Text 4. Major methods of advertising and promotion How to Write Ads?

Writing ads is a skill. There are important aspects to think about, including the wording, graphics, arrangement of wording and graphics, coloring, how your audience will interpret the ads, their placement, etc. Poorly done ads can hurt you worse than not having ads at all.

What Should You Write in Your Ads?

Before you write your ads, you should carefully think over your unique selling position so you know what unique features and benefits to convey and to whom.

Note that a common mistake among inexperienced ad writers is to write the ad to themselves, rather than to their current and potential customers. Your ads should clearly tell about the benefits of products and services to potential customers. Use the terms that the customer will value, for example, easy access, low cost, easy to use, reliability, etc. Your ads should answer the customer's question: "What's it for me?" Your ad should also specify what they are to do next. What action should they take and how do they take it, for example, whom do they call and how.

Major Methods of Advertising

Brochures - Brochures can contain a great deal of information if designed well, and are becoming common methods of advertising.

Direct mail - Mail sent directly from you to your customers can be highly customized to suit their nature and needs. You may want to build a mailing list of your current and desired customers.

E-mail messages - These can be wonderful means to inform about your business. Your e-mail address may be included at the end of each of your e-mail messages. Many e-mail software packages will automati­cally attach your e-mail address, if you prefer.

Magazines - Magazines ads can be quite expensive. Find out if there's a magazine that focuses on your particular industry. If there is one, then the magazine can be very useful because it already focuses on your market and potential customers. Consider placing an ad or writ­ing a short article for the magazine. Contact a reporter to introduce yourself. Reporters are often on the look out for new stories.

Newsletters - This can be powerful means to conveying the nature of your organization and its services.

Newspapers - Lots of people read local newspapers. You can get your business in the newspaper by placing ads, writing a letter to the editor or working with a reporter to get a story written about your business. Advertising can get quite expensive. Newspapers are often quite useful in giving advice about what and how to advertise.

Posters and bulletin boards - Posters can be very powerful when placed where your customers will actually notice them. Place the post­ers on bulletin boards and other places which your customers frequent, and always refresh your posters with new and colorful posters that will appear new to passers by.

Radio announcements - A major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio, for example, when in their cars.

Telemarketing - The use of telemarketing is on the rise.

Television ads - They are more expensive than most of major forms of advertising. However, with the increasing number of television networks and stations, businesses are placing more commercials or other forms of advertisements.

Web pages - Now, advertising and promotions on the World Wide Web are almost commonplace. Using the Web for advertising re­quires certain equipment and expertise, including getting a computer, getting an Internet service provider, buying (usually renting) a Web site name, designing and installing the Web site graphics and other functions as needed (for example, an on-line store for e-commerce), promoting the Web site (via various search engines), and maintaining the Web site.

EXERCISES

Exercise 1. Match the English words with their Russian equivalents.

ad (сокр. от advertisement) to place (publish, run) an advertisement wording audience easy access reliability newsletter bulletin board poster customized mailing list software package television network commonplace on-line store e-commerce search engine

рекламная афиша торговля через Интернет сделанный по заказу список адресатов объявление, реклама Интернет-магазин надежность свободный доступ, открытый доступ доска объявлений (амер.) поисковая машина в Интернете опубликовать рекламное объяв­ление радиослушатели, телезрители форма выражения, формулировка комплект программного обеспе­чения телевизионная сеть привычное дело, обычное явле­ние информационный бюллетень (фирмы, учреждения)

Exercise 2. Answer the questions.

1. What should the ads convey to the public?

2. Why “poorly done ads can hurt you worse than not having ads at all”?

3. What must the wording in the ads be?

4. What should the ads also specify?

5. What are the main methods of advertising? Briefly describe them.

Exercise 3. Translate the verbs and find the sentences in the text where these verbs or their derivatives are used. Make a few sentences with them.

1. to convey

2. to specify

3. to suit

4. to inform

5. to include

6. to attach

7. to focus

8. to consider

9. to contact

10. to convey

11. to place

12. to advertise

13. to refresh

14. to appear

15. to re­quire

16. to maintain

Exercise 4. It's easy to become confused about these terms: advertising, promo­tion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different but similar activities.

Match the basic definitions and their explanations.

1. Publicity

2. Public Relations

3. Sales

4. Promotion

5. Advertising

A) …… is bringing a product (or service) to the attention of potential and current customers.

B) …… keeps the product in the minds of the customer and helps stimulate demand for the product. It involves ongoing advertising and publicity (mention in the press).

C) …… includes ongoing activities to ensure the company has a strong public image. It also helps the public to understand the company and its products.

D) …… is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertis­ing. Regarding it, reporters and writers decide what will be said.

E) …… involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and coming to agreement on pricing and services.