rds of the 20 ads are 5.2, and 60% of them include their brand into the slogans. From this point we can understand that striking and deep impression needn’t many words. However, many advertisement writers still try to find a room for the brand name in the 5-word-long slogan lest the reader should only remember the slogan and forget the brand.
2. Business Advertising
Business advertising is often said to be invisible, because unless you are actively involved in some business, you are unlikely to see it. The majority of advertising you see as a consumer appears in mass consumer media. Business advertising, on the other hand, tends to be concentrated in specialized business publications or a professional journal, in direct-mail pieces mailed to business establishments, or in trade shows held for specific areas of business. Until recently, business advertising was rarely seen in the mass media.
People in business comprise the target audience for business advertising. There are four distinct types of business advertising: industrial, trade, professional, and agricultural.
Industrial advertising is aimed at individuals in business who buy or influence that purchase of industrial goods. Industrial goods include those products and service that are used in the manufacture of other goods (plants, machinery, equipment, etc.) or become a physical part of another product (raw materials, semi-manufactured goods, components, etc.). Industrial goods also include those that are used to c无忧论文 【http://www.uklunwen.com】onduct business and do not become part of another product, like capital goods (office machines, desks, operating supplies) and business services for which the user contracts.
Manufacturers use trade advertising—the advertising of goods and services to middlemen—to stimulate wholesalers and retailers to buy goods for resale to their customers. Some items advertised to the trade, such as office equipment, store fixtures, or specialized business services, might be bought for use in the middleman’s own business.
Individuals who are normally licensed and operate under a code of ethics or professional set of standards—such as teachers, accountants, doctors, dentists, architects, engineers, and lawyers—are called professionals, and advertising aimed at them is called professional advertising. Professional advertising has three objectives: (1) to convince professional people to buy items (e.g., equipment and supplies) by brand name for use in their work. (2) to encourage professionals to recommend or prescribe a specific product or service to their clients or patients, and (3) to persuade the person to use the product personally.
Farmers are consumers, of course, but they are business people, too, and as such they make up the audience for farm (or agricultural) advertising. The objectives of farm advertising are (1) to establish awareness of a particular brand of agricultural goods based on quality and performance, (2) to build dealer acceptance of the product, and (3) to create a |
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