Психология потребителя как фактор рекламной стратегии

THE AUTO ABSTRACT. 
 

    In degree work “ Psychology of a customer as the factor of advertising strategy ” is decided a problem of development of an advertising reversion of firm in conditions, when actual there is engaging attention of a customer to advertising the producer.

    In work the process of handling of an information by a customer is considered which consists of five stages: contact, attention, understanding, acceptance, reminder.

    The contact can be defined as proximity to an advertising stimulus, which allows to involve one or out of five feelings of the person. The activization of feelings happens then, when the stimulus corresponds to the lower threshold of sensations or exceeds it.

     The attention represents direction of understood resourceson handling of acting stimulus. The boundedness of these resources causes a selectivity of attention. The engaging of attention of customers - one from basic problems, преодалеть which will help understanding that, what factors act attention (personal and concerning to stimulus). The effect of personal performances is, that they do attention very selective. The personal factors should be considered as restriction and obstacle, which overcoming speaks about effectiveness strategy.

     The factors concerning to stimulus, are performances of the  stimulus. Among them - size, colour, intensity, contrast, position, direction, driving, change of circumstances, isolation, novelty, “conditional” stimulus which are !known to the person of the advertisement. These factors can be used by firm in competitive struggle for engaging of attention of customers.

    On a stage of understanding the interpretation of stimulus by a customer happens. Principal in understanding is a classification of a stimulus by a customer. Consequent actualisation of stimulus passes in the form of semantic or figurative its handling.

     On understanding render influence the following factors: a level of knowledge, motivation or interest customer, its expectation. The factors concerning to stimulus, such as psicholanguage of performance of stimulus or order of handling of stimulus, also I can influence understanding.

    At a stage(phase) of acceptance inclining a customer in the form new or partially new of knowledge or ratioes happens. The acceptance depends from concrete knowledge and emotional responses originating at handling an informations. The acceptance the more probable, than is more favorable these responses.

     The last stage of process of handling of an information - reminder, consists of transposition of an information in long-term memory. The memory consists from 3 various systems of storage of an information:

Sensory, Short-term, Long-term.

   In 2 chapters the practical problemsof development of advertising strategy are considered which include segmentation of the market and formation of communication policy. The segmentation of the market is a process directed on such registration or manufacture of the goods or service, that they become especially are attractive to some identified(identifiabled) part of the summarized market. To segment the market, it is possible to use many variables. Some from them actuate in the following categories: 1) geographical - city, suburb, regional center etc., 2) demographic - floor, age, size and image of life of family, 3) psyhographics - type of the person and image of life and 4) behavioral - advantage, volume of use of a yield and loyalty of customers. The communication policy includes advertising, personal sale, inducing of selling, propagation. The advertising is the paid presence at mass media of informations about firm having by the purpose to increase popularity of firm and е ё turnovers. The advertising pursues two interconnected purposes: to acquaint the potential clients with firm, yield, service; to convince the people to test the goods or service, and after test - to make repeated purchasing. Basic varieties of advertising - commodity, is directed on creation of image of firm, comparative (comparison of parameters of the goods), competitive (featuring of advantages of the goods on a comparison with analogs). Stages(phases) of advertising activity - statement of problems of advertising activity; development of an advertising reversion; a choice of tools and establishment of time of an advertising reversion; development of the advertising budget; an evaluation of effectiveness of advertising activity. Development cycles of an advertising reversion - creation of bank of possible(probable) advertising reversions; Choice of the best advertising reversion; detail development of an advertising reversion. Tools of distribution(propagation) of advertising - newspaper, TV, wireless, log-books, exhibitions, fairs freely worth a show-windows with the goods, show-window in places of sale of the goods, posters and boards(shields,flaps) etc.

    In the third chapter the advertising in places of sale is considered. Advertising in places of sale are the promotional materials, which with the help of is attracted attention of the clients in the yields and services. Е ё put there, where the customers can receive yields or services (shops).

    In work the principles of compiling of the good advertising text are indicated. Types of the texts of the advertising messages: information, recalling, inspiring, convincing. The advertising text consists of five elements: a title, subtitle, basic text, subscript and comment, advertising slogan.

        Use of fouts in advertising and image: the fout should attract attention of the reader and to help to it to concentrate on reading of the text to allocate the most important arguments; the image in many cases considerably strengthens action of the advertising text, in some cases - completely or partially substitutes it. The image can represent Figure, photosnapshot, slide.