Advertising tutorials. Tutorial: Advertising Basics

This tutorial is the first attempt to reflect all didactic units course "Fundamentals of Advertising" in accordance with the state educational standard (federal component) and is designed to form a coherent system of views among students on modern advertising and information activities and the prospects for its development.

The main milestones in the history of advertising development, the role of advertising in the system of marketing communications, the features of using various means of advertising distribution, the basic concepts and methods for developing advertising products, organizing and conducting advertising campaigns, as well as monitoring their effectiveness are considered.

There is an extensive bibliography, terminological dictionary, test questions and verification tests.

The textbook was prepared by the team of authors of the department "Design, advertising and technology printing production» Omsk State technical university and is intended for students of higher educational institutions studying advertising, PR, marketing.

• INTRODUCTION
• CHAPTER 1 ADVERTISING AND SOCIETY
• 1.1 Concept, essence and objectives of advertising
• 1.2 Types of advertising
• 1.3 Advertising process and its participants
• 1.4 Russian advertising market: state, features and development prospects
• CHAPTER 2. HISTORY OF THE ORIGIN AND DEVELOPMENT OF ADVERTISING
• 2.1 History of antique advertising
• 2.2 Advertising in the Western European Middle Ages
• 2.3 New stage advertising in Europe
• 2.4 History of domestic advertising
• CHAPTER 3. ADVERTISING IN THE SYSTEM OF MARKETING COMMUNICATIONS
• 3.1 Communication theory applied to advertising
• 3.2 Advertising in the system marketing concepts
• 3.3 Marketing communications system and its components
• 3.4 Sales promotion
• 3.5 Direct marketing
• 3.6. Public relations
• CHAPTER 4. MEANS OF DISTRIBUTION OF ADVERTISING
• 4.1 Press advertising
• 4.2 TV advertising
• 4.3 Radio advertising
• 4.4 Outdoor and transit advertising
• 4.5 Advertising in cinemas
• 4.6 Exhibitions and fairs
• 4.7 Other advertising media
• CHAPTER 5
• 5.1 The structure of the verbal part of advertising
• 5.2 Brand name
• 5.3 Unique trade offer
• 5.4 Advertising vocabulary
• 5.5 Argumentation in advertising
• CHAPTER 6. PLANNING THE ADVERTISING CAMPAIGN
• 6.1 The concept, types and main stages of planning an advertising campaign
• 6.2 Brief
• 6.3 Definition advertising strategy
• 6.4 Formation of the advertising budget
• 6.5 Selection advertising media and advertising media
• CHAPTER 7. ADVERTISING RESEARCH. EFFICIENCY OF ADVERTISING
• 7.1 Advertising research
• 7.2 Cost effectiveness of advertising
• 7.3 Communicative effectiveness of advertising
• CHAPTER 8. WORLD ADVERTISING MARKET. CROSS-CULTURAL ANALYSIS OF ADVERTISING COMMUNICATION
• 8.1 Global advertising market
• 8.2 International advertising
• 8.2 Cross-cultural analysis advertising communication
• CHAPTER 9. ADVERTISING IN INDUSTRIES AND FIELDS OF ACTIVITY
• 9.1 Advertising activities industrial enterprises
• 9.2 Merchandising
• 9.3 Features of promotional activities travel companies
• 9.4 Advertising of banking services

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Successful promotional campaign by Columbia Records for the Maine York Orchestra's albums.

The first album of the Maine Etyork Orchestra (Hard Workers), called Things Going On, sold more than 4 million copies. One of the album's songs is "Who can it be?" - for 15 weeks ranked first in the lists of the most popular records. For its album, the orchestra was awarded the Grammy Award in 1982 as the best debutant. For the record industry, the album's success was, in the words of one Columbia Records executive, "the most lucrative fluke in record label history." This success was considered accidental because Columbia Records released the album without making any deliberate effort to represent the orchestra through advertising, promotion and propaganda.

The firm recently faced the challenge of purposefully launching a second album by the Maine York Orchestra, titled The Cargo. The leaders of the company felt that in order to maintain success the orchestra needs to create a clear, recognizable "face", a unique appearance, which was lacking in the first album. At a meeting shortly before the release of the Cargo album, Al Teller, senior vice president and general manager of Columbia Records in New York, said: "Our main task is to give these guys some kind of image."

In order for this image to be reliable and effective, the company had to find some qualities of the musicians themselves, building a kind of trademark out of them. After examining photographs and videos of the orchestra, Columbia Records experts concluded that one of the musicians' most attractive features was their carefree, almost childish playfulness. It was this image that the company chose for the orchestra - the image of a jolly, cheerful group of musicians. The first opportunity to try out the new look was when the orchestra performed "Over There in Australia" at the Grammy Awards, which was televised nationwide. Specialists from Columbia Record liked the performance, and they began to implement the rest of their plans in connection with the album "Cargo".

The album was promoted using every imaginable means of disseminating information. Marilyn Laverty, head of the firm's publicity department, arranged for the orchestra to appear on the cover of Rolling Stone magazine, appear on the television show Tonight's Entertainment, and broadcast videos of four of the album's songs on the MTV cable television network. Laverty chose for her purposes nationwide means of disseminating information that could convey to the audience the image of a cheerful orchestra. The Rolling Stone article began with a description of the musicians playing cricket at their home in Melbourne. A photograph of the orchestra was also posted, in which the musicians were fooling around with glasses of champagne, a stethoscope and a pair of funny hats. In one of the videos broadcast on the MTV network, the orchestra's lead singer Colin Hay appeared frolicking in the guise of Sherlock Holmes.

Merchandise Marketing Director Barbara Cook organized numerous point-of-sale displays, all sorts of bait to arouse the interest of the record store customers. Three days before the release of the album, Columbia Records sent out 30,000 posters, 85,000 album covers for display and cassette pads to record stores across the United States. One of the wall displays was a large poster showing the musicians reading comic books.

Paul Rappaport, head of the firm's radio promotion of albums, provided disc jockeys across the country with promotional kits. The selection included an EP in a sleeve, biographical information about the musicians and the history of the orchestra, as well as a photograph of it. In addition, the disc jockeys received a magnetic recording of a 90-minute conversation with the musicians, which local radio stations could broadcast free of charge, provided that the material was aired at the end of the week preceding the release of the album. After such a propaganda "bombing" "the only thing left to do was to pray," as Rappaport said.

The album "Gruz" became another hit for the Maine Etyork Orchestra and Columbia Records. In the first two weeks, 1.25 million discs were sold. The orchestra attributes its success to music, a sound that simply did not exist in American musical history prior to its introduction. However, Columbia Records experts believe that without a clear image and strong support from advertising, propaganda and sales promotion measures, much fewer Americans would want to listen to this musical sound.

No matter how talented and creatively gifted the musicians may be, to succeed an orchestra needs a clear image and a carefully planned promotional campaign. Columbia Records developed a campaign for the Maine York Orchestra using mass promotional tools such as advertising, sales promotion and propaganda. We will devote this chapter to the consideration of all these means.

Advertising is a non-personal form of communication carried out through paid media, with a clearly identified source of funding. Among those who spend money on advertising are not only commercial firms, but also museums, foundations and various public organizations seeking to advertise their goals to various target audiences. By the way, the twenty-fourth among the largest advertisers is a non-profit organization, the US government.

In the commercial sector, a quarter of all advertising in the country is accounted for by the top 100 nationwide advertisers. In table. Table 19 lists the top ten advertisers in 1981. Procter & Gamble spent the most on advertising, nearly $672 million, or 5.6% of total sales of $11.9 billion. The remaining top advertisers are in the automotive industry. and Food Industry, in retail trade and communications, in the tobacco industry. In the automotive industry, advertising accounts for a small percentage of sales value; in the food and pharmaceutical industries, this percentage is high. The highest percentage of spend is for advertisers dealing with drugs, toiletries and cosmetics. They are followed by advertisers offering chewing gum, confectionery and soap. The record percentage of advertising expenses from the amount of sales at Knoxell Corporation is 22.2%.

Advertising dollars go to a variety of media: magazines and newspapers, radio and television, outdoor displays (boards, posters, signs, inscriptions in the sky), direct mail, souvenirs (matchboxes, notebooks, calendars), transport tablets (in trains, buses), catalogs, reference books, circulars. Advertising has many uses. It is used to form a long-term image of the organization (prestigious advertisement) for long-term highlighting of a specific branded product (brand advertisement) to disseminate information about a sale, service or event (classified advertising), to announce a sale at a discounted price (sales advertisement) and to defend specific idea (explanatory and propaganda advertising).

The roots of advertising go back to ancient times. Although its main users are private enterprises, advertising is used all over the world, including in the socialist countries. Advertising is a cost-effective way to spread messages, whether they are designed to create worldwide preference for the Coca-Cola brand, to motivate consumers to consume milk, or to use birth control methods.

Organizations approach advertising in different ways. In small firms, advertising is usually handled by one of the employees of the sales department, who from time to time comes into contact with the advertising agency. Large firms set up advertising departments. The manager of such a department reports to the vice president of marketing. The functions of the advertising department include developing the overall advertising budget, approving agency ads and campaigns, running direct mail promotions, arranging dealership advertising, and executing other forms of advertising not normally handled by advertising agencies. Most firms use the services of third-party advertising agencies, since such an organization of work offers whole line benefits.

O advertising practice already in the very first documents of written history. During excavations in the Mediterranean countries, archaeologists found signs announcing various events and proposals. The Romans painted the walls with announcements of gladiator fights, and the Phoenicians painted rocks along the routes of various kinds of processions, extolling their goods in every possible way in these paintings. All of these are the forerunners of modern outdoor advertising. One of the wall paintings in Pompeii praised the politician and urged people to cast their votes for him.

Another early form of advertising was personified by the town crier. The "Golden Age" of Ancient Greece saw heralds walking the streets of Athens, announcing the sale of slaves, livestock, and other goods. This is how the "advertising song" intended for the ancient inhabitant of Athens sounded: "So that the eyes shine, so that the cheeks redden, so that the girlish beauty is preserved for a long time, a reasonable woman will buy cosmetics at reasonable prices from Exliptos."

Another early type of advertising was the brand that artisans put on their goods, such as pottery. As word of mouth spread about the artisan's reputation, buyers began to look for merchandise bearing his stigma. Nowadays, for the same purposes, they use trademarks and brand names. For example, a canvas from Osnabrück was carefully checked for quality and a price was set for it 20% higher than for a Westphalian canvas sold without brand names. With the centralization of production and the removal of markets, the importance of the stigma has constantly grown.

The turning point in the history of advertising was 1450, the year Gutenberg invented printing press. The advertiser no longer needed to manually produce additional copies of their notices. First print ad English language appeared in 1478.

In 1622, advertising received a powerful impetus in the form of the first newspaper in English, which was called the Weekly News, which began to appear. Later, Addison and Steele began publishing the Tatler newspaper, becoming staunch advocates of advertising. Addison printed the following advice to compilers advertising texts: "The great art of writing an advertisement lies in finding the right approach to grab the attention of the reader, without which the good news may go unnoticed or get lost among bankruptcy notices." In the Tatler issue for September 14, 1710, advertisements on razor straps, patent medicines and other consumer goods.

Advertising reached its peak in the United States. Benjamin Franklin is considered the father of American advertising. His Gazette, which appeared in 1729, achieved the largest circulation and largest volume of advertising publications of any newspaper in colonial America. Several factors contributed to America's transformation into the cradle of advertising. First, American industry led the way in the introduction of mechanization into production, which created a surplus of goods and made it necessary to convince consumers to buy more. Secondly, the creation of an excellent network of waterways, highways and roads made it possible to deliver goods and advertising to rural areas. Third, the introduction of compulsory elementary education in 1813 increased literacy rates and contributed to the growth of newspapers and magazines. The invention of radio and, later, of television meant the emergence of two remarkable means of distributing advertising.

Madison Avenue, USA, a phrase familiar to most Americans, refers to a street in downtown New York where a number of major advertising agencies are headquartered. About 30,000 people work at these headquarters. The vast majority of the country's 6,000 advertising agencies are located outside of New York. There aren't many cities in the US that don't have at least one advertising agency, even if it's a one-employee business. In 1978, the top seven advertising agencies in the United States in terms of worldwide account turnover were: J. Walter Thompson, McCann-Erickson, Young & Rubicam, Ogilvy & Mather, BBDO, Ted Bates and Leo Burnett. The world's largest advertising agency is located in Japan and is called Dentsu.

The services of advertising agencies are resorted to even by firms that have strong own advertising departments. Agencies employ creative and technical people who are often able to carry out advertising functions better and more efficiently than the firm's full-time employees. In addition, agencies bring an outside perspective on the problems facing the firm, as well as a rich and varied experience of working with different clients and in different situations. Agencies are paid for by discounted commissions they receive from advertising media, and are therefore inexpensive for firms. And since the firm can terminate the contract at any time, agencies have a powerful incentive to work efficiently.

Typically, the backbone of an advertising agency is made up of four departments: creative department, engaged in the development and production of ads; advertising department, responsible for the choice of advertising media and placement of announcements; research department, studying the characteristics and needs of the audience, sales department dealing with the commercial side of the agency. The work on the orders of each individual client is supervised by a responsible executor, and employees of specialized departments are entrusted with servicing the orders of one or more clients.

Agencies often attract new clients because of their reputation or their size. However, as a rule, the client offers several agencies to conduct competitive presentations, based on the results of which he makes his choice.

Advertising agencies are compensated in the form of commissions and sometimes royalties. Usually the agency receives a 15% discount on the cost of advertising media it purchases. Suppose it buys a $60,000 magazine space for a client. The magazine bills the agency for $51,000 (60,000 minus 15%), and the agency collects the full $60,000 from the client by deducting a commission of 9 thousand dollars in his favor. If the client were to purchase the same space directly from the magazine, they would also pay $60,000 to the magazine, since commission rebates are only available to accredited advertising agencies.

Both advertisers and agencies are becoming increasingly dissatisfied with the system of commission discounts. Large advertisers complain that they pay more for the same services than small advertisers simply because they run more ads. Advertisers also feel that the commission system diverts the attention of agencies from low-cost media and short-term advertising campaigns. Agencies complain that they provide additional services to the client without receiving any additional remuneration for this. Today, there is a growing trend towards a compensation system either based on direct fees or based on a combination of commission and fees.

Certain tendencies of our days also negatively affect the foundations of the activities of agencies. Full service agencies are facing increasing competition from limited service agencies that specialize in either media buying, copywriting or production. advertising materials. Commercial managers are gaining more and more power in advertising agencies and are increasingly demanding from the creative staff a greater focus on making a profit. Some advertisers have opened their own in-house advertising agencies, thus ending their long-term relationship with their former advertising agencies. Finally, the FTC wants advertising agencies to be held accountable for false advertising just like their customers. All of these trends will no doubt bring about some changes in the industry, but agencies that do their job well will survive.

Setting goals

The first step in the process of developing an advertising program is setting advertising objectives. These tasks may stem from earlier decisions about target market selection, marketing positioning, and the marketing mix. The marketing positioning strategy and approach to the formation of the marketing mix predetermine what exactly the advertisement should do as part of an integrated marketing program.

Informative advertising prevails mainly at the stage of bringing the product to the market, when the task is to create primary demand. For example, yogurt manufacturers had to first educate consumers about the nutritional benefits and multiple uses of the product.

Persuasive advertising takes on particular importance during the growth stage, when the firm is “faced with the task of creating selective demand. For example, an ad for Stauffer’s “lean cuisine” products tries to convince an audience of weight-conscious consumers that a new dish - despite the low calorie content - looks great and tastes great Some persuasive ads are moving into the category of comparison advertising, which seeks to assert the advantage of one brand by specifically comparing it to one or more brands within a given product class. paste, tires and cars.

Reminder advertising is extremely important at the stage of maturity in order to make the consumer remember the product. The purpose of expensive Coca-Cola advertisements in magazines is to remind people of the drink, not to inform or convince them. Akin to it is the so-called reinforcement advertising, which seeks to assure current buyers of the correctness of their choice. Car advertisements often feature satisfied customers admiring one or another feature of the purchased car.

Budget Development Decisions

Having defined the objectives of its advertising, the company can begin to develop an advertising budget for each individual product. The role of advertising is to raise demand for it. And the firm wants to spend exactly the amount of money that is absolutely necessary to achieve the intended sales targets. When developing their advertising budgets, firms such as DuPont and Anheuser-Busch allocate funds for advertising experiments. For example, Anheuser-Busch estimates above-average costs in some distribution areas and below-average costs in others, and compares the results achieved with those obtained in a group of control areas to identify gains or losses due to increases or decreases in costs. The conclusions drawn from such experiments allowed Anheuser-Busch to significantly reduce advertising costs without losing its market share.

Having determined the objectives of advertising and the advertising budget, management must develop a general creativity to advertising, its creative strategy. In the process of its creation, three stages can be distinguished: the formation of the idea of ​​the appeal, the evaluation and selection of options for the appeal, the execution of the appeal.

Formation of the idea of ​​appeal. To generate ideas designed to solve the tasks set for advertising, creative workers use different methods. Many ideas come from conversations with customers, dealers, experts, and competitors. The Schlitz beer campaign under the slogan “When you don’t have a Schlitz, you don’t have a beer” arose after an advertising agency worker accidentally heard this phrase said by one of the clients to the bartender in response to a message that there was no “Schlitz” .

Some creatives try to imagine which of the four types of rewards—rational, sensual, social, or self-gratification—customers expect from a product and in what form of experience. By combining types of rewards with types of experiences, they are able to create many different types of advertising messages.

Evaluation and selection of appeal options. The advertiser needs to evaluate possible appeals. Twedt suggested evaluating appeals on the basis of their desirability, exclusivity, and credibility. The appeal should, first of all, tell its recipient something desirable or interesting about the product. In addition, it must tell him something exceptional or special, not inherent in other brands in this product category. Finally, the appeal must be plausible or provable.

The March of Dimes organization was once looking for a topic for an advertisement with which it hoped to raise donations for the fight against birth defects. As a result of brainstorming, 20 possible topics were selected. A group of young parents was asked to rate each message in terms of interest, intelligibility, and credibility on a 100-point scale. For example, the message “Each year 500,000 babies die from birth defects are never born” scored 70 on interest, 60 on intelligibility, and 80 on credibility, while the message “Your next child could be born with a birth defect.” vice” scored 58, 50 and 70 points, respectively. The first appeal outperformed the second and was given preference for use in advertising.

Execution of an appeal. The degree of impact of the appeal depends not only on what is said, but also on how it is said. Execution can be critical when dealing with highly similar products such as detergents, cigarettes, coffee and beer. The advertiser needs to present his appeal in such a way that it attracts attention and interest. target audience. Typically, the advertiser prepares a task for the development of the text, which specifies the objectives, content, argumentation and tone of the future ad. Here is an example of a writing assignment for a Pillsbury cookie called "1869 Mark":

Argumentation in support of the promise that cookies are as "good as homemade" would consist of two statements: 1) "Mark 1869" cookies are made from a special kind of flour (soft wheat) that is used to make homemade cookies, but never before not used for canned baking; and 2) the cookies are prepared using traditional American recipes.

Announcement Tone is a news report tinged with brooding warmth of memories of the traditionally high quality of American baked goods.

Now creative workers have to find the style, tone, words and form of the embodiment of this appeal.

In terms of style, any appeal can be performed in different ways.

1. Sketch from nature. A representation of one or more characters using the product in a familiar setting. For example, a family sitting at the dinner table can express their satisfaction with a new brand of biscuits.

2. Emphasis on lifestyle. Emphasis is placed on how the product fits into a particular lifestyle. An advertisement for Scotch whiskey shows a handsome middle-aged man holding a glass of whiskey in one hand and steering a yacht with the other hand.

3. Creating a fantasy setting. A certain halo of fantasy is created around the product or its use. An advertisement for Revlon's Zhontu perfume shows a woman in a chiffon dress. She came out of an old French barn and walks barefoot across the meadow towards a handsome young man on a white hone calling her.

4. Creating a mood or image. Around the product is created the mood or image awakened by it, say beauty, love or serenity. Do not make any claims in favor of the product, except indirectly suggested. Many ads for cigarettes, such as Salem and Newport, are designed to set the mood.

5. Musical. Showing one or more faces or cartoon characters singing a song about the product. Many advertisements for drinks such as cola are built on this principle.

6. The use of a symbolic character. Creation of a character representing the product. This character can be animated ("Green Giant") or real (male "Marlboro", cat Morris).

7. Emphasis on technical and professional experience. Demonstration of the technical and professional experience of the company in the production of a particular product. Thus, in an advertisement for the Hill Brothers company, one of its buyers is shown carefully sorting out coffee beans, and the Italian Swiss Colony company emphasizes its many years of experience as a winemaker.

8. Use of scientific data. Provides scientific evidence that a product is preferred or more effective than one or more other brands. For years, Crest toothpaste ads have relied on scientific data to convince consumers of the toothpaste's superiority in the fight against cavities.

9. Use of evidence in favor of the goods. An advertisement represents a completely trustworthy or sympathetic source of information that speaks favorably of a product. It can be some kind of celebrity, and ordinary people declaring how much they like the product. At the same time, the communicator must choose an appropriate tone for his advertisement. Procter & Gamble Corporation consistently maintains advertising in a positive tone. Her ads always say something in superlatives about the product. She avoids humor so as not to divert attention from the essence of the appeal. Conversely, Volkswagen's ads for its famous Beetle tend to be humorous (that fearsome bug).

It is imperative to find memorable, attention-grabbing words. The thoughts presented in the left column would have much less effect if they were not creatively reworked into what is presented on the right.

Let us take you by bus and you won't have to drive your car.

"Ride the bus, let us drive it ourselves."

Make purchases by leafing through the pages of the telephone directory.

If you drink beer, know that Schaefer is a good beer.

We don't rent as many cars, so we have to do more for our customers.

"It's better to make your fingers run through the pages."

The building blocks of a form, such as ad size, color, and illustration, affect how much impact that ad has and how much it costs. A slight rearrangement of elements can raise its ability to attract attention by several points. Large-format ads are much more visible, although their pull power doesn't necessarily increase with the price. Compared to black-and-white illustrations, full-color illustrations increase the effectiveness of the ad, and at the same time its cost.

Media Decisions

1) making decisions about the breadth of coverage, frequency of appearance and strength of the impact of advertising;

2) selection of the main types of information dissemination media;

4) making decisions on the schedule for the use of advertising media.

Making decisions about the breadth, frequency, and impact of ads

When choosing a means of disseminating information, the advertiser must decide on the desired breadth of coverage, frequency of occurrence and strength of impact, which must be provided to solve the problems set for advertising.

1. Coverage. The advertiser should determine how many people within the target audience should get acquainted with his advertising campaign for a specific period of time. For example, an advertiser might aim to reach 70% of the target audience within the first year.

2. Ad frequency. The advertiser should also decide how many times the average representative of the target audience should encounter his advertising message in a specific period of time. For example, you can achieve the provision of three promotional contacts.

3. The power of influence. In addition, the advertiser should consider how much impact the contact with his advertisement should have. TV messages usually make a stronger impression than radio messages, because TV is not just sound, but a combination of image and sound. Within a particular type of advertising media, say magazines, the same message in one magazine may be perceived as more credible than in another. For example, an advertiser might aim for one and a half impact strength, while the average ad's impact strength score is one.

Suppose that the advertiser's product can appeal to a market of 1 million consumers. The goal is to reach 700,000 consumers (1,000,000 x 70%). Since the average consumer will have three ad exposures, the advertiser should be able to purchase 2.1 million contacts (700,000 x 3). And since he needs contacts of one and a half force of influence, the estimated number of contacts purchased should be 3.15 million (2,100,000 x 1.5). If 1,000 contacts of a given impact force cost $10, the advertising budget would be $31,500 ($3,150 x $10). Generally speaking, the wider the reach, the higher the frequency of appearance of an advertisement, and the higher the rate of impact that an advertiser is seeking, the larger the advertising budget should be.

Selection of the main types of information dissemination media

1. Commitment of the target audience to certain media. For example, radio and television are most effective in reaching teenage audiences.

2. Product specifics. Women's dresses are best represented in color magazines, and Polaroid cameras on television. At different means information, different potential opportunities for displaying the product and its visual presentation, different degrees of clarity of interpretation, reliability and use of color.

3. The specifics of the appeal. A message announcing a major sale tomorrow calls for the use of a radio or newspaper. A message containing a large amount of technical information may require the use of specialized magazines or mailings.

4. Cost. Television is the most expensive, and newspaper advertising is cheap.

Having the characteristics of the media, the specialist planning their use must decide on the distribution of budgetary allocations by their main types. For example, when entering the market with a new brand of biscuit, Pillsbury could allocate $3 million for daytime advertising on network television, $2 million for ads in women's magazines, and $1 million for ads in daily newspapers on 20 major markets.

The media specialist then proceeds to select the most cost-effective media. For example, if an ad is to appear in magazines, the specialist examines circulation data and pricing for ads of different sizes, colors, and locations, as well as magazine periodicity data. Then he evaluates journals on such indicators as reliability, prestige, availability of regional and professional publications, quality of printing reproduction, editorial policy, order duration and psychological impact on readers. Having made this assessment, the specialist decides which specific journals will provide the required coverage, frequency and impact within the allotted allocations.

A measure of the cost of advertising per 1,000 people. Advertising media specialists derive the cost per message in a particular medium per thousand people. If a full-page, full-color ad in Newsweek magazine costs $58,000 and the estimated readership of the magazine is 6 million, the cost per 1,000 readers would be about $10. The same ad in Business Week might cost $26,000, but reach only 2 million people, which means that advertising cost per 1,000 people would be $13.00. publications with the lowest estimated rates.

This initial calculation requires a number of adjustments. First, the measurement results must be correlated with the qualitative characteristics of the audience. If a magazine ad for baby cream is read by a million young mothers, the contact value of that ad will be one million, but if the same ad is read by a million old men, the contact value will be zero. Secondly, the contact value of the ad must be correlated with the indicator of audience attentiveness. For example, readers fashion magazine Vogue pays more attention to advertising than Newsweek readers. Thirdly, the contact value of the ad must be correlated with the editorial quality indicators (prestige, reliability) of different publications.

Making decisions about the schedule for the use of advertising media

The advertiser will have to draw up a time schedule for advertising placement throughout the year, taking into account seasonality factors and expected market changes. Suppose sales of a particular product peak in December and decline in March. The seller may advertise heavily from December to March inclusive, may place it in May-June, trying to achieve sales growth at this time of the year, or may advertise the product with the same intensity throughout the year.

In addition, the advertiser will have to decide on the cyclicality of their advertising. Consistency refers to the uniformity of placement of ads within a time period. A pulsating schedule is an uneven placement of ads within the same time period. So, 52 publications can be scheduled for a year, either one per week, or according to a pulsating schedule in the form of several concentrated bursts. Adherents of the pulsating schedule believe that: 1) the audience is more familiar with the message and 2) you can save money. Studies carried out by Anheuser-Busch have shown that it is possible to suspend advertising of Budweiser beer in a particular market for at least a year and a half without any negative consequences for the sale of the product. After that, the firm can arrange a 6-month advertising surge and fully restore the previous sales growth rate. This research led the firm to decide to advertise Budweiser beer on a pulsating schedule.

Advertising needs to be constantly evaluated. To measure her communicative and trading efficiency researchers use several different methods.

Measurements of communicative effectiveness indicate how effective communication is provided by the ad. This method, called text testing, can be used both before the ad is placed and after it has been published or broadcast.

Prior to placing an ad, an advertiser may conduct a survey of consumers on whether they like the intended ad and whether the message stands out from the rest. After placing an ad, an advertiser can measure whether consumers remember the ad or recognize it as having been seen before.

What sales volume is generated by an ad that increased product awareness by 20% and brand preference by 10%? The answer to this question can give measurements of trading efficiency. This is not an easy task, since other factors also influence sales, in particular the properties of the product itself.

One way to measure the marketing effectiveness of advertising is to compare sales volume with advertising spend over the past period. D. Montgomery and E. Silk measured the impact of three incentives - "direct mail", distribution of product samples and trade literature, as well as advertising in specialized magazines - on the level of sales of a pharmaceutical company. Their statistics showed that the firm had become overzealous in direct mail and was spending too little on advertising in trade magazines.

Another way to measure is to develop an experimental advertising program. DuPont's ink division divided 56 sales territories into three groups: high, medium, and low market share. In the first group, advertising expenses were left at the usual level, in the second group they increased by 2.5 times, and in the third group they increased by 4 times. At the end of the experiment, the corporation calculated how much additional sales it was able to achieve due to the increased levels of advertising spending. It was found that sales growth slowed down as advertising spending increased, and that sales growth was weaker in the high market share group.

Advertising requires big money which are easy to waste if the company fails to accurately formulate the task, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, will not be able to evaluate the results of advertising activities. Due to its ability to influence the way of life, advertising attracts close attention of the public. The ever-increasing regulation is designed to ensure that advertising is carried out responsibly.

False advertising. Advertisers should not make false claims, such as claiming that a product cures something, when in fact it does not. Advertisers should avoid rigged demonstrations, such as the commercial showing a razor blade being able to "shave" sandpaper when plexiglass is shaved instead of pelt.

Misleading advertising. An advertiser must not create potentially misleading ads, even though no one may actually be misled. Floor varnish cannot be advertised as providing 6-month protection if it does not, under normal conditions, do so. Diet bread should not be advertised as having fewer calories if the only reason for this is the thinner slices. The problem is how to draw the line between misleading and glorifying a product that is considered acceptable.

Disappearing lure ad . You should not lure buyers with false promises. For example, a salesperson advertises a sewing machine for $79 and then refuses to sell it at that price, detracts from it, displays a defective product, or imposes an excessively long delivery time.

Discounts on incentive measures and services. The firm must provide discounts on incentives and services to all clients on proportionately equal terms.

Sales promotion– the use of a variety of incentives designed to hasten and/or enhance the market response. These include consumer stimulation(Sample Distribution, Coupons, Cashback Offers, Discounted Packages, Prizes, Contests, Credit Cards, Demos), trade promotion(credits for the purchase, provision of goods free of charge, credits to dealers for the inclusion of goods in the nomenclature, joint advertising, issuance of pusher premiums, holding trade competitions for dealers) and stimulation of the company's own sales force(awards, competitions, sales conferences).

Sales promotion is used by most organizations, including manufacturers, distributors, retailers, trade associations, and non-profit establishments. As an example non-profit enterprises you can refer to churches that organize bingo clubs, hold theater evenings, arrange subscription dinners and clothing lotteries.

In recent years, sales promotion activities have increased dramatically. From 1969 to 1976, sales promotion spending increased annually by 9.4% versus 5.4% for advertising. In 1976, sales promotion spending exceeded $30 billion.

Several factors have contributed to the boom in promotional activities, especially in consumer markets. Here are some of them. 1. Today, senior management is more willing to accept incentives as one of the most effective marketing tools. 2. An increasing number of product managers are learning how to use sales promotion tools. 3. Product managers are under ever-increasing pressure to increase sales. 4. An increasing number of competitors are starting to engage in sales promotion activities. 5. Intermediaries demand more and more concessions from producers. 6. The effectiveness of advertising is reduced due to rising costs, advertising crowding in the media and legal restrictions.

Sales promotion tools can be divided into those that promote and those that do not contribute to the creation of "consumer privileges" for the advertiser. Privilege-enhancing media usually accompanies the sales message with a bargain offer, as occurs with free samples, coupons with cake messages printed on them, and premiums directly linked to the product. Sales promotions that do not create consumer privileges include discounted packaging, consumer bonuses not directly related to the product, competitions and sweepstakes, consumer refund offers, and retailer discounts. The use of consumer privilege-enhancing tools helps build brand awareness and understanding.

Sales promotion is most effective when used in conjunction with advertising. One study found that point-of-sale exposures linked to a firm's current TV ad generated a 15% increase in sales compared to similar exposures not linked to a parallel TV ad. In another study, heavy sample distribution coupled with TV ads in launching the product was more successful than TV ads alone or TV ads accompanied by coupons.

Having decided to resort to sales promotion, the company must determine its objectives, select the necessary incentives, develop an appropriate program, organize its preliminary testing and implementation, monitor its progress and evaluate the results achieved.

Setting goals for sales promotion

The objectives of sales promotion stem from the objectives of product marketing. Specific incentive objectives will vary depending on the type of target market. Among the tasks of stimulating consumers is to encourage more intensive use product, buying it in a larger package, encouraging people who do not use the product to try it, attracting those who buy brands of competitors to it. For retailers, these are encouraging them to add a new product to their range, maintaining a higher level of inventory of a product and related products, undermining incentives taken by competitors, building brand loyalty among retailers, and penetrating new retailers with their product. outlets. As for in-house sellers, it's encouraging them to support a new product or new model, encouraging them to have more customer visits, and encouraging them to make efforts to raise the level of out-of-season sales.

The choice of means of sales promotion

The solution to the problems of sales promotion is achieved using a variety of different means. At the same time, the developer of the marketing plan takes into account the type of market, and the specific tasks in the field of sales promotion, and the existing conjuncture, and the profitability of each of the means used. A description of the main means of sales promotion is given below.

Samples, coupons, discounted packages, awards and credit cards

These are the main means on which consumer promotion activities are built. Sample distribution is the offering of goods to consumers free of charge or for testing. Samples can be delivered on a door-to-door basis, sent by mail, handed out in a store, attached to any other product, or played with. promotional offer. Sample distribution is the most efficient and most expensive way to introduce a new product. The campaign to distribute the new Agri shampoo cost S.K. Johnson & Sons" in 12 million dollars.

Coupons are certificates that entitle the consumer to a specified savings on the purchase of a particular product. In 1979, firms distributed 81 billion coupons, i.e. almost 1200 pieces for each household. Only 4% of this amount was repaid. Coupons can be sent by mail, attached to other products, included in advertisements. They can be effective in promoting the sale of an already mature branded product and in encouraging consumers to try out a new product.

Reduced-price packages (also known as low-price deals) are offering the consumer some savings over the regular price of the product. Information about them is placed on the label or on the packaging of the product. This can be a discount package, when one product packaging option is sold at a reduced price (for example, two packs for the price of one), or a kit package, when a set of two related products is sold (for example, a toothbrush and toothpaste). Discounted packages surpass even coupons in their ability to stimulate short-term sales growth.

A premium is a product offered at a fairly low price or for free as an incentive to buy another product. The on-package bonus accompanies the product, either inside or outside the package. The packaging itself can also act as a premium if it is a reusable container. Free postage is an item sent to consumers who provide proof of purchase of the item, such as a box lid. A self-liquidating premium is an item sold at a price below normal retail to consumers who request it. Today, the manufacturer offers consumers a wide variety of premiums with the name of the company printed on them. So, lovers of Budweiser beer can order T-shirts, Balloons and bend other products that bear the name of this beer.

Test cards- This is a specific type of premium that consumers receive when making a purchase and which they can exchange for goods at special exchange offices. Merchants who are the first to use credit cards usually attract new additional clients. Other merchants use these coupons for defensive purposes, but in the end, credit coupons turn out to be a burden for everyone. And then some merchants simply decide to abandon them by offering lower prices in return.

Expositions and demonstrations of goods at points of sale

In places of purchase or sale of goods, expositions and demonstrations are arranged. Unfortunately, many retailers don't like to fiddle around with the display fixtures, signs, and posters they receive by the hundreds every year from manufacturers. In response, gel manufacturers create a more advanced display design, linking it to their TV or print ads and offering to assemble it in-house. One of the most creatively perfect in the history of the existence of advertising and design materials for stores is the exposition design for Leggs tights, which to no small extent contributed to the success of the brand.

Trade promotion

To ensure cooperation from wholesalers and retailers, manufacturers use a number of specific techniques. The manufacturer may offer a credit for the purchase, i.e. provide a discount on the price of each box of goods purchased in a certain period of time. Such an offer encourages dealers to make large purchases or to purchase a new product that they would not normally buy.

The manufacturer may offer credit for listing the product, offsetting the dealer's costs of presenting the product to the public. The advertising credit compensates dealers for their efforts in advertising the manufacturer's product. The credit for the arrangement of the display compensates for the efforts of dealers to organize special displays of goods.

The manufacturer can offer a free product, i.e. a few additional boxes to an intermediary who bought a certain amount of goods from him. He may offer a pusher bonus in the form of cash or gifts to dealers or their salespeople for their efforts to push their product. The manufacturer can offer free of charge souvenirs bearing the name of the company, such as pens, pencils, calendars, paperweights, sets of paper matches, notepads, ashtrays, rulers.

Professional meetings and specialized exhibitions

Industry associations annually hold congresses of their members, as a rule, accompanying these events with the organization of specialized exhibitions. At such a specialized exhibition, products of firms that are suppliers to the industry are presented and demonstrated in action. More than 5,600 specialized exhibitions are held every year, attracting about 80 million visitors. The seller expects to gain several benefits from participating in the trade show, including identifying new potential buyers, maintaining contact with the clientele, introducing new products, introducing new customers, and increasing sales to current ones.

Contests, lotteries, games

Contests, sweepstakes, and games provide an opportunity for lucky or particularly diligent consumers, dealers, or salespeople to win something—say, a cash prize, a vacation package, or a product. The competition requires consumers to submit something to it - a verse, a forecast, an offer, etc. The submitted materials are evaluated by a special jury and the best of them are selected. The lottery requires consumers to declare their participation in the draw. In the course of the game, with each purchase, the consumer receives something - numbers for playing bingo or missing letters that can help him win some kind of prize. A trading competition is a competition held for dealers or a firm's own sales force to encourage them to double their trading efforts within a specified period of time. Those who achieve the highest results receive prizes.

Development of a sales promotion program

For a comprehensive incentive program, there are a number of additional decisions that must be made by the marketing planner. In particular, the marketer must decide how much incentive to apply, who can participate in the program, how to advertise their incentive event, how long it will last, when it will begin, and what funds should be allocated for its implementation.

Stimulation Intensity

The marketer must decide how much incentive to offer. For the success of the event, there must be a certain minimum of incentives. A stronger incentive will provide and more sales, but at a constantly falling rate of sales. Some large consumer packaged goods firms have full-time sales promotion managers who study the effectiveness of past efforts and advise brand managers on the most appropriate incentives.

The terms of participation

Incentives can be offered either to everyone or only to some special groups of people. So, bonuses can only be offered to those who donate box lids. In a number of states, lotteries cannot be held at all; in other cases, family members of employees of the company and persons under a certain age cannot participate in lotteries.

Means of disseminating information about the incentive program

The marketer must decide how to publicize and generate interest in their incentive program. Coupons offering 15 cents off the price of an item can be distributed directly in the package, through stores, by mail, or through advertising. Each distribution method has its own level of coverage and costs.

Duration of the incentive program

If the duration of the promotional event is too short, many consumers will not be able to take advantage of the benefits offered, because at that time they may not need to repeat purchases. If the event is too long, the proposal will lose some of its charge, pushing for immediate action.

Timing of Sales Promotion Events

Brand managers need to select calendar dates for promotional activities. These terms will be guided by production, and the sales service, and the distribution service. In addition, it may be necessary to carry out a number of previously unplanned activities, which will require establishing interaction in a very short time.

Estimates for sales promotion activities can be developed in two ways. The market operator can choose specific measures and calculate their cost. More often, however, appropriations are determined as a percentage of the total budget.

Wherever possible, all sales promotions used should be pre-tested to ensure that they are appropriate and provide the necessary incentives. But today, less than 42% of all proposals related to the distribution of premiums are pre-tested.

For each sales promotion activity, the firm should develop a separate plan covering both the preparatory period and the period of active commerce. The preparatory period is the time required to prepare the program before it starts. The period of active commerce lasts from the moment the event starts and ends with its termination.

Evaluating the results of a sales promotion program is critical, but rarely given the attention it deserves. When manufacturers do evaluate, they can use one of four methods. More often than others, they use the method of comparing sales indicators before, during and after the incentive program. Let's assume that before the campaign the firm held a 6% market share, which rose to 10% during the program, fell to 5% immediately after the campaign ended, and after some time rose to 7%. This means that the incentive program is likely to have attracted new buyers to the product "on trial" and ensured the growth of purchases from the already existing clients. At the end of the campaign, sales fell as consumers used their accumulated stocks for a while. The final stabilization with growth to 7% indicates that the company has acquired a certain number of new users of its product. If the brand's market share were to stabilize at the pre-campaign level, this would mean that the incentive program only affected the distribution of demand over time, without affecting its overall level.

The consumer panel data will show exactly which groups of people responded to the incentive program and how they began to behave after it ended. When additional information is needed, consumer surveys can be conducted to find out how many of them remember the incentive campaign, what they thought at the time of it, how many took advantage of the benefits offered, and how it affected their subsequent buying behavior in terms of choosing brands. Sales promotion activities can also be evaluated through experiments that change the value of the incentive, the duration of its action and the means of disseminating information about it.

It is clear that sales promotion plays an important role within the overall promotion mix. Its use requires a clear statement of objectives, the choice of suitable means, the development of programs of action, its preliminary testing, implementation and evaluation of the results achieved.

Along with sales promotion, one of the main means of promotion is propaganda.

Advocacy includes "the use of editorial, rather than paid, space and/or time in all media available to be read, viewed, or listened to by the firm's existing or potential clients for the specific purpose of furthering its stated goals." The results of propaganda activities are sometimes brilliant. Take, for example, the movie Return of the Jedi.

Jedi Returns is the third Star Wars film and a marketing phenomenon at the same time. Since the day of the premiere, sales of posters, toys, t-shirts and costumes with the film's characters have been booming. The illustrated screenplay of the film is at the top of the bestseller lists all over the country. Restaurant and eatery chain Berger King is heavily promoting its sales promotion campaign, which rewards glasses with images of the film's characters. Pepperidge Farms sells cookies called Jedi. Vanilla represents heroes, walnut represents various living beings, and chocolate represents villains. Time magazine devoted a cover story to the film, featuring photographs of scenes from it on the cover. Newspapers and television news programs tell stories of die-hard fans queuing up for tickets for days at a time and interviewing those who want to watch the movie again and again.

Propaganda is used to promote branded and ordinary goods, persons, places, ideas, activities, organizations and even entire countries. Trade associations resort to propaganda to revive interest in commodities such as eggs, milk, potatoes. Organizations resort to propaganda to gain attention or to correct an unfavorable image of themselves. Countries resort to propaganda to attract tourists, attract foreign investment, and secure international support.

Propaganda enters integral part into a broader concept, into the concept of activities for the organization of public opinion (public relations). Public opinion activities have several objectives, including giving the firm a favorable publicity, creating a corporate image of it as a corporate citizen, and preventing the spread of unfavorable rumors and information. To accomplish these tasks, public opinion departments use several means.

1. Establishment and keeping in touch with press. The purpose of this activity is to place information of a cognitive and eventful nature in the media in order to draw attention to persons, goods or services.

2. Commodity propaganda. An activity that combines a variety of efforts to promote specific products.

3. General company communication. Internal and external communication activities aimed at providing a deeper understanding of the company's specifics to the public.

4. Lobbying. Working with legislators and government officials to enforce or eliminate any legislation or regulation.

5. Consulting. Issuance of recommendations to management on issues of social significance, position and image of the company. Advocacy specialists are usually concentrated not in the marketing department of the firm, but in the public opinion department. This department is usually located at the firm's headquarters, and its employees are so busy working with various contact audiences - shareholders, employees, legislators, city officials - that propaganda designed to help solve product marketing problems can be forgotten. To prevent this from happening, you can, for example, include a propaganda specialist in the staff of the marketing department. Propaganda is often called the stepdaughter of marketing, because it is used on a limited scale and quite rarely. Yet propaganda can have a memorable effect on public awareness, and it will cost many times less than advertising, because the firm pays neither space nor time in the media. Only the work of the staff and the distribution of the propaganda materials themselves are paid. If a company produces interesting material, it can be used by all media at once, which is tantamount to saving millions of dollars in advertising costs. Moreover, this material will be believed more than advertising.

In deciding when and how to use product propaganda, management should define its purpose, select the message and medium, monitor the implementation of the advocacy plan, and evaluate the results achieved through this activity.

Setting propaganda goals

First of all, it is necessary to set specific tasks for propaganda. In 1966, the California Wine Growers Association engaged Daniel J. Edelman, a specialist public opinion firm, to develop an advocacy program designed to advance the firm's two main marketing objectives: life, and 2) raise the image, and along with it, the market share of California wines among other varieties. The propaganda was given the following tasks: 1) to prepare articles about wine and to ensure their placement in leading magazines and newspapers (in sections devoted to food products, in other permanent sections); 2) to prepare articles about the many healing properties of wine, addressing these articles to medical professionals, and 3) to develop a special propaganda campaign for the adult youth market, the student market, public institutions and different ethnic communities. Based on the tasks set, we developed specific goals so that you can later evaluate the results achieved.

Next, the advocacy specialist will need to determine which interesting materials should be used to promote the product. Suppose a relatively unknown college wants to achieve wider public visibility. The propagandist will have to find appropriate materials that can be used for this purpose. Perhaps one of the teachers unusual story, or maybe one of them is working on an unusual topic. Perhaps college courses are unusual. Perhaps there are some interesting events taking place on his campus. As a rule, as a result of searches, hundreds of topics are found that can be developed for the press. The selected materials should represent the image that the college wants to create for itself.

If there is not enough material, the evangelist may suggest holding events in which the college will act as a sponsor. In such cases, the propagandist does not look for news, but creates it himself. You can put forward the idea of ​​holding a major scientific meeting in the college, inviting famous speakers, arranging press conferences. Each such event is an opportunity to create many different materials aimed at a variety of audiences.

The art of event design is especially important for advocating fundraising campaigns for non-profit organizations. The fundraisers have created a huge repertoire of special events such as commemorative anniversaries, art exhibitions, auctions, fundraisers, bingo tournaments, book sales, confectionery, contests, dances, dinners, fairs, fashion shows, out-of-the-ordinary venues, recording nights, antique sales, trips and hikes. As soon as some new event-based event appears, say the idea of ​​long walks, competitors immediately create many variants of it, such as reading competitions, cycling or jogging.

Conducting promotional activities requires special attention. Take, for example, the placement of materials in the media. Excellent material is easy to place. However, most content isn't great, which means it may not get the go-ahead from busy editors. One of the main valuable qualities propaganda specialist is that he has personal connections with the editors of the media. Often propaganda specialists are former journalists who personally know many editors and know what they need. The propagandist sees the media editors as a market that must be satisfied in order for these editors to continue to use the firm's propaganda material.

It is difficult to assess the contribution of propaganda to the activity of the firm, since it is used in combination with other incentives. However, if it is resorted to before other means are involved, the assessment is already easier to carry out.

The simplest method for determining the effectiveness of propaganda is to measure the number of contacts with material posted in the media. The specialist gives the client a selection of clippings and information about all the media that used the material about the product, accompanying this selection with a summary like this.

Media coverage was reflected in the publication of news and photographs in a total of 3,500 inches of column space in 350 publications with a total circulation of 79.4 million copies, in the use of 2,500 minutes of airtime on 290 radio stations with an estimated 660 minutes of air time 160 TV centers with an audience of about 91 million people. Buying the same amount of space and time at advertising rates would cost the firm $1,047,000.

Such measurements of the number of contacts are not very satisfying for the client. They do not give an idea of ​​the number of people who actually read or saw the appeal, nor of what thoughts it led these people to. There is also no information about the net audience, because the readership of various publications partially coincide.

More meaningful data is provided by measures of changes in product awareness, understanding and attitudes as a result of the advocacy campaign (with appropriate adjustments for the effects of other incentives). All these variables need to be measured twice - before and after the campaign. For example, the Potato Marketing Board found that the number of people who agreed with the statement "Potatoes are rich in vitamins and minerals" increased from 36% before the start of the campaign to 67% after the campaign ended. And this is already a significant increase in understanding the essence of the product.

Yet the most satisfactory in all possible cases are measurements of the impact on sales and profit levels. For example, by the end of the Cat Morris propaganda campaign, sales of Nine Lives cat food had increased by 43%. However, the contribution made by more intensive advertising and sales promotion should be excluded from this indicator.

The propagandist is able to find or create commercially useful material about the most mundane merchandise. A few years ago, the Potato Marketing Board decided to fund a publicity campaign to encourage potato consumption. A nationwide survey of attitudes and consumption patterns found that many people perceive potatoes as fattening, not too nutritious, and not too rich in vitamins and minerals. Such attitudes developed as a result of the statements of various opinion leaders, such as editors of departments food products periodicals, advocates of diet food, doctors. In fact, the calorie content of potatoes is much lower than many people think, and it contains a number of valuable vitamins and minerals. The Potato Marketing Board decided to develop separate outreach programs for consumers, physicians, nutritionists, nutritionists, home economics professionals, and food editors of periodicals. The consumer program included the donation of many stories about the potato to network television organizations and women's magazines, the creation and distribution of the "Diet Guide for Potato Lovers", and the placement of articles and publication of potato recipes in the food sections of periodicals. The program for food editors of periodicals included seminars led by nutrition experts.

Propaganda can also be very effective in stimulating the sale of a branded product. One of the most popular brands of cat food is Nine Lives by Starkist Foods. The image of this brand is personified by the advertising character the cat Morris. The Leo Burnett agency, which created him, sought to make this character the most alive, the most real representative of the cat family, which would be loved by both owners and all cat lovers. The agency engaged a specialized public opinion firm, which, for its part, proposed and implemented the following ideas. 1. Morris Doubles contests were held in nine major markets. Morris attended all these competitions in person, and lengthy articles were published in the press about the search for his doubles. 2. The book "Personal Life of Morris" was published describing the adventures of the famous cat. 3. The prestigious Morris Prize was established - a bronze statuette, which is awarded to the owners of animals recognized as winners at local cat shows. 4. "Cat Adoption Month" is proclaimed, during which Morris acts as the official feline spokesman, encouraging people to adopt stray cats, which he himself once was. 5. Brochures-instructions for caring for cats called "The Morris Method" have been distributed. Thanks to all these promotional measures, the brand's position in the cat food market has been strengthened.

Summary

The three main means of influence in the incentive complex are advertising, sales promotion and propaganda. These are mass marketing tools as opposed to personal selling methods that target specific buyers.

Advertising, i.e. the use by the seller of paid media to communicate persuasive information about goods, services or organizations is a powerful incentive tool. American marketers spend more than $61 billion annually on advertising, and advertising itself comes in many varieties (national, regional, local; general consumer, industry, retail; product advertising, brand advertising, prestige advertising, etc.). Advertising decision making is a five-step process consisting of setting goals, deciding on budget, message, and media, and then evaluating the results of the advertising program. Advertisers must clearly define the purpose of their advertising, whether it be to inform, exhort or remind. The size of the advertising budget can be determined according to one of four principles of calculation: "from cash", "as a percentage of the amount of sales", at the level of competitors' costs, or "based on goals and objectives". Decisions regarding an advertising message involve the formation of the idea of ​​this message, the evaluation and selection of options for the message and its effective execution. Decisions about the means of dissemination of information involve the establishment of the breadth of coverage, frequency of occurrence and strength of the impact of advertising; selection of the main types of information dissemination media; selection of specific advertising media and development of a schedule for the use of advertising media. Finally, the evaluation of the results of an advertising campaign involves measuring the communicative and sales effectiveness of advertising before, during and after this campaign.

Sales promotion is a variety of short-term incentives—coupons, bonuses, competitions, credits for purchases—designed to stimulate consumer markets, retailers, and sales staff firms. In recent years, the growth rate of sales promotion spending has outpaced the growth rate of advertising spending. Sales promotion activities involve setting goals, choosing incentives, developing, pre-testing and implementing an appropriate program, as well as evaluating the results achieved.

To propaganda, i.e. free editorial space and time is used less often than other major incentives, although it has great potential in generating awareness and preferences in the market. Propaganda activity involves setting goals, choosing propaganda messages and their carriers, implementing the propaganda plan and evaluating the results.