Modes and benefits of advertising

OUTLINE:
I. Overview of advertisement
1. Concept of advertising.
2. Roles of advertising
II. Modes of advertising
2.1.1. Advertising on newspaper
2.1.2. Advertising on television
2.1.3. Advertising on radio
2.1.4. Advertising through mail.
2.1.5. Advertising on social networks.
2.2. Benefit from advertising
2.2.1. Benefits for customers
2.2.2. Benefits for companies
III. Conclusion



THE OPENNING:

( Broadcast an advertisement of OMO brand in Tet holiday ).
This is an advertisement of OMO. It brings us a story about family with
the old father and his daughter and nice follow to the daughter’s view. The
message OMO wants to send is that we should not only come back home to
visit our parents, but we also do something to make them younger and
happier. Through this advertisement, “Tet is occasion to come back home”
campaign has reached 83 000 subscribes. So, to know more about
advertisement, we move to the next part, overview of advertisement.

Overview of advertisement

I

1

Concept of advertising.
Advertising is an audio or visual form of marketing communication that
employs an openly sponsored, nonpersonal message to promote or sell a
product, service or idea. Sponsors of advertising are often businesses who
wish to promote their products or services.

2

Roles of advertising
As you know, advertising is mass media content intended to persuade
audiences of readers, viewers or listeners to take action on products, services
and ideas. So it has many important roles for both producer and customer,
such as:

-

Drive consumer’s behavior in a particular way in regard to a product, service
or concept.


II

-

Convince customers that a company's services or products are the best

-

Enhance the image of the company

-

Point out and create a need for products or services

-

Demonstrate new uses for established products

-

Announce new products and programs

Modes and benefits of advertising
2.1. Modes of advertising
2.1.1 Advertising on newspaper
Newspaper advertising runs in local or national, daily or weekly news
publications.
Advantages
Large audiences
Some press audiences can reach into millions, so it can be an effective way

•
-

to reach a lot of people.
- Low cost.
Newspaper staff members will work directly with advertisers to create ads
at no additional costs.

• Disadvantages
- Information easily overlooked or read profile.
You have no assurance that every person who receives the newspaper will
read your ad. They may not read the section you advertised in, or they may
simply have skipped the page because it contained little or nothing else of
interest.
-

Advertising time is short.


Newspaper frequency varies from medium- and large-city dailies to
community newspapers that print weekly or bimonthly. Newspaper
advertisements' short shelf life considerably limits each advertiser's ability
to reach its target audience.
-

As the Internet, Television or Radio are used widely, many people
prefer newspaper less than Internet and other medias. Cable television
provides 24-hour-a-day news along with in-depth coverage of major
events and news stories. Broadcast and cable channel Internet sites
often cover additional story angles and frequently update content in
close to real time.

2.1.2. Advertising on television
•
-

Advantages
Convenient and Flexible

The television is a convenient and flexible advertising medium, owing to
its widespread popularity and the ease with which a message can reach
millions of viewers internationally and nationally.Television advertising
allows advertisers the flexibility to use various approaches and different
combinations of audio, video and text to make ads memorable and
emotional, depending on the product or service or the target audience.
-

Strong Impact

Television advertising uses audio and visual effects to create a lasting
impact. Marketers interact color, sound, sight, drama and motion to ensure
that their message is strong and persuasive. Additional tactics and props,
such as attractive models, elaborative sets, enchanting graphics and audiovisual effects further enhance impact.
•

Disadvantages


-

High Costs:

Television advertising costs more than other forms of media, such as radio,
magazine, newspaper and Internet advertising.
-

Intrusive:

Consumers often bemoan the intrusive nature of television advertisements
and find ways to avoid commercials. This limits the effectiveness of
television advertising. Consumers either take time out during a
commercial to make a trip to the refrigerator or surf programs on other
channels. Furthermore, different technological innovations enable
consumers to block advertisements all together.
-

Tracking:

While their tracking technology has improved with the proliferation of
digital TV, it still does not offer the level of audience and performance
tracking as online media.This makes television advertising
disadvantageous to smaller companies looking to clearly see the returns on
an advertising investment.
2.1.3
•
-

Advertising on radio
Advantages
Cheap

Radio advertising is relatively cheap compared to print or television
advertising. You also have to pay less for advertising time to reach the
same number of people as you would a TV or print ad.
-

Destination

The wide range of offers radio allows you to target your message to
specific groups. Some stations are after the widest possible audience, but
many point to niche markets, such as adolescents, sports fans, news


junkies, political conservatives, university students, educated people, or
fans of any kind of music.Advertising a smaller station could cost more
individual listener, but have a much greater chance of reaching a target
demographic

-

Portability

Radio is the only mass medium that people use while driving, clean the
house or mow the lawn.TV advertising requires people to sit in front of
their TV, print ads and web require focused attention on the page or screen.
•
-

Disadvantages
Lack of permanence

If an ad in a newspaper or magazine catches your eye, you can crop and
save. With the advent of the DVR, including television advertising you can
rewind and watch again, if it attracts the viewer's interest. But radio ads are
ephemeral: you hear them, and then are gone.If you have lost a phone
number or any other details mentioned in the notice, you'll have to wait to
be advertised again.
-

Distraction

People can listen to the radio while driving, and in doing so will not be
able to act immediately to act advertisements listen. Nobody is going to
stop on the highway, for example, to enter Meanwhile, those who listen to
the radio while working can be so focused on their tasks than ever
logged.a number.

2.1.4. Advertising through mail.
•
-

Advantages
Cheap cost: the amount need is less than advertise on media.


-

The Advertising speed quickly and reach more customers: enable

-

mail hosting the large number to many different customers.
The operation easy, accurate statistics: Make the most
accurate numbers about traffic and using advertising mail. Based on

•
-

that label will easily assess the success of advertising through the mail.
Disavantages
Inconvenient:

Cause discomfort for the customers don’t need shopping because there are
too many advertising filling their mailboxes.
-

The lure is also less effective:

Have not received much interest from customers because there are
many different advertising methods to attract more advertising through the
mail.

2.1.5. Advertising on social networks.
•
-

Advantages
Extensive development :

The advertising have exploited most of the social networking site
(Facebook, youtube, Instagram,...) to transmit advertising
content to customers are using the service.
-

Attract more potential customers:

The number of customers reach more advertising and thereby meet
the shopping needs of the product.

-

Easy to use and safe on a budget.

Users to easily create the advertising as you like of yourself and don't
worry about the budget. Customer will pay all costs after got enough
product.
•
-

Disavantages
Can stolen copyright:

Contents, images, logos of the label easily be copied for other
commercial activities and possibly bad purposes.


-

Inconvenient:

There are more a advertising from different brands should form the spams
do uncomfortable customer as they do their news.

2.2. Benefit from advertising
Companies all over the world choose advertisements in the marketing of
products and services. Why advertisements are important today? Because
advertisement brings many benefits for customers and companies which
include:
2.2.1. Benefits for customers

- Convenience: When we know that we have to buy the product of a
particular brand name, we shall not waste our time in searching our for
the best one. We can make a choice even before we go to the market.
- Education of the customers: Advertisements help us to become aware of
the uses of a new product and the functioning of the electronic items. If
there are no advertisements, we shall never be able to know about the new
companies that enter the market and better products in the market.
- Fair price: Advertisements reduce the cost of the product by providing
the firms with the advantages of economices of scale and the elimination
of the middleman. As a result, customers get goods at lower prices.
- Better quality: As said earlier, the producers always try to retain their old
customers and make new ones by introducing some special changes in
their product to make them differentiable from the others. Manufactures
are forced to maintain better standards of the commodity to retain
customers.


- Contact between producers and customer:
Advertisements provide links or contact numbers of the product or the
service so that the customers can report their grievances against the use of
certain products so that the quality can be bettered. It bring the customers
and the producer closer to each other.
2.2.2. Benefits for companies
- Information to the customer: Advertisement about new products keep the
customer informed about the new development in the industry. They help
to provide them information regarding the new launched products.
- Take care of customers: Advertising takes care of customers. It helps in
holding on to the loyal customer, decreasing the number of lost customers.
- Improves the sale of product: Advertising facilitates a noticeable increase
in the sale of product. It helps companies to earn profits. Information to the

customer: Advertisement about new products keep
- Alters the attitudes of people: An effectual advertisement results in swift
change in the attitudes and habit of the people.
- Economic progress: Advertisements increase sales, employment and
profits. The overall effect of all this is economic progress for the nation,
or more broadly for the world as a whole.
- Direct communication: With the rapid spread of media and advertising to
every nook and corner of the world, people have become aware of the
various products. So the companies are able to communicate their message
directly to the customers.

III. Conclusion


In general, advertising is a positive and effective media method which
helps companies promote their brands and products to customer in different
areas around the world. There are many kinds of advertising but the most
popular modes are TV advertising, internet advertising and radio advertising.
Although each has its pros and cons, we can’t deny the huge benefits which
advertisement brings to producer, customer and whole society.
In my opinion, using ads is very necessary when companies want to widen
their popularity in a larger market segment. It also lets customers know more
about brands to make wise choices. But the two most important things every
company always has to remember are choosing a suitable advertising mode
and considering carefully before making and advertising to ensure that it is
really worthy with the cost they paid.