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Файл:Conducting work on the maintenance of landscape architecture objects. Textbook
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Ways of advertising distribution:
1) advertising in the press;
2) printed (printing) advertising;
3) advertising on TV;
4) radio advertising;
5) outdoor advertising;
6) advertising on computer networks (Internet);
7) other means.
Advertising in magazines (press). Magazine advertising has become very
popular in the last 10–15 years. Advertising in print media allows you to reach a large
audience. Advertising in the press cannot be compared with advertising on television
or advertising sites on the Internet, since advertising in a newspaper, magazine or any
other periodical cannot be turned off at the touch of a button. Another advantage of
placing advertisements in printed buildings is the ability to save advertisements that
interest you without much effort and return to them later. In addition, placing an
advertisement in a magazine that has already won the trust of a certain audience is
much more effective, since many buyers trust print publications more. Print
advertising in periodicals, magazines and newspapers requires less contact with target
buyers than television or radio advertising. Advertising in the press is convenient
because it is possible to place advertisements in publications that are purchased by a
certain category of readers, which allows you to make the most effective use of the
advertising opportunities of printed publications. Placing advertisements in highly
specialized magazines allows you to distribute advertising to regions and attract
target audiences who are interested in a certain type of advertising in print media.
Direct mail is a term used for all forms of advertising that are sent directly to
potential buyers. In terms of the amount of money spent, advertising by mail is in
third place, and only television and newspapers are ahead of it.
Direct mail advertising is one of the most effective ways in which an advertiser
can convey his message to the buyer. At the same time, it can be the most expensive
means in terms of costs per buyer. As an advertising medium, it has a number of
advantages, expressed in selectivity, flexibility, control, personal impact, exclusivity
and the presence of an immediate response factor to advertising.
The disadvantages of mail advertising are the high cost per potential buyer,
frequent delays in delivery, the lack of an information environment to support the
text, certain problems with audience selectivity, as well as a negative public attitude
towards this advertising medium.
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TV ads. Advertising on television has become so widespread that for many
people advertising and television are simply inseparable. Paradoxically, television
without advertising seems somehow alien. This type of advertising has many
advantages over magazine advertising or radio advertising. Advertising on television
gives the buyer a comprehensive picture of the object and not only shows a static
picture (like advertising in print media) or voices the advantages of the product (like
radio advertising), but also gives a live picture that is remembered by the target
buyer.
Radio advertising. Radio advertising is a completely separate type of
advertising; it allows you to reach a very wide audience with minimal costs. No other
type of media advertising has such low costs. The prices for advertising on radio
compared to advertising on television are much lower for the same frequency. Radio
advertising allows you to reach an audience that advertising in other types of media
does not reach. These could be people who are on vacation and simply do not have
the opportunity to see TV advertising, or people who listen to the radio in the
background. In terms of effectiveness, radio advertising is second only to TV
advertising.
Outdoor advertising. These are all kinds of billboards on the roads, billboards
in stores and subways, advertising signs located directly on highways and on roads
along the route of public transport, advertising posters and signs in stores, parks,
public gardens, and other places where pedestrians and any other possible customers
gather. This category also includes non-personal advertisements posted at bus stops,
trams, trolleybuses, taxis and leaflets distributed to passers-by on the streets in
crowded places. Direct propaganda also refers to the direct praise of the quality of
services and the company itself at various gatherings, banquets, and public meetings.
This also includes short advertisements by radio and television announcers, who
make a short announcement of an advertising nature, as if “by the way”, in an
information block or at the end of a television and radio broadcast.
Internet advertising. This advertising can be quite effective, since its prestige
is not based on a social character and direction. Today, the Internet is accessible to
various social strata and strata of the population, regardless of their income level.
Absolutely all people can use the Internet, even with incomes much lower than
average. The Internet at its core is almost completely international, independent of
the time of year and time of day. Although in foreign countries, especially in Europe,
the Internet is widespread and companies pay special attention to it; in Russia, it does
not have sufficient popularity and is more informative than advertising in nature.
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An additional distinctive feature of advertising on the Internet is that the
address of the company’s website may not be available to the end user for review if
he does not know its name. For this purpose, additional advertising means are used to
communicate the site address. This so-called “promotion” of the site, its promotion, is
essentially advertising within advertising. Here the company has the additional task
of advertising not only its goods and services, but also the use of additional
advertising methods, which attract funds and experts in the field. You can advertise
your website address using links — banners and additional advertising using standard
means.
Propaganda advertising “by word of mouth”. This advertising is not an
advertising coming directly from a company engaged in the production of
goods/services, does not depend on their efforts in the advertising field and their
desires, occurs independently, in the process of communication between clients of
this company, being a review of the quality of their work and services. In the process
of direct communication between clients, the company should pay special attention to
improving the quality of its services and communication with clients. In terms of its
effectiveness, this advertising can produce economic and financial results much
stronger than all other types and means of advertising combined. A special distinctive
feature of this type of advertising is that it can also be constructed as anti-advertising,
since this advertising is the only one among all that reflects the objective order of
things and processes occurring in the organization. This advertising can either
increase the financial and economic results of the company’s work, or significantly
reduce it.
Advertising, pseudo-advertising, anti-advertising. Back in the 1970s.
advertising guru David Ogilvy described the state of advertising at that time as
follows: “The madmen have seized power in the madhouse”. The results of this
“madness” are obvious: now, according to analysts, most advertising does not sell
anything or even reduces sales.
The overwhelming majority of advertising is pseudo-advertising or even antiadvertising. Pseudo-advertising creates completely wrong ideas about advertising.
But first of all, real advertising has a different content — it has been proven that the
success of advertising is determined not by “coolness”, but by content.
In real advertising, every letter and every point works to sell: selling text,
selling illustration and selling headline.
Form style. Corporate identity software is used for external and internal
communication between companies and audiences. Consists of a simple, memorable
logo, visual and verbal elements.
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Appearing on the main brand identifiers — business cards and billboards,
websites and brochure designs — corporate identity helps to gain a foothold in the
mind, increases awareness and develops business.
The reason why companies invest a lot of money in developing a corporate
identity is obvious — to differentiate themselves from competitors and increase
consumer awareness of the brand. The best brand styles are memorable,
differentiated, personal, easily adaptable to any format, and provide value. They are
instantly recognizable from a small fragment of advertising media. Corporate identity
(corporate identity) is a visual system that is used by a company to communicate the
brand's personality.
Brand identity and logos are valuable assets that can cost more to produce. A
bright corporate identity conveys the meaning and significance of the brand. That is
why companies annually spend millions of dollars on creating a corporate identity so
that the brand maintains a competitive advantage and is identified by consumers.
The main elements of corporate identity are brand identifiers, which create
uniformity of visual design. The main elements of a corporate identity are constants
and are described in a guide to using the brand — a brand book. Visual language,
tone, sounds and smells are added to the main elements of corporate identity.
Constants form a unified corporate identity system and contribute to the development
of a strong and competitive brand.
A brand name (symbol, logo, trademark, trademark) is an original image of a
company. The concepts of trademark are used in the legislation of the Russian
Federation, logo and brand name in advertising and professional slang. The logo is a
key element of the corporate identity. It forms the individuality of the visual system,
determines the choice of basic color schemes and typography.
A logo is a word or words written in a specific typeface. Often the logo is
accompanied by a brand name. This combination is called a brand block. Sometimes
a key phrase, byline or company slogan is included in the brand block.
Modern brands are associated in our minds with a certain key phrase or slogan.
A slogan is a short sentence, a phrase that expresses personality and brand
positioning. The main difference is brevity, uniqueness, simplicity, and good
memorability. A slogan or key phrase is very much like a melody that sticks and
spins in your head.
A trademark is one of the most important elements of corporate identity. It
may appear in other elements (for example, in a logo).
A trademark is historically the first element of corporate identity to emerge.
Even in ancient times, when market relations were just emerging, manufacturers of
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goods felt the need to put special marks on their products that would facilitate their
identification, distinguish them from other products of the same product category,
and thereby ensure fame among consumers and, consequently, sales.
Trademarks (another name is service marks) are understood as originally
designed artistic images, original words and phrases, types of packaging, sound
combinations, combinations of verbal, visual and other elements registered in the
manner prescribed by law, used for identification, creation of differences, for
advertising of goods, services, as well as enterprises, organizations and other market
entities.
Trademarks perform the following main functions:
- give names to companies, their goods and services;
- create differences between different companies, their goods and services,
facilitate the perception of these differences;
- facilitate identification and memorization of the product;
- promote the introduction of new goods and services to the market;
- indicate the origin of the product and/or provide other information about its
characteristics;
- stimulate the target audience to purchase a product or use a service;
- symbolize a guarantee of quality in the eyes of the consumer;
- allow goods to be sold at higher prices, since branded goods are usually of
higher quality than unbranded goods, the so-called “noname”;
- increase the effectiveness of advertising, help the consumer navigate the flow
of advertising information and choose companies that are already known to him by
trademarks;
- reduce advertising costs. Since the memorability of an advertisement directly
depends on the number of its repetitions, and airtime and advertising space are
expensive, an advertisement for a product under an already known trademark will be
perceived and remembered after a smaller number of repetitions;
- help to achieve the necessary unity and recognition of all advertising of a
given company, even if different advertising products are ordered from different
performers (the trademark is present in all advertising messages);
- protect against unfair competition. If a product has gained consumer
recognition and is sold under a registered trademark, and someone, taking advantage
of this fame, produces a counterfeit under the same mark, the legal owner of the
trademark has the right to protect his interests in court;
- increase the aesthetic value of the product and the corporate identity of the
organization as a whole.
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Efficiency and profitability analysis of advertising activities
in the field of garden and park construction and landscape services
The Russian landscape design and gardening market is at the beginning of the
growth stage of consumer demand and is still far from saturation. The revitalization
of the construction sector, improved well-being of citizens and regional development
programs create positive expectations for the future of the landscape design market.
One of the features of providing landscape services in Russia is the mentality:
the Russian consumer is inclined to take an active part in the process of creating the
design of the site. Often, several family members participate in discussing the future
image of a garden plot, each of whom has their own idea of “how it should be”. In
this regard, employees of a landscape studio need to be able to take into account
various wishes and correctly present their position regarding the technical and
financial side of the activity.
The main consumer preferences for landscape design studios today are:
- an integrated approach to the provision of services — according to industry
experts, about 95 % of Russian customers prefer to turn to organizations that provide
comprehensive services;
- high quality of order execution, professionalism of employees;
- short deadlines for design and implementation of the order;
- clear budget;
- taking into account all the needs and wishes of clients;
- careful control over the implementation of the project.
To attract clients, various methods are used, including cold calling, distributing
booklets and advertisements in the places where potential clients live, advertising in
glossy magazines, maintaining groups on popular social networks (Facebook,
Instagram21, etc.). An important point at the start of activity is the formation of a
positive image of the company among potential clients. First of all, potential clients
need proof of the professionalism of employees. Therefore, it is necessary to create a
high-quality website where they can get acquainted with the designer’s portfolio, see
the projects he has previously created, and be convinced of the experience and
competence of the staff. You can also post useful articles on the site for people
interested in this topic. By forming a circle of satisfied customers, the company
ensures loyalty of the target audience in the form of positive reviews that can
influence the decision-making of potential customers.
21
Meta Platforms is recognized as an extremist organization in Russia and is banned.
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When creating advertising and the image of an enterprise, it is necessary to
focus on an individual approach to each customer, creative solutions when creating
projects and reasonable prices. The main emphasis of the advertising campaign is to
create in potential clients the feeling of the need to transform their site. At the same
time, it is necessary to emphasize the availability of such services.
Of the four main components of marketing — goods (services), prices,
promotion and place — it is the concept of “promotion” that is most often associated
in the mind with marketing activities. Promotional activities will help you gain a
foothold in the market.
Conducting any advertising campaign requires careful preparation, and it is
advisable to plan it in stages.
The following sequence of actions is recommended.
1. Conduct advertising research in such areas as studying the marketing
situation, analyzing the initial competitive conditions in the market or its segment,
justifying the need and feasibility of an advertising campaign.
2. Determine the target audience, buyer profile and list of advertised products
and services.
3. Formulate the goals of the planned advertising campaign.
4. Develop a creative advertising strategy: the concept and the main grand idea
of the advertising campaign.
5. Determine the means of advertising distribution, the frequency and timing of
advertising in them.
6. Calculate cost estimates for advertising events.
7. Determine the amount of funds used, finally reconcile advertising needs with
real opportunities for a certain period (quarter, year).
8. Develop advertising messages and texts.
9. Draw up a detailed advertising plan.
10. Organize the work of the company during the advertising campaign.
11. Evaluate the effectiveness of the advertising campaign after its
implementation.
Conducting advertising campaigns for an enterprise providing landscape
services can be of a diverse nature:
- demonstration of pilot projects;
- electronic mailing of letters with offers of own services (will help expand the
network of potential customers);
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- creating your own website on the Internet (it is possible to post information
about the company on a specialized page on social networks) indicating the list of
services provided and photo reports of the work performed.
To counteract competitors, many companies carry out a number of marketing
activities:
- creating a database of potential clients;
- conducting a contractual campaign;
- holding specialized events, cleanup days for landscaping the territory of
nearby areas, social institutions;
- development and presentation of pilot projects for the decorative design of
flower beds, lawns, etc.;
- advertising and sales of planting materials;
- holding exhibitions and fairs.
The goals of an advertising campaign for landscape services should be
formulated quite clearly and specifically. They are usually described in terms of
communication or economic efficiency, for example, increasing knowledge about a
new service or new product to 75 % of the target audience or increasing sales
volumes by 10 %. The goal must be realistic and achievable. The reality of the goal
depends on knowledge of the market and competitive environment; this knowledge
can be obtained through market research.
Studying the target audience of landscape services allows us to make
assumptions about the general motives of behavior of representatives of the target
group when making a purchase. This should be used when developing the main idea
of an advertising campaign for landscape services, producing a creative concept,
developing advertising messages, and selecting appropriate channels of advertising
information.
A detailed study of the target audience allows you to understand where and
how it is necessary to place advertisements about your goods and services, what
events are useful to carry out in order to increase the level of recognition of the
organization, ensure audience loyalty, and attract customers. The following methods
of organizing the advertising activities of an enterprise are the most effective.
Expert materials in industry media. The information field about landscape
design is not sufficiently developed, so articles about the company’s activities come
in handy. At the same time, it is more expedient to use simple projects that can be
easily implemented in our country.
Joint social projects. Many companies implement various social projects, for
example, work on improvement and landscaping of kindergartens, sanatoriums, etc.
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Working on such projects, the company shows the most original and modern
solutions for creating a comfortable and low-maintenance space for country life, and
also enlists the support of government agencies.
Own information portal. The presence of an information resource on the
Internet plays an important role in attracting customers. On such platforms,
companies can not only talk about their activities, but also post useful articles on how
to organize and build your garden, choose the right plants and decorative elements.
With the help of the resource, organizations “prepare” the client, increase his
awareness in this area, and also become valuable partners for other landscape
companies by posting advertising information about suppliers and retailers offering
related products.
Partnership programs. A very convenient strategy for small businesses.
Companies with similar products pool marketing budgets on platforms where they
communicate with the same target customer. This can significantly save or increase
the frequency of exposure. This is, for example, distributing leaflets, holding joint
events, exchanging banners, combined email newsletters, physical presence in the
office.
The effective impact of advertising for landscape services depends on the
continuity of the advertising impact over some time; in other words, it is necessary to
clearly define the timing and duration of the advertising campaign, as well as the
frequency of repetition of advertising information.
As practice shows, large complexes of landscape services usually develop an
advertising campaign plan for a year, since it gives a clear idea of the enterprise’s
advertising needs, plays a positive role when receiving proposals for advertising from
the media or exhibition committees, and allows for the correct distribution of the
advertising budget.
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SECTION 5. MACHINES AND MECHANISMS IN LANDSCAPE
AND LANDSCAPE CONSTRUCTION
Motors in machines convert energy into mechanical work. The engines in
landscaping machines are primarily internal combustion engines.
Machines and mechanisms can have active working bodies, for example bush
shears, milling machines, logging machines, combines, and with passive working
bodies.
Tractors can be gasoline or diesel. The type of chassis can be wheeled, tracked,
and the presence of a frame — frame, semi-frame or frameless.
According to their intended purpose, special tractors are used for specific
purposes, for example, grape harvesting and forestry. General purpose tractors can be
used in various sectors of the national economy. Industrial tractors have greater
power and are used in road construction, in quarries, etc. Crawler tractors all have a
frame, wheeled tractors have a semi-frame, walk-behind tractors and mini tractors are
frameless.
Fertilizers can be applied in 3 ways: pre-sowing, while-sowing and fertilizing.
All these types require the use of various technical means.
Fertilizer application machines must sow mineral fertilizers well in the form of
granules or powder, and embed them to a certain depth. Fertilizer spreading machines
can be designed for bulk, liquid or bound fertilizers (peat, manure, etc.). Tractors,
cars and aircraft are used.
According to the method of connecting the machine to the energy vehicle,
there can be trailed, mounted, installed and self-propelled machines.
Fertilizer application machines consist of a hopper in which tedders prevent the
fertilizer from caking, a feeding device that supplies fertilizer from the hopper to the
next device, and a spreading device. For liquid fertilizers, special mechanisms are used.
There are two types of tillage. Plows are used for basic soil cultivation. For
additional use - harrows, cultivators. Milling cutters are used for both types.
In gardening landscapes, more maneuverable machines are used, smaller in
size than in agriculture.
Additional processing is carried out after the main one. It includes stakes,
rolling, bed formation, cultivation and harrowing. Plows can be general purpose or
special (for forestry, planting, excavation areas). According to the method of
connection to the tractor, there can be trailed, mounted and semi-mounted plows.
According to the speed of soil cultivation, there can be conventional or high-speed
plows.
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