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OBJECTIVES OF THE CHAPTER

After completing this chapter, you will be able to:

Note to the reader

Gillette "shaves" its image

At the end of 1980s. Gillette has been going through hard times. She withstood three enemy takeover attempts and won the battle with her shareholders for control of the company. In addition, consumer research has shown that although older people still feel good about Gillette-branded products, many younger men think differently, considering, for example, the Gillette Good News razor released in the 1970s. crudely made, plastic and too blue. This attitude of the consumer to the company's products threatened Gillette with trouble.

Then Gillette approached its advertising agency BBDO with a request to conduct a comprehensive marketing campaign that would change the image of the company. In a consumer survey, BBDO found that many shoppers still have a positive image Gillette, identifying her image with quality and masculinity. BBDO has chosen to position Gillette as the epitome of quality in shaving products and highlight the fact that Gillette understands what it takes for a man to feel better. The BBDO slogan "There is no better for a man" embodied the agency's advertising strategy.

Launched in 1989 with a budget of approximately $80 million, the campaign to promote the brand's new international image included active employee participation, trade marketing, sports marketing, public relations, sales promotion, direct marketing, building advertising, stationary advertising, and more. possible forms of communication, including, of course, advertisements. This winning campaign is considered one of the most successful advertising campaigns ever to take place. It laid the foundations for many new products to enter the market.

In 1990, Gillette introduced the "Sensor" model, followed by "Sensor for Women", "SensorExcel", "SensorExcel for Women" and the "Gillette Series" ("Wild Rain" "Cool Wave") toiletries, which again used integrated strategy led by BBDO. The new "Sensor" and "Sensor for Women" were an incredible success - these new products helped to increase the credibility of the slogan "There is no better for a man", which continued to be used as a foothold for the brand.

The release of Sensor proved to be a classic textbook example of integrated marketing communication. Advertising focused on the image of Gillette as a synonym for quality and the slogan "There is no better for a man." However, the announcement of the new product was organized by the public relations firm Porter/Novelli and was accompanied by a huge amount of information even before the advertising campaign began. Following the launch, Rapp Collins Marcoa, BBDO's sister agency, ran a massive direct marketing campaign that included a separate program for young adults aged 18 and over.

Created in the 1980s, "There is no better for a man" advertising theme is still used today as a platform for Gillette's new generation of SensorExcel razors and related products.

Sources : Pablo Calarza, "Nicked and Cut", "Financial World", April 8, 1996, 39; Gillette Series to Launch at Retail With Super Bowl Advertising Campaign, Business Wire, January 20, 1993; “The Best a Plan Can Get,” The Economist, August 15, 1992, 61-3; Gary Levin, "Direct Mail Program Helps Gillette Drive Growth of Sensor Razor", "Advertising Age", October 21,1991,24, "After a Close Shave, Cutting Edge Technology", "Inside PR", September, 1990,25- 6

During the course of the story about the Gillette advertising campaign, many of the main marketing communication tools were mentioned, which we consider in the third part of our book. In this chapter, we will focus on advertising, the first of these communication tools. First, we will look at the basics of advertising, assessing its strengths and weaknesses. Next, we will explore how advertising works, focusing on attention, awareness, and memory. Finally, we will analyze how professionals create and execute an advertising strategy and how they determine what will make an advertisement effective.

Michael Jordan appears on TV advising thousands of American teenagers not to drop out of school. Flyers at the door of many houses urge consumers to visit a new restaurant around the corner. Gillette is offering customers a trial coupon for the latest version of the SensorExcel razor. A full-page newspaper ad announces that a local bank is offering reduced interest rates on mortgages. Candice Bergen laments the fact that she is known as Sprint's "dime lady". The US Navy announces it still needs "a few good guys". And during Super Bowl matches, television networks rake in about $1.3 million for every 30-second television commercial. Advertising before and after matches brings in between $400,000 and $600,000.

Marketing communications managers need to understand when advertisements fit into an overall marketing communications strategy. Some large market participants (for example, Case Office Equipment, Hershey "s, Disney amusement parks) use advertising very little, while others, say Procter & Gamble, spend over a billion dollars annually on advertising. Regardless of the emphasis, managers must conduct very careful analysis, making advertising decisions parallel to their decisions on other components of the communication mix.

Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by a specified advertiser to a target audience, primarily through the media. The American Marketing Association uses a broader definition of advertising: “Paid non-personal communication through the media, originating from business enterprises, non-profit organizations and individuals who are identified in some way in the advertisement and who hope in this way to inform and/or convince members of a particular audience. Advertising involves the communication of information regarding goods, services, institutions and ideas.”1

The purpose of advertising depends on what position you occupy, that is, you are a seller or a buyer. Advertising helps to define the meaning and role of products for consumers by providing information about brands, companies and organizations. For most business managers and salespeople, advertising helps sell products and build the reputation of a company and a particular brand.

Marketing communications managers, like those who planned the advertising campaign for Gillette, must be aware of both the opportunities and the limitations of advertising. One ad is more effective than another in certain situations, and certain types of ads clearly work better for specific types of products. Some consumers will refuse to buy heavily advertised products, while others will buy without any advertising hype. Many other market-related factors can affect a product and the public success of an advertisement, such as the price of a product and the convenience of purchasing it. The impact of individual advertisements can also vary widely from customer to customer and over time.

One of the strengths of advertising is that, in order to stimulate widespread demand for a product, it reaches a large audience. It can introduce the brand, create long-term brand images and position them, and effectively increase brand awareness. Advertising also serves as a reminder of a product or trademark for which the consumer has already had a positive experience. Finally, advertising provides repetition of the message - an important factor in terms of memorization. We talked about this in chapter 8.

However, advertising also has certain limitations. Consumers often find it intrusive. They can get rid of the ads by flipping the page, changing the channel, muting the sound, or using other security measures. Due to the large number of competing advertisements, advertisements are considered to be cluttering in most media, in particular on television, where consumers complain about the number of advertisements. Another problem with advertising is the complete opposite of its strong point - advertising is intended for a large audience, but many members of this audience most often do not use the advertised goods. As a result, advertising wastes a significant portion of its impact.

Ultimately, an advertisement is only of value to a business if it makes it easy for the consumer to identify the advertised brand or institution. While advertising can help consumers identify the brand they want to buy, it can also help them identify brands they may want to avoid due to bad reviews or bad experiences. Ideally, continuous advertising of a particular brand or institution over several years assures the consumer that the product has passed the quality test and that is why it is still in demand. The measure of success for any product is its repeated purchase.

Some advertising does very well, such as building brand images and reaching out to a wide audience through the media. It can help companies sift through customers for more targeted personal marketing or enable prospective customers to identify with the seller themselves. For example, when Procter & Gamble developed "Cheer Free," a disinfectant for people with allergies and sensitive skin, it announced it with magazine ads that came with a coupon for a free sample. When people returned a coupon, they provided their name and address. With this information, Procter & Gamble was able to build a database of interested customers in order to launch a targeted direct sales promotion campaign. This means of communication is more cost-effective in reaching a market niche than mass advertising.

The strengths and weaknesses of advertising should be analyzed in comparison with the advantages and disadvantages of other marketing communication tools. Because marketing communications resources are limited, marketing communication managers must plan the communications mix so that the advertisement maximizes its results, not because the advertisement is attractive or because the advertising agency only wants to make big-budget television commercials. In the past, advertising has been considered the dominant focus of marketing communications, as illustrated by the example in the BMI: Concept in Focus.

Reach a mass audience;

Stimulate widespread demand;

Give brand recognition;

Position the brand or product;

Expand knowledge about a particular brand;

Ensure repetition of the appeal;

It may be regarded as something intrusive, and accordingly one will try to avoid it;

It can pollute the information environment;

It wastes much of its impact due to its mass focus.

BCI: concept in focus

Tensions within the mix

The conflicting relationship between advertising and other components of the marketing communication mix has existed for decades. Due to its high visibility, advertising has traditionally captured the attention of top management and those outside the organization. As a result, personal selling, sales promotion, and public relations have sometimes taken a backseat to advertising. Since the situation has gradually changed, advertising is now learning to work in conjunction with other types of marketing communications, as did BBDO in the case of Gillette, discussed at the beginning of the chapter.

The change described is not at all the result of a necessary choice. Demands by market participants to pay more attention to quantitative assessments have led to a decrease in the attention paid to advertising aimed at creating a company image; instead, salespeople prefer to focus on tools that produce an immediate increase in sales. Price discounts and coupons, for example, provide a quick and easily measurable spike in sales.

As a result of this low-level focus, many companies today spend 70% of their marketing communications budget on sales promotion, leaving only 30% on advertising. The interaction between advertising and sales promotion can be very successful if they reinforce each other. As the Cheer Free example shows, advertising can act as a vehicle for delivering sales promotions such as coupons, samples, and discounts. Advertising can also serve as a means of delivering offers that support sales promotion, such as contests, special events, and sponsorships. A similar relationship exists between advertising and public relations (PR). In addition to relevant PR messages through paid media, conventional advertising also conveys many messages of this nature. For example, an event such as a marathon or parade is announced both through advertising and through special announcements. Bringing new products to market often requires advertising and PR to work together in a public relations program, which we'll cover in Chapter 11.

Let's look at an example of the interaction between advertising and PR that Taco Bell used on April Fool's Day, April 1, 1996. This company ran a full-page advertisement that it was buying the Liberty Bell to help reduce the shortage. federal budget. The text of this announcement stated that this bell would be renamed the Taso Liberty Bell. The company's consumer relations hotline received more than 2,000 calls. Across the country, radio shows that can be reached by phone discussed the idea. Later that day, Taco Bell released a special statement exposing the hoax and announcing a $50,000 donation to restore the Liberty Bell in order to create a positive image of the company in the public eye. Results? The company raised its sales by $500,000 on April 1 and $600,000 on April 2. According to Taco Bell's public relations agency, the publicity generated about $22 million for the company.

The most difficult relationship to establish is between advertising and sales force. While advertising can make salespeople's job easier, they often feel that the advertising team doesn't understand their problems and the specifics of working on the front lines of the fight for the buyer. On the contrary, advertisers complain that they do not have any feedback from the sales staff that could help them plan their advertising campaigns more effectively. When the relationship between advertisers and sellers is harmonious, the sales staff can suggest ideas for advertising slogans and texts. In turn, advertisements help bring consumers closer to the brand and its features, thereby giving salespeople a distinctive competitive advantage. This way of preparing consumers saves salespeople time, energy, reduces anxiety, and increases the likelihood of a successful sale.

Information for thought

1. Do you know of any company where someone from your family, friends, or yourself works, where there is tension between advertising and other areas of marketing communication? Tell about it.

Sources: Stuart Elliott, "Warning: The Merry Pranksters of Madison Avenue Are Out Today", New York Times, 1 April 1997, C2; “Taso Bell Doesn't Care If You Didn't Appreciate the Joke - Sales Were Up”, “Inside PR”, May 6,1996,7.

Many business people use advertising with the expectation that advertising will lead to increased sales. In the case of direct action advertising, which uses various techniques to stimulate the buyer - free lotteries, coupons, such a view can be considered reasonable. However, most advertising has an indirect effect, that is, it contributes to the formation of demand for a product during long term by using indirect methods. Typically, advertisements try to change the state of mind in order to build brand awareness and arouse consumer interest. Although the ad may not lead to an immediate purchase, it is highly likely that it will set the audience to make a purchase of the advertised product. Benetton's advertising campaigns generated high levels of exposure, using highly controversial advertising that made it unnecessary to make any serious effort to sell the company's products (see the "Decide for yourself" section).

Decide for yourself

Benetton shows its colors

Many organizations integrate their advertising campaigns with social issues such as environment, education and tolerance. But Benetton, an Italian clothing firm that operates in the international youth market, has gone beyond simply bundling product and social issues in its advertising. It focused predominantly on social issues, from racism and world peace to AIDS. This advertisement generated strong reactions and controversy.

Controversial ads tend to get more attention than they would expect given their relatively modest advertising budget, demonstrating how ads and publicity can intertwine to have a strong impact. Benetton's creative director Oliver Toscani said his goal in focusing the ad on social issues was to draw the world's attention to these issues. Toscani used images of an AIDS patient dying of AIDS, a human arm tattooed with "HIV-INFECTED", a car bombing with terrorists, Albanian rebels kissing a Catholic nun and a priest, a bloodied newborn baby, a blue condom wrapper, a black woman breastfeeding a white baby, and a bloodied soldier uniform. In contrast, an advertisement presented in 1996 showed three hearts labeled white, black, and yellow, an advertisement that is clearly less polemical.

The controversial advert has drawn complaints from some consumers and retailers. Ernie Arlow, executive vice president and creative director of TBWA, an international advertising agency, is one of Benetton's critics: "Putting the Benetton logo on the image of [AIDS victim] David Kirby's deathbed is horrible..." Advertising critic Barbara Lippert also disapproves some variants of advertising Benetton. She scolds a Benetton print ad that depicts a crowded boat with insurgents floundering frantically in the water next to it, stating that it was "almost pornography to exploit such hard-to-understand suffering" for commercial purposes. Benetton was also sued by several German retailers who believed that provocative advertising scared away buyers Benetton won these lawsuits.

Some of the company's ads are more traditional and show that Benetton can tone down its debatable approach. However, Toscani is confident that his provocative photographic work reflects the reality of our world. And such a realistic, socially focused image, according to Toscani, represents exactly what drives the youth of today.

Decide for yourself

1. What do you think about this? Do the images of Tuscany say something to youth? Do you feel that they appeal to the target audience of Benetton?

2. Can photographs of human suffering be used to portray the social concern of a company that sells clothes to people with upper-middle incomes? Do these ambiguous images contribute to an image of social concern?

3. Suppose you have been appointed as the new Director of Marketing Communications for Benetton. What would you recommend for her advertising program next year - a more traditional ad for a fashion company, an even more controversial image, or something in between, like an ad with three hearts?

4. Assuming that provocative advertising drives greater awareness and sales, how should managers balance their responsibility to society with their responsibility to the corporation and their shareholders?

Sources: Bred Wieners, "Keep Your Bloody Hands Off Benetton: in Praise of the Yuppie Sweater Company's Sensationalistic Ad Campaign", "Media Circus", Salon Daily Clicks. July 4, 1996; "SOS Racisme International Conventional Prepares tor World Anti -Racism Day", Benetton press release, Benetton home page, July 10,1996. Internet (Benetton.21Network.com/Benetton/pressrelease/SOS Racisme.html), Christina Lynch, "The New Colors of Advertising: An Interview with Luciano Benetton", "Hemispheres", September 1993, 23-27; Barbara Lippert, "Mixing Politics and Separates", "Adweek", February 17,1992,30; Noreen O "Leary," Benetton "s True Colors", "Adweek ", August 24, 1992, 27-32.

Although the primary purpose of advertising is to create demand, it is often difficult, if not impossible, to establish a relationship between a particular advertisement and the number of sales of a particular product. However, there seems to be a correlation between advertising spend, sales, and profitability. When conducting a study on the relationship between advertising costs, sales volumes and profits, the following was found:

1. Businesses with a higher ratio of advertising spend to sales yield a higher return on investment.

In addition, other studies show that those businesses that do not cut advertising spending during times of severe economic downturns have the highest growth rates in sales and net income. Conversely, companies that cut their reccam budgets during downturns have the lowest gains in sales and net income.

How does advertising work? In this section, we answer this question by examining the three main features of effective advertising: attention, memorization, and persuasiveness. Understanding how ads grab attention and stick in memory can help you develop a strategy for creating a persuasive message.

One of the biggest challenges for advertisers is getting consumers to notice their messages. To have any impact, advertising must break through the chaotic environment, the distrust of the consumer and capture his positive attention.

Few promotional materials are actually read or viewed. Consumers often skim the texts and advertisements in the newspaper, but do not pay much attention to them. Less than half of all advertising attracts attention - that is, is considered. Perhaps 20 percent is slightly readable. And only a very small number are read carefully.

If the advertisement has captured the attention of the audience, then it must then create a sense of awareness. Awareness implies that the message made a certain impression on the viewer or reader, who can later identify the advertiser. Advertising that attracts attention is usually characterized by a high degree of intrusiveness, originality or relevance. Relevant advertising creates awareness because the advertisement creates a greater degree of ownership when it addresses the needs and desires of the audience. Advertising can address our wants and needs by providing information about things that interest us personally, such as work, hobbies, social roles, and relationships.

Interest helps switch the audience from attention to awareness. For example, different product categories can generate different levels of interest. Usually food and jobs are more interesting to most people than toilet cleaners. Individual products are of interest to specific groups of people. A balding person might look at a Rogaine ad and not a hairspray ad. Advertisements for Premarin, a product for post-menopausal women funded by the People for the Ethical Treatment of Animals, target two different audiences - post-menopausal women who may be interested in medication, and people who are concerned about animal rights. In addition to "embedding" the two groups of people mentioned in the topic, the creators of the advertisement raised the level of interest in it by using a visual parody of the well-known milk advertising campaign that uses celebrities with milk "mustache".

An interesting message is usually created through one of two factors - self-interest or curiosity. If the message refers to a topic that is within your range of interests, then such a message will have personal relevance. Most people also respond to issues related to universal values ​​- children, animals, tragedies and success stories. Advertisements that start with questions or controversial statements can also create interest and curiosity.

The power of advertising is in attention and interest. Attention makes you turn to advertising. Interest encourages readers or viewers to get to the very end of the message, keeping them motivated to find answers to their questions. However, interest is temporary; it dies easily if attention is turned to something else. To maintain interest in advertising, a specific message must captivate the audience.

Interest refers to the intensity of consumer interest in a product, medium, or message. Recall that a high degree of interest means that the product or information about it is important and personally relevant, such as advertising cars at the moment when you are going to buy a new car. Low interest means that the product or information is relatively unimportant. Advertising for products in which there is interest provides information about them. On the contrary, advertising for not very important purchases, such as chewing gum, toothpaste and toilet paper, often focusing on simple slogans or catchy images.

Sometimes intrusive advertising strategies are used deliberately to increase attention to the product. Certain product categories - feminine hygiene products, scabies, condoms - are difficult to advertise because these product groups are perceived as unpleasant and cause consumers to turn away. But there are other types of annoyance that the ads themselves evoke, such as obnoxious images (used car salesmen and furniture salespeople in some local ad campaigns) and sounds (tapping, buzzing, loud ringing phones) that are used to attract attention. At times, the strategy itself is annoying, as is the case with negative political commercials.

Another source of annoyance is low-level comparisons of various products, which is even prohibited in many countries in Europe and Asia. When Tylenol and Advil moved from praising the superiority of their products to attacking each other in 1996, many media outlets refused to run their ads, although this is not illegal in the United States. Cause? Radio and television networks said the ads overestimate the dangerous side effects of using a competitor's product. Marketing experts predicted that if the two did not stop attacking each other, then people would be too scared or, out of aversion to advertising, would refuse to buy goods from either company.

In addition to the fact that attention is a stopping function, and sustained interest is necessary for a dragging function, effective advertising also has a reinforcing function - it fixes the transmitted messages in the person's head. If you can't remember the ad you saw, or if you can remember the ad itself but not the brand name, then the advertiser might as well not advertise at all. Let the department store advertise a sweater sale certain brand. When you walk into the clothing department, it's important that you remember which brand of sweaters are on sale. How does this process take place?

Our memory is like an archive for storing documents. We watch ads, extract the parts that interest us, and then find the appropriate category in our mental store to put that piece of information in. The fragment itself, unfortunately, may not look like the original information at all, because our mind changes it to fit our own system of interests and representation. A week later, we may not remember that we have a modified snippet labeled "sweater sale", or we may not be able to find it in our archives. Most of us have a messy system of information storage in our heads. A prompt, such as an invitation to a holiday party, might remind you of a sweater sale because you planned to wear a sweater to that party. Clues unhook memory, pushing information out of folders and pushing it to the forefront of our memory. When you need batteries, the copper roof will remind you of Duracell batteries.

Advertising research focuses on two types of memory - recognition and recall. Recognition means that we can recall information we have already seen about a product that gives us a feeling of superficial awareness. Recall is more complex. It means that we can remember the content of the advertisement. As shown in Chapter 8, repetition promotes recognition and recall.

Some purely formal techniques can enhance the degree of memorization of the message. Harmonies and pretty phrases are helpful because they grab attention and can be repeated without boring the audience. Advertisements use slogans such as "Breakfast of Champions" and "The Real Thing" for branding and advertising campaigns. Closing phrases that are used at the end of an advertisement to summarize the message of the advertisement can be worded in a catchy manner, such as "Nothing will stop Energizer." He keeps working and working and working.” Advertisers who develop consonances, slogans, and closing phrases often use techniques such as rhymes, rhythmic beats, and repeated sounds to improve memory. The pinnacle of a person's career in advertising is that a successful phrase or consonance is picked up and used in everyday conversations, as happened with the expression "Just do it!" from a Nike ad.

In addition to verbal memory aids, numerous print ads and television commercials show a basic visual image that captures the essence of the message and is easy to remember. This image, according to the advertiser, is exactly what will remain in the mind of the viewer, such as the finger gently poking at the donut in the stomach at the end of Pillsbury commercials.

Advertising attempts to create and change attitudes towards the advertised item by providing information about it or by appealing to emotions in order to persuade consumers to act. As discussed in Chapter 8, persuasion is the conscious desire of one person to influence or motivate another person's behavior through logic, emotion, or both. Advertising that relies on expert opinion also uses a causal approach to persuasion. Advertisers often use emotions such as enjoyment, nostalgia, or sadness to enhance the persuasiveness of a message. When an advertisement changes or forms an attitude, the advertiser hopes that the consumer will begin to prefer his product to such an extent that a purchase will follow. Advertisers use special techniques to increase preference. Such techniques include anything that makes the viewer want to perform a physical or mental action. Starting with a question is one way to include the audience in receiving the message. The ambitious idea or play on words shown in the earlier Sony display example may captivate people because it is an attempt at some kind of word play.

One persuasive advertising technique that has been controversial for a long time is exorbitant praise, or inflated advertising, that is, the advertiser's ability to make bold statements without any justification, for example, as in the case of Folger's advertising slogan: "Perfect coffee maker" Such claims can be made by companies without any fear of consumer prosecution because the Federal Trade Commission has determined that qualified consumers do not take such exaggerations literally. , which is used by advertisers to fill their utterances with terms such as "amazing", "amazing", and "amazing".The right of advertisers to use exorbitant praise was reaffirmed in late 1995/early 1996 (although many question the advisability of and its use). Proposals for the revision of the Unified commercial code, a legal document that guides commercial activities, was for consumers to prove that they were objectively misled by advertising and suffered from advertising exaggerations

Brief overview of the main concepts

3. There are three important components of effective advertising: attention, degree of memorization and persuasiveness.

Attention means that the target audience notices the message. The awareness that results from attention implies that the message has made an impression on the viewer or reader.

Effective advertising is memorized. Recognition and recall are two types of memory used to fix a message in a person's head. Recognition means that you can remember information you have seen before. Recall means that you can remember the content of the information in the message.

Persuasion is important to motivate the consumer to take action (by appealing to logic or emotion).

The three-step advertising creation process begins with a marketing and advertising strategy analysis that allows you to plan a specific creative strategy. In the second phase, the execution phase, the copywriters and art directors implement the creative strategy through writing and designing the ads. The final phase is the production phase. We will cover each step of this process in the following sections.

The strategic marketing communication planning process described in Chapter 4 is also used for advertising planning. The two most important components of an advertising strategy are the definition of communication goals and the definition of the target audience. Both of these solutions determine advertising plan- from the development of a creative strategy to a plan for the distribution of advertising between different media (media plan).

Advertising objectives define exactly what the ad is supposed to do. In Chapter 4, we introduced the domain model as a guide to defining goals (see Table 4.4). This model describes the results of three marketing communication message strategies: perception, nurture, and persuasion. Perception leads to attention, awareness, interest, and recall. Parenting includes learning and understanding, association, positioning and differentiation. Belief causes emotional responses, rational response to arguments and arguments, changes in attitude and behavior. Advertising objectives should be consistent with the message strategy.

Let's say you're an advertising executive responsible for bringing to market the latest Gillette shaving system for women. You want to formulate advertising goals in such a way as to achieve a certain perception of your product, educate consumers and convince them to buy your product. First, in order to ensure that buyers understand your advertising message, you set as your primary goals the creation of a state of knowledge about the product and the generation of interest in it. The ad could then try to pique interest by explaining to women how the groundbreaking technical improvement in the male SensorExcel machine has been modified for them. Second, to power your consumer education strategy, you aim to disseminate information that teaches your target audience to recognize and differentiate new Gillette products from competing products. Finally, in order to convince the audience to buy the product, you formulate a goal: to encourage interested women to try the product through the use of coupons and other sales promotion techniques.

Selecting the target audience is another important part of the advertising strategy. Advertising is most effective when it is written for a specific audience. Advertising copywriters (copywriters) are those who are responsible for writing the text for an advertisement. Promotional text is the printed text of an advertisement or the words that people say in commercials. Good copywriters not only work from a pre-programmed target audience profile, but also imagine in their minds someone who fits that profile. The more an ad copy is targeted at a specific individual, preferably a person that the text writer can imagine, the more likely the ad is to be believable and attractive.

From a strategic point of view, advertising - like marketing communication in general - is directed to ever narrower audiences as products are designed for specific market niches or manufactured to customer specifications. This means that messages that in the past could be designed for mass audiences, such as Coca-Cola ads with the slogan “This is the real deal,” are now being aligned more precisely based on consumer interest and touchpoints. For example, the "Always Coca-Cola" ad campaign has both messages designed specifically for MTV and Gen X audiences as well as messages for older consumers. This means that every element of the advertising message - tone, writing style, music, location, characters and plot itself - must be adapted to the characteristics of the audience.

Market niches simplify the compilation of individual literate texts. Most major advertisers have special advertising programs throughout the US for African Americans, Puerto Ricans, and, in some cases, Asians. There are even special campaigns for homosexuals and lesbians. For example, Subaru used trade headlines in 1996 for a special campaign targeted at lesbians after it was found that they were four times more likely to want the brand than the market as a whole. American Express was the first major credit card advertiser to advertise in gay magazines.

A document that describes an advertising strategy is called a text advertising platform, or work plan. The advertising platform may vary in format and content. For example, the advertising agency Karsh & Hagan requires a text-based advertising platform to answer the following set of questions.

What is the problem?

What net effect do we want from advertising?

Who are we trying to reach with this ad?

What doubts do we have about our prospects?

What or who is our competitor?

What is the main point of our persuasiveness?

How can we deal with the above?

How can we measure effectiveness?

Are there any mandatory elements that need to be taken into account?

Such a text advertising platform touches on most of the important points that make up a creative strategy. Other factors include product positioning, psychological appeal, creativity, or "master idea", and commercial premise.

Message strategy

The agency's creative work is defined by a message strategy (or creative strategy), which outlines what type of message to develop. Charles Fraser of the University of Oregon has developed a chart of seven advertising message strategies classified according to the market situation (Table 91). As an illustration, it is known that prior to the entry of Glass Plus into the market, Windex owned the entire market and could use a common strategy. However, Glass Plus showed that Windex could be used for more than just glass and used a proactive strategy that focused on all other uses to undermine Windex.

Table 9.1 Message strategy types

	Strategy type		Description
			Does not make any effort to differentiate, statements can be made by any market participant used in a monopoly situation
	2. Leading		Uses a normal ability or advantage, but does so first; engages competitors in “we too” situations; used in product categories with little differentiation or in new product groups
	3. Unique offer		Uses a clear differentiation of characteristics that generates a significant benefit for the consumer, is applied in product groups with relatively high levels of technological change
	4. Brand image		Uses a claim of superiority or difference based on external factors such as psychological differences in the minds of consumers; applicable to homogeneous low-tech products with minor physical differences
5. Positioning		Determines the place of the product in the mind of the consumer in comparison with competing products; suitable for new products or brands that want to challenge market leaders
6. Resonant		Uses situations, lifestyles and emotions that the target audience can identify with; used among highly competitive undifferentiated product groups
7. Abnormal / emotional		Uses an emotional, sometimes even ambitious message to break through indifference and change perceptions; used in cases where competitors play openly
Source: Charles Frazer, Creative Strategy: A Management Perspective, Journal of Advertising, 12, no. 4 (1983): 40.

commercial background

Commercial preconditions also influence the creative advertising strategy. Within the advertising industry itself, they are called "hot buttons" ("hot buttons") - these are thoughts that affect people's lives and their feelings. Next, we'll look at two types of commercial prerequisites: benefits and unique selling propositions.

The most common type of commercial prerequisite is the advantage, which determines the basis on which a given product can best serve the consumer or satisfy his need. To demonstrate benefits, you must be able to translate a product's characteristic or feature into a description of what it can provide to the user. To illustrate, consider the case of DuPont's special nylon, which showed the benefits of using it for backpack manufacturers, as nylon made backpacks light yet strong. A promise is a type of benefit statement that is forward-looking and promises that something good will happen if you use the product. For example, if you use a certain brand of toothpaste, your breath will become fresher or your teeth whiter.

Another form of benefit claim is the “reason why” construct where you should buy something, which uses logic or reasoning to explain why the user will benefit or benefit from the features of the product. For example, an ad for "Neutrogena Shampoo" begins with a headline that states "Why your favorite shampoo will work best if you don't use it for 14 days." The ad text itself explains the reasons why this will happen. In many strategies that point to advantages, the argument is indirect, implied or assumed.

Proof is an important element of business premises associated with benefits, such as promises or explanation of reason. For example, wanting to run an ad campaign that would back up the long-term promise that the company's electric razors "shave as clean as blades, or your money's back," Remington turned to Polk's database, which collects information from product registration cards. From this data, Remington learned about consumers' current and previous ways of shaving, as well as their current and past shaving problems. When Polk processed the data, Remington found that users of other brands of electric shavers had more complaints than users of the company's products, and that former razor users were twice as likely to have cut problems. Users of Remington electric shavers complained much less than those who used other shaving methods. Armed with this information, Remington re-supported his claim with compelling evidence.

A unique selling proposition (UEP) is a commercial premise based on a product composition, design or feature that is both exclusive and important to the user. If some component of the product is special, in particular if it is protected by a patent or copyright, then the advertiser can talk about uniqueness. That's why often the FDR is singled out with a statement with the word "only": "The only camera that allows you to automatically change the focal length to follow the subject."

Summarizing the above, the strategic phase associated with the creation of advertising includes, firstly, deciding on an advertising strategy and, secondly, deciding on a special message strategy and related commercial premises. These steps are summarized in Table. 9.2. The next step is related to the execution of the chosen strategy.

The next step in the ad creation process is the implementation of the message strategy. The execution phase is the actual stage when the ad is written and developed. Stage 2 includes three stages: developing a creative idea, applying that idea in a way that aligns with the creative strategy, and adapting the idea to different media. Below we will look at each of these stages.

creative concept

To implement a message strategy, advertisers come up with a creative idea called a creative concept or main idea. Creatives - the copywriter, art director, and other team members (creative director or creative side of the project) take the strategic scheme from the text advertising platform and express it in such a way that it is attention-grabbing, memorable, and persuasive.

This main idea is usually created through the process of brainstorming, a creative problem solving process in which thoughts are written down as they come to mind. Often one idea leads to another until a large sortable list is formed. Brainstorming is usually done in a group, but ad writers and art directors also have some form of individual or group brainstorming in which they develop short descriptions that outline the ad or key images in which the ad should be expressed. essence of the main idea.

All types of information delivery media have different requirements for the production of a message and offer different creative possibilities. As a result, the details of execution - what the advertisement looks like, how it is perceived and sounds - depend on the specific types of media used in the advertising campaign.

Writing and art direction

The lyricist and art director usually form a creative team. They work out a creative concept together, and then the lyricist puts that concept into words—for print ads, TV, radio, or other media. Writing a text is a creative process in itself. Text writers are expected to come up with compelling, bright ideas that are easy to understand, can be presented in a concise manner, and stick in the mind, such as the "catch-phrases" in Table 1. 9.3.

Some talented lyricists see advertising writing as a form of accessible poetry. Advertising text not only needs to be engaging and concise, it needs to speak to people in the language they use and in a tone they trust.

Table 9.3. Slogans and catchphrases

The history of Pepsi's slogans also provides a glimpse into how catchy advertising phrases have changed over time. One of the company's most recent slogans, "Nothing but Pepsi" replaced the previous "Be young, have fun, drink Pepsi" (1994-1995). Before that, Pepsi used the motto "Try it" (1992-1993), "The new generation chooses Pepsi" (1989-1992), "Pepsi now" (1984-1988) and "Cheer up! You are from the Pepsi generation” (1967-1969). Which of these phrases seemed to you the most attractive and memorable? Which of them are quickly forgotten?

The Artistic Director designs both print media advertising and other printed forms - outdoor advertising, supporting materials, posters and brochures, and also selects the "picture" for television spots. The concept itself decoration refers to visual elements that include illustrations or photographs, font, logos (trademark symbols), signatures (how the brand name is written), and print layout (how all advertising elements are arranged).

The logo on Pepsi products is designed to serve as a clue. The use of the logo in advertisements evokes a distinct memory

Because advertising is a largely visual form of communication, visuals are an important part of message design. For example, to create a visual reminder, Pepsi advertisements use a dynamic graphic element in their advertisements - the logo on the can.

The impact of information delivery media on the creative process

Often a creative idea is distributed through multiple advertising delivery vehicles that require appropriate adaptation of the message. That's why creative workers must know which advertising delivery medium will be used and take into account its individual characteristics when planning advertising. Consider the main requirements for the creative side of the process from the standpoint of the most common means of advertising delivery.

Printable advertisement. Print advertising includes advertising in newspapers, magazines, brochures, booklets and flyers. The main elements of print advertising are the text itself and decoration. Text elements in turn include headings, subheadings, body text, captions, slogans and generalizing expressions. The use of font in a print ad allows for a clear and extensive explanation. Print advertising tends to be visually rich, meaning the message is conveyed through both words and pictorial elements. Visual images that are easy to understand and remember facilitate quick communication and conversation with a busy reader who often does not want to spend time reading numerous texts. However, in cases where an interesting story needs to be told or where the reader is presumably interested in the information being offered, text-heavy advertising may be used.

Advertising on television and radio. Advertisements that are distributed on television and radio networks are perceived in one of two formats - radio or television - and usually last 15.30 or 60 seconds. This short duration means that the ad must be simple enough for the consumer to comprehend, yet intriguing enough to prevent switching to another channel. Interesting and entertaining commercials can hold viewers' attention, as evidenced by consumer recall of advertisements such as the Mennen Skin Bracer television commercials with the closing phrase "Thank you, that's what I need."

Television is a visual means of conveying moving images, so action is the component that distinguishes TV advertising from other forms of advertising. Certain types advertisements are especially effective in television form, such as storytelling, demonstrations, visual and audio performances, and real life situations that appeal to emotions. An attention-grabbing Mazda ad from the Netherlands, for example, shows a man driving down a dangerous two-lane highway at night and clearly struggling with sleepiness. Finally, he carefully swerves off the road and hits a pole. The purpose of this incomprehensible action is to inflate the airbag, after which the person falls asleep using it as an ordinary pillow.

Television advertising components include video or visuals, audio or sound, the performer, the people or animals that act in the ad, and other stage elements such as props, sets, costumes, and lighting. In addition, a variety of graphics can be used on the screen. These components of the commercial are brought together by the pace, the speed at which the action develops.

Increasingly used is an advertising tool such as informational television advertising, comparable in length to program format broadcasts. The cost of such a business is now estimated at $ 1 billion. This tool is used by such large advertisers as Microsoft, Sony, Lexus, Nissan, CBS/Fox Video, Sears Roebuck, Procter & Gamble, Apple. Products related to a healthy lifestyle and sports are the leading product category in informational advertising. Prominent among these types of ads is Richard Simmons' Goodbye to Fatness program. Ross Perot actively used informational advertising to convey his political slogans to the American population in the 1992 and 1994 elections. Over 600 informational advertising programs aired in 1995, up from 500 in 1994.2

Informational advertising is effective because it provides consumers with more information, educates them more, and gives them more time to understand the product itself and the accompanying advertising message. Nissan, for example, is making the Art of Car Buying program, an outreach program aimed at female car owners that provides a wealth of tips that can be applied without adding to the cost of buying a car. As mentioned in Chapter 1, Microsoft plowed into a new market segment with its half-hour program introducing "Windows 95," which aired at prime time on a network of stations in the top 50 markets. Long-term promotional programs are particularly useful for demonstrating the capabilities of complex products, such as Upjohn's Rogaine hair growth products.

Informative advertising can also be used in conjunction with other marketing communication activities. Excedrin, for example, used three broadcasts using direct contact, a program that gives viewers the opportunity to call during airtime, to build a database of headache sufferers, who then received a free sample, coupons, and a quarterly newsletter.

Radio advertising relies on attention-grabbing sound effects and catchy music Radio advertising is often referred to as "the theater in the mind" because it relies heavily on listeners' ability to fill in the missing visual elements with their imagination. In other words, listeners are active participants in creating the message, and this can to make radio a very exciting medium for transmitting information. Radio is limited in its capabilities by sound, relies on voices, sound effects and music to create a story. It is also the most personal of all media, as it is usually aimed at a one-person audience. The use of the human voice enhances the feeling of intimacy.

Although people often listen to the radio while doing their own thing, radio advertising uses three methods to increase the impact on the listener. The first of these is repetition, particularly for rhyming expressions that are so simple and easy to remember that they become like “sing along with us.” The second technique is to present an advertising strategy based on humor or music, which itself attracts attention and promotes memory. Finally, it works well to place ads in time when the ad coincides with the current needs of the consumer. For example, advertisements for restaurants often sound exactly when the listener is driving home after work.

Swatch hung this original clock in downtown Atlanta to remind people that their city is the official venue for the Olympics.

Outdoor advertising. Advertising that comes into contact with the audience in its daily environment is called outdoor advertising. It includes painted walls, telephone kiosks, truck sides, bus stops, storefronts in malls, store displays, walkway displays, and billboard advertising. Messages on vending machines, airplanes, billboards and scoreboards in sports arenas are also examples of outdoor advertising. This type of advertising is a good way to send specific messages to entire groups of people at a time when they are most receptive to them. Stretched canvas messages, for example, are often used at football matches to attract the attention of sports fans. Outdoor advertising enjoyed great success in the 1990s as more advertisers looked for alternative means of delivering their messages to reach audiences more accurately. The entertainment, travel, media, healthcare, clothing, and cigarette and liquor industries make extensive use of this advertising medium in their daily practice.

Transport advertising is a predominantly urban advertising tool that uses vehicles to spread an advertising message to the local population. Sometimes you can see trucks on the highway that also carry certain messages. Advertising on transport is of two types - internal and external. Internal advertising is available to people who travel in buses, subway cars and taxis. Because these ads send messages to an audience that has time to read, text is more common in these ads. Outdoor advertising on vehicles is placed on the side, rear and roofs of vehicles and can be seen by pedestrians and people in nearby vehicles. Advertising on transport is intended for certain audiences in the event that transport follows a certain route, for example, buses. Most of these posters should be meant to be taken quickly, and they serve as short reminders. Advertising on transport also includes posters that can be seen at bus stops and train stations, airports and metro stations. Like internal messages, these posters can be viewed by people waiting for transport, and therefore can be more detailed than messages that are quickly scanned by passers-by.

Real-time advertising, or Internet advertising. Market participants interested in using the Internet are challenged to figure out how to make money using the World Wide Web. Starwave, the Seattle-based company that pioneered the use of a new real-time ad delivery medium, has proven to have found a bonanza. The company owns the main post-ESPNet Sportszone newsroom, which has 230,000 daily visits, making it one of the busiest sites on the internet. It is also the leading recipient of advertising money among other Web sites.3

Advertising is offered among real-time commercial information services by companies such as CompuServe, Amenca Online, and Prodigy on the electronic newsletter system and on the Internet, that global network of computer users that allows people to send and receive visual images and data. The section "IMC in action" provides a number of information for advertisers using the Internet.

Commercial services have electronic trading platforms where businesses can offer their products and services to users. Companies also fund conferences where you can engage in dialogue with current and potential customers. Commercial services also provide space for banner ads (special headline ads), lines of text related to the product and inviting viewers to click on the ad for more information. These ads are placed on the pages that the buyer has accessed and should arouse the interest of the viewer viewing the information on the computer screen. The main thing here is the balance between bright graphics and clear text. An example is the headline of Tom's of Maine, a company engaged in dental care products.

Headline advertising is growing rapidly as new technologies from companies like Sun Microsystems' Java, Netscape, and Microsoft make it possible to compose sound, animation, and video. website "ESPNet Sportszone" and scrolls through a series of advertisements, much like the spinning signs in basketball games.Durasell uses an image of a battery breaking through the page instead of the usual headline.Curious viewers who click on the image of a battery see an image the back of the page, covered in circuit diagrams along with the message "Powered by Durasell".

Netscape can also run multiple window-like frames at the same time, which allow ads to appear in one window while viewers skim through other pages. Users can read other pages while watching changing pictures or even video ads in separate sections organized on the screen Netscape's helper tools help the Web server to distribute ads tailored to specific consumer groups, a 15-year-old teenager, for example, will receive a different style of Levi's ad than a 40 year old woman.

Tom's of Maine product banner uses bright colors and text to attract viewer interest

Real-time advertising is so new that methods for evaluating it have not yet been developed. AdLab, which monitors the Competitive Media Reporting service, says, however, that top advertisers use the print magazine format on their Web sites. Its "ad activity index" ranks advertisers by the number of ads, ad size, and the number of active contacts an advertiser has. For example, in 1996, AdLab reported that the top ten most active real-time magazine advertisers included:4

1. Apple Computers 6. Oracle Corp.

2. Netscape Communications Corp. 7Chrysler Corp.

3 Saturn Corp. 8. Insight Software

4. AT&T 9. Intel Corp.

5. Internet Shopping Network 10. Microsoft Corp.

Other means of advertising distribution. There are many other ways to influence an audience through advertising, including direct distribution of advertising information to a place of residence or to businesses. Let's look briefly at some of these forms: direct advertising, reference advertising, and cinema advertising.

Direct advertising refers to print, television and radio advertisements that offer the product itself and the means to respond to advertising by ordering it. The content of the advertising text must be very strong, because it is solely responsible for motivating the response of the target audience without any support in the form of personal selling or shop windows. This type of advertising is the intersection of advertising and direct marketing and will be discussed in more detail in chapter 12.

Reference advertisements appear in books that contain the names of people or companies, their phone numbers and addresses. The most common directories are issued by local telephone companies. The Yellow Pages are the main advertising medium for local retailers. An advertisement in such a telephone directory is considered a reference advertisement because it tells people where they can purchase the particular product or service they are looking for. The power of referral advertising is that it reaches prospective customers who already know what their needs are for a particular product or service. But the Yellow Pages are just the beginning of the reference advertising business. There are approximately 7,500 reference books available, covering all professional activities and interest groups.

Most cinemas agree to show commercials before the movie starts. Called trailers (trailers), these advertisements are similar to television commercials, but are usually longer and better filmed. In most cases, advertisers don't show regular TV ads in theaters, although Coca-Cola uses some of its Fruitopia line to run before movies. The company's strategy is to attract the attention of young people in places where they have fun. In addition, film advertising includes the placement of product samples in films. It's relative new opportunity distribute advertisements to advertisers, but they found that a character's use of an easily identifiable product can have a huge impact on consumer acceptance of that product.

International Strategies

Once a strategy is in place, advertisers should consider how to help it transcend social, cultural, and political boundaries. For advertisers who distribute ads abroad, the question is how to build advertising so that it is a success all over the world? In rare cases, advertisements can move from one country to another without change, in most situations some modification is required, at least in terms of language. Usually, the advertising strategy is simply standardized from country to country, followed by a message strategy and commercial premise, and ultimately specific advertising developments. For the most part, these developments must be modified for local audiences.

The same considerations apply to multinational advertising within the same country. In the United States, for example, advertisers often develop separate campaigns for African-American and Puerto Rican audiences. In Malaysia, advertisers must tailor their strategies to cater to Malaysia's indigenous population, which is predominantly Muslim but has a large Chinese diaspora and a smaller population that is Hindu.

Whether the strategy should be global depends on the product group. Certain industrial products, computer products, status items like Rolex and Montblanc, and soft drinks are used all over the world. The target audience can also influence the nature of the advertising strategy. Certain types of people are similar in their interests regardless of where they live (business travelers, teenagers, computer specialists). Diaper promoters, for example, have found that mothers around the world have the same need for diapers for their babies. Likewise, the MTV generation share a common vision of fashion and music, regardless of the language they speak. Therefore, advertising products for consumer groups that do not depend on national borders can safely use standardized strategies.

Sometimes a creative concept can also cross boundaries. An example of this is the image of purple silk used in Europe as a visual form for advertising Silk Cut cigarettes. The cowboy "Marlboro" works even in countries where cowboys are unknown, perhaps because of the worldwide admiration for the image of the Wild West and the strong independence that this character represents. The "Snuggles" image also works well in almost every country in the world.

The advertising execution, which we will discuss in the next section, may need some tweaking for individual countries to maximize effectiveness. The creative concept of Impulse body spray, for example, uses the image of a man stopping a woman in the street to give her flowers. This idea works almost everywhere, but commercials are filmed on location to make the setting and physical characteristics of the people look familiar.

There are several areas of the globe where advertising messages need special attention. Some Asian countries are particularly concerned about the problem of "cultural imperialism" and resent the infiltration of Western values ​​through advertising. Accordingly, individual countries severely restrict Western advertising. For example, Malaysia requires all advertising to be done locally. Muslim countries prohibit advertising of "sinful" goods (cigarettes, alcohol), and female images in commercials must comply with Muslim propriety requirements, which can vary from country to country.

Even large international companies can sometimes stumble in cultural situations. Ford Motors Europe found, for example, that there were problems with a photograph printed in an advertisement used in Poland. The original photo showed European workers of various nationalities to illustrate the diversity of people employed by the company. When creating the Polish version of the brochure, all Negro and Asian faces were retouched as Caucasians in order to more effectively appeal to the predominantly pale-faced Polish market. The Ford factory workers pictured in the original brochure were horrified to find they had been "whitewashed".

After developing a creative idea and its variants for various media, the third stage is to produce this advertisement. The production requirements for print and radio or television advertising are quite different, but they are all complex and require the professional skills of technical specialists. Brochures, posters, outdoor advertising media, The World Wide Web The Internet and all other advertising usually require specialized skills.

Creating print advertisements, for example, requires knowledge of the fine arts and specialized knowledge of typography (how type is selected and printed) and art production. Photography, in particular, is difficult to reproduce in print and requires a series of technical steps to convert a photographic image into a grayscale image, turning the full range of tonal hues into a printable pattern on a screen. Color photographs also require a special conversion process to reproduce the full color gamut. The last step in the printing process is editing, deburring, and retouching the page. After the advertisement is printed, special operations are carried out such as cutting (creating unusual cutouts or shapes), printing and embossing.

Brief overview of the main concepts

2. At the execution stage, the strategy is transformed into concrete ideas for real advertising in all types of information delivery vehicles. The creative team does the following:

Develops the main idea, writes texts and designs advertisements that express this main idea;

Takes into account any changes that may be made in situations related to the cultural characteristics of different countries and international marketing.

3. Production is a complex technical operation for all media, which usually requires a lot of professional skills.

Radio advertising is produced by recording sound effects, voices and music, which is specified in detail in the script written by the author of the advertising test. Television commercials use audio and video recording techniques. Creating a television ad is a complex process that includes characters, scenery, lighting, props, and sound. All of these elements come together according to a script written by the lyricist and a short script sketched out by the production designer. A short script, or storyboard, is a description of the main scenes in a commercial. The producer manages the video recording process and directs the script to change, which usually results in much more footage than is actually needed for advertising. The movie editor puts the best bits together into successive scenes that fit the script and last the right amount of time: 10.30 or 60 seconds.

Homepages are where web crawlers can help consumers find your business, your products, and possibly motivate them to take action. Computer Wizards will provide the technical details of keeping your website up and running in real time. Here we will tell you how to design an advertising message for the Internet.

First, you must inform people where your site is by promoting it in other areas of the web and in other media. Internet etiquette (“Net etiquette”) frowns upon the many unauthorized e-mails, so many businesses publish their website addresses in print or radio and television advertisements.

Let's say you have a valid home page. How would you write a real-time ad? To make a good impression on e-visitors, a company needs to consider five things. First, something should attract the attention of travelers on the network. Offer a deal or use an attraction such as a challenge or competition, a discount or a free purchase as a prize. Secondly, you need to change your proposals often, maybe even daily. One of the reasons people crawl on this web is to find out what's going on in the moment. Good advertising uses "immediateness" and novelty. Third, keep your writing short and concise, as most speed viewers have a short attention span. Graphic images slow down page setup, so use them as little as possible on your page, although you may want to offer slowly built-in graphics inside the site, since people have already confirmed their desire to go to your virtual store.

Fourth, find ways to keep users focused. Ask provocative questions, make the time they spend on your site worthwhile, give them something even if it's just a small piece of new information they can use, or offer a bonus for reading the text. For example, the TWA Web site (http://www.twa.com) gives its visitors the opportunity to earn flying miles every time they visit and register on the site. Fifth, find ways to use advertising to encourage information or opinions. For example, reward visitors who share your opinion by offering them three days of free daily horoscopes or anything else they find funny or exciting.

Design is a serious test. When you combine interactivity with the amount of information offered on the home page, advertisers need to help people discover their site. Information design practices help companies develop user-friendly websites that people can visit without losing anything.

An example of a successful site is Pepsi's high-tech display of ingenuity (http://www.pepsi.com), aimed at young computer savvy. This site is amazingly complex and took five years to complete. "Planet Reebok" resides on the Reebok Web site (http.//www.planetreebok.com). The Budweiser beer site (http://www.budweiser corn) tries to convince its visitors to visit the page with technology that allows guests to view the site using 3D graphics. Nissan Motor "s has its own website for the Pathfinder line, containing information related to appearance vehicles (http://nissanmotors.com/pathfinder). The Toyota website offers a collection of publications covering topics such as gardening, travel, and sports that have little to do with the company's own cars (http://www.toyota.com). Conde Nast Traveler has created a business travel section on its website with Delta Airlines (http-//travel.epicurious.com).

New Balance Athletic Shoes provides information on exercise, diet, competition and events. She even asks the magazines she advertises in to provide content for her website (http://www.newbalance.com) topics like Italian lessons (http://www.ragu.com or http.//www/eat.com). L-"eggs offers a wealth of information about stockings on its page (http://www.leggs.com), but it also has fashion and career advice, official government information, and even a recipe suggestion box. Tambrands created Troom (http://www.leggs.com). ://www.troom.com) as a place where girls get advice on many aspects of their lives - music, make-up, puberty issues.This site is cleverly designed in the style of a teenage girl's room.

Information for thought

1. What message do you think advertisers are sending to their customers if their site is hard to find?

Sources: Denise Caruso, "Digital Commerce: Simple is Beautiful, especially in a Place as Confusing as cyberspace", New York Times, 16 August 1996, C5; JefferyD. Zbar, "Blurring the Ad-editorial Line", "Advertising Age", November 13,1995,14; Herschell Gordon Lewis, "Cruisin" Down the "Hype-er Space" Road. How to Write Copy for the (Gulp!) Internet", "Direct Marketing", November 1995,36-37; Larry Chase, "Crossroads: Advertising on the Internet", "Marketing Tools", July/August 1994, 60-61.

Like most viewers, you may have mixed love-hate feelings about television commercials. On the one hand, you may have a favorite ad or ad campaign; on the other hand, you can probably point to dozens of commercials that anger you so much that you change the channel or leave the room when they appear on the screen. Perhaps you hate the product itself, you may not like the characters, or you find it offensive. Your evaluation of ads can be based on your own tastes - different people like different things. It also turns out that you are not part of the target audience, so the message does not interest you. Or there may be rational reasons - after all, there are unsuccessful advertisements on TV and in print. There are many ways to evaluate the effectiveness of advertising. Remember that effective advertising must be attention-grabbing, memorable, and persuasive. It should also be aimed at a specific audience and be consistent with advertising objectives.

Does effectiveness depend on how much people like advertisements? The Video Storyboard Test, an organization that tracks consumer reactions to advertising, determined that the best ad series in 1995 was the frog "Bud" "Weis" "Er", which made the "king of beer" the "king of ads" for at least one year. Time magazine's polls brought Nissan the number one advert in 1996 with its commercial showing a cheating Barbie and an American soldier riding in a Nissan sports coupe. The New York Times ranked Levi's wide jeans ad one of the best of 1996. In this ad, a young man and woman on an escalator dream of what their date will be like, but this fantasy becomes a nightmare when they arrive at thoughts about marriage and children.In addition to consumer preferences, the effectiveness of advertising can also be assessed through a number of show programs that give out prizes that take into account creative performance (prizes from the One Show, Cleos festivals in Cannes) or the impact of advertising on sales ( the Effies).

More recently, advertising effectiveness has been measured using single-source data, information collected by A.C. Nielsen Co., which correlates store purchases with television advertising. As a result of research based on this data, Syracuse University professor John Philip Jones, in his book When Ads Work, argues that it is possible to convince people to buy a product only through the use of effective advertising.5 In some cases, advertising can triple sales. The ads that were the most effective at generating short-term sales resulted in six times the sales volume of the weakest promotions. Some unsuccessful advertising campaigns caused a drop in sales. Jones also found that there is a strong correlation between advertising and sales promotion when both methods work together. However, the most successful campaigns outperformed advertising and reduced the need for sales promotions, in particular for price promotions.

Advertising of public services provides a variety of evidence of the effectiveness of advertising. Recent examples of successful advertising include Young & Rubicam's "United Negro College Fund" campaign, which helped raise nearly $1 billion for Negro colleges; the crime prevention campaign organized by Saatchi & Saatchi, which resulted in up to 3,000 calls a week with crime alerts; advertising agency Leo Burnett's seat-belt campaign, which the Department of Transportation estimates has saved more than 40,000 lives; a domestic violence hotline as part of a new campaign by Altschiller Reitzfeld, which received around 22,000 phone calls in six months.6

Advertising can only be considered effective after it has been evaluated in some way. For example, to better measure the effectiveness of advertising, General Motors announced that it was creating a standardized approach to measure and learn from its advertising successes and failures. This three step process is as follows:

1. Developing a strategy by which creative ideas are tested using a range of techniques such as focus groups, imagery, and positioning research.

3. Tracking the market situation, which links advertising with its impact on sales.

An evaluation study may be carried out at several time points. The first opportunity is presented before the ad goes on the air. Pre-testing, that is, testing carried out at the concept stage, helps to assess whether the advertising will meet the goals that the strategy is aimed at, before making large investments in production, spending time and money. The second time point, known as post-testing, refers to the time the ad goes live, or shortly thereafter. This test provides real feedback that shows how well the ad is doing and informs future ad strategies.

Testing of advertising texts is a formal evaluative research in the field of advertising, used to decide whether to release an advertisement to the market and to assist in making performance decisions. It focuses on persuasiveness, recall (awareness) and understanding of the message. Advertisers who use proof-of-concept testing hope that this will provide a good measure of performance and eliminate the risks and conflicts that are inevitable when decisions are made solely on the basis of common sense.

Text testing is an important research tool because the stakes in advertising are high. By the time a 30-second commercial is ready to be shown on nationwide television, it could cost up to $200,000 to produce. And when it's shown nationwide, it could cost millions of dollars to buy airtime. Ideally, the results of advertising testing should be ready before large sums of money are invested in the final work.

In general, advertisers should be cautious about using ad pre-testing. Rapid and affordable tests often have obvious shortcomings and give results that may not be reliable. Moreover, many creatives in advertising agencies distrust testing methods because they believe that such tests cannot properly measure the impact of advertising, as they do in a real life situation. When the decision is difficult to make, research may not always be able to suggest what to do, so there is still a need for intuition and professional experience. However, such research can provide information and confirm the intuitions of the professionals involved, who know from experience how advertising works. Text testing and other assessment techniques are discussed in more detail in Chapter 18.

Masaru Ariga, Senior Strategy Developer, Marketing Management, Dentsu Inc.

Dentsu is an international marketing communications agency. Masaru Ariga is responsible for developing and planning international marketing communication strategies for client companies. He has to travel a lot and work alongside developers and planners from overseas Dentsu affiliates. He is often responsible for marketing communications campaigns on a cross-regional basis, especially in Asia. In his own words: “When I go from headquarters to the branch, I take on the responsibility of deciding what can be used in different countries ah no change, but what should be changed in accordance with the specifics of the country.

Ariga is also responsible for creating new marketing methodologies designed to solve specific problems. For example, how can national brands compete effectively with private labels? How to organize database marketing? How to apply integrated marketing communications? As an advertising and marketing communications expert, he answered questions from international media outlets such as CNN.

In addition to her core leadership work, Ariga lectures and writes articles on marketing-related topics. He is a lecturer in marketing at the International University of Japan and is also occasionally asked to lecture for organizations such as the Japan Marketing Association (JMA) and the All Japan Advertising Agencies Association (JAAA). Here are some of his articles that have appeared in professional publications:

"Seven Key Points for Understanding Japanese Consumers".

"Massive Retail Sales to Japanese Buyers".

"The Changing Market Environment and Integrated Marketing Communications".

"Database Marketing in Singapore"

Education

Ariga received a bachelor's degree in political science from the University of Tokyo in 1985. During the 1981/1982 academic year, he received a scholarship and attended McAllister College in St. Paul, Minnesota, as part of a student exchange program.

In 1991 he returned to the US to complete his master's degree from Northwestern University. He graduated in 1992 with a new course: Integrated Marketing Communications. Higher education Arigi was funded by Dentsu, for which he had worked since 1985.

Ariga believes that the most rewarding experience for him was traveling abroad. Before graduating from college, he had already visited almost 30 countries, and now he has 40 states in his "piggy bank". As he explains himself: “Visiting new places and being exposed to diverse cultures at a young age helped me develop the ability to see things from different angles.”

Typical day

07.30. Get up, have a quick breakfast, ride the passenger train to the Dentsu office in downtown Tokyo. Unfortunately, it's still not possible to drive to work, as Tokyo's weekday freeways are infamous as "the world's largest car park."

09.30-10.15. I start today's working day by looking through newspapers from 5 countries in Southeast Asia, which arrive every day by airmail. I carefully read articles and advertisements of interest. By doing this, I can keep track of what is happening in the markets of these countries.

10.30-12.00. I'm meeting with the creative director and accounting staff about launching a new project in Thailand. With the R&D manager at the local Dentsu office, we're exchanging ideas on how to define the emerging "new urban middle class" that will represent a massive market.

12.00-13.00. Leading an internal brainstorming session for a marketing campaign. We often do brainstorming like this during our lunch break, as this is the best time to bring busy people together. In addition, many talented people can be attracted by the promise of good food.

13.30-16.00. I go to a client to demonstrate the results of a research project to measure the effectiveness of a campaign.

17.00-19.00. I am discussing a number of issues with the participants of the project in Vietnam. Today's topic is the development of plans, the execution of which will prevent possible problems associated with the image of Western companies.

20.00-22.00. I join the farewell party for the participants of the training program who came to Tokyo from different parts of the world.

23.30-24.00. On the way home, I call Chicago. Doing business in the States is a big headache due to the time difference, which is from 14 to 17 hours. I have to wait until midnight to contact my counterparties if I need to speak to them urgently. That is why I firmly believe that Email is the greatest achievement of the last decade. I feel like the world is smaller today than it was before email.

Brief overview of the main concepts

2. Advertising is evaluated at these points in time: before it goes on the air or in print (to test its effectiveness before a big investment is made), and during or shortly after it has aired (to test its impact). The first type of testing is called preliminary; the latter is called follow-up testing.

Good creatives know that every advertisement must fight its way through a world of chaos, vying for the attention of an indifferent audience. The only way to break through this chaos is to express the appeal in an original, fresh form. Although boring ads may be persuasive, it is unlikely to attract the attention of the audience. Successful advertising must be both persuasive and creative. It can be risky, although this is often difficult to assess; it does not have to function like a normal advertisement that most consumers are familiar with.

Another way to cut through the surrounding turmoil is to combine advertising with a wide range of other communication tools that reinforce the same message or main idea. When a fascinating thought is repeated at different times different ways, synergy increases the energy of an already strong concept. That is why different participants in the marketing process receive different messages from the company.

Advertising has many strengths. It can reach a large mass audience in order to intensify a wide demand for a product, create brand awareness, build a long-term brand image and position it in the market, and effectively increase brand awareness. Advertising also serves as a reminder of a product or brand that the consumer has already successfully interacted with. Finally, it can enhance memory through repetition of the message. But advertising also has weaknesses. It is perceived as intrusive and as something that brings fuss to the environment. It also wastes a lot of effort, so it can be cost inefficient, especially if the business is focused on a specific market niche.

To be effective, advertising must perform three tasks. It needs to grab attention, be memorable, and deliver compelling messages to people. Attention - the act of taking note of a message - is the first step towards generating awareness, which means that the message has made an impression on the viewer or reader. Advertising uses recognition and recall to enhance recall. Recognition is the ability to remember that you have seen something similar before. Recall means that you can remember the content of the information in the message. Finally, to get consumers to act, advertisers must convince the audience through logic or emotion.

The first stage consists in analyzing the marketing and advertising strategy, as well as determining the appeal strategy for a particular advertisement. The advertising strategy focuses on the target audience and communication goals. The text platform outlines the circulation strategy and commercial prerequisites. The second stage is execution: developing the main idea, writing texts and designing advertising for creative recruitment in various media - print, television and radio, outdoor advertising and other types of advertising, such as advertising in directories, on transport, in films and in computers. networks. The production stage identifies professionals who know how to produce advertisements for individual media.

Effective advertising attracts attention, is well remembered and is persuasive. In addition, it must be aimed at the audience and satisfy the advertising goals. To evaluate the effectiveness of advertising, businesses can use research methods such as focus groups, image and positioning studies, consumer ratings, or market tracking to test the impact of advertising on sales. Testing the content of an advertisement is often used to determine the degree of its effectiveness and identify problems at the stage of creation of an advertisement, as well as during its passage or shortly after the advertisement has been in the media. Evaluation research prior to the release of advertising is called preliminary. The same study conducted during the passage of advertising or shortly after its completion is called follow-up testing.

Questions for independent work

Overview of basic concepts

3. Define persuasiveness and explain how it is used in advertising.

How are the basic concepts learned?

7. Find an advertisement in a magazine that is culturally applicable and can be used in an international advertising campaign with only minimal modifications. Also, look for ads that you think are culturally specific and can't be used for an international or other cultural campaign.

Application of acquired knowledge

9. You're writing an ad for a new bike shop called Pedal Power that's opening in your area in a couple of months. Brainstorm with your friends and come up with a list of at least 10 slogans that store owners could use

10. Spend some time on the Internet and find three ads that seem to you to be extremely effective or ineffective. Critically review these ads for attention, recall, and persuasiveness.

11. Why can there be a conflict between an advertising agency and its clients regarding the evaluation of advertising ideas?

Suggested projects

1. (Oral and Written Assignment) Let's say you've been put in charge of organizing the advertising department of a growing consumer goods company. The first task is to hire a manager who will be solely responsible for advertising the company. Interview advertising managers at companies in your area to see how they perceive their job responsibilities. What duties, in your opinion, should be mentioned in the list of requirements for a candidate for this position? Write a list of requirements for the employee.

2. (Oral assignment.) Divide the class in half. Have a discussion between them on the topic “Is advertising worth the money spent on it?”

3. (Assignment related to the use of the Internet.). This chapter discussed a recent print ad for Benetton. Now check the company's Web site (www.benetton.com) to see if it sends marketing communications that match these advertisements. (Beware: the Fun and Hate Mail line publishes unedited emails that may contain sexually explicit material.) Justify your findings regarding consistency between Benetton's print ads and web site marketing communications in a short explanatory note. Be sure to back up your findings with specific links to the site's content, design, and accessibility to target audiences around the world.

Then view the full gallery of Benetton advertisements guided by the homepage links to the "Advertising Index". Choose one ad of your choice - different from those discussed in this chapter - and evaluate its effectiveness using the criteria described in the chapter. (For example, is the ad eye-catching, memorable, and persuasive? Does it connect with the target audience? Does it enhance or destroy Benetton's image?). Prepare a short report on your assessment criteria and your final conclusion.

Print media devices	Advantages	Flaws
local press	Wide market coverage Prompt order fulfillment Easy planning High frequency of release/contact Relatively cheap Re-posting the same promotional materials Creating local images	The audience reads such press selectively Short term of validity Low degree of attention Excessiveness of such media Poor quality of reproductions
National press	Large print runs Lots of creative advertising opportunities Attractive to audiences with the most different levels revenue Relative cheapness with national coverage Possibility of private re-advertising Audience/territory selective	The audience reads such press selectively Short term of validity Poor quality of reproductions Low degree of attention Information “plugs”
Consumer magazines	Large print runs Audience/territory selectivity High reproduction and color reproduction quality Relatively long service life and reading in comfortable conditions Good audience segmentation High content informativeness Allows to include sales promotion elements	High cost Long gap between releases Information “traffic jams”
Specialized magazines	Good audience segmentation Short lead time Potential for high information content and good ad content	Information "plugs" Possibility of simultaneous advertising of competitors' products
Leaflets	Low production and distribution costs Full coverage of target audiences	Bad image Distribution abuse Short term attention grabbing
Tabs in free newspapers and magazines	Relative cheapness A convenient way to advertise the "immediate reaction" category	Short duration May be seen as a low image remedy
posters	Cheapness Targeted impact on competitive territories/groups Long-term exposure ( public transport)	Short exposure time Poor image Information traffic jams Difficulties in audience segmentation
Billboards	High impact Low cost and wide readership Long exposure	Brevity of the contract Content-limited message, unsuitable for complex advertising Need to install a large number of billboards Increased demand for creativity to create the necessary impact
TV	Possibility of high creativity and strong impact (sound, visual, etc.) Positive in terms of image Attractive to audiences of all income levels Relatively cheap for national coverage High frequency of showing the same material Selective by audience/territory Providing a high degree of attention	Relatively high production and display costs Short lifespan Information jams Difficulty sustaining attention for a long time
commercial radio	Large local audience Recognition at the local level Flexible deadlines (advertising submissions) Good audience segmentation Ability to send repeated messages	Production can be costly Audio-only messaging Information jams Transience of message impact Low attention-grabbing (audience easily distracted)
Movie	Possibility of audience or mass market segmentation Often provides the right contact Potentially high creative impact through light, visuals, big screen, sound	Relatively high production and display costs Competitive promotional materials can be shown Transience of message impact Difficulty in identifying audience profiles
Work shop	Specialization by types of tourism or destinations (inbound, outbound, domestic)	Narrow specialization
Internet	Global impact Immediacy Large number of creative options to develop Direct response and audience profiling possible	Short life span Creativity and website development costs Low attention span Difficulty in achieving focus
Direct mail	Implementation tracking Use of pre-prepared mailing lists Audience/territory selectivity Rich informational content	Relatively high production costs, as well as the formation and maintenance of databases Potentially bad image
Exhibitions/professional fairs and shows	Large target audience Simultaneously reaching a large number of customers Attracting new customers and maintaining relationships with existing ones	High participation and staff costs Information traffic jams
Sponsorship and participation in events	Opportunity to reach attractive segments or the mass market Ensures the credibility of one's messages and takes advantage of the reflected (foreign) success Potential for unconventional attention-grabbing, strong impact on the audience Creating company awareness	Relatively high costs Flickering of celebrities and lack of control over the actions of other participants Expensive time to form relationships and connections with partners Difficulty in assessing the impact
External environment as a media tool	Good reach Good segmentation potential Great creative possibilities	Creativity is constantly being questioned May have difficulty with focused work
Placement of products at points of sale, merchandising in stores	Relatively low costs Strengthening the advertising message Encouragement to stock exactly your product	Working with consumers who are ready to make a purchase

Topic 12: Planning your own advertising campaign.

Purpose of the lesson:

Issues for discussion:

6. Name the similarities and differences between social and commercial advertising.

10. Definition and features of tourist advertising in transport.

Methodology of the lesson:

4. Summing up.

Practical tasks

2. On the basis of previously obtained data, students must prepare a plan for an advertising campaign.

Homework:

6. Study the information material on the types of advertising.

7. Prepare a comparative analysis of various types of advertising.

Literature:

Advertising great attention give the majority travel agencies Almaty city (ads in teletext, printed publications, advertising programs on television, distribution of business cards, advertising in telephone directories, a sign at the entrance). Analyzing these data, "JAB-Travel" at the first stages of its activity decides to attach great importance to advertising. Agency "JAB-Travel" decided to advertise to "Almaty" TV company. Almaty TV Company offered us air placement in the weekly, morning, afternoon or evening Reklama block, which goes on the air 12 times a day.

-Price including VAT

-Included story production cost

- The TV channel broadcasts in all Alma TV packages.

And also "JAB-Travel" decided to place its data in the directory of goods and services "Our City". Which attracted us.

A login that looks like this:

will work for you all year long!

Accommodation	Price	Placement period
Standard company information (company name, type of enterprise, legal form, address, telephone, fax (up to 2 numbers in total), e-mail, Web site)	Is free	Constantly
Placement in an additional category Standard company information	1 000 tenge	1 year
Short description company activities	1 000 tenge	1 year
Additional telephones or faxes (up to 2 numbers), Address clarification (corner of the Street)	1 000 tenge	1 year
Frame	3 000 tenge	1 year
Logo + frame (logo height 1cm)	7 000 tenge	1 year
Logo + frame (logo height 1.5cm)	10 000 tenge	1 year

-Price including VAT

Topic 13: Preparation of a plan for exhibition events.

Purpose of the lesson:

1. Having considered all stages of participation tourist enterprise in the work of exhibitions, to prepare a plan of exhibition events (on the example of tourist exhibitions KITT - 2001-8)

Issues for discussion:

3. What is a brief? Name the permanent sections of the brief.

4. List the main stages of the advertising campaign planning process.

6. What does the development of the concept of an advertising campaign include?

Means of education:

Methodology of the lesson:

1. Survey of students on the topic

2. The study of information material based on the journals "Tourist business, Tourism, hunting, fishing, etc."

3. Control of students' knowledge based on tests

Practical tasks

1. Describe the stages of participation in exhibition events of a travel company.

2. Justify in detail the participation of your travel company in the exhibition

3. Prepare a detailed plan:

Before exhibition works;

Works during the exhibition;

After the exhibition work of the tour company

Homework:

1. Complete the assignment with further protection and surrender.

Literature:

4. Allwood, Montgomery et al. Exhibitions: planning and design Moscow 1983.

The preparation and holding of the exhibition includes the following main stages:

1. Making a decision to hold an exhibition. Depending on the nature of the exhibition, its tasks and features
exhibitors, the decision to hold it can be made at the government level, local government
or the highest management body of a large firm.

When organizing a commercial exhibition an important factor making a decision on holding is a marketing study of demand for exhibition services from potential exhibitors and the situation on the exhibition services market as a whole.

2. Official announcement of the exhibition, indicating the goals, main topics, deadlines for submitting applications and work
exhibitions, etc.

3. Formation of the management structure for the preparation and holding of the exhibition.

4. Acceptance of applications for participation in the exhibition.

5. A complex of preparatory organizational and technical measures. The main steps here are:

♦ distribution of exhibition space among exhibitors;

♦ sending to the participating companies copies of the plans of the exhibition premises with a clear drawing of the plan of the exhibitor's stand;

♦ payments for the allocated space and material resources, determination of the amount of advance payments;

♦ development transport instructions(destination stations are determined with indication of their codes for various types of cargo
etc.).

6. Installation of exposure.

7. Grand opening of the exhibition and official inspection.
At the opening of international industry exhibitions, the deputy head of government or the minister of the relevant industry is present, the ambassadors of the participating countries are invited
rates.

8. Opening of the exhibition for visitors. This is usually the next
day after the official opening. Many exhibitions first
half of the day is open to professionals and representatives of the business community, and the second - to the general public.

9. Security work program Exhibitions.

10. Official closing of the exhibition.

11. Dismantling of the exhibition display. Distribution, sale,
gratuitous transfer of exhibits and equipment or their return transportation.

12. Summing up by the organizing committee of the results of the exhibition in terms of achieving the set goals (number of visitors, volume
concluded contracts, etc.).

LITERATURE

1. Aleshina I.V. Corporate image. Marketing. 1998 No. 1. p.50

2. Antipov K.V., Bazhenov Yu.K. Public relations. Moscow: Dashkov i K, 2002.

5. Volkov I.M. Fundamentals of economics and organization of advertising activities. Theoretical provisions and practical recommendations for service enterprises. M.: Publishing House of Moscow State University, 1995.

6. Golman I.A., Dobrobabenko D.S. advertising practice. Novosibirsk: Interbruk, 1991.

9. Durovich A.P. Marketing in entrepreneurial activity. Minsk: Finance, Accounting, Audit, 1997.

10. Durovich A.P. Marketing in tourism. Minsk: New knowledge, 2003.

14. Ismaev D.K. Marketing of foreign tourism in the Russian Federation. M.: Luch, 1998

16. Kotler F., Bowen J., Makenz J. Marketing. Hospitality and tourism. M.: UNITI, 1998

17. Kritsotakis Ya.G. Trade fairs and exhibitions. Technique of participation and communication. M .: "Os-89", 1997

18. Morozova I. Compiling slogans. M.: RIP-holding, 2001.

20. Nazarenko L.F. Exhibitions as a marketing tool. Moscow: Filin, 1997

21. Pankratov F.G., Seregina T.K., Shakhurin V.G. Advertising activity. M.: Inform.-introduced. Center "Marketing", 2002

26. Smirnova M. Anyone who cannot smile should not open a company. Five Stars. 1997. S.22, 28.

28. Spitsyn I.O., Spitsyn Ya.O. Bank marketing. Ternopil: Tarneks, 1993

31. Office encyclopedia. Comp. I.V. Samykina. M.: BINOM, 1995

32. Yankevich V.S., Bezrukova N.L. Marketing in the hotel industry and tourism. M.: Finance and statistics, 2002.

35. Allwood D, Montgomery B. Exhibitions. Planning and design. Novosibirsk, 1991

36. magazine "Marketing in Russia and abroad", 2001-2004.

7. What are the positioning strategies?

4. Compare the methods of calculating the advertising budget known to you.

Zverintsev A.B. Communications Management: A PR Manager's Workbook. M.: Glossary, 1998.

Blazhnov E.A. public relations. An invitation to the world of civilized market and public relations. M., 1994.

Http://reklama.vip.uz/16.htm

Http://reklama.vip.uz/04.htm

SMK - mass media.

"Advertising in mailing lists" - An example of the first letter to the authors. An example of the release of Ivan Plaksa's mailing list. The cost of advertising in the mailing list Nelly Fedosenko. If, for example, the second advertiser did not send the text on time. Issues are not added to the Smart archive. And if you immediately pay for 2 or 3 issues - then 20%. The most democratic prices.

"Advertising in hypermarkets" - Placement of your products in a flyer with the best offer of the month. Placement of your flyers. Circulation - unlimited Period of placement: 1 month. Placement term: from 6 months. Banners. Placing a floor stand - 150 euros m2 per month. More than 5,000 guaranteed contacts per day. The advertising logo is provided by the Customer.

"Celebrities in advertising" - Leading programs: Mikhail Gurevich. Singer. Sometimes on their own, sometimes in tandem with a well-known manufacturer. Retail name. Professional designer. Madonna. ADVERTISING BREAK http://www.Rbctv.Ru/. None of the projects can boast of great commercial success. Or is it legitimate? Weird? Hub-haba.

"Advertising in Ukraine" - The average value of the indicator in the group: Possibilities of analysis when planning advertising campaigns. % Reach for the average week. Duration of contacts with media carriers. Consumption of vitamins "Teravit". Restaurant goers fast food*. Consumer Sentiment Index. Without which they cannot imagine their life (%).

"Social advertising" - In outdoor advertising, everything should be large, readable, without holding long attention. Means of publishing social advertising. For the cleanliness of urban and natural reservoirs. Use caution in advertising. The color scheme should not be multi-colored. For civic self-respect (For a sense of one's own national dignity) Spare the planet (For saving communal resources (water, heat, gas).

"Effective advertising" - Suitable for informational advertising that does not require instant feedback and response. Unusual and new action on the road, always attracts the attention of all passing people. We offer one of the options. LEFT-FORWARD to vehicle path): Increases Contact Time and Spectators.

“We do not use mobile advertising at all or its role is minimal,” said a third of advertisers who participated in a recent survey by the Russian branch of the IAB. And for the remaining two-thirds, it is just a field for experiments. And only a few, by the way, working today in the FMCG industries (Geoffrey Moore would call them “visionaries”) answered that mobile advertising is an unconditional priority in the digital strategy. The diagram of the distribution of the average budget by interactive advertising tools illustrates this situation well.

Average interactive advertising budget structure by instrument

Source: IAB, Russia

However, Western marketers consider it banal to claim that mobile advertising is a driver of consumer demand growth. According to them, the task of marketers is not to decide whether to invest in mobile marketing or not. Their task is to understand how to use the strengths of the mobile segment as a marketing platform for the most effective promotion of their brand. What is their confidence based on?

Here are some numbers. According to Cisco forecasts, mobile traffic is growing exponentially and will continue to grow, at least until 2018.

Where there is traffic, there are devices for receiving it. Here is another forecast, this time by the consulting company Deloitte regarding the level of sales of electronic devices.

As you can easily see, the share of smartphones in sales in 2012 has already caught up with the share of TVs, and then you can see for yourself.

These and similar forecasts of reputable companies have become the basis for the confidence of marketers in developed countries in the big prospects of the small screen. Ours are still cautious. Meanwhile, judging by the baseline, Russia looks good against the general background. Here is the data from a survey conducted in 2013 by the same Deloitte company.

Question: What smartphone features do you use most often?

Answer options: Wi-Fi, mobile communications (in other words, calls and SMS), and more.

And here are the results: the share of Wi-Fi in Russia is 53%, the same in France, a little more in Germany - 59%, and in Japan a little less - 50%, in a word, we are by no means behind the circle, but are in the middle of the peloton .

Source: Deloitte

And after all, it cannot be said that Russian marketers do not feel the situation - they are just being cautious. When asked in the IAB survey if they agree with the statement that in a few years the bulk of online advertising will go to smartphones and tablets, most of them said yes, they agree. And if so, then it is necessary to think about how to build advertising campaigns, taking into account these "newly discovered circumstances", right now.

Here are the questions that Millward Brown researchers believe will help mobile ads drive brands, rather than become a budget black hole:

• Where and in what situations can mobile advertising influence people's behavior?
• How to engage gadget owners in interacting with mobile advertising, i.e. make it really interactive?
• How to achieve superiority over competitors in working with your target audience?
• How to build an advertising campaign strategy in a multi-screen environment?

There is no doubt that researchers from different countries will strive to answer these questions that interest their clients. In fact, they have already begun to do so. Here is just one of them - Getting Mobile Right, in which its authors - Millward Brown - have combined a number of their latest projects.

Daily watch time, USA, min.

Source:

As it is easy to see, mobile gadgets have already “beaten” the TV in terms of viewing time, and whether there will be more ... And here is a diagram showing what time of day people use this or that device more actively.

Source: Millward Brown's AdReaction 2014, Marketing in the Multiscreen World

The behavior of the curves is easily explained. Smartphones are versatile, so they are used all day for a variety of purposes. Tablets are a means of entertainment (social networking, watching movies, etc.), primarily on the road, i.e. outside a stationary place - at home or office. Therefore, it is difficult to single out any time of day, but the intensity of their use is always lower than that of smartphones.

Laptops are used intensively, but mostly during the working day. They work for them, shop online, and so on.

Televisions are used for entertainment and as a "background". This happens most often at home at the end of the day.

Of course, not only the time of day matters, but also the situation of using this or that device: place and purpose. There may be surprises here. For example, here is how the distribution by place of use of mobile devices (smartphone, tablet) for shopping looks like.

Where do people use mobiles for shopping?

Source: Millward Brown Digital's Retail Study 2013

As you can easily see, the vast majority of purchases are made from home, although it would seem that mobile phones are designed to be around everywhere. But the usual logic does not work here, as, indeed, in many other cases.

We will not discover America if we say that access to social networks is an important, if not the most important, function of a smartphone. Three-quarters of Americans aged 18-44 do it daily. “We communicate,” is what respondents usually say about the purpose of connecting to Facebook, Instagram or other social networks. But can you be more specific? Data from the Getting Mobile Right survey shows that while in a store, more than half of social media users search there desired item or seek feedback from friends. It is unlikely that, being at home, they are busy with the same thing.

Currently, domestic business, having gone through all stages of development, from birth to the present, is entering a state of less rapid development. It is also developing trying to catch up with the West. This process is natural - in the time that has passed since the collapse of the Russian merchant class, the commercial science of Europe and America has managed to go far ahead. However, if Western business has developed steadily in all directions, then the precocious business of modern Russia has serious gaps in many industries and a clear confirmation of this is the relatively low level of domestic advertising. The fact that advertising is the engine of trade is clear to every businessman. But, if the Russian business as a whole today is able to compete with the West, then the domestic advertising products for the most part do not have the same high level of development and are often criticized. So, advertising is a commercial mass media created in order to stimulate the sale of a product or service, or an informational message from an institution, organization or candidate for any political post. The purpose of advertising is to convey information from the advertiser to the target audience. The advertising market in Russia has existed for no more than twenty years, and during this time it has gone through significant and numerous stages of development. From the point of view of those who use the services of advertising agencies, as well as those who provide these services, the situation has changed very significantly during this time. In the early days of market activity, advertising was not particularly difficult, since almost any advertising effort had a good effect. This is explained by the fact that the market was not yet filled, and both enterprises and individual citizens sought to satisfy their needs, which had accumulated during the collapse of developed socialism. At the same time, any product, both high-quality and not too good, sold well. The advertising market at this time looked similar. Prices for advertising in the media were unstable, deadlines shifted, there were significantly fewer advertising channels themselves, and if an advertising manager had connections among journalists and editorial offices, then he could provide almost any placement conditions for his company, except, perhaps, quite free. The main business of advertising agencies in this case was the resale of advertising space. Requests for creative and research work in the field of advertising (generation of advertising ideas, creation of layouts, video and radio commercials, marketing research, etc.) ) was significantly smaller. One of the reasons for this is the generally low level of advertising products in Russia at a time when customers simply did not need novelties and frills in advertising products. On the other hand, advertising professionals were formed together with the entire advertising market, and even six years ago it was difficult to find a good performer for such types of work. As mentioned earlier, Russian advertising originates in the 90s of the last century. Liberal economic market reforms "released the genie from the bottle." "Russia is now ahead of the West in terms of growth in advertising spending. According to some data, in 1992, 60-80 million dollars were spent on it, in 1996 this figure approached 1.5 billion." There were hundreds of advertising agencies in Moscow, St. Petersburg, in every major regional and industrial center. In Russia, by the mid-90s, the number of people involved in the advertising business approached 50 thousand and the annual increase was 5 thousand people. The number of employees in the advertising industry has exceeded 200 thousand people. There were advertisements that won international recognition on the most authoritative international competitions advertising. The works of Russian advertising artists Y. Grymov, T. Bekmambetov, V. Akopov and others were appreciated at their true worth. Often, decisions are first made on what kind of advertising to be, and only then, after a long time, after obvious failures in the market, adjustments are made to advertising campaigns. Carrying out preliminary marketing research on the characteristics of the market, goods, consumers (situational analysis), and even more so the analysis of the effectiveness of finished advertising products, is not funded by most domestic leaders. This comes from an underestimation of the role and functions of advertising as a modeling tool. public opinion and consumer preferences. It is often given only to inform potential consumers. The position of Western manufacturers is different. European and American business is carrying out a large-scale product expansion to the Russian market, which is supported by well-thought-out corporate advertising campaigns. A wide "advertising umbrella" has been opened over Russia. Despite the difficult socio-economic situation in the country, which is characterized by a monstrously low standard of living for millions of Russians, and the continuing danger of a social explosion, Western manufacturers are spending huge amounts of money on transforming the consumer interests and preferences of Russians, often imposing on them other, previously alien Russian culture, consumer standards and lifestyle. The reputation of the still fragile advertising business has suffered significantly from the long absence of regulatory legislation in the country. Only on July 14, 1995, the State Duma of the Russian Federation adopted the Federal Law "On Advertising". Currently, relations in the advertising market are regulated federal law dated March 13, 2006 No. 38-FZ "On Advertising". According to the head of the world's largest advertising and information holding "Double U-Pi-Pi", in the near future, in terms of advertising activity, Russia should take third place in the world - after the USA and China. At this stage of its development, Russian advertising is faced with the need for a sharp qualitative growth; First of all, we are talking about a large staffing shortage. The market lacks qualified specialists in various areas of advertising. The main reason for this situation is the lack of a domestic advertising school and systematic education in the field of advertising. Further development of advertising as a social, cultural, economic phenomenon will help the domestic economy to solve very ambitious tasks of innovative development. The Russian advertising market will have to create effective mechanisms for regulation and self-regulation. Russian advertising can play an important role in shaping a socially oriented information environment, which can become an element of a new ideology for activating social factors of economic growth. business. The Russian advertising market has grown more than 50 times - from $50 million to $2.7 billion. Thus, in the first half of 2007 the market grew by 30%. According to ACAR, the volume of the media market in 2007 increased by 37% against 54% in 2006 (about $1.99 billion) and amounted to $2.72 billion. The share of the advertising market in Russia's GDP is approximately 0.7-0.8%, then as its world norm is 1% of GDP (in Europe from 0.8 to 1.2% of GDP). In 2008, when the level of the advertising market with production exceeds 4 billion, the percentage of the share of advertising in GDP is likely to add to the European level. Even after a slowdown in growth, the advertising market is the vanguard market in terms of growth rate, outpacing the country's GDP growth rate by 5 times. In 2007 the market grew mostly extensively. With price increases, especially for central TV, many medium-sized advertisers have switched to regional TV channels or reallocated their budgets to other media channels. Large advertisers increased their budgets on TV in order to be visible on TV. The share of TV continued to steadily increase and in 2008 it occupied half of the advertising media market in Russia. This happened against the backdrop of a decrease in the share of the press (especially newspapers) and outdoor advertising, although these media, like radio, are growing in absolute terms, but more slowly than the entire market as a whole. As the volume of the advertising market continued to grow, its growth rates slowed down, so by 2009 ACAR determined that the market growth was slowing down to 10% per year (see Table 1 A and B).

These figures for the turnover of the national advertising market, when recalculated for the entire population of Russia (145 million people), turn into approximately $ 20 per person (or $ 25-26 per inhabitant of Russian cities), including even babies. In the United States, as the most highly developed advertising market, in 2006 advertising costs per capita amounted to about $1,000. Experts point out three factors that determine the growth of the market: political stabilization society, leading to an increase in investment, incl. in the form of advertising (first); growth in the purchasing power of the population (second) and the intensity of competition in consumer markets(third) . In 2008, the third factor acted to a greater extent and, in part, in the second half of the year, political stability began to return with a gradual decrease in the growth rate of purchasing power. television advertising between the leading campaigns in the first half of 2007 (see Chart 1).

Diagram 1. The share of advertising budgets of the largest agencies on TV channels Channel 1, Russia, NTV, STS, RenTV and TNT in the first half of 2007 according to VI. (The dashed lines indicate the agencies included in the advertising groups listed in front of them, the percentage of these agencies is taken into account in the total percentage of the advertising group)

About 20% of all money circulating in the Russian advertising market falls on outdoor advertising. Compared to other countries, such as Poland, where its share is 6%, France (11%) and Romania (only 3%), this is a large percentage. In 2006, the outdoor advertising market amounted to $400 million, and in 2007 about $520 million, Managing Director of NewsOutdoor, finds several reasons for the greater importance of outdoor advertising in Russia. Firstly, Russian cities are more suitable for outdoor advertising than European cities due to the specifics of architecture. The second reason is the fairly liberal policy of the municipal authorities in relation to outdoor advertising. In Russia, operators were able to install advertising media in extremely effective places, next to the road, facing the roadway, etc. And the third reason is the underdevelopment of local media - the main competitors of outdoor advertising, such as cable TV and radio. The outdoor advertising market, as well as advertising on central TV, is oversaturated (demand outstrips supply), which affects efficiency. Only in 2005 prices have reached the pre-crisis level of 1997-1998. Therefore, there was a further increase in advertising rates. During 2006, in Moscow, the price of renting a side of a 6x3 m billboard increased from $700 to $750-800 per month. As the research company, ESPAR-Analyst, predicted, the cost in Moscow of one side by the end of 2007 will increase to 900-1000 dollars, and it happened. The number of advertisers who spend about $100,000 a year on outdoor advertising is approaching three hundred. At the same time, the fastest growth rates in expenses are shown by large advertisers, whose budgets are about one million dollars. This category of advertisers advertises on approximately 100 sides per month. There are about thirty such advertisers in Moscow. Greatest Demand for outdoor advertising is observed among shopping centers and chains, manufacturers of tobacco and electronics, mobile operators. The top five outdoor advertisers include tobacco firms (JTI, BAT and Philip Morris) as well as Samsung and LG. The entire volume of the Moscow market, according to estimates research company"ESPAR-Analyst", in 2006 amounted to 220 million dollars. However, the Moscow authorities plan to reduce the number of billboards, especially in the city center. Thus, according to "ESPAR-Analyst", in Moscow there are about 19.7 thousand 6x3 billboards and 32.5 thousand advertising surfaces (as of June 2007). Market participants expect that the city government will certainly want to tie the fees of advertisers to the city to the increase in prices for placement. Based on the foregoing, the level of domestic advertising is uncertain and unstable. After all, we see a very high rate of development of advertising at the beginning of the 21st century. Since the beginning of the century, advertising agencies have greatly improved the quality of work and their numbers. The relatively low level of media advertising in Russia is compensated by outdoor advertising, as mentioned earlier, "Russian cities are more suitable for outdoor advertising than European cities due to the specifics of architecture", and besides, outdoor advertising is very popular in Russia and in many cases is indicative of consumer. In the field of advertising, Russia is a lagging country, but as many experts, advertisers and marketers think, this backwardness is only a consequence of the late start of the development of the advertising market. After all, he, as a concept, is not even 20 years old.