Non-standard types of advertising. Non-traditional means of modern advertising Various types of non-traditional advertising

Research shows that, unlike traditional advertising, consumers have a positive attitude towards “souvenir” advertising. More than 50% of recipients of such media not only read advertising, but also begin to be more loyal to the advertising company. According to A.C. Nielsen, “among respondents who received one or more special advertisements in the past 12 months, 70% purchased goods and/or services from the advertiser and only 49% purchased goods and/or services from similar organizations, but who did not distribute such items.”

Sometimes something completely ordinary becomes a good advertising medium (for example, a column in the concrete jungle of underground passages can become an advertising medium for fertilizers). As one of the fitness center managers noted: “...there is another “media carrier” whose effectiveness exceeds all others combined. This is an elevator. The fact is that our club is located in the building of the World Trade Center, which houses a huge number of offices. Therefore, just one absolutely free ad in it causes a real boom.”

Various types of non-traditional advertising

The use of elevators as advertising media is beginning to become widespread in Russia. Advertising agencies specializing in advertising in elevators of residential buildings are appearing. They offer local coverage to the relevant audience: residents of expensive real estate, the middle class, etc. In Moscow, for example, more than 80% of the population uses elevators every day. In this way, you can reach those who do not watch television, do not listen to the radio, or read newspapers and magazines.

Advertising today is placed on food packaging, trolleys in supermarkets, train stations and airports, on entrance turnstiles, on ski lifts, on urinals and walls in toilets, on the hands of drivers who put them out the window while driving, and even on the foreheads of pedestrians who want to earn extra money. etc.

In Holland, sheep grazing along highways began to be used as advertising media. They wear blankets that display the company logo and advertising slogan. In the USA they advertise cows grazing along the railway.

A new type of advertising, born of advanced technologies, is advertising in virtual reality and in computer games. “According to a Harvard Business School study, more than 90% of avid video game fans do not mind in-game advertising because it allows them to immerse themselves in the game. And according to the data Nielsen Interactive Entertainment", about a third of players remember the content of advertising in computer games."

By 2010, global gaming advertising spending is expected to reach $750 million. With the help of virtual advertising you can reach young active consumers. The difficulties lie primarily in assessing the effectiveness of such advertising.

New products include bluetooth advertising implemented as part of proximity (or “near” marketing). Its essence is that a person receives marketing information as he approaches a store, office, fitness center, etc. So, passing by or near a store, you can find out prices, sales conditions, etc.

If a person wants to receive such information, he turns on the “visibility to other Bluetooth devices” mode. If he doesn’t want to receive anything, he turns on the “invisible” mode.

In order to increase the effectiveness of advertising at a minimum of costs and break through the “advertising noise” (an excess of advertising stimuli), it is worth turning to developments in the field of non-traditional and non-standard types of advertising. It is known that over time absolutely any advertising becomes boring and begins to irritate. Moreover, we are talking about two aspects at once: firstly, about the advertising ideas themselves, which constantly need to be updated, finding new solutions; secondly, about the ways in which advertising is distributed. That is, advertising media also become boring, and their effectiveness begins to decline. Of course, this does not happen in one day; the process can take many years. But the result is always the same: for the same money on the same media, you get advertising that has less impact on the consumer.

Huge advertising budgets do not yet guarantee a successful campaign: as practice shows, the effect of large-scale campaigns noticeably decreases each time. The conclusion suggests itself: making high-quality and interesting advertising is now relatively easy, but finding an interesting way to place it is difficult.

In recent years, advertisers have more often used two approaches to solving this issue: the advertiser is invited to take the consumer “in numbers” by placing his advertising on a large number of media, or to attract the buyer’s attention with an original idea, often scandalous or shocking.

Moreover, not enough attention was paid to the original media themselves, at least in comparison with Western advertising agencies, for which creating advertising on non-standard media has recently been a completely standard activity.

In order to understand all the possibilities and breadth of advertising, let's look at some of these examples.

Non-traditional outdoor advertising

For example, footprints are drawn on the asphalt with bright paint leading to the door of an agency. In any case, such a path will not go unnoticed, and on a street full of various signs and advertisements, it is the best way to stand out. A cheap and effective way to attract attention, because people are looking at their feet!

How to show that the famous cleaning product "Mr. Proper" makes everything snow-white: once again demonstrate a white shirt in prime time on all channels? You can do it easier, cheaper and more efficiently. All that is needed for this is to use a regular pedestrian crossing, make one of its stripes much whiter than the others, and first apply the appropriate text to it.

On the benches.

New and convenient. Direct contact with people at stops, and also visible from transport.

On the trees.

Garbage cans and trash cans.

It is immediately difficult to understand what motivates an advertiser who has chosen “garbage” to “expand trade turnover.” After all, it seems that such a product will only be associated with waste. Not at all. There are so few trash cans in cities now that finding a container can take half an hour, or even much more. In such a situation, a bright sticker-emblem on the “cherished bucket” evokes only positive emotions.

Fences located in the most inaccessible places, usually along railways, are one of the favorite places for advertising by party leaders and companies selling household appliances. Travelers can admire not only nature or the industrial landscape, but also graffiti with enterprise logos or the names of future deputies and presidents. Standing out from the general gray-green background, such pictures remain in the memory for a long time.

Balloons, airplanes, airships.

Already a popular method in Russia, especially on public holidays. The public, enchanted, looks up, watching objects moving in the sky and, unnoticed, remembers the names of products, companies, etc. To enhance the effect, some advertisers drop down thousands of leaflets, “like manna from heaven.”

· The arrival of the airship gathers crowds of people.

· The arrival and even the flyby of the airship is recorded by the media on the leading pages.

· What you see remains in your memory for a long time and is the subject of conversation.

In the toilets.

In April 2002, the Primedia company (Prime Media) was founded in Moscow. From the very beginning of its existence to the present day, the company has been developing a specific niche in the advertising market in Russia, namely: advertising in restrooms located in public places, in shower cabins of sports clubs and complexes, as well as branding mirrors in fitting rooms of shopping centers.

To date, the company's targeted program covers six Russian cities: Moscow, St. Petersburg, Nizhny Novgorod, Yekaterinburg, Volgograd and Smolensk. More than 10 million people a month pass through the above-mentioned places with advertising media.

The company defines the advantages of the toilet as an advertising medium this way: you can clearly differentiate your consumer by gender and socio-demographic characteristics; you clearly know who your advertising will be addressed to.

Interestingly, back in 2008, the well-known agency "Romir Monitoring" conducted a study on people's attitudes towards advertising in cinema toilets. Thanks to in-depth interviewing of respondents, it was found that placing advertising posters in cinema toilets is recognized by them as one of the most “suitable/successful” ways of advertising, for example, feminine hygiene products, and causes a general favorable reaction. A non-standard approach to choosing a place for an advertising medium arouses surprise and interest in people and, accordingly, increases their motivation for choosing a brand.

Non-standard people.

People themselves have become one of the most popular non-standard media lately. Actions have been held abroad more than once when tattoos with the name of the company were made on the bald head of one or more citizens. This trend has reached Russia as well. In our country, one of the first to use people’s bodies for advertising purposes was the online publication Peremeny.ru. It hired six young people, who had advertisements for this entertainment site placed on the back of their heads.

“We assess the results of the campaign as excellent,” says site editor Gleb Davydov. “The guys coped with their responsibilities superbly. The number of visits to the site has increased sharply. An ordinary street billboard will never give such an effect. Moreover, the use of living people as an advertising medium costs us a lot cheaper". Other parts of the human body are also actively used. In Israel, tattoo parlors are advertised this way. Their owners use the tender bodies of their lovers as walking advertising stands. Girls get tattoos of the salon's emblem (sometimes with an address) on their shoulders and wear short sleeves (almost all year round) (luckily the weather permits). Naturally, the beautiful girl’s hands and the delicately executed work attract everyone’s attention.

Living mannequin.

Everyone is accustomed to seeing motionless mannequins in shop windows and store rooms; what’s more interesting is a living person pretending to be a mannequin and changing his pose from time to time.

Today's market advertising is quite oversaturated and every second it becomes more and more difficult for advertising agencies and marketers to fight competitors, as well as to attract the attention of a potential client who has developed a strong immunity and reluctance to absorb advertising messages. This leads to a rapid decrease in the effectiveness of the impact on it.

Therefore, marketing specialists have to each time show unprecedented creativity, imagination and bring to life ideas that would maximally attract the attention of the consumer and, accordingly, satisfy the customer’s needs.
New ones appear literally every day types of advertising: be it an expensive outdoor interactive format or a low-budget (in other words, guerrilla) flash mob style. It all depends on the customer’s advertising budget.
In fact, everything new and creative inevitably catches the eye and, accordingly, brings the potential client closer to the second stage: interest in the brand or its offer.
Below are several relatively new and non-standard types of advertising:

Extender

Outdoor billboard advertising has existed for many years, but this format appeared relatively recently.
Extender is a mixture of a regular billboard with interactive advertising. In other words, these are additional elements of the advertising design that go beyond the standard size fields, i.e. increasing the advertising space due to parts attached to it.
These elements can be of different shapes and sizes, flat and three-dimensional, and include additional lighting and LED screens. In general, the flight of imagination is not limited.
This type of advertising has many significant advantages:

• Increasing the size of the advertising structure;
• It appeared in Ukraine relatively recently and is only gaining popularity;
• Unusual and non-standard;
• Will definitely attract the attention of potential clients;
• Increases the time spent viewing advertising information several times;
• An unplowed field for the manifestation of imagination and creativity.

You can find out more here: http://www.2s-outdoor.com.ua/

Car ticker

Surely you have noticed that almost every day LED signs and creepers. It happens so quickly and unexpectedly that sometimes you don’t recognize the places around you. And even more often you discover, for example, the right store that you didn’t notice before, but it was in the palm of your hand.
This type of advertising has become one of the most effective and low budget. Now LED ticker is accessible even to the smallest entrepreneur and pays for itself very quickly.
This advertising is only gaining momentum in Ukraine. You can see this by looking at Western countries, and especially developed Asian cities, where almost every square meter has an LED screen, sign or ticker.
But why limit yourself to a certain circle of potential customers, if such a ticker can be used under the rear window of a car and inform all road users.

• Easy to program and attach;
• Allows you to inform potential customers about the products, services and promotions offered;
• No permits are needed and it is not prohibited by the Ukrainian traffic regulations;
• It is the newest and non-standard tool in advertising.

You can find out more information on the website: http://ledtablo4auto.com.ua

Laser advertising

Laser outdoor advertising- This is a non-standard method of attracting customers. Special equipment in the form of a projector and software for writing 3D graphics are the minimum requirements for organizing this type of advertising activity.
The projection can be any surface: a building, a mountain, or just the sky.

Can be used both for commercials and large-scale laser and entertainment shows. At this time type of outdoor advertising permits required.
The cost of the equipment is quite high, although now budget options have begun to appear.
Main advantages:
Thousands of potential customers can see your advertisement at the same time;
An effective and non-standard method in advertising;
Fast payback period;
Can be used to provide advertising services;
Mobility.

You can find out more here: http://vlt-laser.tiu.ru/

Many advertising media, as well as PR technologies, are losing their effectiveness. Scientific and technological progress does not stand still and radical changes occur along with it. There is a complete change in consumer interests, their tastes, and behavior. The emergence of new advertising distribution channels is only a matter of time. Despite this, traditional channels such as television, radio, and print will continue to have their influence regardless of the introduction of new channels for disseminating information.

• · Interactive events (directed at specific consumers, the purpose of which is to involve them in participation in any promotions, events)
• · Various mailings (mail, SMS, e-mail, trade conferences, viral marketing, sponsorship, corporate events). advertising internet interactive showcase
• · Indoor advertising. These include: liquid crystal monitors, special signs, boards of various formats. Such structures are placed in rooms with high traffic. These could be cinemas, shopping and entertainment complexes, hypermarkets, inside public transport, train stations, airports, etc. The correct placement of advertising structures in a more advantageous location contributes to effective interaction with consumers.

Don't forget about search engines on the Internet. The daily attendance is truly impressive. The information resource has a narrow topic; the audience of search engines is diverse. Contextual advertising has become a new solution for search portals. We can say that thanks to contextual advertising, search engines have been able to move to a new level and are able to satisfy the whims of advertisers. The Yandex portal is a search engine that also includes dozens of Internet services. Many are free, such as mail, hosting, various directories. The advantage of search engines is that almost various types of advertising can be tied to the topic of the request. Another means is not standard advertising - new ones that differ from existing means. This also includes interactive advertising. The completely new and unusual always attracts attention. A huge number of people get acquainted with new products thanks to non-traditional advertising. The effectiveness of non-standard advertising is high. Distinctive features of non-standard advertising: original venues for events, the use of non-standard advertising media, the use of modern technologies, namely interactive advertising, the main goal of which is not only a creative, non-standard way to convey information, but rather the establishment of loyal, friendly relations between advertising and clients. The phenomenon of interactive advertising was a consequence of the rapid pace of development of advertising technologies, digital technologies and, of course, changes in perception. This type of advertising will continue to rapidly gain momentum. Currently, there is a colossal amount of technologies, due to their characteristic qualities they can be classified as a type of interactive advertising, namely:

Interactive showcase. Almost every showcase can be made interactive, namely by applying a special film and rear projection, or by installing a touch LED screen behind the showcase. When the consumer is outside the establishment, he will be able to easily interact with the display window, changing its contents. Interaction is carried out in two ways: by touching the display case or by moving around it.

An intriguing innovation for advertising is the Interactive Wall, as it is also called an interactive screen. It is the use of digital and projection technologies that can introduce innovation into the interior of a room and give it a characteristic feature. This kind of technology is capable of changing the image of graphics on the wall depending on the movement of a person or from a simple wave of the hand. Thanks to the Kinect motion sensor, long used by gamers, you can create a variety of high-definition interactive effects. With their movements, people passing by become participants who can change the wall instead of advertising a brand, product, service, or turn it into a source of entertainment. The chance to create new images opens up new, truly limitless possibilities: interactive galleries, video sequences, event plans, product presentations, and everything you can think of.

Advertising today is reaching a new level, adequately responding to the development of market relations. This level is determined by the increasing role of direct marketing, branding, and the shift of advertising activity to the sphere of sales promotion and public relations. Naturally, these trends in the development of advertising require either completely new technologies or significant modifications of old ones. Let's consider new advertising technologies that are actively being implemented by Kazakh advertisers. They determine the development trends of modern domestic advertising.

Point-of-sale advertising tools are improving and becoming more expensive and effective. In addition to standard mobile phones, shelf talkers, and wobblers, video monitors, branded shelves, mobile stands, and other original designs appear. Internet advertising? more than a promising direction. Especially if you consider that in the foreseeable future, TV, radio, the Internet, and in some parts of the press will merge into a single medium.

Non-standard advertising? synonymous with everything new, different from existing practice. As for the effectiveness of the impact of non-standard advertising on the consumer, it is, of course, very high. The unexpected and unusual usually attracts attention, and sometimes surprises and amazes. This is the main meaning of non-standard communication projects. Moreover, their success is not always determined by direct contacts of non-standard advertising media with the target audience. Often it is the responses to unconventional and original advertising campaigns in the media that introduce a huge number of people to new products in the industry. And along with information about the achievements of the advertising industry, millions of consumers learn about brands and brands promoted in this way.

Good example? IKEA advertising campaign, which recently took place in one of the foreign metros. The subway car was specially converted into a living space, the interior of which was made up of goods sold in these hypermarkets. The apartment car ran along the metro lines, surprising passengers who found themselves in an unusual environment. A fairly limited number of people had a chance to see this wonder live. But the response in the media was enormous. For IKEA, a unique advertising medium was an excellent way to once again express itself.

As for Kazakhstan, the following example can be given: the cellular operator Tele 2 installed an advertising board on one of the streets of Almaty, which was filled with ten million tenge, and the next day it was already empty, and instead of money there was a banner with with the inscription “All the money was stolen by expensive mobile communications”

The number of original advertising projects increases every year. This indicates the prospects of this direction. Current trends in the development of non-standard creative are associated mainly with the emergence of digital information technologies in advertising, the development and implementation of various electronic media. With their help, it will be much easier to surprise and capture the imagination of potential consumers of goods and services.

Thus, we can state that traditional advertising technologies have almost exhausted themselves. Are advertisers competing, inventing new ways to win over consumers? as a result, non-traditional advertising is gaining more and more popularity, which is distinguished primarily by a creative approach that determines its unconventionality; As a characteristic direction of non-traditional advertising, guerrilla marketing can be distinguished - original marketing and advertising ideas (or one idea) for promotion, which, due to their non-standard nature, attract the attention of a potential target audience to a product or service, and also contribute to a further increase in the level of sales of this product. Does the internal one have good potential? indoor advertising, which is implemented in high-traffic areas, crowded places and, most importantly, places of sale. There are boards of various formats, LCD monitors, special signs, etc. However, the greatest prospects are seen for Internet advertising, as the most rapidly developing media sector.

The following information is taken from the responses to last year's government officials:

In the process of developing the advertising business, it was divided into media types (mass media) and others. Since within the framework of the 19th century. – half of the 20th century Advertising was required, first of all, to expand the accessible audience, and it was this audience that was considered predominant (traditional). Initially, traditional advertising (above the line - above the line) included the placement of messages in five types of media: press, cinema, radio, television, outdoor advertising. Now the Internet has been added here. Previously, when the results of the advertising market were summed up, certain services were provided free of charge, and their estimates were published below the line - below the line (BTL) - in contrast to above the line, where data on paid media advertising was placed. Now BTL is far from being a free type of service, but a separate profitable industry in the advertising market.

In forms BTL services, according to A.N. Nazaikin, includes: 1 sales promotion and promotion of goods aimed at the end consumer (creative developments, production of advertising materials, promotions, awarding of prizes); 2 stimulating the sales network in order to develop distribution, accelerating turnover and increasing sales volume; 3. direct mail and e-mail advertising, catalogues, telemarketing (telephone), teleshopping, SMS and other means of communication designed for response or direct sales; 4sponsorship; 5 branding.

BTL services are implemented using non-standard advertising media. According to advertising experts, traditional media have recently lost their effectiveness.

Disadvantages of traditional media:

1. Advertising clutter clogged– the level of advertising noise requires an additional budget to stand out from competitors. As noted earlier, the consumer has become increasingly unable to distinguish similar products from each other. 2.The level of trust in advertising has decreased. The consumer needs to be interested; currently, standard advertising, if the consumer identifies it as it, is not perceived. The exception is that the consumer himself is ready for contact.

3.Media deficit (often artificial) forces the advertiser to overpay.

4. Low ability to target audiences(outdoor advertising, TV advertising).

5Existence of a large number of niche audiences, which are physically and emotionally not achievable by standard means.

Russian researchers and practitioners currently differentiate advertising into traditional and non-traditional.

The main types of non-media communications are: sales promotion; direct marketing; public relations; sponsorship; informational occasion; trade fairs; salons; patronage.

A. Mudrov divides non-media means into three types , giving a separate place to non-traditional advertising media: Print advertising; Souvenir advertising; Exhibitions, fairs.

To non-traditional types This includes air advertising and “aerial” advertising, inflatable large-scale models of goods placed on the street, advertising banners floating in the sky at an altitude of 250-300 m, which are pulled on cables by a “tractor aircraft” or a helicopter. Advertising on the fuselages of passenger aircraft. “space” advertising (for example, Pepsi Cola, the astronauts demonstrated a can inside the ship), sponsorship of sports competitions.

Often, advertisers are forced to make non-standard solutions, since it is not always possible to reach the target audience using conventional means. For example, it is extremely difficult to catch high-income people watching TV. Their way of leisure is a restaurant, a cafe. The goal of their work is 100% attention to status and career. Posters in restrooms, plasma screens in gathering places, free promotional FreeCard postcards, free glossy magazines are often the only sure way to reach this segment.

Among the forms of marketing communications, a special place is occupied by Ambient Media - non-standard media for advertising, which belong to BTL tools. They embody the essence of non-traditional advertising media. The term was first used in the second half of the 90s in the UK.

Ambient media (advertising in the environment) is the integration of an advertising message into urban space. This is a set of advertising mechanisms that allows you to contact the consumer in a new, unexpected, original and interesting way for him, penetrating into the surrounding, and therefore natural, environment for him. Today there are already a huge number of different ambient media tools: trolleys in supermarkets; escalators in the metro; takeaway utensils; price tags, tickets, packages, posters; registration of cars and ATMs; video screens; benches; cloth; floor and walls in the toilet; inscriptions on the sky, balloons; city ​​streets with all their paraphernalia (such as sidewalks, manholes, lamps), etc.

Ambient media stands out from other advertising in that: penetrates the atmosphere of the target audience. The consumer often does not even recognize it as an advertisement, regarding what he sees as a game in which he can and wants to be drawn into; is distinguished by its originality, high degree of creativity and novelty, due to which it attracts attention; good for planning. In ambient media, the emphasis is not on reaching a large audience, but on quality contacts with potential clients; creates the effect of “word of mouth” - the transfer of information from mouth to mouth. I want to talk about the huge steaming cup of coffee I just saw instead of a sewer hatch; cannot be copied or replicated.

Ambient media allows you to: attract consumer attention to the brand; increase the level of loyalty; distinguish the brand from the competitive environment; purposefully influence the audience; create a surprise effect; ensure high contact frequency.

According to Professor Vanuel's research, ambient media influences consumers in three ways : makes a new brand “real”; re-conjures brand images by establishing an associative connection; has a positive effect on the perception of advertising information in general. Classification of advertisers demonstrating their attitude towards non-traditional advertising distribution channels and possible motives for choosing Ambient Media: Conservatives These companies don't take anything new. We are committed to traditional advertising means - mainly television, radio, outdoor advertising. They don't take risks. For these companies, numbers and efficiency are important. For them, Ambient Media does not exist yet.

Businessmen For representatives of this category of companies, an important component is the sale of their product. They spend a lot of money on advertising support, both using traditional media and resorting to BTL tools. Therefore, non-traditional advertising media are another opportunity for them to promote their product.

Modern "zorros" They are always ready to help in difficult times, but at the same time they leave their mark everywhere. And since Ambient Media is often functional things that not only advertise, but also benefit society, the use of non-traditional advertising media allows them to immediately “catch two birds with one stone.”

Innovators. They are interested in something new; they are pioneers and trendsetters in non-traditional advertising media.

Public Favorites These companies are using new advertising media to attract attention.

In recent years, the trend of searching for new advertising media and active sales promotion has been observed all over the world. So we can speak with confidence about the prospects for the development of non-media advertising, in particular in Russia. The growth in the number of BTL agencies is indisputable proof of the profitability of non-traditional advertising media today.

In modern communication practice, there is a division of activities and techniques for promoting goods into ATL and BTL.

ATL(from the English above-the-line - above the line) - these are activities for placing direct advertising in traditional media. Traditional media include print media, television, radio, outdoor advertising, advertising in transport, advertising on the Internet, advertising in cinemas.

BTL-advertising (Below the Line, English - below the line) - indirect advertising, focused on a set of non-standard types of marketing communications that influence the consumer with non-standard actions that differ from direct advertising.

I. Focus on the audience: 1) advertising of consumer goods (B to C - English BusinesstoConsumers); 2) business advertising (B to B - English Business to Business) - advertising of equipment, services in the field of production; 3) trade advertising to wholesalers; 4) advertising to professional groups in order to convince professionals of the need to purchase the advertised equipment.

II. Audience reach: 1) international advertising aimed at foreign markets; 2) national advertising, limited to the domestic consumer market; 3) regional advertising aimed at a specific area, region; 4) advertising of local importance, aimed at consumers living in a given city or region.

III. Distribution channel: 1) printed advertising (advertising and commercial leaflets, catalogs, prospectuses, booklets, brochures, business cards, etc.); 2) newspaper and magazine advertising; 3) radio advertising; 4) television advertising; 5) film advertising; 6) outdoor advertising (signs, indexes, billboards); 7) advertising on transport; 8) direct mail advertising (English: Direct mail); 9) exhibitions; 10) advertising on the Internet; 11) special types of advertising (mail order advertising, store advertising, financial advertising);

IV. Special purpose: 1) advertising of goods or services that improves sales, commercial advertising; 2) advertising of FMCG - Fast Moving Consumer Goods - everyday goods and advertising of Durable Goods - industrial goods: advertising of ideas; 3) non-commercial advertising that does not aim to make a profit, for example: advertising of charitable foundations, religious and political organizations; 4) advertising-action, i.e. advertising that encourages the client to perform a certain action through special coupons entitling them to a discount when purchasing a product.

ATL communications. ATL costs include all costs associated with advertising in the media. Contact with ATL-related media involves the allocation of a certain amount of financial resources in accordance with prices existing on the information market.

Kinds: TV advertising – one of the most spectacular types of advertising. The advantage of television advertising is determined by a number of qualities inherent in this media. TV advertising genres : 1) direct advertising on TV - placement of an advertising video in a specially designed advertising block. 2) sponsorship - TV advertising integrated into the program in the form of advertising screensavers, logo placement, etc. 3) an appeal on behalf of the company. 4.recommendations from specialists, experts, celebrities. 5. Interview with the buyer, 6. Demonstration, 7. Direct comparison of products. 8. Dramatization. 9. Music advertising. 10 animation.

When measuring the audience television usually use the following indicators: 1.number of active families, 2.evaluation coefficient (rating) of the program, 3.audience share, 4.estimated audience, 5.audience composition.

TV– an ideal channel for disseminating information to a wide range of customers, allowing them to use the most expressive means and show the product “face to face.” Very operational view where the image appears. - commercials, advertising announcements, advertising TV reports, screensavers, etc.

Advantages:- huge possibilities for transmitting advertising information (motion, text, image, sound), - large reach of the consumer audience, - strong psychological impact. Flaws: - high cost of production and placement of a video spot, - little time to convey an advertising message, - emotionally rich, which leads to a better impact effect, - negative attitude of TV viewers towards interruptions of programs

The problem associated with weak differentiation of the television audience is solved with the help of regular panel studies audience. The first panel studies were based on the day-after-recall technique, developed in the West in the 60s. It is used when conducting a survey using the personal (face-to-face) interview method or the CATI - Computer Assisted Telephone Interview method. The respondent needs to remember which programs he watched more than half of yesterday. The main disadvantage of this technique is the appeal to human memory, which, as we know, is imperfect.

Diary studies– filling out special diaries containing a list of TV channels and a breakdown into 15-minute intervals, filled out by the respondent over a certain continuous period of time - usually one or two full weeks.

In recent years, the world has begun to give preference to the hardware method of collecting information about television audiences. An electronic recording device known as a people-meter connected to a television can record which channel is being watched and for how long, and also allows viewers to enter their demographic characteristics and rate the quality of the broadcasts on the remote control. there are special buttons. Thus, the creation of a people meter panel with strict adherence to technology guarantees high-quality data about audiences.

Radio advertising has the following advantages before other media: 1) penetration; 2) efficiency; 3) selectivity; 4) support; 5) interactivity; 6) frequency; 7) profitability; 8) unobtrusiveness; 9) personal appeal.

Flaws: - lack of visuality, - fickle audience (radio listeners often switch to another channel), - difficult to analyze the effect of advertising

Airing timeprime time, morning to lunch and evening; Playing duration: There should be the right number of words - not too many and not too few. 10 seconds for 25 words, 20 for 45, 30 for 65, 60 for 125; The duration of the spot should not exceed 60-70 seconds, otherwise the person will not listen to it to the end. It is more profitable to place an advertisement for, say, women's tights immediately after a melodic, "beautiful" composition by a popular artist, and an advertisement for pagers - after a news release. There are no strict rules regarding the structure of an advertisement.

Features of the radio spot: Typically, radio advertising contains an introduction or attention-grabbing element, a body highlighting the benefits of the product or service, and a strong ending. An introduction can take the form of a noise effect, a statement, a question, a promise that forces you to listen to the announcement to the end. Music advertising distinguishes the advertiser's products from all similar ones, is pleasant to the ear and is easy to remember. An announcer's address is difficult to reproduce, but many people sing advertising songs - jingles. Humor- this is a universal way to awaken trust in the listener; But all the tricks and tricks used by the advertiser must satisfy basic requirements for radio advertising: simplicity and clarity of presentation, reliability, ability to arouse interest and establish contact, dissimilarity.

Internet advertising – at the moment, the fastest growing type of direct advertising. The audience for advertising on the Internet is growing exponentially in quantity and quality. The Internet provides many advertising opportunities that are unavailable to any other modern type of advertising. Today, the level of development of the Internet and online advertising makes it possible to create a presentation or advertisement of any product or service at a level unattainable by any other media and advertising.

Banner Advertising One of the most popular ways of advertising on the Internet. It got its name from the advertising media used in this case - banners. It has proven itself to be an excellent tool for increasing website traffic, as well as a powerful tool for creating/improving the image of a company - products - services, etc.

New generation banners (Reach media banners) Typical examples of such advertising media are flash and java banners. They allow a much more effective impact on the user. Their arsenal includes spectacular animation (not only raster, but also vector, which allows you to minimize the file size), sound, interactive means of interaction with the user directly on the publisher’s website (subscription to news, a questionnaire, right up to placing an order).

Advantages: 1. Specific composition of the target audience. (by geography, type of user, time of use, frequency of advertising, displaying banners in a certain sequence, personalized contacts with different types of users. 2. Targeting. Limiting display by time, selectively. 3. You can build entire sequences of displaying banners (sequency), giving the campaign a certain plot, or limiting the number of impressions of one banner to each user. 4. Conducting advertising campaigns with narrow target audiences (b2c). 5. High citation in the offline environment 6. Internet environment for effective and complete presentation of the advertising object (text, graphics, animation). , audio, video, interactive modules (two-way communication)).

Flaws: 1. Relatively low target audience coverage. 2. It is very easy to post any information on the Internet, even if it is unreliable or damaging to a product or person. Less trust.

Advertising articles, advertisements or modules placed in newspapers (Nazaikin). The main feature of the press is its clear segmentation. dignity: 1. Readers have more time to comprehend the content of the ad than in the case of radio or television advertising. You can return to a missed advertisement, cut it out, and save the address and telephone number of the advertiser.2. Prompt placement of advertising, the ad will appear in the issue 1-3 days after submission 3. The ability to place a significant amount of information, including a map or plan showing how to get to the company, addresses of other stores, as well as terms of sale 4. Relatively low costs for one contact 5. Large audience: a significant circulation allows you to convey an advertising message to a larger number of readers 6. Local newspapers have the ability to locally cover a specific region, which is convenient for distributing advertising in a specific market. 7.Newspapers have a consistent audience. Many people have been subscribing or buying the same newspapers for decades. 8.Reusable use of the original layout.

Flaws: 1. Although newspapers allow advertisers to be geographically selective, they do not differentiate between socioeconomic groups. 2. The same newspaper can be read by people with completely different characteristics and interests. In addition, most newspapers do not reach young people. 3. The relatively short life of the newspaper itself. 4. An advertisement is usually placed in a newspaper on certain pages or blocks. Moreover, each of them competes with its neighbor for the reader’s attention. 5. Newspapers are inferior to magazines in terms of paper and printing quality. Therefore, the product image in newspaper advertising looks less attractive than in magazines.

Advertising in magazines . Classification: geography of distribution (all-Russian, city), frequency of publication (weekly, monthly), circulation, method of distribution (subscription, retail, free and comprehensive), format and volume (A4, A8), topics (business and socio-political, women's and family, about children and health, about fashion, TV guides, youth, men's, automobile, computer, travel and tourism, educational and entertainment, specialized).

Advantages 1. The ability to clearly identify categories of the population based on demographic, professional or other characteristics and convey information to them. This is the most selective media, because... specialized magazines exist for almost all segments and communities of the population. 2. The focus of the magazine determines the readership and allows advertisers to conduct a targeted advertising campaign. 3. Duration of existence of a separate number. 4. The ability to place advertising materials of greater complexity, designed for the intelligence level of readers of specialized magazines. 5. Large audience of secondary readers. 6. High quality playback. 7. Possibility of transmitting a large amount of information (tell in detail about your position and the product being sold).

Flaws 1. The duration of the appearance of advertising, from the time the advertisement is submitted to the magazine until the moment of publication, a lot of time can pass. 2. It is impossible to make changes quickly. 3. It is impossible to increase the intensity of receiving advertising messages e nia. 4. Large format advertisements. The cost is very high. 5. The high cost of producing advertising materials for publication in magazines (staged color slides).

outdoor advertising – a medium designed primarily for visual perception, an image of a place in visited places. Outdoor(not a media outlet) is a channel for disseminating information that is found. in close proximity to the natural residence of consumers, suggesting active use of street space. (Maslov “Marketing”). Advertising of alcoholic beverages, tobacco, tobacco products distributed by outdoor advertising should not: be distributed in children's, educational, medical, sports, cultural organizations, as well as within 100 meters from them. Distribution of tobacco advertising, tab. products must in all cases be accompanied by a warning about the dangers of smoking. the warning must occupy at least 5% of the total advertising space. Outdoor advertising should not resemble road signs and indicators, impair their visibility, or reduce traffic safety. (Law of the Russian Federation “On Advertising” Article 14, Article 16 clause 1.)

Characteristic feature outdoor advertising is that, like television, it has a multi-million audience and this simplifies the solution of the tasks assigned to it - mass contact with advertising consumers. At the same time, outdoor advertising is characterized by the absence of a specific target audience of users and the inability to track their reaction to advertising immediately. For outdoor advertising, such parameters as “viewing point” and “viewing angle” are extremely important. Viewpoints must be taken into account when choosing the location of the shield. The best place is considered to be the one with the maximum number of viewpoints. The angle of view of a person sitting behind the wheel and a pedestrian are different (the angle of view here is understood in the physical sense). The viewing angle of a pedestrian walking in a crowd and a single pedestrian will also be different. The angle of view of the driver and passenger will also be different due to the difference in their location in the car. For the perception of information posted on billboards, the most favorable places should be considered where the vehicle speed is lower than usual - in places with speed limits, in front of crossings, traffic lights, traffic police posts. Outdoor advertising reaches about 70% of the population. Advertising on transport - advertising on the boards of public transport - putting an image on the boards of ground public transport - buses, trolleybuses, minibuses, trams, electric trains, airplanes (image move). Advantages: such advertising attracts more attention than billboard advertising, since it is placed on a moving object, being in the field of view of both passengers and drivers. Public transport stops can also be used for advertising purposes. Minuses: legislative restrictions, one side of the vehicle can be used to advertise only one product, high cost, many “empty” contacts.

Advertising in cinemas (Evstafiev) covers most of the target audience, so everyone in the cinema hall watches it. In addition, in the cinema they watch advertising much more carefully than on TV, where there are more distractions. Unlike television advertising, advertising in cinemas does not interrupt the action of the film and, accordingly, does not cause irritation. Plus, even the biggest movie buffs don't go to the cinema every day, which means they can't get bored with advertising. The videos should not contain unnecessary information - viewers who come to relax will not write down addresses and telephone numbers in the dark, so beautiful image advertising is most appropriate.

ATL is the most popular and most expensive type of advertising today. With the help of repeated repetition, ATL advertising has a positive impact on the mass audience and increases the profitability of enterprises that advertise products using direct advertising. Messages like ATL can be called “honest” because they are explicit advertisements that educate potential customers about the benefits of various products and services. It creates motivation in people to purchase a particular product, but at the same time has minimal impact on the subconscious level.

1. Leaflet – a sheet of small format containing an advertising message on one or both sides. This is one of the first printed advertising media in the history of advertising, which existed in handwritten form before the advent of printing.

2. A booklet is a sheet of paper folded several times containing an advertising message and illustrations. Compared to a leaflet, a booklet contains more information and is more attractive in appearance.

3. Prospectus – a multi-page publication, the pages of which are stapled, containing detailed information about the company, its history and employees. Generally, prospectuses are used for prestige advertising.

4. Catalog – a multi-page publication that contains a list of the company’s goods or services, illustrations, and prices. The spread of this type of catalogs occurred at the end of the 19th century, and was associated with the invention of direct mail.

7. Broadsite – a large format sheet containing advertising information, which is folded and sent by mail without an envelope.