TECHNOLOGIES OF ADVERTISING AND PUBLIC RELATIONS IN VARIOUS

TECHNOLOGIES OF ADVERTISING AND PUBLIC RELATIONS IN VARIOUS SPHERES

ABOUT THE COURSE • 1. CONTENT • 2. ORGANISATION • 3. REQUIREMENTS AND RESULTS

1. THEORETICAL AND METHODOLOGICAL BASES OF ADVERTISING AND PUBLIC RELATIONS

Advertising and public relations as social and communicative technologies. Social and communicative technologies: essence, structure, functions. Advertising and PR from positions of communication management Researches in the field of advertising and PR. Audience as object of special research for advertising and PR influences. Social and psychological aspects of application of technologies in advertising and public relations. Methodological and methodical bases OF advertising and PR activity. Technological aspects of realization of advertising and PR

Association of advertising and public relations in integrated social technology. Concepts of the integrated communications. Strategic management and strategic planning of communications. Image, reputation, brand as integrative categories

Theme of the lesson Lecture, hours Seminar , hours Theoretical and methodological bases of advertising and public relations 2 0

2. ADVERTISING AND PUBLIC RELATIONS IN THE INDUSTRY OF PROFESSIONAL COMMUNICATIONS

The market of advertising and public relations in Russia. Structure and subjects of the market Influence of market tendencies on development of technologies of advertising and public relations. Influence of globalization, informatisation, urbanization on advertising technologies. Regulation and self-regulation in advertising and public relations. A role of professional associations in regulation of branch activity.

Theme of the lesson Lecture, hours Advertising and public relations in the industry of professional communications 2 Regulation and self-regulation in advertising and public relations Seminar , hours 2

3. ADVERTISING AND PR TECHNOLOGIES: VERSIONS AND BASIC TOOLS.

Creativity and typification of technologies of creation of various forms and types of products in the sphere of advertising and public relations (ATL and BTL, TTL) Innovations in technologies of advertising and communications with the public. Digital Communication. "Guerrilla marketing" Ambient marketing, scandalous marketing, cross-промо, agents of influence. Benchmarking. Life Placement. Storytelling. Flash mob. Road show. Rumors in PR campaigns of the organizations. Management of crowd as PR tool. Carrying out the imageevents in the context of PR maintenance.

Theme of the lesson Lecture, hours Seminar , hours Advertising and PR technologies: versions and basic tools 0 2

4. TECHNOLOGIES OF ADVERTISING AND PUBLIC RELATIONS IN VARIOUS SPHERES

PR technologies as the instrument of coordination of all-social, corporate and private interests in public administration. Advertising in public authorities and local government. The main directions of information and communication activity in public authorities. Advertising of the services provided by the state organizations GR and lobbyism. PR as way of increase of investment appeal. Formation of corporate image and reputation of the organization/enterprise. Technologies of use of advertising and PR in economic communication campaigns. The main areas of work of the specialist in advertising and PR in the commercial enterprises. Advertising and PR the industrial enterprises. Specifics of advertising and PR in a services sector.

Social campaigns: sponsoring and fundraising. Social PR in the sphere of culture. Ecological PR. Advertizing and PR in the political sphere. Political technologies. Selective technologies and PR technologies in election campaign. Technologies of work with mass media in political campaigns. TV debates as selective technology. Use of the Internet in election campaigns. Political marketing. Formation of image of the political leader. Destructive communicative technologies in the political sphere.

Theme of the lesson Lecture, hours Seminar , hours TECHNOLOGIES OF ADVERTISING AND PUBLIC RELATIONS IN VARIOUS SPHERES 4 PR technologies in public administration 3 Technologies of use of advertising and PR in economic communication campaigns 3

5. ADVERTISING AND PR TECHNOLOGIES IN THE INTERNET

Communication types on the Internet presence models. Features and formats of work with target audiences in the Network: club structure, space for selfexpression, competitions and lotteries, games, entertaining tests, multimedia, the presentations. Internet and traditional mass media. Internet, audio and video. Podcasting and podcasts. Blogs and a blogosphere as a new field for PR technologies: forum, chat, bulletin board, corporate blogs. Social Media in PR activity of the organization. Ethical aspects of Social Media in PR activity of the organization.

Theme of the lesson Seminar , hours Advertising and PR technologies in the Internet 2

6. EFFICIENCY OF ADVERTISING AND PR ACTIVITY

MONITORING AND CONTROL OF RESULTS OF REALIZATION OF TECHNOLOGIES OF ADVERTISING AND PUBLIC RELATIONS BY CRITERIA OF ACHIEVEMENT OF THE OBJECTIVES AND TASKS.

Theme of the lesson Seminar , hours Efficiency of advertising and PR activity 2

COURSE ORGANISATION 2 PARTS THEORY (LECTURES) PRACTICE (SEMINARS )

RESULTS THE EXAMINATION WILL CONSIST OF TWO PARTS - FOR THEORETICAL AND PRACTICAL PARTS. THE COURSE IS ALSO LEADED BY TWO TEACHERS RESPONSIBLE FOR DIFFERENT PARTS. TODAY, YOU HAVE TO DECIDE IN WHAT AREA YOUR PROJECT WILL BE DRAWN UP

REQUIREMENTS 1. PRESENCE 2. WRITTEN WORK 3. CREATIVE WORK

THE OUTLINE OF ANY BOOK 1. THE ANATOMY OF BUZZ: HOW TO CREATE WORD OF MOUTH MARKETING 1 ST EDITION BY EMANUEL ROSEN. 2013 2. HOW TO COME UP WITH AN IDEA, IF YOU ARE NOT OGILVY. BY ALEKSEY IVANOV 3. DECODED: THE SCIENCE BEHIND WHY WE BUY 2013 BY PHIL BARDEN

LET US START?

BASES OF ADVERTISING AND PUBLIC RELATIONS

INTRODUCTION • INTEGRATED MARKETING COMMUNICATIONS (IMC) • GATEKEEPERS • HOT MEDIA • THE MEDIUM IS THE MESSAGE • MEDIA CONVERGENCE

WHAT IS PUBLIC RELATIONS THE TERM PUBLIC RELATIONS IS OFTEN CONFUSING BECAUSE IT IS FREQUENTLY USED INACCURATELY. ACCORDING TO MANY SELF-CALLED PR PRACTITIONERS AS WELL AS TO MANAGERS PUBLICITY, THE USE OF PUBLIC RELATIONS IN THE PROMOTION MIX IS A VERY GOOD IDEA TAKING INTO CONSIDERATION THAT: • PUBLIC RELATION IS A CHEAP MEAN OF COMMUNICATION, BECAUSE MOSTLY IS COMING FREE THROUGH PUBLICITY, AND • IT IS PERCEIVED BY CONSUMERS AS A MORE CREDIBLE SOURCE THAN OTHER MEDIA OF PROMOTION SUCH AS ADVERTISING.

• AS A RESULT PUBLIC RELATIONS IS RELATED TO THE PROMOTIONAL ACTIVITIES, AND IS ONE TECHNICAL ACTIVITY USED BY MARKETING TO PROMOTE THE IMAGE OF CORPORATIONS AND PRODUCTS. • PUBLIC RELATIONS IS A UNIQUE MANAGEMENT FUNCTION WHICH HELPS ORGANIZATIONS TO ESTABLISH AND MAINTAIN MUTUAL LINES OF COMMUNICATIONS, UNDERSTANDING, ACCEPTANCE, AND COOPERATION WITH THEIR PUBLIC(S). • IT INVOLVES THE MANAGEMENT OF PROBLEMS OR ISSUES; HELPS MANAGEMENT TO KEEP INFORMED ON AND RESPONSIVE TO PUBLIC OPINION; DEFINES AND EMPHASIZES THE RESPONSIBILITY OF THE MANAGEMENT TO SERVE NOT ONLY THE ORGANIZATION BUT MOST IMPORTANT THE PUBLIC(S)’ INTEREST(S); HELPS MANAGEMENT TO STAY FAMILIAR WITH ENVIRONMENTAL CHANGES; SERVING AS A WARNING SYSTEM TO HELP PREDICT TRENDS; AND USES RESEARCH AND SYMMETRICAL COMMUNICATION TECHNIQUES AS ITS PRINCIPAL TOOLS.

PUBLIC RELATIONS SERVES NOT ONLY THE ORGANIZATION BUT MOST IMPORTANT THE PUBLIC(S)’ INTEREST(S) • PUBLIC RELATIONS PRACTITIONERS MUST CONSTANTLY COMMUNICATE WITH MANY DIFFERENT PUBLICS, EACH HAVING EACH OWN SPECIAL NEEDS AND REQUIRING DIFFERENT TYPES OF COMMUNICATIONS. • PUBLIC RELATIONS PRACTITIONERS’ ROLE IS TO IDENTIFY WITH CRITICAL PUBLICS WITH WHOM THE ORGANIZATION MUST COMMUNICATE ON A FREQUENT AND DIRECT BASIS. • UNDER THE QUITTANCE OF PUBLIC RELATIONS, ORGANIZATIONS LEARN OF HOW TO GET MORE SENSITIVE TO THE SELF INTERESTS, DESIRES, AND CONCERNS OF EACH PUBLIC. • THEY UNDERSTAND THAT SELF INTEREST GROUPS TODAY ARE THEMSELVES MORE COMPLEX AND WITH MORE POWER THAN EVER BEFORE. • THEY HARMONIZING ACTIONS NECESSARY TO WIN AND MAINTAIN SUPPORT AMONG EACH GROUPS. • EMPHASIZING AND ACHIEVING A WIN- WIN ARRANGEMENT.

EXCELLENT PUBLIC RELATIONS DEPARTMENTS MUST USE RESEARCH TECHNIQUES AS ITS PRINCIPAL TOOLS FOR DEVELOPING DECISIONS • IF COMMUNICATORS AND PUBLIC RELATIONS PRACTITIONERS ARE DECISION MAKERS, THEN OPERATIONS RESEARCH CAN CONTRIBUTE TO PUBLIC RELATIONS MANAGEMENT BY HELPING TO PROVIDE DECISIONS THAT PRODUCE EFFICIENT AND/OR EFFECTIVE COURSES OF ACTION IN A RIGOROUS AND DEMONSTRABLE MANNER. OPERATIONS RESEARCH CAN BE USED TO HELP DEVELOP WELL FORMULATED OBJECTIVES, THAT IS, • ASSIST IN GOAL SETTING; • DISCOVER STATES OF NATURE (SITUATION ANALYSIS); • IDENTIFY POSSIBLE STRATEGIES, • COMPETITIVE STRATEGIES; • HANDLE EXCESSIVE NUMBERS OF STRATEGIES AND STATES OF NATURE; • DETERMINE OUTCOME; • EVALUATE OUTCOMES, THAT IS QUANTIFYING THE OUTCOME'S DESIRABILITY; AND • SELECT A SPECIFIC STRATEGY THAT IS THE BEST OR THE MOST EFFICIENT OR BOTH.

WHAT IS ADVERTISING? DEFINING MODERN ADVERTISING • A COMPLEX FORM OF COMMUNICATION USING OBJECTIVES AND STRATEGIES TO IMPACT CONSUMER THOUGHTS, FEELINGS, AND ACTIONS. • A FORM OF MARKETING COMMUNICATION (ALL THE TECHNIQUES MARKETERS USE TO REACH THEIR CUSTOMERS AND DELIVER THEIR MESSAGES). 1 -38

DEFINING MODERN ADVERTISING THE EVOLUTION OF ADVERTISING • IDENTIFICATION • SIMPLE IMAGES FOUND IN ANCIENT BABYLONIA, EGYPT, GREECE, AND ROME IDENTIFIED A BUSINESS, MANUFACTURER, OR STORE. • INFORMATION • GUTENBERG’S MOVABLE TYPE MECHANIZED PRINTING LEADING TO MASS COMMUNICATION. • PROMOTION • THE INDUSTRIAL REVOLUTION LED TO SURPLUS GOODS, IMPROVED TRANSPORTATION, AND THE NEED FOR NEW MEDIA. • SALES • ADVERTISERS BECAME CONCERNED ABOUT MAKING ADS THAT WORKED AND DEFINING STANDARDS OF EFFECTIVE ADVERTISING. 1 -39

FIVE BASIC COMPONENTS OF ADVERTISING • ADVERTISING IS A PAID FORM OF COMMUNICATION. • THE SPONSOR IS IDENTIFIED. • ADVERTISING TRIES TO PERSUADE OR INFLUENCE THE CONSUMER TO DO SOMETHING. • ADVERTISING REACHES A LARGE AUDIENCE OF POTENTIAL CONSUMERS. • THE MESSAGE IS CONVEYED THROUGH MANY DIFFERENT KINDS OF MASS MEDIA, WHICH ARE LARGELY NONPERSONAL.

FOUR COMPONENTS OF ADVERTISING

FOUR FUNDAMENTAL ELEMENTS OF EFFECTIVE ADVERTISING • ADVERTISING STRATEGY • THE LOGIC AND PLANNING BEHIND THE ADVERTISEMENT THAT GIVES IT DIRECTION AND FOCUS. • DEVELOP THE AD TO MEET SPECIFIC OBJECTIVES. • CREATIVE IDEA • THE AD’S CENTRAL IDEA THAT GRABS YOUR ATTENTION AND STICKS IN YOUR MEMORY.

FOUR FUNDAMENTAL ELEMENTS OF EFFECTIVE ADVERTISING • CREATIVE EXECUTION • THE DETAILS, THE PHOTOGRAPHY, THE WRITING, THE ACTING, THE SETTING, THE PRINTING, AND THE WAY THE PRODUCT IS DEPICTED ALL REFLECT THE HIGHEST PRODUCTION VALUES AVAILABLE TO THE INDUSTRY. • CREATIVE MEDIA USE • EVERY MESSAGE HAS TO BE DELIVERED SOMEHOW. • E. G. TRADITIONAL MEDIA, OUTDOOR AND TRANSPORTATION MEDIA, AND THE INTERNET.

TWO TECHNIQUES TO PERSUADE CONSUMERS • HARD-SELL APPROACH – USE REASONS TO PERSUADE CONSUMERS, • SOFT-SELL APPROACH – BUILD IMAGE FOR A BRAND TOUCH CONSUMERS’ EMOTIONS,

ROLES OF ADVERTISING - MARKETING • MARKETING IS SATISFYING CUSTOMER WANTS AND NEEDS BY PROVIDING PRODUCTS (GOODS, SERVICES, AND IDEAS). • THE MARKETING DEPARTMENT IS RESPONSIBLE FOR SELLING THE PRODUCT USING THE 4 PS (PRODUCT, PRICE, PLACE/DISTRIBUTION, AND PROMOTION) AND BRAND DEVELOPMENT.

ROLES OF ADVERTISING - COMMUNICATION • ADVERTISING IS A MESSAGE TO A CONSUMER ABOUT A PRODUCT, DESIGNED TO CREATE A RESPONSE. • IT IS ALSO A FORM OF MARKETING COMMUNICATION. • ADVERTISING USES MASS COMMUNICATION TO TRANSMIT PRODUCT INFORMATION TO CONNECT BUYERS AND SELLERS IN THEM MARKETPLACE.

ROLES OF ADVERTISING - ECONOMIC • MOVES FROM BEING INFORMATIONAL TO CREATING DEMAND • ADVERTISING IS AN OBJECTIVE MEANS FOR PROVIDING PRICEVALUE INFORMATION, THEREBY CREATING A MORE RATIONAL ECONOMY • SIGNALING HIGH QUALITY

ROLES OF ADVERTISING - SOCIETAL • INFORMS CONSUMERS ABOUT INNOVATIONS AND ISSUES • MIRRORS FASHION AND DESIGN TRENDS • TEACHES CONSUMERS ABOUT NEW PRODUCTS • HELPS SHAPE CONSUMER SELF-IMAGE • PERPETUATES SELF-EXPRESSION

NATURE OF COMMUNICATION • NEED FOR A COMMON GROUND • FEEDBACK • THE ROLE OF THE SENSES • SOURCE – MESSAGE ENCODING – CHANNEL – MESSAGE DECODING – RECEIVER • NOISE AND FEEDBACK

THE GOALS OF COMMUNICATION • INFORM • PERSUADE • MOTIVATE • MUTUAL UNDERSTANDING

THE COMMUNICATION PROCESS: FROM THEORY TO PRACTICE • IN COMMUNICATION WE ARE GENERALLY CONCERNED WITH PERSUADING PEOPLE IN ONE WAY OR ANOTHER, EVEN IF IT'S ONLY PERSUADING THEM THAT WE'RE QUITE NICE PEOPLE. • WE THEREFORE WILL OFTEN BE CONCERNED WITH EXAMINING PEOPLE'S NEEDS, IN ORDER THAT WE CAN RESPOND TO THOSE NEEDS IN OUR COMMUNICATION. PEOPLE'S NEEDS MOTIVATE THEM TO ACT; IF WE CAN IDENTIFY THOSE NEEDS, WE HAVE A CHANCE OF MOTIVATING THEM TO DO WHAT WE WANT THEM TO DO, EVEN IF ONLY ATTEND TO OUR COMMUNICATION IN THE FIRST PLACE. .

INTEGRATED MARKETING COMMUNICATION (IMC) • IMC MEANS UNIFYING ALL MARKETING COMMUNICATION MESSAGES AND TOOLS TO SEND A CONSISTENT, PERSUASIVE MESSAGE PROMOTING THE BRAND’S GOALS. • STAKEHOLDERS ARE ALSO IMPORTANT IN IMC. • SYNERGY MEANS MESSAGES HAVE MORE IMPACT WORKING JOINTLY THAN ON THEIR OWN.

ADVERTISING AND PUBLIC RELATIONS IN THE INDUSTRY

CURRENT DEVELOPMENTS THE NEW ADVERTISING • ELECTRONIC MEDIA ARE MAKING ADVERTISING MORE INTIMATE, INTERACTIVE, AND PERSONALIZED. • ADVERTISING MUST EVOLVE TO KEEP UP WITH TECHNOLOGY. • CREATIVITY INVOLVES MORE THAN JUST THE AD’S BIG IDEA, BUT FINDING NEW WAYS TO ENGAGE CONSUMERS BEYOND TRADITIONAL MASS MEDIA. 1 -60

CURRENT DEVELOPMENTS INTERACTIVITY • BUZZ IS GETTING PEOPLE TO TALK ABOUT THE EVENT, IDEA OR BRAND. • PEOPLE CONTACT COMPANIES BY PHONE, THE INTERNET, AND THROUGH FRIENDS. • ADVERTISING MUST CHANGE TO ALSO BECOME MORE INTERACTIVE. 1 -61

CURRENT DEVELOPMENTS GLOBALIZATION • THE ELIMINATION OF TRADE BARRIERS IN THE 1990 S OPENED HUGE INTERNATIONAL MARKETS. • AGENCIES ARE FORMING MULTINATIONAL OPERATIONS TO TO ADDRESS THESE MARKETS. • SHOULD ADVERTISERS PRACTICE LOCAL OR GLOBAL ADVERTISING? 1 -62 Video Snippet Harley-Davidson talks about the foundation of a global marketing strategy.

IS THE MEDIUM THE MESSAGE? u. MCLUHAN WROTE THAT WE ARE LIVING IN A “GLOBAL VILLAGE” WHERE THE MEDIUM IS THE MESSAGE. u. FOR COMMUNICATORS, MESSAGE AND MEDIUM ARE EQUALLY IMPORTANT.

THE ROLE OF VALUES u. SELECTION OF MESSAGE AND MEDIUM IS LINKED TO VALUES. u. WHILE ADVANCED TECHNOLOGY HAS BROUGHT EXCITING NEW WAYS TO COMMUNICATE, OUR VALUES SHOULD DICTATE HOW WE USE THOSE TOOLS.

THE DIGITAL REVOLUTION u. ANALOG COMMUNICATION RELAYS ALL INFORMATION IN THE ORIGINAL MESSAGE IN THE FORM OF CONTINUOUSLY VARYING SIGNALS. u. DIGITAL COMMUNICATION TRANSLATES ANALOG COMMUNICATION INTO COMPUTER-READABLE BITS OF INFORMATION.

MEDIA CONVERGENCE u. BARRIERS THAT ONCE EXISTED BETWEEN TRANSFERRING INFORMATION FROM ONE MEDIUM TO ANOTHER NO LONGER EXIST. u. WHEN DIFFERENT MEDIA CONVERGE INTO ONE, THE NEW MEDIUM IS AN EXAMPLE OF HYPERMEDIA.

CONVERGENCE ISSUES u. MERGERS OF MEDIA COMPANIES u. PRESERVATION OF PERSONAL PRIVACY u. JOB SECURITY u. PROTECTION OF INTELLECTUAL PROPERTY

VIRTUAL PUBLIC RELATIONS u. PUBLIC RELATIONS WORK DONE BY SMALL, INDEPENDENT CONSULTANCIES THAT HAS THE LOOK AND FEEL OF THE WORK DONE BY LARGER AGENCIES.

THE INTERNET u. IT HAS BECOME A NEW “FRONT DOOR” FOR ONLINE ORGANIZATIONS. u. IT HAS MANY VALUABLE MEDIA RELATIONS APPLICATIONS. u. IT IS ALSO AN IMPORTANT SELF-MARKETING TOOL.

INDIVIDUALS AS GATEKEEPERS u. EACH PERSON IS HIS OR HER OWN GATEKEEPER. u. PUSH TECHNOLOGY PERSONALIZES THE INFORMATION FLOW. u. PUSH TECHNOLOGY CAN MAKE TARGETING MORE DIFFICULT.

INDIVIDUALS AS PUBLISHERS u. PEOPLE ARE NOW SELF-PUBLISHERS, BUT NOT EVERYTHING IS WORTHY OF PUBLICATION. u. ONLINE CONTENT OFTEN DOES NOT FACE RIGOROUS EDITORIAL SCRUTINY. u. THERE IS A GREATER NEED FOR EMPLOYEES TO EMBRACE CORPORATE VALUES.

OTHER INTERNET ISSUES u. THE ONLINE GENERATION GAP u. THE DIGITAL DIVIDE u. INTERNET RESEARCH PROBLEMS u. THE INTERNET AS AN EQUALIZER u. PASSIVE COMMUNICATION u. MARKETING ISSUES u. CAREER IMPLICATIONS

SPINNING “THE WEB” u. DECIDING TO HAVE A WEB SITE IS ONLY THE FIRST OF MANY DECISIONS. u. SITE CONTENT SHOULD ENCOURAGE REPEAT VISITS. u. THE SITE SHOULD BE TECHNICALLY “FRIENDLY. ” u. HOME PAGE, URL ARE CRUCIAL.

WIRELESS COMMUNICATIONS u. GLOBAL COMMUNICATION IS MORE MOBILE, RESPONSIVE AND COST-EFFECTIVE. u. THE WAYS WE USE THE TELEPHONE HAS DRAMATICALLY CHANGED. u. THE GAP BETWEEN DEVELOPED AND DEVELOPING NATIONS WILL NARROW.

SATELLITE COMMUNICATIONS u. SATELLITE COMMUNICATIONS HAVE PROVEN CRITICAL IN REACHING A LARGE AUDIENCE DURING CRISES. u. SATELLITE MEDIA TOURS (SMTS) ARE INCREASINGLY POPULAR. u. SATELLITE TECHNOLOGY LINKS ORGANIZATIONS WITH WIDELY DISPERSED OPERATIONS.

WHY “NEW” ISN’T ALWAYS “BETTER” u. NEW TECHNOLOGY DOESN’T AUTOMATICALLY SPELL DOOM FOR THE OLD. u. OLDER TECHNOLOGIES FIND NEW NICHES. u. IN SOME INSTANCES, OLD TECHNOLOGY CAN BE MORE APPROPRIATE THAN NEW.

AD MARKET THE TOTAL VOLUME OF ADVERTISING IN ITS DISTRIBUTION NET OF VAT EXCEEDED 307 BILLION RUBLES. , WHICH IS 10% LESS THAN THE YEAR BEFORE. THE VOLUME OF THE SEGMENT OF MARKETING SERVICES AMOUNTED TO 88. 3 BILLION RUBLES. , THAT JUST ABOUT 10% LESS THAN IN 2014

DRIVERS THE MAIN DRIVER OF THE MARKET STILL REMAINS CONTEXTUAL ADVERTISING, WHICH CONTINUES TO STRENGTHEN ITS POSITION AS THE REDUCTION OF MAJOR ADVERTISERS BUDGETS. "CONTEXT" NOW THAT PROFESSIONALS CONSIDERED TO SALES REVENUES DUE TO THE SPECIFICITY OF THE SEGMENT, TAKING UP TO 80% OF THE TOTAL ONLINE ADVERTISING AND IN FACT IS SECOND AFTER THE FEDERAL TV ADVERTISING SEGMENT.

MOBILE ADVERTISING GROW ALONG WITH THE PENETRATION OF GADGETS AND MOBILE INTERNET. ACCORDING TO FORECASTS OF THE VARIOUS AGENCIES, THE VOLUME OF THE MOBILE ADVERTISING MARKET IN THE CURRENT YEAR WILL SUFFER 23 -25 BLN. RUBLES. THE DEVELOPMENT OF MOBILE SERIOUSLY CHANGES THE MEDIA LANDSCAPE: A DESKTOP REDUCED THE AUDIENCE THE MAIN SITES, INTRODUCING NEW FORMATS OF MEDIA, THE CONTEXT AND PLACEMENT OF THE NATIVE.

OUTSIDERS THE WORST SITUATION IN THE MARKET OF CABLE AND SATELLITE TV, OUTDOOR ADVERTISING AND PRINT MEDIA. CAUSES OF DIFFERENT CABLE CHANNELS ARE REAPING THE FRUITS OF RECKLESS INITIATIVES TO BAN ADVERTISING ON PAY TV. OUTDOOR ADVERTISING CONTINUES TO REAP THE BENEFITS OF ILL-CONSIDERED POLICY OF THE AUTHORITIES REGARDING THE DEVELOPMENT OF OUTDOOR MARKET.

DESPITE THE SYSTEMIC PROBLEMS IN THE OUTDOOR MARKET, MUCH WORSE THINGS HAPPEN IN THE PRINT MEDIA MARKET. THIS SEGMENT HAS NOT RECOVERED FROM THE 2008 CRISIS, AND IS THE ONE WHICH DID NOT GO TO PRE-CRISIS VOLUMES. THE REASONS ARE NOT SO MUCH IN THE PRESENT CRISIS, AS IN THE FRAGMENTATION OF THE MARKET PLAYERS, INADEQUATE PRICING AND THE INABILITY OF MANAGERS OF PUBLISHING HOUSES TO FIND COMMON LANGUAGE WITH AGENCIES AND DIRECT CLIENTS.

CURRENT DEVELOPMENTS WHAT MAKES AN AD EFFECTIVE? • GETS ATTENTION • CREATES A POSITIVE IMPRESSION FOR A BRAND • SEPARATES THE BRAND FROM THE COMPETITION • INFLUENCES PEOPLE TO RESPOND IN THE DESIRED WAY 1 -83 Principle: An ad that works—that is effective—is one where the target audience responds as the advertiser intended.

THANK YOU FOR YOUR ATTENTION!