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Communicative processes in professional activities. The structure of advertising communication

The term "communication" (from lat. communicatio - I make it common, I connect) has been used by science since the beginning of the twentieth century. In a modern interpretation communication - this is the socially conditioned process of transmission and perception of information in conditions of interpersonal and mass communication through different channels, using various communication means.

There are various classifications of communication:

1.
according to the degree of use of speech in it - verbal, non-verbal, synthetic;

2.
according to the degree of application of various sign systems - oral, written, printed, including text and graphic (symbolic);

3.
by the number of participating communicators - internal, interpersonal, group, organizational, mass (outside of one organization), etc.

Advertising communication is one of the types mass communication , since it is projected onto a fairly large audience. Advertising as one of the types of communication has the following functions:

informative(information about a new product or new service);
expressive(expresses not only thoughts, but also emotions, feelings and mood);
suggestive(instills through symbolic and textual images, first a positive attitude towards the product, and then an incentive to purchase it);
rational, or pragmatic(convinces a potential consumer that he will receive benefits from purchasing a product: saving time, energy, money, etc.)

All these functions are used in marketing activities to influence the consumer (buyer) by means of advertising, therefore advertising is an important component of marketing communication. Advertising can be considered as a specific area of mass communications between advertisers and various audiences of advertising messages for the purpose of active informational, expressive and pragmatic impact on these audiences, which should contribute to solving certain marketing problems of the advertiser.

The process of transferring information in the course of advertising communication can be represented as follows (see Fig. 1). At the first stage, an idea is generated that needs to be formatted (coding) and then transmitted. At the second stage, the idea is adequately embodied, that is, thoughts are transformed into ready-made phrases, mathematical expressions, symbols, graphics, other verbal and non-verbal symbols (images).

Rice. 1. Communication scheme

At the third stage, the advertising message is transmitted in an encoded form through the communication channel, and the information can be distorted during the transmission. The distortion can be caused by background noises (interference) - distortion of words when music is on, noise of wind, rain; layering one information on top of another during the operation of several sources of information transmission - TV, radio, etc. There may be semantic perception disturbances caused by the ambiguity of the concepts used or the discordance of foreign words that sound in advertising. There are also emotional barriers, when a person, tuned in a certain way, perceives information only of a certain emotional color.

At the fourth stage, information is received and decoded. The message is perceived and interpreted by the recipient (recipient) based on his life experience, attitudes, emotional state, etc. The message will be perceived with confidence, especially if it comes from a person enjoying authority. That is why one of the advertising techniques is to put an advertising phrase in the mouth of a person known in a particular field of activity, acting in the role communication intermediary (communicant). The fifth stage of communication involves the formation of a response from the recipient (recipient of information).

Let's define the main elements of the advertising communication process:

Sender - addressee, communicator, source of communication, i.e. the party on whose behalf the advertising message is sent to the addressee.

Coding Is the process of representing thoughts in symbolic form. In advertising communication, it is understood as the process of presenting the idea of communication, transmitted to the addressee of information in the form of texts, symbols and images.

Communication channel unites all participants in the communication process and information carriers from the moment of encoding the sent signal until the moment it is received by the addressee.

Noises - unexpected distortions , due to interference in the communication process of environmental factors.

By the recipient the advertising message is the target audience to which the advertisement was directed. Receiving a signal sent by the communicator by one addressee (potential buyer) is defined as advertising contact .

Decoding - "decryption" of the message of the communicator by the recipient.

Feedback is a set of recipient responses that arise as a result of contact with an ad message. Feedback is the component of the response that the recipient communicates to the sender. 3.2. Advertising in marketing concepts.

Marketing is the process of planning and implementing an idea, pricing, promoting and implementing ideas, goods and services through exchanges that meet the needs of individuals and organizations. There are several marketing concepts that define the role of advertising in product promotion in different ways.

V production improvement concepts advertising does not play a significant role; in conditions of a commodity shortage, the manufacturer does not have competition and incentives to establish commercial communications with the consumer. The buyer, in the absence of choice, himself takes the initiative in obtaining information about the manufacturer / seller of the goods. If advertising is within limited limits and is used as one of the means of commercial communications, then it acts as an information tool (reminder).

A qualitatively new frontier in the development of market relations is observed during the transition to the "buyer's market" (that is, in conditions of an excess of supply over demand). This type of market gives the buyer the opportunity to choose... At the same time, the sales problem is sharply aggravated. An important factor in market activity is the ever-increasing competition of producers, the struggle for consumer money. Under these conditions, the concept of improving production becomes ineffective. The main emphasis in the business of generating income is shifted either to improving the quality of the product, or to marketing.

Within the framework of product improvement concepts advertising is assigned a secondary, auxiliary role, while it is assumed that the consumer himself will be interested in forming communications with the manufacturer / seller of high-quality goods.

Business Intensification Concept pays one of the central places to advertising. The main efforts of all entrepreneurial activity in this case are transferred to the imposition of goods on the buyer. When using this orientation of market management, aggressive advertising, along with hard direct selling methods and an abundance of sales incentives, allows to ensure the sale of goods. But advertising without a close relationship with other elements of market activity (first of all - goods) is ineffective and can lead to negative results.

The aggravation of the sales problem back in the middle of the 20th century became the reason for the emergence of a new "philosophy" of entrepreneurship - marketing concepts . Marketing shifts the main emphasis in market activity to the effective satisfaction of needs. Such traditional tools of entrepreneurial activity as product, price, sales policy and marketing communications, including advertising, are receiving their new content in the marketing system.

The main elements of the set of marketing tools are: product, price, sales system, marketing communications system. Others deserve attention. synonymous definitions the term "marketing mix": marketing structure; marketing mix (i.e. marketing mix); function 4p (four "pi").

The application of the latter definition implies the dependence of the result, the success of market activity (function) on the four above-mentioned variables (arguments): product - " p roduct "; price - " p rаce "; sales - " p lace "or" p hysical distribution "; promotion - " p romotion ".

Advertising gains maximum efficiency only in combination with other components of the marketing communications system. Obviously, in a saturated market, it is not enough to create excellent product. An effective system of communication with the seller with the buyer, reseller, supplier and other marketing partners is required.

Modern market practice in developed countries is characterized by an increase in the social responsibility of entrepreneurs for the results of their business. In these conditions, ignoring public opinion, public interests can negatively affect the financial results of the firm. Therefore, the most effective concept of business management becomes socio-ethical marketing . Its essence lies in the fact that the company must determine the needs, requirements and interests of target markets, and then provide the highest use value in more effective ways compared to competitors, which support or improve the well-being of both the client and society as a whole.
3.3. Marketing communications system

Marketing communications - these are the skills and abilities to convey certain messages (ideas, knowledge, facts, values) to those who accept them, with the intention of convincing the consumer to make a choice in favor of a particular product or service. Marketing communications are intentional and unintentional; external and internal.

Marketing communications system can be defined as a complex of participants, channels and methods of message transmission, aimed at the formation of certain addressees (recipients of information) of the specified target settings that contribute to the achievement of the marketing goals of the communicator organization.

As one of the most important elements of the marketing mix, the QMS contributes to the achievement of advertising, communication, marketing and systemic goals of the organization. TO systemic goals of the organization include ensuring a stable position and sustainable development of the company in the market, making a profit. Marketing Objectives implemented v the sphere of consumer buying behavior. Examples of such goals can serve as: an increase in the number of buyers (market expansion); an increase in the size of the average purchase; entering qualitatively new markets (geographic, new segments, etc.); positioning of the company in a specific market, etc. Achievement communication goals lies in psychology consumers - all marketing communications are designed to create certain psychological attitudes, through which the mechanism of buying behavior is formed, contributing to the achievement of the marketing goals of the communicator . The purpose marketing communications is the reflection of a product, service, manufacturing company through a trademark and the promotion of a trademark through an advertising strategy.

The choice of goals depends on many factors: the specifics of the firm's activity, its type, target market, characteristics of the manufactured products, characteristics of the recipient of communication, on the specific conditions prevailing at the moment in the market, etc. In turn, the goals of marketing communications largely determine the means, used to achieve them. The relationship and subordination of marketing communications goals allows you to build a so-called goal tree

The most important recipients of the company's marketing communications are:

1. Employees of the communicator company.

2. Actual and potential consumers (target market).

3. Marketing intermediaries(transport organizations, marketing research agencies, financial and banking organizations, advertising agencies, etc.).

4. Contact audiences, uniting government bodies, organizations and persons not directly involved in market activities.

5. Suppliers- firms and persons providing the organization with raw materials, materials, equipment and other material resources.

QMS structure

The following main means of marketing communications are distinguished in the structure of the QMS: advertising, public relations (PR), sales promotion and direct marketing. Fixed assets in one combination or another are included in synthetic means of marketing communications, which include: participation in exhibitions and fairs; corporate identity formation; sponsorship; integrated marketing communications at points of sale (IMCMP).

In addition to the main means of communication, rumors (rumors) should be mentioned, which affect the general state of the company's business, sometimes even more than formal MCs. These are the so-called informal verbal communications. Rumors are formed by responses, reviews, recommendations (wishes, advice) of consumers of goods.

Exhibitions and fairs

Advertising has strictly defined functions in the communication of exhibitions and fairs. It acts as both indoor and outdoor advertising, in rather large forms (stands, posters, etc.), and in the smallest forms (badges, badges or inscriptions on stationery, etc.).

The function of advertising at fairs and exhibitions is not only to attract the attention of ordinary visitors, to acquaint them with novelties in a particular area, but also to facilitate the conclusion of agreements, contracts, transactions between business people representing certain firms, companies, organizations.

1. Organization of the series publications about the upcoming event in the media.

3. Development and control over the manufacture of funds prestigious advertising type of advertising souvenirs, for which the exhibition emblem is preliminarily created (it may include the corresponding slogan).

4. Development and manufacture decals for the exhibition staff.

6. Organization soundtrack expositions (messages on the intra-exhibition radio network).

7. Informational support of the exhibition.

Similar information.

Human life provides for his relationship with nature, cultural environment and other people with whom the individual builds up various contacts. Communication (from Latin communicatio - I make it common, I connect) occupies a leading place among social processes, since it is used to transmit information, feelings, values, etc.

Traditionally, linguistics uses a communication model interpreted by R. O. Jacobson, who distinguishes the following main components of the communicative act: “The addressee sends a message to the addressee. For the message to perform its functions, it is necessary: the context in question (…); the context should be perceived by the addressee and either be verbal or admit verbalization; a code completely or at least partially common for the addressee and the addressee (or in other words for the encoding and decoding); and finally, contact is a physical channel and a psychological connection between the addressee and the addressee, which make it possible to establish and maintain communication.

It was one of the first attempts to systematically represent the act of verbal communication. Until recently, linguists have focused on the central part of this communication model. However, at present, in linguistic research, there is special attention to such elements of communication as the addressee and addressee, which is due to the anthropocentric approach characteristic of the modern scientific paradigm. “MCC, understood as communication between representatives of various linguocultural communities, generally fits into the indicated scheme. But, studying the features of the ICC, we must see the nationally determined specificity of the personality of the communicants, which affects the features of message coding, forms of contact, perception of the context. These components are individual and never completely coincide even in the closest people, but it is obvious that in the complete absence of the "intersection zone" ... successful communication cannot take place. " Thus, we can talk about the need for a community of communicative knowledge of the communicants about the world around them. AA Leont'ev considered verbal communication as a purposeful activity of people, subordinate to the goals of the activity that the communicants develop jointly.

Many scientists have come to the rightful conclusion that the structure of communication consists of three components, communication (information exchange), interaction (organization of interaction) and perception (sensory perception as the basis of mutual understanding) are distinguished in it (Andreeva G.M., Astafurova T. N., Yolov G., Gradev D., Furmanova V.P.). In this regard, the structure and content of intercultural communication is defined as a process of interaction at three levels: communicative (implementation of the rules of communication through language, cultural traditions of another linguocultural community, leading to mutual understanding), interactive (organization of interpersonal communication based on taking into account the personal characteristics of communicants, leading to the establishment of relationships) and perceptual (identification of the mechanism of mutual recognition of representatives of different cultures) (Furmanova V.P., 1994; Astafurova T.N., 1997).

When communicating in their native language, communication partners not only exchange information, but also evaluate each other's communicative (verbal and non-verbal) behavior. The opinions and perceptions of the communicants may not coincide, since the social experience and level of cognitive consciousness of the communication partners may be different. However, the communicants have something in common - they have gone through the process of socialization in one culture and they are connected by a common cultural background, of which they are real carriers. This means that a person perceives the world through the prism of social experience, i.e. verbal communication is conditioned by activity (Vygotsky, 1980; Leontiev, 1994; Belyanin 1983; Vasiliev 1988).

It seems to us that the most productive is the approach in which the main feature of the concept of "communication" is the element mutual understanding. Thus, communication can be interpreted as "a socially conditioned process of exchange of information of a different nature and content, transmitted by various means and with the goal of achieving mutual understanding."

Communication is subdivided according to a number of characteristics: verbal - non-verbal - synthetic, formal - informal, oral - written - printed, within one country - international, within one culture - intercultural, etc.

Mass communication is a subsystem of the general communication system. There are various definitions of mass communication. We are impressed by the following definition: mass communication Is the systematic dissemination of messages to numerically large dispersed audiences with the aim of affirming the spiritual values of a given society and providing political, economic and moral impact on the assessments, opinions and behavior of people.

From the point of view of Yu.A. Zulyara, mass communication:

· Arose within the framework of the state period;

· Has a predominantly vertical (top to bottom) direction;

· Its role in society has changed with the development of society itself, with the change of historical eras and political systems;

· Represents indirect communication;

· Provides for the presence of technical intermediaries between the communicator and the recipient;

· Has no fundamental restrictions on the size of the audience;

· Is used to transfer information between large groups of people;

· Predominantly exists outside the objective time frame: information contact and its storage period are determined by subjective factors;

· Uses legal entities as the main sources of information;

· Characterized by delayed feedback between the communicator and the audience;

· Provides adequate understanding of information by people of different mentality.

Advertising is a special form of mass communication. “The communication process implements the most general tasks, such as informing about events and facts of public life, developing contacts between people, and managing the communication process. In addition, advertising also solves its own specific tasks: it creates the given images, convinces the consumer of the need and the opportunity to purchase this or that product, forms his desire to buy the advertised product, unobtrusively and effectively. "

It should be noted that the advertising communication scheme does not differ from the basic communication model proposed by R. Jacobson, however, the addressee (recipient) is brought to the fore. Most of the parameters of the remaining components are determined by the parameters of the target audience of the advertising appeal.

Let's consider briefly the main elements of the advertising communication model.

1. Addressee(sender, advertiser) - the party on whose behalf the advertisement is sent. He must clearly understand the goals of the advertising impact, correctly identify the target audience, predict the expected response.

2. Advertising appeal(message) is a carrier of information and emotional impact of the addressee on the target audience. “A communication message always has two sides (two planes): an ideal, intelligible plane of content and a material plane of expression perceived by the senses. The unity of content and expression is achieved through the sign. Texts are formed from signs. Thus, the sign is an elementary unit of the code that ensures the correspondence of one value to one form. "

3. Coding Is the process of presenting the idea of an advertising message in the form of texts, symbols and images. Advertising message coding is carried out taking into account the mentality of a given nation, reflecting the specifics of its worldview.

4. Channel selection advertising communication, which must meet a number of conditions: - compliance with the target audience; correspondence of the transmitted information and the symbols used to encrypt it; compatibility with other channels. This stage of advertising communication is so important that a special direction in advertising science deals with these problems - media planning.

5. Advertising intermediary(moderator, communicant) - an advertising character who broadcasts an advertising message. He must be objective in the perception of the target audience, charismatic and have professional knowledge in some area (a doctor advertises a drug, an athlete - sneakers, etc.). Such a mediator can be a specific person, for example, a popular actor. For example, the actress Elena Yakovleva advertises the Losk washing powder, the actor Dmitry Pevtsov - the men's perfume, Aleksey Buldakov - the paint, etc. The technique of using a popular person as an intermediary is called a testimonium. In addition, fantastic characters can be used: Denis the fox, Mr. Proper, Sorty crumbs, etc.

The target audience includes the target market and reference groups - people who take part in the purchasing decision or directly influence it.

7. Feedback- responses from recipients that arise as a result of contact with the advertising message.

Advertising communications are often defined as an indirect form of persuasion based on an informational or emotional description of the benefits of a product. These and other similar definitions derive the concept communications to the fore.

It is believed that the first communication model, a variation of which is the model of advertising communication, was proposed by Aristotle. It included three components: speaker - speech - audience. Later, the model was repeatedly transformed by many researchers. In the 30s of the last century, the American sociologist G. Lasswell supplemented it with such components as a channel (or means of transmitting information) and the effect of communication.

As a result, the simplest advertising communication scheme looks like this: advertiser(source of advertising information, starting communication) - advertising message(advertising image carrier) - transmission of advertising messages(media, direct mail, outdoor, transit advertising, product packaging, etc.) - advertiser(a representative of the target audience to which the advertising message falls). This "construction" as a whole serves to achieve the set goals of communication, which, as we remember, characterize the desired attitude of the consumer towards the advertised product.

Let's clarify that we are talking about communication between the manufacturer of the product (advertiser) and the potential consumer of the product (the recipient of the advertising message). This is fundamentally important: although the advertising campaign as a whole and the specific advertising message are developed by advertising specialists, they are primarily the executors of the project, the final decisions on which (this has already been mentioned) are made by the customer.

It is the advertiser who sends his message to the consumer, resorting to the services of a different circle of individuals and organizations. Naturally, the influence of the creative group on the content of communication, which is determined by the created advertising message, is beyond doubt.

It should be admitted that in reality the advertising communication model is much more complicated than the presented scheme. It is no coincidence that in almost all models a chain of additional factors (elements) is introduced that characterize various aspects of communication. These factors are capable of one way or another "intervene" in this logical chain and affect the achievement of the goal set by the advertiser.

However, we will not discuss these factors, limiting ourselves to considering the key elements of advertising communication.

In order for the planned impact to be achieved, it is necessary that each of the main elements of the communication model has certain characteristics. Let's name the main and most obvious of the characteristics:

It is clear that if the consumer does not trust the publication or the advertiser himself, if he avoids contact with advertising at all, has not memorized the advertising message in an endless stream of other messages, etc., the communication goals will not be achieved. "Failure" at the level of any of the elements of the communication model means the destruction of all communication.

Of course, when creatively developing an advertising message, it is far from always possible to really influence the entire communication chain. At the same time, it is necessary to conduct an appropriate analysis already at the stage of forming the design concept and in the process of work carry out a constant assessment of the proposed solutions from the standpoint of effective communication. And, of course, if necessary, make appropriate adjustments to those elements that are amenable to project control.

So, let's consider the main possibilities of advertising design related to the communicative aspects of the advertising image.

One of the key problems of advertising communication is the problem of trust in the source of information. Its resolution should become one of the creative priorities when developing an advertising message, especially in the context of domestic realities. It is no secret (and the data of many studies confirm this) that the majority of Russian consumers do not feel (or have safely lost) confidence in advertising. It is fair to expect that the perception and evaluation of advertising information and other components of an advertising message with such an attitude towards advertising differ significantly from what the advertiser expected and expected. As a result, the effectiveness of communication can be reduced to a minimum or even acquire a "negative value", that is, the attitude of potential consumers to the advertised product will be irritable, indignant, and at best ... just skeptical.

It should be noted that the problem of trust as an object of scientific and practical research is quite new. As P. Shikhirev notes, “in spite of all its practical significance, trust, apparently, seemed to be such a simple phenomenon that it almost did not attract the attention of scientists throughout the history of mankind. Even in the field of ethics, such luminaries of philosophical thought such as Plato, Aristotle, Angustine, Hegel, Kant, Locke and others devoted very little attention to the problem of trust in comparison with other problems.

The boom in research on trust in the social sciences occurred in the 1990s, when it gradually became clear that a seemingly simple and self-evident object, like daylight, contains a whole range of complex hues. Trust began to be studied in various spheres of human life: in interpersonal relations, social processes and, of course, in economics and business. Trust has acquired the status of "social capital".

It should not be forgotten that advertising communication gives trust the status of "ordinary capital". It is no coincidence that the cost of brands that have won worldwide consumer recognition is estimated at multimillion or even billions of dollars in dollars.

Thus, by the end of the last millennium, the Sosa-Cola and Marlboro trademarks were estimated by experts at over $ 30 billion. If we talk about such gigantic amounts from the standpoint of advertising communication, it should be admitted that their significant share expresses in numbers the market's confidence in these manufacturers. True, in some cases (for example, when entering new markets) even the largest firms have to first refer to their own authority. So, the final phrase “Products of Procter & Gamble”. Quality you can trust ”has been used for several years in advertising of all brands promoted by this company on the Russian market until it has exhausted its communicative meaning.

In this regard, I would like to emphasize the special relevance of the responsible attitude of advertising developers to the creation of a corporate identity style. In a situation of impersonal communication, its elements play a crucial role - “substitution” for the advertiser himself. Therefore, in addition to the usual functional and aesthetic approaches to the development and assessment of the style of corporate identity, it becomes necessary to solve the problems of its communicative adequacy.

According to American experts, trade marks (like people) can be characterized by such traits as "riskiness", "straightforwardness", "sincerity", "competence", "rudeness", etc. In other words, we can talk about the ability of a corporate style to provide an idea of the reliability of the advertiser and instill confidence in the latter. A multinational study by the renowned Reader's Digest magazine, dedicated to identifying the brands that customers trust the most, showed that “trust does not depend on the size of the market share, advertising budget or brand history. It's about how the firm treats its customers, whether it respects their needs and whether it delivers the promised products and services. ”

Nevertheless, in relation to the design of advertising, one can try to isolate those components of trust that form the first circle of its tasks in the advertising communication system. Although it is sometimes difficult to achieve in a personal conversation to be understood, let alone to obey. But in this case, we have the opportunity to instantly react to changes in the reaction of the interlocutor (say, he yawned).

It is easy to imagine how much more difficult it becomes to solve the problem of trusting the source in the context of impersonal communication, which is advertising. The lack of immediate feedback means the impossibility of making emergency amendments to the developed model of the source of advertising communication, flexibly responding to changes in the communication process. But at the same time, it is within the framework of mass communication that the advertising developer has a solid arsenal of design tools aimed at solving the problem of trust. Let us systematize these means in the context of the problem posed.

Advertising characters - to each his own... We are talking about designing an advertising image of a manufacturer (advertiser) that best meets the expectations and perceptions of potential consumers, as well as “borrowing” the authority of well-known personalities and experts and the “similarity effect”, in which the trust mechanism is based on the identification of the consumer with the advertising character. All these characters are actively working to build trust in the source of communication. Researchers have found that the effectiveness of attracting a particular type of character is associated, as a rule, with the type of products it supports and with the goals of advertising communication. For example, if the product belongs to the category of technically complex, then an expert will undoubtedly evoke a greater degree of trust, and if the product needs to be presented as promising public recognition, then a well-known person is much more appropriate.

Proof. No less important is the role of various techniques aimed at proving to the consumer that the advantages of the advertised product do exist. This is the use of scientific data on the composition, properties, effects of the product on the body and the like evidence of specialists and consumers, experimental evidence; comparison of the results of using different products; demonstration of technological processes of production and quality control, appeal to the received awards, etc.

It is not at all necessary that such advertising is boring and dry - the IKEA firm quite cheerfully proved the popularity of its products, the following “scientific” fact was used: “Every tenth European is made on our bed” (Fig. 5.1). In fact, such techniques not only convince in the value of the product, they are able to solve the problem of trust in the advertising message as a whole.

Figure 5.1

Values - kitsch or not kitsch? Considering kitsch as one of the most common creative directions for creating an advertising image of a product, it is necessary to remember about the problematic nature of this direction from the point of view of its veracity. At the same time, it was noted that it is within its framework that the technologies of communication with the consumer are being developed at the level of the values presented to him. The use of historical themes, appeal to images of man-made goods, attempts to give the goods a special status, etc., among other things, are means of demonstrating to the consumer those values that the manufacturer puts into his idea of the goods he produces.

These values, if the consumer shares them and is ready to transfer them to the advertised product, become a significant means of forming trustful communication between him and the manufacturer. Although I would like to note once again that modern Russian advertising needs to look for more adequate opportunities to demonstrate value ideas.

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Date the page was created: 2016-04-02

One of the central places in the marketing communications system is occupied by advertising. It arose from the natural need of some people to inform others of certain information about the goods produced or the services provided.

The term "advertising" comes from the Latin word reklamare - shout loudly or announce(in ancient Greece and Rome, announcements were loudly shouted or read out in squares and other places where people gathered).

There are a large number of definitions of advertising, among which the following can be distinguished.

"Advertising is a paid, unidirectional and impersonal treatment carried out through the media and other types of communication, campaigning in favor of any product, brand, company (some business, candidate, government)."

The Law of the Russian Federation of 18.07.1995 "On Advertising" gives the following definition of advertising: " Advertising - information disseminated in any form, by any means about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for a certain circle of persons and is designed to form or maintain interest in these individuals or legal entities, goods, ideas and undertakings and promote the sale of goods, ideas and undertakings. "

In our opinion, the essence of this concept is most fully reflected in the following interpretation:

Advertising- any information, usually paid, about a product, service, idea or undertaking, legal entity or individual, disseminated with the aim of generating and maintaining interest in them and promoting their promotion on the market, not personally oriented, submitted on behalf of a specific identifiable advertiser, posted through the media or other means of distributing advertising information.

1. Impersonal character.

3. Uncertainty in terms of measuring the effect of advertising.

4. Public character.

6. Partiality.

7. Flashiness and the ability to admonish.

1. Attract the attention of a potential buyer.

2. Provide the buyer with the benefits for him from the purchase of a product or service.

3. Provide the buyer with opportunities for additional study of the product.

4. To form in consumers a certain level of knowledge about the product or service itself.

5. To create a favorable image of the manufacturer, trade or industrial mark among consumers or business partners.

6. Form a need for a given product or service.

7. Form a positive attitude towards the company.

8. Encourage a potential buyer to purchase exactly the advertised product from this company, and not from competitors.

9. Promote the sale of a product or service.

10. Contribute to the acceleration of trade.

11. Make this consumer a regular buyer of goods, a regular customer of this company.

12. To form the image of a reliable partner in other companies.

13. Remind the consumer about the company and its products.

3. To detach from competitors.

- economic (utilitarian)- advertising should contribute to an increase in sales and turnover of funds, making a profit. In the competitive struggle, commodity producers improve their products and develop new goods and services, advertise them. The opportunities for free enterprise are expanding, which contributes to the growth of consumer demand, stimulates the growth of labor productivity, and all this is reflected in the well-being of people;

- informational (pragmatic)- advertising is designed to provide the necessary information about certain goods, services, manufacturers, etc .;

- marketing (commercial)- advertising helps to promote a product or idea on the market;

- communication (ideological)- advertising affects the mass audience, and also ensures the transfer of information in accessible ways, means and forms;

- public (social)- advertising affects the mass consciousness. The main income of the media comes from advertising, which creates more favorable conditions for freedom of the press, since its dependence on state support is reduced. Various advertising organizations are involved in important public awareness campaigns by placing their advertisements free of charge.

- educational (educational) function is expressed in the knowledge acquired by a person about the offered service or product and is realized in the possibilities and ways with their help to satisfy their needs. Advertising accelerates the adaptation of everything new and untested.

Advertising is one of the ways to promote a product on the market. It exists in order to attract as many consumers to a product or service as necessary so that this product or service is profitable to produce. Advertising makes sense only when the costs of it are paid off by increasing sales.

The power and role of advertising is known from world experience. First of all, it carries information, usually presented in a concise, artistically expressed form, emotionally colored and bringing to the consciousness and attention of potential buyers the most important facts and information about goods and services. It should be noted that advertising is always information, and information is not always advertising.

Advertising, on the one hand, communicates to consumers the information they need to buy and use goods. On the other hand, combining its informational content with persuasiveness and suggestion, it has an emotional and mental impact on a person. From this we can conclude that advertising itself is both work and art.

Truthfulness- a feature that obliges the organizer of an advertising event to provide information about the goods, their quality, advantages and benefits that correspond to reality.

Concreteness expressed in compelling arguments and numerical data used in advertising copy and graphics. Compliance with this principle excludes formalism and difficult to understand abstractions and sophistication.

Purposefulness means that the advertised goods and market conditions are the starting point, and the consumer is the object of advertising. Compliance with the principle of purposefulness in advertising prevents wasteful spending of funds, allows you to assess the effectiveness of the use of a particular method of influence, including emotional, its impact on increasing the turnover of a trading enterprise.

The main functions social communication are:

Informational (information transfer);

Expressive (the ability to express not only semantic, but also evaluative information);

Pragmatic (the ability to convey a communication setting that prescribes a certain impact on the recipient)

Thus, advertisingcan be considered as a specific area of social mass communications between advertisers and various audiences of advertising messages in order to actively influence these audiences, which should contribute to solving certain marketing problems of the advertiser.

Let's consider briefly the main elements of the advertising communication scheme.

Sender(addressee, communicator, source of communication) - the party on whose behalf the advertising message is sent to the addressee.

The main tool and carrier of information, emotional impact, psychological attitude of the communicator to the target audience is appeal(message, message, English message).

A communication message always has two sides (two planes): an ideal, intelligible plan content and the material plane perceived by the senses expressions... The unity of content and expression is achieved through sign. From signs are formed texts. Sign, thus, it is an elementary unit of code that ensures the correspondence of one value to one form.

A sign or object endowed with additional meanings, sometimes very far from their original meanings, is defined as symbol(for example, coat of arms as a symbol of power)

Coding(English encoding) in advertising communication is understood as the process of presenting the idea of communication, transmitted to the addressee of information in the form of texts, symbols and images. When forming a message, the communicator must proceed from the assumption that the code used is well known to the recipient.

When forming advertising communication, it is necessary to take into account the presence of so-called filters(barriers, English barrier). This term defines various kinds of restrictions in the transmission of the message. Barriers can be certain moral attitudes, material and financial capabilities of the communicator. The external environment can form such filters as censorship, peculiarities of legislation regulating advertising activities. For example, the prohibition of advertising alcohol and tobacco products on Russian television in accordance with the Law of the Russian Federation "On Advertising" from January 1, 1996.

Communication channel(English media) unites all participants in the communication process and information carriers from the moment of encoding the sent signal until the moment it is received by the addressee. A characteristic of a communication channel is its availability and compliance with the selected target audience.

The effectiveness of advertising communication largely depends on who represents the communicator, in whose mouth the advertising message is put. Such a person (or some other character) can be defined as mediator(communicant) in this communication The technique of using a popular personality as an intermediary is called testimonium. Among the qualities that a mediator must possess, the main ones are honesty, attractiveness and professionalism.

Decoding system provides a "decryption" of the message of the communicator by the recipient, it is determined by the individual and social characteristics of the addressee (belonging to a particular culture, knowledge of "codes", the level of intelligence and the presence of a sense of humor) "

Responsiveness is a set of recipient responses that result from contact with a case. Naturally, the communicator ideally expects the recipient of the advertising message to purchase the advertised product.

Feedback represents that part of the response that the recipient brings to the attention of the sender (recipients contact the communicator for additional information, testing the advertised product, its recognition in the mass of similar brands, its memorability, etc.)

In the total mass of interference, three large groups are distinguished:

1. Physical interference can be called the layering of one information on top of another, damage to the media of advertising communication (breakage of a billboard; typos in advertising in the press and print advertising), etc.

2. Psychological interference arise as a result of differences in the perception of the surrounding reality by people taking part in the communication process. The same signals can trigger different emotions in different people.

3. Semantic hindrances arise due to the ambiguity of certain concepts, which are rather freely interpreted by the recipient. E.g. small - large, strong - weak, a lot - a little, etc. Thus, the volume of production of components, which is small for one company (for example, AvtoVAZ), for another company (local repair shop) is huge. The communicator must avoid ambiguity and multiple interpretations of his message.

Semantic hindrances include “unexpectedly” dissonant names of advertised brands of foreign communicators in other countries. For example: Blue Water (Blue Water brand of mineral water), Kaloderma (skin cream), Rikala (Pukala tea brand), Wash & Go (Wash and Go shampoo), "Dolby" (playing video equipment "Dolby") - in Russian-speaking countries.

Advertising is one of the main elements of the marketing set, and this is due to its rather close relationship with the development and production of goods, the study of demand for it, pricing and sales. Within the framework of a unified marketing strategy, advertising actively influences production, which produces and sells only what will certainly find a sale, and upon entering the market leads to the achievement of commercial results, taking into account the demand. Under these circumstances, advertising should be viewed as a kind of communication that tries to translate the quality of goods and services, as well as ideas into the language of the needs and demands of consumers. A distinctive feature of modern advertising as a logical element of the marketing system is not just the formation of demand, but its management within a selected group of consumers. This became possible because, firstly, the market is a set of segments that reflect the specific tastes and needs of consumers. For firms, the goal is to maximize penetration into selected segments, rather than scattering efforts across the entire market. Secondly, it is possible to determine with sufficient accuracy the variations in demand that can be used as the basis for product differentiation and, accordingly, its advertising. Differentiation of goods increases the effectiveness of advertising, facilitates advertising activities. By studying the needs of consumers, buying motives, customer income, advertising injects the consumer motive into the heads of the largest number of people. The process of advertising influence on consumers is carried out using a complex of symbols, which are "images" of goods. Image construction (image building) is one of the most effective methods of modern advertising.

Advertising plays an essential role in the life of human society, being a constant companion of man, constantly and massively influencing him. Advertising is especially important in the areas of economic life. The economic role of advertising is manifested in the fact that it contributes to an increase in the volume of investment and the number of jobs, supports competition, expands sales markets, helps to accelerate the turnover of funds, thereby increasing the efficiency of social production as a whole.

The public role of advertising is also of great importance. Advertising affects billions of potential buyers every day, contributes to the formation of certain standards of thinking and behavior of various segments of the population. Advertising generates a need for a higher standard of living, sets goals for a person to work better, better provide for himself and his family. It stimulates a person's zeal, makes his work more productive.

Advertising also plays a significant educational role. In the process of introducing new progressive products and technologies, it contributes to the dissemination of knowledge from various spheres of human activity, instills certain practical skills in consumers.

Advertising also plays a great aesthetic role. The best examples of advertising messages from antiquity to the present day can rightfully be considered works of applied art. For example, billboards painted by the French artist A. Toulouse-Lautrec, signs of dukhans by the Georgian master N. Pirosmanashvili, advertising posters and texts by V. Mayakovsky, advertising videos by K. Lelush, D. Lynch, N. Mikhalkov, etc. All these and other works are performed at a high professional level, they form a sense of beauty in the audience, and bring up good taste.

At the same time, attention should be paid to the specifics of advertising communication. The specificity of advertising communication is manifested in the enormous influence of advertising on a person, in the psychology of advertising, that is, in the socio-psychological foundations of advertising. Therefore, as specific features of advertising communication, one can consider its socio-psychological foundations. But first of all, it is worth paying attention to the fact that the process of human behavior in the advertising environment is influenced by both external and internal factors. External factors are what is happening around us at a given moment in time (people nearby, weather conditions, etc.). Internal factors are what happens inside us at the same moment (socio-psychological attitude of consciousness, state of health, beliefs, past experience, and more). Knowledge and analysis of such factors, their manifestations is very important in advertising and information activities. This knowledge makes it possible to influence the human psyche in the process of advertising communication. These internal and external factors cause a certain psychological attitude, which ultimately manifests itself in a certain behavioral action.

At the same time, advertising information acts on a person through a variety of irritants, such irritants include colors, pictorial forms, contrast, volume and intensity, the degree of novelty of advertising appeal, etc. Moreover, the stronger the advertising irritant, the more excitement it causes and, consequently, the action is intensified, advertising communication becomes more effective. By creating an atmosphere of incentive to a certain consumption, advertising makes it clear that a person who is at a certain level of the social ladder must reinforce his position with the characteristics of consumption and use things that confirm the achieved social position. Advertising communication becomes more effective when a particular product is advertised by popular actors, well-known people, whose advice becomes an effective means of suggestion.

The content of an advertising message is the main problem of advertising communication, because in the process of its influence it influences the opinion and behavior of a person and, accordingly, is accepted or rejected by him. At the same time, the effectiveness of the influence of advertising largely depends on how much it takes into account the peculiarities of mental processes in a person's consciousness. We are talking about the use of methods of suggestion and persuasion in advertising communication.

Advertising uses such a method of influence as suggestion, given that suggestion is mainly calculated on the uncritical perception of messages. Suggestion assumes in people the ability to accept information based not on evidence, but on the prestige of sources. Distinguish between primary (psychomotor) suggestibility, the essence of which is the readiness to agree with information on the basis of non-critical perception, and prestigious suggestibility - a change in opinion under the influence of information obtained from a highly authoritative source.

In the advertising process, the method of persuasion is also actively used as an appeal to rational moments in a person's thinking in order to change his views, attitudes or form new ones. Belief is a form of direct communication of thought, calculated for logical perception, supported by facts and evidence. In the process of forming a belief, a critical attitude towards the proposed arguments and conclusions is inevitably overcome.

In the process of advertising communication, the form in which the message is transmitted is also important; this also indicates the specificity of this communication. The form of addressing a potential consumer should not be imperative. Most people don't like being ordered. It is especially important to consider this circumstance in relation to the so-called indecisive buyers who hesitate for a long time before making a purchase decision. Advertising should take into account the subjective properties of people, the organizers of advertising communication should study the psychology of addressees (buyers).

The effectiveness of advertising communication depends on such a factor as repetition, this is also one of the features of this communication. To achieve the effect of suggestion, it is not enough to communicate information once. One should strive to ensure that the suggested message is repeated several times, and each time new information is introduced into it, the methods and forms of its presentation change. The intensity of the impact of the advertising message is closely related to the so-called "forgetfulness of information." Human memory has developed specific ways of encoding, processing and storing information. Of the large volume of processed information, only a very limited part remains in memory. A significant part is remembered for a short time - to solve the problems of current activities. This is the so-called random access memory. Most often, the message of an advertisement is forgotten immediately after it is perceived. Therefore, in the initial advertising period, it is necessary to transmit a large amount of information in an emotional form per unit of time. Subsequently, the intensity of advertising can be reduced to a certain optimal level. Studying the memorability of information, researchers have found that the most strongly remembered are those messages that meet the interests and needs of a person. The rest of the information partially remains in the subconscious and in the future can be stored in memory for some time.

As we have already emphasized, the information is easily remembered in which the connection between the needs and interests of a person and the properties of the advertised product is traced. The more of these semantic connections in the advertising text, the easier a person remembers its content.

A feature of advertising communication is also the differentiation of the elements of the mechanism of the psychological impact of advertising on the addressee. The well-established scheme of the mechanism of advertising influence on the consumer can be represented as follows:

1. Attracting attention;
2. Maintaining interest;
3. Manifestation of emotions;
4. Belief;
5. Making a decision;
6. Action (making a purchase).

Each element of the psychological impact of advertising on the consumer's mind requires the use of certain methods and methods of advertising impact that can provide the greatest communication effect.

Along with the external influence that advertising has on a person, in the process of communication, internal factors affecting his behavior are also taken into account. In psychology, they are called needs and motives. A motive is a direct cause for action. Cognition of motives is important in advertising practice, since they explain what a particular action is, what meaning it has for a person. However, knowledge of motives alone is not enough, since the motives of behavior are based on specific needs that induce a person to take certain actions. Needs are always targeted and specific. Human needs are more or less conscious. The way they are satisfied depends on the person's learned habits, skills, or patterns of behavior borrowed from others. The most direct way on the development of needs, and therefore motives, is influenced by the individual's belonging to a certain social group, as well as the specific conditions of the economic life of people. The motives of the personality in all their diversity act as a manifestation of the needs of the individual. In view of this, the consumer, when choosing a product, as a rule, makes a decision under the influence of not one, but several motives. In their content, consumer motives are based on such fundamental needs as food, rest, spiritual enrichment, working conditions, everyday life, etc. Since motives are the most powerful internal determinants of human behavior, they are sometimes called driving forces, impulses, requests, volitional aspirations. And people, constantly striving to satisfy these internal, sometimes contradictory motives, enter into communication.

Some researchers argue that advertising calls based on primary desires or motives are more effective, since these motives are mainly biogenic in nature and, therefore, are closely related to the body's needs for goods and services. However, shopping motivation does not always follow this logic - it is more complex and multifaceted. There is seldom a single reason behind a particular act. Motives change over time, because after the change in circumstances, the value attitudes of a person change. When analyzing advertising communication, the study of consumer motives is very important. Consumer motives, in addition to conscious and unconscious (hidden), are divided into strong and weak, permanent and temporary, positive (promoting buying) and negative (preventing buying), rational and emotional.

Consequently, it is possible to consider the motives of purchases and decision-making only in the aspect of the social and everyday content of the life of modern people, their circle of contacts, participation in social and industrial, corporate activities. This is the environment in which the personality of a person is formed and advertising plays a certain role in this environment as a communicative process.

We can say that the specificity of advertising communication is in the effect of advertising on a person, in the psychology of advertising. Advertising is an integral part of the sales market, marketing, and therefore, it stimulates sales, generates demand and demand management. Advertising communication fulfills socio-economic and socio-political tasks.

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