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PR is the art and science of achieving harmony through mutual understanding based on truth and full information (Sam Black)
PR is the art and social science of analyzing trends, predicting their consequences, advising management of organizations and implementing pre-planned programs of action that serve the interests of both the organization and the public (Assembly of Public Relations Associations, Mexico, 1978).
Propaganda (from Latin propaganda - subject to consideration) - the dissemination of political, philosophical, scientific, artistic and other ideas in society. In a narrower sense, political or ideological propaganda with the aim of forming a certain worldview among the masses.
Marketing is a process that involves predicting the needs of potential buyers and satisfying these needs by offering appropriate goods - products, technologies, services.
| PR | General | Advertising |
| 1. Uses both paid and free media space | 1.Uses methods based on stereotypes of perception | 1.Controlled method of paid information (paid material) |
| 2. Not measurable. Focuses mainly on positions in society, in the social environment | 2. The same principles: systematic, informative, a clear structure and tactics have been developed | 2. Rigidly calculated and predicted |
| 3. Communicates that the company not only strives to make a profit, but to be a fair member of society | 3. Focus on target audiences, defining common goals | 3. Sells |
| 4. Information is not associated with paid promotion | 4. Should complement each other, as integrated strategies that improve efficiency | 4. Biased communication serves as a guard against bias in his communications. |
| 5.Managed image | 5. Sales of goods and services | |
| 6. Typical environments: media, PR techniques and PR campaigns | 6. Various types of advertising | |
| 7. Problem setter: head of the company, guarantor of the region | 7. Company division | |
| 8. Object: image, style, reputation, fashion, brand and so on | 8. Product or service | |
| 9.Operation characteristics: continuous and systemic | 9. Discrete |
Tab. 2 PR and propaganda
Tab. 3 PR and marketing
| General | PR | Marketing |
| 1.Use one source (analytical forecasts, data processing, statistics and segmentation) | 1. Theoretical foundations: social psychology and sociology | 1. Economics and psychology of consumer behavior |
| 2. They attract the same thing to create a positive image of goods and services | 2. social focus: the public in a broad sense | 2. Consumption only |
| 3. Some management processes (research, analysis, planning, implementation, evaluation of results) | 3. Responds to the demands of the social environment, establishes understanding and dialogue | 3. Explores the possibilities of influencing people in advertising and other media |
| 4. Recognize the importance of working with people | 4. Persuasive | 4. They strive to subordinate the needs of goods |
Let's look at some of the main differences between these two forms of communication. They are based on the fact that PR is not a form of advertising and, in fact, it is a much broader type of activity. PR is concerned with all communications of the entire organization, while advertising, although it may cost more than PR, is largely limited to the marketing function with few exceptions such as employee recruitment or financial advertising. Until you understand this fact well, you will not get the full picture of PR.
Public relations is neither “free advertising” nor “unpaid advertising.” There is nothing “free” in PR: this line of work requires a lot of time, and time is always money. This money is either staff salaries or fees from external consultants. If an article appears in a news column or newsletter, its value cannot be calculated by advertising rates for newspaper space or airtime, since editorial column or radio or television program time is inestimable.
An organization may not use advertising, but any organization is somehow involved in public relations. For example, the fire brigade, of course, does not advertise fires or even advertise their services when they occur, but they have established relationships with a large public.
Public relations covers everyone and everything, while advertising is limited to specific sales and purchases, such as promoting the sale of goods and services, purchasing materials and components, hiring personnel, or announcing results achieved. PR has to deal with all communications carried out in an organization, and therefore this line of activity is more extensive and comprehensive than advertising. From time to time, PR may use advertising, although, we repeat, PR is neither a type of advertising nor a part of it.
In the commercial world or the private sector of the economy, PR and advertising are closely related to marketing. While marketing is one of the functions of business, PR interacts with financial and production functions. Therefore, PR can be used in relation to all components of the marketing mix, in which advertising is just one component. The marketing mix includes all the components (see Figure 2.1) included in the marketing strategy (to mention just a few: packaging, research, pricing, sales, distribution and after-sales services). Each of these types has a certain relationship to communications and reputation (goodwill). Educating the market can be the main contribution of PR, on which the success of the subsequent advertising campaign will largely depend.
Propaganda is another form of communication that is often incorrectly viewed as PR. However, nothing could be more different than these two activities. In order for PR to be successful, it must be believed, while propaganda in any case arouses suspicion or at least disagreement. The problem is that it is sometimes difficult to distinguish between the components of propaganda and PR in information transmitted by government agencies. Propaganda is aimed at keeping the government in power, and the purpose of PR is to ensure that citizens understand the essence of the services that the government provides and teach them how to use these services correctly.
Introduction 1
1.2 Product promotion 5
2. Communications and sales promotion 8
2.1 Sales promotion tools 10
2.2 Evaluation of sales promotion results 11
3. Propaganda 12
3.1 Propaganda objectives 13
3.2 Assessing the results of propaganda 14
Conclusions and suggestions 15
List of used literature 16
Introduction.
“Advertising is the engine of trade” - this phrase is familiar to everyone. But if you think about it, advertising in a broader sense is also the engine of progress. After all, most people learn about new products that use new technologies and solutions from advertising. Accordingly, new products are in demand faster, which means that advanced technologies and production are developing at a much faster pace.
Today, we all have educated opinions about what advertising is, and we also tend, with good reason, to have our own opinions and prejudices about it. There are numerous and varied definitions of advertising. It can be defined as a communication process, as a sales process, as an economic and social process that provides public relations, or as an information and persuasion process, depending on the point of view.
The course work examines indicators such as:
Sales promotion, incentive means, evaluation of results;
Propaganda and its objectives, evaluation of results.
One common misconception is that advertising creates a sale. Only in rare cases can one speak about this with relative confidence. Advertising finds potential buyers and stimulates demand. It may even encourage people to ask for that particular product. Sellers can also find potential buyers and stimulate demand; they also sell goods. In reality, only buyers create sales. The choice “to buy or not to buy” is made by the buyer, not by manufacturers or sellers.
Next comes identifying the goals of the advertising campaign. They can be divided into two related categories: communication (communicative - in other terminology) and final. Each type of advertising has its own specific communication goals. Thus, for informative advertising, the following can be named as the main goals: to bring information about a new product to the market, to offer a new use of the product, to describe the capabilities of the product and additional services, to inform about price changes, to correct false impressions, to reduce consumer fears, to create a positive image of the product and its manufacturer. For incentive advertising: show the benefits of a product of a given brand, encourage switching to a product of a given brand, change the consumer’s perception of the quality of the product, convince the consumer to buy the product now. For reminder advertising: remind potential consumers where they can buy this product; remind consumers that the product may be needed in the near future; remind consumers about seasonal products during the off-season; support a favorable opinion about the product. General goals of advertising activities should be transformed into quantifiable specific goals. For example, a specific communication goal of advertising could be “to ensure that 20% of the target market knows about the existence of this product” or “to teach 10% of potential consumers new ways to use a known product.”
The objectives of advertising depend on the level of consumer awareness. Therefore, the initial purpose of advertising, especially for a new product, may be to provide primary information about the advertised product. The next goal is to provide additional information, i.e. achieving a situation where a certain percentage of those in the know will not only know about the existence of the product, but also its purpose and, possibly, some of its properties.
An important determining factor is the choice of specific advertising media. Some mediums are more naturally suited to certain types of messages or advertising creatives than others. When choosing specific media, you should first take into account:
Geographical coverage.
Attention, degree of clarity and trust, motivational significance of this advertising medium.
Profitability.
Possibility of combined joint selection of several media.
All the variety of forms of promotion of services, as well as promotion of goods, is based on the use (use cases) of two basic methods: advertising and personal selling. Advertising as an indirect (non-personal) form of information about a product or service should stimulate active demand for the service, i.e. ensure the maximum number of calls and visits with the words “I want” and “sell, please.” Personal selling is a personal form of offering a service to a specific representative of a certain target group in a conditional format: “buy a shell, buy a shell, buy...”
Despite a sufficient amount of translated and domestic literature on advertising, there is an acute shortage of effective ideas and new solutions in all sectors of advertising activity. Manuals and guides often consider advertising in general, rather than its individual types. Outdoor advertising is gaining increasing popularity and theoretical validity in our country: billboards, stands, electronic displays, etc.
In order to most effectively solve strategic problems in the field of advertising, it is necessary to have a clear understanding of the business and the characteristics of the product, to know the strengths and weaknesses of the company, to have information about the market - to know the opportunities that it offers, and to imagine the problems of operating in this market. It is necessary to clearly plan the advertising campaign in terms of timing and advertising media involved in the campaign, advertising budget, etc.
Thus, the effective use of marketing communications (advertising and promotion) allows us to solve the company’s strategic and tactical tasks related to the company’s global mission in the market.
Advertising is defined as the process of impersonal transmission by various means, usually paid and persuasive in nature, of information about goods, services and ideas offered by self-represented advertisers.
As a sales organization tool, advertising performs the following functions:
Presentation of product names and differentiation between them.
Communication of information about the product.
Stimulating the interest of potential buyers in new products and maintaining secondary demand for existing ones.
The communication effectiveness of advertising characterizes the relationship between the degree of impact of advertising on the target audience and the costs of an advertising campaign. The main thing in determining effectiveness is the measurement of the communication effectiveness (effect) of advertising.
To assess the communication effectiveness of advertising, sometimes called text testing, the following four criteria are usually used, characterizing certain areas of research into the effectiveness of advertising, namely: recognition, ability to remember advertising, level of motivation, influence on purchasing behavior. Of course, such a classification is to a certain extent arbitrary. For example, the recognition rate is closely related to the memorability rate. Therefore, when conducting research on the effectiveness of advertising, it is sometimes difficult to obtain pure estimates for these indicators separately.
1.2 Product promotion.
Promotion or “marketing communications” is a set of various methods and tools that allows you to successfully bring a product to the market, stimulate sales and create customers loyal to the company (brand).
The concept of "promotional tools" as an integral part of the marketing mix includes advertising, public relations, special methods of sales promotion, personal selling and direct marketing.
When developing a promotion program, the following main factors must be taken into account:
Goal of request
type of target contact audience
type of product/service
market features
type of communication channel
the amount of funds allocated for promotion.
Features of the market. Promotion methods in consumer and production markets are different. Consumer product companies typically prioritize in the following order: (1) sales promotion, (2) advertising, (3) personal selling, (4) public relations. For manufacturers of industrial goods, the procedure is different: (1) - personal selling, (2) - sales promotion, (3) - advertising, (4) - public relations. In general, personal selling is used extensively in markets for complex, high-value, high-risk products and in markets with a limited number of large suppliers.
It is necessary to constantly evaluate advertising. To measure its communication and sales effectiveness, researchers use several different methods.
MEASUREMENTS OF COMMUNICATION EFFECTIVENESS. Measurements of communication effectiveness indicate how effective communication the ad provides. This method, called copy testing, can be used both before the ad is posted and after it is published or broadcast. Before placing an ad, the advertiser can conduct a survey of consumers on whether they like the proposed ad and whether the message stands out from others. After placing an ad, the advertiser can measure whether the ad is recalled by consumers or whether it is recognizable as having been seen before.
TRADE EFFICIENCY MEASUREMENTS. How much sales would be generated by an ad that increased product awareness by 20% and brand preference by 10%? The answer to this question can be provided by measuring trading performance. This is not an easy matter, since sales are also influenced by other factors, in particular the properties of the product itself. One way to measure the sales effectiveness of advertising is to compare sales volume with advertising expenditure over the past period. D. Montgomery and E. Silk measured the impact of three means of stimulation - direct mail, distribution of product samples and sales literature, and advertising in specialized magazines - on the level of sales of a pharmaceutical company. The statistics they obtained showed that the company was overly involved in direct mail and allocated too little money to advertising in specialized magazines. Another way to measure is to develop an experimental advertising program. DuPont's paint division divided its 56 sales territories into three groups: high, medium and low market share. In the first group, advertising costs were left at the usual level, in the second they increased by 2.5 times, and in the third they increased by 4 times. At the end of the experiment, the corporation calculated how much additional sales were achieved due to increased levels of advertising spending. It was found that with an increase in the level of advertising costs, the rate of sales growth slowed down and that in the group of territories with a high market share, sales grew weaker. Advertising requires a lot of money, which can easily be wasted if the company fails to accurately formulate the task, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, and is able to evaluate the results of advertising activities. Due to its ability to influence lifestyle, advertising also attracts close public attention. Constantly increasing regulation is designed to ensure responsible advertising practices.
2. Communications and sales promotion.
Advertising activities are complemented by the efforts of other means that are part of the marketing mix, namely sales promotion and propaganda. Sales promotion is the use of a variety of means of stimulating influence, designed to accelerate and/or strengthen the market response.
Sales promotion - a variety of short-term incentives aimed at stimulating the purchase or trial of a product or service (for example, free samples, discounts, product tastings, prizes and gifts).
Sales promotion - a variety of short-term incentives aimed at stimulating the purchase or testing of a product or service.
Sales promotion includes stimulating consumers of goods and stimulating trade.
There are various sales promotion techniques that you can use to boost sales of your products or services. You can act independently or together with your suppliers.
Speaking about sales promotion, we should not forget about the importance
advice and consultations;
service;
financial benefits.
All this is of particular importance when it comes to selling expensive goods. Your customers may need advice or a little consultation before making a purchase, or may need after-sales service. In addition, they may inquire about the possibility of purchasing goods on credit, etc.
Promote sales - make your potential buyers aware of your business and the products or services you offer. By offering certain types of goods or services, you are selling your business.
It is necessary that buyers are well informed about you and your business.
In practical marketing, advertising communications and product sales promotion are considered as two closely interrelated and at the same time special means of communicating to potential and existing customers about goods and services, as well as ways to convince them to make a purchase. The relationship between advertising and product promotion is manifested in the fact that both of these means are based on the communication process. They are often used together, especially when the promotion campaign is based on integrated marketing communications (IMC). At the same time, each of these areas is characterized by specific methods that give different results.
The similarities and differences between advertising communications and sales promotion can be considered from both conceptual and practical points of view.
Conceptual approach.
The fundamental conceptual difference between advertising communications and sales promotion is indicated by the very Latin origin of these two terms.
Advertising communications are often defined as an indirect form of persuasion based on an informational or emotional description of the benefits of a product. Its task is to create a favorable impression of the product among consumers and “focus their minds” on making a purchase.
Incentives are usually viewed as a direct means of persuasion, often based on external incentives rather than inherent benefits of the product. Sales promotions are designed to create an immediate desire to make a purchase; Thanks to these measures, goods are “promoted” faster.
The main conceptual similarity between advertising and promotion is that both are forms of marketing communication. They can be used to achieve the same goals. As we will see later, not only advertising communications, but also sales promotion measures can be used to create awareness among consumers, create or change their attitude towards a brand, and motivate them to make a purchase. Both advertising and sales promotion have the potential to both build brand equity in the form of attracting a large and loyal clientele and to temporarily attract customers. The possibility of using the same appeal in advertising communications and sales promotion programs determines the existence of IMC - integrated marketing communications.
Value for the buyer. Advertising can strengthen brand loyalty if the message emphasizes the reliability of the product, its benefits and availability, or emphasizes the image or status of the user. In an incentive process, the buyer is rewarded for making an immediate purchase, usually in the form of discounts. There may be other benefits: from participating in an advertising competition, lottery, etc.
Selective concentration. Advertising is most often intended for target customers who are already loyal to the brand or may become loyal in the future. Stimulation is aimed mainly at “doubters” who need to be attracted to purchase (first or repeat).
Time factor. Compared to promotional activities, advertising usually has a broader planning (and effectiveness) horizon. However, both of these tools can be used in short, medium and long term marketing strategies.
2.1 Means of sales promotion.
Sales promotion is used by most organizations, including manufacturers, distributors, retailers, trade associations, and non-profit institutions. Examples of non-profit businesses include churches that operate bingo clubs, theater nights, lunch subscriptions, and clothing raffles. Sales promotion activities have increased dramatically in recent years. From 1969 to 1976, sales promotion spending increased annually by 9.4% versus 5.4% for advertising. In 1976, sales promotion costs exceeded $30 billion. The rapid growth of sales promotion activities, especially in consumer markets; Several factors contributed. Here are some of them:
1. Today, senior management is more likely to perceive promotion as an effective sales tool.
2. An increasing number of product managers are becoming proficient in the use of sales promotion tools.
3. Product managers are under increasing pressure to increase sales.
4. An increasing number of competitors are beginning to engage in sales promotion activities.
5. Intermediaries are demanding more and more concessions from producers.
6. The effectiveness of advertising is declining due to rising costs, advertising crowding in the media and legislative restrictions. Sales promotion means can be divided into those that contribute and those that do not contribute to the creation of “privileges among consumers” for the advertiser. Products that promote consumer privilege typically accompany a sales pitch with an offer of a preferential deal, as is the case with free samples, coupons with a sales pitch printed on them, and premiums directly tied to the product. Sales promotions that do not create consumer benefits include discounted packaging, consumer bonuses not directly related to the product, contests and sweepstakes, consumer cash-back offers, and retailer discounts. The use of tools that promote the formation of privilege in the eyes of consumers helps to strengthen awareness of the branded product and understanding of its essence. Sales promotion is most effective when used in combination with advertising. One study found that point-of-sale displays linked to a firm's current television advertising generated 15% more sales than similar displays that were not linked to a company's ongoing television advertising. According to another study, intensive sample distribution coupled with television advertising when introducing a product to the market was more successful than television advertising alone or television advertising accompanied by the distribution of coupons. Having decided to resort to sales promotion, the company must determine its objectives, select the necessary incentives, develop an appropriate program, organize its preliminary testing and implementation, ensure control over its progress and evaluate the results achieved.
2.2 Evaluation of sales promotion results.
Measuring the results of a sales promotion program is critical, but it is rarely given the attention it deserves. When manufacturers do evaluate, they can use one of four methods. The method most often used is to compare sales indicators before, during and after the incentive program. Suppose that before the campaign the firm had a 6% market share, which rose to 10% during the program, fell to 5% immediately after the end of the program, and then rose to 7% some time later. This means that the incentive program likely attracted new buyers to try the product and increased purchases from existing customers. At the end of the campaign, sales fell as consumers spent some time using their accumulated stocks. The final stabilization with an increase of up to 7% indicates that the company has acquired a certain number of new users of its product. If the brand's market share were to stabilize at pre-campaign levels, this would mean that the incentive program only affected the pattern of demand over time, without affecting its overall level. Consumer panel data will show which groups of people responded to the stimulus program and how they behaved after it ended. When additional information is needed, consumer surveys can be conducted to find out how many of them recall the promotion, what they thought at the time it was launched, how many took advantage of the benefits offered, and how it affected their subsequent brand purchasing behavior. Sales promotion activities can also be evaluated by conducting experiments in which the value of the incentive, the duration of its action, and the means of disseminating information about it are changed. It is clear that sales promotion plays an important role within the overall promotion mix. Its use requires clear formulation of objectives, selection of appropriate means, development of action programs, preliminary testing of it, implementation and evaluation of achieved results.
3. Propaganda.
Along with sales promotion, one of the main means of stimulation is propaganda. Propaganda involves “the use of editorial, rather than paid, space and/or time in all media available for reading, viewing or listening by existing or potential clients of the firm, for the specific purpose of promoting the achievement of stated goals.” The results of propaganda activities are sometimes brilliant.
Propaganda is used to popularize branded and generic goods, people, places, ideas, activities, organizations, and even entire countries. Trade associations resort to propaganda to revive interest in goods such as eggs, milk, and potatoes. Organizations use propaganda to gain attention or to correct unfavorable self-image. Countries resort to propaganda to attract tourists, attract foreign investment and secure international support. Propaganda is an integral part of a broader concept, the concept of activities to organize public opinion (public relations). Public opinion organizing activities have several objectives, including providing the company with favorable publicity, creating a perception of it as an organization with high civic responsibility, and countering the spread of unfavorable rumors and information. To solve these problems, departments for organizing public opinion use several means.
1. Establishing and maintaining relations with the press. The purpose of this activity is to post information of an educational-event nature in the media to attract attention to persons, goods or services.
2. Product propaganda. An activity that combines various efforts to popularize specific products.
3. Company-wide communication. Internal and external communication activities aimed at ensuring a deeper understanding by the public of the specifics of the company.
4. Lobbying. Working with legislators and government officials to promote or prevent any legislation or regulation.
5. Consulting. Making recommendations to management on issues of social significance, position and image of the company. Propaganda specialists are usually concentrated not in the company's marketing department, but in the public opinion organization department. This department is usually located at the company's headquarters, and its employees are so busy working with various contact audiences - shareholders, their own employees, legislators, representatives of city authorities - that they can forget about propaganda designed to help solve product marketing problems. To prevent this from happening, you can, for example, include a propaganda specialist in the marketing department. Propaganda is often called the stepchild of marketing, because it is used on a limited scale and quite rarely. But propaganda can produce a memorable impact on the level of public awareness, and it will cost many times less than advertising, since the company does not pay for space or time in the media. Only the work of the staff and the distribution of the propaganda materials themselves are paid. If a company prepares interesting material, it can be used by all means of disseminating information at once, which equates to saving millions in advertising costs. Moreover, people will believe this material more than advertising. In deciding when and how to use product propaganda, management should formulate its objectives, select propaganda messages and means of dissemination, monitor the implementation of the propaganda plan and evaluate the results achieved through this activity.
3.1 Objectives of propaganda.
First of all, it is necessary to set specific tasks for propaganda. Let's look at the example of the California Grape Growers Association.
In 1966 The California Grape Growers Association hired the boutique public relations firm Daniel J. Edelman to develop an outreach program designed to address the firm's two primary marketing objectives:
1) convince Americans that drinking wine is one of the enjoyable activities of the good life, and 2) raise the image and market share of California wines among other varieties. The propaganda was given the following tasks: 1) prepare articles about wine and ensure their placement in leading magazines and newspapers (in sections devoted to food products, in other regular sections); 2) prepare articles about the many healing properties of wine, addressing these articles to doctors, and 3) develop a special propaganda campaign for the adult market, the student market, government agencies and various ethnic communities. Based on the assigned tasks, specific goals were developed in order to subsequently be able to evaluate the results achieved.
3.2 Evaluation of propaganda results.
The contribution of propaganda to a company's activities is difficult to assess because it is used in combination with other means of stimulation. However, if it is resorted to before other means are involved, the assessment is easier to carry out. The simplest method for determining the effectiveness of propaganda is to measure the number of contacts with material posted in the media. The specialist provides the client with a selection of clippings and information about all the means of disseminating information that used the material about the product, accompanying this selection with something like a summary. Media coverage included the publication of news and photographs totaling 3,500 column inches in 350 publications with a total circulation of 79.4 million, the use of 2,500 minutes of airtime on 290 radio stations with an estimated listenership of 65 million, and the use of 660 minutes of airtime on 160 television centers with an audience of about 91 million people. Purchasing the same amount of space and time at advertising rates would cost the company $1,047,000. Such measurements of the number of contacts are not very satisfying to the client. They give no idea of the number of people who actually read or saw the address, nor what thoughts it inspired in these people. There is also no information about the net audience, since the readership circles of various publications partially overlap. More meaningful data come from measuring changes in levels of product awareness, understanding, and attitudes that result from a promotional campaign (with appropriate adjustments for the effects of other incentives). All these variables must be measured twice - before and after the campaign.
Conclusions and offers.
Promotion is any form of action used by a firm to inform, persuade and remind consumers about its products, services and ideas.
Companies today face many complex challenges and increased uncertainty.
For successful operation, and even more so development, it has become necessary for enterprises to carry out comprehensive marketing activities. Marketing is now used in all organizations involved in the competition for the attention, favor and money of customers who are absolutely free to choose goods and services, allowing them to clearly identify and evaluate the opportunities to select those that will create products with the highest consumer value.
Product promotion is the most important component of a set of marketing activities, a kind of information outlet to the consumer.
Properly organized promotion of goods is extremely effective and allows not only to solve problems with their sales, but also to constantly increase the volume of product sales. The study of various promotional means includes selection and preliminary testing, as well as studying the effectiveness of their impact after use.
Bibliography.
4. http://www.colok.ru/lib/marketing/marketing/book/kotler/15.php
5. http://metal.antax.ru/library/economy/ieffektivnost_reklami.htm
In accordance with the Law of the Russian Federation “On Advertising”, “advertising is information distributed in any form, by any means about an individual or legal entity, goods, ideas and initiatives (advertising information), which is intended for an indefinite number of persons and is intended to form or support interest in an individual, legal entity, goods, ideas and undertakings and to promote the sale of goods, ideas and undertakings.” On the one hand, the economic component is significant in advertising, and on the other hand, the informational component.
The problems of maintaining sales volume at a certain level are solved using the so-called reminder advertising or advertising stability, which gives the consumer additional information about a product already known to him, creates the effect of a constant presence on the market, and promotes recognition of the company or product. Reminder advertising is important to reassure current customers that they have made the right choice.
Also used in Russian media prestigious advertising, which helps to form the image of a company or product in the minds of real or potential consumers.
An effective means of influencing consumers is newspaper and magazine advertising "/>, the genres of which are very diverse. Almost all journalistic genres are used for advertising purposes, which can be divided into three groups: informational (note, interview, report, reporting, line advertising), analytical (correspondence, article, review, review, review, commentary), journalistic(sketch, essay). The last genre group is actively used in the preparation of public relations materials and materials with hidden advertising.
Advertisement- a paid advertising message placed in periodicals usually contains an advertising headline-slogan, which in a concise form reflects the essence and advantages of the advertiser’s commercial offer.
Advertising note- one of the most common advertising genres, is a purely informational genre: from it the reader learns what, where and when was released or happened (should happen). The notice is limited to reporting the goods and services being advertised. As a rule, advertising notes have a title. If an advertisement creates an advertising image by highlighting 2-3 characteristic aspects of the advertised object, then the notes tell about it in more detail, and not only highlight any characteristic aspects, but also provide details.
It is also used to promote goods and services. advertising report. The genre itself is defined as material in which readers are given a visual representation of a particular event through the direct perception of a journalist or character. The author gives, for example, a visual representation of the products that he himself saw; he recommends them to potential buyers not as an eyewitness from the outside, but as a consumer. For the reader, such an approach to advertised objects is psychologically important.
An effective form of propaganda is promotional interview, which has a special power of persuasion. In form, the interview is a complete text, united by a common concept and consisting of unique question-answer blocks, which are arranged according to the increasing degree of intensity of the questions and reflect the development and dynamics of the conversation. The main task in this case is to convey relaxed and spontaneous speech that can create a vivid advertising image.
Advertising review is a comprehensive overview of the advertised object (book, theatrical production, film, concert, exhibition). If in a regular review the advantages and disadvantages of an object are considered, then in an advertising review the reader’s attention is drawn specifically to its advantages. A review encourages a potential consumer to take a specific action, for example, buy and read a book, watch a play or film.
Among the advertising genres is the advertising essay, which talks about the advertised object in a figurative and journalistic form and its entire presentation is subordinated to a single goal - advertising. It organically combines elements of fiction and journalism, showing specific facts and real events, the advertising essence of which is revealed in a vivid artistic and journalistic form. An advertising essay affects not only the mind of the consumer, but also his feelings, making him not only understand, but also feel what is depicted.
One of the advertising genres is a short story with a simple plot and an interesting composition. The situation that is described must be related to the advertised object. Often such a story is accompanied by illustrations.
Advertising article It is distinguished by in-depth analysis and detailed description of the advertised object, generalizations. An advertising article is already a whole study dedicated to the advertised object or group of similar objects, which tells about them in an accessible and popular way. The genre features of an advertising article are that it contains elements of all three directions - analytical, informational and journalistic. Articles can be overviews or be more selective in nature, devoted to a particular area of the company’s work or a particular product. Its main task is to form a positive image of goods and services in the consumer. Moreover, what is very important, the consumer makes his own conclusion about their merits. An opinion formed in this way is much more stable, something that is imposed by a “frontal” advertising attack and repeated repetition. In articles of an image nature, companies try to explain their policies and win public sympathy, for example, by reporting on their charitable activities.
Articles in advertising are used by advertisers whose activities require detailed, thorough and verbose explanations (for example, advertising of medicines, building materials). The effectiveness of such advertising largely depends on the stage of the product life cycle. The less a product is known to the consumer, the more information about it is required. The introduction of a product to the market is the first reason to turn to an advertising article or a series of articles.
Linear, or classified, advertising- one of the common types of advertisements that are placed on advertising pages of non-advertising periodicals or form the basis of advertising publications (for example, newspapers with free advertisements). When preparing line advertising, the main attention is paid to headings - the method of organizing advertisements in a publication: for ease of searching, they are divided into classes, subclasses, and a hierarchical classification tree is built. Typically two- and three-level classifications are used.
Direct mail(direct mail) - postal advertising - is the sending of advertising messages (including personalized ones) to a certain group of consumers or possible business partners.
Mail advertising is a cost-effective, efficient and economical means of marketing and offering services. That is why it is widely used by retailers, commercial and industrial firms, service and charity enterprises, as well as individuals. The advantages of this type of advertising include selectivity, accuracy of reaching consumers, and flexibility. Mail advertising allows the advertiser to choose the circle of consumers he wants to reach. Thus, the advertiser reduces selling costs and increases profits.
A direct mail advertisement may contain a minimum of information or all the details necessary to describe a complex product. Distribution of mail advertising requires significantly less time than in the media. Advertisers who send advertisements by mail can control the circulation and quality of advertising products, the number of recipients, taking into account their location, age, gender and other factors.
However, there are also disadvantages to direct mail. Firstly, these are higher costs compared to advertising in newspapers and magazines. Secondly, low efficiency and, thirdly, lack of an information environment. An important reason why a reader pays attention to advertising in magazines is the information surrounding it (article, illustrations). Mail advertising must stand out from other advertising messages received by the addressee on the same day. The form and content of mail advertising must be carefully considered.
Let's look at some types of advertising publications distributed by mail. The most popular letters are often sent along with brochures, price lists, order forms and envelopes. Postcards are commonly used to announce sales and discounts to increase customer traffic. Advertising leaflets contain more detailed information about the advertised product.
Brochures and catalogs are used primarily for advertising that introduces a new product to the market. A prospectus is a publication containing detailed information about one or more similar products or services. As a rule, it contains information about the purpose of the product, its main areas of application, distinctive features, and methods of use. The prospectus is addressed to both end consumers and commercial enterprises that will sell the goods. Brochures have a larger format compared to advertising leaflets and are usually made from thicker paper. They convey the shape and appearance of the product well. They are usually produced with a large number of photographs or color illustrations. Brochures often accompany a letter advertising an expensive product.
Unlike a prospectus, a catalog includes a list of a large number of products, systematized according to some characteristic. Catalogs are used in wholesale and parcel trade. In the catalogue, price list, there are elements of the publication apparatus: list of goods, index, imprint, content.
Products, prices and conditions matter most. Instead of individual samples, it is better to create advertising packages, offering flexible terms and conditions. It is better to demonstrate the product in order to immediately attract the reader’s attention. The most expensive option for direct mail advertising is sending out free samples. The length of the text in such advertising publications may vary depending on the product offered. A long test should be filled with facts. From general information you need to move on to specific details. The letter must be made attractive to the eye; for this it is better to break it up into small paragraphs and use different ways of highlighting the text.
After reading the advertisement, the reader must take some action. The interaction factor is very important, otherwise the reader will almost immediately forget about the advertising message. To do this, you need to ask the reader to act immediately, set a limited time for your offer, or limit the quantity of the product that can be purchased at that price. The advertising producer must do everything to ensure that the reader does not have difficulty submitting a response or order.
Outdoor advertising is an effective means primarily for advertising consumer goods, since it is designed primarily for perception by a wide segment of the population. It can be used effectively only for those goods or services that can be presented using a concise image and short text. Outdoor advertising can be reminder or informative. However, recently an increasing number of enterprises are using it to promote their trademarks in a range of prestigious or image advertising activities.
Among the types of advertising publications related to outdoor advertising, we can highlight billboards, posters, banners, illuminated signs, electronic boards and screens. In addition, outdoor advertising includes shop windows, in-store advertising (signs, information boards, price tags), signs and even uniforms for service personnel. Due to the fact that advertising in most cases is perceived at a considerable distance and on the go, it is, as a rule, short and expressive messages. The artistic design of these advertising materials clearly highlights the main elements of the company's logo.
Advertisers have recognized the new media - the Internet - as an extremely convenient technology for conducting targeted advertising and monitoring the effectiveness of advertising campaigns. Truly revolutionary developments in the field of advertising technology were offered to the market in the 90s by companies such as Yahoo!, Amazon.com, AltaVista and dozens of other US Internet media companies. Central to these developments in all cases was the creation of unique opportunities for advertisers to advertise to carefully selected and accurately measured advertising audiences. Thus, the Internet today allows publishers of science fiction books to advertise their products only to those Internet users who are really interested in science fiction, and a national brokerage firm can place advertising on the Internet so that only users looking for opportunities to invest in securities will “stumble upon” it of this country. It is precisely thanks to the fact that modern Internet technology makes it possible to automatically accumulate databases of addresses of Internet users interested in a particular topic, as well as to place advertising information on Internet servers depending on their topic, advertisers have the opportunity to target their advertising campaign to extremely narrow and correctly defined consumer groups.
We can identify four participants in the process of advertising communication: advertisers (initiators of communications), the media (carriers of advertising messages), consumers of advertising (the “target” to which the message is directed) and advertising agencies (as “conductors” and organizers of the entire process).
The legal relationship between the advertising producer (editor) and the author in practice turns out to be very unregulated. It is recommended to conclude an author’s agreement with the author, because, as stated in the Law of the Russian Federation “On Copyright and Related Rights,” “rights not directly transferred under the author’s agreement are considered not transferred.” You can insert a “Copyright” section into the copyright agreement, one of the clauses of which will be the distribution of responsibility for violation of copyright and related rights. Under this clause, the advertiser guarantees the authorship and originality of the advertising work and undertakes to independently respond to claims.
Let's give an example. The bank ordered an advertising agency to develop and print 5,000 color booklets. The contract was signed and completed by the advertisers efficiently and on time. When the booklets ran out, the bank decided to print additional booklets, but not from advertisers, but directly from the printing house. The bank believed that, having paid the advertisers under the contract, it had the right to dispose of this booklet at its own discretion. However, according to the agreement concluded with the advertising agency, the bank did not receive property copyright to the booklet layout. And replication (reproduction) of a booklet is an action, the right to perform which is a specific author’s right. According to the “Copyright and Related Rights Law”, these rights must be transferred in a special way.
The uniqueness of creating print advertising is that the editor himself is at the origins of preparing the publication. It is he who, based on the advertiser’s order, forms the concept of the future publication and determines the task for the author of the text, artist, photographer. Maintaining and developing one's creative and organizational potential is an important task for the editor of an advertising publication.
The study of the peculiarities of the creative process in advertising shows that the birth of a fruitful idea about how the advantages of the proposed product or service can be most effectively conveyed to the audience is preceded by a lot of hard work in collecting and processing the relevant information. Among the various information that the editor collects during the preparation of an advertising campaign, a special place is occupied by data about the product itself, about the potential buyer and about the sales market.
Based on the understanding of this information, the concept of the publication is developed and its script is created - a more or less detailed diagram of the future publication and a plan for working on its individual elements. In creating the script, together with the editor, the entire creative group led by him also participates: the author of the text (copywriter), artist, art and technical editors, etc.
The script is developed based on the advertiser's order, which defines the goals of the advertising message and provides the necessary information: target audience, factual data (name of product or service).
When drawing up a script, 4 species-forming features are taken into account: purpose, reader address, nature of information, material design of the publication. The editor formulates the tasks of the author or compiler of the text, the artist, thereby determining the amount of necessary information about the advertised product or service, the nature of this information, as well as the relationship between verbal and visual information. Formulation of the problem is the most important stage. A clear goal is needed here. At this stage, you need to clearly understand the final result that is expected to be achieved during the advertising campaign. Then the information is collected and processed, the idea is tested and refined.
The specificity of preparing an advertising publication is that all elements of the advertising structure are created in parallel as equal components of a single whole. For example, an interesting solution found by an artist can affect the volume and style of the author’s text, and sometimes require its revision.
A clear organization of work on the script determines the functions of the editor in the process of editorial analysis, the content of which, obviously, boils down to an assessment of how the author of the text, the artist and other members of the creative team coped with the tasks defined by the jointly developed advertising idea.
When compiling an in-house review, the editor checks whether the goals set for the advertiser have been achieved, compliance with the Law of the Russian Federation “On Advertising”, and compliance of the content and design of the works with the assigned tasks.
A specific stage for the preparation of advertising literature is testing advertising products before they are replicated or released. As you know, advertising information should attract attention, evoke emotions, be remembered, and the advertising consumer should have a desire to purchase the advertised product. Compliance with these requirements is the criterion for testing. As a rule, the effectiveness of an advertising idea and then the finished product are tested before it reaches the audience and at the distribution stage. For this purpose, various methods are used, in particular the focus group method, when representatives of the target group (reader audience) evaluate advertising products. It is advisable to involve a professional psychologist in working with the focus group.
A professionally executed advertising message cannot fail to take into account the laws of the psychology of perception. Economic and psychological efficiency are interconnected - the active impact of advertising on the consciousness of a potential buyer, as a rule, increases the effectiveness of trade and sales activities. It is believed that ultimately advertising is the activity of creating images that control people. Consequently, the editor must pay great attention to the psychological impact of advertising on a person.
First of all, it affects existing human needs, and also contributes to the formation of new ones. In order to better understand human needs, psychologists have tried to determine which category they belong to. There is a theory that lower biological or survival needs dominate human behavior and must be satisfied before socially acquired needs or desires of a higher order arise and become significant. Certain patterns have been identified. People are more likely to notice stimuli that are related to the needs they currently have and that differ sharply in some of their meanings from the usual ones. People selectively remember advertisements, acquire knowledge in the process of activity and have their own established attitude towards everything.
Psychologists divide human motives into primary and secondary. The list of primary ones usually includes those that are or seem to be innate, biogenic, and secondary are those that are considered sociogenic, that is, acquired in the process of life experience and learning. Advertising appeals based on primary desires or motives are more effective, since these motives are, by nature, closely related to the body's needs for goods and services.
Each stage of the psychological impact of advertising on the consumer’s consciousness requires the use of certain methods and methods of advertising influence.
It requires the editor to pay attention not only to the text, but also to all other elements. And here the pictorial series occupies a large place. All elements of the structure of an advertising publication are organized into a single whole by a layout, which is created on the basis of the principles of artistic design and book design.
Considering the layout of an advertising publication, the editor evaluates it from the point of view of the unity of verbal and visual, semantic and aesthetic information, and the organization of the rhythm of the publication. The aesthetic side of advertising design does not act as an end in itself, but only as a condition and means of ensuring high consumer quality of the publication.
As a means of communication, an image has much more meaning than text. Its content is less definite and vague. What the image lacks in clarity, it makes up for in a wealth of information. This is its advantage: the image is capable of simultaneously conveying many meanings, meanings or shades. In this way, it involves the addressee of the message in the process of active perception, calls on him to unconsciously interpret the information received.
One of the advantages of image, which plays a big role in advertising, is its ease of perception. The recipient of the advertisement spends much less effort and time perceiving the illustration, so the process tires him much less than reading the text. In addition, the ambiguity of information carried by the image has a great emotional charge, which allows you to quickly create the desired mood. In certain types of advertising publications, for example in a poster, illustration is generally the main element of influencing the consciousness and emotions of the consumer. The skillful use of illustrations allows you to characterize the advertising object from any point of view: appearance, structure, organization, movement, process, size, quantity, location. Visual material, so accessible to perception, aesthetically convincing, contributes to a better understanding of information, complements, clarifies the text, and in some cases replaces it.
When working on illustrations, the editor's main task is to evaluate how the artist and art editor solved the problems posed in the script. The following provisions can serve as criteria for such an assessment.
There should be a tangible and clear connection between the illustration and the advertised object, which is easy to understand even for an inexperienced reader. The simplest way to achieve the desired effect is traditionally considered to be placing the name of the product against the background of its image. Such directness and frankness of the advertiser or advertiser expresses their confidence in the excellent qualities of the advertising object. From their point of view, additional information is simply unnecessary. Searches in this direction led at one time to the fact that in Western, especially American, newspapers there appeared blank white pages, sometimes double-page spreads, with small signatures like “The company... does not need advertising.”
Illustrative material should show the product in a setting appropriate to its purpose, preferably in action, i.e. demonstrate how the product works, what operations it performs, and what the results of its use are. In this case, it is advisable to focus attention on the brand of the product and focus on its distinctive features and features.
At the same time, you need to ensure that the illustration clearly reveals to the buyer what benefits he will receive by purchasing the product. A test technique for the editor can be the following: is it possible to quickly perceive the graphic part of the advertisement and immediately determine to which area of human activity the advertised object belongs? Is such a definition possible without the text part?
Thanks to all these qualities, the image and illustrative series have become in recent years the main means of constructing an image and, accordingly, the most common method of presenting material in print advertising.
Let's consider several techniques used when illustrating advertising materials: tinted line drawings, photographs, drawings using the linocut technique (often made on the basis of an original photograph). Tonal patterns are used to create atmosphere or decorative effect. Graphs are also used. Advertising pages are full of computer graphics: houses, cars, funny people.
An indispensable illustrative element of any layout should be a logo, trademark or brand name of the advertiser. Sometimes within the same advertisement there are two brand names at once, one of which belongs to the manufacturer, and the second to the distributor of this product. In such cases, at the bottom, most often on the right, the advertiser’s brand name is engraved into a single complex with address data. Typically, this option can be observed when a dealer company advertises the product of its partners.
Newspapers and magazines often use rectangular photographs, and people get used to seeing them.
You can decorate an ad and enhance its visibility not only with a drawing or photograph. The size and shape of the ads are important. Rulers, spaces, vignettes and other typographic decorations not only carry an aesthetic meaning, but also help structure the advertising material and make it easier to perceive. A powerful means of attracting attention is also free space - “air”.
When working with large texts, it is desirable to increase their readability. To do this, it is recommended to use subheadings, start the text with a capital letter and place it in columns no more than 40 characters wide, preferably with a paragraph indent or a bullet. The first paragraph should not exceed 11 words. A long paragraph is poorly perceived by the reader. All other paragraphs should be as short as possible. It is useful to break up the text with illustrations. You should not use a font smaller than 10 point size and remember that a light font is easier to read than a bold font.
For print advertising, the effects of various design elements identified by psychologists are also important. Thus, symmetry causes a feeling of peace, asymmetry - anxiety, straight vertical - aspiration upward, horizontal is passive, diagonal is active.
A feature of visual perception is the so-called effect of the left side of the visual field, i.e. when reading a newspaper page, the eye first perceives the information that is located on the left, and then moves to the right side.
When choosing a font, the first place is taken by its qualities such as readability and compliance with the image created by the designer. It is better to type the title in lowercase letters rather than uppercase, as it is read more slowly, letter by letter. It is better not to place the title on the illustration.
Advertising also intensively uses the backing, reverse, and background. If there is a sufficient amount of textual material, reverse is used to highlight key phrases, as a kind of illustration, like a spot of color. It is the strongest irritant for the human optical system, as it changes direct perception to inverse. Sometimes advertisers abuse this technique. Thus, large texts given inverted lead to the effect of psychological fatigue, in which a strong stimulus leads to a refusal to perceive the entire publication. In addition, reversal significantly narrows the range of typefaces and font styles used. Small font sizes, light style and complex font design make reversed text unreadable.
The age of the readers should also be taken into account. Which font is familiar to readers? Will the font be read quickly? Is the text readable only in good light or also in poor light?
The font should be harmonious in weight with the tone of the illustration, but should be in contrast to the background. The use of color in a font is used mainly in two cases: if it is a corporate color, which is usually used to highlight the company name (logo) and slogan, and also to focus attention on a sentence that is important to the reader.
It is advisable to use the same typeface in an advertisement. An exception may be the original font of the logo or striking phrase. It is also undesirable to use more than 2-3 options (by size, boldness, style) of typeface in one ad. You should not overuse fonts with increased decorativeness - they cannot provide good readability.
One of the most important qualities of an image is balance. The starting point that determines the balance of the composition is optical center. It is approximately 1/8 above the physical center, or 5/8 from the bottom of the ad.
Balance is the arrangement of ad elements on the page: left relative to right and top relative to bottom, separated by an optical center. There are two types of balance: formal and informal.
Formal balance- absolute symmetry, in which paired elements on both sides of the line cutting the ad have the same optical weight. This balance is used when it is necessary to emphasize the dignity, stability and conservatism of the image.
At informal balance By placing elements of different sizes, shapes, color intensity or shading at different distances from the optical center, visual balance can be achieved. Most advertisements use informal balance because it makes the advertisement more interesting, imaginative and emotionally rich.
Symmetry is the most common means of harmonizing composition in print advertising. Symmetry involves the arrangement of all elements relative to an axis passing through the center of the object. It helps create the appearance of order and thereby facilitates and speeds up the process of perception. Most often, the symmetry is broken by text or headings or branding that are typed to the left or right or at an angle.
The principle of constructing an ad, thanks to which the reader’s attention moves around the ad in the desired sequence, is called movement. To achieve this, a number of techniques are used: the ad may depict people or animals, following whose gaze the reader's eye moves to the next important element of the ad. Various images can be used - a pointing finger, a rectangle, a line or an arrow that shifts attention from one element to another, comics or pictures arranged in a certain sequence that force you to start reading from the beginning and continue it in the desired sequence in order to understand the essence of the message. The use of white space and color makes the text or illustration stand out. The eye will move from a dark element to a light element, from a colored element to a non-colored one. It should be borne in mind that first of all, attention is drawn to larger elements that dominate the page, and only then to small ones.
All ad elements must occupy an area proportional to their value.
An effective way to draw attention to one specific element is to use a contrasting color, size or style. For example, you could use a negative (white letters on a black background), a black and white ad with a colored frame, or an unusual font style.
However, it must be remembered that overloading with different font styles, too small letters, inverse image methods, and illustrations complicates and clutters the composition, which makes reading difficult.
The specificity of the design of advertising messages can also be seen in the nature of the presentation of the headline, the place of which is determined primarily by the structure of the material. The title can be the name of the advertiser. In this case, the title will appear above the text. If the headline is the name of the advertising object, then before and above it there may be the name of the advertiser, his slogan, or an appeal to the potential consumer. Even a phrase from the middle of the text can act as such a heading, and the rotation of the heading can be 90°.
A certain dynamic is given to symmetrical compositions by a title placed at an angle to the horizontal, while the angle of inclination should not exceed 30°. Within these limits, advertising text can be read without difficulty or additional effort on the part of readers.
The structure and composition of an advertising message can be influenced by the type of publication. The location and volume of advertising should be included in the modular grid of the publication and consistent with its style. Different advertisements can be prepared for special and mass publications. One of the promising trends in advertising can be considered the consistency of advertising publications in the style of the publication.
The choice of advertising location in the publication is important. Thus, the front cover of the publication is preferable to the back, but it is even better to use the front page with a continuation on the back. Then comes the inner side on the right (3rd stripe), then the inner side on the left (2nd stripe). On the back sides of the publication, the right side is preferred to the left. Subsequently, priority extends from the first pages to the last. Right (even) pages are better than left (odd) pages for placing advertising materials. The pages opposite editorials are better than others, although this depends on the type of publication. Often the best pages for advertising are determined through testing. Any advertisement in a newspaper or magazine will be preferable if it is adjacent to letters from readers, television programs, and crosswords.
When creating a layout for a publication, the editor needs to remember the next stage - its replication (technical production conditions).
The aesthetic properties of illustrations significantly enhance the emotional impact on the reader, therefore, when preparing them, rational color schemes and various visual techniques become of great importance. At the same time, the editor makes sure that the use of these elements is functional, aimed at solving the problem of explaining, convincing, and confirming textual arguments. Just like in the text, the object of advertising in illustrations should be shown from the consumer’s perspective and in a form that is understandable to him.
The physical effect of color has been repeatedly confirmed by numerous experiments by physiologists and psychologists. Modern researchers provide various tables of emotional meanings of various colors.
The so-called non-price factors are of great importance, i.e. certain circumstances that influence consumer behavior in a choice situation, for example, prestige, authority of the manufacturer of the product or the seller.
The struggle for buyers and fame led to the development of a system of events called “public relations”. This system of events is also called prestigious advertising in contrast to activities to popularize individual goods or services, which qualifies as product advertising.
The editor of advertising publications also has certain means to maintain the image of the company and consolidate it in the minds of readers. These are the so-called advertising constants, among which the most important place belongs to the brand name or trademark and the name of the company. The editor's task is to ensure that the brand and logo are necessarily present in every advertising publication, regardless of its form, volume, or purpose. The brand block is usually placed in the most visible places.
According to the Law of the Russian Federation “On Trademarks, Service Marks and Appellations of Origin of Goods”, “... a trademark and service mark are designations that can distinguish, respectively, the goods and services of some legal entities or individuals from similar goods and services of other legal entities or individuals” . In other words, a trademark serves so that the consumer, among many goods and services, can accurately determine who produces the product or service he likes, and the manufacturer or seller once again reminds that the product or service belongs to him. According to the Law, “the owner of a trademark has the exclusive right to use and dispose of the trademark, as well as to prohibit its use by other persons. No one can use a trademark protected in the Russian Federation without the permission of its owner.”
Their tasks can be reduced to one - the coordination of real and communicative reality.
A social phenomenon that has a broad context. It can operate in the economic, political, ideological sphere, in the sphere of cultural and religious relations. It has a multifaceted impact on a person, his behavior, and values. Provides behavioral ideals, lifestyle. It also has an indirect impact – it forms mass perceptions and stereotypes.
· informs about the product;
· solving problems of increasing profits.
· implements other strategic goals of manufacturers and sellers;
· not only inspires the need to buy something, but also forms the necessary associations;
· formation of mass consciousness, stimulation of consumption.
Propaganda.
(from Latin propagare.)
In the 17th century - a congregation for preaching the faith, fighting heretics, promoting the faith.
The basic principles were set out in the 20th century - the century of the totalitarian regime.
Propaganda– a set of methods of psychological influence on the population. The main function is value regulation of consciousness.
Based on psychological mechanisms of comparison and evaluation. Type of advertising activity
The following types of propaganda are distinguished:
- political(propaganda ideas);
- ideological(ideological concepts).
Political propaganda contains many negative assessments of competitors. Product – opinion, ideas, images of politicians and states, parties.
There are two types of propaganda effects:
· belief;
· suggestive influence (suggestion, influence on the emotional and sensory side).
· sale;
· Forming the belief that this is his own opinion.
G.S.Melnik.
Propaganda differs in functions:
1) propaganda as education;
2) propaganda = informing;
3) propaganda = communication;
4) propaganda = suggestion;
5) propaganda = socialization.
Political propaganda is a one-sided process, meeting the needs of the customer.
Propaganda is the art of forcing people to do something that they would not do if they had a complete set of knowledge. (USA)
Advertising convinces people to buy a specific item or service. Propaganda provides information that refers not to specific things, but to other information. The basis is not real phenomena, but other information, opinions, worldviews of other people whose opinions are authoritative. Propaganda works more crudely, with cruder manipulations.
PR
S. Black rejects any possibility of PR intersecting with advertising and propaganda. In the case of PR, we are talking only about truthful information. (In fact, most often only segments of true information are provided, which often produces a different result.)
PR works with symbolic information. Truth is one of the parameters of phenomena that need to be displayed. In reality, it is necessary to display diverse phenomena using a minimum of words, therefore each element of a communicative solution must have the significance of symbols in order to reflect the large in the small.
Communicative truth is one of the tasks of PR.
F. Jefkins: “Advertising may not be used by an organization, but every organization uses PR”... “PR concerns everyone and everything, advertising coordinates the buying and selling relationship”... “Sometimes PR may use advertising, but PR is not a form or part of it.”
PR reaches out to the general public, and not to a narrow circle of potential consumers (like advertising). PR may have more clearly defined goals and objects about which the public needs to be informed (as opposed to propaganda).
PR – consults, analyzes, monitors, plans.
No. 7 Regulation of activities in the field of public relations
v Organization - process
v An organization is a group of people whose work is coordinated to achieve a common goal (commercial, non-commercial, educational, social, financial). It is necessary to have a common goal, a clear structure, joint work, and an open system of communication with the external environment.
(External environment)<=>(products and resources)<=>(organization)
The most important thing is information and communication support for the organization’s activities.
PR is a key role
PR functions
2) Formation of a positive image
Coordination and planning are required, PR is necessary at all stages
Management process
Planning
Organization
Motivation
Control
Management is the process of interconnecting actions to form and use resources to achieve a goal.
All stages involve working with different public groups in the internal and external environment of the organization.
Control system
Ø Structural and functional subsystem
A set of management bodies, departments, performers using various methods of management influence, the task of reducing communication noise.
Ø Information behavioral subsystem
Includes management ideology, values, orientation of the management system, behavioral standards of participants.
Information support for communications in the management system (managerial ideology, level of development of communications, relations between employees).
Sometimes a self-development subsystem is identified (usually in very developed organizations)
PR - should be in every subsystem
PR is part of general management, top management
PR– specific forms, methods and technologies of working with different groups of the public (must be reflected in the structure and functions of the organization)
PR– principles of building relationships with the external and internal environment of the organization;
Formation of management ideology taking into account the interests of different social groups;
Impact on public opinion.
Management and its forms
Operational– focus on the current activities of the organization, short- and medium-term planning.
Object – internal environment (mostly)
Executor - representatives of departments
Efficiency criterion – profitability, rational use of potential
The main tool is the mission of the organization, which reveals its purpose
Strategic– connection with long-term prospects and plans (PR works more effectively here)
Object – external environment (search for new opportunities)
Executor - top management
Efficiency criteria – adequacy and timeliness of response
PR finds itself in a vision - a PR text that reflects the future of the organization, and the results of PR activities in the long term.
The organization acts both as an object and as a subject of PR activities
Object – since efforts are directed towards it
Subject – because She is also the customer, defining goals, objectives and content.
As an object – with quasi-institutional subjects
As a subject – interacts with PR organizations
The main goal of PR activities is to create favorable conditions for the organization to achieve its goals.
Goals must be sufficiently developed, must focus on specific groups of the public, and be aimed at a specific result.
3 levels of implementation of PR tasks:
1) Cognitive - awareness, public attention is attracted, understanding and remembering of these appeals is necessary
2) Emotional - recognition of efforts, interest, a certain attitude
3) Level of conscious aspiration - intended action in relation to the PR agent
Mission of the organization– the purpose of the organization, can answer the question: “Why was the organization created?”
Organization Vision- these are dreams, a description of the desired state of the company in the future, in a few years (2-3, 5-10)
Strategy– the path to achieving the strategic vision
Mission– a pragmatic definition of what the company is called upon to do; direction of activity.
Vision– an emotionally sensual definition of a dream, the ideal state of the company in a few years; target state of the company.
No. 8 Main directions of modern PR activities and services in the PR market
External functions of PR are creating a positive image among external groups and reacting to negative news. Organization of Marketing (products, contracts, transactions, loans, guarantees, prices and services)
General (management elections, conferences, exhibitions, awards)
Current communications (organizational achievements, statistics, introduction of new technologies, analysis of economic conditions, financial statements)
Internal functions - creating and maintaining corporate responsibility among employees (maintaining reputation, favorable climate within the team, maintaining interest in administration affairs)
(S. Black. “PR Functions”)
1) General opinion, relationships, life
2) Industrial relations, financial and international relations
3) Consumer relations
4) Information, statistics, research
6) Government Relations
Functions of the PR department in the organization
1. Control over information in the media (about goods and services, representation of the organization)
2. Organization of briefings (press conference on 1 issue)
3. Publication of press releases (information message for the press)
4. Carrying out various events
5. Organization of public and charitable activities
6. Participation in exhibitions, fairs, etc.
7. Working with the audience (consumers, shareholders, communities, competitors, etc.)
8. Management Consulting
Required Knowledge
The art of communication, psychology in several areas), sociology, political science, economics, fundamentals of management, law, knowledge and experience in studying public opinion, analysis of social problems, experience in media relations, experience in publishing material, preparing reports and presentations, forming various programs, social policy.
Management and regulation
Determining goals, plans and objectives, budget planning, personnel selection (employee requirements), finding funds, establishing a favorable climate with investors.
Typical professions
Public Relations Manager;
Press Secretary(brings information to the public, conveys the opinion of the organization);
Spin Doctor adjusts media coverage of events;
Crisis Specialist(crisis, stressful situations for the organization) remove the public from stress, restore the ability to manage the situation;
Speechwriter– writing speeches for speeches, announcements, press releases.
No. 9 Pr in various spheres of public life.
The PR institute is included in almost all spheres of life: spiritual-ideological, political, cultural, etc.
· socio-economic sphere pr: Marketing and production.
Marketing:
Formation and promotion of image;
Contacts with different audiences;
Supporting the implementation of marketing strategies;
Prompt response of the company to changes in the market;
Reduced marketing activities of competitors.
Industrial:
Overcoming ideas about potential threats;
Work with employees;
Interaction with suppliers of raw materials, etc.;
Interaction with state control authorities.
PR in the political sphere
The emergence or disappearance of certain political entities
The rise or fall in popularity of a political leader
Changing political course and tactics
Formation and dissolution of political institutions
Changing the principles of state construction (change of political regime)
· political functions pr
Realization of political power
Ensuring the democratic process
Support for political institutions of democracy (electoral pr, one who works in elections)
Personal pr (formation of the political elite)
An individual can become a full-fledged member of the political elite only by becoming a political leader
PR acts as a spokesman for public opinion
PR helps resolve political conflicts
· pr in the spiritual and ideological sphere
Influences the process of perception of spiritual values. Pr-means of communication between ideologists and the public.
· pr in the cultural environment
The cultural creative role of PR is focused on the formation of ethical and aesthetic ideas. PR becomes a conductor of business activity.
The result of this activity may be a change in the cultural policy of the state.
Changes in media activities
Formation or change of cultural traditions
Formation of a cultural elite
Transformation of stereotypes and behavioral practices in the field of culture.
