NON-STANDARD FORMS OF ADVERTISING EXPOSURE: MARKETING EFFECT
The main strategic objective of advertising is to increase sales of a particular company. There is no doubt that the consumer knows about this problem and about the various methods of advertising impact. Some of these methods seem to be quite complex, and some clear and simple. The relevance of the study due to the fact that the effectiveness of traditional promotional tools, such as direct advertising and public relations, goes down each year. Marketers develop alternative ways of influencing consumer. This article discusses the non-standard forms of advertising and promotion: ambient marketing, product placement, creating intrigue in the advertising message, flashmobs and other.
Keywords: marketing tools to promote products and services, the efficiency of instruments of promotion, nonstandard forms of advertising promotion
References:
1. Kuznetsov P. M. Kompleksy marketinga I spetsifika rossiyskogo potrebitelya [Marketing mixes and the specifics of the Russian consumer]. Vestnik Tomskogo gosudarstvennogo pedagogicheskogo universiteta – TSPU Bulletin, 2014, no. 8 (149), pp. 113–119 (in Russian).
2. Imshenetskaya I. A. Fabrika klientov: obuchayushchaya model’ marketinga [Factory client: a training model of marketing]. Rostov-on-Don, Feniks Publ., 2011, 190 p. (in Russian).
3. Kotler F., Trias de Bez F. Novye marketingovye tehnologii. Metodiki sozdaniya genial’nykh idey [New marketing techniques. Methods of creating brilliant ideas]. SPb., Neva Publ., 2004. 192 p. (in Russian).
4. Romanov A. A. Marketingovye kommunikatsii [Marketing communications]. Moscow, EKSMO Publ, 2006. 432 p. (in Russian).
5. Pashutin S. B. Flash-mob – lekarstvo ot skuki ili intriguychiy marketing? [Flash mob – the cure for boredom or intriguing marketing?]. Marketing v Rossii i za rubezhom – Marketing in Russia and abroad, 2008, no. 2, pp. 68–72 (in Russian).
6. Levinson Dzh. Partizanskiy marketing [Guerrilla marketing]. Moscow, EKSMO Publ., 2007. 360 p. (in Russian).
7. Memy v reklame i brendinge [Memes in advertising and branding]. Electronic resource. Article. The Internet marketing. Electron. Datas Karaganda: CabMarket.kz Portal about marketing and advertising: marketing companies, communications, research. 2014. URL: http://cabmarket.kz (accessed 29 March 2014) (in Russian).
( 383.82 kB ) 
( 376.78 kB )
Issue: 5, 2015
Series of issue: Issue 5
Rubric: SECTORAL ECONOMICS
Pages: 63 — 68
Downloads: 1465