4.8 the remuneration package (not always provided by the employer)- further details and from application forms may be sought Image Advertising:It is a type of marketing that attempts to improve the companys reputation or increase theacknowledgment of its importance in relation to its competitors. This ad educates the public aboutthe companys leadership and market position in an attempt to show the company as a primaryreason a particular industry is prospering or beneficially impacting consumers. Opinion, or Advocacy, Advertising:This corporate advertising is primarily concerned with influencing public opinion on issues ofimportance to the company. The ad is educational, and may not even mention the company in amajor way.Its role is to implement product flow through the channels of distribution; to act as a catalyst inacquainting the consumer and to induce him to buy the product. Advertising is a device ofpersuasive communication through which a prospective industrial buyer becomes aware of thecompany and its product. Through the awareness or knowledge thus acquired the buyer showsinterest or liking for the product and finally makes purchases at least on basis. One may then saythat the ultimate purpose of advertising is to create sales which of course depends on the functionalrelationship between communication (through advertising messages) and sales.dvertising as a tool that aids in increasing demand for a product and, thus opens the way for largescale production at lower cost which ultimately passed on to the consumers in terms of lower pricethey pay for the product. Also, it increases the variety and quality of good offered, stimulatescompetition in technical progress, subsidizes the press and television services and thus, helps inproviding employment.What makes a good advertisement?Determine who the target market is ratepayers, residents, – community groups, stakeholders,visitors or others.Use a strong headline which clearly indicates what the advertisement relates to. If room permits,mention a benefit or make the headline newsworthy.John Caples, author of Advertising “Tested Methods”, has analysed the top ten most commonly usedwords in successful headlines. They are:-You Your How New WhoMoney Now People Want WhyAll vital facts are included. A handy checklist is to ask the five when writing the copy “W’s” for your advertisement Who, What, When, Where, Why. All possible objections are –
4.8 the remuneration package (not always provided by the employer)- further details and from application forms may be sought Image Advertising:It is a type of marketing that attempts to improve the companys reputation or increase theacknowledgment of its importance in relation to its competitors. This ad educates the public aboutthe companys leadership and market position in an attempt to show the company as a primaryreason a particular industry is prospering or beneficially impacting consumers. Opinion, or Advocacy, Advertising:This corporate advertising is primarily concerned with influencing public opinion on issues ofimportance to the company. The ad is educational, and may not even mention the company in amajor way.Its role is to implement product flow through the channels of distribution; to act as a catalyst inacquainting the consumer and to induce him to buy the product. Advertising is a device ofpersuasive communication through which a prospective industrial buyer becomes aware of thecompany and its product. Through the awareness or knowledge thus acquired the buyer showsinterest or liking for the product and finally makes purchases at least on basis. One may then saythat the ultimate purpose of advertising is to create sales which of course depends on the functionalrelationship between communication (through advertising messages) and sales.dvertising as a tool that aids in increasing demand for a product and, thus opens the way for largescale production at lower cost which ultimately passed on to the consumers in terms of lower pricethey pay for the product. Also, it increases the variety and quality of good offered, stimulatescompetition in technical progress, subsidizes the press and television services and thus, helps inproviding employment.What makes a good advertisement?Determine who the target market is – ratepayers, residents, community groups, stakeholders,visitors or others.Use a strong headline which clearly indicates what the advertisement relates to. If room permits,mention a benefit or make the headline newsworthy.John Caples, author of “Tested Advertising Methods”, has analysed the top ten most commonly usedwords in successful headlines. They are:-You Your How New WhoMoney Now People Want WhyAll vital facts are included. A handy checklist is to ask the five “W’s” when writing the copy for your advertisement – Who, What, When, Where, Why. All possible objections are
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