Levitan I.A., Moiseeva F.A.

Donetsk national university of economics and trade

named after Mykhailo Tugan-Baranovsky

MODERN 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

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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]