Contract for advertising

«.....» ... ... ... ... ... ... .. 200 Mr.

"Name Enterprise, hereinafter referred to as Contractor, in the face ... ... ... ... ... ... ... ... ... ..., with On the one hand, acting under the Constitution, and ... ... ... ... ... ... ... ... ... ... ... ..., hereinafter referred to as the Customer, in the face ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... acting on the basis of the Charter, On the other hand, have made the following agreement:

1. Subject of a contract

1.1. Customer charges, and the Contractor assumes the obligation to carry out work on advertising of products the customer.

2. Responsibilities parties

2.1. Customer Contractor shall provide all necessary for its operation, information associated with the client's products ( mock-up required size, ...).

2.2. Customer undertakes to make payment for the Contractor in accordance with Clause 3.1. and 3.2. this Agreement.

2.3. Artist Customer agrees to advertise, observing the amount and terms specified in subsection 3.1. and 3.2. this Agreement.

3. The size and method of payment

3.1. Customer Contractor pays for advertising in accordance with the attached invoice number ... ... ... ... ... ... ... ... ... ... ... ... because with which Contractor shall advertise the Client in the following media Media:

3.1.1. Edition - ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ....., Size - ... ... ... ... ... ... ... ... ....,

Number of publications - ... ... ... ... ... ... ... ... ....................................... ............, Date of publication ... ... ... ... ... ... ... ... ... ... ... ... ..

3.2. Customer agrees to make additional payments in case of increasing costs in the newspapers, TV and radio stations at the time of payment the Contractor Advertising Customer. Otherwise If Contractor is not obliged to do all the work stipulated in the Contract in full.

4. Responsibility of the parties.

4.1. In the case of to its obligations, each party may terminate the this Agreement with notice to the other party not less than 1 month.

5. Term the contract

5.1. Contract shall enter into force upon signature and shall be valid indefinitely - until the termination of the Agreement (the open-ended contract).

6. Addresses and details of the parties

CUSTOMER

What is a "Corporate Identity?"

"Identity" - a concept introduced by theorists advertising. Abroad also used the terms "coordination of design," "Design look and feel of the enterprise", "system identification".

Style - a combination of methods (graphics, color, Plastic, acoustic, video), which provide unity to all products company and promotional activities; improve recall and customer acceptance, partners and independent observers not only goods company, but also all of its activities; and allow to oppose their products and activities of goods and activities competitors.


Corporate identity - an individual firm, made at Review.

Corporate identity - it means to build company image, as well as certain "information carrier", as the components of corporate style helps the consumer to find your product and your offer, forming his positive attitude to your firm, which took care of him, easing the process of selection of information or product.

"High" corporate identity indirectly confirms reliability of the company, as it ensures that the company complies with all apple-pie order both in production and in any other activity.

The concept of corporate identity is closely linked to the notion of image, as corporate identity - it is like a shell that is filled with concrete content. And this, full of the shell plus the activities Public Relations (PR) and create concept image of the firm.

When should you develop a corporate identity?

There are two opinions about when to develop your own Corporate Identity:

* as soon as they formed the firm;
* the accumulation of sufficient funds and securing sustainable activities.

It would be better to say that corporate identity should be given attention ever since the first days of establishment of the firm.

You register your company with a certain name, the name of the company - Has the support of a certain style. Then - you order a print company, which represents shriftograficheskuyu composition and may be a carrier of corporate style ... and so on, at every step to build your company you meet with dilemma: to think about branding by bringing in what you create or postpone this headache for later?

In fact, if you are not paying attention to the creation of corporate style of his enterprise, style, still emerging, other words - you create in this case, bad style. The longer it lasts, the harder it will be corrected.

How to build work on the development of corporate identity?

So, to start the firm, just declare them selves on the market?

Startups are hardly necessary folder with the company style, you can do the usual folders. But trademark (Graphic or verbal mark) with a mandatory registration is likely to be necessary, if the firm is going, so to speak, on a long voyage on the stormy sea of a commodity market and services.

Trademark or logo is the starting point for developing everything else. (As developed a trademark? Look in the "creative kitchen, "the designer here). Labeled brand names your business deals do not remain faceless. So the next step is a form business writing and the scheme layout of your ad (with trademark). If you later change the circuit layout of the advertisement or brand colors - Still your trademark will remain and will remind customers and partners about your firm.

During the formation of corporate identity can adhere to the following principles. First - select all, create a certain image through the development of stile is constants, and then (if necessary) to develop new components of corporate identity and make certain it supports. Most important in the phase-ordering or manufacturing elements and carrier branding - It's still withstand a single style that would work on a selected image of the company.

For the development of various media corporate identity better use the services of the same advertising agency. This the surest way to achieve unity in the performance of all elements and media corporate identity. Later, when the basic set of media branding will be developed, you will be able to manufacture them and use the multiplier services of different agencies and printers.

"Identity" in the narrow and broad sense

First of all, it should be noted that the concept of corporate style is interpreted in the narrow and broad sense.

Under the brand name style in a narrow sense means the combination of trademark (and its inherent color), and its use Securities and advertising appeals (see example: logo and its use in the design form of business letters and business cards).

Most firms are limited to just the narrow notion of corporate style.

Corporate identity in the broadest sense - is the use of common principles of design, color combinations and patterns for all forms of advertising (print, on radio, television) business papers, technical and other documentation office, packaging products, and, sometimes, and clothing of staff.

It is likely that the firm has just started its activities will not be able to reach the fullness of the phenomenon of corporate identity. On the other hand, began to operate in the market without the specific attributes of corporate identity, company miss the required time, postponing until later the formation of a consumer company's image. Moreover, a certain "promotional basis, the accumulated firm will be forfeited, as later, finding, na5konets style on the market there like a completely different company with a different "face".

What are the main components of corporate identity?

We give the approximate components of corporate identity:

* word mark;
* graphic trademark;
* colors;
* corporate font;
* corporate unit;
* circuit layout;
* slogan;
* formats of publications;
* advertising symbol of the company;
* audio firm.

Clarify some of these concepts.

Verbal trademark - Usually assumed that this company name, made some graphic manner, unusual, memorable font. In fact, it's not quite true. Distinctive features of the verbal sign lie in its verbal construction, ie a combination of letters. Graphic tracing letters when it does not matter (otherwise - it will be graphic, but not verbal sign). It is important to note that a combination of letters verbal sign must form just a word, and not just be unpronounceable combination thereof. This may be known or a new word. It is important that the word meets the criteria of novelty and patentability in respect of certain goods or services.

Here is a typical example, as described above. A combination of letters "Thielen" represents a word that meets the criteria of novelty and patentability with respect to a specific list of goods and services and because can be registered as a verbal trademark (logo). In this case, to be registered as a trademark can be zyavleno word "Thielen" as such, without giving him a specific graphic tracings. Attaching the word "Thielen is additionally a variety of graphics, color and style characteristics, the designer does not change the word and therefore does not alter the inherent novelty and protect ability. Over what works as a designer? In fact, he develops graphic mark, mainly based on the composition shape of the letters forming the word "Thielen." It solves the problem of the graphic branding on the basis of the word. The resulting original graphic composition can be registered as a graphical mark.

Graphic trademark - Is any image that meets criteria of novelty and patentability in respect of a specified list of products and services, and duly registered as a trademark addressed to a specific owner (or group).

Colours. Color is a powerful tool for identifying and can therefore be used as an essential component (trailblazing constant) as in the construction of the actual mark or logo, as well as to establish a system brand or corporate identity (see example). For registration and verbal graphic trademark select certain colors, which in combination the first item and create a certain image.

Developing corporate colors, to consider the possibility of printers for printing: newspapers, for example, transmit only the basic colors, or use two options: color (with a complex range of colors) and black and white.

Original font. For registration of printed products can be selected a specific font.

Corporate block may include a trademark, company name, e-mail, bank details, list of goods and services, advertising symbol of the company, slogan. In the corporate unit may include all of these elements or only some of them. Corporate block is useful in many situations: from the design firm forms prior to making packaging products.

The scheme layout may include a layout of the entire

printed materials. It is particularly important for firms to have the scheme layout print ads. Used constantly, familiar to buyers form layout advertisements are much increased visibility and memorability of advertising ad.

The format of publications. On all printed material can be extended particular, the original format, which also contributes to a better recognition information and promotional materials.

Slogan - a short phrase, the motto of the company or product. This verbal advertising symbol of the company. which gives it an exceptional value as an element or image advertising funds.

Advertising symbol of the company - a certain character or image acting on behalf of the firm in advertising and other (eg PR) activities. This may be representative of the flora, fauna or Homo Capiens in an amusing image. (See example - advertising symbol smstemy trade - the gold bull).

Audioobraz - a musical phrase, song, a few notes for voice or musical instruments, the combination of certain noises, employees as if the identification mark of the company in radio and telerolikah.

In fact this brand, decided audio facilities. The main function - the same as that of the graphic sign of the firm - identification. Strictly speaking, audio company should have all the criteria of the logo and perhaps, according to the law on trademarks registered as such. (see details).

Often, audio firm uses audio slogan: specific, staging solution audio facilities company slogan (see above: slogan), which gives him appeal, memorability. The difference between audio and audio slogan only that Slogan it audiointerpretatsiya verbal expression, and audio an independent sound image associated with the firm (and the law mounted behind it by registration.)

What is a "carrier branding?"

Using the components of corporate identity as "building blocks" or modules, you can specify corporate identity in virtually everything that somehow relevant to the activities of the firm. Bearers of corporate identity can be:

Attributes of business activity:

* printing company;
* company letterhead;
* envelope;
* letterhead different types of documents;
* business card;
* folder - the registrar (cover) (see example)
* price tag, label, (see example)

All forms of advertising:

* press advertising;
* radio and television advertising;
* stand;
* advertising on vehicles;
* outdoor advertising;

Means of identification, orientation:

* Index of travel;
* Indices location
* direction signs
* sign
* doorplate
* badge, patch;
* clothing of staff;

Prduktsiya firm and its means of packaging, design, maintenance, implementation

* prodkutsiya
* packing
* wrapping paper (see example)
* Labels and stickers
* supporting documentation
* Operating Instructions

Attributes presentations, PR-companies

* prospectus;
* information sheet;
* booklet;
* Calendar
* poster;
* pennant;
* souvenirs;
* clothing of staff;
* bags, bags.
* Advertising and Corporate Identity

Corporate identity helps to achieve a certain unity in advertising, ordered even different artists, which increases its effectiveness.

Bearers of corporate identity can serve all forms of advertising.

Advertising effectiveness. Motto.

Effective may be considered such ads, which immediately also attracts the attention of the consumer. While working on commercials D. Ogilvie recommends the following principles and techniques:

Here are some of them:

• It is not necessary to register trademark in a specific color scheme. Legal protection extends only to those specific colors, while the supply of sign in black and white cover any of his performance in color;

• watch out for reproducibility, avoid small parts that merge with printing or any other reproduction;

• think carefully about color, composition, location of sign, so that He, along with packaging of goods to create a single memorable image.

Motto (slogan) - Shock line advertising, a short slogan, a short trope, or, as we have said, "battle cry" of the firm


All have become accustomed to such typical slogans:

• Melts in your mouth, not in their hands;

• STIMOROL - unique steady taste;

• Nowhere except in Mosselprome (Mayakovsky);

• Good to the last drop - the motto of the company Maxwell House since 1873;

• TEFAL: you are always thinking about us, etc.

We recall two basic objectives motto - to ensure consistent advertising campaigns and summarize key theme or idea, associated with the product or the company name. For example, the bag with crispy potatoes reads: "It's hard to eat just one!". The motto does not carry information for the consumer, but it creates emotional, subconsciously shaping attitudes to the manufacturer and advertised products. Good Slogan easily remembered, and hence in the brain Consumer laid sustainable positive attitude to the firm.

The motto of the good of its functionality. The same shock phrase can be used in television commercials, billboard advertising, newspaper ads, and even on product packaging or in a store window. This kind of "information Message eye purchaser. " That is why the motto is regarded as one of the permanent identity elements, along with trademark and company name.

Note that the slogan, in contrast to a trademark may vary with time. Coca-Cola Company over 100 years of existence has changed the slogan 98 times, and Trademark - never. Advertising and motto reflect the zeitgeist.

It is very difficult to formulate rules of good writing slogans. After all, even taking the same recipe, a wonderful hostess cake while the other received only a miserable likeness. Nevertheless, remember: the motto should be be clear, short, easily pronounceable. It is desirable to coordinate the rhythm of the motto with the product, use onomatopoeic features of the language, as well as the principle of pun, such as: Knorr - tasty and fast.

Make an attempt to mottoes grouped as follows:

1. Using friendly words and promises of good. You'll be pleasantly surprised affordability of our prices. User-friendly world of hotels.

2. Repetition of the same letters in each word of the proposal. "Day" - makes good. It's time to drink beer.

3. Repetition of words, sentences and their parts. It is easy to buy - easy to fly away. Sell millions - appeal to millions.

4. Use of uppercase letters, digits, graphic characters. Remember the beautiful pill RFP. Ramis II - a leader in the design.

5. The desire for simplicity and brevity. Mind and beauty: "Olivetti". Strength and Grace: Firm And Bu-Ai.

Ads consist of a set of elements (components). Now is the time to understand their purpose and capabilities to this end, we consider first major. These include the title, illustrations, subheadings, the primary text echoes the phrase, mottos (slogans), trademarks (logos) codes.

Effective advertising at Ogilvy

Advertising is not dispassionate it is able to bring either stunning success or fail.

Some principles of effective advertising to be learned immediately:

1. In order for your advertising noticed, requires an idea, and not simple, but good High-quality idea. Will not have this, and your ads will stay hidden, do not work.

2. Text advertising is very important, but more importantly the rationale, argumentation. Development Any advertising begins with its justification, or rather - first study, and then develop.

3. Relevance - one of the main factors in the choice argument. Good arguments (for relevance) may be a quality product, price, fast delivery, safety in operation.

4. You advertise a new product. So it will be only once, so it’s when you are required to declare loud and clear, without equivocation. All that in a commodity is really new, it is imperative to point out. What is news is new? - What the readers do not know yet.


5. What question arises for the consumer, just get to know your commercials? - "How much will it cost?" If possible, include in the advertisement cost of goods.

6. Useful quality of your product can be fully understood only by a specialist or yourself, but not necessarily to the consumer. So do not hesitate to assert obvious. Show the product in action, tell them how to use it, show what place he might take in people's lives.


7. Think about how to implement a consumer's mind the name of your product. It should keep in memory, so do not be afraid of repetition.

8. Do not exaggerate, do not glorify your product the consumer is always skeptical configured and can turn away from you.

And now tell you more about the impact of advertising on sales of goods.

How to introduce your product to the consumer? It has been said that good advertising copy - it's good, but the argument - even better. For example, you advertising tool that moisturizes dry skin and at the same time a good clean it. How best to present this item? Cream for dry skin or a means for cleansing skin? How to submit a new product: a new species or as a cooked in new ways? On your choice depends on many things. In essence - this is your decision, precedes the development of advertising.

Soul of advertising as we know is the advertising appeal. The consumer should know what benefits he will receive from purchasing your product. After all, you promise that he will certainly receive the benefit. "If the product is not intended satisfaction of consumer needs or desires, his advertising, ultimately, must fail "(R. Reeves). Thus, in deciding how to present consumer goods, you take the second (and no less important) decision that you promise, and in what form. The greatest success you promise the promise of those qualities commodity in which most consumers may be interested in the subject of their usefulness and competitiveness. What unique qualities of the product, so, of course, the weight your advertising promise.

The winner is always the one who constantly directs its advertising to create a clear brand image. About 95% of all advertisements solve immediate problem, but the chain advertising each should contribute to a holistic brand image.
How to attract customers to the advertisement, what should be done to people remember it and, remember, act accordingly? Need ideas.

Quality and its image. If in the eyes of the consumer goods are a sample of high quality, prestige goods is growing. Incidentally, unattractive Advertising makes you think that product is not better.

You may have noticed that the majority of advertisements featureless and inexpressive, dull. Boredom does not attract anyone. Another thing, when you call the consumer pleasant feeling, captivates and ignites it, it awakens interest.
Creating advertising, it is very easy to fall into temptation and go on already trodden by someone the path that is to act on the pattern. As it is difficult it is better to exercise ingenuity. Never forget about the novelty of the goods: it is difficult provide anything more attractive than a novelty.

You should know how to present products for men, women, children, farmers, residents of North or South, etc.

Carefully organize the campaign. Do not attempt to embrace immensity. It is best to keep your entire campaign to a single intelligible message but all efforts to bring it to the consumer. Effective Advertising - Is the one that immediately attracts the attention of the consumer to the product.

Advertising campaign to be successful, must adhere common advertising appeal and a single image that will remain for years unchanged. The only way to create the effect of "snowball".

In developing the long-term campaign to visualize its purpose, the audience will learn well and develop a strategy.

Hundreds of advertising campaigns are held annually in the United States, and the goal they have one - profit. But the strategy is all different. The optimal strategy is only on research.

Identify the purpose and considering several intervention strategies, study audience that will be sent to your activity. Who are these people to which you are applying? Young or old? Rich, poor or middle class? Single or family? Their interests, lifestyle ...

All those involved in your campaign should be clearly understand its strategy. Do not proceed with the implementation of an advertising campaign, while not sure that all three elements (purpose, audience, strategy) we found their reflection. Plan your work will, of course, different from what we have here offer an example. But fourteen points, suggested below, you should consider necessary. Otherwise, your work will be unprofessional.


WORK PLAN

1. Your goal?

2. What do you expect from advertising (specifically)?

3.Provision for advertising. How much can you afford?

4. Dates that you want to survive.

5. Which media do you prefer: television, radio, magazines, newspapers or other?

6. Advertising rates.

7. What kinds of audience focus your advertising?

8. Strategy that is how you act.

9. Who will create your advertising?

10. Who will assist in the implementation of advertising on television and radio?

11. Who will assist in the implementation of advertising in print?

12. That you will use to scale campaign (T-shirts, booklets, Bags ...)?

13. How are you going to track campaign results?

REMEMBER!

1. Advertising should not be aggressive - campaign should not be confused with the war.

2. Beware of patterns.

3. Avoid anything that "smells bad". Questionable taste - just to the detriment of the case.

4. Do not tell stories of what not.

5. Do not skimp on the appreciation - the word "thanks" is always nice.

6. Monitor the results.

Verify the effectiveness of advertising

Since advertising is one of the channels of communication with the seller by the buyer, it is true that it is subject to all laws of sales. You can highlight the main methods of influence on the consumer through advertising.

Text messages: When creating them must be remembered that the consumer is not very willing to think and therefore should not be used in advertising texts long mouthful. The shorter and clearer advertising message, the more likely that it at least someone will notice, for example drove past a billboard.

Nonverbal channels: If there are people in advertising, their posture must conform to both the general textual content of advertising, and to state that ads should call the customer. Check for correct posture is relatively simple. Try it yourself to pose of a man with a poster and listen to your own feelings. If any sense of internal discomfort does not occur, then everything is done properly, otherwise - the pose of the character to be changed.

Color and sound: This work is best left to professionals. Since each state has its own characteristics. When used properly, they can cause even a necessary condition, regardless of the total text content of advertising.

There is a desired result, which wants to reach an advertiser has stringent criteria for evaluation of advertising, so you can start pretested the effectiveness of advertising campaigns. It is important to understand that advertising should not be too original or fun, it just needs to perform its task.

The most difficult thing for health checks of advertising to find a mistake, to understand why advertising is not working as it should (if it happened) and what must be done to change this situation. You have to understand that a person does not respond on individual factor, but on the background consisting of many elements, which are mismatch and may lead to the fact that advertising will become ineffective.

Eg. Advertising does not give the desired effect. In this case it is necessary to understand that consumers perceive the whole message, rather than spread out on his constituents. Need to remove from the advertising on each element of the queue again to check the reaction of the consumer. This way you can identify problem areas over which the need to work more closely. After making any necessary changes once again stands to test the reaction of potential customers.

Finally, any advertisement must comply with the stages of sale. To get started is to build a trusting relationship with the consumer. At this stage, advertising should not be too intrusive, and avoid comparisons with respect to similar products of competitors. Better to demonstrate compliance with the interests of the advertiser to consumer interests. Once, when a trust relationship established, the advertiser can tell you more about your product, but do not forget that the consumer is not only the material side of the issue, but also the emotional component of advertising. One of the most effective ways to create effective advertising - the formation of positive image of the owner of the goods. In this case, the potential buyer, too, want to be like a person from advertising. Only the last stage of the advertiser can communicate to the consumer price of the goods and the final conditions of sale.

Any advertising - A specific objective

In my opinion, the answer to the question about the meaning of life is absolutely useless, because its meaning lies in the process.

But for advertising is important is the result of. Accordingly, the goals set by the advertiser during the development of advertising campaign should be as specific as possible, measured in numbers, by kilograms. It is impossible to formulate suggestions for the type of advertisers: "We just want to sell more." Such a formulation - to achieve this goal tends to infinity. Much more correct, understandable and accessible to formulate objective as follows: "This year we want to increase sales by ___% over last year." In this formulation, the problem appears the parameters measured.

In addition, the goal should be achievable. If according to the sales department, sales have a strong tendency to increase, for example, 15% in the quarter, it is useless to put ads in front of goal to increase sales by 300% compared to the previous reporting period.

When an advertiser aims to advertisers, Then there must be some kind of comprehensible criteria for evaluating the work performed. Otherwise, even the process of harmonization of promotional materials can not last indefinitely: in general, everything seems fine, but that it is so or not - can not be determined.

The protagonist of advertising

Simple layman - the main consumer advertising - are only interested in two things. He and the ways that you can solve a particular problem. Cause and advertising should be only one hero. And this is in no way brilliant advertiser, who is hoping to win a prize at the next competition.

The protagonist of advertising - its subject. Product, service or idea that promotes the advertising. Advertising should not display this item as a winner. But not by himself. Namely, as a way that allows the layman to solve their own problems. Potential consumers living in different saturated debris information space, automatically cutting out unnecessary information. Such is the unnecessary information may prove to be your advertising. To this happened, the advertiser should clearly understand the parameters of its own target audience. And only access it. Then the proposal in advertising (ceteris paribus), may reach the addressee.

As already noted, one reason for ineffectiveness of advertising - the advertiser misunderstanding that any advertising campaign - is only part of the marketing mix. Let the advertising campaign is designed perfectly and correctly placed, but if the company improperly designed products, the price of goods are not competitive, the staff has low qualifications, the effectiveness of advertising does not bring. Advertise you will first need to debug the whole marketing mix. From the provision of consumer goods is the fact that he wants to see and at an affordable price to a sincere smile salesman who meets a client in the beautiful interior of a modern store.

How to evaluate the effectiveness of advertising

On the issue themselves advertisers tend to prefer the modest silence.

Least because there is much advertising, as many do not cease talking about her poor performance. Advertising guru David Ogilvy said that most of the advertising "shamefully ineffective." Remark is true, but trying to assess the effectiveness of advertising, you should remember that this is just another marketing tool that does not work by itself.

An example from real life. Manual furniture store has launched a massive advertising campaign. Television, radio and outdoor advertising. A potential buyer walks into a store. Somewhere deep in the subsoil of the high stand sits seller and enthusiastically read a glossy magazine. Instead ask the visitor that he wanted to buy, the seller, looking for a second reading, once again lowers his head onto the page. Will the effective running advertising campaign, if sales staff behaves this way?

In advertising there is only one criterion: if it increases sales, then working. Hence, launched advertising campaign is effective. We can distinguish three types of advertising effectiveness: a commercial, communicative and operational. Any advertiser are primarily interested in commercial advertising effectiveness. In other words, how effective advertising is selling. But even now we can not with absolute guarantee to predict how sales will increase as a result of a specific advertising campaign. Sales affect all elements of marketing mix. On the professionalism of salespeople, as in the example above, as well as to the general condition of a particular market or the actions of competitors. If a competitor decides to bring down the market and sharply lower prices, then no, even the most brilliant advertising in this case will not help. But be that as it may be, the advertising that sells, it is advertising in the first place, well done

If you decide to involve the development of advertising ideas Professional advertisers It is not necessary to require them to any specific ideas and options for future advertising until they obtain the most complete source information. First of all, we need answers to the questions: what is advertised and to whom specifically designed your product or service. This is the first and most important phase of constructive cooperation between the advertiser and the advertiser.

The real problem of advertising

The best thing about this famous American said advertiser Raymond Rubicam:  

In advertising has one goal - to sell, all the rest of the evil one. "And when advertisers begin to tell you about their merits, listing the prizes won at various competitions, you can politely listen, but it is better to ask specific outcomes at the end of a campaign. Whether it's product, service or idea, the main purpose of advertising - to sell. Everything else: a secondary and unimportant. High-quality advertising - is one that allows the advertiser is to achieve maximum effect with minimal investment funds. Perhaps the advertiser for such advertising and will not receive another "coat of arms on the coach, but if advertising increases sales - its goal is achieved