To create a brand image today, mainly use advertising in the media. Modern advertising can be divided into functional and image.
Functional advertising is communication in which the message (message, topic) does not go beyond the utilitarian characteristics of the product itself. Thus, the task of functional advertising can be defined as informing the consumer about the existence of an object of advertising, be it a product or service, and its functional characteristics. It does not matter whether the product itself is shown large or small, it is important that the advertisement says either about the existence of the product or about its rational differences and advantages: a razor that possesses five blades, a smoked gum with smoked meat taste, a lawnmower with a jet engine, Thus, the message closes within the limits set by the functional properties of the product.
Image advertising, in contrast to the functional one, goes beyond the utilitarian characteristics of the product. Each detail can potentially give the advertised product an image that affects the perception of the consumer. The image of perception of any object depends on personal values and is expressed through the consumer's awareness of the product, service or brand. Prestigious, expensive, rich, cheap, useful, safe - all these values are valued by the consumer not due to the fact of his existence and not because he performs his functions better than analogues, but thanks to the factors that allow it. The presence of these factors distinguishes the image advertisement from the functional one.
The task of image advertising is not to inform the consumer about the very fact of the existence of a product with certain rational characteristics in the real world, but in the direct or indirect formation of a consumer's value evaluation with respect to the product, whether it is a product, service or brand that unites them.
Below are ways to create an image advertisement or an image brand.
1. The statement about the presence of irrational characteristics of the product.
The statement can be expressed in plain text, without any encoding, translation into language of symbols and images: this product is glamorous, this product is fashionable, this product is for modern women or men, etc. It should be understood that the product itself is footwear or a chocolate bar can not be either trendy or glamorous. It's just a product. The irrational, value characteristics of it endows communication. However, the use of symbols instead of words also makes it possible to achieve the goal. For example, the context of the demonstration, surrounding the brand with relevant lifestyle attributes. But the meaning of this does not change.
Advertising ESSO is very concise. As a rule, you can see a pair of shoes from the latest collection and the slogan ESSO "Stylish. Qualitatively. Convenient & quot ;. Ask those who hear the slogan for the first time, clarify it, and many find it difficult to answer. Ask anyone who read the company's advertising materials or uses ESSO's shoes for doubts about them - comfortably, conveniently, easily. Philosophy, embedded in the slogan, requires decoding. But if it is clarified and matched
with the philosophy of the consumer, then begins to work for loyalty to the brand. This slogan is a long-term advertising investment with a stable but deferred income. A company of the scale ECCO can afford it.
2. Demonstration of the situation of consumption.
When demonstrating the situation of consumption, the specific situational model is matched and the consumer compares the desired stereotype with the product: a product for meeting old friends, for a romantic evening, for rest, in order to please themselves.
The situation of consumption can be demonstrated without showing the consumers themselves, the message is not lost from it, which is confirmed by some successful advertising campaigns of beer brands, in advertising of which it is legally forbidden to use images of people.
For example, a new beer ad "Baltika 7" goes under the slogan "Everything starts with a meeting."
This slogan most clearly reflects the idea of the video itself: a meeting is an occasion to start a new stage in life, to achieve new goals, to a constant movement forward. In this case, the situation is demonstrated without showing the consumers themselves, but the message is not lost. The video is built on a personal appeal to the viewer. According to the idea of its creators, the consumer should compare with this product the stereotype of meeting old friends or a big company. This move will help make communication more intimate and understandable to the consumer. This brand image has been very successful and suitable.
In the advertising of the brand Klinskoe a certain situation is also demonstrated. Slogan May days. You're sitting in a restaurant. Let's go roast the shish kebab in the clearing! encourages everyone to relax in nature in the circle of friends or loved ones with a chilled bottle of "Klinsky".
In advertising Rafaello there is a romantic atmosphere, a declaration of love, tenderness of feelings. A romantic gift, designed instead of words to convey to the object of admiration tender feelings, flies over the city on white wings. The new world Rafaello is a romantic fairy tale in which loving men still use pigeon mail, and the enamored girls go out onto the balcony, embroidered with roses, towards their beautiful love. It was decided to depart from the usual image of a ballerina who honestly served the brand for 10 years. And the new image of the brand was extremely successful.
3. Demonstration of the target, reference group or their individual representatives.
In this case, there are attained rather general goals - communication to consumers, which audience is aimed at the product, and very specific - which exactly the role model will be met by the consumer, buying and using the product.
For example, in advertising the sports line Nike Pro, dubbed "The Secret Weapon of an Athlete", the world's leading athletes struggle and overcome their internal doubts and fears arising before the game. Advertising should show the psychological and physical advantages of the new technology in the production of sportswear - Nike Pro first layer & quot ;. This product is addressed to athletes, people leading an active lifestyle, boldly moving forward, passing all obstacles and winning. The role model is self-confident, courageous, athletic.
As a rule, in this case, the statements do not go beyond the indication of the solidity, history or wealth of the brand of the manufacturer or product. Depending on the imagination of advertisers, this statement can be implemented in advertising as you like: from the display of the logo to the happy faces of employees, consumers, etc. This statement, in fact, is always trite enough - high quality, long history, happy customers. This also includes corporate PR. But such statements form a positive image or at least give an impression of the stability of the company, its wealth, which in one way or another affects the perception of the consumer.
All other variants of image advertising, for example, "Live, play", "It's one such" etc., but they can not work for themselves, because in the message to the consumer there is no reason for buying. The efficiency of all kinds of incomprehensible advertising can only be explained by the fact that it somehow affects the principles described above-it shows the consumer's portrait, the consumption situation, and forms a value evaluation. Due to this, the product sometimes
receives its response, especially when the budget is large. The consumer needs clues to inscribe the object of advertising into his space of value judgments, and sometimes for this, small enough details included in advertising are inadvertently. At the same time, the main reason, because of its abstractness, often passes by the mind of the viewer, but the advertisement works. Still, advertisers and marketers better understand what they are doing and what should be the reaction of the consumer, rather than trying to surprise the professional community with their own creativity. Below is the advertisement of the mineral substitute Petrier, in which there is no coherent image and unclear fu national.Image advertising is designed to provide a product with a value evaluation, while functional advertising speaks of the existence of a product with its characteristics in the physical world.
If the market is quite new and there is no abundance of players on it, if only rational arguments in the market are relevant, then there is no sense in forming an image. The consumer will buy the product only because it is available or better than analogues. Therefore, the consumer only needs to report the availability of the product or service.
As the competition grows and the technology of production grows, players become more and more, and the difference between products at the level of rational characteristics is erased almost completely and ceases to play any role in the decision to purchase. Tasks of advertising are completely shifted to the sphere of image formation, therefore at a certain stage of market development the need for functional advertising disappears.
It also follows that the concept of a unique trade proposal (UTS) is only workable in those markets that have not yet reached a high level of development. When the market becomes branded, i.e. the selection criteria are shifted to the irrational, to look for factors of uniqueness in the utilitarian is simply meaningless. They do not sufficiently influence the choice
buyer. In branded markets, only image advertising remains, even though sometimes there is an image of the product in it. But in this case, the product itself is only a symbol to be bought, whereas the reasons for this purchase are already being conveyed by the image component.
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