One of the central places in the marketing communications system is occupied by advertising. It arose from the natural need of some people to inform others of certain information about the goods produced or the services provided.
The term "advertising" comes from the Latin word reklamare - shout loudly or announce(v Ancient Greece and in Rome, announcements were loudly shouted or read in public squares and other crowded places).
There are a large number of definitions of advertising, among which the following can be distinguished.
"Advertising is a paid, unidirectional and impersonal treatment carried out through the media and other types of communication, campaigning in favor of any product, brand, company (some business, candidate, government)."
The Law of the Russian Federation of 18.07.1995 "On Advertising" gives the following definition of advertising: " Advertising - information disseminated in any form, by any means about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for a certain circle of persons and is designed to form or maintain interest in these individuals or legal entity, goods, ideas and undertakings and to promote the implementation of goods, ideas and undertakings. "
In our opinion, the essence of this concept is most fully reflected in the following interpretation:
Advertising- any information, usually paid, about a product, service, idea or undertaking, legal entity or natural person, disseminated with the aim of generating and maintaining interest in them and contributing to their promotion on the market, not personally oriented, submitted on behalf of a specific identifiable advertiser, posted through the media or other means of distributing advertising information.
1. Impersonal character.
3. Uncertainty in terms of measuring the effect of advertising.
4. Public character.
6. Partiality.
7. Flashiness and the ability to admonish.
1. Attract the attention of a potential buyer.
2. Provide the buyer with the benefits for him from the purchase of a product or service.
3. Provide the buyer with opportunities for additional study of the product.
4. To form in consumers a certain level of knowledge about the product or service itself.
5. To create a favorable image of the manufacturer, trade or industrial mark among consumers or business partners.
6. Form a need for a given product or service.
7. Form a positive attitude towards the company.
8. Encourage a potential buyer to purchase exactly the advertised product from this company, and not from competitors.
9. Promote the sale of a product or service.
10. Contribute to the acceleration of trade.
11. Make this consumer a regular buyer of goods, a regular customer of this company.
12. To form the image of a reliable partner in other companies.
13. Remind the consumer about the company and its products.
3. To detach from competitors.
- economic (utilitarian)- advertising should help to increase sales and turnover Money making a profit. In the competitive struggle, commodity producers improve their products and develop new goods and services, advertise them. The opportunities for free enterprise are expanding, which contributes to the growth of consumer demand, stimulates the growth of labor productivity, and all this is reflected in the well-being of people;
- informational (pragmatic)- advertising is designed to provide the necessary information about certain goods, services, manufacturers, etc .;
- marketing (commercial)- advertising helps to promote a product or idea on the market;
- communication (ideological)- advertising affects the mass audience, and also ensures the transfer of information in accessible ways, means and forms;
- public (social)- advertising affects mass consciousness... The main income of the media comes from advertising, which creates more favorable conditions for freedom of the press, since its dependence on state support... Various advertising organizations participate in important public awareness campaigns by placing their advertisements free of charge.
- educational (educational) function is expressed in the knowledge acquired by a person about the offered service or product and is realized in the possibilities and ways with their help to satisfy their needs. Advertising accelerates the adaptation of everything new and untested.
Advertising is one of the ways to promote a product on the market. It exists in order to attract as many consumers to a product or service as necessary, so that this product or service is profitable to produce. Advertising makes sense only when the costs of it are paid off by increasing sales.
The power and role of advertising is known from world experience. First of all, it carries information, usually presented in a concise, artistically expressed form, emotionally colored and bringing to the consciousness and attention of potential buyers the most important facts and information about goods and services. It should be noted that advertising is always information, and information is not always advertising.
Advertising, on the one hand, communicates to consumers the information they need to buy and use goods. On the other hand, combining its informational content with persuasiveness and suggestion, it has an emotional and mental impact on a person. From this we can conclude that advertising itself is both work and art at the same time.
Truthfulness- a feature that obliges the organizer of an advertising event to provide information about the goods, their quality, advantages and benefits, corresponding to reality.
Concreteness expressed in compelling arguments and numerical data used in advertising copy and graphics. Compliance with this principle excludes formalism and difficult to understand abstractions and sophistication.
Purposefulness means that the advertised goods and market conditions are the starting point, and the consumer is the object of advertising. Compliance with the principle of purposefulness in advertising prevents wasteful spending of funds, allows you to assess the effectiveness of the use of a particular method of influence, including emotional, its impact on increasing the turnover of a trading enterprise.
The main functions social communication are:
Informational (information transfer);
Expressive (the ability to express not only semantic, but also evaluative information);
Pragmatic (the ability to convey a communication setting that prescribes a certain impact on the recipient)
Thus, advertisingcan be considered as a specific area of social mass communications between advertisers and different audiences of advertising messages in order to actively influence these audiences, which should contribute to solving certain marketing problems of the advertiser.
Let's consider briefly the main elements of the advertising communication scheme.
Sender(addressee, communicator, source of communication) - the party on whose behalf the advertising message is sent to the addressee.
The main tool and carrier of information, emotional impact, psychological attitude of the communicator to the target audience is appeal(message, message, English message).
A communication message always has two sides (two planes): an ideal, intelligible plan content and the material plane perceived by the senses expressions... The unity of content and expression is achieved through sign. From signs are formed texts. Sign, thus, it is an elementary unit of code that ensures the correspondence of one value to one form.
A sign or object endowed with additional meanings, sometimes very far from their original meanings, is defined as symbol(for example, coat of arms as a symbol of power)
Coding(English encoding) in advertising communication is understood as the process of presenting the idea of communication, transmitted to the addressee of information in the form of texts, symbols and images. When forming a message, the communicator must proceed from the assumption that the code used is well known to the recipient.
When forming advertising communication, it is necessary to take into account the presence of so-called filters(barriers, English barrier). This term defines various kinds of restrictions in the transmission of the message. Barriers can be certain moral attitudes, material and financial capabilities of the communicator. The external environment can form such filters as censorship, peculiarities of legislation regulating advertising activities. For example, the prohibition of advertising alcohol and tobacco products on Russian television in accordance with the Law of the Russian Federation "On Advertising" from January 1, 1996.
Communication channel(English media) unites all participants in the communication process and information carriers from the moment of encoding the sent signal until the moment it is received by the addressee. A characteristic of a communication channel is its availability and compliance with the selected target audience.
The effectiveness of advertising communication largely depends on who represents the communicator, in whose mouth the advertising message is put. Such a person (or some other character) can be defined as mediator(communicant) in this communication The technique of using a popular personality as an intermediary is called testimonium. Among the qualities that a mediator must possess, the main ones are honesty, attractiveness and professionalism.
Decoding system provides "decryption" of the message of the communicator by the recipient, it is determined by individual and social characteristics addressee (belonging to a certain culture, knowledge of the "codes", the level of intelligence and the presence of a sense of humor) "
Responsiveness is a set of recipient responses that result from contact with a case. Naturally, the communicator ideally expects the recipient of the advertising message to purchase the advertised product.
Feedback represents that part of the response that the recipient brings to the attention of the sender (recipients contact the communicator for additional information, testing the advertised product, its recognition in the mass of similar brands, its memorability, etc.)
In the total mass of interference, there are three large groups:
1. Physical interference it is possible to name the layering of one information on top of another, damage to the media of advertising communication (breakage of a billboard; typos in advertisements in the press and print advertising), etc.
2. Psychological interference arise as a result of differences in the perception of the surrounding reality by people taking part in the communication process. The same signals can trigger different emotions in different people.
3. Semantic hindrances arise due to the ambiguity of certain concepts, which are rather freely interpreted by the recipient. E.g. small - large, strong - weak, a lot - a little, etc. Thus, the volume of production of components, which is small for one company (for example, AvtoVAZ), for another company (local repair shop) is huge. The communicator must avoid ambiguity and multiple interpretations of his message.
Semantic hindrances include “unexpectedly” dissonant names of advertised brands of foreign communicators in other countries. For example: "Blue Water" (brand of mineral water "Blue Water"), "Kaloderma" (cream for the skin), "Rikala" (brand of tea "Pukala"), "Wash & Go" (shampoo "Wash and Go"), "Dolby" (playing video equipment "Dolby") - in Russian-speaking countries.
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Date the page was created: 2017-04-20
The essay was prepared with the informational support of the marketing company Intelligent Technology, www.intcorp.ru
In the modern market environment, the issues of increasing the efficiency and rationalization of the use of the company's resources, and improving the methods of doing business are gaining particular relevance. One of the most promising directions improving the efficiency of enterprise management is the development of advertising activities.
Relevance of the topic thesis is due to the special importance of advertising and the communication process that determines it in the face of increased market competition. Advertising can have an effective targeted impact on the market, being a tool for shaping needs.
A stable trend of growth in expenses for advertising activities of organizations in recent years is associated, first of all, with an increase in tariffs for advertising and an increase in the activity of advertisers. At present, taking into account the aggravation of the crisis in the world economy, the rationality of the choice and use of advertising tools is of particular importance. Of particular relevance is the development of effective advertising concepts and budget planning for advertising campaigns.
Many works of famous Russian specialists are devoted to advertising issues: G.L. Bagieva, L.Yu. Germogenova, E.N. Golubkova, G.V. Gruzdeva, P.S. Zavyalova, E.V. Romata, L.N. Semerkova. Among foreign authors of scientific and applied works on advertising, the most famous are: W. Ahrens, J. Burnet, C. Bove, A. Deyan, A. Julier, J. Drew, F. Cotler, S. Moriarty, J. Russell, Ch. Sandage, W. Wells. A large number of works devoted to the problems of advertising perception.
However, the problem of developing advertising campaigns based on the concept of advertising communications in modern works is usually considered in the general context of marketing communications, while marketing research planning advertising communications is definitely not enough. This area of research has not received worthy attention in the current domestic and foreign economic literature and requires its further development. Insufficient development of this topic determined the relevance and choice of the direction of the diploma research.
The purpose thesis is the study of advertising communications in the business environment of modern marketing companies and identifying ways to improve their effectiveness.
The set goal predetermined the need for a solution in the thesis of the following research tasks :
Consider the existing means of communication used for advertising purposes and their capabilities;
Based on the theoretical and practical analysis, develop a draft concept of the company's advertising program;
Research object is the business of modern Russian companies that use advertising to promote their products on the market, in general, and the practice of advertising activities in the marketing company Intelligent Technology.
Theoretical basis the diploma study was the work of domestic and foreign scientists in the field strategic management, marketing, quality management, organizational behavior, materials of international, all-Russian and regional conferences and seminars.
In the process of research, the author used general and special methods scientific knowledge: systemic, structural, factorial and functional analysis, methods of comparison and graphical presentation of research results.
CHAPTER I ... CONCEPTUAL AND THEORETICAL ASPECTS OF ADVERTISING COMMUNICATION
The concept of marketing communications permeates all stages of market reproduction - from the idea of creating a product or service to their final implementation. The importance of using marketing communications is confirmed by the fact that it is communications that serve as an effective mechanism for overcoming problems on the unpredictable path of promoting goods or services from the manufacturer to the end consumer.
Disclosure of the main content of marketing communications requires the use of an appropriate conceptual apparatus. Communication has several meanings:
1) way of communication, communication line;
2) the mechanism by which the existence and development of human relations becomes possible;
3) the philosophy of the company for the effective promotion of goods to the consumer.
Communication Is the process of transferring information from its owner (communicator) to its end user (communicant). Communication in organizations is represented by a developed network of channels designed to collect, organize and analyze information about the external environment, as well as to transfer processed messages back to the environment. The communication system serves as a means of integrating organizations with external environment... Any communication involves the exchange of signals between the transmitter and the receiver using an encoding-decoding system for recording and interpreting signals.
Communication complex- a set of controllable communication elements, by manipulating which the organization has the ability to present a product or service in an attractive light for the target audience. Communication element part of the promotion complex ensures the achievement of the required level of communication only in interconnection and interaction with other communication elements. The complex of communications is flexibly used in the process of creating marketing communications.
Marketing communications- is a complex system of external and internal communications for the transfer of appeal from the manufacturer to the consumer to meet the aggregate demands of society and obtain the intended profit. Despite the fact that the use of marketing communications is necessary for each enterprise, often the communication element acquires specific features and, with the invariability of its goals, the content of the communication element can change both in terms of the number and nature of the activities that are included in it.
Communication activities are an integral part of the commercial and marketing activities of any organization. In the context of the development of market relations and an increase in the saturation of the consumer market with goods and services, communicative activity acquires a new meaning, is distinguished by a number of specific means, the knowledge and accounting of which makes it possible to activate the sales process, stimulate the sale of certain goods and services, rationalize the process of customer service through "information support "of all its components.
According to the classification criteria, the following communications are distinguished: verbal and non-verbal; internal and external; targeted and casual, global.
1.Verbal and non-verbal communication constitute the basis of interpersonal interaction, are the guarantor of an atmosphere of harmony and mutual understanding. Verbal communication, or speech, is characterized by the timbre of the voice, intonation, speed, loudness and, in general, the culture of speech. Non-verbal communications, or non-verbal (the language of silence), are manifested in the plasticity of movement, gestures, posture of arms, legs and facial expressions. The main principle the success of verbal and non-verbal communication is "Say and do what you need to do, and it is probably even more important not to say or do what you shouldn't!" Of course, the additional use of modern telecommunications activates and increases the effectiveness of interpersonal interaction.
2. Internal and external communications. Internal communications are carried out in order to coordinate the tasks received, successfully complete them, exchange information and prevent possible conflicts. They are decisive for the formation of a corporate culture, harmony of business contacts and the establishment in the work collective of an atmosphere of responsibility, mutual understanding and pride in the results of work.
Internal communications are differentiated both horizontally (downward) - between employees and managers, and vertically (ascending) - between middle managers and top-level executives of the organizational hierarchy.
At the same time, the newest technologies with the use of computers, television, modem communications, and cell phones are becoming increasingly important. For example, the marketing company Intelligent Technology conducts about 60 computer video conferences annually to stimulate the exchange of ideas and technological solutions.
Electronic communications within the company - intranet, i.e. internal communications for the exchange of experience, information with colleagues, conducting directories, business meetings, round tables etc.
External communications (organizational) represent marketing strategies of market interaction as a result of the organization of advertising campaigns, social charity events, patronage, sponsorship in order to establish beneficial contacts. The use of electronic technologies in the creation of effective external communications is called extra-no... The extranet involves the creation of profitable portals (gateways to the web) for external business partners on a regular basis. Extranet communications are of particular importance for international multinational companies in order to establish operational relations with personnel working in various parts of the world.
3.Accidental or unintentional communication play the role of permanent satellites of targeted communications and are the root cause of interference, barriers in the operation of the communication model. Purposeful communication, or deliberate, is the transfer of information, knowledge, ideas for solving the set goal.
T. Levitt called the combination of targeted and random communications centrifugal marketing, since in practice there are always deviations from the content of the targeted initial message. At the same time, he notes that the higher the level of the company's communication strategy, the higher the feedback results.
4. The practice of developing market participation in external target sales segments highlights global communications. There are two types of global communications: centralized and decentralized.
Decentralized global communications are developed and implemented by each local entity or its agency in relation to the local market. Under this strategy, the products of the same company are advertised in a variety of ways, taking into account the specifics of local conditions. These strategies have a large costly mechanism, destroy a single corporate style, but at the same time retain high initiative and creativity.
To obtain commercial success, it is necessary to own the mechanism of a marketing communications management system. Marketing communications management- purposeful activity of the company to regulate market stability by means of information technologies, elements of promotion, advertising, organization of an exhibition, PR, taking into account the influence of laws and market trends.
The process of marketing communications management involves the complex development of solutions for the content of communications, justification and selection of the company's mission in the field of PR and advertising and social and corporate responsibility. The company's strategy is an ethological scheme of measures with the help of which the company hopes to fulfill the assigned tasks within the framework of an integrated marketing communications management system. The winner will be the company whose managers were able to carefully think through its constituent components and the sequence of blocks of the communication model.
The most important criteria for a communication marketing model include:
Components of the quality of the information transmission channel, including the purity of the channel (no interference); the level of impact on the recipient of information; creative approach to the content of the message; objectivity, perspective of information; the degree of perception and memorization of the message;
Communication agreement. The peculiarity of this group of criteria lies in the fact that it takes into account both managerial and psychological problems understanding and perception of partners. The use is based on the results of knowledge psychological reactions the individual and his behavior in the sociogroup, taking into account emotions, needs and inclinations;
The coverage and degree of penetration of the communicative message into the target groups of consumers as a result of the flexible use of TV, radio, electronic media, mass media;
Components of the availability of a communication channel, determined by the presence of favorable conditions for the passage of the message. At the same time, it is important to take into account the total costs of the channel's prime cost, as well as of "entering" the target audiences. They should not be high and be detrimental to the company's profitability;
Control and comprehensive assessment feedback effectiveness, ensuring dynamism and effectiveness of the marketing communications management process.
Communication model is shown in Fig. 1.1. The main elements of the communication model are:
Transmitter (communicator) - an individual or organization transmitting information. This party must have many characteristics in order for the message to be clear, concise, and persuasive;
Recipient (communicant) - the party receiving the message, i.e. the target audience;
Appeal as the main means of the communication process, which integrates a set of words, images, sounds, symbols transmitted by the transmitter to the recipient. Appeal integrates persuasion, image creation, information, taking into account personal experience buyers and their product reviews.
Coding- this is the form of the image of the message; decoding (decryption) facilitates the process of interpretation by the recipient of the encoded message. Applying the concept of marketing to communications involves developing messages that appeal to the customer experience and use a language they can decode.
Figure 1.1. Communication model
It is quite obvious that the effectiveness of communication feedback affects not only the momentary decision to purchase, but also its acquisition in the future, the level of customer loyalty.
The presented model reveals the key conditions for the effectiveness of communication, which implies a comprehensive development of solutions for the content of communications, justification and selection of an advertising strategy, exhibition marketing, packaging, advertising, promotion and social-corporate and responsibility.
Any company strives to have an optimal set of communications that provide a marketing management system. When justifying a set of marketing communications, it is necessary to carefully consider the main components, criteria and the main sequence of stages in the development of communication strategies.
V recent times companies pay great attention to the development integrated communications. In practice, the marketing communications management process uses an integrated approach that combines advertising, direct marketing, promotion system, personal selling, public relations, exhibition marketing, interactive marketing, corporate identity, sponsorship. Moreover, direct marketing involves several communication methods, including telephone marketing, and direct mail, and advertising campaigns by the corporation. Communication "corporate awareness" is of great importance, which manifests itself through aggregate contacts with members of the public, including architectural design, corporate identity, culture of the organization, brand popularity, service maintenance clients.
The integrated marketing communications management process includes the following areas:
Alignment of marketing communications with corporate goals (vertical integration). At the same time, the support of senior managers is necessary not only on integration issues, but also on the forms of implementation of communications. This becomes possible with a clear formulation of communication goals and objectives for gaining strong positions in the sales markets;
Coordination of the marketing communications strategy with the functional activities of corporate units (horizontal integration). In the approval process, a clear marketing communications program is needed, which must be realizable both in terms of timing and sources of coverage;
Integration within the marketing set, i.e. taking into account product, price, distribution, promotion and PR. The trademark of the company is of decisive importance, integrating both the message and the corporate method of attracting the attention of the target audience of buyers;
Financial integration. Inclusion in the budget of the cost of the communication channel and the total costs for the sections of the communication program required to achieve the selected goals;
Positioning integration assumes, first of all, the use of the latest information technologies, news releases, organization of presentations, participation in industry exhibitions, social events to strengthen corporate influence, use of competitive advantages, market stability.
Advertising- any paid form of impersonal presentation and promotion of ideas, goods, services for a specific customer. Advertising is the most effective communication element for the dissemination of information aimed at promoting goods, services, ideas. The forms of expression of advertising are its communication links with the market, and the content is commercial propaganda of consumer characteristics of goods and services.
The most rapidly developing means of communication are various forms of direct response to consumers, the Internet and promotion through electronic networks - interactive marketing, are of particular importance.
In a marketing company Intelligent Technology, the development of effective marketing communications involves the use of the following principles:
Targeting specific consumers of goods and services;
Correspondence of corporate capabilities and selected target communications;
Development of adaptive capabilities as a result of marketing research on the state of the market;
Taking into account psychological patterns both within the workforce and when interacting with external partners;
Active use of the aggregate elements of labor motivation, career growth of performers, the corporate spirit of responsibility, the creation of a corporate identity and image;
Control of norms of behavior and culture of interaction both within the workforce and with external partners.
The main target function of advertising in marketing is aimed at creating customer demand , increase in sales volume and market share... Knowing the goods and services that the consumer wants and can purchase, the organization implements a strategy for managing marketing communications.
Marketing communications program- a systemic document that includes strategic, tactical and effective blocks for the implementation of marketing activities in order to achieve the company's mission. Before developing a marketing communications program, it is necessary to perform not only an audit of the potential capabilities of goods, services, distribution, promotion, positioning systems, but also an assessment of customer needs with the identification of the level of unmet demand, as well as to prevent possible "barriers" in the communication channel from competitors and unscrupulous MASS MEDIA.
In the Intelligent Technology Research marketing agency, the main components of the marketing communications program are:
Communication goals;
Information Technology;
Tasks for penetrating sales markets, improving service quality, developing diversification and restructuring;
Tactics or specific actions using communication tools with the allocation of specific deadlines and performers;
Monitoring and evaluation of the implementation of each section of the program.
Among communication tools, advertising is the most expensive item in the budget. The largest share of expenditures falls on television advertising. Therefore, the cost of ad space must be carefully considered when justifying a communications budget.
Recently, the number of TV and magazine audiences has declined, and advertisers are increasingly using electronic media. It can be assumed that in the coming years, traditional media will lose billions of dollars from advertising, which, most likely, will be published as part of free video ads on transport and on the Internet.
Practice shows that the maximum success is achieved by those companies that develop strategies for market participation using the SCTDC rule and make significant investments in creating reliable communications.
More than 2000 years ago, the Chinese philosopher Sun Tzu, in his famous treatise "The Art of War", defined the main stages and elements of military strategy, which are still fundamental in the process of managing marketing communications today. In doing so, he noted seven main stages:
Adapting to the current situation, highlighting the strengths and weaknesses of the participants by performing a thorough analysis. It is at this stage that the goals and strategies of military operations are formed;
Preparatory work by assessing the cumulative factors and components before the start of the battle;
The diversity of the adopted strategies;
An objective assessment of the availability of resources;
Support and inspiration from the leaders of the chosen strategy;
Flexible use of possible resources of an ally (opponent) and attracting him to your side;
The final justification of the adopted strategy with a clear arrangement of all elements in their places to achieve the triumph of victory. Using the recommendations of Sun Tzu, modern economists P. Smith. K. Barry, A. Pulford highlighted the logic of developing a communication strategy in the form of an abbreviation: СЦТДК, where: С - situation, i.e. determining the position in which the organization operates and develops; P - goals, the achievement of which will allow us to take a strong position in the market; T - tactics for implementing the strategy; D - action, i.e. transition from plans to practical implementation; K - control associated with the measurement of the management process, its monitoring, review, making adjustments and modifications.
The final block of the program is evaluative due to the implementation of regular monitoring and summing up the results of the communication policy. Of course, it is very difficult to determine the results of the results of the use of marketing communications and their share in commercial success.
According to experts of the marketing company Intelligent Technology, a communication program can be successfully implemented in cases of its careful preparation and development in the main areas of communication policy with the allocation of specific performers and deadlines. The most popular programs are advertising campaign programs.
Advertising as an active tool of marketing communications is aimed at shaping market demand by modifying the behavior of buyers in market segments as a result of promoting the consumer value of a product (service) and promptly adjusting feedback.
The use of advertising by market participants is carried out with the aim of not only promoting goods, stimulating sales, but also creating a corporate identity, improving the quality of customer service. Advertising acts as a powerful incentive for the successful promotion of finished products (services) to the end consumer.
The Law of the Russian Federation "On Advertising" dated March 13, 2006 No. 38-FZ provides the following Definition: "Advertising is distributed in any way, in any form and using any means, information addressed to an indefinite circle of persons aimed at drawing attention to an object informing, formation and maintenance of interest in it and its promotion in the market. "
1) informative- accurate and truthful informing of the consumer about the quality, properties, range, place of purchase, rules for the consumption of goods;
2) social- education of reasonable needs in a person;
3) stimulating- generating demand and stimulating sales for the company's products in order to ensure uninterrupted sales of the manufactured products.
4)exhortatory- impact on a person in order to induce him to purchase certain goods or services;
5)image- contributes to the creation of the image of the product, i.e. individualization of the product and distinguishing it from the rest of the mass of competing products by emphasizing any distinctive feature peculiar only to it.
In the practice of Russian entrepreneurship, the following types of advertising are distinguished: product, image and social.
Social advertisement is focused on changing the attitude of the audience to any problem, on developing new social values (combating violence, protecting the environment, the health of the nation, etc.) in order to create harmonious relations in society.
Modern classification signs of advertising used in industries and spheres entrepreneurial activity, is presented in Appendix 1. The classification signs of advertising reflect the content of advertising, the mechanism of its impact on target segments of consumers, taking into account the coverage of the territory with the active use of tools of visual, auditory influence of channels for its promotion in the media, mass media. At the same time, one must remember the importance of the role of PR tools and publicity, aimed at potential customers in the long term and being an effective addition to the organization of advertising campaigns.
As a result of the study of the concept of marketing communications, carried out in the first paragraph, it was found that advertising communication is part of marketing communication, which cannot exist separately from the general marketing strategy, and that, in turn, is associated with corporate strategy, subordinate to the goals and mission of the organization ...
When promoting a product or service to the market, a company must consistently use all the tools of the marketing mix. The factors that determine the choice of the marketing direction of advertising events are presented in Fig. 1.2.
Figure 1.2. Factors of choosing the marketing direction of advertising
Signing an agreement with the agency for the creation of advertising materials, placement of advertising in the means of its distribution, advertising events, etc .;
Assisting performers in preparation raw materials;
Providing technical and factual data of a product or service;
Technical consultations, approval of layouts, advertising materials and advertising originals;
Payment of bills of the executor.
Advertising agencies maintain relationships with the media, printing houses, studios, create advertising products based on received orders, develop plans for comprehensive advertising campaigns, other advertising events, etc.
The consumer is the one to whom the advertising message is directed in order to induce him to perform a certain action in which the advertiser is interested.
Until recently, only the first three links were active participants in the advertising process, and the consumer was assigned the passive role of an element of the audience exposed to advertising. Now the consumer becomes an active participant in the advertising process, often initiating it (Fig. 1.4). In modern advertising, the consumer acts as a feedback generator.
Figure 1.4. Changing the role of the consumer in the market system
When establishing relationships between entrepreneurs and other participants in the advertising process, an agreement is concluded for the provision of advertising services. So, in the contract between the advertiser and the advertising agency, it is desirable to indicate: the services provided by the advertising agency, including the development of an advertising program; list of advertising items and their characteristics; the general term of the contract; the approximate total amount of the contract; the procedure and terms for providing initial data, samples of advertising items and their return; the procedure and terms for submitting an advertising program for approval; the procedure and terms for coordinating the plan of advertising events, texts, artistic originals and scripts; the procedure and terms for submitting reports on advertising activities; conditions of property liability of the parties for violation of the procedure and terms for the execution of contracts; other conditions that the advertiser and the advertising agency consider necessary to provide in the contract; payment and postal details of the parties to the agreement.
At the same time, it should be noted that an advertising agency is currently a popular, but not an obligatory link in the chain of the advertising process. The general model of interaction between an advertiser and an advertising agency when working on an advertising company is presented in Appendix 2.
General requirements apply to advertising of all types, and special ones apply to certain types of advertising. The Law "On Advertising" dated March 13, 2006 No. 38-FZ provides for: the prohibition of advertising in children's television programs with a duration of less than 25 minutes; limiting sponsored advertising in children's programs by the time at the beginning and before the end; prohibition of advertising in religious programs; when broadcasting sports events, advertising is allowed only during breaks or during stops; advertising information must be accurate and conscientious; advertising should not contain incorrect comparisons of the advertised product with competitors' products, denigrate their honor and dignity or discredit their products; prohibition of advertising on the technology of "umbrella brands", restriction of sound advertising on transport.
With the help of advertising, the market becomes clearer and more accessible, with different tastes and needs, with different levels of monetary income, with different traditions in relation to the consumer. Advertising, spreading information about the availability of goods, the conditions of their purchase and consumption, participates in the formation of the product supply, and thus demand.
Advertising provides a link between production and the consumer. With the help of advertising, "feedback" with the target segment is maintained, which allows you to control the promotion of goods on the market, create and consolidate a stable system of preferences for the buyer.
In domestic and foreign literature on advertising, the mechanism of the psychological impact of advertising messages is often represented using the AIDA formula (A - attention, attention; I - interest, interest; D - desire, desire; A - action, aktion) and AIDMA (M - motive, motive). This formula is used to indicate specific requirements for the impact of an advertising message on the addressee.
The advertising communication process is shown in Figure 1.5. Before the distribution of the message in the so-called coding phase, the concept of advertising is developed. Advertising goals are primarily determined by the advertiser. In the second phase, the advertising message is transmitted to the advertising medium, for example, to a newspaper or magazine. In the third phase, the target group contacts with the advertising message. The perception and processing of information decisively depend on the interest and perceptions of the person to whom the advertisement is intended.
The table in Appendix 3 compares the stages of the consumer's reaction to the advertising message according to the consumer decision-making model - AIDA with the stages of advertising communication, tasks at these stages and performance indicators for them. The table reflects the sequence of decision-making stages for a highly involved consumer when interacting with an advertising message; in the case of low involvement, the decision-making scheme can be simplified by reducing the importance of some stages. When an advertising campaign is implemented in stages, the likelihood of the target action by the consumer increases first, and then the optimization of the implementation of the ultimate business goal under the influence of advertising communication.
Ultimately, the reverse should influence the behavior of the target group. This can take the form of, for example, looking for further information or a trial purchase.
In each of these phases, information loss can occur. Advertising practitioners note that the advertising message in the transmission process passes through a number of filters, as a result, an unplanned distortion of the advertising message occurs and the addressee receives a message different from the one transmitted by the sender. Complications, unpredictable factors can arise at any stage of an advertising campaign in foreign markets (Fig. 1.6).
Most often, another company suddenly appearing on the market offering a similar or the same product can provide such obstacles. Sales personnel can make mistakes that will dampen the impact of even well-designed advertising. The process of communication through advertising is influenced by the mismatch or difference of cultures and conditions in which the sender of the advertising message and its recipient live.
Among the main reasons that can cause consumer resistance to the product or the entire production and commercial activity of the company, experts call: ineffective previous proposals, false consumer perceptions about the harmfulness of the product, the policy of competitors (including elements of unfair competition, the spread of false rumors about the product and the company's activities).
The advertising strategy itself solves one of the tasks of the marketing communications strategy, and therefore advertising alone cannot be responsible for the success of marketing communications in general, and even more so for the successful achievement of the goals of the marketing strategy. Achievement of the planned results of the advertiser's marketing strategy when setting advertising tasks for the agency is possible only with the successful implementation of the entire range of elements of the marketing and communication strategy.
Advertising strategy Is a strategy of the optimal form, content, time and way of delivering a mass advertising message to a specific audience, serving as part of the implementation of a communication marketing strategy. An advertising strategy is part of a communication strategy and has an appropriate structure, which includes a pre-communicative stage, where goals and objectives, target audience are determined, a message concept is created and transmission channels are selected; the communication process itself; and the postcommunicative stage, where the effectiveness of the advertising communication is determined (Fig. 1.7, Fig. 1.8).
To maintain and develop a trademark, an advertiser constantly has to invest large amounts of money in advertising communication. At the same time, it is important to link the assessment of the effectiveness of the advertising campaign with the real goals to which the communication activity was directed.
Figure 1.8. Internal structure of advertising strategy planning
Figure 1.9. Typical dependence of consumption on brand awareness
Currently, there is no unified and unambiguous technology for calculating and translating advertising investments into a marketing result, into a return, just as there is currently no clear integration into a single block of all levels of strategies and, above all, advertising with communication and marketing. It is unlikely that this integration will take place, and they will learn to make a clear calculation in the near future, since even when modeling and trying to take into account all the factors affecting the effectiveness of an advertising campaign, it turns out to be very difficult dynamic system with many unknowns. Therefore, the results of an advertising campaign are often poorly predictable, even when testing it. We can say that each advertising campaign has a great degree of uniqueness, since held in a unique setting and environment, unique in a number of its own parameters and unrepeatable.
Often, advertising communication strategies, together with general communication strategies of the company, are included in the brand book (based on the name "brandbook" - the book of the brand is a description of the brand values and, most importantly, ways of communicating them to consumers and other audiences interacting with the brand).
1.Positioning strategies, that is, strategies that form a certain perception of the advertised object, which include:
a) differentiation strategies that help to distinguish the advertised object from among the competitors;
b) value-oriented strategies that allow linking the advertised object with value concepts that are important for the target group;
c) strategies for assigning estimated values, in particular, helping to enhance the perception of the positive properties of the advertised object.
2.Optimizing strategies, that is, strategies aimed at optimizing the impact of the advertising message, to overcome adverse communication conditions, which include:
d) strategies for coordinating the language and pictures of the world of the communicants;
f) strategies to increase the attractiveness and "readability" of the message;
g) mnemonic strategies to increase the memorability of a message or part of it;
h) argumentative strategies;
i) strategies for distributing information along the "more / less important" axis and others.
Currently, the theoretical basis for the construction of advertising strategies is small and does not have a sufficiently developed basis for active use in practice. It should be noted that today in the literature there is often a substitution and confusion of the concepts of strategy and methods. This is due to the fact that both concepts imply the achievement of certain goals. But strategy this is the most general plan of action to achieve the set goals in a certain period of time, while method- (Greek methodos - a way to something, tracking, research) - a way to achieve a goal, a set of techniques and operations of theoretical or practical mastering of reality, as well as human activity, organized in a certain way. Unlike general strategies, methods are always more specific. Strategies are based on methods for solving certain tasks while achieving the set goals.
1. Positioning strategies - strategies that create a certain position of the product and its perception by the buyer in comparison with the competing product.
2. Creative strategies - the development of a creative advertising strategy is to determine what utilitarian and / or psychologically meaningful meaning should be given to the product by advertising, so that the buyer would prefer the advertised product, and not some other from the same group.
3. Strategies for optimizing impact - strategies that determine how to most effectively convey a message to the target audience, including through which channels the advertising communication will be better perceived by the target audience.
The choice of an advertising strategy is determined by the goals set, the characteristics of the product and brand, the characteristics of the market, and the characteristics of the target audience. Positioning strategy allows you to form a brand image in the mind of the consumer. The achievement of this goal is facilitated by the construction of a unique or emotional sales proposal, the formation of brand values.
After the formation of a certain positioning strategy, a brand image is created, which will be conveyed to the target audience. These functions are performed through the implementation of the creative part of the advertising communication strategy.
When building an advertising strategy at the docummunicative stage, the concept of a message is determined, which must be conveyed to the target audience. A creative strategy starts with building a message - m essage... This is a multi-word message that needs to be conveyed in the created advertisement. Usually it is formulated with the minimum number of words, putting the maximum meaning in it, which includes the main properties of the product, which we want to rely on when promoting it. During the transmission of a message, it is important to share what the communicator wanted to say, what was conveyed in the process of communication. The border between these phenomena in everyday life is rarely realized by both the addressee and the addressee of information.
When creating a creative strategy, you need to take into account that, firstly, the advertising message should stand out from the stream of similar ones, and secondly, when receiving an advertising message, the consumer goes through several stages. And for the advertising creator, it is important not only to correctly convey certain information, but also to create a certain emotional background that will correspond to the brand or trade mark.
For successful advertising communication, you need to choose a strategy and a message that would distinguish it from the stream of others, reflect the concept and vision of the brand or brand, and was understandable for the target audience. In addition, the advertising message must be correctly conveyed to the target audience. These tasks are implemented in a media strategy that determines the channels, time and frequency of the message to the target audience.
When developing an advertising strategy, there is a group of key decisions: setting goals and defining the target audience, competitive advantage, product position, creating an image and individual brand distinctions.
An important stage is the collection and analysis of feedback, since only this stage will allow us to understand how effectively the advertising communication strategy was built and implemented, and will allow us to make a recommendation for the subsequent construction of an effective advertising communication strategy in brand promotion.
Thus, the advertising strategy has a structure that includes strategies for positioning, creative and optimization impact. Moreover, they all line up in agreement with each other. In this case, all stages of building an advertising strategy should be taken into account, from setting goals to monitoring and analyzing the actions taken.
1.3 Communication media used for advertising purposes
The mass communication system has certain characteristics if we talk about its theoretical model. According to the author of the thesis, these characteristics are most fully and adequately presented in the model proposed back in the 60s of the last century. Gerbner:
1. Mass communications include remote methods of transmitting information, the maximum available to the audience. This availability can be considered:
In the physical sense, when the information infrastructure reaches the necessary saturation throughout the entire area of residence of the audience;
In the economic sense, the consumption of information is financially available to the widest masses of the population.
2. Information is addressed to large arrays of scattered and anonymous audience for the source.
3. The system functions as a production subject to the basic laws of business; as corporate production with its own social goals; as a conveyor production with a maximum division of labor, where each participant has a narrow specialization and to a small extent determines the output parameters of the finished product.
4. The source of information for the mass communication system is not an individual, but a formal organization with its own product quality standards and professional requirements for employees.
5. The production of information in the system is technologically complex.
6. The audience of the mass media is characterized by a feature that can be defined as stability, regularity of relations.
7. The relationship between the information product and the consumer is subject to the laws of the market, where the product is exchanged for money and the attention of the consumer.
Let's highlight in the system of mass communication, the general conditions necessary for its functioning :
Mass audience, which has a certain general value orientation;
The social significance of information, contributing to the emergence, dissemination and maintenance of the functioning of mass communication;
Appropriate means to support the process of functioning of mass communication;
The multichannel nature of the communications carried out and the variability of communication means (provided by the parallel use of visual, auditory and audiovisual channels, variability of the language).
Advertising in the press plays an important role in the formation of a communication link with the consumer. In order to ensure the communication effect, the readership of the printed publication and the target audience of the communication appeal must coincide. Advertising in the press is provided by publications in various newspapers and magazines, in all kinds of advertising attachments (or inserts of the publication).
The effectiveness of advertising in the press is the result of many factors: circulation, sales volume, rating (total audience), quantitative characteristics of the readership, distribution region, frequency of publication, etc. One of the more highly effective media of advertising in the press are professional specialized publications. For example, advertising in the address and telephone directories such as: Golden Pages, Moscow Address, Yellow Pages, Business Address, "Tourism and rest," Chuk and Gek "." Rest in Russia "," Best hotels "," Expo Stolitsa "," Vash leisure ", etc. They are characterized by significantly greater durability, as well as the presence of a large secondary audience.
The features of print advertising include: relative cheapness; efficiency of manufacturing; some media (for example, calendars) allow you to provide a fairly long-term advertising contact with the recipient; lack of information about competitors on a specific medium, etc. Print advertising brings together such media as a leaflet, poster, booklet, catalog, prospectus, postcard, calendar and other types of printed matter.
Screen advertising uses video and film clips, slides, etc. as information carriers. On-screen advertising uses the broadcast of video and film clips through television ropes. In terms of the degree of impact of all media in marketing, the first place is television advertisement, which is due to the following reasons: simultaneous visual and sound effects; the phenomenon is viewed in motion, which ensures a high degree of involvement of the viewer in what is happening on the screen; personal nature of the appeal; wide audience.
Many commercial organizations prefer radio advertising, since it is one of the most progressive directions of communication activity. The advantages of radio advertising as a means of transmitting information include a wide format of frequency, selectivity, coverage, as well as the lively nature of the appeal, efficiency, and a relatively low level of advertising rates. The disadvantages of advertising on the radio include its fleetingness, as well as being limited only by the sound presentation of the advertised goods.
To create an image or as a reminder, many businesses use outdoor advertising... The main carriers of outdoor advertising are billboards, signs at bus stops, electronic and mechanical boards with periodically changing images, light boxes, light boxes on a support, stationary panels on buildings, spatial structures, etc.
Outdoor advertising- a media channel that delivers information to recipients using typographically printed posters, drawn billboards and light boards installed in places of the most busy street traffic, as well as along highways and railways.
The advantages of outdoor advertising are a wide audience coverage, frequency, flexibility, relatively low cost per contact and a high level of impact on the audience. The disadvantages of the channel include the long time required to conduct a campaign using it. Outdoor advertising carriers are exposed to atmospheric conditions, which requires constant monitoring of their condition.
Exhibitions and fairs occupy a special place in the arsenal of means of advertising influence, as they provide very wide opportunities for demonstrating advertised services for establishing direct business contacts with direct buyers, as well as with wholesale and retail trade enterprises. Exhibition events are especially effective in combination with a set of related advertising events (advertising campaign in the press, presentations, press conferences, "round tables", etc.).
Branded packaging materials- an important factor that determines the assessment of promotional gifts to clients and business partners. Branded packaging materials include branded wrapping paper and boxes for gifts and souvenirs, as well as various branded folders, pockets for business papers, branded adhesive tape for packing parcels and parcels.
Internet- a new means of communication, represented by the communication model "many-to-many", which is based on the pull-model of receiving information by consumers. Moreover, the Internet is in a hypermedia way presentation of information, significantly different from traditional media, interactive nature, high flexibility and scale of information.
The modern means of information in marketing communications is the website. From a marketing point of view, a site is a set of information blocks and tools for interacting with one or more segments of the target audience. In order for users to find out about the site (company, goods, services) of the advertiser, the latter will place its advertising message on popular and thematic sites or in mailings.
The advantages and disadvantages of the means of distributing advertising are summarized in the table (Appendix 4).
A website, while retaining most of the benefits of television advertising, has largely spared its disadvantages. Thanks to modern technologies the site can contain animations, sound, in addition, the image quality of any monitor is much better than a television one, which means that the end user will see a clearer and brighter picture. At the same time, the site owner is not limited in the amount of information provided, he can more consistently and in detail state all the advantages and characteristics of the goods and services offered, conduct a comprehensive advertising campaign on the site to promote both the company and individual trademarks, goods, types of services. If a TV ad is broadcast for a short period of time to a large audience, the site is shown to a relatively small number of visitors at a time, but it is not limited either by the number of impressions or by the time of day.
It should be noted that one visitor to the organization's website is more important to it than one viewer who has watched a television advertisement, since visitors deliberately take certain actions to get the information they need (either through a search engine, or at a previously known address, or from another website ), while the TV viewer receives a "load" advertisement. To obtain the maximum advertising effect, large corporations use combined types of advertising, for example, showing a television commercial with a link to the company's website. This allows you to get more reach of the consumer audience and save expensive airtime by posting basic information on the site.
Material basis interactive communications(IK) - computerized communications between network participants, including audio and video equipment, cassettes, recordings, computers, computers, office equipment, e-mail, business newsletters, electronic bulletin boards, network conferences, information service.
A distinctive feature of interactive communications is the ability to freely access any place, performer, which increases the mobility, flexibility and efficiency of communications, and, ultimately, they are a decisive factor in the commercial success of any corporation.
All media can be roughly divided into three types of technologies.
First grade- these are the so-called "autonomous media": videotapes and optical discs, software and computer games. Like books and magazines, audiograms or films (gramophone records, compact discs, audiotapes, optical video discs) have content that is inseparable from the containing one, i.e. signals are recorded on certain media. But unlike the same books and newspapers, they require certain equipment to read information: record players, tape recorders, VCRs, CD players, personal computers. Often the equipment that is owned by the owners of "offline media" allows you to use not only pre-recorded information, but also to create their own programs.
Second class- These are "TV broadcast" media: programs or services available to users thanks to equipment (for example, an antenna or decoder) that allows receiving a signal from broadcast networks (terrestrial broadcasting systems, cable systems, direct broadcast satellites, etc.). In general, media of this class allows users to receive programs or have access to services of a very different nature: free TV and radio channels, encrypted and paid TV and radio channels, specific paid video and audio broadcasts, etc. Some of these media, for example, videotex or some network (online) services affiliated with broadcasters allow for individual service to users, i.e. everyone watches (listens) what interests him and for which, as a rule, he will have to pay. Others, for example, television cable networks, built on the so-called "tree" principle, may have a "feedback": the ability for the consumer to transmit some messages to the source of production and distribution of programs that are offered to him. In this case, "interactivity" is possible, but it is called "weak": it only allows you to vote, consult, interact and pay remotely.
Finally, third class Is "telecommunication media". In this case, there is a mutual exchange of words, texts, graphics, photographs or moving images between the source where these messages originate and the end users. Here the interactivity is of a high level and is called "strong". We can say that such a familiar means of communication as the telephone also belongs to the third class.
Latest communication technologies can be defined as a multimedia technology that typically uses a digital signal. At present, all media technologies, both traditional and the latest, are being converted, becoming practically one - interactive, digital media technology, using practically the same media, but differing in the means of expression.
Electronic media Is the sum of technical means of communication that are designed to communicate an individual with an organization, institution, or with another individual in order to disseminate and exchange messages. At the same time, various terminals are used and the possibilities of informatics and telecommunications are exploited. Electronic media bring new possibilities to the gamut of traditional communication media. Printed publications, television and radio broadcasting, etc. can acquire elements of interactivity, personalization of received and transmitted information, the ability to receive new information during the act of communication, etc.
The most common electronic media are:
1. Videotex: mass telematics based on an interactive display terminal. The most famous example is the videotext Minitel in France.
Reference books published in the West, AFNOR in particular, define videotex as "interactive videography" or a videography system in which the telecommunications network ensures the transmission of user requests and transmits response messages. Videography is "a telecommunications method that allows digital, alphabetic or graphic information to be presented on a video screen."
It was videotex that, with its appearance and subsequent intensive development, opened the most important sector of electronic communication, contributed to the emergence of various enterprises, organizations and firms engaged in the production of software, electronic equipment, specific services and services in this area. It was videotex that made it possible to develop a rather abstract concept of "interactivity" to a concrete application.
2. Voice telephone services or "audiotex", "voice telematics": interactive services, sometimes non-interactive. The user accesses them through the phone. He can control the server, which has information of interest to the user, using the telephone keypad or, rarely yet, by voice.
Audiotex is not something very new. A talking clock or a telephone alarm clock are specific types of audiotex, very old to surprise anyone. But today audiotex has much more possibilities than 10-15 years ago. Let's give one example. In 1995 alone, residents of France talked over the phone with various computers for more than 20 million hours.
The global trend shows that the number of audiotex services is growing inexorably. Accordingly, the number of consumers of its services is also growing. Multimedia "online" technologies not only did not interfere, but gave an additional acceleration to the development of this type of telecommunication services.
3. Interactive terminals: interactive systems in public places that allow for simple dialogue. For example, guide services in large department stores (where certain goods are located), selection of products, games, direct purchase of goods or other services.
4.Multimedia systems: work simultaneously with text, data, sound and images (photography, animation, video). They are used for different purposes: computer-assisted training, technical and commercial documentation, a database of texts and images, etc.
5. Mass consumption multimedia technology: for the most part uses optical compact discs - CD-TV, CD-ROM, etc.
6. Interactive television- is just beginning to develop. Various technologies are available for transmitting and receiving a personalized digital signal.
7. Multimedia computer networks: The most famous example is 3 W (WWW) on the Internet.
You can also give examples of electronic media, which are multiplying literally every month. But, as a rule, they are all, to one degree or another, close to the examples given above.
"Interactivity" characterizes the hardware, software and operating conditions that allow interaction in the form of a dialogue with users or in real time with other "thinking" devices. The emergence of interactivity attracts the user of an electronic communication system, since he acts as a co-conceptor and co-producer of this system.
Because of these circumstances, interactive environments are becoming an increasingly important, often key part of the media mix.
A comparison of traditional and interactive environments is shown in Fig. 1.10.
Figure 1.10. Comparative parameters of traditional and interactive environments
New environments pose both a threat to traditional approaches to promotion and new opportunities for advertisers and their agencies. Research shows that balanced media mixes that use both traditional and interactive media channels are most effective.
Mobile Marketing is the use of mobile technologies in the complex of marketing communications for the promotion of goods and services. Mobile marketing today claims to be perhaps the most effective of all available means of communication with consumers, bypassing traditional ways: radio, Internet, TV. Mobile marketing is actively used in advertising companies (ATL, BTL) both by multinational brands and regional media.
Mobile Marketing is no longer a tribute to fashion, it is rather a given. He is conquering an increasing part of the field of marketing communications. This trend is observed not only in countries with a developed post-industrial economy, but also in developing countries, including Russia. The penetration of mobile technologies into various areas of business makes a huge audience available to advertisers - an audience the size of a large European country.
Mobile marketing involves the use of portable communication devices as a channel for marketing communications with their owners. Currently, this term refers to various types of advertising on the screens of mobile phones. At the same time, the functionality, processing power, size and resolution of mobile phone screens are growing rapidly, bringing them closer to another class of mobile devices - PDA, pocket computers. Therefore, the trends in mobile marketing should be considered taking into account the capabilities of smartphones and PDAs.
Mobile marketing has a lot in common with internet marketing, video game advertising, and other "new media" ads. The development of digital forms of communication opens up a whole range of new communication opportunities. On the one hand, marketers are looking for new channels and ways to interact with consumers fed up with traditional advertising. On the other hand, consumers - especially young ones - are shifting their focus from traditional media to interactive media, and advertisers are focusing on new media to stay in touch with them.
The capabilities of computers are much richer, but mobile devices also have their merits: ubiquitous availability (whenever, wherever - always with you) and wider distribution due to the relative cheapness of the devices themselves and ease of handling (Figure 1.11.).
Mobile devices in use today can be roughly classified by the presence of the following functions:
The presence of a color, graphic screen, size, number of colors;
Support for displaying information pages:
Figure 1.11. Comparison of the Internet and mobile devices
b) WAP 2.0 (as well as i-mode and other limited html versions)
c) WEB / HTML (there are PDA-versions of sites adapted by developers for small screens, but technologically they are made like regular sites)
The ability to download additional programs, and the ability to work with them (Java programs are more universal, but more limited, to work with the network requires confirmation from the user);
User interface (telephone keys, tactile screen, mini-keyboard);
Data transfer method:
a) SMS - text messages
b) CSD - time-based access (slow, expensive, used for the first version of WAP)
c) GPRS - access at a speed of about 50 kbps, payment for the amount of data transferred
d) EDGE and EV / DO - access with payment for the amount of data, but with a higher speed (more than 200 kbps), is limited by operators
e) WiFi - high-speed radio access, but in a small (in rooms - tens of meters) radius from the access point, there are no large networks with a single payment system.
Digital media advertising, which includes online and mobile advertising, as well as entertainment and digital out-of-home advertising, grew 25.8% in 2007 to $ 39.22 billion. segment accounted for 26.2%. These alternative forms of advertising accounted for 17.7% of all US advertiser spending in 2007, up from 7.0% in 2002.
The online and mobile advertising sector, including search & lead generation, onlineclassifieds & displays, online video and rich-media, online Yellow Pages directories, and consumer-generatedads, grew by 29 in 2007. 1% to $ 29.94 billion. Average annual growth rates of the sector in the period 2002-2007 amounted to 31.4%. The growth was supported by the marketers of the companies themselves, who redirected ad budgets from traditional media to non-traditional ones in the hope of gaining the attention of their target audience. The spread of broadband access to the Internet and the more active use of mobile communications and the Internet by the audience made these steps justified.
Advertiser spending on brandedentertainmentmarketing (event sponsorship, productplacement, ad games, and web episodes) rose 14.7% in 2007 to $ 22.30 billion. The sector grew at a CAGR of 13.4% from 2002-2007. The growth was driven by advertisers using media strategies that were more interactive and entertaining than traditional media offered.
Interactive marketing, including e-direct marketing, word of mouth and e-custom publishing, grew 24.4% in 2007 to $ 11.91 billion. The sector grew at a CAGR of 28.6% from 2002-2007. The rise in costs was driven by companies seeking to attract the attention of loyal and influential consumers with "targeted" messages.
Consumer-generatedmedia, mobile advertising, video game advertising, online video advertising, word-of-mouth marketing, advertising games and web episodes, productplacement, search & lead-generationadvertising (advertising in lead generations and search engines), as well as digital out-of-home media.
Summing up the theoretical research carried out in the first chapter of the work, we can conclude that the main target function of advertising in marketing is aimed at generating consumer demand, increasing sales and market share. Advertising communication is a part of marketing communication, which cannot exist separately from the general marketing strategy, and that, in turn, is associated with corporate strategy, subordinate to the goals and mission of the organization. An advertising strategy has a structure that includes positioning, creative and impact optimization strategies, and they all need to be consistent with each other.
In addition to traditional means of advertising communications, modern business is increasingly using the latest communication technologies, which pose both a threat to traditional approaches to promotion and new opportunities for advertisers and their agencies. Research by the marketing company Intelligent Technology (www.intcorp.ru) shows that balanced media mixes that use both traditional and interactive media channels are most effective.
The use of psychological science in marketing, along with solving other problems, involves the use of well-known laws of the psyche to model consumer responses to advertising. The main goal here is to correlate the planned impact of the advertiser with the objective needs and capabilities of the consumer with his numerous psychological characteristics and mental processes.
An analysis of the literature on psychology in marketing allows us to generalize numerous psychological studies into a kind of the most general model of types of advertising communications based on such a factor as the consumer's attitude to advertising (see Fig. 36). This typology of advertising communications is based on: 1) whether or not the consumer has an objective need for the advertised product; 2) awareness or unawareness of such a need; 3) the presence or absence of the consumer's external and internal (in particular, psychological) conditions that determine the possibility or fundamental impossibility of such a need arising. The model also considers three situations in which an advertiser finds himself in relation to a consumer while planning and conducting an advertising campaign.
1. The first type of advertising is communication. It assumes an active consumer with a pronounced conscious need for a product or product group. There are two possibilities here. In the first case, the consumer actively searches for a specific item to satisfy the need, that is, a product or service; in the other, he needs a product or service from a certain commodity group on the basis of the principle of "transport", "dairy products", "meat products", etc. The American authors JR Rossiter and L. Percy (2000) call this "the need for a category."
If, in the first version, advertising is considered by the consumer as necessary information about the methods of purchasing a product or service, then the subject actively and purposefully perceives it (looks through newspapers, catalogs, television programs, searches for the necessary company, actively seeks to establish contact with it, etc.) , then in the second - he is at the stage of making a decision, a choice. Here advertising helps or encourages you to make a choice. From the point of view of psychology, the mental processes on the basis of which the subject's activity unfolds are used by the advertiser in different ways. If there is a need for a product group (a need for a category), the advertiser's task is reduced to its “objectification”, to try to influence the consumer's choice (decision-making), for example, by including “comparison mechanisms” and others.
If a consumer has chosen a specific product (service) as a way to satisfy a certain basic need, then the best advertising for him in all respects will be the most accurate information about the availability, properties, unique features, price and other characteristics of the product, and the information should be presented to him in optimal volume and in the most accessible form. In this case, as experience shows, even if the advertiser makes professional mistakes, the consumer still rates the advertisement quite highly, since he needs it no less than the product itself. (This, in particular, explains why unprofessional advertising is often triggered.) Excessively intrusive methods of admonition, influence, involvement, suggestion, persuasion, etc., here can be perceived by the consumer as unnecessary, irritating, hindering decision-making and implementation of an already formulated goal.
Rice. 36. Psychological model of types of communication between advertiser and consumer in the marketing structure
An active consumer has a particular heightened psychological sensitivity to advertising, it is easier to overcome "information piles" and unreasonable self-expression of an advertiser, mistakes that complicate communication, etc. Having strong motivation, he finds in advertising exactly what he needs, concentrates his attention on the necessary goods and services , distracting from everything secondary, obsessive.
2. The second type of advertising communication. It assumes that the consumer does not have a conscious need, but establishes the possibility of an unconscious (potential) need. In other words, the subject under consideration has external and internal prerequisites (conditions) for its occurrence after some time (biological, physiological, psychophysiological, psychological, socio-psychological and others).
Here the work of an advertiser becomes effective if he concentrates on the figurative sphere of a person and his memory. In this case, the repetition of advertising information, and a detailed explanation of how the product eliminates the consumer's problems, praising the object, as well as comparing its advantages with the disadvantages of similar products on the market, etc., that is, everything that creates the consumer has a vivid, memorable image and can be quite effective for actualizing (realizing) a potential need.
For example, a person who does not have a disease for which a drug is widely advertised may recall it if using bright images, mnemonics or frequent repetition of advertising helped him remember the name of the drug. This, in turn, will play a role in the choice of medication if a disease occurs. From the point of view of psychology, in this, as in the first case, the consumer has internal prerequisites (conditions) for the emergence of a need (biological, physiological, psychophysiological, psychological, socio-psychological and others).
At the level of the complex of marketing communications, the psychological effect will largely be determined by the correct strategy of public relations events, since they are aimed not at direct sales, but at creating a favorable image of the product and the company that is retained in memory for a long time. Their task is to form a stable positive image, they ensure the recognition of brands and a positive attitude towards them from potential consumers.
3. The third type of advertising communication. This type turns out to be quite difficult for the advertiser. It assumes that the consumer does not only have a clearly expressed specific need or potential need, but also objective prerequisites for its occurrence (internal conditions). In this case, the subject, due to objective reasons, in principle, cannot be a consumer of the advertised product (service).
So, for example, a person who is deprived of sight or hearing (which can be considered as objective conditions for the purchase of goods) cannot have a need to purchase household video or audio equipment. Ulcers will not acquire spicy seasoning for pasta, and diabetics will not acquire sweets. Direct advertising, calling for a purchase of a product that is not available or not needed by these people for objective reasons, and praising it many times, can only cause them a feeling of inferiority and irritation, as it will constantly remind them of their physical disabilities. Here, both traditional advertising and methods of influencing the subconscious, as a rule, turn out to be ineffective.
However, in this case, the advertiser achieves a certain success by offering with the help of the advertised product to satisfy any additional, or even inadequate, need for the product. Thus, a person can buy objectively unnecessary goods out of curiosity, considerations of prestige, fear, as a gift, for subsequent resale, etc. In some cases, the result is achieved by a system of events called "sales promotion" (SP). This strategy allows you to apply sales promotion methods using any special techniques. In this case, the advertiser achieves success by offering, for example, to participate in a competition and receive a prize.
Thus, it is expedient to consider SP measures as a technology of psychological influence on the buyer, which, however, is based not on direct psychological mechanisms of influence, but indirect ones, in particular, “the mechanism of changing motivation,” etc.
As mentioned above, most often only those marketing activities that are carried out in line with human needs and objective conditions, and not in spite of them, become truly effective. Therefore, SP ensures the satisfaction of real, and not some artificial, non-human needs. In this case, the advertised product is not a load to win (as it was, for example, in our country under the conditions of a planned economy). It is also useful and necessary for the buyer, but its purchase is accompanied by additional positive emotions(pleasure), which are provided by participation in the drawing. That is, the product satisfies not one, but several needs at once.
Moreover, in some cases it can satisfy other needs that are not related to its direct purpose (a trip abroad as a kind of bonus, prize, etc.). It is about changing the meaning of the purchase of a product or service by the advertiser. It is also very often used motives of prestige, ambition, pleasure from receiving something (without labor, any costs and payment) and other motives inadequate to the intended purpose of the goods. However, you should pay attention to some important psychological characteristics and restrictions on the holding of SP events. So, for example, a non-gambling person may not be interested in, or even anger, overly intrusive offers within the framework of this advertising model.
The advertiser often has to go to great lengths to trick consumers into trying a product. The level of development of industrial technologies today often outstrips the process of actualizing needs, therefore SP measures are effective when the consumer is offered a technologically complex product, the merits of which he has not yet appreciated or the existence of which he has not yet guessed. Therefore, SP today is one of the most important components of the marketing communications complex.
Thus, in SP conditions, psychological mechanisms of influence on consumer behavior are also based on the activation of objective actual or potential needs. However, the effect is achieved here by the fact that "objectified" needs that are not directly related to functional purpose goods.
From the book Consumer Loyalty: Repurchase Mechanisms the author Dymshits Mikhail Naumovich From the book Management: lecture notes author Dorofeeva LI From the book Management Theory: The Cheat Sheet the author author unknown5. Variety of strategies: corporate strategy and its types; business strategy and its types; functional strategies of the organization There are two main approaches to the formulation of corporate strategy - the formulation of the main (fundamental) strategy and analysis
From the book Virtual Organizations. A new form of doing business in the 21st century the author Warner Malcolm35. TYPES OF COMMUNICATIONS Mass communication is a set of open, orderly processes of transferring socially significant information, amenable to targeted regulation and used by the ruling elite to assert certain spiritual values
From the book Marketing: The Cheat Sheet the author author unknownCommunication systems Simple communication systems are designed primarily for the exchange of information and the coordination of actions. They are based on communication technologies, although sometimes they also require some information storage technologies to place data outside the systems.
From the book Business Communication. Business Etiquette: Textbook. manual for university students author Kuznetsov IN From the book Exhibition Management: Management Strategies and Marketing Communications the author Filonenko Igor3.5. Communication Etiquette E-MAIL EQUIPMENT Perhaps the most common Internet service today is e-mail. Many etiquette rules for e-mail users are similar to those accepted in society for classic mail.
From the book Advertising and Advertising Activities: Lecture Notes the author Shevchuk Denis Alexandrovich From the book Banner Advertising Basics the author Alexey Petyushkin From the book The Psychology of Advertising the author Lebedev-Lyubimov Alexander Nikolaevich From the book Internet Marketing. Complete collection of practical tools the author Virin Fedor Yurievich From the book A Good Word and the Manager's Revolver the author Mukhortin Konstantin From the book Advertising. Principles and practice author Wells William From the author's book From the author's bookSend your good work in the knowledge base is simple. Use the form below
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Advertising communications are often defined as an indirect form of persuasion based on an informational or emotional description of the benefits of a product. These and other similar definitions derive the concept communications to the fore.
It is believed that the first communication model, a variation of which is the model of advertising communication, was proposed by Aristotle. It included three components: speaker - speech - audience. Later, the model was repeatedly transformed by many researchers. In the 1930s, the American sociologist G. Lasswell supplemented it with such components as a channel (or means of transmitting information) and the effect of communication.
As a result, the simplest advertising communication scheme looks like this: advertiser(source of advertising information, starting communication) - advertising message(advertising image carrier) - transmission of advertising messages(media, direct mailing list, outdoor, transit advertising, packaging of goods, etc.) - advertiser(a representative of the target audience to which the advertising message falls). This "construction" as a whole serves to achieve the goals of communication, which, as we remember, characterize the desired attitude of the consumer towards the advertised product.
Let's clarify that we are talking about communication between the manufacturer of the product (advertiser) and the potential consumer of the product (the recipient of the advertising message). This is fundamentally important: although the advertising campaign as a whole and the specific advertising message are developed by advertising specialists, they are primarily the executors of the project, final decisions according to which (already mentioned) the customer accepts.
It is the advertiser who sends his message to the consumer, resorting to the services of a different circle of individuals and organizations. Naturally, the influence of the creative group on the content of communication, which is determined by the created advertising message, is beyond doubt.
It should be admitted that in reality the advertising communication model is much more complicated than the presented scheme. It is no coincidence that a chain is introduced in almost all models additional factors(elements) characterizing various aspects of communication. These factors are capable of one way or another "intervene" in this logical chain and affect the achievement of the goal set by the advertiser.
However, we will not discuss these factors, limiting ourselves to considering the key elements of advertising communication.
In order for the planned impact to be achieved, it is necessary that each of the basic elements of the communication model has certain characteristics. Let's name the main and most obvious of the characteristics:
It is clear that if the consumer does not trust the publication or the advertiser himself, if he generally avoids contact with advertising, he did not remember the advertising message in endless stream other messages, etc., the communication goals will not be achieved. "Failure" at the level of any of the elements of the communication model means the destruction of all communication.
Of course, when creatively developing an advertising message, it is far from always possible to really influence the entire communication chain. At the same time, it is necessary to carry out an appropriate analysis already at the stage of forming the design concept and in the process of work carry out a constant assessment of the proposed solutions from the standpoint of effective communication. And, of course, if necessary, make appropriate adjustments to those elements that are amenable to project control.
So, let's consider the main possibilities of advertising design related to the communicative aspects of the advertising image.
One of the key problems of advertising communication is the problem of trust in the source of information. Its resolution should become one of the creative priorities when developing an advertising message, especially in the context of domestic realities. It is no secret (and the data of many studies confirm this) that the majority of Russian consumers do not feel (or have safely lost) confidence in advertising. It is fair to expect that the perception and evaluation of advertising information and other components of an advertising message with such an attitude towards advertising differ significantly from what the advertiser expected and expected. As a result, the effectiveness of communication can be minimized or even acquire a "negative value", that is, the attitude of potential consumers to the advertised product will be irritable, indignant, and at best ... just skeptical.
It should be noted that the problem of trust as an object of scientific and practical research is quite new. As P. Shikhirev notes, “despite all its practical significance, trust, apparently, seemed to be such a simple phenomenon that it almost did not attract the attention of scientists throughout the history of mankind. Even in the field of ethics, such luminaries of philosophical thought such as Plato, Aristotle, Angustine, Hegel, Kant, Locke and others devoted very little attention to the problem of trust in comparison with other problems.
The boom in trust research in the social sciences occurred in the 1990s, when it gradually became clear that a seemingly simple and self-evident object, like daylight, contains a whole spectrum of complex hues. Trust began to be studied in various spheres of human life: in interpersonal relations, social processes and, of course, in economics and business. Trust has acquired the status of "social capital".
It should not be forgotten that advertising communication gives trust the status of "ordinary capital". It is no coincidence that the cost of brands that have won worldwide consumer recognition is estimated at multimillion or even billions of dollars in dollars.
Thus, by the end of the last millennium, the Sosa-Cola and Marlboro trademarks were estimated by experts at over $ 30 billion. If we talk about such gigantic amounts from the standpoint of advertising communication, it should be admitted that a significant share of them expresses in numbers the market's confidence in these manufacturers. True, in some cases (for example, when entering new markets) even the largest firms have to first refer to their own authority. So, the final phrase “Products of Procter & Gamble”. Quality you can trust "has been used for several years in advertising of all brands promoted by this company on Russian market until it has exhausted its communicative meaning.
In this regard, I would like to emphasize the special relevance of the responsible attitude of advertising developers to the creation of a corporate identity style. In a situation of impersonal communication, its elements play a crucial role - “substitution” for the advertiser himself. Therefore, in addition to the usual functional and aesthetic approaches to the development and assessment of the style of corporate identity, it becomes necessary to solve the problems of its communicative adequacy.
According to American experts, trade marks(like people) can be characterized by such traits as "riskiness", "straightforwardness", "sincerity", "competence", "rudeness", etc. In other words, we can talk about the ability of the corporate style to provide an idea of the reliability of the advertiser and instill confidence in the latter. A multinational study by the renowned Reader's Digest magazine, dedicated to identifying the brands that consumers trust the most, showed that “trust does not depend on market share, advertising budget or brand history. It's about how the firm treats its customers, whether it respects their needs and delivers the promised products and services. ”
Nevertheless, in relation to the design of advertising, one can try to isolate those components of trust that form the first circle of its tasks in the advertising communication system. Although it is sometimes difficult to achieve in a personal conversation to be understood, let alone to obey. But in this case, we have the opportunity to instantly react to changes in the reaction of the interlocutor (say, he yawned).
It is easy to imagine how much more difficult it becomes to solve the problem of trusting the source in the context of impersonal communication, which is advertising. The lack of immediate feedback means the impossibility of making emergency amendments to the developed model of the source of advertising communication, flexible response to changes in the communication process. But at the same time, it is within the framework of mass communication that the advertising developer has a solid arsenal of design tools aimed at solving the problem of trust. Let us systematize these means in the context of the problem posed.
Advertising characters - to each his own... We are talking about designing an advertising image of a manufacturer (advertiser) that best suits the expectations and perceptions of potential consumers, as well as “borrowing” the authority of well-known personalities and experts and the “similarity effect”, in which the trust mechanism is based on the identification of a consumer with an advertising character. All these characters are actively working to build trust in the source of communication. Researchers have found that the effectiveness of attracting a particular type of character is associated, as a rule, with the type of products it supports and with the goals of advertising communication. For example, if the product belongs to the category of technically complex, then an expert will undoubtedly evoke a greater degree of trust, and if the product needs to be presented as promising public recognition, then a well-known person is much more appropriate.
Proof. No less important is the role of various techniques aimed at proving to the consumer that the merits of the advertised product do exist. This is the use of scientific data on the composition, properties, effects of the product on the body and similar testimonies of specialists and consumers, experimental evidence; comparison of the results of using different products; demonstration of technological processes of production and quality control, appeal to the received awards, etc.
It is not at all necessary that such advertising is boring and dry - the IKEA company quite cheerfully proved the popularity of its products, the following “scientific” fact was used: “Every tenth European is made on our bed” (Fig. 5.1). In fact, such techniques not only convince in the value of the product, they are able to solve the problem of trust in the advertising message as a whole.
Figure 5.1
Values - kitsch or not kitsch? Considering kitsch as one of the most common creative directions for creating an advertising image of a product, it is necessary to remember about the problematic nature of this direction from the point of view of its veracity. At the same time, it was noted that it is within its framework that the technologies of communication with the consumer are being developed at the level of the values presented to him. The use of historical themes, appeal to the images of man-made goods, attempts to give the goods a special status, etc., among other things, are means of demonstrating to the consumer those values that the manufacturer puts into his idea of the goods he produces.
These values, in the event that the consumer shares them and is ready to transfer them to the advertised product, become a significant means of forming trustful communication between him and the manufacturer. Although I would like to note once again that modern Russian advertising needs to look for more adequate opportunities to demonstrate value ideas.
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