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Types of advertising messages. Advertising message and its types

Advertising message and its types

In Russian scientific literature There are four main types of advertising messages:

3. Reminder Ads - creates the effect of a constant presence on the market, promotes recognition of a company or product, and ensures their popularity. The purpose of reminder advertising is to sell products in a stable phase of the production cycle or during a period of its attenuation.

Radio - 6% of expenses in the USA, 8% in France and 4% in Russia.

As a rule, organizations specializing in advertising (advertising agencies) work more efficiently than full-time employees of companies. The advertising budget is usually broken down in the following proportions: research - 15%, sales promotion - 50%, advertising - 30%, public relations - 5%.

1. commodity - advertising of goods (services). The main area of advertising activity is advertising with the aim of expanding product sales. It is very difficult to predict changes in market conditions, since the market is subject to constant fluctuations. The buyer remembers correctly and timely advertisements and identifies them with a specific product. The final stage of product advertising is to stabilize the product on the market and avoid a reduction in sales. The consumer begins to automatically associate certain needs with the product offered;

2. corporate - creating an image of the company or a favorable impression of it. One of the main objectives of such advertising is to instill in employees confidence in their own enterprise. The problem is solved using various means, including a company newspaper and logo, uniforms, the optimal level of the enterprise’s organizational structure, exemplary behavior of enterprise managers, social benefits for employees, a flexible bonus system;

3. social - declaring universal human values;

The concept of “advertising” includes, firstly, the relationship between the customer and the contractor (advertising agency); secondly, the relationship between distributor and consumer. That is, the advertiser, performer, media and consumer are usually involved in the advertising process.

Advertising is based on social impact on the consumer, population, electorate, i.e. an action dependent on the goals and objectives solved with its help. Advertising has multidimensional content and performs several functions.

1) make a clear conclusion about the product or service in the message or encourage the audience to do so;

2) present the arguments “for” or present the arguments “against” the product (service) with their refutation;

3) determine the most effective arguments and the place of their presentation - at the beginning or at the end of the message.

However, only a small percentage of those who see the ad react quickly. Typically, potential buyers need to be convinced of this.

Most scientists in the field of advertising, advertisers and marketers believe that an advertising message is small piece art, within the framework of which there is a business offer that is impossible or very difficult to refuse. The author of one of the most popular textbooks on advertising in Russia, E. V. Romat, and the leading Moscow advertising practitioner Igor Ganzha believe that the basis of an advertising message is creativity (from the English creative - creativity).

Advertising message(RO) - integration of creative advertising text using artistic design, the main characteristic of which is the ability to sell. Creative technologies, which have become widespread in the practice of domestic advertising, underlie the creation of advertising text.

Developing an advertising message (form and content) is an art. Using the same medium (video), you can use different styles and tone of presentation of the material - from a screen saver with an appeal to become a client and investor to a feature film. Even videos made in the same style may differ in text, intonation, and other details, reflecting the originality and uniqueness of the creative approach of their creators.

There are certain patterns when choosing the form of advertising appeal. The form of the advertising message must correspond to the maximum extent possible to achieve advertising and marketing goals. To do this, it must be the most understandable and acceptable for the target audience, and the content must be fully realized in it.

The correct choice of tone creates an atmosphere of trust or, on the contrary, a “hard” and “dry tone” is used when it is necessary to “stir up” the buyer and help him realize the severity of the problem.

The tone can be soft and confidential; in some addresses, a friendly or humorous tone or slang is used (“He who doesn’t know, is resting!”). Jargon “works” most successfully in advertising aimed at teenagers with their language used as a form of self-affirmation, a manifestation of the sense of contradiction with the older generation characteristic of youth.

The style of address has several options:

1. message about a specific event;

2. "sketching from life." For example, an advertising video for "Rikk Bank" shows the "working days" of the bank; the staff is busy with their work. A kitten sleeps on a working copy machine. L. Bronevoy's voice-over: “The most boring bank in the world: people work, money works...” (script by I. Chimburov) 1 ;

3. creating an atmosphere of mystery, intrigue or a fantasy, exotic, romantic setting;

5. compositions on historical topics and loyalty to traditions, creating a lyrical mood;

One of the classics of world advertising, David Ogilvy, who published a large number of books and articles on advertising practice, wrote: “A successful advertising campaign is a combination of successful sales (advertising) appeal and the right choice media, as well as the time of circulation.”

The significance of the appeal is determined, firstly, by the fact that it is the result of psychological and marketing research within the framework of the general strategy of any commercial enterprise or other entity initiating communication, analysis of market conditions, development of innovative communication technologies, creativity in general, and secondly, it pursues specific marketing goals, acting as the only (at the moment) way to achieve them.

The advertising message is the central element of the advertising impact on the recipient, since it represents the communicator - his target audience, potential buyers and focuses most of the elements of advertising communication (first of all, this is the idea of communication and the codes used that contribute to the perception of this idea by the recipient of the message). An advertisement generally means any public announcement intended to promote the sale, purchase, or rental of any product or service, to promote a cause or idea, or to exert any other type of influence desired by the advertiser for which it advertising space or airtime is allocated in exchange for payment of remuneration.

In advertising practice, several terms have been adopted that are used depending on the purpose and form of advertising communication - “the advertising message itself,” “advertising,” and “advertising message.”

An advertising message is an element of advertising communication, which is a direct carrier of the informational and emotional impact exerted by the communicator on the recipient. Moreover, this message has a specific form (textual, visual, symbolic, etc.) and reaches the addressee through a specific communication channel.

From the content of the concept of “advertising message” it follows that advertising differs from any other information message by its direct interest in the final result - communication that determines the further sale of goods or services and the receipt by the advertiser of a positive financial result in the form of net profit. The final result, in turn, is defined as the purpose of the treatment, which is achieved through the performance of its main functions. As the most reasonable classification of the functions of an advertising message, their division is accepted: by the nature of the impact information contained in the message to its addressee.

The following main levels are usually distinguished psychological impact advertising appeal: cognitive, affective, suggestive and conative.

Essence cognitive impact how the function of circulation is to convey a certain amount of information, a message, a set of data about a product; factors characterizing its quality, etc. Thus, it is assumed that, first of all, a well-written advertising message, regardless of random factors, will attract the attention of consumers. For example, a company Electrolux thus emphasized the high quality of household appliances produced in Europe: "Sweden - made wisely."

The following function uses the emotional aspect - affective impact - forming a relationship with the aim of transforming the array of transmitted information into a system of attitudes, motives and principles of the recipient of the appeal. Based on this, the tools for forming a favorable attitude are frequent repetition of the same arguments, bringing logical evidence to support advertising claims, forming favorable associations, etc.

The third effective function of an advertising message is suggestive influence, or suggestion - involves the use of both conscious psychological elements and elements of the unconscious. It is due to the fact that a certain part of the advertising message can be absorbed by the addressee, bypassing the sphere of active thinking. The result of suggestion can be a conviction that arises without logical evidence. Suggestion is possible, firstly, if it corresponds to the needs and interests of the addressee, and, secondly, if the source of information is a person of high authority and enjoys unconditional trust. Suggestion will have a greater effect when the advertising message is repeated many times.

Finally, the fourth function is implemented via conative effect, which is to determine the behavior of a potential or existing consumer. Thus, an advertising message is designed to convince of the need to purchase a product, i.e. generate the desired (necessary) type of behavioral reaction of the consumer, without being rejected or interpreted in a manner unfavorable for the communicator. It is necessary that the message is clear, convinces and motivates the audience to make a purchase. The appeal “pushes” the recipient to purchase, suggests what he should do (often advertising for medicines ends with the phrase "Ask in pharmacies").

Based on the totality of these functions performed by advertising messages, they must have three properties: significance (information richness) and at the same time indicate the advantages of the advertised product, making the products sold and/or services provided attractive to potential consumers; and also be believable, since distrust on the part of the recipient of advertising information will significantly reduce the effectiveness of communication; have character, i.e. talk about why a particular product is better than a competing product. Advertising will be effective only if it is clear and attracts the attention of the consumer.

brief - it is necessary to cite the benefits that a potential consumer receives from this product or service;
interesting to the buyer - in addition to mentioning the direct benefits and system of guarantees, the company should create a favorable atmosphere and image of this product or service, widely attracting images of beauty, reliability, convenience;
reliable - regarding both the content and design of the advertising message, which must correspond to each other;
understandable - first of all, to the potential buyer of the goods or services of the communicator company. To do this, it is necessary to study and analyze in more detail the social, economic, psychological and national characteristics target market segments in which the advertiser operates;
dynamic - you should choose energetic, succinct words, verbs in the imperative mood. It must be remembered that the presentation style is designed to express confidence in what is conveyed in the advertising message, in order to have a stronger impact on the buyer, stimulating him to make a purchase;
repetitive - it should, however, be remembered that for any type of advertising there is an optimal number of repetitions, at which a potential buyer gets the opportunity to notice the advertising message and respond to it;
standing out among other advertising messages in order to attract potential customers. It is appropriate to note that in order to timely satisfy this criterion, the communicator should conduct permanent job aimed at studying the advertising of competing companies.

Scientific validity is one of the immutable postulates of any targeted communication, and, consequently, of any forms and varieties of advertising. It is in these principles of formation of an advertising message that the common features all types of traditional advertising.

The impact of advertising communication on the consumer and, accordingly, making advertising attractive to potential buyers involves putting communication into the most effective form. The main parameters of the form of the advertising message are: the tone of the message and its style decisions, which are determined by the goals of advertising communication, the type of medium, and the characteristics of the target audience of the advertised product.

In order to achieve the effect of communication, when developing the form of an advertising message, you should carefully select the context of the message, avoiding, if possible, various unplanned associations, correctly selecting the color scheme of the advertising message, and also taking into account the psychological patterns of perception of the message by recipients. In addition, the form should allow the content of the advertising message to be fully conveyed.

It is necessary to take into account the importance of choosing the right tone of address, which underlies the formation of the necessary atmosphere of communication between the communicator and the recipient. Thus, the range of tonality used is extremely wide - from soft and confidential (advertising appeals to housewives like "We'll tell you a secret...") to tough and dry, friendly, sometimes even familiar (phrases like “ Buddy! You didn’t forget to buy...!”), humorous or ironic, etc.

However, in practice, unfortunately, there are often cases of arrogance and even rudeness in the tone of advertising messages, which makes advertising unethical and significantly reduces the effectiveness of communication. In the most effective advertising messages, its developers create an atmosphere of mutual respect, sincerity, and a disposition towards mutually beneficial partnership.

Here are some options for style solutions. Firstly, an advertising message may contain only the name of the company, sometimes an advertising slogan. Such messages are used mainly in presentation and reminder advertising (example: "Hugo Boss") Secondly, an advertising message can be a message about a specific event, i.e. a simple ad (categorized advertising). Thirdly, “life sketches” are often found in promotional videos of fast food chains. McDonald's, where company employees are shown, each busy with their own business. Creating an atmosphere of mystery, intrigue (gradual introduction of the attributes of a brand, product or service to the market - for example, the results of rebranding (telephone operators Beeline, MTS)) or fantasy, exotic, romantic is quite effective when establishing communication with consumers. furnishings (advertising for chocolate bars "Bounty" promising " paradisaic delight", or toilet soap " Sateu"), as well as an image that personifies the advertised product (the classic example of a cowboy Marlboro, who smokes cigarettes of this brand, or a character Ronald McDonald). Another option is consultation with a specialist, scientist or some other authoritative person. So, " leading dentists" It is recommended to use daily the newest" toothpaste Colgate in perfume advertising "Max Factor" there is a whole series "expert opinions" united by the slogan " Professional advice."

An effective style solution for an advertising message can be emphasizing lifestyle (this is advertising ARDO-« European life style», Italian vermouth advertisement Martini", advertising yachts and any prestigious car brands) or creating a certain mood, which subsequently becomes a pleasant association with the advertised product (nostalgic commercials chocolate “Crown” and, conversely, fun bars "Twix" children's drinks and ready-made breakfasts).

The next stylistic technique is an emphasis on professional experience (advertising of household appliances Samsung: "Time-tested quality - that's Samsung" or a common addition to requests "Leave it to the professionals"!»).

Frequently used solutions are “advertising experiment”, demonstration of the effect of the advertised product on the basis of “before and after use” and comparative advertising. In the first case, perfectly absorbent sanitary pads and diapers are clearly and clearly shown; in a sauna, an antiperspirant is applied to the skin of the model’s back through a stencil. Rexona, the area underneath remains dry, while the “untreated” skin is covered with profuse perspiration, etc. The second solution is especially effective in advertising weight loss products, washing powders, bleaches, plumbing cleaners, etc. Comparative advertising is a little more complicated; in many countries this type of advertising is prohibited; pointing out the shortcomings of competitors' products is condemned by the International Code of Advertising Practices. At the same time, this form of address is used to emphasize unique properties advertised product (example - advertising of washing powder Ariel, comparable to simply " Washing powder"), or for product positioning purposes.

Sometimes compositions on historical themes and the idea of fidelity to traditions can also be used (for example, the cycle “ The World History. Bank Imperial"), some animation techniques (for example, anthropomorphism: products take on the features of people - candy M&M'S), a musical when one or more characters sing a song about the advertised product (an advertisement for Morozko pancakes in the form of a song, which is sung by all family members, including the dog, in turn).

The above list is not exhaustive, since the arsenal of techniques is constantly expanding.

Before composing the text of an advertisement, it is necessary to know the communication, creative and, in particular, advertising strategies of the company (part of which is the strategy of the advertising message) and take them into account when responding to the most important questions advertising appeal.

It is important to take into account the results of marketing research, which allows you to identify potential buyers, determine the best strategy, highlight the most important characteristics of the product for the consumer: technical and operational parameters, packaging, effectiveness and image of the product, expiration date, manufacturing method, history of the product and its position in the market, distribution, etc.

Thus, advertising appeal is a complex concept, the need to study which is due to its essence as a tool for achieving the goals of advertising activities. It is of paramount practical importance for any communicator on modern stage market development.

Issues for discussion

1. What place does the development of an advertising message occupy in advertising activities?
2. Name the main functions of an advertising message.
3. What features are typical for an advertising message?
4. What are the main parameters of an advertising message? What factors determine these parameters?

Practical tasks

1. The advertising message is based on the concept of product positioning. Comment on this statement and support it with specific examples.
2. What type of advertising messages will allow you to effectively contact and create mutual relationships with the following target groups:
- fitness club visitors;
- beer lovers;
- wholesalers and retailers (intermediaries);
- parents of children preschool age;
- commercial bank clients.
3. Imagine that you are responsible for advertising on the market:
- children's toys;
- chocolate bars " Twiks"",
- sports simulators;
- luxury handmade furniture;
- allergy medications.

An advertising message can be thoughtful and potentially effective in all respects. However, if the potential buyer of the advertised object did not see it, did not hear it, or did not perceive it in any other way, then all actions related to the creation of the advertising message itself were meaningless. Therefore, in advertising, great attention is paid to how exactly an advertising message, video, or leaflet will reach the advertising audience.

Right choice the most effective means of conveying advertising messages largely determines the success of the entire advertising campaign. The correct decision here determines how many potential buyers the signal will reach, how strong the impact on them will be, what amounts will be spent on advertising, and how effective these costs will be.

Selection process means of advertising distribution consists of several main stages:

1) decision on the breadth of coverage, frequency of repetition and strength of advertising impact;
2) selection of specific means of advertising distribution;
3) selection of specific advertising media;
4) making a decision about usage schedule advertising media.

Let's assume that a product advertisement must appeal to an audience of 1 million consumers. The goal is to reach 700 thousand consumers (70% of 1 million people). Since the average consumer will receive the message 3 times, 2 million 100 thousand message transmissions are required. If an advertiser wants to get an impact force of 1.5 (assuming that a value of 1.0 is the average impact strength), he needs to purchase 3 million 150 thousand advertising messages (2100 x 1.5). If a thousand programs with a given impact cost $10, the advertising budget should be $31,500 (3,150 x $10). IN general case, the wider the reach, the greater the frequency of occurrence and the power of impact, the higher the advertising costs will be.

At the next stage, comparative analysis and the direct choice of means of distributing advertising messages.

2. Selection of specific means of advertising distribution

Let's consider criteria, which can be used in analyzing and selecting optimal means of advertising distribution.

1. The absence of strict restrictions on the sender to use certain means. These restrictions may be located both within the sender’s company and outside it. An example of an internal barrier is the insufficient amount of funds allocated for advertising. External restrictions may be due to the inability to use specific means (for example, due to the lack of television in remote or unelectrified areas) or legislative prohibitions (for example, advertising of tobacco products on television is prohibited in the USA, advertising of alcoholic beverages is completely prohibited in Italy).
2. Compliance of the medium with the characteristics of the target audience, commitment of the target audience to certain media. Television is most effective for establishing connections with teenagers, road billboards are most effective for motorists, etc.
3. Compliance of the means of distribution with the advertised product.

assignments are most effective in special magazines intended for specialists; cameras - in television advertising; women's dresses- in catalogs and illustrated magazines, etc.

The chosen means of conveying the message should provide maximum opportunities for a visual and reliable presentation of the product and the results of its use.

4. Ensuring compliance of the form of the advertising message and the means of its transmission. Thus, newspaper and magazine publications are more consistent with appeals based on rational motives, which take the form of advertisements. Television, print advertising and radio will better convey emotional motives in the message.
5. Requirements for the timing of transmission of the advertising message and the response of the audience (proximity of the moment of contact with the advertising message and the moment of purchase). If you need to urgently convey information about sales or presentations that should take place in the coming days, it is natural to use radio, newspapers, and local television. A long-term advertising campaign, designed to last for many months and even years, can use an advertising film, poster and other means, the production of which takes a lot of time, as distribution media.
6. Cost is an important factor when choosing means of advertising distribution. The most expensive is television; advertising in newspapers is cheaper. An advertising planner takes into account both the total cost of distribution media and the cost of transmitting 1 thousand advertising messages - the cost of reaching 1000 people using a given distribution medium.

The choice of the optimal means of transmitting advertising information depends on many factors. Moreover, each advertising campaign is unique in its own way; it is associated with the specifics of the sender, the advertised product, and the peculiarities of the situations that have developed in the markets. All this requires a creative approach to the choice of advertising media.

The planner of advertising media must know the reach and impact of each of these major media. Each has its own advantages and disadvantages (see Chapter 2).

It is necessary to regularly review the impact and cost of advertising media. For a long time, television and magazines dominated the choice of advertising media, and other media often remained in the shadows. However, recently the cost and workload of television and magazines have increased, and the size of their audience has decreased. Marketers are now using strategies to target narrower market segments. As a result, television and magazine advertising revenues have fallen, and advertisers are increasingly turning to alternative means of distribution, including cable television, outdoor advertising, and even credit cards (micromarketing strategies that focus on narrower groups of consumers). Advertisers are reallocating their advertising budgets to less expensive and more selective means of distribution.

Thus, cable systems allow you to connect to specialized programs of your choice, for example, sports, news, nutrition, arts, intended for selected groups. Advertisers can take advantage of this and "target" specific market segments rather than adopting the aptly named "shooting sparrows" approach offered by mainstream television.

“Alternative” means of advertising distribution:

miniature video screens attached to store carts, usually running along the aisles where customers purchase items, showing advertisements from national advertisers;
in the grocery store - television screens “treat” news mixed with product advertising;
while parking a car, stacks of leaflets attached to parking meters offer everything from cameras to dog food;
in the park, billboard-sized video screens broadcast advertisements for beer, etc.;
small airships with electronic bulletin boards often circle overhead in the park;
clips preceding the screening of a movie in a cinema, in the style of science fiction with advertising of various products;
Boats ply along the beaches, lighting up various advertising messages;
Even in church bulletins you can find advertisements;
advertising is even placed on the hulls of spaceships (for example, advertising for Pepsi-Cola, Coca-Cola, etc.). For many professionals, such tools provide an opportunity to save money and reach targeted consumers where they shop, work and play.

Question: Are there still places left for consumers that have not been captured by commerce? Maybe a public toilet?.. - Forget about it. Inventive marketers are everywhere.

1) accessibility of the medium and maximum coverage of the target audience;
2) the degree of trust in a specific medium on the part of the target audience;
3) compliance of the medium with the specific goals of the advertising campaign;
4) “advertising noise” (saturation of the advertising market on a given medium) and the proximity of advertising messages to each other;
5) availability of alternative media;
6) the optimal ratio of costs for an advertising campaign and its effectiveness indicators.

When analyzing a medium according to the above criteria, a whole system of indicators is used. Some of them, for example, when choosing printing media mass media:

circulation - the total number of printed copies is an important but insufficient indicator, since part of the circulation may remain unclaimed by the recipient;
volume of sales represents that part of the circulation that was sold at retail, received by subscription, and also given free of charge;
circulation ratio - theoretically estimated average number of consumers through whose hands 1 copy passes. of a given advertising medium, this indicator is determined by dividing the total audience size by the sales volume;
total audience size - the totality of recipients who read or view a publication, listen to a specific radio program, watch a given television channel, etc.;
frequency - the average number of possible advertising contacts between the recipient and the advertising medium, divided by the number of publications. For example: after 5 publications of an advertising message in a local newspaper, the frequency indicator was 2.7. This means that the average recipient will read or watch the message 2.7 times;
publication audience intersection shows what part of the audience, for example, of the magazine “Liza”, also reads the magazine “Peasant”. Knowledge of such intersections helps, depending on the purposes of advertising, either to reduce the costs of an advertising campaign by minimizing intersections, or vice versa - to achieve a high frequency of contact between the target audience and the advertising message;
compliance index shows the target audience’s commitment to this medium. It reflects the number of representatives of the target audience among the media audience;
possibility of placement, contract terms, time for providing the layout, restrictions on the content and quality of the layout, etc. For example, if an advertisement takes up a whole page and is printed in four colors in a magazine newsweek, costs 126 thousand dollars, and the number of readers of this magazine is 3.1 million, then the cost of reaching 1 thousand people is approximately 40 dollars. The same advertising in the magazine Business week may cost, for example, 64 thousand dollars, but cover only 870 thousand people - the cost of covering 1 thousand people will be from 74 dollars.

Thus, the specialist needs to find a compromise between cost and factors influencing the strength of the effect. Firstly, it is necessary to link the cost to the characteristics of the audience of the advertising medium. For example, for advertising baby cream, New Parents magazine is much preferable to Gentlemen's Quarterly. Secondly, you should consider the audience's attention level. Magazine readers Vogue usually pay more attention to advertising than magazine readers Newsweek. Thirdly, a specialist needs to evaluate the quality of the publication. Magazines Times And Wall Street Journal inspire more confidence and are more prestigious than, for example, The National Engineer.

The advertising media specialist then begins to select the most cost-effective ones. For example, if an advertising message should appear in magazines, a specialist studies data on their circulation and prices for advertisements of different sizes with printing in different colors and different places location, as well as the frequency of magazines. He then evaluates journals on such indicators as reliability, prestige, the presence of regional publications and publications with a professional bias, quality of printing, editorial policy, length of ordering times and psychological impact on readers. Having made this assessment, the specialist decides which specific journals will provide the coverage, frequency and impact he needs within the allocated allocations.

Various aspects of advertising in the media are integrated into so-called media plans. Media is a channel that is used for mass communications, including for advertising. Media includes: newspapers, radio, television and other media. Media plan is a plan for placing specific advertising messages in specific media for a certain period of time. The specialist who draws up this plan (media manager or media planner) proceeds from the need to ensure maximum coverage of the target audience, the required frequency, and continuity of the advertising campaign while minimizing the costs of advertising in the media.

There are six most common types of graphics (based on the characteristics of the advertising audience, the properties of the advertised product, and the capabilities of the advertiser).

1. Consistent - advertising is placed at regular intervals throughout the entire period of the advertising campaign, for example, once a week for a year.
2. Seasonal - media are used most intensively during seasonal (peak) sales.
3. Impulsive delivery - the media are used periodically, at regular intervals, regardless of the time of year.
4. Uneven impulses - advertisements are placed at regular intervals.
5. Snatch - concentrated advertising addition over a short period of time. Used to start an advertising campaign.
6. Directed impulse - the schedule is constructed in such a way that sales of a product increase significantly during the period of its intensive advertising. It does not ensure maintaining a stable level of product sales throughout the entire period of the advertising campaign.

Thus, answers to questions about how to display advertising, with what frequency and frequency, how to ensure maximum company presence in the advertising space, and when, on the contrary, to pause, are designed to increase the impact of the advertising campaign, and, therefore, profit.

Issues for discussion

1. Provide a list of the main stages in choosing advertising distribution media.
2. What criteria are used when analyzing and selecting the optimal means of advertising distribution?
3. List means of advertising distribution that are alternative to traditional ones. What are their advantages?
4. Specify the criteria for choosing an advertising medium and indicate the indicators most often used for this.
5. What is the essence of the decision to cycle advertising? Describe the most common types of advertising media use schedules.

Practical tasks

1. By paying attention to advertising of products in newspapers, on television, at public transport stops, we can understand which target segments their marketers are targeting. Give examples of advertising of some products. Is this orientation more clearly expressed for some than for others? Give reasons for your answer.
2. List several factors that you would consider when choosing a distribution schedule for advertising messages for:
- new mobile phone model;
- shopping and entertainment complex;
- veterinary clinic;
- artificial skating rink;
- flower salon "Florin"

Suggest a type of schedule that can be used to achieve different goals.

Deciding on Reach, Frequency, and Impact of Advertising To select media, the advertiser must decide how wide the reach of the advertisement should be and how often it should be repeated. The breadth of coverage is the proportion of people belonging to the target audience who are to be introduced to an advertising campaign over a given period of time. For example: an advertiser might try to reach 70% of the target audience during the first three months of an advertising campaign. Repetition frequency is a value that shows how many times the average representative of the target audience should be exposed to an advertising message. For example, an advertiser might want an average repetition rate of three. In addition, the advertiser must decide on the desired impact strength of the distribution medium - a qualitative value that evaluates the level of impact of the advertising message transmitted through a given distribution medium. For example, for products that need exposure, television advertising messages can have greater impact than radio messages because television uses image and sound.

Advertising messages are striking in the variety of their forms: from the cries of hired heralds to the satellite international broadcast of an advertising video clip on television; from ballpoint pen, used as an advertising souvenir, to large-scale advertising panels occupying hundreds of square meters; from a classified ad in a newspaper to an advertising message distributed on the Internet, etc.

An advertising message can be defined as an element of advertising communication, which is a direct carrier of the informational and emotional impact exerted by the communicator on the recipient. This message has a specific form (textual, visual, symbolic, etc.) and reaches the addressee using a specific communication channel.

1. cognitive (transmission of information, messages);

2. affective (emotional aspect, attitude formation);

3. suggestive (suggestion);

4. conative (determining behavior).

Let's consider the characteristics of the process of developing advertising messages.

The most important characteristic of this process is its creative nature. Moreover, the significance of this characteristic is so great that the process itself, first in the slang of practitioners and then in specialized literature, was called creative (from the English creative - creative, constructive; creativity - the creative function of an advertising agency in composing advertising texts and performing artistic work.

One of the leading Moscow specialists and advertising practitioners, Igor Ganzha (creative director of RA “Pilot”), defines creativity “as the process of information and emotional content of advertising communication”

I. Ganzha also proposed a conditional classification of creativity according to the criterion of the presence and necessity of illustrations:

1) designer, i.e. aimed at creating a visual image (for example, a Camel poster, almost all videos, etc.);

2) copywriting, i.e. text (for example, “Nowhere except in Mosselprom”; “Vote or lose!”, etc.);

3) mixed (containing elements of the first two types).

Creating an advertising message is a complex, multifaceted process, which, in addition to the creative component, also includes elements scientific research, and carrying out logical analysis, and complex interpersonal relationships (customer and advertiser, between creative workers and managers, between employees of various departments of an advertising agency, etc.).

1) orientation - definition of the problem;

2) preparation - collection of relevant information;

3) analysis - classification of the collected material;

4) idea formation - collection of various ideas;

5) incubation - waiting, during which insight occurs;

6) synthesis - development of a solution;

7) evaluation - consideration of the ideas received.

American specialist B.V. Berg proposed this diagram of the main stages of creativity in advertising

It would be wrong to reduce the entire process of developing an advertising message only to its creative side. No less important feature this process is its commercial nature. I. Ganzha, already mentioned by us, adds in the same definition of creativity: “At the same time, the main characteristic of the quality of a creative is its ability to sell.” Creative workers of advertising agencies (creators, copyright writers, designers, artists, etc.) must create not so much a small work of advertising art, but rather a business offer to the target audience to buy something that the addressee would find it difficult to refuse. In this regard, it is important to take into account the marketing goals of the communicator in the process of developing an advertising message (including the expected economic effect of the advertising being developed, his wishes regarding production time, the budget of the advertising campaign, etc.). The content and form of the advertising message, as well as the channels for its distribution, depend to a certain extent on the characteristics of the target audience.

A completely natural tendency seems to be the desire of advertisers to bring a scientific approach to the creative process of developing advertising messages.

Among the most common scientific creative technologies that have become widespread in the practice of domestic advertising is the use of TRIZ - the theory of solving visual problems. Its creator is G.S. Altshuller. Among the most famous followers of TRIZ, who are actively introducing it into the practice of advertising activities, one should name I.L. Vikentyev and specialists who united in the “TRIZ-CHANCE System”. Without setting ourselves the task of even a brief review of this technology, we can note the following. The main premises of this technology are: “Decision making, intuition, creative insights, on the one hand, and stereotyped thinking, rejection of the new, on the other, are implemented on the basis of a single psychophysiological mechanism: the principle of dominance. Every person has stereotypes. Negative sides are opinions, memories, prejudices “Against” the advertised object, and the rarer side is “For”. Other main categories of the theory of solving visual problems are: “inertia of thinking”, “resource”, “ideal final result" and etc.

Another technology actively used in the process of developing advertising messages is neurolinguistic programming.

Neuro-Linguistic Programming is the art and science of personal mastery. Art is because everyone brings their own unique personality and style to what they do, and this cannot be captured in words and technology. Science - because there is a method and process for discovering patterns used outstanding personalities in any industry to achieve outstanding results. This process is called modeling, and the patterns, skills and techniques discovered through it are increasingly found wide application in consulting, education and business to improve communication efficiency, individual development and accelerated learning. In this case, the term “pattern” is understood as “a systematically repeating stable element or sequence of elements of behavior.”

Russian author L.N. Khromov presents neurolinguistic programming as “a technological model of interaction of people with each other based on the knowledge of the internal process that occurs in a person during memory, i.e., when accessing internal experience.”

The main discovery of neurolinguistic programming lies in the starting point: human experience consists of visual images, sounds and sensations. Depending on which type of perception predominates, their carriers are also divided into types:

a) visual people - they perceive and organize their experience and thinking mainly with the help of visual images. This type accounts for approximately 80% of all people;

b) auditory - imagine and describe the world in auditory, auditory images (about 15%);

c) kinesthetics - perceive and evaluate the surrounding reality, primarily with the help of sensations and feelings (about 5%).

Effective communication, from the point of view of this technology, involves dialogue with the recipient in his “language”. Moreover, the very concept of “communication” in this technology is understood much more broadly than the set of words that are pronounced.

Another direction of technology development is the use of habitual thinking strategies of people, called meta-programs. The essence of this concept is similar to a kind of censors, which seem to sort all information coming from outside. The main meta-programs are "To" and "From". The first of them means a focus on success, a desire for something, the second means a constant desire to get away from something, the predominance of motivation to avoid failure. Both meta-programs are actively used in advertising practice. Thus, in an advertising message aimed at recipients with the meta-program “K”, it is possible to show the benefits obtained by using the advertised product. For those recipients for whom the “From” program prevails, advertising that shows the difficulties faced by a consumer who does not use the advertised product will be more effective.

The purpose of affective influence is to transform the array of transmitted information into a system of attitudes, motives and principles of the recipient of the appeal. Tools for forming attitudes are frequent repetition of the same arguments, bringing logical evidence of what was said, forming favorable associations, etc.

Suggestion involves the use of both conscious psychological elements and elements of the unconscious. This is due to the fact that a certain part of the advertising message can be absorbed by the addressee, bypassing the sphere of thinking. The result of suggestion can be conviction, obtained without logical evidence. It should be noted that suggestion is possible, firstly, if it meets the needs and interests of the addressee, and secondly, if a person of high authority and unconditional trust can be used as a source of information. Suggestion will have a great effect, again, if the advertising message is repeated many times.

Awareness of the need for basic levels of influence of an advertising message on a person’s consciousness formed the basis for many advertising models. Schemes of some of the most famous and widespread models for developing advertising messages are given below (Fig. 2).

Figure 2

Direction of influence					"OK"
Cognitive	Attention	Attention	Determining Needs and Wants	Brand recognition	Understanding the buyer's needs
Affective		Perception of arguments	Identifying consumer needs with advertising offers	Assimilation (awareness of the quality of the product)
Suggestive		Belief	Pushing the buyer to the necessary conclusions about the purchase Desire	Persuasion (formation of a psychological predisposition to purchase)
Cognitive	Action	Action	Creating a favorable shopping environment	Action	Examination
Affective (after purchase)	OK

The oldest and most famous advertising model is AIDA (attention - interest - desire - action, i.e. attention - interest - desire - action). It was proposed by the American advertiser Elmer Lewis back in 1896. Its essence is that an ideal advertising message, first of all, should attract involuntary attention. The ways to achieve this goal are quite varied: the use of contrasts, bright, original color design; catchy drawing; funny decisions in the layout of the appeal (for example, placing the text of the advertising message “upside down”); shocking the audience, etc.

Once the audience's attention is captured, the message must hold their interest. To do this, it may contain promises to satisfy the needs of the addressee, be original, interesting in form and concise.

In accordance with the AIDA model, the appeal should also arouse the recipient’s desire to try the advertised product and become its owner.

And finally, the message should provide a “hint” to the recipient what he should do. For example: “call today”, “ask for it in the pharmacies of your city”, “come and see for yourself”, etc. One of the most successful examples is political advertising during the all-Russian referendum of 1993 under the motto “Yes, yes, no , Yes". As is known, it was these types of answers to the questions put up for referendum that indicated support for democratic reforms.

A modification of the AIDA formula is the AIDMA model, which includes a fifth component - motivation. The motive, as an element of the content of the appeal, will be discussed in more detail below.

ACCA as an advertising formula is characterized by the fact that it reduces the results of advertising exposure to defining an audience that has gone through one of four stages of consumer behavior: attention, perception of arguments, persuasion and action.

The DIBABA formula was proposed by G. Goldman in 1953. The name of the model is also an abbreviation for the German definitions of the six phases of the sales process:

1) determining the needs and desires of potential buyers;

2) identification of consumer needs with advertising offers;

3) “pushing” the buyer to the necessary conclusions about the purchase that are associated with his needs;

4) taking into account the buyer’s expected reaction;

5) calling the buyer to purchase goods;

6) creating a favorable environment for purchasing.

A milestone in the development of approaches to the formation of advertising messages was the DAGMAR model, set out by the American advertiser Russell Colley in 1961. The name of the formula includes the initial letters of the English definition: “Defining advertising goals - measuring advertising results” (defining advertising goals - measuring advertising results). According to the model, the act of purchasing goes through four phases:

1) recognition of the brand (brand) of the product;

2) assimilation - informing the addressee about the quality of the product;

3) conviction - psychological predisposition to purchase;

4) action - making a purchase by the addressee of the advertisement.

The effect of advertising is determined by the increase in the number of buyers at each of these phases. As we can see, the use of this model presupposes the active use of branding technology by the communicator. It is with recognition of the recipient of the brand that the impact of the advertising message begins.

The qualitative difference between the DAGMAR model and action-oriented approaches is the starting premise: making a purchase is determined by the main elements of the marketing mix. Advertising in this complex is the most important, but not a self-sufficient element.

1) awareness of the need to purchase;

3) assessment of its main qualities;

4) checking, quality testing;

5) approval.

Thus, the advertising message is the central link of advertising communication, since its characteristics are closely related to the parameters of all other elements of communication. As an element of advertising communication, an advertising message is a direct carrier of the informational and emotional impact exerted by the communicator on the recipient.

Let's move on to motivation; the study of motivation when developing advertising messages is carried out in order to identify the basic attitudes of a potential buyer and determine the meaning of the actions performed.

1) rational;

2) emotional;

3) social (moral).

Rational motives include:

a) Health motive. Used in advertising quality products, sports products, personal hygiene products, etc. An example is the advertising of a significant part of mineral water brands, chewing gum“Orbit without sugar”, “Dirol with xylitol”, various fortified products, sports equipment, some construction and finishing materials(when their environmental friendliness is emphasized), etc.

b) Profitability motive. It is sometimes called the economic motive. It is based on the fair desire of many to get rich, to spend available funds wisely, to achieve certain savings, etc. It was this motif that was used, for example, in the advertising of Dosia laundry detergents (“No difference! Why pay more?”). These same motives were leading in the advertising of many investment funds, trust partnerships and other “pyramids”.

c) The motive for the reliability of guarantees. Risk reduction is a determining factor in such sectors of the economy as banking and insurance. At work and at home, people would also like to protect themselves from dangerous, unpredictable situations. This motif, for example, was used in an advertisement for the bankrupt Moscow City Bank (“Simply a stable bank”). However, banks and the insurance business are not the only areas where this motive is used. An example is an advertisement for an Indesit washing machine: “Indesit will last a long time.”

d) The motive of convenience and additional benefits involves a promise in advertising messages to make certain work easier, additional conveniences at home and at work, to obtain significant advantages when carrying out certain transformations, etc. An example of the use of this motive is an advertisement for a razor with a triple movable blade (Gillette ); Reach toothbrush with variable configuration (Procter & Gamble), etc.

Emotional motives in advertising “play” on the desire of recipients to get rid of negative ones and achieve positive emotions. Naturally, this goal is achieved, in accordance with the advertising message, by purchasing the advertised product (services).

e) The motive of freedom is determined by a person’s desire for independence from certain circumstances, to protect his independence in various spheres of life. An example of the active use of this motif is the advertising of feminine hygiene products; contact lenses (independence from glasses that are not always comfortable); lamps using battery energy; autonomous power generating units: equipment for processing raw materials intended for farms, etc.

f) The motive of fear. Despite the fact that its use is seriously limited by the International Code of Advertising Practices, the fear motif is used in advertising of “police” locks, anti-theft products (“What was stolen? You should have installed “Clifford”!”), personal hygiene products, and various anti-advertising (fighting smoking, drug use, alcoholism, AIDS, etc.).

One of the most important areas of application of this motif is social advertising.

g) The motive of significance and self-realization is based on a person’s natural desire to find recognition in his environment, to increase his social status, achieve a certain image, etc. An example of using a motive could be an advertisement for Alfa Capital Bank in the mid-90s: “Only for reputable clients.” The same motif is used in advertising of prestigious car models (“Jeep is a car for men who don’t like to be second!”, “Jeep is one of a kind!”), Revlon cosmetics (“Feel like a woman!”), and similar company products L "Oreal ("After all, I deserve it!"), etc.

h) The motive of likeness exploits a person’s desire to be like their idols. First of all, this applies to young people who have not established themselves as individuals, with unformed taste, and with low self-esteem. The desire to “be like” is so strong that it is expressed in imitation of idols in appearance (hairstyle, makeup), behavior, clothing, etc. The use of motive is most often realized in the use of the “testimonium” technique. For example, in an advertisement for one of the soap brands, a voice-over addresses a famous pop singer: “Valeria! What is the secret of your beauty?

i) The motive of discovery “exploits” such human qualities as curiosity and the desire for novelty. In advertising, it is implemented using appeals such as: “Discover…”, “Just try it and you won’t regret it,” “Feel the difference…”, etc.

j) The motif of pride and patriotism is used quite rarely in Russian advertising. This motive was truly successfully exploited by representatives of financial pyramids: Hermes - finance, MMM (“Ours are the best!”), MMM - invest, checking investment fund Peter the Great, etc.

l) The motive of sexual attractiveness, the use of elements of light eroticism. This type of motif is used quite often, but not always appropriately. This is especially typical for regional advertising publications, in which, let’s say, not quite dressed girls recommend buying a wide range of goods: from meat products and stationery to cars. Sometimes it is not only provincial advertisers who are guilty of lack of tact and sense of proportion.

In some cases, justified by the specifics of the advertised goods and the corresponding characteristics of the target audience, the use of this motive is appropriate and effective. For example, in an advertisement for Oriflame cosmetics: “All the colors of temptation!” or in the advertising video for Golden Lady tights with an iconic figure in this regard - actress Kim Bassinger.

n) The motive of joy and humor is used by presenting information in cheerful, bright colors. For example, an advertisement for one of the most popular Volkswagen cars began with the words “This fearful bug...”. Humor-filled commercials for Twix (“Hello…”, “What have your fingers got to do with it?..”), White Eagle vodka, Rondo mint tablets (“Our trainer is Super-Bison!”, “Okay, that’s how it should be…” ), beer Fat Man (“Where was he? I drank beer...”), etc.

Moral and social motives appeal to a sense of justice and decency. Quite often, advertising messages emphasize the need to solve such acute social problems as protection environment, law enforcement, etc.

b) The motive of environmental protection in connection with the exacerbation of this problem is now used by many companies. For example, videos about the endangered Ussuri tiger and the Siberian crane became " business cards» Intercombank. This motif is traditionally used in advertising for manufacturers of faux fur, manufacturers of deodorants with CFC-free additives that destroy the ozone layer of the atmosphere, etc.

c) The motive of decency is based on fundamental moral values: honesty, kindness, cleanliness, etc. The theme of an advertising message could be, for example, maintaining cleanliness in the city, the need to give monetary debts etc. An example of using a motive is advertising of tax services (“By paying taxes, you provide for the elderly”), public service advertising “Call your parents”, etc.

d) The use of a social motive is associated with the aggravation of interethnic conflicts, increased tension in society, an increase in the crime rate, etc. The motive can be implemented by providing the communicator with information about the jobs he has created, assistance to municipal services, etc. An example of the use of this motive is an advertisement for a company that provides employment to its clients, under the motto: “The city needs you!”

e) The motive of compassion is determined by the person’s sympathy for grief or acute problems those around you. It is widely used in advertising public organizations(for example, some shares of the Red Cross, Salvation Army), various charitable foundations.

So, we found out that the main levels of psychological impact are: cognitive (transmission of message information); affective (attitude formation); suggestive (suggestion); conative (determining behavior). Having examined the advertising message models, we came to the conclusion that DAGMAR is the most effective, since this model involves the active use of branding technology by the communicator. It is with recognition of the recipient of the brand that the impact of the advertising message begins.

Thus, as practice shows, the most effective advertising messages are those in which its developers create an atmosphere of mutual respect, sincerity, and a disposition towards mutually beneficial partnership. And also when developing an advertising message, it is important to take into account the psychological patterns of perception of the message by recipients. Completing all these elements will lead to an advertising message being successful.