Ч а с т ь I v молодой ученый

Keywords: advertising, advertising campaign, sociology, society, social environment, psychology.
Проведение рекламной кампании
Клованич Юлия Дмитриевна, студент магистратуры
Тюменский индустриальный университет
Статья содержит информацию об особенностях проведения рекламной кампании.
Ключевые слова: реклама, рекламная кампания, социология, общество, социальная среда, психология.
Introduction
In today’s world, the impact of advertising on human life 
is difficult to overestimate. Everything from media personali-
ties to everyday goods is advertised. It is for this reason that it is 
important to clearly understand the mechanisms and features 
during the implementation of advertising campaigns. By clearly 
defining the goals and objectives of such a campaign, you can 
maximize its effectiveness and avoid wasteful use of the budget.
Main points
For clarity, it is worth talking about the basic concepts dis-
cussed in this article.
Advertising is the production and dissemination of infor-
mation in order to attract attention and maintain interest in 
a particular product, service or person. Most often, the mass 
media resort to this, however, the channels for distributing ad-
vertising are quite extensive and limited only by the creativity 
of its creator.
Another cornerstone of this article is the advertising cam-
paign. This is a set of measures for planning promotional activ-
ities with the overall goal of informing, supporting or solving 
problems. Individual promotions are often less effective than 
full-fledged campaigns due to the fact that they do not have the 
extensive capabilities, resources and budget that an advertising 
campaign can afford [1].
Goals of advertising campaign
The goals that are set for an advertising campaign are dif-
ferent, depending on the needs of customers, but the factors in-
fluencing their formation are often common to all.
These factors are:
—
Features of the promotion object;
—
Position of the object of promotion in the market or 
media environment;
—
Expected Result;
—
Portrait of the target audience;
—
Budget.
Often, all advertising campaign reporting is given in num-
bers for ease of perception, as well as the possibility of sub-
sequent analysis and necessary adjustments and subsequent 
campaigns.
The most common reasons for advertising campaigns are:
—
Creating an image;
—
Increased interest;
—
Increasing awareness;
—
The expansion of the customer base;
—
Establishing relationships with the target audience;
—
Obtaining a competitive advantage;
—
Formation of a positive opinion
Due to such a large number of opportunities provided by 
advertising campaigns, their implementation is a rather costly 
and time-consuming process, which should be approached 
with all possible responsibility [2].