Innovative and non-traditional forms of advertising. Non-media advertising media. Non-traditional types of advertising distribution. Advertising is different

The goal of non-standard advertising is to attract people’s attention, and to attract it en masse, globally. It is noticeable and lingers for a long time in the minds of ordinary passers-by, which contributes to the rapid spread of information about brands. If the circumstances are successful, non-standard advertising becomes viral - that is, distributed without the participation of professionals, by the people themselves.

Why did non-standard advertising appear in the first place? Because the consumer tends to get used to what he sees all the time. Banners, billboards, flyers and signs are what we are used to, which does not cause us much excitement and is perceived as part of the landscape. An unusual approach to advertising can “shake us up”: it’s not without reason that we remember successful examples of such advertising for years.

What are the advantages of non-standard advertising?

Firstly, the element of surprise. A person comes across an advertisement where he least expects to see it, and therefore - willy-nilly - he remembers the message. In addition, she looks unusual, and this is simply a property of our brain - to remember what does not correspond to the usual picture of the world.

Secondly, word of mouth. If you impress your potential clients, they will start spreading your advertising themselves. Unusual things are photographed and published on social networks, people show them to each other and talk about them, in some situations, unusual advertising can turn into a cultural phenomenon - as happened, for example, with Hollywood.

Thirdly, it's inexpensive. The net cost of an advertising structure can cost pennies. The heads of some countries understood this and began to use non-standard advertising for social and educational purposes: for example, in France they installed a billboard that, when people cross a red traffic light, makes a squeal of brakes, photographs the frightened face of the offender and broadcasts it to this billboard. The goal is to wean the French from crossing the road when the signal is red. And it works, and residents willingly tell each other about this project. And the price is much lower than the broadcast of social videos on TV channels in prime time.

What are the disadvantages of non-standard advertising?

Firstly, non-standard advertising is largely unpredictable; it is not always possible to predict the audience's reaction. Perhaps you will really be able to spread information about your brand, but this “PR” will not be white at all...

Secondly, a conclusion that follows from the first: the effect of non-standard advertising is also very unpredictable. You can get “zilch” at the exit. You take a little more risk than with standard media, which still works (albeit not as colorfully).

Thirdly, yes, you do take a risk, especially if you invent some kind of advertising move that has not been used by anyone before.

How to make custom advertising?

Rely on its 2 mandatory components: rational and emotional. Moreover, both the emotional and rational messages must be on the same wavelength and work towards a common goal. Use methods that are guaranteed to be perceived by your audience - that is, your custom advertising should be easy to understand and have a distinct message.

And finally: 3 seconds. This is how much time you have to convey your message to your potential client. Test your ad with a focus group before releasing it to the public!

Where can non-standard advertising be placed? Everywhere - that’s why it’s non-standard! Examples: escalators and stairs, towels, mirrors in public places, the Internet, street benches, tapes in airports and supermarkets... stars based on 1 vote; your mark.

Irkutsk State Technical University

Faculty of Law, Sociology and Media

Course work

Completed by: third year student,

gr. REC-07-2 Bityutskikh S.A.

Checked by: Associate Professor of the Department of World Economy

Batsyun N.V.

Irkutsk 2009

Introduction 3

Chapter 1. Theoretical foundations for the development of non-traditional advertising media in modern conditions

1.1 Prerequisites for the emergence of non-traditional media of modern advertising 4

1.2 Types and use of non-traditional media of modern advertising 9

Chapter 2. Research on the development of non-traditional media of modern advertising

2.1 Research methodology 23

2.2 Study results 24

Conclusion 33

Bibliography 35

Application ­­­­­­­­­­­­­­­­­­­ 37

Introduction:

Relevance of the problem. Currently, the topic “Non-traditional advertising media” is relevant, since it is easy to make high-quality and interesting advertising, but finding an interesting way to place it is difficult. Today, consumers simply do not perceive most advertising; they are tired of the banality and “oldness” of the types and distribution channels of advertising that they see every day. And these means of advertising distribution themselves are already losing their effectiveness in the Russian advertising market. For these and many other factors, specialist scientists and simply creative people are developing relatively new and unusual advertising technologies.

The degree of development of the problem. When writing this course work, Oleg Feofanov’s book “Advertising. New technologies in Russia". This book is the result of more than thirty years of work by the author in the field of advertising, his direct participation in practical advertising activities - consulting various advertising, commercial, political and public organizations.

Material from the advertising portal ambient-media.livejournal.com, dedicated to discussing only non-traditional advertising media, was also used. Using this site, we were able to analyze some types of non-traditional advertising media, and studied various articles on the topic of perception of new technologies in advertising. And with the help of the website www.marketing-guide.org/info/shablony.htm we were able to conduct marketing research to determine which types of advertising media are more attractive to consumers.

Object of study – modern advertising media in Russia

Subject of study– use of non-traditional advertising media in Russia

Purpose of the study:

Analyze existing non-standard advertising media on the Russian market.

Tasks:

1. Find out what caused the need for the emergence of new advertising technologies.

3. Determine how effective the use of non-traditional advertising media is.

Hypothesis: With the increase in the number of standard advertising formats and increased competition in the traditional advertising market, the effectiveness of conventional advertising is declining. In this regard, non-traditional advertising media appear, which will later become traditional.

Basic concepts:

Advertising – This is a paid, unidirectional and non-personal appeal carried out through the media and other types of communication, campaigning in favor of a product, brand, company (some cause, candidate, government).

Non-traditional media - new communication channels through which advertising reaches our consciousness in the most unexpected places, breaking through the general flow of advertising messages.

CHAPTER 1

Theoretical foundations for the development of non-traditional advertising media in modern conditions.

1.1. Prerequisites for the emergence of non-traditional advertising media

Advertising plays a huge role in our lives. It largely determines our image and lifestyle, and inevitably influences our views, our attitude towards ourselves and the world around us. She shows us ready-made forms of behavior in a given situation. Determines what is good and what is bad.

The world of advertising technology surprises us every year with the pace of its development. Over the past 5 years, many original ideas and advertising media have appeared on the advertising market, which open up new opportunities for us to promote goods and services. It is also fair to note that not all new products successfully take root in the market and move from the category of “non-traditional”, becoming generally recognized as effective advertising media.

We chose this topic because we were interested in this problem and, moreover, at the moment this problem is very relevant.

Non-traditional media (ambient media) have recently become increasingly popular among advertisers, and in the Russian advertising market there has been a noticeable increase in the number of agencies offering clients to place information about their products on mobile billboards, sauce packets, baked goods and even on the faces of promoters. We must assume that the day is not far off when the Moon will be decorated with the logo of some famous corporation, and spots on the Sun will be removed using a popular detergent.

It is known that absolutely any advertising begins to irritate the audience over time. Moreover, here we are talking about two aspects at once: about the advertising ideas themselves, which constantly need to be updated, finding new solutions, and about the ways in which advertising is distributed. That is, over time, the effectiveness of the advertising media themselves also begins to fall, add to this the constant rise in cost of traditional advertising media due to media inflation. In addition, due to various legislative restrictions, advertisers have fewer and fewer opportunities to position and promote a particular brand using traditional media.

Recently, two approaches to solving this issue are most often used: the advertiser is invited to take the consumer “in numbers” by placing his advertising on a large number of media, or to attract the buyer’s attention with an original idea, often scandalous or shocking. That is why today, in order for your message to be noticed by a potential audience, you have to come up with non-traditional advertising media.

The main reason for the emergence of non-standard media is mainly the exhaustion of the potential of mainstream media. In particular, the use of BTL advertising has long ceased to be an ordinary fashionable gimmick, having turned into a real marketing tool for Russian companies. Such types of advertising media as business souvenirs, placement of logos on pens and calendars have become an integral part of the company’s image and an indicator of the level of its corporate culture. According to forecasts by AKAR (Association of Communication Agencies of Russia) and RAMU (Russian Association of Marketing Services), the BTL market volume in 2010 will be $1.7 billion, and in the next five years the BTL industry will demonstrate rapid growth - from 27 to 30% annually. And, according to ACAR analysts, by 2011 the volume of the Russian BTL advertising market could reach $4.5 billion.

Thus, today anything can become an advertising medium: a person’s body, a child’s name, the name of a locality. Everything is filled with advertising: the walls of houses, public toilets, garbage cans. Advertising is written on the asphalt, on the blank sides of checks and credit cards.

Non-standard advertising media allow you to achieve high quality contact: new media are absolutely noisy, and their use allows you to achieve the effect of novelty and surprise for the consumer. Non-traditional advertising has the ability to accurately inform consumers and selectively influence them, whereas, for example, the audience on television, due to objective factors, is quite blurred and is rather a collection of different consumer groups.

The term ambient (translated from English as “surrounding”) was first used in relation to advertising and media in Great Britain in the mid-90s of the twentieth century. This word has come to mean advertising that catches the eye of the consumer in the most unexpected places: on the back of a parking ticket, at the bottom of a golf hole, on a seat belt in a subway car, on the handle of a shopping cart in a supermarket, on the side of an egg tray (some technologies allow you to post messages even on eggs).

The main disadvantage of non-standard placement is the duration of preparation and the requirements for careful study of all the details of the process. And you can never accurately calculate the effectiveness of a project in advance. But if everything was done wisely, then you should definitely expect success!

Unfortunately, many Russian companies have difficulty accepting non-traditional advertising, presumably due to existing stereotypes. There is a strong belief in business circles that traditional advertising media are much more effective at promoting a brand. Although, as practice shows, non-traditional advertising with a properly designed advertising campaign reaches the target audience much faster, and what is equally important is that an unusual advertising move remains in people’s memory much longer than a banal commercial on TV or a line of an advertisement in a newspaper.

The key task of non-standard advertising is to attract the attention of consumers in those places and at those moments when the advertising flow of traditional media (TV, press, outdoor advertising) is weakened. Creating situations of unexpected or forced viewing of advertising information more clearly fixes the advertising message in the minds of consumers. For example: advertising on airline tickets, in beauty salons, in toilets, on airplanes, on benches.

According to the Custom Line Media Group agency, quite a lot of new advertising media have appeared in Russia recently. Currently, specialists from this company are analyzing more than 30 different segments of the non-traditional media industry.

Today, the advertising market requires new solutions; advertisers actively show interest in absolutely all proposed new ideas and effective ways of interacting with the target audience. Tightening rules for placing television advertising and the unresolved situation with outdoor advertising contribute to the emergence of so-called non-traditional media.

The use of non-standard media is often justified by the possibility of using small budgets, as well as the high quality of contact with potential consumers.

Non-standard advertising opportunities are “unplayed” advertising tools with minimal internal media noise that are little or not used by competitors. These are undistributed advertising opportunities, to which the advertising market does not have access or does not have general information (for example, a database of marketing research results). The consequence of this is precisely the lack of standards, common ideas with which proposals from suppliers could be compared.

If a non-standard advertising opportunity is not a creative revision of a standard one, then new technologies, media and platforms are used to implement it, which means that significant investments, coupled with the inevitable lack of a steady flow of advertising budgets, are the reason for the relatively high cost per thousand contacts. The use of such advertising opportunities is advisable if there is an intersection of the advertiser's target audience with the target audience of the medium, high communication efficiency of the medium, an adequate contractor and a clear strategy for using this medium in general and within the framework of a general advertising campaign in particular.

The superposition of these conditions will give the advertiser the opportunity to convey his advertising message to a potential consumer with high efficiency and, as a result, even with lower final costs than through standard media. For agencies, as a rule, the use of non-standard media is characterized by increased profitability.

As practice shows, recently companies with fairly “promoted” brands have begun to resort to using non-standard advertising to attract the attention of audiences.

The amount of advertising on traditional media has recently become enormous. Over time, the endless stream of advertising becomes a source of irritation for the audience, and as a result, the level of effectiveness of even expensive advertising campaigns decreases significantly. Traditional media themselves are gradually becoming a kind of advertising background, to which the consumer reacts less and less. Attracting the attention of the target audience can only be achieved by increasing media weight, which advertisers with appropriate advertising budgets can afford. But this strategy cannot become a panacea, because each media carrier has its own “ceiling”, and besides, it is impossible to increase the frequency and volume of placements indefinitely. For these reasons, advertisers begin to turn to non-traditional media to promote products. Experience shows that the greatest effect is achieved by combining traditional and non-traditional media. Of course, the traditional media is still winning in percentage terms, but we must assume that this is a matter of time.

Today, experts classify Russia as one of the developing advertising markets, but still, traditional advertising media in their current form will sooner or later cease to exist.

1.2. Types and use of non-traditional advertising media

Non-traditional types of advertising distribution channels are considered to be those channels that are used only in limited cases and are not of a mass application nature. .

Forms and types of advertising are as diverse as life itself. The carrier of the advertising message can be anything. Most of the original and unexpected advertising media comes to us from other countries. From a matchbox to a space rocket. From the World Wide Web - Internet to condoms. It is noteworthy that recently advertising has begun to conquer the sky. Newspapers reported that this would be the first time the advertisement would be placed on board a rocket being launched into space. The Swedish Space Corporation has announced a competition for applications for advertising on its Maxus spacecraft. The minimum cost of this unusual order is $ 1 million. The advertising sign on board the rocket will occupy an area of ​​26 m2, will be equal in height to a five-story building and will “live” for only a short time - about 10 seconds of launch and another 15 seconds in space, while the rocket the carrier will not cease to exist. The actual impact of this advertising will depend on the distribution of the photographs.

Originality is always attractive. Here, for example, is an interesting technique that Proctor & Gamble used to popularize its Pert Plus shampoo-conditioner, intended mainly for men and which began to lose its popularity in 1998. The television commercial shows how a representative of the company, armed with a new shampoo and a basin, offers passers-by to wash their hair right on the street and does it skillfully. Naturally, these “washings” are not complete without funny situations, which makes advertising both popular and effective.

Advertising mirrors are advertising and image carriers of information and have options for slide shows, creeping lines and video advertising on a built-in TFT monitor. Advertising in the mirror - new advertising technologies in the era of global consumption targeting the target audience of the successful, rich and educated.

There are also advertising mirrors, where in addition to a set of slides plus a ticker, there is a built-in liquid crystal monitor with a digital audio-video system that allows you to display presentation films, any other video advertising and just films.

The slides are displayed instantly and one at a time in such a way that only one slide is projected onto the surface of the advertising mirror at a time. In this case, a significant part of the mirror plane remains free and performs the main function of a mirror.

The ease of making and replacing slides allows you to quickly change your advertising strategy, making mirror advertising flexible and responsive.

In an advertising mirror, thanks to a fan of multimedia options, images-movements are built, and the mirror surface, multiplying the world by an imaginary unit, introduces us to the mysterious space of images-time. This combination allows us to say that advertising in the mirror integrated and conceptualized in a high-tech advertising structure the entire history of the evolution of the consciousness of the intellectual, creative and economic elite in the 20th century.

The main advantages of advertising benches are a modern and bright design, a fairly low cost of placement and the absolute novelty of the product. It is worth noting that benches perform not only advertising, but also social functions. They are intended both for improving urban space and for equipping public transport waiting areas.

The concept of placing advertising benches covered the busiest places in the city: tourist areas, pedestrian zones of central streets, squares adjacent to metro stations and public transport waiting areas, parks, etc.

This project is designed for success especially at the height of the spring heat wave, when a huge number of residents and guests of the city go for walks along the capital’s streets. Advertising benches will become the main resting place for citizens, as well as an excellent addition to the city landscape. It is worth noting that the seasonality of the placement of advertising benches is not of fundamental importance, since both in the cold and warm seasons they are serviced daily by service teams and always have a well-groomed, clean appearance.

MGA Interactive

The basis of MGA Interactive is a projector that projects an image onto the floor. A special tracking system reacts to people passing or standing in the area of ​​the screen and immediately changes the image using numerous software effects. MGA Interactive platforms are located in shopping and entertainment centers.

This advertising medium - MGA Interactive - is the only medium today that allows the viewer to interactively interact with advertising information, becoming part of it and immersing itself in the atmosphere of the advertising message. Based on the characteristics of the medium, the viewer perceives MGA Interactive as entertainment, and not as intrusive advertising, hence only positive emotions towards the media medium and what is displayed on it. According to the study, the average viewer who pays attention to the MGA Interactive media spends 2.6 minutes on the system, and for 15% this time is more than 4 minutes. People like what they saw: more than 60% told their friends, relatives, and colleagues about what they saw, thereby increasing the potential audience of the system due to the “word of mouth” effect.

MGA Interactive is a fairly transparent tool that initially allows you to obtain maximum information about the size and quality of the audience at each individual placement point. Such information is reflected initially in the address program of the media network proposed for placement and, taking into account the indicators obtained during the study, can provide a fairly complete picture for the advertiser.

MGA Interactive is a new advertising medium for our country; the network was launched into commercial operation on May 1, 2007, and today it is impossible to provide specific facts characterizing the return on advertising on the systems. However, many companies successfully use similar networks in the USA, South Korea and other countries, and are willing to plan placements in the coming months, which is an absentee assessment of the quality of the MGA Interactive platforms as an advertising tool.

"Talking" advertising

New technologies of sensory influence (additional influence on hearing, touch, etc.) are widely used in the West and have already proven themselves well there. Why, for example, do you hear the familiar sound of fizzy Coca-Cola being poured into a glass with ice when entering the Coca-Cola department? A distinctive sound is a cheap but effective way to appeal to customers' emotions and enhance the impact of a brand's message. Sound evokes memories and emotions. The familiar trill of a bird raises waves of memories of home, a musical hit from many years ago brings back for a moment the excitement and anxieties of that time. America On Line (AOL) uses voices in its interactive programs that are familiar to many network users.

Since this is not yet very common in Russia, we can be pioneers, namely, be original and win additional “advantages” in the eyes of consumers. For example, this is already used by Whiscas, whose energetic cats meow on outdoor advertising in Moscow. The ear reacts faster than the eye. Repeated testing shows that the brain can process a spoken word in 140 milliseconds, while understanding a printed word takes 180 milliseconds. Psychologists believe that the difference of 40 milliseconds is spent by the brain in translating a visual image into an auditory one that the brain can perceive.

You can make a wonderful advertisement using words alone, but how many successful advertisements have we seen that consist of one video sequence, without words or sounds? The timbre of the human voice imparts to words an emotionality that is unattainable by any image. The warmth of the human voice is often enough to effectively convey the essence of the advertising message to the listener.

Promobox

Promobox is a new, innovative medium that immediately showed its effectiveness. Due to its location on the handrails throughout the vehicle, it provides direct contact between the audience and the advertisement, unlike conventional stickers and posters. The attention of passengers in crowded transport will not pass by the promobox. Moreover, when one image is placed on all media throughout the salon.

Tattooed faces and bodies are widely known, and one might even say traditional, images in advertising campaigns for tobacco, cosmetics, automobile and alcohol brands. If an advertiser needs to create a certain bias towards extremism, marginality, independence and escapism, these are the images that are used, and the drawings are often applied not only to the body, but also to the face, around the eyes, and so on.

Transfer tattoo (including, of course, advertising) - is easily transferred to the body using a damp cloth - simply by pressing firmly and wetting. Perhaps this is my speculation, but it seems that no other medium, except for an advertising tattoo, suggests such close contact with the body.

If we consider what does the success of an advertising campaign on such non-traditional media depend on? Only from graphics. Regardless of a person’s desires, whether he wants to stick it on himself or not, because the contract has been signed, and it’s up to the company to decide what the company will place.

The tattoo itself is often an informal phenomenon, and this makes it an even more attractive and attractive means of self-expression. Tattooing is one of the oldest artistic forms of all nations, dating back to prehistoric times. It served not only as decoration, but also as a sign of a tribe, clan, totem, indicated the social affiliation of its owner, and, in addition, was endowed with a certain magical power. Tattoos have been an inseparable companion of humanity at all times and on all continents, among almost all peoples, in various cultures and religions. And today it remains something unusual and eye-catching.

InDoor TV technology

One of the most promising and already proven types of non-traditional advertising in Russia and abroad is video advertising in crowded places. This is the so-called InDoor TV technology. Experts say that more than 90% of potential buyers pay attention to it.

This advertising technology has greatly improved in recent years. In 2005, a new X3D video technology appeared on the Russian InDoor advertising market, developed by X3D Technologies Corporation and first presented to the public back in 2002 at a high-tech conference in the USA. From now on, the consumer’s attention is attracted not by a flat, but by a three-dimensional image containing advertising information. Now the picture can easily go off the screen, then just as easily return, leaving a lasting impression in the minds of people passing by. And its main trump card, in contrast to simple 3D technologies, is the perception of three-dimensional images without the use of additional means, such as special helmets or stereo glasses. Plus, to appreciate the realism, it is absolutely not necessary to be directly at the monitor. Thanks to the wide viewing angle and spatial reproduction technology, the effect is noticeable at a distance of up to 100 meters, which makes this technology convenient for presenting goods and services at points of sale.

Today, countries such as Japan, China, France, Germany, and the USA actively use this type of advertising in large supermarkets, clubs, and entertainment shopping centers. Advertising has become widespread in the field of computer technology, as well as banking and grocery. In our country, the first advertiser to become interested in X3D technology was the Russian Development Bank, which appreciated all the advantages of this advertising in February 2005.

Using this technology to demonstrate videos is a great opportunity to have a spectacular and memorable impact on the consumer, because creativity is important at every stage of advertising communication - from the idea to its visual implementation.

Just Touch interactive technology

Another innovative and effective type of advertising is the Just Touch interactive interaction technology, which appeared in the USA at the very beginning of the 21st century. Working on the basis of the Touch Screen system, it allows you to track the movement of the consumer’s hands and, with their help, control the functions of the menu located on a special display. The system reacts to any, even the lightest touch. This happens thanks to an ultra-sensitive touch film covering the surface of the information board. The consumer will be able to find the information he is interested in, check the availability of goods, and familiarize himself with the establishment’s program. At the same time, the logo of the advertised brand constantly comes into the buyer’s field of view, but does not irritate it, but is stored in memory. This system can turn any storefront into a fully functional sales channel, be it a car dealership window, a bank window, or a yogurt manufacturer’s stand.

Manufacturers should seriously think about using this technology when “promoting” their products. Because, firstly, the consumer will definitely appreciate the manufacturer’s innovative approach to advertising the product. Secondly, he will be grateful for the unobtrusive presentation of information and saving time. Thirdly, you will receive a lot of positive emotions. It is not surprising that this technology is becoming more and more common today in Japan, the USA, Korea, European countries and Russia. In the USA, for example, it is available at almost every third point of sale or service provision.

Ground FX technology

This is a state-of-the-art interactive projection developed by GestureTek, which allows the consumer not only to observe the advertising story, but also to take part in it.

Using special technical installations, a three-dimensional image is projected onto a flat surface. It is impossible to pass by unnoticed: the system will instantly react to the slightest movement made by a person passing by. For example, circles form on virtual water, a flock of birds flutters, and the virtual gentleman nods his head in a friendly manner. Using this technology, it is even possible to score a goal into a virtual goal!

Advertising technology was first tested in 2005 by advertisers in the USA and Puerto Rico, in such famous places as the American Airlines Center, Andels Stadium, and Wachovia Center. Also among the first to use this technology was a bookstore in Manhattan and a couple of large supermarkets in Hollywood, which turned the floor between the windows into a virtual seabed.

Today, due to its high efficiency, this type of advertising is increasingly used by manufacturers and large shopping malls in Europe, America, Russia and some CIS countries for BTL promotions, as well as to increase the flow of consumers and ensure more frequent visits. Various events, exhibitions, fairs, product presentations - all these are areas in which Ground FX advertising technology is actively used.

Japanese technology Free Format Projection

Another discovery of specialists in advertising innovations is the Japanese technology Free Format Projection, which can capture the imagination and attract the attention of anyone, even those who hate advertising with every fiber of their soul. This technology creates the feeling of the presence of life-size characters or objects due to special processing of the image, which is subsequently projected onto the surface. Here the imagination is limitless: a virtual girl trying on outfits right in the store window, a huge bottle dancing at the entrance to an entertainment center, or a tin can walking between the aisles in a supermarket... Such a spectacle will remain in the consumer’s memory for a long time, which means that the advertised product or service will be a guaranteed success.

Perhaps many remember how at the MTV Europe Music Awards 2005 virtual cartoon characters of one of the famous groups entertained the audience as presenters. This event can be considered the first grand presentation of this advertising technology.

To date, it has already been used by manufacturers of computer and household appliances, luxury clothing, mainly in Japan, the USA, and China.

In Russia, Free Format Projection has not yet become widespread due to its high cost, but it is quite possible that over the next few years our advertisers will actively use it, especially since there is a trend toward innovation in Russian advertising.

This name comes from the English term Clean Advertising, which was first used by foreign journalists in 2006.

In May 2009, the first Russian agency specializing in environmentally friendly advertising was opened.

This technology allows the use of the natural urban environment, such as asphalt, sidewalks, pavements and others, as a non-standard media carrier. Over the years, asphalt has absorbed street dust and acquired an indefinite gray color; with the help of special technology and water, the contaminated surface is cleaned in the right places, and these areas stand out in contrast against the general background. The result is a beautiful image or inscription. The cost of such a project will be 5-10 thousand rubles, depending on the complexity of the design, this amount includes the production of a stencil (1-3 thousand rubles), while a foreign analogue costs about 40 thousand in ruble equivalent. Repeated application will cost the advertiser less, since the stencil will already be ready.

The pattern lasts on the surface from 2 to 8 weeks, depending on the location and traffic of the place.

Flogos is the name given to company logos made from soap foam that rises into the air thanks to helium. The size of exotic advertising media is relatively small.

“Snow” advertising is located on any snow-covered surfaces - parked cars, walls, mailboxes. The use of only natural materials has proven effectiveness in carrying out such an advertising technique.

This is the latest news in the world of innovative advertising technologies today. Of course, it is unlikely that innovations in advertising will completely displace traditions. However, given the mood of consumers who are tired of monotony, and the shortage of advertising space, most likely, traditional advertising will have to seriously make room. Because innovative advertising technologies are more exciting, easier to digest and more effective. According to experts, their use can increase sales of the products presented by 20-45%! Manufacturers will agree that this is a strong argument in favor of innovative advertising.

Informational social advertising is a significant type of advertising in our lives. It draws attention to very important problems of society, to social programs and the possibilities of solving them. The main thing in this advertising is the presence of feedback. If a problem is clearly, acutely and vividly revealed, then the social responsibility of such advertising is to give viewers the opportunity to choose ways to solve this problem or react to it. Such advertising must be signed indicating telephone numbers, website, and other contacts so that viewers can react to it and express their attitude to the described situation. Thus, in advertising about orphans, the video often ends on a bear left on a bench. Such advertising fills viewers with a sense of guilt and creates a strong desire to adopt a child. Most of these impulse adoptions then result in people regretting their action because they cannot cope with the adopted child.

First of all, it is necessary to make a reservation that the term “social advertising” is used only in Russia. All over the world it corresponds to the concepts of “non-commercial” and “public” advertising.

Perhaps the most examples of the use of non-traditional advertising can be found in social advertising. This is because people are generally not receptive to social advertising messages, so it is much more difficult to convey such information to them.

How many times from the pages of newspapers, the surfaces of billboards and from television screens people have been urged to quit smoking or not drink and drive! But such appeals no longer work; the consumer’s eye indifferently glides over familiar posters, just like the inscription on a pack of cigarettes “Smoking is harmful to your health” - it is simply not noticed.

Non-traditional advertising media allow you to attract attention. Thus, at one time, the German International Society for Human Rights placed posters depicting a man pelted with stones on the central streets of Berlin. In this way, the society wanted to make people think about the situation in third world countries, where “stoning to death” is still a legal punishment. Amnesty International used a similar technique, placing on the walls of buildings images of the military taking aim at passers-by, and on the sidewalks, next to posters, stickers reading “Tax fraud is one of the 68 crimes for which they will execute you in China.”

There are many other examples of social advertising created using non-traditional media: the fight against alcohol consumption by drivers in India (beer coasters with people’s faces, which, thanks to invisible ink, begin to “bleed” after a beer glass is placed on them), the fight with smoking in Australia (an enlarged model of a cigarette is mounted on an iron pin sticking out in the middle of a field, thereby creating the effect of an extinguished cigarette), etc. What all these solutions have in common is that they do not leave people indifferent, and therefore make them think.

If we look at social advertising in general, then both in Russia and in the West, much less money is allocated for non-traditional solutions for its creation and placement than for the creation and placement of commercial advertising. The largest customer of social advertising is the state or various foundations and public organizations, therefore, it is quite expensive to create worthwhile non-traditional advertising that will catch the eye of passers-by. Therefore, when creating such social advertising, you should strive to use to the fullest the small budgets that, as a rule, are allocated for social advertising.

The main goal of non-traditional social advertising– creation and implementation of a message that can evoke a strong emotional response in the respondent.

Tobacco smoking

The world is an environment of contradictions. Social advertising should encourage smokers to be aware of this situation. Give a choice, but do not intimidate with death, although most of all such advertising is built on the connection - “smoking-death”

Many people don’t think about how important donation is. Social advertising should convey information about this issue to the majority of citizens. Donation is a step towards saving lives. Donation is beneficial for the body of the donor. Donation is a personal choice for everyone who thinks about the fate of people in need at these moments and about potential patients. The population has quite a lot of questions about donation, but for a healthy person there should be one solution - to donate blood to children and adults in need. It is necessary to change people's attitude towards donation. Show that the practice of donating blood exists in all developed countries.

Drunk driving

The driver and the car are two systems that complement each other. If the car has problems, the driver and other people on the roads suffer. If something happens to the driver, either he falls asleep, or is drunk, or drives without rules, he speeds - both the car and the people around him suffer. A car is a necessary and necessary transport, but it can also be a cause of death. Driving is the culture of the state, and the culture of its individual citizen. Advertising should encourage people to drive correctly, without killing their neighbors and themselves. Such advertising should be chilling, but without blood and horror. There should be a dialogue with the driver, as with an intelligent person.

The problem of drunk drivers. The problem of purchased licenses and ignorance of basic traffic rules, etc. What can social advertising do here? Some agencies are taking action and producing gory videos about driving, seat belts, red lights, etc. And at the same time they think that with such terrifying scenes something can be changed. The content of social advertising suffers first of all. And it is non-traditional advertising media that can weaken the negative impact of advertising on the consumer by conveying problems of such content.

Anti-violence

Violence is the use of physical force or various types of influences against an individual or social class to impose one’s will or eliminate opponents. These are threats, terrorism, extortion, child abuse, sexual violence... Children and women most often fall into this category. Violence is the absence of strength.

In turn, human strength is the ability to manage one’s emotions, desires, and behavior; become better by analyzing your actions.

Mental violence - violence consists of influencing a person’s psyche through intimidation, threats, in order to break the victim’s will to resist, to defend their rights and interests.

Rape - in the criminal law of the Russian Federation - is a crime against the person, which consists of sexual intercourse with the use of violence or with the threat of its use against the victim or other persons, or taking advantage of the helpless state of the victim.

Non-traditional media are trying to convey the problem of violence to citizens in such a way that the audience is not frightened by what they see, but thinks about the existing problem. It is important that this advertisement indicates the coordinates for feedback.

Environmental protection

Non-traditional advertising and ecology = successful interaction. If you show that there is little vegetation, no trees, people will think, since it will be shown in unusual colors, and not a monotonous picture, and, secondly, the city will become even more beautiful, “more conceptual,” “thoughtful.” If non-traditional advertising is done correctly, it decorates and tones up the surrounding space. There is a lot of traditional advertising, information saturation occurs, people do not notice it. And unconventional is like a fresh breath that will definitely attract attention.

One of the definitions of what ecology is is the science of the mutual relationship between the environment, living organisms and humans. It is important to engage in ecology, understand the processes, encourage people to cleanliness, minimize waste: paper, water, food, etc. It is important to explain to children from childhood that cigarette butts and pieces of paper should not be thrown on the streets, that it is important to keep the city, the air, and yourself clean. Unconventional solutions in this area can be very successful, since the environment and ecology are components of one whole.

HIV infection

HIV infection is not the end of life, it is the mobilization of all sources of human strength, from physical to emotional. It is not always the infected person’s fault. The negligence of others often leads to infection of one's neighbor. In this case, non-traditional advertising is designed to talk about this phenomenon, to encourage people to search for information, if it is not presented in advertising, about HIV/AIDS.

If a person learns about the diagnosis of HIV infection, then something must change in his life: with HIV infection, it is important to feel like a master of the situation, and not a helpless victim. Knowledge is power, so it is important to try to learn more about the development of HIV infection, the meaning of various tests, ways to maintain your health, and new medications and treatment methods.

Non-traditional social advertising should pay attention to such a complex, important problem of humanity. Some become infected from ignorance in this matter. Preventive methods are important here. And only then will we be saved from infection when we educate young people like adults and give them information to use.

Explain to people that they cannot avoid the infected person, since this does not always happen according to his will, but due to the untidiness of other persons;

That you need to help such a loved one, a friend;

It is important to provide information and websites where you can find answers to questions about HIV, prevention and treatment.

Oncological diseases

Youth, drive, nightclubs, friends, cigarettes, alcohol, sun - these are the components of so many lives. But only someone after all this is left alone with cancer... brain cancer, skin cancer, lung cancer... for example. Non-traditional advertising should explain to the population that there is cancer, that there is prevention, that there is a happy life... life, just with some restrictions.

Non-traditional social advertising encourages people to take care of their health, think about it, research, prevent diseases, and not treat them afterwards. People always hope for chance, but a person must be a rational being, so why are his actions very often irrational?!

"Sphere of Hygiene"

Hygiene is a separate science that studies how living and working conditions affect human health. Hygiene develops measures to improve these conditions in order to prevent disease. And social advertising clearly shows what has been missed in the prevention of a particular problem

Hygiene is the ancient Greek goddess of cleanliness. And in order to achieve balance between a person and his actions, it is necessary to expose problems that are overlooked, due to negligence or lack of awareness. Hygiene (from the Greek “hygiaino” - I am healthy) - the doctrine of a healthy lifestyle and healthy conditions; a set of practical measures to ensure the preservation and promotion of health.

Hygiene develops measures aimed at preventing diseases and creating conditions that ensure the preservation of health. And non-traditional hygiene advertising has exactly the same goals.

Addiction

The reasons for consumption are different, but the consequences are practically the same - departure from life, first social, and then death. The task of social advertising is to show this problem outwardly, to attract attention, especially of those who have not embarked on the path of drug addiction or are at the initial stage. That is, the main task, as we see it, is the prevention of this phenomenon among the masses. Why not treatment? Unfortunately, drug addicts are practically incurable. The difficulty of this issue: it is so delicate that it is difficult to convey it without using a rigid context. This is a disease that is important to talk about in the right place and at the right time. And this time and place is the world, every day, every second.

CHAPTER 2

A practical study of the development of non-traditional media of modern advertising

2.1 Research program

In order to determine whether non-traditional advertising media will displace traditional ones, it is necessary to find out the opinion of advertising consumers.

Any survey is based on a special technology based on a questionnaire. A questionnaire is a set of interrelated questions to which the respondent provides an answer. We chose this method because we considered it to be the most accessible. All received data will be subjected to general processing, and appropriate conclusions will be drawn regarding this problem.

Target: analyze people’s attitudes towards the appearance of non-traditional advertising on the market

Tasks:

1. Determine at what level of development non-traditional advertising media are now.

2. Find out what influences the development of non-traditional advertising media.

3. Assess consumer readiness for new technologies in the advertising market.

Hypothesis:

Consumers are attracted to new technologies

Action plan :

1) questionnaire development

2) conducting research

3) processing of results

4) conclusions and conclusion about the study

2.2 Research results

It's no secret to any of us that the consumer is not passionate about advertising. Every day he builds a huge wall, brick by brick, behind which he can forever hide from annoying advertisers, companies and their brands. Breaking this wall with standard advertising is very difficult and, moreover, very expensive. Today it is much more effective to reach consumers using other, non-standard methods.

Non-standard advertising is good, first of all, because it appears in completely unexpected places, surprises us, entertains us, and most importantly, makes us want to tell our friends and acquaintances about it. Absolutely free. That's why more and more companies are shifting the lion's share of their advertising budgets to custom advertising communications.

It follows that the following questions are currently of greatest interest to players in the advertising market: how effective are non-traditional media and what advantages do they have over well-known media? What prospects do advertisers and media sellers have when using non-traditional methods of posting information about products and services?

Today, the new media market is in a certain investment stage: proactive companies are investing in the development of non-standard media communications, while advertisers are in the waiting stage and are not yet ready – more morally than materially – to invest budgets in new media.

At the moment, traditional media successfully solve various problems of advertising campaigns - be it increasing sales or increasing brand awareness. In this sense, standard communication channels are a proven and reliable tool for advertisers. With favorable development of the non-standard media market, there is a possibility of an outflow of funds from traditional media to new ones - and this, first of all, will affect budgets aimed at sales.

The market for non-standard media in Russia is not yet sufficiently developed compared to its Western counterparts. Therefore, there is no need to talk about competition with traditional media yet. However, despite their youth, non-traditional media have a number of advantages over traditional media - first of all, audience targeting (the ability to influence small and local target groups), small budgets, and the quick start of advertising campaigns.

The custom media market is like an escalator. Escalator steps are niche advertising opportunities, “doomed” to remain so forever. From time to time, other non-standard media jump onto the escalator, make their way on it, and then get off, becoming standard.

Non-standard media is always a surprise, which arouses interest and, as a rule, an immediate reaction. The effect is not long-term, but quite strong. The appropriateness of using such media should be considered on a case-by-case basis depending on the goals of the campaign. If it is necessary to arouse keen interest, which will be further supported by standard advertising, or to maintain a certain image, the use of such media is very effective.

Questionnaire analysis

Survey question: Are you familiar with the concept of “non-traditional advertising media”

Without a doubt, all respondents were 100% familiar with the concept of “non-traditional advertising media.”

Survey question: Do you think that modern advertising on the Russian market is losing its effectiveness?

Survey question: In your opinion, what is missing in Russian advertising?

The Russian market is increasingly integrated with the global advertising market. Its growing size and still high growth rate are becoming increasingly visible in the world and attractive to international players. The market is becoming competitive.

When asked what is missing in domestic advertising, respondents divided their opinions as follows: in fact, according to the majority, what is missing is, first of all, the introduction of new technologies. According to respondents, advertising needs creative people in percentage terms as well as highly specialized specialists.

Thus, respondents assess the effectiveness of various advertising media today.

We cannot talk only about any specific means of advertising distribution. Today, ordinary objects that a future potential consumer may look at have become advertising media - handkerchiefs, razors, packages of condoms, benches, beach changing rooms, finishing materials, pizza boxes, bridges, ATMs and many other objects that surround us in everyday life.

Questionnaire question: What do you think led to the formation of non-traditional media of advertising information?

It is noted that the formation of non-traditional advertising media was primarily due to consumers’ “ignoring” of all types of traditional advertising.

The consumer has begun to avoid traditional communications; he switches off and does not want to react.

Survey question: How do you feel about non-traditional media of advertising information?

Non-traditional media are the future of modern Russian advertising. Recently, many examples of advertising in non-traditional places have arisen. Advertising waits for the consumer where he least expects it. With a creative approach, quite ordinary objects and materials that surround us in everyday life and on which a trademark unexpectedly appears can act as an advertising medium.

Survey question: In your opinion, do non-traditional media influence the development of the advertising market?

The majority of respondents determined that non-traditional media certainly influence the development of the country's advertising market.

Today, the market for new media is in a certain investment stage: proactive companies are investing in the development of non-standard media communications, while advertisers are in the waiting stage and are not yet ready – more morally than materially – to invest budgets in new media.

Survey question: Do you think that advertising on non-traditional media is effective?

Specialists have different attitudes towards new advertising media. Some consider them effective and necessary, since advertising meets consumers in the most unexpected places, others are conservative in the choice of advertising media and do not recognize new media. However, the tendency to search for new types of advertising is observed everywhere. First of all, this can be explained by the fact that the overload of traditional advertising media shifts the attention of advertisers towards something new. Today, the emergence of new media is facilitated not only by advertisers, but also by companies that, at first glance, have nothing to do with the advertising industry.

There are a lot of nuances associated with calculating the effectiveness of using certain advertising media.

Recently in Russia there has been a powerful increase in the advertising impact on the audience. Due to such an increase in advertising messages, their effectiveness inevitably decreases, since most of these messages are no different from each other. It is obvious that a chance to attract potential clients and simply pay attention to advertising is provided by non-traditional approaches to the content of the message and the type of media.

In the West, non-standard media is seen as an opportunity to run a bright and cheap campaign. In Russia, large customers demand national coverage from non-traditional media, and they are willing to invest no more than 5-10% of their advertising budgets in them.

As a rule, direct advertising does not have the opportunity to influence consumers for a long time. Thus, sometimes investing in direct advertising alone does not produce the desired effect. Non-traditional advertising media come to the rescue, which are harmoniously introduced into the environment and have a constant, targeted impact on potential buyers. Advertising media can be quite ordinary objects and materials on which a trademark is unexpectedly placed. The use of new media is quite widespread around the world. In Russia, there are still few such examples compared to their Western counterparts. Most of the original and unexpected advertising media comes to us from other countries. However, the tradition of advertising on ordinary objects has appeared in Russia since Soviet times.

Consumers believe that advertising on non-traditional media is more effective than ineffective. Advertisers love non-standard media for its high efficiency - such advertising has every chance of attracting consumer attention. An original or funny solution may please an unwitting viewer so much that he will tell his friends about this advertisement.

Survey question: Do you think social advertising needs to use non-traditional techniques?

A non-standard approach to social advertising is a huge problem, as it requires the investment of additional resources. If the placement of social advertising on standard media is provided for by law, then with non-standard media the situation is much worse, and this cannot be done without targeted funding.

In our opinion, the use of non-traditional media in social advertising is much more effective than traditional media. Just a poster pasted on the wall is, of course, also a likely step towards people realizing the importance of the problem, but the unconventionality of such advertising makes it more acute and penetrating. The plot is taken from the life around us and integrated into this life itself. Such advertising gives others a clearer idea of ​​the problem.

Main conclusions

Our advertising market is young, the density of its information field is relatively low, and this allows us to quite effectively convey advertising messages to the consumer’s consciousness using standard methods. In Russia, non-traditional advertising methods are still used “on a residual basis,” that is, only if a regular campaign does not exhaust the advertising budget.

Advertising experts say that in Russia there is a favorable situation for entering the advertising market with non-traditional ideas. Firstly, the consumer has become so bored with traditional media that he stops noticing even the creative delights in the advertising appeals themselves. Secondly, the ambient media market is completely unoccupied and is just emerging. Where are the pioneers? After all, as Al Ries said, it is important to be not even the first in the market, but the first in memory.

According to experts, non-standard advertising has the greatest impact on consumers aged 18-24. Other age groups “get caught” only if the creative is truly brilliant. That is why it is recommended to use non-traditional advertising media to quickly disseminate information about a new product or project by attracting the attention of an audience of innovators.

The effectiveness of non-standard media is quite high, since they solve the main problem of existing media - they “break through” the protection from information that is present in the minds of many modern people. Due to this, advertising attracts attention and is remembered better. It makes sense to use new media when, for example, it is necessary to attract the audience’s attention to the advertising campaign itself and thus gain additional PR. Such media are effective when it is necessary to reach a specific target audience that is difficult to “catch” in other ways. It also makes sense to use new media when the budget is limited, when the advertiser is not able to convey the advertising message using a large number of communication channels, including to the target audience, but it is necessary to work with “spot” channels - what is called not shooting at sparrows with cannons, and use a sniper rifle.

The main advantage of non-standard placement is a higher rate of attention and memorability (Ad recall) among the target audience. Unfortunately, the effectiveness of non-standard placements has not been sufficiently studied in Russia, but the experience of our Western colleagues suggests that placement efficiency indicators increase by 15%.

From our point of view, there are two reasons why there are still very few examples of the use of non-traditional media in Russia. The first is that agencies do not fully master this tool, and clients do not know how to evaluate the effectiveness of this medium (measuring the share of ambient media effectiveness in the overall campaign effectiveness requires special research, which costs more than the communication itself).

The second reason for the low prevalence of non-traditional advertising in Russia is the lack of courage to take risks and use new media for the campaign. The Russian media market is still traditional.

Despite the fact that the future of Russian advertising is unpredictable, many believe that advertising will develop thanks to new technologies. Under the influence of young and creative advertisers, advertising will be interesting no matter what medium it is placed on.

No, we do not urge you, of course, to abandon traditional advertising media and contact advertising agencies in search of suitable pillars. With the widespread introduction of the brand to the entire country's market, it is hardly possible to do without television. Only it will provide the necessary coverage of the potential audience. It is also difficult to imagine a promotion strategy for many brands without the use of outdoor advertising in its usual format, or in the form of photographs in glossy magazines.

Nevertheless, non-standard media are quite capable of effectively complementing an advertising campaign, adding their own “zest” to it and thereby arousing increased interest in it.

In the case of non-standard media, you always take a risk. After all, if this is a truly non-standard approach, it means that it is being used for the first time. How can you calculate something that no one has ever done before?

However, it should be borne in mind that non-traditional media will never replace traditional types of advertising. Their use in combination with other advertising distribution channels can, even in a saturated advertising environment, attract consumer attention to the product and enhance the effect expected by the advertiser.

Conclusion

In Russia, non-traditional advertising media were encountered back in Soviet times - candy wrappers, postage stamps, match labels, labels for spools of thread, cardboard inserts in boxes of chocolates that transform into a toy, record bags, etc. - all these means promoted the trademark or Soviet power.

Russian non-traditional advertising media are experiencing a stage of development that Western markets went through back in the 90s. But the bulk of Russian advertisers are still focused on making their brands known to the widest possible audience. And so far, only traditional media can provide wide audience coverage. But those operators of non-traditional media who were able to build a network in the capital already have a chance to attract the budgets of national brands and, at their expense, develop in the regions. Now in Russia there are about 100 types of non-traditional media.

Practice shows that non-standard media is mainly used by large customers - as one of the elements of an advertising campaign in traditional media. On non-standard media, clients are willing to spend about 5% - less often 10% of the budget. The use of new advertising distribution channels is still perceived as a dangerous experiment, and this is a huge disadvantage for our country. In Russia, compared to the West, traditional media are still cheap, so the majority of clients prefer guaranteed success rather than still dubious projects. In the West, traditional media is so expensive and brands' missions are so narrowly focused that the effectiveness of non-standard placement becomes more noticeable. But, despite everything, the Russian advertising market is growing and more and more proposals for new non-standard means of promotion are appearing. These tools are more aimed at targeting the target audience, deep penetration, and, therefore, effective impact. Such means of promotion are interesting and good as additional support or a “highlight” of an advertising campaign.”

So far, non-traditional advertising media are not a pleasure for small local advertisers. For example, advertising on one bench for a season costs $700. To ensure a presence in the park, about 30 benches are needed. Small advertisers can run a much more effective traditional media campaign for the money. In Moscow, a customer can brand skating rinks, park benches and even New Year trees. In 2003, Nestle was the first major advertiser to place its advertising on benches in Moscow parks. Then this advertising technique was used by Multon (Dobry juice), Unilever (Calve). Nowadays there are advertisements for MTS and Moscow Potatoes on benches in Moscow parks.

And these are not all examples. Some airlines offer to use the hulls of their aircraft for advertising. For example, S7 airline (the company is also going to follow Aeroflot in selling advertising on its air tickets). When advertising is placed on an aircraft, the rental period is from one to three years - the airline will not repaint the aircraft twice a year. The cost of renting one surface is about $300 thousand per year. “Airplanes are an image advertising medium; large brands, such as banks, can easily use them to support the main advertising campaign.

The most attractive of non-traditional media are those that allow the advertising message to be conveyed in the required context, at the moment when the consumer is most inclined to perceive this category of product. True, almost all owners of such structures state that it is their carrier that influences the consumer at the right moment, when he is in a good mood and most inclined to buy.

Skeptics believe that you can locate anywhere, much depends on the imagination of the contractor and his ability to turn this or that object or place into an advertising medium and sell it.

And finally, market development is hampered by the lack of monitoring (new media) as such. “Why are customers willing to spend a lot of money on advertising on television, radio or print media? Because there is a syndicated product - a measurement panel adopted as a standard. With new advertising media technologies, it is very difficult to calculate efficiency and understand pricing. By using non-traditional advertising media, the client is taking a risk, knowing that it may not work. In addition, non-standard ideas are all aimed at a narrow part of the audience, and in the overall campaign they are, as a rule, not the only channel of communication. But still, non-standard media achieve much greater efficiency than traditional ones.

While the level of development of non-traditional media of modern advertising is low, large advertisers are trying to use “standard media in a non-standard way” (in outdoor advertising these are extenders, 3D structures, backlighting). They often deal with a creative interpretation of traditional media rather than with some radically new means of advertising. It is not yet possible to conduct a large-scale campaign, but it is possible to effectively solve problems, especially in regional markets.

And in conclusion, I would like to note that non-traditional advertising media are something even more than just a means of advertising promotion. This is, first of all, a new stage in the development of the advertising industry, and if we correctly start using non-traditional approaches in advertising, we will be able to achieve high efficiency, and this, in turn, plays the most important role.

Bibliography

1. O. Feofanov “New technologies in advertising”; 2000

11. www.ambient-media.livejournal.com – non-traditional advertising media.

Application

Application form

QUESTIONNAIRE

Dear respondent

The Department of Advertising and Journalism is conducting a survey on the topic “Non-traditional media of modern advertising.” Please answer a few questions; it won’t take much time; from the list of suggested answer options for each question, choose the one most suitable for you or enter your answer.

Question	Answer options
	□ No, this is the first time I’ve heard of it
	□ More likely yes than no
	□ Rather no than yes
In your opinion, what is missing in Russian advertising?	□ Creative ideas
What do you think led to the formation of non-traditional advertising media?
	□ New technologies
How do you feel about non-traditional advertising media?
	□ Negative. I don't see the need for them
What associations do you have with non-traditional advertising?
In your opinion, do non-traditional media influence the development of the advertising market?	□ Yes, definitely
	□ No, I don’t see the need for them
	□ More likely yes than no
	□ Rather no than yes
	□ Yes, absolutely!
	□ No, I don’t see the need for this
	□ This is a controversial issue
Your occupation	□ Student
	□ Student
	□ Working population
	□ Unemployed
Your age
	□ Over 50
	□ Male
	□ Female

Thank you for participating!

Your opinion is very important to me!

In the classical sense, the term “non-standard advertising” understands advertising that stands out in form from traditional advertising on classical media, such as radio, television, press and outdoor advertising (for example, a huge screen on Arbat, which stands out from standard types due to its dimensions), or differs in type of media and media channels. Currently, the term “non-standard advertising” refers to any non-standard solutions that appear in the modern world.

The main problem with the classification of non-standard advertising is that with the successful development of a format or channel, advertising moves from the category of non-standard to standard (classical). An example is guerrilla marketing, which has now moved into the format of standard advertising. By the way, one of the most striking examples of such a transition over the past decade is Internet advertising. When mastering the Internet environment, advertising on the Internet was considered not standard in terms of channel type - the Internet was a new media carrier for all advertisers.

However, at the moment, this distribution channel refers to traditional advertising, and only the form can be non-standard in it (sponsorship projects, repainting the main pages, etc.). The concept of non-standard advertising includes all types of advertising that go beyond established media formats, i.e. everything that differs in form, content and idea from the advertising opportunities used can be considered non-standard.

Advertising communications in the form of “viral marketing”". The term "viral marketing" appeared in the USA; this phrase was first used by Jeffrey Rayport at the end of 1996 in his article "Marketing Virus"

Recently, the popularity of viral marketing has increased significantly: the emergence of high-speed Internet channels has allowed Internet users to easily exchange information by distributing video clips, photographs and music files among themselves. The spread of this type of marketing is also facilitated by the growing popularity of all kinds of online communities, blog hosting, social networks, etc. However, it cannot be said that viral advertising is possible only in the Internet environment, but thanks to network technologies, this type of communication has become widespread.

Incentive - users are promised a bonus for doing something. This type of viral marketing is aimed not only at promoting a product or service, but also at building long-term relationships with the audience. An example is the “Get away in 50 seconds” campaign, when people are asked to fill out a short questionnaire and take part in a “race”.

Hidden advertising is the most effective method of promoting a product (service), which is based on the uniqueness and unusualness of viral content. The advertising message in this case is hidden. An example is shown in Fig. 14.11.

Rumors are considered a not entirely correct, in some cases unacceptable and detrimental to a brand type of advertising. The main goal is to attract as much public attention as possible by any means and means. As an example, we can cite the well-known history of promoting the Shustov brand.

• increasing sales;
• increasing brand awareness;
• increasing consumer loyalty;
• support for the launch of new brands;
• support for launching BTL promotions below the line);
• familiarizing consumers with new products and or with new properties of previous products, etc.

A distinctive feature of viral advertising is that its effectiveness largely depends on creativity (the ability to “hook” and intrigue a person), and not on the budget of the marketing campaign (Fig. 14.12). Many popular viral videos are created “in haste” by amateurs, without the use of professional equipment, script or actors, and sometimes using an ordinary mobile phone.

Popular resources for posting viral advertising:

• social media;
• well visited blogs;
• information portals;
• communities and forums;
• video hosting.

Rice. 14.12.

The process of conducting viral campaigns usually consists of the following stages:

• 1) definition of strategy - determining the goal, the place of the “virus” in the overall activity of the brand, how to achieve the goals within the budget;
• 2) creative - development of a general creative idea;
• 3) turning ideas into reality - the production of various media formats (games, videos, microsites) takes different amounts of time and, accordingly, requires different monetary costs;
• 4) posting a “virus” and analyzing effectiveness - launching a viral campaign, distributing it to relevant sites, communities and opinion leaders, tracking its success; Most viral campaigns take between 4 and 8 weeks to launch.

How to determine, Is the video classified as viral? One way is to calculate the virus coefficient (B):

where N is the number of new users, i.e. users who saw the content; T - number of current users, i.e. users who have already seen the content before. During the calculation, a day (or period) is determined, and all users before it are considered current, and all users after it are considered new.

For viral advertising, the main thing is to hit the audience with strong emotions in a short period of time. Therefore, in such advertising the level of branding is kept to a minimum. Strong integration can alienate people; the content will be perceived as forced spam. The result may be a loss of interest among most of the target audience and, as a result, ignoring the “virus” or even a desire to unsubscribe from this distribution channel. “Let the experience of watching the video be like a roller coaster: alternating strong emotions with pauses. Such a contrast will not let you get bored or feel tired.”

You should know exactly what emotions you need to evoke in users. Some studies show that using negative emotions was less likely to make content go viral. And yet, “negativity” can work if it creates surprise and curiosity. Robert Plutchik's "Wheel of Emotions" diagram (Figure 14.13) may be useful here, in which emotions are understood as communication and survival mechanisms based on evolutionary adaptation. They are conserved in functionally equivalent forms across all phylogenetic levels. As a result, communication occurs due to eight basic adaptive reactions, which act as prototypes of eight basic emotions: ecstasy, admiration, horror, amazement, grief, disgust, rage, vigilance.

Rice. 14.13.

It turned out that some emotions are especially often manifested while watching the most popular viral videos and pictures, while others almost never. Most often, reactions to viewing could be classified into two emotional groups: amazement and anticipation. More specifically, the most represented within the groups were: curiosity, amazement, interest, surprise, uncertainty.

If strong emotional activation is the key to advertising virality, how can companies embed highly emotional messages into content? The main challenge is to answer the question: How does a company, product or service relate to stories or topics that can deeply touch the target audience? You need a connection to an issue that worries consumers and at the same time can be played out positively in combination with a mention of the brand.

Many advertising media, as well as PR technologies, are losing their effectiveness. Scientific and technological progress does not stand still and radical changes occur along with it. There is a complete change in consumer interests, their tastes, and behavior. The emergence of new advertising distribution channels is only a matter of time. Despite this, traditional channels such as television, radio, and print will continue to have their influence regardless of the introduction of new channels for disseminating information.

• · Interactive events (directed at specific consumers, the purpose of which is to involve them in participation in any promotions, events)
• · Various mailings (mail, SMS, e-mail, trade conferences, viral marketing, sponsorship, corporate events). advertising internet interactive showcase
• · Indoor advertising. These include: liquid crystal monitors, special signs, boards of various formats. Such structures are placed in rooms with high traffic. These could be cinemas, shopping and entertainment complexes, hypermarkets, inside public transport, train stations, airports, etc. The correct placement of advertising structures in a more advantageous location contributes to effective interaction with consumers.

Don't forget about search engines on the Internet. The daily attendance is truly impressive. The information resource has a narrow topic; the audience of search engines is diverse. Contextual advertising has become a new solution for search portals. We can say that thanks to contextual advertising, search engines have been able to move to a new level and are able to satisfy the whims of advertisers. The Yandex portal is a search engine that also includes dozens of Internet services. Many are free, such as mail, hosting, various directories. The advantage of search engines is that almost various types of advertising can be tied to the topic of the request. Another means is not standard advertising - new ones that differ from existing means. This also includes interactive advertising. The completely new and unusual always attracts attention. A huge number of people get acquainted with new products thanks to non-traditional advertising. The effectiveness of non-standard advertising is high. Distinctive features of non-standard advertising: original venues for events, the use of non-standard advertising media, the use of modern technologies, namely interactive advertising, the main goal of which is not only a creative, non-standard way to convey information, but rather the establishment of loyal, friendly relations between advertising and clients. The phenomenon of interactive advertising was a consequence of the rapid pace of development of advertising technologies, digital technologies and, of course, changes in perception. This type of advertising will continue to rapidly gain momentum. Currently, there is a colossal amount of technologies, due to their characteristic qualities they can be classified as a type of interactive advertising, namely:

Interactive showcase. Almost every showcase can be made interactive, namely by applying a special film and rear projection, or by installing a touch LED screen behind the showcase. When the consumer is outside the establishment, he will be able to easily interact with the display window, changing its contents. Interaction is carried out in two ways: by touching the display case or by moving around it.

An intriguing innovation for advertising is the Interactive Wall, as it is also called an interactive screen. It is the use of digital and projection technologies that can introduce innovation into the interior of a room and give it a characteristic feature. This kind of technology is capable of changing the image of graphics on the wall depending on the movement of a person or from a simple wave of the hand. Thanks to the Kinect motion sensor, long used by gamers, you can create a variety of high-definition interactive effects. With their movements, people passing by become participants who can change the wall instead of advertising a brand, product, service, or turn it into a source of entertainment. The chance to create new images opens up new, truly limitless possibilities: interactive galleries, video sequences, event plans, product presentations, and everything you can think of.

Advertising today is reaching a new level, adequately responding to the development of market relations. This level is determined by the increasing role of direct marketing, branding, and the shift of advertising activity to the sphere of sales promotion and public relations. Naturally, these trends in the development of advertising require either completely new technologies or significant modifications of old ones. Let's consider new advertising technologies that are actively being implemented by Kazakh advertisers. They determine the development trends of modern domestic advertising.

Point-of-sale advertising tools are improving and becoming more expensive and effective. In addition to standard mobile phones, shelf talkers, and wobblers, video monitors, branded shelves, mobile stands, and other original designs appear. Internet advertising? more than a promising direction. Especially if you consider that in the foreseeable future, TV, radio, the Internet, and in some parts of the press will merge into a single medium.

Non-standard advertising? synonymous with everything new, different from existing practice. As for the effectiveness of the impact of non-standard advertising on the consumer, it is, of course, very high. The unexpected and unusual usually attracts attention, and sometimes surprises and amazes. This is the main meaning of non-standard communication projects. Moreover, their success is not always determined by direct contacts of non-standard advertising media with the target audience. Often it is the responses to unconventional and original advertising campaigns in the media that introduce a huge number of people to new products in the industry. And along with information about the achievements of the advertising industry, millions of consumers learn about brands and brands promoted in this way.

Good example? IKEA advertising campaign, which recently took place in one of the foreign metros. The subway car was specially converted into a living space, the interior of which was made up of goods sold in these hypermarkets. The apartment car ran along the metro lines, surprising passengers who found themselves in an unusual environment. A fairly limited number of people had a chance to see this wonder live. But the response in the media was enormous. For IKEA, a unique advertising medium was an excellent way to once again express itself.

As for Kazakhstan, the following example can be given: the cellular operator Tele 2 installed an advertising board on one of the streets of Almaty, which was filled with ten million tenge, and the next day it was already empty, and instead of money there was a banner with with the inscription “All the money was stolen by expensive mobile communications”

The number of original advertising projects increases every year. This indicates the prospects of this direction. Current trends in the development of non-standard creative are associated mainly with the emergence of digital information technologies in advertising, the development and implementation of various electronic media. With their help, it will be much easier to surprise and capture the imagination of potential consumers of goods and services.

Thus, we can state that traditional advertising technologies have almost exhausted themselves. Are advertisers competing, inventing new ways to win over consumers? as a result, non-traditional advertising is gaining more and more popularity, which is distinguished primarily by a creative approach that determines its unconventionality; As a characteristic direction of non-traditional advertising, guerrilla marketing can be distinguished - original marketing and advertising ideas (or one idea) for promotion, which, due to their non-standard nature, attract the attention of a potential target audience to a product or service, and also contribute to a further increase in the level of sales of this product. Does the internal one have good potential? indoor advertising, which is implemented in high-traffic areas, crowded places and, most importantly, places of sale. There are boards of various formats, LCD monitors, special signs, etc. However, the greatest prospects are seen for Internet advertising, as the most rapidly developing media sector.

On the one hand, traditional media has become too fragmented and prohibitively expensive for many advertisers.

On the other hand, the level of advertising noise in traditional media has increased enormously. According to some data, for example, in the United States, on average, each consumer is exposed to 3,000 advertising messages every day, and a consumer-resident of a large city comes into contact with about 13,000 advertisements and logos. The vast majority of all advertising is concentrated in traditional media. The advertiser is forced to look for new advertising means. They may be unexplored, but they are still very effective. In this case, you have to rely only on experience, intuition, and any indirect data. The media include benches in parks, which are still little used in Russia, toilet paper, the backs of metro tickets, cash receipts, etc. Although in developed countries advertising in cinemas can rather be classified as traditional types, in Russia it is taking its first steps. Also quite a new phenomenon for Russia is advertising in books, which bears the “generic features” of advertising in the press. Advantages and disadvantages of non-traditional advertising Non-traditional advertising includes various items that act as advertising media (including the so-called “souvenir products”). They are characterized by durability and the absence of high levels of advertising noise. A ballpoint pen, for example, lasts from 3 months to 3 years. Pocket calendar for 1 year. Some of the most common media of this type are a ballpoint pen, a matchbox, a lighter, a calendar, notepads, a keychain, etc. In total, there are up to 30 thousand “souvenir” items. For each advertising campaign, you can select media by size, color, price, etc. Such advertising can be distributed in a highly targeted manner, achieving targeted reach and long-lasting quality impact that many traditional media cannot achieve.

Research shows that, unlike traditional advertising, consumers have a positive attitude towards “souvenir” advertising. More than 50% of recipients of such media not only read advertising, but also begin to be more loyal to the advertising company. According to A.C. Nielsen, “among respondents who received one or more special advertisements in the past 12 months, 70% purchased goods and/or services from the advertiser and only 49% purchased goods and/or services from similar organizations, but who did not distribute such items.”

Sometimes something completely ordinary becomes a good advertising medium (for example, a column in the concrete jungle of underground passages can become an advertising medium for fertilizers). As one of the fitness center managers noted: “...there is another “media carrier” whose effectiveness exceeds all others combined. This is an elevator. The fact is that our club is located in the building of the World Trade Center, which houses a huge number of offices. Therefore, just one absolutely free ad in it causes a real boom.”

Various types of non-traditional advertising

The use of elevators as advertising media is beginning to become widespread in Russia. Advertising agencies specializing in advertising in elevators of residential buildings are appearing. They offer local coverage to the relevant audience: residents of expensive real estate, the middle class, etc. In Moscow, for example, more than 80% of the population uses elevators every day. In this way, you can reach those who do not watch television, do not listen to the radio, or read newspapers and magazines.

Advertising today is placed on food packaging, trolleys in supermarkets, train stations and airports, on entrance turnstiles, on ski lifts, on urinals and walls in toilets, on the hands of drivers who put them out the window while driving, and even on the foreheads of pedestrians who want to earn extra money. etc.

In Holland, sheep grazing along highways began to be used as advertising media. They wear blankets that display the company logo and advertising slogan. In the USA they advertise cows grazing along the railway.

A new type of advertising, born of advanced technologies, is advertising in virtual reality and in computer games. “According to a Harvard Business School study, more than 90% of avid video game fans do not mind in-game advertising because it allows them to immerse themselves in the game. And according to the data Nielsen Interactive Entertainment", about a third of players remember the content of advertising in computer games."

By 2010, global gaming advertising spending is expected to reach $750 million. With the help of virtual advertising you can reach young active consumers. The difficulties lie primarily in assessing the effectiveness of such advertising.

New products include bluetooth advertising implemented as part of proximity (or “near” marketing). Its essence is that a person receives marketing information as he approaches a store, office, fitness center, etc. So, passing by or near a store, you can find out prices, sales conditions, etc.

If a person wants to receive such information, he turns on the “visibility to other Bluetooth devices” mode. If he doesn’t want to receive anything, he turns on the “invisible” mode.