Commerce Project

1. Commerce Project • By 4S3 Allen • 4A2 Kevin • 4A1 Lin • 4S2 Kenon • 4S2 Jordany

2. Content Page • Introduction • The function of Advertising • Types of advertising • Advertising techniques • Advertising Media • Factors affecting the choice of advertising media • Arguments for and against advertising • Interview

3. Introduction • Introduction is the best method to promote the new products. It may affecting us to buy the products. • Therefore, advertising is very important in the commercial city like Hong Kong! Back to content page

4. The function of advertising • To increase sales • To inform the public about new products and features • To introduce the firm to the public • To build up brand loyalty of a firm • To educate the public Back to content page

5. Types of advertising • Informative advertising • Persuasive advertising Back to content page

6. Informative advertising • Purpose: Provides viewers with information of their products or services. • Business perspective: Arouse public awareness of a product to generate demand. • Examples: job vacancies, enrolments (fig.1), travel agencies, public notices …… • Advantage: Give detail and clear particulars • Disadvantage: Not attractive Back to type of advertising Back to content page

7. Persuasive advertising • Purpose: Convince customer to buy by showing the superiorities of the products. • ~ Business perspective: Increase market share in the keen competition. • ~Examples: cigarettes, cosmetics, fashion …… • ~ Advantage: Attractive. • ~Disadvantage: Lack of information, sometimes the meaning is blur Back to type of advertising Back to content page

8. Advertising Techniques • Soft sell~ gentle • Aims at remind consumers to stay at a specific product • Hard sell~ aggressive • Aims at show their superiority Back to content page

9. Advertising technique: Associate to lifestyle • Purpose: attract groups who prefer to a certain lifestyle • Advantage: it may help them to build up goodwill and ‘brand name’ easily by showing their style clearly • Disadvantage: it restricts the route of the company. • ~Example: natural products, fashion, environmental protection products …… • ~Mostly soft sell Back to content page Back to page to advertising techniques

10. Advertising technique: Create positive moods • Purpose: put the product in a favourable condition or atmosphere in order to stimulate the desire of consumption • Advantage: create a specific image to the product • Disadvantage: do not provide people with enough information and sometimes people may not get the meaning clearly. • Example: silk tie and chocolate (romance), cigarette (rebellious), ice cream Back to content page Back to page to advertising techniques

11. Advertising technique: Recommendation by celebrities • Purpose: attract buyers who trust and admire the personalities. • Advantage: the personalities bare a certain level of popularities and they are usually supported by fans • Disadvantage: production cost will be increased since pop stars usually charge very high fee • Can be used in any kind of goods Back to content page Back to page to advertising techniques

12. Advertising techniques: Appeal to sex • Purpose: arouse people attention of the product by sexy model. • Advantage: can have promotion in a very short time • Disadvantages: • 1.People may not accept it since it goes against moral, so adverse result may be caused. Besides it may be banned. • 2.There is no direct connection between the model and product • Example: CDs, perfume, fashion, car Back to content page Back to page to advertising techniques

13. Advertising technique: Get recognition • Purpose: attract customer by associate their product with a distinct character eg. associate their goods to be a symbol of success and wealth • Advantage: since people want to get recognition of being a big spender, people are willing to pay for the products even if they are expensive. • Disadvantage: there may be wastage of goods since people buy not for sake of goods but to show off. • Example: expensive items-diamond, watches, credit card Back to content page Back to page to advertising techniques

14. Advertising technique: Make use of observable result • Purpose: raise sales by convincing customers by test result • Advantage: people confidence can be easily raised easily. • Disadvantage: if the products fail, people will lose their confident at once • Example: toothpaste, shampoo, chewing gum, drinks Back to content page Back to page to advertising techniques

15. Advertising Media • For easy comparison, those • mediums are divided into 3main • groups: • 1 Text and graphics includes newspapers, magazines and periodicals, and Yellow pages • 2. Sound with vision includes Television, films, or even radio • 3. Posters, mail or leaflets • 4. Othersincludes ‘transit advertising’, ‘exhibitions and trade fairs’. Back to content page

16. Factors affecting the choice of advertising media • Characteristics of the potential customers • Nature of product • Content of the message • Cost Back to content page

17. Arguments for and against advertising Arguement for advertising: • Improve living standard • Provide job opportunity • Lower prices of goods • Stabilize the economy • Raise the quality of goods next page: Back to content page

18. Argument against advertising: • Waste of resources • Raises the cost • Stimulate materialism • Mislead the public • Immoral • Generate garbage • Reduce competition Back to content page

19. INTERVIEW next page Back to content page

20. Here is the graph showing that, which kind of advertising we can contact the most: You meet advertisement from which media most? Television 30% Newspaper, magazines and periodicals 25% Posters and signboards 10% Exhibitions and trade fairs 8% Transit advertising 8% Radio 5% Leaflets and Handouts 5% Films 3% Direct Mail 2% Yellow pages 1% Others 3% next page Back to content page

21. Conclusion: According to the result above, people nowadays would like to see imaginative advertisement most and dislike advertisement with monotonous and out dated idea. Therefore outstanding advertisement must have creative idea. Besides, despite the fact that advertisement with sexy model or exaggerative idea can arouse people’s attention, people may find it disgusting. So providing that advertisement has good idea and clear meaning, it would be a successful one. next page Back to content page

22. That's the end