Using the opportunities of the directed impact on certain categories of consumers, advertizing everything more carries out demand management function. The operating function becomes the distinctive sign of modern advertizing predetermined by that it is a component of system of marketing.
Recently competitive fight amplified even more and around the world marketing activity, especially at the firms focused on export increased. The increasing appliances and intellectual potential are put in development marketing and, as a result, advertizing activity.
This statement becomes obvious if to consider main types of marketing activity of firm which include practically all spheres of its activity, except for the technical operations connected directly with production, transportation, sale of goods, etc.
Market researches – systematic collecting, display and the analysis of data on different aspects of marketing activity. It is function which through information connects marketing specialists with the markets, consumers, competitors, with all elements of environment of marketing.
advertizing of goods, advertizing of the advertiser if the activity which is carried out by him demands the license is not allowed, but it is not received, and also advertizing of the goods forbidden to production and realization;
Broad definition of advertizing, reflecting its essence as diverse public phenomenon of the present, does not exclude its division on separate types (branches) limiting promotional and informational activity by certain spheres of socioeconomic life of people. Classification of types of advertizing activity is given in the Table
From world experience force and a role of advertizing is known. First of all, it bears in herself the information which is usually presented in the squeezed, artly expressed form, emotionally painted and bringing home and attention of potential buyers the most important facts and data on goods and services. It should be noted that advertizing – always information, and information – not always advertizing.
In order that advertizing process was rather highly effective, the corresponding market researches, strategic planning and developments of tactical decisions dictated by the marketing purposes of the advertiser and a concrete situation in the market have to precede it.
It is necessary to notice, what even taking into account continuous development of activity and bigger flexibility of marketing, it nevertheless represents rather closed system. In it, nevertheless, there is an exchange of information both with internal, and to an external field of activity of the producer.
The advertizing means — are an information channel on which the advertizing message reaches consumers. In advertizing process the advertizing means are usually provided by the organization owner.
Characteristic feature of modern advertizing is acquisition of a new role by it as a result of involvement in process of management of production and marketing activity of industrial and service firms. An essence of a new role of advertizing that it became the integral and active part of complex system of marketing which level of development defines quality and efficiency of promotional and informational activity of the producer and its compliance to new requirements of the world market.
In most cases the tasks connected with increase in demand and management of it are solved not at once for all market, but only for its separate segment or set of segments. Segmentation in this case acts as an effective way of "rejuvenation" of production entering a decrease in demand phase, and giving of a new vital impulse to it in the market.
Exists also the third ring — the movement of an advertisement as if deep into of the consumer market and receiving by stimulation by it "feedback" of data on its part in which the realized goods have demand.
Marketing studies the organization of process of sale of goods, advances of new goods to the consumer, develops strategy of advertizing of these products. At the heart of marketing methods of stimulation of sale (sale lies activity of the enterprise for distribution of data on advantages of the goods and belief of target consumers to buy it. The main means for realization of these problems of marketing – advertizing as a communication form.