Modern marketing makes the following definition of advertising character.
advertising character - is a way of animal, human or any other fabulous creatures or metaphorical, which is designed to evoke in the minds of the potential audience of the proposed associations with products or services, as well as a company that offers this service.The advertising character must be original and positive to cause a bright positive emotions in the mind of the consumer.As an important component of corporate identity, advertising character, however, need not be elements of the logo.
Sponsored characters increasingly used to form the image of the organization, they do advertising campaigns brighter, hence - effectiveness.This is due to the emergence of the customer a positive emotional relationship to the brand.Skillful appeal to the emotional realm can increase consumer awareness and to achieve the client's location.
Many confuse the concepts of advertising and corporate character of the hero, it is very similar in function and purpose of the concept of the main difference consists in the fact that the advertising character is a fictional creature or person, and no corporate hero.
Sponsored characters in recent years have become increasingly popular.In some areas the use of the characters is almost obligatory norm.Sponsored characters make a great contribution in the formation of the brand, transferring part of the public sympathy to the company itself.The presence of advertising character helps make advertising campaigns more vivid and memorable.Promotional image of the character makes us more personal, more clear.Very often, people suffer some behavioral traits associated with the character and image of the company.
Summarizing, we can say that a good advertising character sure your brand will serve in good stead.He will take on the task of presenting to the consumer emotional message.However, we must remember that the advertising character is just a tool for marketing activities, helping you to create your brand in the minds of consumers.Expect that a good character instantly win sympathy and bring you popularity, at least, naive.
role advertising character in terms of marketing activities and sales promotion strategy based on the functions of advertising character.
functions of advertising character:
- Advertising character is the face of the brand.It is designed for contact with the consumer audience and advertising campaigns.Therefore, many companies prefer to create only one advertising character and make it your character that ever becomes the face of the company for all advertising campaigns and firmly settled in the memory of consumers.
- advertising character promotes brand memorability and its products in the minds of consumers.The skillful use of advertising and frequent character in the advertising campaigns of the company can improve the quality of such an important brand like recognition, trust and loyalty of the consumer audience.
- advertising character improves the attractiveness of the corporate identity of the brand.People tend to choose their idols.The user carries his sympathy to the hero product of the company that owns the brand.Advertising characters are increasingly began to use in shaping the image of the organization.Advertising campaigns character makes brighter, individually and as a result, more effective.This is due to the emergence of the client positive - emotional relationship to the brand.
- advertising character - effective way to stand out from the competition.
- advertising character used during promotions and as of POS materials: stickers, wobblers, as well as souvenirs in the distribution of promotional products.
There are several useful features of using an advertising character in the marketing activities of the company.
Firstly, opportunities advertised goods enter into communication with the audience very limited.Communication product with consumers in advertising its limited appearance and advertising and informational text.Promotional character allows the advertising campaign from a very different point of view.In this case, the goods are no longer advertises itself, it advertises the brand symbol that produces this product.It should be noted that this communication between the consumer and advertising character is more effective than when the product advertises itself.
Secondly, as practice shows, advertising character has the ability to win more consumers than the product itself of the company.Therefore, many companies have started advertising and the advertising of the character, for example, happened with Bibendum, the tire company that advertises « Michelin Company».
must be said that the role of advertising character in the marketing activities of the company is extremely high.For many companies, advertising is becoming a major component of the character and image of the brand.The advertising character is one of the effective methods of positioning and promotion.But the main role of advertising character is that he is not only a part of the brand, he becomes a brand.But this unfortunately does not always occur.
