Đề tài thảo luận tiếng anh 4 TMU: Modes and benefits of advertising........................................................................................................................................................................................
OUTLINE: I Overview of advertisement Concept of advertising Roles of advertising II Modes of advertising 2.1.1 Advertising on newspaper 2.1.2 Advertising on television 2.1.3 Advertising on radio 2.1.4 Advertising through mail 2.1.5 Advertising on social networks 2.2 Benefit from advertising 2.2.1 Benefits for customers 2.2.2 Benefits for companies III Conclusion THE OPENNING: ( Broadcast an advertisement of OMO brand in Tet holiday ) This is an advertisement of OMO It brings us a story about family with the old father and his daughter and nice follow to the daughter’s view The message OMO wants to send is that we should not only come back home to visit our parents, but we also something to make them younger and happier Through this advertisement, “Tet is occasion to come back home” campaign has reached 83 000 subscribes So, to know more about advertisement, we move to the next part, overview of advertisement Overview of advertisement I Concept of advertising Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea Sponsors of advertising are often businesses who wish to promote their products or services Roles of advertising As you know, advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas So it has many important roles for both producer and customer, such as: - Drive consumer’s behavior in a particular way in regard to a product, service or concept II - Convince customers that a company's services or products are the best - Enhance the image of the company - Point out and create a need for products or services - Demonstrate new uses for established products - Announce new products and programs Modes and benefits of advertising 2.1 Modes of advertising 2.1.1 Advertising on newspaper Newspaper advertising runs in local or national, daily or weekly news publications Advantages Large audiences Some press audiences can reach into millions, so it can be an effective way • - to reach a lot of people - Low cost Newspaper staff members will work directly with advertisers to create ads at no additional costs • Disadvantages - Information easily overlooked or read profile You have no assurance that every person who receives the newspaper will read your ad They may not read the section you advertised in, or they may simply have skipped the page because it contained little or nothing else of interest - Advertising time is short Newspaper frequency varies from medium- and large-city dailies to community newspapers that print weekly or bimonthly Newspaper advertisements' short shelf life considerably limits each advertiser's ability to reach its target audience - As the Internet, Television or Radio are used widely, many people prefer newspaper less than Internet and other medias Cable television provides 24-hour-a-day news along with in-depth coverage of major events and news stories Broadcast and cable channel Internet sites often cover additional story angles and frequently update content in close to real time 2.1.2 Advertising on television • - Advantages Convenient and Flexible The television is a convenient and flexible advertising medium, owing to its widespread popularity and the ease with which a message can reach millions of viewers internationally and nationally.Television advertising allows advertisers the flexibility to use various approaches and different combinations of audio, video and text to make ads memorable and emotional, depending on the product or service or the target audience - Strong Impact Television advertising uses audio and visual effects to create a lasting impact Marketers interact color, sound, sight, drama and motion to ensure that their message is strong and persuasive Additional tactics and props, such as attractive models, elaborative sets, enchanting graphics and audiovisual effects further enhance impact • Disadvantages - High Costs: Television advertising costs more than other forms of media, such as radio, magazine, newspaper and Internet advertising - Intrusive: Consumers often bemoan the intrusive nature of television advertisements and find ways to avoid commercials This limits the effectiveness of television advertising Consumers either take time out during a commercial to make a trip to the refrigerator or surf programs on other channels Furthermore, different technological innovations enable consumers to block advertisements all together - Tracking: While their tracking technology has improved with the proliferation of digital TV, it still does not offer the level of audience and performance tracking as online media.This makes television advertising disadvantageous to smaller companies looking to clearly see the returns on an advertising investment 2.1.3 • - Advertising on radio Advantages Cheap Radio advertising is relatively cheap compared to print or television advertising You also have to pay less for advertising time to reach the same number of people as you would a TV or print ad - Destination The wide range of offers radio allows you to target your message to specific groups Some stations are after the widest possible audience, but many point to niche markets, such as adolescents, sports fans, news junkies, political conservatives, university students, educated people, or fans of any kind of music.Advertising a smaller station could cost more individual listener, but have a much greater chance of reaching a target demographic - Portability Radio is the only mass medium that people use while driving, clean the house or mow the lawn.TV advertising requires people to sit in front of their TV, print ads and web require focused attention on the page or screen • - Disadvantages Lack of permanence If an ad in a newspaper or magazine catches your eye, you can crop and save With the advent of the DVR, including television advertising you can rewind and watch again, if it attracts the viewer's interest But radio ads are ephemeral: you hear them, and then are gone.If you have lost a phone number or any other details mentioned in the notice, you'll have to wait to be advertised again - Distraction People can listen to the radio while driving, and in doing so will not be able to act immediately to act advertisements listen Nobody is going to stop on the highway, for example, to enter Meanwhile, those who listen to the radio while working can be so focused on their tasks than ever logged.a number 2.1.4 Advertising through mail • - Advantages Cheap cost: the amount need is less than advertise on media - The Advertising speed quickly and reach more customers: enable - mail hosting the large number to many different customers The operation easy, accurate statistics: Make the most accurate numbers about traffic and using advertising mail Based on • - that label will easily assess the success of advertising through the mail Disavantages Inconvenient: Cause discomfort for the customers don’t need shopping because there are too many advertising filling their mailboxes - The lure is also less effective: Have not received much interest from customers because there are many different advertising methods to attract more advertising through the mail 2.1.5 Advertising on social networks • - Advantages Extensive development : The advertising have exploited most of the social networking site (Facebook, youtube, Instagram, ) to transmit advertising content to customers are using the service - Attract more potential customers: The number of customers reach more advertising and thereby meet the shopping needs of the product - Easy to use and safe on a budget Users to easily create the advertising as you like of yourself and don't worry about the budget Customer will pay all costs after got enough product • - Disavantages Can stolen copyright: Contents, images, logos of the label easily be copied for other commercial activities and possibly bad purposes - Inconvenient: There are more a advertising from different brands should form the spams uncomfortable customer as they their news 2.2 Benefit from advertising Companies all over the world choose advertisements in the marketing of products and services Why advertisements are important today? Because advertisement brings many benefits for customers and companies which include: 2.2.1 Benefits for customers - Convenience: When we know that we have to buy the product of a particular brand name, we shall not waste our time in searching our for the best one We can make a choice even before we go to the market - Education of the customers: Advertisements help us to become aware of the uses of a new product and the functioning of the electronic items If there are no advertisements, we shall never be able to know about the new companies that enter the market and better products in the market - Fair price: Advertisements reduce the cost of the product by providing the firms with the advantages of economices of scale and the elimination of the middleman As a result, customers get goods at lower prices - Better quality: As said earlier, the producers always try to retain their old customers and make new ones by introducing some special changes in their product to make them differentiable from the others Manufactures are forced to maintain better standards of the commodity to retain customers - Contact between producers and customer: Advertisements provide links or contact numbers of the product or the service so that the customers can report their grievances against the use of certain products so that the quality can be bettered It bring the customers and the producer closer to each other 2.2.2 Benefits for companies - Information to the customer: Advertisement about new products keep the customer informed about the new development in the industry They help to provide them information regarding the new launched products - Take care of customers: Advertising takes care of customers It helps in holding on to the loyal customer, decreasing the number of lost customers - Improves the sale of product: Advertising facilitates a noticeable increase in the sale of product It helps companies to earn profits Information to the customer: Advertisement about new products keep - Alters the attitudes of people: An effectual advertisement results in swift change in the attitudes and habit of the people - Economic progress: Advertisements increase sales, employment and profits The overall effect of all this is economic progress for the nation, or more broadly for the world as a whole - Direct communication: With the rapid spread of media and advertising to every nook and corner of the world, people have become aware of the various products So the companies are able to communicate their message directly to the customers III Conclusion In general, advertising is a positive and effective media method which helps companies promote their brands and products to customer in different areas around the world There are many kinds of advertising but the most popular modes are TV advertising, internet advertising and radio advertising Although each has its pros and cons, we can’t deny the huge benefits which advertisement brings to producer, customer and whole society In my opinion, using ads is very necessary when companies want to widen their popularity in a larger market segment It also lets customers know more about brands to make wise choices But the two most important things every company always has to remember are choosing a suitable advertising mode and considering carefully before making and advertising to ensure that it is really worthy with the cost they paid ... the image of the company - Point out and create a need for products or services - Demonstrate new uses for established products - Announce new products and programs Modes and benefits of advertising. .. number of customers reach more advertising and thereby meet the shopping needs of the product - Easy to use and safe on a budget Users to easily create the advertising as you like of yourself and. .. popular modes are TV advertising, internet advertising and radio advertising Although each has its pros and cons, we can’t deny the huge benefits which advertisement brings to producer, customer and