Television in recent years has won in all developed countries Special attention advertisers as the most massive means of reaching consumers. For advertising on television in different countries spend from 20 to 25% Money; in Russia this percentage is even higher - 35-49% .

A video filmed on film already acts as an element of image advertising, bringing to the perception of the consumer a sense of wealth and reliability of the advertising company.

According to the time of broadcast and the degree of detail of the presentation of the material, experts distinguish:

> blitz videos.

The blitz video takes 15-20 seconds. It is intended for the initial acquaintance of the future buyer with the advertised product and is especially effective as a means of reminding the familiar product;

> expanded rollers.

Such a video lasts 30 seconds (standard duration), which allows more detailed information about the advertised company and its products. It is believed that this is the optimal time for the TV viewer to perceive advertising and first comprehend its content or target orientation;

These are all kinds of “TV stores” and “shops on the couch”, where for 5-10 minutes they talk about the advantages and qualities of the product, show it in action and offer to purchase it without leaving the apartment by calling the specified numbers.

1) promotional videos for various products, prestige videos, as well as videos on social topics up to one minute in length, which are intended for distribution on television. We see these videos every day on our TV screens;

2) advertising videos of goods, lasting from one to three minutes, intended for rental at exhibitions, negotiations, presentations. These commercials are not broadcast on the air, firstly, because of the high cost of rental, and, secondly, because they are most often positioned for an already prepared and interested viewer;

3) advertising-popular films about goods with elements of cognition. The duration of such films is from 3 to 20 minutes; they tell about goods, the creation of which has interesting traditions and a rich history. Films are used both in foreign trade practice and for distribution on television. However, their rental on one channel usually does not exceed twice;

4) advertising and popular films, lasting from 5 to 20 minutes, about industrial goods, technologies, science-intensive products, licenses. They are used in foreign trade practice, at exhibitions, negotiations, presentations. They don't air on TV.

5) advertising and popular films about places of recreation and tourism, educational films (especially in the field of sports and medicine), lasting from 3 to 20 minutes. Films are used both for display in offices, shops of the respective companies, and for display on television.

6) prestigious films lasting 5 - 10 blinks, telling about firms, sometimes about cities and regions associated with the export of the famous product. This includes promotional films created to maintain the shaken reputation of the company.

IN Lately Another type of advertising appeared on the Russian television advertising market - an entertainment program completely dedicated to some production company. Such a transfer is costly advertising, through only a successful organization. The most striking example of this type of advertising can be considered the program "Dovgan-show", developed in the form of an exciting game - a competition with valuable prizes from a company owned by domestic manufacturer Dovgan.

In the countries of the West and America, information advertising has become widespread - a television program for 20 - 30 minutes, which aims to sell some kind of product. Information is usually transmitted late in the evening, the audience of information advertising is small, and such programs are not very expensive.

A television is an ideal promotional tool for businesses that need to "show the product face" or create an atmosphere of excitement around it. Television advertising is very effective because it sells visual images - the most visual and persuasive of all possible.

The basis of any promotional video - good script, written by a professional cinematographer in close cooperation with and under the guidance of an advertising writer, who finds motives for use in advertising, develops the idea of ​​\u200b\u200bthe plot, highlights points that should be emphasized.

Videos can be plotless (as an example, advertising is divided into three areas:

1. descriptive (informational), they contain certain information (for example, "Ariel" - now cheaper - it costs 29 rubles or an advertisement for "Secret" deodorant - begins with the words: "Do you want me to tell you the news? ..);

2. prosperous-sentimental, creating an atmosphere of well-being that comes with the purchase of the advertised product, which, as a rule, is an attribute of the corresponding lifestyle (products "My family" - there was no husband, and now, using this product, he appeared);

3. paradoxical and shocking - they contrast in the plot inconvenience and disasters without the advertised product and the benefits that they bring (Mentone lollipops are a fresh solution for a broken heel, eat a lollipop and you can easily turn shoes into comfortable slippers);

Narrative videos have their own genres that come from cinema, theater, and literature. Advertising has adopted various genres: westerns, adventures (advertising for Coca-Cola, Rexona deodorants, erotica - Hugo Boss and La coste toilet water), lyrical and melodramatic (Houses Dream mayonnaise, My family, "Fad" cakes), comedy ( cellular Bee Line GSM, Ochakovo beer).

Another notable feature of some commercials is their multi-episode nature. The openness of the plot, some kind of incompleteness, the length of the story - all this makes the viewer linger at the TV screen and see how the events in the commercial will develop further.

One of the first advertising series was the MMM advertisement: about the disasters and joys of Leni Golubkov, pensioners Nikolai Fomich and his wife, newlywed students, a single woman Maria, who stirred up the whole country. Then there was an analogue of "MMM" - commercials of the Khoper-Invest company, and today we are seeing "advertising series" about the ups and downs of the love of the brewer Ivan Taranov, about the correct advice of Aunt Asya, about a funny and fat guy advertising Fat Man beer.

There are also commercials based on the use of film fragments or shot based on them (an advertising remake, for example, a video about mayonnaise "Housewife's Dream" was shot based on the famous melodrama by V. Menshikov "Moscow Does Not Believe in Tears", and a video about milk "Darling Mila "- using the scenario techniques of L. Gaidai's comedy "Ivan Vasilievich changes his profession."

But in order to master the skill of constructing a dramatic situation, it is necessary to turn to the study of classical drama, according to the laws of which the script of an advertising film is also built.

Hello dear readers! Alexander Berezhnov, one of the authors of the HiterBober.ru business magazine, is with you.

Today we will talk about such a form of communication as advertising. IN modern world it surrounds us literally everywhere: on the street, at home on TV, and especially on the Internet.

From the article you will learn:

• The history of the emergence and development of advertising;
• Types and objectives of advertising;
• The modern advertising market, its functions, cost and goals.

This article will help you understand the concept of advertising, consider its features, types and methods of placement, and also reveal the subtleties and features of this phenomenon of the modern market economy.

Separately, I described how to properly organize and plan an advertising campaign and make it commercially effective.

The modern world is hard to imagine without advertising. It accompanies us everywhere: as soon as we turn on the computer, TV or radio, leave the house on the street, go to the supermarket or the Internet, get into transport, and all types of advertising literally fall on our main senses.

For those who work for themselves or are about to do so, as well as for everyone who chooses marketing and advertising as their profession, it is useful to know what advertising is, how it works, what is the history of its occurrence.

1. What is advertising - definition, history of occurrence and development

The word itself is of Latin origin and means "shout, shout." That is, in the linguistic sense of the word, its main essence is already hidden - to communicate and disseminate information about something without the consent of the listener.

Advertising is information disseminated in various ways using various means, addressed to a wide range of people and in order to draw attention to the object of advertising. Advertising maintains interest in the product and ensures its promotion in the market.

1. Product;
2. Product manufacturer;
3. Salesman;
4. The result of intellectual work;
5. Event (concert, festival, sports event, games and bets based on risk);
6. Commercial enterprise.

Advertising is a method of non-personal presentation and promotion of products, services, ideas on behalf of the manufacturer, distributor, seller, intermediary. This is a method of paid distribution of information with a previously known (or hidden) source of funding, as well as a leading link in marketing communications.

It probably originated with the emergence of trade relations between people even before the appearance of money as an equivalent of a commodity. The existence of the concept of advertising in prehistoric times is confirmed, for example, by an Egyptian papyrus found by archaeologists with an advertisement for the sale of a slave.

In even more ancient times, oral advertising probably existed. If there were reliable means of storing information at that time, we would find in advertisements of a verbal nature approximately the same techniques that marketers use today.

Oral advertising was represented by street and market barkers (now they would be called promoters) advertising their product, written advertising was placed on papyrus scrolls, clay and wax tablets, on stones and buildings.

From the course of history, we know that the exchange of goods has been used by mankind for thousands of years: advertising has existed for about the same time.

In the ancient world, the first professional specialists for advertising - they composed the texts of advertisements and placed them on stone structures in the central part of the city. There was also a practice to read out such information publicly in the squares with the maximum concentration of people.

Printing allowed text advertising to go into circulation. The first official print advertisement is considered to be an announcement of a reward to the one who provides information about the whereabouts of 12 stolen horses, published in the first London newspaper. With this small text dawn began new era in the advertising business.

It was mass communications that allowed advertising to become a real engine of trade. The ancestor of professional advertising is the French doctor and part-time journalist Theophrasto Rondo, who was the first to print private advertising texts in the press.

The Englishman William Taylor did the same: his company Tayler & Newton (founded in 1786) acted as an intermediary between advertisers and printers. First in the world advertising agency opened in 1842 in the USA: Volney Palmer became its founder.

Retro posters from the history of advertising

The next impetus to the development of advertising is the appearance of photography. The real image has become an irrefutable proof of the merits and advantages of the promoted object. But even more grandiose events in this branch of marketing began to occur in the 20th century.

• the emergence of full-color printing;
• the emergence and development of television;
• development of satellite communications;
• widespread introduction of computers and the emergence of the Internet.

In general, advertising is a living, independent, constantly evolving structure, and it is very exciting to follow its evolution. It's even more exciting to be involved in the direct creation of ads and the realization of the craziest marketing ideas.

2. Functions, tasks, goals of modern advertising

Secondary Tasks:

• increase in consumer demand;
• designation of positions of specific goods in the market;
• promotion of consumer qualities of the product;
• formation and strengthening of the image and prestige of trademarks;
• increase in the presence of goods and services in the market;
• search and creation of new sales channels for products.

The long-term and long-term goal of each advertising campaign– to make a trademark, product, brand recognizable and known to as many people as possible. In everyday life, we are surrounded by many examples of successful marketing campaigns.

However, it is forbidden to use neurolinguistic programming tools or use other methods that affect health and consciousness, depriving a person of freedom of choice. federal law about advertising.

The turnover of this industry is in the billions of dollars; the most relevant technological resources, artistic ideas and scientific achievements are involved here.

There is a category of people who frankly hate advertising, there are those who try not to pay attention to it. Almost everyone considers themselves to be adept, which is not surprising when you consider this type of marketing as a cultural phenomenon.

Let's try to understand the main types and tools of advertising.

Shares of various advertising distribution channelsin the total advertising market in 2015

View 1. Outdoor advertising

This is one of the most common, relevant and effective methods promotion of products and services. In English, this advertising channel is called "outdoor" - that is, outside the premises, in the open air.

The advantages of this type of promotion are obvious:

• the widest possible coverage of the audience;
• low cost of a single contact with a potential consumer;
• long-term impact;
• a large number of options for posting information.

Text and graphics outdoor advertising placed on permanent or temporary structures installed on open area, above the carriageway of streets, on the outer surfaces of street structures and buildings. This type of advertising is designed primarily for visual perception.

The "outdoor" has its drawbacks:

• limited amount of transmitted information;
• influence of climatic and atmospheric factors;
• relatively high cost of manufacturing large-scale structures.

It is believed that the most effective is an image or text, the meaning of which is read by the observer in 1 second. This means that the information should be short, compact, contrasting and clear.

Type 2. Advertising in the media

The media are print media, television and radio. We can say that this is the main field of activity for advertisers and marketers. Everyone uses the media - some daily, others periodically. About advertising in printed publications will be discussed below, but here we will focus on TV.

Television is one of the most advanced and effective channels for transmitting advertising information.

The effect of presence brings TV advertising closer to the form interpersonal communication- transmission of information on TV creates the illusion of direct two-way contact. For this reason, advertising time on TV is so expensive and often consumes the bulk of marketing budget companies.

• visual and sound impact;
• large audience coverage;
• powerful psychological impact due to the personal nature of the appeal to the consumer;
• variety of choice of visual and sound means of influence.

Type 3. Advertising on the Internet

With its rather low cost, online advertising reaches a potentially infinite audience - all users of computers, smartphones, iPhones, tablets.

The main principles and technologies of advertising on the Web are the same as in traditional media. The only difference is that on the Internet, active participation is usually required from the consumer - nothing happens in the Internet environment until the user performs some action.

In this case, such an action is a “click”, a transition to a specific site or another type of activity, for example, downloading an application or registering in a service.

There are many formats for transmitting commercial messages - advertising in Google, Yandex, in browsers, pop-up windows on websites, contextual advertising inside arrays of information, teasers, links directing to online stores, spam.

About that, we wrote earlier.

View 4. Print advertising

Printed products remain an effective way to distribute commercial information. Modern printing houses make it possible to achieve realistic, colorful, full-color images that work to increase sales and increase the prestige of the company.

Business cards and product catalogs are still relevant for most companies. Indeed, for some people of the "old school" it is more convenient to look at paper and touch it, in contrast to electronic media information.

Similarly, a large number people are still more comfortable reading paper books than e-books.

Type 5. Direct advertising

Oral, graphic or other information transmitted through direct contact.

Direct contact means not only a personal presentation of the offer, but also remote provision of information - by phone, by mail, through Internet communications.

Many, I think, are familiar with this type commercial activities personally - this includes, for example, advertising on VKontakte, advertising via Skype or messages sent to e-mail with a personal appeal.

A distinctive feature of this type of advertising is the direct appeal of the advertiser to the consumer. This is the most personal version of the sales pitch, and in many cases it works and leads to effective sales.

The advertiser establishes direct two-way contact with feedback and can interact with potential buyer directly. Despite the frequent negative consumer reaction to direct advertising, this species continues to develop - mainly as aid increase in sales.

View 6. Advertising on souvenirs (branding)

This type of promotion of companies and products is known to everyone who attended presentations and PR campaigns: they give you an inexpensive but nice souvenir (calendar, lighter, mug, cap, T-shirt, bag with the company logo, slogan or other commercial information).

A free present serves as a symbol of the advertiser's location and goodwill towards the consumer. It is a relatively inexpensive and effective way of marketing, especially souvenir products works when the company's brand is already promoted. In this case, the souvenir is an effective personalized image advertising.

Branding, that is, applying the logo and distinctive attributes of the company on souvenirs, will always be relevant.

View 7. Advertising on transport

Textual, graphic or other visual information placed outside (or inside) vehicles. In this case, the advertiser brands everything vehicle or parts of it.

Transit advertising can be attributed to a variety of outdoor advertising, but its fundamental difference is in mobility. Transport advertising, unlike stationary advertising, moves along with the carrier and potentially covers a much larger audience.

The advantages of transit advertising are a wide audience coverage, high level impact, relatively low cost. Information and images are placed on vehicles on the basis of agreements with the owners of the means or their tenants. Commercial messages of this type are able to capture the attention of the audience for a long time - for example, when they are placed inside a bus, subway car, trolleybus. Advertising on transport must meet all the requirements of efficiency - be concise, compact, accessible to the mass consumer.

4. Advertising media

Here we will try to summarize the main characteristics and advantages of the most popular advertising media.

1) Television, radio

Media resources continue to lead the list of the most productive and effective advertising media. The main advantages of TV and Radio:

• availability;
• coverage of a huge number of people;
• a wide range of methods of influence;
• presence effect.

About 30-40% of all advertising market accounts for television and radio communications. There are many forms of distribution commercial offers through media, but short videos or audio clips remain the main ones. Despite the negative attitude of a significant part of the audience towards television and radio advertising, this industry is developing and will continue to develop as long as the media exist.

Large firms and corporations spend on creating memorable and effective videos great amount financial resources, but in the end, the costs pay off, otherwise we would hardly have watched such an amount of advertising information on TV.

2) Internet

The World Wide Web is the most promising modern direction advertising industry. Agencies and entire marketing institutions are constantly developing new methods of influencing potential consumers and are looking for the most effective channels for placing advertising information on the Internet.

In other words, conversion is the number of potential actions compared to actually completed ones, measured as a percentage. For example, if 100 people saw an advertising banner on the site, and 10 people clicked on it, then the conversion will be equal to 10 (clicked on the banner) / 100 (who saw the banner) * 100 % = 10% conversion.

We already wrote about how about independent way making a profit. This once again confirms the fact that the direction of Internet advertising is very attractive both for start-up entrepreneurs and for the sharks of the advertising market.

The network of users of the World Wide Web is constantly growing, especially the younger generation is spending more and more time on the Web, so more and more advertisers are transferring their advertising budgets online.

The Internet allows you to create advertisements that are not only bright and memorable, for example, by using flash / gif animation of banners or posting video content on youtube, but also very accurately hit your target. target audience using for example social media, thematic sites, professional communities, forums and so on.

3) Magazines and newspapers

Printed media have lost a significant part of their consumer audience in recent decades, but they continue to be the engines of trade.

The level of printing allows you to create expensive glossy publications that act as an alternative source of information for people who use the Internet little or rarely.

Often modern media have both printed and electronic resource. For example, the magazine "Forbes" is published both in print and has the same name visited Internet resource Forbes.ru

4) External and internal advertising structures

These include:

• billboards on the streets;
• video screens;
• roller displays;
• electronic scoreboards;
• decorative signs;
• volumetric spatial structures;
• live advertising;
• POS materials;
• poster stands;
• pedestals.

5) Email distribution

Sometimes it is information distributed by subscription, sometimes it is unauthorized messages in the form of spam.

Often in the letter you are offered to click on a link, watch a video or register on the advertiser's website.

6) PR - events

Literally, "public relations" means relations with the public.

It can also be translated into Russian as "public relations". These events are aimed at forming a favorable opinion about the company, product, brand. The effect of a PR campaign is achieved not due to the repeated mention of the product or company itself, but due to the image that is formed around the brand as a result.

The following PR-actions are the most popular:

• presentations, symposiums, anniversaries, conferences, briefings to which media representatives, potential partners, consumers, and sometimes everyone is invited;
• sponsorship: the firm sponsors a sporting event, broadcast, concert or other event;
• PR campaigns in the media.

The most important condition of PR-projects: brilliance, plausibility and the ability not only to present the product, but to clearly explain its attractiveness and necessity for the consumer.

This is exactly how those who want to get results from their advertising campaigns should act.

5. How to organize an advertising campaign and place ads with maximum effect

A properly organized campaign brings stable profits to manufacturers and service providers, promotes the development and expansion of business and opens up new markets.

This may be a demonstration of the product in action, lotteries and coupons attached to the product, various discounts and bonuses. Recently, the original way of selling one product placed inside another has become especially relevant.

A well-known example of this technique is the sale of children's toys placed in kinder surprises.

5 simple steps to organize an advertising campaign

Below are the main steps for organizing an advertising campaign:

1. Define a target advertising campaign;
2. Determine your advertising budget;
3. Approve the concept an advertising campaign and the main advertising message to clients (professionals - advertising agencies can help you in developing a creative, all advertising materials);
4. Develop a comprehensive plan advertising campaign (indicating the types and volumes of advertising, terms, cost);
5. Summarize advertising campaign (performance evaluation).

Such agencies are able to offer their client both the production of advertising content and the organization of its placement, as well as various kinds of consulting assistance, for example, in media planning*.

• business size and advertising budget opportunities;
• market position (market share) and age of the company;
• preferences and behavioral characteristics of the target audience;
• advertising positioning of competitors;

Proper planning involves choosing such a combination of different media in which the advertising message will be seen or heard by the largest part of the target audience.

To achieve this goal, media planning is just what is needed.

• necessary coverage of the target audience;
• the required number of contacts ("strength" of the advertising campaign);
• concentration (providing a sufficient / noticeable number of advertising exits / touches during the period of the advertising campaign);
• dominance (in the selected communication channel, for example, on a specific radio station and TV channel).

For advertising to work, it must be created in the world of the consumer - that is, take into account the specific needs of the person, his preferences and needs. There are a huge number of marketing techniques used by advertising agencies.

The most effective are those that work not only to increase current sales, but also to form a stable positive image of the company among the audience. Advertising should be recognizable, not too intrusive, relevant and right on target.

An example of a creative Mercedes-Benz ad (with chickens):

We come across commercials every day: when we watch a gorgeous video where a celebrity advertises eau de toilette, go to the website of the nearest clinic and turn on a presentation video about it, or find a video instruction for a brand new phone. In the modern world, more and more information is transmitted through video content. Marketers distinguish several types of commercials, laying out the entire set of produced video products.

Types of commercials by purpose

Commercial

The purpose of commercial commercials is to sell the product. These videos focus on the benefits of the product, as well as on the benefits that the consumer can derive for himself after buying it. Such videos appeal to the emotions and feelings of a person.

British network shopping stores JohnLewis once again reminds of itself with high-quality, truly Christmas advertising. Doesn't anyone love to give gifts to family and friends? We perfectly understand the little boy who is looking forward to the holiday to make a pleasant surprise for his parents.

Image

The purpose of creating an advertising video presentation is to demonstrate the activities of the manufacturing company to the general public. These commercials are made to fix the brand in the memory of consumers. Thus, the brand reminds of itself, forms trust. Image videos include promo videos.

Rollers of this type make it possible to show not only the final product, but also the process of its manufacture. The topic of this type of video can be coverage of the life of the company's employees, its history, achievements.

Image videos are divided into two types:

• linear, the purpose of which is to show social activities firms;
• multilevel- have a dynamically developing plot.

Motivating promo video of the AtlantisGroup company tells that dreams need to be translated into reality. The hero of the clip is a simple guy who wanted to change his life for the better. He did it well.

Social

Social videos - non-commercial advertising, the task of which is to attract public attention to global problems. Customers of non-commercial advertising can be charity organisations, certain business structures, the state. The target audience of such advertising is a wide range of the population, and not a specific target segment.

This video shows that there are no ideal people, humanity needs to be more condescending towards each other. A wonderful story that will touch anyone, even the most skeptical consumer.

Viral

Viral advertising is distributed mainly on the Internet, transmitted from user to user. Creating this type of video requires creative ideas, an unusual plot, eye-catching special effects - everything that may interest a person walking around the open spaces virtual reality person. Maximum creativity, dynamic plot - all this is in advertising frighteningly realistic monitors from LG Electronics.

Types of commercials by production method

Staged

This type of video is most often broadcast on TV. Staged videos have a clearly defined plot, a bright picture, 3D effects, animation can be used in it. The process of creating a video has several stages:

• script writing;
• casting;
• shooting video;
• installation.

Animated

The main advantage of animation is the creation of advertising characters. Talking cars, hugging spiders, laughing houses - animation allows you to embody any fantasy of a marketer in a commercial, creating a fascinating world. The transport company De Lijn invites you to a fairy tale where cute little animals live. The moral of the videos is simple - it's always better to do everything together: fight predators and travel.

Who needs video advertising and why?

Information that is presented with vivid images, and contains sound effects or musical accompaniment, is very easily accepted by people. Most of all, such advertising using video will be appreciated by the audience to which it is directed. Many companies have taken this into account and successfully use this type of advertising, it gives them the opportunity to become more successful and increase the rating of their products or services.

Modern people have begun to read less newspapers and magazines, and prefer to watch TV or surf the Internet, constantly encountering video ads. If the commercial is created professionally, built correctly and informatively, this type of advertising message will be remembered for a long time and deposited in the mind.

What are the types of commercials

There are many types and formats of video advertising, each of which has its own form, implementation goals and is aimed at a specific audience. Each type of commercials has its own characteristics, which must be taken into account when preparing the material.

1. Director's (feature) video - advertising material that, through the play of actors, the script, the work of the illuminator and operator, influences the consumer, offering to buy a product or use certain types services. Great importance in the production of this type of advertising is given to the plot prepared by the screenwriter, and the ability of the cast to realize the tasks assigned to them in a fairly plausible manner.
2. Reportage - is created to provide information about new types of goods, their properties. The material may contain customer reviews about the product, expert opinions about its quality.

3. Scientific– submission of information about a new product is performed using computer graphics, a generalized analysis is given laboratory research and opinions of experts about the advertised product are given.
4. Operator - is the result of the work of a video operator using modern equipment. This type of advertising allows the consumer to visually get acquainted with the offered service or product in more detail and appreciate them.
5. Informational - consists in providing complete information about a product or service, which helps in their promotion on the market.

Video production process

To shoot high-quality advertising using video, you need to consider important aspects:

The concept is aimed at the target audience of the product that is advertised,
quality - the implementation of the idea of ​​the video with the help of technical, artistic and musical means.
Professionally executed video filming and editing are carried out strictly according to the approved plans (scenario, personnel, filming, editing). The whole process of creating a video can take a week or several months, it all depends on its complexity.

Creating a video ad consists of the following steps:

1. Pre-production rally – coordination of the main details of the video with the client, director, representatives of the agency.
It consists of the following steps:
coordination of technical specifications with the customer,
preparation and approval of the script,
drawing up an accurate estimate for the production of a commercial, including the costs of all persons involved in the work and the technical part,
creating and editing storyboards,
preparation for the process of shooting a video: casting, training and instructing actors, decorating the room.

2. Production- the process of shooting advertising using video tools,
3. Post-production – adding musical accompaniment, computer graphics or animation, video editing.
4. Distribution - the final stage of launching the video is to select TV channels or sites on the Internet for laying out and "promotion" of the video.

Creating an advertising video is a serious and responsible work of the entire team of specialists and at the same time creative process. Properly delivered, colorful video advertising containing complete information about the subject of advertising, will become calling card brand, product or service will work and make a profit.

Commercial video (clip) as the main genre of advertising on television

We use the terms "commercial" and "clip" as synonyms. Many authors who study advertising have also noted the synonymy of these concepts. Another definition is presented in the dictionary of advertising terms - "advertising raccoon", which the dictionary entry interprets as "advertising TV spot".

Timing

The duration of a commercial for television is from 10 to 60 seconds. It is a rare case when an advertiser orders a longer run time. Rossiter J., Percy L., authors of Advertising and Promotion, note: "Currently in the US, approximately 65% ​​of television commercials are 30 seconds long and 31% are 15 seconds long. The remaining 4% are longer commercials, 60-, 45-, 90- and 120-second, or shorter - 20- and 10-second. In Russia, the situation is approximately the same, although recently there has been a tendency to shoot commercials, taking into account the possibility of its shortened display. Therefore, the same clip can be presented to the viewer both in 30-second timing, and in 15- and even 5-second ones. This is due, of course, to budget savings. But a shortened video, as a rule, is shown at the end of an advertising campaign, when the viewer has already memorized the plot and easily remembers the advertised product from a short passage.

Structure and plot

J. Rossiter and L. Percy distinguish two levels of structural factors in the commercial: video and audio factors. Among the video factors, they consider the rhythm and speed, or pace, of advertising to be the most important. As audio factors, Rossiter and Percy consider the words and music of television commercials.

In recent years, there has been a trend towards dynamic development of the plot in the commercial. This reduces the duration of the frame or scene. The same authors give the following example: "In the early 1980s, a 'frame' or 'scene' in a 30-second television advertisement lasted an average of 3.9 seconds; by 1991, this figure had dropped to 2.3 seconds, which 40% faster." According to the researchers, an increase in the speed of a television clip leads to an increase in attention to it, while a decrease in speed, on the contrary, gives a strong decrease in attention.

The structural components of the commercial - a video sequence with a certain rhythm and tempo, musical arrangement and advertising text - should be well combined and lead at least to the fact that the audience pays attention to the advertisement, and as a maximum, remembers both the advertisement and the advertised product.

Advertising techniques

An attempt to classify television commercials has been made by many authors writing about advertising. For example, N. Golyadkin's book "Creative TV Advertising (from the American Experience)" proposes a genre classification of advertising messages in the USA. He highlights:

• o direct sale;
• o address on behalf of the company;
• o recommendations from celebrities and professionals;
• o interview with the buyer;
• o demonstration;
• o direct comparison of products;
• o dramatization;
• o music advertising;
• o animation.

We are forced to note that in this case there is a shift in concepts. As already mentioned in one of the previous paragraphs of this chapter, we tend to consider direct advertising as a form of television advertising, singling out the commercial as one of its genres. In the classification of N. Golyadkin, we rather see the methods of organizing material within the framework of a commercial as a genre formation. In addition, here is a characteristic that reflects technological features creating an advertising video, - animation. As regards the separate "musical advertising", we have already noted that we consider music as a structural element of television advertising. Musical accompaniment is used to some extent in most television commercials.

The well-known advertising researcher Oleg Feofanov, speaking of television advertising, identifies two trends: "cinema" and "advertising". He writes: “Watching the rapid development of video advertising in our country, I came to the conclusion that two trends are becoming more and more obvious here. .

Since there were, and still are, masters who shot commercials, people who were primarily associated with cinema, the first direction dominates. Here the main characters of the clip are the director, the operator, the actor. In the second direction main character- the product or service itself. In the first case, an entertaining intrigue is created, a parable, an anecdote, a tale, just an entertaining plot that has no direct relation to the product, is transferred to the film language. They are an exaggerated "eye-stopper", an element of advertising that attracts attention. After such a movie plot, an advertiser is announced, say, the Imperial Bank. Although here you can substitute any customer, say, the Bogatyr factory, the Ostankino meat processing plant, etc. Due to their brightness and attractiveness, these "eye-stoppers" overshadow the mention of a product or service...

The second direction is organically connected with a specific product or service. "Beat" is much more difficult, but more effective in terms of sales. Of course, both directions have the right to exist, but it seems to me that as our advertising matures, the second direction will become dominant for us ... Here it is appropriate to recall David Ogilvy's advice: "The strongest component of TV advertising is the product itself. They buy the product, not advertising "".

Today, it is the advertising direction that Oleg Feofanov predicted is increasingly developing on Russian television. The commercials of the Imperial Bank, although they were made with amazing cinematic accuracy, unfortunately, did not really advertise the product, but created an image illusion without a real market basis for that.