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From the point of view of PR experts So, from the point of view of people involved in PR closely, we can say that black PR includes the following: A) Generalized categories: 1) Unethical methods and technologies (that is, not corresponding to the ethical and moral standards of society ). 2) Methods... .
Extremely important issue in black PR is right choice target audience. The attacked object is usually surrounded by the following audiences: · Its clients. · Its competitors. · His companions. · State authorities with which the object interacts. · His staff. ... .
Principles of Conducting PR Events Influence of an organization's strategy on the choice and content of a PR event When planning PR campaigns that include individual PR events, the following factors should be taken into account. 1. Because PR activities are mostly... .
The process of making a decision to participate in an event can be standardized using a questionnaire (Fig. 4), which, based on the available information, is filled out by a PR manager. The questionnaire is reviewed by a group of leaders of the organization, (financial manager; persons responsible for ... .
Table 3. Determination of the priority index Audience or public: P + P = P P - the potential for the organization to influence them (scale from 1 to 10) Y - the organization's vulnerability to their influence (scale from 1 to 10) V - the importance of the audience for the organization Than above... .
Introduction 1
1.2 Product promotion 5
2. Communications and sales promotion 8
2.1 Sales promotion tools 10
2.2 Evaluation of sales promotion results 11
3. Propaganda 12
3.1 Propaganda tasks 13
3.2 Assessing the results of advocacy 14
Conclusions and suggestions 15
List of used literature 16
Introduction.
“Advertising is the engine of trade” - this phrase is familiar to everyone. But if you think about it, advertising in a broader sense is also the engine of progress. After all, most people learn about new products, where new technologies and solutions are applied, from advertising. Accordingly, new products are in demand faster, which means that advanced technologies and production are developing at a much faster pace.
Today, we all have valid opinions about what advertising is, and we also tend to have our own opinions and prejudices about it, not without reason. There are many and varied definitions of advertising. It can be defined as a communication process, as a marketing process, as an economic and social processes, providing communication with the public or as an information process and a process of persuasion, depending on the point of view.
AT term paper considered indicators such as:
Sales promotion, incentives, evaluation of results;
Propaganda and its tasks, evaluation of results.
One common misconception that comes up is that advertising creates a sale. Only in rare cases can one speak of this with relative certainty. Advertising finds potential buyers and stimulates demand. It may even encourage people to ask for that particular product. Sellers can also find potential buyers and stimulate demand, they also sell goods. In reality, only the buyers create the sale. The choice to "buy or not to buy" is made by the buyer, not by the manufacturers or sellers.
Goal identification follows. advertising campaign. They can be divided into two related categories: communication (communicative - in a different terminology) and final. Each type of advertising has its own specific communication goals. So, for informative advertising, the following can be named as the main goals: to bring information about a new product to the market, to offer a new use of the product, to describe the capabilities of the product and additional services, to inform about price changes, to correct false impressions, to reduce consumer fear, to create a positive image of the product. and its manufacturer. For incentive advertising: show the benefits of a branded product, encourage switching to a branded product, change the consumer's perception of the product's quality, convince the consumer to buy the product now. For reminder advertising: remind potential consumers where to buy this product; remind consumers that the product may be needed in the near future; remind consumers about seasonal products in the off-season; support a favorable opinion about the product. The general goals of promotional activities should be transformed into quantifiable specific goals. For example, a specific communicative goal of advertising may be - "to achieve that 20% target market learned about the existence of this product" or "train 10% potential consumers new ways to use a known product.
The objectives of advertising depend on the degree of awareness of the consumer. Therefore, the initial purpose of advertising, especially for a new product, may be to provide primary information about the advertised product. The next goal is to provide additional information, i.e. achieving a situation where a certain percentage of those who are aware will not only know about the existence of the product, but also about its purpose and, possibly, about some of its properties.
An important determining factor is the choice of specific advertising media. Some media are more suited to certain types of messages or ad creatives than others. When choosing specific media, first of all, you should take into account:
Geographic coverage.
Attention, the degree of intelligibility and trust, the motivational significance of this advertising medium.
Profitability.
Possibility of combined joint selection of several media.
The whole variety of forms of promotion of services, as well as the promotion of goods, is based on the use (use cases) of two basic methods: advertising and personal selling. Advertising as an indirect (non-personal) form of information about a product or service should stimulate an active demand for the service, i.e. ensure the maximum number of calls, visits with the words "I want" and "sell, please." Personal selling - a personal form of offering a service to a specific representative of a specific target group in a conditional format: "buy a shell, buy a shell, buy ..."
With a sufficient amount of translated and domestic literature on advertising, there is an acute shortage effective ideas and new solutions in all areas of advertising. Manuals and guides often consider advertising in general, rather than its individual types. Outdoor advertising is gaining more and more popularity and theoretical validity in our country: billboards, pedestals, electronic displays, etc.
For the purpose of the most effective solution strategic tasks in the field of advertising, it is necessary to clearly understand the business and the characteristics of the product, know the strengths and weaknesses of the company, have information about the market - know the opportunities that it offers, and imagine the problems of operating in this market. It is necessary to clearly plan the advertising campaign in terms of the timing and means of advertising involved in the campaign, the advertising budget, etc.
Thus, the effective use of marketing communications (advertising and promotion) allows solving the company's strategic and tactical tasks related to the company's global mission in the market.
Advertising is defined as the process of impersonal communication by various means, usually paid and persuasive, of information about the product, services and ideas offered by self-represented advertisers.
As a marketing tool, advertising performs the following functions:
Representation of product names and differentiation between them.
Communication of product information.
Stimulating the interest of potential buyers in new products and maintaining secondary demand from existing ones.
The communication effectiveness of advertising characterizes the ratio between the degree of impact of advertising on the target audience and the costs of conducting an advertising campaign. The main thing in determining the effectiveness is the measurement of the communication effectiveness (effect) of advertising.
To assess the communication effectiveness of advertising, sometimes called text testing, the following four criteria are usually used to characterize certain areas of advertising effectiveness research, namely: recognition, ability to recall advertising, level of motivation, impact on purchasing behavior. Of course, such a classification to a certain extent is conditional. For example, the recognition score is closely related to the recall score. Therefore, when conducting a study of the effectiveness of advertising, it is sometimes difficult to obtain estimates in their pure form separately for these indicators.
1.2 Promotion of goods.
Promotion or "marketing communications" is a combination of various methods and tools that allows you to successfully bring the product to the market, stimulate sales and create loyal customers (brand) of the company.
The concept of "means of promotion" as an integral part of the marketing mix includes advertising, public relations, special methods of sales promotion, personal selling and direct marketing.
When developing a promotion program, the following main factors should be considered:
Goal of request
type of target contact audience
type of product / service
market features
type of communication channel
the amount of funds allocated for promotion.
Market features. Methods of promotion in consumer and industrial markets are different. Consumer goods companies typically prioritize in the following order: (1) - sales promotion, (2) - advertising, (3) - personal selling, (4) - public relations. For manufacturers of industrial goods, the procedure is different: (1) - personal selling, (2) - sales promotion, (3) - advertising, (4) - public relations. In general, personal selling is heavily used in markets for complex, expensive, risky products and in markets with a limited number of large suppliers.
Advertising needs to be constantly evaluated. To measure her communicative and trading efficiency researchers use several different methods.
MEASUREMENTS OF COMMUNICATIVE EFFICIENCY. measurements communication effectiveness talk about how effective communication is provided by the ad. This method, called text testing, can be used both before the ad is placed and after it has been published or broadcast. Prior to placing an ad, an advertiser may conduct a survey of consumers on whether they like the intended ad and whether the message stands out from the rest. After placing an ad, an advertiser can measure whether consumers remember the ad or recognize it as having been seen before.
MEASUREMENTS OF TRADING EFFICIENCY. What sales volume is generated by an ad that increased product awareness by 20% and brand preference by 10%? The answer to this question can give measurements of trading efficiency. This is not an easy task, since other factors also influence sales, in particular the properties of the product itself. One way to measure the marketing effectiveness of advertising is to compare sales volume with advertising spend over the past period. D. Montgomery and E. Silk measured the impact of three incentives - "direct mail", distribution of product samples and trade literature, as well as advertising in specialized magazines - on the level of sales of a pharmaceutical company. Their statistics showed that the firm had become overzealous in direct mail and was spending too little on advertising in trade magazines. Another way to measure is to develop an experimental advertising program. DuPont's ink division divided 56 sales territories into three groups: high, medium, and low market share. In the first group, advertising expenses were left at the usual level, in the second group they increased by 2.5 times, and in the third group they increased by 4 times. At the end of the experiment, the corporation calculated how much additional sales it was able to achieve due to the increased levels of advertising spending. It was found that sales growth slowed down as advertising spending increased, and that sales growth was weaker in the high market share group. Advertising requires a lot of money, which is easy to waste if the company fails to accurately formulate the task, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, and is able to evaluate the results of advertising activities. Due to its ability to influence the way of life, advertising also attracts close attention of the public. The ever-increasing regulation is designed to ensure that advertising is carried out responsibly.
2. Communications and sales promotion.
Advertising activity complemented by the efforts of other means that are part of the marketing mix, namely sales promotion and propaganda. Sales promotion - the use of a variety of incentives designed to accelerate and / or enhance the response of the market.
Sales promotions are a variety of short-term incentives designed to encourage the purchase or trial of a product or service (for example, free samples, discounts, product tastings, prizes and gifts).
Sales promotions are a variety of short-term incentives designed to encourage the purchase or trial of a product or service.
Sales promotion includes promotion of consumers of goods and promotion of trade.
There are various sales promotions you can use to get your product or service up and running. You can act independently or together with your suppliers.
Speaking of sales promotion, one should not forget the importance of
advice and consultations;
service;
financial benefits.
All this is of particular importance when it comes to selling. expensive goods. Your customers may need advice or a little consultation before making a purchase, or they may need after-sales service. In addition, they may inquire about the possibility of buying goods on credit, etc.
Promotion - to make your potential buyers aware of your business and the goods or services you offer. By offering certain types of goods or services, you thereby sell your business.
It is essential that buyers are well aware of you and your business.
In practical marketing, advertising communications and promotion of goods are considered as two closely interconnected and at the same time special means messages to potential and existing customers about goods and services, as well as ways to convince them to make a purchase. The relationship between advertising and promotion of goods is manifested in the fact that both of these means are based on the process of communication. They are often used together, especially when the promotion campaign is based on integrated marketing communications (IMC). At the same time, each of these areas is characterized by specific methods that give different results.
The similarities and differences between advertising communications and sales promotion can be seen from both conceptual and practical points of view.
conceptual approach.
The very Latin origin of the two terms speaks of the fundamental conceptual difference between advertising communications and sales promotion.
Advertising communications is often defined as an indirect form of persuasion based on an informational or emotional description of a product's benefits. Its task is to create a favorable impression of the product among consumers and "focus their minds" on making a purchase.
Incentives are usually seen as a direct means of persuasion, often based on external stimuli rather than inherent product benefits. Sales promotion measures are designed to create an immediate desire in a person to make a purchase; thanks to these measures, goods "move" faster.
The main conceptual similarity between advertising and promotion is that both are forms of marketing communication. They can be used to achieve the same goals. As we will see later, not only advertising communications, but also sales promotion measures can be used to create awareness among consumers, create or change their attitude towards a brand, induce to make a purchase. Both advertising and sales promotion have the potential to both generate brand equity in the form of attracting a large and loyal clientele, and to temporarily attract buyers. The possibility of using the same appeal in advertising communications and sales promotion programs determines the existence of IMC - integrated marketing communications.
Value for the buyer. Advertising can increase brand loyalty if the message emphasizes the reliability of the product, its benefits and availability, or emphasizes the image or status of the user. Incentives reward the customer for making an immediate purchase, usually in the form of discounts. There may be other benefits: from participation in an advertising contest, lottery, etc.
selective concentration. Advertising is most often intended for target buyers who are already loyal to the brand or may become its adherents in the future. Stimulation is aimed mainly at "doubters" who need to be attracted to the purchase (first or second).
Time factor. Compared to promotional activities, advertising usually has a wider planning (and effectiveness) horizon. Nevertheless, both of these tools can be used in short-term, medium-term, and long-term marketing strategies.
2.1 Sales promotion tools.
Sales promotion is used by most organizations, including manufacturers, distributors, retailers, trade associations, and non-profit establishments. As an example non-profit enterprises you can refer to churches that organize bingo clubs, hold theater evenings, arrange subscription dinners and clothing lotteries. In recent years, sales promotion activities have increased dramatically. From 1969 to 1976, sales promotion spending increased annually by 9.4% versus 5.4% for advertising. Promotion spending exceeded $30 billion in 1976. Rapid growth in promotional activities, especially in consumer markets; several factors contributed. Here is some of them:
1. Today, senior management is more similarly perceiving] incentives as one of the effective marketing tools.
2. An increasing number of product managers are learning how to use sales promotion tools.
3. Product managers are under ever-increasing pressure to increase sales.
4. An increasing number of competitors are starting to engage in sales promotion activities.
5. Intermediaries demand more and more concessions from producers.
6. The effectiveness of advertising is reduced due to rising costs, advertising crowding in the media and legal restrictions. Sales promotion tools can be divided into those that promote and those that do not contribute to the creation of "consumer privileges" for the advertiser. Privilege-enhancing media usually accompanies the sales message with a bargain offer, as is the case with free samples, coupons with sales messages printed on them, and premiums directly related to the product. Sales promotions that do not create consumer privileges include discounted packaging, consumer bonuses not directly related to the product, contests and sweepstakes, consumer refund offers, and retailer discounts. The use of consumer privilege-enhancing tools helps build brand awareness and understanding. Sales promotion is most effective when used in conjunction with advertising. One study found that point-of-sale exposures linked to a firm's current TV ad generated a 15% increase in sales compared to similar exposures not linked to a parallel TV ad. According to another study, heavy sample distribution coupled with TV ads in launching the product was more successful than TV ads alone or TV ads accompanied by coupon distribution. Having decided to resort to sales promotion, the company must determine its objectives, select the necessary incentives, develop an appropriate program, organize its preliminary testing and implementation, monitor its progress and evaluate the results achieved.
2.2 Evaluation of the results of sales promotion.
Evaluating the results of a sales promotion program is critical, but rarely given the attention it deserves. When manufacturers do evaluate, they can use one of four methods. More often than others, they use the method of comparing sales indicators before, during and after the incentive program. Let's assume that before the campaign the firm held a 6% market share, which rose to 10% during the program, fell to 5% immediately after the campaign ended, and after some time rose to 7%. This means that the incentive program is likely to have attracted new buyers "to try" the product and ensured an increase in purchases from existing customers. At the end of the campaign, sales fell as consumers used their accumulated stocks for a while. The final stabilization with growth to 7% indicates that the company has acquired a certain number of new users of its product. If the brand's market share were to stabilize at the pre-campaign level, this would mean that the incentive program only affected the distribution of demand over time, without affecting its overall level. The consumer panel data will show exactly which groups of people responded to the incentive program and how they began to behave after it ended. When additional information is needed, consumer surveys can be conducted to find out how many of them remember the incentive campaign, what they thought at the time of it, how many took advantage of the benefits offered, and how it affected their subsequent buying behavior in terms of choosing brands. Sales promotion activities can also be evaluated through experiments that change the value of the incentive, the duration of its action and the means of disseminating information about it. It is clear that sales promotion plays an important role within the overall promotion mix. Its use requires a clear statement of objectives, the choice of suitable means, the development of programs of action, its preliminary testing, implementation and evaluation of the results achieved.
3. Propaganda.
Along with sales promotion, one of the main means of promotion is propaganda. Advocacy involves "the use of editorial, rather than paid, space and/or time in all media available to be read, viewed, or listened to by the firm's existing or potential clients for the specific purpose of furthering the stated goals." The results of propaganda activities are sometimes brilliant.
Propaganda is used to promote branded and generic products, people, places, ideas, activities, organizations, and even entire countries. Trade associations resort to propaganda to revive interest in commodities such as eggs, milk, potatoes. Organizations resort to propaganda to gain attention or to correct an unfavorable image of themselves. Countries resort to propaganda to attract tourists, attract foreign investment, and secure international support. Propaganda is an integral part of a broader concept, the concept of organizing public opinion (public relations). Public opinion activities have several objectives, including providing the firm with favorable publicity, creating a corporate image of a highly responsible organization, and preventing the spread of unfavorable rumors and information. To accomplish these tasks, public opinion departments use several means.
1. Establishing and maintaining relations with the press. The purpose of this activity is to place information of a cognitive and eventful nature in the media in order to draw attention to persons, goods or services.
2. Commodity propaganda. An activity that combines a variety of efforts to promote specific products.
3. General company communication. Activities for intra-company and external communication aimed at providing a deeper understanding of the specifics of the firm by the public.
4. Lobbying. Working with legislators and government officials to enforce or eliminate any legislation or regulation.
5. Consulting. Issuance of recommendations to management on issues of social significance, position and image of the company. Advocacy specialists are usually concentrated not in the marketing department of the firm, but in the public opinion department. This department is usually located at the company's headquarters, and its employees are so busy working with various contact audiences - shareholders, own employees, legislators, city officials - that propaganda designed to help solve product marketing problems can be forgotten. To prevent this from happening, you can, for example, include a propaganda specialist in the staff of the marketing department. Propaganda is often called the stepdaughter of marketing, because it is used on a limited scale and quite rarely. Yet propaganda can have a memorable effect on the level of public awareness, and it will cost many times less than advertising, because the firm does not pay for either space or time in the media. Only the work of the staff and the distribution of the propaganda materials themselves are paid. If a company produces interesting material, it can be used by all media at once, which is tantamount to saving millions of dollars in advertising costs. Moreover, this material will be believed more than advertising. In deciding when and how to use product propaganda, management should define its purpose, select the message and medium, monitor the implementation of the advocacy plan, and evaluate the results achieved through this activity.
3.1 The tasks of propaganda.
First of all, it is necessary to set specific tasks for propaganda. Consider the example of the Association of California Vineyards.
In 1966 The California Winegrowers Association engaged Daniel J. Edelman, a specialist public opinion firm, to develop an outreach program designed to support the firm's two main marketing objectives:
1) convince Americans that drinking wine is one of the pleasurable activities of the good life, and 2) elevate the image, and along with it, market share, of California wines among other varieties. The following tasks were set for propaganda: 1) to prepare articles about wine and ensure their placement in leading magazines and newspapers (in sections devoted to food products, in other permanent sections); 2) to prepare articles on the many medicinal properties of wine, addressing these articles to medical professionals, and 3) to develop a special propaganda campaign for the youth market, the student market, government agencies and various ethnic communities. On the basis of the tasks set, specific goals were developed in order to subsequently be able to evaluate the results achieved.
3.2 Evaluation of the results of propaganda.
It is difficult to assess the contribution of propaganda to the activity of the firm, since it is used in combination with other incentives. However, if it is resorted to before other means are involved, the assessment is already easier to carry out. The simplest method for determining the effectiveness of propaganda is to measure the number of contacts with material posted in the media. The specialist gives the client a collection of clippings and information about all the media that used the material about the product, accompanying this collection with a summary like this. Media coverage was reflected in the publication of news and photographs in a total of 3,500 inches of column space in 350 publications with a total circulation of 79.4 million copies, in the use of 2,500 minutes of airtime on 290 radio stations with an estimated 660 minutes of air time 160 TV centers with an audience of about 91 million people. Buying the same amount of space and time at advertising rates would cost the firm $1,047,000. Such measurements of the number of contacts are not very satisfying to the client. They do not give an idea of the number of people who actually read or saw the appeal, nor of what thoughts it led these people to. There is also no information about the net audience, because the readership of various publications partially coincide. More meaningful data is provided by measures of changes in product awareness, understanding and attitudes as a result of the advocacy campaign (with appropriate adjustments for the effects of other incentives). All these variables need to be measured twice - before and after the campaign.
Conclusions and offers.
Promotion is any form of action used by a firm to inform, persuade, and remind consumers of its products, services, and ideas.
Companies today face many complex challenges and increased uncertainty.
For successful functioning, and even more so for development, it has become necessary for enterprises to carry out complex marketing activities. Marketing is currently used in all organizations involved in competition for the attention, favor and money of buyers who are absolutely free to choose goods and services, allowing you to clearly define and evaluate the possibilities of choosing those that will create products with the highest customer value.
Promotion of goods is the most important component of a complex of marketing activities, a kind of information outlet to the consumer.
Properly organized promotion of goods is extremely effective and allows not only to solve problems with their sale, but also to constantly increase the volume of sales. The study of various means of promotion includes the selection and preliminary tests, as well as the study of the effectiveness of their impact after application.
Bibliography.
4. http://www.colok.ru/lib/marketing/marketing/book/kotler/15.php
5. http://metal.antax.ru/library/economy/ieffektivnost_reklami.htm
Their tasks can be reduced to one - the coordination of real and communicative reality.
social phenomenon, has a wide context. It can operate in the economic, political, ideological field, in the sphere of cultural and religious relations. It has a multifaceted impact on a person, on his behavior, values. Provides behavioral ideals, lifestyle. It also has an indirect effect - it forms a mass representation, stereotypes.
informs about the product;
Solving the problem of increasing profits.
· implements other strategic goals of manufacturers and sellers;
not only inspires the need to buy something, but also forms the necessary associations;
· formation of mass consciousness, stimulation of consumption.
Propaganda.
(from lat. propagare.)
In the 17th century - a congregation for the preaching of the faith, the fight against heretics, the propaganda of the faith.
The basic principles were laid down in the 20th century, the century of the totalitarian regime.
Propaganda- a set of methods of psychological impact on the population. The main function is the value regulation of consciousness.
Based on the psychological mechanisms of comparison and evaluation. Type of advertising activity
There are the following types of propaganda:
- political(propaganda ideas);
- ideological(ideological concepts).
There are many negative assessments of competitors in political propaganda. Goods - opinion, ideas, images of politicians and states, parties.
There are two types of propaganda influence:
· belief;
suggestive influence (suggestion, impact on the emotional-sensory side).
· sale;
Formation of the belief that this is his own opinion.
G.S. Melnik.
Propaganda differs in functions:
1) propaganda as education;
2) propaganda = informing;
3) propaganda = communication;
4) propaganda = suggestion;
5) propaganda = socialization.
Political propaganda is a one-way process, meeting the needs of the customer.
Propaganda is the art of forcing people to do what they would not do if they had a full set of knowledge. (USA)
Advertising convinces to buy a specific thing or service. Propaganda provides information that does not refer to specific things, but to other information. The basis is not real phenomena, but other information, opinions, worldview of other people, whose opinion is authoritative. Propaganda works more crudely, with cruder manipulations.
PR.
S. Black rejects any possibility of PR intersecting with advertising and propaganda. In the case of PR, it is only about truthful information. (In fact, most often only segments of the truthful information are provided, which often generates a different result).
PR works with symbolic information. Truth is one of the parameters of phenomena that need to be displayed. It is really necessary to display diverse phenomena with the help of a minimum of words, therefore, each element of a communicative solution must have the significance of symbols in order to reflect the big in a small way.
Communicative truth is one of the tasks of PR.
F. Jeffkins: "Advertising may not be used by an organization, but every organization uses PR" ... "PR concerns everyone and everything, advertising coordinates the sale and purchase relationship" ... "Sometimes PR can use advertising, but PR is not its form or part."
PR goes to the general public, and not to a narrow circle of potential consumers (like advertising). PR may have more clearly defined goals and objects in relation to which the public needs to be informed (as opposed to propaganda).
PR - consults, analyzes, monitors, plans.
No. 7 Regulation of activities in the field of public relations
v Organization - Process
v Organization - a group of people whose work is coordinated to achieve a common goal (commercial, non-commercial, educational, social, financial), there must be a common goal, a clear structure, joint work, open system connection with the external environment.
(External environment)<=>(products and resources)<=>(organization)
The most important is information and communication support of the organization's activities
PR is key
PR functions
2) Formation of a positive image
Coordination and planning are needed, PR is needed at all stages
Management process
Planning
Organization
Motivation
Control
Management is the process of implementing the interconnection of actions for the formation and use of resources to achieve the goal.
All stages involve working with different groups of the public in the internal and external environment of the organization.
Control system
Ø Structural functional subsystem
The totality of management bodies, divisions, performers using various methods management impact, the task of reducing communication noise.
Ø Information behavioral subsystem
Includes management ideology, values, orientation of the management system, behavioral standards of participants.
Information Support communications in the management system (management ideology, the level of development of communications, relations between employees).
Sometimes a self-development subsystem is distinguished (usually in very developed organizations)
PR - should be in every subsystem
PR is part of general management, top management
PR– specific forms, methods and technologies of work with different groups of the public (should be reflected in the structure and functions of the organization)
PR- principles of building relationships with the external and internal environment of the organization;
Formation of management ideology, taking into account the interests of different social groups;
Impact on public opinion.
Management and its forms
Operational- Orientation to the current activities of the organization, short-term, medium-term planning.
Object - internal environment (mostly)
Contractor - representatives of departments
The criterion of efficiency is profitability, rational use capacity
The main tool is the mission of the organization, which reveals its purpose
strategic– connection with long-term prospects and plans (PR works more efficiently here)
An object - external environment(search for new opportunities)
Performer - top management
Performance criteria - adequacy and timeliness of response
PR finds itself in a vision - a PR text that reflects the future of the organization, and the results of PR activities in the long term.
The organization acts both as an object and as a subject of PR activities
Object - as efforts are directed to it
Subject - because it is also the customer, defining goals, objectives and content.
As an object - with quasi-institutional subjects
As a subject - interacts with PR organizations
The main goal of PR is to create favorable conditions to achieve the organization's goals.
Objectives should be sufficiently developed, should focus on certain groups of the public, and aim at a certain result.
3 levels of implementation of PR tasks:
1) Cognitive - awareness, public attention is attracted, it is necessary to understand and remember these appeals
2) Emotional - recognition of efforts, interest, a certain attitude
3) The level of conscious aspiration - the intended action in relation to the PR agent
Mission of the organization- the purpose of the organization, can answer the question: "Why was the organization created?"
Vision of the organization- these are dreams, a description of the desired state of the company in the future, in a few years (2-3, 5-10)
Strategy– a way to achieve a strategic vision
Mission– a pragmatic definition of what the company is called upon to do; direction of activity.
Vision- an emotionally sensual definition of a dream, an ideal state of the company in a few years; target state of the company.
№8 The main directions of modern PR activities and services in the PR market
The external functions of PR are the creation of a positive image among external groups, the reaction to negative news. Organization of Marketing (products, contracts, transactions, loans, guarantees, prices and services)
General (management elections, conferences, exhibitions, awards)
Current messages (organizational achievements, statistics, introduction of new technologies, analysis economic conditions, financial statements)
Internal functions - creating and maintaining corporate responsibility among employees (maintaining reputation, favorable climate within the team, maintaining interest in administration affairs)
(S. Black. "PR Functions")
1) General opinion, relationships, life
2) Industrial relations, financial and international relations
3) Consumer relations
4) Information, statistics, research
6) Government Relations
Functions of the PR department in the organization
1. Control over information in the media (about goods and services, representation of the organization)
2. Organization of briefings (press conference on 1 issue)
3. Publication of press releases (press release)
4. Making various activities
5. Organization of public and charitable activities
6. Participation in exhibitions, fairs, etc.
7. Working with the audience (consumers, shareholders, communities, competitors, etc.)
8. Management consulting
Required Knowledge
The art of communication, several areas of psychology), sociology, political science, economics, fundamentals of management, law, knowledge and experience in studying public opinion, analysis of social problems, experience in relations with the media, experience in publishing material, preparing reports and presentations, developing various programs, social politics.
Management and regulation
Determination of goals, plans and tasks, budget planning, recruitment (requirements for employees), fundraising, establishing a favorable climate with investors.
Typical professions
Public Relations Manager;
press secretary(conveys information to the public, communicates the opinion of the organization);
spin doctor adjusts media coverage of events;
Specialist in crisis situations (crisis, stressful situations for the organization) to bring the public out of stress, to return the ability to manage the situation;
speechwriter- writing a speech for a speech, announcement, press release.
№9 Pr in various spheres of public life.
The PR institute is included in almost all spheres of life: spiritual and ideological, political, cultural, etc.
· socio-economic sphere pr: Marketing and production.
Marketing:
Formation and promotion of the image;
Contacts with different audiences;
Implementation Support marketing strategies;
Prompt reaction of the company to changes in the market;
Decreased marketing activity of competitors.
Industrial:
Overcoming perceptions of potential threats;
Work with employees;
Interaction with suppliers of raw materials, etc.;
Interaction with state control bodies.
pr in the political sphere
The emergence or disappearance of certain political entities
Rise or fall in the popularity of a political leader
Changing political course and tactics
Formation and dissolution of political institutions
Changing the principles of state construction (change of political regime)
political functions pr
The exercise of political power
Ensuring the Democratic Process
Support for the political institutions of democracy (electoral pr, one who works in elections)
Personal pr (formation of the political elite)
An individual can become a full-fledged member of the political elite only by becoming a political leader.
Pr performs the role of spokesman for public opinion
Pr helps resolve political conflicts
pr in the spiritual and ideological sphere
Influences the process of perception of spiritual values. Pr-means of communication between ideologists and the public.
· pr in the cultural environment
The cultural-creative role of PR is focused on the formation of ethical and aesthetic ideas. PR becomes a conductor of business activity.
The result of this activity may be a change in the cultural policy of the state.
Changing media activities
Formation or change of cultural traditions
Formation of the cultural elite
Transformation of stereotypes and behavioral practices in the sphere of culture.
In accordance with the Law of the Russian Federation “On Advertising”, “advertising is information disseminated in any form, by any means, about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite circle of persons and is designed to form or support interest in a natural, legal person, goods, ideas and undertakings and promote the implementation of goods, ideas and undertakings. On the one hand, an economic component is significant in advertising, and on the other hand, an informational component.
The tasks of maintaining sales volume at a certain level are solved using the so-called reminiscent advertising or advertising stability, which gives the consumer additional information about the product already known to him, creates the effect of a permanent presence in the market, promotes recognition of the company or product. Reminder advertising is important for reinforcing the confidence of current buyers that they made the right choice.
The Russian media also uses prestigious advertising, which helps to form the image of a company or product in the mind of real or potential consumers.
An effective means of influencing the consumer is newspaper and magazine advertising "/> whose genres are very diverse. For advertising purposes, almost all journalistic genres are used, which can be divided into three groups: informational (note, interview, report, reportage, line advertising), analytical (correspondence, article, review, review, review, comment), journalistic(drawing, essay). The last genre group is actively used in the preparation of public relations materials, materials with hidden advertising.
Advertisement- a paid advertising message placed in the periodical press, usually contains an advertising title-slogan, which in a concise form reflects the essence and advantages commercial offer advertiser.
promotional note- one of the most common advertising genres, is a purely informational genre: from it the reader learns what, where and when it was released or happened (should happen). The note is limited to a message about the goods and services that are advertised. As a rule, promotional notes have a heading. If an advertisement creates an advertising image by highlighting 2-3 characteristic sides of the advertised object, then the notes describe it in more detail, and not only any characteristic sides are highlighted, but details are also reported.
It is also used to promote goods and services. advertising report. The genre itself is defined as material in which readers are given a visual representation of a particular event through the direct perception of a journalist or actor. The author gives, for example, a visual representation of those goods that he himself saw, he recommends them to potential buyers not as an eyewitness from the outside, but as a consumer. For the reader, such an approach to the advertised objects is psychologically important.
An effective form of propaganda - promotional interview, which has a special power of persuasiveness. In terms of the form of the interview, it is a complete text, united by a common idea and consisting of original question-answer blocks, which are arranged according to the increasing degree of tension of the questions and reflect the development and dynamics of the conversation. The main task in this case is the transmission of a relaxed and direct speech that can create a vivid advertising image.
Advertising review is a comprehensive review of the advertised object (book, theatrical production, film, concert, exhibition). If in an ordinary review the advantages and disadvantages of an object are considered, then in an advertising review the reader's attention is drawn precisely to its advantages. A review encourages a potential consumer to take a specific action, such as buying and reading a book, watching a play or a movie.
In a number of advertising genres there is also an advertising essay, which tells about the advertised object in a figurative-journalistic form and its entire presentation is subject to a single goal - advertising. It organically combines elements of fiction and journalism, shows specific facts and real events, the advertising essence of which is revealed in a vivid artistic and journalistic form. An advertising essay affects not only the mind of the consumer, but also his feelings, makes him not only understand, but also feel the depicted.
One of the genres of advertising - short story with a simple plot and interesting composition. The situation that is described must be related to the advertised object. Often such a story is accompanied by illustrations.
Advertising article differs by deep analysis and detailed description of the advertised object, generalizations. An advertising article is already a whole study devoted to the advertised object or a group of homogeneous objects, telling about them in an accessible and popular way. The genre features of an advertising article are that it contains elements of all three areas - analytical, informational and journalistic. Articles can be review or be more selective, focus on a particular area of the firm's work, or individual product. Its main task is to form a positive image of goods and services in the consumer. Moreover, what is very important, the consumer makes his own conclusion about their merits. The opinion formed in this way is much more stable, something that is imposed by a "frontal" advertising attack, repeated repetition. In branding articles, firms try to explain their policies and win the sympathy of the public, for example, they report on their charitable activities.
Articles in advertising are used by advertisers whose activities require a detailed, thorough and verbose explanation (for example, advertising medical preparations, building materials). The effectiveness of such advertising largely depends on the stage life cycle goods. The less the product is known to the consumer, the more information about it is required. The introduction of a product to the market is the first reason to turn to an advertising article or a series of articles.
Linear, or rubricated, advertising- one of the common types of ads that are placed on the advertising pages of periodicals of a non-advertising nature or form the basis of advertising publications (for example, free classifieds newspapers). When preparing inline advertising, the main attention is paid to rubrication - a way to organize advertisements in a publication: for the convenience of searching, they are divided into classes, subclasses, and a hierarchical classification tree is built. Usually two- and three-level classification is used.
Direct mail(direct mail) - postal advertising - is the distribution of advertising messages (including personalized ones) to the addresses of a certain group of consumer persons or possible business partners.
Mail advertising is a cost-effective, efficient and economical means of marketing and offering services. That is why it is widely used by enterprises retail, commercial and industrial firms, service and charity enterprises, as well as private individuals. The advantages of this type of advertising include selectivity, accuracy of consumer coverage, and flexibility. Postal advertising allows the advertiser to choose the circle of consumers that he wants to reach. Thus, the advertiser reduces the cost of selling and increases profits.
Mail advertisements may contain the bare minimum or all the details necessary to describe a complex product. It takes much less time to distribute mail advertising than in the media. Mail advertisers can control circulation and quality advertising products, the number of recipients, taking into account their place of residence, age, gender and other factors.
However, the straight line mailing list there are also disadvantages. Firstly, these are higher costs compared to advertising in newspapers and magazines. Secondly, low efficiency and, thirdly, the lack of an information environment. An important reason why the reader pays attention to advertising in magazines is the information surrounding it (article, illustrations). Postal advertising should stand out from other advertising messages received by the addressee on the same day. The form and content of mail advertising must be carefully considered.
Consider some types of advertising publications distributed by mail. The most popular letters are often sent with brochures, price lists, order forms and envelopes. Postcards are commonly used to announce sales and discounts in order to increase the influx of customers. The flyers contain more detailed information about the advertised product.
Prospectuses and catalogs are mainly used for advertising that introduces a new product to the market. A prospectus is a publication containing detailed information about one or more similar goods or services. It usually contains information about the purpose of the product, the main areas of its application, distinctive features, ways of using. The prospectus is addressed to both end users and trade enterprises who will sell the product. Prospectuses are larger than flyers and are usually made from heavier paper. They convey the shape and appearance of the product well. They are usually issued with a large number of photographs or color illustrations. Prospectuses often accompany a letter advertising a high-value product.
In contrast to the prospectus, the catalog includes a list of a large number of goods systematized according to some criteria. Catalogs are used in wholesale and mail order. In the catalog, price list there are elements of the apparatus of the publication: a list of goods, an index, imprint, content.
The most important are the goods, prices and conditions. Instead of individual samples, it is better to create promotional packages, offering flexible terms and conditions. It is better to demonstrate the product in order to immediately attract the attention of the reader. The most expensive form of mail advertising is free samples. The length of the text in such advertising publications may vary depending on the product offered. The long test should be filled with facts. From general information it is necessary to move on to specific details. The letter must be made attractive to the eye, for this it is better to break it into small paragraphs, use different ways to highlight text.
After reading the advertisement, the reader must take some action. The interaction factor is very important, otherwise the reader will almost immediately forget about the advertising message. This involves asking the reader to act immediately, to set a time limit for their offer, or to limit the quantity of the product that can be purchased at that price. The advertiser must do everything so that the reader has no difficulty in sending a response or order.
Outdoor advertising is an effective tool primarily for advertising consumer goods, since it is designed primarily for perception by the general public. It can be used effectively only for those goods or services that can be represented with a concise image and short text. Outdoor advertising can be reminiscent or informative. However, recently an increasing number of enterprises use it to promote their trademarks in a set of prestigious, or image, advertising events.
Among the types of advertising publications related to outdoor advertising, can be distinguished billboards, posters, banners, illuminated signs, electronic scoreboards and screens. In addition, outdoor advertising includes shop windows, in-store advertising (pointers, information boards, price tags), signboards and even overalls for service personnel. Due to the fact that advertising in most cases is perceived at a considerable distance and on the go, it is usually short and expressive messages. In the artistic design of these promotional materials, the main elements of branding are prominent.
Advertisers recognized the new media - the Internet - as exceptionally convenient technology to conduct targeted advertising and monitor the effectiveness of advertising campaigns. The truly revolutionary developments in advertising technology were brought to market in the 1990s by companies such as Yahoo!, Amazon.com, AltaVista, and dozens of other US Internet media companies. Central to these developments, in all cases, has been to create unique opportunities for advertisers to deliver ads targeted to a carefully selected and accurately measured advertising audience. Thus, the Internet today allows publishers of science fiction books to advertise their products only to those Internet users who are really interested in science fiction, and a national brokerage firm can advertise on the Internet in such a way that only users who are looking for opportunities to invest in securities will “stumble” on it. this country. It is due to the fact that modern Internet technology makes it possible to automatically accumulate databases of addresses of Internet users interested in a particular topic, as well as to place advertising information on Internet servers depending on their subject, advertisers have been able to focus their advertising campaign on extremely narrow and well-defined consumer groups.
Four participants in the process of advertising communication can be identified: advertisers (initiators of communications), the media (carriers of advertising messages), consumers of advertising (the “target” to which the message is directed) and advertising agencies (as “conductors” and organizers of the entire process).
The legal relationship between the advertising producer (editor) and the author in practice is very unsettled. It is recommended to conclude an author's agreement with the author, because, as stated in the Law of the Russian Federation "On Copyright and Related Rights", "rights not directly transferred under an author's agreement are considered not transferred." In the author's agreement, you can insert the section "Copyrights", one of the clauses of which will be the distribution of liability for violation of copyright and related rights. Under this clause, the advertiser guarantees the authorship and originality of the advertising work and undertakes to independently respond to claims.
Let's take an example. The bank commissioned an advertising agency to design and print 5,000 color booklets. The contract was signed and executed by advertisers with high quality and on time. When the booklets ran out, the bank decided to print more booklets, but not from advertisers, but directly at the printing house. The bank believed that, having paid the advertisers under the contract, it had the right to dispose of this booklet at its discretion. However, according to the advertising agency According to the agreement, the bank did not receive property copyrights for the layout of the booklet. And replication (reproduction) of a booklet is an action, the right to perform which is a specific copyright. According to the "Copyright and Related Rights Law", these rights must be transferred in a special way.
The originality of the creation of print advertising lies in the fact that the editor himself stands at the origins of the preparation of the publication. It is he, on the basis of the advertiser's order, who forms the concept of the future publication and determines the task for the author of the text, artist, photographer. Maintaining and developing your creative and organizational capacity- an important task of the editor of an advertising publication.
The study of the features of the creative process in advertising shows that the birth of a fruitful idea on how to most effectively bring to the attention of the audience the merits of the proposed product or service is preceded by a large and hard work of collecting and processing relevant information. Among the various information that the editor collects during the preparation of the advertising campaign, a special place is occupied by data about the product itself, about the potential buyer and about the sales market.
Based on the understanding of this information, the concept of the publication is developed and its scenario is created - a more or less detailed scheme of the future publication and a plan for working on its individual elements. Together with the editor, the entire creative team led by him participates in the creation of the script: the author of the text (copywriter), artist, art and technical editors, etc.
The scenario is developed on the basis of the advertiser's order, which determines the goals of the advertising message and provides the necessary information: the target audience, actual data (name of goods or services).
When compiling the script, 4 species-forming features are taken into account: the intended purpose, the reader's address, the nature of the information, and the material structure of the publication. The editor formulates the tasks of the author or compiler of the text, the artist, thereby determining the amount of necessary information about the advertised product or service, the nature of this information, as well as the relationship between verbal and visual information. Problem formulation is the most important stage. There needs to be a clear goal. At this stage, you need to be clear about final result, which is supposed to be achieved during the advertising campaign. Then there is the collection and processing of information, verification and refinement of the idea.
The specifics of preparing an advertising publication is that all elements of the advertising structure are created in parallel as equal components of a single whole. For example, an interesting solution found by an artist may affect the volume and style of the author's text, and sometimes require its revision.
A clear organization of work on the script determines the functions of the editor in the process of editorial analysis, the content of which, obviously, comes down to assessing how the author of the text, the artist and other members of the creative team coped with the tasks defined by the jointly developed advertising idea.
When compiling an intra-publisher review, the editor checks whether the goals set by the advertiser have been achieved, compliance with the Law of the Russian Federation “On Advertising”, compliance with the content and design of works to the tasks set.
A specific stage for the preparation of advertising literature is the testing of promotional products before they are replicated or published. As you know, advertising information should attract attention, evoke emotions, be remembered, the consumer of advertising should have a desire to purchase the advertised product. Compliance with these requirements is the criterion for testing. As a rule, they check the effectiveness advertising idea, and then finished products before its release to the audience and at the stage of distribution. To do this, various methods are used, in particular the focus group method, when representatives of the target impact group (readership) evaluate advertising products. It is advisable to involve a professional psychologist in the work with the focus group.
A professionally executed advertising message cannot but take into account the laws of the psychology of perception. Economic and psychological efficiency are interrelated - the active impact of advertising on the mind of a potential buyer, as a rule, increases the effectiveness of sales activities. It is believed that, ultimately, advertising is the activity of creating images that control people. Therefore, the editor must pay great attention the psychological impact of advertising on a person.
First of all, it affects existing human needs, and also contributes to the formation of new ones. In order to better understand human needs, psychologists have tried to determine to which category they belong. There is a theory that lower biological or survival needs dominate human behavior and must be satisfied before socially acquired needs or desires of a higher order arise and become significant. Certain regularities are revealed. People are more inclined to notice stimuli associated with their current needs and sharply differing in some of their values from the usual ones. People selectively remember advertising, acquire knowledge in the process of activity and have their own attitude to everything.
Psychologists divide human motives into primary and secondary. The list of primary usually includes those that are or appear to be innate, biogenic, and the secondary ones are those that are considered sociogenic, that is, acquired in the process of life experience and learning. Advertising appeals based on primary desires or motives are more effective, since these motives are by nature closely related to the body's needs for goods and services.
Each stage of the psychological impact of advertising on the mind of the consumer requires the use of certain methods and methods of advertising influence.
It requires the editor to pay attention not only to the text, but also to all other elements. And here a large place is occupied by the pictorial series. All elements of the structure of an advertising publication are organized into a single whole by a layout, which is created on the basis of the principles of artistic design, book design.
Considering the layout of an advertising publication, the editor evaluates it from the point of view of the unity of verbal and visual, semantic and aesthetic information, organization of the rhythm of the publication. The aesthetic side of advertising design does not act as an end in itself, but only as a condition and means of ensuring a high consumer quality of the publication.
As a means of communication, an image is much more meaningful than text. Its content is less definite, vague. The lack of clarity in the image is compensated by the wealth of information. This is its advantage: the image is able to simultaneously convey many meanings, meanings or shades. So it involves the addressee of the appeal in the process of active perception, calls him to an unconscious interpretation of the information received.
One of the advantages of the image, which plays a large role in advertising, is the ease of its perception. The recipient of the advertisement spends much less effort and time on the perception of the illustration, so the process tires him much less than reading the text. In addition, the ambiguity of the information that the image carries has a great emotional charge, which allows you to quickly create the right mood. In certain types of advertising publications, for example, in a poster, illustration is generally the main element of influencing the mind and emotions of the consumer. The skillful use of illustrations allows you to characterize the object of advertising from any point of view: appearance, structure, organization, movement, process, size, quantity, location. Visual material, so accessible for perception, aesthetically convincing, contributes to a better understanding of information, complements, clarifies the text, and in some cases replaces it.
When working on illustrations, the main task of the editor is to evaluate how the artist and art editor solved the tasks set in the script. The following provisions can serve as criteria for such an assessment.
There should be a tangible and clear connection between the illustration and the advertised object, which is easy to understand even for an inexperienced reader. The simplest way to achieve the desired effect is traditionally considered to be the placement of the product name on the background of its image. Such directness, frankness of the advertiser, advertiser express their confidence in the excellent qualities of the object of advertising. Additional Information from their point of view, it is simply superfluous. Searches in this direction led at one time to the fact that in Western, especially American, newspapers appeared blank white stripes, sometimes spreads, with small signatures like "The company ... does not need advertising."
The illustrative material should show the product in an environment appropriate to its purpose, preferably in action, i.e. demonstrate how the product works, what operations it performs, what are the results of its use. At the same time, it is desirable to focus attention on the brand of the product and focus on its distinguishing features and features.
At the same time, you need to ensure that the illustration clearly reveals to the buyer what benefit he will receive by purchasing the product. The following can serve as a test method for the editor: is it possible to quickly perceive the graphic part of the advertisement and immediately determine to which area of human activity the advertised object belongs? Is such a definition possible without a text part?
Thanks to all these qualities, the image, the illustrative series, has become in recent years the main means of building an image and, accordingly, the most common method of presenting material in print advertising.
Consider several techniques used in illustrating promotional materials: tinted line drawings, photographs, drawings using the linocut technique (often made on the basis of an original photograph). Tone patterns are used to create an atmosphere or decorative effect. Graphs are also used. Advertising strips are full of computer graphics: houses, cars, funny little men.
An indispensable illustrative element of any layout should be the logo, trademark or trade mark of the advertiser. Sometimes within the same advertisement there are two brand names at once, one of which belongs to the manufacturer, and the second to the distributor of this product. In such cases, at the bottom, most often on the right, the advertiser's brand name is wrapped into a single complex with address data. Usually this option can be observed when the dealer company advertises the goods of its partners.
Rectangular photographs are most often used in newspapers and magazines, and people get used to seeing them.
You can decorate an ad and enhance its "visibility" not only with a picture or photograph. The size and shape of the ads are important. Rulers, spacings, vignettes and other typographic decorations not only carry an aesthetic load, but also help to structure the advertising material and make it easier to perceive. A powerful means of attracting attention is also free space - "air".
When working with large texts, it is desirable to increase their readability. To do this, it is recommended to use subheadings, start the text with a capital letter and place it in columns no more than 40 characters wide, preferably with a paragraph indent or a marker. The first paragraph should not exceed 11 words. A long paragraph is poorly perceived by the reader. All other paragraphs should be as short as possible. It is useful to break up the text with an illustration. You should not use a font smaller than 10 point and remember that light font weight is easier to read than bold.
For print advertising, the effects identified by psychologists are also important. various elements design. So, symmetry causes a feeling of peace, asymmetry - anxiety, a straight vertical - aspiration upwards, a horizontal is passive, a diagonal is active.
A feature of visual perception is the so-called effect of the left side of the visual field, that is, when reading a newspaper page, the eye first perceives the information that is located on the left, and then moves to the right side.
When choosing a font, in the first place are its qualities such as legibility and conformity to the image, created by the designer. It is better to type the title in lowercase rather than uppercase, as it reads more slowly, letter by letter. It is better not to place the title on the illustration.
In advertising, the substrate, reverse, background are also intensively used. With a sufficient amount of textual material, the reverse is used to highlight key phrases, as a kind of illustration, like a color spot. It is the strongest stimulus for the human optical system, as it changes direct perception to inverse. Sometimes advertisers abuse this technique. So, large texts given in reverse lead to the effect of psychological fatigue, in which a strong stimulus leads to a refusal to perceive the entire publication. In addition, reverse to a large extent narrows the range of typefaces and font styles used. Small sizes, light fonts and complex font design make reversed text unreadable.
The age of readers should also be taken into account. Which font is familiar to readers? Will the font read quickly? Is the text only readable in good light, or also in poor light?
The font should be in harmony in weight with the tone of the illustration, but should be in contrast with the background. The use of color in the font is mainly used in two cases: if it is a corporate color, which is usually used to distinguish the name of the company (logo) and slogan, and also to focus attention on an important sentence for the reader.
In an advertisement, it is desirable to use the font of one typeface. An exception may be the original font of the logo or the impact phrase. It is also undesirable to use more than 2-3 variants (by size, weight, style) of the typeface in one ad. Fonts with a high decorative effect should not be abused - they cannot provide good readability.
One of the most important qualities of an image is balance. The starting point that determines the balance of the composition is optical center. It is about 1/8 above the physical center, or 5/8 from the bottom of the ad.
Equilibrium is the arrangement of ad elements on the page: left versus right and top versus bottom, separated by an optical center. There are two types of balance: formal and informal.
Formal equilibrium- absolute symmetry, in which paired elements on both sides of the line that cuts through the ad have the same optical weight. This balance is used when it is necessary to emphasize the dignity, stability and conservatism of the image.
At informal balance By placing elements of different sizes, shapes, color intensity or shading at different distances from the optical center, visual balance can be achieved. Most advertisements use informal balance as it makes the advertisement more interesting, imaginative and emotionally charged.
Symmetry is the most common means of harmonizing composition in print advertising. Symmetry implies the location of all elements relative to an axis passing through the center of the object. It helps to create the appearance of order and thereby facilitates, speeds up the process of perception. Most often, the symmetry is violated by the text typed with a justification to the left or right or at an angle, or a heading, a brand name.
The principle of constructing an ad, thanks to which the reader's attention moves through the ad in the desired sequence, is called movement. To achieve this, a number of techniques are used: the ad may have images of people or animals, following which the reader's eye moves to the next important element of the ad. Various images can be used - a pointing finger, a rectangle, a line or an arrow that shifts attention from one element to another, comics or pictures arranged in a certain sequence that make you start reading from the beginning and continue it in the right sequence in order to understand the essence of the message. The use of spaces and color makes the text part or illustration stand out. The gaze will move from a dark element to a light one, from colored to non-colored. It should be borne in mind that, first of all, attention is drawn to larger elements that dominate the page, and only then - small ones.
All ad elements should occupy an area proportional to their value.
An effective way to draw attention to one particular element is to use a contrasting color, size, or style. For example, you could use a negative (white letters on a black background), a black and white ad with a colored border, or a fancy font style.
However, it must be remembered that overloading with different font styles, too small letters, inverted imagery, illustrations complicates and clutters up the composition, which makes it difficult to read.
The specifics of the design of advertising messages can also be traced in the nature of the heading, the place of which is determined primarily by the structure of the material. The name of the advertiser can act as a title. In this case, the title will be above the text. If the heading is the name of the object of advertising, then before and above it there may be the name of the advertiser, his slogan, an appeal to a potential consumer. Even a phrase from the middle of the text can act as such a heading, and the rotation of the heading can be 90 °.
A certain dynamics is given to symmetrical compositions by the heading set at an angle to the horizontal, while the angle of inclination should not exceed 30 °. Within these limits, the advertising text is read without difficulty and additional efforts on the part of readers.
The type of publication can influence the structure and composition of an advertising message. The place, volume of advertising should be laid down in the modular grid of the publication and designed in its style. For special and for mass publications different advertisements. One of the promising areas in advertising can be considered the consistency of advertising publications in the style of the publication.
The choice of the location of advertising in the publication is important. So, the front cover of the publication is preferable to the back, but it is even better to use the front page with a continuation on the back. Then follows the inner side on the right (3rd lane), then the inner side on the left (2nd lane). On the last sides of the edition, the right side is preferred over the left side. In the future, priority is distributed from the first pages to the last. Right (even) pages are better than left (odd) ones for placement of promotional materials. Pages opposite editorials are better than others, although this depends on the type of publication. Often the best pages for advertising are determined during testing. Any advertising in a newspaper or magazine will be preferable if it is adjacent to letters from readers, television programs, crossword puzzles.
When creating the layout of the publication, the editor needs to remember about the next stage - its replication ( specifications production).
The aesthetic properties of illustrations significantly enhance the emotional impact on the reader, therefore, when preparing them, a rational color scheme and various visual techniques are of great importance. At the same time, the editor makes sure that the use of these elements is functional, aimed at solving the problem of explaining, convincing, confirming textual arguments. As well as in the text, the object of advertising in illustrations should be shown from the standpoint of the consumer and in a form that is understandable to him.
The physical effect of color has been repeatedly confirmed by numerous experiments of physiologists and psychologists. Modern researchers give a variety of tables of emotional meanings of various colors.
Of great importance are the so-called non-price factors, i. those or other circumstances that affect the behavior of the consumer in a situation of choice, for example, prestige, the authority of the manufacturer of the goods or the seller.
The struggle for the buyer, for fame led to the development of a system of events called "public relations" (public relations). This system of measures is also called prestigious advertising in contrast to the promotion of individual goods or services, which qualifies as product advertising.
The editor of advertising publications also has certain means to maintain the image of the company, fixing it in the minds of readers. These are the so-called advertising constants, among which the most important place belongs to the brand or trademark and the name of the company. The task of the editor is to ensure that the brand and logo must be present in every advertising publication, regardless of its form, volume, purpose. The corporate block is placed, as a rule, in the most prominent places.
According to the Law of the Russian Federation "On Trademarks, Service Marks and Appellations of Origin of Goods", "... a trademark and a service mark are designations that can distinguish, respectively, goods and services of some legal entities or individuals from similar goods and services of other legal entities or individuals" . In other words, a trademark serves to ensure that the consumer, among many goods and services, can accurately determine who produces the product or service he likes, and the manufacturer or seller once again reminds that the product or service belongs to him. According to the Law, “the owner of a trademark has the exclusive right to use and dispose of the trademark, as well as to prohibit its use by other persons. No one can use a trademark protected in the Russian Federation without the permission of its owner.”
Despite the interconnection and complementarity, advertising is primarily information, PR is interaction, propaganda is introductions into the public consciousness, and marketing is market opportunities.
To the question of the relationship between the concepts of PR and marketing, the most acceptable opinion seems to be that where PR is defined as an integral part of a large, complex and diverse marketing mechanism.
Let's dwell on the difference between PR and product promotion. Promotion always involves the creation of an original advertising product. PR serves to promote the product, it will be successful if PR tools are skillfully used. But these two marketing communications have areas of activity that are in no way correlated with each other.
Considering the difference between PR and propaganda, let's define the concept itself. Propaganda is a special type of activity, the main function of which is the dissemination of ideas, teachings, views in order to form certain attitudes, ideas and emotional states, the purpose of propaganda is to influence people's behavior.
It would seem that PR is doing the same thing, but there is one significant difference: propaganda can distort or falsify facts to achieve its goals, PR strives for truthful dialogue.
Most often, PR is confused with advertising, so we will dwell on the distinction between these concepts in more detail. The difference from advertising can be formulated as follows: advertising should sell, and PR should create a reputation that helps to sell. It is not necessary to repeat that your company is the best, so that others understand this, a company is judged by deeds, not by statements. But to create a strong business image of the organization by informing customers and consumers, and not by custom publications or promotions(which, as a rule, have a positive, but short-term and unstable result) - this is the main task of PR. For this, public relations departments are created, money is spent; the effectiveness of the professional activity of a PR specialist contributes to the company's success to a large extent, it is an investment in the company's reputation.
It should be noted that PR is not the creation of some kind of favorable image that does not correspond to reality, it is an informational reflection of real actions, and not disguising them as favorable ones. PR serves the prosperity of the company, strives for the most successful sale of goods, thereby having goals similar to advertising. But PR does this by a different means than advertising or propaganda.
PR goes to the general public, not to a narrow circle of potential consumers. PR is addressed to a person as a social being in order to inspire confidence, while advertising sees a client-consumer in a person and seeks to provoke a desire to make a purchase. Not all organizations can use advertising, but all can use PR.
Table No. 1 discusses the main criteria for similarities and differences between the concepts of PR and advertising, propaganda, and marketing.
|
Characteristics |
Public relations |
Propaganda |
Marketing |
||
|
Definition |
it is a planned ongoing effort to create and maintain goodwill and understanding between an organization and its public. |
these are paid activities to create interest in a company or product (service) |
Dissemination of views and ideas in order to introduce them into the public consciousness and intensify mass practical activities |
Systematic activities to study, evaluate, forecast the market and adapt the organization's activities to changes in the external environment |
|
|
Shaping the success of the firm |
Sales of goods and/or services |
To incline to a certain worldview, way of life |
Find out requests target audience and develop ways to meet their needs |
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Use of mass media |
Media coverage |
Buying time and space |
Media coverage |
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Message credibility |
Relatively high |
Relatively low |
Relatively high |
Event dependency |
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Type of target audience |
Relationship or situation orientation |
Market Orientation |
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Event dependency |
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Timeline |
Short and long term goals |
Long term goals |
Long term goals |
Short and long term goals |
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Ideology, fashion, worldview |
Product and/or service |
Ideology |
Event dependency |
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Provides equal dialogue with the public |
Informs the audience |
Attract supporters and "keep them in line." |
It studies, forms, increases, satisfaction of consumer demand. |
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Peculiarities |
Partnership with the target audience |
Uses distortion of figures and facts |
Integrated Marketing Communications |
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1. Transferring information about a product or service, familiarizing potential customers with it. 2. Agitation of buyers in favor this product or services |
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In this chapter, the ratio of marketing, advertising, propaganda and PR in the activities of modern organizations. This is one of the most urgent problems of building a communication strategy. Various companies solve this problem in different ways, which is expressed in the different positions that PR specialists take. In some companies, the PR function belongs to the advertising department, in others - to the marketing department. In a number of organizations, marketing, PR and advertising are connected not by vertical, but by horizontal links.
The concept of marketing communications permeates all stages of market reproduction - from the idea of creating a product or service to their final implementation. The importance of using marketing communications is confirmed by the fact that it is communications that serve as an effective mechanism for overcoming problems on an unpredictable path of promoting goods or services from the producer to the final consumer.
In the current conditions of the Russian market, it is advisable to single out five main types of communications with the active use of PR: advertising, interactive marketing, incentive system, telemarketing, exhibition marketing. It is important to note that direct marketing, PR have on Russian market huge potential, much more than television advertising.
The trend towards the integration of marketing communications, i.e. The combination of advertising, public relations, sales promotion, direct selling, point-of-sale communications, and event marketing with other elements of the marketing mix is one of the most significant marketing advances.
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