Consumer and Trade Advertising Essay examples

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Consumer and Trade Advertising

ADVERTISING a collective term for public announcements designed to promote the sale of specific products or services. Advertising is a form of mass selling employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple notices in the classified-advertising columns of newspapers to integrated marketing communications, involving the concerted use of advertising in newspapers, magazines, television, and radio, as well as direct response, sales promotion, and
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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.

A wide range of advertising media has been developed from sources whose potential importance formerly was ignored. Delivery trucks, once plainly painted, now often carry institutional or product messages, as do many shipping cartons. Some packages carry advertising for products other than those contained in them. Wrapping paper and shopping bags bearing advertisements are used widely by retail stores.

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

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