Advertising and promotional activities. Lecture notes: briefly, the most important

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Lecture notes, cheat sheets
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Advertising and promotional activities. Lecture notes: briefly, the most important

Lecture notes, cheat sheets

Directory / Lecture notes, cheat sheets

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Table of contents

Introduction
History of advertising development
Federal Law "On Advertising"
Inappropriate advertising
Advertising media
Advertising media elements
TV and radio advertising
Press advertising
Printable advertisement
Outdoor advertising
Advertising on transport
Internet advertising
Features of advertising and marketing in the bank
Features of financial and social advertising
Branding
Advertising agency and its functions
Advertiser and product
Planning of advertising work at the enterprise
Advertising campaigns
Planning and models of advertising campaigns
Campaign Goals
Stages of effective advertising communications
Advertising Marketing
Promotional Marketing Sequence
News in an advertising campaign
PEST analysis
Advertising impact models
Media planning in the structure of providing advertising impact
Target audience of the advertising campaign
Making a purchase decision
communication effects. Rossiter Matrix - Percy
Communication models (strategies)
Advantages and disadvantages of individual media as advertising carriers
Technical characteristics of media
Media Audience Measurement Methods
Advertising performance metrics
Positioning in advertising
Advertising effectiveness evaluation
advertising wear phenomenon
Form style
Advertising design
Search for a creative idea
Basic principles and techniques for building an advertising composition
The use of color in advertising
Attention
Imaginary communicator model
Stereotypes of roles, games in advertising
Suggestion effect in advertising
25th frame effect
Writing an advertising text in terms of psychological personality types
Advertising in the system of integrated marketing communications (IMS)
Publicity
Sales promotion
Personal Selling
Public Relations (PR)
PR communication
PR events
Work of the PR department with the media
Rules for creating a successful advertising message
How to force to buy the advertised product
Hidden Marketing

1. Introduction

Advertising - disseminated in any form, by any means, information about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite circle of persons and is designed to form and maintain interest in these individuals, legal entities, goods, ideas and undertakings and promote the sale of goods, ideas, initiatives.

The term "advertising" comes from lat. the words "reklamare" - shout loudly, notify.

2. In advertising depending on its purpose the following varieties are distinguished:

- a commercial;

- non-commercial (political and social advertising);

- advertised object.

- advertising services;

- advertising of goods;

- audiences:

- business or business advertising (mainly informational);

- consumer advertising;

- the nature of the impact:

- mass;

- individual;

- territories:

- local (local);

- regional;

- national;

- international;

- impact intensity:

- aggressive;

- non-aggressive;

- Compliance with advertising legislation:

- legal;

- illegal.

The most common forms of advertising are:

• press advertising:

- advertisements;

- articles;

- reviews;

• printable advertisement:

- directories;

- prospectuses;

- booklets;

- posters;

- leaflets;

- posters;

- calendars;

- Greeting Cards;

• audiovisual advertising:

- promotional films;

- video films;

- slide films;

- commercials;

• television advertisement:

- television films;

- television commercials;

- TV screensavers;

- TV reports;

• radio advertisement:

- radio announcements;

- radio commercials;

- radio magazines;

- advertising radio broadcasts.

• Exhibitions:

- international;

- national;

- permanently operating;

• direct mail:

- advertising letters;

- promotional materials;

• outdoor advertising:

- billboards;

- advertising banners and streamers;

- illuminated signs;

- electronic scoreboards and screens;

- company signs;

- pointers;

- advertising on transport;

- window showcases;

- advertising and information design of facades;

• computer advertising:

- computer information;

- banners, etc.

2. History of advertising development

Learning from books - effectively, economically.

Reading books is prestigious, modern, profitable.

Knowledge is also capital, which is always with you.

Shevchuk Denis

Smart people live longer. The mortality rate of people with a high level of education is four times lower than that of people with little education.

Manager - hired manager, boss! If you do not have a single subordinate - you are not a manager, but a maximum specialist!

1. The ads started popping up long before ad:

• the prototype for the appearance of display advertising was:

- ancient ornaments;

- drawings;

- tattoos;

• source of branded advertising:

- brands used to mark cattle and slaves;

- trade marks of masters;

- the prototypes of political advertising were:

- statues;

- sculptures of famous people.

2. The first advertisements vaguely reminiscent of modern advertising, appeared in Ancient egypt и Ancient Greece. The announcements were very simple and were mostly informational. The material (or place) for their placement was:

- papyrus;

- stone;

- the wall of the house.

Advertising during this period was different:

- lack of system;

- episodic;

- lack of legal regulation.

В Ancient Rome advertisements began to be placed on walls specially built for this purpose - "ambusah" (City authorities tried to restrict writing advertising on the walls of residential buildings). Also used for advertising:

- wooden boards;

• copper plates.

Julius Caesar ordered the current decisions of the Senate to be posted in public places, a. Augustus Caesar ordered in places of mass congestion of people on the walls (ambuses) or special boards to regularly reflect the secular chronicle and place announcements of a private nature.

3. In the Middle Ages the institution of heralds and messengers appeared, some of them could accept applications from the population. Has acquired a wide scope of oral advertising:

- street barkers;

- peddlers;

- wandering artisans;

- merchants;

- messengers.

This advertisement was distributed in places of constant supply of goods and services (bazaars, inns, etc.).

A new profession appears - the collector and peddler of news. Later, the first advertising bureaus appear. The first information office appeared in Venice in 1530 Mr.

The revolutionary invention of that time was the Gutenberg printing press.

In 1630, the first newspaper "Gazett" appeared in France it also contained advertising information.

In the XI - XII centuries. spread heraldry, within the framework of which the principles and rules for the use of images in signs and coats of arms were stipulated. Often, disputes were referred to the courts and even brought to the royal level. In fact, heraldry has become the prototype of modern trademarks.

4. In Western Europe, advertising fever began at the end of the XNUMXth century. Initially, the agencies were engaged only in buying and reselling advertising space, the text was provided by the client. The first agency working on the text of the advertising message and conducting advertising campaigns is considered to be an agency "Ayer and Sons"based in November 1890, XNUMX

Advances in science and technology have stimulated the development of the advertising industry:

- the first radio advertisement went on the air in the 1920s;

- the first television advertisement - in the 1930s.

The ubiquity of television and radio advertising began after the end of World War II, when mass production of radios and televisions was established.

In the modern era, the main sources of advertising are:

- TV;

- outdoor visual advertising;

- The Internet.

Traditional forms of advertising - print, radio advertising are gradually losing their positions.

5. The origin of advertising in Kievan Rus attributed to X - XI centuries Russian merchants resorted to various methods of offering their goods, making extensive use of barkers and peddlers. The production of popular prints - sheets with certain information transmitted in pictures - has become widespread. Veliky Novgorod became the center of "bast culture".

The first Russian printed advertising appeared in the XNUMXth century. in "Vedomosti" of Peter I. Advertising texts of that time were of a reference, business nature.

In the XNUMXth century Advertising in Russia has gone beyond print media. She began to stir:

- on round pedestals installed in various parts of the city;

- on horseback;

- in trams.

"Voice advertising" became widespread, usually carried out by teenagers who loudly shouted out the names and prices of goods, as well as the latest news, at intersections and other crowded places.

Specialized offices and bureaus begin to appear. The most authoritative advertising agency of the XIX century. was the central office of announcements of the trading house "Metzel and K0", which appeared in November 1870, XNUMX

After 1917, advertising was monopolized by the state.

Centralized advertising agencies appear:

- "Reklamtrans";

- "Connection";

- Promreklama;

- "Mostorgreklama".

In the late 20s - 30s. Soviet advertising actually merged with propaganda. Most posters and other advertising products addressed to the mass consumer began to contain ideological features. This situation continued until the late 50s and early 60s.

In the 60s - 80s. Soviet advertising gradually began to approach the world standards accepted at that time. At the same time, its distinguishing features were: •less prevalence than in Western countries;

- the practical absence of commercial and television advertising;

- simplicity;

• use of old, traditional forms;

- posters;

- booklets;

- newspapers;

- advertisements in public transport.

A significant problem in the advertising business of the 1980s. was the difficulty of introducing new advertising products. To launch an advertisement for a new product, it was necessary to collect signatures from many authorities. This made the development of advertising in the USSR very difficult, and contributed to its lagging behind the advertising of the developed countries of the West.

Since 1991, the rapid growth of the advertising business in Russia has begun. The volume of advertising in the media is growing rapidly, since 1995 there has also been a rapid growth in regional advertising markets. Specialized advertising publications and professional agencies begin to appear. The demand for such professionals is on the rise.

In 1995, the Federal Law of July 18.07.95, 108 No. 02.11.2004-FZ "On Advertising" (as amended on November 10, XNUMX) was adopted, designed to regulate relations in the advertising market. About XNUMX years have passed since the adoption of the Law. Due to the fact that the advertising market is constantly evolving, there is a need for more and more improvement in advertising legislation.

3. Federal Law "On Advertising"

1. Federal Law No. 18.07.95-FZ of July 108, 02.11.2004 "On Advertising" (as amended on November XNUMX, XNUMX) (hereinafter referred to as the Law) governs relations arising in the process of production, placement, distribution of advertising in the markets of goods, works and services.

The aims of the Law are:

- protection from unfair competition in the field of advertising;

- prevention of inappropriate advertising capable of:

- to mislead the consumer;

- harm his health, property, environment, dignity and reputation;

- violate public interests and moral principles.

The law does not apply:

- for political advertising;

- announcements of individuals not related to entrepreneurial activities.

2. Basic concepts of the Law:

- advertisement - Information disseminated in any form, by any means about an individual or legal entity, goods, ideas and undertakings, which is intended for an indefinite circle of persons and is designed to form or maintain interest in organizations, goods, services, etc.;

• inappropriate advertising - unscrupulous, unreliable, unethical, deliberately false and other advertising, which violates the requirements for its content, time, place and method of distribution;

• advertiser - a legal or natural person who is a source of advertising information for the subsequent production, placement and distribution of advertising;

• advertising producer - a legal or natural person who carries out full or partial reduction of advertising information to a form ready for distribution;

• advertising distributor - a legal or natural person that carries out the placement and distribution of advertising information by providing and using technical means of television and radio broadcasting, communication channels, airtime, etc.;

• consumers of advertising legal entities and individuals to whose attention advertising is brought or may be brought, which may result in the impact of advertising on them.

3. Basic requirements for advertising in the Russian Federation:

- advertising should be recognizable without special knowledge and technical means, regardless of the form in which it is presented;

• advertising on the territory of the Russian Federation may be distributed in Russian and additionally in the state languages of the republics and native languages of the peoples of the Russian Federation;

- it is not allowed to advertise a product released without a license, if one is required, as well as advertising of goods prohibited for production;

- advertising of goods subject to mandatory certification must be accompanied by a message about it;

- the use of intellectual property in advertising is permitted only in the manner prescribed by law;

- advertising should not induce violence, aggression, incite panic;

- advertising should not encourage actions that violate environmental laws.

4. Inappropriate advertising

1. Inappropriate advertising - unscrupulous, unreliable, unethical, deliberately false and other advertising, which violates the requirements for its content, time, place and method of distribution established by the legislation of the Russian Federation.

В Russia banned inappropriate advertising. Its use is a violation of the laws of the Russian Federation.

2. unscrupulous is an advertisement that:

- discredits legal entities and individuals who do not use the advertised goods;

- contains incorrect comparisons of the advertised product with the product (s) of other legal entities or individuals, and also contains statements, images that discredit the honor, dignity or business reputation of a competitor (competitors);

• misleads consumers about the advertised product by:

- imitation (copying or imitation) of the general design, text, advertising formulas, images, musical or sound effects used in advertising of other goods;

- abuse of the trust of individuals or their lack of experience, knowledge, including due to the lack of essential information in the advertisement.

3. unreliable is an advertisement that contains false information regarding:

- product characteristics such as:

- nature;

- compound;

- method and date of manufacture;

- appointment;

- consumer properties;

- conditions of use;

- availability of a certificate of conformity, certification marks and marks of compliance with state standards;

- quantity;

- place of origin;

- availability of goods on the market, the possibility of its acquisition in the specified volume, period of time and place;

- cost (price) of goods at the time of distribution of advertising;

- additional payment terms;

- delivery, exchange, return, repair and maintenance of goods;

- warranty obligations, service life, expiration dates;

- exclusive rights to the results of intellectual activity and equivalent means of individualization of a legal entity, individualization of products, works or services performed;

- rights to use state symbols (flags, emblems, anthems), as well as symbols of international organizations;

- official recognition, receiving medals, prizes, diplomas and other awards;

- providing information on how to purchase a complete series of goods, if the product is part of a series;

- results of research and testing, scientific terms, quotations from technical, scientific and other publications;

- statistical data, which should not be presented in a way that exaggerates their validity;

- references to any recommendations or to the approval of legal entities or individuals, including outdated ones;

- use of terms in superlatives, including by using the words "most", "only", "best", "absolute", "only", etc., if they cannot be documented;

- comparisons with other goods (goods), as well as with the rights and status of other legal entities or individuals;

- references to any guarantees to the consumer of the advertised goods;

- the actual size of demand for goods;

- information about the advertiser.

4. Unethical is an advertisement that:

• contains textual, visual, audio information that violates the generally accepted norms of humanity and morality by using offensive words, comparisons, images in relation to:

- race;

- nationality;

- professions;

- social category;

- age group;

- sex;

- language;

- religious, philosophical, political and other beliefs of individuals;

• denigrates:

- objects of art constituting a national or world cultural heritage;

. state symbols (flags, emblems, hymns), the national currency of the Russian Federation or another state, religious symbols;

- any natural or legal person, any activity, profession, product.

5. Knowingly false is an advertisement with the help of which the advertiser (advertising producer, advertising distributor) deliberately misleads the consumer of advertising.

6. Hidden advertising has an effect on the perception of the consumer, which is not realized by the consumer, including through the use of special video inserts (double sound recording), and other methods.

The law may also establish other types of inappropriate advertising.

5. Advertising media

1. Advertising medium - information techniques and material media that serve to convey advertising information to the consumer and provide the necessary effect from the advertising impact.

Advertising media is divided into 2 parts:

- message (its content and form);

- technical carrier of the advertising message (magazine, television channel).

2. Advertising media are classified:

• influencing the senses - for advertising media:

- visual;

- sound;

- visual-sound;

• relation of the carrier of advertising information to the advertised object:

- demonstration (when advertising media directly demonstrate an object, for example, cars in a car dealership);

. visual and verbal (advertising media depict and describe the object);

- demonstration-graphic (combine everything - both demonstration and visual means).

6. Elements of advertising media

1.Advertising media contains 2 groups of elements:

- basic (text, image);

- secondary (light, sound, font, etc.).

In modern advertising текст advertising message and the image predetermine the effectiveness of the entire advertising medium.

2. Promotional text it should be:

• specific (must necessarily contain the main idea and work on its memorization);

- logical (a clear chain of arguments in favor of purchasing the product should be built in the text, and the subsequent argument should follow from the previous one);

- short (a person's attention to the message, especially if he is not too interested in the product, is attracted for a short period of time, during which it is necessary to explain why this product must be purchased);

- original (contain something that makes the message stand out from the rest and is easy to remember).

A well-designed advertising text must comply with syntax rules (regulating the meaning and ratio of parts of the advertising text).

3. Picture is a visual addition to the text or an independent element of advertising media (i.e. given without text).

Image tasks:

- to draw attention;

• arouse interest;

- demonstrate the appearance of the product and its advantages;

- explain the text of the advertisement;

- make the text more memorable, create a visual image of the advertised product.

The image can be made in the form:

- photograph;

- drawing (painting, graphics);

- cinematography, etc.

7. TV and radio advertising

1 • Currently, the most common types of advertising are television and radio advertising. These types of advertising are most effective for the following reasons:

- the prevalence of radio and television (available in almost every home);

- frequent use of radio and television by consumers (almost daily people watch television or listen to the radio);

- mass audience;

- the great possibilities of radio and especially television to transmit sound and image, influencing the consciousness and subconsciousness of consumers.

2. At the same time, these factors make the consumer unprotected from massive advertising and information impact, especially in the era of commercialization of radio and television. Because of this, it becomes necessary to limit the advertising impact in radio and television programs. These restrictions are set by law.

So, in radio and television programs it is not allowed to interrupt with advertising and combine with advertising (including the "creeping line" method):

- children's, educational and religious programs;

- radio shows and feature films without the consent of the copyright holders;

- live broadcasts, the list of which is established by law.

In radio and television programs that are not registered as specializing in messages and promotional materials, advertising should not exceed 20% of airtime.

Distribution of the same content advertisement of the same product or advertisement about the advertiser should not be carried out more than 2 times with a total duration no more than 2 minutes during an hour of air time radio and television programs on the same broadcast frequency (for more details, see Shevchuk D.A. Advertising: Lecture Notes. - Rostov-on-Don: Phoenix, 2007).

8. Advertising in the press

1. Press advertising - advertising published in the periodical press. It can be divided into 2 parts:

- direct advertising (advertisements);

- indirect advertising (articles, reports, etc.).

Advertisement - a message placed in the periodical press, usually paid, with the aim of inducing the consumer to purchase certain goods, services, to take actions.

The elements of an advertisement are:

- advertising title;

- main text part (in smaller font);

- illustration;

- tagline;

- address, telephone.

Articles and other publications - material written in the form of a report - an overview of the activities of the enterprise, interviews with its leaders and consumers.

2. Features of advertising in the press:

- wide readership;

• periodicity (a daily newspaper has an extremely short period of life, a monthly magazine has an incomparably longer one. A daily newspaper allows you to: publish an advertisement on a specific day, ensure that the advertising message is repeated many times, make it relevant. The magazine provides advertising to a group of readers (it can be passed on to friends, acquaintances) , can be stored for more than one year);

- the possibility of color impact (one-color publications are more suitable for the information type of goods, and multi-color ones for transformational ones, where you need to create a vivid visual image);

- the ability to choose the location of the advertising message, since the reader concentrates the most attention:

- on the cover;

- editorial column on the first page;

- in the upper right corner on the right page in the spread.

In printed periodicals that do not specialize in messages and promotional materials, advertising should not exceed 40% of the volume of one issue of a periodical printed publication.

9. Print ads

1. Print ads - a means of advertising made on printed materials specially made for advertising purposes, which are not periodicals, and designed primarily for visual perception.

2. The most common types of advertising printed products are:

• catalogue- a printed publication, designed in the form of a book or brochure, containing a list of a large number of goods, compiled in a certain order. The catalog must meet the following requirements:

- goods must be presented in a large assortment, their description must be given in a certain order and must contain the size, weight, price and photograph of each item;

- it is desirable to attach reviews about the goods of competent persons;

- it is better to print on high quality paper, as catalogs have a long service life;

- provide catalogs with subject indexes for ease of use;

• Avenue - an advertising medium that advertises a product or a group of products belonging to one product category. It provides more detailed information about each product, it is also well illustrated and well printed. Prospectus types:

- prospectus-letter (the text is placed on the first page, the prospectus itself is placed on the rest);

- prospectus with product samples (except for the description, the consumer himself can verify the quality of the product);

- a prospectus with excerpts from the catalog (it is an order card with excerpts from the catalog);

- prospectus-brochure (contains a very detailed description of only one product);

- booklet - an edition that is not bound, and the reduction in size occurs due to repeated folding into an "accordion". Designed for short-term use and in most cases for a single reading;

- packing - a paper (or other) shell that saves the goods. In addition to the function of preserving goods, packaging has a great promotional value. Its task is to attract the attention of the consumer. Packing requirements:

• visibility among others (originality, non-standard packaging, use of color, box size);

- the possibility of transmitting verbal information (it should be well read, the text should not be ambiguous, it should contain graphic elements);

- prestige of packaging (expensive packaging can be a decisive factor for a purchase, all other things being equal).

10. Outdoor advertising

1. Outdoor advertising - means of advertising, designed primarily for the visual perception of the image of the product in visited places.

Types of outdoor advertising:

- billboard;

- poster;

- banner;

- illuminated signs;

- electronic screens;

- company signs, etc.

2. Outdoor advertising must meet the following requirements:

- to attract attention;

- provide a high frequency of contacts;

- contain a minimum of information;

- be perceived for a limited time of contact.

3. Distribution of outdoor advertising in urban, rural settlements and other territories is allowed with the permission of the relevant local government, agreed upon:

- with the relevant motor road management authority, as well as with the police authority authorized to exercise control, supervisory and licensing functions in the field of road safety, in the right of way and the roadside zone of motor roads - outside the territory of urban and rural settlements;

- the militia body authorized to exercise control, supervisory and licensing functions in the field of ensuring road safety in the territories of urban and rural settlements;

- by the relevant railway authority - in the right of way of the railways.

Distribution of outdoor advertising by installation on the territory (including on the territories of cultural monuments, ritual objects, protected natural complexes), building, structure and other object, as well as determining the amount and procedure for paying a fee for the distribution of this advertising are carried out on the basis of an agreement with the owner or with a person possessing real rights to property, unless otherwise provided by law or contract.

11. Advertising on transport

1.Advertising on transport includes the placement of information both on the outer surfaces and inside the vehicles.

There are 3 types of advertising on transport:

- outdoor advertising posters and any outdoor advertising design of a public vehicle;

- intrasalon advertising posters, running line, public address announcements;

- billboards, posters, tickers and public address announcements carried out at railway and bus stations, airports, subways, etc.

2. Distribution of advertising on vehicles is carried out on the basis of agreements with the owners of vehicles or with persons possessing property rights to vehicles, unless otherwise provided by law or contract with respect to persons possessing property rights to this property.

Cases of restriction and prohibition of distribution of advertising on vehicles for the purpose of ensuring traffic safety are determined by the authorized bodies, which are entrusted with control over traffic safety.

3. Positive aspects of using advertising on transport:

- attracts attention, as there are few other irritants in transport;

- clearly visible, easy to read;

- affects the target audience continuously throughout the day (while public transport is running);

- coverage of public transport is almost the entire city and suburbs.

4. Negative aspects of advertising on transport:

- can distract drivers and contribute to traffic violations;

- worse perceived at certain times of the day (morning and evening).

12. Internet advertising

1. Use of the Internet as a means of advertising most often occurs in the form:

- attracting visitors to the site in order to get acquainted with information about the company and its products;

- placement of advertising information on publicly visited sites',

- search for consumers of products among the Internet audience.

2. Banner - an ad on the Internet. It is a rectangular graphic image placed at the top or bottom of the site page. Banner elements are:

- text box (text message on the page);

- graphic insert (picture-hyperlink);

- hyperlink (sometimes with additional, more detailed information about the site).

3. Positive aspects of using the Internet as an advertising medium:

- flexibility in conducting an advertising campaign (since it is easy to track the movement of target consumers and make appropriate adjustments);

- the ability to create high-quality and original advertising;

- relatively affordable prices.

Examples of websites of the INTERFINANCE company in the field of consulting:

http://www.deniskredit.ru

http://www.denisshevchuk.narod.ru

http://www.interfinance.ru

Negative aspects of the Internet as an advertising medium:

- narrow audience;

- small technical coverage;

- paid access.

13. Features of advertising and marketing in the bank

The word "m"аRketing" (emphasis on the first syllable) means in translation from English active work, action in the market.

Marketing - pronounced in English. [mаkathine], stress on the 1st syllable, "r" and the last "g" are not pronounced.

МаRketing is a type of human activity to satisfy needs through the exchange of goods.

Marketing is a theoretical and practical system aimed at

for the development and production of new products, taking into account the market situation

and changing the needs of people in order to obtain the maximum

profit by satisfying needs.

In the formation of today's Russian banking mаIn marketing, a lot is taken from the experience of Western financial organizations. However, the directions of marketing policy, as a rule, are determined by the demand for certain banking products: mortgages, car loans. Today, the interest of clients is gradually moving away from deposits to non-banking instruments, and banks have to adapt to this. They are more retrained to work with funds, lending, maintenance of utility bills, mobile systems.

Increasing competition in the market has become the main incentive for banks to invest in financial marketing (Denis Shevchuk). Most credit institutions have almost the same product range today, so it is possible to get ahead only through a well-built marketing policy. It allows you to know as accurately as possible the clients the bank focuses on and their needs, adjust existing offers in time, introduce new products.

Depending on the tasks ahead, time and other factors, field and desk research can be carried out both by the relevant departments of the bank and by external organizations. As a rule, external organizations are involved in conducting research on representative samples.

According to experts, in order to adjust the marketing policy for the territory, regional branches also use the analytical reviews of the Central Bank. Banks use the information that customers provide when obtaining a loan to analyze their lending activities, its activity, and the relevance of certain types of loans. A strong marketing team within the bank itself, or the assistance of professional marketing agencies, is essential when introducing a new service to the market and gathering new information.

The bank primarily provides current liquidity, therefore, only large credit institutions can afford to maintain a specialist who would be engaged in the marketing development of the bank. For medium-sized regional structures, this is already quite expensive. At the same time, ordering the services of specialists from specialized companies can cost $40-70. In the regions, experts say, prices for marketing research of financial structures are more humane. But, as practice shows, banks still do not order separate specialized marketing research - mixed projects have become much more widespread, when regional banks resort to a range of audit, consulting, management accounting, and bank marketing services (for more details, see Shevchuk D. A. Banking Operations, Principles, Control, Profitability, Risks.- M.: GrossMedia: ROSBUKH, 2007).

But despite the high costs, the economic efficiency of banking marketing is quite high, and it is beneficial for a credit institution, as it allows you to form new sources to replenish the resource base.

According to bankers, the clash of federal banks with a large number of competitors in the regions implies the existence of highly qualified specialists in the field of banking marketing. Large scale work requires great effort and cost, both material and intellectual. In addition, federal banks are usually market leaders with high technology (including marketing), which often makes them benchmarks for many regional banks. Regional bankers hold the exact opposite point of view.

Undoubtedly, banking marketing exists - as a way to search for new product solutions, their positioning and promotion in the market, as well as to evaluate the effectiveness of advertising campaigns. In addition, at present, a well-designed marketing strategy in relation to all existing and potential banking products plays a very important role for the effective development of each bank. There are banking marketing divisions in almost all major banks. Banking marketing began its development long before the advent of consumer lending to individuals. It appeared primarily with increased competition in the Russian banking market (after the elimination of the absolute monopoly of Sberbank, especially in the retail business). It would be wrong to talk about the emergence and development of banking marketing only in relation to one segment of the retail market. However, with the advent of more retail products and the active development of consumer lending, bank marketing is undoubtedly beginning to play an increasingly important role in the success of the bank. In addition, the creation of more complete customer databases (which arise largely due to consumer lending) also contributes to the development of new methods for effective market analysis and optimal ways to promote banking products and services.

Bank marketing has long been considered only as a way to attract customers by banks. Only in recent years has the concept of marketing been formed as the basis for managing a commercial bank. The basis of banking marketing is focusing on an existing (after all, retaining a client is much cheaper in terms of bank costs than attracting a new one) and a potential client, developing and maintaining trusting partnerships between the client and the bank. Currently, all major regional banks offer a standard set of services, which in the process of servicing a client is personalized to suit his needs. The competition is high. This is what makes bankers study the mechanisms of customer behavior and use them to ensure the competitiveness of the bank (for more details, see the book Shevchuk D.A., Shevchuk V.A. Money. Credit. Banks. A course of lectures in a concise presentation: Teaching method. Handbook - M : Finance and statistics, 2006).

Banks initially paid great attention to marketing. Because, in addition to working with clients, it is necessary to constantly maintain the appropriate image of the bank, its business reputation and corporate culture, so that the marketing component of the activities of each division of the bank and each employee is an integral part of the bank's progress (Denis Shevchuk, Vladimir Shevchuk). Consumer lending is a new giant niche, within which many objects and subjects of influence have appeared. All this led to a new round of marketing development. If earlier our attention was focused mainly on legal entities and corporate clients, the development of consumer lending has led to the need to improve marketing in this market segment as well.

14. Features of financial and social advertising

1. In production, placement and distribution advertising of financial (including banking), insurance, investment services and other services related to the use of funds of legal entities and individuals, as well as securities, is not allowed:

- provide in advertising quantitative information that is not directly related to the advertised services or securities;

- to guarantee the size of dividends on ordinary registered shares;

- to advertise securities prior to registration of prospectuses of their emissions;

- provide any kind of guarantees, promises or assumptions about the future efficiency (profitability) of activities, including by declaring an increase in the market value of securities;

- keep silent about at least one of the terms of the contract, if the advertisement states the terms of the contract.

2. Social advertisement represents public and state interests and is aimed at achieving charitable goals.

Should not be mentioned in social advertising.

- commercial organizations and individual entrepreneurs;

- specific brands (models, articles) of their goods, as well as brands (models, articles) of goods that are the result of entrepreneurial activities of non-profit organizations.

15. Branding

1. Branding - this is an activity to create a long-term preference for a product, based on a joint enhanced effect on the consumer:

- trademark;

- packaging;

- advertising messages;

- other elements of advertising, united by a certain idea and the same type of design, distinguishing the product from competitors and creating it image (brand image).

As part of the brand image, the physical properties of the product, the feelings that it evokes in the consumer are taken into account, and they appeal not only to consciousness, but also to emotions, influencing the subconscious. If a product in the market is accompanied by success, a high reputation, then there will always be products similar to it, repeating its popular image. Therefore, branding is a constantly evolving activity that cuts off competitors (Shevchuk D.A. Advertising: Lecture Notes. - Rostov-on-Don: Phoenix, 2007).

The effectiveness of branding largely depends on the awareness of the target group and its commitment to the idea (myth) of the brand. Moreover, a strong brand, resistant to market collisions, is characterized by a high degree of commitment to it by the target group.

2. Effects achieved through branding:

- maintaining the planned sales volume in a particular market and implementing a long-term program on it to create and consolidate in the minds of consumers the image of a product or group of products;

- ensuring an increase in profitability as a result of expanding the range of products and knowledge of their common unique qualities, implemented through a collective image;

- reflection in advertising materials and campaigns of the culture of the country, region, city, etc., where the product is made, the needs of consumers for whom it is intended, as well as the characteristics of the territory where it is sold;

- the use of such factors of appeal to the advertising audience as historical roots, the realities of today and forecasts for the future.

16. Advertising agency and its functions

1. Advertising agency - a professional team that performs production and creative functions related to the implementation of advertising activities.

Advertising agencies can provide:

- a full range of services, including:

- market researches of the market;

- consumer segmentation;

- campaign planning;

- development of packaging;

- creative solutions;

- production of finished promotional products;

- providing support for the advertising campaign through the use of public relations, etc.;

- a partial set of services (specialization in any field of activity).

2. Advertising agency functions:

- communication between customer companies and the media;

- services for the creation of product advertising;

- communication with printing houses, film studios, modeling agencies, etc.

3. Advertising agency structure:

- creative department is engaged in creative work, its goal is to create several versions of the message in accordance with the information provided to them by the research department (creatives, text writers, designers, artists, photographers, directors, etc.);

• customer service department engages in direct work with clients and represents their interests within the agency (head, project managers, client acquisition managers);

• research and development department engages in market and consumer research, as well as tracking the effectiveness of an advertising message (marketers, sociologists, analysts);

• Production Department, which can be both a direct part of the agency, and a separate company associated with it by an agreement - is engaged in organizing the manufacture of products (printing houses, television studios);

• administrative department и bookkeeping are engaged in ensuring the smooth operation of the entire agency as a whole.

An agency unit can be expert advice, which includes the chief specialists of the agency for all projects, leading specialists from other agencies, artists, psychologists and social psychologists. The purpose of such a division is to trace low-quality products at the last stage, to prevent them from being broadcast or printed.

4. A number of enterprises prefer advertising agencies to create their own advertising services. Advantages of organizing your own advertising service:

- proximity to the top management of the company, which ensures simpler and more effective communication;

- Knowledge of company and product features;

- lower costs if the firm refers to advertising constantly;

- higher responsibility.

Disadvantages:

- lack of a large number of specialists, special equipment and own production base;

- preparing a separate advertising campaign takes more time and money than an advertising agency.

A common option is to have a small advertising department in the customer's company that oversees the advertising agency's work on the project.

5.Interaction with an advertising agency can be built in 3 areas:

- the advertiser dominates the agency (if the advertisement is ineffective, the agency will relieve itself of any responsibility);

- the advertiser is not interested in the work of the agency and only looks at the final version (it will be difficult for the agency to create effective advertising due to the information vacuum that the manager’s refusal to interim cooperation creates);

- the advertiser works together with the agency to achieve the most effective solution (this option allows you to effectively combine the experience of the agency and the knowledge of the head of your company and product).

6. To work with an advertising agency, it is necessary to conclude an agreement, which includes such sections as:

- types of services provided by the advertising agency;

- object of advertising;

- campaign budget;

- provision of initial information data, as well as advertising objects;

coordination of the advertising program and creative;

- providing reports;

- liability for violation of the terms of the contract;

- contract time.

17. Advertiser and product

1. Advertiser - a person who is a source of advertising information, in accordance with which the production and placement of advertising takes place, and, in most cases, is a source of funding.

Advertiser features:

- provision of advertising object;

- determination of the approximate budget of the advertising campaign;

- preparation and transfer of information materials about the company and the product to the agency;

- preparation of an agreement with an advertising agency on cooperation;

- Approval of the final versions of the layouts of promotional products.

When contacting an advertising agency, the advertiser must provide informational materials about himself - brief.

2, The brief includes sections such as:

- information about the customer company:

- name, history, achievements;

- address, contact numbers, Internet address;

- produced products or services;

- information about the advertised product:

- description of the properties of the product;

- pricing strategy and approximate price of the product;

- market analysis:

- competitors;

- position of the company in the market (strengths and weaknesses);

- market opportunities;

•Previous advertising campaigns:

- other products of this company, their budget;

- advertised product;

- their budget, results;

- consumers:

- their social characteristics;

- psychographic characteristics;

- setting marketing goals;

- setting advertising goals;

- the approximate budget of the campaign;

- the intended coverage of the campaign;

- Estimated results of the campaign.

18. Planning of advertising work at the enterprise

1. Before starting its activities, the advertising department at the enterprise must find out:

• state of affairs within the company, answering questions:

- Who does the company consider its competitors?

- Whom does the company consider its clients and partners?

- What products and services does the company promote to the market?

- How is the sales process carried out?

- What auxiliary means are used by the company to promote goods and services on the market and what is their effectiveness?

- Which means of advertising have the greatest impact on the target market?

- What does management expect from a specialist?

• state of affairs outside the company, focusing on questions:

- What important events have taken place in the market over the past year?

- Which companies lead the most active advertising policy?

- What is the effect of previous advertising campaigns, if any?

- What is the reason for their success or failure?

2. Planning of advertising activities is carried out in 4 stages:

- Drawing up a plan of advertising campaigns. The management of the company should be involved in this, and in their presence the list of goods and services subject to advertising, and the periods for conducting advertising campaigns, are determined;

- setting goals and objectives for advertising campaigns for each product, choosing the media and booking places in them. A creative idea is formed and several options for its implementation are carried out;

- determination of the approximate budget of the campaign;

- resolving issues related to the practical implementation of the campaign at the level of individual stages.

19. Advertising campaigns

1. Advertising campaigns - a set of promotional activities aimed at solving a specific problem, having a certain length in time and involving the use of various advertising media.

The main goals of advertising campaigns:

- launching a new product on the market;

- increase in sales volumes;

- change in the structure of demand (increase in the use of some goods and decrease in the use of others);

- creating a positive image of the product and the manufacturer.

2.Advertising campaigns are of the following types:

• by object of advertising:

- advertising of goods and services;

- advertising of manufacturing companies in general;

- in relation to the object of advertising:

- campaigns planned for an already existing product;

- campaigns planned when the product is under development;

•set goals:

- launching a new product on the market;

- increase in sales of the product;

- maintaining product sales;

- coverage:

- international;

- national;

- regional;

- local;

- impact intensity:

- even (advertising influence is equally distributed in time);

- increasing (advertising impact is gradually increasing);

- Decreasing (advertising influence gradually subsides);

•duration:

- short-term (up to 1 month);

- medium-term (1-6 months);

- long-term (more than 6 months);

- target audience of the advertising message:

- focused on consumers;

- for sellers and dealers;

- on competitors;

- on non-segmented external environment; •use of advertising media:

- simplex (campaigns that use one advertising medium);

- complex (campaigns involving the use of a specific set of advertising media).

3.Signs of a successful advertising campaign:

- interesting creative idea;

- sound argumentation of advertising;

- a detailed description of the advantages and characteristics of the product, how much effort is invested to create a quality product;

- compliance with the quality of the product and the quality of advertising. The consumer will not buy an expensive product if the advertisement looks cheap;

- use of those advertising media that suit the selected target audience.

20. Planning and models of advertising campaigns

1. General plan of the advertising campaign includes the following main steps:

•selection of the object of advertising;

- market analysis;

- setting advertising goals;

- definition of the target audience;

- determination of the advertising campaign budget;

- definition of means of distribution of advertising;

- designing an advertising message;

- control over the course of the advertising campaign;

- efficiency mark.

2. Detailed campaign plan (according to Jugenheimer) consists of many local steps, such as:

• goal setting, includes the definition:

- time frame;

- communication goals;

- marketing goals;

- target market;

- the approximate budget of the advertising campaign;

• development of a creative strategy, implies:

- determination of the target audience and communication channels;

- development of a creative budget;

- identification of the most essential qualities of the goods for the consumer;

- formulating unique selling propositions;

- consideration of the price policy of competitors;

- development of packaging;

- development of a set of measures to stimulate sales;

- determination of the central creative idea, approaches for communication with the target audience;

• choice of advertising distribution channels:

- main channel;

- forms of advertising messages;

- time of submission of advertising;

- the frequency of advertising;

- cyclical advertising;

- advertising territories (places where advertising is perceived equally);

• development of a media plan (combining all previous stages) - event planning:

- to promote the product;

- distribution;

- public relations.

3.The most common types of advertising campaigns are:

- "effective frequency" model. The effective frequency is the frequency of a consumer's contact with an advertising message that leads to a purchase with a given probability. When using this model, the media plan is based on achieving an effective frequency of contacts;

• STAS model {short term advertising strength) - providing a single contact with the advertising message on the eve of the purchase. However, the use of such a model is only suitable for mature brands that are not related to FMCG (fast moving consumer goods) products (products with a very short purchase cycle);

• CMDS model. Used to predict the life of a brand and calculate the time and investment to achieve a certain brand position. It allows you to determine the effective budget of an advertising campaign, the excess of which will not bring any results.

4. New models:

- blitz model. Maintains the maximum level of test purchases, interrupts competitors through constant dominance;

• model of gradual reduction of the advertising budget. Suitable for regularly purchased products with low inclusion;

• incremental budgeting model. Advertising appeals to the innovators who bring this brand into fashion. Low initial frequency makes the product exclusive;

• short blitz model. Suitable for products with a short life cycle (inexpensive fashion clothes, videos, etc.). Advertising is at the stage of growth and maturity.

21. Advertising campaign goals

1. The main objectives of the advertising campaign:

- formation at the consumer:

- product recognition effect;

- product recall effect;

- a certain level of awareness about the product;

- a positive image of the company in the eyes of a wide variety of target audiences;

- installation to the need to purchase goods;

- new needs, which subsequently leads to an increase in sales of goods;

- attracting new consumers of the product category and transferring them to the group loyal to the brand;

- Retention of loyal customers to the brand,

- formation or maintenance of a high reputation of the company both in the eyes of consumers and in the eyes of partners, etc.

2. All goals can be grouped into 3 large groups:

• image goals. Advertising in this case should present a new product, its purpose, demonstrate its characteristics. It is designed for the widest target audiences, so the following can be used as means of distribution:

- TV;

- outdoor advertising;

- advertising in the press;

- advertising on transport, etc.;

• incentive goals. All these goals lead to an increase in the profit of the enterprise. They are designed to demonstrate the product to the public in order to arouse the desire for immediate purchase. The following media are suitable for use in this group:

- TV;

- radio;

- Exhibitions;

- the press;

- direct mail;

• stabilizing goals. They are designed to stabilize the sale of goods, ensure a constant level of income for the company, and retain regular consumers of the brand. For this apply:

- Exhibitions;

- direct mail.

22. Stages of effective advertising communications

1. The main objective of advertising is to increase the company's profits. For

In order for this to happen, it is necessary to go through 6 stages (from the point of view of the consumer):

- contact of a potential consumer with an advertising message, which is carried out at the expense of advertising;

- processing by the consumer of advertising information that came through advertising, promotional events or incentive measures;

- effects of communication (sustainable associations with the brand) that arise in the consumer as a reaction to the advertising impact;

• actions of target consumers when the buyer decides whether to take any action in relation to the product;

- increase in sales volumes, market share, creation of brand capital, which occurs due to the actions of target consumers;

- Receiving a profit.

2. First 4 stages (contact with an advertising message, processing of advertising information, effects of communication and actions of target consumers) are called buyer response stages and play a critical role in making a profit.

Examples of calculating the percentage of consumers that will benefit the company (based on established practice):

- about 90% of consumers will be able to contact the advertising message. Probability = 0,9;

- about 60% will pay attention to the advertising message. Probability = 0,9 x 0,6 = 0,54;

- about 33% are interested in the characteristics of the product enough to decide to purchase it. Probability = 0,54x0,33 = 0,18;

- about 70% will be able to find this product and directly make the act of buying. Probability = 0,18 x 0,7 = 0,13. Only 13% of 100 under the influence of advertising will take the necessary action.

3. For the advertiser, the 6 stages of effectiveness look like a mirror image:

• profit, for which it is necessary to determine the goals of marketing and advertising;

- increase in sales volumes, market share, brand capital, for which it is necessary to understand who will serve as an object of sale, i.e. to determine the target audience and goals for the purchase (trial or re-purchase);

- actions of target consumers: in order for them to occur, it is necessary to determine what associations with the brand should arise and what position it should take in order to be acquired. To this end, communication and positioning goals are set;

- creative strategy (idea and implementation) and integrated communications strategy (combines advertising, promotional activities, sales promotion and PR activities);

• processing of information by the consumer, for which it is necessary to choose such means of advertising that will make it easy to do this, and draw up a schedule that will ensure attention from the target audience;

- control over the advertising campaign and evaluation of its effectiveness.

23 Advertising marketing

1. Advertising Marketing - researching the preferences of various target audiences in order to find the most effective ways to conduct advertising campaigns.

The word "m"аRketing" (emphasis on the first syllable) means in translation from English active work, action in the market.

Marketing - pronounced in English. [mаkathine], stress on the 1st syllable, "r" and the last "g" are not pronounced.

МаRketing is a type of human activity to satisfy needs through the exchange of goods.

Marketing is a theoretical and practical system aimed at

for the development and production of new products, taking into account the market situation

and changing the needs of people in order to obtain the maximum

profit by satisfying needs.

The main point of marketing is the production of a salable product, then

there is one that will definitely find its buyer.

2.The main forms of advertising marketing are:

- interview - an ordered set of questions that serves to achieve the goal of the study, solve its problems, prove and refute its hypotheses. The purpose of surveys is to obtain information about people's opinions, their motives and assessments. The data obtained by survey methods express the subjective opinions of the respondents (respondents). They need to be compared with information of an objective nature, which should be generated in other ways. The survey should not be conducted until it becomes extremely clear why and how to do it. In other words, the survey should be preceded by the development of a research program, a clear definition of goals, objectives, concepts (categories of analysis), hypotheses, object and subject, as well as sampling and research tools;

• questioning - a written form of the survey, which is carried out, as a rule, in absentia, that is, without direct and immediate contact between the interviewer and the respondent. Questioning is usually used in 2 cases. It:

- survey of a large number of respondents in a short time;

- the need for a long time for respondents to think about their answers;

• focus group method - this is a qualitative method of collecting sociological information in homogeneous (in terms of characteristics significant for the study) groups that have a focus (a similar orientation of interests). The "focus" may be a film, a commercial or its storyboard, a product, a company's image, a selected topic of a group discussion, a social problem or phenomenon;

•experiment - a method in which a certain life situation is modeled and tested in practice. Only planned events should influence the experiment.

- other methods.

3.In advertising marketing, the following goals are distinguished:

- in relation to the yen:

- short-term (advertising is designed to explain the high price for a new product or justify it for an old one);

- medium-term (advertising should create such an image of the product that even with a decrease in price, sales volumes go up sharply);

- long-term (creation and retention of brand capital (brand value));

- in relation to costs:

- short-term (at the initial stage, advertising causes an increase in costs, so it is impossible to reduce costs);

- medium-term (advertising allows you to avoid personal search and attracting customers, reduces sales costs, etc.);

- long-term (advertising allows you to reduce production costs by increasing sales volume);

• in relation to sales volume:

- short-term (advertising allows you to ensure an immediate increase in sales, for example, advertising that allows you to immediately place an order);

- medium-term (advertising can be used as a means of maintaining the desired level of sales over a certain period);

- long-term (advertising is designed to keep such a category of customers as loyal to the brand, and provide a certain level of sales).

24. Promotional Marketing Sequence

1.Prior to the start of the advertising campaign, marketing research is carried out:

- the product, its properties, the presence of demand for the product;

- consumers, their interests, needs and lifestyle;

- the market, its opportunities and threats.

2.At the stage of developing an advertising campaign, the following features of consumer perception of advertising should be taken into account:

- the presence of a hierarchy of needs (for each consumer, something is more important, and something less);

- different purchasing power (for example, mass advertising of excessively expensive cars will not initially lead to success in a small locality with a low income level of the population);

- the ability to select and purchase similar products from competitors;

- the need to repeat information (since the bulk of consumers may not pay attention to advertising the first time).

3.After the launch of the campaign in the media, the following studies are carried out:

- recognition test. The consumer is offered a variant of an advertising message with a closed brand name, and he must find out what kind of brand it is;

- recall test. The consumer is invited to reproduce an advertising message by the name of the brand;

- an awareness test that allows you to determine which part of consumers learned about a product not from an advertising campaign;

- knowledge test. The consumer is required not only to reproduce the advertising message, but also to describe the specific properties of the product;

- an association test, which allows you to determine how much an advertising message is associated with a product by a consumer;

- a universal test that allows you to test advertising at any stage of an advertising campaign. There are 4 main elements of the advertising message that should be tested:

- attention - the ability of an advertising message to attract and hold the attention of a potential consumer is assessed;

- communication of the message - ease and completeness of perception of the advertising message;

- the relationship of the consumer with the brand - how much the brand is associated with the consumer with the satisfaction of his needs;

- the connection of the brand name with the message and corporate identity.

25. News in an advertising campaign

1. News in advertising is everything that affects the life of the audience and arouses its curiosity, a way of drawing attention to some structure, personality, intention, which leads to the establishment of positive relationships, increased sales, increased authority, etc. News how the reception of advertising should not be confused with news in the conventional sense (for example, media news).

Typically, the text of a news ad consists of short sentences containing no more than one idea each.

2. Manipulation - technology of placing accents in a news message in order to attract the most attention and form the need to purchase goods.

The most common advertising manipulation techniques are:

•default - the information that is beneficial for the company is detailed, and the unfavorable information is omitted;

- permutation - news that is more profitable for the company is spoken first, less profitable is placed at the end of the message;

- involvement of an authoritative intermediary - we are talking about the influence of the reference personality on the target audience;

- compiling a selection of surveys and ratings that speak in favor of the company or product;

- selection of quotes of famous people who speak positively about the company or product;

- creating a favorable emotional background for the news message.

3. Means of amplifying news:

- linking news to a round date or date when an event significant for the target audience should occur;

- finding different aspects in one event;

- demonstration of different approaches to one problem (pros and cons);

- entering into the message reference personalities for the target audience;

- linking news to a socially significant problem or its transformation into a socially important problem;

- reporting news in the context of intrigue or scandal;

- introduction of an element of innuendo;

• presentation of news as a result of monitoring or public polls;

- breaking news into parts.

26. PEST analysis

1. PEST analysis (the first letters of English words: politics, economics, social sphere, technology) characterizes the external environment, within its framework political, economic, social spheres, as well as the level of technological development are considered.

2. PEST analysis includes the following elements:

• political sphere. The following aspects are analyzed:

- Loyalty of the legislative base to this business area;

- central and local legislative, judicial and executive authorities;

- economic sphere. The market capacity is analyzed - the volume of a product that can be sold on the market per unit of time (calendar period, production cycle, purchase cycle);

• social sphere. The analysis of the social sphere consists in segmenting consumers and choosing the right segment. Segmentation can be:

• economic;

- demographic;

- psychographic characteristics;

• technological development. Analysis of both one's own production capacities and those of a competitor in order to predict the possible output volume, cost price and production mobility.

27. Models of advertising impact

1. All models of advertising impact can be divided into 3 groups:

- communication - having a social character and defining the objective elements of mass communications;

• informational - bearing a psychological nature and representing the main stages of processing advertising information;

• mixed models - bearing a socio-psychological nature, combining the features of communicative and informational models.

2. Communication models include:

•the Lazwell model. It includes 5 basic elements:

- communicator;

- message;

- information transmission channel;

- the audience;

- efficiency;

• Myers model. It elaborates on the elements that Latswell identified:

- the communicator must be reliable, competent, attractive and trust the audience;

- the message should have a relevant topic, supported by a clear argument, and should be emotionally colored;

- the message can be transmitted interpersonally or through mass media;

- features of thinking, age and other socio-demographic characteristics of the target audience should be highlighted;

• Westley-McLean model. Model of distortion of objective information. The product has a certain (X) number of objective characteristics, from which the advertiser selects the ones that are important from his point of view to provide to the advertising agency, the rest are often left behind the scenes. The advertising agency and the mass media exhibit these characteristics in their own way, so there is often a communicative failure in the process of decoding information by the audience.

3.Information models include:

• model AID A {attention, interest, desire, action). Main steps.

- to attract attention;

- creating interest in the product;

- formation of desire to purchase a product;

- purchase of a product.

An improved version of this model - AIMPA (attention, interest, motivation, desire, action), where M is the purchase motive;

• DAGMAR (defining advertising goals for measured advertising results).

Main steps:

- formation of brand awareness, brand recognition;

- understanding the benefits of the product;

- belief;

- making a purchase.

Based on these two, many more models have been developed: ACCA, DIBABA, ADD, the Levizh and Steiner model. Their comparison can be presented in the form of table 1:

28. Media planning in the structure of providing advertising impact

1. media planning is a set of decisions and actions aimed at effectively bringing an advertising message to consumers.

Media planning can be divided into 2 blocks:

• media strategy - answers the question about what types of mass media will be used in the advertising campaign and why. Consists of the following blocks:

- analysis of communication behavior of the target audience;

- substantiation of the choice of media;

- justification of how the advertising campaign as a whole will look like;

• media tactics - answers the question of how often to place advertisements. Consists of elements such as:

- definition of specific media carriers;

- determination of price conditions;

- organization of reservation of seats in carriers;

- Determination of the advertising schedule.

2.Main indicators of media planning:

- indicator of coverage of the target audience - the number of individuals of the target audience who contacted the message at least once during the advertising period;

- indicator of effective coverage of the target audience - the number of individuals of the target audience who came into contact with the advertising message with an effective frequency;

- sequence of contacts - distribution of advertising contacts during the advertising campaign for a typical representative of the target audience;

- coverage scheme - the distribution of the sequence of contacts, designed to increase effective coverage;

- indicator of the frequency of contacts - the number of contacts per one representative of the target audience during the advertising period;

- indicator of effective frequency - the number of contacts during the advertising period, which most likely lead a representative of the target audience to make a purchase;

- contact - placement of an advertising message in such mass media where it has a chance to be perceived by a potential consumer;

- distribution of contacts - distribution of contacts for the period of the advertising campaign, expressed as a percentage of coverage;

- advertising cycle - distribution of advertising during the advertising campaign in accordance with its schedule;

- purchase cycle - the period of time that separates the purchases of units of goods in a given product category;

- media weight - the number of advertising messages required to achieve the desired level of familiarization with it;

- effective media weight - the effective number of advertising messages required to achieve the desired level of familiarization with it;

- media weight of the advertising campaign (total media weight) - an indicator of the total number of ratings gained over the entire period of the campaign (the level of advertising support).

29. Target audience of an advertising campaign

1. The target audience - advertising message recipient. Target market - the addressee of the entire marketing mix.

2. All consumers in relation to a particular product can be divided into 4 groups.

•new consumers of the product category (New category users). This group may or may not have good marketing potential depending on their level of awareness of the category;

- loyal to the brand (Brand loyals). They create the bulk of sales and are a guarantee for the future. However, it is not possible to increase sales with this group;

- switching from brand to brand (Brand switchers). Basically, there is a struggle for this group of consumers during advertising campaigns in order to transfer them into the category of brand loyal;

- loyal to other brands (Other brand loyals). They have the smallest sales potential, so working with this group is extremely unprofitable.

3.Criteria for selecting market segments:

- measurability of the segment;

- accessibility of the segment in terms of impact on it; sufficient size of the segment;

- the similarity of the representatives of the segment.

The main approaches to market segmentation:

- geographical approach - dividing the market into different geographical units;

- demographic approach - the use of demographic characteristics, such as:

- floor;

- age;

- nationality;

- religion;

- education;

- occupation;

- income;

- marital status, etc.;

- behavioral approach - market segmentation is based on the analysis of consumer purchasing activity. When using this principle, the following are taken into account:

- regularity of purchase;

- the motive for making a purchase;

- user status (potential user, former user, regular user, etc.);

- the degree of use of the product's capabilities;

- commitment to the brand;

- willingness to make a purchase;

- psychographic approach - consumers are analyzed according to the following criteria: social class, lifestyle and personality type. An example of this approach is the Mitchell classification (VALS), which is based on the consideration of values and lifestyle, he identifies the following groups of consumers:

- driven by need (strive to survive and maintain their position);

- extroverts (they do not make decisions themselves, the decisive factor for them is the opinion of the social environment);

- innovators (inclined to a modern lifestyle, socially independent);

- integrated individuals (keep a balance between public and their own opinion).

4. Target Behavior - such consumer behavior, which should be formed as a result of an advertising campaign. It should be measurable, as it is often used to calculate the effectiveness of the campaign.

30. Making a purchase decision

1.Sequential Behavior Model helps to identify the features of the process of making a purchase decision and determine the roles of participants.

2.The following roles are distinguished in the process of making a decision to purchase a product:

- initiator, which voices the need for a particular product category;

• influencing, who evaluates various brands and makes judgments about them

• making a purchasing decision who chooses a particular brand;

• purchasing - carries out the purchase of goods в real time;

• user, for which this item was purchased.

These roles can be performed by different people or by one person at the same time.

3. The purchase decision is most often made by:

- at home - contact with advertising, product consumption;

- at the place of purchase - a planned entry into the store (most likely for a specific purpose), an unplanned entry;

- at work - contact with an advertising message, commercial offer, etc.

Factors influencing where a purchase decision is made:

- ease of contact with the advertising message;

- contact with individuals who play other roles in decision-making;

- the presence or absence of time for reflection;

- the mental and physical state of the individual.

31. Communication effects. Rossiter Matrix - Percy

1. Communication effects - this:

- the need for a brand - awareness by the target audience of the need for a product or service that can satisfy the need;

- brand awareness - the ability of the buyer to identify the brand within the product category in sufficient detail to make a purchase. Awareness is divided into 2 components:

- recognition. It takes place at the point of sale and the advertisement must show the packaging in detail;

- remembrance. It occurs some time before the purchase of the product, and the advertisement must demonstrate how the product solves the problem;

- installation to the brand - an assessment of the brand's purchaseability in relation to its ability to satisfy an existing need;

- Intention to purchase a product - a consumer's decision to purchase a product or take other actions related to the purchase.

2. Rossiter Matrix - Percy helps to determine the content of advertising for all types of goods and services. It is based on considering the ratio:

- attitudes towards the brand;

- motivation of the consumer when making a purchase.

Installation - assessment of brand purchaseability, a prerequisite for making a purchase decision associated with risk (economic or psychological). May be:

- low (purchase decision is made easily);

- high (the decision is considered for a long time).

Motivation is the "reason" that motivates the consumer to make a purchase. May be:

- informational (goods are bought as needed);

- transformational (goods are bought to meet the needs of a higher level).

Thus, in the Rossiter-Percy Matrix, 6 sectors are distinguished, 2 of which (upper part of the matrix) relate to such a communication effect as brand awareness, and 4 (lower part) relate to this brand.

32. Communication models (strategies)

1. Communication models - strategies used in advertising and aimed at improving sales of goods (services) among certain types of target audience. Strategies stand out:

- strengthening the effect of brand recognition;

- enhancing the brand recall effect;

- Formation of a positive attitude towards the product.

- for information low-involved audience;

- transformational low-involvement audience;

- information highly involved audience;

- transformational highly engaged audience.

2. Brand recognition strategy It comprises:

- ensuring sufficient contact with the packaging and brand name in advertising to make it easier to distinguish the advertised product from competitors' products presented next to it on the store shelf. To do this, advertising in the media must show the packaging for at least 2 seconds;

- a reminder of the product category and the need for it. To do this, advertising must demonstrate the actual consumption of goods in this category;

- weakening of the intensity of the advertising schedule in the media after the first advertising attack, since from the point of view of psychology, after 2 contacts with an advertising message, recognition is already achieved.

3. Brand Recall Strategies consists of steps such as:

- linking the need in the product category with the brand name in the main line of the advertising text. The main line is the one that contains the first verbal message about the brand. In print media, this is the title; in electronic media, it is the last phrase. It is considered necessary to demonstrate a product category, since first a need arises, then a category that can satisfy this need, and only then a specific brand;

- repetition of connection with the need and product category:

- an indication of the relationship between the need and the brand both at the beginning and at the end of the message;

- repetition of the message several times;

- strengthening the personal connection of the consumer with the brand. It should seem to the consumer that the advertising information is addressed specifically to him, for this you can use personal pronouns;

- invitation of a special host (imaginary communicator), who has a natural connection with the product category;

- the use of an advertising song in which the name of the brand and product category is pronounced. The text and music should be extremely simple and memorable, and the song itself should go at the end of the advertising message.

4. The strategy of forming a positive attitude towards the product for informational low-involvement audience divided into 2 blocks.

• emotional motivation:

- use of advertising style: "problem - solution", first the problem is shown, then the brand, and then the solution to the problem;

- taking into account the factor that advertising does not necessarily have to please the consumer, but should not irritate and cause a negative reaction;

•rational motivation:

- showing in the message one main benefit of the product;

- taking into account that the advertising message should be easy to understand.

The strategy of forming a positive attitude towards the product for a transformational low-involved audience also divided into 2 blocks:

- emotional motivation:

- a reliable image in advertising of the emotions caused by the goods;

- the uniqueness of the artistic transmission of emotions for the emergence of a connection: "emotion - brand" (the use of famous people, fictional characters, an advertising song, an original creative idea);

- aesthetic expressiveness of advertising, it must be beautiful and must be liked;

- rational motivation:

- there should be no overt claims of benefits, they should only be implied and demonstrated non-verbally;

- it is necessary to repeat advertising to consolidate the message, since for this sector the higher the frequency of contacts, the higher the probability of buying activity.

The strategy of forming a positive attitude towards the product for a highly engaged information audience includes 2 blocks:

- emotional motivation:

- accurate emotional transfer of the need in the product category, since for new products it is necessary to explain what to do with this category;

- the absence of elements that cause irritation;

- rational motivation:

- the initial attitude towards the brand of the target audience can be negative if there is a negative experience of using the product or prejudice, neutral, the consumer is forced to use the product category, and moderately benevolent;

- the benefit statement must correspond to the upper acceptable level of attitude towards the brand (psychologically acceptable level of product praise);

- all arguments in favor of the brand must be strong;

- the use of an objective presenter, expert in advertising. The communicator must be competent and reliable;

- the use of "yes, but" arguments in advertising for an audience that does not approve of the brand;

- the use of open comparison in the case of a struggle with a strong competitor;

- mentioning no more than 7 benefits in the message and using the final message about the benefit.

The strategy of forming a positive attitude towards the product for a transformational highly engaged audience divided into 2 blocks:

- emotional motivation:

- use of the "user as a hero" strategy if the target segment is homogeneous in terms of "lifestyle";

- the use of the "product as a hero" strategy, if the segment is heterogeneous in terms of the same indicator;

- aesthetic expressiveness of the advertising message;

- rational motivation:

- advertising must necessarily provide information about the product, but it must be compact enough;

- argumentation in favor of the product can be expressed by extreme judgments, the strategy is "better to overpraise than underpraise";

- a repetition of advertising is necessary, since there is no urgent need to purchase a product, so there is a cumulative effect.

33. Advantages and disadvantages of individual media as advertising carriers

1. The main media used as advertising carriers, are:

- TV;

- radio;

- newspapers;

- magazines;

- outdoor advertising;

- direct mail, etc.

Each of the media as an advertising medium has its own advantages and disadvantages.

2. Телевидение has the following advantages:

- the widest coverage in a short period of time;

- visual "picture"; •sound;

- a variety of visual means;

- Extensive possibilities of color and sound effects.

TV Disadvantages:

- high cost;

- the impossibility of its use solely for advertising purposes.

3. Радио has the following advantages:

- coverage of specific target audiences and territories (more specialized);

- Flexibility in the timing of advertising.

The main drawback is the lack of a visual image.

4. Газеты have advantages such as:

- quick coverage of sufficiently large audiences;

- a pronounced target orientation (each newspaper has its own contingent of readers);

- mobility of information submission (the ability to give completely new information every day).

Disadvantages of Newspapers:

- poor quality of paper and printing;

- short life cycle (usually 1 day).

5. Journals have advantages such as:

- the possibility of transmitting a visual image;

- selectivity of the target audience;

- repeated reading of the number by several people;

- repeated reference to advertising;

- longer life cycle (a month or more).

Disadvantages:

- impossibility of reaching wide target audiences;

- impossibility of quick implementation of coverage.

6. Outdoor advertising has such advantages as:

- visibility;

- the proximity of the place of advertising and the place of possible purchase of goods (for example, a sign above the store).

Disadvantages:

- simplicity;

- the impossibility of providing a high frequency of contacts;

- the complexity of replication.

7. Direct mail has such an advantage as a specific target orientation of the contact (direct mail ads, as a rule, are sent to potentially interested parties).

Disadvantages:

- low coverage;

- Significant time spent on a single contact.

8. Taking into account all the pros and cons of media, the specific goals of advertisers are highlighted the main media of the advertising campaign - one that takes about half the budget. Other media (if they are also used) are called auxiliary.

34. Technical characteristics of media

1.Main technical characteristics of media

- rating;

- technical coverage;

- share;

- HUT;

- coverage;

- frequency.

2. Technical coverage - a territory where there is a potential possibility of receiving a television channel, radio station, distribution of newspapers or magazines.

3. Rating is the percentage of individuals out of the total number of potential viewers or listeners who have watched or listened to a particular program.

4. Share - the percentage of real viewers or listeners who at a certain point in time watched or listened to a certain program from the number of those who watched TV (listened to the radio) at that moment.

5. HUT (homes using television) - the share of those who currently watched TV from the total number of those who have the opportunity to watch TV.

6. Reach - the number of individuals who at least once contacted the advertising message. Coverage can be presented in 2 forms.

- coverage (n) - the number of individuals who contacted the advertising message a certain number of times;

- coverage (n+) - the number of individuals who have made at least a certain number of contacts with an advertising message.

7. Contact frequency (frequency) - the number of contacts per one representative of the target audience during the advertising period.

35. Ways to measure media audience

1. Measuring the number of readers, listeners, viewers who have come into contact with the advertising medium, allows you to determine the most appropriate media for an advertising campaign. Audience measurements allow you to create a system that is independent of the technical characteristics of the media, allowing you to navigate the media.

The organization of media audience measurements can be built in the following ways:

- creation of a committee that brings together publishing houses, advertising agencies and advertisers;

- research commissioned by advertising agencies;

- Creation of an association of several advertising agencies in order to conduct a one-time research campaign in a particular area.

2. Ways to measure media audience are:

- personal interview (face-to-face). The survey of respondents is conducted in the course of a personal conversation in the absence of persons who are not directly involved in the interview;

- telephone survey. Conducted from one room using a common data collection program. The interviewer communicates with a respondent whose phone number was selected randomly;

- Questionnaires for self-filling, sent by mail;

- diary method (diary panel). A certain number of respondents during the week fill out questionnaires created taking into account the broadcasting grid. This group is selected on a commercial basis, taking into account certain socio-demographic characteristics. The problem with this method is that the respondent must complete the diary after a week, when he forgot what he watched and what not, and since these actions are paid, it is impossible to return the questionnaire blank. Thus, there is a tendency to overestimate the rating of popular programs and underestimate little-known ones;

- TV meter {people meter). An electronic device connected to a television, remote control and telephone line. In order to turn on the TV or change the channel, the viewer must enter a personal code. The data is recorded and sent over a telephone line to a data collection center.

3.Measurement methods used in the mainstream media:

- TV:

- TV meter;

- telephone survey;

- self-filled questionnaire;

- diary panel;

- radio:

- telephone survey;

- a self-filled questionnaire and an electronic measurement system (acts on the principle of a TV meter, fixes what frequency the radio is tuned to and whether the individual is within earshot);

- press:

- self-filled questionnaire;

- individual interviews;

- telephone surveys.

4. Media Research Market in Russia began to develop after 1990.

36. Advertising performance indicators

1. The effectiveness of advertising in a particular media can be determined using a number of indicators.

TV advertising performance indicators:

•forecasts of the effectiveness of television facilities:

- forecast of the rating of the time interval of the TV channel (audience of the channel at a certain time / audience of potential viewers);

- forecast of the rating of a specific TV program (audience of a certain program / audience of potential TV viewers);

- forecast of the average rating of a TV program (average audience of a certain program / audience of potential TV viewers);

- GRP forecast (the sum of the ratings of all advertising messages on the TV channel);

• Forecasts of the effectiveness of the advertising campaign:

- Estimated average audience of the commercial (average audience of the TV show in which the video was placed);

- the estimated audience of the advertising campaign (the number of individuals of the target audience from the potential audience

television, which have contacted at least once with an advertising message);

- estimated rating of the commercial (average audience of the video / target audience);

- total GRP (the sum of the ratings of all advertising messages for the entire period of the advertising campaign);

- forecasts of targeting indicators of the advertising medium (demonstrate how the target audience of the advertising medium fits the target audience of the advertising campaign):

- Conversion Index or GRP Compliance Index (total target audience / GRP x 100);

- Affinity Index or coverage compliance index (target audience coverage / potential audience coverage);

- forecasts of advertising campaign cost indicators:

. CPT forecast (advertising campaign budget / target audience, thousand people);

- CPP forecast (advertising campaign budget / total rating).

2. Radio advertising performance metrics

almost identical to TV placement performance metrics, but there are a few different terms:

- daily coverage forecast (individuals who listened to this radio station for at least 5 minutes per day / potential audience of the radio station);

- forecast of weekly coverage (individuals who listened to this radio station at least 5 minutes per week / potential audience of the radio station).

3. Forecasts of the effectiveness of the use of printed publications:

- CPT forecast (cost of placing a standard module / potential audience of the publication);

- forecast of the target CPT (the cost of placing a standard module / that part of the potential audience that is the target in the advertising campaign);

- AIR - average audience of one issue (average audience of one issue / potential audience);

- Affinity Index - compliance index (advertising medium rating in the target audience / advertising medium rating in the potential audience);

- ARI - reading ratio of one issue (number of individuals who have read or scrolled through this publication, except for the direct buyer).

4. Forecasts of the effectiveness of the use of outdoor advertising

are calculated by analogy with television. The difference is the measurement of passenger traffic, which is used only in outdoor advertising. The entire potential audience is divided (method used by the Russian PR Group) into categories such as:

- pedestrians;

- public transport;

- passenger transport;

- freight transport.

Measurements are carried out at a distance of direct visibility of the advertising message.

37. Positioning in advertising

1. Positioning in advertising emphasizing the specific benefits of the brand to separate it from competitors.

Rossiter and Percy offer 3 positioning models: • macro model;

- mesomodel;

- micromodel.

2.Mark X positioning macro model - YZ "Product X offers people Y help Z." This model answers 2 questions:

• how to position the brand in accordance with the consumer's need in this category? For this, apply:

- center positioning - . the brand is presented as an average product of this product category. This positioning option is suitable if:

- the brand is a leader in the market;

- or an equivalent brand is ready to provide the same benefits, but at a lower price;

- differentiated positioning - the brand clearly defines its place within the product category by highlighting its unique offer. This option is suitable if:

- the brand does not occupy a central place (buyers are not interested in offering a lower price from this brand);

- late analogue brands, which are easier to imitate differentiated brands;

- should the brand be positioned relative to the consumer of the product or the product itself! In this case, advertising technologies are used:

- "user as a hero" if:

- the motive of social approval is used;

- the product is aimed at users who have recently appeared on the market;

- emphasizes specialization in this market segment;

"product like a hero"~ in all other situations.

3. Benefit Accent Mesomodel. The main emphasis is on:

• on motivation. The trademark should be positioned according to the strongest motive, if this motive has not already been used in positioning another brand. Stand out:

- informational motivation:

- removal of the problem;

- avoiding the problem;

- incomplete satisfaction;

- transformational motivation:

- sensual pleasure;

- intellectual or professional stimulation;

- social approval;

• benefits:

- the importance of the benefit (it is considered important if it meets the buyer's motivation);

- provision of benefits (how the consumer evaluates the ability of the brand to provide benefits);

- uniqueness (how the consumer perceives the ability of the brand to satisfy his need better than other brands do).

4. Benefits-focused micromodel'.

• focusing on product features is appropriate if:

- the target audience is experienced;

- the subject of advertising is an intangible service;

•an emphasis on benefits applies if:

- the benefit of the brand is difficult to copy;

- the motivation for buying is negative;

- the attitude to the brand is based on emotions;

- Emphasis on emotions is justified if:

- brand benefits are easy to copy;

- positive motivation is used;

- the relation is based on the characteristic.

38. Evaluation of the effectiveness of advertising

1. Advertising effectiveness (i.e. the advertising itself, not to be confused with the effectiveness of advertising placement) is subdivided into:

- economic (increasing the company's profits by increasing sales volumes);

- psychological (as far as advertising has managed to influence the consciousness and subconsciousness of the consumer);

- social (development of useful needs and rejection of harmful ones, moral improvement of society, etc.).

In advertising practice, the first 2 characteristics are usually evaluated, since they are of direct benefit to the advertiser.

In the course of the advertising campaign are carried out'.

- study of the number of contacts with advertising;

- study of the quality of digestible information (assessment of brand awareness);

- measurement of the effects of communication (measurement of attitude to the brand, intention to purchase a product, changes in the ratio of consumer groups);

- measurement of sales volumes and market share;

- measurement of brand capital and profit.

2. When determining the economic efficiency of advertising investigated:

- turnover:

- prior to the advertising campaign in a certain time period;

- in a certain advertising period;

- in a certain period after the end of the advertising campaign;

- average daily turnover in all considered periods,

3. Methods for measuring psychological effectiveness:

- observation. When using this method, the impact of various advertising media is assessed, i.e. the degree of attention to this medium;

• experiment. В In this case, the experimenter himself models the situation depending on what indicators he wants to obtain as a result;

• interview. Allows you to determine the level of consumer attention to a particular advertising medium, the level of memorability of an advertising message and the effectiveness of the impact of advertising on the consumer.

Polls are divided into:

• to survey a group of consumers (the same group of consumers is interviewed at the preliminary stage, during the advertising campaign itself and after it);

- wave surveys (a set of surveys of various consumer groups at each stage);

- sequential survey (the sample is divided into small parts, and the survey is conducted daily or weekly, depending on the period of the advertising campaign).

In research, the following recommended order of questions is commonly used:

- the need for a category (it is investigated whether an individual has a need for a particular product at all);

- recall of advertising across the entire product category;

- brand awareness;

- brand recall;

- brand recognition;

- recall of the advertising message;

- consumer actions;

- intention to buy the brand;

- attitude to the brand;

- opinion about the benefits of the brand;

- facilitating the purchase;

- recognition of the advertisement;

- characteristics of the respondent".1

4. Using the results of advertising effectiveness research allows you to:

- identify the reasons for the ineffectiveness of the advertising campaign;

- change the advertising budget;

- refuse to use some and start using other means of advertising;

- finalize the advertising message.

39. Advertising Wear Phenomenon

1. Ad Wear - a state when the advertising message ceases to be effective and have the desired impact on the minds of consumers.

Reasons for wear and tear of advertising and decrease in its effectiveness:

- outdated advertising strategy;

- loss of relevance of the advertising message;

- deterioration of the creative idea of the advertising message;

- changing competitors;

- changing consumers;

- change of the minimum effective frequency;

- decrease in the level of attracting attention;

- decrease in the level of remembering advertising;

- rejection of advertising (it begins to cause irritation).

2. Measures to combat ad wear:

- with a decrease in the level of attention - the creation of a series of advertising messages containing only one creative idea;

- decrease in the level of memorization - change in the schedule of advertising submissions;

- rejection of an advertising message - the use of shortened versions of advertising messages, the creation of new advertising messages.

40. Corporate identity

- Form style - a set of various branded elements that ensure the integrity of the company's image, unity in the perception of goods and services produced.

Benefits of developing a good corporate identity are that it:

- helps the consumer to identify the company's product among the products of competitive brands;

- partially replaces direct advertising;

- saves money spent on advertising when launching the next product on the market;

- increases the effectiveness of advertising and communications;

- Contributes to the creation of a strong corporate culture.

2. Elements of corporate identity:

• trademark - an officially registered set of elements of the corporate identity of the company, which serves to separate from competitors. Trademark types:

- verbal;

- pictorial;

- volumetric (three-dimensional form, for example, a bottle of perfume);

- sound;

- combined;

- logo - original spelling of the name of the company, product group, one product;

• tagline - the original motto of the company, product group, one product. The slogan must meet the following requirements:

• match the corporate identity of the company;

- focus on the target audience and speak its language;

- be short;

- have a strong emotional coloring;

- differ from the slogans of all competitors;

• company block - several elements of corporate identity, combined into a single composition;

- corporate colors - colors or one color used to develop the corporate identity;

• corporate fonts - a set of fonts that is used to create various corporate identity elements. They may vary in style, size, intensity, etc.

3.Carriers of the corporate identity of the company:

- goods produced by the company;

- Souvenir products of the company (calendars, pens, organizers, etc.);

- printed advertising of the company (posters, billboards, billboards, leaflets, brochures, etc.);

- office work elements (letterheads, folders, notepads, etc.);

- design of various events and the interior of the company's office (posters, panels, often even furniture is kept in corporate colors);

- equipment of employees (uniform, badges or badges, etc.).

41. Advertising design

1. Design - (translated from English - to design, draw) - this is a type of activity for the design, design of the objective world.

2. Main types of design:

• subject (design tied to specific objects):

- engineering-industrial design, in which the appearance of an object is determined by utilitarian functions;

- styling - industrial design, in which the emphasis is on design tasks;

- artistic design - industrial design, in which the utilitarian and aesthetic aspects of the subject equally determine its design;

- graphic - design of printed materials;

• interdisciplinary (designing the environment, subject relationships)

- non-design - designing interpersonal relationships, mostly utilitarian in nature. This is the drafting of texts, documents, agreements and contracts;

- art design - design in art, the utilitarian side is either absent or secondary;

- system design - designing all areas of activity to create and ensure the functioning of the object.

3. Advertising design - this is the process of developing and translating an advertising idea into a specific, most effective visual form through the selection and arrangement of various advertising elements.

4. The main aspects of the activity of an advertising designer.

- analytical - obtaining information necessary for the formation of an adequate artistic image of the advertised product;

• creative:

• development of a creative idea;

- Designing an advertising message.

To create high-quality advertising, the designer needs to get information from the client:

- about the company:

- goals and objectives of the ongoing advertising campaign;

- corporate identity of the company;

- product:

- what is the product;

How is it positioned?

- what needs of consumers it satisfies;

- what is the uniqueness of the product;

- what supports claims about the benefits of the product;

- what can this product represent;

• target audience:

- what are the qualitative and quantitative characteristics of the target audience;

- Is the target audience different from the target market?

- what type of advertising should be;

- what communication approach is most appropriate for this audience.

42. Search for a creative idea

1. Creative idea is an attention-grabbing, accurate representation of product positioning that has a catalytic effect, is detailed enough to be implemented and tested, is convenient for multiple implementations, and is subject to censorship.

The main theories for finding a creative idea are:

- theory of random search;

- brainstorming;

- RAM explorer.

2. The theory of random search for a creative idea, which is based on the belief that usually the most winning creative idea comes by accident. Basic principles of the theory:

- the more variants of a creative idea have been developed, the more chances there are to come to an effective creative solution;

- it is desirable to use more than one source of creative ideas (in practice, there is often a competition between advertising agencies for the best advertising message);

- the budget of the advertising campaign limits the endless search for the best idea;

- The more accurate analysis of the market situation the firm has, the more ideas it will have to pay for.

3. Brainstorming theory, the essence of which is that each member of the working group first independently develops an idea, then submits it for discussion in the group. This allows you to simultaneously develop up to 7 - 8 concepts and select a few of the best options. The problem area of this theory is that it is psychologically difficult for an individual to give up his opinion, expressed aloud.

4. Theory of RAM conductor. It is more effective to present the benefits of a product indirectly, on the basis of a distant associative correspondence, than to speak about them directly. A positive

3. a clear attitude to the product due to the transfer of positive emotions generated by the conductor.

Structural elements of RAM advertising:

- a conductor is a visual or verbal element that attracts attention, but at first glance has nothing to do with the advertised product, since it is almost impossible to meet them together in everyday life;

- presentation of the product - a clear visual or verbal demonstration of the product (packaging);

- hint - a verbal statement that reflects the key characteristics of the product and helps to establish a connection between the conductor and the advertised product.

The conductor must have the following properties:

- attract attention (ideally, when the conductor serves as an absolute irritant);

- exactly correspond to the associative connection with the product, however, the association should be distant, not direct;

- be associated with the target characteristic after the hint;

- do not cause strong associations, the reverse of the target.

43. Basic principles and techniques for building advertising composition

1. Principles of building an advertising composition:

- integrity - the unity of the elements of the composition;

- balance - the balance of the elements of the composition, leading to a sense of inner peace;

- proportionality - proportionality of quantitative characteristics of elements;

- subordination - the hierarchy of the significance of the composition elements that determine the sequence of their perception;

- accent - the dominance of one element of the composition.

2. The principle of integrity implies that all elements of the composition must be interconnected, complementary and interdependent. This principle is realized if:

- no part of the composition can be removed without damage to the whole;

- parts of the composition cannot be interchanged without damage to the whole;

- no new element can be added without damaging the whole.

Techniques for achieving integrity:

- use of a single typeface;

- the use of a single color scheme of the advertising message;

- the use of the principle of isolation (the empty space located along the perimeter of the advertisement should exceed the area of the internal space between the elements);

- the use of a single frame (outer borders must have the same thickness, one color, one configuration).

3. Equilibrium - balance of elements around spatial axes. Ways to achieve:

- formal - symmetrical arrangement of elements relative to certain axes:

- vertical axis - is perceived as something infinite, light, directed upward;

- horizontal axis - perceived as reliability, stability, solidity;

- diagonal axis - is perceived as dynamics, development, progress, momentary, actuality, variability;

- informal - there is no symmetry, but the visual balance of the elements in the composition is achieved:

- dark elements look larger and heavier than light ones;

- fractional is lighter than the whole;

- an unusual configuration attracts more attention than a typical one;

- a colored element is more significant than black or white.

4. Proportionality - the proportionality of the quantitative characteristics of the elements of the composition, the need to observe the ratio of the sizes of individual elements in advertising.

For example, according to natural perception patterns, the human eye perceives an image from left to right, top to bottom. This maintains a hierarchy:

- sizes: from large to small;

- tones: from dark to light;

- colors: from color to colorless;

- intensity: from less intense to more intense;

- novelty: from unusual to typical.

5. Emphasis - the choice of the main element of the composition, which is its semantic center.

44. Use of color in advertising

1. The use of color in advertising is carried out in accordance with the rules "circle of natural colors".

• primary colors (cannot be obtained by mixing other colors):

- blue;

- red;

- yellow;

• first order mixed colors (patterns and results of mixing, see in a circle):

- violet;

- Orange;

- green;

• second order mixed colors:

- red-violet;

- red-orange;

- orange-yellow;

- yellow-green;

- blue-green;

- blue-violet.

2. Contrasting harmonic combinations give colors that are in a circle opposite each other. Permissible harmonious combinations - the vertices of triangles:

• suitable color combinations:

- Red Blue;

- orange - blue, green, violet;

- yellow - blue;

- green - red, purple;

- violet - orange, green;

• acceptable color combinations:

- orange - red;

- yellow - purple, red;

- inappropriate color combinations:

• red - purple;

- orange - yellow;

- blue; green;

- green - orange.

3. According to Benois, color affects the physical condition of people against their will and apart from the optical system. For example:

- red - stimulating. Increases blood pressure, breathing rhythm, sexual activity, creates a feeling of warmth, but in excess can cause mental disorders;

- green - soothing. Lowers blood pressure, dilates capillaries, relieves fatigue;

- blue - depressing. Lowers blood pressure, reduces the frequency of breathing, pulse, excessively calms, causes a feeling of cold;

- yellow - stimulates intellectual activity, does not increase blood pressure;

- orange - accelerates the pulse, but does not increase the pressure, and also creates a feeling of warmth.

These features of the color scheme should be taken into account when preparing advertising.

45. Attention

1. Attention - the concentration of human cognitive activity on a specific object.

Attention to the advertising message can be expressed at 3 levels.

- perception of only a visual idea;

- fixing the main phrases or reading the title;

- perception of the entire advertising message.

Reasons for attention:

- the characteristics of the object itself (novelty, super-intensity, etc.) - provide involuntary attention;

- characteristics of the subject (needs, motives, interests) - provide arbitrary attention.

2. Main types of attention:

- anticipation - the process that precedes attention, the primary informational selection, taking place at the subconscious level. The stimuli that pass it pass to the stage of attention;

• involuntary - switching attention to an unexpected change in physical, spatial, temporal characteristics;

• arbitrary - consciously directed and regulated attention, in which the subject consciously chooses the object to which it is directed;

• post-voluntary - concentration does not require volitional efforts, the object is simply interesting to the individual.

3.The main properties of attention:

- concentration of attention - the degree of concentration on the object;

• attention span - the number of independent elements held in the focus of attention (1-7 elements);

• distribution of attention the possibility of distributing attention between a certain number of heterogeneous objects that simultaneously remain in the center of attention',

• attention span - the duration of maintaining concentration of attention on a particular object;

• shifting attention - the ability to quickly change the objects of attention.

4.Determinants of attracting attention:

- personal - psychological characteristics of a person who influences the achievement of the effect of attention, but are not controlled by the communicator:

- need and motivation to buy;

- installations of the individual;

- level of adaptation;

- period of attention (time of focusing attention);

- stimulus - characteristics of the object that contribute to attracting involuntary attention:

- color;

- intensity;

- contrast;

- position;

- direction;

- traffic;

- isolation;

- novelty;

- learned stimuli;

- the attractiveness of the object;

- change of scenery.

46. Model of imaginary communicator

1. Imaginary communicator - presenter (in a commercial), which can be:

- celebrity;

- expert (professional);

- invented character (people, cartoon characters);

- a typical representative of the target audience ("Aunt Asya", etc.);

- Anonymous presenter (voiceover or radio commercial).

An imaginary communicator is needed when:

- advertising requires strengthening of communicative effects;

- it is known that the target audience is information overloaded, it feels a lack of knowledge and competence in some area.

2. Mandatory characteristics of an imaginary communicator:

- communication characteristics:

- normative pronunciation;

- correct distribution of semantic stress;

- pleasant voice timbre (baritone);

- professional possession of facial expressions and gestures;

- normative tempo-rhythm of speech;

- personal characteristics:

- knowledge;

- intelligence;

- emotionality;

- appearance characteristics:

- attractive physical data;

- corresponding appearance;

- socio-demographic characteristics:

- appropriate social status;

- gender, age.

3. Using an imaginary communicator has its pros and cons:

- pros:

- recognition of the communicator;

- transfer of part of the authority (brand) of the communicator to the advertised product;

- minuses:

- focusing the attention of the audience on the communicator, and not on the product;

- mixing the image of the communicator with the image of the product.

47. Stereotypes of roles, games in advertising

1. Advertising messages often use stereotypes of role-playing behavior, which are ideal in terms of impression formation and transformational motivation.

Family, friendly, love scenes are usually fixed, which should represent an ideal performance of the role, an ideal understanding of the situation of inter-role interaction.

As an example, consider the stereotype "man and woman". A man takes a position above a woman: either in accordance with height or location in space. In cases where women are depicted as taller than men, the men are not only lower in the social ladder, but also dressed in a servant's outfit, which allows them to be treated in accordance with their modest position in the proposed circumstances.

A significant part of advertising information for women comes from men who play the role of professional instructors or male celebrities invitingly praising the merits of the products offered (Shevchuk D.A. Advertising: Lecture Notes. - Rostov-on-Don: Phoenix, 2007).

If a man in an advertising message is engaged in a non-male business, then one of the ways out is to present him as ridiculous, childish, as if in an unrealistic situation, frankly awkward in this guise, which clearly does not correspond to the occupation of a real man.

2. The games are also used in advertisements. Adults can have fun with children, staged comic attacks, such as chasing, grabbing, hugging. Positive children's emotions (for example, in relation to toys, other goods) are a strong method of advertising influence.

48. The effect of suggestion in advertising

1. Suggestion - socio-psychological mechanism of communication, which is mainly an emotional-volitional influence, in which uncritical acceptance of unreasoned information is achieved. Information is entered into the subconscious area without the participation of the will of the suggerent and often without a clear, on his part, consciousness.

Suggestion is of 2 main types:

- heterosuggestion (the source of suggestion is from outside);

- auto-suggestion (the source is inside the person - self-hypnosis).

2. Factors contributing to the state of high suggestibility in humans are:

- certain psychological states of a person;

- low awareness in the field of suggested information;

- a state of uncertainty, expectations;

- high importance of information;

- lack of time to include critical thinking.

3. The conditions for entering information into the subconscious in a suggestive way are:

• distraction of active attention (an object that is completely unrelated to our information is introduced into the field of human perception);

- weakening of attention (low concentration of attention due to physical relaxation, relaxation);

- paralysis of attention (trance state, hypnosis).

4. Suggestion is effective under the following conditions:

- the suggestor must surpass the individual in status, intelligence, appearance, etc.;

- the suggestor must inspire the trust and sympathy of the individual;

- the individual must be in a state conducive to suggestion.

- Components of suggestion are also.

- the use of words that evoke a clear image in the mind of the individual;

- an indication of the qualities of the product, which also cause a vivid image;

- refusal to use negative particles;

- thoughtful speech;

- corresponding voice timbre;

- use of non-verbal system (facial expressions, gestures).

49. Effect of the 25th frame

1. Effect of the 25th frame arises due to the fact that human vision has a certain inertia (24 frames per second) and if the 25th frame, which is not related to the main plot, is added to a regular film during editing, it will be invisible. Information about this frame does not enter the visual center, but the 25th frame enters the brain in the subconscious area, and pushes a person to perform certain, programmed actions. At the same time, the individual does not realize that his need has appeared from outside, and regards it as his own.

2. One of the first experiments in this area was James Vickery experience, carried out by him in the mid-50s. 1th century in one of the cinemas. With the help of a special instrument (tachytoscope), he displayed on the screen for 30/50 of a second the following messages: "Are you hungry? Eat popcorn", "Are you thirsty? Drink Coca-Cola." According to him, sales of popcorn in this cinema increased by more than 20%, and sales of Coca-Cola - by XNUMX%.

At the initial stage of the development of cinematography, the film reel rotated at a slower speed, but soon people began to see not a single dynamic picture, but separate frames, which was the reason for increasing the scrolling speed to its current state: 24 frames per second.

3. From a moral and ethical point of view, the hidden influence on the subconscious of a person cannot be considered legitimate, since the influence occurs hidden and the individual does not have the opportunity to show his will and refuse it. The legislation of the Russian Federation on advertising prohibits the use of in radio, television, video, audio and film products, as well as in other products and distribution in other ways hidden advertising, i.e. advertising that has an unconscious effect on the consumer's subconscious.

50. Writing advertising text in terms of psychological personality types

1. Depending on the leading factor of the representative system, all people can be divided into 3 groups:

- visuals (the main channel of perception is vision);

- auditory (hearing);

- kinesthetics (feelings).

Despite the fact that everyone speaks the same language, each of these subgroups has a certain "dialect", so unconsciously it is easier for us to communicate with some people, with others it is more difficult. Advertising, regardless of what type its creator belongs to, must speak simultaneously in all 3 "dialects" in order to be successful and effective. There are certain words and phrases (predicates) that prevail in each type of speech. There are also concepts that are often found in everyone: think, understand, realize, believe, know, analyze, etc.

2.The most common visual predicates are:

- words: portray, clear, bright, focus, shine, colorful, examine, draw, color, vague, distinct, radiate, clean, represent, dim, seem, brilliant, golden, visible, glow, transparent, reflect, observe, impenetrable , translucent;

- phrases: I see what you want; clear/foggy perspective; show me what you mean; I will try to outline it; meet face to face; you have to get the point of view; I see right through him; crystal Clean; close your eyes to something; he has vague ideas about it; it is not entirely clear; shed light on the question; you see the benefits; doesn't that look attractive; how it seemed to you; I see what you mean; I have a certain picture; I think it looks good.

3.Audit predicates:

- words: speak, emphasize, ask, click, resonate, chat, ring, melodic, jerky, mutter, harmonize, deaf, loud, monotonous, pronounce, sound, shout, call, demand;

- phrases: we speak the same language; tune in to it; soul sings; quieter than water That sounds good; live in harmony; talk rubbish; noise in the system; focus on success; you like the way it sounds; sounds tempting, doesn't it; I think I heard you.

4. Kinesthetic Predicates:

- words: weigh down, move, even, take, free, poke, grab, warm, touch, lift, push, tight, touch, sticky, hard, fix, cold, crush, insensitive, hard, turn, tense, tickle, reap , fragrant, airy, fragrant, juicy, appetizing;

- phrases: beat forehead against the wall; catch the meaning; pull yourself together; he is hard as a rock; it hurts the senses; lend a helping hand; hot heads; push on the wrong path; step by step; I feel it in my gut; everything goes according to plan; far/near perspective; I feel this is an interesting idea; I feel; my senses tell me; don't you feel the need.

5. In order to increase its effectiveness, it is recommended to use the above predicates in advertising.

51. Advertising in the system of integrated marketing communications (IMS)

1. Integrated Marketing Communications System

(QMS) - a single complex that brings together participants, channels and methods of communication.

It is focused on achieving the following goals:

- formation of a positive image of the organization;

- maintaining a positive image of the organization;

- informing about the activities of the organization;

- attracting the attention of target audiences to the activities of the organization;

- informing about the goods produced by the company;

- consumer motivation;

- the formation of consumer knowledge of the brand;

- the formation of consumer preference for the brand and the intention to make a purchase;

- stimulating the act of buying;

- a reminder of the company and its products.

2. The marketing communications system includes the following components:

- public relations - PR) - the managerial function of creating and maintaining mutually beneficial relations between the organization and the public, on the moods and opinions of which the success or failure of this organization depends;

• publicity - stimulation of demand for the product through the use of mass media that are not paid by the sponsor, since this information is already valuable for journalists (for more details, see Shevchuk D.A. Economic journalism. - M .: GrossMedia: ROSBUH, 2008);

• sales promotion - a system of certain techniques that are short-term and aimed at direct persuasion, which is based mainly on external benefits, and not on the characteristics of the product itself;

• personal selling (direct marketing) - activities based on working with an individual consumer, where the manufacturer is directly involved in the dissemination of the information he needs,

• advertisement - a form of communication that translates the quality of goods and services into the language of the needs and requests of consumers.

3. Advertising is part of the marketing communications system. Any stage of the company's marketing activities has a direct or indirect connection with its advertising activities. The main task of market marketing is to ensure the maximum possible sale of manufactured products, and advertising is one of the tools for this. Like any other element, it ultimately works to create demand and stimulate sales. In this way, the main purpose of advertising in the complex of marketing communications is to inform the consumer, far from always at a rationally logical level, about the quality, properties and other characteristics of the product.

The general purpose of advertising is divided into the main tasks:

- informing (formation of brand awareness and brand knowledge);

• conviction (formation of brand preference, persuasion of the need to purchase, encouragement of purchase);

• reminder (maintaining brand awareness and interest).

52. Publicity

1. Publicity - stimulation of demand for the product through ordinary publications, messages on radio and television, during which special advertising techniques are not used (since this information in itself is of value to consumers).

2" Areas of publicity work:

• media relations:

- organization of press conferences, briefings;

- distribution of press releases and comments on various issues;

- production of films and reports, writing articles about the company;

- organization of interviews of managers and other public persons of the company;

• production of printed matter:

- publication of annual reports on the activities of the company;

- production of presentation materials that tell about the activities of the company, the history of its existence and its organizational structure;

• participation of company representatives in various business or public conferences in yeil:

- presentation of the company, its products and services;

- establishing contacts with other companies;

- obtaining information of interest;

• work with state authorities and local self-government:

- promotion of their people in state authorities and local self-government;

- invitation of public persons to various events.

53. Sales promotion

1. Sales promotion - encouragement of making a purchase not because of the characteristics of the goods, but by providing other benefits (for example, discounts, etc.).

2.There are 3 target audiences for which sales promotion is directed:

• consumers, who are provided with such forms of promotion of purchases as:

- discounts with the condition of purchasing a certain number of units of goods;

- discount cards provided to regular customers, which give a certain percentage of the discount;

- seasonal discounts;

- sale of obsolete models of goods;

- discounts on new goods subject to the delivery of the old;

- a coupon giving the right to a discount without any conditions and usually distributed through the media;

- a gift for the purchase of a certain number of units of goods;

- granting a loan;

- installment payment;

- service maintenance;

- free transportation and installation;

• sales representatives, additional purchase incentives for which are:

- discounts for the purchase of a certain batch of goods and for regular customers;

- provision of additional free goods when purchasing a large lot;

- premiums paid to dealers for increasing sales;

- competitions for dealers;

- providing advertising support;

- organization of conferences for dealers and refresher courses;

• own staff, purchases from which are encouraged by incentives such as:

- bonuses to the best trade workers (material, additional days for rest);

- organization of recreational trips at the expense of the company for the best employees;

- organization of various competitions;

- refresher courses, trainings;

- moral encouragement (assignment of titles, issuance of certificates).

54. Personal selling

1. Personal Selling - an activity based on working with an individual consumer, where the manufacturer is directly involved in the dissemination of the information he needs (for more details, see the book Shevchuk D.A. Master of Sales. Self-Tutorial for Effective Customer Relations. - M .: GrossMedia: ROSBUH, 2009).

2. Personal Personal Selling - a conversation about the product, conducted by the seller with one or more potential buyers in order to sell this product, which is most often carried out in the following forms.

- the sales agent is in contact with one buyer;

- the sales agent is in contact with a group of buyers;

- the sales team is in contact with the buyer's representatives;

- holding trade meetings and seminars.

3. The personal selling method has the following advantages:

- direct communication, during which there are usually no intermediaries;

- the presence of feedback, which allows you to modify communication along the way and make it more effective;

- long-term relationship between the communicator and the buyer.

The main drawback of the method is that it is an expensive type of communication (organizing individual contact with each buyer is much more expensive than with the target audience).

55. Public Relations (PR)

1. Public relations (English public relations, PR) - establishing links with certain target audiences for obtaining commercial and other benefits in the future.

From a managerial point of view, PR is a function of creating and maintaining mutually beneficial relations between an organization and the public, on the moods and opinions of which the success or failure of this organization depends.

PR events - a system of interrelated actions aimed at various target audiences, the purpose of which is:

- to ensure a higher level of competitiveness;

- Creation of a positive image of the company.

2. The main tasks of PR are:

- forecasting, analysis and interpretation of public opinion;

- consulting management (clients);

- forecasting crises;

- Creation of corporate identity and corporate standards;

- Purposeful creation of a positive image of the company;

- evaluating the effectiveness of campaigns;

- setting goals, forming and optimizing the budget;

- recruitment, training and motivation of personnel (resource management).

3. PR performs 4 main functions:

- analytical (development of strategy and tactics of information policy);

- organizational (holding PR events);

- communication (dissemination of information about the company);

- consulting (consultations of company executives and personnel in the field of public relations).

4. The main directions of PR influence are:

- positioning of the object;

- creation and strengthening of the image;

- isolation of the company from competitors and its allocation among other companies;

- opposition to PR-events of competitors.

The PR audience is:

- internal (enterprise personnel);

- external (consumers, mass media, local authorities);

- own (partners, dealers, suppliers).

5. PR can be:

- political;

- entrepreneurial;

- periodicity:

- regular;

- one-time (target);

- crisis.

56. PR communication

1. PR communication - specific methods of implementation of PR.

Tasks of PR communication:

- attracting the attention of the target audience;

- stimulation of interest;

- formation of needs;

- direction of action;

- ensuring that the message is correctly understood by the audience;

- interpretation in a key favorable to the communicator;

- Ensuring that messages are remembered by the audience.

2. Principles of PR communication:

- trust from the audience;

- clarity of communication;

- continuity and consistency of communication;

• focus on the mentality, needs and capabilities of the audience.

3. Communicative Consent Strategy - a set of PR-techniques, which includes:

- support strategy - the use of a system of rewards or punishments applied at the discretion of the sender, depending on the behavior of the recipient;

• altruism strategy - appeal to the audience with a call to help the sender or any third party represented by the sender;

• rhetoric strategies, the most important of which are:

• direct demand strategy (the sender does not provide a logical explanation for his demand);

- explanation strategy (all requirements are clearly argued);

- a strategy of hints (a situation or circumstance is stated from which the recipient must himself draw the conclusions desired for the sender);

- deception strategy (the situation is presented in a distorted form, in reality, the promised reward or punishment is not within the scope of the sender).

4. Dialogue - such a form of PR communication that allows, through joint discussion of the problem, to find solutions that satisfy both parties, and unites participants for further joint activities (i.e. one party does not try to "impress" the other in a one-sided way, there are no relations "producer of PR " - "the audience that perceives PR", both sides are in turn both producers of information and the audience).

57. PR events

1.PR events - a set of actions aimed at creating a positive image of the organization in the eyes of various target audiences.

2.PR activities can be classified:

•for events focused exclusively on the media and related to an urgent informational occasion. These include:

- press conference - an event in which several speakers participate with different policy statements within one information occasion;

- briefing - one speaker takes part with a short policy statement, followed by a series of questions and answers;

- press lunch - an event with several speakers without a program statement, during which the company's management communicates with several journalists in a friendly atmosphere of a round table;

- events related to the release of a new product and focused not only on the media, but also on partners, suppliers, dealers, etc. For example, these are:

- technical seminar - an event aimed at specialists in the field, during which the properties of the product are demonstrated in action;

- presentation - an event associated with the presentation of a company or product;

- symposium - an event related to the discussion of the problems of the area for which the company manufactures its products;

- mixed events - events aimed at spending time together with guests, which combine leisure and business:

- receptions - morning (breakfast), afternoon (glass of wine, lunch) and evening (cocktail, buffet, dinner);

- offsite events - press tours;

- sponsorship events aimed at the widest audiences, including end-users of products (financing of public projects, theaters, organization of various actions).

58. Work of the PR department with the media

1. The main task of the PR department of the company is to work with the media:

- collection and analysis of old articles published in the media;

- providing information to the media.

To ensure openness to communications with the media, the PR department should:

- be always available to the media;

- provide reliable information to the media;

- immediately respond to the occurrence of false information and refute it;

- do not avoid communication with interested media;

- always give comments and interviews.

Interview and comments from the PR department should be given at a high professional level, the characteristic features of which are:

- brevity;

- timeliness;

- informative;

- the right tone.

2.To work with the media, the PR department usually uses the following information materials.

- backgrounder - a message about the current activities of the company, which is not sensational;

- press release - a message containing one important news that needs to be conveyed to the general public;

• press kit - informational selection about the company, product, prospects, etc.;

• nominal article - an article written by a specialist and published under the name of the head of the company, representing him as an expert in any field;

• review article - dedicated to large-scale problems, all public persons of the company take part in their writing, where they give their proposals for solving these problems;

• interview - a conversation with a journalist in the form of questions and answers with public figures of the company.

59. Rules for creating a successful advertising message

There seems to be no area in today's business world more ambiguous, more bizarre, more romanticized, and more cynical than the field of advertising. Moreover, this ambiguity is almost always present, no matter from which side we begin to consider the process of creating advertising. As the hackneyed phrase says - everyone understands football and advertising, but is it true? Nevertheless, it is not so important what its consumers think about advertising, it is important what those who are involved in the process - direct customers and performers - think about it. But it is precisely in this camp that there is no unity of views.

Judging by the number of publications devoted to the criticism of existing approaches, these thoughts were not the first to come to our minds, which is not surprising. It is surprising that no one has even suggested a way out of the crisis. Let's look again at common truths known to everyone, especially since the ever-complicating situation has long been forcing us to do something so that advertising continues to work in the face of both an increase in the cost of its placement and a decrease in influence due to consumers' unwillingness to perceive it.

So, advertising should sell, and this is indisputable, but how? Obviously, due to the idea, the very notorious "selling idea" that the luminaries spoke about, and which ordinary advertisers are still looking for. But what is this idea? And how is it created? And here we are confronted with two points of view.

Advertising orthodoxies rely on the existing opinion of the classics of advertising (who did not hear about all the newfangled theories, which did not prevent them from being super-efficient in their time), according to which advertising is a creative process in the first place. The selling idea here is something inexplicable, which is created precisely by the copywriter's talent. Therefore, the personality factor of the creator becomes the most important - there are "stars" of the advertising business, one word of which can cost tens, even hundreds of thousands of dollars, everything is decided by talent, which, although it relies on some technical task, is unpredictable in essence. Whatever the initial data underlies the brief for creating an advertising message, no matter how expensive research is carried out, no matter what concepts are given as a justification, the decisive factor here is the opinion of a creative person, and therefore the human factor, based on which in mastering million dollar budgets is undesirable. Although this approach has proved its relative performance, but due to unpredictability and lack of guarantees of success, it cannot please those who are used to controlling everyone and everything - the entrepreneurs themselves, customers of advertisers' services. As a result, we have a global conflict between the customer and the performer, the advertiser and the advertising producer, the creator and the financier. This problem is international - the moaning of advertisers about a difficult fate is heard on both sides of the ocean, but even if we completely "surrender" into the hands of an advertiser, we will not receive not only any guarantees of success, but even no clear justifications for his possible arrival in the future (for more details, see Shevchuk's book D.A. Conflicts: avoid or force?: all about conflict situations at work, in business and personal life. - M.: GrossMedia: ROSBUH, 2009).

The current situation could not satisfy investors who were forced to throw millions of dollars into the black hole of advertising without any reciprocal obligations, and this could not but be realized by people who are far from the romanticism of advertising. Streams of scientists from various fields poured into advertising, where at least from some side it was possible to hang a ghostly human nature, and advertising, it would seem, received what it had been missing for so long - clear justifications. But the clear justifications that entrepreneurs wanted so much turned out to be just fairy tales, covered with exaggerated figures sucked from the finger, those same notorious selling ideas did not appear here, and they hastened to disguise the lack of understanding of the effect of advertising on the consumer, "leading" the principles of influence into mysterious subconscious.

The "star" here was the well-known concept of the 25th frame. His theory was too simple, and, consequently, too easily verified, as a result of which it did not live very long (although for some reason it still has its adherents in Russia). But the need for security is one of the most important for any person, and the need for financial security is perhaps the most important for a businessman, so the search for a workable "scientific" approach to creating covertly influential advertising continues. And to this day without much result.

I must admit that until now, for many entrepreneurs, the figures of future success, based on some kind of "scientific" data, act like a boa constrictor looking at a rabbit, this explains why all kinds of pseudoscientific methods are still in use. Everyone so wants to believe that some "scientists" have found a "philosopher's stone" - a way of hidden effective influence on a person. In addition to Vaikari, many pundits and ladies have been and are still trying to do this, and I must say that they managed to inspire a number of dubious ideas - from the effectiveness of using psychoanalysis to all kinds of studies of the components of our perception, but this also did not add to the effectiveness of advertising. The reasons for this are obvious - the issue of a selling idea that affects the consumer has not been resolved conceptually, therefore, instead of knowledge and technology, we received only their shell, mythical theories built on the void, the performance of which is so virtual that they crumble only under the influence of elementary common sense - this applies and now fashionable phonosemantic analysis and well-known NLP techniques and the "scientific" concept of developing slogans, color analysis and much more.

Leaving the lyrics, we are forced to return to reality, which does not look at all optimistic: purely "scientific" theories have proved their complete failure (or does anyone know examples of successful advertising campaigns created in strict accordance with any concept?), while the classical approach to advertising as to creativity, although it allows you to create "working" messages, it is nevertheless completely unpredictable - the creation of a selling idea is at the mercy of intuition. This means that no one can know what the results of this work will be, since no one even imagines what kind of selling idea he will create and what a selling idea is in general. So we have come to understand the current state of affairs.

In fact, there is not a single concept in advertising that could claim at least some predictable effectiveness - neither creativity nor the illusion of scientific validity provides a guaranteed response from consumers, and this is a fact. Moreover, this fact is not denied by either side - supporters of a creative approach are already declaring that not all advertising should sell, but should be bright and unexpected. "Scientists", however, come up with new variants of justifications that serve to confuse the consumers of their services - entrepreneurs, because the complexity of the scientific methodological apparatus as such perfectly allows this to be done. Nevertheless, it is time to cut this "Gordian knot".

It must be said that in the modern world there are not so many fierce adherents of any of the points of view in their pure form: "creators" have long been trying to operate with some quasi-scientific terms, and "scientists" do not deny the factor of creativity, but in any combination these approaches are not guaranteed to work. And is it worth choosing between "very bad" and "terrible"? We reject both pseudo-scientific and creative approaches to advertising and begin to view the process in terms of common sense, since all other tools have proven to be helpless. So what are the goals of advertising, and how can it affect the addressee?

Advertising should sell, and this is a fact that does not require justification. Nothing else is given. But how? Obviously, with the help of a certain core of the message - a selling idea, because creativity is only an artistic shell of the message and cannot be valuable in itself. What is a selling idea? Until recently, the concept of "creativity" included the concept of "selling idea", but whether it is worth mixing things of a different order - it is not clear how the creative process is taking place and providing the desired response (the consequence of which is the proper level of sales) through the introduction of a strictly defined idea into the mind of the consumer ?

In comparing the importance of various factors that determine the advertising strategy, the most important, absolutely unequivocally, should be the factor of the profitability of the enterprise, the financial efficiency of advertising. Therefore, the selling idea should lie outside the field of creativity, it is more important than the creative process, the idea should be clear to all participants in the promotion process, including the end consumer (after all, he must also have a reason to purchase a product or service). Moreover, at the development stage, the idea should be separated from the shell of the message - that is, creativity, so as not to confuse the people taking part in the process. From here we can come to the conclusion that this selling idea should be developed by the manufacturer himself, at best - jointly by the manufacturer and the advertiser, but not by the advertiser alone. And we have to determine what this notorious idea can be.

Representatives of the advertising business can rightly say that most existing entrepreneurs have no idea at all who needs what they produce and why those who buy their products do it. The denseness of most native entrepreneurs has already become a byword, and it would seem that here it is necessary to educate those who need it, and not criticize those who, compared to customers, are marketing geniuses through one. We do not agree with this position. Those who do not want to develop have a harsh and cruel teacher - the market. Sooner or later, those who consider the very fact of advertising the key to success will leave, just as those who believed that a good product does not need advertising at all left. It is necessary to teach those who are moving forward, then the rest will have no choice but to try to keep up with them. But even those who move, or rather, try to do so, have more than enough problems, and we have voiced these problems above.

What should the ad look like? Obviously, advertising aimed at the end consumer should inform this consumer that there is a certain object designed to satisfy some of his needs. Since the market is already quite heavily filled with objects of consumption (goods, brands, services), then, apparently, it is still necessary to prove that this object satisfies this need better than others (otherwise, what is the point of buying?). That is, here we are forced to plunge into the world of human needs - after all, we do not just have to take them into account. We must build on them! And here begins the incomprehensible.

Despite the fact that there are a number of concepts of human needs in the world, this area has been and remains a "black box" for scientists, not to mention marketing specialists. It is obvious that the needs of the physiological level are now completely satisfied - if they are dissatisfied, a person is not interested in advertising and choice, he is interested in satisfaction - is it so important for a traveler in the desert what to drink, and is it so important for a homeless person what kind of brick is made of the attic that he uses as temporary shelter? After all, it is known that when the needs of the lower level are not satisfied, then a person does not care about anything at all, except for their satisfaction. But following Abraham Maslow, we are forced to clarify that the real dissatisfaction with the need for food, overshadowing everything in the world, that is, hunger, is not at all the feeling of appetite that people formulate as "hunger", but an extreme state that threatens life. In the modern, so-called. In a "civilized" world, this situation is obviously the exception rather than the rule. In any case, such a strong dissatisfaction with physiological, biogenic needs is very rare among those social groups that are the target audience for all advertising messages.

The remaining needs that govern our choice, and more broadly our whole life, are of a psychogenic nature, they are the result of the functioning of our psyche, that is, these needs are entirely and completely virtual. No one knows whether they exist objectively, whether they are the fruit of our imagination or the result of social pressure.

The virtuality of our psychogenic needs is a given that cannot be changed. We do not know and cannot know the answers to the question of the satisfaction of certain needs that are of an intangible nature, we cannot even know for sure whether they exist at all or whether this is just a declaration. This, by the way, shows the weakness of research technologies: in any case, we will never be able to know what is reality in the answer, and what is the result of the respondent's imagination. Therefore, instead of finding out what may not exist, we ourselves must form, designate, inspire needs - in many markets, we have no other way. Otherwise, advertising loses any predictable performance.

And here we derive the first rule of advertising: advertising exploits the psychogenic needs of a person. In other words, advertising manipulates the consumer, formulating for him his own need (which the person might not initially be aware of) and the option to satisfy it. If you think about it, then all advertising messages, in relation to which we can talk about the fulfillment of the goal, are manipulative in nature. Moreover, it is in this way that all the latest achievements of human thought find their way to the hearts of buyers - most of the goods or services currently consumed are based on an imposed need: people, as you know, have lived for thousands of years without the services of fitness centers, fast food, glossy magazines or computers, and it had no effect on their state of mind. So, working advertising is necessarily manipulative in its essence, and all other options are the result of the self-affirmation of the author or customer, and they have a very indirect relationship to advertising as a tool for generating demand.

But here we are waiting for another side of the fact of the virtuality of human psychogenic needs. How can one form a need, especially if one takes into account that the world of needs, one might say, is practically not just not studied, but rather unknowable? In what direction to move?

Here we must understand that needs are not realized on their own, but through personal values - our ideas about how our needs should be realized. On the example of the physiological need for food: when we want to eat - from the point of view of the need, we want to eat, nothing more, but it is the value that determines where and how we will satisfy our need - by buying somewhere a hardened pie with minced meat from a stray animal or by visiting a gourmet restaurant. Value fully determines the embodiment of our need, a person retreats from the use of value only in extreme situations of real dissatisfaction with the needs of survival (all kinds of social upheavals, of which there have been many in our history, prove the correctness of this thesis).

At the level of more "elevated" needs, the principle remains the same, only the role of values increases significantly: in fact, value is responsible not only for the way the need is met, but also for the feeling of its satisfaction or dissatisfaction - there is no explicit satisfaction of psychogenic needs and cannot be; ask yourself: is it possible to fully satisfy the need for love or power, wealth or security? Situations when psychogenic needs can be as extremely unsatisfied as biogenic ones (strong hunger or thirst) are objectively impossible, but this does not reduce their role - in some situations, the realization of psychogenic needs can mean even more than the fact of survival (voluntary sacrifice, feat in the name of an idea). Of course, these aspirations are also guided by the corresponding values, but we hope that we will not reach such a level of influence.

Thus, we come to understand the colossal role of values in our life in general and in making a purchase decision in particular. In addition, unlike the need system, the value system is largely studied and structured, so we can use it to understand our goals and strategies on a case-by-case basis. But since our values are nothing more than mental structures formed by incoming information, this also means that by acting in a certain way, we can influence the value system, and, consequently, form almost any psychogenic needs.

Again, if we analyze those very "working" advertising messages, that is, those that directly or indirectly promote sales, they have a clear emphasis on commitment to certain personal values. More precisely, one or several values that are very close to each other - the consumer tries to perceive everything unambiguously, he does not need intrigues and emotional throwing when choosing washing powder, chocolate. From this we can deduce the following rule of advertising: advertising affects the level of personal values of a person. It is the success or failure of the impact on values that allows a person to compare the object of advertising and a specific personal value, or, more simply, to make a predictable opinion about the object of advertising, inscribing it in their own system of value assessments: this product is for good housewives, and this brand is for successful men, this service for attractive women, and this product for those who care about their health. And each value is inevitably associated with a corresponding need, and by influencing the level of values, we automatically connect the level of needs.

All brands that can be classified as "stars" or "megabrands" are built on a commitment to personal values. Of course, most of the advertising messages make the main emphasis on conveying the conformity of the brand and the value of the consumer. But not everything is so simple in this world. Enormous competition has already forced to bring to the markets a huge number of similar products that compete with each other in the flamboyance of promises, and the habit factor becomes very important - it is not so easy for the consumer to "switch" from one brand to another - the benefits that he will receive from this can be insignificant, and the consumer will ignore the new brand (which happens more often). In addition, we should not forget that the consumer is an extremely fickle creature, doubting the correctness of his every step, especially given the persistence of the advertising impact of competitors. Under such conditions, the traditional way of working imposes competition on budgets, but can we always go for it? Rather, we should do our best to avoid budget wars by switching to wars of ideas. Therefore, we must also offer the consumer some arguments that should confirm him in the idea that the advertising statement is completely true, and not unfounded, unlike competitors. Naturally, these arguments simply must be verifiable, that is, they must be purely rational. That is, with these arguments, not only do we prove to the buyer the truth of our statements about the conformity of the object of the consumer's personal value, but the consumer himself, using this argument, proves to himself the correctness of his act (acquisition). From this we can deduce the third rule of advertising: The advertising message must contain rational arguments.. Of course, with regard to this rule, we can say that the object of advertising itself (product, service, brand) is primary, since it is he who should differ in the first place, and advertising should only reflect this feature. We foresee the objections of many that many objects are sold without such arguments, but this is far from always the case, and now with the constant growth of competition, we must rely less and less on "maybe", consider consumers underdeveloped and wait for them to make a purchase, without sufficient reason.

In today's world in many markets, it is often difficult, if not impossible, to create any kind of rational arguments, so some tangible uniqueness can take on the role of rational arguments - a feature of taste, packaging, design, method of use, production, and the like. But it should be remembered: the more significant difference from analogues a given object can offer, the stronger this argument will be. You should not think that the consumer looks only at the familiar logo - yes, the consumer buys many brands because of the well-known trademark, but the trademark itself is nothing, it is just an "anchor" for the psyche. The question is in the associations that a person has at the sight of a familiar logo, and be sure, before such associations began to arise spontaneously, millions, if not billions of dollars were spent, months of air time were used and square kilometers of advertising space were occupied to convince this consumer association. It is absolutely clear that the current situation no longer encourages such investments in the hope that in 10 years the object of our advertising will be in demand on the market. We need a more intense imposition of correspondence between the object of advertising and personal value, and differences here simply must be present. It is not for nothing that most sports brands, in addition to focusing on the values of achievement and excellence, develop and promote various technological features that distinguish the product from a number of their own kind. It is not for nothing that eminent athletes who embody the values of these brands receive huge fees just for the fact of using the products. It is not for nothing that all Apple products are distinguished by a stylish design, Rolls-Royce - an overly pompous appearance of cars made almost by hand ..

This rule can not always be found, but this evidence is not in favor of other brands. Recall that in the modern world there is not a single more or less intelligible technology for creating a brand, advertising message or developing a new product, which would allow even before entering the market to talk about at least some guaranteed consumer response. Therefore, the discrepancy between many brands (advertising messages that promote them) and the rules we have derived is a clear weakness of brands, rather than voiced ideas.

Unlike specialists who argue about which factor in making a purchase decision is more important - rational or emotional, we consider both factors to be important, and not only the content of the message can be attributed to the rational, but the form of its presentation can be attributed to the emotional. The impact should be carried out at two levels: compliance with personal values at the sensual, extraconscious level and confirmation of this at the conscious level. The essence of advertising effectiveness lies in the depth of its penetration. What is the most intimate and deepest in a person, the answer is clear - these are our values, motives, complexes. Advertising must manipulate needs by directly appealing to our value system, but in order to divert the attention of the consumer from obvious influence, we must constantly prove our own claims. The human nature is binary, it is reasonable-emotional, respectively, and the advertising message should be heterogeneous: rational-emotional.

formulated three rules of advertising not only provide an understanding of our direction in creating a particular advertising message, not only are the basis for broader brand building activities, they define criteria that allow us to predict its success with a certain degree of probability even before the start of an advertising campaign. These 3 rules can eliminate the barrier of misunderstanding between customers and advertising workers, allow all participants in the process to understand their real place and role, and most importantly, to come to a predictable effectiveness of actions, and isn’t that what they expect from advertising?

60. How to force to buy the advertised product

A specific feature of the advertising text is the fact that people, as a rule, simply flip through the pages of a magazine or newspaper that are occupied by advertising. On the other hand, and this is already a positive feature of print advertising, you can always return to these pages, they do not disappear after appearing for 30 seconds, as is the case on radio or in a television commercial.

No textbook can teach you how to write good advertising text, the skill comes as a result of hard work and great thought. But you can give some guidelines in order to at least start working on the text of the advertisement in the right direction.

Don't start writing copy until you have a headline and lead concept for the ad.

Write the text of the advertisement in the present tense and active voice. This gives it a dynamic character, correlates with the present moment and calls for a decision on the need to purchase and the commission of this action.

Use the personal pronouns "you", "you" in the text of the advertisement, thus as if personally referring to a specific person reading your advertisement.

Write in the first person, do not start with: "This product was made to offer your children...", it is better to start like this: "We created this product especially for your children...".

Do not include in the text of the advertisement promises that are not confirmed by actual evidence (links to examinations conducted by third parties) or testimonies of famous people whose authority is not in doubt and whose consent has been previously obtained.

Never throw away your headline and concept drafts; you may have enough voluminous material (4-5 pages) that will come in handy when writing the main text of the advertisement.

Don't forget that body copy should primarily communicate the benefits of the product. The advertiser's hierarchy of these benefits should always be on your desktop, and it determines the order in which these benefits are included in the advertising text. And here you should also take into account the novelty and unique properties of your product, as well as the saturation of the market with similar products, that is, you should never forget about competitors and how they advertise their product.

Brand and company advertising is your sacred duty, include their names in your text as often as possible.

What determines the length of the body text?

The amount of information that needs to be placed in the main text depends primarily on the type of product being advertised. In addition, the advertiser always decides this issue - what specific characteristics and to what extent he wants to see declared in the advertisement.

The general rule for text length is that the more expensive the product, the longer the text. It is quite natural that a prospective buyer wants to learn as much as possible about the expensive product he is interested in, primarily from its advertising itself. As for inexpensive goods, often the issue of purchasing them is decided impulsively, which means that not the length of the text, but the memorization of information in this case is much more important. The exception to this rule is prestige advertising. Often, expensive products advertised in this type of advertising affect the target audience not because they are especially good, but because the possession of this product classifies the potential buyer as a certain group or class of people, a kind of elite.

So, the rule regarding the length of the body text of an advertisement is mainly related to the characteristics of the product itself. In this regard, three types of goods are distinguished - expensive, everyday and prestigious; the product belongs to a particular type and determines the choice of concept, layout and length of the main text.

Structure and formatting of the body text of the advertisement

From the point of view of the structure, four components of the main text of the advertisement are distinguished: the first, or introductory, paragraph; central, inner, paragraphs; penultimate paragraph and last paragraph.

First paragraph of body text

The main task of the first paragraph is an intermediate one, to connect the heading and illustration with what will be stated later in the main text. This paragraph continues the main purpose of the title - to arouse interest in the product. However, heed some advice:

Do not repeat the title in the first, introductory paragraph, word for word.

Don't try to explain the title in more detail.

Remember - each phrase of the text should carry new information.

Central, or inner, paragraphs

In the central paragraphs of the advertising text, the advertiser (text writer, copywriter, as he is sometimes called in special literature and advertising agencies) must invest all his skill and arouse confidence in the product itself, as well as in what is said about it in advertising. You have to be very careful when making promises about the great features of your product or service; all promises must be supported by references to the results of tests or experiments, the provision of guarantees, etc. Information about the high reputation of the manufacturer and even some information about the history of its creation can also be given here.

Penultimate paragraph

It is in this paragraph, and in some advertisements before, that the call is finally made to the potential buyer to make a decision to purchase the product. Information is given that the goods can be purchased by mail or telephone order, the terms and conditions of delivery are reported.

Last paragraph

In the last paragraph, everything is aimed at making such an impact on the consumer's attitude towards the product that he decides to act and purchase the advertised product.

Grammar and spelling

Sometimes in advertisements you can find cases of deliberate violation of language norms, non-compliance with grammatical rules or distortion of the spelling of words. However, good advertisers and copywriters do not recognize such techniques and resort to them extremely rarely, only if it is justified by the general style of advertising and is consonant with the norms and lifestyle of the target audience. For example, an additional syllable is included in one of the words of the text, meaning the name of the manufacturer or product.

In Russian advertising, there are few successful examples of such a technique, and if they occur, then this is more often characteristic of advertising made hastily, for cheap advertising. Quite often, one can observe cases of combining words of the English and Russian languages in one phrase. For example, an advertisement for the show "Discomania" is titled by two huge letters brought together - the Russian letter "I" and the English "I". This is probably meant to be the name of the rock band involved in the advertised show.

Speaking of linguistic norms, of course, one cannot avoid thinking about the purity of the Russian language. In the Russian-language literature on advertising and public relations, unfortunately, we have to admit that the violation of language norms is a fairly common occurrence. It seems that this is primarily due to the abundance of translated literature on these specialties, which we are now seeing in the book market. Lexical borrowing from language to language is a quite legitimate phenomenon for those cases when a new word comes along with a new concept. Doubt is caused by cases of word creation in the formation of derivative words with suffixes or compound words based on a combination of stems from different languages. Thus, such words as "brandism", "brand owner", "PR" and many others cause a certain alertness.

Wordplay, rhymes, alliteration

If your ad has witty non-trivial approaches, then puns and other such tricks are quite acceptable and even necessary. But their use, of course, primarily depends on the nature of the advertised product and the target audience. You need to be absolutely sure that the potential consumer will understand and appreciate your approach. Therefore, in some cases it is suitable, in others it seems unconvincing and unnatural.

Presentation Logic

In the advertising text, the content of all subsequent sentences should be strictly linked to what was said in the previous ones, so that not a single phrase is superfluous and that not a single phrase can be thrown out without loss of information. If you find sentences in your text that do not meet this requirement, throw them out without regret. After all, as you know, brevity is the sister of talent. You should always remember that the length and content of the main text determines the information that convinces the potential buyer why he needs this particular product.

A few words about the use of subheadings in the main text. They should generally continue to develop the idea behind the title and illustration. They are also used to break long pieces of text into logically integral parts, which, however, are independent elements in a single concept of the main text of an advertisement.

Questions for reflection

1. Why is it recommended to break the advertising text into paragraphs?

2. What determines the length of the advertising text?

3. What is the specific role of each paragraph in the advertising text?

4. To what extent is a violation of language norms permissible in an advertising text?5. What is the logic of building an advertising text?

6. What type of advertisements (meaning their target orientation) do not need advertising text?

The difference in the search for corporate clients and individuals is due to the presence of different interests in the transaction. The latter have only one interest - personal. The client - an individual - always pays YOUR money. Several interests are always involved in working with legal entities:

1. the interests of the organization associated with making a profit;

2. the interest of people involved in the implementation of contracts;

3. interest of competing organizations.

Therefore, the conclusion of an agreement with a corporate client is influenced by many different interests and factors. Their mutual influences must be taken into account.

At the same time, we should not rule out the option that our potential client may be a private entrepreneur or the direct owner of the company, here, on the one hand, work is simplified and we work with this client as with a retail client, but we must also not forget that he pursues the interests of the company.

Corporate customers differ from retail customers in three important ways.

1. The main task of a corporate client is to make the work of his organization more efficient (profitable, productive, competitive, etc.). At the same time, all purchasing decisions are made by ordinary people with ordinary human needs (work less, earn more, stand out in the eyes of the authorities, grow professionally, make their own work comfortable, etc.). Therefore, it is more difficult to work with a corporate client. Good sales require us not only to understand the personal interests of the particular person with whom we are negotiating, but also the interests of the organization that he represents. If we sell coconuts to wholesalers, we must be sure that they can sell them to the Eskimos for a profit. This approach requires us to collect detailed information about the client's business.

2. Since the needs of the organization are directly or indirectly related to economic indicators, the conclusion of contracts with corporate clients is more logical than emotional. This gives us more opportunities to use logical reasoning and specific numerical indicators. In order to take advantage of these benefits, we need to better understand the client's business.

3. Our client's company is a living organism where different interests intertwine, interact and fight. It is very important that the decision to conclude a deal is usually made not at the negotiating table between the direct customer and the seller, but just in the absence of a sales manager: at a meeting, in an informal conversation at the dinner table, in the smoking room. In order to involve all the decision-makers on our issue, we must have a good understanding of the client's business.

Unfortunately, we do not always have the opportunity to study our client's business. I would like to make a reservation that everything depends on the size of the transaction and on the service that our company offers. If we are talking about, for example, a logistics service, then of course we must study in detail the business of our potential client. Having found out the expected volumes of products to be stored, the frequency of deliveries, shipments, product features, etc. But if we are talking about printing services, then we can limit ourselves to the order itself and its frequency, find out how additions, whether any promotional events will be held, and offer our services the day before.

Industrial purchasing takes place within organizations, while the behavior of individual consumers during the purchase of products and services of interest to them is based solely on their personal considerations or on considerations that are developed by very small and informal groups, such as a family or a married couple.

Consumers of technology-driven products are more likely to ask themselves the question, "Will this product work as promised by its supplier?", while consumers of fashion-driven products ask themselves, "Does this product match the features my way of life, and to what extent will it convey these features to people whose opinion is important to me?

Often they want to compare (even at a minimal level) the product they are interested in with similar products of competing firms, in terms of these objective criteria.

The difference with technology products is clear: technology buyers very often set precise and explicit quality criteria for the product they are interested in before making a purchase.

This is a partial list of the differences between an industrial and retail client. In summary, a corporate customer is one person or group that satisfies the needs of the organization by purchasing or ordering something, while spending the company's money and must account for them. Where, in addition to the interests of the company, there are interpersonal relationships and interests. We are interested in this client for a long-term period of time. His satisfaction is the main goal of our company.

Service (service). Any activity or benefit that one party can offer to another. The service is inherently intangible and does not result in possession of property.

The difference between a product and a service is enormous, because the service cannot be smelled, touched, seen until this service is provided. We can describe it as accurately as possible, but after finding out the exact parameters from a potential client, show samples, but not in an advertisement. Therefore, when creating advertising, we cannot use the exact, rational parameters of the service itself. What, nevertheless, parameters can we use when creating advertising for a company providing services? Only parameters related to the company itself: year of establishment, list of clients, additional services such as delivery or, in the case of printing, design; the equipment used to fulfill the order, etc. Therefore, in the advertising of the service, more emphasis should be placed on emotional moments.

Having accumulated information about the relevant competitive offers, the industrial buyer proceeds to the second stage - the evaluation of options. At this stage, the goal is to determine which of the options available are most likely to fulfill the need that has arisen. The main step at this stage is the formulation and ranking of "decision criteria" by which this selection is carried out. These decision criteria should reflect exactly what the organization wants to achieve with the service and what characteristics it needs to have in order to meet the expectations associated with its implementation. Once this list of criteria has been developed, they should be ordered in order of importance (according to the objectives of the organization).

Which of the options available to the buyer in the industrial market is most likely to be able to fulfill the need that has arisen for him.

Conclusion. It follows from the above that the preliminary work with a corporate client is divided into various stages. The first stage, the purpose of which is: to interest and familiarize a potential client with our company.

The second stage: to respond most fully to his request.

How can we attract this client? How to create an advertisement that is attractive to our potential consumer. Do we need to influence the emotional notes of a potential client or should we stick to only rational moments.

In companies, purchasing decisions tend to involve many people, including those who make the purchase, those who directly or indirectly influence the decision, and the employees who will use the goods and services.

In organizations and industries, goods are often purchased on the basis of technical specifications, which requires a thorough knowledge of this product category.

Impulse purchases are rare, as purveyors are professionals, their decisions are based on past experience and a careful weighing of alternatives.

Decision making is risky, especially in the sense that a procurement career may depend on their ability to demonstrate sound judgment.

However, there are more similarities between corporate clients and ordinary consumers than many believe. It is true that service purchasing decisions made by organizations tend to have a higher economic and functional component than individual consumer decisions, but there is also an emotional dimension. If you do not want your advertisement to be boring and unattractive, use emotional elements of perception.

When it comes to a retail buyer, the following motives are used (E. Pesotsky "Advertising and Consumer Psychology"): narcissism, exhibitionism, aggression, sex, positioning according to lifestyle, striving for superiority, positioning on various types, for example: thinking, feeling, intuitive, etc.

Can we use these motifs in advertising for industrial clients?

In my opinion, it is still advisable to use some motives, for example: there are a number of firms that position themselves on superiority. By offering them our services, we can engage the motive of superiority. Put your company on the same level as their organization.

If our potential client is from the auto business, construction, logistics, etc., where the main part of the staff is men, we can use, for example, sexual motives.

Activities related to the search and analysis of information are carried out by the left hemisphere, but - and this is very important - the actual purchase decision, as well as the decision to remain loyal to a particular firm, is the prerogative of the right hemisphere, even if it is an industrial purchase. Once the prospect's representative has made a decision to order, that decision needs to be justified to a group of executives (decision makers), which in turn requires a return to left-brain analysis.

Considering our discussions above, the following conclusion suggests itself: that advertising, as the first message to a potential client, should use emotional motives and the emphasis should be on the visual image (because visual images and text used in advertising can initiate attractive associations in the right hemisphere, as a result, a representative of a potential client may have an incentive impulse to order this service). After the exact request received from this representative, we rearrange the accents on the rational moments of our proposal, thus influencing the left hemisphere. When discussing our proposal with a group, it is easier for a representative of a potential industrial client to use the second sentence, which is designed for the left hemisphere of the brain.

Efficiency mark

The first step is to designate the starting position. Get objective metrics of where you are right now in relation to what you expect to get from ads. For example, if your goal is to raise awareness about your company, find out what it is like now among the target audience you want to influence. Just don't guess!

The starting point is easy to determine with a little objective research. Conduct a survey of those who will be targeted by your advertising campaign, asking them to tell you what they know (or believe is a fact) about your company. This type of research is called "benchmarking", in Russian, so you designate a kind of milestones, control marks. It's best if this research is done by a commissioned research firm, because clients aren't always eager to tell you what's really wrong with you. This is due to such a psychological phenomenon as "the desire to avoid confrontation."

The second step is to set realistic goals for your advertising campaign. This may require some intervention from an experienced advertising professional because it is difficult, if not impossible, for the amateur to understand what advertising can and cannot do. There are many factors to take into account, such as the available budget, the advertising activity of competitors, the advertising tactics that can have the greatest impact, and much more.

If the advertiser is guessing at the current level of awareness, he will only compound his error by setting unrealistic goals and expectations for what the ad will bring. For example, one of the banks wanted to get a large share of the market for high-yield private clients. For 10 months, he ran a large advertising campaign and got a very disappointing result. Nobody could understand why. They offered to conduct a marketing study, it was carried out and showed that the bank already had a significant share of this market, and the rest of it was practically unattainable. If they had done this research at the very beginning, they would have saved time and money.

The third stage is a preliminary forecast of the effectiveness of the impact of the created version of the advertisement, or, as researchers often call it, "pretest". If we are talking about a full-scale advertising campaign, then it is necessary to first test the very concept of the planned campaign, and then - its individual elements (videos, printed products).

During the pretest, you can first study the perception of the concept of an advertising campaign, the psychological impact of the advertising message, as well as make the necessary changes and additions in accordance with the results of the study.

To identify the beneficial effect of advertising in the West, as a rule, a survey is carried out. Based on its results, a number of coefficients are calculated, for example, the coefficient of sensory perception of advertising, the impression made by advertising, remembering advertising, awareness of advertising, persuasiveness.

The fourth stage is the placement of performance measurement tools in the advertisement itself. To know what advertising brings us, it is necessary to correlate the response generated by it directly with the message addressed to the target audience. Several tactics can be used here. For example, mention in an advertisement the price of a product that does not appear anywhere else. You can offer readers the name of a specific person they can contact. If you provide a phone number, you can instruct secretaries (operators) to ask callers how they heard about the product or service.

The fifth stage involves the launch of special procedures in the bank to track the results of the advertising campaign. A person responsible for these procedures should be appointed and should be started as soon as the benchmarking data is known. Too often management waits until it's time to budget for the next year to ask about the performance of the previous year's advertising. This usually turns the discussion into a hurried, subjective argument, while constant work within the program to track the results of an advertising campaign could provide objective data.

The monitoring process, in addition to the details of the advertising budget, should include consideration of other factors, such as the advertising activities of competitors and significant events taking place in the market. Without information of this kind, it is impossible to get a true picture of what is happening.

At the sixth stage, research should be carried out, which is called "in the wake" of the advertising campaign, among the same audience that participated in the benchmarking study. It is not necessary to talk to the same people, but it is important to talk to the same type of people that you think will be affected by the ad. In this study, the same questions will be answered as in benchmarking, and thus the results can be compared.

At the seventh stage of monitoring the effectiveness of advertising, there is a wide variety of methods and criteria. In practice, the most common criterion is the memorization of an advertisement (or service). Other commonly monitored measurements include awareness of advertising elements, awareness, image rating, preference for your company.

To determine the effectiveness of advertising, as a rule, several criteria are required. For example, it is useful to consider an advertisement's recognition or recall score as a measure of the "width" of a given advertisement's effectiveness, since these measures indicate how many people the advertisement "reached". At the same time, measures of advertising persuasiveness or intent to contact you can be thought of as a measure of how deeply the advertising affects the people it "reached": whether it touched them enough for them to choose this brand.

In any case, when choosing an advertising effectiveness criterion, it is necessary to decide in advance what is the appropriate measure of advertising effectiveness for a given brand, for a given campaign in a given marketing situation. Usually, the most important task in a situation of low financial costs is memorability (and recognition), and in the case of attracting large funds, persuasiveness.

Be careful! Before making any judgments, before making any decisions, make sure that the secondary factors have been considered. For example, the ineffectiveness of an advertising campaign can be easily explained by noticing that a service has been unavailable for some time, or that a competitor has doubled its advertising budget. Awareness and sales can be affected by both of these factors.

Another point to keep in mind is that there should be enough time between benchmarking and post-testing the effectiveness of the ad. This is especially true for advertising designed not for private, but for corporate clients. Advertising needs time to influence the mind and push to action. On average, such a period of time is taken to be 10-12 months, but small quarterly surveys can also be carried out in order to follow the process in development.

At the eighth stage, it is necessary to link the objective indicators of advertising with how it affected the practical results. It cannot be said that this is possible for all advertising purposes, but if a professionally delivered program was in operation during the year, then the effect of an advertising campaign, for example, of a bank, can be associated with data on deposits or with requests for loans (as well as with their profitability) .

61. Hidden Marketing

The US advertising industry is gaining momentum "hidden marketing", designed to interest consumers satiated with traditional advertising.

Hidden Marketing has existed for years - in the form of placing a "random" brand of soft drink or car in the background in the frame of a movie or television series. But now it has begun to spread to other areas of life, often affecting unsuspecting consumers.

Celebrities appear on talk shows and at the same time praise certain prescription drugs, without mentioning, however, that the manufacturing companies pay them for it. Companies give away expensive sneakers, perfumes, and even cars to student trendsetters on college campuses, at cultural events, or at trendy nightclubs, on the condition that they use and speak favorably of the products. Producers of soap operas and television series, and even best-selling authors, create stories for money that feature certain brands of cosmetics or jewelry. The saturation of the media market is increasing, and the credibility of companies is falling; in such conditions, the theory becomes popular that marketing is most effective when consumers do not know that it is marketing.

These covert efforts are just one segment of a growing industry of alternative and guerrilla marketing that ranges from giving away free product samples to sponsoring concerts and other events. We must go to consumers with our brand, and not wait for them to come to us.

Reliable cost estimates for alternative marketing do not exist, in part because agencies and clients rarely admit to using covert methods. Of course, they represent a very small fraction of spending compared to traditional print, broadcast, and online advertising, which is estimated to spend $236 billion in the US this year. It remains to look for new ways to promote products. After tightening their belts during the economic downturn, customers are increasingly wondering what exactly they are getting for their hefty advertising spend and are demanding more explanation.

Critics of this approach argue that hidden marketing invades the minds of consumers.

But consumers are likely to increasingly hear and see unexpected hidden advertising messages. The reason is that the old model, the 30-second TV commercial, is losing effectiveness. Thanks to digital video recorders like TiVo, viewers can skip clips.

Even if this is an exaggeration, it is undeniable that large advertising holdings have to work harder to justify the cost of their creative work. The holdings are already "hedging" by opening or funding alternative agencies in New York or Los Angeles.

Therefore, it is not surprising that many companies hire celebrities, influencers, or even ordinary consumers who can deliver the message in place of the company. often there is no hint that these people have been paid or provided with products. The New York Times reports that pharmaceutical companies are paying celebrities to hype their products on talk shows. Sometimes celebrities don't mention that they get paid for it. Just last week, CNN announced that it would always report such financial connections during interviews.

Author: Shevchuk D.A.

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