Printable advertisement. Print advertising: types and features Tests for independent work

Print advertising is an older form of advertising than print advertising. This is historically the first form of mass advertising. Print advertising and advertising in the press are united by the identity of the media (paper or its substitutes) and the nature of its perception (through reading). However, their main difference is that print advertising does not belong to the media and does not have such mass distribution channels as newspapers and magazines, and therefore, as a rule, is aimed at narrower groups of consumers. To assess the feasibility of using print advertising, it is necessary to take into account the characteristics of the reading audience and the target group, knowledge of the main goals of the advertising company, the subject of advertising, regions of distribution, circulation, labor intensity and financial capabilities of the advertiser and, naturally, the area of ​​​​preferred use of its individual types.

Leaflets and prospectuses are handed out at the point of sale or provision of services, distributed through hotels, shops, cafes, restaurants, post offices, banks and other public places. They also use print advertising in direct mail.

In black and white and without illustrations, print advertising is relatively cheap. Expensive printed advertising, equipped with illustrations, especially color ones, looks more prestigious, although the printing and high-quality paper themselves, as well as the abundance of color photographs and graphics, do not make advertising more effective, but create a more pleasant image and impression of the company, which naturally affects popularity .

2. Duration of exposure: The reader can turn to the advertising message a week, month, year after the advertisement is released. You can save your advertising message, watch it later, or show it to a friend.

3. Thematic targeting: A large number of publications on the market allows you to choose highly specialized media specifically for your product and target audience.

4. Geographic targeting: Availability of print media even in the smallest localities and certain areas of large cities. Possibility of advertising in a specific area. Further development of this advantage allows you to place advertisements in many local (district) media, indicating in each of them the address of the nearest office (store).

1. Weak channel of influence: Inability to influence the auditory channel of perception (no sound), weak influence on the visual channel (no dynamic visual objects).

2. Small audience: Even the most popular publications, for example, TV Guides, have an audience several times lower than the audience of the average TV channel. Thematic publications, as a rule, are published in very small editions.

· Catalog;

· Poster;

An informational (advertising) letter is written on company letterhead and addressed to a specific person. Contains information about the company, the main directions of its activities (the most important goods, services produced, etc.) and the goals pursued by writing this letter, that is, those actions that can be expected from the recipient. In an advertising letter, you can offer the addressee to sell a product, provide a specific service, inform about price reductions, discounts, new partners, branches located near the addressee, offer cooperation, etc. The letter can be individual or standard (the text is addressed to several recipients, and the name of each is printed at the top of the letter indicating their position, surname, initials, etc.).

An information sheet is similar to an information letter, but does not contain addressee attributes. Letterheads are usually not used to write it. A brand name, logo and corporate colors can be used as design elements. Includes information about prices, discounts, benefits, etc. Since the information sheet is not addressed to a specific person, but to persons who are only supposedly interested in the proposal, the presentation of the essence is simplified, but the main characteristics and comparison with analogues are presented quite fully.

The advertising leaflet contains advertising information, is clearly designed, and has a succinct advertising text. Often, when designing it, they resort to cheerful, funny drawings and place an advertising slogan on it. Its main function is to be noticeable, to catch the eye. An advertising leaflet, in principle, is similar to an advertising message in the press, but due to lower costs it can have a significantly larger volume and describe the subject of the advertisement in more detail.

A booklet is a high-quality advertising material about a company or a specific product (service) or their group. Small in volume, often A4 format folded into 6 strips. To a greater extent, it refers to advertising materials of a prestigious nature, often produced by companies that have achieved certain successes, or for anniversaries.

Typically, booklets present information in the form of visual images (photos, drawings and diagrams) and text that explains and supplements them.

Today, a booklet is almost the most popular type of advertising printed product, since at a relatively low cost it is superior to a leaflet in efficiency. The booklet is compact and convenient to take with you from the store or from the advertising stand. It fits easily in an envelope, making it ideal for mailing. Booklets are usually printed on fairly thick and high-quality paper. It is colorful and informative.

Due to its obvious advantages, an advertising brochure more often ends up in the addressee's office or home than, for example, a leaflet, which can easily be crumpled and thrown into the nearest trash container. Therefore, if your goal is not just to inform the public about an event, but to deliver high-quality information about a product or service to a potential consumer’s home, it is better to order booklet printing.

Flyer. Just like a booklet, it mostly refers to advertising materials of a prestigious, image nature. Larger than a booklet (usually up to 10 or more pages), it contains many color photographs and drawings. Often released for a new type of product or for anniversaries. Sometimes it contains information of an economic, financial nature, and photographs of company managers.

Brochures can be product, tourist, trade, etc. A special type of advertising brochure is the folder - the simplest and cheapest type of advertising brochure, intended for mass distribution. It is usually a single sheet, sometimes folded in half, with short text, simple illustrations and graphics. Annual reports and balance sheets of a company (bank) are sometimes drawn up in the form of a prospectus. It is believed that booklets and advertising brochures are either made of very high quality or not produced at all.

An advertising brochure is an extended prospectus of 20 or more pages with more detailed information about the characteristics of the product. An advertising brochure is sent out or given as an incentive to participants in advertising competitions, at exhibitions, and attached to purchases, newspapers, and magazines.

An advertising brochure allows you to achieve a significantly more serious advertising effect compared to a regular advertising brochure. Binding, a larger volume of text and graphic materials in an advertising brochure will reveal the advertised item or service deeper and more attractive than a regular leaflet or booklet.

Catalog is printed advertising material in the form of a book or magazine with a list of goods and services, illustrated with their descriptions and photographs. Most often it is colorfully designed and easy to use. The catalog does not always indicate prices of goods due to the fact that it may be designed for a long period of use, during which they may change. A variation of a regular catalog is the so-called address catalog - an information printed publication that contains complete lists of organizations, enterprises, firms in any industry (a number of industries) in a specific region or throughout the country. It is used when organizing direct mail advertising.

The catalog may be intended for consumers, trade and other organizations. It can be widely used in the parcel trade or be of a purely informational or technical nature.

There are known “smelling” catalogs of perfumery products, “playing” catalogs (of musical works, sheet music, etc.).

Poster (billboard) is a catchy, usually large-format image, accompanied by a short text, made for propaganda, advertising, informational or educational purposes. In modern design, a poster is perceived as “a message summarized in a clear visual formula, intended to lead to conclusions and specific actions.”

The features of the genre include the following: the poster must be visible from a distance, be understandable and well perceived by the viewer. The poster often uses artistic metaphor, figures of different scales, depictions of events occurring at different times and in different places, and contour designation of objects. For text, the font, location, and color are important. Posters also use photography in combination with drawing and painting.

The main elements of print advertising are text and art. The font is selected based on many considerations: ease of visual perception, attractiveness, mystery, overall creative idea of ​​the message, etc. The artistic design of printed advertising, the use of photographs of drawings, color combinations, etc. are also of utmost importance.

Task No. 1. Determine the complete set of marketing communications:

3. public relations, advertising, direct marketing, decisions regarding product, sales and pricing policies and goals, sales promotion, information leakage

Task No. 2. Marketing communications are:

1. use of telecommunications tools for communication between company divisions;

2. activities that ensure the transfer of information about a product or company to consumers;

3. any form of non-personal presentation and promotion of ideas, goods or services paid for by a specific customer.

1. commercial, stimulating, persuasive,

2. informative, comparative, reminding,

3. prestigious, informative, psychological

1. non-profit, national, specialized,

2. informing the market about a new product, describing the services provided,

3. commercial, prestigious,

Task No. 5. PR is:

1. any form of non-personal presentation and promotion of ideas, goods or services paid for by a specific customer;

2. impersonal stimulation of demand for a product through publications and presentations in the media;

3. public relations activities aimed at creating mutual understanding and goodwill.

Task No. 6. One of the advantages of creating your own PR service is:

1. accumulated experience and professionalism in conducting PR campaigns;

2. a more objective assessment of situations and solution options;

3. own employees are personally interested in success.

Task No. 7. The term “Publicity”:

1. identical to the term “PR”;

2. means non-personal stimulation of demand for a product through publications and presentations in the media;

3. denotes PR activities in major cities.

Task No. 8. Personal selling involves:

1. sale using mass media;

2 . establishing personal contact with one or more potential buyers for the purpose of selling a product;

3. the use of a variety of, mainly short-term, incentives designed to accelerate or increase sales of certain products to consumers.

Task No. 9. Does not apply to the provisions on which the personal selling technique is based:

1. promotes the establishment of long-term relationships between seller and consumer;

2. the consumer feels obligated for the time spent on him and it is more difficult for him to refuse the offer;

3. objective presentation of the advantages of the product.

Task No. 10. The tasks that sales personnel are called upon to solve do not include:

1. dissemination of information about the company's products;

2. identification of potential clients, negotiations, conclusion of a deal;

3. marketing market research.

1. repeated placement of advertising messages of the same type with a given frequency,

2. adherence to the principle of highlighting large, noticeable headings,

3. the use of images that create the illusion of movement, containing elements of an unusual angle, “blur”

Task No. 12. When choosing media for disseminating information, the advertiser makes the following decisions

1. local, segmented,

2. national, targeted;

3. about the breadth of coverage, frequency of occurrence and strength of advertising impact.

Task No. 13. The target impact group is,

3 . persons to whom advertising information is directed

Task No. 14. The decision-making stage when conducting an advertising campaign is preceded by the following stages;

2. research,

1. high efficiency;

2. ease of distribution among target groups:

3. the presence of an audience of “secondary” readers.

Task No. 16. The communication process includes several elements. Which of the following is not an element of the communication process?

1. offer

2. channel (means)

3. Feedback

4. responsiveness

4. target audiences.

2. level of economic development of production;

3. commodity market;

4. development of banking.

1. product attributes;

2. promotion;

3. goals and objectives of the discipline;

4. object of influence.

1. intellectual;

2. administrative;

3. psychological;

4. emotional.

Task No. 22. Historically, the first form of mass advertising:

1. a letter sent to a specific addressee with information about the company’s product;

2. radio speech by the manager about the company’s product;

3. an announcement in a newspaper about the sale of a company's goods.

1. adds invisible value to the product;

2. uses rational handling;

3. creates an image over time;

4. causes immediate action.

Task No. 25. To characterize a certain message as advertising, it is important to ensure the following:

1. the non-personal nature of the presentation and promotion of ideas, goods or services;

2. payment for the message by a very specific person interested in the sale;

3. if the first is combined with the second.

Task No. 26. In developed countries, the leading form of product promotion in recent years has become:

4. public relations system.

1.letters, postcards;

2. catalogues, prospectuses;

4. calendars.

1. information in publications distributed only by subscription;

2. information addressed to specific segments of the consumer market;

3. information relevant only to certain clients;

Task No. 29. At the stage of preparing the market for sales of a new product, the task of advertising is:

1. promotion of purchases;

2. information about places of sale;

3. formation of potential consumers;

4. stabilization of the circle of buyers.

3. magazine;

4. printing house;

5. consumer.

Task No. 31. Indicate who is a direct participant in the advertising process:

3. magazine;

4. printing house;

5. consumer.

Task No. 32. An indicator that can be used to characterize the goals of an advertising campaign:

1. creation and maintenance of preference for a specific (product brand);

2. sales growth;

3. increase in market share.

1. according to the cognitive reaction of consumers;

2. according to the emotional reaction of consumers;

3. according to the behavioral response of consumers.

Task No. 34. In order to characterize a certain message as advertising, it is important to ensure the following:

1. The non-personal nature of the presentation and promotion of ideas, goods or services.

2. The message is paid for by a specific person interested in the sale.

3. Both are true.

4. True if the first is combined with the second.

Task No. 35. The best of the arguments presented below for advertising instant coffee is the statement that it:

1. Allows you to quickly prepare a cup of coffee.

2. Delicious, aromatic, invigorating drink.

3. A reliable assistant for working women and aspiring housewives.

4. Indispensable for cases of meaningful communication.

1. Letters, postcards.

2. Catalogues, prospectuses.

4. Calendars.

Task No. 37. In developed countries, the leading form of promoting investment goods to markets in recent years has become:

4. “Public relations” system.

1. information in publications distributed only by subscription.

2. information addressed to specific segments of the consumer market.

3. information that is relevant only to certain clients.

4. information that is not available to certain categories of possible clients.

Task No. 40. Why is the most common method of determining the amount of advertising expenses calculated as a percentage of the previous year’s sales level?

1. Because only the money received is real money.

2. Since this is the easiest way to form an advertising budget.

3. Since this is a method that allows you to avoid problems with determining the effectiveness of advertising activities.

TOPIC 9 INTERNATIONAL MARKETING

Task No. 1. The international marketing complex is formed by:

2. product, price, public relations, personal selling;

3. product, price, distribution, promotion;

4. price, distribution, sales promotion, advertising.

Task No. 2. One of the first stages of international marketing implementation is:

2. selection of distribution channels;

3. development of public relations;

4. establishing the feasibility of entering the foreign market.

Task No. 3. One classification group includes:

1. regional marketing

2. international marketing

3. marketing of services

4. micro-marketing

5. strategic marketing

Task No. 4. The reasons for companies entering foreign markets are:

1. excessive internal competition

2. increasing complexity of the international financial system

3. desire for short-term success

4. limited internal growth

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar documents

Print advertising as a tool for selling goods or services. Advertising as a dialogue, its communicative effect. The influence of visual print advertising on the emotional component of the consumer through visual perception. Illustrated and familiar advertising.

abstract, added 11/06/2012


A two-component methodology for assessing the effectiveness of print advertising and using it to analyze the effectiveness of perception of five advertising products: outdoor advertising, television, print advertising, radio and the Internet. The problem of creativity in advertising.

course work, added 02/11/2010


Advertising in the sociocultural space: history and modernity. Features and types of print advertising. St. Petersburg market of printed advertising. Advertising as a means of visual communication. Conditions for the effectiveness of print advertising.

course work, added 10/27/2006


Characteristic features of print advertising, features of its creation. Factors influencing the effectiveness of the use of print advertising in the commercial activities of an enterprise. Direct use of print advertising in the activities of the Studio Center corporation.

thesis, added 07/26/2008


Characteristics and types of outdoor advertising. Booklets, flyers, posters and catalogs as subtypes of print advertising. Purpose of radio advertising. Promotional souvenirs. Types and functions of advertising on the Internet. Classification of advertising by scope.

abstract, added 03/13/2009


Psychological aspects of attracting attention to advertising. Plurality in advertising: repetition and intensity. Dynamics, contrast and size of advertising, its emotionality. Advantages and features of television, print, radio and Internet advertising.

test, added 01/30/2011


Characteristics of print advertising from the point of view of an effective means of communication in business. The essence of print advertising. Features of the text content of the advertising title. The importance of print advertising for the promotion of Center Corporation, a leader in business.

thesis, added 03/12/2011


Graphic features of print advertising, its visual aids. Specifics of composition, graphic techniques for attracting attention to advertising. Advertising products on the hair cosmetics market. Analysis of the effectiveness of print advertising by the Wella company.

course work, added 04/08/2010

Marketing communications is known to represent only the tip of the entire marketing iceberg, so many non-specialists often confuse concepts such as the components of marketing communications and the overarching marketing function. And this is understandable, since to an outside observer, say, advertising or activities related to personal sales are more visible than the construction of blocks of a marketing strategy. In short, the process of market segmentation, selection of target segments, positioning within the segment, and selection of an appropriate marketing mix as a competitive positioning tool must precede the decision on the marketing communications mix. This is reflected in the sequence of operations below:

· Market Analysis;

· market segmentation;

· selection of target market segments;

· positioning of a product or service relative to competitors;

· making a decision on the use of a set of marketing tools;

· deciding on a set of communication tools.

Deciding on a marketing communications mix involves choosing (or relative emphasis) a number of communication tools:

· creation of publicity in the press;

· lobbying;

· managing events that attract public attention;

· other activities within the framework of public relations;

· work on the design and uniqueness of the company;

· personal selling;

· after-sales service;

· sales promotion.

One of the criteria for choosing alternative communication tools is reaching a critical point in the communication process. The communication process can be summarized as a range of communication means through which it is possible to attract the target consumer. Thus, their choice and combination may depend on the positioning of the main target groups within the spectrum. The diagram of the simplified spectrum is presented in table. 1.24.

Table 1.24 Communication stages and tools

Obviously, this is a complex process because it involves the difficulty of clearly defining where different target consumer groups fall within the spectrum. For example, Silver-Works' services may be well known in industry, but may be viewed as of little value to the end user.

Integration between the various communication tools mentioned above can be just as complex. Too much

Often the communication tools used by an organization may be unbalanced. For example, sales personnel, a public relations company, and media advertising may have different perspectives and be directed toward different tasks.

So, the starting point for SilverWorks' selection of communications tools should be your chosen target group. In this regard, you will have to make decisions on the following issues.

1 What exactly is known about the target group of consumers: attitudes, opinion formation, shopping habits? The answer to this question will help to correctly profile the primary and secondary target groups.

2 What are your communication goals? For each element of a set of communication tools you will need to set a specific task; there will be no tasks, there will be no result.

3. What kind of response do you expect to receive from representatives of the target group9 What do you expect the representatives of the target group to do in response to your communication efforts?

4. What emphasis should be given to the different elements of the communications mix, namely: media advertising, personal selling, public relations, exhibitions, packaging, explanatory literature?

5. How will you coordinate all elements of the communication toolkit to ensure that areas of potential imbalance and conflict are minimized?

As for the immediate context of communications in the media, the following problems should be solved.

1. What percentage of your chosen target group must be reached in order for your goals to be achieved?

2. How do you intend to gain access to the media and create your own constructive advertising concept?

3. Will your chosen media and design concept be consistent with SilverWorks' image and reputation?

Tests on topic 1

· D) target audiences.

· B) level of economic development of production;

· commodity market;

· D) development of banking.

· B) promoting product recognition and strengthening confidence in it;

· D) stimulating demand for a specific product;

· D) development of ways to promote goods.

· B) patterns and trends in the development of advertising in a market economy;

· a set of means, methods and means of disseminating information in a certain area of ​​economic activity of people in order to attract the attention of potential consumers to the object of advertising;

· encouraging people to take a specific action through psychological influence on the audience;

· product attributes;

· B) promotion;

· goals and objectives of the discipline;

· A) intellectual;

· B) administrative;

· B) psychological;

· D) emotional.

9. Humanity is a feature of conscientious advertising:

· A) marketing;

· B) industrial economics;

· B) pricing;

· D) international marketing;

· D) commercial activities.

11. Historically, the first form of mass advertising:

· a letter sent to a specific addressee with information about the company’s product;

· B) a radio speech by a manager about the company’s product;

· a newspaper announcement about the sale of a company's product.

· adds invisible value to the product;

· uses rational handling;

· creates an image over time;

· Causes immediate action.

· Austria;

· B) England;

· Russia;

· D) France.

17. To characterize a message as advertising, it is important to ensure the following:

· A) the non-personal nature of the presentation and promotion of ideas, goods or services;

· B) payment for the message by a very specific person interested in the sale;

B) both;

· D) if the first is combined with the second.

18. In developed countries, the leading form of product promotion in recent years has become;

· D) public relations system.

· letters, postcards;

· D) calendars.

· information in publications distributed only by subscription;

· B) information addressed to specific segments of the consumer market;

· information that is relevant only to certain clients;

· D) information that is not available to certain categories of possible clients.

21. At the stage of preparing the market for sales of a new product, the task of advertising is:

· promotion of purchases;

· B) information about places of sale;

· formation of potential consumers;

· D) stabilization of the pool of buyers.

· magazine;

· D) printing house;

· D) consumer.

24. Indicate who is the main participant in the advertising process:

· B) magazine;

· D) printing house;

· D) consumer.

25. An indicator that can be used to characterize the goals of an advertising campaign:

· creating and maintaining preference for a particular product (brand);

· B) sales growth;

· increase in market share.

· according to the cognitive reaction of consumers;

· B) by the emotional reaction of consumers;

· according to the behavioral reaction of consumers.

· A) yes; B) no.

28. There is an opinion that a type of advertising was a stigma. Your opinion:

· A) yes; B) no.

29. Answer whether the simultaneous use of verbal and nonverbal communication channels is complex:

· A) yes; B) no.

31. Answer whether any forms of relationships and activities are possible without communications:

· A) yes; B) no.

· A) yes; B) no.

· A) yes; B) no.

34. Is the goal at the stage of introducing new products to maintain the achieved level of sales:

· A) yes; B) no.

· A) yes; B) no.

· A) yes, B) no.

· A) yes; B) no

A) a strategic decision,

· B) tactical decision.

39. Establish a correspondence between the forms of marketing communications and their types:

40. Arrange the following concepts from general to specific:

· B) marketing communications;

· D) mass communications;

41. Arrange the following concepts from general to specific and determine the hierarchy of regulations of state regulation of advertising activities:

· a special agreement regulating the relationship between the client and the advertising agency;

· B) Decree of the President of the Russian Federation “On the protection of consumers from unfair advertising”;

· D) Regulatory acts of the Ministry of the Russian Federation on antimonopoly policy and support of entrepreneurship

42. Establish the correct sequence of advertising functions in accordance with the life cycle:

· stimulating;

· B) explanatory;

· introductory;

· D) persuasive,

D) reminiscent

Answers to tests on topic 1

It has already been noted that print advertising is an older form of advertising than print advertising. This is historically the first form of mass advertising. Print advertising and advertising in the press are united by the identity of the media (paper or its substitutes) and the nature of its perception (through reading). However, their main difference is that print advertising does not belong to the media and does not have such mass distribution channels as newspapers and magazines and, therefore, is usually aimed at narrower groups of consumers. To assess the feasibility of using print advertising, it is necessary to take into account the characteristics of the reading audience and the target group, knowledge of the main goals of the Republic of Kazakhstan, the subject of advertising, regions of distribution, circulation, labor intensity and financial capabilities of the advertiser and, naturally, the area of ​​​​preferred use of its individual types. Studying the advertising business allows us to outline general recommendations for solving these problems. At the research stage, it is advisable to familiarize yourself with the main content of printed products from other companies, try to evaluate their advantages and disadvantages, and creatively transform the main ideas to create your own original solutions. It must be remembered that for all forms and types of advertising without exception, copying and direct borrowing of someone else’s “advertising products” often plays into the hands of a competitor, and repeating other people’s mistakes is even more unforgivable. The next step after choosing a certain type of advertising and forming general ideas for its creation is drawing up an approximate, but fairly detailed plan. In this regard, you need to try to clearly formulate the benefits you advertise (from a purchase, a transaction, from cooperation) in a discreet and understandable form. Before starting work on the document, you need to select a set of drawings, diagrams, graphs, the most important technical characteristics and other necessary applications that can testify in favor of the advertised product (product, service).

There is no doubt that today the publishing and printing industry is undergoing a process of fundamental transformation. We are witnessing a new phenomenon that is of great importance for society. Print media works together with digital media. Printed products serve digital media and at the same time include them as part of it. For example, compact discs (CDs) are packaged in colorful packaging and albums, and many magazines, compilations and reference books include CDs as supplements. The digital technological revolution is changing the print production process, introducing more color, continuously improving the quality and variety of products produced, and contributing to greater efficiency, flexibility and control of the printing production process. Printing products include not only daily newspapers, but also packaging of goods, large-format outdoor and indoor posters, colorful magazines, books and reference books, catalogs and theater programs with which we work, relax, and constantly communicate. We must include both money and securities as printing products, without which our industrial society could not exist and develop.

All this motley variety divides printing products into three segments: “publishing printing”, “advertising printing” and “packaging printing”. They are very clear and concise and allow you to reliably navigate the world of printing. Newspapers, magazines, books, catalogs and booklets act as a counterbalance to daily work with a monitor screen and are a source of pleasure and means of relaxation. Television advertising, endless TV series and fashion shows alternate and are often replaced by quiet reading of literature and looking at catalogs of goods and fashionable clothes. Solitude with a book is a conversation with yourself, with the person closest to you, it is relaxation and pleasure for many people.