How to make advertising?
To make the advertising company maximum effectively informing the
potential client or creating at him(it) necessary representation about firm.
That renders the greatest influence on efficiency
of the decision:
The purposes of the advertising company.
Characteristics of potential clients.
Term of activity of firm, history of its(her) advertising companies.
Sources of the information. Internet - resources:
• http://www.4p.ru - Electronic
magazine on marketing
- Marketing: methods and strategy
• http://www.finsoft.ru computer
programs for business
• http://www.aclub.ru club
Regional sources of the information
·Galereja " Paper textiles ", Yuzhno-Sakhalinsk, street. Krjukova, 35, ph.
• Regional Fund of support of businesses, Yuzhno-Sakhalinsk, street. Dzerzhinskogo
15, оф.139. 143, phone/fax: (4242 72-84-84, 72-82-92, mailto:email@example.com
• Informatsionno-consulting items(points) in areas of the Sakhalin area.
• Sakhalin regional public organization " Centre of support of small and average
business ", Yuzhno-Sakhalinsk, street. Dzerzhinskogo 15, оф.143, 139, phone/fax: (4242 72-84-84,
72-82-92, 42-98-52, http://www.mbs.marketcenter.ru,
• the Federal Law from July, 18, 1995 № 108-ФЗ " About advertising " (from changes. And dop.
• the Federal Law from March, 22, 1991 № 948-I " About a competition and restriction
of monopolistically activity in the commodity markets " (in red. 09.10.02).
The basic data and recommendations:
1. First of all it is necessary to be defined(determined), for what
realization of the advertising company is planned. The possible(probable) purposes of the advertising company can be:
• informing of potential clients on again created company (a
shop, the new goods);
• maintenance of interest to the goods, attraction of additional clients;
• creation of image of firm, a reminder on its(her) existence.
2. Estimate offers of advertising agencies in the organization of
the advertising company and decide, whether you begin to do(make) its(her) or address to professionals.
3. If the advertising agency simply offers you to
place advertising in a number of editions or a different way, without the help in development of the company
of the purposes, the most effective ways and so forth) it is better to refuse. To
place advertising in the newspaper usually it is possible also special knowledge here it is not required.
The advertising agency should begin work with definition of a target audience and the
purposes of advertising and all further plans to prove from the point of view of the purposes and an audience.
4. Remember, the most simple and profitable company for advertising agency – imidzhevaja,
i.e. a beautiful picture in all newspapers and on TV. To it(her) you
will decline constantly. The specialized company demands exact planning and a
choice of means of distribution.
5. Make the description of the potential consumer of advertising, for example;
" about the cheap sugar sold by bags summer
residents - motorists since from citizens only summer residents buy sugar bags, and summer residents not
having machines hardly should read our advertising will buy sugar bags " or "
all should see advertising of the food additive watching(keeping up) for the health or appearance (pensioners, people
conducting an active way of life, the provided layers of the population, teenagers and so forth) ".
6. Define(determine) geographical area of distribution of advertising,
for example: " the message on opening of a new dry-cleaner is necessary for distributing among
inhabitants of neighboring houses, and also among everyone who goes through large transport
unit of city near to which she(it) is located ". At this stage it is not necessary to
be limited to means of distribution of advertising known to you (newspapers, boards and so forth).
7. Try to present, as it is possible to
capture consumer exclusively interesting you in the chosen area, without scope of those who is not
you. We shall consider sale of sugar by bags:
• accommodation of the announcement in the newspaper will inform all population
• accommodation of the announcement in the edition for summer residents will inform summer residents,
but not up to everything since not everyone are subscribers
• accommodation of boards in city will inform motorists, but it
is not necessary summer residents since many summer residents go on city a little
• accommodation of boards on departures city will inform all summer residents - motorists
8. Usually used ways of accommodation of advertising can be
ranged on a degree of selectivity:
||Selectivity on social and professional groups
||Selectivity by a geographical principle
|Advertising on radio and TV
High (thematic transfers)
|Advertising in unspecialized printed editions (news, advertising)
||Low (though paid editions cover more provided layers of the population)
High (local regional, city, microregional editions)
|Street (boards, leaflets on entrances and stops)
|Advertising in specialized magazines and newspapers
||Advertising in specialized magazines and newspapers
||Low (the specialized editions very seldom are local)
|Distribution of leaflets in the street
|Announcements in places of gathering of potential clients (school, a drugstore, sports halls,
tax inspections, stations and so forth)
9. The best accommodation of advertising in sense of selectivity – announcements
in places of gathering of potential clients: the information on the food additive for growth
of muscular weight in all training halls, however it can be not effective
in sense of expenses for delivery of advertising in set of such points.
10. Estimate, alternative ways of
the notification of the same audience of potential clients how many cost(stand). At calculation proceed
an audience of the advertising carrier (a telecast, the newspaper), and from approximate
scope by this carrier of your target audience. Thus it is necessary to
take into account orientation of newspapers, telecasts to this or that audience (youth, business)
and to correlate to your target audience.
11. For creation of the advertising first of all formulate the main information,
the major motive which should consist all of several words: " cheap
jersey ", " furniture from a natural tree ", " celebratory discounts ", " import
the sanitary technician ", " the company has moved on a new place ". The main message should be
significant and attractive for your potential consumer of advertising.
12. Making the full text of the announcement, watch(keep up) that
the main information (motive) was not lost in additions and registration. Do
not overload advertising, sometimes it is enough to inform " Interior of a tile. Ph.: 12-34-56
streets. Soviet 2 " and the client will understand, where it(he) will find a rich choice plitki. Attempt
to contain in the advertising message results as much as possible information to
that the potential client at all does not read her(it), loses the main motive at perusal
or simply does not notice advertising on newspaper page, a roadside board. Avoid
nothing meaning phrases not bearing(carrying) the helpful information, such as " Dear city
dwellers, we invite you …. ".
13. Registration should be to remembered, appropriate
tastes of the potential consumer. Pensioners hardly will estimate vanguard design.
Registration never should prevail of the maintenance(contents), fonts should be
well readable, it is not necessary to use many various fonts and graphic
receptions. You inform, instead of create a masterpiece.
14. Take the most of firm style, however remember,
that the client buys not your company, therefore the name of the company for him(it) hardly
attractively and is not necessary to expose it(him) on the foreground, except for a case of
advertising on creation of image.
15. The legislation forbids introduction of consumers of
advertising in error, in order to prevent accusations of it exclude superlative
degrees (" the lowest prices ", " the best service "), and direct comparison with competitors.
16. If you place advertising by different ways keep
account efficiency: all addressed clients should be asked about that, whence
they have learned(found out) about the company (the goods, the discount).
17. Very much frequently clients do not remember, they saw what advertising,
and where she(it) was. The output(exit) can be found by such ways:
• Show clients samples of newspaper advertising, you see at many the
visual memory is advanced more strongly and the place of advertising on a newspaper strip, its(her) environment
and other is remembered.
• Place different ways a little bit distinguished advertising then
it will be easier to client to recollect.
• Discounts, participation in lotteries and other "baits", for those who will
bring the advertising cut out from the newspaper.
• the Instruction(indication) of different phones in different advertising.