thảo luận tiếng anh the benefits and popular modes of advertising

I Overview of advertisement Concept of advertising The word advertising is a Latin word which means “to turn attention of people to a specific thing.” It is a paid publicity According to Oxford Dictionary the word ‘to advertise’ means ‘to make generally or publicly known’, describe publicly with a view to increasing sales Advertising presents and upholds the ideas, commodities and services of a recognized advertiser, which provides as a communication link between the producer and the potential buyers It gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer Advertising may be taken as the most efficient way of reaching people with product information Advertising presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer While creating awareness and popularity about brand, they try to persuade customers buying product It is a more effective and extensive and less expensive way of creating contacts Role/Function of advertising A normal feature of advertising is to create primary demand for a product category rather than for a specific brand It is believed that the product advertising must give stress on brand name Now, we are going to out line the functions of advertising  To distinguish products from their competitors: There are so many products in the market Sometimes, the same types of products are competing to each other  To communicate product information: Through advertisement one company can send its product information to the target audiences  To urge customers buy product : Advertisement can create the urge within ourselves for a product  To expand product distribution: When the market demand of a particular product increases, the retailer and distributor are engaged in the sale of that product  To increase brand preference: There are a lot of products with various bands So we are getting the preference to choose the band of a particular product with the help of advertisement  To reduce overall sale cost: Advertising increases the primary demand in the market When customers have demand and the product is available, automatically the overall price will decrease II The benefits and popular modes of advertising Nowadays, advertising is more and more popular than ever before, and it has become an indispensable part of human’s life Some people say that advertising is a positive part of our lives, however, others say it is a negative one To begin with, advertising with its function can benefit customers, manufactures, the economy as well as society Firstly, it’s obvious that advertising plays an important role in informing customers about products and services Therefore, customers can be more aware of products’ and services’ origin, feature, price and the like, which helps them have good choices An other argument in favor of advertising is that it is one of the most effective way for companies to enhance brand awareness and brand image to the public, which can be part of a long-term marketing strategy For example, when Coca-Cola produces an ad for Diet Coke, it is not only showing the benefits of that product but also keeping the Coca-Cola brand in the minds of consumers Additionally, the more wellknown the brand becomes, the more goods company can sell As a result, producers regard advertising as the best tool to compete with other companies Furthermore, comercial is vitally necessary for the economy The reason is that it motivates competition among companies and increases demand Consequently, the industry is stimulated, employment opportunities and profits increase and prices can be kept down Finally, advertising also helps society raise awareness about such important social issues as global warming, deforestation, blood donation programs, immunization programs, AIDS, cancer and many more These advertisements attract people to help their fellow man or try to make the life better Social and religious institutions use advertising for communicating their messages like messages of patriotism, faith, compassion tolerance, and charity toward needy, messages related to health and education These educate people and guide better behavior On the other hand, it is undeniable that not all the effects of advertising are positve Beside many good points, it obviously brings a lot of drawbacks to customers, soceity and producers themselves A common criticism of advertising is that it not honest enough to tell the truth about the quality of goods which always make customers disappointed and lose their belief Moreover, some people find they are cheated because advertising urges them to pay more money to buy things they really not need Besides, advertising sometimes annoys customers for example, it interrupts viewers when they enjoy their interesting film or too many promotional letters are send into email box every day also makes customers angry In addition, some people also argue that it results in the increase of the consumption of such unhealthy products as alcohol and cigarettes Furthermore, advertising campaign costs a large amount of money which has bad effect on companies’ profit and to be impossible for small manufacturers Advertisement is considered as an indirect cost which is added in the distribution expenses When expenses are to be increased, the selling price of the products will also be enhanced It means that consumers will have to pay higher prices of the advertised products Although having pros and cons, it is difficult to imagine how our life becomes without advertising Besides, it is believed that all the negative effects of advertising can be controled and limited by the right and smart decision of customers and producers Hence, the advantages of advertising absolutely outweigh its disadvantages Popular models of advertising a Kinds of advertising Nowadays, the more the companies are established, the more violent the level of competition in the market is, therefore, advertising is a necessary part in the plan of 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 b Popular models of advertising  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 have 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 channels entirely devoted to advertising, such as Home Shopping Network, Shop TV… Advertising on TV offers a number of benefits to businesses by 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 of 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, says 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 targeted 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 sportscasts 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 is instantly exciting, particularly when compared with the more sedate appearance of newspaper advertising The sophisticated showcasing of the product in television ads also contrasts with telephone directories, where 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-executed TV advertising can persuade families to make instant decisions about purchasing products, according to Startup Biz Hub  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 As the competition takes advantage of a develop market, isn't it time you did the same? The Advantages of Advertising on the Internet are: + 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 + 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 for designing your website, then search for the best Internet ad package for your advertising needs and budgets, choose from a variety of advertisement ways like Banner Ads, text ads; etc 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 On the whole, internet advertising can be a great way to get the word out there about your service or product in a cost-effective, efficient way  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 such as BBC(British), CNN(USA), VOV(Vietnam)…, 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 Let’s find out what makes radio commercials become popular such like that around the world! 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.A radio also doesn’t requires complicated cables or support devices because it has all in a single unit 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: while working, resting, after getting up in morning, before going to bed, having meals, cooking, during a picnic…and in everywhere: at home, at school, at office, on bus, on train, at shop, at restaurant, in narrow cities or even in quiet countrysides…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 Normally, a radio commercial can last 30s, 60s or 120s and it will be displayed while the break time of a show or between programs Companies can choose when they want their ad to be on air 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 There are some keys to create a good radio commercial: • Build an exciting content which is short but provide enough necessary information • Choose relevant sound: a famous song or suitable sounds with the content of ad • Use special effects to attract listeners • Consider about the length of ad • Decide the time and how often the ad should be displayed III Conclusion In general, advertising is a positive and effective media method which helps companies promote their brands and products to customers in different areas around the world There are many kinds of ad but the most popular modes are TV ad, internet ad and radio ad Although each has its pros and cons, we can’t deny huge benefits advertising bring to producers, customers 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 ad mode and considering carefully before making an ad to ensure that it is really worthy with the cost they paid  ... it is not only showing the benefits of that product but also keeping the Coca-Cola brand in the minds of consumers Additionally, the more wellknown the brand becomes, the more goods company can...II The benefits and popular modes of advertising Nowadays, advertising is more and more popular than ever before, and it has become an indispensable part of human’s life Some... disadvantages Popular models of advertising a Kinds of advertising Nowadays, the more the companies are established, the more violent the level of competition in the market is, therefore, advertising