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Good evening, everyone. Welcome to the class of our sales and marketing course. Tonight, I’ll be talking about advertising. Different types of advertising can make your company or your organization more successful.
    Now, I’m not going to talk about the advertising media. There are various choices—radio, newspapers, magazines and of course, the Internet. It’s almost impossible to go into Google or Yahoo or whatever and not find advertising on almost every page.
    But, I’ll stress one thing. Advertising can be expensive, whether you are a small businessman or a multinational corporation. [151So it’s very important that what you spent on advertising is money well spent and that achieves your objectives. The ads must be "cost-effective". It is therefore essential to use the right "type" of advertising that makes it effective.
    There are several types of advertising, aiming to promote one or more, of the following things: brand name; company image; a product; a service or a group, like a manufactures’ association. But the common aim is that the advertiser wants to change or reinforce people’s attitudes or perception. For example, advertising to promote a brand name is designed to create and keep strong images in the customer’s mind of the product, not the company. But different types of advertising might be mutually exclusive. The important thing is that the objectives must be clear, mutually supportive, not contradictory. Our time is up and we will continue next time. Good night!