XIV Международная студенческая научная конференция Студенческий научный форум - 2022

 Modern companies need to actively promote their products and services. For this, advertising and marketing were created.  Advertising has a direct impact on promotion, it surrounds people everywhere: on street advertising stands, on television channels, on social networks, in magazines and newspapers, when communicating with other people and in other places. So, what is it?

Advertising is a paid, unidirectional and non-personal treatment carried out through the media and other forms of communication, with the aim of getting consumers to perform the action desired by the advertiser (usually an inducement to buy goods and services).

 The direct purpose of advertising is to induce the prospective consumer to take action, and specifically to purchase a product or service. 

 

Also, advertising has a number of tasks:

Informing

Exhortation

Reminder

Positioning

Customer retention

Imaging

 These tasks help to form the final image of advertising, which will then be shown to consumers.

  In addition to tasks, advertising has various functions:

Economic. This function is one of the most visible, advertising creates demand, it contributes to economic growth, which is necessary in the modern world.

Social. Modern advertising is an active agent that instills different habits in people. So in the modern world they give preference to useful things, and they try to instill this in advertising of modern products.

Ideological. This function is aimed at forming certain attitudes and attitudes in society.

Marketing. Advertising is the basis of marketing, it helps to promote products, analyze market needs, and fulfills a huge range of goals and objectives of marketing in general.

Communicative. Advertising is a kind of communication chain between producers and consumers, which is very important in the modern world.

  Advertising has evolved along with scientific and technological progress, companies and consumers. Therefore, the format of advertising at the beginning of the 21st century is very different now. At the moment, advertising has advanced so much that people are not surprised at the full compliance of the advertisement with his thoughts.  So why do modern companies need advertising at all? 

Advertising is a sales engine; it is it that forms the first impression of a product or service. Competent advertising helps to increase the company's profits several times. In addition, advertising can be an indicator of the level of status of a particular company, which is also very important for forming an image in front of consumers. Finally, advertising is an active competitive agent. Competition is the engine of progress in modern trade, without it there will be no incentive to produce the best and the new.

 Let's consider the main trends in the development of advertising of modern companies, which help them to stay in the zone of high competitiveness and consumer enthusiasm.

There are several main PR trends in 2021:

Effective content. This tendency lies in honesty, the priority is given to the texts of advertisements, which have exclusive authorship, and not template design. Also, the cooler the author, the better and more attractive it is to consumers.

Communicative ethics. The trend is open, friendly and "clean" communication with the client, encouraging various companies to improve communication with consumers. This trend is revealed during exhibitions, promotions with the participation of consumers or simple communication with them in real time (For example: live broadcast on social networks).

Digitalization. Interest in digitalization is falling, but not disappearing, so this is a trend, the peculiarity is that there are as many opportunities as there are risks, which significantly reduces the number of users of these technologies. But those who take the risk very often get huge opportunities and results.

Personalization. The active trend of 2021, the feeling that advertising is talking about you and about what you need, gives a huge incentive to buy. Algorithms adapt to each person and advertise to him what he paid attention to earlier, reinforcing the images and preparing the person for the purchase.

Integration of communications. The point is to combine all possible methods of communication with consumers (simultaneous use of TV ads, ads on social networks, etc.). The more communications, the more consumers are interested. 

In addition to trends, there are also trends that can influence advertising:

Social networks, specifically TikTok, have a huge impact on modern companies and their advertising. In 2021, this application has one of the biggest influences on the advertising format of all companies, since the number of users of this network is constantly growing, and, accordingly, the possibility of an advertising flow increases. Moreover, the advertising coverage in this social network is colossal, daily ad views can reach hundreds of millions.

 In addition to social networks, global trends are of great importance, no matter what they are associated with, if a company falls under these trends, then its sales are 90% likely to increase several times. So, companies can join the trend of supporting proper nutrition and by releasing products of this topic, they will increase their profits by a rather tangible percentage.

 An equally significant trend is the development of digital services. This is especially true at the moment when most people are shopping online. Advertising is introduced to people and they buy 30-40% more than they originally wanted.

 

Let's consider the features of modern advertising in Russia.

 Research on the Russian advertising market allows us to highlight the following trends:

Openness. By becoming open, the Russian advertising market is becoming more attractive for international companies, as an example, some companies have decided to return their production to Russia after several years of absence. Openness also attracts a larger number of consumers, which is important for increasing economic performance.

Increased competition. Advertising companies form huge holdings due to the high growth of competition among Russian companies. This also has negative consequences, small companies simply cannot withstand the pressure and, without reaching the “flourishing” stage in the life cycle of their organization, die, this monopolizes the market, which has a bad effect on the country's economy.

The growing role of marketing and media research. Currently, Russian companies pay great attention to the study of their consumers, as well as channels with a large number of views, in order to increase advertising integration. This subsequently helps to increase the volume of sales, to find out what interests consumers to a greater extent and, in general, to study the market for goods of the corresponding segments.

Summing up, we can say that modern companies pay great attention to advertising in the Internet space, personalization and communication with prospective and existing consumers are becoming important. It is also worth saying that global trends, which can have completely different directions, have a huge impact on the modern advertising of a company. In general, advertising is aimed at increasing consumer interest in the advertised product or service, as well as increasing the profit of the company that produces it. Also, advertising is of great importance in the marketing activities of each company, constituting the direct basis of marketing. Advertising helps to research the market and consumers, to understand what they need and to what extent. A modern company should take into account the trends that were indicated above to increase advertising flows and increase demand for their products. This will help increase profits and increase consumer interest, which is important in the modern world, as this will help maintain a high position in the market.

Список используемой литературы:

http://internet-advance.ru/osnovy-reklamy/reklama-ponyatie-sushhnost-tsel-zadachi-funktsii-reklamy/ - Реклама: понятие и сущность. Цели и задачи.

https://vc.ru/marketing/189950-10-tendenciy-v-sfere-pr-i-kommunikaciy-na-kotorye-stoit-obratit-vnimanie - 10 тенденций в сфере PR и коммуникаций.

https://adindex.ru/specprojects/talks/advertising2020/questions/164252.phtml - Тренды рекламных стратегий.

https://spravochnick.ru/reklama_i_pr/reklama/tendencii_sovremennoy_reklamy/ - Тенденции современной рекламы.

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