четвъртък, 3 ноември 2011 г.

Advertising strategies , Accountancy ideas

I. Strategy and other key concepts
1. As a strategy in advertising? Persuasion, manipulation and the imposition of post
Advertising is intelligent.
What is the definition of strategy? In what area is connected? With traditional warfare.

- Total and drawn prior to the end of war, battle, an activity that should lead to a successful end defeated.

- Plan to set / and purpose / s.

- The process of planning something or making a plan better way.

- Art or skill of careful planning to achieve the desired purpose or advantage.

Habermas defines strategy as a form of social practice: "We call the action leading to success strategic when we consider the position of following the rules of market choice and evaluate the effectiveness of its decisions on a rational opponent."

A working definition

- Ability to plan actions that led to the achievement of pre-commercial purposes, using various tools and techniques to achieve effects on the addressee.

To achieve the effect on the addressee

Advertising strategy is associated with responses to be found in the three directions:

* Referring to the producers of advertising;
* The audience to which they are made;
* And moods, feelings, information to be transmitted to the addressee in order to achieve the purpose of advertising.
Various techniques in advertising:

PERSUASION - persuasion;

MANIPULATION - manipulation;

* Persuade

Activity or process designed to change opinions, attitudes, attitude and behavior of the target group through the messages in the context in which persuasion have some freedom of choice. Upon conviction, if the arguments are strong enough, people may not agree with the messages across. Conviction is a two-stream in which the communication act - persuasion and convincing participate equilateral.


      Activity or process in which the target group has no option and can not take a free decision. Impacts are in an aggressive manner. To achieve this goal using methods such as suggestion, hypnosis, propaganda, brainwashing. The process is unilateral. Exposed to a message apparently from a temporary or accept it, but deep down you do not agree with him.


      Activity or process in which emotions influence the target groups and in most cases on a subconscious level. Managed skillfully manipulated by dishonest means to change attitudes and perceptions of manipulation to action.

According to Kirchner's "manipulation is an essential element of human coexistence"

In general is that the three target group is expected to change their attitudes and be prompted for an action and the addressee to achieve its objective.

If persuasion is not necessarily justified arguments are used to influence target grupa.Edno same message can achieve one outcome with different sender and vice versa, different messages can lead to the same effect.

The effect of persuasion depends on 2 things:

* From persuasion;

* From personal experience of the addressee

Addressee must comply with it and address your message appropriately a manner as to achieve its objective.

Persuasion and manipulation are associated with social concepts. Both lead to changes in the recipient. While the belief has a positive character manipulation has a negative character, because in most cases does not lead to positive information to the recipient.

Principles that must respond to an ad


        INTEREST - interest;

                                                       DESIRE - Desire;

        ACTION - ACTION.

2. Main groups of creative strategies
In advertising using various creative strategies attracts the attention of customer attitudes and provoke him to buy a desired product or service.

Creative strategies promote community relations and sales. Top - Generally speaking, there are 3 main groups strategies:

* Weak;

* Average - strong;

* Strong

At the beginning of the existence of advertising (40 years of the twentieth century) were using poor strategies.

Standard and offensive strategies were the least - of the types of strategies. The standard strategy emphasizes product. Example: (How the beef industry has chosen to advertise your product - "Beef, it's for dinner"). This slogan does not say anything to the consumer, stating that the meat is eaten for dinner only and does not consider the idea of ​​produkta.Podobna strategy is a form of advertising, which only strengthens the claims or product quality. Example: (Folgers - Coffee grown in the mountains).

Medium - strong strategies - these include strategies unique offer, branding and positioning.

Strategy unique proposal proves that the product is something truly unique. This is used by advertisers to add a new feature unique to older product. If unique proposal sharply increase sales of the product, many other brands may be closer to that status and eventually uniqueness is threatened.

Positioning is one of the - broad forms of advertising. This form was developed in the twentieth century and is widely used now.

The brand is positioned against a competitive product. Example: (AVIS - rental cars, posters against HERTZ. "When I № 2 more pains").

Brand image is another way of positioning. When using this method reklamista tries to create emotion and to personalize the brand. For this purpose we use celebrities (Proactive Acne Solutions - Effective Solutions to problems with acne). Celebrities share their experience with the problem, giving face of the brand that consumers like anyway and would like to have.

The most powerful strategies-- powerful form of creative product. Includes suggestive advertising and effective (emotional) advertising.

Advertising which leads people to experience positive feelings about a product is effective advertising.

Suggestive advertising is a way to identify something with the user. If the advertiser create a campaign to define markets, it's poetic suggestive advertising. Example: Tide - powder for super moms.

3. Modern concepts in advertising

These are extremely fashionable concepts in advertising. Good posture helps them to sell their produkti.Te promise success but do not give anything. Create a vortex of emotions unreal. Rely on people they know. Danger is to make advertising stereotype.

Market positioning is actually something that happens in the mind of the customer. Most well-known companies have gained № 1 position, because they are first offered a product or service. Example: Toilet paper and Kleenex, and other service company is FedEx. Al Reis and Jack Tront introduce the concept and later issued a book "Positioning the Battle for your Mind" ("Positioning, the battle for your mind").

The term positioning drive in the mind of the customer to form an idea of ​​the product as a unique category. For newcomers it is difficult to displace established. In equation lacks prospects. Positioning is in terms of klienta.Reklamata that tries to impose a position "we are the best" or superiority, but rather will fail and will become the worst advertising.

Positioning strategy to grab the mind and imagination of potential customers and cause emotion on the product or service.

If the ad fails to achieve this, the user will pay out in my mind about the company offering the product.


Branding is a relatively new imposition of advertising. You can invest millions and yet fail mark.

Confidence is gained by providing the results. The brand is a logo, company name or logo. It is not made with gimmicks or many funds only: "The brand is the inner feeling of people about a product, service or company. This is an internal feeling, because we are intuitive beings, despite our efforts. This is the inner sense, because ultimately the brand is determined by the personalities company markets obshtesto. When enough people reach the same sense as ours, then we can say that the company has established brand. The brand is what consumers say is, "

Uniquely irresistible offer for sale

The unique offer is many times misunderstood. Contribute much to the man he is Rosell Reeves. "First. Each advertisement must make a proposal to the customer, to buy a product and get benefit from it. Second. The proposal is such as can ...............

.............. Third. The proposal is so strong that it can move momentary and new customers to attract. By keyword - unique to distinguish their products.

4. Planning cycle of advertising

Collect research and creative processes in five phases whose boundaries can be determined using five simple questions

Right Arrow Callout: 1. Where are we?

These questions should help place the trademark on the stage of planning, preparation, implementation and evaluation of advertising kampaniya.Za most of the brands of the cycle is done annually, but for others - or often - rarely .

Answers to the first two questions give the information gathered at the entrance of qualitative and quantitative research. Here - especially to determine how consumers perceive the brand in functional and dysfunctional aspects, but in terms of competing brands. Should determine anticipated tendencies to mark in the relevant market segment and stock category.

Third stage is developed and approved advertising strategy - action plan. At this stage the important role research are made. They should help develop the idea and the separation of bezprespektivnite decisive for advertising strategy options.

A good source of fresh ideas could be focus groups, and original ideas can occur not only between members of these groups, but members of their creators and organizers. Focus groups to determine the response of advertising ideas, although the positive reaction does not guarantee 100% success of advertising in different markets.

Fourth stage - directly affects the creative process of idea of ​​the advertising campaign.Here are the necessary studies for the evaluation and selection of the idea. At this stage the underlying advertising is in ready or almost ready option.

On the fifth stage it comes to evaluating the results of the campaign on the market. The question arises - what needs to be done for advertising in the future? Discussed what we have failed, etc.

The effectiveness of the campaign among consumers is determined by quantitative research. Continuously examine the performance of the product.

The second type is the collection of information from consumers about the brand. Their awareness of the product and campaign.

An important feature of the planning cycle consists of the exact questions orderliness and completeness of the very crater of the cycle.

Advertised brand relationships do not end once it is presented to users. Sometimes the answer just one question may cause the advertising agency to clarify the previous answer.

Advertising Strategy sets out the plan or task of the advertising campaign. It is connected with all the promotional elements of programming for market movement. To develop an effective advertising strategy is necessary to determine the position of the brand in the competitive environment and to choose the best - best way to protect this position.

Development of advertising strategy is a rational question and requires an assessment of data and ability to make logical conclusions. In the development of advertising based on the existing strategy is necessary imagination, skill, artistry, etc.

Strategies and campaigns, although they are developed by different specialists are closely linked. The strategy focuses on direction needed imagination and intuition, which are crucial in the advertising campaign.

Military and business strategy have much in common. The first and most important special strategy is that it is relevant to the opposing army. The center is a relationship with the opposing army.

Business - Each company competes with another. Other terms are taken from the military - nastapatelna, war (brand), and defeat is always drugi.Za advertising campaign speaks and understands that it must inflict a crushing blow against competitors.

The strategy is multi-faceted structure, the top is the general strategy - action plan between the parties. (Business plan of a company). Below are the other layers. When running battle the military strategy giving way to tactics. For business strategies previously been difficult to pinpoint where it ends and begins the battle strategy. These things must be filled each other.

Multidimensionality - covers material and technical security, allocation of resources, psychology or use of their strengths and exploit the weaknesses of the enemy, time.

Headquarters of the army and prepare a strategy based on information given by the distribution.

Well planned advertising strategy is a guide to the advertising agency personnel. It reduces the number of futile attempts and efforts, saving time and creative talents of workers. Strategy need not be voluminous.

5. An irresistible offer for sale, as an essential element of advertising

This proposal is emblematic proposal and building the product, service, brand. It clearly says what the consumer would benefit from the purchase of goods offered.

User feels tempted to buy the product or service unique proposal because it makes you understand that it would be foolish to miss it. Irresistible offer always managed to pass time between proposals and other company stands among the crowd of competitors. It is still remembered and then ignites the imagination and induce craving, reaching obsession. When properly applied an irresistible offer is the antithesis of marketing constraints.

The literature is very popular example of an alphabetical irresistible offer. "30 minutes or free" - American pizza

What is an irresistible offer

In it there is no room for ambiguity and interpretation. It consists of typical (core) elements of the product, service or brand. An irresistible offer is an offer. Special offers come and go, and short. Do not stay long on the market or the consumer's mind. Bring to a temporary spike in sales. They should not be overdone, because customers are starting to think that the special offer does not imply specific product and / or wait for the special offer as nepazaruvat product or service.

An irresistible offer is fundamental to business. It is nothing new, just nobody has ever talked about it in this way. It is not information, not claim copyright, no discount. It holds the user's attention without skepticism whether this good purpose to pay off our attention from a product defect.

Key elements of an irresistible offer are:

* Offer a high return on investment;

* Principle;

* Reliability.

Offer High ROI - If the client does not receive what is expected, is an irresistible offer with a negative slope and the company is in danger of dropping out of the market.

6. How to position a company, product, service or brand in a market

Positioning is descriptive phrases or slougana, which is a famous company. It is this one special idea that comes to mind as soon as it comes to product. This unique feature that distinguishes services, products from competitors. Example: Volvo, this thing is "Safety" for McDonald's, this is a "fun place for children" for Avis - "When I № 1 more pains" for Bluebird - this is the most "- as safe to travel by taxi. "

How to place positioning

To define a specific property, which distinguishes the product or service from competitors.If a competitor accidentally said something does not mean that you can not use it, but this is first he told him the winner. Since positioning is the way you want to become famous, you should reflect izvesnostta - how the company is known or what could become known.Convenient but - expensive, so slouganat may be "convenient for value for money."

The expression for positioning should reflect the way people really think using "language" them. Example: Lay's chips use "Let's do lunch." The expression is spectacular as that phrase is already in people's heads, but they have not assimilated with other products.

Steps to follow

* Make a list of all the competitors - and describe them in one sentence, how they stand in the market to your positions;

* Define your market position, but as it exists in people's heads;

* Take a particular quality of your product that can differentiate it from competitors / they prevlikatelen way for competitors;

* Write a few properties and choose the best - best;

* Never mind that this quality will appeal only to one of your users-a - well it is something concrete, than to do;

* Must be something simple, up 1-2 sentences, if we say is not fatal. The genius is in simplicity and concreteness, and success in the sequence and repetition;

* Should not forget things like banking and other solutions.


* Is it true?;

* Is it easy to understand?;

* Does the product is distinguished from competitors in an attractive way?;

* Expressed I was - so that people would use?;

Avoid sentences like best - comfortable, best - and others;

* Try to have tangible and vivid - the Bank every quarter, etc.;

* Be clear, specific - "Good to the last drop", "Think different";

* Forget - experience the feeling you are this woman and others.;

* The position must be sustained over time;

Do not deviate from the basic idea, unless you can justify a position that does not reflect reality;

* Safety will continue to work for Volvo, while open technology risk-free driving a car;

* Do not be trivial.

Two things to note are:

- Where you or a client wants to position the product;

- How users are already positioned the product in mind.

If your product is new, you can run clean. If people who aspire to have already positioned the product in mind and it is adversely placed there, then you need to reposition it.

If you do not think a good slogan - better not use someone who is a substitute, because it may be less - and you play a bad joke.

For international companies need to act very carefully and tactfully. When these ideas are not always verbal and visual sound, so it is - better to develop a visual way to express your position.

- Largest obstacle to good positioning is the desire to generalize, destroyed or altered.Positioning has revolutionized the idea of ​​Reeves, which is known as USP - Unique Selling Proposition. Positioning is one of the most important aspects of the marketing plan.


II. Laws of the ad should be subject

1. Act positioning

Positioning solves the problem of danger to be incorrect place, wrong time. Positioning has been developed to detect ways to open niches in highly developed markets. It has a strong educational concept in emerging markets.

The concept of positioning confronts the idea that lies at the heart of the advertising idea, namely the idea that the main function of advertising is communication.

The old slogan of the advertising business is "Say more, more." People standing behind the idea of ​​positioning believe that advertising is communication and positioning.

Excellent ad offers little information about the product, service notes, however, and strengthens a position in customer's mind.

If marketing was before in the case of products - price, place - promotion, now it comes to positioning.

No serious company with claims of modern business can not run without the concept of positioning. It is not related to what makes the product, but with what is done with the mind.

Fair positioning writes from the perspective of potential users. Once we see that there is a gap in the minds of the leading product in a category, we have defined the position in which we stand.

Most - easy to understand and fill in the minds of this gap is the price. Example: how leading companies bridge the gap of the high cost and quality are: Haagen - Dazs, Heineken. Haagen - Dazs positioned at a higher price in ice cream consumption and the brand became a symbol of sophisticated and expensive ice cream. Beer also.

Evian - Mineral Water (France), Rolex - watches (Switzerland). The high price is only one of the gaps in the minds of consumers. Another gap is that of low tsena.Primeri: Wol Mart-chain supermarkets, Southmest Airlines-airline.

Minds can be changed, hence the gaps in people's minds are changing. Example: Metropolitan Absolut vodka. In typical consciousness of people usually have three price gaps:

* Normal mark;

* Cheaper brands;

* Expensive brands.
If a company fails to take all three gaps can say that it is fully managed.

Another gap is the country of origin. Example: Toyota, first fill the gap of the Japanese consumer in America and became the leading brand. In - and do it later Lexus - Japanese cars expensive brands. On average American makes Toyota.

According to some consultants that mark those who came first in the market is a priority in the minds of the consumer, not the market.

There are many examples of brands came to market earlier, but were supplanted by those who come after them. Example: Duryea - the first car in the U.S., but not entered into the minds of potrabitelite; Du Mont - made the first television and Harley - their first washing machines, but they fail to enter the minds of potential customers. Hoover - First create a vacuum that has become in people's minds. Example: In Bulgaria - Elka - for calculators and other Vero. Sometimes there is no gap for the brand and it must provide it. The mark must be established. This strategy of positioning can be called - "create a new category in which you can be accommodated first." Example: These are energy goes drinks and desserts - Gatorad, Red Bull, Power Bar.

Brand № 2

Users like to have a choice. Sometimes it can be created very powerful brand as an alternative to existing, well established market brand. Reasoning that we can offer a strong brand based on quality is not always true. In the minds of marks is № 1 - a good quality because it would not be a leader, but if you really competing brand to demonstrate and display qualities of potebitelite they will accept it as true of their choice. Received as Coca-Cola and Pepsi.

Through proper advertising campaign brand № 2 (Pepsi) not intervene in the minds of consumers. In their heads, there is always a gap for brand № 2.

Gap for special stamps and other

In every coffee shop has room for different brands. In Starburcks specialize in coffee, which became an institution. Coffee is expensive but the quality is very good. Other cafes specialize in a different direction. These include Dunkin `Donuts - specialize in the production of donuts. Another brand specializes in the production of long sandwich - Subway.

Almost always possible to address the gap through specialization. The question is how big category and will allow you more positions.

Another case-by gender. Sometimes you can focus mark as emphasizing certain parts of the users - Right buard - the first brand deodorants for men and Secret - for women and others.

If one is creative enough, it can detect voids and other (religious peculiarities, Vegetarian restaurants, etc.) Hobbies, interests, and others.

2. Act umesnostta

Advertising is in constant competition with reality. An advertisement must not only be intrigued by other advertising, but also zaintreguvashta it. Umesnostta is not only a taste, a sense of brand awareness and experience. Often what seems appropriate for the advertisers is not appropriate for consumers and vice versa.

Clients are important for flexible functionality and beautiful image. Average user has a wide emotional spectrum than advertisers. In many cases the user is - an important decision for emotional problems. This Act does not apply to a surface accuracy of the product. Things that are relevant to the product may be inappropriate for the market. Real life always held the suitability test.

Best - get ads when you meet creativity and appropriateness. An advertisement can be creative, but irrelevant, and vice versa. Few ads that combine both things. Suitability test is when people stop and pay attention to what is inherently intrusive. Relevance is historically conditioned. Example: In the 50s of 20th century America in all advertising is appropriate, because people need everything - food, chemicals, etc. Everything is welcome because it is new and no users. In the 60s, however, America began to build overpowered economy and many people find themselves with free money after they obtain their commodities.Creativity - is a modern word in all spheres of human activity.

The gap between generations provides new markets, new attitudes and psychographic characteristics. The main filters to a user's sole category

Behavioral characteristic of life becomes a leading factor based on their interests, not only on receipt of something of a commodity service.

Products are created based on desire, not just the nuzhdata.Umesnostta became associated with differences in generations. What is appropriate for the young, it is not appropriate for their parents.

In the 70s of the 20th century is not only umesnostta povedenchiska and political, but also based on gender, sexual orientation and very personal. All this notwithstanding it offers education, motivation or products and services. During this period occurs prdpochitanieto beybibum generation of products different from those of their parents. That is why manufacturers offer products with the same functions as before but with different (same?) Design.

In the 80s baby boom generation has grown up and have to behave according to their age.Appear yuppies who do not care about anything but money, status and power. Rejected any discipline when it comes to spending money. Gradually, young people begin to understand that everything becomes a commodity. For them it is important how corporations behave. This led market players to explore the emotions of consumers and to arouse emotional attitude to their items only.

Umesnostta - reveals human truths in a way that reaches people and touches them managed to convince them.

3. Act emotion

In the 90s of the 20th century, a world renowned neurologist Antonio Damasio demonstrates that none of the human decisions are not based only on rational thinking. As to suggesting that we contemplate a decision can not think that it is correct without being interfered our senses, feelings, instincts and intuition.

A study by the University of Washington in America says that "brain scan supports the idea that every time a person makes choices in his personal life, he must feel the expected emotional consequences of their choice-subconsciously or intuitively." From here said it is clear that the brain triggers emotional centers, even when you take a perfectly rational decision. Human decision making is emotional, spiritual, political, at least rational.

In his book "Equilibrium" Canadian writer John Ralston Saul says that human action and thought in nature trying to balance six "qualities":

* Sanity;

* Ethics;

* Imagination;

* Intuit;

* Memory;

* Rationality.

Studies have shown that the processes of decision-making takes about 12 seconds and in 85% of the potential only preselected mark taken from the shelf. People make products like, love and find prevlikatelni. Many top brands have achieved its success thanks to the ads capture the emotions of consumers. There are powerful trends that require more emotional approach to advertising. First is the fact that differences in the functions of the products have declined significantly, it makes many brands strive to build a more emotional connection with consumers. Secondly emotions provide immediate access to the user in the jaded world of information, much easier to get into the hearts of men, touching their emotions. Many brands develop emotional value without no-dressed to have made an emotional advertising / me.

Starbucks gives relatively little money for advertising, but experience in this chain of coffee shops are so well planned that evoke emotions in the respective customers. For successful advertising is important to sort out the predictable or the total for all other brands in the business. It takes individual creative interpretations of the personality of the brand, which is linked to the emotion of the user. The use of visual and auditory messages, which we feel are appropriate, and not just using words, can achieve the desired consulting effect.

It is known that people do not always sparavyat with emotions mmogat out of control, the same goes for advertising too emotional and annoying ads.

The emotion of the brand has not only power but also the advantage of Gholam liability, so some advertisers prefer ads will fall flat.

4. The law of the constancy

He has his own enemy, namely the change of structures and personnel, as well as companies seeking to upgrade the image of their products. Often it appears that a particular advertisement bored the audience than to advertisers. History is replete with examples of campaigns abandoned replaced with new, long before they have exhausted their full potential. Users often remember a campaign long after it was forgotten by the agency create it. Perseverance, simplicity is both a severe battle in a dynamic, priklanyashta to change advertising. It is especially difficult to observe this law, given the ac-existing continuous multimedia interfaces with users and increasing numbers of people-pravlyavashti campaign.

In 2003 Heinz to the dismay of customers declared that they will reconsider their 36 year old slogan "Benz Meanz Heinz" ("Bob Hayndts means"). Under pressure from their clients, the company returned slougana back after two years of its removal.

Toyota-"Oh, what a feeling" - ("Oh what a feeling"), in 2001. change slougana "Get the feeling".

Global consistency in advertising proved the key to the success of "Marlboro". Visually it is very simple and anyone can take it. Perseverance is fueled by rapidly shrinking world, communication and movement of people across borders.

Another factor stimulating continuing to submit soul of the brand. Brand Levi's (jeans) is another example. Young people are in the "battle" with adults. Concentrating similarity with young Levi's cross cultural boundaries and become a global brand.

The danger of change

While the manifold is said to be "the salt of life" change that is not mature and conscious consumers like perseverance and hard to accept change. On the other hand, advertising agencies view advertising as salvation. Conventional is changing, unconventional is not changing. World is changing rapidly and this is typical of the last desetiletie.Tova done through information technology. Momentum is everything to change to survive, but not at any price. In advertising it is important to think calmly and weigh prospects before deciding to change.

The correct choice is to try to structure usavremenyavame advertising through the content, style clip soundtrack snimkite.Izgrazhdaneto brand is like building a friendship. If keeping up with the man, chances are greater for advertising.

5. The law of simplicity

The first and most important - something the ad is to convey his message - valid for any communication. We have two - three times more information, unlike the prior 3-4 years, says the statistics. We must strive for a minute to convey his message. This can happen if our message is brutally simple. People are not able to memorize every message.Simplicity is the only way to have a clean place to jam and not accidentally Edward Bono created the theory of lateral thinking. He believes the simplicity of an extremely severe in the contemporary world that offers to create an Institute for simplicity. In commercial users need not only to hear you, but you understand. Label denies simplicity take short cuts. All unimportant should be abandoned. All the great messages of life are very simple.Example: Do not go here!, Thou shalt not kill; Stop! and others.

Old English Okam philosophical principle of the 13th century states that "if there are two solutions to a problem, correct to choose the simplest of them." Van Gogh said, "How hard to be just."

The predominant number of cases is one thing to be complicated, than it is simple. Simple things in advertising is neglected because simple things lipsvat.Vsashtnost primary form ochevidnost.Prostite things are valuable when they are found before they become obvious.The genius lies in simplicity to be found. The search for simplicity is to have purpose and to pursue the shortest time and with maximum effect. To stick to simple means to an objective before you start to create. Simplicity has a cultural dimension. In different countries the message depends on social development. The more complex a society, so it is better able to izvichat idea of ​​more complex messages.

Besides cultural dimensions simplicity has age, gender, professional and other izmereniya.Ako recipients are teenagers, the simplicity of the message will be understood very differently from their roditeli.Prostotata may remove viewers or readers of lethargy. To succeed in advertising should seek hidden or masked obvious to narrow the scope to clear the secondary, having the ability to synthesize interest in something that Picasso proved in the last years of his work.

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6. Law experience and cultural conditioning

Experience is important in every sense. All our power of truth, which we've answered that yourself. We construct your own experience. Our psyche is suppressed in the subconscious mind. Example: black currant juices of Tango. Despite cultural differences, people have things in common. Combine them human values ​​and needs. Another thing is the need to buy goods and services. Culture shapes our outlook for the world and advertising.

Different perspectives are different sources of advertising and may be an obstacle to advertisers unless pozvnavat the crop. A failed advertising may fail in some cultures and vice versa. When teams up advertisers, who will work in international markets must have something in common between them - cultural objective and cultural products. They must have cultural anthropologists, psychologists, philosophers and ethnographers to maximum effect for the preparation of advertising. There are many. sensitive areas like - religion.

7. The law of evolution

The proliferation of media choices makes the ad more complicated. Establishment of a national or global brand in the traditional way. In the U.S. broadcast television audience fell dramatically. Now the foreground are the ideas that come to the fore.

The law of evolution applies to survival to the fittest and the most presposobimite.Displaying a powerful force in advertising is not enough. Each campaign must be aimed out of traditional media boxes. Many advertisers have realized that very soon 30 seconds.advertisement is no longer the media, and one of the media.

Decreased the ratings in the U.S.. Development of new technologies and media offers new and unprecedented opportunities for creativity. Advertising thrives on the basis of creativity and who does not think big, he will be able to have the new situation. Ads reach consumers via their computer is a powerful tool and increase prodazhbite.Horata working 10-12 hours do not have time to watch ads, but they spend their day at the computer and access to them is much easier through the net. This is not oznchava that TV spots will disappear. They will be marginalized and other things will come to the fore.

8. Act the conversation or dialogue

Who alone is a question asked in the preparation of each ad kampaniya.Tuk with emphasis on but not na.Traditsiono advertising consumer has spoken, but now believes that we must speak na.Potrebitelite announces to have a nagazhirani something in some way. Most people are structured in such a way that they want stories loading them with positive energy. In modern consumer society, when talking about the function of the product are not important - most people are familiar with these functions. The art of conversation requires knowledge of the audience. Talking with someone, we must know something about this man. This avoids talking and achieved a conversation with. When you are exposed to strong ad, you know that the call is directed to you.

9. Act zlobodnevnostta

Real life, even in routine shape is more interesting than ads. Yet the topic of the day for advertisers remains - how to make a living advertisement for the gray background, whether flow will be today or later in time. Let's passing is not easy, especially when associated with advertising, but worth the effort as topical ad has efektivna.Reklamata can not be permanently topical. It reflects the most powerful moments in this ezhednevieto.Potrebitelyat think so topical advertising is part of the permanent outpouring of feelings in this time. Topical ad has ednododnevka.Te glistens in the moment and can be effective when combined with the objectives of the brand. Strong zlobondenvi ads take interesting slices of popular culture, politics, social life and use them as evidence in their advertising campaigns as a promise, statement. Example: In d 12.2003 opened a brand new advertising agency called DNA, fortunately for this agency, shortly after Iraqi dictator Saddam Hussein was captured, and this is proved by their DNA. Two days later appeared in a newspaper advertisement with a picture of Saddam with the text "Big problems are solved by DNA" ("Big problems are solved with DNA").

10. Law on the charm

We live in a world that is full of good things and to execute advertising idea izpaknem to the other, we must be different in a sense. Law of the charm is associated with many prior actions. The tendency towards uniformity opposed on the basis of diversity led to two theories: theory of cohesion / theory of conquest. Weak / strong theory. There are two schools of thought regarding how advertising works. Proponents of strong theory believe that advertising is strong and prominent, and the poor, the main theory of advertising is supportive and reminders. Prevails today ratsonalist actions of the "weak force" which main role of advertising is to support and maintain izvesnostta brand among consumers. In any business, industry, region, there is a gravitational trap that people return to mediocrity and uniformity in the industry.

Many companies have fallen into the trap of stereotype stereotype marketing.S it comes practices, approaches, thought and research that lead to stereotype ads. Research shows that consumers regard a similar way to other products in the same category. Trademark owners do not think taka.Te believe that outperform competitors. It is logical to praise the product advertising. Defining force approximation, and not differentiating. Brands become generic terms ordinary kind of product advertising that lacks fresh and distinctive features.Creativity in advertising is increasingly associated with processing and packaging, than the creation of difference and uniqueness. In ad-afterbirth does not respect the user focuses on courage. In the hyper competitive ads and brands that do not easily adapt a great future. If you use a strong advertising may be the last legitimate means to achieve an unfair advantage. It is difficult to achieve, however, illegal advantage. Nowadays it is very difficult to have good marketing, distribution system, better production facilities, etc. Only advertising could bring significant advantage over konkurentsiyata.Anshtayn he told "logic will lead to A and B, but imagination will take you everywhere" A company must have high expectations for your ad, the same goes for advertisers, because only This will thrust them beyond the standard solutions. Strong advertising - the approach of the turn-tion that the future state of a brand depends not so much of its competition, rather than its distance from other brands.

Aggressive advertising, considered to be a guest in the house and the minds of potrebitelya.Tya enter into talks to people and become part of their language and acquire publichnost.Zavoevatelnata advertising account that people keep sagacity, for intelligent talk about intelligent advertising product and company . This type of advertising considered that leads to the familiar apathy and kills only the interest and wonderful and captivating work.

Feelings and emotional memories, which leaves an ad in humans may be particularly silni.Zavoevatelnata advertising can change attitudes and mental settings povedenieto.Osnovna role of advertising today is building a relationship with consumers in an honest intelligent, charming and magnetic way to help buyers to buy rather than the sellers to sell.

According to Jones, who is committed to convincing the most successful advertising campaigns are not aggressive and bombarded with consumer messages, but prevlikatelni, giving him the entertainment says something important about the brand.Creativity in advertising is not an end in itself, but a business tool. In Narvard Business School beginning the process of building a brand is "Be charming," "Easy to say, it is difficult to do."

III. Strategies used by advertisers

1. Positioning strategy of social reality

This strategy reflects the strategy zlobodnevnostta.Chesto ads are tied to social reality and attract users to urgent national and mezhdunarda deystvitelnost.Tya associated with environmental pollution and others. Advertisements addressed to the social reality aims to awaken civil conscience of the people so that they buy the product. Such ads are remembered more easily because they are already associated with exported materials discussed in the media. Example of companies applying the positioning strategy of social reality is Benetton, starting with the slogan "United Colors" They query leads his ideas in a way that is unique to some, but for others it is scandalous. Associate in the minds of consumers as a company located in a very competitive environment. Their ads with ideal images without tension in them and not associate with the position on an issue.

Until recently the advertising world was a world of dreams, desires, illusions, which is achieved through the products advertised. The audience was expected to admires products and become a fervent user of the mark. If Benetton does not, they focus on ecology, AIDS, etc. Their ads are not only affecting and complex, and allow for conflicting messages.

Such an interpretation may give rise to corresponding firmite.Te present struggle between reality as it is disturbing and frightening, and seek a solution by searching glasnost.Beneton manipulate public opinion, to awaken the mind and cause action to purchase their products. In their ads, there is no product that is not needed because they are popular enough and associative. Use unexpected sensation, shocking and scary.

Other companies also are trying to make topical ads, but they remain in the shadow of Benetton.

2. Strategy of deter udovolstvioeto advertising

We see it with emotsialnostta law. Creating a sense of the pleasure is in the main reklamite.Sazdatelite ads strive to continuously produce more emotional imperative to instil positive suggesting a pleasure to produktite.Ideyata in advertising is in 2 main areas:

- Very fun reading and decoding of advertising;

- Pleasure from the purchase of the product, approaching it the feeling of happiness.

and a second generator of pleasure as a result of the possession and use of this product.

The pleasure of the perception of advertising depends on the quality, preferences and attitudes of the addressee. Addressee should forward their feelings so that zaintreguva user, but before that the addressee should be well studied, so as not to lead to divergence of interests, education and the opportunity to purchase.

If the addressee feel humiliated or podetsenen of advertising, it can be set negative not only a product but also to all products from the leaves of the company. Pleasure to read the ads come from existing desires for pleasure and altirnativni realities. Ekspretsirat through verbal means, while others hint or illustrate through nonverbal means.

Essential reading for pleasure and advertising are ekstralingvistichni qualities - family background, upbringing, personal qualities, education and others. Types of media also plays an important role in advertising - newspapers, TV ads.

Strategies to create a sense of pleasure associated with the flattery of the addressee and the challenge to him to read adresata.Tova depends on the language culture pun sense of rhythm and other methods.

3. Strategy of prestige and flattery

Reuse practice of law applies to the emotion and charm. Advertisers suggest to consumers that if they purchase a particular product will fall in a prestigious category of people, namely - beautiful, desirable, young, healthy, intelligent, good mothers. Most ads can posluzhadt for illustration. People laskaem if you're in - good category. In recent decades it has become particularly prestigious command of English, and this fact exists in many ads. The emergence of many English words and phrases in advertising to attract people that the product is - prestigious because it is retained his English name. That people understand words and phrases flatter them because they think they know a prestigious language of the 21 - century. Group of young people is particularly susceptible because English words of the ads have become part of their jargon. Other groups are susceptible to such influence. Many cases the meaning of English words can be guessed from the context of advertising, because of inter-national or words because zvuchenieto is close to the Bulgarian language.

The effect of advertising is not only influenced by the foreign language. The use of celebrities and consumer associations with them is also a strategy of prestige and flattery.People like to identify with celebrities and are - willing to buy a product that is advertised by them. Example: "Take care of your customers and business will take care of yourself is yourself."

4. Strategy suspense (expected neizvesnost) and voltage

This strategy is used very often lately. We are tired to see ads that say it all over again by television commercials, billboards and in newspapers. Already doing commercials, which began as a detective story. The effect of this type of advertising is particularly great because we humans are curious and want to understand what happens at the end.

Another type of ads are ads for. In a few weeks, broadcast video, which in no way refers to the product. In the audience there is anticipation of what will result from the TV commercial.Efforts are few signs that do not lead directly to the offender, as in crime novels. After some time, broadcast end of the advertised product, taken a permanent place in the mind of the consumer, because the accumulated anticipation and tension between the two or three parts of the ad. "Shockvertising" - shocking advertising.

Examples: "Leave me a beer", "Green money for black days", "street and your site will rise" - see www.street.bg

/ Cliffhangers / - term for advertising.

Addressee must have intertekstoalni messages to handle puns.

Improve your body with silicone implant - Make your body with silicone implantable th.

Think global, act local - Think globally, act locally. This message is in some way to taking over the world, from there Globul used "Eat local, speak Global".

Financial strategy of temptation

When you advertise lower prices ............................................ ............................................

The more you buy, the more you save. .................................................. .......

Strategy and direct appeal inderektniya

"Eat local, speak Global" - a direct appeal, and inderektniya - Diplomat bolero.

10 questions for a successful advertising

1. What does the advertising?

Brief history or simply provide information. A good story has a beginning in which cute, funny, interesting character helps in difficult situations - those in which he tries to solve problems, and to which end a happy ending.

A good story does not interpret or explain certain actions. It leaves every audience to interpret them as they understand. The audience has a choice, advertising is not intrusive.Good stories appeal to people.

2. Does advertising as part of the story desired call to action?

A good story that is entertaining, but no call to action, which ultimately is the goal of any advertising remains only a story. The whole point of the story in advertising is effective to appeal the action. Funny story and appeal for action to be mutually exclusive.

3. Do you have basic emotional appeals?

Our experience, which is based on emotion is remembered for - long, because the emotions generated by the experience, we signal the brain that experience is important and worth to-remember. Use eight universal emotions: happiness, surprise, when udobrenie emotsioli ways of doing this thing, fear, anger, sadness, repulsion. Successive calls to the appropriate emo-tions, the stories reinforce the audience's memory. Another advantage is successful call to reduce the number of broadcasts for the audience to understand and reagi nd action. People need only a single scene to remember it for life.Everyone has emotional moments in my life and remember things so regardless of whether they are positive or negative.

4. Does advertising easy arguments?

Easy arguments are the conclusions that people make, using the thought processes without carefully considering the proposed information. Finding easy arguments that work is not very simple thing, but achieves fast effect.

5. What makes advertising - says or shows?

In every language there are proverbs. The preference of people to the ads is to show, not to impose. This is important for ads that mention audiences with different interests. The audience is skiptichna to ads. Her preferences are ads to show, not much to say.

6. Do the ads symbolic language and images that are associated with sensory-


People are - and less susceptible - respond to the difficult language related concepts.Many things are perceived through the senses rather than reason. Things that feel-your smelled, tastes are - easy to understand, even when used to associate the abstract, our concepts. A powerful soundtrack of the School of Foreign Languages, acting on acting and memorable although nothing to do with each other. Lack of culture of the Bulgarian way of introducing new products on the market.

7. It combines advertising what viewers see with what they hear?

People expect and prefer synchronized with verbal non-verbal messages. Non-synchronized audio and visual messages can grab attention, but the audience feel uneasy, uncertain.

8. Holds you advertising on a scene long enough to achieve-

no impact?

People have a limited capacity for processing information. The rapid passage of the scene, the scene requires expending more resources people have to examine the scene and they remain - fewer resources to assimilate.

It has been shown that it takes between 80-10 seconds to induce long-gional emotional reaction to the impact of a scene. Proper movement of the camera on the same scene or display it from different angles can give enough time to be-de people to handle a scene.

9. Allow an ad influential executives to speak on their own?

The human brain is limited and sometimes verbalized a strong visual presentation may preclude her emotional perception. When there is emotional impact-tional images is better to pause and talk to them. UNICEF have very strong ads in this respect.

10. I used a sensing music?

Music can be quickly recognizable trace the recall of emotional events stored from previous ads. The same music that has become one element of a series of ads to alert the audience care to see something co-essential.

Background music "muzak" is placed in the elevators, depending on stores, brought-Denis, fast food restaurants where the local user is located.

Most - a good example of an end to this lecture is an example of advertising in school according to Dr. Popova:

J "POETS DAY" - "Packing order everyone, tomorrow is Saturday" - "Get out all notes-ki, tomorrow is Saturday"

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