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Methods of advertising in the Czech Republic

Introduction

The purpose of this report is to outline the positive and negative aspects of two different forms of advertising that are quite characteristic of my country. Had it not been for a limited amout of methods we were to choose, I would certainly have chosen more than two, as there is a wide range of ways to draw people's attention to a particular commercial product, varying in their inventiveness, ingenuity and creativity. Personally, I am in favour of radio advertisements and TV commercials whose effectiveness this report will consider.

Radio advertisements

Listening to a radio has always been a time-effective method of obtaining up-to-date information as well as absorbing stories, fairy tales and some other entertaining programmes without having to dedicate yourself only to a radio. The companies of the advertisements know this piece of valuable information perfectly well and they are bright enough to capitalise upon such a golden opportunity to apply some of their commercials to radios. People are in most cases unaware of the effect of these attraction-catching sources on people's thinking, especially when it comes to radios, but if we took a closer look at that, we would discover that these advertisements heard in a radio impress themselves on our mind the same way as, for example, a TV does, and the moment we are making up our mind to buy something in a shop, we automatically prefer the products we are already familiar with from the commercials. And it always works on the same basis – to encounter the advertisements somehow. Another considerable advantage is that without funds raised from advertising, it might end in a total failure for the small radio companies and therefore, there would be very few channels at our command.

Considering the issue from a different point of view, it should be noted that the main purpose may not be accomplished when people are too taken up with other simultaneous activities, considering the radio to be only a background. Then, unsurprisingly, the advertisements have no effect whatsoever and additionally, they are very costly.

Mailshots

Highly controversial method of advertising which causes intense and great annoyance among the receivers is undoubtedly sending mailshots. Nowadays, it is very popular with the companies who are willing to sacrifice an absurdly high sum of money to take up the first position in economic market. It is hardly surprising that if one received one mailshot per every four mails, everyone would become irritated.

As far as its effectiveness is concerned, every now and then mailshots can prove very helpful and useful. Some of this kind are likely to provide you with a inviting and advantageous offer unless it is an exemplary case of junk mail. Consequently, this advertising medium is rather effective when a question of expenses is taken into account – which is, in most cases, quite acceptable for companies; however, it is a considerable source of irritation to most people.

Recommendations

To avoid an unnecessary indignation, I would recommend reducing an excessive amount of mailshot which would certainly please potential customers. In addition, it would be reasonable to decrease the length of advertisements in radio, because it would not only be less annoying, but all the expenses would also become smaller and money would be far more effectively spent.