Advertising is a paid-form of presentation or promotion of goods and services.It is non-personal in nature, and the promoter must be identified. Advertising’s role is to create a positive image of a product or service by influencing the behavior of target customers.
When setting up an advertising campaign, you must make a choice on:
Form
National: advertising a copyrighted product or service across the national
footprint. Identifies brand name and emphasizes national presence.
Retail: advertising by outlet emphasizing image and variety.
Direct： advertising directly to customers to avoid middlemen and
response: delivery cosplayts.
Advocacy: public communication that uses a perspective on a recognized
controversial issue.
Style
Humorous: light-hearted.
Comparative: compares one product to another, highlighting strengths and
benefits over a competing product.
Emotional: creates a mood, arouses feelings, tries to meet psychological needs.
Lifestyle: associates brand/product/service with the way people live and work.
Testimonial: affidavit of support by a customer or celebrity.
Reason why: touts the benefit and necessity of a product to avoid adverse
situations.
Slice of life: typically focuses on an average family and everyday or common setting.
Media
Television: most expensive, audio-visual impact, reaches a mass audience,
easily and effectively targeted based on well-known viewer
demographics.
Newspaper: most widely used medium, rapid and flexible coverage, ads easily
changed, less expensive than television. Short attention span,
poor reproduction quality, usually no color, not easily targeted.
Direct mail: less expensive than TV or newspaper but higher advance cosplayts,
audience easily selected, demographics of percentage of serious
recipients can be predicted in advance.
Radio: fairly inexpensive, mass audience, audiences are largely segmented
and easily targeted. only audio, brevity doesn’t allow for educating
viewers about complex products, audience less attentive.
Magazine: relatively inexpensive, huge variety provides a high level of market
segmentation, lots of space for detailed product information,
excellent graphical reproduction, long life span, repeat exposure to
multiple readers. Not quickly modifiable, long lead time before
printing, no guarantee of placement within the magazine.
Outdoor: inexpensive, little competition for customer attention, high repeat
exposure. Limited information, little control over target audience.
Internet: potential mass audience, but no control and little targeting capability.
Difficult to control reader’s attention, some delivery problems.
中：
广告是一种有偿的商品和服务推广或营销形式。一般不是个人行为，做广告者的身份需要在广告中显示出来。广告有哪些用途是通过为一种商品或一项服务创造一个正面积极的形象来影响目的买家的行为。要进行广告宣传活动，第一选定以下项目。
形式
全国：在国内广告宣传受版权保护的商品或服务。标明品牌名字，并强调全国性。
零售：通过商家来做广告，强调商品的形象及类型。
直接反应广告：直接向买家宣传从而防止中介和支出运送成本。
辩护：就公认存在争议的话题的一个方面，进行公开辩护和鼓吹。
风格
幽默：轻松自然。
对比：把某商品与其他商品相比较，重点突出所宣传商品的优势和特征
感情色彩：制造一种情绪，唤起大家的情感，尽可能去满足大家的某种心理需要。
生活方法：使品牌/商品/服务与大家的生活和工作的方法联系起来。
推荐： 买家或名流的强力推荐。
广而告之是什么原因：以宣传商品优点及其必不可缺之重要程度来招揽客户，防止陷入不利的局势之中。
贴近生活： 主如果把焦点集中在普通家庭、平时生活或普通环境之中。
传播媒介
电视： 花费最高，有视觉听觉冲击，吸引很多观众。因为更直观，更形象，电视广告更容易更有效地被关注。
报纸：最被广泛运用的媒介，迅速和灵活的报导，广告易更换，花费比电视广告低廉，但遭到关注的时间短暂， 重现的机会小，它们一般不是彩色的，困难遭到关注。
直接邮寄：花费比电视及报纸少，但预支成本较高，目的对象较易被选上，可以事先预测受众所占的比率。
广播：花费相当少，有很多的听众，听众较分散，并且容易被锁定。但广播广告只不过一种对听觉的刺激，其简洁明了 的需要很难制作复杂商品的广告，听众在收听时不会全神贯注。
杂志：成本相对低廉，杂志分类的繁多提供了一个高标准的市场分割，有很多的空间介绍有关商品的详尽信息，可以通过好看的图表宣传商品，宣传成效长久，可以对不同读者进行重复宣传。因为不可以迅速地变更，在下一期印制出来前，前一期占据着很久，所以杂志中一般没刊登地方安排的保证。
户外宣传：花费低廉，在吸引买家注意力方面几乎没外来角逐，高度重复的宣传，但所宣传的信息量有限，对目的对象没控制能力
网络/因特网：具备很多的潜在浏览者，没锁定目的的和控制目的的能力，很难控制浏览者的注意力，存在一些信息传送方面的问题。
