Advertising is undeniably the engine of commerce. The main task of advertising is to attract as many buyers (customers) as possible to the advertised products. But in order not to make stupid mistakes and scare away customers, you need to study advertising, at least its basics!

Advertising types

There are two main types of advertising strategies. They differ in what advertising relies on: on the real utilitarian properties of the product or on its psychologically significant, often imaginary properties.
The first type is called rationalistic advertising, the second type is emotional or projection advertising. These two types of strategies usually use different communication channels as the main ones. In the first case, verbal information (advertising text) dominates, in the second case, non-verbal information (advertising images, music, general style decision, etc.). This division, however, is conditional, since often a strong emotional effect can be created with the help of text, and vice versa, an image can convey extremely clear factual information. Two different types of impact: impact on the mind and impact on emotional sphere- in fact closely interact with each other. So there is also a mixed type of advertising, combining the features of rationalistic and emotional approaches.

Psychology of Advertising

1. Associative techniques. Advertising errors. Examples of unsuccessful advertising
2. Possibilities of using associative methods in marketing, advertising and political science research
3. Analysis of motives and its use in advertising
4. The structure of needs and motives from the perspective of the psychology of advertising
5. Return to the experiences of childhood in the psychology of advertising

Sometimes even experienced specialists are not immune from mistakes, as a result of which unforeseen associations arise.
Having released a new high-grade and more expensive whiskey, the company distributed an advertisement in which a photograph was placed: a glass of golden drink with a pair of golden coins at the bottom. The caption under the photo read: "For a few extra cents you can get a much better whiskey!". Whiskey was not successful: complaints rained down that it had some kind of metallic aftertaste. I had to remove coins from advertising, then reduce the price, change the bottle shape and name in order to neutralize the associations caused by unsuccessful advertising.

Sales of Philip Morris cigarettes, after advertising them with the inscription "Cigarettes that do not irritate the throat," declined. The expression "non-irritating", although it contains a negative particle, is still associated with some kind of throat irritation. Things got better when that expression was replaced by the word "soft".
The soup ad, which featured a tear-off coupon that entitles you to a nylon stocking premium, offended women who said feet shouldn't be in soup.

Advertising distribution channels - advantages and disadvantages

Introduction.
1. Advertising messages: their essence, creation and placement.
1.1 Essence and meaning of the advertising message.
1.2 Features of creating and placing an advertising message.
2. Specificity of advertising distribution channels: advantages and disadvantages.
2.1.Characteristics of advertising distribution channels.
2.2 Advantages and disadvantages of the main advertising media.

As the role of marketing increased, the role of advertising in modern society increased, and effective organization promotional activities has become a key factor in the success of any organization. Buyers seek to make sure exactly whether the purchased product satisfies the need for which it is purchased.

The consumer's decision can be influenced by many aspects of the enterprise's activities that are not related to the commercial characteristics of the purchased product, so the enterprise is forced to explain its actions to the general public. Advertising is also of undoubted importance for the field of psychology, as it has a powerful influence on a person. Sometimes so powerful that a person subject to advertising influence needs health care. That is why at the present stage the role of the effectiveness of advertising messages and channels for their distribution is increasing.

Advertising as a social phenomenon extends its influence not only on the economic sphere of human relations, but also affects social behavior, value choice and psychological comfort of the individual. One of the most pressing problems in the study of advertising is the study of the degree of perception of advertising messages, their positive and negative sides , and the influence on the behavior and value orientations of a person, age, social status, life orientations and values ​​\u200b\u200bwhich suggest a constant "openness" or vice versa, the "closedness" of the psyche to external influence, high or low level of perception and the search for self-affirmation in the environment of interpersonal relationships.

The impact of advertising on the consumer

Only a few commercial enterprises can today successfully conduct business without advertising in one form or another. In large firms, where there are full-time specialists and the support of an advertising agency, it is easy to distribute various functions among the right people for their performance. Many nationwide advertisers spend millions of dollars annually and willingly risk huge sums to bring new branded products or services to market.

Conversely, the small firm must ensure that it gets the most out of every penny it spends on achieving publicity. By the way, at the initial stages of development, when the involvement of professional services is not yet affordable, the owner or commercial director has to perform in miniature all the functions that in large firms are the responsibility of experts and employees of their advertising agencies. He has to be contactor, media planner, copywriter, art buyer, print media buyer, press source production supervisor, and direct mail specialist. "), and design managers, and a specialist in other areas.

There probably won't be much social phenomena, the opinion about which in our country would be as contradictory as about advertising. On the one hand, there is a lot of evidence that people need it, even seek it. Many sectors of the national economy are experiencing a real need for prompt notification of consumers. And this need is met by a whole network of advertising organizations that differ in structure and capabilities. On the other hand, there is a fairly widespread skeptical attitude towards advertising. Unfortunately, today's advertising practice, coupled with the quality of some goods and services, gives a lot of reasons for both humor and skepticism.
Advertising can be seen as a form of communication that attempts to translate the qualities of goods and services, and ideas into the language of the needs and demands of the consumer. The relationship is by no means simple. So, from the very beginning it is important to remember that advertisements that we see and hear are the end products of a range of studies, strategic plans, tactical decisions and specific actions that together make up the process of advertising.

Thus, the relevance of this work is obvious.
The object of study is consumers of advertising services
The subject is advertising and its main components.
So, the main purpose of the work is to study aspects of the impact of advertising on the consumer.
To achieve this goal, it is necessary to solve the following questions:

1. Analyze the concept, functions and means of advertising
2. Consider the main components of the impact on the consumer.

Advertising is an inevitable companion of market relations and today's reality in Russia. Whether we like it or not, we must learn to live with its obsessive desire toour awareness of your priorities.

Since the early 1990s advertising filled the television and radio air, pagesnewspapers and magazines, streets, facades buildings. Nothing except annoyance to viewers, could not cause annoying interruptions in films and more TV shows.

But if adults determined their attitude to advertising with previously formed positions, then the consciousness of children originally formed in the ad stream.

While it is difficult to draw a final conclusion in t om, How will this affect their worldview and behavior in the future, but something to assume already today, based on the content of the "truths" imposed by advertising

Although “good” advertising necessarily creates such an illusion, convinces us that they made the choice themselves, and it e the only correct one. This is the psychological programming of youth, and without any per t about their wishes and consent.

This gives rise to danger It is a fact that sooner or later advertising will begin to control our children in all areas.

The daily flickering of pictures on the TV screen beautiful life”, luxurious life, cars, golden beaches under the azure sky, formcertain value structure. In this culture, there is no place left for spirituality, high moral goals, such "unprofitable" qualities as kindness, justice, humanity. Children who have grown up under the influence of the propaganda of selfishness and the cult of physiological needs will not risk their personal good for the sake of the common cause.

Forming the type of personality of the egoist-consumer, advertising thereby programs the sphere of activity of the individual, reduces it to the struggle for money, status and other predominantly material values.

That advertising zombification can become deadly is evidenced by the story of a young advertising victim, published by the Teacher's Gazette under the headline "Chocolate with a taste of ... death" in the mid-1990s. 14-year-old Muscovite Katya dreamed of moving from a communal apartment to a separate apartment with her family. Somehow I saw an advertisement for Mowgli chocolate: collect 25 different icons from the set, and the Mercedes is yours! And it dawned on her: the price of a car is an apartment! I borrowed a million rubles from my girlfriend in the calculation, having enriched myself, to return it. Spent on chocolate, but did not receive a set of badges.

A month later, a friend demanded to return the debt and set a condition: for each day of delay - 2% - 20 thousand rubles. Desperation pushed Katya to suicide. She took eight powerful sleeping pills. An accident saved me from death - my father looked home in the middle of the day. For several days in intensive care, Katya was unconscious between life and death ...

To protect your child from being manipulated by advertising, you need to know the main methods of advertising influence on consciousness:

♦ suggestion of the myth about advertising as the engine of progress;

♦ turning into an instrument of systematic and sophisticated psychological violence;

♦ the use of obsessive repetition of the same commercial.

♦extensive exploitation of people's desire to be "like everyone else";

♦Using people's interest in getting free prizes and gifts

♦ love scenes, including sex scenes

♦ broadcasting advertising synchronously,

♦careful camouflage of ideologically significant values ​​and attitudes.

There are also more rigid methods of imposing on people the needs of the advertiser.

To artificially induce a need state that forces children to buy goods that they do not currently need can subliminal advertising, associated with the use of the "25th frame". In this case, people usually do not realize the impact on them.

With the help of a second film projector, in the intervals between frames of a regular film, shown at a speed of 24 frames per second (hence the name - "25th frame"), blotches are shown - the inscriptions: "Drink Coca-Cola" and "Eat popcorn"

The duration of their show is many times lower threshold of perception visual images of consciousness. Signals are recorded by the subconscious and influence behavior.

In the cinema buffet, during screenings that showed unseen commercials, sales of Coca-Cola rose by about 16-18% and popcorn by 50%.

In Russia, there is virtually no real control over the use of subthreshold incentives in advertising.

Hunters for dupes are operating on the Internet. He is full of offers to earn thousands "by doing almost nothing."

In the course and set of international telephone numbers with billing for calls.

Fraudsters operate in cellular networks. More than 10 million Russians have become victims of fraudsters. The total damage is a billion rubles.

Personal Threats

There are three main areas in which modern advertising harms the child.

Firstly, the rebirth of a creatively thinking person into a creature capable only of fragmentary-clip thinking, which does not require the ability to compare, evaluate, generalize, make decisions based on knowledge and beliefs.

For example, the harm to health from eating dry food is well known, but the "rubber" hamburger in McDonald's is advertised as "a world full of adventure and wonder", and "Nescafe Gold" - "the pursuit of excellence."

They have cookies - "crunchy happiness", a new variety chewing gum- “certainly the most important event in life”,

Bounty chocolate bar - "heavenly delight", "Chibo" - "this is everything to make your life beautiful", and even "a thick layer of chocolate - that's almost everything we need from life."

With such attitudes, the spiritual and creative impoverishment of the child is inevitable. This is not the development of personality, but the suppression in it of everything that has been formed over millennia.

Even more obvious is the danger of intrusive tobacco and beer advertising.

Children and adolescents are less resistant to the psychological effects of advertising, so they become smokers faster and easier than adults. The negative consequences of this influence on the younger generation are obvious.

An analysis of statistics on underage smoking conducted in Moscow revealed that by the age of 17, 93% of adolescents have tried smoking, and up to 50% become smokers. They usually smoke 5-10 cigarettes in a day. 13% of them smoked their first cigarette at 11 years old, 30% at 13 years old. At the age of 16, 27% of boys and 24% of girls smoke regularly.

By advertising tobacco products, manufacturers do not care about the health of children and hide the truth about the dangers of the products they sell. So, tests have shown that the content of resins in Marlboro, WinstonandL& Mis 13 mg per cigarette, contrary to what is indicated on the pack 12, Marlboro Lights-9 instead of 8,Winston Lights- 10, although the inscription on the pack declares 8 mg. The comparison shows the shameless deception of tobacco buyers.

How can we protect our children?

Advertising itself can be used for the primary prevention of smoking, beer and other alcoholic beverages.

It is necessary to show its biased nature and form a critical attitude towards advertising, and the ability to independently identify the contradictions contained in it.

One of the options for this kind of comparative analysis of advertising and "anti-advertising" in relation to smoking is offered by narcologist S. M. Tikhomirov (table).

Modern advertising is also dangerous for the mental well-being of young people. Advertising excites envy and aggressiveness, forms complexes, causes a feeling of failure, introduces one into a stressful state.

And this is the threshold of a mental disorder, a breakdown in drug addiction or alcoholism, and even the beginning of the path to suicide.

1. it is appropriate to express regret that it would be more useful to direct advertising to propaganda healthy lifestyle life and spiritual and moral values;

2. turn ads into jokes

3. It should also be remembered that advertising is intended for children - viewers.

Most simple advice is: advertising must be treated like a product on the market. Your right is to watch or not to watch. Advertising - will not help to find something important and necessary for life, will not lead to happiness. The grounds for well-being and happiness must be sought in oneself, in one's soul.

Organization Theory: Lecture Notes Tyurina Anna

7. The concept of marketing, its principles The concept of "marketing" comes from the English word market - "market". Today, marketing is the most important characteristic of a market economy. With its help, a qualitative analysis of the potential opportunities of the organization and the market is carried out with