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Kurs: -- English - Business English 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.
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.
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| 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 |
Synonyms
| 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 |
Antonyms
| Nouns (imenice): | Verbs (glagoli): |
|---|---|
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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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