Knowing the purpose of advertising, you can create an effective product promotion program, so fully pay back the costs of its promotion, attract the attention of customers and win a stable position in the market.
To understand and understand the purpose of advertising, it is necessaryto imagine what kind of object it is. Promotion is an important element of the marketing strategy developed by the enterprise in order to strengthen its market position. Advertising is not just an attempt to attract attention, but also an investment method. Correctly formulated goals of such a program, successfully chosen methods of achieving the desired - guarantee the effectiveness of the project. Unsuccessfully identifying with the goals, there is a high risk of losing large amounts without the slightest benefit for the firm. In the worst case, serious losses are possible, including loss of reputation, creating a bad image in the eyes of customers.
Experts recommend to formulate a promotion strategy, focusing on the 4 basic goals of advertising - this approach has been tested over the years and has proved its effectiveness. They include:
The first goal of advertising is to give consumers insightthat he needs the proposed product. The communication effect, through which the buyer realizes the need for the goods, is the path that allows creating the primary demand. Properly create a need is a particularly important task when promoting a product belonging to one of two categories (or both):
If the firm has focused on manufacturingproducts that do not belong to the number necessary for the general public, you need to be prepared: consumption will not become regular. The main purpose of advertising in this case is to remind the potential customer of the existence of the goods and the need to purchase it.
If the produced object is for its ownbranch - a novelty that has no analogues, one must realize that a potential buyer simply does not know that he needs this offer. It is important to bring to him the features of the goods and the benefits that a person will receive by possessing them. The marketing strategy will have to be focused on molding the need, stimulating the client's curiosity. Specialists in advertising need to invent such approaches that would give birth to a potential customer desire to purchase a product.
One of the main purposes of advertising and types -provide the client with a body of knowledge about the product. However, there are drawbacks. The information is conveyed, first of all, about the category of goods, and an associative chain with a specific producer is not created. If an enterprise is compelled to compete with other companies that have large resources, produce a huge variety of names that work longer on the market, it is likely that the consumer, having realized the need for a product category, will turn to the promoted competitor, not to the goods of the new firm.
Choosing the primary marketing goal of advertisingcreating the need for a category, will have to take responsibility for the formation of a culture of consumption. The enterprise will have to teach the customer to use the product correctly, appropriately, explain where, how often it should be done, what methods to use. Formation of the need for a category - a campaign aimed at simultaneously promoting the goods, raising the level of awareness of the population. To some extent, this is an educational program. To successfully implement it, you will have to invest a lot of money and time. The advertising campaign will be delayed for a long time, otherwise it will simply not be possible to deliver large amounts of information to the client. Within the framework of the program, it is necessary to explain the essence of the category, the features of the product, to form a logical connection between the category and the specific manufacturer.
The purpose of advertising is to inform the audience about the brand. At the same time, the firm's task is to decide in favor of strategy. There are two options of abilities that can be stimulated by the client:
Each of them has its own unique features,therefore, requires different approaches. The ability to recognize at the time of purchase the product involves stimulating the buyer who saw the advertisement, to correlate the store assortment and the knowledge gained before. Recollection suggests that the brand will come to the head of the client at the moment when he realizes that he needs a product from the brand category.
Sometimes both directions are the purpose of advertisingenterprise, but the most effective is considered such an approach, when for each direction the optimal channel of interaction with the buyer is chosen. Conducting in parallel two advertising campaigns, it is possible to adjust each of them as flexibly as possible, therefore, to get a good response.
Considering what the purpose of advertising is,you need to pay attention to the aspect of the client's relationship to the brand. A commodity is not just a collection of qualitative and quantitative parameters, but also an image, associations, images. The task of the marketing strategy is to create in the consumer's head a clear relationship between the product and the life situation, style, level of everyday life of the potential client. Any advertising campaign assumes formation at the consumer of the relation to mark. In some cases this is the main goal, but sometimes it becomes secondary. Choose, based on the realities, features of the situation.
The possible goal of advertising is to formcharacteristics of the image in relation to the promoted heading. If the images are already ready, you will have to work on their strengthening. In most cases, the emphasis is on:
One of the goals and functions of advertising is to promoteproduct and stimulate its acquisition by a potential client. It so happened that the initiation of intention from the buyer is equated with the very fact of the acquisition, which is fundamentally wrong. Intention is only a mood, confidence in the need to conclude a deal. As a result of contact with the marketing message, the buyer must decide for himself what he wants, wishes; firmly believe that it's time to buy the presented goods.
The intention of acquisition is not the main goal of advertising,although for many it is extremely important. At the same time, there is a large selection of examples where the stimulation of the decision to conclude a transaction was not included at all by marketers in the list of advertising purposes. This goal is most relevant in case the firm needs to push the customer to make a trial purchase.
The goals and objectives of advertising - is, first of all,promotion of the product, the result of which will be an increase in demand for it, an increase in the volume of transactions. But it's not so simple. Any modern man, feeling himself an object of external influence, seeks to resist him. When it comes to advertising, the product is perceived to be imposed. Marketing strategy is widely regarded as an attempt to interfere in private life, thereby violating the freedoms and human rights associated with its will, will, the ability to choose and dispose of their opinions, means. The goal and goal of advertising is not only to draw attention to the product, but also to do it as correctly as possible, so as not to provoke a negative response to the proposal.
As shown by numerous studies, inCurrently, many do not pay attention to advertising in print media, and during the block of such announcements on radio and television turn off the sound or switch to another channel. Specialized studies on this issue, conducted by American scientists. It turned out that water is spent most actively in residential areas of cities at the moment of commercial breaks. The expense is increased if programs with high ratings are shown on television, and the advertising breaks of the channels are synchronized with each other.
However, even advertising to attractattention, brought to the viewer, may be ineffective. Among those reading and listening to such announcements, many are prejudiced against all the information provided by manufacturers. Viewers believe that in advertising messages there is no truth, one can not literally believe a word. There is another logic of reflection: the worse the product, the more it is necessary to praise it, then advertising is a visual indicator of poor quality.
One of the purposes of using advertising in fact -latent management of broad masses. Open methods have long proven ineffective, pressure on the layman leads to a strong resistance, so you need to look for more effective methods. The task of the marketer is to identify the processes that control the decision-making of the target audience, develop a strategy that would help them control.
If the advertising campaign is aimed at deepinfluence, it will work well even with a simple form. But the conscious argument, which is used to resort to, has proved ineffective: a person tries to comprehend the message, compares it with the already available knowledge for the truth, and then analyzes its needs for the proposed product. By the end of this chain, many already forget that it initiated.
Consciousness is an exceptional humanfeature, and it is the influence on it that allows the manufacturer to achieve the desired response from the customer. In the framework of training marketing tricks, advertising goals, the concept of consciousness is always considered in detail, because it is thanks to this feature that the person's behavior becomes reasonable, aimed at a certain goal, conditioned by the understanding of patterns, rules that control the surrounding world. Consciousness makes it possible to think about actions before they commit, plan an action strategy, formulate goals, needs, and strive to achieve them, assuming the final result.
The purpose of advertising for the consumer in an ideal -the provision of information in such a way that a person perceives information, realized and made a decision that fully corresponds to the interests of the manufacturer. In practice, many marketing campaigns are built by trying to impose an opinion on the customer - and these rarely end in success. When deciding on a client, do not expect a positive reaction from him. Never will a buyer believe that the seller knows better than he, how much and what goods need, how to use it and what benefits can be obtained through it. More than once experts in advertising with a world name appealed to the interested - do not consider the buyer a fool. Underestimation of the customer is the direct way to its loss.
Goals, means of advertising are chosen and formulatedin recognition of the fact that the buyer knows what he needs, what he wants to buy, what he intends to buy. Psychologists say: although most people know what they need, few people think why they want it. A marketing expert using the hidden control method allows the client to realize the desire to purchase the product. This approach gives the best results.
Latent management does not provoke a negativeresponse from the client. The addressee believes that it was he who made the decision to conclude the transaction, there was not any imposed opinion from the side. The initiator of such a program is the creator of the advertising campaign, the target is the client, the consumer. The most promising methods at present are the channels that affect the subconscious of the potential client. Psychologists argue that it is the subconscious responsible for making a final decision regarding sympathy, trust in the product, its presentation.
Information for advertising purposes, as they believeprofessionals, should reach first to the subconscious. This term is usually used to refer to such processes in the psyche that the person does not realize, does not suspect them. The most effective method of interaction with the human subconscious is through visual and audio channels. For the marketing campaign to be effective, special attention should be paid to these two factors.
Within the framework of covert management, it is customary to talk aboutdisguised influence, while the goals of this are hidden, primarily from the addressee. At the forefront is an idea that looks attractive to the client, and, therefore, allows him to consciously make a decision, to which the program as a whole was directed.
When developing such a campaign, you need to be able toshare the target audience and the total mass of layers that consume the advertising product. In the first case, we are talking about those who can buy goods, the second group - all who can hear the advertisement.
Central Asia - the percentage of the population, with a high degreeprobability of making an advancement, a transaction. The success of any promotion project depends on the correct definition of CA and the choice of such communication technologies that will allow the group to be most effectively covered. To identify the CA, it is common to analyze the generalindicators - gender, age category, interests. But do not expect that Central Asia will become a 100% consumer of products - it is extremely rare to create a program that would allow the data to be conveyed to all stakeholders.
Since the main purpose of online advertising,printed, visual and in audio format - stimulation of acquisition, then the manufacturer, developing a strategy of attracting attention, should understand who his client is. To do this, you need to collect a maximum of information about him. The more accurate the idea of the consumer, the easier it is to manage it. When planning a sale, you need to analyze all the information about the customer and the product. It will not be superfluous to organize observations and research. Responsibility for them lies with the marketing departments.
Knowing the characteristics of the client, you can identify the targetsimpact, that is, desires and needs, an emphasis on which will allow the manufacturer to sell the product. By acting on them, it is possible to stimulate the decision of the client. Sometimes targets are universal, for example:
You can resort to low desires,aggressiveness, instability - such targets also take place. It is allowed to tempt the client with power, money, appeal to his desire for glory. It is important to do this in a way that does not cause a negative impression about the product.
To make it easier to achieve the goal of advertisingcampaign, you can use baits. These are the tools by which a marketer attracts the client's attention, leaving behind the scenes the fact of management, that is, the consumer does not understand that his actions are under strict control.
In psychology, there is one important concept thatfound its use in advertising. This is an attraction, which was originally designated the phenomenon of attraction of one individual to another. At the same time an attractive image is formed, due to which a person begins to trust the person to whom he is drawn. Applied to advertising campaigns, attractions have become a tool to lull the client's vigilance.
With the help of such approaches it is possible to divert attentionfrom the main goals pursued by marketers, but to influence the buyer, stimulating profitable behavior for the company. Attraction involves the formation of the location. For a long time now it is known that the higher volume of transactions with a trusted company is the expressive example of an attraction. Sometimes it is formed as a result of continued functioning in the market, but it can be achieved by various tricks - compliments, behavior of the characters of commercials, appearance of products.
The purpose of social advertising and marketing -To stimulate action from the addressee of the program. The steps described above are only a preparatory part, while coercion is the center, the "heart" of the program. It is necessary to analyze all information about the product and the audience, to understand what methods of information delivery will be most effective, what psychological tricks are applicable in a particular case.
Creating a strategy, formulating optimal imagesto represent and promote the product, do not forget about semiology, semiotics. It is customary to use this term to designate a science that considers the means, images interpreted by a person. Signs and systems, codes - the foundation of the formation of a marketing company. Applying well-chosen sign systems, one can not doubt that the addressee will correctly understand the message of the information block, correctly decipher it and receive an adequate stimulus. To make a program right, you do not just need to imagine what the client is, but identify yourself with it. A so-called semiotic triangle was developed, which is now actively used by marketers around the world.
As can be seen from statistical studies, radiolisten mostly to mature and elderly people, and TVs are not at home at all, and those who have them do not often include technology. Among all channels of communication with the outside world for the modern inhabitants of the Internet is becoming the most important and relevant. Through it you can get information about what is happening, get acquainted with the novelties of the cultural world, buy goods. Of course, the Internet is a huge space for advertising a variety of products, not just commercial ones. Now the World Wide Web is a field for both ordinary and social advertising. Its purpose in any of the options is to stimulate the user to perform some action.
The most simple method of promotion is applicationSEO technologies. But do not forget about the individual features of the case. The advertising campaign should be formulated, proceeding from the purposes pursued by the customer. So, if some product the buyer is looking for to order immediately, the retargeting program will not be useful, it will simply not be possible to "catch up" with the customer. But for products that require a long-lasting choice, this option is suitable.
Through the Internet you can cover the largest layersaudience. It is important to be able to choose the right one for which advertising is designed. The most difficult is for those whose supply is not yet available. To ensure maximum effectiveness, experts advise to simultaneously resort to different types of advertising, combining sound messages, visual images and text blocks. We can not neglect social networks - in recent years they have become one of the most important tools for advertising the enterprise's products on the Web. At the same time, the choice of the target audience can reduce spending, since you do not have to pay for the presentation of advertising to those users who are by default uninteresting.
One of the goals of the marketing virtual campaign- make the brand recognizable, memorable. To do this, you need to reach the audience as completely as possible, that is, blurred criteria are set for targeting. The advertiser's task is to provide visibility, that is, the promotional product of the video should be seen by really numerous potential buyers.
Another aspect is increasing loyalty. In recent years, sites on which users can publish their opinions about products and services are widely disseminated. The popularity of such resources has led to the fact that it is reviews on the company's activities, the quality of its products - the first thing that a potential buyer is looking for. If the firm does not follow its opinion on the Web, and the competitors "do not doze", the probability of loss of reputation is high, it is entirely possible that it is completely unreasonable. One of the purposes of the advertising campaign is to prevent such omission and take action if loyalty is reduced.