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

What are the functions of advertising?
There are four universal functions that any advertisement performs:
Economic function.
Social function.
Marketing function.
The task of advertising is to openly and clearly tell about the main competitive advantages of a product or service and encourage the client to buy. In PR, the goal is to tell about the company in such a way that consumers trust it and become loyal to the brand. More precisely, advertising is a public announcement by an organization of its potential buyers about goods or services, their advantages and merits, as well as about the features of the organization itself, its merits. PR is short for Public Relations, which means "public relations" in English.
What does the advertisement contain?
Advertising usually contains three elements: images, words (texts) and branding (logo).
SEO (from the English. Search Engine Optimization - search engine optimization) is a set of technologies and tools for developing and promoting a site to ensure first positions in search engine results. Search engines are a complex of several software modules, including the interface for providing search results, directly interacting with the user[1]. Currently, the most popular search engines in Russia are Yandex and Google.
Search engine optimization is divided into internal and external [2].
Internal optimization is aimed at improving the characteristics and parameters of the site itself, which affect its position in search engines: the semantic core of the site, the absence of technical errors, increasing usability, page relevance, etc.
External optimization aims to increase the link mass, i.e., the growth of links to the site from external resources, for example, through registration in search engines, link exchange, activity in social networks, blogs, etc.
All methods of search engine optimization can be divided into white, gray and black, depending on whether suspicious, unethical or prohibited methods and tools are used for optimization [1].
Currently, a wide range of programs and services has been developed to help work on search engine optimization. For example, programs for creating a semantic core (KeyCollector), services for checking the uniqueness of texts (Anti-plagiarism.gi), services for analyzing links (Ahrefs.com, Linkpad.ru), etc.
Advertising on the Internet has a number of advantages compared to traditional types of advertising, such as interactivity, the ability to focus on a narrow target audience, more opportunities for evaluating effectiveness at all stages, and ease of access for the consumer. Advertising on the Internet is always associated with the relevant resources, websites of manufacturers and sellers and involves a certain action on the part of the user, such as going to the site.
The following types of advertising are most often used on the Web: Media, or banner, advertising is the placement of advertising messages in the form of banners on media sites (Internet media).
Banners are promotional graphics on websites that can be static, animated, or interactive.
Contextual advertising is advertising messages that appear in accordance with the content (content) of the page. Contextual advertising covers a narrower target audience, and the user sees it only if he is interested in the relevant topic.
Search ads appear on the pages of search engines and match the query made by the user.
Targeted advertising (from English, target - goal), which is seen only by the target audience, determined by the parameters set by the advertiser and for which special settings are made through the search system and metrics (visit time, interests, user geography, etc.). Social networks are often the platform for targeted advertising.
Narrative advertising, or storytelling (from English, story telling - to tell a story), is a structured text containing a story about a case or a series of cases, a sequence of events and demonstrating the experience of solving a problem using the advertised product. Online tools provide ample opportunities to make the story more emotional, to visualize the story.
Mailing lists (emaiZ-mailing lists) are direct, automated distribution of messages to users' email addresses. It is assumed that the user must express their consent to receive mailings, for example, by subscribing. Mass e-mailings without the consent of the recipients are called spam. The goals of emaiZ mailing lists can be to inform consumers, build feedback, form a target audience, etc. - accordingly, there are different types of mailing lists: informational, commercial, transactional, trigger [5].
To organize mailings to email addresses, special services are used, currently the most popular of them are MailChimp, SendPulse, DKIM, SendSay.
Social media marketing (from the English Social Media Marketing, SMM) is the creation of a loyal audience in social networks through the publication of useful information, the use of special tools and services, and communication with potential consumers.
Social networks are online platforms used for communication (personal, professional, interests) and building social relationships both online and offline.
Currently, the following online platforms are the most popular in Uzbekistan: VKontakte, Facebook, Instagram, YouTube, Yandex.Zen, Telegram.
There are a huge number of SMM tools and methods: targeted advertising, ordering posts from influencers, hashtags, promotions, contests, link exchanges, likes, etc. It should be mentioned that there are gray SMM methods (for example, cheating with bots, offers, spam in comments in private messages, mass following), as well as black methods (for example, spam from hacked accounts, etc.).
To facilitate the construction and implementation of SMM strategies, a wide range of services has been developed: smart map services, image services, link shorteners, post planners, etc.
The undoubted advantages of SMM are low cost, wide audience coverage, unobtrusiveness, viral distribution of content. At the same time, SMM has obvious disadvantages: a weak focus on sales, the difficulty of controlling content and processes in general, the need for constant work to maintain interaction, the need to work with messages from a huge audience. All these shortcomings, as well as the growing negative associated with the work of social networks in general (tightening of the policy of social networks, growth in the cost of posting materials, an overabundance of spam or overtly advertising content) lead to the fact that many large business players are currently leaving social networks. networks.
Content marketing (from English, content - content, content) is the creation and distribution of useful content for users, i.e. various materials, useful information to attract potential consumers, inform, gain trust, form a positive image. Content on the Internet can be created in various formats: in the form of books and articles, info graphics, videos, audio, photographs, etc. The choice of platforms for posting content and its distribution is very wide, online these are websites, blogs, social networks, podcasts, webinars, etc.
High-quality content is also an important component in the implementation of such digital marketing tools as described above, such as SMM, online advertising, and email newsletters. Most modern marketing professionals confidently place content marketing in first place among the entire range of modern marketing tools.
Of course, the list of digital marketing tools and technologies is not limited to the above tools, it is not only large, but also constantly expanding due to the development of new tools, the emergence of new practices. One thing is certain - digital technologies in marketing, Internet marketing will continue to develop actively.
Task 1. Describe the properties of two consumers and the specifics of the advertising impact on them, using hints.

Consumer type	Which consumer	Advertising affects such a consumer through:
The consumer who is highly attached to the product
The consumer who is loosely attached to the product