Список вопросов базы знаний

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

costumed advertising characters paraded the avenues. Sign wagons, ringing bells and drawn by mules, dogs or ostriches, toured the residential areas of a city. At the circus, space was sold on the side of elephants and camels. Clowns made vocal announcements

In the late 1890s, advertisers became possessed with a craze for presenting messages, where the public would least expect to find them. Bald-headed men were seated in the front row of a theater, each with one letter of a famous trade name painted on his shining dome. Processions of

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

Soon buttons became a nation-wide fad; decorated with all kinds of slang phrases and jokes, they blossomed out on the lapels of men, women

and children everywhere. Advertising rhymes and jingles earned equal popularity. Sheet music for advertising songs was distributed. Trading stamps were issued by department stores with each purchase and by saloons with each drink

Advertising is a much more important cost ingredient in some markets than in others. Based on figures from the USA, which accounts for over 50% of world advertising expenditure, toys have

the highest ratio of advertising spending to sales, followed by toiletries/cosmetics and pharmaceuticals. Car and office-equipment manufacturers both spend quite large absolute sums of money on advertising, but these represent only a very small proportion of sales

I know that half of my advertising budget is wasted, but I’m not sure which half is a comment that was made many years ago and has now passed into advertising folklore. Accountants particularly enjoy repeating it. Setting

advertising budgets and assessing the effectiveness of advertising campaigns remains an approximate art and although techniques are available for making the whole business more scientific, some have serious weaknesses. The evaluation of advertising still relies heavily on the personal judgement of experienced executives

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

Visits by PR personnel include speakers at civic and service club meetings to explain their firms’ goals and policies that may be of interest to the local community. Company

advertising budgets and assessing the effectiveness of advertising campaigns remains an approximate art and although techniques are available for making the whole business more scientific, some have serious weaknesses. The evaluation of advertising still relies heavily on the personal judgement of experienced executives

How creative advertising purchase differs from raw material purchase. It might be fairer to compare advertising with the purchase of capital equipment, since advertising is generally accepted as a long-term

investment. But no accountant is prepared to depreciate this year’s advertising campaign over two years, never mind five, since its effect on sales cannot be precisely measured. These analogies illustrate the uniqueness of advertising as a form of expenditure

I know that half of my advertising budget is wasted, but I’m not sure which half is a comment that was made many years ago and has now passed into advertising folklore. Accountants particularly enjoy repeating it. Setting

-sponsored events include craft fairs, youth athletic programs, and events such as Manufacturers Hanover Corporation’s corporate challenge running races. Hospitals often sponsor blood pressure screening clinics at shopping malls as part of their PR effort

Men with carts on which phonographs were mounted played music and gave selling spiels. At night, slide projection apparatus was used to throw captions and pictures

of corporate cost savings could have a field day in challenging the basis of advertising appropriations in most companies

Tradition and guesswork play an important part in the setting of advertising budgets. Any sharp accountant in search

on the screen of low-hanging clouds. Surprised patrons of barbershops looked up from their semireclined chairs to find advertising messages on the barbershop ceiling

Every company would give a lot to know the effect of advertising on its sales, but this can rarely be done with precision, except in the case of mail-order sales. The

trouble is that advertising is only one of the many variables which affect sales. Indeed, an advertising campaign is itself influenced by four variable factors: the content of the message, the amount of money placed behind it, the choice of media and the amount of competitive activity

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

TPR worked with PER to devise the survey questionnaire, analyse the findings, and draft.

investment. But no accountant is prepared to depreciate this year’s advertising campaign over two years, never mind five, since its effect on sales cannot be precisely measured. These analogies illustrate the uniqueness of advertising as a form of expenditure

How creative advertising purchase differs from raw material purchase. It might be fairer to compare advertising with the purchase of capital equipment, since advertising is generally accepted as a long-term

and issue a news release on the results. This news release, embargoed until the first day of the IPM Conference, resulted in extensive coverage in the Daily Telegraph and other national newspapers

The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification – the forerunner of the brand name so

desire, and, second, to convince the customer that future purchases should be of the same brand as the only way of achieving continued satisfaction. This is the long-term goal of advertising

The traditional medium for advertising is the press, comprising daily and weekly national newspapers, local newspapers, magazines and journals. Other media are commercial television, commercial radio, direct mail

essential to modern advertising. Beginning of printed advertisements.One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Johann Gutenberg, in 1438

Having attracted attention and created the desire, advertising’s third task is a twofold one: first, to convince the potential buyer that the product advertised is the only one that will satisfactorily fill that

advertising, and slides and films in cinemas and occasionally in theatres. Increasingly the latter two media are shown in long-distance public transport, such as airlines and coaches, by means of video recordings

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

Advertising is concerned with selling an organisation’s goods or services. It can be said to perform three main functions: to inform. Advertising

first task is to make the public aware of an organisation’s products or services. On the launching of a new product it will introduce the product to the potential market and will give all the information considered necessary to generate the interest of potential buyers

Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the

necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478, when he printed a handbill now regarded as the first known printed English advertisement

Advertising can have a positive effect on customer contact personnel. It can shape employees’ perceptions of the company, their job, and how management expects them to perform, and it can be a tool for motivating, educating and

with the raw materials that go into a product, even though it is purchased externally and also carried the brand name, as this table shows. WORRIES about shortages of skilled workers are growing, according to a survey by PER. the recruitment consultants

Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the

necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478, when he printed a handbill now regarded as the first known printed English advertisement

Advertising is purchased from an outside supplier, called an advertising agency. It is intended to add value to the product after manufacture, by increasing the consumer’s perception of its value. It cannot be equated

communicating with employees.Personal selling is potentially powerful in services since this form of promotion allows consumers and salespeople to interact. When consumers enter into a service transaction, they must, as a general rule, interact with service firm employees

Posters on hoardings and other sites are also a much used medium, their function being more to remind than to persuade. Which medium to choose depends upon a number

communicating with employees.Personal selling is potentially powerful in services since this form of promotion allows consumers and salespeople to interact. When consumers enter into a service transaction, they must, as a general rule, interact with service firm employees

Advertising can have a positive effect on customer contact personnel. It can shape employees’ perceptions of the company, their job, and how management expects them to perform, and it can be a tool for motivating, educating and

of factors including the market aimed at and the type of product being promoted. How advertising differs from other outside purchases

Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television. Before long, competition

and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a dairy) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii

The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoined to help return him. He is Hittite, 5’2" tall, of ruddy complexion

and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered

Having attracted attention and created the desire, advertising’s third task is a twofold one: first, to convince the potential buyer that the product advertised is the only one that will satisfactorily fill that

desire, and, second, to convince the customer that future purchases should be of the same brand as the only way of achieving continued satisfaction. This is the long-term goal of advertising

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

There is no doubt that advertising flourished in this period, but with the fall of the Roman Empire and the onset of the Dark Ages, advertising temporarily declined in importance to Western

essential to modern advertising. Beginning of printed advertisements.One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Johann Gutenberg, in 1438

The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification – the forerunner of the brand name so

civilization. Early English Advertising. Perhaps the oldest relic of advertising among English-speaking people is family names referring to the various specialized crafts

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

It advertised a book he had printed, the Salisburi Pye, rules for the clergy at Easter. The advertisement read:If it please ony man spirituel or temporel to bye ony pyes of two and thre comemoracios of Salisburi use enpryntid after

the forme of this present lettre whiche ben wel and truly correct, late hym come to Westmonester in to the almonestrye at the reed pale and he shal have them good chepe. Supplied stet cedula. The Latin phrase at the end translates, ‘Let this notice stand.’

Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television. Before long, competition

emphasize tangible cues that will help consumers understand and evaluate the service. The cues may be the physical facilities in which the service is performed or some relevant tangible object that symbolizes the service itself

For example, restaurants may stress their physical facilities – clean, elegant, casual, and so on – to provide cues as to the quality or nature of the service. Insurance firms such as Allstate and Travelers employ objects as symbols to help consumers

understand their service. Out-stretched hands (‘You’re in good hands with Allstate’), symbolize security, while the ‘Travelers Umbrella’ suggests the protection provided by Travelers’ insurance plans

As intangible-dominant products, services are not easily advertised. The intangible is difficult to depict in advertising, whether the medium is print, television, or radio. Service advertising should thus

and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a dairy) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

communicating with employees.Personal selling is potentially powerful in services since this form of promotion allows consumers and salespeople to interact. When consumers enter into a service transaction, they must, as a general rule, interact with service firm employees

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

Advertising can have a positive effect on customer contact personnel. It can shape employees’ perceptions of the company, their job, and how management expects them to perform, and it can be a tool for motivating, educating and

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

Basic listprice

основная прейскурантная цена

Distribution channels

прямое потребление

Direct consumption

каналы распределения

Points of sale

рыночная продажа

Potential market

потенциальный рынок

Personal selling

торговые точки

Marketing mix

возможности рынка

Final product

конечный продукт

Market opportunities

формула маркетинга