marketing communications

Marketing Communications

Modern world of technological innovations and scientific findings indicate a great need in their well-organized penetration into the national market . Therefore , to bring much attention to a certain brand or a product a corporation must first of all think over the most efficient ways to grab consumers ' attention . The most productive ways to accomplish the task are to employ such methods as provocative marketing and approaches the most unexpected for consumers

The main objective of producers , salespeople , and ad men is to sell a product by means of various

methods and tricks that will grab consumer 's attention among a wide range of other brands and their advertisements Most of them are successfully accomplishing their tasks keeping in mind the motives of consumer 's attention and efficient use of a so-called provocative marketing

Consumer 's attention may be defined as a mechanism , which operates the volume and quality of information received by the consumer . Recent study shows that increased negative influence of advertisement flow on viewers /readers may be considerably reduced if to take into account the following factors (Media Awareness Network 2007

The closest attention is attracted with the help of messages located on pages of periodical issues such as magazines , newss , etc , due to the fact that the reader has a chance to take a closer look at the advertisement and view it as long as possible . The most effective placement is associated with the cover of the issue

Consumer 's attention is usually focused on the first /last trailer during an advertising programme or a plug

Simple tricks , methods , and approaches are not appreciated by consumers and therefore attract less attention than those enriched by in-depth psychological combinations or creativity

Active involvement of consumers into the process of advertising ensures their increased interest and buying capability . For example approximately 100 of consumers will be more likely to purchase a magazine with a test sample of shampoo or additional perfumes as this provides the readers with direct contact with the product itself . In this case , this approach is considered to be the most effective one because even regardless of the final result of the product the consumer will remember only the fact of purchasing it for no charge (Jeffrey 2003 ,

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The most commonly spread difficulty modern TV-men are faced with is the button ' problem . This comprises human desire to change the channel due to his indifference and disinterestedness in a certain kind of advertisement being currently shown on TV . According to the recent research conducted by scientists from the European Union , 51 of people in Europe change channels because of their unwillingness to watch advertisements (Verhoeff 2007 . Young people and men tend to change channels more frequently than middle-aged viewers and women . Desire to change the channel appears within 5 seconds after the beginning of the advertisement or other kind of TV-promotion aimed at grabbing consumer 's attention . Therefore , ad men and TV-men still have a chance to attract the attention of potential buyers...