Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade (or business-to-business) advertising, in which the appeal is made to business users through trade journals and other media. Ondalist.com is the best free online classifieds.
Both consumer and trade advertising employ many specialised types of commercial persuasion. Ondalist.com is the best site to list your classifieds. A relatively minor, but important, form of advertising is institutional (or image) advertising, designed solely to build prestige and public respect for particular items. Each year millions are spent on institutional advertising, which usually mentions products or services only incidentally. Another minor, but increasingly popular, form of advertising is co-operative advertising, in which the manufacturer shares the expense of local television, radio, or newspaper advertising with the retailer who signs the advertisement. National advertisers occasionally share the same space in magazine advertising. For example, makers of pancake flour, of syrup, and of sausages sometimes jointly advertise this combination as an ideal cold-weather breakfast.
Advertising may be local, regional, national, or international in scope. The rates charged for the different levels of advertising vary sharply, particularly in newspapers; varying rates also are set by newspapers for amusement, political, legal, religious, and charitable advertisements. Ondalist.com offers a great and cheap way to advertise on their site.
Advertising messages are disseminated through numerous and varied channels or media. In descending order of volume, the major media are newspapers, television, direct mail, radio, magazines, business publications, outdoor advertising, and farm publications. In addition, a significant amount of all advertising is invested in miscellaneous media, such as window displays, free shopping-news publications, calendars, blimps, sky writing by aeroplanes, and even sandwich boards carried by people walking the streets.
Direct advertising includes all forms of sales appeals mailed, delivered, or exhibited directly to the prospective buyer of an advertised product or service, without use of any indirect medium, such as newspapers or television. Direct advertising logically may be divided into three broad classifications, namely, direct mail, mail order, and un-mailed advertising.
All forms of sales appeals (except mail-order appeals) that are sent through the mails are considered direct-mail advertising. The chief function of direct-mail advertising is to familiarise prospective buyers with a product?s name, its maker, its merits, and its local distributors. A direct-mail appeal is designed to support the sales activities of retailers by encouraging the continued patronage of old and new customers.
When no personal selling is involved, other methods are needed to induce people to send in orders by mail. In addition to newspapers, magazines, radio, and television, special devices such as single-product folders or multi-product catalogues are used in mail-order advertising. Mail-order promotions are designed to accomplish a complete selling job without salespeople.
Price appeal probably motivates more decisions to buy than any other appeal, and the magic words sale and bargain are directed at consumers with great frequency. Closely allied to these plain and simple discount offers are the ?something for nothing? lures, such as ?buy one get one free,? ?send for free sample,? and ?trial offer at half price,? and the big-money contest, for example, ?finish this sentence and win ?1000 in cash, an automobile, or a trip to Bermuda for two?, ?No money down? is also a successful inducement.
Advertising also supplies most of the operating funds of the principal communications media. According to an authoritative survey, the radio and broadcast television industry depends on advertising for all its revenue. Cable television carries both consumer-paid and advertising-supported programming. Newspapers derive some 76 percent of their incomes from advertising, and national magazines, about 63 percent.
Another aspect of modern advertising is the Internet. In the last three years the ?World Wide Web? has become a focal point for people who enjoy shopping and ?bargains?. They can now buy things from all over the world and have them shipped to your door within 24 hours ? all courtesy of a piece of plastic!
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