Now we will talk about the types of advertising campaigns and their functionality. There are three main types: image, product and trade campaigns. Each of them is aimed at a specific segment of the target audience. So, let's look at this entire classification of advertising campaigns.
Below, for clarity, I would like to provide a small classification table. Here you will see the types of advertising campaigns and their features.
You can see what can be promoted in a certain type, who it is intended for, what it operates on and what it does. Well, below we will consider each type separately in more detail.
Below I provide a general table where you can clearly see the types of advertising campaigns and their classification on the Internet.
This is exactly what an image advertising campaign will be. It is aimed at promoting a specific brand. Advertising itself operates on the attributes of the brand. Accordingly, this is some kind of logo, slogan, other images that directly correspond trademark.
For example, McDonald's advertising. Here we see two types of advertising campaigns. If McDonald's advertises some new hamburger or other product, then here we have product and image advertising (at the end of the video the McDonald's logo and its slogan appear).
That is, this is a fairly wide group of people to whom such advertising is directed. Its job is to create an attitude and presence for a certain brand so that people know about it. For example, what is McDonald's? McDonald's, as we know, is fast food.
Here the main principle of an advertising campaign is to inform users, potential consumers and clients about the release of a new product or an entire category of products. Accordingly, messages contain images describing a product or an entire category.
These are the people who are already interested in buying a car and this moment They are already choosing which car is better.
A shopping advertising campaign should help the user and potential client determine the place of purchase. We are already dealing with the terms of purchase here. For example, a car dealership might create an advertising campaign that says:
- test drive available in the car. You don't have to risk anything. You can come and ride by car. If you like it, then you can buy it.
- information on payment options. For example, a car loan is issued on the spot. There is some kind of installment payment, some bonuses or gifts for purchases up to a certain date.
This means that they have already chosen a certain car model and they just need to find a seller who will provide them with some product.
For the most part, I think advertising professionals will handle trade advertising campaigns. That is, image advertising campaigns and product advertising campaigns for the most part belong to such very large market players who pour huge amounts of money into their advertising.
This is because the effectiveness of image advertising is very difficult to track, since most of it is long-lasting. Developing a brand and increasing its popularity is a very labor-intensive and quite long process. It can last from a year to several years.
At the presentation of the media plan, the most expensive promotion channels raise the most questions from the client. In particular, figures with sales forecasts are the main KPIs for managers. Especially if they are lower than other channels.
Image and functional advertising
Conventional or functional advertising - tells consumers about the properties and benefits of a product. Image advertising has a different task. It creates a favorable and desirable image of a company or product. Keyword- desired. After all, the brand may already have some kind of established image, and it most likely differs from the image that the company needs and that it is trying to create.
Functional (or product) advertising
- Tic Tac: "Abundance of freshness in just two calories!" - Tic Tac dragees freshen breath and contain 2 kcal;
- Sprite: "Don't let yourself dry out!" - Sprite drink perfectly quenches thirst;
- Domestos: “Bacteria no longer have a chance” - Domestos kills bacteria.
Image advertising
In this case, advertising goes beyond the product itself and its characteristics. She gives it an additional value: emotional associations. And creates an image based on the personal values of the target audience. How does this affect the consumer?
- The consumer assigns value assessments to the product (expensive, prestigious, useful, safe). For example: Volkswagen Phaeton. The new embodiment of prestige.
- Associates the product with the portrait of the target consumer (for real men, for good housewives, for those who keep up with the times). For example: Alfa Romeo. A car for a single man.
- Is specific situations where you can use the product (meeting old friends, romantic evening, outdoor recreation). For example: New Ax Day & Ax Night. One is suitable for regular meetings, the other is not.
Price or values?
By adding additional emotional value to the actual cost of a product, its perceived value increases. It is key in the purchasing decision process. By managing how valuable a product appears to the consumer, you can build a strategy to differentiate yourself from competitors or increase economic efficiency by increasing prices.
The winner today is not the one who has the most low prices or the biggest name, but the one who has achieved the best “perceived value - cost” ratio for the consumer. This explains the interest of large brands in image advertising.
U small companies attitude towards image advertising is quite ambiguous. Its preparation requires a lot of money, but sales do not skyrocket immediately after launch. And even in the long term, the effect is difficult to evaluate in money. But these are more features of image advertising than its disadvantages. After all, they allow you to correctly formulate the objectives of an advertising campaign and determine its place in the media plan.
Image is a marathon
The result of image advertising cannot be felt instantly
She works for the future. Forming a brand image is a long process that includes more than one marketing communication. In addition, a positive image or brand awareness is not always directly related to the purchase decision.
Delayed advertising action
It does not suggest buying a specific product, but reinforces a positive opinion about the company and brand in people's minds. Therefore, image advertising is aimed not at individual consumer segments, but at a wider audience.
It is impossible to determine the direct marketing effectiveness of an advertising campaign
Image is a value category, and this does not allow us to determine the direct marketing effectiveness of an advertising campaign. Most often, a brand's image in the eyes of consumers is studied through surveys. In the digital sphere, the effect can be tracked in several ways:
- Based on the dynamics of branded/direct traffic to the site;
- According to the dynamics of brand queries in search engines;
- By identifying individual subtasks and their KPIs. These are metrics of content engagement, audience loyalty, share of new users, etc.
When to use image advertising?
“Mature” market with a high level of competition
The market is the first thing that should be analyzed before launching image advertising. If this is a young market where there is no fierce competition, then there is no need to spend money on creating an image. In this case, the product will be bought only because it has no analogues, better characteristics, or lower price. But as the number of competitors with similar products grows, it becomes more difficult to compete on cost or assortment. The difference between products at the level of characteristics and functionality is erased, and selection criteria shift to the realm of the irrational. Then the image will be able to distinguish you and influence the purchasing decision.
Market with several major players
Here, the development of production technologies is of greater importance: each of the key players is introducing new developments, be it reducing production costs or effective marketing. That's why competitive fight is also shifting to the area of creating additional value for the consumer.
Luxury goods market
In the luxury segment, the image is created at the brand level and transferred to all products. In this case functional features are not effective in advertising. It makes no sense to say that a Prada handbag can withstand up to 3 kg, and Ray Ban glasses protect the eyes from 100% of ultraviolet rays, because the consumer can find a thousand options for substitute products with the same functions, but at a lower price.
Expansion of the scope of activity or assortment
The company's long-term plans also play a role in advertising planning. If a company wants to expand its scope of activity or range, the formed image will become a good “safety cushion” when releasing a new product to the market. A person will look at a new product through the prism of positive associations with the brand, and will no longer treat it with caution or distrust.
Rebranding
Instagram rebranding
Each market and each audience segment has its own selection criteria and purchase drivers. Somewhere people choose products rationally: based on characteristics and properties (for example, cleaning products). In this case, increasing perceived value is difficult. However, in other areas, purchases are driven by the desire to correspond to a certain image (for example, products for youth, clothing, accessories, etc.).
As a rule, image advertising is resorted to by companies that are already firmly established in the market and can afford expensive PR. Or start-ups, primarily in the financial or banking sector, where companies simply need to create a favorable image among potential clients from the very beginning.
For many, image is not the result of advertising, but the quality of products and the reputation of the company. If you want to create a positive and desired image, first of all, focus on the quality of your services and products, the level of service and compliance with the principles of positioning.
Image advertising (image - advertising) - forms of marketing communication aimed at creating and maintaining a favorable image of a person, organization, brand. In general, conveying the image to the target audience in marketing is ensured advertising communications And Public Relations. Image advertising- the same as branding advertising, corporate advertising. Such a means of communication as image advertising is used by advertisers who want to create a positive image of their company, their products and services in the eyes of potential consumers, and to make this positive consumer opinion about all their products and about the company as a whole sustainable. Thus, an effective image advertising campaign has a prolonged effect on the minds of users.
- creating a favorable opinion about the company among a wide range of consumers, marketing channel partners, and suppliers;
- the belief that the company's activities benefit society;
- formation among consumers of an association of the company’s name and its trademark with a certain quality of goods and services and satisfaction of consumer needs;
- increasing awareness of consumers and partners about the company, creating an opinion of the company as reliable, significant and successful.
Image advertising is usually contrasted with product advertising (functional advertising), advertising of services that does not contain direct calls for purchase. Image advertising is designed to provide the brand with a value assessment, while functional advertising only speaks about the very fact of the existence of a product with its characteristics, value, significance, and usefulness of the product for the buyer. However, high-quality advertising helps to gradually promote the image of a brand or company through the goods and services it produces and provides. In addition to the prolonged action, image advertising has another temporary feature: does it have a delayed effect? delay effect, accumulation effect, as a result of which the image is formed over a long time, as a result of repetition of marketing communications with the target audience. Therein lies a “pitfall” that is not always visible and understandable to novice marketers.
Image advertising refers to “image” strips of printed advertising, corporate brochures, corporate calendars, souvenirs, the company’s participation in charitable and cultural events, produced and placed with the aim of popularizing the company itself, increasing its value in the eyes of the consumer, the public, and the authorities.
Traditionally, advertisers tried to use conservative images to promote banking and financial services: people in glasses and expensive suits, documents, a solid office and order. For example, one of the best domestic advertising works on a financial topic - a clip from the RIC Bank of the RAVI agency, which received the Silver Lion at the Cannes International Advertising Festival in 1996, presented the bank as a boring institution, the work of whose employees was disturbed only by the snoring of a sleeping kitten.
Until now, Alfa Bank has also maintained the traditional image of a conservative financial organization. Its most recent television commercials, which aired before the 1998 financial crisis, portrayed the bank as a reputable financial institution with a pleasant atmosphere.
Timur Bekmambetov's video, which featured Armstrong's music, even received the Grand Prix at the Moscow Advertising Festival.
A new television advertising campaign, which began in mid-October, will see the bank shed its conservative image and move closer to the people. For example, in one of the videos, a disheveled and unshaven teenager with headphones using youth slang asks a bank employee to make him a plastic card - he wants to “put his green in pontoon plastic so as not to walk around like a sucker with cash.” An employee with a completely classic banking look calmly invites the young man to “spoil the empty cash” and promises to “get it all out of the way.” The conversation is accompanied by captions in normal Russian that everyone can understand.
The remaining four commercials, produced by international advertising agency BBDO, bank employees communicate in a specific language with workers, technicians, socialites and representatives of, as the agency says, “characteristic nationalities.” All videos are united by the slogan “With every client we find mutual language"The clips will be shown on ORT, RTR, NTV, and MTV until the New Year.
With the help of a broad advertising campaign, Alfa Bank intends to attract new category clients - people with incomes below average who are not yet very familiar with banking services. And the use clear language will allow, according to the vice-president of Alfa Bank Alexander Gafin, to emphasize the democracy and openness of the credit institution. “We want our bank’s services to become simple and accessible to a wide category of people, like a dry cleaner or a supermarket,” says Gafin. He hopes that thanks to an advertising campaign with a budget of about $2 million, the bank will increase the number of private clients by 15%.
Or another example aimed at correcting the image.
Terrorist attacks on New York have caused serious damage to the image of a city of contrasts. The flow of foreign tourists gradually dwindled. There were only a few people who wanted to get to New York by air. It was necessary to somehow restore the collapsed reputation. The solution was found by the mayor of the city, Rudolph Giuliani.
It was on the initiative of this man that an advertising campaign was conceived and launched, announcing to the world; “New York is a miracle! Become a part of it!”
A few months after the tragic events of September 11, 2001, 6 short films appeared on American television. The social campaign “New York Miracle” was conceived by the creative team of VBDO New York (a New York agency of the VBOO network) in just 48 hours. The first video was released within two weeks.
Each star performed in an unusual role, emphasizing the idea: New York is a miracle, and anyone can feel its magic for themselves. In addition to the above celebrities, production and television studios, designers, directors and stylists took part in the project free of charge.
The point of the videos was that, despite the tragedy, New York remains New York. They contained a hidden call to visit the Big Apple. Each of the clips ended with the slogan “The New York Megasle. Be a Part of it,” which was voiced by Mayor Giuliani himself.
One of the most memorable videos from the series, shot by Pitkoi. There was a clip of a skater doing pirouettes on an empty skating rink. The skater is shown from the back and from afar so that we do not see his face. In the last frames, the wide-lens camera zooms in and shows the face of the figure skating “star.” To everyone's surprise, it turns out to be Woody Allen, known for his irreverently indifferent attitude towards sports. “You won’t believe it,” says Allen, “I put on skates for the first time in my life!” Woody Allen then fades into darkness, leaving viewers with the feeling that he was born with skates on his feet.
“The New York Miracle campaign has done an excellent job of uplifting the spirit of New Yorkers and foreigners alike, and reminding them that this unique experience can be had by every tourist visiting New York City.
2. Advertising is one of the most important ways external communications any commercial organization along with elements such as sales, sales promotion, PR campaigns (company image building, public relations) and propaganda.
There are many definitions of the concept of advertising. But if we put them together, commercial advertising is a paid, non-personalized message of information about certain goods or services, in the form of persuasion, transmitted through various means of communication, including television, print media and the Internet.
Advertising serves as a powerful tool in product promotion and sales promotion, which are part of the marketing formula known as the “4Ps”. the main objective commercial advertising to encourage the consumer to make a purchase, i.e. turn a potential buyer into a real one. And since high sales and, as a consequence, profit are the ultimate goal of every business, with high competition and a developed market, advertising plays a key role in the system of external communications. Thus, commercial advertising is a special case of interaction between an enterprise and the market, which is understood as a set of potential and actual buyers.
It is believed that a buyer needs to hear about a product or service at least 20 times out of various sources to make a decision to make a purchase, starting from the moment he first heard the name of a particular brand. Therefore, advertising sometimes only reminds him of this brand, unobtrusively pushing him to buy a certain product. Advertising should not be violent. It is designed to form in a potential consumer a certain idea about a product, brand, so that he, in turn, makes the “right” choice at the time of purchase.
- 1. Attracting attention. As a rule, it should be a short message, two or three bright, memorable words that will immediately attract the attention of viewers or readers. In addition, it is important to determine target audience Your advertising, as well as the advertised product, as well as the impact of advertising on this category of potential customers.
- 2. Emotional effect of advertising. Analyze whether the advertising slogan is chosen correctly, in the right context, what sensations this or that advertisement gives consumers.
- 3. Degree of impact on the consumer. There will be a strong impact if the advertisement is able to create an incentive for a potential buyer to go and make a purchase. Sometimes it happens that the product has not even gone on sale yet, but thanks to a well-planned advertising campaign, inspired buyers are already reserving it.
- 4. Information content. The goal is to summarize the essence of the service or product benefit in a nutshell. Brevity, clarity, simplicity and clarity - these are the main principles of conveying information to the end consumer.
- 5. Efficiency. Will he turn off the sound or scroll to the page with the advertisement, or perhaps want to watch the advertisement to the end? Advertising is only effective if it attracts the eye.
In general, two groups of funds can be distinguished - means that involve feedback, and without it. The first group includes social surveys, questionnaires, personal letters and telemarketing. The latter are more widespread and traditional - print media, television, radio, billboards, posters, bulletin boards and, of course, the Internet. Commercial advertising must respond quickly to advances in science and technology, as well as any changes in consumer preferences.
The market economy is developing rapidly, which leads to intensity and increased competition in various areas of business. To maintain their niche and market share, commercial companies and private entrepreneurs have to invest more and more effort, find new resources, and effective ways of working. Every year this becomes more difficult to do.
One of effective ways Promoting services and goods on the market is, of course, advertising. There are quite a lot of types of it. Consider the following option: image advertising.
What it is? How can it help in business development?
Here it is also important to pay attention not only to the development of the advertising campaign itself by marketers, but also to effective work salespeople, secretaries and anyone who directly interacts with consumers. It is necessary that these employees from time to time ask customers about their attitude towards the brand and conduct surveys, both oral and written questionnaires.
Analyzing the data received from them, marketing specialists adjust measures to promote a positive image. Sometimes they even resort to such an option as rebranding - changing the logo or the entire corporate identity.
The story of the striped bee
In 2005, Beeline (VimpelCom company) decided to change its corporate identity. Why did this happen?
The slogan “It’s convenient with us” by this time had ceased to be relevant, since it had become universally obligatory for every cellular company, and not something individual. Beeline's main competitors are MTS and Megafon - according to the list of services, technical specifications, the phone models were not much different from each other. Interest in the product itself has increased significantly - cell phone. An increasing number of citizens began to buy it.
Time required different approaches to sales and advertising. It was necessary to rely on the emotions of consumers, fight for hearts, and therefore work with a new image. This is exactly where image advertising could help. Photos of the actual logo for comparison are provided as an example in this article.
First of all, they removed from the corporate identity Blue colour(as the most common in most Russian brands). In addition, the opinions of psychologists regarding the coldness of such shades played a role. And Beeline wanted to focus on brightness, modernity, activity and attract young users of the service.
The company's mascot, the bee, was also abandoned, leaving only the symbolic black and orange stripes. It turns out that it evoked negative emotions among some consumers, which means it did not contribute to sales. And items in the same or similar color scheme you can find a lot in nature, and that’s what they bet on.
The brand should be friendly, customer-oriented and loved, then they will be more willing to use the company's services again and again.
Changed Beeline logo - White background and the round black and yellow sign on it, with the inscription below, did its job. The reboot led to an increase in sales, and increased subscriber loyalty to the brand and products. Rebranding and image advertising helped oust its main competitor MTS Beeline (as evidenced by data from consulting agencies and ongoing surveys).
Examples of other successful rebrandings: Toyota automobile company, Sberbank of Russia, OJSC Russian railways", Burger king and others.
Image advertising and its components
As is already clear, it is designed to create trust. And this is not just one event, but the whole complex measures
Logo and corporate identity development;
Various external media (its individual elements are included in the corporate style);
Television commercials;
Newspaper and magazine publications;
Charity activities;
Sponsoring various events, concerts.
Why do you need a corporate identity, or are you greeted by your clothes...
Any company, its product or service needs not only a high-quality name, but also its graphic and decoration, i.e. in a colorful picture. Image advertising begins, in fact, with the creation of a logo. And this already leads to the existence, development and recognition of something in business and trade. A logo is the face of a company.
Sometimes, along with writing and drawing, a character is also created. It is not included in the logo, but is actively used in all printed, outdoor and other materials. For example, the girl Alenka in the chocolate of the same name and hand-drawn videos with her participation, Ivan Taranov - a brewer (PIT company), the Energizer rabbit, and so on.
When developing a logo, every seemingly small detail is important. Letter style, slant, color, font size.
The main function of a logo is identification in the market.
The carriers of corporate identity are: business card, letterhead, folder, envelope, price lists, booklets, postcards, signs, tablets, stands, calendars, corporate clothing or its individual elements (kerchiefs, scarves, ties, aprons), website, pages in in social networks. The list goes on. It all depends on the direction of activity, the size of the enterprise, its domestic policy and other factors.
The finished corporate identity is drawn up in a brand book and brought to the attention of all employees. Since all structures of the enterprise are obliged to work with it, otherwise there will be no sense.
Part of the corporate identity includes branded souvenirs and corporate gifts. But, at the same time, this is a separate culture of giving. Corporate gifts also support the image of the enterprise and increase the loyalty of partners and customers. And it’s just nice to receive, even if it’s small, a gift given with love. These can be traditional calendars, diaries on New Year, pens with logo, notepads, mugs. They can be packed in a bag made in corporate colors.
Special souvenir catalogs offer great amount such products, they can even be selected for a specific business area. For example, souvenirs for doctors and builders. Giving gifts is an art! And deal with it better for professionals which will help you choose a spectacular souvenir for any occasion.
External and internal brand media
These are all kinds of street posters, banners, panels, pylons, billboards, stands, signs and so on. Their task is to remind about themselves or introduce some new information. The big advantage of such advertising is its audience reach. Work in progress on the consumer’s subconscious, on his attention and memorability. A person sees a certain bright picture, perhaps more than once a day: on the way to work, walking with a child, relaxing in the park. It sticks in his head, especially if it’s done correctly and according to all the rules. When he comes to the store and sees an already familiar product, the likelihood of purchasing it will be quite high.
Branding in magazines and TV
Magazines and newspapers are attractive because you can familiarize yourself with the material more than once, if necessary, constantly returning to it. This allows you to make sense of the information.
A plus are colorful illustrations on the topic. Compared to outdoor advertising, this advertising can cost several times less, but is not inferior in effectiveness.
Television commercials are attractive due to their breadth of audience coverage and visibility, as with newspaper and magazine versions. It immediately affects vision and hearing, which increases its effectiveness. Although such advertising is expensive and takes time to create. First you need to come up with a video, write a script, then film it. Subsequently, the time of airing and the frequency of broadcasts are taken into account. That is, the advertiser can choose exactly those parameters that will allow him to influence his audience, those people who will be interested in his product.
Sponsorship and charity
The attitude towards people, including participation in charity events and providing sponsorship to those in need, has a great influence on the image of the enterprise and its image. This is a mutually beneficial cooperation. It benefits both the one who offers it and the recipient. That is, the benefit is obvious.
This can be either targeted assistance to a specific person or sponsorship contributions for healthcare, medicine, or the publication of books. Holding city holidays, sports competitions, concerts, exhibitions together with local authorities self-government - all this also works for the reputation of businessmen. They themselves and the company they represent begin to be recognized, assessed positively, and trust appears. If a person helps others, he cannot be bad by definition. Unfortunately, there are frequent cases of speculation on this.
Internet space
Image advertising has long outgrown only the offline audience - it is actively developing online and becoming more and more popular there. The virtual world, just like the real one, can help entrepreneurs create a positive image in the eyes of consumers. Image advertising came to the network, and a creative revolution in advertising took place.
Selling articles are written on the Internet different topics, create and post videos, place bright banners on thematic websites. A lot of hidden advertising. In addition to custom articles, copywriters often write reviews on forums and create controversial topics on social networks to spark discussion. Pop-up advertising and creative ideas are widespread.
Banners, for example, are best made animated, so they will quickly attract attention, and there will be more transitions from a third-party site to yours.
The preferred option is contextual advertising, since the payment is only for transitions.
Tasks and functions
Creating a prosperous, positive image in people’s minds;
Conviction in the usefulness of the activities of the company or enterprise for a wide range of consumers, partners and suppliers;
Formation of a certain idea about the product: about its quality, benefits and benefits for everyone;
Presentation of the company as a reliable partner in the eyes of prospective investors;
Popularization of a specific famous person- writer, artist, actor, singer and so on.
There are situations when a certain media personality makes a mistake. A well-executed image advertising campaign will help correct the situation and revive the image.
What the law says
The state closely monitors advertising and regulates it. All possible violations are regulated, documented and are freely available. Including image advertising. And the law on advertising directly tells us about liability - both administrative and criminal - for its violation. These are articles 29-31 Federal Law"About advertising." What are we talking about there?
If the interests of third parties are violated, they can go to court for protection and compensation for losses.
Conclusion
Despite some ambiguity of image advertising and the dislike of marketers, and sometimes even customers themselves, it is undoubtedly needed. Her task is to reach the souls and hearts of consumers, which she successfully does!
In turn, this leads to positive results in the activities of the enterprise, its development and profit.