Hello dear readers! Alexander Berezhnov, one of the authors of the HiterBober.ru business magazine, is with you.
Today we will talk about such a form of communication as advertising. In the modern world, it surrounds us literally everywhere: on the street, at home on TV, and especially on the Internet.
From the article you will learn:
This article will help you understand the concept of advertising, consider its features, types and methods of placement, and also reveal the subtleties and features of this phenomenon of the modern market economy.
Separately, I described how to properly organize and plan an advertising campaign and make it commercially effective.
The modern world is hard to imagine without advertising. It accompanies us everywhere: as soon as we turn on the computer, TV or radio, leave the house on the street, go to the supermarket or the Internet, get into transport, and all types of advertising literally fall on our main senses.
For those who work for themselves or are about to do so, as well as for everyone who chooses marketing and advertising as their profession, it is useful to know what advertising is, how it works, what is the history of its occurrence.
The word itself is of Latin origin and means "shout, shout." That is, in the linguistic sense of the word, its main essence is already hidden - to communicate and disseminate information about something without the consent of the listener.
Advertising is information disseminated different ways using various means, addressed to a wide range of people and in order to draw attention to the object of advertising. Advertising maintains interest in the product and ensures its promotion in the market.
Advertising is a method of non-personal presentation and promotion of products, services, ideas on behalf of the manufacturer, distributor, seller, intermediary. This is a method of paid distribution of information with a previously known (or hidden) source of funding, as well as a leading link in marketing communications.
It probably originated with the emergence of trade relations between people even before the appearance of money as an equivalent of a commodity. The existence of the concept of advertising in prehistoric times is confirmed, for example, by an Egyptian papyrus found by archaeologists with an advertisement for the sale of a slave.
In even more ancient times, oral advertising probably existed. If there were reliable means of storing information at that time, we would find in advertisements of a verbal nature approximately the same techniques that marketers use today.
Oral advertising was represented by street and market barkers (now they would be called promoters) advertising their product, written advertising was placed on papyrus scrolls, clay and wax tablets, on stones and buildings.
From the course of history, we know that the exchange of goods has been used by mankind for thousands of years: advertising has existed for about the same time.
IN ancient world the first professional advertising specialists appeared - they compiled the texts of advertisements and placed them on stone structures in the central part of the city. There was also a practice to read out such information publicly in the squares with the maximum concentration of people.
Printing allowed text advertising to go into circulation. The first official print advertisement is considered to be an announcement of a reward to the one who provides information about the whereabouts of 12 stolen horses, published in the first London newspaper. With this small text dawn began new era in the advertising business.
It was mass communications that allowed advertising to become a real engine of trade. The ancestor of professional advertising is the French doctor and part-time journalist Theophrasto Rondo, who was the first to print private advertising texts in the press.
The Englishman William Taylor did the same: his company Tayler & Newton (founded in 1786) acted as an intermediary between advertisers and printers. First in the world advertising agency opened in 1842 in the USA: Volney Palmer became its founder.
The next impetus to the development of advertising is the appearance of photography. The real image has become an irrefutable proof of the merits and advantages of the promoted object. But even more grandiose events in this branch of marketing began to occur in the 20th century.
In general, advertising is a living, independent, constantly evolving structure, and it is very exciting to follow its evolution. It's even more exciting to be involved in the direct creation of ads and the realization of the craziest marketing ideas.
Secondary Tasks:
The long-term and long-term goal of each advertising campaign is to make a trademark, product, brand recognizable and known as possible. more of people. In everyday life, we are surrounded by many examples of successful marketing campaigns.
However, the use of neuro-linguistic programming tools or other methods that affect health and consciousness, depriving a person of freedom of choice, is prohibited by the Federal Law on Advertising.
The turnover of this industry is in the billions of dollars; the most up-to-date technological resources are involved here, artistic ideas and scientific achievements.
There is a category of people who frankly hate advertising, there are those who try not to pay attention to it. Almost everyone considers themselves to be adept, which is not surprising when you consider this type of marketing as a cultural phenomenon.
Let's try to understand the main types and tools of advertising.
Shares of various advertising distribution channelsin the total advertising market in 2015
This is one of the most common, relevant and effective methods promotion of products and services. In English, this advertising channel is called "outdoor" - that is, outside the premises, in the open air.
The advantages of this type of promotion are obvious:
Text and graphic outdoor advertising is placed on permanent or temporary structures installed in open areas, above the carriageway of streets, on external surfaces street structures and buildings. This type of advertising is designed primarily for visual perception.
The "outdoor" has its drawbacks:
It is believed that the most effective is an image or text, the meaning of which is read by the observer in 1 second. This means that the information should be short, compact, contrasting and clear.
Facilities mass media are print media, television and radio. We can say that this is the main field of activity for advertisers and marketers. Everyone uses the media - some daily, others periodically. Advertising in printed media will be discussed below, but here we will focus on TV.
Television is one of the most advanced and effective channels for transmitting advertising information.
The effect of presence brings TV advertising closer to a form of interpersonal communication - the transmission of information on TV creates the illusion of direct two-way contact. This is the reason why TV advertising time is so expensive and often consumes the bulk of a company's marketing budget.
With its rather low cost, online advertising reaches a potentially infinite audience - all users of computers, smartphones, iPhones, tablets.
The main principles and technologies of advertising on the Web are the same as in traditional media. The only difference is that on the Internet, active participation is usually required from the consumer - nothing happens in the Internet environment until the user performs some action.
IN this case such an action is a “click”, a transition to a specific site or another type of activity, for example, downloading an application or registering in a service.
There are many formats for transmitting commercial messages - advertising in Google, Yandex, in browsers, pop-up windows on websites, contextual advertising inside arrays of information, teasers, links directing to online stores, spam.
About that, we wrote earlier.
Printed products remain an effective way to distribute commercial information. Modern printing houses make it possible to achieve realistic, colorful, full-color images that work to increase sales and increase the prestige of the company.
Business cards and product catalogs are still relevant for most companies. After all, some people of the “old school” find it more convenient to look at paper and feel it, unlike electronic media.
By analogy, a large number of people are still more comfortable reading paper books than e-books.
Oral, graphic or other information transmitted through direct contact.
Direct contact means not only a personal presentation of the offer, but also remote provision of information - by phone, by mail, through Internet communications.
Many, I think, are familiar with this type commercial activities personally - this includes, for example, advertising on VKontakte, advertising via Skype or messages sent to e-mail with a personal appeal.
A distinctive feature of this type of advertising is the direct appeal of the advertiser to the consumer. This is the most personal version of the sales pitch, and in many cases it works and leads to effective sales.
The advertiser establishes direct two-way contact with feedback and can interact with the potential buyer directly. Despite the frequent negative consumer reaction to direct advertising, this species continues to develop - mainly as aid increase in sales.
This type of promotion of companies and products is known to everyone who attended presentations and PR campaigns: they give you an inexpensive but nice souvenir (calendar, lighter, mug, cap, T-shirt, bag with the company logo, slogan or other commercial information).
A free present serves as a symbol of the advertiser's location and benevolence towards the consumer. It is relatively inexpensive and effective way marketing, souvenir products work especially well when the company's brand is already promoted. In this case, the souvenir is an effective personalized image advertising.
Branding, that is, applying the logo and distinctive attributes of the company on souvenirs, will always be relevant.
Textual, graphic or other visual information placed outside (or inside) vehicles. In this case, the advertiser brands the entire vehicle or its parts.
Transit advertising can be attributed to a variety of outdoor advertising, but its fundamental difference is in mobility. Transport advertising, unlike stationary advertising, moves along with the carrier and potentially covers a much larger audience.
The advantages of transit advertising are a wide audience coverage, high level impact, relatively low cost. Information and images are placed on vehicles on the basis of agreements with the owners of the means or their tenants. Commercial messages of this type are able to capture the attention of the audience for a long time - for example, when they are placed inside a bus, subway car, trolleybus. Advertising on transport must meet all the requirements of efficiency - be concise, compact, accessible to the mass consumer.
Here we will try to summarize the main characteristics and advantages of the most popular means distribution of advertising.
Media resources continue to lead the list of the most productive and effective advertising media. The main advantages of TV and Radio:
About 30-40% of the entire advertising market falls on television and radio communications. There are many forms of distribution of commercial offers through media, but short videos or audio clips remain the main ones. Despite the negative attitude of a significant part of the audience towards television and radio advertising, this industry is developing and will continue to develop as long as the media exist.
Large firms and corporations spend a huge amount of money on creating memorable and effective commercials, but in the end, the costs pay off, otherwise we would hardly have watched such an amount of advertising information on TV.
The World Wide Web is the most promising modern direction advertising industry. Agencies and entire marketing institutions are constantly developing new methods of influencing potential consumers and are looking for the most effective channels for placing advertising information on the Internet.
In other words, conversion is the number of potential actions compared to actually completed ones, measured as a percentage. For example, if 100 people saw an advertising banner on the site, and 10 people clicked on it, then the conversion will be equal to 10 (clicked on the banner) / 100 (who saw the banner) * 100 % = 10% conversion.
We already wrote about how about independent way making a profit. This once again confirms the fact that the direction of Internet advertising is very attractive both for start-up entrepreneurs and for the sharks of the advertising market.
The network of users of the World Wide Web is constantly growing, especially the younger generation is spending more and more time on the Web, so more and more advertisers are moving their advertising budgets online.
The Internet allows you to create advertising that is not only bright and memorable, for example, by using flash / gif animation of banners or posting video content on youtube, but also very accurately hit your target audience, using for example social media, thematic sites, professional communities, forums and so on.
Printed media have lost a significant part of their consumer audience in recent decades, but they continue to be the engines of trade.
The level of printing allows you to create expensive glossy publications that act as an alternative source of information for people who use the Internet little or rarely.
Often modern media have both print and electronic resource. For example, the magazine "Forbes" is published both in print and has the same name visited Internet resource Forbes.ru
These include:
Sometimes it is information distributed by subscription, sometimes it is unauthorized messages in the form of spam.
Often in the letter you are offered to click on a link, watch a video or register on the advertiser's website.
Literally, "public relations" means relations with the public.
It can also be translated into Russian as "public relations". These events are aimed at forming a favorable opinion about the company, product, brand. The effect of a PR campaign is achieved not due to the repeated mention of the product or company itself, but due to the image that is formed around the brand as a result.
The following PR-actions are the most popular:
The most important condition of PR-projects: brilliance, plausibility and the ability not only to present the product, but to clearly explain its attractiveness and necessity for the consumer.
This is exactly how those who want to get results from their advertising campaigns should act.
A properly organized campaign brings stable profits to manufacturers and service providers, promotes the development and expansion of business and opens up new markets.
This may be a demonstration of the product in action, lotteries and coupons attached to the product, various discounts and bonuses. IN Lately became especially important original way selling one product placed inside another.
A well-known example of this technique is the sale of children's toys placed in kinder surprises.
Below are the main steps for organizing an advertising campaign:
Such agencies are able to offer their client both the production of advertising content and the organization of its placement, as well as various kinds of consulting assistance, for example, in media planning*.
Proper planning involves choosing such a combination of different media in which the advertising message will be seen or heard by the largest part of the target audience.
To achieve this goal, media planning is just what is needed.
For advertising to work, it must be created in the world of the consumer - that is, take into account the specific needs of the person, his preferences and needs. There are a huge number of marketing techniques used by advertising agencies.
The most effective are those that work not only to increase current sales, but also to form a stable positive image of the company among the audience. Advertising should be recognizable, not too intrusive, relevant and right on target.
Our team will be grateful for your feedback and comments on this material.
Advertising(from Latin reclamare - shout out) - information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at drawing attention to the object of advertising, generating or maintaining interest in it and promoting it on the market. The object of advertising is a product, means of individualization of a legal entity and (or) a product, a manufacturer or seller of a product, the results of intellectual activity or an event (including a sports competition, concert, competition, festival, risk-based games, bets), to draw attention to to whom advertising is directed
Advertising- a form of non-personal presentation and promotion of ideas, goods, services on behalf of a company. Advertising is a non-personal form of communication carried out through paid media with a clearly identified source of funding. Advertising is the leading link in marketing communications, which is a form of non-personal presentation and promotion of ideas, goods or services and is paid for by a precisely identified customer. Or: it is a set of measures that directly or indirectly help to achieve the goals of the manufacturer.
Advertising activity is persuasive or informational in nature and is aimed at influencing consumer behavior and / or the opinion of a wide audience. Advertising is one of the marketing tools that can be used in conjunction with sales promotions, individual sales tactics, or business relationships.
It is often assumed that marketing is basically advertising. Advertising is the external and obvious manifestation of marketing activities. However, advertising is only one of the ways to convey to the target audience the information developed by marketers.
Advertising, as a type of marketing communication, is included in the promotion mix - a set of marketing activities aimed at popularizing the subject of marketing.
Historically, for a long time the concept of advertising meant everything related to the dissemination of information about goods and services in society using all the means of communication available at that time. Gradually, the development of advertising led to the fact that such communication areas as public relations separated from it and began to develop independently ( public relations), direct marketing ( direct marketing), promotion of goods and services ( sales promotion), POS advertising ( Point of Sale), exhibition activity ( exhibition activities), sponsorship ( sponsorship), branding ( branding) and others. At the end of the 20th century, the entire set of communication areas related to informing and influencing consumers began to be called the marketing communications system ( QMS).
To date, there are two main approaches to the definition of the term "advertising". In a narrow sense, the concept of "advertising" means an announcement in the media. This view is most common in Western practice. In Russian practice, the concept of "advertising" is interpreted in a more broad sense. Advertising also includes exhibition events, commercial seminars, brochures, catalogs, posters, and so on.
Advertising activity in Russian Federation regulated legal acts bodies legislature federal level. Currently, the basis for advertising activities in Russia is the Federal Law of the Russian Federation "On Advertising" dated March 13, 2006 No. 38-FZ.
The Federal Law “On Advertising” defines advertising as follows: “Advertising is information distributed in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at drawing attention to the object of advertising, forming or maintaining interest in it and its promotion in the market".
The federal law "On Advertising" regulates relations arising in the process of production, placement and distribution of advertising in the markets of goods and services, and also helps to navigate the legal space of advertising, and, accordingly, to distinguish advertising from other information. The law is not comprehensive and, in particular, does not apply to:
The legal definition of advertising is often criticized for defining advertising solely as "information". It is considered by some experts to be limited, not expressing the specifics of advertising. In practice, such a definition of advertising as “information” gives rise to a whole trend of social criticism of advertising, primarily due to the difference in approaches to the definition of the concept of “information” and the associated difficulties in identifying specific information messages as advertising messages.
Analysis of the wording of the legislative definition of advertising shows the following:
These facts of the vagueness of the legislative definition lead to a misunderstanding by market participants of the rules of advertising under the law. A fuzzy definition of the object in relation to which legislative norms are introduced can provoke violations and difficulties in qualifying violations in the advertising market. This, in turn, can lead to an increase in administrative methods of influencing the market, which negatively affects the development of civil society institutions.
Today, there are many definitions of the concept of "advertising". This indicates, on the one hand, the complexity of the phenomenon itself, on the other hand, the existence of different points of view on its backbone characteristics. In Russian practice, three main groups of approaches to the definition of advertising have developed to date: informational, activity, as well as a group that unites them, which can be called integral.
The first group of approaches to the definition of the concept of "advertising" identifies advertising, first of all, as information - a message that presents the audience with some object, phenomenon, process, and the like. It is this point of view that is reflected in the Federal Law "On Advertising".
The second group of approaches to the definition of the concept of "advertising" is fundamentally different from the first - advertising is not limited to "information" and "message", but is understood in these definitions as advertising activities, that is, to create such "messages" and bring them to the recipients. . The concept of "advertising" is thus equated with the concept of "advertising activity" and is presented as a system of activities. It is this position that the main part of the Russian advertising corporate community, represented by their professional associations, adheres to. It believes that advertising is not "advertising information", but a type of activity. Accordingly, the legislative norms should be directed to the regulation of "activity" and not "message".
Therefore, the emergence of a third, integral point of view on the definition of the concept of "advertising" was inevitable, according to which this phenomenon includes both advertising activities and advertising information. Within the framework of the integral approach, the definition of advertising is formulated as follows: "Advertising is a type of activity, or information products produced as a result of it" . 1
Analysis of the wording of this definition of advertising shows the following. The message in the theory of communication is the information received by the addressee. Consequently, some information only becomes an advertising message when it is prepared in a special way and brought to the audience. Until that moment, the message can be called the result professional activity specialist, but this message will become an advertisement only when it is transmitted to the audience through mass communication channels. The transmission of an advertising message is an activity. Therefore, in advertising, the message and activity are inextricably linked; they cannot, in fact, exist without each other. Therefore, advertising can be considered as a systemic unity of two components - advertising information and advertising activities. Advertising, thus, is identified as an area of social practice, with relations, processes, and results inherent in this practice. The validity of this approach can also be supported by the fact that last edition Federal Law of the Russian Federation "On Advertising" is aimed at legal regulation both advertising messages and promotional activities.
Regardless of the considered definitions of advertising, each of them has a number of fundamental elements that define the main content of advertising and allow you to clearly identify advertising messages and advertising activities, to separate them from other activities and other messages. These include the following:
This review under the concept of "advertising" considers the phenomenon that satisfies the five above criteria. The same signs are used to identify this phenomenon. If the activity of any organization produces products that meet these requirements, it is called promotional products. According to these characteristics, it is also possible to determine whether an enterprise belongs to the field of advertising. To be defined as a subject of the advertising market, such an enterprise must be an advertising producer, that is, to carry out the production of promotional products, or an advertising distributor, that is, to distribute advertising information.
Advertising surrounds us from all sides, it is an integral element of modern business. Large organizations understand the need for high-quality advertising, so they create departments where specialists are engaged in marketing. An effective advertising campaign helps to make the brand more recognizable and increase the profit of the company several times over. What does the concept of "advertising" mean, what types are there? What is the purpose of advertising and its objectives?
There are several definitions, but the best way to reflect the essence is as follows:
Advertising is distributed by different ways, depending on the goal that the companies are trying to achieve or the target audience that the campaign is aimed at. The essence of such a project is, first of all, to draw the attention of potential buyers to the product. A feature of advertising is that it is a method of non-personal presentation of goods.
Marketers do not always present a product only with positive side, there are also cases of negative advertising, which creates a certain reputation for the brand. This also helps to draw attention to the product and make it more recognizable.
There is no exact date of appearance or the first example, but most likely advertising was born at the same time that the first signs of trading appeared. From the very beginning, mankind has learned to grow food for its own use. Over time, the tribes realized that in one territory more fish, while wheat grows better on the other. This made it possible to sell the missing goods to other people. And to be the best in the sales system was allowed by advertising, which presented a certain product and its seller from the best side.
Among the excavations in Egypt, a papyrus sheet was found with the announcement that a slave would be sold. Most often advertising at that time was oral or with a minimum number of words. It was distributed on special scrolls, roadside stones and on the walls of public buildings.
Advertising as a separate activity appeared after the first publishing houses began to open. The initiator of print advertising can be called a journalist from France - Theophrastus Renaudot. He began to publish the first advertisements in the press, after which firms began to open around the world that offered paid services advertisements in newspapers. Over the years, photographs of products have been added to dry text or drawings. This is how advertising methods and ways to popularize a particular product began to appear.
From the beginning of the 20th century to our time, advertising and marketing have been actively developing. Large companies have their own departments that promote products, while those that are smaller turn to professional organizations.
Advertising agencies and advertisers are specialists in the field of providing services for various enterprises. It is professional advertising that is the most high-quality and effective. Advertisers study not only the features of the presentation of the product, but also the psychology of users, the target audience, methods of influencing it, and a huge number of other techniques. But first of all, you need to understand the essence of advertising.
In the long term, advertising campaigns help create an original and unique trademark, a brand that everyone will recognize. They are engaged in the production of not only the appearance, but also the whole reputation of the product. In addition, experts try to use as much as possible large quantity of people.
Take, for example, the soft drink Coca-cola. Despite the fact that its taste is not so different from a huge number of other drinks, advertising has made this brand one of the most popular on the market. It has a positive reputation, although there is a huge amount of sugar in the water itself. Also, everyone buys Coca-cola during the holidays, especially on New Year. It was the advertising campaign that made it the way we know it.
Modern advertising affects not only the basic human senses. Specialists are able to use details, sounds and colors in such a way that they are “ingrained in the memory” and affect the subconscious. That is why only those who study for a long time can become an advertising professional.
Advertising is of several types. Some of them are more popular, others are already losing demand. But the peculiarity of the target audience and the advertised product is that some products can only be advertised in a certain way.
It is one of the most relevant, ancient and frequently used advertising methods. This is an outdoor product presentation. This refers to posters, billboards, advertising posters. The advantage of this type is wide distribution and impact on a huge audience, because everyone sees such advertising.
However, exclusive or too expensive goods cannot be sold in this way. For example, expensive jewelry is not sold through outdoor advertising, because the cost of such a campaign would be unreasonably high, while it would be shown to people, most of whom are not the target audience.
Mass media.
It is also a common type of advertising that affects a large number of people. It includes both radio, print media, and a more popular method today - television advertising.
The advantage is that these tools are used by everyone on a daily basis, so one way or another, advertising will affect a person. And even if it seems to us that the constant and intrusive advertising of one product only causes irritation, then when shopping among dozens of unfamiliar products, we are more likely to choose exactly what we have already seen.
Advertising goods on the Internet is one of the most developing and promising types of advertising. It appeared not so long ago, in comparison with other types, because the popularity of the Internet itself began recently.
The peculiarity is that it is relatively inexpensive, while covering a large number of (almost infinite) audiences. Advertising campaigns can be configured in such a way that it directly affects potential buyer. This will help increase your company's profits at minimal cost.
High-quality and effective advertising is the key to the success of your business. Even non-profit organizations work in the market, function in society, so you need to have a good reputation. Advertising is a positive representation of your product or brand.
Now, probably, you will not find a person who would not have at least the slightest idea about advertising. All due to the fact that it is present almost everywhere.
All people understand what is meant by the term "advertising", but few can define this term. If literally translated from Latin, we get "shout, inform, shout out." In fact, there are many interpretations of the word "advertising". Let's take a look at some of them.
Many people argue which definition is more reliable. According to the law, advertising is information that is disseminated in order to attract customers.
But advertising industry workers disagree with this statement. They believe that advertising is a certain kind of activity. There is some truth in each option, so it would be fair to say that advertising – This is information produced in the course of a certain type of activity.
We list the main ones:
If a person decides, writes an ad, puts it up and waits for buyers, then the minimum number of participants is involved in this process. We will analyze a larger case, where there are more than 2 participants in the process.
And now we will understand who is who in this chain.
The advertiser is advertiser. Advertising agency - advertising producer, the people the agency hires to spread the word - advertising distributors, and the population targeted by the ad - advertisers. An agency can be both a producer and a distributor of advertising if it has the appropriate employees on its staff.
Depending on the method of distribution, purpose, location of ads, etc., advertising is divided into types, and they, in turn, into subspecies. It is them that we will now analyze.
Also, depending on the specificity of the purpose, advertising is divided into:
Depending on the method and place of placement, advertising can be of the following types:
It is believed that outdoor advertising is effective if it contains information that a person perceives within 1 second. Outdoor advertising posters are always bright, memorable, and the information in them is laid out briefly, concisely and compactly.
The benefits include :
This is the distribution of advertising information on television, radio or print media. Most effective way transmission of information in the media is advertising on television. This type of advertising creates the illusion of communication with each viewer.
The advantages of television advertising include :
Disadvantages are considered :
Today it is the most effective way to advertise goods and services. This species appeared relatively recently, since the Internet itself became available not so long ago.
Unlike advertising on television, on the web, in order to view a commercial, you need to perform a certain action, i.e. click in a certain place. For example, when we are watching a movie on TV and it is interrupted by an advertisement, you are not asked if you want to watch it or not. It is shown regardless of your opinion. In the case of online advertising, the user has the right to choose. He decides whether he is interested this information or not. If yes, then he views it.
Many people prefer printed information, because it can be picked up, leafed through, kept, etc.
Eg, you buy products in one supermarket. Sometimes on TV they report about the beginning of promotions for any goods. But, in addition, every Monday at the checkout you can take a newspaper (catalog of promotional goods this week), which you will study at home and make a list of upcoming purchases. In this case, the information from the video on TV is difficult to perceive, and printed edition more convenient for buyers.
For example, you may be approached with some kind of offer on the street, called by phone, or contacted through a letter sent to email. In any case, the information will be addressed to you personally.
Very often you can find a negative attitude of advertisers to the distributors of information. Nevertheless, this type of information transfer and advertising of goods is actively developing and improving.
Surely every citizen of our country has a mug, spoon, key chain, calendar or other souvenir with the name of a brand.
This is a kind of free present that demonstrates to a potential client the goodwill of the seller.
This is information that is disseminated in any form of transport. Such advertising includes all kinds of announcements in the subway, buses, trams, etc.
Advertising relations in the market of goods and services are regulated at the legislative level. The main provisions that relate to the economic (commercial) and social. advertisements are prescribed in the federal law "On Advertising" (No. 38-FZ of March 13, 2006). Political advertising is regulated by the federal law “On polit. parties” and “On public associations”. If we are talking on pre-election campaigning, then the law "On Elections".
The law does not allow the dissemination of false and unfair advertising. For any violations comes administrative responsibility.
In some states, it is forbidden to distribute information about alcoholic beverages and cigarettes without an appropriate inscription that tells about the dangers of addiction. Sometimes you can find a condition that prohibits the display of advertisements for alcoholic beverages until 22.00.
Each advertising consumer decides for himself whether he will view advertising or not. For example, any person can switch the TV channel where they play ads, or they can not read ads in transport, but simply look out the window.
A striking example of such unfair advertising is considered by some to be the fictional method of frame 25. Its meaning is as follows. Presumably, human vision perceives 24 frames per second, and in some advertisements, films, programs, etc., 25 frames are inserted, which carries information of an advertising nature. It was believed that it was the 25th frame that acts on the subconscious, bypassing the human consciousness. That is, it inspires to perform some action. But in 1958 the presence psychological impact 25 frames on human consciousness has been refuted by scientists.
Let's look at them in more detail using the table.
| Advantages | Flaws |
| Plays an important economic role. Businesses increase their revenue through advertising | Advertising is intrusive. Because of this, a person can make unplanned purchases. |
| Thanks to social advertising socially beneficial goals can be achieved | TV advertising is impossible to refuse. Commercials are played regardless of our desire |
| With the help of political advertising, citizens of the country learn information of national importance | It has a negative effect on a person. Some people believe that people's behavior has not changed better side due to ad viewing |
| Encourages a person to dream and desire something | An increase in the price of the advertised product, since all the costs incurred by the manufacturer for the advertising campaign are included in the price of the product |
| With the help of advertising, people learn about new technologies, learn something new. That is, they self-educate. | Market monopolization. Major manufacturers and well-known trade marks deploy large-scale advertising campaigns, thereby suppressing small businesses that are not able to advertise on such a scale |
| Advertising provokes people to make rash purchases, thereby overestimating the demand for the product, which allows the manufacturer to increase prices. |
To do this, we suggest that you familiarize yourself with the table, which describes the signs of unfair advertising and types of false advertising.
| False advertising | Information containing incorrect comparisons with another similar product of a competitor (which is already on the market) |
| Advertising that discredits the dignity, reputation or honor of another person (most often a competitor) | |
| Dissemination of information, advertising of which is prohibited by law | |
| Advertising one product under the guise of another. This also applies to copying trademarks. | |
| If the advertisement is a fact of unfair competition, which is confirmed by the antimonopoly legislation | |
| False advertising | Dissemination of information that demonstrates the advantages of one product over another |
| Advertising containing false information about the characteristics of the product (everything related to the composition, expiration date, storage conditions, the availability of any quality certificates, etc.) | |
| Distorted information about the assortment, configuration, terms of sale, etc. | |
| False information about the price of the product, the availability of promotions, discounts and other conditions for the sale of the product | |
| Providing deliberately false information about the terms of delivery, repair, warranty period of the product | |
| Not allowed to be used in advertising state symbols such as coat of arms, flag and anthem | |
| Advertising should not contain false information about national recognition, the availability of certificates, prizes, diplomas, medals, etc. | |
| False data on the recognition of goods by an individual or legal entity | |
| Distorted research or test results | |
| You can not advertise a product with distorted terms and conditions of the incentive lottery |
Advertising is the transfer of information that is paid for by the customer. They advertise products in order to increase profits by increasing demand for the product. An advertising campaign is most often carried out through intermediaries (advertising agencies).
The consumer of advertising is the people who view the information provided. They can do this consciously (if they are looking for information about some product) or unconsciously (when they watch a video on television that interrupted a movie or program).
There are a huge number of types of advertising products and each of them has its own advantages and disadvantages. People have different attitudes to advertising information. But regardless of the opinion of society, the advertising industry is developing and brings in billions of dollars annually.
