Development Requires Advertising
Maria Arestov
Director of Production
Comcon St.-Petersburg
Alexander Bankin
Delta Telecom marketing manager
Irina Bolotov
Kraft Jacobs Sushard Petrokonf
Kirill Burday
Director of Marketing Gallup St.-Petersburg
Ilya Gamov
Director, Aleco Marketing
Alexander Eurofeev
Market Research Manager
Gillette SU
Marina Medvedev
Chief of Public Affairs
St. Petersburg Sberbank
Vladimir Mitrofanov
Chief, Advertising and Liaison Service
Bultician company
Andrei Nadein
Editor-in-chief of the YES advertising magazine!
Response during crisis
During the cycle, the usual performance evaluation criteria are different. Products ' knowledge, their most frequent consumption, cannot now be seen as soon as possible.
Maria Arrestova, Comcon: “This autumn people were called the most frequently purchased, one product, and the last one was different. These numbers are sometimes three times different! Our usual guidance (response to questions: " What stamp do you buy most often? " , " What kind of stamp do you prefer? " ) is not now the determining factor in the purchase. Many have switched to cheaper products. But the buyers have been able to get used to good quality, and they can get back to expensive goods with better conditions. It may be said that a good time has come to advance the stamps of the second echelon because people will turn to the stamps that were active during the crisis.
The stamps are a long-term strategic investment. The effect of such advertisements (linked to market shares, brand promotion) has been delayed over time and is not linked to the firm ' s current profits. And the crisis called on managers to achieve short-term financial impact from advertising - for many advertisers, it's survival.
Alexander Europe, Gillette: " Large multi-national companies in their advertising policies often have very long-term objectives, such as maintaining market shares. But the crisis has led to the fact that the short-term cost-effectiveness of advertising has become the first place. This has created known difficulties in the absence of a direct system for the transfer of media planning and advertising testing to the sales level of the common model. The crisis has also led to a curious outcome: from today ' s perspective, it is sometimes advisable to avoid advertising because it is difficult to achieve results. ♪ ♪