Advertising is one of the components of integrated marketing communications, along with publicity, public relations, personal sales and sales promotion.
Instructions
Step 1
Advertising has all the elements inherent in communication. With the help of it, information about goods or services is transmitted from the manufacturer to a potential buyer. There are several channels for communicating this information, as well as customer feedback for each one.
Step 2
The main purpose of advertising in the marketing communications system is the sale of goods and the promotion of services. She performs tasks such as informing, admonishing, positioning, reminding, shaping the product image and retaining loyal customers.
Step 3
Exhortation is a step-by-step formation of a preference for a product, a buyer's motivation to choose it. Positioning - highlighting the place of the product among its competitors. Formation of the image - the creation of a long-term good relationship to the product. Reminder - constant refreshing of information about a product in the memory of a person.
Step 4
Advertising performs its tasks, referring to the motives of consumers: what they want to get from the product. Maslow's pyramid clearly shows what people are striving for at each of the levels.
Step 5
There are primary and secondary advertising distribution channels. The main ones are print media, internet, television, radio and outdoor advertising. Each of these channels has its own pros and cons.
Step 6
Additional channels are mainly used in advertising campaigns. These are print advertisements, exhibitions and fairs and souvenirs.
Step 7
There are the following types of print advertising: catalogs, brochures, leaflets and booklets. They are distributed either by promoters, partners, or at special events.
Step 8
Exhibitions and fairs are also places for advertising distribution. The exhibition is a short-term event that takes place once a year at approximately the same time. Its purpose is to familiarize consumers with samples of goods and services. The fair is also a short-term event. It is part of a larger event and aims to distribute samples of goods.
Step 9
Souvenir advertising is a present for a potential buyer from a manufacturer. Among the most frequently used souvenirs are calendars, business gifts, small products with the company logo - pens, lighters, key chains.
Step 10
As part of an advertising campaign, various communication channels are combined. The main rule is to create a uniform style of messages and design for all channels.
