Advertising in the trade market — страница 2

details are not needed). Advertising specialist should be able to: define a unique proposal (UTP), vividly expressed in its indicative slogan (slogan marked or appeal), the slogan should involve the maximum number of viewers and listeners; commercial arguments and proposals in the ad must be grouped only in certain social groups, Psychological population. The article shows the comprehensive plan of advertising: set goals; establish liability, the definition of budget development topics; selection of advertising, creating ads, advertising timing analysis of joint actions and directions, definitions of success and failure. Consumer goods intended for direct consumption consumers (individuals, families, households). Under the terms of everyday life distinguish durables and

short-term use, depending on the behavior and habits of customers - FMCG, pre-selection, as well as special products and tobacco demand. Consumer services - these are actions that help create choice, provided services or other beneficial effect is achieved. They are divided into services with the lease (or lease rating) products, personal services, which are aimed at maintaining the quality of purchased products in good condition, and more. Producer goods are classified in the following features: First, depending on the purpose and usage patterns - the ones used for the use, and those that remain in the operating weight and natural-real ingredients; munication second, depending on the value, nature and time use and role in the process - for capital and ancillary equipment, raw

materials, semifinished products and parts, materials, etc.. Services for industrial purposes - a guide service and repair of process equipment, management, advertising, accounting, etc.. Explains the variety of goods and a wide variety of promotional activities distribution channels. Notable features such distribution channels: • Analytical work that is performed to facilitate the exchange of goods between producers and consumers; • promotion (creating incentives for communication and dissemination to the goods); • establishing and maintaining relationships between agents and consumers, between producers, intermediaries and consumers; • adapt products to the requirements of buyers (sorting, assembly and packaging); • • organization of goods delivery logistics

(transportation and warehousing); • financing of commodity movement to consumers; • to assume risk that may arise during the movement of goods to consumers. Each of these features are so well connected with advertising and marketing activities of all producer and facilitator. This includes prices, discounts, services, etc. particular functional. Advertising depends on the number of levels of distribution channels. Channel zero, which is called direct marketing channel consists of a manufacturer who sells his wares directly to consumers. This, for example, through trade peddlers, mail order trade, trade by manufacturer branded stores. Tier channel has one mediator. In consumer markets - a retailer and markets products for industrial purposes - a sales agent or broker. Duplex

channel already has two facilitators. In consumer markets, such are the wholesale and retail traders in the markets of capital goods - industrial (agricultural) Distributor and dealers. Three-level channel has three intermediaries: small wholesalers purchase goods in large wholesalers and sell them to small retailers. This system requires a completely different marketing communications (advertising, too) for each level. Are working on these communications (advertising) on the basis of consumer research and proposals of competitors. 2. The forms of distribution channels ad Great value for the purposes of defining features as advertising to sell are organizational forms distribution channels. Retailers are classified by the following features: • product portfolio offered

(specialty shops, department stores, Supermarkets, convenience goods stores, shopping centers, retailers services, etc.); • the nature of prices (low price store, warehouse store, which sells at wholesale prices, shop, showroom, etc.); • the nature of service trade (trade of goods ordered by mail or telephone, vending machines, service orders, with a discount roznosna trade, trade for catalogs); • concentration of commercial enterprises (central business district, a regional shopping center, regional shopping center, neighborhood shopping center, etc.). These features determine the policy of marketing communication in retail. To reach consumers, retailers enjoy the usual communication tools like advertising, personal selling, sales promotion activities for products and