Advertising options

According to William Wells, advertising performs seven major functions:

1. Create awareness about products and brands.

2. Generates brand image.

3. Informs about products and brands.

4. Convince people.

5. Create incentives to commit actions.

6. Provides a reminder.

7. Reinforces last shopping experience.

Benefits of Advertising

1. Since the company pays for advertising space, she can control what she wants to say (message content), where and when she wants to say it (the transmission channel, the time schedule of the placement, the transmission frequency) and to whom the message is sent (media audience) . Urgent public statements of companies are published in the press mostly for publicity.

2. Advertising can be a cost-effective method of interaction with large mass audience, and the costs of contact with advertising is often quite low.

3. Advertising can also be used to create the image and symbolized appeals to consumers for products and services. This is especially important for companies selling hard little different from other products and services - soda, beer, soap and so on. Psychological Association product created branded advertising becomes an important part of making the consumers to purchase.

Disadvantages of advertising

1. The cost of production and advertising can be very high. For example, television advertising is not available for all companies.

2. Lack of direct feedback for the majority of advertising messages. This complicates the assessment of the advertiser: Does the target market got the message adequately and effectively if it is.

3. Lack of trust in advertising and simplicity ignore advertising. Advertising is often treated skeptically by consumers. They perceive it as biased and believe that the primary purpose of advertising - to convince and to impose any price opinion. Consumers perceive advertising selectively - the one that they are interested in, ignoring a lot of other advertising messages. Abundance advertising creates problems for advertisers looking to make their advertising notices and perceived by consumers.

Forms advertising and promotion

For purposes:

• Commercial advertising. The purpose of this advertisement is becoming a consumer by offering goods which can be obtained from him in return a profit;

• Social advertising - beyond the scope of economic problems, aims to achieve charitable and other socially useful purposes: promotion of healthy lifestyles among the population; Support unprotected strata of the population; pollution of the environment; popularization of public organizations and foundations whose purpose is to help the people around them, especially children;

• Political advertising. In our time, it increasingly appears as a means of struggle for voters to vote for them. With its help, some parties and politicians are trying to win a place in power.

• Counter - refutation of false advertising. In Russia, the article was provided as punishment for unfair advertising former federal law on advertising in 1995.

• Counter-advertising - information, designed not to raise and reduce interest, or to discredit the goods, businesses, trademarks.

• «Specs spots» - «advertising» videos taken individuals who are perceived as a spectator official advertising.

• Sail promotion - activities for the implementation of commercial and creative ideas that promote the sale of products or services of the advertiser, often in short time. In particular, it is used to help the packing of goods on which. There are various tools Sale promotion (portraits of famous people, cartoon characters, luxury car brands), as well as by specialized activities in the field of sale.

• Public Relations - involves the use of the drafting of the funds distribution of information in order to implement the prestigious advertising aimed at winning favorable attitude towards product family or release their firms. Being a form of communication with advertisers the public through the media, public relations involves getting advertising agencies revenue from advertisers in the form of fees paid to the time spent on the execution of their orders.

• Direct marketing - designed to constantly maintain communication with individual consumers or firms with the obvious intention of buying certain goods. Activities in the field of direct marketing, in general, carried out by direct mail (direct mail) or through narrowly

specialized vehicles for advertising. advertising Revenue Agency in its work in the area of direct marketing generated from commissions remuneration and depends on the amount spent by the customer.

At the place and method of placement:

In marketing communications isolated ATL and BTL segments. ATL-advertising - is the so-called traditional forms: advertising in the media, external and internal, and printing. Other variants relate to advertising BTL-communications.