f6 Advertising

8/8/2019 f6 Advertising

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C. Types of advertising:

Informative advertising:

-tell the public what goods and services

are available, eg. Job vacancies in

newspaper

Persuasive advertising:

-place special emphasis on product

brand, persuade consumer to buy a

certain goods or service

D. Types of advertisements:

Posters

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Banners

Leaflets/booklets

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TV

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Radio

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Web Advertising

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Others

-- Building

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-- Bus stop & vehicles

E. Advertising media:

Television:

-the most powerful and effective

medium

-reaches a wide audience

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-advertisers may sponsor an entire

show or buy a spot time for a single

commercial product during or

between programmes

Radio:

-like TV, advertisements are made in

breaks in programmes

-only audio presentation available

Newspaper:

-it is a popular advertising medium

-it offers a wide range of

advertisements

-used extensively by small-scale firms

since it is relatively cheap (some

pages are expensive)

Magazines & periodicals:

- an effective way for advertisements

to reach a certain group of

customers

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Direct mail:

-advertising materials are sent directly

to customers by post or by faxetc

Outdoor media:

-advertising messages are placed in

locations which are exposed to

people outdoor.

-they are usually reminder-type of

advertising, like posters and

signboards

Transit advertising:

-all types of advertising signs on or in

public transport vehicles, like car

cards, traveling displays and

advertising panels

Exhibitions & trade fairs:

-firms make use of trade fairs and

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exhibitions to advertise their products

-they are usually held in HK

Convention and Exhibition Centre,

which provides suitable facilities

Web advertising:

-can link to the companys website, so

people can easily get the information

of the company.

-use flash movie to attract people

F. Advertising techniques commonly

used:

Life style:

-people like to buy goods that express

their life styles. Some advertisements

try to show how a product fits in with

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the life style of potential customers

Emotion:

-some advertisements try to create

favourable emotion that will be

associated with the products.

Personality symbol:

-some advertisements try to create a

distinctidentity or personality for the

product.

Technical expertise:

-some advertisements show how the

firm uses its expertise or advanced

technology in making.

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Scientific evidence:

-some advertisements use scientific

evidence or research results to show

that a certain brand is better than

other brands.

Personal appeal:

-some advertisements may use some

well-known ortrust-worthy people to

recommend the products.

Success:

-some advertisements appeal to

peoples desire for recognition and

success.

Fear:

-some advertisements use fear to

persuade the consumers.

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Questionnaires

Analysis

SurveyThis survey was carried out by our team to try to discover

peoples mind of the topics relates to advertisement. We

drafted a questionnaire of 8 statements to which people were

required to respond either Yes or No. The survey was

sent to over 30 from different types of people.

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Questionnaire

Here is the questionnaire we gave to people:

Survey on advertising

Ages 15 16-25 26-35 36-45 46

Sex Male Female

1. You always read all the ads everywhere. Yes / No

2. TV ads are creative and clever. Yes / No

3. Many TV ads are fun to watch. Yes / No

4. Internet ads are fun Yes / No

5. Most ads are boring Yes / No

6. You look at ads when you want to buy something Yes /

No

7. Most ads are misleading. Yes / No

8. Ads are necessary for our economy. Yes / No

9. Which ad do you think that is the most creative?

______________________________________________

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Thank you very much!!!

Results

The table below shows the basic summary of the results of

our survey (questions 1 to 8):

Conclusions

From the results above we can clarify that under

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NO. OF

PEOPLE

STATEMENT NUMBER

0

5

10

15

20

25

30

1 2 3 4 5 6 7 8

Yes

No

unknown


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two groups. Firstly, we can clearly see that

many people think advertising are neither fun

nor bored. That means advertising have various

and all-round development. Also, people think

that advertising is very important for our

economy. Next, we can see these advertising at

everywhere. The results of this survey show the

importance of advertising, their functions and

their effect for people. In addition, this implies

that advertising will develop very thriving and

successful in the future.

Discussion

In this part, we will discuss advertising or

message in three main ideas, their

positive effect, negative effect and

creativity.

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Section A --- Positive advertising

Purposes: Some advertisements do not only

used for advertising of a certain product or

service, but also used to give the public a

positive message, like education, advice or

informational.

Education

Some

advertisements are

sending the

educational

messages to the

public like as

directions.

For example:

This advertisement aims at teaching people how

to use fireproof facilities when there is a fire?

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Advice

Some advertisements are

sending the advisable or

persuasive messages to

the public.

For example:

This advertisement

advises people not to take drug.

Information

Some advertisements are sending the

informational messages to

the public.

For example:

This advertisement aims to

give some information to

people about the carnival.

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According to the survey,

although advertising can

give us useful information,

not all people watch them

before they want to buy

something.

Section B --- Negative advertising

Some advertisements give out misleading

messages, so as to gain more benefits. Most of

these advertisements are

exaggerated, misleading, too

vague or do not match to the

real situation.

According to the

interview, 57% of the interviewers agree that

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Q7. Most ads are misleading

1713

0

5

10

15

20

Yes No

Numberofpe

Q6. You look at ads when you want tobuy something

12

18

Yes

No


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most ads are misleading

.

Case study 1: Beauty (exaggerated)

Nowadays, there are many beauty

advertisings. But some of them use exaggerate

technique to induce women. The advertisement

states that one could loss 11 pounds in 5 hours.

But lots of them cannot have weight loss at last.

And there is no enough evidence to prove.

Case study 2: Property Business (toovague)

In the property business advertising, the

information is not enough and too vague. The

advertisement only shows the good points. They

concealed something that is not good to make

the customers believe that house or unit is very

good and buy it.

Case study 3: Model Agency Company

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(not match to real

situation)

The agency uses the leaflet to induce people.

They always find their targets in the street.

Maybe the targets are slim or beautiful. The

agency will say the targets have intelligence to

become a model and they will say something

good about being a model.

When the target arrives at the company, the

staff of the model agency company will ask the

target to pay money for joining their model

course. After they paid the cost, the company

then closed later. They loss their money and

know that they were being cheated by the

model agency company

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Section C--- Creativity advertising

To become more attractive and then illustrate

the circulation of a certain product or service,

the advertisements nowadays become more

creative than the past.

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Q4. Internet ads are fun

20

1

9

Yes

No

Unknown

Q2.Tv Ad. are Creative

3

5

22

Yes

No

Unknown


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advertisements.

The way to show the creativity in

advertisements:

In the content of advertisements:

An insurance company, Blue Cross (Asia-Pacific)

Insurance Limited tries to promote their new

plans through TV-advertising. And carry out the

idea that they can provide all sorts of insurance

services.

Recently, there are 4 men

singing national song before

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drinking the beer in a advertisement of a beer

company, to show the importance of the beer.

A telephone service company, Sunday, used the

sense of fear and funny to promote the new

service plan of the company.

The SCMP used the sense of funny to promote a

magazine of the company, and to attract more

peoples attention.

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The advertisement of Vitasoy International

Holdings limited, promotes the new drink by

encouraging Hong Kong people to relax.

Distributing methods:

:

Many internet services company set

up counters in the street.

Some companies

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employ people to distribute leaflets in the

street.

Some

companies would like a star to represent their

companies.

There are advertisements outside buildings.

Olympus, the famous

brand of cameras, uses a

big screen and an active

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camera to attract peoples attention.

McDonalds use the MTR train for promotion.

There are graffiti outside the train, and also

some hip-hop pictures inside the train. These

attract the teenagers most.

There are some advertisements on the top of

bus stops, like the pictures company to promote

a new movie.

And also some firms use the top of

a bus stop to promote their new

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products.

Some restaurants employ people

to act their logo, and distribute

leaflets to the public in the street.

This Week Focus :Advertising of

TelecommunicationServices Companies

Introduction

Nowadays, the business of the

telecommunication is very popular. You

can speak out some of their brands

easily. Also, the development of this

is very fast and diverse. Actually,

the competition is very serious. How

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did these telecommunications service

companies promote their products and

services? We will analyses this situation under

three groups (positive, negative and creative).

A. Positive

The companies go through the advertisements

to give the information to consumers. It is very

detailed and correctly to explain to consumers.

For example, the advertising gives the message

of mobile phone functions or the company

service. The advertising can also protrude the

unique service for the company.

Example:

Cases 1: 3G is detailed to explain the mobile

phone function, it has a TV function. Its

advertising can let consumers know this

function and up-to-date information. The users

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can have TV channels via their 3G phones. The

consumers can know the mobile phones

advantage through the advertisement.

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Cases 2: 1010 promoted a new Nokia 6230.

The advertising explained the mobile phones

function. And the information taught the

consumers how to use the mobile phone, letting

consumers understand how to use the mobile

phones function.

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Cases 3: PEOPLES promoted the companys

service. The advertising protrudes the unique

service of this company. Consumers can try to

use this function. Advertising can get more

information to consumers; such as how much of

this function, how to get this function and what

songs can be chosen.

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B. Negative

Nowadays, under the vigorous competitio

n,manytelecommunications companies want to

protrude their product or service. They use

different ways to promote them. Some ways are

exaggeration, misleading, misunderstanding,

etc. The following case studies encompass the

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advertisement of the telecommunications

companies. We will analyze them very detail.

Example:

Case 1: Sunday Boxing Advertisement (TV)

In these advertisements, the Sunday

Communications Limited uses a boxing

competition and a superman to promote their

service. The advertisements convey a message

of the customers can use the IDD service

cheaply. But it conveys a bad message to

people, because it includes violence, children

may imitate their actions. Moreover, although it

claims that the service fee is very cheap, in fact

the customers need to pay a bit fee of this

service or they need to pay other service

charges.

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Case 2: Sunday Advertisement (TV)

It is an advertisement of Sunday

Communications Limited also. The

advertisement misled viewers into believing

that purchasers of the advertised stored-value

phone card would be given free value-added

services.

Case 3: Services on 3 (Leaflets)

Recently, a brand of Hutchison Telecom, 3

promoted a new service. The customers can buy

a new model mobile phone cheaply and 3 offers

4 simple plans. The purpose of this plan

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fascinates more customers to use their service.

Customers can get more benefits in this plan.

If customers use this plan, they need to sign a

6-12 months contract. And the tariff and service

charges are not cheap. Hence, comparing all of

the fees, this plan is not cheaper.

C. Creative

Nowadays, most of the companies try to

present their products or services in a creative

way, thus to attract more attention from the

public. Except to let people have deeper

memories, to promote in different interesting

ways can also make their products or services

clear and show the unique image to the public.

In this part, we will get a look into the

advertisements of different telecommunication

services companies. In Hong Kong, there are a

number of telecommunication services

companies. They try to promote their services

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and service charges plans in different ways.

They build up stalls to get closer to the public

and to promote their services. Also, they set up

homepages of their companies to let their

customers know more about themselves.

PCCW ( www.hkt.com/ ) CSL (www.hkcsl.com/main_c.html)

Different ways of promotion of the

telecommunication services companies:

The 3 Shop tries to promote their new 3G

mobile phone services, they use leaflets that

are in different colours to promote their

different services, such as blue for sports TV

channel.

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[ 3G leaflets]

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SUNDAY Communications Limited uses a

colorful and interesting way to promote their

ringtone service.

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CTI promotes their new service charges plans by

a superman and a beautiful girl.

New World Mobility uses a banner printed like a

man climbing on the wall on the building to

promote their new plan.

SmarTone tries to promote their new image by

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the slogan Simple words, easy to understand.

Conclusions

According to the result of above analysis, we

know that advertising of telecommunications

service companies is various and manifold. The

companies will put their effort on advertising to

promote their products and services. We can

anticipate that these advertising will have extra

space to develop and improve.

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ConclusionAccording to the survey,

the majority of people think

that advertising is all

around them.

Nowadays, people also

have different ideas about advertising. Some

people will support the advertising, others will

object this.

People support to advertising and the

reasons are as follow. First of all, advertising can

provide information. Many advertisements are

designed to inform consumers about the use

and development of products or convey certain

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Q1. Ad. in everywhere

19

11

0 5 10 15 20

Yes

No

The Number Of People


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messages. Also, advertising encourages

competition among companies and consumers

can have wider choices on products.

The reasons that people object to

advertising are as follows: Firstly, many

advertisements in mass media are actually

wasting resources because consumers ignore

most of the advertisements. Secondly,

advertisement (especially persuasive

advertisement) persuades people to spend

money on things they do not really need by

techniques like sense of fear, romance,

temptation, etc. Also, costs of advertising are

passed on to consumer (sale price higher). Next,

some advertisements are deceptive and

mislead the consumer. In general, people object

this.

After our groups discussion, we have final

idea. We can classify our reason under three

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Q8.Ads are necessary for our economy

Yes

90%

Unknown

7%No

3%Yes

No

Unknown

main groups.

Firstly, Advertising is good to the society.

Advertising supports mass media like TV, radio,

newspapers and magazines, then the costs of

these mass media can be much lower. They

may also sponsor cultural

and entertainment

activities. Also, advertising

is good for consumers.

Consumer can enjoy more

and better goods and at

lower prices. That means the living standard is

increased and living cost is decreased. Finally,

advertising is also good for companies.

According to the interview, most people think

that advertising is important for economy.

Companies can raise their goodwill and raise

the sales through the advertising.

As the conclusion, advertising is important

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to our life. Also this can affect us easily.

Reference

A. Book references

1) Advertising Age Handbook of Advertising

[ Must Read] --- 2000

Author: Herschell Gordon Ltwis & Carol

Nelson

2) Advertising on the Internet ---1995

Author: Neil Barrett

3) Modern Advertising

[] ---1997

Author:

B. Leaflet references

1) TVB Weekly

2) Eat & Travel Weekly []

3) Next Magazine []

4) From Hong Kong Academy for Performing

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Arts [HKAPA]

C. Web Site

1) http://www.bluecross.com.hk/b5/aboutus/

tvc.htm

2) http://stripeboy.com/astalk/index.php

3) http://www.hkt.com/chi/

4) http://www.hkcsl.com/main_c.html

Editors Comment

Kitty lo

In this society, advertising which give

some information to everyone, play an

important role in life. In this project, I

can learn to unite spirit. We need find

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more information to do this project. And

I feel a project isnt to do for one

people, because a project is much

information to deal with. So, I think to

do a project is not easy.

Michelle wong

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When I do the project I know more

about advertising for example positive,

negative and creativity. I learned how to

do a good project. First, we need discuss

what we topic will do and how to organize

our project. Then we have division of

labor, such as search information, take

photos, interview, etc. Last we collected

all of the information and put then in

order.

In process of doing the project, we

encountered some difficulties. Some times

we have different opinion. We cannot

make a decision fast. But we chose a

best way to solve the problem at last.

We can increase our friendship while we

solve the problem.

Through the project we know that

teamwork is very important.

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Bonnie ho

When doing this project, I know more

about advertisement and advertising.

There are more ways to advertise than I

can think of. When doing this project, I

paid more attention to the advertisements

around, not only their way and also the

creativity of them. This made my

creativity seems to be improved also.

This is the first project after I came

to this school. I have to learn to work

with other people. Luckily, our group

worked happily together. And I can really

understand what is division of labour and

work it out in the daily life

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Yvonne ng

Before doing this English project, I

never pay my attention to advertising. I

think advertising just accessorize for the

life. Nevertheless, finish this project

given me some different idea and

message. We find that advertising is

important for our economy and peoples

life.

Although we have many problems when

doing this project, we also have solution

to solve them. In addition, we tried

something what we never do that. For

example, we take the leaflet at street

(majority people, include me, will not take

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this at street). Also we have deep

knowledge for advertising.

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E N G L I S H P R O J E C T

PRODUCER

Bonnie Ho (6B04)Kitty Lo (6B05)Michelle Wong (6B09)Yvonne Ng (6B18)

EDITOR IN CHIEFYvonne Ng

EDITOR

Bonnie Ho (Creativity)Kitty Lo (Positive)Michelle Wong (Negative)

ART DIRECTORBonnie Ho

QUESTIONAIRESES DISTRIBUTIONBonnie HoKitty Lo

Michelle WongYvonne Ng

QUESTIONAIRES ANALYSISYvonne Ng

PHOTOBonnie HoYvonne Ng

REFERENCE COLLECTIONBonnie HoKitty LoMichelle WongYvonne Ng

PUBLISHERYvonne Ng


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AdditionalInformation

Advertisings clippings- 58 -


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Questionnaires

f6 Advertising

Documents

Transcript of f6 Advertising