Advertising

Advertising is only part of the total sales effort ,but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers, in mail, on radio and television, we constantly see and hear the messages for hundreds of different products and services. For the most part, they are the kinds of things that we can be persuaded to buy - food and drinks, cars and television sets, furniture and clothing, travel and leisure time activities.

The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available.

Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience, many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors, attractive pictures, and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message it self is usually short, often no more than a slogan which the public identifies with the product.

The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the ear as well as the eye. Television ads are shore -usually only 15,30,or 60seconds, but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising.

登廣告

登廣告僅僅是整個(gè)促銷活動的一部分，但卻是最能吸引人們注意的一部分，這是十分自然的。因?yàn)樵O(shè)計(jì)出某一廣告正是為了達(dá)到這一目的。我們在報(bào)刊雜志上和郵件上，在收音機(jī)里和電視里，會不斷地看到或聽到數(shù)以百計(jì)的不同的產(chǎn)品和服務(wù)項(xiàng)目的信息。其中絕大部分都是那種要?jiǎng)裎覀內(nèi)ベ徺I食物和飲料、汽車和電視機(jī)、家俱和衣著，去參加旅游和業(yè)余活動的信息。

最簡單的一種廣告就是分類廣告。每天各種報(bào)紙都刊登有幾頁這種分類廣告。每逢星期天的擴(kuò)大版上可能有好幾大類的分類廣告。每一則分類廣告的長度通常只有三兩行，這實(shí)際上就是通知某種東西或某種服務(wù)現(xiàn)在已經(jīng)有了。

報(bào)紙上也刊登大量圖文并用的廣告。其中絕大部分是為商店或各種娛樂活動而刊登的。報(bào)紙只能涉及到在一定地區(qū)內(nèi)的讀者。為了把信息傳達(dá)到更多的讀者，很多想刊登廣告的人都利用全國性的雜志。在雜志上刊登的各類廣告中運(yùn)用了許多現(xiàn)代制作廣告的技巧。雜志廣告的特征是善于運(yùn)用鮮艷的色彩，迷人的圖片和短小精辟的詞句，一般只有一條標(biāo)語口號，要讓人民大眾認(rèn)為這句口號與你宣傳的產(chǎn)品是等同的。

同樣的技巧也被應(yīng)用到電視廣告當(dāng)中。廣告賞的聲音和伴奏的音樂再加上鮮艷的色彩和畫面既能吸引人們來看也能吸引人們來聽。電視廣告反復(fù)再三重播，以便讓觀眾和聽眾多次看多次聽。商業(yè)電視廣告把娛樂和廣告內(nèi)容融為一體。