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It goes without saying that it is not enough to produce or manufacture goods or organize some services. To have successful business one should build marketing strategy in order to choose right ways of promotion. TV is the most popular one. The well-known role of television is to represent and reflect main idea of patriarchy as a modern western culture. While representations of women on TV underwent many changes, we want to ask how much that idea has changed behind the more contemporary role of women.
TV is considered by many people to be the most 'real' form of media. That is why it is essential for us to ask how real the TV represents the modern women and how it affects the audience. Among the most popular and probably also influential kinds of TV programs are advertisements and soap operas. One of the most popular and often shown products of television is Advertising. A person spends one and a half years of his life watching the advertising. And thats why, taking into account the duration of time we are spending watching the advertising it must affect us greatly.
It is especially important for women who are the housewives, they look TV very often and then buy with pleasure all the goods they saw on TV for their house. They like to watch the stories about themselves. Paul Tower studied of women in advertisements. He found out that women were seven times more often appear in products of personal hygiene advertising. 75 % of all adverts using females were for products used to clean the bathroom or kitchen, 56 % of women in adverts were shown as domestic housewives and only eighteen different occupations were shown for women, in comparison to forty three for men. Very often, almost in every advertising about the soap or clean powder we see married woman with several children, and obsessed with cleanliness and alpine fresh scents.
Really, the housewife is always shown cleaning, washing and in the best cases cooking. She recognizes that to clean the house is her primary an only job, and she does it smiling, showing that this product is the best hand of help for her. This way of advertising is considered as the most effective for well-known reasons. The TV allows to show the advertising to the greatest quantity of people, TV advertising renders strong emotional influence cause sight and hearing of the person are involved simultaneously as against other kinds of advertising where the person either sees (magazines, posters, newspapers, leaflets) advertising or hears it (radio advertising).
The main drawback of such advertising is its price. It is very expensive. Its price depends on the time of a day (the price on advertising in the evening is much higher as the basic quantity of people watch TV after work), on day of the week (the days off and holidays naturally cause the increase of the prices), and certainly, from a TV channel on which you wish to give the advertising. The next way that is rather new is email marketing.
Unfortunately, while implementing an advertising campaign we concentrate the basic attention only on banners forgetting about other means. One of such means is E-mail (e-mail). Its opportunities and advantage are listed below. First, it is an operative and cheap channel to partners, colleagues, clients, dealers, branches, etc. It is effective inside the country, but especially for communication with abroad. The usual electronic letter will reach the addressee in any country for seconds or minutes and will cost very little money.
It is possible to use it for transfer of the information, the documentation, drawings, figures, video and audio materials, for practically instant exchange of opinions, the actual information (for example about change of the prices or an exchange rate or actions, duties or taxes, etc. ). If to count up the cost of the postage, papers, telephone conversations and to compare it to the cost of unlimited using on time all the Internet services and to take into account the increase of the efficiency and an overall performance, the direct economy of means is obvious to many firms. There is also another side: if you do not have e-mail, you cannot communicate with you your potential partners, clients through it. And it is an essential minus for every business man. Abroad the e-mail address on the visiting card is no longer a feature of prestige but a natural attribute of the everyday life. Secondly, e-mail is the cheap, operative and convenient channel of reception of the various special information for work and professional growth In the Network now the huge quantity of the information can be received free-of-charge on a subscription through e-mail.
These are press releases, the newsletters, the specialized lists of dispatch covering set of interests, in particular reviews both separate sectors of the markets, and separate kinds of production, etc. Every day many people check their e-mails in order to receive news. Thats why it is perfect reliable method of promotion that is rather widespread in modern marketing. The next way to increase the popularity of the product is to create a brand. The brand is the registered distinctive sign of a firm and its production. It is an appropriate sign that is associated with the name of a firm and easily remembered.
Only the certain company can use this trade mark. Certainly this image is thought out for the consumer. It should be easy to remember, bright, not repellent (negative images are used in unusual cases) and desirably corresponding to the name of the company (if it is an image). Conformity or discrepancy of the name and the trade mark can strongly affect the popularity of the goods at the consumer. But if the brands quality of production does not correspond to standards, advertising cant help increase the demand for these goods has been well made and thought over. All these ways of promotion are effective, so the task of every business man is to study them carefully and choose the right way for his business.
Bibliography Brown, M. E (1994): Advertising - The pleasure of resistance. London: Sage Gunter, B. (1986): Television and Sex Role Stereotyping. London: John Libbey
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