Text A Advertising in Marketing Relationship between marketing and advertising Many people confuse marketing with advertising or vice versa, there are connections and differences between marketing and advertising. 1.Definition Marketing refers to the systematic planning, implementation and control of a mix of business activities. While advertising is the business of drawing the public’s attention to goods and services, and performed through a variety of media. It is an important part of an overall promotional strategy. 2.Purpose The objective of marketing is to select, serve and satisfy customers in a profitable manner. Advertising is the difficult business of bringing information to great numbers of people. The purpose of an advertisement is to make people respond--- to make them react to an idea, or to make them want to buy a certain product or service. 3.Difference The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside, you have slices of advertising, market research, media planning, public relations, product pricing, distribution, sales strategy, etc. Advertising only equals one piece of the pie in the strategy. All of the elements must not only work independently but they also must work together towards the bigger goal. While advertising is a single component of the marketing process. The role of advertising 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: Forms of advertising: 1.Comparative Advertising It compares one brand directly or indirectly with one or more competing brands. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided. This makes the effectiveness of comparative advertising questionable. In addition, companies that engage in comparative advertising must be careful not to provide the public with incorrect information about a competitor’s product. Incorrect or misleading information may cause a lawsuit by the competitor. 2.Direct –Mail Advertising Catalogues, flyers, letters and postcards are just a few of the direct-mail advertising choices. Direct–mail advertising has several advantages, including detail of information, personalization, selectively and speed. But it carries an expensive per-head price, is dependent on the appropriateness of the mailing list and is not welcomed by some customers, who consider it “junk mail”. 3.Institutional Advertising It takes a much broader approach, concentrating on the benefits, concept, idea, or philosophy of a particular industry. Companies often use it to promote image-building activities, such as environmentally friendly business practices or new community-based programs that it sponsors. Institutional advertising is closely related to public relations, since both are interested in promoting a positive image of the company to the public. 4.Persuasive Advertising It is used after a product has been introduced to customers. The primary goal is for a company to build selective demand for its product. For example, car manufactures often produce special advertisements promoting the safety features of their cars. This type of advertisement could allow car manufactures to charge more for their products because of the perceived higher quality the safety features afford. 5.Specialty Advertising It is a form of sales promotion designed to increase public recognition of a company’s name. A company can have its name put on a variety of items, such as caps, glassware, gym bags, jackets, key chains and pens. The value of specialty advertising varies depending on how long the items used in the effort last. Notes: 1. vice versa 反之亦然 2. While advertising is the business of drawing the public’s attention to goods and services and performed through a variety of media. 而广告是通过各种各样的媒体,将公众的注意力吸引到产品和服务上的商业行为。 3. The purpose of an advertisement is to make people respond--- to make them react to an idea, or to make them want to buy a certain product or service. 广告的目的是让人们做出反应,让他们对一种想法(例如防止森林火灾)做出反应,或者促使他们产生购买某种产品或服务的欲望。 4. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided. 采用比较形式的广告有一个缺点,那就是消费者对一个公司的有竞争者的描述已越来越持怀疑态度,这是因为描述里所传达的信息一向都不是十分准确。 5. lawsuit n. 诉讼(尤指非刑事案件);诉讼案件 6. Catalogues, flyers, letters and postcards are just a few of the direct-mail advertising choices. 直邮形式的广告种类很多,比如产品目录单、宣传单、信函、明信片等。 7. Direct–mail advertising has several advantages, including detail of information, personalization, selectively and speed. 直邮形式的广告有几个好处:提供的信息详细,目标受众的针对性强,同时广告内容经过精选,时效性强。 8. Companies often use it to promote image-building activities, such as environmentally friendly business practices or new community-based programs that it sponsors. 公司为了打造企业形象,经常采用这种形式的广告来开展各种活动:例如有企业以环境 保护为主题开展的活动和企业赞助型的社区活动等。 Exercise: Decide whether the following statements are true or false. 1.Advertising is the business of drawing the public’s attention to goods and services and performed through a variety of media.