Advertising is a type of non-personal form of communication. It is carried out using the media. Advertising is designed to implement various tasks of enterprises (usually in the field of increasing profits). A promotion paid from special funds is formed in such a way as to arouse the maximum interest of potential consumers in a product or service.
Advertising activities in Russia include, in addition to direct advertising in the media, etc., the distribution of souvenirs, print media, exhibitions and other events that enhance the prestige of the manufacturer or product. All types of promotion activities are designed to stimulate trade.
Organization of promotional activities, like any process, has its own functions:
- the study of demand for goods, determining its niche in the market;
- compilation of a list of goods in need of advertising;
- creating a campaign plan;
- working out a budget jointly with an advertising agency, determining the costs of all types of proposed shares;
- conclusion of a contract with advertisers, provision of product samples, necessary information, data;
- technical consultations, development and editing of layouts, coordination of activities;
- payment of advertising agency bills.
If the company does not connect the agency to advertising, then it should work out the campaign on its own, adhering to a similar plan. Only in this case, advertising will be able to have a sufficient impact on the formation of consumer demand and consumer behavior .
For profit growth, it is necessary to build a promotion so that it covers as many potential buyers as possible. This cannot be achieved without studying demand and analyzing the target audience. Sun umbrellas will not be successful in Antarctica.
Given this, it is necessary that advertising is based on a scientific basis.
The following activities are distinguished:
- Directly advertising. It can be placed in print media, the Internet, on the radio, etc.
- Sales promotion. The efforts directed by the manufacturer to intensify consumer demand. It can be contests among sellers or buyers, discounts, gift promotions, prizes, draws.
- Building a public reputation. The efforts of manufacturers and sellers in this area should be aimed at creating in the minds of the buyer, client or potential business partner a stable positive image of the company (service, product), which for them can be an adviser and assistant. Radio and press are not enough here, and other, creative, forms of image creation will be required: exhibitions, festivals, etc. In the broadest sense, public relations events should cover public opinion and behavior, industrial and financial relations, relations with buyers, sellers, manufacturers, and even government (at least at the regional level). During this period, not just advertising, but propaganda is appropriate. The publications that are published not on a paid, but on an editorial place, feedback in the press (Internet, television, etc.), fairs, creation / maintenance of the style of the company and, first of all, sponsorship work great. The authority of the enterprise is formed on the basis of the dissemination of information about the leading position of the company in the production or sale of goods, especially exclusive ones. The buyer must believe that the production of such goods requires complex multi-level research, high qualifications of specialists involved in design and execution, the latest, very sophisticated technologies.
- Trademark development.
Such an organization of promotional activities will create the image of the enterprise, which, in turn, will lead to higher profits. Specialists who have received special education should be engaged in promotion.