Types of advertising strategies. Advertising strategy Advertising strategy of the organization

Advertising strategies of the enterprise

Strategy in a general sense refers to the overall planning of activities that covers a long period of time. The main objective of the strategy is the efficient use of available resources to achieve the goal.

Advertising strategy is an element of the overall strategy of the enterprise, showing how it should use the available resources to increase sales and profitability in the long term.

The strategy creates general directions of development, which should contribute to improving the efficiency of the enterprise;

The difference between strategic planning and operational management decisions is that in developing a strategy, as a rule, there is less reliable information;

The strategy may change depending on the emergence of new information;

Strategic planning differs from operational management in that it is difficult to find the digital usefulness of the decisions made, and therefore it is necessary to adjust the system of assessments based on a combination of digital characteristics (for example, costs in currency terms) and high-quality assessments.

Analysis of the state of the market;

Assessment of the current state of the enterprise;

Analysis of competitors and assessment of the competitiveness of the enterprise;

Market segmentation and consumer analysis;

Analysis of strategic alternatives and selection of advertising strategy;

Let's consider each of the stages in more detail.

Market analysis includes:

Establishing market boundaries;

Market capacity calculation;

Determination of the current market share of the enterprise;

Assessment of the level of competition;

Identification of market development trends.

Advertising research is the main tool for market analysis.

In the course of assessing the current state of the enterprise, an analysis is made of:

Economic activity of the enterprise: financial results, cost structure, availability of resources;

Production capabilities: technological capabilities, enterprise potential;

Marketing activities: effectiveness of marketing costs, information collection and analysis systems, distribution channels used.

In addition, most enterprises use portfolio analysis methods, such as ABC analysis, BCG matrix, ICC matrix, GE / McKinsey matrix, SWOT analysis and others.

Competitor analysis includes:

Identification of the company's competitors;

Assessment of the market share of competitors;

Determining the goals of competitors;

Determination of competitor strategies;

Assessment of the strengths and weaknesses of competitors;

Analysis of possible reactions of competitors to changes in the company's strategy;

Identification of the main competitors of the enterprise and determination of strategic actions in relation to them.

The definition of competitors of the enterprise should be to identify not only direct, but also indirect competitors. There are the following levels of competition:

Competition in the market sector is the narrowest circle of competitors. In this case, the company focuses its attention on competitors who offer their products similar to the company's products in the same market and at the same prices. The limited advertising strategy only at this level makes the enterprise extremely vulnerable;

Industry competition. In this situation, competitors are considered as enterprises offering similar products in the same markets, as well as analogue products (substitute products);

Competing to satisfy similar needs - companies that offer products that can satisfy the same needs as the offered product are considered as competitors. For example, producers of juices and mineral water can be considered competitors of carbonated water, since they are all capable of satisfying thirst;

General competition - competition for consumer money. With the development of the market, situations arise when certain industries cease to exist. An example is video cassettes, which gradually ceased to be used with the advent of other, more advanced storage media.

When analyzing competition, it is necessary to find a certain balance between the importance of such an analysis and the amount of information required. Identification and analysis of a large range of competitors requires the same amount of information, huge financial and time costs, which makes the analysis inefficient from an economic point of view.

An important stage in the development of an advertising strategy is the setting of goals, during which the formulation of the desired future state of the enterprise and its position in the market takes place. It becomes the goal of the advertising strategy. The main tasks of this stage are:

Definition of tasks to be solved;

Determining the need to solve problems;

Definition of a hierarchy of goals.

The goals of any advertising strategy should be related to the main goals of the enterprise and its mission. They should be built in the form of a hierarchy: the achievement of lower-level goals should be followed by the achievement of higher-level goals. Setting goals is an important step in any planning, including the development of an advertising strategy.

Market segmentation - the division of consumers into groups that are similar in certain respects;

Determining the time and method of impact on the selected segments.

Market segmentation is a process of structuring the market, which is based on the heterogeneity of future buyers and their consumer behavior. Market segmentation is an important condition for the implementation of differentiated marketing.

Buyers can differ from each other in various characteristics: preferences, needs, financial capabilities, habits, etc. Based on the division of buyers into groups according to certain characteristics, an enterprise can determine which particular product a particular group needs, what sales promotion tools should be used.

Since the needs of each person are unique, each consumer can already be considered a separate market sector, but it is not economically feasible to single out too small groups of consumers in the market, as this will lead to a significant increase in the cost of marketing activities. Instead, the enterprise should identify relatively large groups of consumers that differ from each other in the requirements for the product and the reaction to advertising messages. For example, a business may divide customers into groups based on their income level, or age, or both. The more characteristics underlie the segmentation, the higher the number of allocated groups will be, and the size of each segment will decrease. Important in this process is to determine the balance between all the characteristics underlying the segmentation and the size of the segments.

After the implementation of market segmentation, it is required to analyze each selected segment in order to determine their market potential and make a choice in favor of some of them. To do this, the company needs to determine the optimal number of segments and requirements for them.

Assessment and forecast of resource intensity and profitability of future goods of the enterprise;

Forecast of the competitiveness of the company's goods;

Forecast of sales volumes and establishment of market prices for goods;

Revenue and profit forecast;

The choice of means and time intervals of control.

One of the important features of an advertising strategy is the need to consider each specific advertisement included in it. The advertising strategy should be based on one main theme. Thus, all advertising is designed to constantly remind consumers of a product or enterprise. With this, the main goal of any advertising campaign is achieved - to gain or retain market share.

Today, the term “unique selling proposition” (USP) is actively used in practice, the meaning of which lies in the fact that with the help of advertising a specific offer is made to a potential consumer, as it were: “Buy this product and you will receive such and such a benefit.” For an LLP, for the USP to work, two conditions must be met:

Important in the advertising strategy is also the correct positioning of the goods. The consumer, having seen or heard an advertisement for a new product, finds a place in his mind among other similar products. In this case, the goods may turn out to be among the necessary ones, or, on the contrary, unnecessary ones. In such situations, the effectiveness of the advertising strategy will depend on the following factors:

The correctness of the enterprise's determination of the place of the goods in the perception of a potential consumer;

An alternative in the advertising strategy of the enterprise may be the choice of types of advertising. Advertising can be of two types: argumentative or emotional. Argumentative advertising provides the consumer with information about the product by setting out reasonable conclusions for which reason he should purchase this product. At the heart of such advertising is an understanding of advertising as the art of selling a product with the help of a word.

Today, another type of advertising is gaining more and more popularity - emotional. Emotional advertising is an effective means of influencing mainly the youth audience. The main tools of this advertising are artistic means and effects. Emotional advertising is based on the fact that most products are similar to each other, and, accordingly, the choice of the consumer depends on the feelings that they have for a particular brand. At the same time, these feelings rarely become the results of only rational reasoning.

Today, most large enterprises are revising their advertising strategies, constantly changing the artistic means of their implementation, as well as the main theme and idea. Often, the basis of an advertising strategy is the task of changing a negative opinion about a brand. For example, after the Second World War, it took Japanese enterprises about 30 years to prove to the whole world that their products were of high quality, which they certainly succeeded. Through effective advertising strategies, Japanese manufacturers have conveyed information about their products to consumers around the world.

Advertising strategy is the rule for copywriter number 2 in expanded form. In global terms, the development of an advertising strategy is the most important stage of an advertising campaign. The essence of the advertising strategy is to convey to the consumer a specific benefit, a solution to a problem, or another advantage of a material or psychological property that the purchase of a product provides.

There are only two reasons why people buy products:

The product helps to solve any utilitarian problem or problem that may arise;

Possession of goods allows you to psychologically join something that a person likes, that he considers important for himself.

The development of a creative advertising strategy is precisely to determine what utilitarian and / or psychologically significant meaning the advertisement should give to the product so that the buyer from d al preference for "our" product, and not some other product from the same group. In other words, the advertiser must clearly define what meaning should be embedded in the advertising message, what real (or imaginary) property of the product should be conveyed by the advertisement, and to what target audience it should be addressed.

INFORMATION - STRATEGY - CREATIVITY

Information:

At this stage, it is necessary to collect all the available information about the product, and among all its advantages, choose one unique selling advantage - USP.

Strategy:

Define the concept of the product. Here it is necessary to determine what is the advertised product.

Decide - A specific "target" person.

Decide what impression we are going to make on the consumer

Creation:

Come up with - how to convey the concept to the consumer through advertising. That is, come up with an idea expressed in a slogan.

Think of a situation. After the essence, strategy, concept, USP of the product is finally expressed in the slogan, then you can start developing a specific situation for this slogan, or an advertising text tied to this slogan.

was called rationalistic advertising, the second - emotional, or projection advertising. These two types of strategies are used as different communication channels. In the first case, verbal information dominates (advertising text), and in the second, non-verbal information (advertising images, music, show effects, and so on).

Practical part

Each company has its own goals and its own marketing strategy. Therefore, it is impossible to choose any strategy in the form of a template or call it the most effective. At the same time, generalization of certain experience is possible. So, back in the early 90s of the 20th century, Information Resources, Inc. (IRI ) summed up their study of 389 successful advertising campaigns and media experiments (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 sought to either expand the target audience, or shift the focus to a certain group of consumers… – It is likely that those groups of products that are already increasing in sales and which are often bought benefit from increased advertising investments. – After a successful campaign, there was an increase in sales within up to two years at normal advertising costs. – Aggressive sales promotion (lowering the price) only hinders the promotional effect, while consumer incentives (coupons entitlement to a discount or a free prize; drawing large prizes among customers) increase its effect. "New brands and product line expansions tend to respond more strongly to promotions than existing product names." Types of advertising strategies It is believed that there are only two reasons why people buy: when a product helps them solve some utilitarian problem, or when owning a product allows a person to psychologically join something that he likes, that he considers important for himself.

Depending on what advertising motivation is based on - on the utilitarian properties of the product or on its psychologically significant (often imagined) advantages - 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 "emotional-rational" groups:

- evocative with great interest in them (for example, cosmetics, jewelry, fashion clothes and accessories);

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

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

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

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

The rational nature of advertising involves the use of a relatively large number of facts, arguments, evidence, quotes, etc., in combination with diagrams and illustrations or without them. 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 received information 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 occurs in cases where the product does not have real qualities that are useful to 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 undeniable 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 some extent carry both informational and emotional load. Moreover, since the time of the famous advertiser Rosser Reeves, the most successful advertising is considered to be one that affects both the mind and the feelings, in which a rational statement is wrapped in emotions. 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 an advertising message, and the iconic (illustrative) is more effective in conveying emotional information. Therefore, many share the opinion that print media are better suited for presenting logical arguments and information, and audiovisual media for conveying feelings and moods to a person.

Emerged and called differently at different times, all types of advertising strategies are successfully used in today's advertising practice and none can be considered obsolete. The difference between them lies in the way in which the main claim about a particular product is compared with the advertising claims of competitors. And if the basic division - a strategy of a rational or emotional type - is preferred, is largely determined by the nature of the product itself, by what needs (real utilitarian or psychologically significant) the consumer satisfies, then the choice of one or another strategy from this type depends, first of all, from the market situation.

Advertising strategies rational type

How generic a strategy is defined in which the qualities of the product and the benefits of its use are stated 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 generalizing, generic character. For example, “In pain and spasms” could be said not only about “No-shpa”, but also about any antispasmodic, however, 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-shpy.

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

At the heart of another strategy - the strategy advantages - lies a declaration of the superiority of a certain product or service over competitive products of the same type, which is rather of a certain quantitative nature (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 “intensification / weakening” model. In accordance with it, the 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 advantages of competitors. For example, the Vanish advertisement proves its advantages over competitors (in practice, these are the advantages of oxygen bleaching compared to chlorine bleaching), emphasizing the negative consequences of using other bleaches - they spoil the color of colored clothes and the structure of white fabrics (“What have you done?! she's been ruined!")

It is believed that this approach is usually more effective at the initial stage of conquering the market, when competitors' advertising is still based on the generic strategy.

Another type of strategy is unique selling proposition . The term was introduced by the well-known ideologist 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 this product from competitors' products. 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 a significant motivational potential for consumers. So in the minds of consumers, the product acquires a certain individuality, feature, uniqueness, which he perceives as important and attractive to himself. For example, "Tik-Tak" - These are sweets that freshen breath, but do not make you fat ("Freshness is only two calories"), and "Dirol Drops"- sweets that are refreshing and good for teeth. They are useful for teeth, including because they do not contain sugar, that is, they also do not get fat, but competitors have already “taken away” this “train”, and therefore anti-caries properties should be brought to the fore. This shows that it is not necessary that the advertised unique property be unique to this product.

In all these cases, the products actually have 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 product of effective rhetoric on the part of advertisers. For example, Athanasius beer is a landmark beer!” not for any real "merits", but for the fact that it has a thermal sign on the label showing the degree of chilledness of the drink. In such situations, we are talking about an imaginary (false) unique selling proposition. An example with an advertisement for Cool cigarettes has become a textbook. In English "Cool" means "cold, unflappable, cool." The slogan read "Quit hot cigarettes - smoke Cool!". Thus, in the minds of consumers, the advertised brand is opposed to all 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 product 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), it is possible to successfully apply the strategy positioning . This concept denotes a method for determining the most advantageous position of a product in a number of competitive products, finding a free market "niche" for it in the product variety and in the minds of consumers.

Some researchers believe that "positioning is of strategic importance, it is done by many people in the chain from production to the shopping bag - 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 an advertising boom, when the market is saturated with products, and a person is overloaded with advertising messages that create a lot of informational noise, and it is very difficult for a new product to gain a place in the mind of the consumer.

In a sense, those who believe that there are no new products are right. Whatever the new product, 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 in a series of existing ones, is a market form of implementing 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, Playboy cars as a car for free time, or Saab as the most suitable car for the Norwegian winter, or Niva as the most suitable for Russian roads, prove 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 the competition. This can be done by presenting the product as the first to appear on the market (“Rank Xerox”: We taught the world to copy”); as the second behind the leader ("We are only No. 2" of the company "Avis", which really allowed her to become No. 2 after " Hertz", or " Another Soup", which made " Crosse & Blackwell"Almost the only alternative" Campbell's Soup» ); as aimed at a specific market segment (for example, Pepsi: Generation Next youth), etc.

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

Emotional Advertising Strategies

Images and symbols often have a stronger motivational impact and give a stronger impulse to purchase than "reasonable" arguments. In the modern world, more and more purchases are made not because of vital necessity, and they are not aimed at satisfying "real" needs, but the needs of a different, psychological nature. As the world-famous Italian fashion “emperor” Luciano Benetton (“Benetton”) stated 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, associate the advertised product or service with an object that has a positive psychological significance. It contributes to the emotional recognition of the product among its competitors. With the help of images and associations, advertising forms certain symbolic characteristics of objects that are no less important than physical characteristics. Therefore, it is believed that television is the most suitable advertising medium for messages built on an emotional type of strategy, although both radio (with its "theater of the imagination" capabilities) and glossy magazines (with their impeccable image transmission) are able to 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 solely on a rational basis. (This is how, for example, the Pril advertisement is built, in which the dispute between the three “graces”, who should wash the dishes, is resolved by a handsome young man who loves washing dishes using this product. Unlike competitors who seek to convince housewives of “their” detergents and price, in other words, reasonable, advantages, the creators of this promotional video 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, etc.) use the term " brand image ". But these days, there is an increasingly persistent view that brand image is just one of the methods of creating advertising that affects the feelings of a person, along with resonance and affective advertising strategy. The difference between them is not as clear-cut as between rational-type strategies. With a significant degree of conventionality, they can be defined as strategies that focus, respectively, on the way of life (actual or desirable), on the way of thinking and on the way of feeling of a person.

The brand image strategy aims to turn the subject of advertising 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, consistent with his ideas about himself or who he would like to be. Selling the desired image along with the advertised product, advertising helps the consumer through the product to emphasize his individuality and his belonging to a certain social stratum or psychological type. But with the help of the advertised product, the consumer not only expresses himself, he self-identifies with some aestheticized or psychologically significant image, which in reality, as a rule, he 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, during test use, cannot distinguish their favorite product from competitive brands or recognize it erroneously. For example, in a study conducted by the Anheuser-Bush brewing company, respondents were pre-classified according to their motivation for drinking beer, after which they were exposed to clips from commercials for four supposedly new beers with fictitious names. The hero of each clip personified one of the established consumer stereotypes. Respondents did not suspect that all types of beer are identical. “The percentage of those who chose a brand that matched their personality type turned out to be much higher than one might think. Most of them were even convinced that at least one of the brands was not suitable for consumption at all ... ".

This shows that preferences for a certain kind of product 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 whose image turned out to be more attractive to a given consumer - a good-natured fat man (Tolstyak beer), a responsible businessman (Solodov), a carefree party-goer (Klinskoye), a romantic inventor ( "PIT") or a polar bear ("Polar Bear"), etc.

Another effective strategy for advertising a product that is dominated by irrational motives is resonance . In such advertising messages, actual problems of the social, political, economic or cultural life of the country at the moment are played out. Resonance can be caused by both eternal themes and enduring universal values.

This type of advertising aims to give the product a psychologically significant meaning, linking it to 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 the image strategy). A striking example is the advertising of various public organizations and institutions, for example, funds for the protection of wildlife and ecology. But the same mechanism applies to trade advertising. For example, the Pizza Hut advertisement of the late 90s with Mikhail Gorbachev turned eating pizza almost into a communion of freedom. Any appeal to buy a domestic product expects to evoke a kind of patriotic resonance among the consumer. Often cosmetic companies specifically state 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 ad campaign resonating with a 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 advertisement was released “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, a play on words and images, etc. This type of advertising also seeks to transfer the pleasant feelings that arose 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 introduce the consumer to a certain lifestyle or value position, but simply tries to please him, make him laugh, cheer him up, impress him in some way. . Thus, with the exclamation of the unlucky electrician “E-my! What did I put on!”, “Twix” burst into the Russian market.

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

Many advertisers favor the affective strategy because it provides greater creative freedom, which they often abuse to pursue their unfulfilled creative ambitions at the expense of advertisers' funds. As a result, even if the “work” itself is successful, the consumer remembers the advertisement, not the product itself or a particular brand. About such situations, the greatest advertiser of the 20th century, Bill Bernbach, said: “A simple riot of imagination, unrelated thoughts and dreams, floor exercises in graphic acrobatics and verbal gymnastics - this is not creativity. A creative person keeps his imagination in check. He harnesses it so that every thought, every idea, every word he puts in, every line he draws, every highlight and every shadow in every photograph he takes, makes the main theme more vivid, more believable, and more convincing. or the dignity of the product, which he decided to convey to the consumer.

Also, advertising based on an affective strategy becomes morally obsolete much faster - what can be more annoying than retelling old jokes, 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 of 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 necessary advertising load to achieve consumer loyalty is built similarly to the actions when planning advertising communication based on “knowledge”. The difference is that the relationship between loyalty and consumption is higher than between knowledge and consumption.

Not much can be said about this option of setting a goal for the agency, because. it is rarely used and not developed in detail.

Do not confuse the marketing and communication goals that were discussed in the previous options for setting the goal of an advertising campaign. Marketing goals are achieved by changing the target behavior of consumers, while communication goals lead to a change in the consumer's way of thinking and the magnitude of these indicators in the target audience. At the same time, the target behavior, from which marketing indicators are formed, is formed to a large extent precisely from the consumer's perception of the brand. Thus, communication and marketing indicators are interrelated and interdependent.

When an advertiser sets a target for an agency in the form of a marketing goal, the latter translates them through research into communication goals and, using 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 the higher strategies necessary to achieve this goal and monitor their implementation.

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

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

Figure 5: An example of combining communication and marketing indicators of a brand

With all the positive and effective aspects of achieving the goal in terms of marketing indicators, there are such difficulties as the factor of trust of the advertiser to 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 trademark, the agency is responsible to the client for changing the marketing indicators of his trademark 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 branding campaigns may, in the short term, not generate a measurable consumer response, and therefore a significant change in the brand's marketing performance. The prerequisites for a longer-term and strategic approach to planning advertising campaigns and integrating them into the marketing strategy are the following facts:

• Business in Russia has become more civilized, markets have been structured and competition is constantly growing on them
• A significant place in the success of the company begins to take:
  • intellectual potential and ability to innovate
  • corporate development strategy
  • brand, its reputation and long-term development
• The above aspects of 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 character” (positioning) of the brand leads to:
  • exhaustion of the growth potential of the brand's communication indicators for the target audience
  • the absence of a clear and / or blurring of the existing positioning of the brand in the minds of consumers
  • stagnation and lack of development of delirium 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 should be subordinated 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 the value of the brand than to increase the current market share. This gives rise to a new type of task setting for an advertising campaign - in terms of brand value.

A brand adds value to a product. Brand value is by far the most indicative and reliable estimate. profit as an indicator of business success 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 for the company withdrawn from its turnover, and, for example, distributed to shareholders. So, the brand gives its owners:

• increasing consumer loyalty
• reduction of vulnerability to actions of competitors or in the conditions of market crisis
• margin increase
• generating free cash flows
• supports a more favorable consumer response to price increases or decreases
• 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, and not even to increase net income minus marketing costs, but to work to increase brand value and its effectiveness.

The main result of the brand value assessment for advertising agencies is the assessment of the effectiveness of investments in advertising and other brand development tools, as well as an assessment of their own actions compared to the activities of the advertiser's competitors. Because it is possible that such situations may arise when marketing solutions that are effective in the short term do not create or destroy brand value in the future, undermine its positioning in the market perspective, then periodically checking the brand value along with monitoring the brand’s communication and market indicators is an event necessary for the strategic building of a successful business.

The application of the brand value assessment methodology in the planning of advertising campaigns in Russia is in its infancy. This methodology should interact with other activities to increase brand value. 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 of the 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

Task in terms	result, goal	Threats	Sequencing	cycle times, 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 -> goal setting 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	Increasing brand loyalty	Can sometimes harm the brand in the long run, even while increasing current marketing performance	measurement of loyalty before AC -> goal setting for loyalty -> communication platform of AC (translation of loyalty into knowledge and number of contacts, media plan) -> implementation of AC -> measurement of loyalty after AC	About a year Hundreds of thousands to millions of dollars
Marketing indicators	Improving the marketing performance of TM	In the long run, it can harm the brand with erroneous positioning and inconsistency in strategies at different levels	measurement of marketing and communication indicators before the AC -> setting a goal for marketing indicators -> marketing communications strategy integrated into the marketing strategy -> IMC implementation -> measurement of marketing and communication indicators after the AC	More than a year, usually two From several hundred thousand to several million dollars
Brand value	Increasing brand value	This technology is long-term, so it must be combined with the above for a more rapid response to the current situation.	measurement of cost, marketing and communication indicators before the AC -> setting an appropriate goal -> long-term strategy for brand development and marketing communications integrated into the marketing strategy -> implementation of measures to increase brand value -> measurement of indicators after the AC (communication, marketing, brand value)	Usually two to five years or more From several million to tens of millions of dollars or more

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

Ferrier is a fan of effective advertising that influences people through actions, not feelings. Because it is not known to be effective in direct persuasion, the author offers 10 ways to influence consumer actions. The logic is simple: the best way to convince someone is to let them convince themselves. This happens quite naturally if you encourage people to act in accordance with the desired behavior. Why? Because we tend to coordinate 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 achieve the ultimate goal, the ultimate goal is a change in behavior (buy, buy more, spend more). Actionable advertising focuses on what really matters - behavior change. Ferrier believes that advertising should change behavior, if it doesn't, the ad has no value.

The structure of effective advertising

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

What influences 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 influences simplicity

Ability: Do I have the necessary resources, competencies and skills to perform this action?

Opportunity: External conditions allow you to perform this action?

Focusing on this scheme, you can create advertising based on 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:

1. Clearly state your business goal
2. Determine what specific change in behavior is required to achieve this goal
3. Choose one of ten strategies that will allow you to change behavior
4. Develop a creative idea based on the selected model

Motivational Strategies

"Modeling": Involves inviting inspirational personalities such as celebrities or experts to encourage 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 (ownership effect). For example, the Share a Coke campaign:

"Collectivism": creating or reinforcing social norms of right or desirable behavior. For example, the Dove For Real Beauty Evolution Sketches campaign:

Simplification strategies

Troubleshooting': advertising that partially or completely removes the barriers (real, imagined or perceived) on the way to taking an action, making it as simple and effortless as possible. For example, the Impulse Saver campaign from Westpac:

Ferrier's model proved its effectiveness by solving two problems in the advertising world at once:

• Firstly, it is focused on the business, not the idea, in an industry still ruled by the tyranny of creative directors. Ferrier's model turns the hierarchy of agencies back on its head: the creative director is subordinate to the business goal and the chosen strategy.
• Secondly, Ferrier's model focuses on behavior rather than idea, which turns the attention-interest-desire-action approach on its head. Instead of using an idea to influence minds to arouse interest and convince, Ferrier's model directly affects behavior, making it easier to make decisions.