《市场营销英语》课程教学课件（PPT讲稿）Unit 15 Functions of Advertising

Unit 15.Functionsof Advertising

Unit 15. Functions of Advertising

FunctionsofAdvertisingToday,we all have strong concepts of whatadvertising is, and we also tent to have verystrong opinions and prejudices about it.Thedefinitions of advertising are many and varied. Itmay be defined as a communication process,amarketing process,an economic and socialprocess,a publicrelations process,and economicand social process,or and information andpersuasion process,depending on the point of theview

Functions of Advertising ◼ Today, we all have strong concepts of what advertising is, and we also tent to have very strong opinions and prejudices about it. The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, and economic and social process, or and information and persuasion process, depending on the point of the view

What isAdvertising?(Workingdefinitionof advertisingAdvertising is the non-personalcommunication of informationusually paid for and usuallypersuasive in nature aboutproducts,services,or ideas byidentified sponsors through thevarious media

3 What is Advertising? （ Working definition of advertising） Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media

In thistext weshall usethe followingworking definition of advertising: Advertising is the nonpersonal communication ofinformation usually paid for and usuallypersuasive in nature about products,services,orideasbyidentifiedsponsors through thevariousmedia.Let's take this definition apart and analyze itscomponents.Advertising is directed to groups ofpeople and is therefore nonpersonal in natureThegroup might be teenagers who enjoy rockmusic or menand women who watchsoap operasor sporting events.But it is not personal or faceto-facecommunication

◼ In this text we shall use the following working definition of advertising: ◼ Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media. ◼ Let’s take this definition apart and analyze its components. Advertising is directed to groups of people and is therefore nonpersonal in nature. The group might be teenagers who enjoy rock music or men and women who watch soap operas or sporting events. But it is not personal or face￾to-face communication

Most advertisingis paid for by sponsors.GeneralMotors,Wal-Mart or Panasonicpayfortheadvertisement we read,hear and see. But someadvertisementsare not paid for by theirsponsors.The American Red Cross,United Way andAmerican Caner Societyareonly threeofhundreds of organizations whose messagesarecustomarily presented at no chargeas a publicservice

◼ Most advertising is paid for by sponsors. General Motors, Wal-Mart or Panasonic pay for the advertisement we read, hear and see. But some advertisements are not paid for by their sponsors. ◼ The American Red Cross, United Way and American Caner Society are only three of hundreds of organizations whose messages are customarily presented at no charge as a public service

Most advertising reaches us through the massmedia-----thatis,billboards,newspapers,magazines,radio,and television.But muchadvertising also reached us through direct mail.Some advertisingeven reaches usthroughflyershung on our doorknobs or placed under ourwindshield wiper at the shopping center.It seemsto us that we are now living in a world ofadvertising,but what are the major functions ofadvertising?

◼ Most advertising reaches us through the mass media-that is, billboards, newspapers, magazines, radio, and television. But much advertising also reached us through direct mail. Some advertising even reaches us through flyers hung on our doorknobs or placed under our windshield wiper at the shopping center. It seems to us that we are now living in a world of advertising, but what are the major functions of advertising?

IAs soon as Dr.Pembertonhad developed his newdrink, he and his partner,Frank M.Robinsoncame up with a name for it. They also decided towrite the name in a unique way, using theflowing Spenserian script of the day.Later thename and script were trademarked with the U.SPatent Office to ensure their sole usage by theCoca-Cola Company in itsadvertising andpackaging.This demonstrates perhaps the mostbasic function of advertising ----to identifyproducts and differentiate them from others.No sooner had they named the product than theyran an ad to tell people about it and where theycould get it

◼ As soon as Dr. Pemberton had developed his new drink, he and his partner, Frank M. Robinson, came up with a name for it. They also decided to write the name in a unique way, using the flowing Spenserian script of the day. Later the name and script were trademarked with the U.S. Patent Office to ensure their sole usage by the Coca-Cola Company in its advertising and packaging. This demonstrates perhaps the most basic function of advertising - to identify products and differentiate them from others. ◼ No sooner had they named the product than they ran an ad to tell people about it and where they could get it

Within a year,as more soda fountains began to sell theproduct,hand painted oilcloth signs with"Coca-Cola"began to appear,attached to store awnings.Then theword"Drink"was addedto inform passersby that theproduct was soda fountain beverage. Here we seeanother function of advertising -----to communicateinformation about the product, its features,and itslocationofsale.Read the story here:A History of Coca-ColaAdvertisingSloganshttps://www.cocacolacompany.com/stories/coke-lore

◼ Within a year, as more soda fountains began to sell the product, hand painted oilcloth signs with “Coca-Cola” began to appear, attached to store awnings. Then the word “Drink” was added to inform passersby that the product was soda fountain beverage. Here we see another function of advertising - to communicate information about the product, its features, and its location of sale. ◼ Read the story here: A History of Coca-Cola Advertising Sloganshttps://www.cocacolacompany.com/stories/coke-lore

AHistoryof Coca-ColaCompany &AdvertisingIn 1888,therightstoCoca-Cola werebought for$2,300byAsa G.Gandler.Perberton was in ill0health and died inocaiAugust of that year.CoolaUnfortunately,hewasdestined not tosee the success hisCLASSICproduct wouldachieve.12-20ZCANS（144FOZ)12-355mLCANS（426L

9 A History of Coca-Cola Company & Advertising In 1888, the rights to Coca-Cola were bought for $2,300 by Asa G. Gandler. Perberton was in ill health and died in August of that year. Unfortunately, he was destined not to see the success his product would achieve

In 1888,therightstoCoca-Cola were bought for$2,300 by Asa G. Gandler. Perberton was in illhealth and died in August of that year.Unfortunately,he was destined not to see thesuccess his product would achieve.Candler was a firm believer in advertising.Heprinted and distributed thousands of couponsofferingacomplimentaryglassofCoca-Cola.Asmore and more people saw the advertisementsand received free coupons,they tried the productand then tried it again.Another function ofadvertising is to induce consumers to try newproducts and to suggest reuse

◼ In 1888, the rights to Coca-Cola were bought for $2,300 by Asa G. Gandler. Perberton was in ill health and died in August of that year. Unfortunately, he was destined not to see the success his product would achieve. ◼ Candler was a firm believer in advertising. He printed and distributed thousands of coupons offering a complimentary glass of Coca-Cola. As more and more people saw the advertisements and received free coupons, they tried the product and then tried it again. Another function of advertising is to induce consumers to try new products and to suggest reuse