Reading. Advertising is a paid form of nonpersonal communication that is given in mass media such аs television

Advertising is a paid form of nonpersonal communication that is given in mass media such аs television, radio, newspapers, magazines, direct mail, mass transit vehicles, and outdoor displays.

Advertising gives the information to the consumer about the seller or his goods, the prices for these goods, information about the place of sale.

Also advertising often informs people about improvements of the goods, changes in quality, etc. Advertising helps the buyer to make the correct decision on purchase.

Division o advertising into three kinds is standard: informative, competitive and reminding.

1. Informative or initial. This advertising acquaints the possible buyer with the new goods in the market, a place of its sale.

2. Competitive, convincing or agitating. The advertiser with the help of various ways and means (skilful drawing up of the text, selection of expressive words, etc) influences mentality of the person with the purpose to call, generate or wake up in him requirement for the given goods or service. He distinguishes the promoted goods from all similar goods and convinces the buyer to get these goods.

3. Safe or reminding. Advertising reminds of earlier promoted goods, supports adherence to the brand, i.e. gives the repeated information of the goods because the consumer can quite “forget” about the existence of the goods and begin to search for the information necessary for him.

Each kind of advertising carries out both functions of advertising, but everyone has the different purposes. So informative and safe advertising carries out mainly the first function as it is aimed first of all at delivering information to the public. Agitating advertising is created for propaganda of the goods, therefore it carries out mainly the second function, but also gives the information.