Analysis of the regional market for advertising services. Analysis of the Russian advertising services market

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Few businesses today can successfully do business without advertising in one form or another. Many sectors of the national economy are experiencing a real need for prompt notification of consumers. And this need is met by a whole network of advertising organizations that differ in structure and capabilities.

To be able to perform serious market tasks, advertising must be based on serious market disciplines, concepts and categories, one of which is marketing. Otherwise, your advertisement will only perform design, competition or other tasks that have nothing to do with its main purpose.

It is hardly necessary today to explain to someone that skillful advertising is the most powerful means of increasing the volume of sales of an enterprise's products. It is necessary that the brand of your enterprise be known in the market, and not by experts who use special catalogs and classified information, but by the widest circles of consumers. This can be done only with the help of advertising: in newspapers and on television, on packaging and delivery vehicles, etc.

In any case, advertising spending (and in some countries, in some industries, it is more than 50% of the cost of products) is a risky investment that may not bring the desired return. The probability of such a risk is determined in the framework of marketing. The study of advertising includes the selection and preliminary testing of means and methods of advertising, as well as the study of the effectiveness of their impact after the use of advertising.

Today, the relevance of advertising is beyond doubt, as it plays a key role in the development of a market economy and is its important element. If the manufacturer is deprived of such an effective connection with the consumer as advertising, then he will stop investing in improving old and creating new products. The desire for development, competition in entrepreneurship will fade. That is why in countries with a high standard of living, mass production spends a lot of money on advertising.

The hackneyed phrase “advertising is the engine of trade” quite fully reveals the main function of advertising: the transfer of information about the product, acquaintance of potential buyers with it, convincing them of the need to purchase the product. But from the usual information message advertising is characterized by an interest in the final result. This is not just the study of information, but study with a specific, very specific goal - to increase the demand for goods.

Firstly, because advertising has entered the life of society, they are interested in it, they started talking about it. Secondly, many things in our lives are subject to criticism and revision: business, politics, laws, etc. At the same time, advertising is open to criticism. For her, a constructive assessment is an incentive for development, allowing her to keep pace with today's needs and moods.

There are reasons to assert that advertising is the best guarantee of the quality of a product (service). False, dubious advertising dooms the product to death. Only a satisfied buyer enables the manufacturer to stay on the market. No successful entrepreneur will risk their money advertising a product with bad qualities. Of course, there are "temporary workers", "one-day businessmen" who make attempts to use advertising for their own purposes, but the buyer can only be deceived once. The second time, a product that does not match the advertising claims will remain unclaimed.

Part 1

Concept of marketing

The word marketing comes, as we know, from the English Market (market) and implies any kind human activity aimed at studying the market, at meeting the needs and requirements of consumers, and everything connected with this.

To ensure the efficient use of resources and maximum satisfaction of consumer requirements, the specifics of modern life require the subjects of economic relations to conduct an in-depth analysis of the processes taking place in the market.

The purpose of any market research is to assess the current market situation (conjuncture) and develop a market development forecast. The program of such a comprehensive study depends on the characteristics of the goods or services, the nature of the company's activities, the scale of production, and also in determining the conditions under which the most complete satisfaction of consumer demand in services of this type is ensured.

With the help of marketing, the company's management receives the necessary information about what goods and services and why consumers want to buy, about the prices that consumers are willing to pay, about in which regions the demand for these goods and services, i.e. the market capacity, is the highest, where the sale of services or goods can bring the greatest profit.

Practical activities marketing has a great impact on people, whether they are buyers, sellers or ordinary citizens. Marketing seeks to achieve the highest possible consumption of goods and services through the satisfaction of customers, providing them with the widest possible choice and improving the quality of life. The economic meaning of marketing is to accelerate returns. production assets enterprises or organizations, increasing competitiveness in the market, the mobility of production.

It is the competence of marketing that includes the timely creation of new products and services and their promotion in those markets where the maximum commercial effect can be achieved. That is why marketing, as a set of established methods for studying markets, in addition to everything else, directs its efforts to create effective distribution channels and conduct integrated advertising campaigns.

Marketing allows you to calculate various cost-effectiveness options for the production and sale of products and services, determine which types of products sold to which consumer bring the greatest return on every ruble invested in production, transportation, etc.

W. Fox, one of the largest American marketing specialists, summed up the questions to which the management of an enterprise can get answers based on marketing data: By whom? Where? Products (services) How? Our Selling Why? Competitors Buy When? Substitutes Used How much?

The essence of marketing is that it is not only one of the most important areas for improving the management of production and marketing of goods and services, but also a complex socio-economic process, the important goal of which is to ensure the most complete satisfaction of the needs and demand of consumers.

The fundamental principle of marketing: "Do not try to sell what you managed to release, but produce what you will certainly be bought."

Therefore, marketing can also be defined as a way to discover and use needs, improve and improve the quality of products and services in accordance with these needs and ensure, on this basis, the achievement of the commercial goals of the enterprise.

The purpose of marketing is to ensure the profitability of the entire production economic activity, obtaining high commercial results, determining profits within given time limits and within the limits of available funds and production capabilities, gaining a planned market share, expanding operations, etc.

Complexity is the use of marketing as a system as a whole, and not its individual components (needs analysis, research and forecasting of market development, etc.).

The main thing in marketing is target orientation and complexity, i.e., merging into a single technological process all the individual elements of entrepreneurial, economic activity in order to achieve sustainable profitability within a given time frame.

The main tasks and functions of marketing are:

· Market research and analysis.

· Development of a marketing strategy and orientation of all departments of the company to meet the requirements of consumers and achieve the intended goals in the market with maximum profit.

· Study of consumer properties of manufactured products, study of the requirements imposed on it by consumers.

· Evaluation of the competitiveness of products (services) of the company.

· Analysis of compliance of products manufactured by competitors with consumer demands.

· Study of market conditions and demand for products (services), study of factors that determine the structure and dynamics of consumer demand for products and services of the company.

· Segmentation of the consumer market into different parts according to their properties.

· Identification of market needs that are not satisfied by competing firms.

· Assortment planning, production structure development.

· Development of innovation policy.

· Definition pricing policy enterprises.

· Selection of channels for the movement of products and services.

· Sales planning.

· Sales promotion.

· Development and implementation of incentives for employees.

· Development and implementation of consumer incentives.

Analytic function:

study of the market as such;

consumer research;

study of the corporate structure of the market;

study of the commodity structure of the market;

· analysis internal environment firms.

production function:

organization of production of new goods (services);

· Quality management and competitiveness of products (services).

Sales function:

carrying out targeted commodity policy;

· Pursuing a targeted pricing policy;

service organization.

Command and control function:

organization of strategic and operational planning;

· Information Support marketing management;

organization of marketing control.

Main directions of marketing research

Marketing research is the collection, processing and analysis of data about the market, competitors, consumers, prices, the internal potential of the company in order to reduce the uncertainty associated with making marketing decisions. The result of marketing research are specific developments that are used in the selection and implementation of the strategy and tactics of the company's marketing activities.

Market research is the most common direction in marketing research. Without market research, it is impossible to systematically collect, analyze and compare all the information necessary to make important decisions related to market activity, market selection, sales volume determination, market forecasting and planning.

The objects of market research are trends and market development processes, including an analysis of changes in economic, scientific and technical, demographic, environmental and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, the state of competition, the current situation, opportunities and risks.

The main results of the market research are:

Forecasts of its development, assessment of market trends, identification key factors success;

determination of the most effective ways of conducting a competitive policy in the market and the possibility of entering new markets;

· implementation of market segmentation, i.e. the choice of target markets and market niches.

Information about the market of goods or services, dominating in relation to other types of information, determines the direction of all marketing research. Analysis is usually subject to market capacity, its division into segments, pricing system, information about the activities of competitors, consumers of goods (services), etc.

The sources of such information can be materials of questionnaires, exhibitions, seminars, brochures, periodicals and special publications, statistical collections, commercial reviews, thematic directories, special databases and data banks.

Consumer research allows you to identify and explore the whole range of motivating factors that guide consumers when choosing a product (income, social status, gender and age characteristics, education). The objects are individual consumers, families, households, and organizations. The subject of the study is the motivation of consumer behavior in the market and the factors that determine it; the structure of consumption, provision with goods, trends in consumer demand are being studied. The purpose of such research is consumer segmentation, selection of target market segments.

The main task of competitor research is to obtain the necessary data to ensure competitive advantage on the market, as well as find ways of cooperation and cooperation with potential competitors. For this purpose, the strengths and weaknesses of competitors are analyzed, the market share they occupy, the reaction of consumers to competitors' marketing tools (product improvement, price changes, trademarks, service development, advertising campaigns), the material, financial, labor potential of competitors, organization activity management.

The result of such research is the choice of ways and means to achieve the most advantageous position in the market relative to competitors, the definition of active and passive strategies for providing them with a price advantage or advantage due to the quality of the goods or services offered.

In order to obtain information about the possible intermediaries through which the firm will be able to "be present" in the selected market, a study of the firm's market structure is carried out. In addition to commercial trade and other intermediaries, the company must have a correct understanding of its other “assistants”: transport, advertising, insurance, legal, financial and other companies that together create the marketing infrastructure of the market.

The main purpose of the study of goods is to determine the compliance of technical and economic indicators and the quality of goods or services circulating in the markets with the needs and requirements of buyers, as well as an analysis of their competitiveness.

The study allows you to get the most complete and valuable information from the consumer's point of view about the consumer parameters of products or services (design, reliability, price, service, functionality).

The objects of research are the consumer properties of analogues and competitors' products, the reaction of consumers to new products, the product range, packaging, and the level of service. The results of the study enable the firm to develop own assortment goods in accordance with the requirements of customers, increase their competitiveness, develop new products, develop a corporate identity.

Price research is aimed at determining such a level and price ratio that would make it possible to obtain the greatest profit at the lowest cost. The objects of study are the costs of developing, producing and selling goods and services (costing), the degree of influence of competition, the behavior and reaction of consumers to product prices (demand elasticity). As a result of the research, the most effective ratios of "costs - prices" (internal conditions, production costs) and "price - profit" (external conditions) are selected.

The study of the internal environment of the company aims to determine the real level of competitiveness of the company as a result of comparing the relevant factors of the external and internal environment. It is here that you need to get answers to questions about what needs to be done so that the company's activities are fully adapted to the dynamically developing factors of the external environment.

According to the International Code, marketing research activity consists in the objective collection and analysis of voluntarily obtained information about consumer markets, goods and services and must be carried out in accordance with the principles of fair competition, based on generally accepted scientific methods.

Modern world saturated with advertising, advertising means are numerous, varied and many-sided, but advertising is not a product of our time. The word "advertising" is of Latin origin (reclamare - to shout). Already in ancient Egypt, Greece and Rome, small peddlers - merchants loudly praised the merits of goods, creating a prototype of oral advertising.

Advertising practice is already mentioned in the very first documents of written history. During excavations in the Mediterranean countries, archaeologists found signs announcing various events and proposals. The Romans painted the walls with announcements of gladiator fights, and the Phoenicians painted rocks along the routes of various kinds of processions, extolling their goods in every possible way in these paintings. All these are the forerunners of modern outdoor advertising. One of the wall paintings in Pompeii praised the politician and urged people to cast their votes for him.

Another early type of advertising was the brand that artisans put on their goods, such as pottery. As the word spread about the artisan's reputation, buyers began to look for goods with his stigma. Nowadays, trademarks and brand names are used for these purposes. With the centralization of production and the removal of markets, the importance of the stigma has constantly grown.

The turning point in the history of advertising was 1450, the year Gutenberg invented the printing press. The advertiser no longer had to manually produce additional copies of their notices. The first printed advertisements appeared in 1472 in London, and in 1611 the first advertising bureau was opened there, linking advertisers with printing houses. In 1631, an information office was established in Paris, which printed advertisements in the Gazette de France, announcing the wholesale and retail trade in food and livestock.

In 1622, advertising received a powerful impetus in the form of the first newspaper that began to appear on English language, which was called the Weekly News. Edison and Steele later began publishing the Tatler newspaper, becoming staunch advocates of advertising. Addison typed the following advice to advertisers: "The great art of writing an advertisement is to find the right approach to grab the attention of the reader, without which the good news may go unnoticed or be lost among bankruptcy notices."

Advertising reached its peak in the USA. Benjamin Franklin is called the father of American advertising, his Gazette, which appeared in 1729, achieved the largest circulation and the largest volume of advertising publications among all the newspapers of colonial America. The invention of photography in 1839 greatly improved and revitalized advertisements, adding credibility and veracity to them.

Several factors contributed to America's transformation into the cradle of advertising. First, American industry led the way in the introduction of mechanization into production, which created a surplus of goods and made it necessary to convince consumers to buy more. Secondly, the creation of an excellent network of waterways, highways and roads made it possible to deliver goods and advertising to rural areas. Third, the introduction of compulsory elementary education in 1813 increased literacy rates and contributed to the growth of newspapers and magazines.

The development of advertising in Russia went through the same main stages as in the countries of Europe and North America: from barkers and peddlers to advertising materials in 1703 in the first Russian newspaper Vedomosti. Of particular importance for the development of advertising at that time were annual fairs, accompanied by the publication of a large number of advertising posters, posters and commercial reference leaflets. By the beginning of the 20th century, special advertising publications “Trade”, “Trade and Life”, “Commissioner”, “Advertiser” appeared.

The establishment of Soviet power led to the monopolization of advertising by the state. In 1918 - 1925. state advertising offices and agencies "Engine", "Reklamtrans", "Communication", "Promreklama", "Mostorgreklama" were created. During this period of time, such prominent figures of Soviet culture as V. V. Mayakovsky, D. D. Shostakovich, S. S. Prokofiev worked in domestic advertising.

V. V. Mayakovsky in the article “Agitation and Advertising” wrote: “Not a single, even the most sure thing, moves without advertising ... Usually they think that only rubbish should be advertised - a good thing and so it goes. This is the most wrong opinion. Advertising is the name of a thing… Advertising should endlessly remind you of every, even wonderful, thing. … Think advertising!”

Transition to market economy significantly changed the situation in the field of domestic advertising. After the collapse of the central planning system, it was advertising that became one of the main links between producers and consumers. Now the Russian advertising market is estimated at about 1.5 billion dollars, and in advertising business more than 200 thousand people are employed.

There are many definitions of advertising. They differ in the number of words and abstruseness. Albert Lasker, known as the father of modern advertising, said that advertising is “trade in hard copy". Best and simplest of all, the essence of advertising reflects the following definition: advertising is a sale without the participation of the seller.

Imagine for a moment a world in which customers instantly learn about new products, their advantages and differences from competitors' products; these products are quickly sold out - everyone “dances and sings”. As you might guess, in this idyllic world there is no place for advertising, it is simply not needed here. No need to spend on advertising. Was advertising necessary in a society of empty shelves, where we had the good fortune to live until recently? Did Xerox need advertising when for 30 years (the duration of the patent) the company was the only supplier of copiers in the world? Does the only shop in the village or the village doctor need advertising? Will an effective AIDS cure need paid advertising when it finally appears? So when will it be needed, this advertisement? As soon as you wish to offer your product outside the circle where you are known.

The more similar offers on the market, the greater the need for advertising and the higher the requirements for advertising effectiveness. And if you are going to make humanity happy with the 101st kind of shampoo or coffee, or the 1001st kind of vodka, then your success by 90% will depend on the literacy of your marketing and advertising approaches. Of the thousands of new brands put on the market every year, most die within a few months precisely because of bad advertising.

Advertising is a very subtle marketing tool. In a developed market, when there is high competition, and each seller strives to satisfy the needs of the buyer as much as possible, advertising can serve as a decisive competitive factor.

Advertising, in simple terms, serves to notify in various ways (sometimes all available) about new goods or services and their consumer properties, and is aimed at a potential consumer. Advertising does not necessarily impose a product on the buyer. Sometimes it simply makes the latter remember a specific brand or name of a product (service) when he makes his choice. At the beginning, the consumer decides what to choose from, and only then which brand to prefer, based on his idea of it, the stereotype or the prevailing image of a particular brand of goods (services).

The demand function in general form can be represented as follows: Qd = f (P1, I, Ps, Pc, T, N, W), where:

· Qd - the value of demand for a certain product;

· P1 - the price of the goods;

· I - consumer's income;

· Ps - the price of substitute goods;

Pc - prices of complementary goods;

· T - tastes and preferences of consumers;

N is the number of buyers in the market;

· W - customer expectations.

Most of all, advertising affects the element T. Successfully carried out promotional activities can cause an increase in consumer expectations, change the tastes and preferences of consumers, and ultimately cause an increase in demand.

The ad structure contains following points. First, it is the ability to attract attention. It is very important how much the attention of readers is attracted by the headline, viewers by the video sequence. Does advertising affect exactly those categories of potential consumers for which it is designed?

Secondly, the power of influence on the emotions of advertising consumers. What feelings are born in them under the influence of advertising, how successful is the advertising argument and whether it is presented correctly.

Thirdly, it is informative. Is the advertising argument clearly stated? How capaciously the usefulness of the advertised object is shown.

The main purpose of advertising is to stimulate sales of the advertised product. The famous American advertiser Raymond Rubicam said: "Advertising has one main goal - to sell, everything else is from the evil one." It's just that in some cases, advertising can achieve this not quite straight forward - I saw it, I read it, I went and bought it.

You can make catchy elements of the first level (illustration and title), but everything can end there immediately if further acquaintance with the advertisement does not arouse interest.

An advertisement may generate interest and may even be read, but the advertised product may not cause a desire to purchase it. And only when the advertisement aroused a desire to purchase the product and the reader actually purchased it, that is, made an action, we can assume that the advertisement worked.

So, the most important thing is action. Moreover, it is not necessary to assume that the reader will run to buy tomorrow. The desire caused by advertising can be realized in a few days, weeks or months.

As part of common purpose There are several private

to attract the attention of a potential buyer;

formation of consumer knowledge about the company and product;

create a favorable image (image) of the company - manufacturer or seller;

Formation of needs for this product, service;

To form a positive attitude towards the company;

to stimulate sales;

remind the consumer about the company and its product or service;

Formation of the image of a reliable partner among other companies.

Part of the goals is related to demand, part - to the image. The goals of promotional activities should be clearly established, quantified and time-bound, which will allow you to control the effectiveness of promotional activities. Advertising objectives may change as the product goes through its life cycle.

At the implementation stage, the main thing is to inform customers about the new product. At the stage of growth - the development of demand, at the stage of maturity - a reminder of the company, goods, discounts, sales. During the decline stage, advertising is mostly inappropriate, except for the need to inform about sales of goods.

Ogilvy once said bitterly, “Most advertising is embarrassingly ineffective.” Alas, the advertising industry is in the very first place in terms of inefficiency: hundreds of billions of dollars are spinning in vain, not bringing advertisers the expected result. If the automobile industry worked this way, then half of the world's population would die in car accidents.

So, advertising has only one measure of success - sales! And therefore, good advertising is not one that you like or that wins competitions, but one that wins in the market, that is, one that sells as efficiently as possible and at minimal cost. This is advertising that makes you money. The word "sell" in advertising is used in the broadest sense. Advertising usually sells goods and services. But it can also “sell” social ideas (the fight against drugs, smoking, the movement for clean streets, etc.); it can also “sell” a candidate in the elections.

The first hero of advertising is a product / service / election candidate, etc., that is, what you are advertising. Your ad should show this item as fully as possible. But even this is not enough. The subject of advertising should not be presented in itself, but as a solution to the problems of the second hero of the advertisement.

· Informational. Informing customers about goods and services.

· Controlling. Controls processes, creation of preferences of consumer groups for goods of various assortments.

Advertising is one of the ways to promote a product to the market. It exists in order to attract as many consumers to a product or service as necessary to make this product or service profitable to produce. Advertising makes sense when the cost of it is more than paid off by increasing sales.

By way of influencing the buyer;

By way of expression

in terms of the main goals and objectives;

in terms of possible feedback from the advertising consumer.

rational;

emotional.

Rational (subjective) advertising informs, referring to the mind of a potential buyer. She gives arguments to convince him, puts her arguments into words, uses a drawing or drawing in order to enhance the impression of what was said in words.

"Hard" advertising is very close in spirit to sales promotion measures and often accompanies them. Such advertising has a short-term goal: to influence the object in such a way as to attract him to purchase with the help of flashy, calculated on the external effect of ads.

“Soft” advertising aims not only to inform about the product, but also to create a favorable atmosphere around it. Most often, this is an emotional advertisement that plays on symbols. It gradually changes the mood of a potential buyer in favor of a product, forming an internal readiness to buy.

company newspaper;

good relationships between managers and employees;

Numerous social benefits for employees.

Reinforcement advertising is a type of reminder advertising. It is designed to support consumers who have already bought a product, to convince them of the correctness of their choice. It focuses on securing this buyer as a permanent one.

The multiplicity of advertising tasks also gives rise to a significant variety of its types, means of distribution, options for its creation and other elements that make up advertising as a system. Accordingly, there are grounds for the conditional classification of advertising:

By time parameters (life cycle parameters):

By breadth of product coverage:

By main means of distribution:

By source of financing costs:

Of course, this list is not exhaustive. You can select other features and expand the classification accordingly.

I would like to dwell in more detail on the classification of advertising by the main means of distribution, since this is the most common method of classification.

In advertising, there are dozens if not hundreds of ways to convey a message - from advertisements and posters to key chains, labels and adhesive tape. Therefore, attempts to strictly classify them usually run into serious difficulties, since the same method may belong to different channels or means. Therefore, a detailed classification is not considered here, but simply a list of some of the most common ways of transmitting an advertising message.

By mail (“direct mail”);

In newspapers;

In general purpose magazines;

In special (industry) magazines;

In company bulletins (magazines);

In directories, phone books, etc.

Brochures;

Catalogs;

Booklets;

Posters;

Leaflets, postcards, calendars and other types of printed matter.

A television;

slide projection;

Large-sized posters (glued from small sheets or drawn by an artist on a large tablet);

Multivision (three or four images on three- or four-sided prisms, synchronously rotated by an electric motor);

Electrified (or gaslight) panel with fixed or running inscriptions;

Spatial structures for placing posters of small (usual) size in several planes;

Free-standing display cases with goods.

Inscriptions on the outer surfaces of vehicles;

Print ads placed in vehicle interiors;

Showcases with goods, at railway stations, airports and other premises (at terminals, stations).

Show-windows of shops (external and internal);

Signboards, signs, tablets in the trading floor;

Packaging (boxes, cases, paper, adhesive tape, etc. bearing the advertiser's names and trademarks).

The first are mass market media - newspapers, magazines, radio, TV, billboards, posters, bulletin boards, direct mail. The second are surveys, personal letters, telephone advertising.

In the process of an advertising campaign, it is important to identify which means of advertising will be the main ones, and which ones will be additional. At the same time, it is important to find answers to the questions: how often to advertise and, most importantly, where? And if in several places, then how is compatibility determined?

An important role in the consumption of newspaper advertising is played by its familiarity. After all, it has existed for more than 3 centuries. Of course, the advantage of newspaper advertising is its unobtrusiveness. She does not interrupt the information flow, as on radio or TV. People read it solely of their own free will.

Distinguishes newspaper advertising from radio and TV a large degree of trust of the audience. This is apparently connected with the power of the printed word: “what is written with a pen cannot be cut down with an axe.” Unlike the fleeting word of radio or television, the printed word persists, and the ability to appeal to it at any time strengthens the trust of readers.

Newspapers are interesting to readers not only in terms of the content of ads, but also in terms of ease of reading. They can be read any number of times. Therefore, newspaper advertising requires fewer repetitions. Newspapers and advertisements in them can be read at any convenient time and in any place. If a person has moved away from the TV or radio, then he is lost. The reader takes the newspaper with him. If a person is interested in an advertisement in a newspaper, he can more easily save it, show it to someone, discuss it, transfer it, thereby multiplying its impact. People sometimes keep an interesting ad for years.

Newspapers provide the reader with a choice of ads. If a person is interested in a certain product or service, then he can choose from different newspapers or issues of thematic ads.

Various categories advertisers, depending on their advertising goals, are also used by various newspapers, selecting them according to suitable characteristics: by geography of distribution, readership, information content, print circulation, method of distribution, etc.

From the point of view of the geography of distribution, newspapers are local, regional, national and transnational.

Local newspapers are distributed within one locality or part of it, for example, quarterly, district, district or city.

In Moscow - this is the city newspaper "Vechernyaya Moskva", the district newspaper "Southern District".

Regional newspapers are distributed within a certain large settlement and territories adjacent to it. It can be a district of an oblast, a region, a district. In the Novosibirsk region - this is "Youth of Siberia".

National newspapers are distributed throughout the country. In Russia, these are Izvestia, Komsomolskaya Pravda.

Transnational newspapers are distributed in some countries of the world. There are many such newspapers. The most famous is the English “Financial Times”.

distribution method: subscription, retail, free distribution in crowded places (shops, exhibitions, etc.), direct mailing to companies, free distribution in residential mailboxes;

· distribution zones: district, city, suburban city, several cities, Russia, near abroad, far abroad;

· the quality of distribution, in particular, the regularity of delivery.

Usually, rectangular ads with horizontal rows are used;

colored - 58%;

· with drawings and photos - 57%;

with the image of people - 14%, of which half are photographs and only a small part - close-up;

· all close-up photographs depict women and are included in advertisements for sexual services;

the font is usually normal;

often used printing in light letters on a black background;

headings are usually general in nature with a clear lack of information;

· purely informational announcements - 4%;

announcements with the use of the imperative mood - 18%;

announcements with questions - 5%;

ads with metaphorical content - 12%;

· with abbreviations - 4%;

texts-stamps - 7% (“only with us”, “unique charm”);

ads using the contrast effect - 5% (“low price - great opportunities”);

The cost of an advertisement in a newspaper depends not only on the area, but also on its location. Some places are much more profitable than others in terms of attracting attention, and therefore more expensive. These are the first and last pages, the places where crossword puzzles and other materials are placed that will be read with a high degree of probability. The upper left corner on the left side of the newspaper spread and the upper right corner for the right are considered beneficial. But this is not all that needs to be done in order for advertising to be most effective.

The issues of facilitating the assimilation of information should occupy all those involved in the formatting of textual and graphic information in a magazine and newspaper. In advertising, this should be given special attention, because its reader is an uninterested person and often tired. The advertiser must do absolutely everything to get this disinterested person interested, start reading and continue reading without experiencing tension and discomfort.

visual perception

Research has shown, for example, that:

It is easier for the eye to slide from top to bottom, it is inconvenient for him to jump up and down

To attract attention

In order for your advertisement to be at least simply noticed, not to mention read, you need to try very hard. Literally everything works against this: a huge number of other advertisements and information sources that compete for the reader's attention; the negative experience accumulated by the reader with hundreds of different advertisements; reader fatigue and much more. First you need to attract attention and then maintain interest.

For example, a photograph of a man rubbing his forehead is accompanied by the caption “Conclude!”. What could this mean? This is an advertisement for a company engaged in ... the output of printing films.

readability

How often do we come across completely unreadable texts in advertisements and even in articles. It has long been known, in particular, that there are more readable and less readable fonts, that the longer the line and the smaller the line spacing, the more difficult the text is to read. Reversal (white text on a dark background) reduces readability by 5-7 times. The now fashionable ragged background reduces readability even more. Research and experience show that abstruse ads drastically reduce the readability of ads.

The radio channel, like television, only on a more modest scale, is characterized by a massive advertising audience. Its undoubted advantage is its significantly low cost, however, psychologically, it certainly loses to TV due to the lack of an image.

Nevertheless, a good design of a sound clip is the voice of the announcer, an amusing and memorable text, a good sound background, musical accompaniment- make radio advertising effective enough. Here we should add such a significant point - almost round-the-clock broadcasting and background impact on the listener. The radio can stay on all day long in kitchens, in offices, in cars. Many radio stations, especially music ones, only broadcast music and news, news and music, and advertising in between. A person may, as it were, not hear it, however, somewhere on the fourth or fifth time the name of the company and its imprint fall into memory.

The great advantage of the radio is that it is listened to in the morning, afternoon and evening.

According to advertising psychologists, the most effective length of a radio commercial is 30 seconds, although there is another point of view: it is important to use as much time as necessary to convey the message.

Research shows that people listen more actively and attentively if the speaker speaks quickly and says more words per unit of time.

Before you advertise on the radio, you need to decide on a radio station or radio program. At the same time, it is important to take into account that radio listeners like to press buttons, choosing either one radio station or another. And this means that it may be appropriate to include advertising on several radio channels at once.

One of the most significant characteristics of the radio station is the coverage of the audience. This characteristic is expressed in thousands of listeners (rating) or in the proportion of listeners of the radio station relative to the population (rating %). For example, the most rated FM stations in Moscow this summer were Russkoye Radio, Europe Plus, Ekho Moskvy and some others. Every day, 1,257,100 people listen to the radio station "Russian Radio", which is the coverage of the daily audience of this radio station. During the week, 2,419,700 people listen to Europa Plus at least once, which is the coverage of the weekly audience of this radio station. The rating is calculated as the ratio of the number of people listening to a radio station to the total population. So, if the coverage of the daily audience of "Echo of Moscow" is 617,500 people, then the rating becomes 8.8%.

Most often, advertisers seek to advertise on popular radio stations. At first glance, it might be more profitable to run a few ads on a radio station with a large audience than to pay for more ads on a radio station with a relatively small number of listeners.

As can be seen from the graph, the ratio of audience coverage and the cost of advertising on radio stations is not always proportional.

For example, with almost equal audience coverage, placement of one advertising stop on the Hit FM radio station costs almost one and a half times more than on the Ekho Moskvy radio station.

Television is the most versatile of the advertising media. It convinces desirable clients through effective demonstrations. Television makes it possible to influence the consciousness and subconsciousness of potential buyers in the greatest number of ways.

The unique feature of television advertising is that it is characterized, firstly, by the combination of sounds and visual influences, and, secondly, by a huge audience compared to any other advertising medium, which increases during the demonstration of television series.

Television is not radio with pictures, as it may seem at first glance. Here it is especially important to know the specifics of the viewer's perception of information coming from the TV screen. Television is a visual medium enhanced by sound. A good TV commercial embodies a great idea, which is first presented to the viewer and only then sound is added to enhance the impact on the viewer, and sometimes without sound.

As for the length of the video, experts in the study of the effectiveness of the impact of advertising argue that the best perceived and remembered is not a standard, minute duration, but one that lasts either 30 seconds or 2 minutes.

Just like on radio, TV commercials only have 3 seconds to grab the viewer's attention. If this time is missed, advertising, as a rule, will pass by the addressee. Therefore, it is important at the very beginning to talk about what will be discussed or what the advertiser wants from the viewer. What was said at the beginning must be repeated in the same words or expressions at the end.

As with all other advertising media, the use of humor in television advertising is of particular importance. At the same time, it is useful to remember that the main goal of advertising is to induce to buy, and ultimately to sell. That advertisement is incorrectly worked out, the form of which is remembered better than the advertised content itself.

Advertising on TV is useful mainly to those who intend to create the widest possible popularity for their company or its product. It is good for those who want the advertised product or service to be automatically associated with the advertiser's name. TV advertising services are indispensable for companies that want to quickly saturate the mass market with a new product brand.

TV advertising can be used by companies that, even without queuing, seek to create prestige for themselves. The very fact of the appearance of advertising on TV speaks of solvency, and after a dozen runs on the air, he can count on an increase in reputation, respect for customers, albeit not so numerous. But even great TV commercials can backfire if they are aired at the wrong time.

First, commercials. They can be fiction, documentary, animation. Their advantage is a high level of psychological impact on the consumer. The disadvantage is the high cost of production and even higher - airtime. Another disadvantage is obsession. A commercial, when it is wedged into the program at the wrong time, irritates the viewer.

Secondly, placement of the advertiser's logo, emblem, slogan on the screen during the demonstration of the splash screen, weather forecast.

Thirdly, sponsoring popular programs. Sponsorship is most psychologically justified. After all, the sponsor is the one good man, thanks to which your favorite show goes on the air.

Fourth, participation in specialized programs.

Fifth, the ticker at the bottom of the screen when the movie is shown. It is believed that this is the cheapest option. Psychologically, he clearly loses, on the one hand, because it interferes with watching a movie and few people look at the running line, on the other hand, it is impossible to have time to write down addresses and phone numbers.

The World Wide Web in a short time managed to create an almost exact copy of the world. Now, without leaving your desk, you can travel, go to a museum, watch TV programs, play, visit any library, meet the inhabitants of any state, do business and much more. Such diversity requires a tour guide, guidebook or something like that.

Advertising on the Internet is the most developing engine of commerce. In the USA, for example, where the Internet is actively used, the volume of income from network advertising in 1998 amounted to $ 2 billion. According to the most modest forecasts of experts, by 2003 this figure will increase by 5.5 times and amount to 11 billion. They emphasize that these are only incomes. The volume of transactions is calculated in completely different amounts. In the two weeks leading up to Christmas last year, Internet sales totaled $8 billion.

Russia, of course, is not America - network deals here have not yet reached such a rapid development. Every year the number of network users increases not twice, as in the whole world, but almost 4 times. It can already be said that those who do not use the network for business are wasting time and potential customers.

Research by GALLUP Media, conducted in the spring of 1999, showed that 85-90% of Russian network users visit the World Wide Web per month, that is, 1.2-1.3 million people.

Secondly, the audience on the Russian Internet, for the most part, has an intelligence and material wealth above average. In addition, as a rule, the audience of popular sites, pages is already known. This allows you to save money on researching the audience of the advertising medium.

Thirdly, banners are a very mobile and efficient way of advertising. At any time, their display can be suspended or transferred to another site.

A banner is a rectangle of a certain size (480 x 60 pixels), which, when clicked with the mouse, sends the user to the advertiser's page.

Traditionally, WWW-advertising assumes that you have a Web site, to which the client comes from a link to advertising banner. It is here that visitors get acquainted with your company, the services it provides, and the goods it sells. With image advertising, less attention is paid to the fact of visiting the site. The emphasis is on the content of the banner, the obligatory attribute of which in this case is the company logo or the promoted trademark.

The market conditions for advertising services are changeable. The rating of certain types of advertising either rises or falls, but the position of advertising in the subway remains unshakable. If the title of “people's brand” were awarded to types of advertising, metro advertising would undoubtedly be awarded it.

Peculiarities of perception in the information vacuum. When there were no advertisements in the metro, half of the population of Moscow knew by heart the Rules for Using the Metro. Day after day, the passengers reread passages about “hunting rifles, flammable and explosive substances” that they were forbidden to carry.

In Moscow, a quarter of an hour is the minimum time spent underground, and residents of the outskirts spend from 45 minutes to 1.5 hours daily in the metro. During this time, the passenger, as a rule, learns the sticker hanging in front of him by heart.

Information intensity

Training programs, characteristics of computers and other equipment - the consumer of advertising agrees to perceive such a description of services only when he has nothing else to do. For example, on the stretch from Bibirevo to Chekhovskaya. Therefore stickers can bear a large number of information, and not just the address - phone number - logo. Only specialized printed publications can compete with metro advertising in terms of information richness.

With the help of the Metros-Media website, one can obtain operational data on the passenger flow of any line, the number of passengers at the stations, in order to be able to control and predict the effectiveness of an advertising campaign.

The only relative disadvantage of metro advertising is its rigid focus on a poor buyer. An advertising campaign for diamonds from De Bris, carried out in the subway, most likely will not have much effect.

On the other hand, small and medium-sized businesses can expect quick profits from metro advertising. A small company selling liquid wallpaper is known. With the help of one-color stickers placed on one line, they sold out all stocks of goods in 9 months. Shields in lobbies cost $300-$400 per month. Placement 500 pcs. stickers on the main lines for a period of 3 months costs about 50 thousand dollars. This is the price of about 7 minutes on the capital's TV channel.

A clear target group of metro passengers, that is, those who are not able to buy a car, allows you to determine what should and should not be advertised in the subway.

For example, for students and schoolchildren - this is the main mode of transport. Therefore, advertising of education has been and will continue to be promising. This is confirmed by the experience of the Tutor Center at Natalia Nesterova University.

Table No. 1

Line name	passenger flow thousand people/day	Total number of wagons
Ring
Zamoskvoretskaya
Sokolnicheskaya
Tagansko-Krasnopresnenskaya
Kaluzhsko-Rizhskaya
Serpukhovsko-Timiryazevskaya
Arbatsko-Pokrovskaya
Filevskaya
Kalininskaya
Lublin

On the socio-demographic portrait of the passenger-advertising recipient. Approximately 57% of passengers are women. More than 32% are Muscovites with an average income, and about 16% are wealthy residents of the capital. Employed - 64%.

Outdoor advertising, the oldest form of advertising, remains one of the most common forms of advertising for goods and services to this day. In Europe, the cost of it is up to 15% of the advertising budget and second only to the cost of advertising in the press and on television.

Most Russian large cities are characterized by almost the entire European recognized set of outdoor advertising media:

shields of all sizes and shapes;

so-called "roof installations";

electronic scoreboards and newspapers;

· "ticker";

· video walls;

· decorative street clock;

Various light boxes on poles;

Signboards, signs

installation and stretching over the carriageway of the street;

· kinematic installations;

volumetric-spatial installations;

Special studies show that outdoor advertising objects are promising not only as a means of advertising distribution, but also as elements of urban architecture.

· widescreen billboards along highways;

Both of these types are traditionally used mainly both within business and shopping centers, and on the outskirts of cities.

It is believed that the means of outdoor and transit advertising are unique in that, unlike other mass media, they cannot be used for anything other than advertising.

characteristic feature outdoor advertising is that it, like television, has a multi-million audience, and this simplifies the solution of the tasks assigned to it - a relatively inexpensive and at the same time massive contact with advertising consumers.

Outdoor advertising producers face many challenges in creating effective short messages that stay in the memory of pedestrians and vehicle drivers. The fact is that for almost all consumers of outdoor advertising, the time of eye contact required to read the text and view the image does not exceed a few seconds. These features require careful and accurate selection of fonts, their legibility, figurativeness, color efficiency.

Viewpoints must be considered when choosing the location of the shield. The best place is considered to be the place with the maximum number of viewpoints.

The angle of view of a person sitting behind the wheel and a pedestrian differ (the angle of view here is understood in the physical sense). The angle of view of a pedestrian walking in a crowd and a single pedestrian will also be different. The angle of view of the driver and passenger will also be different due to the difference in their location in the car.

The angle of view must be taken into account when designing the height of the shield supports or the height of the shield.

To attract the attention of buyers, users, visitors, elements of outdoor advertising should be bright, catchy, and equipped with lighting in the evening and at night.

Design techniques, color, lighting should be associated with the intended goods and services and at the same time be combined with the surrounding objects, buildings, street, and other signs.

It is believed that one of the paradoxes of outdoor advertising is that it must both blend with the environment and stand out from it. It is also believed that the use of billboard advertising is justified when the company is already well known. When developing texts and sketches of images for billboard advertising, it should be remembered that advertising must create an image that matches the image of the advertised company.

In the manufacture of shields, it should be taken into account that visual images, images of goods are perceived by the eye much faster than inscriptions and are better remembered.

Since billboards are installed not only along highways, but also in crowded places, near department stores, local attractions, etc., the advertisement should take into account the possibility of reading the test by a pedestrian in a “crowd” and, therefore, should be placed higher ordinary.

The perception of a poster placed on the ground depends not only on how it will be designed, but also on its location (road, street, building, vehicle side, etc.).

Ultimately, the poster will be perceived not only by itself, but also with a piece of territory adjacent to it or the general appearance of the vehicle itself. For example, a poster placed in the shade may look better than in the sun, when small imperfections in texture, small strokes or streaks of paint, etc. are clearly visible.

A green poster placed in the middle of a green space will lose its appeal, and a poster made in blue and located on the lake shore will be perceived in the same way.

The following has been experimentally established:

The attention of the viewer is attracted, as a rule, by places of a denser accumulation of elements, creating the impression of a mass;

at the first stages of perception, combinations of points that form regular geometric shapes or fragments are clearly distinguished;

Attention is focused on closely spaced and, as it were, elements that influence each other;

· in case of predominance of amorphous arrangement of elements, attention is attracted primarily by the space of selected points, for example, “flying off” to the side, separated from others by small gaps;

With the help of dots, dynamic and static compositions are easily created, while the first of them seem to lead the viewer's gaze in the direction of the intended movement.

Of course these general principles work differently under specific conditions.

For the perception of information posted on the boards, the most favorable should be considered places where the speed of the car is lower than usual - in places of speed limits, before crossings, traffic lights.

Advertisements and signs, as it were, remind people of the existence of a particular company. Although they are “work” in and of themselves, they are most effective when combined with other advertising media. They are carried out on shields, fence stands, on the roofs of buildings, on the sides and in the interiors of vehicles. The main function of these advertising media is to remind potential buyers about a product or service.

When developing such advertising, it is useful to remember some rules for its use. In particular, it is advisable to use no more than 7 - 9 words in order to increase the efficiency of perception in the conditions, as a rule, of the movement of either an advertising medium or a reader.

The font should be large, bright, catchy, two- or three-color, allowing you to concentrate and easily read it. It is useful to use fluorescent paints or use artificial lighting with the expectation of a dark time of the day. The text should be short, easy to read on the go, in the dark.

Part 2

The process of development of the outdoor market, increase in demand and supply acquire the character of a stable smooth expansion. Of course, Moscow stands out from other cities in terms of the abundance of outdoor advertising, but everywhere outdoor advertising is on the rise. It should be noted that the development takes place not only in quantitative terms, but also in the plane of increasing the requirements for the quality and diversity of outdoor advertising.

Of course, 3m x 6m billboard advertising is unrivaled in terms of the number of installations, but other formats are emerging (both up and down), and more and more building facades and blank walls are being used to print firewalls. Historically, there are more than enough such walls in Moscow.

There have been advances in the way visual information is conveyed. Of course, flat geometry prevails over everything else, but something that goes beyond the standards, still no, no, and will slip through.

The first non-standard installations appeared. Bottles and cigarettes that do not fit into the established format. Now advertising canvases are beginning to gravitate towards 3D space, voluminous fragments. Finally, such areas as concert and stage decorations, decor and design elements of shops, exhibitions and pavilions, have found their way into digital large format printing.

Signage and information spaces

They are used when opening the next store, office, branch or anything that requires an initial “promotion” and facilitate the search for this place for a potential client. It is necessary to identify yourself both directly in front of the entrance and on the intended routes of customers: at metro exits, at public transport stops, at intersections and forks. In such cases, outdoor advertising, in addition to its visual nature, also has an important informational meaning.

On these installations, you can observe almost all types of advertised products and services - from the most famous brands to small firms conducting an advertising campaign for the first time. Quite often, outdoor advertising is used in conjunction with other types of advertising. This includes television, press and radio. With a massive attack on a potential consumer, in 99 cases out of 100, after the appearance on the television screens of the next video, billboards appear on the streets within one week, where the design, slogan and style of advertising products are in tune with what was shown on TV.

Firewalls

Far from the last place in the spectrum of outdoor advertising is occupied by firewalls, and in terms of their size and degree of perception, they are in the lead. It is more than noticeable on the facade of the building.

Concert and theater scenery

AT recent times when designing stage scenery - whether it's a theatrical performance, a concert or a TV show - digital technologies large-format printing have taken their rightful place among other technologies for the creation and production of scenery.

POS materials

This type of advertising is not so catchy in appearance, and the formats are insignificant. They are used at points of sale for the very goods that are advertised. As a rule, this is the last part of the advertising campaign. Advertising on transport

The range of materials used here is small, since materials with improved characteristics of resistance to mechanical and climatic influences are required. The price for the production of this type of outdoor advertising is higher than that of others.

In the modern abundance of information and advertising surrounding the consumer, it has become very difficult for the advertiser to convey his message to him, to achieve efficiency from the advertising company. After all, a person receives thousands of advertising messages every day through all the media and outdoor advertising, as a result of which the impact of each advertising message is weakening. In this regard, a three-position advertising installation “Prismatron” has recently appeared on the outdoor advertising market. These settings allow you to place not one image, but three at once, in the most popular places of the city, without overloading the city street. Sequential change of images at specified intervals is an important factor. Any dynamic ad is more effective than a static one. It conveys information to the consumer better, since it attracts attention in itself.

Analysis of equipment and prices in the Moscow outdoor advertising market (1998 - 2000)

Large format printing

The most unique event of the first months after the 1998 crisis was the simultaneous appearance in Moscow of several super-large piezoplotters (3-5 meters wide). Until August 1998, there was only one such plotter, in the Big Posters or Ant Logic company. Their competitors, who had made investments in equipment, were not able to retreat - and a price war began. From $50 - 60 per sq. m. banner printing with a resolution of 200 - 300 dpi prices fell to $ 15 - 20, coming close to the cost.

The Vitrina-A, Farbis and Omis companies withstood this war, concentrating several units of different types of printing equipment with great efforts.

First of all, firms that had electrostatic plotters suffered. This invention of the past decade has not been able to evolve. The main products for them were “stickers” and banners. The technology of direct piezo printing on vinyl with acrylic paints has reduced the cost of consumables by 2-3 times and completely ousted electrostatics from this market.

Owners of plotters with 3M technology stand apart. especially the newest Scotch Print 2000. They offer exclusive products on the market with multi-year warranties. Possessing such “know-how”, “Gemma-print”, “Beltrao” firms can sell their products much more expensive than their competitors. At the same time, using the exceptional speed of their machines (200 - 250 sq. m. per hour), they can reduce the price of conventional non-3M printing.

The largest and most diverse community is the inkjet plotter community, a kind of middle class advertising industry. If there are few super-large plotters in Moscow, dozens of electrostatic plotters, hundreds of inkjet plotters.

The segment of advertising and manufacturing firms is quite large, in which the loading of the plotter is provided by the flow of orders from large advertisers. These firms have a balanced composition of equipment, and a significant part of their turnover is printed products of their own production. Often they also have other productions, for example, light boxes, signboards.

The next type is made up of firms specializing specifically in printing. They are well equipped and have several plotters, they can carry out almost any order using various technologies and consumables. These firms do not reduce the price of printing to cost, but win the fight due to high quality.

According to various estimates, there are 200 - 250 pieces, which is approximately 50 - 60% of the total. Their most obvious advantage is the low cost of consumables. If 2-3 years ago the cost of printing on photo paper was $15/sq. m., now $3 - 4/sq. m.

Color Span's Display Makers are next in number. Having appeared 1.5 years ago, now they occupy 10 - 15% of the market and represent the segment of multicolor plotters. Its popularity is due to the ability to use inexpensive print materials and great flexibility: using heads with a physical resolution of 300 dpi, they can produce 1200 dpi quality with 8-color printing or double-speed 4-color printing. The new Display Maker model, 180 cm wide with twelve 600 dpi heads, can produce 1800 dpi quality and is even faster.

The remaining plotters: various models of Calcomp, HP Sammagrafphics, Mutoh, PiezoPrint 1000, etc. together make up the remaining 30% of the market and do not make the weather on it. Although each of them, of course, has its own advantages and disadvantages.

Separately, I would like to mention high-speed plotters with Xerox XPress piezo heads. The Xerox XPress, which launched a year ago, hasn't gained much market share in terms of installations yet, but it's quite noticeable in terms of print volume. 720 dpi quality, high print speed, oil based pigment inks, long life heads are the main advantages of this plotter.

The success or failure of a large format printing firm is determined largely by its ability to find its niche in a large market. To do this, it is necessary not only to imagine what is being ordered now, but to offer solutions that are not yet in demand on the market.

Widely used in the advertising production of vinyl fabrics. They are made from polymer vinyl chloride mass with the addition of plasticizers. This mass is applied to a polyester mesh, which provides the material with the necessary strength. Generally, there are three classes of vinyl fabrics:

· banner;

· awning;

Oning.

Banner fabric is one of the least durable and cheapest. Usually it is used in relatively short-lived products - in the manufacture of flags, posters, the front of billboards. This fabric does not work through the light and is not recommended for tensile structures.

Awning fabric - created for the production of awnings, visors, awnings and other tension structures. For the same purpose, oning fabric is used. Its main difference from awnings is that it works through the light and is therefore suitable for the manufacture of signs with internal illumination.

One of the main characteristics of vinyl fabric is its density, which reflects the weight. square meter. Usually this characteristic fluctuates from 250 - 500 g/sq. m. The best manufacturers of vinyl fabrics guarantee the durability of their products in all weather conditions for five, and sometimes ten years.

Vinyl fabrics are available in a wide range of colors and shades. The cost of the cheapest banner fabric - from 4 USD. e. for one square. m. Awning fabric can be about one and a half times more expensive, and oning fabric costs from 8 cu. e. per sq. m. The most expensive is the so-called washable oning fabric, with which you can wash off the paint applied to a white fabric with special solvents, at a price of up to 35 USD. e. per sq. m.

Now about vinyl self-adhesive films, without which the production of the vast majority of signs is indispensable.

Self-adhesive vinyl films were, most likely, the first modern material from which the sign production revolution in Russia began. It happened in the 80s, when ORACAL film imported from the GDR began to be supplied to advertising factories to replace the paint. Since then, oracal has become a household name, and many now call any self-adhesive film an oracal.

The matter is that in Russia the cheapest film ORACAL-640 which is not intended for signs is most popular. A is intended for printing, where the requirements for film are much lower. Price - 2 - 3 at. e. sq. m. At the same time, about 20 manufacturers from different countries are now represented on the Russian market to one degree or another.

There are two main types of film, which differ in the production method - calendered and cast.

Calendered film is cheaper, but cast film is more durable and can be used where special reliability and quality are required. For example, when pasting uneven surfaces. There are several more special classes of film: reflective, light-conducting, fluorescent.

In addition, the films differ in the method of making the adhesive layer, which can be made either using solvents or water-based. Water-based adhesives are considered more environmentally friendly.

Now about materials that are still little known in our country, but can expand the field of activity of any workshop engaged in the production of outdoor advertising.

Magnetic vinyl - is a thin sheet of magnetic material (usually a rubber base mixed with iron powder) laminated with vinyl film in different colors. Silk-screen inks and self-adhesive films are easily applied to it.

And also relatively new material, which is becoming increasingly popular among sign manufacturers - foamed polyurethane. It is mainly used for the production of volume signs.

The study of competing firms - manufacturers of outdoor advertising

On the this market There are two major outdoor large format printing companies: We R. SIGNS and LBL.

The We R. SIGNS company was founded in the USA in 1986, the main activity is outdoor advertising. In the early 90s, the company's president decided to create this market in Russia, and in 1993 We R. SIGNS was heard in Moscow. The company successfully developed not only by producing advertising structures, but also by supplying equipment and consumables for advertising to Russia. In 1995, the first machines in Russia for large-format printing of advertising images appeared on its production facilities. By early 1999, We R. SIGNS owned the most powerful fleet of these machines, 4 five-meter Vutek printers capable of printing images up to 300 dpi.

LBL Corporation was founded in 1992 in Russia. Its main activity is advertising and large advertising production (printing, pre-press). In early 1997, LBL entered the outdoor advertising market with the founding of WPT. By the beginning of 1999, LBL is a powerful holding, which includes 8 production companies and an advertising agency.

The beginning of 1999 was marked by important event in the large format printing market, the new Group (BIG) was born. The company is the largest in Russia and one of the five largest companies producing large-format images for outdoor advertising in the world.

BIG - did not arise from scratch, the company was the result of the merger of the large-format printing departments of two market-leading companies, as mentioned above - We R. SIGNS and LBL. This union of two leaders is very powerful and almost invincible in the outdoor advertising market. In general, business experience shows that the best way to get rid of competitors is to make them your partner and friend.

A very important detail that needs to be emphasized is the prices. BIG is able to offer reseller offers that no single company can provide. BIG print prices are already down to the lowest levels on the market.

Since BIG is the second largest company in Europe, the problem of large-scale orders does not exist for them. Any order is printed within 6 hours to 3 days.

There are several other manufacturers on the outdoor advertising market in Moscow: Farbis, Omis, Ant Logic, which offer competitive products in terms of quality and price, but they do not have a large fleet of equipment and therefore often do not meet deadlines.

Let us trace the share of the largest firms - owners of 3 x 6 m and SITI-format shields (1.8 x 1.2 m) of the total number of installed structures for 1997 - 2000. (%)

Table number 2

	Company - owner	April 1999	April 2000
Shields format 3 x 6m.
	A quiet harbor











	FREEZY GRANT

	THE TSAR BELL
	M-GRAPHITY
	OVIONT-INFORM
	RIVER SUN
	RIA LUZHNIKI

	B. V. MEDIA
	NTA CORPORATION


	RUSSIAN STYLE
	ACCENT MEDIA

	CONTRACT

	SOLAR CIRCLE
	Biggest total
	The rest of the total
	Owner not defined

	Numbers of surfaces
CITY installations - format







	HELVETICS


	CONTRACT
	Biggest total
	The rest of the total
	Owner not defined

	Qty. surfaces of all

The extensive path is an empty increase in the number of designs, which has been observed since the emergence of the market. Intensive way - increasing the utilization rate (filling, loading), that is, the ratio of use (renting) to the total duration of the reporting period. This is one of the most important indicators of the state of the market, along with the average rental price of a structure according to price lists and its relationship with the actual rental price (in other words, the level of discounts).

In August 1998, two factors came into play at once:

· The natural increase in the number of surfaces during the summer months, which amounted to 5-10% of the level of the 1st quarter of 1998. This led to a slight drop in the utilization factor.

· Crisis phenomena in the country's economy, which led to a decrease in effective demand.

The simultaneous impact of these factors determined the depth of the crisis. The utilization factor fell to 0.5-0.3 (from 0.7 in the 1st quarter of 1998), the level of discounts reached an average of 50-60% at practically unchanged prices according to price lists. It was in this state that the market entered 1999.

In the 1st quarter, the shock passed, and there was an opportunity to make attempts to stabilize the market. Actually, there were two options for action: lowering the price according to the price list and increasing discounts. Path 2 was chosen. Price lists have changed slightly, and the main bet was made on discounts. Hence the very slow growth of the fill factor (about 0.1 per quarter on average).

The choice by the majority of market operators of such a way out of the crisis predetermined a significant decrease in the volume of the outdoor advertising market in terms of money. The volume of the market in Moscow in 1999 amounted to no more than 60% of the 1998 level, or about $60 million (against $100 million in 1998).

And yet, the market, albeit slowly, began to grow, as evidenced by the dynamics of outdoor advertising spending. The growth is primarily due to the prohibition of Russian legislation on the widespread use of other types of advertising, except for outdoor advertising.

Advertisers of the product groups "Alcoholic drinks" and "Tobacco products" carried out advertising campaigns with extensive use of outdoor advertising. The number of 3 x 6 surfaces used for advertising tobacco products exceeded 1200 at the beginning of summer. (more than 10% of all surfaces of this type available in Moscow).

As of the end of 1999, the outdoor advertising market in Moscow has recovered. The coefficient of use of surfaces returned to the level of the beginning of 1998 (0.7 and even 0.8 in the 4th quarter).

	Year.. budget	advertising comp.	Max. count pov. per month	number of turns








Old Man Hottabych

Part 3

The definition of efficiency is necessary condition proper organization and planning of advertising activities of the company, rational use labor and material resources spent on advertising.

The study of the effectiveness of advertising should be aimed at obtaining special information about the nature and relationship of factors that serve to achieve the goals of advertising with least cost funds and maximum impact, which will eliminate inactive advertising and determine the conditions for its optimal impact.

It is difficult to count on the success of advertising if the advertiser has a vague idea about the product, company, market, competitors, etc. The failure of a significant part of advertising is due precisely to the fact that its creators began to “create” without having the necessary information.

If you turn to a professional advertiser, then you should not expect any specific ideas from him, let alone options, until he gets the most complete picture of the task before him, until he gets answers to a number of very important questions.

To collect information, the advertiser uses a variety of sources. But the first and main source is the advertiser. Here is what Ogilvy wrote about this: “The more your agency knows about your company and your product, the better it will be able to do a job for you. When General Foods hired our agency to advertise Maxwell House Coffee, they began teaching us coffee business. Day after day, their experts taught us about green coffee, blending, roasting and pricing, and the complex economics of the industry.”

Typically, an advertising agency develops a questionnaire for the client in an attempt to get the most complete picture of the market and its segments, product, competitors, etc. The length of this questionnaire depends on a lot of circumstances. As a rule, this document is 10-20 pages in size.

The advertiser must have a maximum understanding of the subject of advertising and everything that surrounds this subject in order, in the end, to reach the list of selling points for the proposed product / service, terms of sale / service, as well as for the company itself.

For a professional marketer or advertiser, this issue is not unusual. In different segments, goods can be bought in different ways, guided by different selling points and even different prejudices. This is especially noticeable in the example of Russia, with its huge variety of regional, national and other conditions. Here you often come across situations when what sells well in Moscow does not work in Novosibirsk, and so on.

Who is the consumer of this product in this region or segment? Who is the reader of this magazine? How old is he, what is his income, what interests him, what is his lifestyle, what problems does he have, what is important and prestigious for him, what does he read and see, how educated is he, how qualified is he (when selling high-tech goods), the language he speaks, does he understand the terminology of the given area? If this person purchases goods for his company, then what are his hidden interests (prestige, self-affirmation, kickback, etc.), what powers does the person of his position have in the company? If a member of this segment is obviously not aware of this new product, then to what extent, through what channels and in what language should something be explained to him?

The answers to these questions will affect the selling points used, the language, illustrations, formats, etc.

Only having answered all these questions, you can start serious work. You need to be guided by the laws of advertising, which help to attract the attention of the reader, facilitate the assimilation of advertising and ... better sell! Violation of at least one of them can reduce the effectiveness of advertising or completely destroy it. But just knowing the selling points and the laws of advertising is not enough. Experience and talent of the advertiser are very important.

The economic efficiency of advertising is the economic result obtained from the use of an advertising medium or the organization of an advertising campaign. It is usually determined by the ratio between the gross income from additional turnover as a result of advertising and the cost of it. The general condition for economic performance is that gross revenue must be equal to or greater than advertising spending.

Psychological effectiveness - the degree of influence of advertising on a person (attracting the attention of buyers, memorability, impact on the purchase motive, etc.). Both of these concepts are closely related. But the criteria for these two types of efficiency, of course, are different: in the first case, it is the volume of sales, in the second, the psychological characteristics of the perception of advertising by its addressee.

Methods for determining the economic and psychological effectiveness of advertising and their practical application

The main material for analyzing the economic efficiency of the results of the company's promotional activities are statistical and accounting data on the growth of turnover. Based on these data, it is possible to investigate the economic efficiency of one advertising medium, an advertising campaign, and the entire advertising activity of the company as a whole.

Measuring the cost-effectiveness of advertising presents great difficulties, since advertising, as a rule, does not give the full effect immediately. In addition, the growth in turnover is often caused by other (non-advertising) factors, for example, a change in the purchasing power of the population due to rising prices, etc. Therefore, it is almost impossible to obtain absolutely accurate data on the economic effectiveness of advertising.

To calculate the economic efficiency, advertising experts offer the following formulas.

1. The formula for calculating the turnover under the influence of advertising: Td = Ts * P * D / 100, where Td is the additional turnover caused by advertising (in monetary units); Тс - average daily turnover before the start of the advertising period (in monetary units); D - the number of days of accounting for turnover in the advertising process; P - the relative increase in the average daily turnover for the advertising period compared to pre-advertising (%).

2. The ratio between the profit received from the additional turnover caused by advertising activities and advertising costs is determined by the formula: E \u003d Td * Nt / 100 - (3 p + Rd), where E is the economic effect of advertising (in monetary units) ; Td - additional turnover under the influence of advertising (in monetary units); Нт - trade allowance for a unit of goods (in% of the selling price); Зр - advertising costs (in monetary units); Rd - additional costs for the growth of trade (in monetary units).

The result of promotional activities can be: positive - the cost of advertising is less than the effect obtained; negative - the cost of advertising is higher than the effect obtained; neutral - the cost of advertising is equal to the effect obtained.

3. The effectiveness of advertising costs can be determined using the advertising profitability indicator: P = P * 100/Z, where P - advertising profitability (%); P - profit received from advertising the product (in monetary units); W - advertising costs (in monetary units).

4. The economic efficiency of advertising can be determined by the method of target alternatives, by comparing planned and actual indicators, evaluated as a result of investing in an advertising company. Efficiency is determined by the formula: E \u003d Pf - Z / Po - Z * 100, where E - the level of achievement of the advertising goal (%); Pf - the actual change in the volume of profit for the period of the advertisement (in monetary units); To - the planned change in the amount of profit for the period of the advertisement (in monetary units); W - advertising costs (in monetary units).

In this chapter, based on the experience of the advertising department of CJSC "Alex PLUS-Market", the economic efficiency of the advertising activities of this company is determined.

The simplest method for determining the economic efficiency of advertising is the method of comparing the turnover before and after the promotional event. According to this method, the economic efficiency of advertising is determined either by comparing the turnover for a certain period of the current year, when the product was exposed to advertising, with data for the same period last year, when the product was not advertised, or by comparing the daily turnover before and after the promotional event in the current period. time.

The latter method is more acceptable in our conditions, given the constant rise in prices due to inflation, which makes it very difficult to compare data over long periods of time.

The final conclusions about the economic efficiency of advertising are obtained by comparing the additional profit received as a result of advertising with the costs associated with its implementation.

The calculation of the economic efficiency of advertising using this method will be carried out on the basis of data on the presentation of the goods of the company "BEN", held in the supermarket "Alex-PLUS". Data on the sale of detergents by this company before and after the presentation of the goods are presented in Table 4.

Table 4

Name of product	Implementation before presentation	Implementation after the presentation	Implementation change in %
Kop plus yellow
Kop plus green
Rinse aid 500 ml.
CiLit window cleaner
CiLit cleaning foam
CiLit rust remover
Laundry detergent Lanza
Laundry detergent Perla
Basic detergent

This table shows that the additional turnover after the presentation amounted to 738,900 thousand rubles, the trade margin for these goods is 32%, therefore, the additional profit received as a result of advertising is 236,448 rubles. The presentation costs (producing and posting advertisements, installing a billboard near the supermarket, etc.) amounted to 83,000 rubles. Thus, the economic effect of advertising was 236,448 - 83,000 = 153,448 rubles. Therefore, this promotional event was effective.

The study of the economic efficiency of advertising can also be carried out by comparing the turnover for the same period of time of two similar trading enterprises, one of which held an advertising event, and the other did not. The growth of turnover in a store where an advertising event is not held occurs due to the influence of those factors that act independently of advertising. The same factors affect the turnover in the store where the promotional event is held.

The economic efficiency of advertising in this case is calculated by determining the ratio of the turnover growth index of the store where the promotional event was held to the turnover growth index of the store where the promotional event was not held. The final conclusion about the effectiveness of advertising is made as a result of an analysis of the costs of advertising and the additional profit received as a result of it. Positive in this method is that only that part of the turnover that is directly the result of the promotional event is taken into account.

We will calculate the economic efficiency using this method by comparing the data on the turnover of the Alex PLUS supermarket in the city of Domodedovo, where an advertising campaign and lottery was held from February 7 to March 8, 2000, with data on the turnover of the Alex PLUS - Market store in Moscow, where such an advertising campaign was not carried out. Data on the comparative turnover of these two supermarkets are presented in table 5.

Table 5

The table shows that the turnover in these two stores has increased, so we can calculate the growth index for each store.

The turnover growth index in Alex PLUS - Market was: 2,568,827 thousand rubles J 1 = 1.12 (12%) 2,279,083 thousand rubles.

The turnover growth index in the Domodedovo supermarket was: 1,734,739 thousand rubles J 2 = 1.325 (32.5%) 1,308,827 thousand rubles.

Thus, we see that the increase in turnover due to advertising in the Domodedovo supermarket amounted to 20.5%.

The profit of the store for this period of time amounted to 18.4% of the total turnover, therefore, the profit from the additional turnover received through the advertising campaign amounted to: 268,309.5 thousand rubles * 18.4% P = 49,369 thousand rubles 100 %.

To find out now the economic effect of the advertising campaign, we need to analyze the costs associated with its implementation.

Table 6

The economic effect was: E = 49,369 thousand rubles. - 41,688 thousand rubles. = 7,681 thousand rubles.

At present, both in the domestic and foreign practice the method of determining the economic efficiency of advertising, based on a comparison of the additional gross income received as a result of the use of advertising, and the costs associated with its implementation, has become widespread.

According to this method, at the beginning, the additional turnover received as a result of the promotional activities is determined, then the additional realized overlay is calculated from the amount of the calculated additional turnover. The economic efficiency of advertising is expressed as the difference between the amount of additional overlay sold and the cost of advertising.

The calculation is made according to the following formula: T*P*D N R = (-----) * (-----) - I (1) 100%, where R is the economic efficiency of advertising, rub.; T - average daily turnover in the pre-advertising period, rub.; P - increase in the average daily turnover in the advertising and post-advertising period, rub.; D - the number of days of accounting for trade in the advertising and post-advertising periods; H - trade margin for goods,%; I - advertising costs, rub.

This technique is usually used to determine the economic efficiency of individual advertising media or a short-term promotional event. If the result is greater than or equal to zero, it means that the advertisement was cost-effective.

Let's calculate the economic efficiency of the advertisement of the company "Alex PLUS-Holding", which includes CJSC "Alex PLUS - Market", in two newspapers in St. Petersburg.

Since Alex PLUS-Holding, in addition to a network of retail stores, also has a system of wholesale warehouses from which food products from Finland, Germany, Belgium, Holland and other countries are traded, in mid-January 2000, in the newspapers Reklama-Chance and Within a few days, Delovoy Peterburg printed an advertisement in which it was reported that it was possible to purchase products from one of the warehouses of the Alex Plus-Holding company of such and such an assortment and at such and such prices. Advertising expenses amounted to 12,400,000 rubles. Data on the turnover of the warehouse before the promotional event and after the advertising is presented in table 7.

Methods for determining the psychological effectiveness of advertising and their practical application

Among the existing methods for determining psychological effectiveness, the methods associated with conducting marketing research provide the greatest reliability.

When using the method of expert assessments, the members of the expert commission evaluate the degree of perception of the advertising message in points. A more complex technique is associated with consumer testing (advertising memorization test, ad recognition test, association test).

According to experts, the optimal size of groups of people surveyed in order to identify the effectiveness of advertising is 125 people. With a population of 100 people, the test results are unreliable. Increasing the number to 150 people and above leads to a sharp increase in research costs without affecting the accuracy of the results.

Marketers evaluate the psychological effectiveness of advertising quantitatively. The effectiveness of "direct mail" is measured by the number of return calls and letters received by the advertiser. If 4-8% responded to advertising materials, then the advertisement can be considered successful, 15-18% are considered a great success. More than 20% in real practice does not occur.

Attempts to regulate the advertising sector in our country began in 1991 with the adoption of the Law of the Russian Federation “On Competition and Restriction of Activities in Commodity Markets”, where in Art. 10 established the responsibility of economic entities for incorrect comparisons of manufactured goods with competitors' goods and for misleading consumers about the properties of the goods. In December 1991, the Mass Media Law was adopted, which indicates the inadmissibility of the abuse of freedom of speech and establishes responsibility for the dissemination of false information. In April 1992, the Law of the Russian Federation “On the Protection of Consumer Rights” came into force, establishing the requirements for information that should be communicated to consumers.

The law is dedicated to commercial and social advertising. Political advertising is excluded from the scope of this law.

The law gives the following definition of advertising (Article 2): “Advertising is information about an individual or legal entity, goods, ideas and undertakings (advertising information) distributed in any form, by any means, which is intended for an indefinite circle of people and is designed to form and to maintain interest in these natural, legal person, goods, ideas and undertakings and promote the realization of goods, ideas and undertakings”.

Unethical advertising (art. 8) violates generally accepted norms of morality and humanity, denigrates works of art that are national or world cultural heritage, state symbols, as well as individuals or legal entities, any profession, activity or product.

The law sets the rules for advertising certain types goods: medicines, weapons, tobacco products and alcoholic beverages (art. 16), financial services (art. 17), and goods for children (art. 20), and also puts forward certain requirements for advertising in the press, on radio, television, in film and video services, when providing information (Art. 10-15). A special article is devoted to social advertising (art. 18).

Of particular importance are the norms of the law concerning advertising directed at minors. Thus, advertising should not inspire minors that the possession of certain goods gives them any advantages over other minors. It should not undermine the authority of parents and educators, create a distorted idea in children about the price of a product, its availability for any family budget or ease of use.

The following liability is provided for violation of the law (chapter 4-5): the need for counter-advertising, warnings or fines (from 200 to 5000 minimum wages established by federal law). The payment of a fine does not relieve the participants in the advertising process from the execution of orders to terminate illegal activities and from counter-advertising.

Counter-advertising is carried out through the same medium, using the same characteristics of duration, space, place and order, as the refuted inappropriate advertising. Its content is consistent with the antimonopoly body that established the fact of violation of the law (Article 29).

Particularly serious cases associated with the use of deliberately false advertising entail criminal liability.

State control for observance of the Law of the Russian Federation "On Advertising" is assigned to the federal antimonopoly body and its territorial bodies (within the limits of their competence).

Legislation puts up barriers to inappropriate advertising. Meanwhile, the detailed regulation of advertising activities with the help of legal norms is objectively hampered by the peculiarities of the sphere of regulation itself. In Russia, as in many other countries, self-regulation of advertising is becoming very important, which involves the voluntary control of the business community over their own activities in the field of advertising.

Organizations that take on the functions of self-regulation of advertising are:

· Advertising Committee of the Chamber of Commerce and Industry;

· Public Relations Association.

enterprises and organizations located on the territory of the city (district), regardless of the form of ownership and departmental affiliation, having, in accordance with the legislation Russian Federation the status of legal entities, their branches (having an independent balance sheet and current account) and other similar divisions of enterprises and organizations, as well as foreign legal entities;

individuals duly registered as entrepreneurs operating in the city.

The object of taxation is the cost of services for the production and distribution of advertising own products(works, services), including works carried out by economic means.

information signs placed in the premises used for the sale of goods, including shop windows;

· announcements and notifications about changes in the location of an enterprise, institution, organization, telephone numbers, telefax, teletype;

body announcements state power containing information related to the performance of the functions assigned to them;

· warning signs containing information about the restriction of work, movement, etc. due to the peculiarities of the territory or site.

The procedure for calculating and terms of payment of tax by enterprises

Tax payers submit to the tax authority a calculation of the amount of advertising tax and pay the tax within the time limits determined by decisions local authorities state power.

Advertisers (legal entities) pay advertising tax by transferring funds to the account of an advertising agency no later than the day the advertisement is placed on advertising media. Individuals may pay the cost of advertising work, including advertising tax, through the institutions of a savings bank or to the cash desk of advertising agencies at the same time. When paying the cost of advertising work, including the advertising tax, directly to the cash desk of an advertising agency, an individual placing an advertisement is issued a receipt stub.

Without presenting a document confirming the payment of the tax on advertising, its placement on advertising media is not allowed. The amounts of advertising tax are credited to the district budgets of districts, city budgets of cities or, by decision of district and city government bodies, to district budgets of districts (in cities), budgets of settlements and rural settlements.

In the event that a government authority establishes a centralized payment of advertising tax to the budget, through mass media or other bodies advertising products, work, services of enterprises, the tax, together with the cost of services rendered for advertising, is transferred by enterprises to the mass media, highlighting the amount of tax in a separate line . The mass media authority, within the time limits established by the executive authority and agreed with the financial and tax authorities, transfers the amounts of advertising tax received to the income of the corresponding local budget.

The tax in foreign currency shall be paid into the currency account of the public authorities of the republic, territory, region, autonomous region or autonomous region.

Responsibility of payers and control of tax authorities

Legal and individuals who are payers of the advertising tax.

When establishing the facts of non-payment of tax, late payment or payment of it not in full, the payer shall be liable in accordance with the tax legislation in force in the territory of the Russian Federation.

Control over the completeness, correctness and timeliness of the payment of advertising tax is carried out by the tax authorities in accordance with the Law of the RSFSR "On the State Tax Service of the RSFSR".

Conclusion

This thesis was devoted to the marketing analysis of the advertising market of the city of Moscow, mainly the outdoor advertising market.

Such an analysis allowed us to assess the state of the market at the moment and determine the main directions and dynamics of its development.

Today, the capital clearly sets the tone in the formation of advertising policy for other Russian cities, since the main advertising money is located in Moscow.

Large chain companies such as "Quiet Harbor" and "ART-City" have placed a large number of main boards (3 x 6 m) in the center of the city, and thus, in fact, reduced the CITY format to zero. Naturally, it is difficult to sell a small structure when a large one stands nearby. In this regard, shields 3 x 6 m are now out of competition.

Today, the large format printing market is dominated by vinyl and paper. Printing is divided according to the volume of circulation: small circulation printing - up to 50 copies; average number - from 50 to 400 copies; over 400 posters are already considered a large print run. Depending on this, one or another printing technology is selected.

In Moscow, there are 4 main companies that print for outdoor advertising, these are Ant-Logic, Omis, Farbis, Big Group. They satisfy 50 - 60% of the needs of the domestic market.

The main customers of these products are large trading companies, mobile communications, manufacturing companies household appliances and computers.

1998 proved to be a very difficult year for the outdoor advertising market. The market volume fell by an average of 40%. Many small firms have disappeared from the market forever. And only those who managed to sharply reduce costs and offer low prices. Prices for the production of outdoor advertising decreased by 3-4 times.

But by the middle of 1999, the market, although slowly, began to recover, as evidenced by the increase in the utilization rate of surfaces. These are mainly Western firms - manufacturers of tobacco products and alcoholic beverages. At the beginning of the summer, these firms occupied more than 10% of all available 3 x 6 m structures in Moscow.

By the beginning of 2000, we can say that the market has stabilized, since the coefficient of use of surfaces no longer has a pronounced dynamic character. More and more new types of designs appear on the market. The attraction of advanced technologies is due to the fact that reputable (mainly Western) advertisers place high demands on advertising media, which also indicates the development of the market.

Bibliographic list

1. Kotler F. Fundamentals of marketing. - M.: Progress, 1993

2. Modern marketing. - M.: Finance and statistics, 1991

3. Zavyalov P. S., Demidov V. E. The formula for success is marketing. - M.: International relationships, 1991

6. Deyan Armand, Taxier Ann, Taxier Louise Advertising at the point of sale. - M.: Progress, 1993

7. Barkan D. I. Marketing for everyone. - L .: Man, 1991

10. R. O. S. new trends // “Outdoor advertising in Russia”, 2000, No. 10.

Illustration Depositphotos

Recently, a working group for assessing the volume of regional advertising markets, created as part of the Commission of Experts of the RACA, the volume of regional advertising in 13 million-plus cities, excluding Moscow. The group met for the second time and summed up the results for the 1st half of 2015 compared to the same period of the previous year. The expertise includes four media segments: television, radio, press and outdoor advertising. This material is a detailed analysis of the results obtained.

The total amount of regional advertising budgets for 13 cities amounted to over 11.6 billion rubles. excluding VAT, which is 25% less than the corresponding indicator of the previous year. For individual cities, the dynamics varies from -18% to -33%.

Region						Dynamics, %
	TV	Radio	Press	Outdoor advertising	Total for 4 media segments
Volgograd	84	43	45	186	359	-23%
Yekaterinburg	330	101	186	394	1012	-29%
Kazan	234	94	229	286	844	-21%
Krasnoyarsk	176	83	99	257	615	-23%
Nizhny Novgorod	238	102	144	227	711	-18%
Novosibirsk	280	105	180	398	963	-21%
Omsk	145	62	65	250	521	-19%
Permian	178	72	94	178	523	-26%
Rostov-on-Don	168	86	82	254	589	-31%
Samara	228	72	129	180	609	-31%
St. Petersburg	1314	439	518	1451	3723	-27%
Ufa	174	66	59	261	560	-24%
Chelyabinsk	191	75	85	286	636	-25%
Total for 13 cities	3 739	1 402	1 917	4 609	11 666	-25%

In general, the volumes of advertising markets in individual cities correlate with population. But if you count advertising expenses into a specific indicator (per capita), the emphasis shifts slightly (Table 2). For example, the most “valuable” audience is not residents of St. Petersburg, as one might think, but Yekaterinburg residents, each of which has 749 rubles of local advertising expenses. In second place - the inhabitants of Kazan, and St. Petersburg in third place.

Region	Population, thousand people 1	Advertising volumes, million rubles without VAT
Region	Population, thousand people 1	TV	Radio	Press	Outdoor advertising	Total for 4 media segments
Volgrad	1 021	82	43	44	183	352
Yekaterinburg	1350	245	75	138	292	749
Kazan	1 144	205	82	200	250	738
Krasnoyarsk	977	180	85	102	263	630
Nizhny Novgorod	1 251	190	82	115	181	568
Novosibirsk	1 474	190	71	122	270	654
Omsk	1 166	124	53	56	214	447
Permian	991	179	73	95	180	527
Rostov-on-Don	1089	154	79	75	233	541
Samara	1165	195	62	111	154	523
St. Petersburg	5132	256	86	101	283	725
Ufa	1062	164	62	56	245	528
Chelyabinsk	1130	169	67	75	253	563
Total for 13 cities	18 952	197	74	101	243	616

The shares of media segments in the total volume of regional advertising vary widely from city to city (Table 3). Such variability is the result of a combination of a large number of factors: media, socio-cultural, economic, territorial, historical and others. Of course, such an indicator is “the average temperature in the hospital”, and it cannot be interpreted as some kind of “the most common media split in the city.”

The most stable segment in terms of market share is radio, whose share varies from 10 to 15%, and in 8 out of 13 cities it is at the level of 11-12%. Outdoor advertising, on the contrary, has the largest spread (30-52%). Interestingly, the shares of TV and outdoor advertising in different cities are almost always in antiphase: the more budgets are spent on TV, the less is spent on outdoor advertising, and vice versa. In total, these two segments in 9 out of 13 million people account for 70 to 78% of local advertising budgets.

Shares of media segments in the total volume of regional advertising in selected cities

Region
Region	TV	Radio	Press	Outdoor advertising	Total for 4 media segments
Volgograd	23%	12%	13%	52%	100%
Yekaterinburg	33%	10%	18%	39%	100%
Kazan	28%	11%	27%	34%	100%
Krasnoyarsk	29%	13%	16%	42%	100%
Nizhny Novgorod	33%	14%	20%	32%	100%
Novosibirsk	29%	11%	19%	41%	100%
Omsk	28%	12%	12%	48%	100%
Permian	34%	14%	18%	34%	100%
Rostov-on-Don	28%	15%	14%	43%	100%
Samara	37%	12%	21%	30%	100%
St. Petersburg	35%	12%	14%	39%	100%
Ufa	31%	12%	11%	47%	100%
Chelyabinsk	30%	12%	13%	45%	100%
Total for 13 cities	32%	12%	16%	40%	100%

A TELEVISION

In general, in 13 cities in the 1st half of 2015, compared to the corresponding period of the previous year, regional television advertising budgets decreased by 21%, while the spread from city to city is quite large. TV advertising investment fell the least in Kazan, Nizhny Novgorod, Omsk, Samara and Ufa (the average dynamics for these cities is 14%), and most of all in Volgograd and Chelyabinsk (average 29%).

The deterioration of the situation in the economy is manifested not only as a reduction in the volume of the market, but also indirectly - in the trends for certain advertised groups of goods and services. For example, the categories of cars, audio, video and household appliances, financial and insurance services are traditionally indicators of the economic climate and consumer sentiment, and in the first half of 2015 they all reduce not only absolute advertising budgets, but also the market share both on TV and outdoor advertising.

Category share trade organizations, which accounts for almost a third of all regional TV advertising budgets, and about a quarter of the money spent on outdoor advertising, remained unchanged. The share of pharmaceuticals continues to grow, and this is already beginning to cause slight bewilderment. Recall that, for example, in the federal TV segment, this category is now in first place and occupies 27%. The share of "pharma" is growing almost everywhere - both in traditional media and in new ones. In the regional segment, for obvious reasons, the share of the category is more modest - it is only the third place and about 11% of the segment's budgets, but this is one of the three categories that have increased their market share.

The other two categories are real estate and leisure (entertainment, tourism, recreation). Real estate holds the record for share growth in the regions. The state is trying to stimulate demand for primary housing by subsidizing and lowering the interest rate on mortgages, making it more attractive. Developers, faced with a decrease in demand, in addition began to offer discounts. Of course, all this needs to be promoted and communicated to the consumer.

The total volume of placement compared to 1 square. 2014 decreased by 8% and amounted to 16.3 mln. m. Along with the fall in demand for inventory in April 2015, there was a decrease in average selling prices.

Since the beginning of the year, operators have significantly reduced the average transaction price. The cost of accommodation for 1 square. 2015 decreased by 20% (using the example of the “3*6 shield” format). Significant price changes occurred in Moscow and St. Petersburg: a decrease of 19% and 29%, respectively.

The commercial workload decreased on average for the 1st half of the year from 66% in 2014. up to 60% in 2015

Let us dwell in more detail on how the first half of 2015 was in the regions. Nizhny Novgorod for the first half of 2015 reduced advertising by 4%. The “low base” effect has an effect: by the first half of 2014, a large amount of inventory was dismantled in preparation for the auction. After the auction, the number of inventory increased (+14.5% in total for 6 months of 2015 to 2014). In total, the number of commercially downloaded sides increased by 3.9%.

In Samara, the situation is reversed. In the process of combating "illegal" advertising, the total number of inventory for the first half of 2015 decreased by 48.1%. In Volgograd, as well as in Samara, the authorities are actively engaged in the fight against illegal constructions all year round. According to the results of the first half of the year, there is a decrease in commercial workload from 66% in 1 square. 2014 to 59% in 1 sq. 2015.

In the 1st half of 2015, there is a significant decrease in advertising in St. Petersburg, Yekaterinburg and Rostov-on-Don. This is largely due to the fact that the administrations of these cities were unable to organize auctions (or did so only partially). It does not add confidence to the markets.

In Novosibirsk, with some reduction in inventory (-12.5%), the level of commercial load practically did not fall (61% in the 1st half of 2015 against 62% in the 1st half of 2014). The situation in the city is controlled by a strong local player (number one east of the Urals). Prices have risen by about 10% in 12 months.

In connection with the crisis in the economy, the Kazan authorities introduced an anti-crisis reduction factor for 4 months (March-June) used in calculating rent, as well as specified the size and location of certain types of advertising structures and allowed the installation of poster stands. According to Irina Dyabilkina, head of the outdoor advertising and information department of the executive committee of Kazan, the introduction of a reduction factor will reduce the payment to the budget by 20%, while supporting the industry will amount to 5.5 million rubles. Based on the results for the first half of 2015, outdoor advertising in Kazan decreased by 22%, while advertising space remained virtually unchanged (a 3% drop).

More than 1.1 thousand illegal advertising media have been dismantled in Krasnoyarsk since the beginning of the year. In total, by the end of the year, the city authorities plan to demolish over 3,000 such structures. According to the results of the 1st half of 2015, advertising budgets decreased by 23%, and advertising space by 15%. According to the city administration, in 2013-2014. in Krasnoyarsk, about 7 thousand structures of various formats have already been dismantled, installed without the appropriate permits.

Against the background of a general decrease in both advertising budgets and inventory, a group of cities can be distinguished in which the area of advertising surfaces has not decreased, and in some cities even increased. In Ufa and Chelyabinsk, advertising space remained virtually unchanged (-1% and 0% versus 1H 2014, respectively). In Omsk, an increase in inventory by 1% was recorded, in Perm, an increase of 5% is observed. However, commercial workload has been significantly reduced. In Chelyabinsk from 68% to 61%, in Ufa from 78% to 67%, in Omsk from 69% to 61%. In Perm, the decrease in commercial workload (from 66% to 50%) was accompanied by an increase in space and a decrease in advertising budgets. The decrease in advertising budgets in these cities ranged from 15 to 20%.

RADIO

According to the results of the first half of 2015, the volume of the regional radio market decreased by 22%, amounting to 3.1 billion rubles. (excluding VAT). The growth rate of the first quarter of 2015 turned out to be better than the second quarter compared to the comparable periods of the previous year.

The total volume of local radio advertising in 13 largest cities amounted to 1.4 billion rubles. (excluding VAT), which is less than last year's value by 22.2%. Five cities - Krasnoyarsk, Novosibirsk, Rostov-on-Don, Samara, Chelyabinsk - showed the dynamics better than the market average. The lowest rate of decline was observed in Krasnoyarsk (-12.6%), the largest - in Yekaterinburg (-32.6%) and Omsk (-31.6%).

Most of the advertising budgets on regional radio continue to be concentrated in six product categories: “Services in the field of trade”, “Real estate”, “Transport and transport services”, “Tourism and Leisure”, “Medicine”, “Financial and Insurance Services”. These categories provide about 80-90% of regional budgets. The leading categories (TOP-3) in all cities are still "Services in the field of trade", "Real estate" and "Transport and transport services". At the same time, the share of the latter category decreased slightly compared to last year (the most significant decrease was observed in Perm and Kazan - by 8% and 9%, respectively), but the category "Real Estate" continues to steadily increase its share - according to the results of the first half of the year, growth was observed in all cities (this segment grew most noticeably in Krasnoyarsk - by 9%, in St. Petersburg - by 7%, in Kazan - by 6%).

Most companies from the TOP-10 advertisers, providing about 15% of advertising volumes in 13 million-plus cities, continue to consistently advertise on the radio. A number of companies have increased the frequency of placements compared to last year.

PRESS

Measurements of the regional press are especially important for understanding the situation and planning in times of crisis. Within the framework of the ACAR working group on the press, information from leading publishing houses with a developed regional network is analyzed. The basis for building expert assessments of the local press in cities is the KherstShkulevMedia database, which combines data from more than 40 Russian cities. Such a volume of expert assessments from leading industry experts makes it possible to talk about the objectivity of market assessments.

Among the four main media segments of regional advertising, the share of the press is 18%. Among the 4 main media segments of regional advertising, the share of the press is 18%. For comparison, in the market as a whole, in terms of these 4 media segments, this indicator in the 1st half of 2015 was 12%. However, in the wake of the crisis in the economy in general and the media market in particular, the total amount of budgets allocated for regional advertising in printed publications, decreased compared to the 1st half of 2014 by 35%.

The main decrease occurred due to advertising publications (-38%), which also significantly decreased within the mainstream press. The segments of newspapers and magazines in the 1st half of 2015 showed a lower rate of decline in regional advertising volumes (-27% and -30%, respectively). There is reason to expect that the 3rd quarter of 2015 will be better for the local regional press - and the decline will slow down. Of course, the trend of the regional market is very dependent on macroeconomic factors, and to give specific forecasts in current situation in the market is extremely difficult.

Among the 13 cities under consideration, the slowest decline in press revenues in the 1st half of 2014 was observed in Omsk (20%), the largest - in Rostov-on-Don (-54%) and Ufa (-58%). In selected regions

Natural processes are taking place on the regional market against the backdrop of the crisis - some publications are closed, others reduce their number of pages and circulation, but local advertisers always find effective publications for advertising. TV guide magazines still have a stable strong position; in many cities, along with free advertising publications, these magazines are leaders in the local press.

The psychology of consumption during a crisis among the population is simple: many begin to save money, look for better offers on the market, even for food and household appliances, plan repairs more carefully, and so on. The more actively advertising in the press begins to work, especially in your favorite newspaper, which is read at home. Local advertisers are also aware of this fact, choosing the best newspapers and magazines in their city to include in their media mix.

Kuznetsov Roman, coordinator of the RACA working group on the assessment of regional advertising budgets, AC Vi;
Andryushova Julia, head of the analytical department of the VKPM;
Ekaterina Bessilina, VKPM analyst;
Sapunkova Natalia, expert AC Vi;
Ionova Yuliya AC expert Vi.

Approximately 60 employees work in Rostov advertising firms. Some of them specialize in outdoor advertising, others - in the resolution of advertising in the media, and others - in bringing promotions. Some agencies have occupied a niche in the production of printing and souvenir products. There are also full-cycle agencies in Rostov - that is, those who develop a comprehensive program for promoting the company and then carry it out. There are no more than a dozen such agencies.

According to the operators of the advertising market, in recent years the demand for advertising services has grown by at least 30%, which in monetary terms resulted in an increase in the market by 50%. At the same time, the main clients of the Rostov Republic of Armenia are medium-sized and small businesses approaching it in terms of turnover. Many large Rostov producers who are interested in promoting goods in all regions of the country prefer to contact the capital's advertisers.

A simple observation of the use of advertising space clearly shows that complaints about the lack of creativity in the advertising market are not unfounded. If you look closely at outdoor advertising and read the advertising texts in the media, it becomes surprising and sad. Newspaper advertising has two extremes: either it is a mournful sugary “song about yourself, a loved one”, overloaded with technical details of the products sold, or a landmark story, after reading it to the end, you no longer remember the beginning and hardly understand what, in fact, is being advertised. It is clear that such advertising does not inspire confidence in the reader, to whom such epics are addressed. But their customers are beginning to puzzle over why advertising was ineffective, even if the target audience was chosen correctly.

There are enough pearls in outdoor advertising. Sometimes it’s hard to even figure out what “silent” advertising “says”, for example: a huge bird in flight is associated with social advertising, and only after carefully looking accompanying text, you find small lines about the ticket office. Often you have to guess what category of goods we are talking about: either sausage, or shoes, or cosmetics. It happens, and vice versa, too "talkative" advertising. This is when a billboard resembles a cut out page from a magazine, and the number of words literally ripples in the eyes. Being in a moving vehicle, you barely have time to read five or six words out of 20 written, and even in capital letters, interspersed with printed ones and of different sizes. Maybe the cursive and inconsistency in fonts in billboard advertising and print media modules is a kind of challenge for Rostov advertisers to our ancestors, who invented block letters specifically to facilitate and speed up reading. And at the same time, psychologists who claim that the amount of short-term memory in humans is 7 characters.

Having seen enough of such advertising, you will involuntarily think that either you are a dense consumer, since you don’t understand anything in the stream of symbols and words that have fallen, or claims to professionalism and creativity in advertising are not unfounded. One gets the impression that advertising is not a "delicious dish" for the consumer prepared by all interested parties, but a means of their self-expression. Thus, an advertising customer competes with competitors who will place more and more informative billboards on one street or in one newspaper, a designer with a copywriter - in which of them will be able to fit more words or graphic symbols into one advertising space. It is important to distinguish advertising from information, because advertising is exactly what is intended to sell, it is a call, it is an impetus to action. To create such advertising is the business of professionals.

The question of the effectiveness of advertising, of course, is of interest to its customers, but, as advertisers say, it often “leaves” by itself as soon as a conversation begins about the conditions that must be met to determine it. Customers very rarely understand that it is necessary to start the "promotion" of a company or product with a clear understanding of the situation on the market and the position of the company on it. “Advertising is a derivative of marketing, therefore its effectiveness depends on how correctly the task is formulated by the marketing department, an advertising company is developed based on an analysis of the state of the market, the definition of the target group and its needs, and the characteristics of the media market. However, often the advertiser either does not have such departments, or their information about the market is very superficial. We lag behind Moscow in terms of market development, where advertisers either order marketing research or conduct it on their own. By and large, Rostov advertisers have to work at the level of intuition. Marketing departments are only on large enterprises. Consulting firms who are engaged in marketing research, there are not so many in Rostov. Only a few advertising agencies have their own marketers. The need for marketing research is dictated by fierce competition, and as long as there is no competition, there are no financial losses, and no one wants to think about marketing.

Rostov advertisers have another interesting feature - the desire for subsistence farming. There is an ambivalent attitude towards advertising: on the one hand, no one denies it, on the other hand, everyone considers themselves experts in it. We have to deal with the fact that the advertiser dictates to the designer how to do his work contrary to all professional rules, suggests using a slogan invented by his wife or friend.

According to the stories of the RA representatives, often clients are guided not by the analysis of the situation, but by the competitor they want to beat in similar promotions, by the prestige of the street. So, in outdoor advertising there is a fight for Bolshaya Sadovaya. Therefore, there are cases when, for example, a customer who has a warehouse of technical products on 2nd Ordzhonikidze does not care that his potential clients they don’t drive trucks along the main street of the city, the main thing for him is to place an advertisement in a prestigious place, because there is already a competitor’s advertisement there.

Many advertisers are persistent in their desire for methodical, continuous and year-round advertising in multi-page free advertising and reference publications, ignoring the professionally motivated print media, although advertising in them is more effective.

One more problem of the advertizing market - shots. We should not forget that an advertising company is a joint product of several specialists: an advertiser, a designer, a copywriter. A designer, for example, must not only draw beautifully, but know how to graphically express the emotional characteristics of the product being sold, a copywriter must come up with such a slogan, write such a text, after reading which a person will feel that this particular product will express his image, lifestyle. Without the psychology of advertising, without understanding how it affects the subconscious of the buyer, advertising becomes a means of self-expression for those who make it.

The leaders of the Republic of Armenia explain the outflow of highly professional personnel to Moscow by the lack of demand for their services. Advertising is an investment in business, but we are not accustomed to taking advertising seriously, often in enterprises the appearance of an advertising manager is due to the fact that someone needs to be hired. Many people try to save on those areas of work where high professionalism is needed, because it is expensive. Therefore, advertisers try to work with Moscow advertisers, where they understand and know the price of creativity.

Strange as it may seem, but it is the creativity, which today is poorly demanded by the mass customer, that is valued by Muscovites and some large Rostov companies.

The regional advertising market has been showing good growth rates for several years in a row - according to Rostov advertisers, from 10% to 20% per year. On the one hand, this process is facilitated by the massive arrival of Moscow and foreign capital in Rostov, on the other hand, the development of local small and medium-sized businesses, primarily the service sector. The growth in the number of advertisers and the increasing targeting of advertising to different audiences should cause changes both in the structure of the local advertising market and in the content of advertising messages.

The composition of the largest advertisers both at the Russian and regional levels is relatively stable. In the absolute standings, today's leaders in the advertising market are cellular companies that advertise on all possible media. Following them are sellers of household appliances. In outdoor advertising, the largest advertisers, according to the Rezon agency, are still tobacco companies: Japan Tobacco (brands Winston, Mild Seven, Camel), British American Tobacco (Java, Pall Mall, Kent, Vogue, Lucky Strike), Philip Morris (Marlboro, Bond, Chesterfield, L&M, Virginia).

Advertisers consider small and medium-sized businesses to be the most promising direction for the development of the market. Great hopes are pinned on the service sector: banking, insurance (the most obvious example is the shot "auto citizen"), entertainment, household, etc. The pace of their development directly depends on the growth in incomes of the population, and if this growth does not stop, then the share of small and medium-sized businesses in the advertising pie will increase. Advertising budgets local companies hardly worth comparing with transnationals or metropolitan retail chains, but their share is regularly increasing. In 2005, compared to 2004, the share of regional television advertising increased from 15% to 21%, outdoor advertising from 40% to 45%, print advertising from 24% to 26%, and radio advertising from 18% to 30%. At the end of 2004-beginning of 2005, the companies' advertising budgets equaled their pre-crisis levels. First of all, the number of small budgets has increased, and this is one of the main sources of market growth.

In the structure of a developed advertising market, television advertising usually dominates. However, most experts agree that the basis of the advertising market in Rostov is outdoor advertising, the cost of which is estimated at 50-60% of the total market. This situation has developed due to the fact that almost all major agencies were initially engaged in outdoor advertising: Mega, Reson, ReMark, Cascade, Rome V, Vepos, etc. As a result, Rostov is simply overloaded with billboards and stretch marks, which naturally reduces their effectiveness.

The share of TV advertising in the local market, according to experts from Video International, is still about 30%, or 185 million rubles a year. According to these data, the total volume of the advertising market in Rostov is approximately 600 million rubles. Of the Rostov companies, Ecolas, Lege Artis, Yug Rusi, Poisk are most actively advertised on television.

The low share of TV advertising is explained by an unprofessional approach, work with clients often goes at the level of "uncle, give me money for advertising." If during the youth music program there is a running line “I sell spare parts for tractors” - this means that the advertising agent did a good job, chatted to the advertising director of the company. But when this director realizes that the money is thrown to the wind, he will tell the next agent that he no longer works with television. However, television has the greatest ability to quickly respond to advertisers' requests, it can be used to quickly bring to market new product or a service.

The cost of advertising on television depends on the rating of the channel according to the international agency Gallup Media, there are no other TV meters in Russia yet. The cost of a game TV commercial can reach up to 30 thousand rubles. To place a shield in the center of the city - about 20 thousand rubles a month, it is considered a good option to make 5 shields at once - on the way to each sleeping area. More than half of the print advertising market (10-15% of the total advertising market) falls on free weeklies such as Va-Bank and TV guides led by Antenna (the cost of a page is 35-50 thousand rubles). A standard advertising campaign on the radio (about 5% of the market) costs 10-15 thousand per month. Not so long ago, another type of outdoor advertising appeared in Rostov - television scoreboards. The first of them was installed by the Mega agency near Gorky Park, the second (on Theater Square) by the City Vision - Rostov company. Another shield "Mega" put on the Central City Hospital. The cost of a weekly display (1288 innings) of a 15-second video on such a scoreboard is about $1,000.

A well-developed advertising channel in Rostov can be called outdoor 63 (i.e. street billboards). It is difficult to work with video channels, probably because information logistics is not well developed. In addition, there are not enough agencies on the Rostov advertising market that have the technology of working with a client and a convenient interface for interacting with a customer.

The development of services for the "premium" segment is a significant factor in the maturation of the advertising environment, a kind of indicator of the professionalism of advertisers. Obviously, Rostov specialists have yet to grow in this direction.

Rostov advertising lacks not creativity or financial capabilities, but a conceptual vision of advertising and knowledge of the technology for its creation. The advertising concept includes a portrait of the target audience, a myth about the product, the way it is positioned, etc., hence the advertising production technology follows. We have a lot of creativity, but the problem is that often there is no concept and technology. Therefore, the effectiveness of advertising should still be in the foreground.

Analysis of the regional market for advertising services. Analysis of the Russian advertising services market

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