Advertising is a paid-form of presentation or promotion of goods and services.It is non-personal in nature, and the promoter must be identified. Advertising’s role is to create a positive image of a product or service by influencing the behavior of target customers.
When setting up an advertising campaign, you must make a choice on:

Form

National: advertising a copyrighted product or service across the national

footprint. Identifies brand name and emphasizes national presence.

Retail: advertising by outlet emphasizing image and variety.

Direct： advertising directly to customers to avoid middlemen and

response: delivery costs.

Advocacy: public communication that uses a perspective on a recognized

controversial issue.

Style

Humorous: light-hearted.

Comparative: compares one product to another, highlighting strengths and

benefits over a competing product.

Emotional: creates a mood, arouses feelings, tries to meet psychological needs.

Lifestyle: associates brand/product/service with the way people live and work.

Testimonial: affidavit of support by a customer or celebrity.

Reason why: touts the benefit and necessity of a product to avoid adverse

situations.

Slice of life: typically focuses on an average family and everyday or common setting.

Media

Television: most expensive, audio-visual impact, reaches a mass audience,

easily and effectively targeted based on well-known viewer

demographics.

Newspaper: most widely used medium, rapid and flexible coverage, ads easily

changed, less expensive than television. Short attention span,

poor reproduction quality, usually no color, not easily targeted.

Direct mail: less expensive than TV or newspaper but higher advance costs,

audience easily selected, demographics of percentage of serious

recipients can be predicted in advance.

Radio: fairly inexpensive, mass audience, audiences are largely segmented

and easily targeted. Only audio, brevity doesn’t allow for educating

viewers about complex products, audience less attentive.

Magazine: relatively inexpensive, huge variety provides a high level of market

segmentation, lots of space for detailed product information,

excellent graphical reproduction, long life span, repeat exposure to

multiple readers. Not quickly modifiable, long lead time before

printing, no guarantee of placement within the magazine.

Outdoor: inexpensive, little competition for customer attention, high repeat

exposure. Limited information, little control over target audience.

Internet: potential mass audience, but no control and little targeting capability.

Difficult to control reader’s attention, some delivery problems.#p#

　　中：

广告是一种有偿的产品和服务推介或促销形式。一般不是个人行为，做广告者的身份必须在广告中显示出来。广告的作用是通过为一种产品或一项服务创造一个正面积极的形象来影响目标消费者的行为。要进行广告宣传活动，首先选定以下项目。

形式

全国：在全国范围内广告宣传受版权保护的产品或服务。标明品牌名称，并强调全国性。

零售：通过经销商来做广告，强调产品的形象及种类。

直接反应广告：直接向消费者宣传从而避免中介和支出运送费用。

辩护：就公认有争议的话题的一个方面，进行公开辩护和鼓吹。

风格

幽默：轻松自然。

对比：把某产品与其他产品相比较，重点突出所宣传产品的优势和特点

感情色彩：制造一种情绪，唤起人们的情感，尽量去满足人们的某种心理需要。

生活方式：使品牌/产品/服务与人们的生活和工作的方式联系起来。

推荐： 消费者或名流的强力推荐。

广而告之的原因：以宣传产品优点及其必不可缺之重要性来招揽顾客，避免陷入不利的局势之中。

贴近生活： 主要是把焦点集中在普通家庭、日常生活或普通环境之中。

传播媒介

电视： 花费最高，有视觉听觉冲击，吸引大量观众。由于更直观，更形象，电视广告更容易更有效地被关注。

报纸：最被广泛运用的媒介，快速和灵活的报导，广告易更换，花费比电视广告低廉，但受到关注的时间短暂， 重现的机会小，它们通常不是彩色的，不容易受到关注。

直接邮寄：花费比电视及报纸少，但预支费用较高，目标对象较易被选上，可以事先预测受众所占的比例。

广播：花费相当少，有大量的听众，听众较分散，并且容易被锁定。但广播广告只是一种对听觉的刺激，其简洁明了 的要求难以制作复杂产品的广告，听众在收听时不会全神贯注。

杂志：费用相对低廉，杂志分类的繁多提供了一个高标准的市场分割，有大量的空间介绍有关产品的详尽信息，可以通过漂亮的图表宣传产品，宣传效果长久，可以对不同读者进行重复宣传。由于不能快速地变更，在下一期印制出来前，前一期占据着很长时间，所以杂志中一般没有刊登位置安排的保证。

户外宣传：花费低廉，在吸引消费者注意力方面几乎没有外来竞争，高度重复的宣传，但所宣传的信息量有限，对目标对象没有控制能力

互联网/因特网：具有大量的潜在浏览者，没有锁定目标的和控制目标的能力，难以控制浏览者的注意力，存在一些信息传送方面的问题。