ADVERTISING
Advertising informs consumers about the existence and
benefits of products and services, and attempts to persuade
them to buy them.
The best form of advertising is probably word-of-mouth
advertising, which occurs when people tell their friends about
the benefits of products or services that they have
purchased.
Yet virtually no providers of goods or services rely on this
alone, but use paid advertising instead.
Indeed, many organizations also use institutional or prestige
advertising, which is designed to build up their reputation
rather than to sell particular products.
Although large companies could easily set up their own
advertising departments, write their own advertisements, and
buy media space themselves, they tend to use the services
of large advertising agencies.
These are likely to have more resources, and more
knowledge about all aspects of advertising and advertising
media than a single company.
The most talented advertising people generally prefer to
work for agencies rather then individual companies as this
gives them the chance to work on a variety of advertising
accounts (contracts to advertise products or services).
It is also easier for a dissatisfied company to give its account
to another agency than it would be to fire its own advertising
staff.
The client company generally gives the advertising agency
an agreed budget; a statement of the objectives of the
advertising campaign, known as a brief; and an overall
advertising strategy concerning the message to be
communicated to the target customers.
The agency creates advertisements (the world is often
abbreviated to adverts or ads), and develops a media plan
specifying which media – newspapers, magazines, radio,
television, cinema, posters, mail, etc. – will be used and in
which proportions. (On television and radio, ads are often
known as commercials.)
Agencies often produce alternative ads or commercials that
are pre – tested in newspapers, television stations, etc. in
different parts of a country before a final choice is made prior
to a national campaign.
The agency’s media planners have to decide what
Oglašavanje obavještava potrošača o postojanju i koristi od
proizvoda i usluga, i pokušava ih uvjeriti da ih kupite.
Najbolji oblik oglašavanja je vjerojatno riječ-od-usta
oglašavanja, koji se javlja kada ljudi reći svojim prijateljima o
prednostima proizvoda ili usluga koje su kupili.
Ipak gotovo bez dobavljačima robe ili usluga osloniti na to
sama, ali iskoristiti plaćeno oglašavanje umjesto.
Doista, mnoge organizacije koriste institucionalni ili prestiža
oglašavanja, koji je osmišljen da izgradi svoj ugled, a ne da
prodaju određenih proizvoda.
Iako velike tvrtke vrlo lako mogao postaviti svoje vlastite
reklamne odjela, pisati vlastite reklame, i kupiti prostor sami
mediji, oni imaju tendenciju da koriste usluge velike
reklamne agencije.
To su vjerojatno da će imati više sredstava, i više znanja o
svim aspektima oglašavanja i oglašavanja medijima nego
jednu tvrtku.
Najtalentiranijih oglašavanje ljudi općenito više vole da rade
za agencije, a ne pojedinih poduzeća, jer to im daje priliku
raditi na različitim oglašavanje računa (ugovore za
oglašavanje proizvoda ili usluge).
Bilo je i lakše za nezadovoljni tvrtka dati svoj korisnički račun
drugoj agenciji nego što bi trebao biti na vatru svoje osoblje
oglašavanja.
Klijenta tvrtke općenito daje reklamne agencije složili
proračun, izjavu o ciljevima reklamne kampanje, poznat kao
kratke, a cjelokupnu oglasnu strategiju u vezi poruka se
dostaviti ciljani kupci.
Agencija stvara reklama (svjetski je često skraćeno oglasa ili
oglasa), i razvija media plana određuje kojim medijima -
novine, časopisi, radio, televizija, kino, plakati, mail, itd. -
koristit će se iu kojem omjeru. (Na televiziji i radiju, oglasi
često su poznati kao reklama.)
Agencije puta stvarajući alternativne oglase ili reklame koje
su unaprijed - testirani u novinama, televizijskim stanicama,
itd. u različitim dijelovima države prije nego što konačni izbor
je napravio prije nacionalnom kampanju.
Agencije medija planeri moraju odlučiti koji postotak ciljnog
tržišta žele postići (koliko ljudi će biti izloženi oglasima) i
koliko puta oni su vjerojatno da će ih vidjeti.
percentage of the target market they want to reach (how
many people will be exposed to the ads) and the number of
times they are likely to see them.
Advertising people talk about frequency or ‘OTS’
(opportunities to see) and the threshold effect – the point at
which advertising becomes effective.
The choice of advertising media is generally strongly
influenced by the comparative cost of reaching 1,000
members of the target audience, the cost per thousand
(often abbreviated to CPM, using the Roman numeral for
1,000).
The timing of advertising campaigns depends on factors
such as purchasing frequency and buyer turnover (new
buyers entering the market).
Reklamiranje ljudi govore o učestalosti ili 'OTS' ( prilike
vidjeti), a prag efekt - točke na kojoj postaje učinkovito
oglašavanje.
Izboru reklamnim medijima je općenito snažno utječu
usporedne cijene dosežu 1.000 pripadnika ciljne publike,
cijena po tisuću (često skraćen na CPM, koristeći Rimski
brojevi za 1000.)
Vrijeme reklamne kampanje ovisi o čimbenicima kao što su
frekvencija i kupovine kupac prometu (novog kupca ulaska
na tržište).
Koliko potrošiti na oglašavanje je uvijek problematično.

How much to spend on advertising is always problematic.
Some companies use the comparative-parity method – they
simply match their competitors’ spending, thereby avoiding
advertising wars.
Others set their ad budget at a certain percentage of current
sales   revenue.
But both these methods disregard the fact that increased ad
spending or counter – cyclical advertising can increase
current sales.
On the other hand, excessive advertising is counter-
productive because after too many exposures people tend to
stop noticing ads or begin to find them irritating.
And once the most promising prospective customers have
been reached, there are diminishing returns, i. e. an ever –
smaller increase in sale in relation to increased advertising
spending.
Neke tvrtke koriste komparativnu metodu-pariteta - oni
jednostavno odgovaraju njihovim konkurenata 'potrošnje,
ima izbjegavanje oglašavanja ratova.
Drugi set njihov oglas proračun u određenom postotku od
prihoda od prodaje struje.
No, obje ove metode zanemaruju činjenicu da povećanje
potrošnje oglasa ili u suprotnom - ciklična oglašavanje može
povećati prodaju struje.
S druge strane, pretjerano oglašavanje je kontraproduktivna,
jer nakon previše izlaganja ljudi imaju tendenciju da se
zaustavi primjećujući oglase ili početi ih naći iritantan.
I jednom od najperspektivnijih potencijalnim kupcima se
došlo, tu su sve manje vraća, tj. sve - manji porast prodaje u
odnosu na povećanje potrošnje oglašavanja.

WORD – OF – MOUTH
Free advertising, when satisfied
customers recommend products to their
friends
INSTITUTIONAL OR PRESTIGE ADVERTISING
Advertising that mentions a company is
name but not specific products
ADVERTISING AGENCIES
Companies that handle advertising for
clients

ACCOUNTS
Contracts with a company to produce its
 advertising
BUDGET
The amount of money a company plans
to spend in developing its advertising and
buying media time or space
A BRIEF
The statement of objectives of an
advertising campaign that a client works
out with an advertising agency