How to create effective advertizing?
Ordinary phrase “ Advertising - the trade engine “ strongly the problem " took roots in minds of the modern businessman, and; how to make “ already concedes to a problem “ how to sell “ goods. However, as practice shows, not each advertiser knows how it is correct to sell. Therefore, sometimes we meet the advertisements causing a negative, and it is worse - at all not attracting attention. Therefore, often we hear frank lie about properties, quality and the prices of goods though it, of course, is forbidden by the law … to
What is effective advertizing? In the simplest understanding - it is that advertizing which gives profit. But advertizing can be not aimed at receiving profit. For example, it can promote fast sale of all goods at once to replace the range, or completely to close case. In that case the advertizing purpose - sale of goods in the shortest possible time, even if and with small profit. Image - advertizing advertizes not goods, but firm in general, and sets before itself the long-term, strategic purposes.
Success of a brand is defined not by that, the goods how well are on sale today. Therefore modern advertizing of the large companies is directed generally to formation of lifestyle of the potential consumer, designing of legends. A good, steady legend - a basis of success of the advertizing company.
But, first of all, it is necessary to understand: at whom advertizing will be aimed? what it, potential buyer? and what its interests? At market segmentation demographic factors are considered: sex, age, education, nationality, level of the income, religion and residence.
For example, during creation of advertizing for the elderly people who are adjusted conservatively we write in a little old-fashioned language, we do a retro - registration, we add a discount no more. And creating a roller for youth at which new habits are quickly developed, on the contrary, we place emphasis on fashion, prestige, convenience of goods or creation of image by it to the owner.
It is known that the main buyers of goods of personal consumption are women (80 - 85% of purchases fall to their share). They quite often control the family budget and make purchases for all family. It is also known that the woman - a being emotional and her spontaneous, impulsive purchases are peculiar. Therefore during creation of advertizing we place emphasis on emotionality and surely we pay attention to a goods arrangement in shop, to window dressing and packing.
Besides, it is necessary to consider psychographic types of people, each of which is most susceptible to certain, to positioning option. Then the essence of the majority of advertizing messages is various variations on subjects:
- “ Become same as all. Buy it! “ (inhabitants);
- “ You will enter an intimate circle “ (imitators);
- “ I have what others do not have “ (careerists);
- “ I am not such as others, I am identity “ (independent).
Still it is worth mentioning Pareto principle :
In the market sphere it means that 80% of profit are made for firm of 20% of her constant consumers. Therefore in advertizing it is better not to address the widest target audience, and to focus it on group of regular active customers.
In the history of the Russian advertizing there is a remarkable example: successful large-scale advertizing campaign of the " company; Shustov and sons “. You judge: “ Nikolay Leontiyevich Shustov found several students, put to them a good payment and forced to go on taverns and everywhere to demand to give shustovsky vodka. In case of refusal students were allowed to podeboshirit, but it is a little. Thus, in a short space of time all tavern keepers learned about existence of very not bad and rather cheap " vodka;. the Advertising campaign calculated on low-profitable segments of the population.
“ Shustov selected ten two young men from good families, put them a good salary and to the money sent to Europe and America. Belonged to duties of these secret shustovsky agents not less than to come twice a day with the lady into some smart restaurant, to order a magnificent table, and when laying came to an end, it is obligatory to demand “ small bottle of shustovsky " cognac;. In response to the statement for what about such brand here nobody heard the young man with astonishment raised eyebrows and, pretending that he does not trust the ears, asked again: “ How, you have no shustovsky cognac, the best cognac in the world? “ Having received the affirmative answer, he rose, apologized to the lady for the fact that he brought her in “ this snack bar “ completely paid off the bill and, without having touched anything, promising that from now on his leg will not be here, left the institution “ . The action calculated on the European consumer and on highly profitable segments of the population.
For the most numerous and diverse group of consumers - the Russian inhabitant with the average income - all possible advertizing media were used. Newspapers and magazines dazzled with advertisements, the comic verses advertizing brand were published. Shustovsky cognac appeared in the section of riddles and jokes, various comic sketches and feuilletons beating this drink were published. At advance of the " brand; Shustov “ practically all existing stereotypes of consumer behavior were considered.
Till today the Russian advertizing actually remains in the borders outlined by it “ intuitivist “ the middle of the 19th century - there began HHv. However means only of one advertizing even if very successful, it is impossible to solve all problems connected with sales. Competent marketing - mix which will include both a pricing policy, and policy of sales, and optimum characteristics of goods is necessary.
Each brand becomes obsolete sooner or later therefore it is worth measuring periodically loyalty of consumers to brand, to investigate changes of perception of a brand, and also to predict changes of demand for goods. The successful producer will always be one step away to advance events, not to follow the tastes of the consumer, and to form his priorities and habits.