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T.I. Kompaniets INFLUENCES OF ADVERTISING ON ADVANCE OF CONSUMER GOODS IN THE CONDITIONS OF THE MODERN MARKET Summary. In the article the essence of the concept of advertising and its function, main features, principles and classification. Attention is paid to research scientists in the field. The article also examines the impact of advertising on the promotion of products in today's market. Key words. Advertising, brand, communications, market, advertising in mass communication, public relations, demand promotion. Statement of the problem. Nowadays, advertising has become an integral part of our world. It does not in all areas of our lives, and whether we like it or not, affects us and the decisions we make. The reform of the Ukrainian economy on the path of market reforms led to the emergence of a new kind of business - advertising business. In connection with the transition to a market economy, advertising gradually becomes again the motor trade, as it should be. The relevance of the chosen theme is that in the current economic market, tough competition for all businesses important activity is to conduct competent advertising companies. From my point of view, a need for detailed analysis of promotional activities to help the average entrepreneur to leverage the power of advertising in business for more profit and create a positive company image in the minds of consumers. Analysis of recent research. To study the topic of me viewed the works of wellknown specialists in the theory and practice of advertising and marketing. The experience of such giants of advertising, as Leo Burnett, Claude C. Hopkins , N. Bernbach and David Ogilvy gives the opportunity to understand the principles and laws of advertising, the main directions of development of commercial communications, principles of advertising agencies, the psychology of advertising messages, using characteristics of the target audiences. Christian Gronroos convincingly proves that the majority of works devoted to marketing based on the marketing mix and its four components: product, price, placement and promotion. However, this scheme, with its obvious advantages, suitable for the description of the market of consumer goods of mass production. This market implies a well-developed system of distribution channels and extensive use of commercial media that may not be common in this volume on the market of industrial goods and services. Moreover, the concept of marketing mix has significant shortcomings, which consists primarily in the fact that it is focused on manufacturing and treats consumers as persons, but not for which production takes place. The experiences of the modern worldrenowned specialist in advertising and marketing Philip Kotler is a real philosophy and practice of improving the quality of life of people by increasing the quality of goods and services and meet the needs of consumers. To do this, and designed promotional and marketing activities of enterprises. The book "principles of marketing" provides the company of any level to adapt it to the needs of the market, to consolidate and improve its position in the market.[1] A relatively new phenomenon for domestic science became interested in the problem of the relationship between advertising and market development, the specific role of advertising in modern business environment. In this direction it should be noted fundamentally important question of work A. Vedernikov, V. Ilyin, E. Kubalova, S. Veselov, O. Golubkova. Review of the global and Russian advertising market with consideration of the peculiarities of its organization devoted to the work of the Century Evstafiev, M. Ignatova, A. Krylov, S. Markov, Y. Seine, L. Tûleneva, I. Rozhkov. Among these authors did much of the analysis of the mechanism of functioning of the advertising market, and therefore determined the peculiarities of supply, demand, advertising services, and education, the equilibrium market price. In addition to the General works of the recognized classics in the field of advertising and marketing, I used Russian and Ukrainian authors who are more familiar with the peculiarities of the domestic market economy. This is a tutorial on advertising Nomata "Advertising", research Bezeckeho "Modern advertising", "Theory and practice of communication Gpotatoe. A significant contribution to the study made by such scientists as Woychak AV, Garkavenko S., Romanov A.N., Balabanova L.V., Kotler F. But this topic requires a more detailed and in-depth research. The main material. Only a few commercial enterprises can now successfully doing business without advertising in one form or another. Reputable firms, where there are fulltime professionals and support advertising agencies, the various functions to be easily shared among appropriate for their performance of employees. Many national advertisers annually spend millions of dollars and willing to risk huge sums of money for the sake of launching new brands of goods or services. Conversely, a small company must obtain the maximum benefit from every penny of it, dedicated it to achieve fame. Modern market economy, as the experience of many developed countries, cannot exist without such an institution as advertising, which is one of the most important instruments of market development. If a manufacturer to deny such an effective communication with the consumer, what is advertising, it will cease to invest in the improvement of old and creation of new products. As a result, the pursuit of development, competition between the different subjects of market relations will decrease, there will be a slowdown in economic growth, which negatively affect the entire structure of production relations, and the economic system as a whole. Therefore, in countries with high living standards, mass production of huge amounts of money are spent on advertising. To determine the object of this study it is necessary to consider the essential characteristics of the key concepts of advertising and its features in comparison with other components of the market mechanism. This scientific category still does not have a strong and final determination, each time the emphasis is on the different side, the most interesting in each case. Therefore, having reviewed a number of definitions of this concept, we will try to offer their interpretation of the advertisement, based on its economic substance. Advertising occupies a Central place in marketing communications. There are many definitions of advertising. In the Law of Ukraine "On advertising" the following definition of advertising: "Advertising is information about the person or goods, common in any form or by any means, and intended to form or to maintain awareness of advertising consumers and their interest with respect to such person or goods". This definition emphasizes the connection between advertising and market with its sellers and buyers and the competition of goods and services is increasing.[2] Advertising can be seen as a form of communication that tries to bring quality goods and services on the language needs and demands of the consumer. The relationship is not simple. Therefore, from the outset, it is important to remember that the advertisements that we see and hear, are the end products of a wide range of studies, strategic plans, tactical decisions and concrete actions, which collectively process the organization of promotional activities. The advertising many applications. It is used for the formation of long-term image of the organization (prestigious advertising), to disseminate information about the sale, event or service (image advertising), for long-term allocation of a particular branded product (advertising the brand of the manufacturer or mediator), to advertise the sale at reduced prices (advertising sales) and to advocate for specific ideas (advocacy advertisement). [3] Since the principles of the theory and practice of marketing and advertising are constantly updated, changing, always new innovative solutions, it is advisable to constantly be aware of the latest events and news in this area. Sources of information are periodicals, the Internet. Knowledge of basic theoretical and practical aspects, as well as the presence of common sense and the necessary tools can help make the advertising company of good and interesting. The market of goods and services that is currently being formed in Ukraine, requires maximum involvement and use of advertising. Advertising, on the one hand, provides consumers with a variety of information necessary for the purchase and use of products. On the other, combining their information content with persuasiveness and navyvet, advertising affects the emotional and mental state of a person. Advertising, by itself, both business and art. Advertising is not the product and benefit from it for the buyer, it what is the problem it is due to product get rid of. The advertisement must contain evidence of the advantages of Your goods. Identify the following features of the promotional activities as part of the system of marketing communications: neomobile nature, one-sided orientation, uncertainty, social character, oplachavat, the brightness and the ability to coaxing. The main functions of advertising consistent with the General purposes of marketing communications. Advertising is designed to solve the following tasks: information, message, reminder, positioning, keep the customers, the formation of the image. Different advertising consumer goods and industrial goods. The main features of the advertising of consumer goods - the emotion of the text, the relationship with the idea of the product, underlining the image of the product and company. In the advertising of goods for industrial use notes on the rational side information. The main thing here is the content of the text, its validity, absolute truthfulness. When it comes to the implementation of advertising, should consider the presence of some advertising. Subjects advertising: Customer - manufacturer, trader or both. Artist - at the stage of promotion it must determine effective frequency and duration of exposure advertising. Distributor - the organization that owns the media or other means of advertising. Consumer - a potential buyer. In the process of advertising involving its singer, distributors and consumers. Significant lack of advertising (except straight) - quantitative uncertainty effect. It can be estimated only indirectly. [4] To understand the advertising you need first of all to understand its most essential functions. One of collateral formation in real terms of various advertising landscape may be asking questions: Who uses the advertising for which audiences, by what means of advertising and for what purpose? Let's start with the manufacturers. These are enterprises that produce goods and offer services with the aim of generating profits. Often they offer their goods or services under the trade mark, but not always. This can be a company name or brand name of a range of products of the company. Advertising on behalf of producers has many varieties (advertising on trade, prestigious advertising aimed at individual consumers are the others). After the advertising of consumer goods and services distributed by manufacturers, advertising on behalf of retailers, perhaps best known to most of us and certainly has a daily impact on our purchasing behavior. Many retailers offer for sale goods manufactured by others. Retail Department stores, pharmacies, grocery stores, sporting goods stores - all offer us the goods purchased by them from the manufacturers. In other cases, local businesses, for example, banks, restaurants, funeral home, or cleaning, in addition to sales, we offer the services. However, in both cases, the desired goal of advertising is in principle the same: buy in my store (use my services), and not from a competitor. In fact, advertising provides the opportunity to sell a potential customer message about the product or service. So, to get buyers to opt for this product, this service before all others. The basis of advertising information and belief. It does this by purchasing space and time in the media. Advertising in the mass media contributes to the development of mass market goods and services, and, sometimes, attachments from advertising begin to ensure the livelihoods of Newspapers and magazines, trying to cover as large masses of people. Thus, millions of people, and even the whole nation, constantly receive fresh news and advertising messages. Advertising informs the huge masses of people with information about more new and advanced products. It plays a key role in the development of the economy and is an important element. The most important condition for effective entrepreneurial activity is the creation and production of new competitive products. A new product must meet the needs that will emerge from consumers to the release of products to market. This process requires targeted advertising efforts both in production and in trade. Advertising brings to market new products and services, creates new needs. If a manufacturer to deny such effective communication with consumers, what is advertising, it will cease to invest in the improvement of old and creation of new products. The pursuit of development, competition in business will decrease. [5] However, you cannot consider advertising a cure-all and be used as a reliable tool. Effective advertising requires a competent, focused approach. Advertising is only effective if it is included in the overall process of creating a product and its promotion to the buyer. Disjointed, episodic promotion is not effective enough even with high-quality advertising. A characteristic feature of modern advertising is to purchase her new role in the involvement in the management process of its production and sales activities of industrial and service firms. The essence of the new role of advertising in that it has become an integral and active part of a comprehensive marketing system, the level of which determines the quality and effectiveness of the promotional activities of the manufacturer in accordance with the new requirements of the world market. A significant complication of sales and increased competition that took place 70 years has led to the fact that marketing has become a competitive factor, no less important than the achievement of excellence in the market through the introduction of technical innovations or reducing the cost of production. Advertising was virtually the only tool of influence on the market. Each stage, starting with the inception of production to sales, must be accompanied by an active programme of promotional activities. Without the ability to use the tools of advertising significantly reduced the ability to actively influence the market, to ensure your success in the competitive struggle for markets. Targeted advertising efforts must be present in the sphere of production and trade. The connection between production and consumption is determined by the market, i.e. the relation between sellers and buyers in the process of commodity exchange. Advertising is the connecting element of the market, because of acts of sale to potential buyers and sellers need to know the market, to have a certain minimum information about the state of demand and supply. Disseminating information about the availability of goods, the conditions of their purchase and consumption, advertising participates in the formation of the merchandise and thus - and demand, from the point of view of its specific direction. For better perception of the essence of advertising is necessary to delve into the theory of communication and its relationship to communication and marketing policy. Communication is a social process due to transmission and perception of information in different ways on different communication channels and by different means. There are three approaches to the understanding of this category as a means of communication as a communication and information transfer. Sophisticated advertising affects various aspects of entrepreneurship, initiative encouraging the production of new products, the use of scientific and technical progress, factor fashion, division of labor, specialization and cooperation of production. The combination of economic business advertising allows businesses and other market actors to get high returns and, therefore, to develop production. Development in the country market, competition in a new way raises questions about the place and role of advertising in our society. In parallel with the development of commodity production growing economic role of advertising, whereby consumers prefer a particular product or service that accelerates the process of buying and selling, capital turnover. Properly organized advertising and information activities in the market affects not only the economic system as a whole, but also for industry, businesses and individual consumers. [6] Advertising should be considered also as an element of national culture, one of the main mechanisms of its formation, do not be afraid even to say that advertising was in fact a kind of art form. And art is a reflection of culture generation and advertising, in principle, can provide a comprehensive description of the masses, for which it is created. Conclusion. To lead a successful business, it is not enough simply to offer the best product at the most reasonable price. For increasing the profit of the store constantly have to create the demand for goods, to inform the potential buyer's information about the material, moral, and social benefits that await him in case the services of this company. This should be aimed activities of the employees. Analyzing economic activities, you may notice that the profit was not very high. And perhaps if more competently and more used to the media, exhibition activities, methods of sales promotion, the larger would be the profit of the company. As the economy of our country almost went to the market and operates exclusively under the laws of the market, each company is responsible for its work and independently makes decisions on further development. But in a market economy survives is the one who makes the best use of the resources that he has, to get the maximum amount of profit, solving the main problems of economic activities. LITERATURE 1. Котлер Ф. и др., Основы маркетинга: Пер. с англ. / Котлер Филип, Армстронг Гарри, Сондерс Джон, Вонг Вероника. - 2-е изд европ. / Котлер Филип – М.: Изд. дом «Вильямс», 2011. - 1152 с. 2. Закон України «Про рекламу» від 18.02.2006 № 2132-ХІІ // Електронна база «Законодавство України» http://zakon4.rada.gov.ua/. 3. Ромат Е. В. Реклама. Учебник для студентов специальности «Маркетинг»/ Е.В. Ромат – Киев; Харьков: НВФ «Студцентр», 2010. – 504 с. 4. Маркетинг: [підруч. для вищих навч. закладів] / За ред. О.М. Азарян. – К.: НМЦВО МОіН України, НВФ „Студцентр”. – 2009. – 320 с. 5. Гаркавенко С.С. Маркетинг / С.С.Гаркавенко. Підручник. – Київ: Лібра, 2002. – 705с. 6. Войчак А. В. Маркетинг / А.В. Вовчак, А.Ф. Павленко. Підручник. КНЕУ.- К., 2003. –246 с.