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Kurs: -- English - Business English

Modul: Marketing

Autor: prof. Gordana Matorkić

Naziv jedinice: Advertising Victim

Materijali vezani uz ovu lekciju:

- Test advertising victim
- Advertising Victim (PDF dokument)

Don't become an advertising victim


Spending a fortune on advertising and getting only meagre returns, is a common frustration amongst small business owners, mainly because advertising is not always the right marketing tactic.

Many small businesses spend huge amounts of money on advertising because of a mis-informed belief that it will pay off in the long run. Advertising, if done properly, can pay off handsomely. But it is often a dead loss.

Generally speaking, the adverts we notice in the media are for products we already know about – Toyota, Sony, Coca Cola etc. These companies spend fortunes on advertising so that they retain top-of-mind awareness and market leadership. Top companies do a good job of this.

It is possible to increase market awareness of your product or service through advertising, but you need to be a market leader and a big spender. Unilever spends US$3.0bn a year on advertising and its business continues to thrive. But this type of marketing just doesn’t work for small businesses.

We are exposed to up to 3,000 advertising messages a day. Our capacity to absorb information on products and services advertised by small business is very limited, simply because of information overload. As the quantity of media surrounding us increases, small-business advertising becomes increasingly invisible.

According to Dan Kennedy, the renowned marketing trainer, you are an advertising victim when you write out a cheque for placing an ad and you have no idea whether it was a good business decision or not. Sadly, many small business owners who advertise fall into this category. The way adverts are usually written means that there is no way of measuring how effective they are.

You can increase response to your adverts by including a compelling time-limited offer and a call to action. This gives readers a reason to take immediate action and means that you can measure the effectiveness of your ads. By making a free try-before-you-buy offer, you are able to extend response to your ad into a multi-stage follow-up process.

By counting the requests for the free offer you get after an advert, you are able to measure the effectiveness of your advertising spend.

The hardest part, of course, is getting prospects to respond to your ad in the first place. An advert doesn’t give people enough information to form an opinion about your business. This is why adverts often get no response.

For small businesses, marketing success is the result of building relationships with prospective and existing customers. By positioning yourself as an expert, you win the credibility and confidence that prospects require before parting with their money. And this is where Public Relations techniques are very powerful.

People who are ready to buy a product or service look for information to support the buying decision. So making suitable information available enables you to attract ready-to-buy prospects. You do this by issuing press releases, writing & publishing articles, using speaking opportunities and networking.

Websites provide marvellous opportunities for making useful information available to prospective customers and building relationships remotely. The best part about doing PR is that it costs very little. And PR material can be reused over and over again.

Advertising is a bit like firing a gun. The explosive effect is short lived and repeated firing is very expensive. Public Relations is more like building a foundation. The bricks are cheap, they last a long time and the foundation is a solid support for other marketing activities.

So next time you think about advertising, consider using Public Relations to get your message across. It might mean more work, but it is a lot cheaper and pays off handsomely in the long run.


Nouns (imenice):Verbs (glagoli):
advertising - reklama, oglašavanje
fortune - bogatstvo
return - naknada, zarada, prihod
owner - vlasnik
amount - iznos
belief - verovanje
loss - gubitak
advert - oglas
awareness - svest
market leadership - liderstvo na tržištu
leader - lider
spender-  potrošač
advertising message - reklamna poruka
overload- preopterećenje, prezasićenje
response - odgovor
effectiveness - efektivnost
ad - oglas
free try - besplatna proba
request - zahtev
rate - brzina
credibility - kredibilitet
Public Relations - odnosi sa javnošću
pay off - isplatiti se
notice - primetiti
retain - zadržati, sačuvati
increase - povećati
thrive - uspevati, rasti
be exposed - biti izložen
absorb - apsorbovati
write out - ispisati
place an ad - staviti oglas
fall into - spadati u
extend - proširiti
part - rastati se
support - podržati
enable - omogućiti
attract - privući
issue - izdati, štampati
reuse - ponovo koristiti
Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
meagre - oskudan, slab, siromašan
amongst - među
mainly - uglavnom
huge - ogroman
misinformed - pogrešno informisan
in the long run - na duže staze
properly - ispravno, kako treba
handsomely - poprilično
limited - ograničen
invisible - nevidljiv
renowned - čuven, slavan, poznat
compelling - ubedljiv, uverljiv
time-limited - vremenski ograničen
follow-up - koji sledi
steadily - stalno, konstantno
prospective - budući
existing - postojeći
marvellous - izvanredan
remotely - udaljeno
according to - prema, po



Nouns (imenice):Verbs (glagoli):
advertising - promotion, marketing
fortune – wealth, property, treasure, prosperity
return - profit, interest, benefit, gain, income, revenue
owner – businessman, holder
amount – whole, total, sum
belief – trust, faith
loss – deficit, losing
advert – ad, advertisement
awareness – consciousness
leader – chief, boss, manager, chair
spender- customer, client
overload- excess, too much
response – answer, return, reply, feedback
effectiveness – efficiency, success
ad – advert, advertisement, advertising
request – demand, application
rate – speed, pace, tempo
credibility – reliability, trustworthiness
notice – observe, detect, perceive
retain - maintain, keep, reserve, preserve
increase – raise, develop, enhance
thrive - prosper, do well, flourish, increase, grow, develop, advance, succeed
absorb – consume, use, receive
extend – spread out, reach, widen
part - divide, separate, break
support – encourage, promote, stand up for
enable – authorize, allow, permit
attract – invite, engage, persuade
issue - publish, distribute, deliver
Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
meager - small, poor, pathetic, deficient
amongst – between
mainly – chiefly, mostly, largely, generally, usually
huge - enormous, great, giant, large, massive, vast
misinformed - misled, deceived, misdirected, misguided
properly - correctly, appropriately, accurately
handsomely – plentifully, richly
limited – restricted, controlled, fixed, defined
invisible – unseen, imperceptible, indiscernible
renowned - famous, noted, celebrated, well-known, distinguished
compelling - convincing, telling, forceful  
prospective – potential, possible, upcoming, future
existing – present, available
marvellous – excellent, brilliant, wonderful



Nouns (imenice):Verbs (glagoli):

fortune - misfortune, hardship, poverty

return - debt, loss, payment

owner - renter

belief - disbelief, distrust, ignorance

loss - advantage, aid, plenty

awareness - unconsciousness, ignorance, disregards

leader - employee, follower

response - question, request, failure

effectiveness - disability, failure, inability, inefficiency

request - answer, refusal, reply

rate - inaction

credibility - unlikelihood, improbability, unreasonableness

notice - disregard, ignore, neglect

retain - abandon, desert, ignore

increase - cease, diminish, decrease

thrive - fail, decrease

be exposed - be hidden, closed

absorb - miss, misunderstand

extend - cease, close, decrease

part - attach, gather, couple, connet

support - undermine, weaken

enable - hinder, reject

attract - give up, refuse

issue - withhold, retain

reuse - deny, refuse

Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):

meagre - wide, full, good

amongst - away from, outside

mainly - secondarily

huge - insignificant, limited, little

misinformed - informed

in the long run - never

properly -incorrectly

handsomely - poorly, insignificantly

limited - limitless, unlimited

invisible - visible, seen

renowned - infamous, inferior, insignificant

compelling - nonrational, incomprehensible

time-limited - unlimited

steadily - unsteadily, uncertainly

prospective - late, other, former, old

existing - past


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