Download 35 other creations. This ad also used 3

other creations. This ad also used 3-D technology to help the customer view the products from different angles
[7].
Other than advertising on the Internet, traditional methods were molded to fit the new channel. Like a
famous ad by Frito Lays which has a tag line – “Our potatoes are grown closer than you think”. They actually
plastered a potato patch on the roof of a subway station. Similarly, Coca-Cola came up with an ad which had
“Velcro” attached to their poster in order to feature their strong grip bottles. People passing by this poster were
actually gripped by this ad and this resulted in a major increase in revenue. Even the government of a particular
country made sure they are not left behind in this bandwagon. The government actually had shoes stuck to
chewing gum on the streets to demonstrate how gum is better in the dustbin and not on the ground. This created
a lot of interest among people and various networking sites [5].
Even ads on TiVo (digital video recorder) were not excluded. An ad by Charmin company advertised
about their coupons usage while purchasing Charmin products. The user pauses the show and can order the
coupon by the options given to him/her and after completing the process, he/she can resume the show. Similarly
Domino's Pizza ad used this tool in TiVo where the users could order their pizza by logging into the site by
typing an account number flashed on the TV. The consumers could make their own pizza by choosing the crust,
toppings and size. This type of advertisement was too popular on TiVo [9].
In conclusion, interactive advertising more than advertising, because includes most important part of
promotion – feedback. With the help of feedback we can not only analyze data about the people quantity of who
saw or heard our message, we can make strong interaction between consumer and company, which can be
created for years. If they we have this interaction, we will have their mind.
1.
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4.
5.
6.
7.
8.
9.
References
Bhat Subodh, Michael Bevans, Sanjit Sengupta "Measuring Users' Web Activity to Evaluate and
Enhance Advertising Effectiveness", Journal of Advertising, 31 (3) (2002), 97-106.
Chatterjee, Patrali, Donna L. Hoffman and Thomas P. Novak "Modeling the Clickstream: Implications
for Web-Based Advertising Efforts", Journal of Marketing Science, 22 (4) (2003), 520.
George. E. Belch, Michael A. Belch, Advertising and Promotion (New York: McGraw-Hill, 2007).
Rosenkrans G., "Online Auctions as Advertising Revenue in the Media Mix", Journal of Interactive
Advertising, 2005.
Marilyn S. Roberts, Hanjun Ko, "Global Interactive Advertising: Defining What We Mean and Using
What We Have Learned", Journal of Interactive Advertising, 2001.
M. Cannon, “Addressing New Media with Conventional Media Planning", Journal of interactive
advertising, 2001.
S. Rodgers, "The Interactive Advertising Model: How Users Perceive and Process Online Ads", Journal
of interactive advertising, 2001.
T. Flew, New Media (Oxford, 2008).
W. Glenn Griffin, "New Media, Same (Fascinating) Process”, Journal of interactive advertising, 2009.
ADVERTISEMENT EVOLUTION OF PEPSI CORPORATION
Kozlikina J., Parchagina K., students
National Research Tomsk Polytechnic University
In the middle of the 20th century serious studies of the phenomenon, without which it is difficult to
imagine our life – advertising, started. We face with advertisements everywhere: sitting at home in front of TV,
listening to the radio, on the way to work or university, – everywhere, wherever we are, we see and hear
advertisements, telling us about goods. An advertising efficiency is expressed by means of studying an
information about an investigated company and its product, and also about what exactly is known about them,
what corporate and product image has been formed and what is the an attitude to them. Successful advertising
ideas do not come easily: they need to be built, considering a lot of facts. The main purpose of advertising is an
attracting consumers’ attention to a product. The research objective is to analyze dynamics of commercials
development of corporation “Pepsi”. Another challenge is to determine the basis for their advertising, what are
their advantages, due to which their advertising has always and been a success.
First of all, let’s look at the basic information about setting-up of the company and its first advertisement.
Bradham created the Pepsi-Cola Company and registered the trademark in 1902, then, already in 1903, the first
advertisement with Barney Oldfield was published. An image of the racing car driver in the New Bern Sun
Journal and other American periodicals said “A bully, refreshing, invigorating, tonic drink, that is able to cure
nervous disorders, headache, neuralgia, hysteria, melancholy, a fine bracer before a race”. For a long time there
were no significant advertising changes in the company history. In 1967 the company conducted a research, that
found that consumers more often pointed out the perfection of chilled Pepsi taste. This research has determined
further marketing conception [3].
A topic that should not be missed is a competition between Pepsi and its main rival Coco-Cola. The first
confrontations between these companies occurred in 1932. At that time owners of the Coca-Cola Company
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accused the owners of Pepsi of a fraud. In stores, when consumers ordered Coca-Cola, sellers offered them
Pepsi. In return, the Pepsi Company lodged a counterclaim by accusing the Coca-Cola Company of a pursuit.
That is how a true war has started and is lasting up to now. Trying to overtake each other in global sales,
companies have developed specific strategies that are aimed at creation of memorable commercials, new
formulas and containers for drinks. The interesting point is that had USSR stayed out of that war for a long time.
The matter is that Khrushchev preferred Pepsi Company. And only in 1988 Coca-Cola appeared in the counters
of USSR.
In 1980s the first commercial appeared on TV, Tina Turner, Lionel Richie, Gloria Estefan, and also vicepresident of the USA Geraldine Ferraro took part. Pepsi attracted into its marketing conceptions more and more
celebrities. In 1988 as part of Pepsi campaign «New Generation» a new commercial with Michael Jackson was
made. Admittedly, commercials with the king of pop music were called the most expected advertisement a
sportsman Joe Montana and a music legend Ray Charles acted in a new campaign for Diet Pepsi. In 1991 a
supermodel Cindy Crawford presented rebranded Pepsi logo. Then a commercial with an incredibly popular MC
Hammer appeared. The late 20th century was the most saturated with participation of popular idols of that time.
A slogan “GeneratioNext” appeared. Fabulously popular Spice Girls and Village People started to participate in
Pepsi advertising. Commercials with supermodels Cindy Crawford, Tyra Banks and Bridget Hall were released.
An advertising campaign “The Joy Of Pepsi” was launched.
During last few years Pepsi was paying attention to its rival again. The company renewed a commercial
of 1995, where truckers scuffled with each other over a Pepsi can. An agency TBWA/Chiat/Day Los Angeles
and a director Joe Pytka were working on the project. In a pre Christmas period, which was considered as time of
Coca-Cola, as Santa character was associated with that drink, Pepsi released a humorous commercial with a
central figure of the rival.
Pepsi-Cola asserts its drinks as an alternative to an alcohol, as a constant attribute of youth leisure, parties
and so on. The company continuously organizes all sorts of contests for youth. For example, in 1997 the PepsiCola Company conducted a lottery "Spice Girls - Super Show", thanks to which 20 fans of Pepsi from Russia
visited the first in the history of Spice Girls and the one in 1997 live concert in Istanbul. Also thousands of
lottery winners received corporate t-shirts and compact disks with an exclusive single of Spice Girls - "Step to
me" [1].
Price policy is formed considering possibilities of a target segment. Generally a unit price is not high. In
order to ensure place and time utility of buying, intensive selling is used, especially in places where young
people work, study or rest. In such a way maximum of possible sales channels can be involved. Sales promotion
plays very important role in Pepsi marketing policy. Local popular individuals are also used as communicators.
So, in one of commercial films, which was broadcasted on Russian television, Pepsi message was coming from a
beautiful young woman Julia Bordovskih, who was a sports commentator on NTV channel. Besides, the process
of drinking was presented in the context of physical exercises, that corresponds general concept of Pepsi
communications. Having a desire to built Pepsi-Cola Company and its products image as permanent companions
of a healthy lifestyle for youth, the company often sponsors large-scale sporting competitions, especially those
sports which are popular among young people (in 1996 7Up became a sponsor of the Football Community Cup,
the Russian football championship, and in 1997 Pepsi-Cola became a title sponsor of the Russian football
championship.
Pepsi takes over Russian consumers. Dezl became an image of Pepsi advertising campaign. Foot tapping
rap song “Pepsi, pager, MTV” stuck to an audience's memory for a long time. This slogan sung by Dezl sounded
from everywhere – from TV screens, radio, and all streets of Moscow were glued by images of Dezl with a pager
and a Pepsi bottle. Julia Chicherina also took part [1].
With the participation of Britney Spears company decided to run a campaign in the Internet in production
promotion, for the first time the – all possible spaces on Yahoo site were bought up for demonstration
commercials with Britney and other stars [2]. During the period from 2003 to 2006 at the peak of popularity
were Shakira, Beyoncé, David Beckham, Pink and other commercials with the involvement favorite singers of
that time [4]. The year 2010 inspired Russian television again. BBDO Russia Group agencies worked out a New
Year Pepsi advertisement with the Banderos band, a commercial “Wild football” with Andrey Arshavin. Pepsi
shoot 2,5 minute commercial “Oh Africa” with the use of Akon song, which he presented on the Grammy
awards ceremony on January 31, 2010. Such famous football players, as Lionel Messi, Thierry Henry, Kaka,
Frank Lampard, Andrey Arshavin and Didier Drogba acted in commercials. Also these football players became
an image of Pepsi advertising campaign “Refresh your world”.[5] The Pepsi-Cola Company actively participates
in a social life of our country. It was the first international corporation which obtained a diploma of an official
participant of preparations and celebration of the 850th Anniversary of Moscow foundation [6].
Over the whole period, from the first advertisement of the company, commercials were always shoot with
the participation of the World’s celebrities: youth idols, sportsmen, singers, politicians, cinema stars. At the
present time the company does not change its tactics. By the means of creativity they succeed more than their
main rival Coca-Cola. Pepsi production is predominantly oriented on young and active consumers, therefore
musical advertising affects consumers attention so much.
Slogans of the company set records in all categories: memorability, appeal, informativity, requiredness
and group identity.
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6.
References
http://www.sostav.ru/columns/mmfr20/nominantCard.php?IDNominant=691
http://www.bid.ru/internal.php?id=1195
http://pisali.ru/ladymystery/21601/
http://www.beyoncelady.com/fotos-pepsi.php
http://www.zvuki.ru/R/P/5665/
http://www.adme.ru/pepsi/page1/
DEVELOPMENT OF OUTDOOR ADVERTISING MARKET
IN RUSSIAN FEDERATION IN 2012-2013
Kozmina X.G., student
National Research Tomsk Polytechnic University
Outdoor advertising is one of the oldest and most common forms of advertising. Its history dates from the
time of the emergence and spread of writing.
Nowadays new materials and technologies have increased the efficiency of outdoor advertising. They
helped it to compete with new communication channels – TV, Internet, etc. There are an increasing variety of
outdoor advertising – creative designers and advertising is no limit. It appears in the most unexpected places and
the consumer literally crushed by its flow. In this paper the definition of outdoor advertising and its
classification are considered.
Outdoor advertising – media channel that communicates advertising messages to recipients with typeset
posters, drawing boards or illuminated signs installed in busy traffic areas, roads and railways
[1,p.122]. But, in our opinion today should be used more widely and simple definition to include all types of
outdoor advertising. The most suitable definition to my mind, the following is outdoor advertising – is different
media advertising, which are located outdoors and affect a wide audience [2].
Сlassification of outdoor advertising
This classification includes all modern types of outdoor advertising. The classification is according to the
type of advertising design.
Billboards
 Billboard – shield size 3x6 m, installed along the roads and streets.
 Superboаrd – large-scale structure with external illumination, located on a high pedestal (12x5, 15x5
m).
 Prismatron – shield size 3x6 m, consisting of triangular prisms that shows three plots.
 Back-lights – shields of different sizes with internal illumination. Installed in the subway.
 Brandmower – billboard, which is located on a back wall of the building.
 Video screens – electro diode screens of different sizes.
Light boxes
 Rollers – light boxes, in which several scenes advertising pasted on the tape and move at regular
intervals.
 City-light – a light box with two advertising spaces with internal illumination, 1.2x1.8 m. Placed on
the walking part or bus stops.
 Trolls – light boxes, which are located on the pillars of urban lighting.
 Pylons – city lights on lampposts.
Advertising bollards
Advertising design in the form of a cylinder, cube, trihedral, pillars.
Non-standard outdoor advertising
There is advertising on Russian streets more than in the European once. But unlike the western
companies, Russian companies do not often go to unusual moves in outdoor advertising. And this is a big
omission, because capture the attention modern footpassengers and automobilists is very difficult. Here the
examples of non-standard outdoor advertising.

Urban pointers – they can be specified information about the advertiser (pic. 1).

Transit advertising – advertising on public transport (pic. 2).

Street Furniture – construction, with a variety of forms (models of goods, the town clock with
advertising, logo, etc.) (pic.3:a, b, c).

“Green” advertising – the use advertising constructions to promote environmental protection,
healthy lifestyle (pic. 4: a,b) [1].
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