV or a computer Furthermore, they don't have to pay any fees for using it Unlike using a TV or a computer, it is very easy to use a radio for everyone Audiences just have to turn on their radios and control some buttons to catch the program they want to hear No matter if user is young or old, is a kid or an adult, he/she can still listen to radio easily One more thing makes a lot of people prefer to use radio than TV or computer is they can bring it along to anywhere which they can't with a TV or a computer because of its size Now, listening to radio even becomes more convenient thanks to an available function on mobile phones which allows user can cactch radio signal directly through their own cellphones Information on radio is numerous With a large range of channels which are on air 24/7, radio stations have created a wide network and provide plenty of information to audiences such as latest news, weather forecast, entertainment, education programs, advertisements Everyone in all of ages can find the shows they want to hear on radio They can use favorite radio everytime and in everywhere With these advantages, radios are fond of using popularly in the world So if a company choose to advertise their products on radio, they can meet a large number audiences who can be their potential customers in the future The second advantage of radio commercial is the expense for it is often lower than TV or Internet ads There are kinds of cost a company has to pay for an advertisement on radio: one is the cost to produce ad and the other is the fee for displaying it on air But both need less money than the amount a TV or Internet ad requires The price for each ad is often different, depends on the length and time performance of ad Because every companies always want play their ad when there are many people listen to radio such as in the morning or in the evening instead of early morning or late night so the cost they have to pay for commercials in these "gold time" is more expensive than other time periods They also have to consider carefully how often their ad will be showed on radio If the ad has been displayed just for few times, listeners can't remember it But if they want to play it more times, more money they have to pay The last reason is ad on radio can make positive effects for promotion It is said that sound ads can be remembered easily When someone hears an ad which is repeated many times in a day, his mind will be influenced strongly and he can't forget it for a long time later If a company's ad is attractive enough, it will make customers think about this brand firstly when they have demand Because customers usually tend to buy products or services which are famous so a company has to make their brand becomes reliable and popular to get the faith of customers C Conclusion In the end, advertising is a form that businesses use to convey messages of products and services that affect consumers' behavior and buying habits Although it brings advantages and disadvantages through different types of advertising through television, radio, and network, but we can’t deny that still is a great impact to producers, customers and whole society And mostly business, it helps them to develop or improve their competitiveness to earn revenue, attract customers, dominate the market From there, businesses need to carefully choose for themselves advertising an appropriate and effective form of