home Business Image and product advertising. Corporate (image) advertising

Image and product advertising. Corporate (image) advertising

In the world of sales, advertising plays one of the main roles. The growth of online advertising alone in 2015 showed an increase of 11.73%. If we analyze media plans, it can be noted that in the budgets major campaigns The leading position is occupied by image advertising aimed at improving brand awareness and drawing attention to new products. Of course, stimulating direct sales attracts with its rate of return on investment. Nevertheless, you should not forget about building an image and working on brand awareness, because they bring an equally profitable delayed effect.

So, image advertising works best to create / maintain a favorable image of a company, brand or a particular product. With its help you will be able to convince the widest possible range potential clients contact you directly. Tell us about the benefits of work, characteristics and purpose of a particular product. This type of advertising is able to evoke and consolidate the impression you need, as an advertiser, of a company or its products. What can you use for this?

Advertising in print media

No one knows how much longer it will be able to compete with the Internet and everyone is arguing about it. It can only be argued that in terms of trust, image advertising in print media is superior to WEB in some areas of business. Such marketing activities are able to provide a circle of customers and convey to them information about prices, discounts and characteristics of the goods offered. A clear advantage is a large circulation that provides coverage of a potential audience. It is also important that in a printed publication a person has time to read and comprehend the content of an ad or material.

Advertising in the media can look like small blocks of ads, full-fledged PR materials or illustrations that affect a person in different ways. Using several placement options, you can comprehensively influence a person, involve and give the necessary information.

When launching image advertising, it is worth remembering the disadvantages of such promotion. The process of creating an original ad is complex and requires certain skills. Trying to save money on professionals, we often see low-quality texts and photographs, which, on the contrary, negatively affect the image. I advise you to avoid this. Remember, the modern reader is spoiled and every time it becomes more difficult to attract his attention. Also remember that by publishing exclusively in print publications, there is always a chance to miss those who ignore them.

Outdoor image advertising

It provides great coverage. It is almost impossible to achieve it with the help of other advertising manifestations. Affects receptive young people who see her about 29 times a month. Outdoor advertising flexible and allows you to influence the audience in different ways, segment it depending on the needs of the advertiser. This is a great way if a company needs to increase awareness.

For such advertising to work, it must be carefully thought out, taking into account many factors. After placement, you have to control the stands on which the information is posted, so that there are no other manifestations nearby that could adversely affect the company's reputation. In addition, outdoor advertising is not a cheap tool and not every advertising budget is able to provide it.

Television is still relevant

Specifically, this type of image advertising is an ideal tool for those companies that need to show their product. This method has a beneficial effect on the image and on profits, since visual images perfectly demonstrate the product. The disadvantage of television advertising is its high cost, short duration and episodic nature.

Participation in charity events

Compared to the options for advertising tools described above, this one is not used by many companies. Participating in or holding charity events that are later covered by the media is a great way to gain the trust of an audience. From the point of view of building a positive image, this is an effective tool, but it works best for the future.

Created, thanks to this positioning, a positive image does not go unnoticed. Associativity is the main thing to pay attention to, and charity, in this case, never loses. The brand name created in this way is subsequently transferred to its products and areas of activity, which attracts loyal customers.

It is not worth neglecting, and even more so, rejecting image advertising. Enough to think in detail marketing strategy by combining different manifestations. Thus, you will surely reach the attention of your target audience and with it the desired results.

Image advertising is commonly used by product manufacturers and large distributors. The purpose of image advertising does not include a direct offer to purchase or sales promotion. The task of such advertising is to form in the eyes of the consumer a positive image of a certain trademark or a specific seller (see illustration 3. 1 .).

Image advertising usually allows the advertiser to outperform competitors not due to the special properties of the product or service, but due to the preferred positive image. It is also used in the development of new needs in consumers (the prestige of using a certain brand, etc.).

ill. 3.1.

Image advertising can also be in the form of a documentary report on activities (for example, presentation of a bank balance sheet). And in the form of publishing information about something positive in the company's activities from the point of view of society (for example, a story about an ongoing charity program). Etc.

With the help of image advertising, companies create an image not only of a product or service, but also of the company itself: beautiful, stylish, businesslike, etc. etc. Most often, such advertising is used to emphasize the reliability of the company. This is achieved by posting large ads (“we are big, we really have money”). Therefore, image advertising cannot be small and published in newspapers or magazines with insufficient quality of paper, printing, or with dubious content.

Darling, you gave me more than I asked from heaven ...

(from a letter to the bride of the great French winemaker Louis Eschenauer)

... My angel, my life! How much beauty and love in you ...

I remember there was a marvelous silence in your little room. Outside came the joy of jubilant Paris. In the midst of the terrible Parisian festival, we modestly took refuge aside and transferred our bright holiday to the shade ... I felt the gentle smell of your hair.

I really miss. It seems to me that the one who leaves suffers less than the one who stays. At certain moments, I feel that if you, my friend, by some magic suddenly appeared near me, I would die of happiness ...

Darling, you gave me more than I asked from heaven; You can take it from me if you want, but I will always love you.

Goodbye, my Laura, my sweet, gentle angel, my treasure ...

Ah, how time has passed since you left, and it's only been ten hours.

Louis Eschenawer

Lyon, 1835

Materials from the personal archive of Louis Eschenauer are provided by the French winery "Les Grands Chais de France" and Trading House Rusimport, which exclusively represents the Louis Eschenauer trademark in Russia.

What does a person need...

(From a letter to the son of the great French winemaker Louis Eschenauer)

... In order to live with dignity, a person needs:

- patience to work hard until you reach perfection in work;

- humility to admit your sins and repent of them;

- mercy to see the good in your loved ones;

- love to bring benefit and help to other people. When love stops burning you, other people begin to die of cold;

- faith, so that God becomes a reality for you;

Due to the rapid development of the economy, competition in various business areas is growing. Commercial companies, in order to maintain their place in the service market, annually invest resources and develop new ways of trading.

The most effective and efficient method of promoting the company's services is advertising. There are quite a few types of it, but special attention is paid to image advertising.

The essence of image advertising

The most common types of advertising are image and selling. There are several differences. When a consumer is directly invited to buy a certain type of product or service, then such advertising can be attributed to selling. Information in this case is aimed at a quick result.

Image advertising is distinguished by its presentation of information and goods and services. At first glance, attention is drawn only to the brand that released the advertised product. Describes the benefits of the product. Since there is no direct call to buy, we can say that this is a kind of hidden advertising. Selling advertising, on the contrary, calls for immediate action, affecting hearing, sight, smell and touch.

Definition 1

Figure 1. The essence of image advertising. Author24 - online exchange of student papers

Often, consumers pay exclusively for the brand of a company they know, because it gives them confidence, even if the advertised product is somewhat inferior to competitors that are not yet known in the service market.

There are many types of services and products that simply cannot survive in the market without creating a positive image about them. Image advertising helps a lot in creating such an image. Salons are an example. mobile communications, banking structure, investment funds or insurance companies.

Often, either giant companies or those organizations that have only recently entered the market with their products resort to the help of image advertising. When creating a corporate business, the following goal is pursued: any action of each employee and everything that is produced by this company must show its goals and values. What can the leadership offer and what does the leadership strive for? What value will the buyer receive?

It is not enough to create a reputation, it is necessary to constantly maintain it on high level. In other words, image advertising is a long process, which often stretches over several years. In this regard, there are certain difficulties that relate to the work of marketers, as well as the attitude to this advertisement on the part of the management and owners of the company.

Components of image advertising

development of corporate identity and company logo;
creation of external media of information about the organization (its individual components are included in the corporate identity);
commercials on television;
magazine and newspaper publications;
development and active participation in charity;
sponsoring concerts and other events.

The main tasks and functions of image advertising

creation in the minds of consumers of a positive and trusting image of the advertised company;
persuasion of a large circle of consumers, suppliers and partners in the positive activity of an enterprise or company;
formation of a certain image and advertised products: about its benefits, quality, as well as benefits for the consumer;
presentation of the company as a reliable partner for its sponsors and investors;
popularization of a certain personality - a singer, writer, artist, author, etc.

There are options when a certain media personality makes a mistake. It is properly organized image advertising that will help such a company to rehabilitate itself in the eyes of consumers.

Remark 1

The main types of image advertising

Any company needs not only a memorable name, but also its high-quality and competent decoration. Image advertising campaign begins with the creation of a logo or graphic image of the company. This already leads to the development and recognition of the company in the product market. In other words, the logo is the face of the company. Therefore, the first and most significant type of image advertising is the creation of a logo.

When developing a logo, every little thing matters - the size of the letters, their color, slope and font. Its main function is recognition in the market. Corporate style carriers can be a business card, price list, booklet, envelope, postcard, signboard, plate, letterhead, folder and other attributes. It all depends on the direction of the enterprise and its internal policy.

To corporate identity include corporate gifts and branded souvenir products. Gifts support the company's image, increase the loyalty of customers and partners. Thanks to special souvenir catalogs, you can choose souvenirs in the direction of your business.

The next type of image advertising is external and internal brand media. Street posters, banners, bollards, billboards, signboards and more. The main task of these advertising media is to remind about the company and provide basic brief information about the services or products offered. The main advantage of this type of advertising is a large audience coverage. There is an impact on the consciousness of consumers, its memorability and attention. A person on the way to work or while walking with a child sees the same information that is deposited in his head. When he comes to the store and sees an already familiar product, the probability of acquiring it will be quite high.

An important type of image advertising is branding in magazines and on television. The rapid development of advertising is taking place on the Internet. But, despite modern trends and technologies, most of audience still uses print media and television.

Newspaper and magazine publications attract the attention of the consumer by the fact that the advertised information can be read more than once and in more detail. This makes it possible to comprehend the information provided. Compared to outdoor image advertising, such informing costs several times less, but its effectiveness is not inferior at all.

Image advertising on television covers a wide audience, and immediately affects the hearing and vision of a potential consumer. To create such an advertisement, it will take a lot of time, because first you need to write a script and come up with a video. After that, the duration is taken into account commercial and the frequency of its broadcast. The advertiser can choose those parameters, thanks to which it is possible to influence a certain audience of people.

Business reputation and image advertising are closely related to each other, so charity and sponsorship are its main types. On the image of the enterprise great importance renders his image, attitude towards people, as well as participation in charity events. Sponsorship and charity have a very positive effect on the company and the recipients of this assistance.

Targeted assistance to a specific person, sponsorship contributions for health care, medicine, book publishing, sports competitions - all this has a positive effect on the company's image. It is recognized and associated by consumers with trust, since a person who helps others cannot be, by definition, bad.

Remark 2

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How to distinguish image advertising from selling?

If you chose the second option, you are absolutely right. "Just do it" is the slogan of the world famous Nike brand. Everyone subconsciously associates this call with the brand. This is a successful image advertising. Since profit is the goal of the first advertisement, the company immediately introduces the audience to competitive advantages.

Disadvantages of image advertising

The results are not immediately noticeable. With selling advertising, everything is simple: we launched and tracked how much the income increased. Since image advertising is not focused on increasing profits, but on raising awareness, the result is long-awaited.
It is difficult to measure effectiveness. Measuring revenue growth is easier than measuring how many more customers are familiar with a brand. Of course, the image of the company and money have a connection, but it is noticeable after years of work. You should not expect a crowd of loyal customers after the launch of such an advertisement. You can track how much the number of subscribers in social networks has increased, or monitor mentions of your brand on different resources.

What brands need image advertising?

This question is relevant because the answer to it is due to the shortcomings of this type of advertising. Not every brand can afford to spend a large budget on its launch without expecting a noticeable profit. Image advertising is needed and applicable to well-known and large companies, which have been on the market for a long time and have serious competitors.

If a business is unique in its kind and provides quality services at a democratic cost, users will follow it anyway. And when the audience has among whom to choose, it's time to think through image advertising. Remember the popular video from Coca Cola for the New Year. The company managed to make people associate the holiday with their soda.

Image advertising is useful for businesses whose goal is rebranding. In this case, the awareness of the audience depends on image advertising. If it is thought out correctly, the new image of the company will be fixed in the minds of customers.

Channels for image advertising

Viral photos and videos
Banners
Articles
Souvenir products

The choice of channel depends on the target audience, namely the age of customers, occupation, interests and involvement.