A note on the marketing communications mix. An indicative list of questions for offset Copying elements of someone else's promotional products

It has already been noted that print advertising is an older form of advertising than print advertising. This is historically the first form of mass advertising. Print advertising and advertising in the press are united by the identity of the media (paper or its substitutes) and the nature of its perception (through reading). However, their main difference is that print advertising does not belong to the media and does not have such mass distribution channels as newspapers and magazines, and therefore, as a rule, is focused on narrower consumer groups. To assess the feasibility of using print advertising, it is necessary to take into account the characteristics of the reading audience and the target group, knowledge of the main goals of the Republic of Kazakhstan, the subject of advertising, distribution regions, circulation, labor intensity and financial capabilities of the advertiser and, of course, the area of its preferred use. certain types. The study of advertising allows you to outline general recommendations to solve these problems. At the research stage, it is advisable to get acquainted with the main content of printed products of other companies, try to evaluate its advantages and disadvantages, and creatively transform the main ideas to create your own original solutions. It must be remembered that for all forms and types of advertising without exception, copying and directly borrowing someone else's "advertising products" often plays into the hands of a competitor, and repeating someone else's mistakes is even more unforgivable. The next step after choosing a certain type of advertising and the formation of general ideas for its creation is to draw up its exemplary, but it is enough detailed plan. In this regard, you should try to clearly articulate the benefits you advertise (from the purchase, the conclusion of the transaction, from the cooperation) in a restrained and understandable form. Before starting work on a document, you need to select a set of drawings, diagrams, graphs, the most important specifications and other necessary applications that may testify in favor of the advertised product (goods, services).

There is no doubt that today the publishing and printing industry is undergoing a process of fundamental transformation. We are witnessing a new phenomenon of great importance for society. The print media act together with the digital media. Printed products serve digital media and at the same time include them as an integral part of it. For example, compact discs (CDs) are packaged in colorful cases and in albums, and many magazines, collections, and reference books include CDs as supplements. The digital technological revolution is changing the print production process, bringing more color, continuously improving the quality and variety of products produced, and making production faster, more flexible and more manageable. printing process. Printing products include not only daily newspapers, but also product packaging, and large-format posters on the street and indoors, colorful magazines, books and reference books, catalogs and theater programs with which we work, relax, and constantly communicate. We must include both money and securities without which our industrial society could not exist and develop.

All this motley variety divides printing products into three segments: "publishing printing", "advertising printing" and "printing on packages". They are very clear and capacious and allow you to reliably navigate the world of printing. Newspapers, magazines, books, catalogs and booklets act as a counterweight daily work with a monitor screen and are a source of enjoyment and a means of relaxation. Television commercials, endless series and fashion shows alternate and are often replaced by quiet reading of literature and perusing catalogs of goods and fashionable clothes. Solitude with a book is a conversation with oneself, with the closest person, it is relaxation and enjoyment for many people.

Marketing communications, as we know, represent only the tip of the entire marketing iceberg, so many non-specialists often confuse such concepts as the constituent parts of marketing communications and the overall marketing function. And this is understandable, since to an outside observer, say, advertising or activities related to personal sales are more visible than block building. marketing strategy. In short, the process of market segmentation, selection of target segments, positioning within the segment, and selection of a set of appropriate marketing tools as a competitive positioning tool must precede the decision on the set of marketing communications. This is reflected in the following sequence of operations:

· Market Analysis;

market segmentation;

selection of target market segments;

positioning of goods or services relative to competitors;

making a decision on the use of a complex of marketing tools;

making a decision on a set of communication tools.

Deciding on a set of marketing communications is a choice (or relative emphasis) of a number of communication tools:

Creation of publicity in the press;

· lobbying;

management of events that attract public attention;

· other activities within the framework of public relations;

work on the design and uniqueness of the company;

personal selling;

· after-sales service;

sales promotion.

One of the criteria for choosing alternative communication tools is reaching a critical point in the communication process. The communication process can be generally represented as a range of communication means, with the help of which it is possible to attract the target consumer. Thus, their choice and combination may depend on the positioning of the main target groups within the spectrum. The scheme of the simplified spectrum is presented in Table. 1.24.

Table 1.24 Communication stages and tools

Obviously, this is a complex process, since it is associated with the difficulty of clearly determining the position of various target consumer groups within the spectrum. For example, Silver-Works' services may be well known in industry, but may be considered of little value to the end user.

Just as complex can be the integration between the various communication tools mentioned above. Too much

often the communication tools used by an organization can be imbalanced. For example, sales staff, a public relations company, and media advertising can all have different perspectives and focus on different tasks.

Thus, the starting point for choosing a set of communication tools by SilverWorks should be the target group you have chosen. In this regard, you will have to make decisions on the following issues.

1 What is specifically known about the target consumer group: attitudes, opinion formation, shopping habits? Answering this question will help you correctly profile your primary and secondary target groups.

2 What are your communication goals? For each element of the set of communication tools, you will need to set a specific task, there will be no tasks, there will be no result.

3. What response do you expect from the target group9 What do you expect the target group to do in response to your communication efforts?

4. What emphasis should be given to the different elements of the communication toolkit, namely: media advertising, personal selling, public relations, exhibitions, packaging, explanatory literature?

5. How will you coordinate all elements of the communications toolkit to ensure that areas of potential imbalance and conflict are minimized?

As for the direct context of communications in the media, the following problems should be solved.

1. What percentage of your chosen target group should be covered in order to achieve your goals?

2. How do you intend to gain access to the media and create your own constructive advertising concept?

3. Will the media and design concept you choose be compatible with SilverWorks' image and reputation?

Topic 1 tests

D) target audiences.

B) level economic development production;

commodity market;

D) the development of banking.

B) promotion of recognition of the product and strengthening of confidence in it;

D) stimulating demand for a particular product;

E) development of ways to promote the product.

· B) patterns and trends in the development of advertising in a market economy;

a set of means, methods and ways of disseminating information in a particular area economic activity people in order to attract the attention of potential consumers to the object of advertising;

motivate people to take specific action psychological impact to the audience;

goods attributes;

B) promotion;

the goals and objectives of the discipline;

A) intellectual;

B) administrative;

B) psychological;

D) emotional.

9. Humanity is a trait of bona fide advertising:

a) marketing

B) economics of industry;

B) pricing;

D) international marketing;

D) commercial activity.

11. Historically the first form of mass advertising:

a letter sent to a specific addressee with information about the company's product;

B) speech on the radio of the head of the company's product;

Newspaper announcement about the sale of the company's product.

adds an invisible value to the product;

uses rational handling;

creates an image over time;

causes immediate action.

· Austria;

B) England;

· Russia;

D) France.

17. In order to characterize a certain message as advertising, it is important to make sure that:

A) the non-personal nature of the presentation and promotion of ideas, goods or services;

· B) payment for the message by a well-defined person interested in selling;

B) both

D) if the first is combined with the second.

18. In developed countries the leading form of promotion of goods in recent years has become;

D) public relations system.

Letters, postcards

D) calendars.

information in publications distributed only by subscription;

B) information addressed to specific segments of the consumer market;

information that is relevant only to certain customers;

D) information that is not available to certain categories of potential customers.

21. At the stage of preparing the market for sales of a new product, the task of advertising is:

purchase promotion;

B) informing about points of sale;

formation of potential consumers;

D) stabilization of the circle of buyers.

· magazine;

D) printing house;

D) consumer.

24. Indicate who is soldered by the main participant in the advertising process:

B) a magazine

D) printing house;

D) consumer.

25. An indicator that can be used to characterize the goals of an advertising campaign:

Creation and maintenance of preferences for a particular product (trademark);

B) sales growth;

increase in market share.

on the cognitive reaction of consumers;

B) according to the emotional reaction of consumers;

on the behavioral response of consumers.

A) yes; B) no.

28. There is an opinion that a brand was a kind of advertising. Your opinion:

A) yes; B) no.

29. Please answer whether the simultaneous use of verbal and non-verbal communication channels is complex:

A) yes; B) no.

31. Answer, is it possible without communications any forms of relations and activities:

A) yes; B) no.

34. Is it a task at the stage of introducing new products to maintain the achieved level of sales:

A) yes; B) no.

A) yes, B) no.

A) yes; B) no

· BUT) strategic decision,

B) tactical decision.

39. Establish a correspondence between the forms of marketing communications and their types:

40. Arrange the following concepts from general to particular:

B) marketing communications;

· G) mass communications;

41. Arrange the following concepts from general to particular and determine the hierarchy of regulations state regulation advertising activities:

a special contract that regulates the relationship of the client and advertising agency;

· B) Decree of the President of the Russian Federation "On the protection of consumers from unfair advertising";

· G) Regulations Ministry of the Russian Federation for Antimonopoly Policy and Entrepreneurship Support

42. Set the correct sequence of advertising functions in accordance with the ZhTsT:

stimulating;

B) explanatory;

· introductory;

D) persuasive

D) reminiscent

Answers to tests on topic 1

Task #1. Define a complete set of marketing communications:

3. public relations, advertising, direct marketing, decision regarding product, marketing and pricing policies and objectives, sales promotion, information leakage

Task number 2. Marketing communications are:

1. use of telecommunication facilities for communication between company divisions;

2. activities that ensure the transfer of information about a product or company to consumers;

3. any form of non-personal presentation and promotion of ideas, goods or services paid by a specific customer.

1. commercial, stimulating, persuading,

2. informative, comparative, reminiscent,

3. prestigious, informative, psychological

1. non-profit, national, specialized,

2. informing the market about a new product, a description of the services provided,

3. commercial, prestigious,

Task number 5. PR is:

1. any form of non-personal presentation and promotion of ideas, goods or services paid by a specific customer;

2. non-personal stimulation of demand for goods through publications and presentations in the media;

3. activities to establish relations with the public, aimed at creating mutual understanding and goodwill.

Task number 6. One of the advantages of creating your own PR service is:

1. accumulated experience and professionalism in conducting PR campaigns;

2. a more objective assessment of situations and solutions;

3. own employees are personally interested in success.

Task number 7. The term "Publicity":

1. identical to the term "PR";

2. denotes non-personal stimulation of demand for goods through publications and presentations in the media;

3. stands for PR activities in major cities.

Task number 8. Personal selling involves:

1. sale using mass media;

2 . establishing personal contact with one or more potential buyers in order to sell the goods;

3. the use of a variety of, mostly short-term, incentives designed to accelerate or increase sales of individual products to consumers.

Task number 9. Does not apply to the provisions on which the technique is based personal selling:

1. promotes the establishment of long-term relationships between the seller and the consumer;

2. the consumer feels obligated for the fact that they spent time on him and it is more difficult for him to refuse the offer;

3. an objective presentation of the benefits of the product.

Task number 10. The tasks that sales personnel are called upon to solve do not include:

1. dissemination of information about the company's products;

2. detection potential clients, negotiations, conclusion of a deal;

3. marketing research market.

1. multiple placement of advertising messages of the same type with a given frequency,

2. adherence to the principle of highlighting large, conspicuous headings,

3. the use of images that create the illusion of movement, containing elements of an unusual angle, "blurring"

Task number 12. When choosing a means of disseminating information, the advertiser makes the following decisions

1. local, segmented,

2. national, targeted;

3. about the breadth of coverage, frequency of occurrence and strength of the impact of advertising.

Task number 13. The target impact group is,

3 . persons to whom advertising information is directed

Task number 14. The stage of decision-making when conducting an advertising campaign is preceded by stages;

2. research,

1. high efficiency;

2. ease of dissemination among target groups:

3. the presence of an audience of "secondary" readers.

Task number 16. The communication process includes several elements. Which of the following is not part of the communication process?

1. offer

2. channel (medium)

3. Feedback

4. responsiveness

4. target audiences.

2. the level of economic development of production;

3. commodity market;

4. development of banking.

1. product attributes;

2. promotion;

3. goals and objectives of the discipline;

4. object of influence.

1. intelligent;

2. administrative;

3. psychological;

4. emotional.

Task number 22. Historically, the first form of mass advertising:

1. a letter sent to a specific addressee with information about the company's product;

2. speech on the radio of the head of the company's product;

3. Newspaper advertisement for the sale of the company's product.

1. adds an invisible value to the product;

2. uses rational handling;

3. creates an image over time;

4. causes immediate action.

Task number 25. To characterize a certain message as an advertising, it is important to make sure of the following:

1. the non-personal nature of the presentation and promotion of ideas, goods or services;

2. payment for the message by a well-defined person interested in selling;

3. if the first is combined with the second.

Task number 26. In developed countries, the leading form of product promotion in recent years has become:

4. public relations system.

1. letters, postcards;

2. catalogs, brochures;

4. calendars.

1. information in publications distributed only by subscription;

2. information addressed to specific segments of the consumer market;

3. information relevant only to certain customers;

Task number 29. At the stage of preparing the market for sales of a new product, the task of advertising is:

1. promotion of purchases;

2. informing about points of sale;

3. formation of potential consumers;

4. stabilization of the circle of buyers.

3. magazine;

4. printing house;

5. consumer.

Task number 31. Indicate who is a direct participant in the advertising process:

3. magazine;

4. printing house;

5. consumer.

Task number 32. An indicator that can be used to characterize the goals of an advertising campaign:

1. creating and maintaining preferences for a particular (trademark);

2. sales growth;

3. increase in market share.

1. according to the cognitive reaction of consumers;

2. by the emotional reaction of consumers;

3. on consumer behavior.

Task number 34. In order to characterize a certain message as advertising, it is important to make sure of the following:

1. The non-personal nature of the presentation and promotion of ideas, goods or services.

2. Paying for the message by a very specific person interested in selling.

3. Both are true.

4. True, if the first is combined with the second.

Task number 35. The best of the instant coffee advertising arguments presented below is the statement that it is:

1. Makes it possible to quickly prepare a cup of coffee.

2. Delicious, fragrant, invigorating drink.

3. A reliable assistant for working women and novice housewives.

4. Indispensable for cases of meaningful communication.

1. Letters, postcards.

2. Catalogues, prospectuses.

4. Calendars.

Task number 37. In developed countries, the leading form of promotion of investment goods to the markets in recent years has become:

4. System "public relations".

1. information in publications distributed only by subscription.

2. information addressed to specific segments of the consumer market.

3. information relevant only to certain customers.

4. information that is not available to certain categories of potential customers.

Task number 40. Why is the most common method of determining the amount of advertising costs is the calculation as a percentage of the previous year's sales?

1. Because only the money received is real money.

2. Since this is the easiest way to form an advertising budget.

3. Since this is a method that allows you to avoid problems with determining the effectiveness of advertising activities.

THEME 9 INTERNATIONAL MARKETING

Task number 1. The complex of international marketing is formed by:

2. product, price, public relations, personal selling;

3. product, price, distribution, promotion;

4. price, distribution, sales promotion, advertising.

Task number 2. One of the first stages of the implementation of international marketing is:

2. choice of distribution channels;

3. development of public relations;

4. establishing the feasibility of entering a foreign market.

Task number 3. One classification group includes:

1. regional marketing

2. international marketing

3. service marketing

4. micro-marketing

5. strategic marketing

Task number 4. The reasons for companies entering foreign markets are:

1. excessive internal competition

2. complication of the international financial system

3. striving for short-term success

4. limited internal growth

noah activity.

Purposes of advertising activity.

History of advertising.

Types of advertising.

Legal framework advertising activities.

General requirements to advertising.

Features of advertising of certain types of goods.

Theories of communications and their application in advertising.

Advertising campaign: planning and implementation.

Evaluation of the effectiveness of advertising.

The main subjects of advertising activity.

advertising market.

The role and functions of the advertising service

The role and functions of advertising agencies.

Classification of agencies by type of activity

Organizational structure of an advertising agency

Features of the advertising campaign.

Stages of an advertising campaign.

Factors determining advertising activity.

Advertising planning.

The main directions of advertising research

Definition and classification of criteria for choosing advertising media.

Advertising effectiveness indicators.

Characteristics of advertising distribution channels.

Media planning, key indicators.

The process of creating an advertisement.

Development approaches advertising budget

Methods of formation of the advertising budget.

The concept of advertising effectiveness.

Calculation economic efficiency promotional activities

The effectiveness of the psychological impact of advertising.

Advertising activity control: concept, levels, types.

International Code advertising practice: purpose, basic provisions.

Methods and directions of planning funds for advertising.

Regulation of advertising activities: concept, purpose, the legislative framework.

Federal Law "On Advertising": main provisions, tasks, scope.

Formation of the advertising budget: purpose, stages, factors.

Factors affecting the size of the budget

Classification of the effectiveness of advertising activities.

Methods for calculating the effectiveness of advertising.

Tests for self-study:

D) target audiences.

^ 2. economic basis advertising activity is:

B) the level of economic development of production;

B) commodity market

D) the development of banking.

^ 3. The objectives of studying the discipline "Advertising" are:

B) promotion of recognition of the product and strengthening of confidence in it;

D) stimulating demand for a particular product;

D) development of ways to promote the product.

^ 4. Students studying the discipline "Advertising" should know:

^ 5. The subject of study of the discipline "Advertising" are:

A) a set of means, methods and ways of disseminating information in a certain area of economic activity of people in order to attract the attention of potential consumers to the object of advertising;

C) encouraging people to take a specific action by psychologically influencing the audience;

A) product attributes;

B) promotion;

C) the goals and objectives of the discipline;

A) intellectual;

B) administrative;

B) psychological;

D) emotional.

^ 9. Humanity is a trait of bona fide advertising:

A) marketing

B) the economics of industry;

B) pricing;

D) international marketing;

D) commercial activity.

^ 11. Historically the first form of mass advertising:

^ 12. Composer - participant of the advertising process:

A) a letter sent to a specific addressee with information about the company's product;

B) speech on the radio of the head of the company's product;

C) a newspaper report about the sale of the company's product.

1) adds an invisible value to the product;

2) uses rational treatment;

3) creates an image over time;

4) causes immediate action.

^ 16. Country where advertising flourished most in the 19th century:

A) Austria

B) England;

In Russia;

D) France.

17. In order to characterize a certain message as advertising, it is important to make sure that:

a) the non-personal nature of the presentation and promotion of ideas, goods or services;

B) payment for the message by a well-defined person interested in selling;

B) both;

D) if the first is combined with the second.

^ 18. In developed countries, the leading form of product promotion in recent years has become:

D) public relations system.

A) letters, postcards;

D) calendars.

^ 20. If we understand advertising as information distributed for a certain circle of people, then advertising is not allowed will be call:

A) information in publications distributed only by subscription;

B) information addressed to specific segments of the consumer market;

C) information that is relevant only to certain customers;

D) information that is not available to certain categories of potential customers.

^ 21. At the stage of preparing the market for sales of a new product, the task of advertising is:

A) promotion of purchases;

B) informing about points of sale;

C) formation of potential consumers;

D) stabilization of the circle of buyers.

22.^ Specify which advertising should be used at the stage of saturation of the market with the company's product:

B) a magazine

D) printing house;

D) consumer.

24. Indicate who is a direct participant in the advertising process:

B) a magazine

D) printing house;

D) consumer.

^ 25. An indicator that can be used to characterize the goals of an advertising campaign:

A) creating and maintaining a preference for a particular product

(trademark);

B) increase in sales;

C) an increase in market share.

^ 26. Set goals advertising campaigns:

A) according to the cognitive reaction of consumers;

B) according to the emotional reaction of consumers;

C) on the behavioral response of consumers.

28. There is an opinion that a brand was a kind of advertising. Your opinion:

^ 29. Please answer whether the simultaneous use of verbal and non-verbal communication channels is complex:

^ 31. Answer, is it possible without communications any forms of relations and activities:

^ 33. Is it allowed to advertise goods if their sale requires a license, but it has not been obtained: A) yes;

34. Is it a task at the stage of introducing new products to maintain the achieved level of sales:

^ 37. Is promotional advertising an integral part of prestige advertising:

A) a strategic decision

B) tactical decision.

^ 39. Establish a correspondence between the forms of marketing communications and their types:

№	Forms of Marketing Communications	Types of marketing communications
№	Forms of Marketing Communications	political	commodity	corporate	social
1	Advertising
2	Direct Marketing
3	Sales Promotion
4	Public communications
5	Exhibitions
6	Trade fairs

^ 40. Arrange the following concepts from general to particular:

B) marketing communications;

D) mass communications;

^ 41. Arrange the following concepts from general to particular and determine the hierarchy of normative acts of state regulation of advertising activities:

A) a special agreement regulating the relationship between the client and the advertising agency;

B) Decree of the President of the Russian Federation "On the protection of consumers from unfair advertising";

D) Regulations of the Ministry of the Russian Federation on antimonopoly policy and business support.

^ 42. Set the correct sequence of advertising functions in accordance with the ZhTsT: A) stimulating;

B) explanatory;

B) introductory;

D) convincing;

D) reminiscent.

43. Mark only one of the answers that most correctly answers the question.

a) the non-personal nature of the presentation and promotion of ideas, goods or services;

B) payment for the message by a certain sponsor interested in the announcement;

C) a) and b) are correct.

D) the personal nature of the promotion of goods and services.

44. The best of the arguments presented in the advertising message of instant coffee is the statement:

A) enables quick preparation of a cup of coffee;

B) tasty, fragrant, invigorating drink;

C) a reliable assistant for working women;

D) indispensable for meaningful communication.

A) letters, postcards;

D) calendars.

46. The leading form of promotion of investment goods on the markets is:

48. What elements are included in the complex of marketing communications:

B) personal selling and PR;

49. At what stage life cycle product is the most effective use of sales promotion?

A) at the initial stage of sales;

B) sales growth phase;

C) the maturity of the product;

1. Sales promotion methods are not used for the sale of goods for industrial purposes.

2. For the sale of industrial goods, the best means of promotion is personal selling.

A) 1 and 2 are correct;

B) 1 and 2 are wrong;

C) 1 is true, 2 is false;

D) 2 true, 1 false.

A) television

B) radio;

In Internet;

D) newspapers

D) specialized magazines;

52. Which of the following properties are the advantages of advertising on television?

A) reaching large audiences;

B) the speed of bringing information to the target audience;

C) low cost per contact;

D) flexibility of arguments;

1.When commodity organization sales department activity areas sales agents will not intersect.

2. When organizing a sales department on a territorial basis, each agent sells all the goods of the enterprise.

A) 1 and 2 are correct;

B) 1 and 2 are incorrect;

C) 1 is wrong, 2 is right;

D) 2 true, 1 false.

54. What sales promotion methods should be used to solve the following problems?

A) increase brand loyalty;

B) increase in repeated purchases of certain brands of goods;

C) an increase in trial purchases of a new product;

D) increase consumer loyalty to the store.

55. An enterprise classifies its customers into 4 groups, which are served by 24 sales agents who work 8 hours 5 days a week. Estimate the number of sales agents.

Customer Group	Number of clients	Number of visits per month	Time spent per client
The most important	100	4	60 minutes
Important	200	3	45 minutes
Not very important	300	2	30 minutes
Not at all important	400	1	20 minutes

56. Analyze the advantages and disadvantages of methods for evaluating the performance of sales personnel.

A) the average number of visits per day,

B) comparison with sales in the previous period;

C) comparison with the sales of other employees;

D) comparison with sales of the best worker.

1. The lower the quality of manufactured goods, the lower the cost of their promotion.

2. The main goal of promotion is to increase the awareness of products.

A) 1 and 2 are wrong;

B) 1 and 2 are correct;

C) 1 is true, 2 is false;

D) 1 is wrong, 2 is right.

58. Explain why Russian entrepreneurs most often use advertising to promote their products.

^ 7. Educational, methodological and information support of the discipline (module)

a) basic literature

printed advertisement

Printable advertisement- replicated promotional materials created by the printing method. Types of print advertising are: poster, booklet, catalogue, leaflet, information sheet, flyer, sticker, information letter, poster, press release, prospectus.

Print advertising is an older form of advertising than print advertising. This is historically the first form of mass advertising. Print advertising and advertising in the press are united by the identity of the media (paper or its substitutes) and the nature of its perception (through reading). However, their main difference is that print advertising does not belong to the media and does not have such mass distribution channels as newspapers and magazines, and therefore, as a rule, is focused on narrower consumer groups. To assess the feasibility of using print advertising, it is necessary to take into account the characteristics of the reading audience and the target group, knowledge of the main goals of the Republic of Kazakhstan, the subject of advertising, distribution regions, circulation, labor intensity and financial capabilities of the advertiser and, of course, the areas of preferential use of its individual types. The study of advertising allows you to outline general recommendations for solving these problems. At the research stage, it is advisable to get acquainted with the main content of printed products of other companies, try to evaluate its advantages and disadvantages, and creatively transform the main ideas to create your own original solutions. It must be remembered that for all forms and types of advertising without exception, copying and directly borrowing someone else's "advertising products" often plays into the hands of a competitor, and repeating someone else's mistakes is even more unforgivable. The next step after choosing a certain type of advertising and the formation of general ideas for its creation is drawing up its approximate, but rather detailed plan. In this regard, you should try to clearly articulate the benefits you advertise (from the purchase, the conclusion of the transaction, from the cooperation) in a restrained and understandable form. Before starting work on the document, you need to select a set of drawings, diagrams, graphs, the most important technical characteristics and other necessary applications that may testify in favor of the advertised product (goods, services). Let's dwell on specific types of print advertising:

An informational (advertising) letter is written on a letterhead and is addressed to specific person. Contains information about your company, its main activities (about the most important goods, services, etc.) and the goals pursued by writing this letter, that is, those actions that you can expect from the recipient. You can offer the addressee to sell a product, provide a specific service, inform about price reductions, discounts, new partners, branches located near the addressee, offer cooperation, etc. The letter can be individual and typical (the text is addressed to several recipients, and the name of each is printed at the top of the letter indicating the position, surname, initials, etc.).
A commercial offer is an advertising material that has a lesser advertising orientation and a greater commercial information content. Usually sent to a correspondent who is familiar with your company through some previous contacts. Contains detailed description Your proposals and their active argumentation. An annex to a commercial offer may contain materials describing the object of the offer - calculations, drawings, photographs, diagrams. From ordinary letters offer differs in the care of execution, the best design. Sometimes they are prepared in advance and transferred (sent) as contact with the intended partner is made (at exhibitions, business meetings).
Information sheet - similar information letter, but does not contain the attributes of the destination. letterhead are not usually used for writing it. Can be used as design elements company logo, logo and corporate colors. Includes data on prices, discounts, benefits, etc. Since the information sheet is not addressed to a specific person, but to persons who are only supposedly interested in your offer, the presentation of the essence is simplified, but the main characteristics and comparison with analogues are presented quite fully.
Flyer - contains purely promotional information, is more catchy, has a "more promotional" text. The American version is the dodger. Often, when designing it, they resort to funny, funny drawings, place an advertising slogan on it. His main function be conspicuous, conspicuous. A flyer is in principle similar to an advertisement in the press, but at a lower cost it can be much larger and describe the subject of the advertisement in more detail.
A booklet is a well-designed promotional material about a company or a specific product (service) or group of them. Small in volume, often A4 format with a 6-page fold. To a greater extent refers to promotional materials of a prestigious orientation, often produced by firms that have achieved certain success or to anniversaries.
Flyer. As well as the booklet, to a greater extent refers to promotional materials of a prestigious, image character. More voluminous than a booklet (most often - up to 10 or more pages), contains many color photographs, drawings. Often published on the new kind goods or anniversaries. Sometimes it contains information of an economic, financial nature, photographs of company executives. Prospectuses can be commodity, tourist, trade, etc. A special type of brochure is a folder - the simplest and cheapest type of brochure intended for mass distribution. It usually consists of one sheet, sometimes folded in half, with a short text, simple illustrations and graphics. In the form of a prospectus, annual reports, balance sheets of a company (bank) are sometimes drawn up. It is believed that booklets and handouts either do very High Quality or not released at all.
Brochure - is an extended brochure of 20 or more pages with more detailed information about the characteristics of the goods. RBs are sent or given to reward participants advertising contests, at exhibitions, apply to shopping, newspapers, magazines.
Catalog - printed advertising material in the form of a booklet or magazine with a list of goods and services, illustrated with their descriptions and photographs. Often beautifully designed, easy to use. The catalog does not always indicate the prices of goods due to the fact that it can be calculated for a long period of use, during which they may change. A variety of a regular catalog is the so-called address catalog - an informational printed publication that contains complete lists organizations, enterprises, firms of any industry (a number of industries) in a particular region or throughout the country. It is used in the organization of direct mail advertising.

The catalog may be intended for consumers, trade and other organizations. It may be widely used in the mail order business or be purely informational or technical in nature.

There are well-known "smelling" catalogs of perfumes, "playing" catalogs (of musical works, notes, etc.).

Press release - promotional material, more focused on the press. Distributed at exhibitions, presentations, sometimes sent to the editors. Contains information about the success of the company, the most famous types of products, charitable activities. The main purpose of issuing press releases is to promote the dissemination of information about the company, including by “getting” it on the pages of press publications as part of editorial or other materials.
A poster (billboard) is a type of printed advertising in the form of an announcement of a fairly large format. The alleged homeland of the poster is China. They have been printed in Europe since the 15th century. The Frenchman Jules Cheret began printing colorful posters in 1850. They are classified into educational, political, propaganda, demonstration and trade. the main task advertising poster - to draw attention to a particular product, service or event.
printed political advertising(political portraits, appeals, leaflets, etc.)
Other types of print advertising - postcards, calendars, stickers, bookmarks (the so-called small forms of print advertising), inserts - "bull mark", promotional paper covers - "piperback", etc.
A price list is a means of printed advertising designed to clearly indicate the prices of goods and services offered.
Broadsite - a sheet of large format containing advertising information, which is folded and sent by mail without an envelope.

In theory advertising business/Ogilvie, Secrets/ It is believed that creating a good print ad is more difficult than advertising on television, where there are many assistants - lighting, action, music, optical effects, etc. Print advertising, as a rule, can only lead to one sales motive, which consists in the product . Here you need to come up with a convincing interesting headline, an advertising preamble, you need to hone each phrase so that it is aimed at a single goal - to bring YOUR offer to the reader's consciousness. Very often, print advertising is the basis of television and less often - vice versa.

The main elements of print advertising are the textual and artistic basis. The font is chosen on the basis of many considerations: ease of visual perception, attractiveness, mystery, general creative idea messages, etc. Critical importance has also the artistic design of printed advertising, the use of photographs of drawings, color combinations, etc.

Efficiency of production;
Relative cheapness.

Weak selectivity;
Negative attitudes from consumers due to the imposition of print advertising media.

Print mass-media

The press is the most traditional way of distributing an advertising message. It includes newspapers and magazines, which in turn can be free and paid, informational and advertising. They are also national, regional and local. Newspapers and magazines are mainly purchased by readers and educated people, so the audience of the press is highly valued. She is solvent. People pick up a newspaper when they have free time, and therefore the information is perceived very well. Unlike television, readers are indifferent to press ads, and some watch them specifically to keep abreast of prices. Analyzing the print media, the following types of advertising can be distinguished: ads in context (modules are published next to articles), ads on pages with ads (the page is completely devoted to ads, so your module or text message may get lost) and articles published as advertising.

Modular advertising- a certain part of the strip. Thanks to good design catches the eye. Here you can enter any necessary and important information. Since the newspaper can be opened at any time and read several times, one module remains valid for about a week. If the reader is interested in the proposal, he does not need to memorize the data - he can take the newspaper.

Classified advertising- ads published by headings. Very cheap form of advertising. Consists of regular strings indicating desired characteristics offered products and services. because of a large number similar messages can easily get lost on the strip. But every simple man in the street can afford this type of advertising.

Text advertising- An article about the advertised product. Allows you to praise a product or service for a long time, inspiring confidence. This ad is worth more than the rest. It should be noted that not all people read such articles.

For achievement best effect Be sure to first study your chosen print media. See geography and distribution method, target audience, circulation. It is important that the newspaper has a good reputation. The yellow press does not inspire confidence. This attitude will certainly be transferred to your advertising message.

Make your ad stand out. If you decide to use a module, then the larger it is, the better. Advertise at least three times - this will help readers remember your company. The first, second, last and penultimate strips attract the most attention.

Definition

Print advertising is a way of implementing an advertising message by printing on various media. According to the type of material placed, it can be visual and informational. Depending on the material on which the information is applied, it is possible to allocate advertising on paper media(printing) and on souvenir products (gift).