Fergana polytechnical institute faculty management in production department "economy" methodological instruction

Lesson number 11. Advertising in marketing.
Issues for discussion.
Selection of advertising media. Media planning. The quality of the Internet is the main advertising tool. Branding and the Internet. The main problems of Internet advertising. Features of the use of Internet advertising. Effective use of search engines and advertising Google and Yandex. Evaluation of the effectiveness of online advertising.
Key Concepts
Marketing tools
The range of marketing tools is not only very diverse, but also constantly expanding due to new solutions. Nevertheless, we can say that in the practice of marketing and Internet marketing, a list of tools has developed that have proven their effectiveness over time and remain relevant at the present time.
Advertising is the leading link in marketing communications, which is a form of non-personal presentation and promotion of ideas, goods or services and is paid for by a precisely identified customer. Or: it is a set of measures that directly or indirectly help to achieve the goals of the manufacturer. Advertising and marketing have the same goal: to get business and communicate with the client. Advertising (which includes banner ads, social media ads, or billboards) is just one strategy that falls under umbrella marketing. In other words, advertising is a form of marketing. In other words, advertising is the main tool for integration into the economic space of market relations. This means informing client groups about the object of advertising and creating interest in it. Advertising is used to inform consumers about new products, services, ideas in the market.
In fact, advertising and marketing have different functions. These functions do not intersect, but complement each other. Marketing is responsible for research, analytics, positioning, strategy and planning. Advertising is responsible for broadcasting messages to potential customers.
What types of advertising exist?
• TV advertising
• Radio advertising
• Internet advertising
• Outdoor advertising
• Internal advertising
• Transit advertising
• Printable advertisement
• Souvenir advertising
Marketing and advertising are not focused on the same thing
While Marketing is responsible for analyzing the market, consumers, product, distribution and promotion, advertising has other goals. In this case, they are only interested in promoting the product, that is, how to make it reach consumers.
The main goal of advertising is to force the consumer to perform the action desired by the advertiser (persuade the consumer to buy a product, use a service, make the company famous, promote the popularity of a politician, inspire the audience with socially significant thoughts, etc.).
Advertising helps the consumer (potential buyer) make a better purchasing decision by providing him with information about the product. When introducing new products to the market, manufacturers, using the possibilities of advertising, provide themselves with effective means of communication with consumers.