Рекламирование (Advertising)

    Дисциплина: Иностранные языки
    Тип работы: Реферат
    Тема: Рекламирование (Advertising)


    As we begin to examine how advertising works and how we may best make it work for us, it’s important

    that we first view in proper perspective this marketing activity that has been going for so many centuries. Let’s look at advertising in the past, at the part it has played

    historically in our lives. Advertising has changed, as we have changed. If you had been a young Roman soldier in the occupation army in Gaul, spending an afternoon at the chariot

    races at the stadium at Names, you would have been exposed to advertising.

    If you, in your former life, were a tall straight-nosed Grecian beauty strolling the streets of

    Corinth, with your market basket on your ears would have assailed by the cries of street vendors broad calling their wares for sale. On walls and buildings you would have read

    advertisements of a wide variety of products and, most likely, there would have been some “lost – and – found” notices too.

    Because the notices on Roman walls often began with the Latin words si quis (If anyone) as in ‘If

    anyone has information’, or, “If anyone wishes to obtain”, for many centuries afterward any poster advertisement in England or in America was known as a siqui?

    The Advertising Broker

    It was in this time of the growing attractiveness of periodicals to the national advertiser that the

    modern advertising agency had its beginning. Brokers purchased space from publications at whole sale rates, and resold space to the advertiser at whatever markup the cold


    In a larger sense, however, the agency’s chief service in this early period was to promote the general

    use of advertising, and to aid in discovering cheaper and more effective ways of marketing goods.

    the emphasis had been

    changed from working for the interests of the publication to serving the interests of the advertiser. Thus today all of the advertising agency’s services are directed toward helping

    the advertiser achieve his marketing goals.

    Advertising Grows up

    In the fist decades of the 20

    th century, advertising underwent two marked and significant changes. The first was the recognition by advertising of its responsibilities to society and business. This

    recognition of responsibility was evidenced by the formation of numerous organizations whose goals were the improvement in the effectiveness of advertising and control over its taste

    and honesty.

    The second significant development in the early 1900s was the emergence of the nation and regional

    advertising agency in much the same forms as we recognize it today. Advertising agencies are tightly geared just to provide the advertiser with all those services that will enable him

    to invest his advertising dollars most effectively.

    The New Face of Advertising

    The third development in modern advertising, and perhaps the most interesting and significant of all,

    occurred in the first decades of the last century. Their ingenuity, imagination, and restless curiosity changed the face of advertising. It changed from something that was basically a

    ‘notice’ or a simply an attention-caller, to a logical, carefully thought-out selling tool fully integrated with the marketing strategy.

    The Marketplace and What Happens in it

    There’re as many definition of marketing as there are authors of textbooks on the subject. Let’s look at a couple of them:

    Richard R. Still and Edward W. Cundiff call it “the business process by which products are matched with

    markets and through which transfers of owner ship are affected”.

    William J. Stanton calls marketing “a total system of interacting business activities designed to plan

    , price, promote , and distribute want-satisfying products and services to present and potential customers” (more precise definition).

    The American Marketing Association defines marketing as being made up of ‘the performance of business

    activities that direct the flow of goods and services from producer to consumer or user’.

    This is a simple explanation of what happens. The ke...

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