Analysis of current marketing budget structure in the industry

Analysis of current marketing budget structure in the industry

In spite of its drawbacks the share of TV advertising remains significant

Cinema advertising is relatively new, but has proved its efficiency

Most players use press advertising but it accounts for relatively insignificant share in marketing budget

TV advertisement:

Pros	Cons
Essential part of co-branding campaign Cartoons shown on TV and in theatres penetrate in the memory easily and provoke strong emotions TV advertisement is currently growing Suitable for mass advertising Local advertisement helps cover target audience of a concrete region	High costs Need for stickers to associate the product with the cartoon High level of aversion

Prime time vs off-time

Significant part of target audience accounts for housewives → attention should be paid to off-time promotion as it is less costly

Main criteria which are of utmost importance in

choosing TV-channel:

Affinity Index

TV-Rating

Share

Federal and local TV

Channels

Channel 1 Russia

Russia 1

NTV

Domashniy

TNT

Radio:

Pros	Cons
Cheap Can’t be ignored or missed Creates vivid and emotional images	Lack of popularity

Radio station selection:

According to target audience and daily number of listeners:

Evropa Plus	21.8%
Russkoye Radio	16.4%
Radio Shanson	16.3%
Radio Datcha	16.15%
Avtoradio	16.2%
Militseyskaya Volna	15.2%
Hit FM	13,4%
Retro FM	12.1%
Yumor FM	11.7%
Love Radio	9.6%

Selected stations: Evropa Plus, Russkoye Radio, Radio Datcha, Hit FM, Yumor FM

Press advertisement:

Pros	Cons
Oriented towards target audience and region Cheap	Can be easily missed

Selection criteria of magazines and newspapers:

Advertising rate

Target audience

Average issue readership

Distribution

SELECTED MAGAZINE - Lisa:

Right target audience

Relatively cheap

Metro: newspaper audience and distribution area are not suitable for the product

Cosmopolitan: oriented towards upmarket segment

Internet advertising:

Selection criteria:

Price

Targeting options

Vkontakte:

most popular social network in Russia

Geo-targeting+additional targeting

Mail.ru, Yandex, Odnoklassniki – too costly, don’t provide targeting options

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Дата добавления: 2015-11-05