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Easy as PIE: Presenting in English Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does. Steuart Henderson Britt Definitions Classifications (types of advertising) Advertising techniques in print and TV Special technique Advertising - the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product/services to the customers. Advertisement – Impersonal communication usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. Something (such as a short film or a written notice) that is shown or presented to the public to help sell a product or to make an announcement Important terms: Television advertisement, TV commercial, commercial, advert, ad 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. Informative advertising • helps to develop awareness of the product and to establish demand for it Persuasive advertising • seeks to influence the customer to buy a company’s product by stressing quality or Reminder advertising • helps to keep the product name in the consumer’s mind. To postpone the moment of decline Print Advertising Outdoor Advertising Broadcast advertising Newspapers Billboards Television Magazines Kiosks Radio Brochures Tradeshows Internet Fliers Events ATL (above the line) BTL (below the line) • carried out through mass media • Conventional • Impersonal • Involve the purchase of space and time in the media • television, cinema, radio, print, web banners and web search engines •refers to forms of non-media communication or advertising •Unconventional •Direct means of communication •Targeted •tele-marketing, road shows, promotions, inshop and shop-front activities, display units Slogans and Weasel Words Arouse Curiosity Emotional Appeal (heart strings) Concepts that Make us Feel Good Beauty Children Celebrities Real Life Situations Joining the Bandwagon Music Effects Bit of Humor Scientific or Statistical Claims Consumer Intelligence You are welcome!