1. ADVERTISING N.P.

2. Advertising Advertising informs consumers about the existence and benefits of products and services and tries to persuade to buy them. Word of mouth: i.e. when people tell their friends about the benefits of products and services they have purchased. N.P.

3. Advertising Large companies tend to use the services offered by large advertising agencies, as they have more resources and more knowledge about all aspects of advertising. N.P.

4. Advertising The client company generally gives the advertising agency an agreed budget, a statement of the objectives of the advertising campaign, known as a brief and an overall advertising strategy concerning the message to be communicated to the customers. N.P.

5. Advertising The agency creates advertisements (adverts or ads) and develops a media plan specifying which media – newspapers, magazines, radio, television, mail, etc.) will be used and in which proportions. N.P.

6. Advertising The agency’s media planners have to decide: -what percentage of the target market they want to reach (how many people will be exposed to the ads), -the number of times they are likely to see them. N.P.

7. Advertising Advertising people talk about: -the frequency or OTS (opportunities to see) -threshold effect (i.e. the point at which advertising becomes effective). Excessive advertising is counter- productive because, after too many exposures, people tend to stop noticing ads, or begin to find them irritating. N.P.

8. Advertising The four steps in promoting a product are known as A.I.D.A. Attention: attract the potential customer’s attention Interest: get the customer’s interest by mentioning something which will appeal to them Desire: create the desire to buy a product Action: explain the action needed to obtain the product. N.P.

9. Advertising Discussion: Provide your personal ideas about advertising strategies. Case Study: imagine you have to present the latest model of a mobile phone: 1) which aspects would you take into consideration? 2) Which strategies would you prefer? Add any other consideration.