Any enterprise that produces a product needs funds that promote this product from the manufacturer to the consumer. In order for a product to be bought, it must be announced to a wide range of potential buyers. Moreover, it is necessary to declare in such a way as to distinguish this product from competing offers, and give it attractiveness in the eyes of the consumer. This is done by the departments of advertising and marketing. In most cases, advertising agencies are also involved, because advertising in the marketing communications system is a rather complicated thing, it requires considerable knowledge in the field of aesthetics, psychology, design, etc.
When planning an advertising company, you first need to decide what means of communication will be used. Today there are many of them and they all have their pros and cons, moreover, each of them can be more or less successful when approaching one or another audience.
Advertising in the marketing communications system uses such means as television, various radio channels, the press, outdoor advertising, souvenir products and advertising printing, and much more. In order to convey advertising messages to potential customers, various tools are used. It buys time (if it is television or radio advertising) and a place - if it is the press or outdoor advertising. Since all this requires considerable expenses, the approach must be very careful in order for the invested funds to pay back.
Advertising in the marketing communications system also uses such a tool as a direct visit to the client in order to personally convey information to the consumer. This is a fairly effective method and it has its place in the advertising line.
PR (public relations) is another effective promotion method. It occupies a rather significant place in the system of communication with the public. Here, advertising is hidden, from independent sources and therefore is perceived positively by the consumer.
Such a complex thing as good advertising in the marketing communications system is mainly the prerogative of advertising agencies. They have experience and many different tools for promoting goods and services, therefore, during the campaign , the marketing managers of the promoted enterprise keep close contact with the agencies.
In promoting goods to the consumer market, consumer recommendations to each other are also of great importance. Therefore, it is important that the advertised products are of really good quality, served upon sale with the best service, which leaves a good impression on the product and the company as a whole.
Unfortunately, there are prohibited methods on the market for promoting goods and services, these are all kinds of inappropriate advertisements resorted to by unscrupulous advertisers. This includes information that incorrectly speaks about competitors, contains offensive remarks about consumers who do not use this product / service, violates generally accepted moral standards and misleads the consumer. This also includes violations of the requirements for the place, time and method of disseminating information.
Nowadays, the role of social advertising is growing more and more, as a way to convey to a person the problems of society, open his eyes to what is happening around. Often people, locked in a circle of work-home-work, do not see anything around them and do not pay attention to the events around them. Therefore, social advertising is designed to grab a person from this circle and make him look around and join social life. This is especially true for problems with drug addiction, alcoholism, abortion, abandoned children, people with disabilities, environmental protection and other important and pressing problems of society.
It is difficult to overestimate the role of social advertising and this industry is developing more and more. The main customers of such advertising are the state and commercial and public structures that are not indifferent to the problems of mankind.