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Українські рефератиРусские рефератыКниги
НазваРозвиток рекламного бізнесу в сучасній Англії (реферат)
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РозділІноземна мова, реферати англійською, німецькою
ФорматWord Doc
Тип документуРеферат
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Реферат на тему:

 

“Розвиток рекламного бізнесу

 

в сучасній Англії”

 

(англійський текст з перекладом)

 

 

My research is dedicated to the development of advertising in Great

Britain. I ain absolutely convinced that this topic is actual nowadays

and needs detailed researches and, of course, improvements. Although

modem trade is impossible without advertising, a lot of people complain

that it is unnecessary, even a waste ot money, and that prices could be

cut if there was no advertising. This will be discussed in my further

work but at this early point it is useful to remind that the historical

and economic process is now taking place in the industrialising

countries of the 'South'. The extent of advertising marks the

development and prosperity of a country. At the same time advertising is

one of the most important sources of trade. Witliout it, producers

wouldn't be able to present their goods to a customer, and it would

minimalise the amount of sold production. Here one can see a contlict

between two general opinions. That's why I was encouraged to research

this topic and my main aim is to show the 'evolution' ol advertising

business in England, to try to detach its advantages and disadvantages,

its prospects in order to prove the importance of this type of business.

Some people tend to think tliat advertising is a result of disorganised

modem trade system. But it is not so. Advertising is as old as

civilisation and has long been used as the means of communicating the

need to buy or sell goods, even for the sale of slaves in ancient times.

In its style, it represents the society of the time. Advertising tends

to represent the economic progress of societies, and in this respect it

ranges Irom the sophistication of the industrialised world to the new

life-styles of developing nations. A nation's prosperity is reflected in

the extent to which advertising is used. Advertising belongs to the

modem industrial world and to those countries, which are developing, and

becoming industrialised. In the past when a shopkeeper or stallholder

had only to show and shout Ms goods to passers-by, advertising as we

know it today hardly existed. Pearly forms of advertising were signs

such as the inn sign, the redand-white striped barber's pole, the

apothecary's jar of coloured liquid and the wheelwright's wheel, some of

which have survived until today. The Institute of Practitioners in

Advertising definition says: 'advertising presents the most persuasive

possible selling message to the right prospects tor the product or

scrvice at the lowest possible cost'. Here we have a combination of

creativity, marketing research and economic media buying. Advertising

may cost a lot ot money but that cost is justified if it works

effectively and economically. A good advertising campaign is one which

is planned and conducted so that it achieves tlie desired results within

an acceptable budget. Many advertising campaigns cost millions of

pounds, but that is relative to the size of the market and the volume of

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