• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Describe a range of covert and overt advertising - Why do advertisers use these techniques to sell or promote goods and services?

Extracts from this document...


Melissa Ford 14th February 2003 Describe a range of covert and overt advertising. Why do advertisers use these techniques to sell or promote goods and services? There are many types of advertising, being either covert or overt, but all having a purpose for its use and many advantages and disadvantages to the advertisers who chose to use it. One of the most common types of advertising is PR (public relations) and can be a very vital part of an institutions' general impression to others. Having a PR can be very beneficial as the PR works to promote a positive image to the public and also limit the damage of any negative images associated with that institution. Although having a PR is very expensive, it can also be extremely helpful to ones career, for example, pop singer 'Britney Spears' was recently given a negative image by newspapers and magazines linking her with drinking habits and bad behaviour. ...read more.


Commercial television like ITV relies on its advertisers to fund them as they can only continue running if they keep getting advertisers, so therefore the advertising rates rise resulting in lack of new products, consequently making them chose an alternative route like commercial radio. Although commercial radio can have the same problem that television does, it is much cheaper. Radio has thought to have taken over television as it appeals to a young audience. Advertisers may chose to use the radio to advertise or promote its product as they are almost guaranteed an audience as those who drive home from work listen to the radio in their cars to either find out traffic information or just to keep them entertained. Some advertisers may chose to advertise in print, this being magazines, newspapers and flyers. For an advertisers they may chose this option as they will have a guaranteed audience who by that type of magazine, i.e. ...read more.


Although this kind of advertising is very expensive it can be very effective and thousands of people everyday pass billboards in their cars or wait at bus shelters with adshell. Cinema advertising is overt and is very expected from the audience when they go to see a film as they expect to see adverts and trailers before the film begins. To help with a film success, advertisers may decide to send the cinema extra things like cardboard cutouts, posters, flyers, etc. For advertisers this is good because they have a guaranteed audience as the consumers have paid for a ticket to come and see that film. Teaser trailers and regular trailers give the audience a taste of what the film will be about, giving a hint to its narrative and showing the films unique selling point. Advertisers may chose to show their teaser trailer at a film of a similar genre as then they are guaranteed an audience who will be interested by what they are seeing. Word Count: 1005 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Compare the ways in which advertisers use language and presentation to persuade readers to ...

    next time they see the logo they will be reminded of the advertisement or the company's name. Underneath the logo the advertisers have included a short memorable slogan, 'It's the feeling inside', so that it sticks into readers minds so that they are reminded of the advertisement or the company's name.

  2. Advertising is used to attract their target audience to advertise their products, and if ...

    After straightening with straightening irons, your style lasts, even in humid conditions." The language in the Lux shower gel advert is clear, descriptive and formal. This makes it easy to understand, as well as attractive to the reader. "It's the pearls..."

  1. Which Methods do advertisers use to sell their products?

    Advertisers use colour very cleverly in adverts to create an overall atmosphere and successfully 'set the scene' for their product. Moving Images In this section I shall be looking at the different methods advertisers use to publicise their products through television.

  2. Advertising techniques

    Slogan set against black with light grey and a vivid red and is placed bottom right hand corner where we finish looking at the article. SELLING TECNIQUES: Use of exotic, expensive car implies that buying these alloys will make your car look a lot better and will change it to something different.

  1. Advertising is necessary to let us know what is new.

    Not all adverts ignore black people and people form ethnic minorities though, some adverts will go out of their way to include black people in their adverts, examples of these are : 3.) The Malibu adverts, these are supposed to be set in the Caribbean so they feel they must include black people and ethnic minorities.

  2. Reading a TV commercial.

    The only difference is that this shot is focusing on their faces and their expressions rather than their dancing and their backgrounds. They are both wearing red and black and are dancing in unison. Their faces display a look of excitement and ecstasy made by the coca-cola product..

  1. Analyse a typical commercial break on evening TV - What techniques are used to ...

    the image of the girl and her father in a house makes people feel that this could be themselves in a natural situation. She refers to the television as big, which would strike a chord with her Dad because men tend to like big technical things.

  2. Choose two adverts from the Levi's campaign and analyse the techniques used to sell ...

    The greater the similarities are between the character and the target audience the more effect the adverts have on them. The Levi's adverts tend to be long so the viewers can project themselves into the advert and identify with a character more than a shorter length advert.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work