thảo luận tiếng anh the benefits and popular modes of advertising

I.

Overview of advertisement
1. Concept of advertising
The word advertising is a Latin word which means “to turn attention of people to a
specific thing.” It is a paid publicity. According to Oxford Dictionary the word ‘to
advertise’ means ‘to make generally or publicly known’, describe publicly with a view to
increasing sales.
Advertising presents and upholds the ideas, commodities and services of a
recognized advertiser, which provides as a communication link between the producer and
the potential buyers. It gives the information to the would-be buyers who are interested in
seeking the information about a product and the manufacturer. Advertising may be taken
as the most efficient way of reaching people with product information. Advertising
presents a mass persuasion apart from disseminating information to the prospective
buyers about the product and the producer. While creating awareness and popularity
about brand, they try to persuade customers buying product. It is a more effective and
extensive and less expensive way of creating contacts.
2. Role/Function of advertising
A normal feature of advertising is to create primary demand for a product
category rather than for a specific brand. It is believed that the product advertising must
give stress on brand name.
Now, we are going to out line the functions of advertising.
 To distinguish products from their competitors: There are so many products in
the market. Sometimes, the same types of products are competing to each other.
 To communicate product information: Through advertisement one company can
send its product information to the target audiences.
 To urge customers buy product : Advertisement can create the urge within
ourselves for a product.
 To expand product distribution: When the market demand of a particular
product increases, the retailer and distributor are engaged in the sale of that
product.

 To increase brand preference: There are a lot of products with various bands.
So we are getting the preference to choose the band of a particular product with
the help of advertisement.
 To reduce overall sale cost: Advertising increases the primary demand in the
market. When customers have demand and the product is available,
automatically the overall price will decrease.


II.

The benefits and popular modes of advertising
Nowadays, advertising is more and more popular than ever before, and it has become
an indispensable part of human’s life. Some people say that advertising is a positive part of
our lives, however, others say it is a negative one.
To begin with, advertising with its function can benefit customers, manufactures, the
economy as well as society. Firstly, it’s obvious that advertising plays an important role in
informing customers about products and services. Therefore, customers can be more aware
of products’ and services’ origin, feature, price and the like, which helps them have good
choices.
An other argument in favor of advertising is that it is one of the most effective way for
companies to enhance brand awareness and brand image to the public, which can be part of a
long-term marketing strategy. For example, when Coca-Cola produces an ad for Diet Coke,
it is not only showing the benefits of that product but also keeping the Coca-Cola brand in
the minds of consumers. Additionally, the more wellknown the brand becomes, the more
goods company can sell. As a result, producers regard advertising as the best tool to compete
with other companies.
Furthermore, comercial is vitally necessary for the economy. The reason is that it
motivates competition among companies and increases demand. Consequently, the industry
is stimulated, employment opportunities and profits increase and prices can be kept down.
Finally, advertising also helps society raise awareness about such important social

issues as global warming, deforestation, blood donation programs, immunization programs,
AIDS, cancer and many more. These advertisements attract people to help their fellow man
or try to make the life better. Social and religious institutions use advertising for
communicating their messages like messages of patriotism, faith, compassion tolerance, and
charity toward needy, messages related to health and education. These educate people and
guide better behavior.
On the other hand, it is undeniable that not all the effects of advertising are positve.
Beside many good points, it obviously brings a lot of drawbacks to customers, soceity and
producers themselves. A common criticism of advertising is that it not honest enough to tell
the truth about the quality of goods which always make customers disappointed and lose
their belief. Moreover, some people find they are cheated because advertising urges them to
pay more money to buy things they really do not need. Besides, advertising sometimes
annoys customers for example, it interrupts viewers when they enjoy their interesting film or
too many promotional letters are send into email box every day also makes customers angry.
In addition, some people also argue that it results in the increase of the consumption
of such unhealthy products as alcohol and cigarettes. Furthermore, advertising campaign


costs a large amount of money which has bad effect on companies’ profit and to be
impossible for small manufacturers. Advertisement is considered as an indirect cost which is
added in the distribution expenses. When expenses are to be increased, the selling price of
the products will also be enhanced. It means that consumers will have to pay higher prices of
the advertised products.
Although having pros and cons, it is difficult to imagine how our life becomes
without advertising. Besides, it is believed that all the negative effects of advertising can be
controled and limited by the right and smart decision of customers and producers. Hence, the
advantages of advertising absolutely outweigh its disadvantages.
2. Popular models of advertising
a. Kinds of advertising
Nowadays, the more the companies are established, the more violent the level of

competition in the market is, therefore, advertising is a necessary part in the plan of each
company to exist and develop. If our competitors express their power, we need act.
However, in present high inflation period, it is difficult to choose a suitable advertising
model with aim and finance of our company. At present, there are many advertising
models such as advertising on TV, radio, internet, in newspaper, through film…, but what
model is suitable for a company? Here are some popular advertising models and its
benefits.
b. Popular models of advertising
 Advertising on television and its advantages.
This mode was carried over to commercial television in the late 1940s and early
1950s. In the early 1950s, in UK, the Dumont Television Network began the modern
practice of selling advertisement time to multiple sponsors. In some instances the
sponsors exercised great control over the content of the show—up to and including
having one's advertising agency actually writing the show. A program have many
sponsors. The single sponsor model is much less prevalent now.
The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a new
type of advertising. As cable and satellite television became increasingly
prevalent, specialty channels emerged, including channels entirely devoted to advertising,
such as Home Shopping Network, Shop TV…
Advertising on TV offers a number of benefits to businesses by incorporating
sound, images and movement to make the whole package interesting for consumers. Ads


that capture the attention of the audience can start consumers talking, effectively
reaffirming the advertising message. In addition, cable advertising allows businesses to
target very specific geographic areas at a lower cost than major network advertising.
• Reach ability
One of the benefits of TV advertising is its ability to communicate with a very
large audience. Considered a form of mass media, TV ads work well to attract attention,

generate awareness and establish preference for products and services, says Lin
Grensing-Pophal, author of "Marketing With the End in Mind." Because of the broad
audience they target-particularly through major TV networks-TV ads tend to provide
general, rather than very specific, messages.
• Targeted Audience
Businesses are better able to reach targeted audiences by purchasing ad spots
during shows their intended demographic is likely to be watching. Toy manufacturers
may want to advertise during Saturday morning cartoons, for example, while a local bar
and grill may want to advertise during sportscasts. Business owners can choose to
advertise with independent or local TV stations to further narrow the demographic focus.
This contrast with newspapers, where advertisements reach a general audience rather than
a targeted one. Because radio listeners frequently listen to several stations by flipping
through the radio dial, advertisers might need to advertise on many stations to reach
target audiences.
• Sophistication
TV has the advantage of sophistication ahead of any other medium. Visual and
auditory stimulation combined can be a powerful tool, especially when enhanced with
advertising creativity. Interesting camera angles, realism and the combination of pictures
and words is instantly exciting, particularly when compared with the more sedate
appearance of newspaper advertising. The sophisticated showcasing of the product in
television ads also contrasts with telephone directories, where ads are often poorly
printed, relatively small and placed directly alongside competitor ads. Television
advertising has the ability to show a product, demonstrate its use and the benefits of
ownership or consumption. Well-executed TV advertising can persuade families to make
instant decisions about purchasing products, according to Startup Biz Hub.
 Advertising on internet and its advantages.
Internet Advertising leads the way. The internet, as a marketing medium, now
ranks ahead of TV, Radio and Print as the preferred marketing method for businesses,
brands and organizations in the world.

Internet Advertising has proven to be a targeted approach to reaching both new
and existing customers. As the competition takes advantage of a develop market, isn't it
time you did the same?
The Advantages of Advertising on the Internet are:
+ Internet advertising is much faster than traditional advertising.In the other
hand,it is the most convenient way to bring your brand to customers all in the
world.
+ The greatest advantage of online advertising over traditional advertising is
the fact that you will reach a global audience. Because the Internet does not
have national or geographical borders. The global reach, following the laws
of probability, means you will get a greater return on investment.
+ Even if the Internet ad can be displayed as very comprehensive compared to
other media, it is definitely much cheaper than most. Everything you really
need is a PC, knowledge and ideas for designing your website, then search
for the best Internet ad package for your advertising needs and budgets,
choose from a variety of advertisement ways like Banner Ads, text ads; etc.
All from the comfort of your home!
+ When compared with traditional advertising, Internet advertising always
helps you to reach the target audience and this helps in making your
campaign more profitable and getting more relevant lead.
+ It's impossible to get a good idea of how many people see advertising
through traditional means. Tracking the reach of newspaper and television
advertisments is difficult. However, internet advertising allows the advertiser
to track the number of impressions an ad gets (how many people see it), and
how many visits their business website gets from particular ads, making it
easy to see what kinds of conversion rates internet advertisements are
getting.
On the whole, internet advertising can be a great way to get the word out there about
your service or product in a cost-effective, efficient way.

 Advertising on radio and its advantages.
Radio advertising is the third popular mode of advertising after TV or Internet ad.
This kind of advertising appeared in the early 1920s when radio equipment manufacturers
and retailers established the first radio stations in order to sell more radios to consumers.


After that, radio programs were usually sponsored by a single or multiple
businesses in exchange for a brief mention of business’name at the beginning and end of
the sponsored shows. Nowadays, although commercials on TV and Internet are growing
so rapidly, radio advertisement, with a long development history, also is expanding its
effect all over the world. Because almost each country has its own radio channels and
some of them are famous such as BBC(British), CNN(USA), VOV(Vietnam)…, there are
more and more companies choose radio as an effective media method to promote their
brand and products to customers. Therefore, the number of ads on radio is increasing
everyday with a diversity of content and performance. Let’s find out what makes radio
commercials become popular such like that around the world!
The first reason can explain for the popularity of radio advertisement is there are
many people listen to radio everyday.
Radio was invented very soon in 1913s, earlier than TV and computer for decades.
It has become a popular kind of traditional media which is known very well in many
areas in the world. Some people like using radio because the price of a radio is much
cheaper than a TV or a computer. Furthermore, they don’t have to pay any fees for using
it.
Unlike using a TV or a computer, it is very easy to use a radio for everyone.
Audiences just have to turn on their radios and control some buttons to catch the program
they want to hear. No matter if user is young or old, is a kid or an adult, he/she can still
listen to radio easily.
One more thing makes a lot of people prefer to use radio than TV or computer is
they can bring it along to anywhere which they can’t do with a TV or a computer because
of its size.A radio also doesn’t requires complicated cables or support devices because it

has all in a single unit. Now, listening to radio even becomes more convenient thanks to
an available function on mobile phones which allows user can cactch radio signal directly
through their own cellphones.
Information on radio is numerous. With a large range of channels which are on air
24/7, radio stations have created a wide network and provide plenty of information to
audiences such as latest news, weather forecast, entertainment, education programs,
advertisements…Everyone in all of ages can find the shows they want to hear on radio.
They can use favorite radio everytime: while working, resting, after getting up in
morning, before going to bed, having meals, cooking, during a picnic…and in
everywhere: at home, at school, at office, on bus, on train, at shop, at restaurant, in
narrow cities or even in quiet countrysides…With these advantages, radios are fond of
using popularly in the world. So if a company choose to advertise their products on radio,


they can meet a large number audiences who can be their potential customers in the
future.
The second advantage of radio commercial is the expense for it is often lower than
TV or Internet ads. There are 2 kinds of cost a company has to pay for an advertisement
on radio: one is the cost to produce ad and the other is the fee for displaying it on air. But
both need less money than the amount a TV or Internet ad requires. The price for each ad
is often different, depends on the length and time performance of ad. Normally, a radio
commercial can last 30s, 60s or 120s and it will be displayed while the break time of a
show or between 2 programs. Companies can choose when they want their ad to be on
air. Because every companies always want play their ad when there are many people
listen to radio such as in the morning or in the evening instead of early morning or late
night so the cost they have to pay for commercials in these “gold time” is more expensive
than other time periods. They also have to consider carefully how often their ad will be
showed on radio. If the ad has been displayed just for few times, listeners can’t remember
it. But if they want to play it more times, more money they have to pay.
The last reason is ad on radio can make positive effects for promotion.

It is said that sound ads can be remembered easily. When someone hears an ad which is
repeated many times in a day, his mind will be influenced strongly and he can’t forget it
for a long time later. If a company’s ad is attractive enough, it will make customers think
about this brand firstly when they have demand. Because customers usually tend to buy
products or services which are famous so a company has to make their brand becomes
reliable and popular to get the faith of customers.
There are some keys to create a good radio commercial:
• Build an exciting content which is short but provide enough necessary
information.
• Choose relevant sound: a famous song or suitable sounds with the content of ad.
• Use special effects to attract listeners.
• Consider about the length of ad.
• Decide the time and how often the ad should be displayed.
III. Conclusion
In general, advertising is a positive and effective media method which helps companies
promote their brands and products to customers in different areas around the world. There
are many kinds of ad but the most popular modes are TV ad, internet ad and radio ad.


Although each has its pros and cons, we can’t deny huge benefits advertising bring to
producers, customers 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 ad mode and considering carefully before making an
ad to ensure that it is really worthy with the cost they paid.