Экономические науки/ 6.
Маркетинг и менеджмент
Stelmakh N.O., Dobrovolskaya K.V.
Donetsk National University of Economics and Trade
named after M.
Tugan-Baranovsky, Ukraine
Advertising
management
Development
of market in our country, competition newly puts the question about the place
and role of advertising in the life of our society. The economic role of
advertising, due to which a consumer gives preference to a definite commodity
increases gradually, accelerating the process of purchase - sale, the turnover
of capital etc. The correctly organized informational-advertising activity
under the conditions of market influences not only the economic system on the
whole but also industries, enterprises, separate consumers.
Advertising
cannot and must not compensate bad quality of commodities and services. It must
be only the means of bringing high quality commodities and services to the
consumer. In advertising practice one should remember: to make the advertising
successful it is necessary, that it should be truthful, real, specified and
underlined those characteristics and dignities that the promoted product does
really possess.
The
basic principles, that are laid down into the foundation of working out
advertising are as follows:
· any advertising
message must be irreproachable, decent, honest and truthful;
· any advertising
message must be developed with the sense of responsibility before the society
and correspond to the principles of conscientious competition;
· no advertising
message must undermine the public trust to advertising.
It is
necessary to underline that advertising is effective only in the case that it
is included into the general process of the product creation, and its promotion
towards a customer. Separate, episodic promotional purposes are not very effective
even at a high quality of advertising. Purposeful advertising efforts must be
present both in the field of production and in the field of trade. The
possibility to affect the market actively, if one cannot use the advertising
means and cannot provide the success in competition sharply falls for sales
markets. Advertising must provide the consumers terms for free choice of trade
and other enterprises, services, commodities. Only in such terms of choice a
customer can be directly plugged in the process of targeted orientation of
production on demand, on the needs of definite groups of population.
Due to advertising a market becomes
clearer and more accessible for customers with different tastes and needs, with
different level of incomes, with different traditions as to consumption.
Advertising objectives should be
examined from different points of view: economic, social-psychological,
ideological, aesthetic etc. Advertising is the complex activity. It accumulates
knowledge, experience, achievements of science, industries of national economy.
Advertising summarizes interests of all
parties participating in it, influences both on separate people and on society
on the whole. In general, all functions and factors of influence can be
organized in five groups: marketing, communicative, educational, economic and
social.
For getting profit, for solving some
other problems, the enterprises produce and sell products and services,
competitive in the market. For the increase of sales and profits the company
defines the groups of potential customers, called target markets, and then work
out marketing strategy, called to provide the attractiveness of its production
for such groups.
From the point of view of marketing
function the general destiny of advertising is a cut of sale expenses.
In our time a simple information transfer remains the important function
of advertising. Actually, as to the time expenses, a time that is needed to
collect information on the choice of commodities, the informative value of
advertising for most consumers remains important. That’s why the certain part
of advertising is given for a transfer of fundamental information. The
advertisings in the telephone directories, newspaper announcements and
notifications of legal character, published by different organizations and
government bodies can serve as examples.
People know from advertising about the commodities offered to them and
open the methods of perfection their life. Advertising, in the educational
aspect, accelerates adaptation of new and not tested, moving forward by
accelerated paces the technical progress of industry and trying to make real
life better for all.
To be successful advertising must not have only educational character,
it also must induce to actions, inspite the fact what it may be: the purchase
of other brand of cigarettes or a regular visit to the fashionable restaurants.
That convincing influence has a little in common with impartial character of
education.
Informing people of commodities, services and ideas, advertising
stimulates the increase of sales and, consequently, trade. As a guide-book of a
customer it provides a consumer the information about new commodities or
prices, and industrial consumers – the important information about new
equipment and technologies. Due to the simultaneous informing of large number
of people about the offered commodities and services advertising largely
reduces marketing costs and facilitates the task of individual sales. As a
result - charges go down and incomes that can be invested into capital
additional equipment and workplaces grow.
Advertising freedom allows the competitive organizations to enter the
market, that stimulates perfection of existing wares and development of new
models. Similar activity is expressed in the growth of labour productivity,
upgrading and disappearance of commodities, that don’t correspond to the market
requirements. So, inviting people to test new commodities, advertising gives an
impulse to success of high-quality products and assists sifting out of useless
commodities.
Thus, advertising as an instrument of the system of organization of mass
sales is one of the basic locomotive forces that promote the increase of
standard of life in the world. Popularizing material, social and cultural
possibilities of free entrepreneurship, consumer society, advertising
stimulates the increase of labour productivity, both among leading and ordinary
workers. Creating the attractive picture of accessible commodities before
consumers, advertising sends them to acquire.
LITERATURE
1.
Меском М.Х. Альберт М.,
Хедоури Ф. “Основы менеджмента”; пер. с англ. под. ред. Л.Н. Евсенко. М: Дело.
1997.
2.
Добычин В.В. «О рекламе»
- 2007г. - http://propel.ru/pub/ [Электронный ресурс]
3.
Музыкант В.Л. Теория и
практика современной рекламы. Часть. 1. Монография. – М.: Евразийский регион
1998. – 400 с.
4.
Игорь Качалов
«Привлечение клиентов», журнал «Продвижение продовольствия Prod&Prod»
№6(8), 2009г.
http://propel.ru/pub/privlechenie_klientov.php [Электронный ресурс]