Advertising is perhaps the most important aspect of promotion, the fourth P in the marketing mix, and is used to persuade, inform and remind. It can persuade consumers to buy or use an existing product or service; it can inform them about changes within a

Advertising is perhaps the most important aspect.of promotion, the fourth Pain the marketing mix, and is used to persuade, inform and remind. It can persuade consumers to buy or use an existing product or service; it can inform them about changes within a company or a new product or service, it can remind them about a company, thus improving its image and building brand identity.
Companies generally divide their advertising into two distinct areas.
• Business-to-consumer (B2C) advertising: to persuade the general public to buy the company's products or use its services
• Business-to-business (B2B) advertising directed at other businesses to inform them about the company: and to promote its products and services.
The tirst thing an advertisement has to do is to grab our attention and it can achieve this in a variety of ways: a slogan, a striking image, a catchy jingle or a memorable headline. The second thing is to provide more information about the product or service. In a print ad, this will be the body of the ad. The purpose is to create feelings of belier, trust and desire. The third aspect is to make sure that potential customers can remember the company or product and to reinforce the brand identity, for example with the logo. The final element, the call to action, may be implicit within the ad or specified explicitly, such as inviting viewers to click on a website or visit a store Since we are surrounded by advertising in all aspects of our lives, we are perhaps becoming more resistant and less open to it. Theretore agencies and ad designers have to try to make their ad stand out in a crowd and new advertising models are contiquously developed and new media options explored so as to continue to reach the target audience.
ответьте на вопросы
1 What is the purpose of advertising?
2 What is the difference between B2B and B2C advertising?
What are the five things that an advert should do?
4 How can an advert catch our attention?
5 How does an advert try to make us remember a product or company?
6 Do you believe that consumers today are more resistant to advertising? Why/Why not?