Реферат: Advertising in the trade market
1. Advertising Sections
2. The forms of distribution channels ad
3. Stylistics advertisement
marketing advertising design style
Advertisingappeals create and produce advertising agencies creative independentprofessional organizations and business people who provide full services toadvertisers: carry advertising research, develop and produce advertisingdesigns advertising appeals, plan and conduct campaigns.
Advertisingcomplex art because it involved professionalismly, which can perform their workon high (in view of global demand) level. In the advertising industryconcentrated generators best advertising ideas, advertising talented developerstexments designer of computer graphics and animation, App-managers of theorganizers, advertising, photographers, illustrators, videoinzhenery andbusinessmen.
Adecision on prices for advertising agencies should consider the following basicvalues:
firstly,the own blotyou pursuant to this or other promotional services;
Third,the behavior of competitors.
Forcurrent pricing free foam is the product of negotiations.
Itcan be individual, ie meachild with the specific demands of customers — advertisers, or of list that takes into account allowances and discounts. Listprice may be the minimum, maximum and hard. Paby making a minimum price,advertising agency protects itself from the effects of price competition. Themaximum price you have to counterextraordinary price increases. Solid pricestability is the basis of footearnings for advertising. If an advertisingagency conducts pricing policies on a «quality cost» price can be twoways to change, or variation of award for a reclamnyh quality of services or asa variation on constant prices.
Advertisingto sell advertisement to be distributed, ie set of organizational units orindividuals that help to convey to someone else ownership of a specific product(product, idea, service) on its way from producer to consumer (buyer). Advertisingto sell vyokremylas of commercial advertising in general due to the fact thatshe has some specific features that affect the goal, means, media andpromotional activities. These features are linked with the appointment of productsfeatures the distribution channels of channel levels, their organizationalforms and types of services they offer.
Audiovisualadvertising — the most effective form of advertising. TV and radio advertisingcatches the viewer and listener in a home environment where it susceptible toinformation, but can at any moment turn off the TV or receiver for these orother reasons. So, we should have time to express themselves optimally shorttime.
Inan ideal advertising appeal must attract, retain interest, awaken the desire toimplement actions. In practice, only a few ads push customers to go all theway, but the model to determine what desirable traits should have the sameadvertising.
Importantrole in advertising to sell goods (lines, budget, means of advertising,advertising media, the intensity of advertising, etc.) plays a destination ofgoods. Some techniques and methods of advertising to be applied to goods ofmass consumption (consumer goods), while others — for capital goods. Theeffectiveness of advertising appeals can be measured by previous testing ortesting conducted after the campaign. These studies allow to verify theaccuracy of the selected line of conduct, the bar ads and promises of benefitsto the buyer.
Understandably,manufacturers and products differ from each other as people. Therefore it isimportant to identify myself clear and express favorable and psychologicalbenefits of this or that product in advertising. Creator image ads with thecustomer is obliged to carry a mini market research. As a result of datacollected about the company and its product (in this case, knowledge ofcommercial details are not needed). Advertising specialist should be able to:define a unique proposal (UTP), vividly expressed in its indicative slogan (sloganmarked or appeal), the slogan should involve the maximum number of viewers andlisteners; commercial arguments and proposals in the ad must be grouped only incertain social groups, Psychological population. The article shows thecomprehensive plan of advertising: set goals; establish liability, thedefinition of budget development topics; selection of advertising, creatingads, advertising timing analysis of joint actions and directions, definitionsof success and failure.
Consumergoods intended for direct consumption consumers (individuals, families,households). Under the terms of everyday life distinguish durables andshort-term use, depending on the behavior and habits of customers — FMCG,pre-selection, as well as special products and tobacco demand.
Consumerservices — these are actions that help create choice, provided services orother beneficial effect is achieved.
Theyare divided into services with the lease (or lease rating) products, personalservices, which are aimed at maintaining the quality of purchased products ingood condition, and more.
Producergoods are classified in the following features:
First,depending on the purpose and usage patterns — the ones used for the use, andthose that remain in the
operatingweight and natural-real ingredients;
municationsecond, depending on the value, nature and time use and role in the process — for capital and ancillary equipment, raw materials, semifinished products andparts, materials, etc..
Servicesfor industrial purposes — a guide service and repair of process equipment,management, advertising, accounting, etc..
Explainsthe variety of goods and a wide variety of promotional activities distributionchannels.
Notablefeatures such distribution channels:
•Analytical work that is performed to facilitate the exchange of goods betweenproducers and consumers;
•promotion (creating incentives for communication and dissemination to thegoods);
•establishing and maintaining relationships between agents and consumers,between producers, intermediaries and consumers;
•adapt products to the requirements of buyers (sorting, assembly and packaging);•
•organization of goods delivery logistics (transportation and warehousing);
•financing of commodity movement to consumers;
•to assume risk that may arise during the movement of goods to consumers.
Eachof these features are so well connected with advertising and marketingactivities of all producer and facilitator. This includes prices, discounts,services, etc. particular functional.
Advertisingdepends on the number of levels of distribution channels. Channel zero, whichis called direct marketing channel consists of a manufacturer who sells hiswares directly to consumers. This, for example, through trade peddlers, mailorder trade, trade by manufacturer branded stores. Tier channel has onemediator.
Inconsumer markets — a retailer and markets products for industrial purposes — asales agent or broker. Duplex channel already has two facilitators. In consumermarkets, such are the wholesale and retail traders in the markets of capitalgoods — industrial (agricultural) Distributor and dealers. Three-level channelhas three intermediaries: small wholesalers purchase goods in large wholesalersand sell them to small retailers.
Thissystem requires a completely different marketing communications (advertising,too) for each level. Are working on these communications (advertising) on thebasis of consumer research and proposals of competitors.
2.The forms of distribution channels ad
Greatvalue for the purposes of defining features as advertising to sell areorganizational forms distribution channels.
Retailersare classified by the following features:
•product portfolio offered (specialty shops, department stores, Supermarkets,convenience goods stores, shopping centers, retailers services, etc.);
•the nature of prices (low price store, warehouse store, which sells atwholesale prices, shop, showroom, etc.);
•the nature of service trade (trade of goods ordered by mail or telephone,vending machines, service orders, with a discount roznosna trade, trade forcatalogs);
•concentration of commercial enterprises (central business district, a regionalshopping center, regional shopping center, neighborhood shopping center, etc.).
Thesefeatures determine the policy of marketing communication in retail. To reachconsumers, retailers enjoy the usual communication tools like advertising,personal selling, sales promotion activities for products and public relations.They provide advertising appeals in newspapers, magazines, radio and television(in whom it is possible, he resorts to the interactive marketing). This useletters that can personally deliver to customers (actual or potential), ordirect mail advertising. Special attention is paid to get in contact withcustomers, meeting their needs, comforting doubts consumer claims. Beingorganized vnutrishnomaha-zynni impressions tests used stamps, play prizes. Asignificant effect is the use of such techniques as an invitation to«celebrities», using the most modern commercial interiors, increasingthe number and quality of services, facilitate the return of goods, openingbranches in suburban areas, expanding franchise network and so on.
Onall these measures are widely inform the media directly in the trading roomsused special methods display of goods (with the use of technical devices,animation, etc.).
Marketingpolicy of wholesalers has significant differences, as wholesale intermediariesother than retail in many ways.
Wholesalerpays attention less on incentives, the location of its trade, its interior andsetting up specific atmosphere of goodwill and mutual respect, because it dealsmainly with professional buyers who are most interested in purely technicalparameters. By the volume of wholesale agreements with much larger retailers,wholesalers and trading zone and more. Retailers are more likely to buy theright products at a wholesaler, rather than looking at them from differentmanufacturers (though this form of trafficking also takes place).
Lowestwholesale contribute to such trends in the economic development of civilizedcountries, as growth in mass production in large enterprises, remote from themain consumers of finished products, increase production «inreserve», increasing the levels of distribution channels and increasingthe number of claims intermediaries, packaging and variety of goods andservices offered.
Allthis requires some effort on marketing services producers and intermediaries.Power Marketing communications, including advertising in the other to sell,depending on the category of wholesalers, which is classified by the followingfeatures:
•wholesalers, buyers, which in turn are subdivided into wholesalers with acomplete cycle of service and wholesalers with limited-service, ie, those whotrade in cash without delivery of goods to consumers, wholesalers, salespeople,wholesalers organizers, Wholesalers — consignor; wholesalers engaged in mailorder trade, cooperative wholesalers, selling products (mostly agricultural) manufacturedat the enterprises of the cooperative;
•brokers and agents (agents manufacturers, sales agents Plenipotentiary ofgoods, purchasing agents, wholesalers, commissioners);
•wholesale branches and corporate departments producers (supply and network marketingorganizations, producers);
•various specialized wholesalers (wholesalers, farm fence, wholesale Oilwholesalers, shareholders, etc.).
Applicationof communicative actions such as wholesalers to sell advertising, salespromotion, personal selling and public relations has largely random in nature.But now a growing number of wholesalers began to worry not only about the rangeand quality of goods, but also the prestige of their enterprises, how to findand meet the most profitable customers, make them regular customers, set themcloser and effective ties expand the services provided to customers. All thisis reflected in the promotional activities: a joint advertisement with themanufacturers, flexible price policy when the prices of purchases and thus theselling price. To expand its customer base, wholesalers widely reported ofsuppliers, mass and type of packaging, quantity of goods in containers, theamount of games, price reductions depending on the cost of the party purchases.However, they prefer not random text advertisements and publications thatpublish a list of companies, grouped by commodity basis. Many newspapers havethe inserts in the daily or weekly publications or conduct special advertisingsections from wholesalers.
Greatvalue in advertising has a clear syntactic structure, which allows you toquickly perceive information. The important role played by expressive syntax,because, firstly, these structures can enhance the presentation, and secondly,clearly structured text ads that will favorably affect its perception. Toexpressive syntax typically include stylistic (rhetorical) figures.
Syntaxfigure — a linguistic turn, syntactic construction, used to enhance theexpressiveness of expression.
Parcelation- a partition proposal in which the content of expression is realized not one,but two or more linguistic units following one after another after dividingpause. For example, the competition — it is alive, creative and highly specific.But we can and yes: the competition — it is alive. Creative. Highly specific.
Theadvertisement can be used and epiphora (only end) — repeating words or phrasesat the end offers or related passages. For example, we fight for freedom. Wealways stand for peace.
Syntacticparallelism is the same building or neighborhood offers cut language.
Antithesis- a linguistic turn in which to enhance the expressiveness of languagecontrasted sharply opposing concepts. For example, in low water at high speed.
Graduation- stylistic figure, which is in the following location of words in which eachfurther contains a value that increases (at least — which is reduced), thuscreating growth (easing) of generated impressions. Usually gradation used whencomparing different digital cited and placed them as reinforcement. Butsometimes individual words, phrases, whole paragraphs of text ads line up inorder of their growth.
Ellipsis- the stylistic figure, which is to pass any of the sentence, which means, moreoften than a verb. This creates a dynamic language.
Default- linguistic turn, which is that by the end of deliberately expressing opinion.In a written text is usually put Multipoint. Well used in advertising directspeech and the types of conversational design appeal.
Advertising- it's not easy marketing of the desired item, but a thin tool to attractconsumers and increase demand.
Researchwill show how to achieve such an effect of advertising in society, how todefine the implementation period, frequency ads that particular mentality andtaste of the Ukrainian population should be considered.
Also,after a study is possible a new approach to solving problems, new ideas andsuggestions. Progress reports should make recommendations as practical for usein the community to improve the effectiveness of advertising.
Theresearch gives an opportunity to get the data needed for marketing, managementcompanies, conducting campaigns, and for those firms involved in thedevelopment of commercials on demand.
Qualityadvertising directly affects its efficiency. This concept of quality appliesnot only the technical side (design, special effects), but the contentsubmitted commercials. People are very original, not boring persuasion that aproduct is the best in the world.
Oneof the most effective techniques of modern advertising — designing imageproduct, trademark, company. Famous booster D. Ogilvy (SSHL) formulated thetheory that every advertisement should be considered in terms of how shecreates complex characters image of the product. With advertising producersfamous worldwide catalog create a favorable image and unique identity of itsbrands: products companies Adidas and Nike symbols of a healthy lifestyle andsporting successes are watches «Rolsks and pens» Cross "-attributes Business prosperity and so on.