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ФАКУЛТЕТ ЗА ЕКОНОМИЈА И ОРГАНИЗАЦИЈА НА ПРЕТПРИЕМНИШТВО

Семинарска работа по
предметот: Англиски јазик

Наслов: Огласување (Advertising)

Професор: Изработил:

Проф. д-р Сашка Делова Зорица Нуневска

1412006

Битола 2018
CONTENT

Introduction…………………………………………………………. 3page
History of advertising …………………………………………….... 4-5page
Types pf adverstising………………………………………………. 5-6page
Differencis of old marketing amd modern types of advertising…………. 6-9page
My favorite advertising…………………………………………….. 10page
Conclusion………………………………………………………….. 11page
Used literature
INTRODUCTION
Advertising (on the franc. Réclame or lat. Advertise - publicly advertised) is a type of
communication that sponsor advertisements trying to convince the public of the usefulness of
a particular procedure, usually buying products or services. In order to achieve this goal by
serving advertisements to the conscious or subconscious messages or a combination of
information and emotions in an advertising message. Advertising is considered part of the
communication system of marketing. Modern advertising developed mass production of the
late 19th and early 20th century. Advertisers usually try to increase interest in the advertised
product to its branding. The image or the product name is repeated, along with its desirable
properties, so that in the minds of consumers latched connection between the brand and the
aforementioned properties. One of the most important characteristics of advertising is the way
it reaches the consumer advertised product or service. For this purpose, the television, radio,
newspapers, magazines, video games, internet, billboards, postal items, distribution of leaflets
and other ways. In addition to the companies that advertise their commercial products and
services, clients advertising may be: political parties, interest groups, religious organizations
and state and public institutions. Advertising usually devise an advertising agency. In 2007, the
estimated cost of advertising in the world amounted to 385 billion dollars , of which more than
$ 150 billion in the US alone In addition to the companies that advertise their commercial
products and services, clients advertising may be: political parties, interest groups, religious
organizations and state and public institutions. Advertising usually devise an advertising
agency. In 2007, the estimated cost of advertising in the world amounted to 385 billion dollars,
of which more than $ 150 billion in the US alone In addition to the companies that advertise
their commercial products and services, clients advertising may be: political parties, interest
groups, religious organizations and state and public institutions. Advertising usually devise an
advertising agency. In 2007, the estimated cost of advertising in the world amounted to 385
billion dollars, of which more than $ 150 billion in the US alone.
HISTORY OF ADVERTISING

Presentation of goods in markets in ancient times was the original form of advertising. The first
tables found with commercial advertisements come from the ruins of Pompeii. In the medieval
markets were traveling salesmen yelling advertise their products and services. Advertising is
limited to the place where he carried out the sale or trade, that is, to the market or the store.
With the industrial revolution, around 1850, there was a separation of advertising from the
place where it is trading goods. Mass production is on the market amounted to products which,
in addition to its basic use value caused by the user and emotional effects. The first luxury
goods became available to masses. In the second half of the 19th and early 20th century, people
became more and more mass of consumers that purchase shows your social status. This has
increased the importance of social consumer goods. There were brands. Twenties of the
twentieth century, large glazed shop windows and wall advertisements have changed the
physiognomy of large cities. The slogan "A picture speaks a thousand words" comes from this
time. The progress of electrification allowed the emergence of the first light commercials. Since
the 1930s there was a change in the paradigm of the market. Until then, due to the limited
supply of goods sellers dictated the offer, and since then the market is dominated by buyers
who can choose between more goods offer. Their decision not only affects more the usefulness
of the product, but also emotions. With the advent of supermarkets in the fifties and sixties
there was an increase in the importance of advertising. The product had to be on the playing
field thus removed from the competition. Advertising has attracted the attention of customers.

Advertising in the age of radio and television


Early 1920s appeared the first radio station. They were given equipment manufacturers of
telecommunications equipment that are therefore striving to increase sales of radios. Radio
programs are sponsored by the company, and in return they are mentioned in a radio program.
Soon the radio station learned that it is economically profitable to sell short segments in their
programs to keep customers company-filled commercial interests. This practice has spread to
television late 1940s. The fighting raged between those who thought that the radio commercial
activity, and those who thought that the radio spectrum of the public good. In the UK based
"British Broadcasting Company" (better known as the BBC), which in 1927 declared a public
company. Similarly, in Canada based public "Canadian Broadcasting Corporation" (Canadian
Broadcasting Corporation). In the United States prevailed commercial model, but are bound by
the radio to operate in the public interest. In the sixties he developed a modern approach to
advertising, with unusual and creative messages. Suppose, Volkswagen is reklmirao messages:
"lemon" and "think little", which is associated the shape of their car. With the advent of TV
station MTV in the 1980s there has been an integration of content and advertising messages.
In North America, appeared in TV channels that only broadcast advertising program. The
expansion of the Internet has led to the emergence of advertising on the Internet in the 1990s.
Today, some web sites and services (such as Google search) sold space on their websites for
advertising. A recent innovation is guerrilla marketing, where the products advertised in
unusual and unexpected ways. Part of GNP spent on advertising has not significantly changed
in a time of great changes in the mass media now. For example, LAN media advertising in the
United States in 1925 were: newspapers, magazines, posters and advertisements on trams. On
the advertising was spent around 2.9% of GNP. In 1998, television and radio had become major
advertising media. Nevertheless, by advertising to use less part than before, BNP, about 2.4%.

TYPES OF ADVERTISING
Today in a world we looking and inmany ways about what you want as you want and
which platform to use. In terms of separation today ad is presented in:

Ads that serve in public life

 Political
 Economic
 Social
 Cultural
 Sports

Ads that use the type of advertising tool

 Printed advertising
 Advertising in electronic form
 Radio advertising
 TV advertising
 Internet advertising
 Advertising on the sales
 Advertising at the exhibition or fair Cinema advertising
 Advertising on the packaging or packaging

Although advertising is considered necessary companion of economic growth, it has a negative


impact on society. Unsolicited commercial e-mails (known as spam) have become so frequent
that they represent a huge problem for users of e-mail services, as well as the financial burden
on internet service providers. Advertising invades all public places, including schools, which
some consider a form of exploitation of children. In addition, in advertisements often use
psychological pressure, such as creating a sense of inadequacy or inferiority at potential
consumers. This pressure can have a negative impact on the mental state of the individual.
Criticism of advertising is closely linked to the criticism of the media. It may relate to the
audio-visual aspect (exploitation of public land and resources for the purpose of advertising),
environmental impact (pollution, increase packaging for advertising purposes)

DIFFERENCES OF OLD MARKETING AND MODERN TYPES OF ADVERTISING


Advertising is done to build a brand identity, communicate changes in old products, or
introduce new product/services to the customers. It has become an essential element of the
corporate world, and hence, companies allot a considerable amount of resources towards their
advertising budget. There are several reasons for advertising, some of which are:

 Increasing the sales of the product/service.


 Creating and maintaining a brand identity or brand image.
 Communicating a change in the existing product line.
 Introduction of a new product or service.
 Increasing the buzz-value of the brand or the company.

Traditional Modes of Advertising

Print media has always been a popular advertising option. Advertising products via newspapers
or magazines is a common practice. In addition to this, the print media also offers options like
promotional brochures and fliers for advertising purposes. Often, newspapers and magazines
sell the advertising space according to the area occupied by the ad, its position in the publication
(front page/middle page, above/below the fold), as well as the readership of the publication.
For instance, an advertisement in a relatively new and less popular newspaper will cost far less
than an advertisement in an established newspaper that has a high readership. The price of print
ads may also depend upon quality of the paper and the supplement in which they appear. For
example, an advertisement in the glossy (and popular) supplement of a newspaper will cost
more than one in a supplement which uses mediocre quality paper. Advertising makes use of
several tools and techniques to attract the customers outdoors. The most common examples of
outdoor advertising are billboards, kiosks, and also events and trade-shows organized by a
company. However, it has to be short and sweet, in order to grab the attention of passersby.
Kiosks not only provide an easy outlet for the company's products, but also make for an
effective advertising tool to promote the company's products. Organizing special events or
sponsoring them makes for an excellent advertising opportunity and strategy. A company can
organize trade fairs, or even exhibitions for advertising their products. If not this, the company
can organize several events that are closely associated with their field. For instance, a company
that manufactures sports utilities can sponsor some tournament to advertise its products.
Billboard advertising is very popular. Mobile billboards are a newer form of this old advertising
technique, where a large display screen or billboard is attached to the back of a van or a flatbed
truck, and taken to different locations within a city or neighborhood.

Radio Advertising

Radio advertising is one of the oldest forms of advertising. In the early 20th century, as radio
began to take center stage in a lot of American homes, businesses realized that they could use
this medium to reach a huge audience for their products, and not merely rely on print media
such as newspapers and pamphlets. Advertisers can buy airtime from a radio station to air their
ads, and prices depend upon the duration, time of the day, and the programs during which the
ads are aired. According to market research firm Arbitron, over 240 million people in the
United States tune in to the radio at least once a week. Radio has been given a much-needed
boost as a medium of communication, and therefore of advertising, with the advent of online
radio broadcasts. The holy grail of advertising for more than 50 years, television advertising
remains the most sought-after mode of advertising even in the 21st century. It reaches the
maximum number of target customers, and has a variety of programming schedule which can
be effectively used for the insertion of ad content. This is an expensive type of advertising, as
reflected by the high price for ad spots during sporting events such as the Super Bowl. There
is also a trend of placing banners in the background while a program is playing, to increase the
visibility of ads. Computer-based graphics are also used to generate ads, which run in the
backdrop of high-profile events such as sporting events and movie premiers. Television jingles
for popular products such as 'Here comes the King' (Budweiser) and 'I am stuck on Band-Aid'
(Band-Aid), are already of legendary status.

Modern Types of Advertising

Covert advertising is a unique kind of advertising, in which a product or a particular


brand is incorporated in some entertainment and media channels like movies, television shows,
or even sports. There is no commercial advertising as such in the entertainment, but the brand
or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some
of the famous examples for this sort of advertising have to be the appearance of brand Nokia
which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac
cars in the movie Matrix Reloaded. Pay attention next time, you're sure to come across a lot of
such examples. Surrogate advertising is prominently seen in cases where advertising a
particular product is banned by law. Advertisement for products like cigarettes or alcohol,
which are injurious to health, are prohibited by law in several countries. Hence, these
companies come up with several other products that have the same brand name, and indirectly
remind people of the cigarettes or alcohol of the same brand, by advertising the other products.
Common examples include Fosters and Kingfisher beer brands. Public service advertising is a
technique that makes use of advertising as an effective communication medium, to convey
socially relevant messages about important matters and social causes like AIDS, energy
conservation, political integrity, deforestation, illiteracy, poverty, and so on. David Ogilvy once
said, "Advertising justifies its existence when used in the public interest - it is much too
powerful a tool to use solely for commercial purposes." Ogilvy, who is considered to be one of
the pioneers of advertising and marketing concepts, had reportedly encouraged the use of the
advertising field for a social cause. Today, public service advertising has been increasingly
used in a non-commercial fashion in several countries across the world in order to promote
various social causes. In the United States, radio and television stations are granted to bidders
on the basis of a fixed amount of public service advertisements aired by the channel.

In-store Advertising

This is also a popular advertising method for large malls and departmental stores, popularized
by stores such as Walmart. Also known as 'point of purchase advertising', the products are
usually displayed prominently at checkout counters and packaged attractively. They aim to
influence the customer to make an impulse purchase, rather than actively create a need for the
product. Other forms of in-store advertising can be placing the product where the customer can
easily see them, and banners inside the store announcing price cuts or new launches.

Coffee Cup Advertising

A relatively new form of mass advertising is the placement of small ads or promotional material
on paper cups for coffees or onto the tabletops of the diner or cafe. Its origins can be traced to
Australian companies, and is now gaining popularity in Asia and the Americas.

The Future of Advertising

The world of smartphones is an ever-growing and changing one. The mobile connectivity it
offers to consumers makes it fertile ground for advertising. Applications from both network
carriers and phone manufactures carry branding and product information for services they
offer. Also, games downloaded to mobile platforms display ads when connected to the internet.
Advertisers are striving to make ads which are more adaptable to smaller screens, and make
them available across a range of operating systems such as Android, iOS and Windows. Niche
markets are specific areas of consumer demand which a company tries to fulfill with
customized or innovative products. Niche advertising deals with targeting these select group
of customers with tailored ads. Companies are placing adds on web sites related to their
products. The use of Internet marketing for these niche offerings ensure that potential
customers are exposed to the ads whenever they search for related terms or log on to a particular
site.

Digital Signage

Already a very widely used form of information dissemination in both public and private areas,
digital signage is growing even more prevalent, as it is a cheap alternative to the costly excesses
of television commercials. It is primarily done through the installation of LED or plasma
screens in public places, such as railway and subway stations, cafes, airports, retail stores,
hotels, and many other similar locations.

User-generated Advertising

This is a radically new form of advertising, that is interactive to the point of letting customers
create their own ads for the brand, one of which is chosen as the brands official ad for a
particular time period. This was successfully done by PepsiCo for its Doritos brand of snacks
during the Super Bowl 2007, and again in 2009 and 2010. User-generated ads are not cost
prohibitive, and allow the company to generate a lot of publicity via word-of-mouth. Each of
the advertisement types mentioned has its own sub-types and rates of effectiveness. It is the
job of the advertising department to figure out which type or which medium is the best and the
most feasible for its company.

MY FAVORITE ADVERTISMENT

My favourite advertisement on television is of 'AlpenLibe Pop'. In this advertisement one girl


learns her answers of history. She is very tends because she can not remember the dates of
Mughal Kings. Suddenly Babar, Humayun and Akbar appear before her and she got surprised.
Babur asked the girl. If she has problem in learning of dates of their events. So to solve her
problem, They give her the AlpanLibe Pop and asked her to forgive them for making too much
events in their kingship period. They felt guilty for the girls problem. I like the advertisement
because the surprising face action of the girl is very simple and natural. The small story tells
the much about the quality of the Alpen Libe pop, becuase the custommers are of the age of
students and the story fact is too much appealing for the students. It is because every student
faces this type of problem and they imagine if there would be a tablet which could power them
to memorise everything by reading once. It appeals much laughter when the girl ask as; Are
they on Facebook. They replied that they are only in Textbook. It is very entertaining in
laughter sense. It’s hard to say which advertisement I liked the most. I seldom watched
commercials. But one commercial was interesting. When I saw it at first time, I liked it
immediately. This advertisement talked about Coca Cola. It was a very cute commercial and
didn’t say any word. But I impressed by this advertisement because it subverted our
imagination. The advertisement focused on the automat. Well, it should be said that it focused
on how to made Coca Cola. The commercial created a world in the automat. There were many
creatures living in the automat. When a man tossed a coin into the vending machine, the
creatures started to work. Different creature was in charge of different work. Some creatures
took out a bottle, some creatures poured Cola in the bottle and put the cap on the bottle, others
iced the Cola. When it finished, all of creatures celebrated just like they finished a masterpiece.
This commercial was different from other Coca Cola’s commercial. This one was more
creative, I thought. And all the commercials of Coca Cola I liked this most. The factory owner
didn’t use the famous star but anime. Although there was not superstar in it, it stills a good
advertisement.

CONCLUSION

Advertising (on the franc. Réclame or lat. Advertise - publicly advertised) is a type of
communication that sponsor advertisements trying to convince the public of the usefulness of
a particular procedure, usually buying products or services. Advertising usually devise an
advertising agency. In 2007, the estimated cost of advertising in the world amounted to 385
billion dollars , of which more than $ 150 billion in the US alone In addition to the companies
that advertise their commercial products and services, clients advertising may be: political
parties, interest groups, religious organizations and state and public institutions. . Mass
production is on the market amounted to products which, in addition to its basic use value
caused by the user and emotional effects. The first luxury goods became available to masses.
In the second half of the 19th and early 20th century, people became more and more mass of
consumers that purchase shows your social status. This has increased the importance of social
consumer goods. There were brands. Twenties of the twentieth century, large glazed shop
windows and wall advertisements have changed the physiognomy of large cities. Radio
programs are sponsored by the company, and in return they are mentioned in a radio program.
Soon the radio station learned that it is economically profitable to sell short segments in their
programs to keep customers company-filled commercial interests. . Advertising invades all
public places, including schools, which some consider a form of exploitation of children. In
addition, in advertisements often use psychological pressure, such as creating a sense of
inadequacy or inferiority at potential consumers. Print media has always been a popular
advertising option. Advertising products via newspapers or magazines is a common practice.
In addition to this, the print media also offers options like promotional brochures and fliers for
advertising purposes. Often, newspapers and magazines sell the advertising space according to
the area occupied by the ad, its position in the publication (front page/middle page,
above/below the fold), as well as the readership of the publication. Radio advertising is one of
the oldest forms of advertising. In the early 20th century, as radio began to take center stage in
a lot of American homes, businesses realized that they could use this medium to reach a huge
audience for their products, and not merely rely on print media such as newspapers and
pamphlets. Public service advertising is a technique that makes use of advertising as an
effective communication medium, to convey socially relevant messages about important
matters and social causes like AIDS, energy conservation, political integrity, deforestation,
illiteracy, poverty, and so on.
USED LITERATURE

World Literature Today 630 Parrington Oval, Suite 110 • Norman, OK 73019

https://www.thinkib.net/englishalanglit/page/3007/advertising-techniques

Crawford, Robert. But Wait, There's More!: A History of Australian Advertising, 1900–2000
(2008)

Moriarty, Sandra, et al. Advertising: Principles and practice (Pearson Australia, 2014),
Australian perspectives