What is an advertising strategy. Encyclopedia of Marketing. Andrey Krylov Consultant, Art. Partner of Living Eyes Consulting Olga Zuenkova Media planner

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

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

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

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

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

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

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

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

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

Moving from communication and marketing metrics to brand valuation

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

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

Unexpected change or incorrect positioning during advertising campaign can "kill" a once strong brand in a few years or even a year. Any communication goals of an advertising campaign must be 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 brand value than to increase the current market share. Hence, a new type of setting a task for an advertising campaign arises - in terms of brand value.

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

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

In a 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 the volume of net profit minus marketing costs, but work to increase brand value and its effectiveness.

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

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

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

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

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

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

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

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

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

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

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

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

Types of advertising strategies

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

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

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

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

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

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

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

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

The rational nature of advertising involves the use of a relatively large number of facts, arguments, evidence, 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 information received and forms his own, meaningful attitude towards it.

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

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

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

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

Advertising strategies rational type

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

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

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

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

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

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

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

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

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

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

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

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

But a number of brilliant examples of successful positioning, for example, the Playboy cars as a car for free time, or the Saab as the most suitable car for the Norwegian winter, or the Niva as the most suitable car for Russian roads, proves that this process requires in-depth market knowledge 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 hit the market ("Rank Xerox": We Taught the World to Copy "); as the second behind the leader ("We are only No. 2" by Avis, which really allowed it to become No. 2 after Hertz, or "Another Soup", which made Crosse & Blackwell almost the only alternative to Campbell's Soup ); targeting a specific market segment (eg, the youth of Pepsi: Generation Next), etc.

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

Emotional advertising strategies

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

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

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

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

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

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

This shows that preferences for a certain type 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 this or that brand is largely determined by those whose image turned out to be more attractive for a given consumer - a good-natured fat man (Tolstyak beer), a responsible businessman (Solodov), a carefree party-goer (Klinskoe), a romantic inventor ( "PIT") or polar bear ("Polar bear"), etc.

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

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

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

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

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

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

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

More information on this topic can be found in the book

What does the developed advertising strategy include? The main sections that the developed advertising strategy includes: Burtsev M. Advertising strategy Far Eastern information and advertising portal DV-Reclama http://www.dv-reclama.ru/others/articles/detail.php?ELEMENT_ID=7794 05/06/2005 1) Analytical description of the target audience

* demographic and psychographic description,

* lifestyle and behavior,

2) Image of the company / product / service

* description of the philosophy of the product / service;

* determination of the main positions that are distinctive for the target audience, and which will run as a "red thread" throughout the advertisement;

* description of the graphical and textual representation of the selected image. 3) Media planning

In the end, your company will have instructions for advertising your product / service, which will be followed by each department, each employee of your company. It is this kind of unity that creates the very "mechanism in which all parts work harmoniously."

Romat in his textbook suggests general scheme planning advertising activities (Appendix A), which examines the position of the advertising strategy in the overall marketing strategy. Just as a marketing strategy is implemented through the formation of a marketing complex (functions "4P"), and a communication strategy - through a communicative mixture, so an advertising strategy has its own structure. The main components of an advertising strategy are:

a) clearly defined target audience;

g) clear definition of responsible managers and executors of advertising strategy events;

the budget allocated for its implementation. At each stage of planning, the planning results are assessed in earlier countries. Whenever possible, plans are being corrected or measures are being developed to improve marketing work. Romat E.V. Advertising: Textbook, - SPb .: Peter, 2003. - P. 427

Vasiliev and Polyakov identify the following stages of strategy development:

1) The target audience for which the advertisement is designed.

The target audience of an advertising appeal is the main and most important category of recipients of an advertising appeal for an advertiser. The overwhelming majority of the target audience is potential buyers of the advertised product. The target audience is the object of advertising influence.

There are the following types of target audiences.

Potential audience - the entire population living in the territory where there is a technical opportunity to distribute advertising.

Contact audience - any group that shows a real or potential interest in advertising or influences its ability to achieve its goals. It can either facilitate or counteract the efforts of advertising agencies to serve the markets and is divided into three groups.

Beneficial audience - a group whose interest in advertising is very beneficial (sponsors, consultants, researchers, specialists in the advertising business).

The target audience is the one whose interest the advertising agency is looking for, but does not always find.

Unwanted audience - a group whose interests the company tries not to take into account, but is forced to reckon with them (consumer groups of boycotts of advertising, competitors, government tax and other services).

The target audience can be in one of six states:

c) Disposition. In the case of a negative attitude, the firm will have a specific advertising strategy aimed at changing the consumer's attitude towards the firm or its services.

d) Preference. The target group may have a liking for the product, but not prioritize it over others. In this case, the advertiser should try to form consumer preferences.

The concept of a product in advertising is understood as the form of its positioning, represented by a set of unique advantages of the product from the point of view of consumer benefits and in accordance with the advertiser's marketing strategy. It reveals to the consumer and the advertising producer the distinctive advantages of the advertised product and the mechanism of its perception through the means of advertising. Consideration of the concept of a product in advertising is necessary to develop a strategy for managing consumer behavior by highlighting certain properties that are significant for the consumer in advertising. A correctly chosen advertising concept of a product provides its competitive advantage over its counterparts in the product category. On its basis, the advertising developer will be able to reproduce the shopping atmosphere in which the advertised product will be located, to simulate the motives of consumer behavior. In addition, the product concept serves as the basis for the brief that marketers provide to the agency for the design of the ad.

The perception of the advertising image of the product by the consumer occurs at the individual level. Not all advertised attributes are capable of satisfying the desired product perception in the target segment. But the attributes are able to influence the leaders of consumption, who on their own experience, the collected information can be influenced through personal advertising with their own added attributes on a segment with a different perception. Knowledge of the views and characters of consumers allows you to select the appropriate advertising reasoning for doubtful attributes to eliminate existing distrust and create a new attitude towards the product. Properly positioned “unique attributes” in advertising will provide a strategic advantage.

When developing an advertising concept, one should be guided by the principle from general to specific: “unique attributes” is a selected group of product attributes, on the basis of which the positioning creative will be developed. The task of the advertiser is to find and highlight these unique ones, to express their importance, which will strengthen the motivation of the purchase and provide a greater incentive to make it happen. The most important function of advertising is to create a growing gap between the price of a product and the subjective value that consumers ascribe to it through the consumption of advertising.

Currently, there are many concepts of product advertising, the main of which are the following types:

a) the concept of creativity in the presentation of product properties in advertising;

b) the concept of the image of trade marks;

d) multi-brand concept of a group of goods;

e) multi-regional concept;

f) quasi-brand concept;

g) cross concept;

h) the concept of consumer involvement in the desired properties of the product;

i) the concept of core competencies.

It should be noted that the concepts do not deny each other, their application depends on the level of development of a particular product and advertising markets, the level marketing strategies the advertiser, as well as the level of development of the consumer.

The strategy for choosing advertising media (or media strategy) involves answering two important questions: "Where?" and "How often?" It consists in determining which advertising media will be used, how often each of them will be used, what will be the ratio between the advertising media used, when they will be used, what is the campaign reach and the effective level of advertising repetition rate, etc.

Depending on the time cycle, there are different strategies for conducting an advertising campaign:

1) monotonous, in which some volumes, portions of TV advertising, radio advertisements, publications, billboards pass at certain intervals, aimed at maintaining the sales and image of the enterprise;

2) intensive, with an increase in the coverage of the target audience and the frequency of advertising impacts, to actively stimulate demand and sales, promote a new company, a new brand, or in situations of sharp aggravation of competition.

The strategy of advertising messages is a strategy of contact with the consumer, according to which it is necessary to answer the question of how to effectively talk with the consumer? The appeal strategy is considered based on the marketing goals and objectives of the advertiser. It should grab the attention of the target audience through emotional argument, novelty, repetition rate, and more. The statements on which the appeal strategy is based should be simple and accessible, emphasizing the advantages and distinctive features of product positioning in the market, which the advertiser would like to emphasize.

There are two main types of creative advertising strategies. They differ in what advertising is based on: real utilitarian properties of a product or its psychologically significant properties. The first type is called rationalistic advertising, the second - emotional. These strategies are used as different (i.e. dissimilar) communication channels. In the first case, verbal information (advertising text) dominates, and in the second, non-verbal information (advertising images, music, show effects, and the like). There is also a mixed type of advertising that combines features of both types. By the way, the most successful is this kind of advertising, in which feelings, emotions are tightly connected with information, arguments. Vasiliev G.A., Polyakov V.A. The basics of advertising: Textbook. manual for universities. - M .: UNITI-DANA, 2004 .-- P. 166.

Ovcharenko, unlike Vasiliev and Polyakov, distinguishes such important stages as the formulation of goals and the formation of a budget for promotion:

1) determination of the target audience;

2) formulation of goals. Depending on the "depth" of the goal setting stage, if there are factors necessary to ensure it, the following increases:

b) science intensity, labor intensity, terms and cost of preparation and implementation of an advertising campaign;

c) the degree of strategic partnership and trust in work between the advertiser, on the one hand, and the agency, on the other.

a) a rationalistic strategy that relies on the real utilitarian, practical properties of the product. The main strategies of this type are:

· Generic strategy;

· Strategy of advantages;

· Unique selling proposition (USP);

· Positioning strategy.

b) an emotional (projection) strategy based on the imaginary properties of the product.

5) the budget for the promotion. This element of the advertising strategy provides for “determining the total amount of funds allocated for advertising and their distribution, that is, an item-by-item indication of how and to what extent they will be used. In particular, advertising specialists should determine the estimated cost of copying and replicating advertising materials, their effectiveness for the advertising campaign as a whole, outline competitive organizations and the services that will carry out this type of activity, characterize the required level of technology, and prepare the corresponding orders.

Ivan Makarov suggests the following stages of developing an advertising strategy: Makarov I. How to develop an advertising strategy? Directory of advertising firms, goods and services MediaPilot Online http://www.mpilot.ru/analitics-view-2042.html 07/30/2008

b) market analysis. It is worth determining exactly how much market the company currently occupies, how much market size it would like to occupy after the advertising campaign, what shares are occupied by competitors and who the competitors are, in what territory the market is located and where activities to attract customers will be held and, most importantly, who will be the consumer of the promoted brand;

c) assessment of opportunities to increase market share;

d) media planning;

f) after the budget is clear, you can plan more accurately the structure of advertising costs, time of promotions, creativity, designs, layouts, videos.

g) Accommodation and monitoring.

h) Analysis of consumer reaction.

Krylov believes that strategy refers to the goal, the achievement of which it serves, as a plan to the end result. A strategy is always subordinated to a set goal that is distant in time, determines the path to achieve it and is a guide to current and planned actions. The structure of any strategy, in general, can be reflected as follows: Advertising strategy: setting the task and evaluating the effectiveness / A. Krylov, O. Zuenkova // Advertising technologies. - 2003. - No. 8. - S. 2-6.

Current situation and its analysis, definition current situation and past aspects, strengths and weaknesses, the situation in which you are acting in terms of opportunities and threats; own resources (to achieve the goal), i.e. this part answers the question: where are we now, who are we?

The goals where we want to be based on resources, the current situation and its changes, i.e. this part answers the question: where do we want to be, who do we want to be?

Actually the strategy, how do we achieve the goal, move from the current to a new position, the answer to the question: how do we get there?

Control: comparison of the plan and the actual position: measurement, tracking, making changes, i.e. this part answers the question: what have we achieved and how, who have we become?

In the future, the strategy itself turns into tactics that offer private means to achieve the goal (what, where, when, how, how much); the tools used, the cost of them, the sequence of actions, the interaction of funds, and the like. According to Vesnin strategic plan should describe the assets you are using in your market penetration. Just as it is not appropriate to use all the forces of the army in every battle, so not every company needs to use every possible means of advertising. To choose the right weapon for the upcoming battle, it is necessary to take into account the following parameters: Vesnin V.R.The strategy of the advertising campaign / V.R. Vesnin // Encyclopedia of Marketing

The target audience. The clearer the target is, the easier it will be to hit. It is necessary to identify such tactical and technical characteristics of the target audience as gender, age, income level, lifestyle, values, product selection criteria.

Product characteristics. Different products have different life cycles, seasonal demand peaks, and purchasing decision mechanisms. respectively. For you, completely different characteristics of the product will matter, and completely different factors will stimulate the choice of a particular brand.

Targets and goals. It is always worthwhile to clearly understand what task you are currently solving - whether you want to increase sales during a seasonal downturn or create a company image in the eyes of a consumer that will work for you regardless of random or seasonal market fluctuations.

Ways and means:

Mass media: newspapers, radio, television. Mass media traditionally allows you to reach a fairly wide audience and convey your message to thousands of listeners, viewers and readers. In addition to the fact that the selected tool should cover your target audience, you should definitely take into account the specifics of the perception of information through different media.

Outdoor advertising means. The undoubted advantage of outdoor advertising is that a person perceives it regardless of his desire, simply moving around the city. Outdoor advertising allows you to reach those audiences who “do not read anything”, “do not listen to anything” and switch TV during commercial breaks.

1. The cheapness of the contact. The cost of one contact of a consumer with your information is several times lower than when using any other means of advertising.

2. Opportunity to reach a federal audience.

3. The ability to influence the audience interested in your product.

4. The ability to provide any amount of information in any way that interests you.

Special events: various events dedicated to any events of both city-wide and corporate scale. A well-organized and properly positioned event can strengthen consumer loyalty and create a positive impression of the brand, giving it emotional meaning in the eyes of consumers. Events can be open or closed - for example, a party or presentation for corporate clients will help to better convey your new proposal and strengthen relationships with clients and partners.

Enterprise advertising strategies

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

An advertising strategy is an element of the overall strategy of an enterprise, showing how it should use 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 strategic planning from operational management decisions lies in the fact 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 seems difficult to find the digital usefulness of the decisions made, and therefore it is necessary to adjust the assessment system based on a combination of digital characteristics (for example, costs in currency terms) and high-quality assessments.

Market analysis;

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 an 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;

Determination of market development trends.

The main tool for market analysis is advertising research.

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

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

Production capabilities: technological capabilities, enterprise potential;

Marketing activities: the effectiveness of marketing costs, systems for collecting and analyzing information, used distribution channels.

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

Competitor analysis includes:

Identification of the competitors of the enterprise;

Assessment of the market share of competitors;

Defining the goals of competitors;

Identifying competitors' strategies;

Assessment of the strengths and weaknesses 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.

Determining the competitors of the enterprise should consist in identifying not only direct, but also indirect competitors. The following levels of competition are distinguished:

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 those of the company, in the same market and at the same prices. The limited advertising strategy only at this level makes the company extremely vulnerable;

Industry competition. In this situation, both enterprises offering similar goods in the same markets and analogous goods (substitute goods) are considered as competitors;

Competition for satisfying similar needs - enterprises that offer goods that are able to satisfy the same needs as the proposed product are considered competitors. For example, manufacturers of juices and mineral water can be considered competitors of soda water, since they are all capable of satisfying thirst;

General competition - competition for cash consumers. 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 media.

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

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

Determination of tasks to be solved;

Determination of the need to solve problems;

Determination of the 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: achievement of the goals of the lower level should be followed by the achievement of higher goals. Setting goals is an important step in any planning, including developing an advertising strategy.

Market segmentation - dividing consumers into groups that are similar in certain characteristics;

Determination of the time and method of influencing the selected segments.

Market segmentation is a process of market structuring based on the heterogeneity of future buyers and their consumer behavior. Market segmentation is an essential prerequisite for differentiated marketing.

Buyers may differ in various characteristics: preferences, needs, financial capacity, habits, etc. Based on the division of buyers into groups according to certain criteria, the company can determine what kind of product a particular group needs, what means of sales stimulation should be used.

Since the needs of each person are unique, each consumer can already be considered a separate market sector, however, from an economic point of view, it is inappropriate to single out too small groups of consumers in the market, as this will lead to a significant increase in marketing costs. Instead, the business must identify relatively large groups of consumers that differ from each other in product requirements and response to advertising messages. For example, a business may divide customers into groups based on their income level, age, or both. The more characteristics underlie segmentation, the higher the number of allocated groups will be, and the size of each segment will decrease. Important in this process is to find a balance between all the characteristics underlying segmentation and segment sizes.

After segmenting the market, it is necessary 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 enterprise needs to determine the optimal number of segments and the requirements for them.

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

Forecast of the competitiveness of the company's goods;

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

Forecast of the volume of revenue and profit;

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. An advertising strategy should be based on one main theme. Thus, all advertising is designed to constantly remind consumers of the product or company. With this, the main goal of any advertising campaign is achieved - gaining or retaining market share.

Today, the term "unique selling proposition" (USP) is actively used in practice, the meaning of which is that with the help of advertising a specific offer is made to a potential consumer: "Buy this product and get such and such a benefit." For LLP, for the USP to work, two conditions must be met:

The correct positioning of the product is also important in the advertising strategy. 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 be among the necessary, or, on the contrary, unnecessary to him. In such situations, the effectiveness of the advertising strategy will depend on the following factors:

Correctness of determining the place of goods by the enterprise in the perception of a potential consumer;

An alternative in the advertising strategy of the enterprise can be the choice of types of advertising. Advertising can be of two types: argumentative or emotional. Reasoning advertising provides the consumer with information about the product by setting out reasonable conclusions, for what reason he should purchase this product. Such advertising is based on the understanding of advertising as the art of selling a product using words.

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 advertisement are artistic means and effects. Emotional advertising is based on the fact that most products are similar to each other, and, accordingly, the consumer's choice depends on the feelings they have for a particular brand. At the same time, these feelings rarely become the results of only rational reasoning.

Today, most large enterprises revise their advertising strategies, constantly changing the artistic means of their implementation, as well as the main theme and idea. Often the task of changing the negative opinion about the brand is taken as the basis of the advertising strategy. So, for example, it took Japanese enterprises after World War II 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.