The system of integrated interaction between the company and the external environment includes five basic tools.
Advertising
This includes all paid forms of communicating information about the benefits of a product to representatives of the target audience using print and electronic media, television, as well as banners, stands and billboards placed on the streets, in public transport and in other places where people congregate.
Integrated Communications Tools
Advertising allows a brand to achieve one of three goals:
Inform consumers about mom database the appearance of a new product to create interest in it and launch sales. At this stage, advertising tells the target audience (TA) about the advantages of the offer, notifies about a change in the price of the product, creates a positive brand image, explains the principles of using the product (service).
To form consumer attachment to a certain brand, to convince representatives of the target audience, who are clients of competitors in the market, to switch to the products of the advertised brand. Such reclame is in demand at the growth stage, when it is necessary to differentiate from competitors.
Remind customers about your product, maintain interest in it by providing the audience with information about the properties of the product, places of its sale, current promotions and discounts.
The effectiveness of advertising directly depends on its attractiveness, persuasiveness and ease of memorization. It must influence the target audience, and for this purpose it must be placed using appropriate communication channels.
The effectiveness of advertising is assessed three times: before its large-scale launch, to eliminate the possibility of completely missing the target, in the midst of the campaign, and immediately after its completion, to ensure its impact on the audience.
To understand how successful the reclame was, quantitative indicators confirming the level of consumer awareness of the promoted product, as well as awareness of the main properties of the product (service) help.
In the integrated communications system, advertising helps solve several problems:
to form an image of a brand or a specific product in consumers;
stimulate product sales;
remind about the product (service) at the maturity stage;
reach a large audience at a low cost per customer.
Advertising is characterized by a large number of opportunities for active promotion of a product, with certain shortcomings of this tool. Reclame can work better or worse depending on many factors, such as brand recognition, consumer loyalty to a given brand, price, current season, economic stability or crisis situation, availability of goods, and so on.
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