The requirements for the language and style of such documents differ significantly from the requirements for the preparation of strictly regulated business papers. The specificity of advertising letters is that they are subject to requirements such as memorability and the ability to arouse commercial interest. This necessitates a more creative approach to composing texts of advertising letters; allows the use of linguistic means of expression in order to attract attention to the information presented. So, for example, in the message below, containing an invitation to a sale at reduced prices, a question-and-answer narrative technique, incentive structures, as well as adjectives most, favorable, privileged are used, enhancing the impact of the letter.

Dear...

Today you have the opportunity to buy goods at the lowest prices.

Why? Our sales team forecasts that prices will increase by 1% over the next four months. Don't miss the opportunity and take advantage of the reduced prices. We invite you to a privileged sale. We are confident that you will be satisfied with both the products and their prices. Come, we will be waiting for you.

Widely used evaluation structures such as: perfect performance, reasonable price policy, reliable (good) partnerships, flexible system discounts, successful (fruitful) cooperation, etc. increases the emotional appeal of the text business letter, gives it a constructive tone.

The main requirement for the text of an advertising message (as well as for the texts of other types of business messages) is informativeness and persuasiveness. However, the information content of an advertising letter should be focused on the interests, vital, and practical needs of a potential consumer, customer, or partner. In addition, it must be complete, that is, an informational and advertising letter must contain all the information that may be of interest to consumers. If the letter lacks important information for the addressee and he needs to additionally contact the addressee, this may prompt him to use the services of another company (offering similar products), whose informational and advertising letter is written more convincingly and competently.

Stylistic flaws that lead to ambiguity are certainly unacceptable in the texts of advertising business messages, since they reduce their impact.

A flexible system of discounts on your company’s products will allow us to successfully compete with your products in the market of our region.

The above fragment of an informational and advertising letter is oversaturated with personal pronouns (yours, yours, us, ours). In addition, the polysemy of the verb compete creates ambiguity in the statement. It is unclear from this sentence whether the author of the message intends to compete with the addressee (product manufacturer), or, by selling the addressee’s products, to compete with others trading companies region.

The speech tactics of an advertising business message can be defined as targeting interests. Experts emphasize that how accurately the writer is able to determine the interests of the recipient company and reflect these interests in the text of the letter will determine whether he can find understanding on the specific problem under discussion and on issues of long-term promising cooperation.

The headline is sometimes considered the most important part of the advertising text (it is the headline that attracts the consumer’s attention, and the extent to which the potential consumer will be interested in reading the main text depends on the degree of its expressiveness). Headlines are divided into several types: useful, provocative, informative, interrogative, and command headings.

Advertising text must meet the main objectives of advertising as a whole. However, one cannot ignore the perspective of the functional assessment of a certain text, its real purpose, its functional role in a specific speech situation. The advertising text performs very specific functions. The ultimate goal of advertising text is to convince readers of the benefits of the advertised product, service, company, etc. The effect of advertising is based on the correct use of a number of linguistic and psychological phenomena and patterns. When we talk about the language of advertising messages, we are talking about the use of language for professional purposes, the result of which is the generation of messages aimed at a specific audience and performing specific tasks.

The main purpose of advertising text is to attract attention, arouse interest and stimulate sales. To achieve this goal, the writers of advertising text resort to the use of various linguistic and psychological techniques. Advertising text should be distinguished by intelligibility, brightness, conciseness, extravagance, and highly professional execution. The laws of competition require advertising creators to be as accurate as possible when conveying information, expressive, and professional.

The creation of advertising text is the final stage of a long and painstaking process: the preparation of advertising text is preceded by preparatory work to study market conditions and strategies, legal framework advertising business, cultural, social and economic factors. Creating advertising is a creative process based on professionalism, on a certain set of knowledge and skills, therefore, composing an advertising text requires knowledge of certain rules and patterns, including the rules for constructing a literate and expressive text. The work of composing advertising text presupposes the presence of not only a certain talent or desire, but also appropriate professional qualifications. Obviously, to create advertising text you need to have very specific skills: it is an art that needs to be learned.

The uniqueness of advertising is explained by the fact that it has extremely broad information capabilities: it uses different channels mass communication, which allow you to establish and maintain contacts with a mass audience. Mass audience - extremely important factor, because, on the one hand, it facilitates the main task of advertising - selling an idea or product. On the other hand, this factor complicates the communication process and forces you to more carefully work out the strategy for creating an advertising message.

Researchers note that advertising, as a form of verbal communication, has a significant distinctive feature: communication often takes place in conditions that can be defined as unfavorable. The fact is that advertising is a so-called “one-way” type of communication, which in a certain way narrows the range of possible mechanisms of influence on the audience. In addition, the possibility of using various means of influencing the audience in advertising is limited to a certain extent. ethical standards and legal acts. Therefore, in advertising messages in a fairly “limited space” (since one of characteristic features advertising texts is brevity), one can observe an extremely high concentration of various stylistic devices.

Of course, play on words and images, distorted spelling and idioms, “wrong” syntax and unusual use of punctuation marks are very characteristic of advertising and often contribute to the creation of the most expressive and successful advertising messages. As noted above, in advertising one can observe an extremely high concentration of various stylistic devices. This feature of advertising texts is an international feature.

Slang and colloquial expressions are used very actively in advertising. To create emotionally expressive coloring, imagery, clarity and effectiveness of advertising text, which is intended for the mass reader, and therefore should be close to him in structure. Indeed, often advertising texts are written in such a way that their sound resembles the sound of spoken conversation.

The number of possible deviations from the language norm is not limited, since any language rule can be violated in one way or another.

It should be noted that, despite the attractiveness and even entertainment of stylistic devices, linguistic innovations in advertising are not welcomed by everyone. And yet, in advertising texts whose goal is to sell a product, new words and unconventional use of already known words are of great value. However, in order to prevent bright advertising text from turning into an illiterate set of incorrectly written words, the rules should be broken in a certain way.

Any advertising text, presented orally or in writing, is pre-prepared text; Thus, when analyzing advertising texts, we are dealing with two forms of speech implementation: written form and oral implementation of a pre-written text. When studying the expressiveness of advertising texts, one cannot ignore the question of the basic stylistic devices used by the authors of the texts at the syntax level, and the role that the studied systems of prosody and punctuation play in creating special stylistic effects.

A fairly common stylistic device is repetition. The repetition of a speech element, attracting the reader’s (listener’s) attention to it, emphasizes its significance and enhances the emotional impact of the text. The use of this stylistic device requires special skill from the compilers of texts: the relatively small volume of advertising text requires the rational use of linguistic means.

Repeating the same word or sentence not only draws the reader's (or listener's) attention to the element being repeated, but also adds new nuances to its content. The stylistic meaning of repetition is to enhance the semantic weight of the repeated part of the text.

In order for advertising text to have an effect, it must be distributed through the appropriate channel and be properly perceived by the target audience. To determine these and many other factors affecting the effectiveness of advertising, joint efforts of specialists in various fields are necessary.

Almost any question regarding advertising activities is controversial. The problem of speech culture in advertising and in the advertising business is also controversial. Of course, most will agree that this topic deserves attention. Its debatability lies in the fact that it is closely related to the issue of freedom of creativity in advertising, which, in turn, has several aspects. If we are talking about freedom of creativity in advertising, then hardly anyone will dispute the need to expand creative boundaries as intensively as possible and remove barriers that hinder creative flight.

It's a different matter when it comes to legal regulation advertising: speaking about freedom of creativity, all advertisers claim that they try to act within the law. The problem is that if the majority of advertisers recognize the indisputability of legal acts regulating the advertising process and creative activity As part of this process, the question of the moral, ethical and social aspects of advertising remains open. One of the most controversial and often (and heatedly) discussed aspects of the problem under consideration is the linguistic aspect. For example, how much distortion of language is acceptable in commercials or printed texts? It is unlikely that there will be a unanimity of opinion on this issue. Opponents' positions are often diametrically opposed. The answer to this question depends not only and not so much on the position of one or another participant in the discussion, but on what is its dominant. If increasing the level of sales is taken into account, then often such techniques (as the authors of the texts claim) contribute to this. On the other hand, we must not forget that advertising is part of mass culture, therefore, of course, it should be taken into account that not only the cultural priorities of the target audience influence the perception of advertising, but also advertising influences the worldview and the general cultural level of the nation.

No less important is another aspect of the issue under consideration - the way we talk about advertising. In the domestic advertising industry, there is an understandable influence of foreign trends and the penetration of a significant number of foreign borrowings into the Russian language, especially in the field of advertising terminology.

Recently, the question of the terminological apparatus used when working in the advertising business, of professional vocabulary, has become increasingly relevant. This state of affairs is explained by the fact that by now a significant number of realities in the field of advertising have accumulated, which Russian specialists very intensively and successfully borrow from foreign experience. It is obvious that along with the realities, the terms denoting them are also borrowed.

Most terms used in the advertising business are either a direct translation of a similar English term or a transliteration of it. In both cases, when using the term, a number of difficulties arise. If we are talking about the transliteration of a term (for example, promotion, direct marketing, etc.), a number of questions arise regarding both the understanding of the term itself and its use in Russian-language publications. In the case of direct translation of a term, we are talking, first of all, about the variety of translation options given in various dictionaries and publications, which entails the emergence of synonymous series of terms. So, for example, the term promotion is translated as promotion, promotion of a product (product); Along with translated versions, transliterated ones are also used: promotion or promotion. The term public relations is used both in transliterated form (public relations) and translated (public relations). It should be noted that the translation does not fully convey the essence of this capacious definition - public relations. Along with these options, abbreviations are also used: both original (PR) and Russified (PR), and the latter has an adherent negative connotation (for example, “black PR”), so it is preferable to use the PR option. In addition, often the specified term, or rather, various variants, is replaced by the term publicity.

As you can see, the situation with data and many other terms (for example, direct mail, billboard) is complicated by the fact that when they are used, both trends are combined - in professional literature, transliterated versions and various translations of these terms coexist on equal footing.

A certain difficulty in terms of their interpretation and translation into Russian is represented by abbreviations that are often found in publications on advertising and are used when working in the advertising business.

Issues of advertising terminology, features of the use of professional vocabulary depending on the communicative situation, adequacy and literacy of translation, both of the advertising texts themselves, and of methodological, educational and scientific literature devoted to certain problems of the functioning of the advertising industry - like advertising itself, are multifaceted, and their resolution requires the pooling of knowledge and skills of representatives advertising business, journalists writing about advertising, editors of advertising publications, linguists involved in developing issues of advertising language and advertising terminology, as well as representatives of television channels that place advertising.

1.Goals in the field of sales, which should lead to tangible
increase sales volumes or encourage consumers to purchase tourism services.

2. Goals in the field of communications, aimed at conveying certain ideas, shaping the image of the enterprise, changing consumer habits, which contributes to the growth of sales in the long term.

Determining the nature of the proposed goal is not always quite simple; when carrying out advertising activities, enterprises most often turn to a combination of them. Typical advertising goals:

Formation of the company's image;

Formation of product image;

Providing information about the product;

Changing attitude towards the product;

Increase in sales volumes;

Anti-competition, etc.

How correctly the goals of advertising are determined, the means of its distribution are selected, and advertising messages are developed taking into account the target audience depends on the final result of advertising events, the return on investment and the achievement of the effect that the tourism enterprise is counting on.

Specificity - is expressed in simple, intelligible and convincing language of the text, thoughtful arguments, a logically completed solution;

Targeting is the extent to which advertising media are addressed to specific segments of the population, age or social groups;

By creating demand and stimulating sales, forcing consumers to buy goods and accelerating the process of purchase and sale, and therefore the turnover of capital, advertising performs in the market economic function.
By providing consumers with a targeted flow of information about the manufacturer and its products, advertising performs informational function.

With the help of questionnaires, surveys, analysis of the process of selling goods, it is supported Feedback with the market and consumer. This allows you to control the promotion of goods to the market, create and consolidate among consumers a stable system of preferences for them, and, if necessary, adjust the sales process. This is how they are implemented controlling And corrective advertising functions.

By introducing new products to the market, advertising promotes the spread of educational advertising function. Executed at a high professional and artistic level, advertising helps to develop a sense of beauty in the audience and instills good taste in them. (aesthetic function). Directed influences on certain categories of consumers perform the function demand management.

Agitation, oral or printed, among the general public, with the goal of disseminating certain ideas, cultivating good taste through persuasion, allows you to implement the above functions of advertising and achieve success in achieving the main goals of marketing: generating demand and stimulating sales.

To popularize means to make advertising understandable and accessible; this is what is put forward in the requirements for advertising.

For the economic well-being of a tourism enterprise in market conditions, it is important not only to take into account external conditions, but also to have a very definite orientation towards the formation of a favorable “external climate”, and to carry out targeted work with the public and clients. The solution to this problem is achieved by implementing promotional activities, which most often refers to public relations work - “public relations” (English, public relations). This work is aimed at studying the folding public opinion and the formation of a friendly attitude towards the tourism enterprise and its activities. Propaganda is carried out using all imaginable means of disseminating information that could convey to the audience the image of a product or service (except for the generally accepted ones, for example, displays at points of sale, creative ideas). It should be noted that there is no “Chinese wall” between propaganda and direct advertising, although there are certain differences between them (Table 1).

Despite the interconnection and complementarity, advertising is primarily information, PR is interaction, propaganda is introduction into public consciousness, and marketing is market opportunity.

On the issue of the relationship between the concepts of PR and marketing, the most acceptable opinion seems to be that where PR is defined as an integral part of a large, complex and diverse marketing mechanism.

Let us dwell on the difference between PR and product promotion. Promotion always involves creating an original advertising product. PR serves to promote a product; it will be successful if PR tools are skillfully used. But these two marketing communications There are areas of activity that are in no way correlated with each other.

Considering the difference between PR and propaganda, let’s define the concept itself. Propaganda is special kind activity, the main function of which is the dissemination of ideas, teachings, views in order to form certain attitudes, perceptions and emotional states; the purpose of propaganda is to influence people's behavior.

It would seem that PR does the same thing, but there is one significant difference: propaganda can distort or falsify facts to achieve its goals, PR strives for truthful dialogue.

Most often, PR is confused with advertising, so we will dwell on the distinction between these concepts in more detail. The difference from advertising can be formulated as follows: advertising should sell, and PR should create a reputation that helps sell. It is not necessary to repeat that your company is the best for others to understand this; a company is judged by its deeds, not by its statements. But to create a strong business image of an organization by informing clients and consumers, and not by custom publications or advertising campaigns (which, as a rule, have a positive, but short-term and unstable result) - this is the main task of PR. For this purpose, public relations departments are created, money is spent; efficiency professional activity PR specialist contributes significantly to the success of the company; it is an investment in the company's reputation.

It should be noted that PR is not the creation of some kind of favorable image that does not correspond to reality; it is an informational reflection of real actions, and not disguising them as favorable. PR serves the prosperity of the company, strives for the most successful sale of goods, thereby having goals similar to advertising. But PR makes this a different means from advertising or propaganda activities.

PR reaches the general public, not a narrow circle potential consumers. PR addresses a person as a social being in order to instill trust, while advertising sees a person as a client-consumer and seeks to provoke a desire to make a purchase. Not all organizations can use advertising, but all can use PR.

Table No. 1 discusses the main criteria for the similarities and differences between the concepts of communication and advertising, propaganda, and marketing.

This chapter examined the relationship between marketing, advertising, propaganda and PR in the activities of modern organizations. This is one of the most pressing problems in building a communication strategy. Different companies solve this problem in different ways, which is reflected in the different positions that PR specialists occupy. In some companies, the PR function falls under the responsibility of the advertising department, in others - the marketing department. In a number of organizations, marketing, PR and advertising are united not by vertical, but by horizontal connections.

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 final consumer.

IN modern conditions Russian market, it is advisable to highlight five main types of communications with the active use of PR: advertising, interactive marketing, incentive system, telemarketing, exhibition marketing. It is important to note that direct marketing and PR have enormous potential in the Russian market, much greater than television advertising.

The trend towards integrating marketing communications, i.e. The combination of advertising, public relations, sales promotion, direct selling, point-of-sale communications and event marketing with other elements of the marketing mix is ​​one of the most significant marketing advances.

In accordance with the Law of the Russian Federation “On Advertising”, “advertising is information distributed in any form, by any means about an individual or legal entity, goods, ideas and initiatives (advertising information), which is intended for an indefinite number of persons and is intended to form or support interest in physical legal entity, goods, ideas and initiatives and facilitate the sale of goods, ideas and initiatives.” On the one hand, the economic component is significant in advertising, and on the other hand, the informational component.

The problems of maintaining sales volume at a certain level are solved using the so-called reminder advertising or advertising stability, which gives the consumer additional information about a product already known to him, creates the effect of a constant presence on the market, promotes recognition of the company or product. Reminder advertising is important to reassure current customers that they have made the right choice.

Also used in Russian media prestigious advertising, which helps to form the image of a company or product in the minds of real or potential consumers.

An effective means of influencing consumers is newspaper and magazine advertising "/>, the genres of which are very diverse. IN advertising purposes almost all journalistic genres are used, which can be divided into three groups: informational (note, interview, report, reportage, line advertising), analytical (correspondence, article, review, review, review, commentary), journalistic(sketch, essay). The last genre group is actively used in the preparation of public relations materials and materials with hidden advertising.

Advertisement- a paid advertising message placed in periodicals, usually containing an advertising headline-slogan, which in a concise form reflects the essence and advantages commercial offer advertiser.

Advertising note- one of the most common advertising genres, is a purely informational genre: from it the reader learns what, where and when was released or happened (should happen). The notice is limited to reporting the goods and services being advertised. As a rule, advertising notes have a title. If an advertisement creates an advertising image by highlighting 2-3 characteristic aspects of the advertised object, then the notes tell about it in more detail, and not only highlight any characteristic aspects, but also provide details.

It is also used to promote goods and services. advertising report. The genre itself is defined as material in which readers are given a visual representation of a particular event through the direct perception of a journalist or character. The author gives, for example, a visual representation of the products that he himself saw; he recommends them to potential buyers not as an eyewitness from the outside, but as a consumer. For the reader, such an approach to advertised objects is psychologically important.

An effective form of propaganda is promotional interview, which has a special power of persuasion. In form, the interview is a complete text, united by a common concept and consisting of unique question-answer blocks, which are arranged according to the increasing degree of intensity of the questions and reflect the development and dynamics of the conversation. The main task in this case is to convey relaxed and spontaneous speech that can create a vivid advertising image.

Advertising review is a comprehensive overview of the advertised object (book, theatrical production, film, concert, exhibition). If in a regular review the advantages and disadvantages of an object are considered, then in an advertising review the reader’s attention is drawn specifically to its advantages. A review encourages a potential consumer to take a specific action, for example, buy and read a book, watch a play or film.

Among the advertising genres is the advertising essay, which talks about the advertised object in a figurative and journalistic form and its entire presentation is subordinated to a single goal - advertising. It organically combines elements of fiction and journalism, showing specific facts and real events, the advertising essence of which is revealed in a vivid artistic and journalistic form. An advertising essay affects not only the mind of the consumer, but also his feelings, making him not only understand, but also feel what is depicted.

One of the advertising genres is a short story with a simple plot and an interesting composition. The situation that is described must be related to the advertised object. Often such a story is accompanied by illustrations.

Advertising article It is distinguished by in-depth analysis and detailed description of the advertised object, generalizations. An advertising article is already a whole study dedicated to the advertised object or group of similar objects, which tells about them in an accessible and popular way. The genre features of an advertising article are that it contains elements of all three directions - analytical, informational and journalistic. Articles can be overviews or be more selective in nature, devoted to a particular area of ​​the company’s work or a particular product. Its main task is to form a positive image of goods and services in the consumer. Moreover, what is very important, the consumer makes his own conclusion about their merits. An opinion formed in this way is much more stable, something that is imposed by a “frontal” advertising attack and repeated repetition. In articles of an image nature, companies try to explain their policies and win public sympathy, for example, by reporting on their charitable activities.

Articles in advertising are used by advertisers whose activities require detailed, thorough and verbose explanation (for example, advertising of medical drugs, building materials). The effectiveness of such advertising largely depends on the stage of the product life cycle. The less a product is known to the consumer, the more information about it is required. The introduction of a product to the market is the first reason to turn to an advertising article or a series of articles.

Linear, or classified, advertising- one of the common types of advertisements that are placed on advertising pages periodicals non-advertising in nature or form the basis of advertising publications (for example, newspapers free ads). When preparing line advertising, the main attention is paid to headings - the method of organizing advertisements in a publication: for ease of searching, they are divided into classes, subclasses, and a hierarchical classification tree is built. Typically two- and three-level classifications are used.

Direct mail(direct mail) - postal advertising - is the sending of advertising messages (including personalized ones) to a certain group of consumers or possible business partners.

Mail advertising is a cost-effective, efficient and economical means of marketing and offering services. That is why it is widely used by retailers, commercial and industrial firms, service and charity enterprises, as well as individuals. The advantages of this type of advertising include selectivity, accuracy of reaching consumers, and flexibility. Mail advertising allows the advertiser to choose the circle of consumers he wants to reach. Thus, the advertiser reduces selling costs and increases profits.

A direct mail advertisement may contain a minimum of information or all the details necessary to describe a complex product. Distribution of mail advertising requires significantly less time than in the media. Advertisers who send advertisements by mail can control the circulation and quality of advertising products, the number of recipients, taking into account their location, age, gender and other factors.

However, there are also disadvantages to direct mail. Firstly, these are higher costs compared to advertising in newspapers and magazines. Secondly, low efficiency and, thirdly, lack of an information environment. An important reason why a reader pays attention to advertising in magazines is the information surrounding it (article, illustrations). Mail advertising must stand out from other advertising messages received by the addressee on the same day. The form and content of mail advertising must be carefully considered.

Let's look at some types of advertising publications distributed by mail. The most popular letters are often sent along with brochures, price lists, order forms and envelopes. Postcards are commonly used to announce sales and discounts to increase customer traffic. The flyers contain more than detailed information about the advertised product.

Brochures and catalogs are used mainly for advertising, displaying new product To the market. A prospectus is a publication containing detailed information about one or more similar products or services. As a rule, it contains information about the purpose of the product, its main areas of application, distinctive features, and methods of use. The prospectus is addressed to both end consumers and trading enterprises who will sell the goods. Brochures have a larger format compared to advertising leaflets and are usually made from thicker paper. They convey the shape and appearance of the product well. They are usually produced with a large number of photographs or color illustrations. Brochures often accompany a letter advertising an expensive product.

Unlike a prospectus, a catalog includes a list of a large number of products, systematized according to some characteristic. Catalogs are used in wholesale and parcel trade. In the catalogue, price list, there are elements of the publication apparatus: list of goods, index, imprint, content.

Products, prices and conditions matter most. Instead of individual samples, it is better to create advertising packages, offering flexible terms and conditions. It is better to demonstrate the product in order to immediately attract the reader’s attention. The most expensive option for direct mail advertising is sending out free samples. The length of the text in such advertising publications may vary depending on the product offered. A long test should be filled with facts. From general information you need to move on to specific details. The letter must be made attractive to the eye; for this it is better to break it up into small paragraphs and use different ways of highlighting the text.

After reading the advertisement, the reader must take some action. The interaction factor is very important, otherwise the reader will almost immediately forget about the advertising message. To do this, you need to ask the reader to act immediately, set a limited time for your offer, or limit the quantity of the product that can be purchased at that price. The advertising producer must do everything to ensure that the reader does not have difficulties submitting a response or order.

Outdoor advertising is an effective means primarily for advertising consumer goods, since it is designed primarily for perception by a wide segment of the population. It can be used effectively only for those goods or services that can be presented using a concise image and short text. Outdoor advertising can be reminder or informative. However, recently an increasing number of enterprises are using it to promote their trademarks in a range of prestigious or image advertising activities.

Among the types of advertising publications related to outdoor advertising, we can highlight billboards, posters, banners, illuminated signs, electronic boards and screens. In addition, outdoor advertising includes shop windows, in-store advertising (signs, information boards, price tags), signs and even uniforms for service personnel. Due to the fact that advertising in most cases is perceived at a considerable distance and on the go, it is, as a rule, short and expressive messages. The artistic design of these advertising materials clearly highlights the main elements of the company's logo.

Advertisers have recognized the new media - the Internet - as an extremely convenient technology for conducting targeted advertising and monitoring the effectiveness of advertising campaigns. Truly revolutionary developments in the field of advertising technology were offered to the market in the 90s by companies such as Yahoo!, Amazon.com, AltaVista and dozens of other US Internet media companies. Central to these developments in all cases was the creation of unique opportunities for advertisers to advertise to carefully selected and accurately measured advertising audiences. Thus, the Internet today allows publishers of science fiction books to advertise their products only to those Internet users who are really interested in science fiction, and a national brokerage firm can place advertising on the Internet so that only users looking for opportunities to invest in it will “stumble upon” securities of this country. It is precisely thanks to the fact that modern Internet technology makes it possible to automatically accumulate databases of addresses of Internet users interested in a particular topic, as well as to place advertising information on Internet servers depending on their topic, advertisers have the opportunity to target their advertising campaign to extremely narrow and correctly defined consumer groups.

We can identify four participants in the process of advertising communication: advertisers (initiators of communications), the media (carriers of advertising messages), consumers of advertising (the “target” to which the message is directed) and advertising agencies (as “conductors” and organizers of the entire process).

The legal relationship between the advertising producer (editor) and the author in practice turns out to be very unregulated. It is recommended to conclude an author’s agreement with the author, because, as stated in the Law of the Russian Federation “On Copyright and Related Rights,” “rights not directly transferred under the author’s agreement are considered not transferred.” You can insert a “Copyright” section into the copyright agreement, one of the clauses of which will be the distribution of responsibility for violation of copyright and related rights. Under this clause, the advertiser guarantees the authorship and originality of the advertising work and undertakes to independently respond to claims.

Let's give an example. The bank ordered an advertising agency to develop and print 5,000 color booklets. The contract was signed and completed by the advertisers efficiently and on time. When the booklets ran out, the bank decided to print additional booklets, but not from advertisers, but directly from the printing house. The bank believed that, having paid the advertisers under the contract, it had the right to dispose of this booklet at its own discretion. However, according to the agreement advertising agency According to the agreement, the bank did not receive property copyright to the booklet layout. And replication (reproduction) of a booklet is an action, the right to perform which is a specific author’s right. According to the “Copyright and Related Rights Law”, these rights must be transferred in a special way.

The uniqueness of creating print advertising is that the editor himself is at the origins of preparing the publication. It is he who, based on the advertiser’s order, forms the concept of the future publication and determines the task for the author of the text, artist, photographer. Maintaining and developing one's creative and organizational potential is an important task for the editor of an advertising publication.

Studying the Features creative process advertising shows that the birth of a fruitful idea about how to most effectively convey to the audience the merits of the proposed product or service is preceded by a lot of hard work collecting and processing relevant information. Among the various information that the editor collects during the preparation period advertising campaign, a special place is occupied by data about the product itself, about the potential buyer and about the sales market.

Based on the understanding of this information, the concept of the publication is developed and its script is created - a more or less detailed diagram of the future publication and a plan for working on its individual elements. In creating the script, together with the editor, the entire creative group led by him also participates: the author of the text (copywriter), artist, art and technical editors, etc.

The script is developed based on the advertiser's order, which defines the goals of the advertising message and provides the necessary information: target audience, factual data (name of product or service).

When drawing up a script, 4 species-forming features are taken into account: purpose, reader address, nature of information, material design of the publication. The editor formulates the tasks of the author or compiler of the text, artist, thereby determining the scope necessary information about the advertised product or service, the nature of this information, as well as the relationship between verbal and visual information. Formulation of the problem is the most important stage. A clear goal is needed here. At this stage, you need to clearly understand the final result that is expected to be achieved during the advertising campaign. Then the information is collected and processed, the idea is tested and refined.

The specificity of preparing an advertising publication is that all elements of the advertising structure are created in parallel as equal components of a single whole. For example, an interesting solution found by an artist can affect the volume and style of the author’s text, and sometimes require its revision.

A clear organization of work on the script determines the functions of the editor in the process of editorial analysis, the content of which, obviously, boils down to an assessment of how the author of the text, the artist and other members of the creative team coped with the tasks defined by the jointly developed advertising idea.

When compiling an in-house review, the editor checks whether the goals set for the advertiser have been achieved, compliance with the Law of the Russian Federation “On Advertising”, and compliance of the content and design of the works with the assigned tasks.

A specific stage for the preparation of advertising literature is testing advertising products before they are replicated or released. As you know, advertising information should attract attention, evoke emotions, be remembered, and the advertising consumer should have a desire to purchase the advertised product. Compliance with these requirements is the criterion for testing. As a rule, the effectiveness of an advertising idea is checked, and then finished products before it reaches the audience and at the distribution stage. For this they use various methods, in particular the focus group method, when advertising products are assessed by representatives of the target group (reader audience). It is advisable to involve a professional psychologist in working with the focus group.

A professionally executed advertising message cannot fail to take into account the laws of the psychology of perception. Economic and psychological efficiency are interconnected - the active impact of advertising on the consciousness of a potential buyer, as a rule, increases the effectiveness of trade and sales activities. It is believed that ultimately advertising is the activity of creating images that control people. Consequently, the editor must pay great attention to the psychological impact of advertising on a person.

First of all, it affects existing human needs, and also contributes to the formation of new ones. In order to better understand human needs, psychologists have tried to determine which category they belong to. There is a theory that lower biological or survival needs dominate human behavior and must be satisfied before socially acquired needs or desires of a higher order arise and become significant. Certain patterns have been identified. People are more likely to notice stimuli that are related to the needs they currently have and that differ sharply in some of their meanings from the usual ones. People selectively remember advertisements, acquire knowledge in the process of activity and have their own established attitude towards everything.

Psychologists divide human motives into primary and secondary. The list of primary ones usually includes those that are or seem to be innate, biogenic, and secondary are those that are considered sociogenic, that is, acquired in the process of life experience and learning. Advertising appeals based on primary desires or motives are more effective, since these motives are, by nature, closely related to the body's needs for goods and services.

Each stage of the psychological impact of advertising on the consumer’s consciousness requires the use of certain methods and methods of advertising influence.

It requires the editor to pay attention not only to the text, but also to all other elements. And here the pictorial series occupies a large place. All elements of the structure of an advertising publication are organized into a single whole by a layout, which is created on the basis of the principles of artistic design and book design.

Considering the layout of an advertising publication, the editor evaluates it from the point of view of the unity of verbal and visual, semantic and aesthetic information, and the organization of the rhythm of the publication. The aesthetic side of advertising design does not act as an end in itself, but only as a condition and means of ensuring high consumer quality of the publication.

As a means of communication, an image has much more meaning than text. Its content is less definite and vague. What the image lacks in clarity, it makes up for in a wealth of information. This is its advantage: the image is capable of simultaneously conveying many meanings, meanings or shades. In this way, it involves the addressee of the message in the process of active perception, calls on him to unconsciously interpret the information received.

One of the advantages of the image, playing big role in advertising lies in the simplicity of its perception. The recipient of the advertisement spends much less effort and time perceiving the illustration, so the process tires him much less than reading the text. In addition, the ambiguity of information carried by the image has a great emotional charge, which allows you to quickly create the desired mood. In certain types of advertising publications, for example in a poster, illustration is generally the main element of influencing the consciousness and emotions of the consumer. Skillful use of illustrations allows you to characterize the object of advertising from any point of view: appearance, structure, organization, movement, process, size, quantity, location. Visual material, so accessible to perception, aesthetically convincing, contributes to a better understanding of information, complements, clarifies the text, and in some cases replaces it.

When working on illustrations, the editor's main task is to evaluate how the artist and art editor solved the problems posed in the script. The following provisions can serve as criteria for such an assessment.

There should be a tangible and clear connection between the illustration and the advertised object, which is easy to understand even for an inexperienced reader. The simplest way to achieve the desired effect is traditionally considered to be placing the name of the product against the background of its image. Such directness and frankness of the advertiser or advertiser expresses their confidence in the excellent qualities of the advertising object. From their point of view, additional information is simply unnecessary. Searches in this direction led at one time to the fact that in Western, especially American, newspapers there appeared blank white pages, sometimes double-page spreads, with small signatures like “The company... does not need advertising.”

Illustrative material should show the product in a setting appropriate to its purpose, preferably in action, i.e. demonstrate how the product works, what operations it performs, and what the results of its use are. In this case, it is advisable to focus attention on the brand of the product and focus on its distinctive features and features.

At the same time, you need to ensure that the illustration clearly reveals to the buyer what benefits he will receive by purchasing the product. A test technique for the editor can be the following: is it possible to quickly perceive the graphic part of the advertisement and immediately determine to which area of ​​​​human activity the advertised object belongs? Is such a definition possible without the text part?

Thanks to all these qualities, the image, an illustrative series of steel in last years the main means of building an image and, accordingly, the most common method of presenting material in print advertising.

Let's consider several techniques used when illustrating advertising materials: tinted line drawings, photographs, drawings using the linocut technique (often made on the basis of an original photograph). Tonal patterns are used to create atmosphere or decorative effect. Graphs are also used. Advertising pages are full of computer graphics: houses, cars, funny people.

An indispensable illustrative element of any layout should be a logo, trademark or brand name of the advertiser. Sometimes within the same advertisement there are two brand names at once, one of which belongs to the manufacturer, and the second to the distributor of this product. In such cases, at the bottom, most often on the right, the advertiser’s brand name is engraved into a single complex with address data. Typically, this option can be observed when a dealer company advertises the product of its partners.

Newspapers and magazines often use rectangular photographs, and people get used to seeing them.

You can decorate an ad and enhance its visibility not only with a drawing or photograph. Important have the size and shape of advertisements. Rulers, spaces, vignettes and other typographic decorations not only carry an aesthetic meaning, but also help structure the advertising material and make it easier to perceive. A powerful means of attracting attention is also free space - “air”.

When working with large texts, it is desirable to increase their readability. To do this, it is recommended to use subheadings, start the text with a capital letter and place it in columns no more than 40 characters wide, preferably with a paragraph indent or a bullet. The first paragraph should not exceed 11 words. A long paragraph is poorly perceived by the reader. All other paragraphs should be as short as possible. It is useful to break up the text with illustrations. You should not use a font smaller than 10 point size and remember that a light font is easier to read than a bold font.

For print advertising, the effects of various design elements identified by psychologists are also important. Thus, symmetry causes a feeling of peace, asymmetry - anxiety, straight vertical - aspiration upward, horizontal is passive, diagonal is active.

A feature of visual perception is the so-called effect of the left side of the visual field, i.e. when reading a newspaper page, the eye first perceives the information that is located on the left, and then moves to the right side.

When choosing a font, the first place is taken by its qualities such as readability and compliance with the image created by the designer. It's better to type the title lowercase letters, rather than in capitals, as it is read more slowly, letter by letter. It is better not to place the title on the illustration.

Advertising also intensively uses the backing, reverse, and background. If there is a sufficient amount of textual material, reverse is used to highlight key phrases, as a kind of illustration, like a spot of color. It is the strongest irritant for the human optical system, as it changes direct perception to inverse. Sometimes advertisers abuse this technique. Thus, large texts given inverted lead to the effect of psychological fatigue, in which a strong stimulus leads to a refusal to perceive the entire publication. In addition, reversal significantly narrows the range of typefaces and font styles used. Small font sizes, light style and complex font design make reversed text unreadable.

The age of the readers should also be taken into account. Which font is familiar to readers? Will the font be read quickly? Is the text readable only in good light or also in poor light?

The font should be harmonious in weight with the tone of the illustration, but should be in contrast to the background. The use of color in a font is used mainly in two cases: if it is a corporate color, which is usually used to highlight the company name (logo) and slogan, and also to focus attention on a sentence that is important to the reader.

It is advisable to use the same typeface in an advertisement. An exception may be the original font of the logo or striking phrase. It is also undesirable to use more than 2-3 options (by size, boldness, style) of typeface in one ad. You should not overuse fonts with increased decorativeness - they cannot provide good readability.

One of the most important qualities image is balance. The starting point that determines the balance of the composition is optical center. It is approximately 1/8 above the physical center, or 5/8 from the bottom of the ad.

Balance is the arrangement of ad elements on the page: left relative to right and top relative to bottom, separated by an optical center. There are two types of balance: formal and informal.

Formal balance- absolute symmetry, in which paired elements on both sides of the line cutting the ad have the same optical weight. This balance is used when it is necessary to emphasize the dignity, stability and conservatism of the image.

At informal balance By placing elements of different sizes, shapes, color intensity or shading at different distances from the optical center, visual balance can be achieved. Most advertisements use informal balance because it makes the advertisement more interesting, imaginative and emotionally rich.

Symmetry is the most common means of harmonizing composition in print advertising. Symmetry involves the arrangement of all elements relative to an axis passing through the center of the object. It helps create the appearance of order and thereby facilitates and speeds up the process of perception. Most often, the symmetry is broken by text or headings or branding that are typed to the left or right or at an angle.

The principle of constructing an ad, thanks to which the reader’s attention moves around the ad in the desired sequence, is called movement. To achieve this, a number of techniques are used: the ad may depict people or animals, following whose gaze the reader's eye moves to the next important element of the ad. Can be used various images- a pointing finger, a rectangle, a line or an arrow that transfers attention from one element to another, comics or pictures arranged in a certain sequence that force you to start reading from the beginning and continue it in the right sequence in order to understand the essence of the message. The use of white space and color makes the text or illustration stand out. The eye will move from a dark element to a light element, from a colored element to a non-colored one. It should be borne in mind that first of all, attention is drawn to larger elements that dominate the page, and only then to small ones.

All ad elements must occupy an area proportional to their value.

An effective way to draw attention to one specific element is to use a contrasting color, size or style. For example, you could use a negative (white letters on a black background), a black and white ad with a colored frame, or an unusual font style.

However, it must be remembered that overloading with different font styles, too small letters, inverse image methods, and illustrations complicates and clutters the composition, which makes reading difficult.

The specificity of the design of advertising messages can also be seen in the nature of the presentation of the headline, the place of which is determined primarily by the structure of the material. The title can be the name of the advertiser. In this case, the title will appear above the text. If the headline is the name of the advertising object, then before and above it there may be the name of the advertiser, his slogan, or an appeal to the potential consumer. Even a phrase from the middle of the text can act as such a heading, and the rotation of the heading can be 90°.

A certain dynamic is given to symmetrical compositions by a title placed at an angle to the horizontal, while the angle of inclination should not exceed 30°. Within these limits, advertising text can be read without difficulty or additional effort on the part of readers.

The structure and composition of an advertising message can be influenced by the type of publication. The location and volume of advertising should be included in the modular grid of the publication and consistent with its style. Different advertisements can be prepared for special and mass publications. One of promising directions In advertising, one can consider the consistency of advertising publications in the style of the publication.

The choice of advertising location in the publication is important. Thus, the front cover of the publication is preferable to the back, but it is even better to use the front page with a continuation on the back. Then comes the inner side on the right (3rd stripe), then the inner side on the left (2nd stripe). On the back sides of the publication, the right side is preferred to the left. Subsequently, priority extends from the first pages to the last. Right (even) pages are better than left (odd) pages for placing advertising materials. The pages opposite editorials are better than others, although this depends on the type of publication. Often the best pages for advertising are determined through testing. Any advertisement in a newspaper or magazine will be preferable if it is adjacent to letters from readers, television programs, and crosswords.

When creating a layout for a publication, the editor needs to remember about the next stage - its replication ( technical conditions production).

The aesthetic properties of illustrations significantly enhance the emotional impact on the reader, therefore, when preparing them, rational color schemes and various visual techniques become of great importance. At the same time, the editor makes sure that the use of these elements is functional, aimed at solving the problem of explaining, convincing, and confirming textual arguments. Just like in the text, the object of advertising in illustrations should be shown from the consumer’s perspective and in a form that is understandable to him.

The physical effect of color has been repeatedly confirmed by numerous experiments by physiologists and psychologists. Modern researchers provide various tables of emotional meanings of various colors.

The so-called non-price factors are of great importance, i.e. certain circumstances that influence consumer behavior in a choice situation, for example, prestige, authority of the manufacturer of the product or the seller.

The struggle for buyers and fame led to the development of a system of events called “public relations”. This system of events is also called prestigious advertising unlike activities to popularize individual goods or services that qualifies as product advertising.

The editor of advertising publications also has certain means to maintain the image of the company and consolidate it in the minds of readers. These are the so-called advertising constants, among which the most important place belongs to the brand name or trademark and the name of the company. The editor's task is to ensure that the brand and logo are necessarily present in every advertising publication, regardless of its form, volume, or purpose. The brand block is usually placed in the most visible places.

According to the Law of the Russian Federation “On Trademarks, Service Marks and Appellations of Origin of Goods”, “... a trademark and service mark are designations that can distinguish, respectively, goods and services of the same legal or individuals from similar goods and services of other legal entities or individuals.” In other words, a trademark serves so that the consumer, among many goods and services, can accurately determine who produces the product or service he likes, and the manufacturer or seller once again reminds that the product or service belongs to him. According to the Law, “the owner of a trademark has the exclusive right to use and dispose of the trademark, as well as to prohibit its use by other persons. No one can use a trademark protected in the Russian Federation without the permission of its owner.”

Introduction 1

1.2 Product promotion 5

2. Communications and sales promotion 8

2.1 Sales promotion tools 10

2.2 Evaluation of sales promotion results 11

3. Propaganda 12

3.1 Propaganda objectives 13

3.2 Assessing the results of propaganda 14

Conclusions and suggestions 15

List of used literature 16

Introduction.

“Advertising is the engine of trade” - this phrase is familiar to everyone. But if you think about it, advertising in a broader sense is also the engine of progress. After all, most people learn about new products that use new technologies and solutions from advertising. Accordingly, new products are in demand faster, which means that advanced technologies and production are developing at a much faster pace.

Today, we all have educated opinions about what advertising is, and we also tend, with good reason, to have our own opinions and prejudices about it. There are numerous and varied definitions of advertising. It can be defined as a communication process, as a sales organization process, as an economic and social processes providing public relations or how information process and the process of persuasion depending on point of view.

IN course work The following indicators were considered:

Sales promotion, incentive means, evaluation of results;

Propaganda and its objectives, evaluation of results.

One common misconception is that advertising creates a sale. Only in rare cases can one speak about this with relative confidence. Advertising finds potential buyers and stimulates demand. It may even encourage people to ask for that particular product. Sellers can also find potential buyers and stimulate demand; they also sell goods. In reality, only buyers create sales. The choice “to buy or not to buy” is made by the buyer, not by manufacturers or sellers.

Next comes identifying the goals of the advertising campaign. They can be divided into two related categories: communication (communicative - in other terminology) and final. Each type of advertising has its own specific communication goals. Thus, for informative advertising, the following can be named as the main goals: to bring information about a new product to the market, to offer a new use of the product, to describe the capabilities of the product and additional services, to inform about price changes, to correct false impressions, to reduce consumer fears, to create a positive image of the product and its manufacturer. For incentive advertising: show the benefits of a product of a given brand, encourage switching to a product of a given brand, change the consumer’s perception of the quality of the product, convince the consumer to buy the product now. For reminder advertising: remind potential consumers where they can buy this product; remind consumers that the product may be needed in the near future; remind consumers about seasonal products during the off-season; support a favorable opinion about the product. Common goals advertising activities should be transformed into quantifiable specific goals. For example, a specific communicative goal of advertising could be “to ensure that 20% of the target market knows about the existence of of this product” or “teach 10% of potential consumers new ways to use a known product.”

The objectives of advertising depend on the level of consumer awareness. Therefore, the initial purpose of advertising, especially for a new product, may be to provide primary information about the advertised product. The next goal is to provide additional information, i.e. achieving a situation where a certain percentage of those in the know will not only know about the existence of the product, but also its purpose and, possibly, some of its properties.

An important determining factor is the choice of specific advertising media. Some mediums are more naturally suited to certain types of messages or advertising creatives than others. When choosing specific media, you should first take into account:

Geographical coverage.

Attention, degree of clarity and trust, motivational significance of this advertising medium.

Profitability.

Possibility of combined joint selection of several media.

All the variety of forms of promotion of services, as well as promotion of goods, is based on the use (use cases) of two basic methods: advertising and personal selling. Advertising as an indirect (non-personal) form of information about a product or service should stimulate active demand for the service, i.e. ensure the maximum number of calls and visits with the words “I want” and “sell, please.” Personal selling is a personal form of offering a service to a specific representative of a certain target group in a conditional format: “buy a shell, buy a shell, buy...”

Despite a sufficient amount of translated and domestic literature on advertising, there is an acute shortage of effective ideas and new solutions in all sectors of advertising activity. Manuals and guides often consider advertising in general, rather than its individual types. Outdoor advertising is gaining increasing popularity and theoretical validity in our country: billboards, stands, electronic displays, etc.

In order to most effectively solve strategic problems in the field of advertising, it is necessary to have a clear understanding of the business and the characteristics of the product, to know the strengths and weak sides companies, have information about the market - know the opportunities it offers, and imagine the problems of operating in this market. It is necessary to clearly plan the advertising campaign in terms of timing and advertising media involved in the campaign, advertising budget etc.

Thus, efficient use means of marketing communications (advertising and promotion) allows you to solve the strategic and tactical tasks of the company related to the company’s global mission in the market.

Advertising is defined as the process of impersonal transmission by various means, usually paid and persuasive in nature, of information about goods, services and ideas offered by self-represented advertisers.

As a sales organization tool, advertising performs the following functions:

Presentation of product names and differentiation between them.

Communication of information about the product.

Stimulating the interest of potential buyers in new products and maintaining secondary demand for existing ones.

The communication effectiveness of advertising characterizes the relationship between the degree of impact of advertising on the target audience and the costs of an advertising campaign. The main thing in determining effectiveness is the measurement of the communication effectiveness (effect) of advertising.

To assess the communication effectiveness of advertising, sometimes called text testing, the following four criteria are usually used, characterizing certain areas of advertising effectiveness research, namely: recognition, ability to remember advertising, level of incentive, influence on purchasing behavior. Of course, such a classification is to a certain extent arbitrary. For example, the recognition rate is closely related to the memorability rate. Therefore, when conducting research on the effectiveness of advertising, it is sometimes difficult to obtain pure estimates for these indicators separately.

1.2 Product promotion.

Promotion or “marketing communications” is a set of various methods and tools that allows you to successfully bring a product to the market, stimulate sales and create customers loyal to the company (brand).

The concept of "promotional tools" as an integral part of the marketing mix includes advertising, public relations, special methods of sales promotion, personal selling and direct marketing.

When developing a promotion program, the following main factors must be taken into account:

Goal of request

type of target contact audience

type of product/service

market features

type of communication channel

the amount of funds allocated for promotion.

Features of the market. Methods of promotion on consumer and production markets are different. Consumer product companies typically prioritize in the following order: (1) sales promotion, (2) advertising, (3) personal selling, (4) public relations. For manufacturers of industrial goods, the procedure is different: (1) - personal selling, (2) - sales promotion, (3) - advertising, (4) - public relations. In general, personal selling is used extensively in markets for complex, high-value, high-risk products and in markets with a limited number of large suppliers.

It is necessary to constantly evaluate advertising. To measure its communication and sales effectiveness, researchers use several different methods.

MEASUREMENTS OF COMMUNICATION EFFECTIVENESS. Measurements of communicative effectiveness indicate how effective communication provides the ad. This method, called copy testing, can be used both before the ad is posted and after it is published or broadcast. Before placing an ad, the advertiser can conduct a survey of consumers on whether they like the proposed ad and whether the message stands out from others. After placing an ad, the advertiser can measure whether the ad is recalled by consumers or whether it is recognizable as having been seen before.

TRADE EFFICIENCY MEASUREMENTS. How much sales would be generated by an ad that increased product awareness by 20% and brand preference by 10%? The answer to this question can be provided by measuring trading performance. This is not an easy matter, since sales are also influenced by other factors, in particular the properties of the product itself. One way to measure the sales effectiveness of advertising is to compare sales volume with advertising expenditure over the past period. D. Montgomery and E. Silk measured the impact of three means of stimulation - direct mail, distribution of product samples and sales literature, and advertising in specialized magazines - on the level of sales of a pharmaceutical company. The statistics they obtained showed that the company was overly involved in direct mail and allocated too little money to advertising in specialized magazines. Another way to measure is to develop an experimental advertising program. DuPont's paint division divided its 56 sales territories into three groups: high, medium and low market share. In the first group, advertising costs were left at the usual level, in the second they increased by 2.5 times, and in the third they increased by 4 times. At the end of the experiment, the corporation calculated how much additional sales were achieved due to increased levels of advertising spending. It was found that with an increase in the level of advertising costs, the rate of sales growth slowed down and that in the group of territories with a high market share, sales grew weaker. 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 is able 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.

2. Communications and sales promotion.

Advertising activities are complemented by the efforts of other means that are part of the marketing mix, namely sales promotion and propaganda. Sales promotion is the use of a variety of means of stimulating influence, designed to accelerate and/or strengthen the market response.

Sales promotion - a variety of short-term incentives aimed at stimulating the purchase or trial of a product or service (for example, free samples, discounts, product tastings, prizes and gifts).

Sales promotion - a variety of short-term incentives aimed at stimulating the purchase or testing of a product or service.

Sales promotion includes stimulating consumers of goods and stimulating trade.

There are various sales promotion techniques that you can use to boost sales of your products or services. You can act independently or together with your suppliers.

Speaking about sales promotion, we should not forget about the importance

advice and consultations;

service;

financial benefits.

All this is of particular importance when it comes to selling expensive goods. Your customers may need advice or a little consultation before making a purchase, or may need after-sales service. In addition, they may inquire about the possibility of purchasing goods on credit, etc.

Promote sales - make your potential buyers aware of your business and the products or services you offer. By offering certain types of goods or services, you are selling your business.

It is necessary that buyers are well informed about you and your business.

In practical marketing, advertising communications and product sales promotion are considered as two closely interrelated and at the same time special means of communicating to potential and existing customers about goods and services, as well as ways to convince them to make a purchase. The relationship between advertising and product promotion is manifested in the fact that both of these means are based on the communication process. They are often used together, especially when the promotion campaign is based on integrated marketing communications (IMC). At the same time, each of these areas is characterized by specific methods that give different results.
The similarities and differences between advertising communications and sales promotion can be considered from both conceptual and practical points of view.

Conceptual approach.

The fundamental conceptual difference between advertising communications and sales promotion is indicated by the very Latin origin of these two terms.
Advertising communications are often defined as an indirect form of persuasion based on an informational or emotional description of the benefits of a product. Its task is to create a favorable impression of the product among consumers and “focus their minds” on making a purchase.
Incentives are usually viewed as a direct means of persuasion, often based on external incentives rather than inherent benefits of the product. Sales promotions are designed to create an immediate desire to make a purchase; Thanks to these measures, goods are “promoted” faster.
The main conceptual similarity between advertising and promotion is that both are forms of marketing communication. They can be used to achieve the same goals. As we will see later, to create awareness among consumers, create or change their attitude towards trademark, inducements to make a purchase can be used not only by advertising communications, but also by sales promotion measures. Both advertising and sales promotion have the potential to both build brand equity in the form of attracting a large and loyal clientele and to temporarily attract customers. The possibility of using the same appeal in advertising communications and sales promotion programs determines the existence of IMC - integrated marketing communications.
Value for the buyer. Advertising can strengthen brand loyalty if the message emphasizes the reliability of the product, its benefits and availability, or emphasizes the image or status of the user. In an incentive process, the buyer is rewarded for making an immediate purchase, usually in the form of discounts. There may be other benefits: from participating in an advertising competition, lottery, etc.
Selective concentration. Advertising is most often intended for target customers who are already loyal to the brand or may become loyal in the future. Stimulation is aimed mainly at “doubters” who need to be attracted to purchase (first or repeat).
Time factor. Compared to promotional activities, advertising usually has a broader planning (and effectiveness) horizon. However, both of these tools can be used in short, medium and long term marketing strategies.

2.1 Means of sales promotion.

Sales promotion is used by most organizations, including manufacturers, distributors, retailers, trade associations, and non-profit institutions. Examples of non-profit businesses include churches that operate bingo clubs, theater nights, lunch subscriptions, and clothing raffles. Sales promotion activities have increased dramatically in recent years. From 1969 to 1976, sales promotion spending increased annually by 9.4% versus 5.4% for advertising. In 1976, sales promotion costs exceeded $30 billion. The rapid growth of sales promotion activities, especially in consumer markets; Several factors contributed. Here are some of them:

1. Today, senior management is more likely to perceive promotion as an effective sales tool.

2. An increasing number of product managers are becoming proficient in the use of sales promotion tools.

3. Product managers are under increasing pressure to increase sales.

4. An increasing number of competitors are beginning to engage in sales promotion activities.

5. Intermediaries are demanding more and more concessions from producers.

6. The effectiveness of advertising is declining due to rising costs, advertising crowding in the media and legislative restrictions. Sales promotion means can be divided into those that contribute and those that do not contribute to the creation of “privileges among consumers” for the advertiser. Products that promote consumer privilege typically accompany a sales pitch with an offer of a preferential deal, as is the case with free samples, coupons with a sales pitch printed on them, and premiums directly tied to the product. Sales promotions that do not create consumer benefits include discounted packaging, consumer bonuses not directly related to the product, contests and sweepstakes, consumer cash-back offers, and retailer discounts. The use of tools that promote the formation of privilege in the eyes of consumers helps to strengthen awareness of the branded product and understanding of its essence. Sales promotion is most effective when used in combination with advertising. One study found that point-of-sale displays linked to a firm's current television advertising generated 15% more sales than similar displays that were not linked to a company's ongoing television advertising. According to another study, intensive sample distribution coupled with television advertising when introducing a product to the market was more successful than television advertising alone or television advertising accompanied by the distribution of coupons. Having decided to resort to sales promotion, the company must determine its objectives, select necessary funds stimulation, develop an appropriate program, organize its preliminary testing and implementation, monitor its progress and evaluate the results achieved.

2.2 Evaluation of sales promotion results.

Measuring the results of a sales promotion program is critical, but it is rarely given the attention it deserves. When manufacturers do evaluate, they can use one of four methods. The method most often used is to compare sales indicators before, during and after the incentive program. Suppose that before the campaign the firm had a 6% market share, which rose to 10% during the program, fell to 5% immediately after the end of the program, and then rose to 7% some time later. This means that the incentive program likely attracted new buyers to try the product and increased purchases from existing customers. At the end of the campaign, sales fell as consumers spent some time using their accumulated stocks. The final stabilization with an increase of up to 7% indicates that the company has acquired a certain number of new users of its product. If the brand's market share were to stabilize at pre-campaign levels, this would mean that the incentive program only affected the pattern of demand over time, without affecting its overall level. Consumer panel data will show which groups of people responded to the stimulus program and how they behaved after it ended. When additional information is needed, consumer surveys can be conducted to find out how many of them recall the incentive campaign, what they thought at the time it was launched, how many took advantage of the benefits offered, how it affected their subsequent purchasing behavior regarding the choice of brands. Sales promotion activities can also be evaluated by conducting experiments in which the value of the incentive, the duration of its action, and the means of disseminating information about it are changed. It is clear that sales promotion plays an important role within the overall promotion mix. Its use requires clear formulation of objectives, selection of appropriate means, development of action programs, preliminary testing of it, implementation and evaluation of achieved results.

3. Propaganda.

Along with sales promotion, one of the main means of stimulation is propaganda. Propaganda involves “the use of editorial, rather than paid, space and/or time in all media available for reading, viewing or listening by existing or potential clients of the firm, for the specific purpose of promoting the achievement of stated goals.” The results of propaganda activities are sometimes brilliant.

Propaganda is used to popularize branded and generic goods, people, places, ideas, activities, organizations, and even entire countries. Trade associations resort to propaganda to revive interest in goods such as eggs, milk, and potatoes. Organizations use propaganda to gain attention or to correct unfavorable self-image. Countries resort to propaganda to attract tourists, attract foreign investment and secure international support. Propaganda included integral part into a broader concept, into the concept of activities to organize public opinion (public relations). Public opinion organizing activities have several objectives, including providing the company with favorable publicity, creating a perception of it as an organization with high civic responsibility, and countering the spread of unfavorable rumors and information. To solve these problems, departments for organizing public opinion use several means.

1. Establishing and maintaining relations with the press. The purpose of this activity is to post information of an educational-event nature in the media to attract attention to persons, goods or services.

2. Product propaganda. An activity that combines various efforts to popularize specific products.

3. Company-wide communication. Internal and external communication activities aimed at ensuring a deeper understanding by the public of the specifics of the company.

4. Lobbying. Working with legislators and government officials to promote or prevent any legislation or regulation.

5. Consulting. Making recommendations to management on issues of social significance, position and image of the company. Propaganda specialists are usually concentrated not in the company's marketing department, but in the public opinion organization department. This department is usually located at the company's headquarters, and its employees are so busy working with various contact audiences - shareholders, their own employees, legislators, representatives of city authorities - that they can forget about propaganda designed to help solve product marketing problems. To prevent this from happening, you can, for example, include a propaganda specialist in the marketing department. Propaganda is often called the stepchild of marketing, because it is used on a limited scale and quite rarely. But propaganda can produce a memorable impact on the level of public awareness, and it will cost many times less than advertising, since the company does not pay for space or time in the media. Only the work of the staff and the distribution of the propaganda materials themselves are paid. If a company prepares interesting material, it can be used by all means of disseminating information at once, which equates to saving millions in advertising costs. Moreover, people will believe this material more than advertising. In deciding when and how to use product propaganda, management should formulate its objectives, select propaganda messages and means of dissemination, monitor the implementation of the propaganda plan and evaluate the results achieved through this activity.

3.1 Objectives of propaganda.

First of all, it is necessary to set specific tasks for propaganda. Let's look at the example of the California Grape Growers Association.

In 1966 The California Grape Growers Association hired the boutique public relations firm Daniel J. Edelman to develop an outreach program designed to address the firm's two primary marketing objectives:

1) convince Americans that drinking wine is one of the enjoyable activities of the good life, and 2) raise the image and market share of California wines among other varieties. The propaganda was given the following tasks: 1) prepare articles about wine and ensure their placement in leading magazines and newspapers (in sections devoted to food products, in other regular sections); 2) prepare articles about the many healing properties of wine, addressing these articles to doctors, and 3) develop a special propaganda campaign for the adult market, the student market, government agencies and various ethnic communities. Based on the assigned tasks, specific goals were developed in order to subsequently be able to evaluate the results achieved.

3.2 Evaluation of propaganda results.

The contribution of propaganda to a company's activities is difficult to assess because it is used in combination with other means of stimulation. However, if it is resorted to before other means are involved, the assessment is easier to carry out. The most simple method determining the effectiveness of propaganda is to measure the number of contacts with material posted in the media. The specialist provides the client with a selection of clippings and information about all the means of disseminating information that used the material about the product, accompanying this selection with something like a summary. Media coverage included the publication of news and photographs totaling 3,500 column inches in 350 publications with a total circulation of 79.4 million, the use of 2,500 minutes of airtime on 290 radio stations with an estimated listenership of 65 million, and the use of 660 minutes of airtime on 160 television centers with an audience of about 91 million people. Purchasing the same amount of space and time at advertising rates would cost the company $1,047,000. Such measurements of the number of contacts are not very satisfying to the client. They give no idea of ​​the number of people who actually read or saw the address, nor what thoughts it inspired in these people. There is also no information about the net audience, since the readership circles of various publications partially overlap. More meaningful data come from measuring changes in levels of product awareness, understanding, and attitudes that result from a promotional campaign (with appropriate adjustments for the effects of other incentives). All these variables must be measured twice - before and after the campaign.

Conclusions and offers.

Promotion is any form of action used by a firm to inform, persuade and remind consumers about its products, services and ideas.

Companies today face many complex problems and increased uncertainty.

For successful operation, and even more so development, it has become necessary for enterprises to implement comprehensive marketing activities. Marketing is now used in all organizations involved in the competition for the attention, favor and money of customers who are absolutely free to choose goods and services, allowing them to clearly identify and evaluate the opportunities to select those that will create products with the highest consumer value.

Product promotion is the most important component of a set of marketing activities, a kind of information outlet to the consumer.

Properly organized promotion of goods is extremely effective and allows not only to solve problems with their sales, but also to constantly increase the volume of product sales. Study various means promotion includes selection and preliminary testing, as well as studying the effectiveness of their impact after use.

Bibliography.

4. http://www.colok.ru/lib/marketing/marketing/book/kotler/15.php

5. http://metal.antax.ru/library/economy/ieffektivnost_reklami.htm