Language learning | English » Advertising, Sales Promotion, Fairs and Exhibitions

Advertising, Sales Promotion, Fairs and Exhibitions One important aspect of communication is advertising. It is the means by which we make known what we have to sell or buy. Without advertising a mass-production system could not function. There are two kinds of advertising, informative and persuasive advertising The latter does not just inform, it uses subtle techniques to persuade and delude the public into buying. Selling goods can rarely be done by the product itself or by price alone Continuous publicity is needed to support the sales efforts and to make known the full range of products. A successful sales campaign depends upon four main fundamentals. They are: - a good product at a competitive price - a sound market policy - reliable representatives - close personal attention to the market Whether it is consumer or capital goods that are subject of the campaign the main ways in which it can be executed are: - paid advertising - editorial publicity - literature

describing the products - display materials - trade fairs and exhibitions Of these media, some are more appropriate to sale of consumer goods, other capital goods. Marketing is the management function which organizes all business activities involved converting customer power into effective demand for a specific product or service. PR (public relation) practice is the deliberate, planned effort to establish understanding between an organization and its public. The relationship between PR and advertising is that unless people understand an organization or its products there can be no goodwill, and advertising may be a waste of money and so fail to sell. Propaganda in some respect resembles advertising. To promote the use of hygiene is to use propaganda, but to promote the sale of a brand of soap we have to use advertising. To promote foreign trade, it is of major importance to a country to put its products on display at trade fairs and exhibitions. It helps to make contracts with

importers or business agents and to expand the sale of products already introduced. A distinction is made between trade fairs and exhibitions. Trade fairs are markets, and usually feature the products of one or more industries. They may be visited only by business people Sales are made on the basis of samples. No goods are sold directly at stands Exhibitions, on the other hand, are meant also for the general public