market today advertising quite oversaturated and with every second it is becoming more and more difficult for advertising agencies and marketers to fight competitors, as well as to attract the attention of a potential client who has developed a firm immunity and unwillingness to absorb advertising messages. This leads to a rapid decrease in the effectiveness of the impact on it.

Therefore, marketing specialists have to show unprecedented creativity, imagination and implement ideas that would attract the attention of the consumer as much as possible and, accordingly, satisfy the needs of the customer.
Literally every day there are new types of advertising: whether it's an expensive outdoor interactive format or a low-budget (in other words, partisan) in the style of a flash mob. It all depends on the advertising budget of the customer.
In fact, everything new and creative involuntarily makes you capture the eye and, accordingly, brings the potential client closer to the second stage: interest in the brand or its offer.
Below are some relatively new and non-standard types of advertising:

Extender

Outdoor billboard advertising exists for many years, but this format appeared relatively recently.
Extender is a mixture of a conventional billboard with interactive advertising. In other words, these are additional elements of the advertising structure that go beyond the fields of standard sizes, i.e. increase in advertising space due to the parts attached to it.
These elements can be different forms and sizes, flat and voluminous, include additional lighting and LED screens. In general, the flight of fancy is not limited.
This type of advertising has many significant advantages:

• Increasing the size of the advertising structure;
• In Ukraine, it appeared relatively recently and is only gaining popularity;
• Unusual and non-standard;
• Definitely grabs the attention of potential customers.
• Increases the time of viewing advertising information several times;
• An unplowed field for the manifestation of imagination and creativity.

More details can be found here: http://www.2s-outdoor.com.ua/

Car running line

Surely you have noticed that almost every day LED signs and running lines. It happens so quickly and unexpectedly that sometimes you don't recognize the places around you. And even more often you find, for example, the right store that you did not notice before, but it was in your palm.
This type of advertising has become one of the most effective and low budget. Now LED running line is available even to the smallest entrepreneur and pays for itself very quickly.
This advertisement is only gaining momentum in Ukraine. You can be convinced of this by looking at the countries of the West, and especially at the developed Asian cities, where almost every square meter has an LED screen, a signboard or a running line.
But why limit yourself to a certain circle of potential customers, if such a ticker can be used under the rear window of a car and inform all participants traffic.

Running line in the car is a very effective advertisement and a powerful method of communication. It can be used by both a small private entrepreneur and delivery services. finished products and taxi, receiving additional income from the sale of advertising space.
Main advantages:

• Easy to program and attach;
• Allows you to inform potential customers about the offered goods, services and promotions;
• Not needed permits and not prohibited by the traffic rules of Ukraine;
• Is the latest and non-standard tool in advertising.

More information you can find on the website: http://ledtablo4auto.com.ua

laser advertising

Laser outdoor advertising- This non-standard method attracting customers. Special equipment in the form of a projector and software for writing 3d graphics are the minimum requirements for organizing this type of advertising activity.
Projection can be any surface: a building, a mountain, or just the sky.

It can be used both for commercials and for large-scale laser entertainment shows. For now type of outdoor advertising permits are required.
The cost of equipment is quite high, although now budget options have begun to appear.
Main advantages:
At the same time, thousands of potential customers can see your ad;
An effective and non-standard method in advertising;
Fast payback period;
Can be used to provide advertising services;
Mobility.

More details can be found here: http://vlt-laser.tiu.ru/

In the classical sense, the term "non-standard advertising" means advertising that stands out in form from traditional advertising on classical media such as radio, television, press and outdoor advertising (for example, a huge screen on the Arbat, which stands out from the standard views with its dimensions), or differs in type of media carriers and media channels. Currently, the term "non-standard advertising" refers to any non-standard solutions that appear in modern world.

The main problem of classifying non-standard advertising is that with the successful development of the format or channel, advertising moves from the category of non-standard to the standard (classic). An example is guerrilla marketing, which has now transitioned to standard advertising. By the way, one of the most striking examples of such a transition over the past decade is Internet advertising. When mastering the Internet environment, advertising on the Internet was considered not standard in terms of the type of channel - the Internet was a new media carrier for all advertisers.

However, at the moment this distribution channel belongs to traditional advertising, and only the form can be non-standard in it (sponsor projects, recoloring of the main pages, etc.). The concept of non-standard advertising includes all types of advertising that go beyond the established media formats, i.e. everything that differs in form, content and idea from the advertising opportunities used can be considered non-standard.

Advertising communications in the form of "viral marketing". The term "viral marketing" appeared in the United States; for the first time this phrase was used by Jeffrey Rayport at the end of 1996 in his article "Marketing Virus"

Recently, the popularity of viral marketing has increased markedly: the emergence of high-speed Internet channels made it possible for Internet users to easily exchange information by distributing video clips, photos and music files among themselves. The spread of this type of marketing is also facilitated by the growing popularity of all kinds of online communities, blog hosting, social networks, etc. However, it cannot be said that viral advertising is possible only in the Internet environment, but thanks to network technologies, this type of communication has become widespread.

Incentive - users are promised a bonus for any action. This type of viral marketing is aimed not only at promoting a product or service, but also at building long-term relationships with the audience. An example is the action "Get away in 50 seconds", when people are invited to fill out a short questionnaire and take part in the "race".

Hidden advertising is the most effective method of promoting a product (service), which is based on the uniqueness and unusualness of viral content. The advertising message in this case is hidden. An example is shown in fig. 14.11.

Rumors are considered not entirely correct, in some cases unacceptable and destructive for the brand type of advertising. The main goal is to attract as much public attention as possible by any means and means. As an example, we can cite the well-known story of the promotion of the Shustov brand.

• increase in sales;
• increasing brand awareness;
• increasing consumer loyalty;
• support for the launch of new brands;
• support for launching BTL promotions (eng. BTL below the line);
• familiarization of consumers with new products and or with new properties of old products, etc.

A distinctive feature of viral advertising is that its effectiveness depends more on creativity (the ability to "hook" and intrigue a person), and not on the budget. marketing campaign(Fig. 14.12). Many popular viral videos are created "in haste" by amateurs, without the use of professional equipment, script and actors, and sometimes with the help of an ordinary mobile phone.

Popular resources for placing viral ads:

• social media;
• well-visited blogs;
• information portals;
• communities and forums;
• video hostings.

Rice. 14.12.

The process of running viral campaigns usually consists of the following steps:

• 1) definition of strategy - definition of the goal, the place of the "virus" in the overall activity of the brand, how to achieve the goals set within the budget;
• 2) creative - development of a common creative idea;
• 3) translating ideas into reality - the production of various media formats (games, videos, microsites) takes a different amount of time and, accordingly, requires different financial costs;
• 4) posting a "virus" and analyzing the effectiveness - launching a viral campaign, distributing it to relevant sites, communities and opinion leaders, tracking its success; Most viral campaigns take 4 to 8 weeks to launch.

How to determine, is the video viral? One way is to calculate the coefficient of the virus (B):

where H is the number of new users, i.e. users who saw the content; T is the number of current users, i.e. users who have already seen the content before. When calculating, a day (or period) is determined, and all users before it are considered current, after - new.

For viral advertising, the main thing is to hit the audience with strong emotions in a short period of time. Therefore, in such advertising, the level of branding is kept to a minimum. Strong integration can alienate people, content will be perceived as intrusive spam. The result may be a loss of interest in most target audience and, as a result, ignoring the "virus" or even the desire to unsubscribe from this distribution channel. "Let the feeling of watching the video be akin to a roller coaster: alternating strong emotions with pauses. Such a contrast will not let you get bored or feel tired."

You need to know exactly what emotions you need to evoke in users. Some research shows that using negative emotions was less likely to make content go viral. And yet, "negative" can work if surprise and curiosity arise against its background. Robert Plutchik's "Wheel of Emotions" diagram (Figure 14.13) may be useful here, in which emotions are understood as communication and survival mechanisms based on evolutionary adaptation. They persist in functionally equivalent forms across all phylogenetic levels. As a result, communication occurs through eight basic adaptive reactions, which are the prototypes of the eight basic emotions: ecstasy, admiration, horror, amazement, grief, disgust, rage, vigilance.

Rice. 14.13.

It turned out that some emotions are especially often manifested while watching the most popular viral videos and pictures, while others almost never. Most often, reactions to viewing could be attributed to two emotional groups: amazement and expectation. More specifically, the most represented within the groups were: curiosity, amazement, interest, surprise, uncertainty.

If strong emotional activation is the key to advertising virality, how can companies build highly emotional messages into content? The main task is to find the answer to the question: how does the company, product or service relate to stories or topics that can deeply affect the target audience? You need a connection to an issue that worries consumers and at the same time can be played positively in combination with a brand mention.

Many advertising media, as well as PR technologies, are losing their effectiveness. Scientific and technological progress does not stand still and cardinal changes take place along with it. There is a complete change in consumer interests, their tastes, behavior. The emergence of new advertising distribution channels is only a matter of time. Despite this, traditional channels such as television, radio, print will continue to influence regardless of the introduction of new channels of information dissemination.

• Interactive events (aimed at specific consumers, the purpose of which is to involve them in participating in any promotions, events)
• Various distributions (mail, sms, e-mail, trade conferences, viral marketing, sponsorship, corporate events). advertising internet interactive showcase
• · Indoor advertising. These include: liquid crystal monitors, special plates, shields of various formats. Such structures are placed in rooms with high traffic. These can be cinemas, shopping malls, hypermarkets, inside public transport, railway stations, airports, etc. The correct location of advertising structures in a more advantageous place contributes to effective interaction with consumers.

Do not forget about search engines on the Internet. Daily attendance is really impressive. The information resource has a narrow theme, the audience of search engines is diverse. Contextual advertising has become a new outlet for search portals. We can say that thanks to contextual advertising search engines were able to move to a new level and are able to satisfy the whims of advertisers. The Yandex portal is search system, which also includes dozens of Internet services. Many are free such as: mail, hosting, various directories. The advantage of search engines is that different kinds ads can be tied to the subject of the request. Another of the means can be attributed to non-standard advertising - new, having a difference from existing means. This also includes interactive advertising. Completely new, unusual always attracts attention. A huge number of people get acquainted with new products thanks to non-traditional advertising. The effectiveness of non-standard advertising is high. The distinctive features of non-standard advertising are: original venues for events, the use of non-standard advertising media, the use of modern technologies, namely interactive advertising, the main purpose of which is not only a creative, non-standard way to convey information, but rather the establishment of loyal, friendly relations between advertising and customers. The phenomenon of interactive advertising was the result of the rapid pace of development of advertising technologies, digital technologies and, of course, changes in perception. This type of advertising will continue to grow rapidly. Currently, there is a huge number of technologies, due to their characteristic qualities, they can be attributed to a variety of interactive advertising, namely:

Interactive showcase. Almost every showcase can be made interactive, namely by applying a special film and rear projection, or by installing a touch LED screen behind the showcase. When the consumer is outside the establishment, he will be able to easily interact with the storefront, changing its contents. Interaction is carried out in two ways: by touching the display case or by moving it.

An intriguing innovation for advertising is the Interactive Wall, as it is also called the interactive screen. It is the use of digital and projection technologies that can bring innovation to the interior of the room, give it feature. This kind of technology is able to change the image of graphics on the wall depending on the movement of a person or from a simple wave of the hand. With the Kinect motion sensor, long used by gamers, you can create a variety of high-resolution interactive effects. With their movements, people passing by become participants, able to change the wall instead of advertising a brand, product, service, or turn it into a source of entertainment. The chance to create new images opens up truly limitless new possibilities: interactive galleries, video sequence, event plan, product presentation, and everything else you can think of.

Advertising today is reaching a new level, adequately responding to the development of market relations. This level is determined by the increasing role of direct marketing, branding, the shift of advertising activity into the sphere of sales promotion and public relations. Naturally, these trends in the development of advertising require either completely new technologies or significant modifications of old ones. Let's consider new advertising technologies actively implemented by Kazakhstani advertisers. It is they who determine the development trends of modern domestic advertising.

Point-of-sale advertising tools are improving and becoming more expensive and effective. In addition to standard mobiles, shelf talkers, wobblers, video monitors, branded shelves, mobile stands, and other original designs appear. Internet advertising? more than promising direction. Especially when you consider that in the foreseeable future TV, radio, the Internet, in some part of the press will merge into a single medium.

Non-standard advertising? a synonym for everything new, different from existing practice. As for the effectiveness of the impact of non-standard advertising on the consumer, it is certainly very high. The unexpected and unusual usually attracts attention, and sometimes surprises and amazes. This is the main meaning of non-standard communication projects. Moreover, their success is not always determined by direct contacts of non-standard advertising media with the target audience. Often, it is the responses to unconventional and original advertising campaigns in the media that introduce the new products of the industry to a huge number of people. And along with information about the achievements of the advertising industry, millions of consumers will learn about the brands and brands promoted in this way.

Good example? IKEA advertising campaign, which was recently held in one of the foreign subways. The subway car was specially converted into a living space, the interior of which was made up of goods sold in these hypermarkets. The apartment car ran along the metro lines, surprising passengers who find themselves in an unusual environment. A fairly limited number of people had a chance to see this curiosity live. But the response in the media was huge. For IKEA, a unique advertising medium has become a great way to once again express itself.

As for Kazakhstan, we can give the following example: the operator cellular communication Tele 2 installed a billboard on one of the streets of Almaty city, which was filled with ten million tenge, and the next day it was already empty, and instead of money there was a banner on it with the inscription "All the money was stolen by expensive mobile communications"

The number of original advertising projects is increasing every year. This indicates the prospects of this direction. The current trends in the development of non-standard creative are mainly associated with the appearance of digital advertising in advertising. information technologies, development and implementation of various electronic media. With their help, it will be much easier to surprise and amaze the imagination of potential consumers of goods and services.

Thus, we can state that traditional advertising technologies have almost exhausted themselves. Advertisers compete, inventing new ways to win over the consumer? as a result, non-traditional advertising is gaining more and more popularity, which is distinguished primarily by a creative approach that makes it non-traditional; as a characteristic direction of non-traditional advertising, guerrilla marketing can be distinguished - original marketing and advertising ideas (or one idea) of promotion, which, due to their originality, attract the attention of a potential target audience to a product or service, and also contribute to a further increase in sales this product. Good potential has internal? indoor-advertising, which takes root in areas with high traffic, crowded places and, most importantly, points of sale. There are boards of various formats, liquid crystal monitors, special plates, etc. here. However, the greatest prospects are seen in relation to Internet advertising, as the most intensively developing media sector.

Irkutsk State Technical University

Faculty of Law, Sociology and Media

Course work

Completed by: 3rd year student,

gr. REC-07-2 Bityutskikh S.A.

Checked by: Associate Professor of the Department of World Economy

Batsyun N.V.

Irkutsk 2009

Introduction 3

Chapter 1. Theoretical basis development of non-traditional advertising media in modern conditions

1.1 Prerequisites for the emergence of non-traditional media of modern advertising 4

1.2 Types and application of non-traditional media of modern advertising 9

Chapter 2 Study of the development of non-traditional media of modern advertising

2.1 Research Methodology 23

2.2 Study results 24

Conclusion 33

Bibliography 35

Appendix ­­­­­­­­­­­­­­­­­­­ 37

Introduction:

The urgency of the problem. Currently, the topic "Non-traditional advertising media" is relevant, since it is easy to make high-quality and interesting advertising, but it is difficult to find an interesting way to place it. Today, consumers simply do not perceive most advertising, they are tired of the banality and "old age" of the types and distribution channels of advertising that they see every day. And these means of advertising distribution themselves are already losing their effectiveness in the Russian advertising market. According to these and many other factors, scientists-specialists, and simply creative people, are developing relatively new and unusual advertising technologies of their kind.

The degree of development of the problem. When writing this term paper Oleg Feofanov's book “Advertising. New technologies in Russia”. This book is the result of more than thirty years of the author's work in the field of advertising, his direct participation in practical advertising activities - advising various advertising, commercial, political and public organizations.

And also material was used from the advertising portal ambient-media.livejournal.com, dedicated to discussing only non-traditional advertising media. With the help of this site, we were able to analyze some types of non-traditional advertising media, and studied various articles on the topic of the perception of new technologies in advertising. And with the help of www.marketing-guide.org/info/shablony.htm, we were able to conduct market research to determine which types of advertising media are more attractive to consumers.

Object of study – modern advertising media in Russia

Subject of study– use of non-traditional advertising media in Russia

Purpose of the study:

To analyze the existing non-standard advertising media on the Russian market.

Tasks:

1. Find out what was the need for the emergence of new advertising technologies.

3. Determine how effective the use of non-traditional advertising media is.

Hypothesis: With the increase in the number of standard advertising formats and with increasing competition in the traditional advertising market, the effectiveness of conventional advertising is declining. In this regard, non-traditional advertising media appear, which will later become traditional.

Basic concepts:

Advertising - this is a paid, unidirectional and non-personal appeal carried out through the media and other types of communication, campaigning in favor of any product, brand, company (some business, candidate, government).

Non-traditional media - new communication channels through which advertising reaches our consciousness in the most unexpected places, breaking through the general stream of advertising messages.

CHAPTER 1

Theoretical foundations for the development of non-traditional advertising media in modern conditions.

1.1. Prerequisites for the emergence of non-traditional advertising media

Advertising is of great importance in our life. It largely determines our image and style of life, inevitably affects our views, our attitude towards ourselves and the world around us. It shows us ready-made forms of behavior in a given situation. Determines what is good and what is bad.

The world of advertising technologies surprises us every year with the pace of its development. Behind past years 5, a lot of original ideas and advertising media have appeared on the advertising market, which open up new opportunities for us to promote goods and services. It is also fair to note that not all novelties successfully take root in the market, and move from the category of "non-traditional", becoming generally recognized effective advertising media.

We chose this topic because we are interested in this problem, and besides, at the moment this problem is very relevant.

Non-traditional media (ambient media) have recently become increasingly popular with advertisers, and the Russian advertising market has seen a significant increase in the number of agencies offering clients to post information about their products on mobile billboards, sauce bags, bakery products, and even on the faces of promoters. It must be assumed that the day is not far off when the Moon will be decorated with the logo of some well-known corporation, and the spots on the Sun will be removed with the help of a popular detergent.

It is known that absolutely any advertisement eventually begins to annoy the audience. And here we are talking about two aspects at once: the very ideas of advertising, which constantly need to be updated, finding new solutions, and the ways in which advertising is distributed. That is, over time, the effectiveness of the advertising media themselves also begins to fall, add to this the constant rise in the cost of traditional advertising media due to media inflation. In addition, due to all sorts of legal restrictions, advertisers have less and less opportunity to position and promote a particular brand using traditional media.

Recently, two approaches to solving this issue are most often used: the advertiser is invited to take the consumer "in number", placing his advertisement on a large number of media, or to attract the attention of the buyer original idea, often scandalous or outrageous. That is why today, in order for your appeal to a potential audience to be noticed, you have to come up with non-traditional advertising media.

The main reason for the emergence of non-standard media is mainly the exhaustion of the potential of mainstream media. In particular, the use of BTL advertising has long ceased to be an ordinary fashion trick, having turned into a real one for Russian companies. marketing tool. Such types of advertising media as business souvenirs, placement of logos on pens and calendars have become integral part image of the company and an indicator of the level of its corporate culture. According to the forecasts of RACAR (Association of Communication Agencies of Russia) and RAMU (Russian Association of Marketing Services), the BTL market size in 2010 will be $1.7 billion, and in the next five years the BTL industry will show rapid growth - from 27 to 30% annually. And, according to ACAR analysts, by 2011 the volume of the Russian BTL advertising market may reach $4.5 billion.

Thus, today anything can become an advertising medium: the body of a person, the name of a child, the name of settlements. Everything is filled with advertising: the walls of houses, public toilets, garbage cans. Advertisements are written on asphalt, on the free sides of checks and credit cards.

Non-standard advertising media make it possible to obtain a high quality of contact: new media are absolutely noisy, and their use allows to achieve the effect of novelty and surprise for the consumer. Non-traditional advertising has the ability to accurately inform consumers and selectively influence them, while, for example, the audience on television, due to objective factors, is rather blurred and is rather a collection of different consumer groups.

The term ambient (translated from English "surrounding") was first used in relation to advertising and media in the UK in the mid-90s of the twentieth century. This word has come to mean advertising that catches the eye of the consumer in the most unexpected places: on the back of a parking ticket, at the bottom of a golf hole, on a seat belt in a subway car, on a trolley handle in a supermarket, on the side of an egg tray (some technologies allow you to post messages even on eggs).

The main disadvantage of non-standard placement is the duration of preparation and the requirements for careful study of all the details of the process. And you can never accurately calculate the effectiveness of the project in advance. But if everything was done wisely, then you should definitely expect success!

Unfortunately, many Russian companies find it difficult to accept non-traditional advertising, presumably because of stereotypes. There is a strong opinion in business circles that traditional advertising media are much more effective in promoting a brand. Although, as practice shows, non-traditional advertising, with a properly drafted advertising campaign, covers the target audience much faster, and what is no less important, an unusual advertising move remains in people's memory much longer than a banal commercial on TV or a line of an ad in a newspaper.

The key task of non-standard advertising is to attract the attention of the consumer in those places and at those moments when the advertising flow of traditional media (TV, press, outdoor advertising) is weakened. Creating situations of unexpected or forced viewing of advertising information more clearly captures the advertising message in the minds of consumers. For example: advertising on airline tickets, in beauty salons, in toilets, on airplanes, on benches.

According to the Custom Line Media Group agency, quite a lot of new advertising media have appeared in Russia lately. Currently, the specialists of this company analyze more than 30 different segments of the non-traditional media industry.

Today, the advertising market requires new solutions, the advertiser is actively interested in absolutely all the proposed new ideas and effective ways of interacting with the target audience. The tightening of the rules for placing television advertising and the unresolved situation with outdoor advertising contribute to the emergence of so-called non-traditional media.

The use of non-standard media is often justified by the possibility of using small budgets, as well as high quality contact with a potential consumer.

Custom advertising opportunities are "unplayed" advertising tools with minimal internal media noise that are little or not used by competitors. These are non-common advertising opportunities, to which the advertising market does not have access to general information or does not exist at all (for example, a database of market research results). The consequence of this is precisely the lack of standards, general ideas, with which it would be possible to compare offers from suppliers.

If a custom advertising opportunity is not a creative rethinking of a standard one, then new technologies, media and platforms are used to implement it, which means that significant investments, together with the inevitable lack of a steady stream of advertising budgets, are the reason for the relatively high cost per thousand contacts. The use of such advertising opportunities is advisable if the target audience of the advertiser intersects with the target audience of the medium, the high communication efficiency of the medium, an adequate contractor and a clear strategy for using this medium in general and within the overall advertising campaign, in particular.

The superposition of these conditions will give the advertiser the opportunity to convey his advertising message to a potential consumer with high efficiency and, as a result, even with lower total costs than through standard media. For agencies, as a rule, the use of non-standard media is characterized by increased profitability.

As practice shows, in recent years, companies with sufficiently “promoted” brands have begun to resort to the use of non-standard advertising to attract the attention of the audience.

The amount of advertising on traditional media has recently become simply huge. Over time, an endless stream of advertising becomes an annoyance to the audience, and as a result, the level of effectiveness even from expensive ones advertising campaigns is significantly reduced. The traditional media themselves are gradually becoming a kind of advertising background, to which the consumer reacts weaker and weaker. Attracting the attention of the target audience is possible only by increasing the media weight, which advertisers with the appropriate advertising budgets can afford. But even this strategy cannot become a panacea, because each media carrier has its own "ceiling", moreover, it is impossible to increase the frequency and volume of placement indefinitely. For these reasons, the advertiser begins to turn to non-traditional media to promote products. Experience shows that the greatest effect is achieved by combining traditional and non-traditional carriers. Of course, in percentage terms, the traditional carrier still wins, but it must be assumed that this is a matter of time.

Today, experts classify Russia as an emerging advertising market, but traditional advertising media in their current form will sooner or later cease to exist.

1.2. Types and application of non-traditional advertising media

Non-traditional types of advertising distribution channels are those channels that are used only in limited cases, do not have the character of mass use. .

Forms and types of advertising are as diverse as life itself. The carrier of the advertising message can be anything. Most of the original and unexpected advertising media comes to us from other countries. From a matchbox to a space rocket. From the World Wide Web - Internet to condoms. It is noteworthy that in recent years advertising has begun to conquer the sky. Newspapers reported that for the first time the advertisement would be placed aboard a rocket launched into space. The Swedish Space Corporation has announced a competition for advertisements on its Maxus spacecraft. The minimum cost of this unusual order is $ 1 million. The advertising sign on board the rocket will occupy an area of ​​26 m2, will be equal in height to a five-story building and will “live” for a very short time - approximately 10 seconds of launch and another 15 seconds in space, while the rocket the carrier will not cease to exist. The actual effect of this advertisement will depend on the distribution of the photos.

Originality is always attractive. Here, for example, is an interesting technique used by Proctor & Gamble to popularize their shampoo-conditioner "Pert Plus", intended mainly for men and which began to lose its popularity in 1998. The television commercial shows how a company representative, armed with a new shampoo and a basin right on the street, invites passers-by to wash their hair and does it skillfully. Naturally, these “washes” are not complete without funny situations, which makes advertising both popular and effective.

Advertising mirrors are advertising - image information carriers and have the option of a slide show, crawling line and video advertising on a built-in TFT monitor. Advertising in the mirror - new advertising technologies in the era of global consumption for the target audience of successful, wealthy and educated.

There are also advertising mirrors, where, in addition to a set of slides plus a running line, there is a built-in liquid crystal monitor with a digital audio-video system that allows you to show presentation films, any other video advertising and just films.

The slides are displayed instantly and alternately in such a way that only one slide is projected onto the surface of the advertising mirror at a time. In this case, a significant part of the mirror plane remains free and performs the main function of a mirror.

Ease of manufacturing and replacement of slides allows you to quickly change the advertising strategy, so that advertising in the mirror becomes flexible and operational.

In an advertising mirror, thanks to a fan of multimedia options, images-movements are built, and the mirror surface, multiplying the world by an imaginary unit, introduces us into the mysterious space of images-time. This combination allows us to say that advertising in the mirror has integrated and conceptualized in a high-tech advertising structure the entire history of the evolution of consciousness of the intellectual, creative and economic elite in the 20th century.

The main advantages of advertising benches are a modern and bright design, a rather low cost of placement and an absolute novelty of the product. It is worth noting that the benches perform not only advertising, but also social function. They are designed both for the improvement of urban space and for equipping public transport waiting areas.

The concept of placing advertising benches covered the busiest places in the city: tourist areas, pedestrian areas of the central streets, squares adjacent to metro stations and public transport waiting areas, parks, etc.

This project is designed for success, especially in the midst of a spring tide of heat, when a huge number of residents and guests of the city go for walks along the streets of the capital. Advertising benches will become the main resting place for citizens, as well as a great addition to the city landscape. It should be noted that the seasonality of placing advertising benches is not of fundamental importance, since both in the cold and warm seasons they are serviced daily by service teams and always have a well-groomed, clean appearance.

MGA Interactive

The basis of MGA Interactive is a projector that gives an image to the floor. A special tracking system reacts to people walking or standing in the screen area and immediately changes the image using numerous software effects. MGA Interactive platforms are located in shopping and entertainment centers.

This advertising medium - MGA Interactive - is the only medium today that allows the viewer to interact interactively with advertising information, becoming part of it and immersing themselves in the atmosphere of the advertising message. Following from the features of the medium, the viewer perceives MGA Interactive as entertainment, and not as intrusive advertising, hence - only positive emotions to the media carrier and to what is displayed on it. According to the study, the average viewer who pays attention to the media MGA Interactive spends 2.6 minutes at the system, and for 15% this time is more than 4 minutes. People like what they saw: more than 60% told their friends, relatives, colleagues about what they saw, thereby increasing the potential audience of the system due to the “word of mouth” effect.

MGA Interactive is a fairly transparent tool that initially allows you to get maximum information about the size and quality of the audience at each individual placement point. Such information is already reflected initially in the targeted program of the media network offered for placement and, taking into account the indicators obtained in the course of the study, can give a fairly complete picture for the advertiser.

MGA Interactive is a new advertising medium for our country, the network was put into commercial operation on May 1, 2007, and today it is impossible to give specific facts characterizing the return on advertising on systems. However, many companies are successfully using similar networks in the US, South Korea and other countries, and are willing to plan placements in the coming months, which is an external assessment of the quality of MGA Interactive's platforms as an advertising tool.

"Talking" advertising

New technologies of sensory impact (additional impact on hearing, touch, etc.) are widely used in the West and have already proven themselves there. Why, for example, is the familiar sound of sizzling Coca-Cola being poured into a glass filled with ice when entering the Coca-Cola department? Distinctive sound is a cheap but effective way to appeal to customers' feelings and increase the impact of the brand's message. Sound evokes memories and emotions. The familiar trill of a bird raises waves of memories of the house, a musical hit from many years ago for a moment brings back the excitement and anxieties of that time. America On Line (AOL) uses voices in its interactive programming that are familiar to many network users.

Since this is not very common in Russia yet, we can be pioneers, namely, be original and win additional “pluses” in the eyes of consumers. For example, this already uses the Whiscas, whose energetic cats meow at outdoor advertising in Moscow. The ear reacts faster than the eye. Repeated tests show that the brain is able to perceive a spoken word in 140 milliseconds, and it takes 180 milliseconds to understand a printed word. Psychologists believe that the difference of 40 milliseconds is spent by the brain to translate the visual image into an auditory image that the brain can perceive.

You can make a great ad with just words, but how many successful ads have we seen that consist of one video sequence, without words and sounds. The timbre of the human voice gives the words an emotionality unattainable by any image. The warmth of the human voice is often enough to effectively convey the essence of the advertising message to the listener.

promotion box

Promobox is a new, innovative carrier that immediately showed its effectiveness. Due to its location on the handrails throughout the passenger compartment, it provides direct contact of the audience with advertising, unlike the usual stickers and posters. The attention of passengers of overcrowded transport will not pass by promobox. Especially when one image is placed on all media in the entire salon.

Tattooed faces and bodies are widely known and, one might even say, traditional images in advertising campaigns for tobacco, cosmetic, automotive and alcohol brands. If an advertiser needs to create a certain bias towards extremism, marginality, independence and escapism, these images are used, and drawings are very often applied not only to the body, but also to the face, around the eyes, and so on.

Transfer tattoo (including, of course, advertising) - is easily transferred to the body with a damp cloth - with a simple tight pressing and wetting. Perhaps these are my conjectures, but - it seems that no carrier, except for an advertising tattoo, suggests such close contact with the body.

If we consider what determines the success of an advertising campaign on such non-traditional media? Only from graphics. Regardless of the desires of a person, whether he wants to stick it on himself or not, because the contract has been signed, and what the company will place is up to it.

The tattoo itself is often an informal phenomenon, and this makes it even more attractive and attractive means of self-expression. Tattooing is one of the oldest art forms of all nations, dating back to prehistoric times. It served not only as an ornament, but also as a sign of a tribe, clan, totem, indicated the social affiliation of its owner, and, in addition, was endowed with a certain magical power. The tattoo has been an inseparable companion of mankind at all times and on all continents, in almost all nations, in various cultures and religions. And today it remains something unusual and eye-catching.

InDoor TV technology

One of the most promising and already proven types of non-traditional advertising in Russia and abroad is video advertising in crowded places. This is the so-called InDoor TV technology. Experts say that more than 90% of potential buyers pay attention to it.

In recent years, this advertising technology has seriously improved. In 2005, a new X3D video technology appeared on the Russian InDoor advertising market, developed by X3D Technologies Corporation and first presented to the public back in 2002 at a high-tech conference in the USA. From now on, the attention of the consumer is attracted not by a flat, but by a three-dimensional image containing advertising information. Now the picture can easily go off the screen, then just as easily come back, leaving an indelible impression in the minds of people passing by. And its main trump card, in contrast to simple 3D technologies, is the perception of three-dimensional images without the use of additional tools, such as special helmets or stereo glasses. Plus, to appreciate the realism, it is not necessary to be directly at the monitor. Thanks to the large viewing angle and spatial reproduction technology, the effect is noticeable at a distance of up to 100 meters, which makes this technology convenient for the presentation of goods and services at the point of sale.

To date, countries such as Japan, China, France, Germany, the United States are actively using this type of advertising in large supermarkets, clubs, entertainment shopping centers. Advertising has become widespread in the field of computer technology, as well as banking and grocery. In our country, the first advertiser interested in X3D technology was the Russian Development Bank, which appreciated all the advantages of this advertisement in February 2005.

Using this technology to demonstrate videos is a great opportunity for a spectacular and memorable impact on the consumer, because creativity is important at every stage of advertising communication - from an idea to its visual implementation.

Just Touch interactive technology

Another innovative and effective type of advertising is the Just Touch interactive interaction technology, which appeared in the USA at the very beginning of the 21st century. Working on the basis of the Touch Screen system, it allows you to track the movement of the consumer's hands and use them to control the functions of the menu located on a special display. The system responds to any, even the lightest touch. This is due to the ultra-sensitive touch film covering the surface of the information board. The consumer will be able to find the information he is interested in, check the availability of goods, get acquainted with the program of the institution. At the same time, the logo of the advertised brand constantly falls into the field of view of the buyer, but does not irritate, but is deposited in the memory. This system is able to turn any showcase into a full-featured sales channel, whether it is a showcase of a car dealership, a bank or a stand of a yogurt manufacturer.

Manufacturers should seriously think about the use of this technology in the "promotion" of their product. Because, firstly, the consumer will definitely appreciate innovative approach manufacturer to advertise the product. Secondly, he will be grateful for the unobtrusive presentation of information and saving time. Thirdly, it will receive a lot of positive emotions. It is not surprising that in Japan, the USA, Korea, Europe and Russia, this technology is increasingly common today. In the US, for example, it is in almost every third point of sale or service.

Ground FX technology

This is an ultra-modern interactive projection developed by GestureTek, which allows the consumer not only to watch the advertising story, but also to take part in it.

With the help of special technical installations, a three-dimensional image is projected onto a flat surface. It is impossible to pass by unnoticed: the system will instantly react to the slightest movement made by the passer-by. For example, circles form on the virtual water, a flock of birds flutter, and the virtual gentleman nods his head affably. Using this technology, it is even possible to score a goal against a virtual goal!

The advertising technology was first tested in the same 2005 by US and Puerto Rico advertisers, in such well-known places as the American Airlines Center, Andels Stadium, Wachovia Center. Also among the first to use this technology was a bookstore in Manhattan and a couple of large supermarkets in Hollywood, which turned the floor between the windows into a virtual seabed.

Today, due to its high efficiency, this type of advertising is increasingly used by manufacturers and large shopping malls in Europe, America, Russia and some CIS countries for BTL promotions, as well as to increase the flow of consumers and ensure more frequent visits. Various events, exhibitions, fairs, product presentations - all these are the areas in which Ground FX advertising technology is actively used.

Japanese technology Free Format Projection

Another find of specialists in advertising innovations is the Japanese Free Format Projection technology, which can capture the imagination and attract the attention of anyone, even those who hate advertising with all the fibers of their soul. This technology creates a sense of the presence of life-size characters or objects through special processing of the image, which is subsequently projected onto the surface. Here the fantasy is limitless: a virtual girl trying on outfits right in the shop window, a huge bottle dancing at the entrance to Entertainment Center, or a tin can walking between the rows in a supermarket…. Such a spectacle will remain in the memory of the consumer for a long time, which means that the advertised product or service will be a guaranteed success.

Many of you may remember how at the 2005 MTV Europe Music Awards, virtual cartoon characters from one of the famous bands entertained the audience as hosts. This event can be considered the first grandiose presentation of this advertising technology.

To date, it has already been used by manufacturers of computer and household appliances, high-end clothing, mainly in Japan, the United States, China.

In Russia, Free Format Projection has not yet become widespread due to its high cost, but it is quite possible that over the next few years our advertisers will actively use it, especially since there has been a trend towards innovation in Russian advertising.

This name comes from the English term Clean Advertising, which was first used by foreign journalists in 2006.

In May 2009, the first Russian agency specializing in environmentally friendly advertising was opened.

This technology allows the use of the natural urban environment, such as asphalt, pavement, pavement, and others, as a non-standard media carrier. Asphalt has absorbed street dust over the years and acquired an indefinite gray color, with the help of special technology and water, the contaminated surface is cleaned in the right places, and these areas stand out in contrast against the general background. The result is a beautiful image or inscription. The cost of such a project will be 5-10 thousand rubles, depending on the complexity of the drawing, this amount includes the manufacture of a stencil (1-3 thousand rubles), while a foreign analogue costs about 40 thousand rubles. Re-applying will cost the advertiser a smaller amount, since the stencil will already be ready.

The drawing stays on the surface from 2 to 8 weeks, depending on the location and the patency of this place.

Flogos are the name of company logos made of soap foam that rises into the air thanks to helium. The size of exotic advertising media is relatively small.

"Snow" advertising is located on any snow-covered surfaces - parked cars, walls, mailboxes. The use of only natural materials is a proven effectiveness in carrying out such an advertising technique.

These are the latest news in the world of innovative advertising technologies for today. Of course, it is unlikely that innovation in advertising will completely replace tradition. However, given the mood of consumers who are tired of the monotony, and the lack of advertising space, most likely, traditional advertising will have to seriously make room. Because innovative advertising technologies are more immersive, digestible and effective. According to experts, their use can increase sales of the presented products by 20-45%! Producers will agree that this is a strong argument in favor of innovative advertising.

Informational social advertising is a significant type of advertising in our life. It draws attention to very important problems of society, to social programs and possibilities for their solution. The main thing in this advertisement is the presence of feedback. If the problem is accurately, sharply and vividly revealed, then the social responsibility of such advertising is to give viewers the opportunity to choose how to solve this problem or react to it. Such advertising must be signed with telephone numbers, website, and other contacts so that viewers can react to it and express their attitude to the described situation. So, in an advertisement about orphans, the video often ends on a bear left on a bench. Such advertising fills viewers with guilt and a strong desire to adopt a child. Most of these impulse adoptions end up with people regretting what they did because they can't handle the adopted child.

First of all, it is necessary to make a reservation that the term "social advertising" is used only in Russia. All over the world, it corresponds to the concepts of "non-commercial" and "public" advertising.

Perhaps the most examples of the use of non-traditional advertising can be found in social advertising. This is explained by the fact that people, in principle, are poorly receptive to social advertising messages, so it is much more difficult to convey such information to them.

How many times from the pages of newspapers, the surfaces of billboards and from the TV screen urged people to quit smoking or not drinking while driving! But such appeals no longer work, the consumer's eye glides indifferently over familiar posters, just like the inscription on a pack of cigarettes "Smoking harms your health" - they simply do not notice it.

Non-traditional advertising media can attract attention. So, at one time, the German International Society for Human Rights (International Society for Human Rights) posted posters depicting a man thrown by stones on the central streets of Berlin. In this way, the society wanted to make people think about the situation in third world countries, where "stoning to death" is still a legal punishment. A similar tactic was used by Amnesty International, which posted pictures of soldiers aiming at passers-by on the walls of buildings, and stickers on the sidewalks next to posters reading "Tax fraud is one of the 68 crimes they execute you for in China."

There are many other examples of public service advertising created using non-traditional media: the fight against driver drinking in India (beer coasters with people's faces that, thanks to invisible ink, begin to "bleed" after a beer glass is placed on them), the struggle with smoking in Australia (an enlarged model of a cigarette is mounted on an iron pin sticking out in the middle of the field, which creates the effect of an extinguished cigarette), etc. The common thing in all these solutions is that they do not leave people indifferent, and therefore make them think.

If we analyze social advertising as a whole, then in Russia and in the West, for non-traditional decisions of its creation and placement, much less money than on the creation and placement of commercial advertising. The largest customer of social advertising is the state or various funds and public organizations, therefore, it is quite expensive to create a worthwhile non-traditional advertisement that will catch the views of passers-by. Therefore, when creating such social advertising, one should strive to use to the fullest extent those small budgets that are usually allocated for social advertising.

The main goal of non-traditional social advertising- the creation and implementation of such a message that can cause a strong emotional response from the respondent.

Tobacco smoking

The world is an environment of contradictions. Social advertising should encourage smokers to be aware of this provision. Give a choice, but do not intimidate with death, although most of all such advertising is built on a bunch - "smoking-death"

Many don't realize how important donation is. Social advertising should convey to the majority of citizens information on this issue. Donation is a step towards saving lives. Donation is good for the donor's body. Donation is a personal choice for everyone who thinks about the fate of people in need at these moments and about potential patients. There are quite a lot of questions about donation among the population, but the solution for a healthy person should be one - to donate blood to needy children and adults. It is necessary to change the attitude of people towards donation. Show that the practice of blood donation exists in all developed countries.

Transport management in drunk

The driver and the car are two complementary systems. If the car malfunctions, the driver and other people on the roads suffer. If something is wrong with the driver, either he fell asleep, or is drunk, or drives without rules, drives, both the car and the people around him suffer. A car is a necessary and necessary transport, but it can also serve as a cause of death. Driving is the culture of the state, and the culture of its individual citizen. Advertising should encourage people to drive correctly, without killing their neighbors and themselves. Such advertising should be penetrating to goosebumps, but without blood and horror. There should be a dialogue with the driver, as with a smart person.

The problem of drunk drivers. The problem of purchased rights and ignorance of elementary traffic rules, etc. What can social advertising do here? Some agencies are taking action and churning out gory videos about driving, seat belts, red lights, and so on. And they think at the same time that such horrifying scenes can change something. The content of social advertising is the first to suffer. And it is non-traditional advertising media that can reduce the negative impact of advertising on the consumer by conveying the problems of such content.

Fight against violence

Violence is the use of physical force or various kinds of influences against an individual or social class to impose one's will or eliminate opponents. These are threats, terrorism, extortion, child abuse, sexual abuse… Most often, children and women fall into this category. Violence is the absence of power.

In turn, human strength is the ability to control one's emotions, desires, behavior; to become better by analyzing their actions.

Mental violence - violence, consists in influencing the human psyche by intimidation, threats, in order to break the will of the victim to resist, to defend their rights and interests.

Rape - in the criminal law of the Russian Federation - a crime against a person, which consists in sexual intercourse with the use of violence or with the threat of its use against the victim or other persons, or using the helpless state of the victim.

Non-traditional media are trying to convey the problem of violence to citizens in such a way that the audience is not afraid of what they see, but think about the existing problem. It is important that this advertisement contains the coordinates for feedback.

Ecology protection

Non-traditional advertising and ecology = successful interaction. If you show that there is little vegetation, no trees, people will think, as it will be shown in unusual colors, and not a monotonous picture, and, secondly, the city will become even more beautiful, "more conceptual", "more thoughtful". If non-traditional advertising is done correctly, it decorates and tones the surrounding space. There is a lot of traditional advertising, there is information saturation, people do not notice it. And unconventional as a fresh breath that will definitely attract attention.

One of the definitions of what ecology is is the science of the mutual relationship of the environment, living organisms and humans. It is important to deal with ecology, understand processes, encourage people to be clean, to minimize waste: paper, water, food, etc. It is important to explain to children from childhood that cigarette butts and papers cannot be thrown on the streets, that it is important to keep the city, the air, and yourself clean. Unconventional solutions in this area can be very successful, since the environment and ecology are parts of one whole.

HIV infection

HIV infection is not the end of life, it is the mobilization of all sources of human strength, from physical to emotional. The infected person is not always to blame. The negligence of others often leads to the infection of one's neighbor. In this case, non-traditional advertising is designed to tell about such a phenomenon, to encourage people to search for information, if this is not presented in the advertisement, about HIV / AIDS.

If a person learns about the diagnosis of "HIV infection", then something in his life should change: with HIV infection, it is important to feel like a master of the situation, and not a helpless victim. Knowledge is power, so it is important to try to learn more about the development of HIV infection, the importance various analyzes, about ways to maintain your health, about new medicines and methods of treatment.

Non-traditional social advertising should pay attention to such a complex, important problem of mankind. Some become infected from ignorance in this matter. Preventive methods are important here. And only then will we be saved from infection when we educate young people in an adult way, give them information to use.

Explain to people that it is impossible to shun the infected, since this does not always happen by his will, but by the untidiness of other people;

That you need to help such a close, friend;

It is important to provide information, sites where you can find answers to questions about HIV, prevention and treatment.

Oncological diseases

Youth, drive, nightclubs, friends, cigarettes, alcohol, the sun are the components of so many lives. But only someone after all this is left alone with cancer ... brain cancer, skin cancer, lung cancer .... for example. Non-traditional advertising should carry explanations to the population that there is cancer, that there is prevention, that there is a happy life ... life, just with some restrictions.

Non-traditional social advertising encourages people to take care of their health, think about it, research, prevent diseases, and not treat them later. People always hope for a chance, but a person must be a rational being, so why are his actions very often irrational?!

"Sphere of hygiene"

Hygiene is a separate science that studies how the conditions of life and work affect human health. Hygiene develops measures to improve these conditions in order to prevent disease. And social advertising clearly shows what is missed in the prevention of a particular problem.

Hygiene is the ancient Greek goddess of cleanliness. And in order to achieve a balance of a person and his actions - it is necessary to expose the problems that are overlooked, through negligence or ignorance. Hygiene (from the Greek “hygiaino” - I am healthy) - the doctrine of a healthy lifestyle and healthy conditions; a set of practical measures that ensure the preservation and promotion of health.

Hygiene develops measures aimed at preventing diseases and creating conditions that ensure the preservation of health. And non-traditional hygiene advertising has exactly the same goals.

Addiction

The reasons for consumption are different, the consequences are almost the same - death, first public, then death. The task of social advertising is to show this problem outside, to attract attention, especially those who have not entered the path of drug addiction or are at an early stage. That is, the main task, as we see it, is the prevention of this phenomenon among the masses. Why not treatment? Addicts are practically incurable, unfortunately. The complexity of this problem: it is so delicate that it is difficult to convey without using a rigid context. This is a disease that is important to talk about in the right place and at the right time. And this time and place is the world, every day, every second.

CHAPTER 2

Practical study of the development of non-traditional media of modern advertising

2.1 Research program

In order to determine whether non-traditional advertising media will replace traditional ones, it is necessary to get the opinion of advertising consumers.

At the heart of any survey is a special technology based on a questionnaire. Questionnaire - a set of interrelated questions to which the respondent gives an answer. We chose this method as we considered it to be the most accessible for implementation. All data received will be subjected to general processing, appropriate conclusions will be drawn regarding this problem.

Target: analyze the attitude of people to the emergence of non-traditional advertising on the market

Tasks:

1. Determine at what level of development non-traditional advertising media are now.

2. Find out what influences the development of non-traditional advertising media.

3. Assess the readiness of consumers for new technologies in the advertising market.

Hypothesis:

Consumers are attracted to new technologies

Action plan :

1) questionnaire development

2) conducting research

3) processing of results

4) conclusions and conclusion about the study

2.2 Findings of the study

It's no secret to any of us that the consumer is not passionate about advertising. Every day he builds a huge wall brick by brick, behind which he can forever hide from annoying advertisers, companies and their brands. Breaking this wall with the help of standard advertising is very difficult and, moreover, very expensive. Today, it is much more efficient to reach the consumer by other, non-standard methods.

Non-standard advertising is good first of all because it appears in absolutely unexpected places, surprises us, entertains us, and most importantly, makes us want to tell friends and acquaintances about it. Absolutely free. That is why more and more companies are switching the lion's share of their advertising budgets to non-standard advertising communications.

It follows that the following questions are of the greatest interest to the advertising market players at the moment: how effective are non-traditional media carriers and what advantages do they have over well-known media, what are the prospects for advertisers and media sellers using non-traditional ways of placing information about products and services.

Today, the new media market is in a certain investment stage: initiative companies are investing in the development of non-standard media communications, while advertisers are in the waiting stage and so far, more morally than financially, are not ready to invest their budgets in new media.

At the moment, traditional media successfully solve various problems of advertising campaigns - whether it is sales growth or brand awareness. In this sense, standard communication channels are a proven and reliable tool for advertisers. With the favorable development of the non-standard media market, there is a possibility of an outflow Money from traditional media to new ones - and this, first of all, will affect budgets aimed at sales.

The market for non-standard media in Russia is not yet sufficiently developed compared to its Western counterparts. Therefore, there is no need to talk about competition with traditional media yet. However, despite their youth, non-traditional media have a number of advantages over traditional media - first of all, audience targeting (the ability to influence small and local target groups), small budgets, as well as a quick start of advertising campaigns.

The non-standard media market is like an escalator. Escalator steps are niche advertising opportunities destined to remain so forever. From time to time, other non-standard media jump onto the escalator, make their way on it, and then go down, becoming standard.

Non-standard media is always a surprise, which causes interest and, as a rule, an instant reaction. The effect in this case is not long-term, but strong enough. The appropriateness of using such media should be considered on a case-by-case basis, depending on the objectives of the campaign. If it is necessary to arouse keen interest, which will be further supported by standard advertising, or to maintain a certain image, the use of such media is very effective.

Survey analysis

Questionnaire: Are you familiar with the concept of "non-traditional advertising media"

All respondents are 100% familiar with the concept of "non-traditional advertising media" without a doubt.

Question of the survey: Do you think that modern advertising on the Russian market is losing its effectiveness?

Questionnaire: In your opinion, what is lacking in Russian advertising?

The Russian market is increasingly integrated with the global advertising market. Its growing size and still high rate of growth are becoming more and more visible in the world and attractive to international players. The market is becoming competitive.

Answering the question about what is still lacking in domestic advertising, the respondents divided their opinion as follows: in fact, according to the majority, first of all, the introduction of new technologies is lacking. According to the respondents, advertising needs creative people in percentage terms as well as highly specialized specialists.

Thus, respondents evaluate the effectiveness of various advertising media today.

We cannot speak only about any specific means of advertising distribution. Today, ordinary objects that the future potential consumer may see - handkerchiefs, razors, condom packages, benches, beach changing rooms, decoration materials, pizza boxes, bridges, ATMs and many other objects that surround us have turned into an advertising medium. in everyday life.

Questionnaire: What do you think caused the formation of non-traditional advertising media?

It is noted that the formation of non-traditional advertising media, first of all, was the “ignoring” by consumers of all types of traditional advertising.

The consumer has begun to avoid traditional communications, he turns off and does not want to respond.

Question of the questionnaire: How do you feel about non-traditional advertising media?

Non-traditional carriers are the future of modern Russian advertising. Recently, there have been many examples of advertising in non-traditional places. Advertising is waiting for the consumer where he least expects it. With a creative approach, quite ordinary objects and materials that surround us in everyday life and on which unexpectedly appears can act as an advertising medium. trademark.

Question of the survey: In your opinion, do non-traditional media influence the development of the advertising market?

The majority of respondents determined that non-traditional media certainly influence the development of the country's advertising market.

Today, the new media market is in a certain investment stage: initiative companies are investing in the development of non-standard media communications, while advertisers are in the waiting stage and so far, more morally than financially, are not ready to invest in new media.

Questionnaire: Do you think that advertising on non-traditional media is effective?

Specialists treat new advertising media differently. Some consider them effective and necessary, since advertising meets consumers in the most unexpected places, others are conservative in choosing advertising media and do not recognize new media. Nevertheless, the tendency to search for new types of advertising is observed everywhere. First of all, this can be explained by the fact that the congestion of traditional advertising media shifts the attention of advertisers towards something new. Today, the emergence of new media is facilitated not only by advertisers, but also by companies that, at first glance, have nothing to do with the advertising industry.

There are many nuances associated with the calculation of the effectiveness of the use of certain advertising media.

Recently in Russia there has been a powerful increase in advertising impact on the audience. In connection with such an increase in advertising messages, their effectiveness inevitably falls, since most of these messages are no different from each other. Obviously, non-traditional approaches to the content of the message and to the type of media provide a chance to attract potential customers and simply pay attention to advertising.

In the West, non-standard media are seen as an opportunity to run a bright and cheap campaign. In Russia, large customers demand national coverage from non-traditional media, and they are ready to invest in them no more than 5-10% of advertising budgets.

As a rule, direct advertising is deprived of the opportunity to influence consumers for a long time. Thus, sometimes investing only in direct advertising does not give the desired effect. Non-traditional advertising media come to the rescue, which are harmoniously introduced into the environment and have a constant, targeted impact on potential buyers. Advertising media can be quite ordinary items and materials on which a trademark is unexpectedly placed. In the world, the use of new media is quite widespread. There are still few such examples in Russia compared to their Western counterparts. Most of the original and unexpected advertising media comes to us from other countries. However, the tradition of placing advertisements on ordinary objects has appeared in Russia since the Soviet times.

Consumers believe that advertising in non-traditional media is more effective than ineffective. Advertisers love non-standard media for their high efficiency - such advertising has every chance to attract the attention of the consumer. An unwitting viewer may like an original or funny solution so much that he will tell his friends about this advertisement.

Questionnaire: Do you think that social advertising needs to use non-traditional methods?

A non-standard approach in social advertising is a huge problem, as it requires the investment of additional resources. If the placement of social advertising on standard media is provided for by law, then the situation with non-standard media is much worse, and one cannot do without targeted funding.

In our opinion, the use of non-traditional media in social advertising is much more effective than traditional media. Just pasting a poster on the wall is also, of course, a likely step towards people realizing the importance of the problem, but the unconventionality of such advertising makes it sharper and more penetrating. The plot is taken from the surrounding life and built into this very life. Such advertising gives a clearer idea of ​​\u200b\u200bthe problem to others.

Main conclusions

Our advertising market is young, the density of its information field is relatively small, and this allows us to quite effectively bring advertising messages to the consumer's consciousness using standard methods. In Russia, non-traditional methods of advertising are still used "on a residual basis," that is, only if a regular campaign does not exhaust the advertising budget.

Experts in the field of advertising argue that in Russia there is a favorable situation for entering the advertising market with unconventional ideas. Firstly, the consumer has become so fed up with traditional media that he ceases to notice even creative delights in the advertising calls themselves. Secondly, the ambient media market is completely unoccupied and is just emerging. Where are the pioneers? After all, as Al Rice said, it is important to be not even the first in the market, but the first in memory.

According to experts, non-standard advertising has the greatest impact on consumers aged 18-24. Other age groups "catch" only if the creative is really brilliant. That is why non-traditional advertising media are recommended to be used to quickly disseminate information about a new product or project by attracting the attention of an audience of innovators.

The effectiveness of non-standard media is quite high, as they solve the main problem of existing media - they “break through” the protection from information that is present in the minds of many modern people. Advertising due to this attracts attention and is remembered better. It makes sense to use new media when, for example, it is necessary to draw the attention of the audience to the advertising campaign itself and thus get additional PR. Such media are effective when it is necessary to reach out to a certain target audience, which is difficult to “catch” in other ways. It also makes sense to use new media with a limited budget, when the advertiser is not able to convey an advertising message using a large number of communication channels, including to the target audience, but it is necessary to work with "point" channels - what is called not to shoot cannons at sparrows, and use a sniper rifle.

The main advantage of non-standard placement is a higher rate of attention and memorability (Ad recall) among the target audience. Unfortunately, the effectiveness of non-standard placements has not been sufficiently studied in Russia, but the experience of our Western colleagues suggests that placement efficiency indicators increase by 15%.

From our point of view, there are two reasons why there are still very few examples of the use of non-traditional media in Russia. The first is that agencies do not fully master this tool, and clients do not know how to evaluate the effectiveness of this medium (to measure the share of ambient media effectiveness in the overall effectiveness of a campaign, a special study is needed, which costs more than communication itself).

The second reason for the low prevalence of non-traditional advertising in Russia is the lack of courage to take the risk and use new media for the campaign. The Russian media market is still traditional.

Even though the future of Russian advertising is unpredictable, many believe that advertising will evolve thanks to new technologies. Under the influence of young and creative advertisers, advertising will be interesting no matter what medium it is placed on.

No, we do not urge you, of course, to abandon traditional advertising media and turn to advertising agencies in search of suitable poles. With the wide launch of the brand on the market of the whole country, it is hardly possible to do without television. Only it will provide the necessary coverage of the potential audience. It is also difficult to imagine the promotion strategy of many brands without the use of outdoor advertising in its usual format, or in the form of photographs in glossy magazines.

Nevertheless, non-standard media are quite capable of effectively complementing an advertising campaign, adding their own "zest" to it and thereby arousing increased interest in it.

In the case of non-standard media, you are always at risk. After all, if this is a truly non-standard approach, then it is generally used for the first time. And how to calculate what no one has ever done before you?

However, it should be borne in mind that non-traditional media will never replace traditional types of advertising. Their use in combination with other channels of advertising distribution can, even in a saturated advertising environment, draw the attention of the consumer to the product and enhance the effect expected by the advertiser.

Conclusion

In Russia, non-traditional advertising media were encountered back in Soviet times - candy wrappers, postage stamps, match labels, labels for spools of thread, cardboard inserts in candy boxes that transform into a toy, record bags, etc. - all these means promoted the trademark or the Soviet power.

Russian non-traditional advertising media are going through a stage of development that Western markets went through back in the 90s. But the bulk of Russian advertisers are still focused on making their brands known to the widest possible audience. And so far, only traditional media can provide a wide coverage of the audience. But those operators of non-traditional media who were able to build a network in the capital already have a chance to attract the budgets of national brands and develop in the regions at their expense. Now in Russia there are about 100 types of non-traditional carriers.

Practice shows that non-standard media is mainly used by large customers - as one of the elements of an advertising campaign in traditional media. For non-standard media, customers are willing to spend about 5% - rarely 10% of the budget. The use of new advertising distribution channels is still perceived as a dangerous experiment, and this is a huge minus for our country. In Russia, compared to the West, traditional media is still cheap, so the majority of clients prefer guaranteed success over still dubious projects. In the West, traditional media are so expensive, and brands are so narrowly targeted that the effectiveness of non-standard placement becomes more noticeable. But, in spite of everything, the Russian advertising market is growing and there are more and more proposals for new non-standard means of promotion. These funds are more aimed at hitting the target audience, deep penetration, and, therefore, effective impact. Such means of promotion are interesting and good as an additional support, or as a "highlight" of an advertising campaign.

So far, non-traditional advertising media are not a pleasure for small local advertisers. For example, advertising on one bench for a season costs $700. To ensure the presence in the park, you need about 30 benches. Small advertisers can run a much more effective traditional media campaign for the money. In Moscow, a customer can brand ice rinks, park benches and even Christmas trees. In 2003, Nestle was the first major advertiser to place its ads on benches in Moscow parks. Then such an advertising technique was used by Multon (Dobry juice), Unilever (Calve). Now on benches in Moscow parks there are advertisements for MTS and Moscow Potato.

And these are not all examples. Some airlines offer to use the body of their aircraft for advertising. For example, the S7 airline (the company is also going to sell advertising on its air tickets following Aeroflot). When placing advertisements on an aircraft, the lease period is from one to three years - the airline will not repaint the aircraft twice a year. The cost of renting one surface is about $300,000 per year. “Airplanes are an image advertising medium; large brands, such as banks, may well use it as support for the main advertising campaign.

The most attractive of non-traditional media are those that allow you to convey an advertising message in the right context, at the moment when the consumer is most inclined to perceive this category of goods. True, almost all owners of such structures declare that it is their carrier that affects the consumer at the right time, when he is in a good mood and is most inclined to buy.

Skeptics believe that you can place anywhere, much depends on the imagination of the contractor and his ability to turn this or that object or place into an advertising medium and sell it.

And, finally, the lack of monitoring (new media) as such hinders the development of the market. “Why do clients willingly spend a lot of money on advertising on television, radio or in the print press? Because there is a syndicated product - a measurement panel, accepted as a standard. With new advertising media technologies, it is very difficult to calculate the effectiveness and understand the pricing. Using non-traditional advertising media, the client takes a risk, realizing that it may not work. In addition, non-standard ideas are all aimed at a narrow part of the audience, and in a general campaign they are usually not the only communication channel. But still, non-standard media achieve much greater efficiency than traditional ones.

While the level of development of non-traditional media of modern advertising is low, large advertisers are trying to use "standard media in a non-standard way" (in outdoor advertising, these are extenders, 3D structures, lighting). They often deal with creative reading of traditional media, rather than with some radically new means of advertising. It is not yet possible to conduct a large-scale campaign, but it is possible to effectively solve problems, especially in regional markets.

And in conclusion, I would like to note that non-traditional advertising media is something even more than just a means of advertising promotion. First of all, this is a new stage in the development of the advertising industry, and if we start using non-traditional approaches in advertising in the right way, we will be able to achieve high efficiency, and this, in turn, plays the most important role.

Bibliography

1. O. Feofanov "New technologies in advertising"; 2000

11. www.ambient-media.livejournal.com - non-traditional advertising media.

Appendix

Questionnaire form

QUESTIONNAIRE

Dear Respondent

The Department of Advertising and Journalism conducts a survey on the topic "Non-traditional media of modern advertising." Please answer a few questions, it will not take much time, from the list of suggested answers to each question, select one that suits you best or enter your answer.

Question	Answer options
	□ No, this is the first time I've heard
	□ Rather yes than no
	□ Rather no than yes
In your opinion, what is missing in Russian advertising?	□ Creative ideas
What do you think caused the formation of non-traditional advertising media?
	□ New technologies
How do you feel about non-traditional advertising media?
	□ negative. I don't see the need for them.
What associations does non-traditional advertising evoke in you?
In your opinion, do non-traditional media influence the development of the advertising market?	□ Yes, definitely
	□ No, I don't see the need for them
	□ Rather yes than no
	□ Rather no than yes
	□ Yes, absolutely!
	□ No, I do not see the need for this
	□ This is a controversial issue
Your occupation	□ Student
	□ Student
	□ Working population
	□ Unemployed
Your age
	□ Over 50
	□ Male
	□ Female

Thanks for participating!

Your opinion is very important to me!

INTRODUCTION

Ventilation systems have always been and will continue to be in demand, since people will never stop building and repairing.

The relevance of this study is determined by the following interrelated circumstances:

1. The field of ventilation systems receives little attention in the advertising business.

2. Due to the relatively small amount of material on this topic, there is the possibility of developing different approaches to the study of the topic and completely different creative ideas from each other.

3. In the modern world, this production area is beginning to be given more and more attention.

The object of the study is the company "Formik". The subject is the advertising activity of the Formik company.

The purpose of this study is to develop standard and non-standard advertising solutions for Formik. Achieving this goal requires solving a number of tasks:

1. Market research of ventilation systems;

3. Analysis of the history of the company "Formik";

4. Analysis and evaluation of the marketing situation and sales markets;

5. Development of standard and non-standard advertising solutions for Formik.

The structure of the study is determined by its logic.

The first chapter explores standard and non-standard solutions in advertising. The second chapter discusses the characteristics and specifics of advertising for the product category "ventilation systems". The analysis of the market situation and the characteristics of the company "Formik" are given. The third chapter contains the development of standard and non-standard advertising messages for the Formik company.

Advertising in the market of ventilation systems

Standard and non-standard advertising solutions

Most modern markets are divided into many segments. Many goods and services have a narrow niche and a limited range of consumers, which is difficult and costly to reach with traditional advertising. It's like hitting sparrows with a cannon. Speaking of standard advertising, all we can say is to list its types. TV advertising, radio advertising, press advertising, outdoor advertising, printing products- everything that is included in the concept of ATL. These types of advertising almost always have the same effect, bring some benefits, but every year they become more and more ineffective. Experts have calculated that every day a stream of 3,500 standard advertising messages falls on a person. If you do not take into account 8 hours of sleep, then every 60 minutes people receive more than 200 advertising messages. Most of the information is passed by the eyes, by consciousness. She is not accepted. And often, among the "patchwork" of everyday advertising, a person focuses on a few bright posters. Or unusual promotions, outrageous commercials on TV and radio. In a word - on non-standard advertising. It stands out and therefore attracts.

There is no definition for custom advertising. at least strict scientific definition. Each specialist understands something different by this. It turns out that the concept already exists, is actively used, but there is no clear distinction between standard and non-standard advertising. One advertiser said simply: "non-standard advertising is everything that is not in the price list."

Nevertheless, common features of non-standard advertising are highlighted. This method of promotion involves an unusual creative solution or non-standard placement. Or both together. Outrageous advertising is also non-standard.

The advantages of non-standard advertising are more effective impact on consumers. She stands out and attracts attention. Often, the consumer does not perceive non-standard advertising as advertising, so the credibility of such information increases.

One of the disadvantages of non-standard advertising is the need to carefully plan and prepare a future campaign. It is required to work out the scenario and its implementation in detail. Often non-standard advertising is associated with risk. Indeed, unlike traditional methods of promotion, new advertising moves are used for the first time. And it is difficult to assess the reaction of consumers to them. At the same time, non-standard advertising allows you to achieve significant results when working with small budgets.

With the help of non-standard advertising, you can reach a narrow audience that is useful for a niche product. For example, rich people who rarely watch TV and read the press. But they can be "caught" with the help of advertising at airports. After all, wealthy people often fly on planes: on business trips, on vacation abroad. .

Guerrilla marketing is the use of non-traditional communication channels that go beyond the generally accepted methods:

WOM - advertising by word of mouth - "word of mouth" or rumors. An example of viral advertising (an example of viral marketing) - viral videos, provocative marketing, Internet marketing. Viral marketing is the creation of a communication chain of consumers with a brand on the Internet, when the dissemination of information about a product becomes the lot of consumers. This is nothing but a new stage in the development of "word of mouth"; Viral Video - promotional video with a viral effect; Viral Game - a game with a viral effect; Stelth SMS - sending SMS messages with hidden advertising.

Ambush marketing - the development of a campaign which results in the association of the advertiser's brand with a significant event (sports championship or concert) in order to transfer some of the positive associations to itself, while not being an official sponsor (guerrilla sponsorship).

Actions and performances. Life placement (introduction of goods into the usual everyday life with the use of fake "happy" buyers - Mystery shopper - secret shopper) - is used not only to check the work of employees, but also to create artificial demand. Fake shoppers walk or call stores demanding a certain product. Btl promotions and performances. In guerrilla marketing, btl is event marketing (event marketing, event marketing, btl promotions or guerrilla promotions, promotion (promotion or promotion) - an unexpected promotion of a product or service). Auto performance - car performance on city streets; Illusion - visual deception; Brand space - a unique place for brand communication with the consumer; Street action - street performance; Striking - naked people at public events; Partisan Projection - partisan video projection; Provocative - provocative marketing; Wild posting - sticker campaign.

Ambient Media - literally translated as external (surrounding) media. The term was first used in the second half of the 90s in the UK. Today it has little in common with traditional media. Ambient Media is best described as a non-standard ad that focuses on placement. It is designed to surprise people, to penetrate into their daily lives. Where traditional media simply cannot go.

Today, Ambient Media is experiencing quite a lot of popularity, although it is still a rather non-standard medium, which many marketers are wary of. The main essence of Ambient Media is that this advertisement penetrates into those places where it is not expected to be seen at all. This is her main advantage. After all, people in the modern world have learned to ignore most classical advertising. Ambient draws attention to itself.

Penetrates the atmosphere of the target audience (advertising on the floor in the toilet of the club, on the handle of the trolley in the supermarket, on the handle in the bus);

Differs in non-standard a high degree creativity and novelty, due to which it attracts attention;

Good for planning. Ambient Media focuses not on reaching a large audience, but on high-quality contacts with potential customers;

To date, Ambient Media is one of the fastest growing areas in advertising. At the same time, analysts note that ambient is especially popular in Europe. In the USA, of course, serious budgets are also given to him, but not as actively as in the Old World.

To date, there are already a huge number of different Ambient Media tools: carts in supermarkets, escalators in the subway, dishes for takeaway food, stands for postcards, price tags, tickets, bags, posters, car and ATM decoration, video screens, wastebaskets, benches, clothes, bar counters, floor and walls in the toilet, urinals, inscriptions in the sky, fences, flower beds, Balloons, city streets. .

It is known that over time, absolutely any advertisement "gets bored" and begins to annoy. And we are talking about two aspects at once: firstly, about the very ideas of advertising, which constantly need to be updated, finding new solutions; secondly, about the ways in which advertising is distributed. That is, advertising media also get bored, and their effectiveness begins to fall. Of course, this does not happen in one day, the process can take many years. But the result is always the same: for the same money on the same media, you get advertising that has less effect on the consumer.

Such a decrease in the effectiveness of advertising material is usually called "burn-in" or "combustion of advertising." Today, in order for your appeal to be noticed, sometimes you have to put up several shields at once one after another with the same information. And before, one shield was enough.

However, only by increasing the number of surfaces, you will not always be able to get a high-quality result. Recently, in the world and in our country, there have been many advertising campaigns with huge budgets and a large number of placements: on television, in the press, on outdoor advertising billboards. And the effect is minimal, and definitely not worth the money spent on shares. We emphasize that the ideas of these campaigns were more often good than bad.

One of the main reasons is the rapid growth of the Russian advertising market in recent years. As a result, with the increase in the number of standard advertising formats and the increase in competition in the traditional advertising market, the effectiveness of conventional advertising decreases.

In recent years, advertisers have more often used two approaches to solving this issue: the advertiser is invited to take the consumer "in number", placing his advertisement on a large number of media, or to attract the attention of the buyer with an original idea, often scandalous or outrageous.

Moreover, not enough attention was paid to the original media themselves, at least in comparison with Western advertising agencies, for which, recently, creating advertisements on non-standard media is a completely standard occupation.

Landing stages

Sometimes discoveries "lie on the surface" and it is enough just to carefully look around. This happened with the landing stages, which, being on the Neva in the very center of St. Petersburg, for a long time remained without attention. Everyone drove past, not noticing nondescript buildings.

For the first time, advertising appeared on them three years ago - the landing stages have found a new life, and the advertising placed on them has become an adornment of the embankment. A landing stage is a floating pier from which river trams depart, taking Petersburgers and guests of the city on excursions along the rivers and canals of St. Petersburg. Thanks to its favorable location (along the embankment, opposite the Hermitage and the Bronze Horseman), various segments of the population fall under the influence of advertising, and the large landing area allows you to create an image that is easy to read from the most advantageous points and even from the opposite side of the Neva.

Monuments and letters in the sky

We are talking about the pedestrian zone that appeared not so long ago in St. Petersburg - Malaya Konyushennaya Street. It is planned to make all street paraphernalia here non-standard - lanterns, benches, cafe-kiosks, trash cans and even hatches. The project will be implemented by attracting funds from advertisers. The largest St. Petersburg producer, the pride of our city, the Baltika brewery, which is dreaming of opening a monument to beer on Malaya Konyushennaya, has taken an active interest in the project.

Baltika often becomes an innovator in advertising. Many Petersburgers saw how in the summer an airplane flew over the beaches of the Gulf of Finland, pulling a banner behind it. The idea is not new, but thanks to a small nuance it looked unusual. The fact is that the basis on which the Baltika logo was attached was absolutely transparent, and it seemed that individual letters were flying one after another across the blue sky. .

Due to the ease of creation, the poster has become the most common medium in outdoor advertising. However, the growing popularity of outdoor advertising leads to a rapid increase in the number of designs.

Under these conditions, non-standard solutions are of particular value, which can dramatically increase the attention of consumers to advertising information.

Non-standard solutions always require additional creative efforts from the creators. But the returns from them, of course, more. Nevertheless, it must be remembered that advertising structures are complex technical structures that not only require a special "engineering" approach, but also impose certain restrictions on the imagination of designers. In order to realize what was planned, it is necessary to know well the possibilities that various designs provide, and clearly understand constructive essence existing restrictions. A competent combination of the creative solution of the designer and the possibilities of construction always gives a strong creative effect.

Extender: room for imagination.

An extender is an additional part of the advertising field that protrudes beyond the main surface. The use of an extender solves several important advertising tasks at once. First, the total advertising space of the standard fixed format is increased. Secondly, the non-standard silhouette of the structure sharply distinguishes it from others. Thirdly, it gives additional scope for creating interesting creative solutions.

Extenders can be both flat and voluminous. At the same time, it is worth noting that volume, oddly enough, practically does not give advantages.

When developing an extender, you should keep in mind some technical subtleties. For example, the extender cannot be moved more than a meter from the side edge of the structure due to the proximity of moving vehicles. Or, for example, you should take into account the wind load when trying to create a "superextender". Of course, all these issues are under the control of engineers and are not directly related to design, but we should not forget about them either.

In general, the extender has a great creative potential, and not all of its capabilities are discovered or used. In this regard, it is worth paying attention to the experience of foreign designers who widely and successfully use various forms of extenders in any format.

Rollers: Möbius strip.

The desire to maximize the use of advertising space makes engineers look for new technical solutions. Following PrismaVision, there was another opportunity to use the same design to showcase multiple advertising posters. New technology called "roller". Its essence is that several posters are combined into one tape, which scrolls through a special mechanism and sequentially demonstrates all layouts. In Russia, this technology is used in two types of structures - standard city-formats and city-boards (structures of 2.7 × 3.7 m format). In both cases, the posters are internally illuminated. Unlike prismvision, there are no options for changing images in rollers, the posters scroll one after another, first in one direction and then in the opposite direction. As a result, it will be more difficult to use a story series of several layouts in this case - the story will have to logically develop in both directions. At the same time, new horizons for creative discoveries are emerging. For example, you can make one long poster or use stickers on the inside of the protective glass, while the posters themselves will act as interchangeable decorations.

Light effects: electrification of the whole country.

Another way to attract attention to advertising information can be the use of various lighting effects, both based on the existing lighting of the poster, and using additional lighting elements.

The most common use of additional lighting. These can be stroboscopes, neon, duralight, etc. All these "bulbs", of course, do not illuminate the entire advertising surface, but serve only as an additional beacon for consumers. Their use in general, and location in particular, is directly related to the content of the poster and is its logical continuation. One of the purposes of using such "light bulbs" is to introduce elements of animation into the layout, which in itself is impossible in a typographic image.

The simplest version of light dynamics is the creation of inscription contours that allow you to gradually illuminate the entire word. This technique is effective with a sufficiently large letter size. There are many options for additional lighting, and you can install it on almost any format. The only thing to consider is: the farther the advertising surface is from the observer, the better the light dynamics is perceived.

Features of the existing lighting are not used so often. The most obvious example is structures with internal illumination. One of the most interesting effects here can be achieved with double-sided or multi-layer printing. Different images are applied to the opposite sides of the poster canvas, and in daylight we see only the front image, and when the internal illumination is turned on, the image printed on the reverse side appears.

Imitation: a non-standard approach.

As we already know, outdoor advertising is very specific in nature. The reason for this is both the structures themselves and the urban environment in which they are located. From the point of view of creativity, the features of the advertising medium are a good reason for another non-standard approach to design in outdoor advertising. The use of these features provides a fertile ground for the implementation of advertising ideas. Moreover, creative benefits can be derived not only from the structures themselves, but also from everything that surrounds them.

When developing imitations, it is very important to find the boundary between reality and its likeness, not to reproduce everyday life, but to beat it. Only in this case it will be possible to count on the advertising effect. There are no ready-made solutions or templates in the field of imitation. This is creativity from start to finish. Every new project has to start from scratch. But with successful execution, the resulting effect more than pays for all efforts. It is impossible to make any recommendations in this topic, so we will just look at a few examples.

One of the topics of imitation is the quality of the posters themselves or their after-sales service. For example, an imitation of a torn off poster. At first glance, this type of advertising surface is a drawback that could negatively affect the perception of an advertising message, since it would indicate a poor quality of service. However, a well-made design allows you to turn all the expected disadvantages into a big plus: such a non-standard game with an advertising medium makes the message stand out from the competition and does not belittle the advantages of the owners of the design.

Another topic for creativity is the internal structure of the advertising structure. As a child, we all were interested in finding out what is inside our favorite toy. This curiosity Imitation of volume, the destruction of the plane space on a standard shield does not leave people even in adulthood. Considering this psychological aspect, you can develop a very non-standard creative.

One of the emotionally neutral, but very effective examples of imitation is the creation of artificial volume. Violating the usual perception of the plane, this technique causes visual discomfort, which naturally attracts attention.

Imitation of space on a plane is a rather difficult technique to implement. It is necessary not only to depict three-dimensional objects, it is necessary to create a new space in the depths of the shield or in front of it. In addition, it must be taken into account that people will look at the poster from different angles, and the effect of the depth of space must be preserved regardless of the point of view. .

You can set yourself a super-task: the information you read must be learned at the level of muscle memory. (Psychologists say that when a person performs a muscular action - prescribes, for example, the name of a company, filling in the cells of a scanword - information is also remembered by him at the level of muscle memory.)

It is also desirable that a person not only read the information himself, but also told his friends and acquaintances about it (secondary advertising).

* ditties, songs, poems about a product, service or customer's store;

* instructions for using something;

* news, including scandalous;

* crossword or scanword;

* joke;

* forecast;

* fairy tales about the product;

* dispute, discussion;

* answering a reader's question;

* gratitude or, on the contrary, angry feedback from buyers or readers;

* hearing, gossip;

* horoscope;

* a toast in honor of the client;

* comics, cartoons;

* useful advice.

Crossword

This form of a non-standard advertisement can be successfully used in digests ("Monday", etc.), in entertaining newspapers, scanwords and crosswords, for example, "Your Sofa Newspaper". In such publications, it is advisable to place crosswords or scanwords in which the names of advertisers, the names of their products, addresses, etc. are "hidden". By the way, you can solve such a crossword puzzle only when you carefully read the entire advertisement. It is also possible to sell a module placed in the crossword zone, which is interesting to make a prize. Among the readers who sent the correct answers to the questions to the editorial office, a prize provided by the same company is raffled off. A crossword puzzle can take the form of a company's trademark or an advertised product (for example, a bottle in a beer advertisement).

Chastushka

In gaming and entertainment newspapers, competitions can be held for the best "chastushka - advertising", poems, an anecdote about advertising, etc. The conditions for advertisers are the same as described: provide a prize and pay for an advertising module placed next to a column of ditties or jokes.

In information-analytical and business newspapers, you can use the technique of publishing an advertisement in the form of a popular newspaper column. A useful reader can be called "In business!" - and talk in it about ways to solve a particular problem.

We proceed from the fact that 80% of the problems that arise in offices, regardless of their profile, are the same. This is the purchase of office supplies, repair of office equipment, replacement of cartridges, etc. We offer the simplest solution chain. How to buy, repair something? For example, firm X has offered such and such a method of purchase. Her advertisement describes the method, emphasizes the ease of solving the problem by this particular company. The purpose of the publication is to facilitate obtaining information on how to solve the problem that has arisen. Naturally, the rubric should be paid, and over time it can be made permanent.

Responses to letters from readers

The editorial office of the newspaper "Your Health" receives a lot of readers' letters with questions. Doctors and cosmetologists from among the advertisers answer them, along with the address and telephone number of the company. By the way, in such publications it is easy to use the principle of "secondary advertising", drawing people who have not read them into the discussion of advertising articles.

Character article

In a newspaper for women or for the whole family, information and advertising can be combined by introducing a conditional character. Before the rubric becomes advertising and, therefore, paid, the image should be promoted as a living, really existing and acting in different life situations person.

Reader's Letter of Appreciation

To prove to their readers that they need advertising like air, unobtrusively written stories are published about how advertising helped real people solve problems. For example, on the front page of the newspaper there is a letter of gratitude from a patient who was satisfied with the services of the clinic - the advertiser.

Complaint letter

A wonderful example of using consumer dissatisfaction for advertising purposes was demonstrated by Ray Ovak. American housewife Barbara Freeman sent angry letter management of a company that produces electric batteries. It turned out that Barbara's son is fond of toy robots and cars, and the batteries last eight hours instead of one hour (as indicated in the instructions). "Because of this," the housewife complained, "there is a constant rumble and noise in the house." Needless to say that the management of the company placed a "nervous letter" in the newspapers. You really can't imagine a better advertisement!

marriage announcement

"An already experienced, but still energetic advertising agency wants to meet a smart, solid client. Serious intentions! Agency hobbies: advertising ideas (creative), direct mail and posting, persuasive texts, high-quality design ... and in general - any advertising that sells. We dream about the client: with a head on his shoulders, with money in his pocket, with confidence in professionals.

With hope for mutual understanding, respect, and maybe... Agency "Golden Key" (The design of the ad is appropriate: it couldn't have done without a heart pierced by an arrow).

Sensation "Royal drug"

Russian scientists have revealed one of the ancient Russian secrets. In the XII-XIII centuries, this remedy was called the "royal drug". The ancient Slavs, taking it, won the battles, the girls kept their youth and health for a long time, and in the third generation, according to the ancient chronicles, real heroes were born. The modern version of the ancient drug, restored by Russian scientists, is called "royal pills". The tests carried out confirmed their high efficiency.

The announcement was written in the form of a digest with a catchy headline - "Will Yeltsin be given a new refrigerator?". It talks about the support action Russian government domestic manufacturer of refrigerators "Stinol". For this purpose, Lipetsk refrigerators were installed in the offices of senior officials. The note ends like this: "... Refrigerators are a good gift for officials. With their help, it is good to cool passions between meetings, especially in the heat. You look at a cold head and laws will be more thoughtful ...".

News from Pepsi "Did You Know?"

It took 2,000 man-hours and 300 liters of paint to paint an Air France Concorde in the signature "pepsin" color.

More than $500 million will be invested in the campaign to change the image of Pepsi on the world market.

Differences from Pepsi "Did You Know?"

The largest bubble in a Pepsi jar was recorded last year by schoolchildren in the city of Vologda. The bubble was so big that it took up the entire jar, so it was completely empty.

The mystery of the footprints of the Bigfoot has been solved - these are the prints of his hands. .

1. In all the bars of one western city, lighters were laid out next to the ashtrays, which beat with a slight charge of current everyone who took them. On the lighter was written: "Think this hurts? Imagine cancer." Almost everywhere, the lighter became the subject of discussion among visitors, forcing many to think about the careless attitude to their health.

2. "A cover for those who drink while driving" - this is how one could call a social action carried out by a Western brewing company. On the top of her beer bottles, she placed a picture of a car. Every time you open a bottle, the image of the car is deformed, clearly showing the consequences of drunk driving.

3. Another good example: the shadow of a palm tree drawn on the pavement stretches from a telegraph pole on which it is written: "Nothing can replace a tree. Plant more of them."

4. At one time, advertisements for Mr.Proper cleaning products appeared on US roads. The bottom line was that some stripes in the transition were much whiter than the surrounding ones. Next to them was the cleaning product logo. Passers-by paid attention to this move for one simple reason - the stripes with the logo of the product stood out against the background of those around them with their color. .

Rice. 1.1

5. Bosch again used sewer manholes in their ads. True, this time it is not about a cup of coffee, but about a stylized image of a new iron model from Bosch. It looked impressive enough, and attracted attention. But the most important thing is that the advertisement was relevant. The placement and the created image were clearly associated with the product.

Rice. 1.2 Bosch

6. The Starbucks chain of coffee houses at one time quite successfully promoted chewing gums from Wrigley's. It's simple. The Starbucks coffee cup began to complement the person's face. This advertisement was primarily aimed at those people who do not go to Starbucks alone. She amused the interlocutors and casually reminded that this chewing gum perfectly whitens teeth.

Rice. 1.3

7. IWC advertises its watches on the bus with special stylized handles. A person holding on to one of them finds himself in a situation where the watch is worn on his hand. It looks funny, and most importantly, everyone who held on to the handrail definitely noticed the clock.

Rice. 1.4 IWC

8. Yamaha made an interesting move. The handle of each basket was stylized as a motorcycle, which made every visitor feel like the owner of a Japanese two-wheeled monster.

9. Advertisement for Rimmel Quick Dry nail polish. This campaign took place in London, close to major shopping centers. The advertising metaphor itself is simple - Rimmel Quick Dry nail polish dries very quickly. So fast that even situations like the one in the photo became possible. In general, this attitude was ensured by the attention of women. Many stopped and inspected the structure. In addition, photos of this event have been distributed on the Internet around the globe.

Rice. 1.5

10. Another notable project is a promo for Quentin Tarantino's Kill Bill. In terms of attracting attention, it bypasses the previous work by several heads. At the same time, questions arise about how the city authorities even allowed such placement. But it looks impressive.

Rice. 1.6 "Kill Bill"

11. This is not the first time Ikea has been equipping bus stops. We even once wrote about the case when cars appeared in the Japanese subway, all the furniture in which was from IKEA. This time the example is simpler. A simple bus stop equipped with furniture from IKEA.

Rice. 1.7 IKEA

12. The movie "Superman Returns" (which failed successfully) was very cleverly advertised in elevators.

Rice. 1.8 "Superman Returns"

13. Duracell made a very clever advertisement in Malaysia. Even a constantly running escalator can only go so long because it uses Duracell batteries inside.

Rice. 1.9

14. DHL Express skillfully advertises its subway delivery service. To do this, we are shown a huge traffic of cars, among which it is impossible to squeeze through, and a special route, which DHL cars freely follow. An interesting idea that shows that your product will be delivered on time and will not be delayed anywhere.

Rice. 1.12

The line "non-standard promotion" has appeared in the price lists of most Russian advertising agencies for ten years already. However, teams of narrow specialists involved only in guerrilla marketing appeared only 2-3 years ago. The market is completely new, unformed, and no one can give exact estimates of its size yet. Even according to the most optimistic estimates, guerrilla marketing accounts for no more than 1-2% of the turnover of the entire domestic advertising industry.

The term "guerrilla marketing" was coined in the mid-1980s by the American economist Jay Levinson, who dealt with the problems of improving the efficiency of small businesses. Among other things, he advised small entrepreneurs to promote their products in low-budget but effective ways.

In Russia, the term has slightly mutated and has come to mean any unusual way of promotion, be it provocations, spreading rumors, or painting walls with graffiti with the company logo. "It's more correct to talk about alternative marketing"- clarifies the CEO of R&I Group Yuniy Davydov. Interviewed market players include non-standard "outdoor", viral marketing, promotion with the participation of hidden agents of influence among alternative means. In all cases, the emphasis is on consumers spreading news about a new product or service for the most part independently (hence, by the way, the term "viral" came about - people, as it were, "infect" each other with information).

Russian more or less large partisan actions can be counted on the fingers. The Sitronics company promoted its equipment by hiring several dozen young people who dragged boxes with the company's logo along the streets of Moscow, St. Petersburg and other million-plus cities. The action was supported by an article in Komsomolskaya Pravda, the authors of which "find out" what kind of equipment appeared on the streets.

In the summer of 2007, the restaurant holding "Rosinter Restaurants Holding" gave the visitors of its site the opportunity to play an online game - to breed "cutletoids" and "gourmanoids". It was proposed to involve friends and acquaintances in the joint feeding of animals, competitions were held, whose animal is fatter. In the process of feeding, users saw advertisements for Rosinter restaurants. The author of the idea, the Xan Internet agency, claims that 25,000 players have been attracted to the site. The entire project cost Rosinter $70,000.

The following works can serve as examples of Russian non-standard:

1. Name: Emergency stop thirst. Agency: Rodnaya Rech. Advertiser: The Coca-Cola Company. Business sector: Soft drinks. Year of release: 2009. Type of advertising: Non-standard advertising.

Awards: 19th RedApple Moscow International Advertising Festival, 2009 (Shortlist) Media projects ( Non-standard solutions in the media).

Fig 1.13.

2. Name: Charger for Megafon. Agency: M-Liner. Advertiser: Megaphone. Business sector: Telecommunication services. Year of release: 2009. Type of advertising: Non-standard advertising.

Awards: 19th RedApple Moscow International Advertising Festival, 2009 (Shortlist) Non-standard advertising media.

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3. Name: Hair can be returned. Agency: BBDO Moscow. Business sector: Medical services. Year of release: 2009. Type of advertising: Non-standard advertising.

Awards: 19th Moscow International Advertising Festival RedApple, 2009 (2nd place) Non-standard advertising media.

Fig.1.15. R.T.H.

4. Name: Skinny. Agency: BBDO Moscow. Business sector: Pharmaceutical products. Year of release: 2008. Type of advertising: Non-standard advertising. Awards: 18th RedApple Moscow International Advertising Festival, 2008 (3rd place) Non-standard advertising media.

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5. Name: Sound controls. Agency: P.A.Sh.T.E.T Business sector: Finishing materials. Year of release: 2008. Type of advertising: Non-standard advertising.

Awards: 18th Moscow International Advertising Festival RedApple, 2008 (2nd place) Non-standard advertising media.

Fig.1.17

6. Name: Button. Agency: Gray Worldwide Russia. Business sector: Pharmaceutical products. Year of release: 2007. Type of advertising: Non-standard advertising.

Awards: 8th Kyiv International Advertising Festival, 2007 (3rd place) Alternative advertising and ambient media (Non-traditional advertising media, new media) .

Fig.1.18.

7. Name: Bookmark. Agency: Leo Burnett Moscow. Advertiser: Procter & Gamble. Brand: Tide. Business sector: Household chemicals. Year of release: 2007. Type of advertising: Non-standard advertising.

Awards: 17th Moscow International Advertising Festival RedApple, 2007 (1st place) Outdoor and printable advertisement(Products for home and office, finishing materials)

Fig.1.18. Tide

8. Men's deodorants Ax