By advertising, we mean the placement of paid materials on behalf of and / or on behalf of the customer company in the media in an unchanged form. These are mainly press advertisements; radio and TV commercials; outdoor and transport advertising; mass mailing. Advertising can be both overwhelming and failing. The effectiveness of advertising is understood as a direct relationship between advertising and the sale of a product, that is, the ability to influence consumer motivation, his purchasing behavior, and stimulate previously uncharacteristic needs. The problem of researching the effectiveness of advertising is one of the most difficult problems of advertising. This complexity is determined by many factors.

Not all specialists recognize the role of advertising as a positive one. On the part of some economists, the most common accusation of advertising is that it requires a lot of production and commercial funds to promote goods. As a consequence, this contributes significantly to higher prices for goods. It is believed that often advertising, supposedly ineffective from the point of view of specialists, nevertheless attracts attention and can promote sales.

The effectiveness of advertising drops rather quickly in the process of promoting the consumer from awareness to the first purchase. Indeed, at the purchase stage, when a consumer takes a wallet out of his pocket, he is influenced by a lot of additional communications, both related to the product itself and to its competitors: personal experience, the seller, the design of points of sale, packaging and labels, articles in the press and radio broadcasts, statements of friends and acquaintances and much more.

One of the main problems of advertising efficiency is the lack of specialists, that is, the insufficient professional (in the field of advertising, PR, image) education of market participants. And this applies to any field of activity. The advertising sphere is no exception, but even the most striking example of this deficit.

The overwhelming majority of advertisers and clients do not have an understanding for whom and for what purpose advertising campaigns are carried out. Advertising is just a tactical tool that will not work properly in the absence of a marketing strategy.

Most modern entrepreneurs do not have a competitive business idea. As a result, there is no understanding of the promotion strategy and the lack of tactics.

Modern information channels are overloaded. We live in a time of total information oversaturation, one might even say oversaturated chaos. With this variety of sounds and images, it is becoming increasingly difficult to grab the attention of the consumer. Mass media are losing their effectiveness, but at the same time they demonstrate a stable stability of price growth.

In oversaturated markets, classic marketing has ceased to work.

Advertisers are faced with a problem: what should they strive for - to improve the content and form of advertising messages (aesthetics, ethics, intelligence, humor, etc.) or to ensure that advertising simply attracts the attention of as many people as possible at any cost, even if extravagant, even scandalous, any.

No company can say with any certainty whether an advertisement actually influenced the sale of its product or service. However, it is generally accepted that advertising cannot promote a sale until it captures consumer interest.

At the same time, the fact of the direct influence of advertising on the purchasing behavior of the masses of people is not questioned.

Experts believe that it is not possible to find out how advertising annoying customers affects the attitude to the product or service itself: the only indicator of advertising effectiveness - sales volume, sellers, as a rule, do not advertise.

In order for the result to be achieved and advertising to become effective, it is necessary to conduct a study of target audiences - a qualitative, not quantitative (most frequently ordered) study.

Having mastered the details of the target audience's thinking, these assessments are not only possible, but also vital in planning advertising and evaluating the effectiveness of advertising ideas.

The problem of the effectiveness of advertising does not lose its relevance, quite the opposite. Today, the rapid growth of advertising budgets is becoming an objective reality (empirical fact). Advertising is all just a marketing tool. If there is no marketing (conscious or unconscious), then instead of advertising there will be only its image. Changes in society all the time require new advertising solutions, new approaches, new creativity. In order to manage advertising impact, it is necessary to regularly research target audiences and maintain the desired attitude with updated methods of influence. The future belongs to those leaders and top managers who do not just follow the changes, but create systems to manage these changes.

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These problems will be considered not from the point of view of who develops the advertisement, advertisers, but from the point of view of customers ... Problems related to solving special issues require a separate course. The activity of an advertiser is specific, requires special skills and, generally speaking, an advertiser is a separate specialty, different from the specialty of a marketer.

1. Definition characteristics of the consumer group , for which the product is intended, and for which, accordingly, the advertisement is designed. That is, the definition of the characteristics of the market segment.

2. Definition interaction between manufacturer and seller in the field of advertising creation. The manufacturer and the seller have different goals of the current nature. The seller is primarily interested in ensuring the highest turnover of funds. The manufacturer is interested in ensuring the long-term popularity of this brand. Accordingly, the manufacturer seeks to provide objective information about the product, since inaccurate advertising will further affect its prestige. The seller is only interested in quickly selling those trademarks, the contract for the sale of which he has entered into. He is not interested in what will happen to them next. If the popularity of this trademark falls, he will buy other products that are popular. Hence the relationship problem. To a large extent, these relationships depend on who pays for this advertisement and in what proportions.

3. The choice of the advertising contractor. The problem of choosing the most qualified and professional developer. He must not only be able to correctly determine the parameters of the advertising medium, but also be able to select these parameters in connection with the market situation, taking into account the characteristics of the consumer, his potential reaction to advertising. In this regard, at the moment, the most qualified are advertising agencies that have developed in television studios.

4. The problem of definition advertising efficiency how effectively it influences consumer behavior.

1. When the formation of demand for a new or updated product advertising should take into account and develop some more unconscious need a certain group of potential consumers.

When we talk about creating a need, we are addressing a controversial issue from the point of view of marketers. There are two points of view in answering the question: can marketing create demand. The first is that yes, it can. So, ten years ago we did not have a need for mobile phones, because this product was not available.

There is another point of view, which is that human needs are universal, and they exist as long as the person himself exists. Within the framework of this point of view, it is not the needs that change, but the ways of satisfying the need. And any particular brand, even if it meets the needs in some new way, it is just a way. From this point of view, both the appearance of the television and the emergence of VCRs are not the satisfaction of new needs. This is a new way of satisfying the need for entertainment and information.

2. When stimulating demand , depending from the stage of the life cycle advertising solves problems like expanding demand , at the stages of implementation and growth, and maintaining demand at the stage of maturity.

3. Potential demand stimulated advertising with feedback ... When the consumer is given the opportunity to request additional information, inform about his intentions (indicating the phone number and address of the company).

4. Reducing the impact of competing ads ... It is achieved by advertising of such properties or qualities of a product that a competing product does not possess, or possesses, but to a lesser extent.

5. Research advertising. Allows you to identify the degree of penetration into the environment of future consumers of certain advertising messages, as well as assess the effect of these messages. So, a few years ago, a competition for advertising clips was held on St. Petersburg television, when viewers were asked to determine and send the top ten advertising clips, ranking them by priority, and additionally submit information about themselves: gender, age, profession, income, time when a person located at the TV screen. Of course, at the same time, the goals of ranking the advertising products themselves were achieved, but the main goals were research goals. The cost of information that consumers reported about themselves was significantly higher than the cost of those televisions and refrigerators that were given to the winners of the competition as a prize. In fact, this competition has saved the enormous amount of money needed to collect such information. Among other things, such information allows you to justify before advertisers the high prices that television demands for offering its services. Obtaining this information, it is possible to determine which segments and at what time are exposed through television advertising, and also to assess the degree of this impact. Within the framework of this competition, the winner was the video "OIL OF YULEY" - "How unlucky the apple is, how lucky you are".

6. Indirect advertising aims not to directly stimulate sales, but drawing the attention of consumers to something that will fulfill this task in the future ... Here are some examples. On television at the end of the week, there is an announcement of programs for the next week. Within the framework of such an announcement, attention is drawn to specific television programs, in which, already at full screening, there will be commercial advertising. Those. the announcement performs the function of indirect advertising.

7. Multidirectional advertising solves a number of auxiliary tasks, such as drawing the attention of consumers to the business and intentions of the company, shaping public opinion, creating an attractive image of a particular technology.

1. Statement of tasks:

communication goals

sales objectives

2. Decision to develop a budget

Everything you can afford:

Percentage of sales

Parity with competition

Linking ends and means

idea of ​​appeal

execution of the appeal

assessment and selection of treatment options

4. Decision on the means of dissemination of information

coverage, frequency, impact

choice of the type of information dissemination medium

communicative efficiency

trading efficiency

Inform the public about the enterprise under construction, its features, planned products, time to market;

Develop a corporate identity (first of all, choose a main color or a combination of colors).

An advertising campaign plan is developed approximately a year before the launch of an enterprise. First of all, such issues as the development of a trademark, corporate identity are solved, then about six months before the start of activities, image advertising and public relations are carried out, and in 1-2 months - business advertising, the intensity of which is increasing by the time of the start of sales activities. The ratio of the volumes of image and business advertising in preparation for an enterprise's entry into the market is shown in Figure 6.1.

It is advisable to draw up a calendar plan for an advertising campaign for the conduct of work, which indicates detailed measures, terms and amounts of funding.
An important and crucial moment is the choice of the performer of advertising events. For example, when choosing an advertising agency, you need to keep in mind the following criteria:

Availability of its own material base, its technical level;

The complexity of the services performed or provided;

The agency's interest in the proposed work;

Creativity level, ability to generate new ideas (examples);

The level of prices for services and methods of mutual settlements;

Terms of execution of orders;

Quality assurance of performance;

A system for monitoring the progress of work and evaluating finished materials should be developed.

Introduction

endlessly about every even wonderful thing ...

Advertising has firmly entered the realities of modern Russian life, becoming a product of culture, its mirror that reflects traditions, "beliefs" and a system of values. Along with public relations (PR - public relations service), sales promotion (encouragement to make purchases) and direct marketing (establishing long-term communications with a partner), it is one of the most important elements of the marketing communications complex.

Advertising at the present stage has turned into an independent type of human activity - the advertising business. The key to its success, like any other type of activity, is high-quality, professional management. With regard to advertising, this concept can be defined as "advertising management" (advertising management), which acts as an overarching factor in the effectiveness of advertising at the present stage of development.

The proposed course work examines the issues of advertising management from the standpoint of modern management theory, as well as strategies for planning an advertising campaign. This task also determines the structure of the course work. First, it discusses general issues of the functioning of the advertising business in the world, provides examples from international practice of managing it. A special section describes the system of relations between an advertiser and an advertising agency from the standpoint of management theory.

In my opinion, the following two sections of the manual are extremely important and useful: "Socio-ethical and legal aspects of the regulation of advertising", as well as "Goals, objectives, functions and development strategy of advertising management." Here the legal aspects of advertising are considered in the most detailed way in accordance with the Law of the Russian Federation "On Advertising" dated July 18, 1995. And, finally, the step-by-step steps, development strategy and control over the implementation of the advertising campaign are covered in detail.

And, finally, the last section of the course work "Methods of advertising in the Internet environment" is of real interest for students and all practitioners of this type of activity. This new area of ​​advertising management has good prospects for successful development in the Russian advertising market as the network of its users in Russia expands.

ADVERTISING IN THE MODERN WORLD AND MANAGEMENT PROBLEMS IN THE ADVERTISING BUSINESS

Advertising, having crossed the usual framework of the type of human labor activity, is today not just a business, but a much broader and more complex social phenomenon that affects many, if not all, spheres of society:

production (as a tool for selling production goods);

social (performs a communicative function, connecting the interests of various groups in society);

cultural and educational.

In turn, the factor that literally had a decisive influence on advertising can be called the transition of society from the technological to the informational stage of development. In fact, the leading Western countries have already entered a new era - global information processes. And advertising, as its reflection, in this regard has acquired and continues to form new, specific features.

The concepts that define the role of this overarching factor in the management of the advertising business include the following:

1. Exceptionally high rates of economic and production growth in the countries of the world. Against this background, competition among manufacturers is intensifying, and difficulties in marketing products are increasing. The number is growing and the range is expanding, the technological and technical processes for the production of goods are being improved. As a result, the market creates a picture of their certain uniformity: large and small firms in such conditions are aligned in their capabilities. And in order to survive, they have to resort to special, additional methods of marketing their products, in particular to the widespread or targeted use of advertising.

2. In modern production, it is a set of marketing elements focused on the promotion and sale of goods in the market. This system consists of five elements: already mentioned - public relations, advertising proper, sales promotion, direct marketing, as well as related materials and events. Thus, advertising is an essential part of the process of planning production, development and release, and marketing of goods on the market. And advertising management acts as an integral part of the overall and marketing strategy of the organization.

3. A distinctive feature of modern advertising is its versatility. We are talking about a whole system of specific functions that have formed over the past decades in the development of advertising, which initially performed two functions in commodity production:

economic, stimulating demand, developing and accelerating the process of selling goods:

informational, informing consumers about the availability of goods, manufacturer, main characteristics, consumer properties, etc.

At the present stage, advertising performs a communicative function: it unites in an information-production complex four participants in the marketing process - the organization itself (advertiser), the advertising medium and the consumer. With their help, there is a mutual exchange of information, which is the essence of advertising. And the mentioned general functions of management - control and coordination - in the system of the company's advertising activities also become its specific functions.

Research into the effectiveness of an advertising campaign as a whole and at individual stages allows the company's management to identify its successful and unsuccessful links and take corrective actions, if necessary. The advertising strategy of a large company can be organized in such a way that potential consumers are prepared to purchase its products. This is achieved through the development of a whole system of advertising management techniques - to change consumer demand in favor of the goods of a specific production organization.

Advertising can have an extremely powerful impact on the consumer in different situations. If the demand for a product is unsatisfactory, it reinforces it. Advertising stabilizes fluctuating demand by acting in the synchromarketing system. It turns potential demand into real demand, contributing to developing marketing. Optimal demand can be supported by advertising at the achieved level by means of fixed marketing. Finally, what distinguishes modern advertising is that it is capable of performing the opposite functions: with the help of advertising, you can reduce excessive demand (demarketing) and increase demand (incentive marketing).

Large national and international corporations use in their marketing campaigns all the marked features of the multilateral and mobile function of advertising - demand management. The system of goals of this function can also include effective sales of goods in one specially selected and promising market segment. This side of the management function in the advertising management of Western countries is called targeting(from the English target - target, target) and means the use of advertising to obtain a specific target result.

4. Advertising at the present stage has many different forms. The last two or three decades of development have led to the creation of a special type of it - advertising that forms brand image goods. Moreover, the result of its widespread use is evident - the growth of competition between goods in competition with brand images of various manufacturing firms. Some Western experts in the field of advertising management define the current state of the advertising business as the era of brands.

5. Perhaps this statement is true, however, the development of society, production and advertising occurs at such a rapid pace that one can question the fact of the longevity of such an "era". Recently, there has been a tendency to increase the role of retail in the production and distribution process. Trade organizations are gaining strength - large department stores, which more and more dictate their terms to manufacturers, right down to what goods and in what quantity a firm should produce.

The network of powerful, independent organizations (stores) has already covered the whole world, and they operate under their own trademarks, which so often depersonalize production brands of goods. In Western business, for example, tact trading firms such as Marks and Spencer (England) and Bauer (Germany) are widely known. A certain depersonalization of brands also occurs as a result of the growing volume, assortment of goods that can no longer differ in consumer qualities due to the limited range of their possible set. The consumer in such a situation ceases to attach importance to a particular brand.

6. Researchers agree that the features of modern advertising include a wide expansion of the activities of agencies specializing in this. They last, as a rule, perform a full set of actions or operations for organizing and conducting advertising campaigns of manufacturing firms. The activities of such agencies are distinguished by high professionalism and quality of orders for various advertising materials.

7. A characteristic feature of advertising of the last two or three decades is its transformation into a separate branch of the country's economy - advertising business... It is developing so powerfully and quickly that in terms of pace and qualitative shifts it is significantly ahead of many spheres of the production and economic life of society.

8. The existing market of competition among advertising agencies determines another specificity of modern advertising: the increasing dictate of the advertiser. Advertising agencies are forced to operate in an environment that advertisers are constantly tightening up. And they essentially "take away" part of the profits from advertising companies, forcing them to make additional discounts or pay more money for advertising.

9. A distinctive feature of the modern advertising business is a broad research activity in all its areas, which in developed countries is engaged in hundreds of organizations. Experts predict that scientific and technological progress in the third millennium will radically affect the means of advertising distribution and, accordingly, its types, forms, design, etc. Big changes in advertising management and business are expected due to current and even more future advances in the field of electronics. Many researchers believe that new, unconventional advertising channels will emerge. Most likely, television, radio and print will give way to computer-based methods of transmitting advertisements. These are computer methods of direct mail (transmission of messages by fax), cable TV with a huge number of channels and the Internet. All of them have already entered the business life and even the everyday life of the population of the developed countries of the West.

Constant changes taking place in the external environment, in the socio-economic life of society, the emergence of new advances in science and technology affect the changes in the advertising market.

Remark 1

Based on this, a number of significant trends in the development of advertising should be highlighted:

• the emergence of new technologies in the process of creating and distributing advertising;
• shortening the product life cycle and the volatility of consumer preferences and tastes;
• demographic changes;
• territorial changes in the advertising market;
• the use of modern means of promotion in advertising;
• expansion of objects of influence of advertising

Scientific and technological progress significantly affects the emergence of new modern means of advertising distribution, changes the types, form and content of information materials. Existing and future advances in technology and technology allow the development of non-traditional channels for the transmission of information. Television, radio, and especially print advertising will eventually become a thing of the past, and Internet advertising will take their place. Computer-based advertising media are already widely used and are gaining popularity.

New digital technologies are also applied in the advertising creation process. Computer graphics and design significantly reduce the production time of advertising material and increase its quality. Advertisers find new visual, graphic, color and artistic solutions when creating advertisements. Modern technologies contribute to the development of the creative component of the advertising process.

The saturation of the market with goods and services leads to an acceleration of the product life cycle, and accordingly the consumer tastes of consumers will constantly change. This leads to the frequent change of the product on the market with a new or modernized one. Advertising managers should research the market for declining sales and advertise a new product. This speaks to the growth of advertising mobility. And the oversaturation of the market leads to freedom of choice for consumers.

Demographic changes have a direct impact on the market, providing different products to different age groups of consumers. This segmentation will allow you to develop specific advertising for each category of target audience. The creation of large metropolitan areas leads to territorial changes in the markets for goods and services, as well as changes in the range of products. In this regard, it is necessary to segment the market on a social basis and accordingly create advertising materials for target markets (for example, for the urban and rural population).

Various means of promotion can be used as advertising, while the channels of information transmission will be reduced, and a sufficiently large number of promotion tools will be simultaneously used in the advertising campaign.

Advertising has an impact on various spheres of activity: art, literature, culture, sports, etc. It affects the education of aesthetic and ethical norms of behavior in society, the development of social relations between people.

Major problems in advertising

Remark 2

In addition, you should pay attention to the following difficulties in the process of creating and placing advertising materials:

• intrusiveness of advertising;
• primitiveness in the creation of advertising materials;
• perception problem;
• overloaded advertising;
• falsity of advertising;
• imperfection of the legal framework;
• problems in assessing the effectiveness of advertising

Excessive obsession is the most pressing problem of modern advertising. Frequently repetitive and similar advertisements tire, and consumers tend to ignore such advertisements. In order for the appeal to be heard, it is necessary to make advertising relevant and maximally focused on a specific target audience.

Each person perceives the same information in his own way, therefore, an unsuccessful combination of words, phrases, images can lead to a misunderstanding of the content and meaning of advertising.

Advertisers tend to put too much information into an ad that sometimes has nothing to do with the subject of the ad. Overloaded advertising contributes to a decrease in its effectiveness.

Negative attitude towards advertising also causes its untruthfulness. An advertiser interested in making a one-time profit forgets his own reputation and creates false ads. They are not responsible for the accuracy of advertising, which indicates the need to improve legislation on advertising.

The imperfection of the legal framework is a significant problem of modern advertising, since one can always find workarounds and pitfalls in the law. It is necessary to periodically make certain amendments to the legislative acts on the regulation of advertising activities based on the conducted research on the advertising market.

Moral problems of advertising

Do not forget about the moral component of advertising.

Remark 3

The Code of Conduct for Advertising Producers was published as early as 1937 and was called the "Code of Advertising Practice of the International Chamber of Paris". They are used in many countries, including Russia. This document, despite its imperfection, contains articles that formulate the principles of creating a legally impeccable, decent, honest and truthful advertising message.

The problems of modern advertising are very closely related to the problem of morality, patriotism and the interests of society. When creating advertising, many advertisers forget not only about this, but also about the elementary sense of respect for people, recognition of their opinions, which do not even coincide with their own positions.

The problem of morality, patriotism, public interests, etc. and the problems of advertising in modern business are much more closely related than it might seem at first glance. Advertising manufacturers and modern Russian businessmen who order advertising for them clearly lack not only patriotism, but also ordinary rational thinking.

The consumer cannot protect his psyche from intrusive and false advertising. Therefore, the emotions that arise after viewing or reading an advertising message are distorted. This indicates a decrease in the social effectiveness of advertising.