《市場(chǎng)營銷英語》-Functions of Advertising課件

Unit15.Functions

ofAdvertisingUnit15.Functions

ofAdvertiFunctionsofAdvertisingToday,weallhavestrongconceptsofwhatadvertisingis,andwealsotenttohaveverystrongopinionsandprejudicesaboutit.Thedefinitionsofadvertisingaremanyandvaried.Itmaybedefinedasacommunicationprocess,amarketingprocess,aneconomicandsocialprocess,apublicrelationsprocess,andeconomicandsocialprocess,orandinformationandpersuasionprocess,dependingonthepointoftheview.FunctionsofAdvertisingToday,3WhatisAdvertising?

（Workingdefinitionofadvertising）

Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.3WhatisAdvertising?

（WorkinInthistextweshallusethefollowingworkingdefinitionofadvertising:Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.Let’stakethisdefinitionapartandanalyzeitscomponents.Advertisingisdirectedtogroupsofpeopleandisthereforenonpersonalinnature.Thegroupmightbeteenagerswhoenjoyrockmusicormenandwomenwhowatchsoapoperasorsportingevents.Butitisnotpersonalorface-to-facecommunication.InthistextweshallusetheMostadvertisingispaidforbysponsors.GeneralMotors,Wal-MartorPanasonicpayfortheadvertisementweread,hearandsee.Butsomeadvertisementsarenotpaidforbytheirsponsors.TheAmericanRedCross,UnitedWayandAmericanCanerSocietyareonlythreeofhundredsoforganizationswhosemessagesarecustomarilypresentedatnochargeasapublicservice.MostadvertisingispaidforbMostadvertisingreachesusthroughthemassmedia-----thatis,billboards,newspapers,magazines,radio,andtelevision.Butmuchadvertisingalsoreachedusthroughdirectmail.Someadvertisingevenreachesusthroughflyershungonourdoorknobsorplacedunderourwindshieldwiperattheshoppingcenter.Itseemstousthatwearenowlivinginaworldofadvertising,butwhatarethemajorfunctionsofadvertising?MostadvertisingreachesusthAssoonasDr.Pembertonhaddevelopedhisnewdrink,heandhispartner,FrankM.Robinson,cameupwithanameforit.Theyalsodecidedtowritethenameinauniqueway,usingtheflowingSpenserianscriptoftheday.LaterthenameandscriptweretrademarkedwiththeU.S.PatentOfficetoensuretheirsoleusagebytheCoca-ColaCompanyinitsadvertisingandpackaging.Thisdemonstratesperhapsthemostbasicfunctionofadvertising----toidentifyproductsanddifferentiatethemfromothers.Nosoonerhadtheynamedtheproductthantheyrananadtotellpeopleaboutitandwheretheycouldgetit.AssoonasDr.PembertonhaddWithinayear,asmoresodafountainsbegantoselltheproduct,handpaintedoilclothsignswith“Coca-Cola”begantoappear,attachedtostoreawnings.Thentheword“Drink”wasaddedtoinformpassersbythattheproductwassodafountainbeverage.Hereweseeanotherfunctionofadvertising-----tocommunicateinformationabouttheproduct,itsfeatures,anditslocationofsale.Readthestoryhere:

AHistoryof

Coca-Cola

AdvertisingSlogans/stories/coke-loreWithinayear,asmoresodafo9AHistoryof

Coca-Cola

Company&AdvertisingIn1888,therightstoCoca-Colawereboughtfor$2,300byAsaG.Gandler.PerbertonwasinillhealthanddiedinAugustofthatyear.Unfortunately,hewasdestinednottoseethesuccesshisproductwouldachieve.9AHistoryof

Coca-Cola

CompaIn1888,therightstoCoca-Colawereboughtfor$2,300byAsaG.Gandler.PerbertonwasinillhealthanddiedinAugustofthatyear.Unfortunately,hewasdestinednottoseethesuccesshisproductwouldachieve.Candlerwasafirmbelieverinadvertising.HeprintedanddistributedthousandsofcouponsofferingacomplimentaryglassofCoca-Cola.Asmoreandmorepeoplesawtheadvertisementsandreceivedfreecoupons,theytriedtheproductandthentrieditagain.Anotherfunctionofadvertisingistoinduceconsumerstotrynewproductsandtosuggestreuse.In1888,therightstoCoca-CoAftermorepeopletriedthesoftdrink,likedit,andrequestedit,morepharmaciesboughttheproducttoselltotheircustomers.Stimulatingthedistributionofproductisyetanotherfunctionofadvertising.UntilthenCoca-Colahadbeensoldonlyatsodafountains.Oneofthemanyfunctionsofadvertising,though,istoincreaseproductusage.In1899,thefirstbottlingplantopenedinChattanooga,Tennessee.ThesecondopenedthefollowingyearinAtlanta.In30yearsthesefirsttwobottlingplantsincreasedto1,000with95percentofthemlocallyownedandoperated.AftermorepeopletriedthesoAswithanythingpopular,however,thereweremanyimitators,andthebattleagainstthesecompetitorshasbeencontinuous.Anotherfunctionsofadvertisingistobuildpreferenceandloyalty,andCandler’suseofaconstantandconsistentpromotionalcampaignhelpedtodothis.In1916,thefamousCoca-Colabottlewithitsdistinctivecontourdesignwasintroduced.ThishelpedidentifyCokeanddifferentiateitfromcompetitorstosuchanextendthatthebottlewasregisteredasatrademarkbytheU.S.PatentOffice.Aswithanythingpopular,howeInthemeantimethebottlehelpedmerchandisethecompany’sotherpromotionaleffortsandalsoassuredthepublicofthestandardizedqualityofCokewitheverypurchase.WeseefromthisbriefhistoryofthebeginningsoftheCoca-ColaCompanythatadvertisinghadmanyfunctions.Generallythesefunctionscouldbegroupedandcategorizedasmarketing,communication,andeducationfunctions,aswellaseconomicandsocialfunctions.Weshalldiscusseachofthesebriefly.Inthemeantimethebottlehel14CommunicationFunction

SocialFunctionEducationFunctionEconomicFunctionMarketingFunctionTheMajorFunctionsofAdvertising14CommunicationSocialEducati

MarketingFunction

Tomakemoney,companiesmanufactureandsellproductsthatcompeteinthemarketplace.Toincreasetheirsalesorprofit,companiesdevelopmarketingstrategyisdeterminedbytheparticularwaycompaniescombineandusevariousmarketingelements.ThismarketingmixincludesavarietyofoptionsknownasthefourPsandgenerallycategorizedundertheheadingsofproduct,price,placeandpromotion.Advertisingfallsinthepromotioncategoryanditspartofthepromotionalmixalongwithpersonnelselling,salespromotion,andpublicrelations----allofwhichareusedorwinacceptanceofthecompany’sproducts,services,orideas.

MarketingFunction

TomakemoAdvertisinginvolvespresentingthemessage,usuallythroughthemassmedia,toalargegroupofpeopleknowasthetargetaudience.Throughadvertising,thecostofreachingathousandpeopleinyourtargetaudienceisusuallyfarlessthanthecostreachingoneprospectthroughpersonalselling.AdvertisinginvolvespresentinForexample,tomakeapersonalsalescalloneveryfootballfanwhowatchedtheSuperBowlgamesinordertoselleachabottleofCokewouldbeunbelievablyexpensive.TheMcGraw-HillLaboratoryreportsthattheaverageface-to-facesalescallnowcostsacompanywellover$170.Ifwemultiplythatbythe100+millionpeoplewhowatchtheSupperBowl,thecostismind-boggling.However,youcouldbuya30-seceondtelevisioncommercialduringtheSuperBowlandtellthosesame100millionpeopleaboutCoca-Colaforonly$525,000.That’slotless.Infact,throughadvertising,youwouldbeabletotalktoathousandofthoseprospectsforonly$5.25-----about3percentofwhatitcoststotalktooneprospectthroughpersonalselling.Forexample,tomakeapersonaCommunicationFunctionAllformsofadvertisingcommunicatesomemessagetoagroupofpeople.Asacommunicationfunction,advertisinghaditsbeginningsinancientcivilizations.Mosthistoriansbelievetheoutdoorsignscarvedinclay,wood,orstoneandusedbyancientGreekandRomanmerchantsarethefirstformofadvertising.Sincethepopulationwasunabletoread,thesignsweresymbolsofthegoodsforsales,suchasabootforashoemaker’sshop.CommunicationFunctionAllformBecauseearlyartisanstookprideintheirwork,theyplacedtheirownmarksongoodssuchasthecutlery,cloth,andpotterytheyproduced.Thesetrademarksenablebuyerstoidentifytheworkofaparticularartisan,justastrademarksdotoday,thusassuringconsumersthattheyweregettingthefoodstheywanted.Todaythecommunicationofinformationisstilloneofthebasicfunctionsandobjectivesofadvertising.Examplesofadvertisingusedprimarilyforcommunicationareadsintelephonedirectories,newspaperclassifiedads,andlegalnoticespublishedbyvariousorganizationsandgovernmentbodies.BecauseearlyartisanstookprEducationFunctionPeoplelearnfromadvertising.Theylearnabouttheproductsthatareavailabletothem,andtheylearnhowtheycanbettertheirlives:Advertising,asaneducator,speedstheadoptionofthenewanduntriedand,insodoing,acceleratestechnologicaladvancesinindustryandhastenstherealizationofafullerlifeforall.Ithelpsreduceaccidentsandwasteofnaturalresources.EducationFunctionPeoplelearnButadvertisingmustbemorethaneducationaltobesuccessful.Itmustalsobepersuasivetomovepeopletoaction,whetherthatactionisthepurchaseofadifferentbrandofbreakfastcerealorregularattendanceatchurch.Thispersuasivenessusuallyhadlittleincommonwithimpartialityofeducation.WhateducationalfunctiondoyouthinkCoca-Colaadvertisingperformsorhasperformed.ButadvertisingmustbemoretEconomicFunctionBymakingpeopleawareofproducts,services,andideas,advertisingpromotessalesandtherebycommerceaswell.Asabuyer’sguide,itprovidesconsumerswithnewsofnewproductsorprices,anditgivesindustrialbuyersimportantinformationaboutnewequipmentandtechnology.Byinformingmanypeopleatonceaboutavailableproductsandservices,advertisinggreatlyreducesthecostofdistributionandeasesthetaskofpersonalselling.Thisleadstolowercostsandhigherprofits,whichcanbeinvestedinmorecapitalequipmentandjobs.EconomicFunctionBymakingpeoThefreedomtoadvertiseenablescompetitorstoenterthemarketplace.Thisencouragestheimprovementofexistingproductsandthedevelopmentofnew,improvedmodels.Theseactionstranslateintoincreasedproductivity,higherquality,andthedisappearanceofproductsthatdon’tmeasureup.Thus,asadvertisinginvitespeopletotrynewproducts,itacceleratesthesuccessofgoodproductsandthefailureofunacceptableproducts.ThefreedomtoadvertiseenablSocialFunction

Advertisingisoneofmajorforcesthathashelpedimprovethestandardoflivinginacountry.Bypublicizingthematerial,social,andculturalopportunitiesofafreeenterpriseconsumersociety,advertisinghadencouragedincreasedproductivitybybothmanagementandlabor.Bygivingconsumersanattractivepictureoftheproductsavailabletothem,advertisingmotivatesthemtobuy.Forexample,advertisinghascreatedapersonalityforeachautomobilemakeandmodelonthemarket.You,asafreeindividual,havetheopportunitytoselecttheproductthatbestmatchesyourfunctionalorsocialneeds.SocialFunction

Advertisingservessocialneedsotherthanthestimulationofsales.Newspapers,magazines,radio,andtelevisionallreceivetheirprimaryincomefromadvertising.Thisfacilitatesfreedomofthepress.Publicservicesbyadvertisingorganizationalsofostergrowthandunderstandingofimportantsocialcauses.TheRedCross,CommunityChest,UnitedWay,andothernon-commercialorganizationsreceivecontinuousfinancialsupportandvolunteerassistancebecauseofthepowerofadvertising.Finally,advertising’seffectonsocietyhasledtoimportantsocialandlegalchanges.But,advertisingitselfhasbeengreatlyaffectedbytheverylawithasbroughtabout.AdvertisingservessocialneedReviewofKeyTermsandConceptspromotioncampaign：Apromotioncampaignisanintegratedmarketingcommunicationactivity,usuallyinvolvesvarioustypesofpromotiontools.促銷活動(dòng)targetaudience：Atargetaudienceisagroupofviewersofdifferenttypeofmedia.Theyarechosenbycompaniestoreachwiththeircommercialmessages.目標(biāo)受眾brandloyalty：supportthatconsumersalwaysgivetoacertainbrandbecauseoftheirfeelingsofloveandpreferencetowardsthebrand品牌忠誠Explainhowcompaniesusepublicrelationstocommunicatewiththeirpublics.ReviewofKeyTermsandConce

promotionmix：Thepromotionmixreferstoagroupofpromotiontoolsknownasadvertising,salespromotion,personalsellingandpublicrelationthatcompaniesusetowinacceptanceofthecompany’sproducts,services,orideas.促銷組合promotionmix：

DiscussionandReviewQuestions1.Whatarethemajorrolesplayedbyadvertisinginaeconomyaccordingtothetext?2.Howdoyouunderstandthedefinitiongiveninthistextthatadvertisingis“salesmanshipinprint”?3.Whatismosttheimportantandessentialfunctionofadvertisement?Whyisitsoimportant?4.Whatismassmediabydefinitioninthistext?Giveanexampletoillustrateit.DiscussionandReviewQuestio5.WhataretheessentialelementsofthemarketingsuccessofCoca-Cola?6.Talkingaboutsocialfunctionsofadvertisement,whatsocialresponsibilitiesdoyouthinkthatabusinessshouldbearwhenundertakingmarketingactivitiesinmarketplace?7.Howdocompaniessponsoraneventforadvertisingpurpose?Giveanexampletoillustrate.8.Trytodefine“advertisement”withyourownwords.5.WhataretheessentialelemSelectedAnswers

toExercisesinUnit15I.Nofixedanswerstothesequestions;Studentsmaymakefreespeechaccordingtothetext.II.1.non-personal2.preference3.audience4.sponsor5.flyer6communication7.campaign8.couponIII.1.d2.e3.g4.b5.h6.f7.a8.cIV.1.T2.F3.T4.T5.T6.F7.T8FSelectedAnswers

toExercisesV.1.adoption;2.advertising;3.promotional;4.media;audience;5.advertising;labor;6.servicesVI.Omitted.VII.1.Themostbasicfunctionofadvertisingistoidentifyproductsanddifferentiatethemfromothers.2.Toincreasetheirsalesorprofit,companiesdevelopmarketingstrategybyusingvariousmarketingelements.《市場(chǎng)營銷英語》—FunctionsofAdvertising課件3.Anotherfunctionofadvertisingistoinduceconsumerstotrynewproductsandtosuggestreuse.4.Advertisinginvolvespresentingthemessage,usuallythroughthemassmedia,toalargegroupofpeopleknownastargetaudience.5.Byinformingmanypeopleatonceaboutavailableproductsandservices,advertisinggreatlyreducesthecostsandhigherprofits,caneasethetaskofpersonalselling.6.Thedefinitionsofadvertisingaremanyandvaried.3.Anotherfunctionofadverti7.Advertisingisaveryimportanttothatenablescompetitorstoenterthemarketplace.8.ThemarketingmixincludesasetofelementsknownasfourPsandtheyareundertheheadingsofproduct,price,placeandpromotion.Note:Othertranslationvariationsandsentencepatternsarealsopossible.7.AdvertisingisaveryimporUnit15.Functions

ofAdvertisingUnit15.Functions

ofAdvertiFunctionsofAdvertisingToday,weallhavestrongconceptsofwhatadvertisingis,andwealsotenttohaveverystrongopinionsandprejudicesaboutit.Thedefinitionsofadvertisingaremanyandvaried.Itmaybedefinedasacommunicationprocess,amarketingprocess,aneconomicandsocialprocess,apublicrelationsprocess,andeconomicandsocialprocess,orandinformationandpersuasionprocess,dependingonthepointoftheview.FunctionsofAdvertisingToday,36WhatisAdvertising?

（Workingdefinitionofadvertising）

Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.3WhatisAdvertising?

（WorkinInthistextweshallusethefollowingworkingdefinitionofadvertising:Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.Let’stakethisdefinitionapartandanalyzeitscomponents.Advertisingisdirectedtogroupsofpeopleandisthereforenonpersonalinnature.Thegroupmightbeteenagerswhoenjoyrockmusicormenandwomenwhowatchsoapoperasorsportingevents.Butitisnotpersonalorface-to-facecommunication.InthistextweshallusetheMostadvertisingispaidforbysponsors.GeneralMotors,Wal-MartorPanasonicpayfortheadvertisementweread,hearandsee.Butsomeadvertisementsarenotpaidforbytheirsponsors.TheAmericanRedCross,UnitedWayandAmericanCanerSocietyareonlythreeofhundredsoforganizationswhosemessagesarecustomarilypresentedatnochargeasapublicservice.MostadvertisingispaidforbMostadvertisingreachesusthroughthemassmedia-----thatis,billboards,newspapers,magazines,radio,andtelevision.Butmuchadvertisingalsoreachedusthroughdirectmail.Someadvertisingevenreachesusthroughflyershungonourdoorknobsorplacedunderourwindshieldwiperattheshoppingcenter.Itseemstousthatwearenowlivinginaworldofadvertising,butwhatarethemajorfunctionsofadvertising?MostadvertisingreachesusthAssoonasDr.Pembertonhaddevelopedhisnewdrink,heandhispartner,FrankM.Robinson,cameupwithanameforit.Theyalsodecidedtowritethenameinauniqueway,usingtheflowingSpenserianscriptoftheday.LaterthenameandscriptweretrademarkedwiththeU.S.PatentOfficetoensuretheirsoleusagebytheCoca-ColaCompanyinitsadvertisingandpackaging.Thisdemonstratesperhapsthemostbasicfunctionofadvertising----toidentifyproductsanddifferentiatethemfromothers.Nosoonerhadtheynamedtheproductthantheyrananadtotellpeopleaboutitandwheretheycouldgetit.AssoonasDr.PembertonhaddWithinayear,asmoresodafountainsbegantoselltheproduct,handpaintedoilclothsignswith“Coca-Cola”begantoappear,attachedtostoreawnings.Thentheword“Drink”wasaddedtoinformpassersbythattheproductwassodafountainbeverage.Hereweseeanotherfunctionofadvertising-----tocommunicateinformationabouttheproduct,itsfeatures,anditslocationofsale.Readthestoryhere:

AHistoryof

Coca-Cola

AdvertisingSlogans/stories/coke-loreWithinayear,asmoresodafo42AHistoryof

Coca-Cola

Company&AdvertisingIn1888,therightstoCoca-Colawereboughtfor$2,300byAsaG.Gandler.PerbertonwasinillhealthanddiedinAugustofthatyear.Unfortunately,hewasdestinednottoseethesuccesshisproductwouldachieve.9AHistoryof

Coca-Cola

CompaIn1888,therightstoCoca-Colawereboughtfor$2,300byAsaG.Gandler.PerbertonwasinillhealthanddiedinAugustofthatyear.Unfortunately,hewasdestinednottoseethesuccesshisproductwouldachieve.Candlerwasafirmbelieverinadvertising.HeprintedanddistributedthousandsofcouponsofferingacomplimentaryglassofCoca-Cola.Asmoreandmorepeoplesawtheadvertisementsandreceivedfreecoupons,theytriedtheproductandthentrieditagain.Anotherfunctionofadvertisingistoinduceconsumerstotrynewproductsandtosuggestreuse.In1888,therightstoCoca-CoAftermorepeopletriedthesoftdrink,likedit,andrequestedit,morepharmaciesboughttheproducttoselltotheircustomers.Stimulatingthedistributionofproductisyetanotherfunctionofadvertising.UntilthenCoca-Colahadbeensoldonlyatsodafountains.Oneofthemanyfunctionsofadvertising,though,istoincreaseproductusage.In1899,thefirstbottlingplantopenedinChattanooga,Tennessee.ThesecondopenedthefollowingyearinAtlanta.In30yearsthesefirsttwobottlingplantsincreasedto1,000with95percentofthemlocallyownedandoperated.AftermorepeopletriedthesoAswithanythingpopular,however,thereweremanyimitators,andthebattleagainstthesecompetitorshasbeencontinuous.Anotherfunctionsofadvertisingistobuildpreferenceandloyalty,andCandler’suseofaconstantandconsistentpromotionalcampaignhelpedtodothis.In1916,thefamousCoca-Colabottlewithitsdistinctivecontourdesignwasintroduced.ThishelpedidentifyCokeanddifferentiateitfromcompetitorstosuchanextendthatthebottlewasregisteredasatrademarkbytheU.S.PatentOffice.Aswithanythingpopular,howeInthemeantimethebottlehelpedmerchandisethecompany’sotherpromotionaleffortsandalsoassuredthepublicofthestandardizedqualityofCokewitheverypurchase.WeseefromthisbriefhistoryofthebeginningsoftheCoca-ColaCompanythatadvertisinghadmanyfunctions.Generallythesefunctionscouldbegroupedandcategorizedasmarketing,communication,andeducationfunctions,aswellaseconomicandsocialfunctions.Weshalldiscusseachofthesebriefly.Inthemeantimethebottlehel47CommunicationFunction

SocialFunctionEducationFunctionEconomicFunctionMarketingFunctionTheMajorFunctionsofAdvertising14CommunicationSocialEducati

MarketingFunction

Tomakemoney,companiesmanufactureandsellproductsthatcompeteinthemarketplace.Toincreasetheirsalesorprofit,companiesdevelopmarketingstrategyisdeterminedbytheparticularwaycompaniescombineandusevariousmarketingelements.ThismarketingmixincludesavarietyofoptionsknownasthefourPsandgenerallycategorizedundertheheadingsofproduct,price,placeandpromotion.Advertisingfallsinthepromotioncategoryanditspartofthepromotionalmixalongwithpersonnelselling,salespromotion,andpublicrelations----allofwhichareusedorwinacceptanceofthecompany’sproducts,services,orideas.

MarketingFunction

TomakemoAdvertisinginvolvespresentingthemessage,usuallythroughthemassmedia,toalargegroupofpeopleknowasthetargetaudience.Throughadvertising,thecostofreachingathousandpeopleinyourtargetaudienceisusuallyfarlessthanthecostreachingoneprospectthroughpersonalselling.AdvertisinginvolvespresentinForexample,tomakeapersonalsalescalloneveryfootballfanwhowatchedtheSuperBowlgamesinordertoselleachabottleofCokewouldbeunbelievablyexpensive.TheMcGraw-HillLaboratoryreportsthattheaverageface-to-facesalescallnowcostsacompanywellover$170.Ifwemultiplythatbythe100+millionpeoplewhowatchtheSupperBowl,thecostismind-boggling.However,youcouldbuya30-seceondtelevisioncommercialduringtheSuperBowlandtellthosesame100millionpeopleaboutCoca-Colaforonly$525,000.That’slotless.Infact,throughadvertising,youwouldbeabletotalktoathousandofthoseprospectsforonly$5.25-----about3percentofwhatitcoststotalktooneprospectthroughpersonalselling.Forexample,tomakeapersonaCommunicationFunctionAllformsofadvertisingcommunicatesomemessagetoagroupofpeople.Asacommunicationfunction,advertisinghaditsbeginningsinancientcivilizations.Mosthistoriansbelievetheoutdoorsignscarvedinclay,wood,orstoneandusedbyancientGreekandRomanmerchantsarethefirstformofadvertising.Sincethepopulationwasunabletoread,thesignsweresymbolsofthegoodsforsales,suchasabootforashoemaker’sshop.CommunicationFunctionAllformBecauseearlyartisanstookprideintheirwork,theyplacedtheirownmarksongoodssuchasthecutlery,cloth,andpotterytheyproduced.Thesetrademarksenablebuyerstoidentifytheworkofaparticularartisan,justastrademarksdotoday,thusassuringconsumersthattheyweregettingthefoodstheywanted.Todaythecommunicationofinformationisstilloneofthebasicfunctionsandobjectivesofadvertising.Examplesofadvertisingusedprimarilyforcommunicationareadsintelephonedirectories,newspaperclassifiedads,andlegalnoticespublishedbyvariousorganizationsandgovernmentbodies.BecauseearlyartisanstookprEducationFunctionPeoplelearnfromadvertising.Theylearnabouttheproductsthatareavailabletothem,andtheylearnhowtheycanbettertheirlives:Advertising,asaneducator,speedstheadoptionofthenewanduntriedand,insodoing,acceleratestechnologicaladvancesinindustryandhastenstherealizationofafullerlifeforall.Ithelpsreduceaccidentsandwasteofnaturalresources.EducationFunctionPeoplelearnButadvertisingmustbemorethaneducationaltobesuccessful.Itmustalsobepersuasivetomovepeopletoaction,whetherthatactionisthepurchaseofadifferentbrandofbreakfastcerealorregularattendanceatchurch.Thispersuasivenessusuallyhadlittleincommonwithimpartialityofeducation.WhateducationalfunctiondoyouthinkCoca-Colaadvertisingperformsorhasperformed.ButadvertisingmustbemoretEconomicFunctionBymakingpeopleawareofproducts,services,andideas,advertisingpromotessalesandtherebycommerceaswell.Asabuyer’sguide,itprovidesconsumerswithnewsofnewproductsorprices,anditgivesindustrialbuyersimportantinformationaboutnewequipmentandtechnology.Byinformingmanypeopleatonceaboutavailableproductsandservices,advertisinggreatlyreducesthecostofdistributionandeasesthetaskofpersonalselling.Thisleadstolowercostsandhigherprofits,whichcanbeinvestedinmorecapitalequipmentandjobs.EconomicFunctionBymakingpeoThefreedomtoadvertiseenablescompetitorstoenterthemarketplace.Thisencouragestheimprovementofexistingproductsandthedevelopmentofnew,improvedmodels.Theseactionstranslateintoincreasedproductivity,higherquality,andthedisappearanceofproductsthatdon’tmeasureup.Thus,asadvertisinginvitespeopletotrynewproducts,itacceleratesthesuccessofgoodproductsandthefailure