home › Housing and communal services › Example of a company's advertising policy. Development of an organization's advertising policy using the example of Master of Products LLC. Analysis of advertising activities of Master Products LLC

Example of a company's advertising policy. Development of an organization's advertising policy using the example of Master of Products LLC. Analysis of advertising activities of Master Products LLC

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

1.2 The essence of advertising policy

Advertising policy is a system of approved rules and ideas based on the key values of the organization, regulating the targeted management of methods and means of advertising distribution in relation to the activities of the subject, in relation to objects to form relationships between them. In this case, the subject of advertising policy is an enterprise/company/firm, while the object of advertising policy is a representative of the target audience, a means of distributing advertising (TV channel, press, radio, Internet and other information distributors) and competitors.

The main source for developing an organization's advertising strategy is its overall marketing program. Based on this program, the goal of the advertising policy is formed, ways of implementing sales promotion measures are determined, and the goals set for the consumer are clarified.

Promotion of sales of goods or services;

Introduction of new products and services to the market;

Switching consumer demand from one product (service) to another;

Creating a favorable image of the organization (company) and product (service);

Attracting investors;

Clarification of the basic principles of organizing advertising activities;

Development of a system of advertising distribution media;

Selection and approval of methods for forming an advertising budget, etc.

Which means of advertising distribution should you choose?

What tools to choose to attract the target audience;

What are the principles for selecting advertising media;

The essence of advertising policy lies in the organization’s choice of advertising strategy and tactics. It should be noted that every enterprise or firm has a certain advertising policy, be it a bank, a manufacturer of consumer goods, a travel agency, a radio station, a television channel, a restaurant, a store or a cafe. The difference lies only in the scale and means of advertising. Moreover, depending on the market situation as a whole or on the situation within the organization itself, the advertising policy may or may not change for some time.

The main groups of factors for choosing goals and objectives in advertising management are reflected in Appendix A.

An advertising plan is a component of a marketing complex, which, in addition to advertising planning, includes sales promotion, public relations and personal selling. These marketing tools must be coordinated within the framework of the overall marketing strategy, which in turn must be subordinate to the goals and objectives of the organization

Often, the marketing budget consists of the cost of distributing an advertising message, taking into account the fact that elements of advertising are present in most marketing tools, for example, working with the public, personal selling. In other words, marketing communication is based on advertising tasks, that is, attracting a potential buyer to the sales process.

1. First of all, the organization must clearly understand the purpose of advertising. The nature of advertising chosen by an organization depends on many factors, such as its size, target audience coverage, advertising budget, market goals, behavior of competitors, position in the market, etc.

Each type of advertising has its own specific communication goals. For example, for informative advertising, the main goal may be to bring information about a new product to the market, offer a new use of the product, or describe the capabilities of the product. For incentive advertising: to show the advantages of a given brand or product, to encourage switching to the consumption of products of a given brand, to change the consumer’s perception of the qualities of a certain product. For reminder advertising: remind consumers where they can or cannot buy the provided product; that it may be needed in the near future. Then, for each product, an advertising campaign budget is developed, which takes into account: market share, stage of the product’s life cycle, level of competition, geography of its sales, etc.

2. The organization must clearly represent its direct object of advertising.

The difference between product advertising and organizational advertising lies in the object of the advertising message. An enterprise, as a rule, is engaged in advertising of individual products and the enterprise itself as a whole. In the first case, the special qualities of the goods (product, services) are emphasized, and in the second - the size of the enterprise and its global connections, the advantages of its entire production program. You need to be able to highlight the uniqueness of your products.

3. It is necessary to clearly understand what result the organization expects at the end of the advertising campaign. Having theoretical ideas about this, as well as practical results from an advertising campaign, can significantly facilitate the analysis of the work done, identifying errors, and eliminating them in subsequent advertising events.

4. Analysis and determination of the target audience. It is necessary to identify the characteristics of the target audience in such areas as: place of residence, social status, gender, age, etc.

5. Selecting a specific means of advertising distribution, taking into account their advantages and limitations, as well as their cost at the current time.

6. Deciding on the amount of allocations for advertising. It is not surprising that different sectors of the national economy and different organizations spend on advertising amounts that differ significantly in size from each other.

Among the currently most widely used methods for determining advertising costs used in drawing up a budget for product promotion, we highlight: the “percentage of sales” method, “of cash”, the “based on goals and objectives” method and the competitive parity method. The main methods for determining advertising costs and their characteristics are presented in Table 1.

It should be noted that in the process of developing a budget it is necessary to take into account: the costs of alternative options (for example, the price of an advertisement in magazines with the cost of television advertising, with radio advertisements); the number of repetitions of advertising in order for it to be effective; the recent increase in the price of advertising in the media. You should also take into account the stages of the life cycle of goods (services) of the enterprise, whether they are standard or significantly different from other goods, whether there is a constant need for these goods or whether they have to be sold “under pressure”, etc.

Table 1 - Methods for determining advertising costs

After determining the desired audience response, an effective message is developed.

Creating an effective appeal involves solving three problems: the content of the appeal (what to say), the structure of the appeal (how to say it logically) and the form of the appeal (how to express the content in the form of symbols).

An advertising manager must know the potential and specifics of the main types of advertising activities, the means of distributing advertising messages, the stages of the advertising process and the associated set of works. He needs to master modern approaches to organizing advertising activities, assessing their effectiveness, and have a clear understanding of the main means of psychological influence that are used in advertising.

Analysis of the range and structure of manufactured products (using the example of Derbent Cognac Factory OJSC)

Assortment policy involves resolving the issue of the origin of goods - the sale of goods produced by the enterprise or purchased by it from external sources. The objectives of assortment policy may be different...

Analysis of the enterprise's communication policy

Every person is a buyer, purchasing bread, milk, newspapers or other goods every day. At the same time, he selects what he needs from the available offers for special...

A fundamental fact in the implementation of a unified advertising policy at an enterprise can be the introduction of an approach such as integrated marketing communications. This will allow you to combine budgets, optimizing them...

Very often, the marketing budget consists of advertising costs, given that advertising elements are present in most marketing tools such as public relations and personal selling. Regarding sales support...

JSC "Centroforce" first of all needs to establish a record of the effectiveness of advertising, which will allow us to obtain information about the need and feasibility of advertising...

Strategy for building a marketing communication policy program

Communication is a non-stop activity of all people and, therefore, all organizations. In addition, it is the central link in people’s communication with each other, ensuring the consistency of their actions...

Formation of an enterprise pricing strategy and assessment of its effectiveness

The principles of a market economy, the atmosphere of entrepreneurship of all its subjects force organizations to develop and apply their own pricing policies...

a) advertising of consumer goods;
b) advertising of goods for industrial or industrial purposes;
c) prestigious advertising aimed at raising the image.

Advertising policy is a system of targeted actions that should ensure a favorable attitude of consumers in selected market segments towards goods and the organization offering them so that its economic goals are achieved.

In everyday consciousness, advertising is most often associated with publications in print and the display of clips on television. In essence, the advertising complex is a fairly broad concept, including, in addition to advertising in the media, sales promotion, personal (personal) selling, the creation and use of videos, public relations, design and printing of the necessary catalogs, brochures, leaflets, etc.

Promotion is any form of communication used by a firm to inform, persuade or remind people about its products, services, images, ideas, social activities or to influence society.

It is impossible to give a clear definition of advertising policy. This is a fairly multifaceted concept. Most likely, these are certain actions to create and place advertising and promotional events in order to create an image and attract customers to sell products. Advertising policy is closely related to the trade and business policies of companies. The concept of advertising policy is also closely related to the concept of advertising strategy and tactics. We can say that advertising policy is a company's mode of action aimed at achieving certain goals; strategy general guiding line and guidelines for achieving ultimate goals; tactics - a set of means and techniques aimed at achieving a goal, a course of action, a line of behavior. In fact, the essence of advertising policy lies in the choice of advertising strategy and tactics.

Suppose a company is being created. In order to be recognized, she needs to declare herself. This can be achieved through advertising. But in order to get the highest possible results with minimal costs, you need to think about how to advertise yourself and your products.

To begin with, the company must clearly understand the purpose of advertising, that is, why the advertising campaign will be carried out. The goal may be to build a name and prestige for the company in order to subsequently occupy a strong position in the market. The goal may simply be to sell a product. In other words, goals can be economic and non-economic, or advertising can be purely economic or non-economic in nature. It is not always possible to count on the high effectiveness of advertising for economic purposes, because almost always such advertising involves the purchase of a product by the consumer almost “instantly.” In principle, advertising of a non-economic nature also achieves economic goals. Another thing is that it does this not directly, but indirectly, then what kind of advertising a company or enterprise will have depends on many things: on the size of the company or enterprise itself; from the budget (the company’s budget may not allow spending money on advertising that creates the company’s name and prestige; in this case, the company will produce advertising of an economic nature); from goals in the market in general; depending on the specific advertising situation; from the behavior of competitors; from its position in the market.

Advertising and advertising policy of the company

Plan

Introduction
1. Advertising Basics
1.1 Concept of advertising
1.2 From the history of advertising
1.3 Psychological aspect of advertising
Main types of advertising and means of its distribution
1. Types of advertising
1.1 Informative
1.2 Persuasive
1.3 Emotional
1.4 Reminding
2.1 Direct advertising
2.2 Print and souvenir advertising
2.3 Audio and audiovisual advertising
2.4 Press advertising
2.5 Advertising at the point of sale
2.6 Outdoor advertising
2.7 Image advertising
Advertising policy of the company .
1. The essence of advertising policy.
2. Setting tasks.
3. Goals of the advertising campaign.
4. Study of the object of advertising.
5. Planning the final result.
6. Identification of the target group.
7. Decision to develop a budget.
8. Choice of treatment.
9. Deciding on the means of advertising distribution.
10. Placement of advertising.
11. Time and frequency of requests.
12. Selection of advertising media.
13. Evaluation of the advertising program.
14. Legal aspects of advertising activities.
Conclusion.
Bibliography.

Introduction.

The current stage of development of our country (the last 5 years) is characterized by dynamism and qualitative changes in all spheres of public life. The process of radicalization and renewal affected all political, economic and social institutions without exception. During the period of transition of the country's national economy to a market economy, when many production enterprises, associations, concerns and other organizations became independent, their normal functioning in such economic conditions is practically impossible without well-organized comprehensive marketing activities. Advertising of the products and activities of the enterprise is the most important component a set of marketing activities, a kind of information access to the consumer.

When properly organized, advertising is very effective and contributes to the rapid, uninterrupted sale of manufactured products. At the same time, the return of working capital of enterprises is accelerated, business contacts between producers and buyers and consumers of products are established, demand increases and exceeds supply, which, in turn, is the objective basis for expanding production and increasing the efficiency of economic activity.

Product advertising is not a fad. It is a natural economic tool and an important regulator of the market system. The adopted course towards intensifying the economy, strengthening market principles, the urgent need to solve social problems, improving the quality and expanding the range of products have set specific tasks in the field of advertising activities, the solution of which is facilitated by the organization of a complex of advertising events. Organizing a set of effective advertising events is a very complex task, the implementation of which requires clear and coordinated work of qualified specialists from trade and sales, marketing or special advertising departments of enterprises.

Based on the rich experience of foreign countries in the field of advertising, it can be argued that advertising activity is a special science, which has its own rules and laws. This science uses the knowledge of psychology, sociology and market research to solve the economic problems of an enterprise. And getting the maximum benefit from advertising in specific domestic conditions is possible only if you deeply study and competently comprehend this science.

1. Advertising Basics

1.1. Advertising concept

It is generally accepted that the word advertising itself comes from the Latin verbs “reclamo” (to shout) and “reclamare” (to respond, to demand). Since advertising is a very broad and multifaceted concept, in world practice there are many definitions that characterize it differently.

So, somewhat outdated, according to modern political concepts, the Great Soviet Encyclopedia considers advertising as: popularization of goods for the purpose of selling, creating demand, familiarizing consumers with the quality, features and place of sale of goods, explaining the possibilities of their use.

In materials published in the 90s, advertising is defined as:
– information about the consumer properties of goods and types of services in order to create demand for them. 1)
– a special form of communication aimed at encouraging people to behave in a certain way that serves marketing purposes. 2)
– information mechanism of the economy. 3)
– any paid form of non-personal presentation and promotion of ideas, goods or services on behalf of an identified sponsor. 4)
– information designed to help the manufacturer profitably sell their goods and services, and the buyer to profitably purchase them. 5)

Advertising has many uses. It is used to form a long-term image of an organization (prestigious advertising), to long-term highlight a specific branded product (brand advertising), to disseminate information about a sale, service or event (categorized advertising), to announce a sale at reduced prices (advertising). - sales), and to defend a specific idea (explanatory advertising).

Advertising can include any method of campaigning, information, persuasion (within the market), exhibition events, commercial seminars, packaging, printed materials (brochures, catalogues, posters, etc.), distribution of souvenirs, couponing and other means of stimulating trade activities .

There are the following main features that characterize advertising:

2). Ability to persuade.

_____________________________________________________________
1). M. Azeinberg – Advertising Management / “IntelTech”, M., -1993 p. 3./
2). Dichtl, Erwin – Practical marketing / “Higher School”, M., 1995 p. 214/
3). A. Naimushin - Fundamentals of advertising organization / “Vneshtorgizdat”, M., 1992 p. 7/
4). F. Kotler - Fundamentals of Marketing / M., “Business Book” 1995 p. 473/
5). Dictionary of Market Economics /Moscow, 1993 p. 38/

Advertising is a means of persuasion that allows the seller to repeat his message many times. At the same time, it allows the buyer to receive and compare messages from different competitors. Large-scale advertising is a kind of positive evidence of the popularity and success of the seller.

3). Expressiveness.

Through the skillful use of type, sound and color, advertising offers the opportunity to present a company and its products in a bold, impactful way.

On the one hand, advertising can be used to create a long-term, persistent image of a product (for example, a Coka-Cola product), and on the other hand, to stimulate quick sales. Advertising is an effective way to reach many geographically dispersed customers with similar needs.

1.2. From the history of advertising.

Advertising arose from the natural need of some people to tell others certain information about the brands they produce or the services they provide. From this we can assume that advertising originated a very long time ago.

Indeed, one of the most ancient examples of advertising can be considered a stone with an inscription, stored in the Archaeological Museum of Cairo, with approximately the following content: “I, Rhinos from the island of Crete, interpret dreams.” The age of this exhibit is determined to be 2.5 thousand years. There are other ancient advertisements, namely: an ancient Egyptian papyrus on which an advertisement for the sale of a slave is written in hieroglyphs; Numerous marks and seals of ancient artisans are original prototypes of modern trademarks, etc.

Historical documents contain information that in medieval cities there were guild unions of heralds who praised the goods of certain manufacturers in crowded places. And during the Renaissance, a real flourishing of advertising began, associated with the use of printed advertising materials produced by printing (early 15th century).

As capitalism develops and strengthens, advertising gradually turns into a separate industry - a huge industry that serves the interests of concerns, corporations, enterprises and firms, and is used by them as the main means of conquering markets and obtaining maximum profits.

So, advertising in the 19th century became an organic part of the modern way of life in all developed capitalist countries. It should be noted that in Russia the advertising business developed and flourished. Back in the 10th and 11th centuries, Russian merchants resorted to various methods of advertising their goods: specially hired barkers stood at the shop and loudly praised the goods, using poetry and funny ditties and jokes...

At the end of the 19th century, print advertising began to develop rapidly in Russia, and advertising in newspapers and magazines also developed rapidly. Special advertising magazines “Trade”, “Trade and Life” (St. Petersburg), newspapers “Commissioner” (Moscow), “Buyer's Companion” (Nizhny Novgorod), etc. are published. The success of advertising can be judged by the fact that that at the end of 1897, the World Exhibition of Trade Posters was organized in St. Petersburg, at which more than 700 works of advertisers from different countries were demonstrated, including the works of Russian draftsmen.

After the revolution, in the conditions of new social and economic relations, the tasks of advertising changed fundamentally. A decree “On the state monopoly on advertising” and a decree on the confiscation of all private advertising establishments were issued. Now advertising served to strengthen the economic base of the dictatorship of the proletariat and create conditions for strengthening the socialist economy.

The outbreak of the civil war and the devastation that followed led to a natural cessation of advertising activities. However, during the NEP, attention was again paid to advertising. It was then that the first Soviet advertising agencies “Reklamtrans”, “Svyaz”, “Promreklama” were organized. Advertising was seen as one of the ways to establish communication between workers and peasants. The best creative forces of journalists, writers, poets and artists, for example V.V., were involved in state advertising activities. Mayakovsky, who wrote more than 100 poetic texts for advertisements, including his famous catchphrase: “Nowhere except in Mosselprom.”

However, ideology soon affected this area of life. Advertising was declared a phenomenon alien to the nature of socialism, and in the period from the late 30s to the early 60s it was called “the corrupt girl of world imperialism.” But life goes on, and in the 70s a new stage in the development of advertising began in our country. Although even now there is sometimes an opinion that advertising is an unnecessary institution, alien to our way of life. The result of this judgment is an approach to advertising as a secondary matter and the principle, born in conditions of commodity shortages, that a good product will be sold without advertising. Practice shows that high-quality goods do not always find their consumers without means of communication, which include advertising.

Currently, exhibitions and festivals dedicated to advertising have been held in Moscow since 1992. And I must say that the prospects for development in the Russian advertising market are very high.

1.3. Psychological aspect of advertising

This problem can be looked at from two points of view: from the point of view of the seller and from the point of view of the consumer. Let's first consider how advertising is perceived by potential consumers.

I was able to interview about 30 people of different ages and professions regarding their perception of advertising. It turned out that the majority of those surveyed do not trust advertising, and if they do, it is not all of them and not always. Despite this, advertising pushes them to purchase certain goods, that is, it influences the choice of even distrustful consumers. Advertising is a very subtle branch of psychology. And many people don’t even think about the fact that advertising influences a person’s subconscious, regardless of his consciousness. Hence the result - the effectiveness of advertising. I would like to explain the connection between advertising and people’s lifestyle using a specific example. This material was written by Baltic emigrants who have lived in the United States for more than 15 years. Of course, the people of America differ from us in many ways: their perception of the world around us, the concept of a value system... But this example only illustrates the possible dependence of people’s lifestyle on the economy, of which advertising is a representative.

“Advertising works on a subconscious level, appealing to the irrational in human nature. Its influence is deeper and stronger than we naively thought when we made fun of some weak-minded advertising character. When an American looks in the mirror, he sees an intelligent, civilized, cheerful person. The advertising made him that way. Advertising psychologists know that inside each of us lies a completely different creature - fearful, insecure, reflective. The task of advertising is to ensure that the internal appearance coincides with the external one. The result is goods sold.
Let's say cosmetic companies sell us not a cream to refresh our skin, but the hope of eternal youth. Car companies do not sell cars, but prestige and a means of self-expression. Brewers do not sell beer, but fun. In America, it is not goods that are sold, but a state of mind.
In the 50s, advertising promoted things - houses, cars, refrigerators. Her task was to create the idea: freedom, success and a bright future depend on the acquisition of these things. Nowadays, such an advertising image does not work in America, since the attractiveness of material abundance has rapidly faded. The more wealthy Americans became, the more obvious the limitations of a purely material ideal became. Then came the hippies who abandoned the advertising utopia, considering it unspiritual and boring. Now the concept of “quality of life” is not limited to the simple acquisition of things. Abundance forced advertising to create a new, more spiritual standard of consumption. The need to sell more and more products forces us to develop tastes and create a suitable environment for new products.”

When faced with advertising, the consumer is drawn into constant cognitive-evaluative activity. He considers: is it necessary - is it not necessary, is it affordable - or not, should I take it or not? And the creators of advertising understand that they need to make advertising that could psychologically either convince a person that this particular product will best satisfy the need they are experiencing, or call on them to help the consumer realize the very existence of a new need for him.

The fundamentals of communication theory are expressed by the famous formula of the American political scientist Lasswell. Advertising is understood today as a special form of communication, so Lasswell’s model is suitable for structuring advertising as an object of cognition.

From a socio-psychological point of view, all components of the model are considered.

Communicator: Of the many qualities required for a communicator, special attention is paid to persuasiveness, clarity of intentions, likability and communication style. (For example, a dynamic, confident style has a greater effect on the consumer than a passive and sluggish style).
Appeal: the person preparing the advertisement must know that by advertising only the positive qualities of the product, it can give the target group the impression of unreliability; negative arguments can draw attention to those shortcomings of the product that buyers did not notice before. Therefore, “two-way” treatment should be preferred.
Means of communication: Among the various forms of advertising, the personal form of campaigning is considered the most effective for influencing consumers. This is followed by visual advertising (eg TV) and audio advertising (radio). Written communication (advertising) is generally considered the least persuasive.
Receiver: suffice it to say that personality traits influence its perception. And this must be taken into account when creating advertising.

Advertising specialists know many little things that influence the perception of advertising. There are theories of psychological perception (the theory of Sigmund Freud and the theory of Abraham Maslow, the theory of “brand image” and the theory of “empathy”). Specialists take into account the specifics of the country (if this advertising is aimed at export), color (Max Luscher’s theory of the influence of color on perception), methods of expression (for example, it has been proven that the avant-garde only attracts attention, but the associations caused by it are unpredictable), with sound advertising the voice is of key importance (for example, nasal voices are not perceived, but baritones, as a rule, intrigue and attract), the impact of individual letters on the subconscious and associations is taken into account (for example, the letter “I” is perceived in words as something small, “O” - gives the impression of softness and relaxation, “A” and “E” are associated with emotional upliftment, etc.) and much, much more. It is not for nothing that experienced and large advertising agencies employ specialists in advertising psychology. After all, a lot, in fact, depends on them.

Main types of advertising and means of its distribution.

1. Types of advertising

1.1 Informative advertising.

Informative advertising prevails mainly at the stage of introducing a product to the market, when the task is to create primary demand. Thus, manufacturers of any food product must first inform consumers about the nutritional benefits and numerous ways to use the product.

communicating to the market about a new product or new applications for an existing product
informing the market about price changes
explanation of how the product works
description of services provided
correcting misconceptions or allaying consumer concerns
formation of the company's image

1.2. Persuasive advertising.

Persuasive advertising acquires particular importance at the growth stage, when the company faces the task of creating selective demand. Some persuasive advertisements move into the category of comparative advertising, which seeks to assert the superiority of one brand by specifically comparing it with one or more brands within a given product class. Comparison advertising is used in product categories such as deodorants, toothpaste, tires and cars. Judgments about the correctness of creating comparative advertising are quite ambiguous.

formation of brand preference
encouragement to switch to your brand
change in consumer perception of product properties
convincing the consumer to make a purchase without delay
convincing the consumer of the need to accept a traveling salesman

1.3. Emotional advertising.

Akin to emotional advertising is so-called reinforcing advertising, which seeks to reassure current customers that they have made the right choice. Such advertisements often feature satisfied customers and a friendly atmosphere.

awakening consumers' sympathy for the product
image creation
increasing trust both in the product or service and in the manufacturing company itself
attracting consumers' attention to certain, elite behavior

1.4. Reminder advertising.

Reminding advertising is extremely important at the maturity stage in order to make the consumer remember the product. The purpose of expensive advertisements for well-known products from companies that have universal and long-established recognition is to remind people of their existence, and not at all to inform or convince them.

reminding consumers that the product may be needed in the near future
reminding consumers where to buy the product
keeping the product in the memory of consumers during off-season periods
maintaining product awareness

In practice, the boundaries between the above types are often blurred, since one advertisement can be (or combine) both informational and, for example, persuasive. It all depends on the specific advertising situation in which the company finds itself. For example, a store received a batch of new products. The company informs the consumer about this (information advertising) and reminds the addresses of its stores (reminder advertising).

2. Advertising media or means of its distribution

From the advertiser’s point of view, the role of advertising media can, in principle, be performed by any person or thing that meets two conditions: they must be created in such a way as to be able to convey information to the consumer; contact with them must be of some benefit to the target group.

2.1.Direct advertising

direct mail advertising – advantage: with minimal expenditure of funds it has high selective ability;
personally delivered promotional materials;

As for personally delivered advertising materials, these can be leaflets, job invitations, advertisements for services or goods, which are usually distributed in places where people are concentrated (subway, street, etc.); as well as special advertising materials intended for a certain circle of people (invitations).

Direct mail advertising (Direct-mail) is very popular and one of the most effective types of advertising. It is the sending of advertising messages to a certain group of consumers or possible business partners.

DM includes three stages:

Creation of a population database;
Dividing the population into target groups by social status, gender, age, income, etc.
Distribution of letters with advertising content taking into account the specifics of the target group.

EBM methods allow you to vary the campaigning impact on the voter, which is why they are effectively used in election campaigns all over the world. A specific example: the agency "POSTER-publicity" for the first time in Russia carried out the distribution of personalized letters in December 1995 by order of the NDR during the elections of deputies to the State Duma.

An interesting example of the use of EBM methods is the unprecedented work of "POSTER-publicity" in the election campaign for the elections of the President of the Russian Federation and the Mayor of Moscow (May-July 1996).

One of the stages of the election campaign project was a description of the groups that needed to be targeted - these were groups of young people, pensioners, single mothers, parents in large families, residents of houses intended for demolition, as well as people whose birthday is in June . The content and style of the letters took into account the characteristics of each group. In letters addressed to pensioners, Luzhkov turned to their life experience and wisdom. In letters to young people, he recommended asking parents about all sorts of restrictions of the past. The introduction of 3-6 personalized addresses into the letter enhanced its effect. A similar practice is used when advertising goods (in the practice of our country, this is advertising of PHILIPS products - the Philishave 5000 shaving system).

2.2.Print and souvenir advertising

prospectuses;
catalogs – printed publications advertising a large list of goods or services with brief explanations and prices;
booklets are special publications dedicated to one company or product. In booklets, together with advertising texts, it is customary to place photographs and facts from the history of the company, its individual members, name sponsorships or other events, participation in the political and economic life of the country. Booklets are usually made on high quality paper, are multi-colored and are very prestigious. They are necessarily presented at presentations, fairs, exhibitions, press conferences or when concluding a contract;
leaflets – used at exhibitions, fairs, etc. for distribution to visitors;
posters or posters;
price lists – a list of goods and their prices;
press releases - a report on a particular campaign used for advertising purposes;
calendars, pens, folders, T-shirts, etc. – small products distributed at presentations, exhibitions, fairs as an advertising act;

2.3. Audio and audiovisual advertising

This means of advertising distribution is considered the most effective, since it reaches large masses of the population (consumers). The advantage of such advertising is its special efficiency. This product gives the most effective results when advertising goods and services of mass demand, designed for consumption by a wide segment of the population.

Audiovisual advertising

advertising films (advertising-technical films, advertising-prestige films, advertising express information) - usually these are short advertising films shown among the general public either in cinemas or at exhibitions and festivals;
television – representatives of advertising on television are commercials, as well as television advertisements and television screensavers. Television means of distributing advertising includes images, sound, movement, color, and therefore exhibits at exhibitions and festivals;
slides - as a rule, this type of advertising is common among specialists and is used at exhibitions and presentations;
television – representatives of advertising on television are commercials, as well as television advertisements and television screensavers. The television medium of advertising includes images, sound, movement, color, and therefore has a much greater impact on the advertising audience than other advertising media. Television advertising is becoming more and more interesting, informative and at the same time complex and expensive to produce and display. Especially if it is based on computer graphics. The quality of domestic television advertising is noticeably improving from year to year. This is evidenced by the fact that domestically produced commercials occupy a strong position on television and displace Western products, and the participation of domestic advertising at international festivals and exhibitions is also indicative in this regard.

The disadvantage of television advertising is that during its broadcast the attention of the potential consumer must be focused on the screen, otherwise the advertising message will not be perceived. In any case, television advertising provides a wide range of opportunities. To increase its effectiveness, many psychological rules and techniques have been established, such as: emphasis on visuality, brevity, originality, closeness to the consumer, etc.

On the other hand, television advertising is the most expensive way of advertising. It achieves its greatest effectiveness in the morning broadcast, when the bulk of people are going to work, or in the evening broadcast, when the bulk of people are at home and resting. It is quite natural that it is profitable for wealthy advertisers to place advertisements for their products at this particular time, for example, during breaks between popular films and programs (accordingly, the price of advertising during “peak hours” in the evening or morning will be higher than during the day). From the point of view of a potential consumer, the saturation of broadcast advertising is sometimes very high. For example, in two commercial breaks of the KVN program (beneficial from the point of view of advertising, since a large percentage of the population watches KVN), 16 and 18 commercials were shown, respectively. The most common result of such an abundance of information while watching any films or programs, as the survey I conducted again showed, is irritation and a negative attitude towards advertising.

Audio advertising

radio advertisements – advertisements in stores and retail outlets in general, in the metro, at exhibitions;
radio reports - reports about any fairs, exhibitions, sales or other events may contain both direct and indirect advertising;
advertising on radio stations;

The advantage of radio over other media: 24-hour broadcasting to many regions and a huge variety of programs. Radio is listened to in residential and industrial premises, in the kitchen, walking outdoors, and in cars. Therefore, advertisements placed in relevant radio programs. Reach a significant percentage of a given audience of consumers, regardless of where they are located. Radio advertising is quick and generally affordable. At the same time, vision, through which a person receives up to 90% of information, does not participate in the process of perceiving advertising messages broadcast on the radio.

As a rule, radio stations have advertising departments specifically involved in the production of advertising. It is enough for the customer to indicate the points on which attention should be focused. They develop the advertisement (compose the text, determine the style of the advertisement, etc.), and it is voiced directly by specialists from the radio station’s advertising department. As a rule, ready-made commercials from the customer are not accepted, and if they are accepted, they are necessarily passed through the advertising department, since if the advertising received from the client and broadcast is of poor quality, the image (reputation) of the radio station may suffer. The advertising customer can be either an advertising agency or a company directly (order without intermediaries).

The effectiveness of advertising depends on the prestige of the radio station, on the number of regions or cities in which the radio station broadcasts and, of course, on the quality of advertising, as well as on the audience of listeners (social status, age, etc.).

2.4.Advertising in the press.

newspapers (city, regional, all-Russian, specialized);
magazines (industrial or general purpose);
branded newsletters;
reference books

Advertising in the press is widespread and in terms of cost is second only to advertising on television. The advantage of advertising in the press lies in its high selective ability. People with different interests will read literature related to the area of life that interests them. Thus, thanks to newspapers and magazines, advertising messages influence a specific consumer group. The specifics of advertising in the press dictate special approaches to its creation and placement. When creating it, you need to take into account that advertising is perceived purely visually, which means you need to pay special attention to the visual part. That is, the design should attract attention and interest, and the semantic load should hold and push the consumer to action. In this case, creators must take into account color, size of letters, reality of what is depicted, style of treatment, and also, for example, that a photograph is better than a drawing; that one large illustration works better than many small ones and much more.

the prestige of a newspaper or magazine;
advertising format;
location (from page, cover, section, advertising block);
the number of colors used in advertising (if it is a magazine or newspaper in color);

2.5.Advertising at the point of sale.

showcases;
signboards, signs;
package;
tablets;

An obvious mistake many entrepreneurs make is relying on out-of-store advertising and treating point-of-sale advertising as a secondary factor for success. Refuting such a misconception, Western experts believe that it is inappropriate to advertise more than 15% of the product using non-store advertising methods, therefore the role of advertising at the point of sale is significantly increasing. A customer who is in a store and sees a product is more likely to purchase. But only if he receives the information he needs about the product. The use of in-store advertising allows you to push the consumer to purchase not only a previously advertised product, but also unknown products. It is known that only 3% of buyers do not pay attention to packaging. According to French researchers, 35% of consumers buy a product in a store after reading the text on the packaging and 87% after seeing a familiar name or well-known brand.

2.6.Outdoor advertising

Outdoor advertising is called all advertising on the streets and squares of cities and towns. As a rule, the essence of outdoor advertising is a reminder. Outdoor advertising cannot start an advertising campaign, it can continue it or end it. The peculiarity of outdoor advertising is that it is immediate: it is seen while driving or walking down the street. Hence the requirements for its special brightness and increased size. The advantage of outdoor advertising is that it reaches the potential consumer unexpectedly and at the moment when he is most inclined to make a purchase, make a commercial decision: energetic, collected, on his feet, or in the car, with money. The issue of advertising placement is very important. Each section of the city has its own prestigious rating.

large posters
multi-vision posters;
electrified panels;
neon is luminous advertising on city streets using inert gases, fiber optics, laser technology, and various types of light guides.
advertising on transport (internal and external) - this is advertising in the subway, design of buses and trolleybuses, taxis, trams. Recently, there has been a tendency to place outdoor advertising on long-distance trains.

On November 18-22, the exhibition "Advertising-96" was held in Moscow. It presented achievements in the field of outdoor advertising. I would like to note that this particular advertising medium has great prospects, since the quality of technical and printing tools used in the production of outdoor advertising is noticeably improving. HP has a number of qualities that are attractive to advertisers. These include: instant wide coverage, very high frequency, flexibility (the ability to provide equally complete coverage of the market or, purposefully, a specific area of it), quick payback, proximity to places of goods, eye-catchingness.

To achieve greater efficiency, HP is developing network advertising. There are several advertising agencies that engage in special research and testing necessary for a high-quality advertising campaign using outdoor advertising. With competent and carefully thought-out placement of HP, the effectiveness of this information carrier can achieve efficiency comparable to the press and even television. Participants in my testing gave their preference to outdoor advertising.

2.7.Image advertising.

Image advertising (Public relations events) is a set of activities aimed at creating image, prestige and positive attitude of the general public towards advertising organizations. Events of this kind include:

presentations;
press conferences;
financing of socially beneficial events and sponsorship;
exhibitions and some specialized fairs.

It should be noted that events of this kind are constant, planned advertising activities based on marketing research. Advertising firms recommend their clients to conduct PR events when the advertiser plans to enter the market with a new product; when it is necessary to create proper relationships with workers and employees of cooperating firms and organizations; when there is a danger of hostile actions by competitors, and the advertiser needs to widely inform the public about its reliability; when crisis situations arise (massive complaints about product quality, deterioration of relations with various public groups, etc.).

3. Advertising policy of the company

1. The essence of the company's advertising policy.

It is impossible to give a clear definition of advertising policy. This is a fairly multifaceted concept. Most likely, these are certain actions to create and place advertising and promotional events in order to create an image and attract customers to sell products. Advertising policy is closely related to the trade and business policies of companies. The concept of advertising policy is also closely related to the concept of advertising strategy and tactics. We can say that advertising policy is a company’s mode of action aimed at achieving certain goals; strategy – a general guiding line and guidelines for achieving ultimate goals; tactics – a set of means and techniques aimed at achieving a goal, a course of action, a line of behavior. In fact, the essence of advertising policy lies in the choice of advertising strategy and tactics.

Every company or enterprise has a certain advertising policy, be it a bank, a manufacturer of consumer goods, a radio station, a television channel, a travel agency, a store, a restaurant (in this case, the McDonald's restaurant is indicative) or a cafe (for example, "Russian Bistro", which has become increasingly popular lately).The only difference is in the scale and means of advertising.

Let's consider the basis on which the company's advertising policy is based and on what it depends.

2. Setting tasks.

2.1.Goals of the advertising campaign

From the beginning, the company must clearly understand the purpose of advertising, that is, why the advertising campaign will be carried out. The goal may be to build a name and prestige for the company in order to subsequently occupy a strong position in the market. The goal may simply be to sell a product. In other words, goals can be economic and non-economic, or advertising can be purely economic or non-economic in nature. It is not always possible to count on the high effectiveness of advertising for economic purposes, because almost always such advertising involves the purchase of a product by the consumer almost “instantly.” In principle, advertising of a non-economic nature also achieves economic goals. Another thing is that she does this not directly, but indirectly.

The nature of the advertising of a company or enterprise depends on many things: on the size of the company or enterprise itself, and therefore on the budget (the company’s budget may not allow spending money on advertising that creates a name and prestige for the company, in this case the company will advertise the economic character); from goals in the market in general; depending on the specific advertising situation; from the behavior of competitors; from its position in the market.

2.2.Study of the advertising object.

The company must clearly understand its advertising object. The difference between product advertising and firm advertising lies in what is the object of the advertising message. The company is usually engaged in both advertising of individual products and advertising of the company as a whole. In the first case, the special qualities of the product are highlighted, in the second, through indications, for example, of the size of the enterprise and its worldwide connections, an attempt is made to achieve the trust of buyers for the entire production program of the enterprise. You need to know and be able to highlight the uniqueness of your product or service. At the same time, systematic advertising activities related to the general policy and strategy of the enterprise require extensive market and internal information, in particular:

about the degree of market saturation;
about the stage of the product life cycle;
about the activities of competitors;
about the characteristics of the target group;
about the availability and cost of advertising media;

The aspect of competition is very important. On the one hand, competitors pose some obstacles and create some problems. On the other hand, in a market economy, competitors contribute to the struggle for the quality of a product or service and are a kind of incentive for work.

So, a company should base its advertising policy on the ability to somehow stand out among competitors in the general market (if any), providing consumers with a unique type of service or emphasizing in every possible way the high qualifications of its employees, the specific properties of the product, the advantage of the product or service over other companies. It is important to find what the consumer is most sensitive to.

2.3.Planning the final result.

It is necessary to clearly understand what action should be achieved, what result the company expects at the end of the advertising campaign. Having theoretical ideas about this and the practical results of an advertising campaign makes it much easier to analyze the work done, find errors and eliminate them in subsequent advertising campaigns.

3. Identification of the target group.

Before you begin to further develop your advertising policy and strategy, you need to have a completely clear idea of your target audience. The target audience is the group of consumers to whom promotion is directed (advertising, personal selling, sales promotion, propaganda). Both the strategy and the effectiveness of promotion depend on the correct definition of the target audience. For example, for advertising washing powders, the target group will mainly consist of women housewives, PARKER products - respectable business people, and soft plush toys will most likely be of interest to children, who will be able to influence their parents. When identifying a target group exposed to advertising, it is necessary:

identify the market we are interested in;
view the product from an angle

regarding advantages over competing analogues;
compliance with the most important requests of potential buyers (including their habits); the necessary completeness;
accessibility for buyers;
recognition of appearance (differences from competing products)

determine the consumer market segment;

determine whether there are buyer segments in different markets that can be considered identical;

decide whether additional marketing research is needed;

The target audience has a decisive influence on decisions about what to say, how to say it, when to say it, where to say it, and on whose behalf to say it. She can be in any of six states of purchasing readiness:

awareness - the audience may be completely unaware, know only the name, or know something other than the name. If the majority of the target group turns out to be ignorant, then the task of advertising is to create the necessary awareness, at least name recognition.
knowledge - the audience may be aware of the company or its product, but not have any other knowledge. In this case, the task of advertising is to convey to the audience those characteristics of a company or product that can help achieve the goals of the advertising campaign.
goodwill - the target audience, knowing the product, may experience negative or positive feelings towards it. In the case of a negative disposition, the company will have a certain advertising policy aimed at changing the consumer’s attitude towards the company or its services.
preference - the target group may have a favorable attitude towards the product, but not give it preference over others. In this case, the communicator (advertising) must try to shape consumer preference. He will praise the quality of the product, its value, performance characteristics and other properties.
conviction - the target audience may have a preference for a specific product, but not be convinced of the need to purchase it. The goal of advertising is to create a belief that purchasing a given product is the most correct course of action.
making a purchase – some members of the target audience may have the necessary conviction, but still not get around to making a purchase. The communicator must lead these consumers to take the final step required of them. Among the techniques that push people to make a purchase are an offer to try a product for a limited period of time or a hint that this product will soon become unavailable.

4. Budget development decisions.

One of the most difficult problems facing a firm is deciding how much to spend on incentives (in our case, advertising). It is not surprising that different industries and different firms spend amounts on advertising that differ significantly in size. Let's look at the four most common methods used to develop master budgets for advertising costs.

Cash calculation method.

Many companies allocate a certain amount to their advertising budget, which they, in their own opinion, can afford to spend. This method of determining the size of the budget completely ignores the influence of advertising on sales volume. As a result, the budget remains uncertain from year to year, making it difficult to plan ahead for market activities.

The calculation method is “percentage of sales”.

Many firms base their incentive budgets on a percentage of either total sales (current or expected) or the selling price of the product.

This method is believed to have a number of advantages. First, being calculated as a percentage of sales means that the amount of incentive money will likely vary depending on what the firm "can afford." Secondly, this method forces management to take into account the relationship between advertising costs, the selling price of the product and the amount of profit per product unit. Third, it helps maintain competitive stability to the extent that competing firms spend approximately the same percentage of their sales on advertising.

However, despite these advantages, the method of calculating as a percentage of sales amount has almost no justification for its existence. It rests on the roundabout argument that sales are the cause of advertising, not the effect. It leads to the fact that the size of the budget is determined by available funds, and not by available capabilities. This method does not provide a logical basis for choosing a specific percentage, unless based on past experience or the current actions of competitors.

Competitive parity method.

Some firms set their advertising budgets to match their competitors' spending. There are two reasons for this method. One is that competitors' cost levels represent the collective wisdom of the industry. The second is that maintaining competitive parity helps avoid intense competition over incentives.

In fact, none of these arguments have any real force, since there is no reason to believe that competitors have more sensible views on exactly how much should be spent on advertising (firms differ so dramatically from each other in their reputations, resources, capabilities and goals that the size of their incentive budgets can hardly be considered reliable guidelines). Plus, there is no evidence in favor of the second argument about curtailing intense competition.

4). Calculation method "based on goals and objectives."

This method requires marketers to base their advertising budgets on the basis of:

developing specific goals;
identifying the tasks to be solved to achieve these goals;
cost estimates for solving these problems.

The sum of all these costs will give an approximate figure for budget allocations for advertising.

The advantage of this method is that it requires management to clearly state their ideas about the relationship between the amount of costs, the level of advertising contacts, the intensity of testing and regular use of the product.

There are a number of things to consider as you develop your budget: the costs of various alternatives (the price of TV advertising versus radio ads and magazine ads, for example); how many times an advertisement needs to be repeated in order for it to be effective; How much have prices for advertising in the media increased recently? It is necessary to take into account what stage of the life cycle the company’s products are at, whether they are standard consumer goods or are sharply different from other products, whether there is a constant need for these goods or they have to be sold “under pressure”, etc.

5.Choice of treatment.

By determining the desired audience response, an effective message is developed. Creating an appeal involves solving three problems: what to say (the content of the appeal), how to say it logically (the structure of the appeal) and how to express the content in the form of symbols (the form of the appeal).

The first stage of developing an appeal is choosing a topic or motive that will cause the desired response. There are three types of motives:

1.Rational motives correlated with the personal benefit of the audience. With the help of such motives, they show that the product will provide the promised benefits. Examples include appeals that demonstrate the quality of a product, its cost-effectiveness, value, or performance.

A striking example of a rational motive is the discount system.

Almost all large companies or companies with a strong position in the market have their own system of discounts. Usually discounts are provided to regular customers.

Emotional motives They strive to awaken some negative or positive feeling that will serve as justification for making a purchase. Emotional motives include motives of fear, guilt, shame, love, humor, pride and joy, with the help of which advertising forces people to do or not do something (for example, brush your teeth, don’t smoke, don’t overeat, look good, etc. examples, often related to health).

Moral motives appeal to the audience's sense of justice and decency. Moral motives are often used to encourage people to support social causes, such as improving the environment, helping to restore monuments or something else, helping the disadvantaged, etc. When advertising everyday goods, moral arguments are used less often.

Due to the familiarity of the manufacturer of his product or service, one may lose sight of its properties, which can attract consumers and become the basis of an advertising campaign. Based on this, it is necessary to draw up a list of all the benefits or motives that the manufacturer of the product can offer and that can motivate the consumer to make a purchase. Then you should conduct a motivational analysis, that is, study the data. The results of this analysis should be periodically checked by surveying consumers in order to clearly know whether the opinion of advertising producers coincides with the opinion of consumers regarding the benefits of the product. It is also necessary to conduct a market analysis, that is, to evaluate the company’s advantages and purchasing motives in terms of market requirements (advantages over competitors).

The second stage is the structure of the appeal. The effectiveness of circulation also depends on its structure. You need to decide whether the message needs to make a clear point or leave it to the audience to do so; is it necessary to provide arguments not only “for”, but also “against”; when to present the most effective arguments - at the beginning or end of the appeal.

It is necessary to ensure that the consumer remembers at least the name of the product and associates it with the most important quality of the product and with the main motive for purchasing.

The final stage in developing an appeal is to determine the form of the appeal. The main thing is to attract attention and interest the consumer. To do this, advertisers resort to some of the following techniques: the use of exciting illustrations and headlines, slogans, contrast effects, unusual configurations, sizes and locations of messages, the use of color, shape and movement, selection of speech tempo, tone, rhythm, pauses and other sound signals, aroma and tactile properties. All these things subtly influence our consciousness. You can also interest the consumer by using an authoritative opinion in advertising. Example: at an advertising exhibition held in Moscow, many printing companies and advertising agencies, presenting their products, indicated the names of their clients - companies with a name (for example, the Evra International company, specializing in outdoor advertising, indicates the names of its clients: CNN international ; Kremlyovskaya; Billine cellular communications; Radio "Echo of Moscow" and radio "Palmira"; This technique gives potential clients a feeling of solidity and reliability. Depending on the ability to handle the techniques of forms of appeal in advertising, you can either achieve heights or fail an advertising campaign.

Also, as a rule, one is attracted by the originality of the idea. Attached is a booklet from a printing company, which, in my opinion, very clearly demonstrates the capabilities of its company in a simple form (curly cutting, special coating, product quality, originality of thoughts). The booklet is also convenient from a practical point of view: there is a tear-off business card on the last page. The slogan is also attractive, giving some confidence in the quality of the work performed by the company.

In conclusion of this section, I would like to give an example of an advertising brochure for the LBL corporation, which represents itself as a group of specialized companies working in the field of advertising and advertising production with its own facilities. The corporation's advertising policy is aimed at advertisers. The purpose of the advertising brochure is to convince that cooperation with LBL is the most convenient and effective cooperation. The prospectus immediately lists the corporation's clients: Mars, Bosh, Intel Corp., Pepsico Inc., IBM, Siemens, the Central Bank of the Russian Federation, Moscow Credit Bank, Bee Line, some advertising agencies (McCann-Ericson), the Maxim group of companies and many others. By listing such well-known companies and banks, the corporation attracts clients and increases their trust and increases its prestige.

The prospectus states only rational motives or benefits. That is, the theme of the advertising message is convenience and reliability. For example: most advertising agencies, while declaring a full range of services provided, are actually intermediaries. Therefore, the benefits of direct cooperation between advertisers and a large advertising manufacturer, which is LBL, is very clear, capable of both developing and producing a wide range of advertising products and advertising services. The prospectus contains a full list of services provided by the corporation: production of high-quality full-color printing (the range of products produced by the LBL printing house is listed, types of pre-press work, order completion times, length of service of the printing house employees, equipment, number of copies in circulation); development of a strategy for the client’s advertising campaign (creation of slogans, advertising texts, concepts for subsequent design developments, services of the marketing research department, visual concepts and their implementation in advertising strips and billboards, development of the client’s corporate style, creation of a comprehensive ideology of the advertising campaign in terms of its visual content ); production and placement of various types of outdoor advertising (the widest range of types of outdoor advertising is indicated); production of souvenirs; high-quality advertising placement, due to the presence of television, radio and press departments of the advertising agency LBL, exclusive conditions for the production and placement of advertising in the metro.

It is also important to indicate the service system - a corporate customer service service, where each client is assigned a personal manager. A few more advantages associated with the structure of the corporation, as well as the corporate system of discounts (a table of basic discounts is provided) and free delivery of copies to the customer within Moscow.

As for the structure of the appeal, the form of the appeal allows the clients themselves to draw obvious conclusions - the use of certain phrases seems to push clients towards this, but there are no direct conclusions made by the corporation itself.

The form of address is also interesting. The prospectus contains photographs illustrating the products and equipment of the corporation; the content is structured according to the “Question-Answer” principle; three colors are used (gray and red as the background, white as the color of the letters).

6. Deciding on the means of distribution.

The main task of advertising service specialists at this stage is to form a set of advertising activities that will ensure maximum coverage of representatives of the target group at the lowest (more precisely optimal) material costs.

IN In the process of choosing means of distributing an advertising message, it is necessary to answer three questions:

where to place an advertising message;
when and with what frequency to advertise;
what specific advertising media should be used.

6.1.Advertising location.

Of course, the solution to this strategic issue depends on what the company is advertising and on the advertising campaign budget. In practice, when organizing advertising, for example, consumer goods, the priority means are events in the media, exhibitions and fairs of these goods; Print advertising uses mainly inexpensive leaflets or booklets and advertising posters hung in sales areas and other crowded places along with various types of outdoor advertising.

Let's consider the advantages, disadvantages and priority areas for using individual main advertising media.

Advertising in the press used for almost all types of goods, industrial products and services. Its main advantages are flexibility, wide coverage, a high degree of trust in many publications, and high selective capabilities of specialized publications. The disadvantages include insufficient efficiency, short duration of existence, and relatively high cost.

Over the past few years, with the development of the economy of our country, the products of the publishing house "Kommersant" have become very popular (newspaper "Kommersant daily", magazines "Kommersant", "Dengi", "Brownie", "Autopilot", "Stolitsa").

Let's look at these publications from the advertiser's point of view. To begin analyzing whether these publications are suitable for placing advertising products for a given company or enterprise, you need to: 1). with a clear idea of what kind of information is published in the above magazines and newspapers; 2). who reads the publications (target audience); 3). publication frequency. Already based on this, you can form an idea of what advertising of goods or services is most effective.

Daily, Kommersant, Money – 1). reliable financial and political information, monitoring of changes in legislation, cultural and secular chronicles.

- 1). Ultra-fast information about all of the above spheres of life (it is also known that in the group of economic publications, which consists of “Financial Newspaper”, “Financial News”, “Economy and Life”, this newspaper occupies a leading position). 2). distinctive features of the audience: 60% of the audience are men; approximately every second regular newspaper reader is between 35 and 44 years old; 77% of readers have higher education; the income of every third regular reader exceeds the average Moscow level; More than half of working readers are employed in the public sector of the economy. 3). daily newspaper.

Money is mainly financial and analytical information, politics plays a secondary role. 2). Target audience – middle class (average income level); These are mainly middle and senior managers employed in the non-state sector of the economy; a significant portion are people with high official status aged 28 to 45 years; 70% are men; the vast majority have higher education.

The magazine "Money" is distributed in 75 cities and regional centers of Russia and abroad, read on board the world's airlines, in the Government and State Duma, in the Presidential Administration and in the Moscow Government, in the Central Bank and the Ministry of Finance, the Ministry of Economy and the State Property Committee. 3). weekly.

Conclusion advertiser: You should place advertisements for large banks and financial companies, insurance companies, recruiting agencies, consumer electronics companies (Volvo, Daewoo, Mitsubishi) and companies providing communication services (cordless phones and pagers).

Kommersant is the most universal magazine for business people. 2). The magazine is designed for active segments of the population with above-average income, mainly for managers, and is distributed throughout Russia. 3). weekly.

Advertiser's conclusion: The most effective advertising in the weekly is for office equipment, computers, audio-video and household appliances, cars, security services, training, tourism, consumer goods and real estate.

Brownie – 1). a magazine for home reading (about what is happening in the world, how and how famous people live, how to arrange a beautiful home, how to raise children, how to spend and save money, how to have fun and meaningfully relax, that is, everyday information). 2) 71% of the audience are women; 46% have higher education and incomes above average; 43% of readers have a personal car; 36% have traveled abroad in the last six months; This publication is of greatest interest to people between 20 and 40 years old. 3). monthly magazine.

Autopilot – 1). illustrated men's magazine with automotive themes. 2). The regular audience of the magazine is men (59%) aged 16 to 35 years, with higher and secondary education, with an income above the average level, currently employed, approximately half of them are satisfied with the abundance of advertising in the media. 3). monthly.

Capital – 1). includes the main city news, problems that concern Muscovites and other city topics; a separate block in the magazine publishes a poster of the main cultural events of the city for the coming week. 2). The target audience is urban residents of different ages and professions. 3). weekly.

As for the cost of advertising in these publications, of course, it is expensive, and not all companies can afford to publish their advertising messages with at least the minimum frequency. Attached are some price lists of the Kommersant publishing house.

Radio advertising characterized by positive features: mass coverage, prompt broadcasting, the ability to choose airtime and programs, and relatively low cost. On the other hand, presentation only by sound means makes the degree of attracting attention lower than that of television; the short duration of advertising impact hinders the effectiveness of advertising. A similar advertising medium is used to advertise goods and services of mass demand, effectively as a side event during fairs and exhibitions.

The decision of whether to advertise on the radio or not depends, in part, on who the audience of a given radio station is (age, profession, tastes). As a rule, each radio station has its own musical or informational specificity, and therefore its own specific audience (for example, radio “Maximum” is aimed at the young (15-30 years old) population of the cities of Moscow and St. Petersburg (students, oddly enough, the “new Russians" and business people, etc.). As a rule, this radio station advertises social and cultural life: messages about exhibitions, nightclubs and discos, restaurants, concerts. As well as about communications, companies providing any services, prestigious stores). It is worth considering where the radio station broadcasts (number of regions or cities), what is its degree of popularity. The appendix contains price lists of two well-known Moscow radio stations. The only thing I would like to add is that radio "Rox", for example, broadcasts to 35 regions of Moscow, and is also the first radio station to appear in the FM range. Advertisers will take these facts into account.

Outdoor advertising: flexible and responsive, with a high frequency of repeat contacts, low cost, weak competition. Its disadvantages include the lack of audience selectivity and limitations on the creative possibilities of implementation. Outdoor advertising is used for advertising consumer goods, for advertising trademarks of industrial enterprises that produce both consumer goods and industrial products.

TV ads combines images, sounds and movement, has a sensory impact, a high degree of attention-grabbing and wide coverage, there is a possible choice of programs and broadcast times, and speed of broadcasting. Its disadvantages include high absolute cost, overload of airtime with advertising, fleeting advertising contact, and low selectivity. Although television is a universal means of disseminating messages, since with the help of television it is possible to advertise almost any product or service.

Direct mail has the following advantages: high selectivity, flexibility, lack of competitors. However, advertising of this kind has a relatively high cost and the image of “waste paper”, which hinders its perception. It is used primarily for advertising industrial products (services) with a relatively narrow group of target effects.

6.2.Time and frequency of advertising.

The advertiser should decide when and how many times over a specific period of time the average representative of the target audience should encounter his advertising message, what impact should contact with his advertising have. Within a particular type of advertising medium, say magazines, the same message in one magazine may be perceived as more credible than in another. If you leaf through newspapers of more than 4 sheets, you will notice that large advertisers place their advertising messages more than once. In one newspaper you can find from 2 to 5 advertising messages from one advertiser (it all depends on the type of newspaper). As for television and radio, it is clear that advertising messages are most effective in evening and morning broadcasts with a certain systematicity.

Very often, when choosing an advertising strategy, one should also take into account the seasonal nature of consumption of certain types of goods, products or services; periods of summer vacations, holidays and other similar facts (air conditioners in summer, fur coats in winter, cold remedies in autumn and spring).

6.3 Selection of advertising media.

The advertiser needs to choose the most cost-effective means of advertising distribution. For example, if an advertisement is to appear in magazines, a specialist studies data on their circulation and prices for advertisements of different sizes with printing in different colors and different locations, as well as data on the periodicity of magazines. He then evaluates the journals on such indicators as reliability, prestige, the presence of regional publications and publications with a professional bias, the quality of printing, editorial policies, length of ordering times and the psychological impact on readers. Having made this assessment, the specialist decides which specific magazines will provide the coverage, frequency and impact he needs within the allocated allocations in accordance with his advertising policy.

7.Evaluation of the advertising program.

The concept of advertising effectiveness simultaneously contains such heterogeneous concepts as economic effect, psychological effect (psychological influence on representatives of target groups) and social effect, expressed in a certain impact on society as a whole (in particular, influence on the formation of people’s taste preferences , their views and concepts about various moral and material values - this has already been discussed in paragraph 1.3. – etc.)

Based on this, comparing and linking together the monetary costs of advertising events, the profit received, consumer preferences and prestige of goods and favorable public opinion about the activities of the advertising organization is an extremely difficult, almost impossible task.

Researchers use several different methods to measure the communication and sales effectiveness of advertising.

Measurements of communication effectiveness indicate how effective communication the ad provides. This method, called testing texts, can be used both before posting an ad and after it is published or broadcast.

To place an ad, the advertiser can conduct a survey of consumers on whether they like the proposed ad and whether the appeal stands out from others. After placing an ad, the advertiser can measure whether the ad is remembered by consumers or whether it is recognizable as having been seen before.

One One of the ways to measure the trading effectiveness of advertising is to compare sales volume with advertising costs over the past period. Another way is to develop an experimental advertising program. Another common technique is to compare the economic results of the economic activities of two similar trading or other enterprises, one of which carried out an advertising campaign, and the other did not.

8. Legal aspects of advertising activities.

Since 1971, the International Chamber of Commerce (ICC) has been constantly functioning in Paris. Since January 1, 1993, the Chamber of Commerce and Industry of Russia has been a member of the ICC.

Currently, the following international codes developed and adopted by the ICC are in force:

ICC International Code of Sales Promotion Practices;
ICC International Code of Advertising Practices;
ICC International Code on Direct Mail and Direct Mail Selling Practices
ICC International Code of Direct Selling Practices;
ICC International Code of Practice for Marketing and Social Research.

The formation of professional ethics in the advertising business is less important than laws. The company must avoid deception and discrimination in its advertising. Here are the main controversial issues:

False advertising. Advertisers should not make false claims, such as claiming that a product cures something when in fact it does not. Advertisers should avoid rigged displays.

Misleading advertising. An advertiser must not create advertisements that have the potential to mislead, even if in reality no one is likely to be misled. Floor varnish cannot be advertised as providing 6 months protection if it does not normally do so. The problem is how to draw the line between misrepresentation and praise of goods that is considered acceptable.

Discounts on incentives and services. The company must provide discounts on incentives and services to all clients on proportionately equal terms.

Any advertising message must be legally impeccable, decent, honest and truthful. Any advertising message must be created with a sense of responsibility to society and comply with the principles of fair competition common in commerce. No advertising message should undermine public confidence in advertising.

decency;
honesty;
truthfulness;
comparisons (Article 5. The advertising message must comply with the principles of fair competition. Comparison of the merits of goods must be fair and based on evidentiary factors);
protection of individual rights (Article 8. Advertising messages must not depict or describe any people in their private lives or public activities without their prior permission);
ensuring safety (Article 12. The advertising message must not contain, without compelling reasons, any images of dangerous situations, actions, exercises, customs demonstrating disregard for danger or safety measures);
responsibility (Article 14. Responsibility for compliance with the rules of conduct set out in this code lies with advertisers, executors of advertising messages, advertising agencies, publishing houses, media owners and, in general, participants in contracts regarding advertising messages).

Conclusion

Contrary to popular belief, advertising is far from the only “engine of trade”, but only one of many. In the overall system of a wide range of marketing activities, advertising is, as a rule, not the dominant element. In particular, according to estimates of some marketing scientists, in the total amount of factors influencing the adoption of positive purchasing decisions, advertising accounts for only 1/32 to 1/8 of the share.

Practice shows that the most significant factors determining an increase or decrease in sales of any product are, first of all, the quality and consumer properties of the goods themselves, their price, the general market situation, the actions of competitors, etc.

Advertising requires a lot of money, which can easily be wasted if the company fails to accurately formulate the task, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, and fails to evaluate the results of advertising activities. Due to its ability to influence lifestyle, advertising also attracts close public attention. Constantly increasing regulation is designed to ensure responsible advertising practices.

Recently, advertising has become firmly established in our lives. This area of marketing is actively developing in our country. Various institutions teaching the art of advertising are opening. Most likely, advertising has taken root in the market of our country. One can only believe that every year the level of its quality will rise higher and higher, and it will become a real guide for the consumer in the world of a huge number of goods and various services.

Bibliography

Eisenberg M. – Advertising Management, M., IntelTech LLP 1993
Dichtl E. Hershgen H. - Practical Marketing, M., “Higher School” 1995
Kotler F – Fundamentals of Marketing, M., “Business Book” “Ima-Cross Plus” November 1995
Kalashnikov V.A. – Dictionary of Market Economics, Moscow 1993
Naimushin A.D. – Fundamentals of advertising organization, M., “Vneshtorgizdat” 1992
Edited by Professor Vlasova V.M. – Fundamentals of Entrepreneurship, M., “Finance and Statistics” 1996
Evans J., R. Berman B. - Marketing, M., “Economics” 1993
Materials from the international exhibition “Advertising-96”, Moscow (November 18–22) were also used.