Advertising

Product advertising is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasizing['emfəsaɪz](подчеркивать) its positive qualities. A company can advertise(рекламир.) in a variety of ways, depending[dɪ'pend] on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaigns is usually the job of an advertising agency [ˈeiʤ(ə)n(t)si].

International Advertising has provided its clients with access [ˈækses](доступ) to the latest marketing trends such as today's social media marketing and networking strategies.

Adaptation and standardisation in international advertising: International advertising traditionally has required[riˈkwaiə] (требует) different strategies than domestic(внутрен) advertising, because of the differences in culture, economic systems, government regulations, and consumer [kənˈsju:mə] needs. However, in the 1980s the increase in the number of multinational corporations has brought about the idea of the world as a common marketplace, where people desire the same lifestyles and products, and, consequently, the same product is often advertised (and marketed) the same way in every country, regardless [riˈgɑ:dləs] (невзирая на)of economics, culture, politics, or media and language differences.
Indian: Bright Colours that represent [ˌrepriˈzent] positive elements of life (Green = Life, Nature, Plants etc.), Religious or cultural symbols, references [ˈref(ə)r(ə)n(t)s] (ссылаются) to Bollywood((индийская киноиндустрия)), not as much humour.
Many things that North Americans find amusing [əˈmju:ziŋ], may be offensive [ə’fen(t)siv](оскорбительным) to their culture. Advertising for BIG companies (Nike, McDonalds etc.) is always tailored? to each culture or country.
American: Much more relaxed, can be more offensive (sexual Innuendos [ˌinju’endəu](намек)), very modern, humour used more often, more internet/online advertising.

Founded in 1938, the International Advertising Association's network includes more than 3600 individual members in 92 countries, which accounts for 99% of the world's advertising expenditures [ik’spendiʧə](расходы). Global partnership of advertisers, advertising agencies, the media, and other related services, headquartered [ˌhedˈkwɔ:tə](штаб-квартира) in New York City, whose objective is to establish a common platform for building and sustaining [səˈsteiniŋ](поддерживающий) the prestige of the advertising profession and to serve as spokespersons(представитель) against unwarranted [ʌn’wɔr(ə)ntid](незаконный,неоправданный) attacks or restrictions[rɪ'strɪkʃn](ограничение) on advertising.
(Раша тоже участвует). 14 may 2010 year in the Moscow was 42 International Advertising Association’ Congress at the Kremlin Palace.

Types of advertising and approaches: Television advertising, Radio advertising, Product placements. Covert ['kʌvət](скрытая) advertising, also known as guerrilla [gəˈrilə](партизанская) advertising, is when a product or brand is embedded[imˈbedid](вставлен,прикрепл), in entertainment and media. For example, in a film, the main character can use an item or other of a definite ['defɪnɪt](определен) brand. Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. Mobile billboard advertising. Mobile billboards are generally vehicle [ˈvi:ikl] mounted(смонтированный) billboards or digita(цифровой)l screens. Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed(распростран.) out of an office, café, or drive-through coffee shop. Street advertising. This type of advertising first came to prominence [ˈprɔminən(t)s](получил известность) in the UK by Street Advertising Services to create outdoor advertising on street furniture [ˈfə:niʧə] and pavements(тротуары). In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level.

Increasingly, other media are overtaking(обгон) many of the "traditional" media such as television, radio and newspaper because of a shift(сдвиг) toward(к) consumer's usage of the Internet Online advertising- is a form of promotion that uses the Internet. Examples of online advertising include contextual [kənˈteksʧu(ə)l] ads(объявления) that appear on search engine[ˈenʤin] (уст-во) results pages. E-mail advertising is another recent phenomenon [fiˈnɔminən]. Unsolicited [ˌʌnsəˈlisitid](незапрошенные) bulk [bʌlk](масса) E-mail advertising is known as "e-mail spam". A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites.

Approaches [əˈprəuʧ] such as giveaways(подарки) of products such as cars that are covered[ˈkʌvəd](покрытый) with brand messages. Some companies have proposed [prəˈpəuz](предложили,намерены) placing(размещать) messages or corporate logos on the side of booster rockets(ракеты) and the International Space Station.

Virtually [ˈvə:ʧuəli],(фактически) any medium can be used for advertising. Commercial [kəˈmə:ʃ(ə)l] advertising media can include bus stop benches(скамейка), human billboards, sides of buses, banners [ˈbænə] attached(присоедин) to or sides of airplanes, taxicab doors, shopping cart handles(ручка коляски), and the backs of event tickets and supermarket receipts[riˈsi:t] (чек).

Whether you’ve just started a small, home-based business or have millions in sales, you must be aware of [əˈwεə](знающим,осведомл) and comply(соблюдаь)with advertising laws. Failure to do so could cost you your business and possibly everything else you own. Advertising regulation refers to the laws and rules defining [diˈfain](определ) the ways in which products can be advertised in a particular pəˈtikjulə] region. Regulation: There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban(запрет) on television tobacco advertising imposed[imˈpəuz](облагать налогом) in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991.

London also having specific legislation [ˌleʤiˈsleiʃ(ə)n](законодательство,закон) to control unlawful displays. In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt(стремяться) to uphold [ʌpˈhəuld](сохр,поддержив.). In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently [ˈkʌr(ə)ntli](в наст.время) the display of an advertisement without consent [kənˈsent](разрешение) from the Planning Authority is a criminal offense liable [ˈlaiəbl](обязан) to a fine(штраф) of £2,500 per offence. In the United States, the Federal Trade Commission is the highest authority on the subject. States and more local political divisions[diˈviʒ(ə)n](подразделения) can have their own laws on the subject. Russia is a federation, and both the federal parliament (State Duma) and the regional legislative bodies are authorised [ˈɔ:θ(ə)raiz](уполномочены) to pass laws. in Russia the Advertising Code(кодекс) was approved(утвержден.) by 12 companies controlling almost 100 per cent of the advertising market. The Code includes detailed regulation of matters concerning improper advertising from an ethical point of view. Кодекс включает в себя детальное регулирование вопросов, касающихся ненадлежащей рекламы с этической точки зрения.

Violation of law [ˌvaiəˈleiʃ(ə)n](нарушение): Misrepresentation [ˌmisreprizenˈteiʃ(ə)n](искажение) of the product. All descriptive text and photos must give consumers an accurate [ˈækjərət](точный,правил) representation of what they will get. Fake testimonials [ˌtestiˈməuniəl] (фальшивые отзывы)If you use testimonials in your advertising, the people making the testimonial must actually use your product or service. Price and merchandise [ˈmə:ʧ(ə)ndaiz](продовать) comparisons.If you use words like “sale,” “reduced,” “$150 value,” you must have actually offered the product at that price for a reasonable [ˈri:z(ə)nəbl] (разумное)period of time Simulations of real situations
If you retouch [ˈri:tʌʧ](подкрашивать,ретуширование) before-and-after photos, such as showing someone cleaning a floor with one swipe [swaip](взмах,протер) of a mop(швабра) when it really would have taken five, or use something other than what is stated to demonstrate your product, the facts must be disclosed (раскрыть)…