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Strategy as an object of strategic planning. The main stages of developing an advertising strategy Typical advertising strategies

Adam Ferrier's book, The Advertising Effect: How to Change Behavior, is arguably one of the best in advertising. It describes 10 effective advertising strategies, each with a scientific background.

Ferrier is a fan of actionable advertising that affects people through action, not sensation. Since, as you know, it is not effective in direct persuasion, the author offers 10 ways to influence the actions of consumers. The logic is simple: the best way to convince someone is to let them convince themselves. This happens quite naturally if you get people to act in accordance with the desired pattern of behavior. Why? Because we tend to align our feelings and actions to avoid the discomfort of cognitive dissonance. In other words, if you influence actions, you influence sensations.

At the same time, a change in sensations is only a means to an ultimate goal, the ultimate goal is a change in behavior (buy, buy more, spend more). Effective advertising focuses on what really matters - behavior change. Ferrier believes that advertising should change behavior, if this does not happen, advertising has no value.

The structure of effective advertising

The advertising effect is based on the structure of effective advertising, which consists of motivation to perform an action and the simplicity of performing this action. Accordingly, the more the consumer is motivated, and the simpler the action, the more he is inclined to perform it. Therefore, in order to influence behavior, it is necessary to influence the motivation and ease of action.

What affects motivation

Individual incentives: What is my interest? Will I benefit from this, and to what extent?

Social norms: What will others think of me if I take this action?

What affects simplicity

Ability: Do I have the resources, competencies, and skills to complete this activity?

Opportunity: Do external conditions allow you to perform this action?

Focusing on this scheme, you can create ads taking into account behavioral psychology (motivation, ability and opportunity are the main elements of the intention to take an action). Ferrier presented this model in four easy steps to help you create:

Be clear about your business goal
Determine what specific behavioral change is required to achieve this goal
Choose from ten strategies to help you change your behavior
Develop a creative idea based on the chosen model

Motivational strategies

"Modeling": Involving inspirational personalities - celebrities or experts - to get consumers to take action. For example, the Nespresso campaign with George Clooney:

"Possession": inviting the public to become part of the campaign so that they feel like they own it (owning effect). For example, the Share a Coke campaign:

"Collectivism": creating or strengthening social norms of correct or desired behavior. For example, the Dove For Real Beauty Evolution Sketches campaign:

Simplification strategies

"Troubleshooting»: Advertising that partially or completely removes barriers (real, fictional or imagined) on the way to performing an action, making it as simple and effortless as possible. For example, Westpac's Impulse Saver campaign:

Ferrier's model has proven its effectiveness by solving two problems of the advertising world at once:

Firstly, it is focused on a business, not an idea in an industry where the tyranny of creative directors still reigns. Ferrier's model turns the agency hierarchy back on its head: the creative director is subordinate to the business goal and the chosen strategy.
Secondly, Ferrier's model is focused on behavior rather than idea, which turns the attention-interest-desire-action approach upside down. Rather than using ideas to influence minds to generate interest and persuade, Ferrier's model influences behavior immediately, simplifying the decision-making process.

Each company has its own goals and its own marketing strategy. Therefore, one cannot choose any strategy in the form of a template or call it the most effective.

At the same time, it is possible to generalize certain experiences. So, back in the early 90s of the 20th century, Information Resources, Inc. (IRI) summarized its research, which analyzed 389 successful advertising campaigns and experiments related to the media (advertising was considered successful if IRI was 80% sure that the increase in sales was not accidental). It turned out that “there is no obvious relationship between an increase in the percentage of investments and an increase in sales.

- In successful media projects, they tried to either expand the target audience, or shift the focus to a specific group of consumers ...

- It is likely that those groups of goods whose sales volumes are already increasing and which are often purchased will benefit from an increase in investment in advertising.

“Following a successful campaign, there was an increase in sales for up to two years at typical advertising costs.

- Aggressive sales promotion (price reduction) only hinders the achievement of the advertising effect, while consumer incentives (coupons that give the right to a discount or free prize; drawing large prizes among buyers) increases its effect.

"New brands and product line extensions tend to be more responsive to promotions than existing product names."

Types of advertising strategies

It is believed that there are only two reasons why people buy: when the product helps them solve some kind of utilitarian problem, or when the possession of the product allows a person to psychologically attach to something that he likes, that he considers important for himself.

Depending on what the advertising motivation is based on - on the utilitarian properties of the product or on its psychologically significant (often imaginary) merits - advertising is often divided into two types: rational and emotional.

According to one of the well-known classifications, all products can be divided into four "emotionally rational" groups:

- evoking feelings with great interest in them (for example, cosmetics, jewelry, fashionable clothes and accessories);

- evoking feelings with low interest in them (for example, beer, cigarettes, confectionery);

- provoking reflections with great interest in them (first of all, these are expensive goods: cars, household appliances, etc., this is also real estate, financial services, etc.);

- thought-provoking with low interest in them (these are inexpensive products - washing powders, cleaning products, gasoline).

It is believed that the less thought and interest the product arouses, the less logical arguments and more emotional suggestions are used in its advertising. And vice versa: the more thought and interest a product arouses, the more arguments and less emotion are needed in its advertising.

The rational nature of advertising involves the use of a relatively large number of facts, arguments, evidence, quotations, etc., in combination with or without diagrams and illustrations. The advertiser builds his offer logically and, moving from one detail to another, gradually approaches his goal: to convince a potential consumer. The consumer processes the information received and forms his own, meaningful attitude towards it.

But there are situations when a person does not need to be convinced, when only an inspiring action is needed. This happens in cases where the product does not have real useful qualities for the consumer or they do not distinguish it from competitors, and also when the product has no competitors on the market or the manufacturer (the character advertising the product) has indisputable authority, or the recipient himself is bad or is not at all familiar with this product category and does not have a clear opinion about it.

The division of advertising into rational and emotional is largely artificial and conditional. Almost all messages to one degree or another carry both informational and emotional load. Moreover, since the time of the famous advertiser Rosser Reeves, the most successful is considered to be that advertisement that affects both the mind and feelings, in which a rational statement is wrapped in emotion. Of course, the ratio of rational and emotional elements in different situations will be different.

It is generally accepted that the verbal text is the main carrier of rational information in the advertising message, and the iconic (illustrative) text is more effective in conveying the emotional one. Therefore, many share the opinion that print media are better suited for presenting logical arguments and information, and audiovisual media are better suited for conveying feelings and moods to a person.

Appeared and called differently at different times, all types of advertising strategies are successfully applied in today's advertising practice and none can be considered outdated. The difference between the two lies in the way in which the main claim for a specific product is matched against the advertising claims of competitors. And if the basic division - a strategy of a rational or emotional type - is preferred, to a large extent is determined by the nature of the product itself, by what needs (real utilitarian or psychologically significant) the consumer satisfies, then the choice of one strategy or another from this type depends, first of all, from the market situation.

Advertising strategies rational type

How generic a strategy is defined in which the quality of the product and the benefits from its use are declared directly, without comparison with others, without indicating its specific characteristics that distinguish it from competitors. Such an advertising statement would be suitable for advertising any product from this category, and in this sense it has a general, generic character. For example, "For pain and cramps" one could say not only about "No-shpa", but also about any antispasmodic, but in this way the drug is established in the minds of consumers as a synonym for a whole category of products, as its brightest representative, as an antispasmodic with a large letters. And each subsequent remedy is perceived as a drug "like" No-shpa.

But this approach is appropriate only under certain conditions: a brand has a monopoly or at least a dominant position in the market, or when the product is new and unfamiliar on the market. (This is how names-concepts are born: aspirin, sneakers, copier, anorak, diaper, etc.) Only in such a situation, such (not very convincing and reasoned) advertising statement can form and maintain a leading position in the market for a long time.

Another strategy is based on strategy Benefits - there is a declaration of the superiority of a certain product or service over competitive products of the same type, which has rather a certain quantitative character (expressed by the word "more") and does not represent a qualitatively different / new property. In general, we are talking about an improved composition, a lower price, a wider range of applications, a longer shelf life, more convenient packaging, etc. For example, this product washes twice as many dishes ("Fairy"), and diapers absorb moisture twice as fast ("Pampers"), etc.

H. Rank, who analyzed in depth the methods of this type of advertising strategy, created the well-known model of "intensification / weakening". In accordance with it, an advertiser can intensify not only the positive properties of the advertised product, but also the negative qualities of competitive products, or reduce the weak qualities of the advertised product and the merits of competitors. For example, advertising "Vanish" proves its advantages over competitors (in practice, these are the advantages of oxygen bleaching compared to chlorine), emphasizing the negative consequences of using other bleaches - they spoil the color of colored clothes and the structure of white fabric (“What have you done ?! it was spoiled! ")

It is believed that this approach is usually more effective in the early stages of market conquest, when competitors' advertising is still based on a generic strategy.

Another type of strategy is unique selling proposition ... The term was introduced by the well-known ideologue of rational advertising R. Reeves, and the idea is to oppose the so-called "showcase" advertising, where there is nothing behind beautiful words that significantly distinguishes a given product from a competitor's product. According to Reeves, each advertising message should offer the consumer a specific, specific benefit, and one that, firstly, competitors cannot or simply did not guess to offer, and, secondly, has significant motivational potential for consumers. So in the minds of consumers, the product acquires a certain individuality, peculiarity, uniqueness, which he perceives as important and attractive to himself. For example, “Tik-Tak” are sweets that freshen the breath, but do not make you fat (“Freshness in only two calories”), and “Dirol Drops” are sweets that are refreshing and good for the teeth. They are useful for teeth, also because they do not contain sugar, that is, they also do not put on weight, but this “train” has already been “taken away” by competitors, and therefore anti-caries properties should be highlighted. This shows that it is not necessary for the advertised unique property to be inherent only to this product.

In all these cases, the products do indeed possess the declared qualities and can deliver the corresponding benefits to the consumer. But there is also a real (true) unique selling proposition.

However, a unique selling proposition can also be simply the fruit of effective rhetoric from advertisers. For example, beer "Afanasy" is a symbolic beer! " not for any real "merits", but for the fact that it has a thermal sign on the label, showing the degree of cooling of the drink. In situations like this, we are talking about an imaginary (deceitful) unique selling proposition. The example of an advertisement for "Cool" cigarettes has become a textbook example. In English, "Cool" means "cold, unperturbed, cool". The slogan was "Quit Hot Cigarettes - Smoke Cool!" So in the minds of consumers, the advertised brand is opposed to all the others, acquiring a unique difference. It is quite obvious that this difference does not exist in reality, but is the result of a play on words, a figment of the advertiser's imagination.

In many cases, when the described advertising strategies are not applicable for one reason or another (the product is not a market leader, does not outperform its competitors in any way and does not have unique properties), you can successfully apply the strategy positioning ... This concept denotes a method of determining the most advantageous position of a product in a series of competitive goods, finding a free market "niche" for it in the variety of commodities and in the minds of consumers.

Some researchers believe that "positioning is of strategic importance, many people in the chain from production to string bag are involved in it - both the manufacturer, and the trader, and the advertiser, but the final positioning is done by the consumer."

Others consider it the most effective strategy in the context of an advertising boom, when the market is saturated with goods, and a person is overloaded with advertising messages that create a strong information noise, and it is very difficult for a new product to win a place in the consumer's mind.

In a sense, those who believe that there are no new products are right. Whatever the new product is, a person will instantly compare it with existing ones and define it as more or less similar to something else. Mental positioning, as the process of determining the place of a new product among the existing ones, is a market form of realizing the idea that cognition is the process of comparing new knowledge with what has already been obtained.

But a number of brilliant examples of successful positioning, for example, the Playboy cars as a car for free time, or the Saab as the most suitable car for the Norwegian winter, or the Niva as the most suitable for Russian roads, proves that this process requires in-depth knowledge. market and high creativity. The advertising literature describes many techniques for positioning a product or service so that it stands out from competitors. This can be done by presenting the product as the first to hit the market ("Rank Xerox": We taught the world to copy "); as the second behind the leader ("We are only No. 2" by Avis, which really allowed it to become No. 2 after Hertz, or "Another Soup", which made Crosse & Blackwell almost the only alternative to Campbell's Soup ); targeting a specific market segment (eg, the youth of Pepsi: Generation Next), etc.

It seems that only the last two approaches offer a fundamentally different advertising method, which, probably, should be called positioning - the search for an unoccupied market position and alignment with respect to the market leader.

Emotional advertising strategies

Images and symbols often have a stronger motivational effect and give a more powerful impetus to buy than “reasonable” reasons. In the modern world, more and more purchases are made not because of vital necessity, and they are aimed not at satisfying “real” needs, but the needs of a different, psychological nature. As the world famous Italian fashion "emperor" Luciano Benetton said in one of his interviews: "We make clothes for people who do not need them."

In such cases, advertising can help a person find a "place" for a certain product in his world, in his value system, to associate the advertised product or service with an object that has a positive psychological significance. It promotes emotional recognition of a product among its competitors. With the help of images and associations, advertising forms certain symbolic characteristics of objects that are no less significant than physical characteristics. Therefore, it is believed that television is the most suitable advertising medium for messages based on the strategy of the emotional type, although radio (with its "theater of the imagination" capabilities) and glossy magazines (with their impeccable image transmission) can compete with it.

The use of this type of advertising is most appropriate in cases where the desired choice of a particular product, a particular brand can be justified not rationally, but only by emotional or aesthetic preferences. Sometimes it is successfully used as a "counterpoint" - when competitors' advertising is built on a purely rational basis. (This is how, for example, the advertisement for "Pril" is built, in which the dispute between the three "graces" over whom to wash the dishes is resolved by a handsome young man who loves washing dishes with the help of this product. price, in other words - reasonable, advantages, the creators of this commercial are trying to sell them the hope that there will be such a house knight who will do the tedious work for them.)

When it comes to advertising based on emotional mechanisms of influence, the "classics" of advertising (D. Ogilvy, R. Reeves, P. Martino and others) use the term " brand image ". But nowadays, the opinion is growing more and more that brand image is just one of the methods of creating advertising that affects a person's feelings, along with resonance and an affective advertising strategy. The difference between them is not as clearly delineated as between strategies of the rational type. With a considerable degree of conventionality, they can be defined as strategies focusing attention, respectively, on the way of life (actual or desired), on the way of thinking and on the way of feeling a person.

The "brand image" strategy expects to turn the advertising object into a symbol of a certain social or psychological type of people, to create a stable connection between the advertised brand and a vivid human image
(with his lifestyle, behavior, with his environment and social circle, and so on), which should be attractive to a potential consumer, correspond to his ideas about himself or about who he would like to be. Selling along with the advertised product and the desired image, advertising helps the consumer through the product to emphasize their individuality and their belonging to a particular social stratum or psychological type. But with the help of the advertised product, the consumer not only expresses himself, he self-identifies with a certain aestheticized or psychologically significant image, which he in reality, as a rule, is not. In this sense, advertising is a factory of illusions that a person buys for himself along with the advertised product.

Many researchers prove that adherents of one or another brand of cigarettes, alcoholic or non-alcoholic beverages, cosmetics and other products very often, when tested, cannot distinguish their favorite product from competitive brands or recognize it by mistake. For example, in a study conducted by the brewery Anheuser-Bush, respondents were pre-classified according to their motivation for drinking beer, after which they were exposed to clips from commercials for four seemingly new beers with fictitious names. The hero of each clip personified one of the established consumer stereotypes. The respondents did not suspect that all beers are identical. “The percentage of people choosing a brand that matches their personality type turned out to be much higher than one would expect. Most of them were even convinced that at least one of the brands was generally unsuitable for use ... ”.

This shows that preferences for a certain type of products are often formed not on the basis of actual differences in consumer qualities, but on the basis of suggested ideas. That is, the choice of a particular brand is largely determined by those whose image turned out to be more attractive for a given consumer - a good-natured fat man (Tolstyak beer), a responsible businessman (Solodov), a carefree party-goer (Klinskoe), a romantic inventor ( "PIT") or polar bear ("Polar bear"), etc.

Another effective strategy for creating advertisements for a product that leads to irrational purchases is resonance ... Such advertising messages play up the actual problems of the social, political, economic or cultural life of the country at the moment. Both eternal themes and enduring universal values can cause resonance.

This type of advertising aims to give the product a psychologically meaningful meaning, linking it with some value concepts that are important for the individual or ideas that excite him (and not with a certain social or psychological image, as in an image strategy). A striking example is the advertisements of various public organizations and institutions, for example, funds for the protection of wildlife and ecology. But the same mechanism is applied in commercial advertising. For example, an advertisement for Pizza Hut in the late 90s with Mikhail Gorbachev turned pizza eating almost into a sacrament of freedom. Any call to buy a domestic product expects to cause a kind of patriotic resonance among the consumer. Often, cosmetic companies specifically note that their deodorants do not contain Freon and do not harm the ozone layer of the atmosphere, or that the product has not been tested on animals.

In March 2006, Lumix ran an advertising campaign resonating with the solar eclipse. The day before, an advertisement was shown on television: “Tomorrow, for the first time in the 21st century, a total eclipse. Lumix Solar Eclipse Sponsor ”. After the eclipse, an ad came out “We hope you enjoyed the total solar eclipse. Lumix Solar Eclipse Sponsor ”.

Affectivethe strategy expects to evoke emotional involvement in a person with the help of humor, unexpected plot moves, play on words and images, etc. This type of advertising also seeks to transfer the pleasant feelings arising from contact with the advertising message to the advertised product. But she, unlike the previous two types, does not seek to give the product some social or psychological significance, to familiarize the consumer with a certain lifestyle or value position, but simply tries to please him, make him laugh, cheer him up, impress him in any way ... Thus, with an exclamation of an unlucky electrician, “E-mine! What have I put on! ”,“ Twix ”burst into the Russian market.

In recent years, affective advertising no longer tends to be necessarily pleasant - it is important to be shocking. A classic example of such an advertising approach is the advertisement of the Benetton company - its messages are quite provocative, often go against the "good form", even repulsive, but always impressive. (It is noteworthy that so far only advertising images are so provocative. Maybe we will soon witness scandalous verbal text.)

Many advertisers prefer the affective strategy because it provides a lot of creative freedom, which they often abuse to pursue their unfulfilled creative ambitions with advertisers' funds. As a result, even if the “work” itself is successful, the consumer remembers the advertisement, and not the product itself or a specific trademark. The greatest advertiser of the 20th century, Bill Bernbach, said about such situations: “A simple riot of imagination, unrelated thoughts and dreams, floor exercises in graphic acrobatics and verbal gymnastics are not creativity. The creative person keeps his imagination in check. He harnesses it so that every thought, every idea, every word he inserts, every line he draws, every glare and every shadow in every photo he takes, brightens, more authentic, and more convincing the main theme. or the dignity of the product that he decided to convey to the consumer. "

And advertising based on an affective strategy becomes obsolete morally much faster - which can be more annoying than retelling old anecdotes, for example. It is difficult to maintain continuity between different “generations” of advertising messages in it, the internal logic in the development of an advertising theme is lost, and this threatens to lose the cumulative effect from a series of advertising messages.

More information on this topic can be found in the book

Andrey Krylov Consultant, Art. partner of Living Eyes Consulting
Zuenkova Olga Media planner

The calculation of the required advertising load to achieve consumer loyalty is built similarly to the actions in planning advertising communication based on “knowledge”. The difference is that the relationship between loyalty and consumption is higher than between knowledge and consumption.

There is not much to say about this option for setting a goal for the agency. it is rarely used and has not been elaborated in detail.

You should not confuse marketing and communication goals, which were mentioned in the previous options for setting the goal of the advertising campaign. Marketing goals are achieved by changing the target consumer behavior, while communication goals lead to a change in the consumer's mindset and the value of these indicators in the target audience. At the same time, the target behavior, from which the marketing indicators are formed, is formed to a large extent precisely from the consumer's perception of the trademark. Thus, communication and marketing indicators are interrelated and interdependent.

When the advertiser sets a task for the agency in the form of a marketing goal, the latter translates them through research into communication tasks and, using the current conversion rates, brand position and other factors, calculates the required advertising impact and its budget. But at the same time, as we mentioned earlier, the agency must coordinate its advertising strategy with all higher-level strategies necessary to achieve this goal and monitor their implementation.

The most promptly and accurately a marketing response to advertising (in the form of an increase in sales, market share) can be seen when combining: the level of purchases of a given brand (for example, promptly when scanning product barcodes in supermarkets) and the achieved level of advertising intensity (for example, on television as the main medium of advertising communication, measured by a people meter). In this case, it is possible to quickly correlate the impact of advertising on the consumer behavior of supermarket shoppers. In other cases, the measurement of marketing indicators, depending on the communication impact, is carried out with some time lag, and the communication indicators of the brand are measured as control parameters.

Figure 5 provides a practical example of how brand communication and marketing metrics change over time when superimposed on advertising intensity (measured at 30 ”TRP).

Figure 5: An example of combining brand communication and marketing metrics

With all the positive and effective aspects of achieving the goal in terms of marketing indicators, there are difficulties such as the factor of the advertiser's trust in the agency, the factor of resources (integration, technical, intellectual, etc.) of the agency and the advertiser, etc. These works require a high level of development of both the advertiser and the agency, as well as their close partnerships and long-term collaboration. At the same time, having a sufficient deep understanding of the advertiser's business and brand, the agency is responsible to the client for changing the marketing indicators of his brand and, as an intermediate result, often its current communication indicators.

Moving from communication and marketing metrics to brand valuation

Marketing strategies aimed at two different goals: increasing market share and maximizing profits are fundamentally different. For example, some strategic brand promotion campaigns may not generate tangible consumer responses in the short term, and thus not significantly change the marketing performance of the brand. The prerequisites for a more long-term and strategic approach to planning advertising campaigns and their integration into marketing strategy are the following facts:

Business in Russia has become more civilized, the markets have been structured and the competition is constantly growing on them.
A significant place in the company's success begins to take:
- intellectual potential and ability to innovate
- corporate development strategy
- brand, its reputation and long-term development
The above aspects for a strategically developing company become vital along with such financial indicators as:
- profit
- free cash flow
- gross profit
An advertising campaign aimed at solving only communication problems without taking into account the marketing strategy and the “essence and nature” (positioning) of the brand leads to:
- depletion of the growth potential of the brand's communication indicators to the target audience
- lack of clear and / or blurring of the existing brand positioning in the minds of consumers
- stagnation and lack of development of delusion and its attractiveness to consumers

An unforeseen change or erroneous positioning during an advertising campaign can "kill" a once strong brand in a few years or even a year. Any communication goals of an advertising campaign must be subordinate to the marketing strategy and be adapted to the future development of the brand. That is, in the long term, it becomes more important to work to increase brand value than to increase the current market share. Hence, a new type of setting a task for an advertising campaign arises - in terms of brand value.

The brand adds value to the product. Brand value is currently the most indicative and reliable estimate, because profit as an indicator of the success of a business no longer plays the same role as before, because part of it must be reinvested back into the business. The brand is involved in the creation of cash flows, i.e. that part of the profit that can be painlessly withdrawn from the company's turnover and, for example, distributed to shareholders. So, the brand gives its owners:

increasing consumer loyalty
reducing vulnerability to the actions of competitors or in a market crisis
increase in margin
free cash flow generation
supports a more favorable reaction of consumers to an increase or decrease in prices
strengthens trade and intermediary cooperation, supports dealers
contributes to the growth of the effectiveness of marketing communications
opens up prospects for brand expansion and licensing

In the strategic, long-term perspective of business development, the most effective work is not to conduct a “good” advertising campaign or to increase market share, or even to increase the volume of net profit minus marketing costs, but work to increase brand value and its effectiveness.

The main result of brand value assessment for advertising agencies is an assessment of the effectiveness of investments in advertising and other brand development tools, as well as an assessment of their own actions in comparison with those of the advertiser's competitors. Because situations may arise when effective marketing solutions in the short term do not create or destroy brand value in the long term, undermine its positioning in the market perspective, then periodic verification of the brand value along with monitoring the communication and market indicators of the brand is an event necessary for the strategic construction of a successful business.

The application of the brand value assessment methodology when planning advertising campaigns in Russia is in its infancy. This technique should interact with other brand value activities. This method, of all the above, is the most long-term (programs can be designed for a period of several years), high-tech and costly. When implementing advertising campaigns aimed at increasing brand value, it is important to strike a balance between long-term business goals and current marketing objectives.

Table 2 summarizes some indicators of the four considered methods of setting goals for an advertising campaign (promotion).

table 2: Summary schematic table of setting goals and their specifics

The task in terms	Result, goal	Threats	Sequencing	Cycle timing, Investments
Knowledge	Increasing brand awareness	Does not always lead to an improvement in the marketing performance of the promoted TM, sometimes it can damage the brand	measurement of knowledge before RK -> setting a goal for knowledge of TM -> number of contacts and media plan -> implementation of RK -> measurement of knowledge after RK	From months to a year Tens of thousands to millions of dollars
Loyalty	Increased brand loyalty	Can sometimes harm a brand in the long run, even with an increase in current marketing metrics	measurement of loyalty to RK -> setting a goal for loyalty -> RK communication platform (translation of loyalty into knowledge and number of contacts, media plan) -> implementation of RK -> measurement of loyalty after RK	About a year Hundreds of Thousands to Millions of Dollars
Marketing indicators	Improving the marketing performance of TM	In the long term, it can damage the brand with erroneous positioning and inconsistency of strategies at different levels	measurement of marketing and communication indicators before RK -> setting a goal for marketing indicators -> marketing communications strategy integrated into the marketing strategy -> implementation of IMC -> measuring marketing and communication indicators after RK	More than a year, usually two From several hundred thousand to several million dollars
Brand value	Increasing brand value	This technology is long-term, therefore it must be combined with the above for a faster response to the current situation.	measurement of cost, marketing and communication indicators before RK -> setting an appropriate goal -> long-term brand development strategy and marketing communications integrated into the marketing strategy -> implementation of measures to increase brand value -> measurement of indicators after RK (communication, marketing, brand value)	Usually two to 5 years or more From several million to tens of millions of dollars or more

An advertising strategy defines the main characteristics of the information dissemination process, namely, what kind of load the message should carry and what elements and characteristics of the product should be emphasized in order to convey to the consumer what is needed.

Item 1. The purpose of advertising is to create an image of a high-quality product. The proposed strategy is to demonstrate that the product is available to all social groups without exception, and to create a strong association of the product as a good gift.

The strategy should define appropriate directives for the developer.

There are two main types of creative advertising strategies... They differ in what advertising is based on: on the real utilitarian properties of the product or on its psychologically significant properties. The first type was named rationalistic advertising, second - emotional, or projection advertising... These two types of strategies are used as different), there are dissimilar message channels. In the first case, verbal information (advertising text) dominates, and in the second, non-verbal information (advertising images, music, show effects, and so on). There is also a mixed type of advertising that combines features of both types. The most successful is precisely such an advertisement in which feelings, emotions are tightly connected with information, arguments.

Rationalistic-type strategies: Generic strategy. Advantage strategy. Unique selling proposition. Positioning strategy.

Projection-type strategies: Brand image strategy. Resonance strategy or empathy strategy. Affective strategy theory of breaking stereotypes.

Strategies of the rationalistic type. In the work of C. Patti and C. Frazer (Patti, Frazer. Advertising: a decision making approach, 1988), four main rationalist strategies that are used in modern advertising are considered: generic strategy, advantage strategy, unique selling proposition strategy and positioning strategy. They differ from each other in the nature of the underlying product claim, which is viewed in comparison to competitors' claims.

Generic strategy. This strategy assumes a straightforward statement about the product or the benefits of using it, without any explicit or implicit comparison with competitors. In this type of advertising, there are no claims of superiority over competitors in the market.

Generic strategy serves so that in the minds of consumers the advertised brand becomes synonymous with the whole product category or its most typical, reference representative.

Advantage strategy. An advantage strategy is based on the assertion of the superiority of a firm's product or trade proposal over its competitors. However, unlike the strategy of the next type (unique selling proposition), this superiority is not of a fundamental nature, radically changing the usual view of consumers on the product and its properties, it only complements the assertion of the generic nature of the product.

It is believed that this strategy is most effective in recent market penetration or expansion, when competitors' advertising is built on the generic type or is absent altogether.

Unique selling proposition. The author of this strategy can rightfully be considered the well-known ideologue of rationalistic advertising, one of the founders of the Ted Bates and Company agency, Rosser Reeves. It was he who, in the early 40s of the XX century, introduced the term "Unique Selling Proposition (USP)" into advertising practice (49). This concept is based on the assertion that an effective advertising strategy must satisfy three basic conditions:

2. The offer must be such that the competitor either cannot give, or simply does not put forward. It must be unique. Its uniqueness should be associated either with the uniqueness of the product, or with a statement that has not yet been made in this area of advertising.

3. The supply must be strong enough to set in motion millions, that is, to attract new consumers to consumption.

In order to skillfully use this strategy, it is important for its developers to understand what claims about a product are perceived as unique by people, and to be able to predict the perception of such advertising.

When creating an advertising message, the advertiser must: first, understand whether the consumer will be able to notice the distinctive property of the product; secondly, to find out whether the consumer perceives this property as important and useful. If the usefulness of this property is not obvious to consumers, then the main advertising efforts should be aimed at explaining its importance. Third, he should check whether this property is not contrary to the standard consumer perception of a good product.

Positioning strategy. Product positioning is the determination of the place of a given trademark among other brands of a certain product category. This is due to the fact that with skillful positioning, the brand gets its specific place among competing products on the market; that is why its presence on the market becomes noticeable to potential buyers.

The term "positioning" is often used in a broad sense, namely to define a brand's position among competing brands in the same product category. However, in the theory of advertising there is another, narrow, understanding of this term as one of the strategies of the rationalistic type. Positioning in the narrow sense is a strategy that can be successfully applied in conditions of high market saturation with goods of one category. Positioning strategy currently exists in two main variations.

The first one can be conventionally called "an attack on the leader." When using this strategy, the advertiser's task is to ensure that the advertised brand in the minds of consumers occupies a niche next to the recognized leader of the product category.

The second variant of the positioning strategy can be conventionally called “search for an unoccupied position”. It is associated, as a rule, with the definition of a specific target audience for which the advertised brand can be offered so that it is perceived as a brand intended specifically for these people.

Under the term "advertising campaign" is understood as a complex of interrelated advertising activities covering a certain period of time and aimed at achieving a specific marketing goal in the framework of the advertiser's marketing strategy. This complex is being developed in accordance with the marketing program and is aimed at solving its strategic or tactical tasks by the manufacturer.

The campaign must be targeted
The campaign should target a wide audience
Campaign must have a timeline
The campaign should include an organized set of communication activities

1. Breadth of audience coverage (international, national, regional, local);

3. The main goals (introductory, exhortatory, reminiscent);

4. Differentiation towards potential consumers;

5. Targeting the audience (consumers; sellers; competitors; contractors; external business environment);

6. Intensity of impact (even, increasing, descending);

7. Use of information distribution channels (single-channel and multi-channel).

Each advertising campaign goes through three main stages: preparatory, culminating and final. At the first, preparatory stage, planning an advertising campaign, which includes the following stages: situational analysis, defining the goals of an advertising campaign, defining an advertising strategy, forming a budget, choosing advertising media and advertising media, developing advertising messages. Implementation of an advertising campaign makes up the content of the second, culminating stage of the advertising campaign; assessment of its effectiveness- the third, final.

When developing a plan for an advertising campaign, it is necessary to determine: purpose;strategy; tactics... Planning takes into account the situation around the product on the market and determines the advertising costs, which, on the one hand, are dictated by the optimal set of used types and means of advertising distribution, and, on the other hand, by the volume of advertising. When planning advertising campaigns, it is taken into account that the success of market activities depends not only on successful advertising, but also on factors that characterize the product: its consumer properties, prices and analogues in the market.

An important step in the process planning an advertising campaign is a preplanned (situational) analysis, since insufficient or incorrect information about various factors affecting the effectiveness of advertising activities can complicate high-quality planning and implementation of advertising activities.

Situational analysis involves the collection of secondary information from internal and external sources (financial and accounting statements, statistical collections, periodicals, etc.). To obtain primary information, special studies are carried out - marketing research of the advertising services market, as well as the study of competitors' advertising policies, which are carried out using survey and observation methods. Research on the local advertising market enables businesses to: identify areas of activity to enhance their advertising efforts; choose the right set of different activities to achieve your goals; establish criteria for assessing the effectiveness of advertising and marketing actions of the company, as well as predict the state of the advertising market in the future, in particular the direction of the advertising policy of competitors.

The actual planning of an advertising campaign begins with determining its goals. It should be consistent with the marketing and advertising strategy of the firm. The formulation of the goal should be specific and unambiguous, it is desirable to give it quantitative certainty (for example, to achieve a level of awareness of 25% of the target audience; increase sales by 15%, etc.). Goal setting is carried out jointly by the advertiser and the advertising agency. The tool for collaboration is a document called a brief.

Brief (English brief) is a brief technical task, a guide to action, necessary for professionals - creators, account managers, media planners - to create media and creative strategies, conduct research, develop advertising materials, etc.

There are several types of briefs:

creative;
media brief for the development of media strategies;
assignment to develop a brand promotion strategy;
design / production assignment;
assignment to conduct marketing, media research;
brief for promotional events.

The brief sets out the main parameters of the future advertising campaign. The structure of the brief includes the following sections:

1.
General information about the organization

2.
Product / Service Information

3.
Product distribution channels.

4.
The target audience

5.
Competitor information

7.
Marketing goals (long-term, short-term) and advertising campaign goals. The main, most often pursued goals of an advertising campaign can be distinguished:

introduction to the market of new goods, services;
stimulating the sale of goods or increasing the volume of sales of services;
formation of a certain level of knowledge among consumers about a product (service);
creation of a favorable image of the enterprise (firm) and goods;
switching demand from some goods (services) to others;
increase and acceleration of trade turnover;
a reminder to consumers about the presence of a product in the retail network, etc.

Advertising campaign - is the result of joint concerted actions of the advertiser, as the customer of the advertising campaign, the advertising agency, as the creator, organizer and coordinator of the campaign and the means of advertising distribution, as the channel that brings the advertising message to the consumer. Having determined the goals and desirable parameters of the future advertising campaign, the advertiser passes the brief to its organizers and subsequently only participates in the coordination of the advertising strategy, partially controlling the advertising campaign. Development of an advertising strategy; formation of cost estimates (budget) for the campaign; drawing up a detailed detailed plan of the main activities of the advertising campaign, indicating the timing of their implementation, the schedule for the use of advertising media; the development of advertising messages and the production of advertising media, the purchase of space and time in the media, the practical implementation of advertising campaign activities and the determination of its effectiveness are carried out by the advertising agency.

be doable , i.e. the goals set in it must be achievable based on the current situation, available resources and a certain time;
interactive , should depend on the goals and strategies that are higher in relation to it, and determine the goals and strategies that are lower in relation to it, i.e. implement your site to achieve the main goal;
cyclical , i.e. it should be constantly corrected and supplemented when receiving the results of its implementation and changing the current situation, as well as goals and strategies of a higher level.

Analysis of the current situation, setting goals and objectives for marketing and advertising activities;
Development of an advertising campaign strategy;
Conducting an advertising campaign;
Evaluating the effectiveness of advertising communication and adjusting goals ...

The development of an advertising strategy involves the determination of the following elements constituting it structure: a) target audience; b) product concepts; c) the concept of advertising appeal; d) advertising communication channels.

In this way, advertising strategy can be defined as a strategy of the optimal form, content, time and way of delivering an advertising message to a specific audience, which is part of the implementation of a communication marketing strategy. The purpose of an advertising strategy is to achieve a certain communication effect in the audience in contact with the advertising message and to induce it to target behavior.

1. When determining the target audience, its regional, socio-demographic, psychographic and behavioral characteristics are studied.

2. Development of the concept of the advertised product or service determines the niche in the market that the proposed product can occupy. The search for a niche is carried out as follows: first, various characteristics of the advertised product are identified, then the identified characteristics are compared with the characteristics of competitors' products.

When filling out the table, it is necessary to set quantitative values from the listed characteristics of the advertised product and competitors' products in points. The last group of columns shows deviations for each of the goods R1, ..., RN from the values of the basic product R0, for which an advertising campaign is planned. Competitive advantage is identified in the area in which the advertiser has the highest positive values for the specified deviations. These characteristics should be given the greatest attention when developing an advertising campaign, since they are the difference between the advertised product.

3. Development of the concept of an advertising campaign involves the formation of its creative idea and style."Advertising strategy" and "advertising idea" are two closely related concepts. The development of an advertising strategy is to determine what kind of utilitarian and / or psychologically meaningful meaning should be given to a given product by advertising in order for a potential buyer to give it preference over other competing brands on the market. The advertising idea defines the artistic way of implementing the strategy. Thus, the advertising strategy sets the informational essence of the advertising message, and the advertising idea puts it in an attractive form. Stylistics determines whether a given advertising campaign will be based on an emotional impact on a potential consumer or use rational argumentation.

rationalistic strategies based on the real utilitarian properties of the product;
emotional and projection strategies based on psychologically significant properties of the product.

In the first case, verbal information (advertising text) dominates, and in the second, non-verbal information (advertising images, show effects, general style solution, etc.).

To strategies rationalistic type relate:

1. Generic strategy – a straightforward statement about a product or the benefits of using it, without any explicit or implicit comparison with competitors.

The most suitable conditions for using this strategy are monopoly or unconditional dominance of the advertised brand on the market in a certain product category. This strategy can also be effective when entering a market where the proposed product category is new.

2. Advantage strategy – it is based on the assertion of the superiority of the product or trade proposal of the company in comparison with competitors (improved quality, more convenient packaging, lower price, etc.). It is believed that this strategy is most effective in recent market penetration or expansion, when competitors' advertising is built on the generic type or is absent altogether.

3. Unique selling proposition (USP) - This concept is based on the assertion that an effective advertising strategy must satisfy three basic conditions:

each advertisement must make an offer to the consumer: buy this particular product and get this particular benefit;
the offer must be unique;
the offer must be strong enough to attract new customers.

R. Reeves distinguishes between true USP - when advertising statements are based on a unique consumer characteristic of the product itself, and false - when a message about the uniqueness of a product is constructed using purely linguistic means, although its consumer properties are not unique. As a result of a series of experiments, he made an important conclusion that, in terms of the impact force, true and false USPs are practically the same, and they are superior to other advertising statements, since they are better remembered and have greater agitational power. The USP strategy is considered the most effective among the rationalistic type strategies.

4. Positioning strategy ... Brand positioning - it is the management of the consumer's opinion regarding the place of a particular brand among the many different brands of a given or related product group. R. Batra, J. Myers and D. Aaker define the position of a trademark as a set of associations that the consumer associates with it. They can include physical attributes, lifestyle, use situations, brand image, stores where it is sold. There are the following tricks positioning.

1.
Use of product characteristics or consumer benefits.

2.
Positioning in terms of price and quality.

3.
Positioning by use or application.

4.
Customer positioning.

5.
Positioning by corporation reputation.

In a narrower sense positioning Is a strategy that can be successfully applied in conditions high saturation of the market with goods of the same category. The positioning strategy now exists in two main versions: “ attack on the leader ”and“ search for an unoccupied position ”.

To strategies projection type relate:

1. Brand image strategy . Brand image is a strategy designed for the psychological differentiation of people. When using it, the product becomes a symbol of a certain psychological type of person, advertising symbolically assigns to a particular brand a certain style of behavior, manner of behaving and dressing, type of interior or natural environment, etc.

2. Resonance strategy, or a strategy of empathy. Advertising seeks to awaken the personal experience of the consumer, to update his value system in order to endow the product with a psychologically significant meaning. This strategy is based on the theory of empathy, or empathy, the supporters of which believe that only advertising can be effective if its creators conditionally put themselves in the consumer's shoes and speak with different addressees of the advertising message in the language of his own needs or insufficiently conscious desires. At the same time, the purchase of goods turns into a way of familiarizing with phenomena, events, people that are subjectively important for a person.

3. Affective strategy . Using this strategy, advertisers try to use humor, unexpected twists in the advertising plot, ambiguity of words and images to induce a state of emotional involvement in the consumer and transfer the pleasant feelings associated with the perception of advertising to the product itself. Unlike the previous two types of advertising strategies, this advertisement does not add socially and psychologically significant value to the product and does not encourage the consumer to buy any intangible quality with the product. As a rule, such advertising simply entertains the consumer and, due to the transfer of favorable impressions from advertising to the product, makes its consumption more emotionally saturated. Examples of this type of advertising are video ads for the TV-Park magazine, the Twix and Moya Semya trademarks.

The strategy of an advertising campaign depends not only on its goal and advertising idea, but also on the company's capabilities in the field of advertising campaign financing. The theoretical basis of the mechanism for making decisions on the size of the advertising budget is the analysis of the marginal economic indicators. Its essence can be formulated as follows: the firm should continue to spend additional funds on brand advertising (or on advertising within a limited geographic market, on advertising using a specific advertising medium) until the amount of these costs begins to exceed the amount of additional income, the receipt of which is due to these costs.

1. Determination of the total amount of funds allocated for advertising.

The most important factors defining volume of advertising costs are:

the specifics and stage of the life cycle of the advertised product;
sales volume and market geography;
financial capabilities of the organization;
the role of advertising in the advertiser's marketing strategy;
the level of competition in the market and the volume of advertising costs of the main competitors;
involvement in the implementation of advertising activities of the company's leaders;
the costs of various alternatives (for example, the cost of TV advertising versus radio and magazine ads);
changes in advertising prices in distribution media;
the level of differentiation of this product group;
the fame of the company itself and other factors.

Consider some budgeting methods advertising campaign:

1. Method of calculation "from cash". Many firms set aside an ad budget that they can afford to spend. This method of determining the advertising budget completely ignores the effect of advertising on sales. As a result, the size of the budget from year to year remains uncertain, which complicates the long-term planning of advertising activities.

2. Method of calculating "as a percentage of sales"- advertising costs are calculated in a certain percentage either to the volume of sales (current or expected), or to the selling price of the product, or to the gross profit. This method is easy to use and can be improved by varying the percentage depending on various factors. The disadvantages of this method are that when forming an advertising budget, the need for advertising a specific product and a specific sales area is not taken into account; the size of the budget does not fully take into account the financial capabilities of the advertiser; the level of profitability of the brand is ignored as the focus is on total sales.

3.
Competitive parity method implies the formation of an advertising campaign budget at the level of competitors' costs.

4.
Method of calculation "based on goals and objectives." This method consists in considering each task of the advertising campaign and determining the costs required to complete it. It requires the ad budget to be based on:

precise formulation of advertising goals;
defining the tasks to be solved to achieve the goals;
cost estimates for solving these problems;
precise definition of the audience for which this advertisement is designed;
the choice of the style of advertising, the nature (intensive or extensive) of the advertising campaign;
determining the nature and focus of advertising activities (campaign for the release of goods to the market; to increase the prestige of the company; to maintain the achieved sales volume, etc.);
evaluating the means (information and advertising) that can convey this advertising message to the target audience;
calculating the cost of funds provided for the effective achievement of the intended goals.

The sum of all these costs makes it possible to determine the amount of budget allocations for advertising.

5. Empirical method. The amount of expenses for an advertising campaign is determined experimentally - a series of tests is carried out in different markets with different advertising budgets and the optimal amount of investment in advertising is determined.

The main articles of the advertising budget depending on the functional purpose are: 1) Administrative expenses- salaries of advertising service employees, overhead costs, etc .; 2) expenses for purchase of advertising space- purchase of space on newspaper pages and pages, magazines, airtime on television and radio, space at special stands, space for posting leaflets and placing various advertising media on transport, etc .; 3) material costs for production of advertising media: videos, posters, other print advertising media, outdoor advertising media, etc .; 4) royalties advertising agencies; 5) other advertising costs (for the purchase of information bases, postage, transport, etc.)

1.
deciding on the breadth of coverage, frequency of repetition and the strength of the impact of advertising;

2.
selection of specific types of advertising media;

4.
making a decision on the schedule for the use of funds;

5.
drawing up a media plan.

Anyone planning to use advertising media should know the breadth, frequency and impact of each of these media. For this purpose, the analysis of media is carried out according to the following criteria:

the degree of coverage (the possible number of addressees to whom it will be possible to convey the advertising message);
the availability of the media (whether the advertiser will be able to use this channel at any necessary time, and if not, how much the resulting restriction will reduce the effectiveness of advertising);
cost (total costs for one publication / transmission of an advertising message, discounts for multiples, the cost of one advertising contact, taking into account the circulation or the number of viewers, listeners);
manageability (the ability to transmit an advertising message through this channel to the target group to which the impact should be directed);
credibility (how much a given advertising medium is respected by potential and existing buyers);
service (whether it is possible to count on the fact that mass media employees will perform part of the work on the preparation of an advertising message or is it necessary to provide an advertising message in a completely finished form);
impact targeting (the ability of carriers of a given media to influence pointwise on a specific target audience).

There are certain criteria for choosing media:

Media characteristics - placement cost, audience accumulation rate, reach potential and impact targeting
Advertising tasks
Campaign duration
Campaign geography
Legislation .

After choosing the means of distributing advertising information, it is necessary to decide how much advertising space (radio and television, space in the press and on outdoor advertising media) needs to be purchased and in what period of time the obtained opportunities should be used, i.e. decide on advertising placement schedule. Currently, the following types of charts are most commonly used:

sequential - Ads are placed once a week for 52 weeks or once a month for 12 months.
seasonal - advertising media are used most intensively during peak seasonal sales;
impulse feed - The media are used periodically, at regular intervals, regardless of the season;
irregular impulses - advertisements are placed at irregular intervals in an attempt to change traditional consumer demand cycles;
jerk - used to start a campaign forcefully;
directional impulse - such a schedule is designed to support the specific products of the manufacturer so that the purchase of this product during the passage of this promotional schedule increases significantly compared to other periods.

Pulse feed is the primary method for almost all but the simplest charts, and the degree of continuity or periodicity is just one aspect of the strategy. Thus, when drawing up a real schedule, it is necessary to carefully consider the strategic aspect of the advertising plan so that the original goals are reflected in the schedule.

The result of preparing an advertising campaign is the preparation of media plan – a specific schedule of advertising of any type for a specific period of time with an indication of prices, release dates, formats, addresses or duration of advertisements, provided with some additional statistical indicators. A final cost estimate is also prepared. In this case, it is necessary to compare the received amount of expenses with the amount that the advertiser allocated for the advertising campaign.

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

The most important characteristic marketing message development process is an creative character, creative(from the English creative - creative, constructive). Distinguish between creative:

1. Designer(aimed at creating a visual image);

2. Copywriting(text, for example "Vote or lose!");

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

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

The following stages of the creative advertising process :

1. Orientation- problem definition;

2. Training- collection of relevant information;

3. Analysis- classification of the collected material;

4. Forming an idea- collection of various options for ideas;

5. Incubation- waiting, during which an insight comes;

6. Synthesis - solution development;

7. Grade- consideration of the ideas received.

It would be wrong to summarize the entire process of developing an advertising message only to his creative side. Creative employees of advertising agencies (creators, copywriters, designers, artists, etc.) should not create so much a small piece of advertising art, how business proposal target audience to buy something that would be difficult for the addressee to refuse. In this regard, it is important to take into account the marketing goals of the communicator in the process of developing an advertising message (including the expected economic effect of the advertising being developed, his wishes for the timing of production, the budget of the advertising campaign, etc., etc.). The content and form of the advertising message, the channels of its distribution, at the same time, to a decisive extent depend on the characteristics of its target audience.

In the process of developing advertising messages, technologies such as TRIZ (theory of inventive problem solving), "myth design"(the formation of symbolic value and myths about the product), neurolinguistic programming (NLP). NLP is based on the idea that the human experience consists of visual images, sounds and sensations. Depending on what type of perception prevails, people are divided into types: visuals, audials, kinesthetics. Effective communication involves dialogue with the recipient in his “language”. Moreover, the very concept of "communication" in this technology is understood much broader than the set of words that is pronounced. So, according to research, 55% of a person's impact on an interlocutor is determined by the language of his body movements: posture, gestures, eye contact; 38% is determined by the tone of his voice, and only 7% by the content of what he is talking about. Practical application of NLP is also associated with the double action of the word - emotional-figurative and rational-logical. This allows, with the help of manipulations with words, to form a person's unconscious positive or negative attitude towards something.

The appeal style is also determined by the goals of the advertising campaign, the type of advertising medium, the characteristics of the advertised product and, of course, the target audience. Here are some options style solutions:

Message O specific event(classified advertising).

Creation atmosphere of mystery, intrigue(teaser advertisement).

Creation fantasy, exotic, romantic setting.

Consultation with a specialist.

Accentuation lifestyle.

Compositions on historical themes that play on loyalty to tradition.

Creation a certain mood, subsequently becoming a pleasant association of the advertised product.

Musical. This technique is often used in radio advertising.

Animation techniques(For example, anthropomorphism: goods take on human traits).

Focusing on professional experience.

Hyperbole illustration.

An entertaining story.

Confession story. Buyer's monologue, frankly telling about complex problems and exceptional properties of the advertised product, allowing them to be resolved (or avoided).

When developing an advertising message, it is important to consider psychological patterns of message perception recipients - associations, which may occur in the process of decoding a message; perception of color and shape; perception of images, text, etc.

The desire of some advertisers to make effective the impact of advertising by any means has led to the fact that recently the problem is becoming more and more urgent. psychological safety of advertising. Moreover, individual advertising messages pose a danger not only to moral health, but also to the mental health of others. In some of the most extreme cases, the effects of exposure to advertising may become such mental pathologies as psychophysiological maladjustment and neurosis

After decisions have been made regarding the content and form of the advertising appeal, it is necessary to pay attention to the development of its optimal structures or compositions ... It may include the following parts:

The slogan is one of the main means of attracting the attention and interest of the audience, especially if there are no illustrations or colors. Its main tasks are: involvement(the ability of the slogan to evoke a rational positive attitude towards the advertised product) and memorability(the ability to easily memorize and reproduce from memory).

There are six main types of slogans: news; question; narration; team; "Solutions 1-2-3"; “What, how, why”. The main requirements for the slogan are its brevity and the promise of meeting the needs of the recipients.

V heading contains the essence and the main argument of the advertising appeal. The importance of the headline is also due to the fact that about 80% of readers scan only headlines without bothering to read the main ad text.

Headings can be grouped into two large groups - direct and indirect. Headings direct action informative, appeal to the target audience. Indirect headers - these are headlines-provocations, ambiguities, their main task - to intrigue, to lure the reader.

Inception - a part of the appeal that reveals the slogan and precedes the information block. In this part, it is effective to indicate the problem that the product is aimed at solving.

Information block (main text) bears the main burden in motivating the recipient and providing him with the necessary information.

Reference information contain the advertiser's address, channels of communication with him, conditions for making a purchase.

The appeal can complete echo phrase , repeating verbatim or by meaning the slogan (main motive) of the message. Its use is especially effective if the circulation is large enough in its volume.

Similar information.