Факторы от которых зависит эффективность рекламы

Факторы от которых зависит эффективность рекламы
Теории рекламы по-разному определяют оптимальное сочета­ние различных способов достижения желаемого эффекта реклам­ной коммуникации. Резюмируя различные точки зрения, можно сказать, что эффективная реклама держится на трех китах:

  1. на умении рекламы привлечь внимание;
  2. на умении рекламы убедить потребителя в необходимости действовать определенным образом: купить товар, отправить купон потребителя по указанному фирмой адресу, попробоывать продукт;
  3. на способности рекламы зафиксировать в памяти потребителя полученную рекламную информацию.

Эффективным можно считать рекламное сообщение, которое создает у потребителя хотя бы минимальные изменения в отноше­нии к рекламируемому товару. Для того чтобы определить сте­пень этих изменений, в рекламной практике широко используют­ся исследования.
Исследования в рекламе — это систематический сбор и анализ информации с целью повышения эффективности рекламных ме­роприятий. Эффективная рекламная коммуникация зависит от нескольких факторов, среди которых:

  1. верный выбор одной или нескольких целей и четкая постановка задач коммуникации (как результат правильно выстроенной маркетинговой стратегии);
  2. оптимальное сочетание каналов распространения рекламы (рекламоносителей или интегрированных маркетинговых коммуникаций);

передача «правильного» рекламного послания (адекватного задачам рекламной коммуникации, направленного на конкретную целевую группу).

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