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Advertising
is the growing business of bringing information to a large number
of people for the purpose of simply to make a ¡°target group¡± respond
in a way to the advertiser¡¯s desires. The information may be transmitted
by means of the print media, or over the air. When advertisers choose
a medium or a group of media to deliver their message, they must consider
the kind of product they plan to sell, and the kind of people who
are most likely to buy it. They must figure out how to reach the maximum
number of people at the lowest possible cost. The cost of reaching
a thousand people, for instance, is different in each medium. In the
print media, such as newspapers and magazines, advertisers buy space
in which to display their messages. In the broadcast media ¨Cradio
and television-they buy time in which to present them. In
most cases, manufacturers and other advertisers do not produce their
own advertising. Instead, they rely on advertising agencies that bring
together many people with specialized talents in various fields. The
advertising agency is no other than a service company. It is appointed
by a client to perform certain functions, including planning, creating,
researching, producing, and placing printed advertisements and broadcast
commercials for the client. Large agencies employ a great variety
of specialists, among whom are writers, artists, photographers, film-production
specialists, musicians, actors, producers, and directors. Experts
in economics, law, accounting, marketing, media, management, and research
are also involved in the advertising business.
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