Khmarskyy V., Pavlov R., Reutskova O.
Oles Honchar Dnipropetrovsk National University, Ukraine
INNOVATIVE TECHNOLOGIES IN ADVERTISING CAMPAIGNS
Companies are using new ideas and technologies of production, providing services for effective promotion of goods and maintenance of leadership positions in the conditions of the global market.
It is becoming more difficult to examine the demand, to form a clear picture of consumer’s preferences and create an effective marketing influence on them during the rapid development of a market. It is not already enough to create a new product, but it is necessary create a new value for customers and make them believe in product’s quality and possibility to satisfy their existing needs [1].
In order to promote products effectively on markets enterprises should constantly use innovative technologies in the field of advertising to make sure consumers are always aware. It is necessary to develop an advertising campaign for this purpose, which is one of key aspects of marketing communications [3].
Except for traditional advertising methods that impact on a consumer there are also methods with using innovative technologies. Experts in marketing have developed the advertising that surpassed traditional one on a degree of efficiency. First of all, it is based on a use according to a professional technical support, advanced computer technologies and innovative ways of providing information.
It is important to attract attention of advertisers that in times of advanced Internet technologies, when society is constantly on-line regime, to distribute advertisement via the Internet.
It should be noted that online advertisement usually has a two-stage nature. The first part of influence is outdoor advertisement: banners, text blocks and other advertising media that are hosted on popular and topical sites. This also includes advertisement with the help of search engines and directories, mailing lists, publication on new sites and many other methods [1]. All of this is called a passive advertisement, because it is not under control of a user. A consumer sees an advertisement as a result of interaction with a site publisher. You visit a new server in order for example to find out an exchange rate and meet the banner that advertises car insurance on the first page. This link is similar to advertising in a traditional media. A human buys a magazine to read news and articles on interesting topics for him but not to find with new advertisements. A housewife turns on a TV to watch series, but not advertising movies, and etc.
The second link of an advertisement is the thing a consumer gets after interaction with an advertisement. As everyone knows, the most common form of interaction is clicking with a mouse on a banner or an advertising link with a further consumer’s getting directly on an advertiser's website. Although we can give other examples. For example, directly on a banner, a consumer can answer the questions or subscribe to a mailing list. The banner opens and turns into a mini-site. However, an effect was caused by direct consumer’s reaction to a passive advertisement (first link) in any of these cases and a demonstration of the second link appeared due to his will and under his control. Such advertising can be called an active one [2].
There are several reasons why a consumer responds to an advertisement and clicks a link. They are: a consumer was interested in an advertisement, or misunderstood, what would be; a consumer was interested in an advertisement and he went to the website for detailed information; a consumer was interested in a specific proposal and he went to the site to fill in an application, make a purchase, get promised information, take part in a survey or a contest.
There is a set of "price models"- payments for advertising in the network because almost all phases of a consumer interaction can be counted and analyzed. Some models are unique and don’t have analogues in traditional advertising channels [4].
The technology developed by X3D Technologies Corporation – X3D video Significant has significant benefits, the essence of which is a video advertising in crowded places. 3D image that contains advertising information attracts consumer’s attention. There is one more non-standard approach to inform a consumer – interactive technology Just Touch – due to a large touch panel and a light touch, a user can control the functions of a menu and find himself necessary information about a range of products, its availability.
The next discovery was the technology Ground FX, developed by a company GestureTek, which allows a consumer not just to watch the advertising story, but also to take part in it. Another "innovation" was a Japanese technology Free Format Projection. This technology projects images of people or objects in a life-size on any surface, which creates a sense of presence [4].
These technologies are not still used in Ukraine, as they recently have been started to be used in the world. But advertising innovation technologies attract consumers due to non-standard approach and its innovativion.
Thus, innovative methods of informing consumers about a particular type of product or service make possible to extend a consumer market and demand for a particular product or a service.
Literature:
1. Аньшина В.М. Инновационный менеджмент: концепции, многоуровневые стратегии и механизмы инновационного развития: учеб. пособ. / В.М. Аньшина, А.А. Дагаєва. – 3-е изд., передел. – М.: Справа, 2007. – 584 с.
2. Лук’янець Т.І. Маркетингова політика комунікацій: навч. посіб. / Т.І. Лук’янець. – К.: КНТЕУ, 2007. – 380 с.
3. Чухрай Н.І. Маркетинг інновацій: підручник / Н.І. Чухрай. – Львів: Вид-во Львівської політехніки, 2011. – 256 с.
4. Школа рекламіста [Електронний ресурс]. – Режим доступу: http://www.advertiser-school.ru/. від 10.04.2011р.