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YES! 1(26) spring 1999 |
| MARKETING |
Semen Gorelik "Marketing implementation in Russian companies".
The author describes matrix approach to the establishing of marketing function in Russian companies.
| BRANDING |
Alexander Erofeev "From names towards brands. The development of food products' trade marks in Russia".
The article is written by the author of this review. In the article there is an attempt to show some special traits of the Russian branding as the model of thinking, in other words, of the set of the stereotypes in the brand's creator's behavior.
Kirill Bourdey, Natalya Trayan "Promotion of a new product in the market. Stages and information support".
The authorities of manufactures have to answer many questions: Is the "new product" worth promoting? What is it ought to be? How much will the creation and promotion in the market cost? What profit will it bring? The authors analyze the typical reasons of the new product's failure in the market and give a review of research technologies which can help to answer these questions.
Margarita Vasileva and Vladimir Uskov "Give a product good name!".
The trilling dialogue between professional copywriter (VM) and advertising and copy-right lawyer about various aspects of names implementations in Russian advertising.
Svetlana Kondyreva "Package promotes the brand".
The article is written by the marketing manager of one of the biggest Russian cosmetics companies and all about the developing of new pack design for old Soviet brands. The "first-hands" story of new brands creation is unique rare case of very successful revamping carried out by solely Russian company at very aggressive non-food FMCGs mass market.
Olga Guseva "How to equalize the brand".
The article reviews the various approaches to the brand equity and its estimations.
| CREATIVE CLUB |
EPICA as a criteria of truth.
All is amazing and unusual on 13th Epica festival - from dancing samba housewives in West cigarettes ad to the football at the cemetery in latest Snickers TVC! The short but informative review of famous advertising event.
Briefly Ivan Chimburov.
Starting with quite a provocative statement: "Ivan Chimburov is a living classic", the interview depicts the image of a person who not only produced many famous Russian TVCs as Polaroid, Siemens, Konica, Johnie Walker, Gordons Gin, Eltsin electoral, etc but also accumulated the "basic" traits of a Russian advertising artist: simplicity in meanings of expression, the usage of language well understandable by ordinary people and high level of creativity.
| ADVERTISING WORKSHOP |
George Minaev "Slogans and wings are different things".
Charm story of the professional copywriter about "verbal advertising" - the conception of self-developing verbal image of a product/service. Being launched verbal image lives its one life "fed" by mass language stereotypes, rumors, jokes and word games. Article combines author's deep experience and interesting analysis and could be treated as the hit of issue. However, the practical usage of "verbal advertising" concept would lead sometimes to unpredictable results as of high complicity of people's perception of language.
Elena Petrova "Advertising, fairy tales and archetypes".
The article is based on Karl-Gustav Jung approach to the analysis of human conciseness. Only the advertising that reflects the deep patterns of personal mentality is assumed to be successful. So the usage of such approach would strengthen the emotional and weak rational elements in advertising perception. Accordingly, fairy tales would be a source of raw materials for such "archetypes-based" communications. Most widespread archetypes in Russian advertising are analyzed as well.
Ludmila Bogomolova "Drink the legend" Coca Cola ad campaign analysis".
The analysis of famous advertising failure of Coca-Cola in Russia is based on structuralistic conceptions. It is stated that direct usage of folklore images in FMCGs advertising could lead to high misunderstanding resulted by lack of basic stereotypes existing in fairytale emotional structure. Another important problem with fairytale ad is substituted by showing of long scenes of "black" and mystical story, very irrelevant to the product image.
Ilia Utekhin "Poetry and Rhetoric as approached of advertising analysis".
The advantages of serious rhetoric or linguistic analysis of one advertising text are discussed. Article is very professional and requires good understanding of subjects. However, readers who read this text, will be awarded better understanding of how advertising communication really works and what impact it may cause.
| INTERNET |
Timofey Bokarev "Browsers as INTERNET advertising vehicles".
This is a detailed review of state of thing in INTERNET advertising as well as modern Global Net slang. The article consists of useful information about various popular Russian browsers (like Rambler, Yandex and Aport), their audiences, ad prices, etc.
| PUBLIC RELATIONS |
Ludmila Bogomolova "Political advertising during St. Petersburg parliament elections" (spring notes about winter impressions).
The article is about the past but presumably directed to the future - coming Russian parliament and presidential elections. The author recollects the developing of political advertising in post-Soviet Russia and comes to the idea of "political branding" supposing incorporating in political rules of game various marketing approaches. The didactic and very convincing examples from latest local legislation run are attached.
| ADVERTISING ON TV |
Margarita Vasiliyeva "Our whole life is an endless low budget video".
In the interview with a famous producer Kirill Nabutov and the operator Pavel Medvedev the secrets of making low budget video ads are revealed.
Konstantin Bronzit "The advertising is something animated".
The original essay of professional cartoon producer is about cartoons in advertising - which could be fun, attractive or strange but always require a very high level of creativity. There are "cartoon" and "non-cartoon" goods but in any case cartoon advertising is something special, which could really distinguish your products from your competitors'.
| LAWS |
Vladimir Sergeev "Good slogan is patented slogan".
Review of a current status of advertising slogans legal protection in Russia is prepared by one of the main specialist in this area in Russia.
| MEDIA PLANNING |
Maria Tarakanova "What advertising on TV could be?".
Detailed and slightly cynical view to TV advertising originated by a former boss of the biggest St. Petersburg TV channel advertising bureau. The advantages and disadvantages of direct vs. indirect TV advertising are highlighted.
Research companies Gallup Media, Comcon SPb. Mass-media audience in St.Petersburg: television, radio.
| DIRECT MARKETING |
Alexander Bankin "Expanding the prospects of direct-marketing: several cases and stories".
Very interesting review of latest achievements in direct-marketing. Publication is based on mainly USA sources and INTERNET sites. Direct marketing looks like sophisticated but effective tool which - been applied skillfully - could lead to great results for modest money.
| NOTEBOOK |
Review: Books and Magazines on Advertising and Marketing