Product promotion strategy is constructed in such a way that the potential customer has no idea what's under the influence of targeted information products. Popularization of goods is based on the non-advertising methods. The purpose of this set of measures is the creation of a positive image of the goods or services, the usage of non-traditional motivations for their purchases. To hidden marketing appeal if necessary to use new methods of promotion or on a limited budget. For example we consider some of the most interesting instance of product placement of mobile phones in modern cinema. Sony Ericsson has long demonstrated their products in the most expensive Hollywood projects. You can see their product in such films as "Silent Hill", "Lara Croft: Tomb Raider," "Vanilla Sky," etc. The company recently held a very successful campaign product placement in the sensational film "The Da Vinci Code". But the most powerful effect caused advertising phone Sony Ericsson Z530i. The phone in the movie is not shown, it advertised along with the picture. Phone repeats the image of the novel and the film. Portrait of the Mona Lisa, the letters DC on the case. It has attracted fans of the movie. Therefore, Sony Ericsson Z530i instantly became a hit all over the world.

Pic.1. Sony Ericsson Z530i Pic.2. Sony Ericsson K800i

Another large action of product placement is famous series about James Bond. For the film "Casino Royale" was released new phone Sony Ericsson K800i James Bond Silver Special. There are wallpaper with the character and the film soundtrack in the phone [2]. The first Russian film with product placement was published in 1993. It was a film by Eldar Ryazanov. Some time ago product placement has become popular in our country. It can be seen in such films as "Peculiarities of the National Hunt" or "Love in Russian". "Nowadays the highest number of product placement you can see in the blockbuster "Night Watch" [3]. So product placement in world cinema is becoming more and more prevalent. Embedded marketing is effective and many companies are willing to pay millions dollars for the placement of their products in the big-budget films.

References 1. http://www.marketch.ru/marketing_dictionary/marketing_terms_p/abc_product-placement/ 2. http://www.stroganovka.ru/branding/product-placement-l-r-sonyericsson.html 3. http://www.ferra.ru/ru/mobile/s26711/print/

THE EFFECTIVENESS OF INTERNET ADVERTISING Nazarenko E.A., student National Research Tomsk Polytechnic University

The present paper is devoted to the Internet advertising as an important part in the realization of a product. Internet advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners) to buy one or another product. The purpose of this paper is to tell how the internet advertising have an influence for people and what kinds of Internet advertising exist. Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to larger audience. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, rich media ads, social network advertising, interstitial ads, online classified advertising, advertising networks, dynamic banner ads, cross-platform ads and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad server. Internet advertising can prove to be one of the most effective advertising methods because of its ability to reach anyone surfing the Internet at any given time. Today the internet is at the core of communication and consumption behavior. For example, internet users in the U.S. spend 58 minutes watching video or surfing the web. 78% of internet users state that they consult a website before buying a product. As social networks develop, 42 the Web has also become a place where a brand’s reputation and image is shaped. Advertising formats are more developed, videos are more sophisticated and targeting tools are more focused. Now that advertisers are better equipped for communicating on the Web, they are gradually directing their budgets towards online advertising. Measuring online advertising performance is therefore becoming critical for them. For display advertising campaigns, the click through rate remains the most widely used indicator, but is not without its limitations. In 2009, only 16% of internet users clicked on advertisements. In addition, this rate gives no indication of the impact of a campaign on a brand’s image or on the consumer’s subsequent browsing or purchasing behavior. So, there is now a real need to find other solutions. Effective internet advertising campaigns can often be achieved through no cost and low cost methods. Effective Internet advertising campaigns can also be conducted solely through outside affiliates that earn portions of the profits they sell. The effectiveness of online advertising is in some way represented by the effectiveness of the internet as a search tool. The nature of the modern life dictates that when we shop, when we search for information we go online – if we want something or want to know something we “Google” it [1]. The sustained effectiveness of online advertising depends on a strategic approach encompassing Google optimization or SEO, pay-per-click advertising such as Google AdWords and an eye-catching website that is easy-to-use. There is no need for a multi-million dollar marketing budget – the internet can be and is mastered by the smallest businesses. Internet advertising includes affiliate marketing, web banner, social media marketing and email marketing. Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. The industry has four core players: the merchant (also known as “retailer” or “brand”), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as “the affiliate”), and the customer. The market has grown in complexity to warrant a secondary tier of players, including affiliate management agencies, super-affiliates and specialized third party vendors. Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization (SEO), paid search engine marketing (PPC – Pay Per Click), e-mail marketing, marketing and in some sense display advertising. On the other hand, affiliates sometimes use less orthodox techniques, such as publishing reviews of products or services offered by a partner. Affiliate marketing is commonly confused with referral marketing, as both forms of marketing use third parties to drive sales to the retailer. However, both are distinct forms of marketing and the main difference between them is that affiliate marketing relies purely on financial motivations to drive sales while referral marketing relies on trust and personal relationships to drive sales [2]. Affiliate marketing is frequently overlooked by advertisers. While search engines, e-mail, and website syndication capture much of the attention of online retailers, affiliate marketing carries a much lower profile. Still, affiliates continue to play a significant role in e-retailers' marketing strategies. A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement known as a “click through”. In many cases, banners are delivered by a central ad server. When the advertiser scans their log files and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Broadly, the term is usually used to refer to:  sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business,  sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately,  adding advertisements to email messages sent by other companies to their customers. 43

Researchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016 [3]. The effectiveness of Internet advertising depends on attractive design elements and engaging content that reels in members of an already established or highly potential market. The US$11.2 billion online advertising market has become much more sophisticated since the primitive days of simple banner ads. Today advertisers can snare viewers with snazzy graphics, Flash animation, and video ads that are virtually impossible to ignore. Others take a more muted, yet targeted approach using contextually relevant ads, such as placing text ads for computers on a technology site. Google’s AdSense division brings in about $6 billion in annual revenues through its targeted text ads, which Google claims have been seen by an estimated 76 percent of Internet users in the United States. But what are the most effective ways to advertise online? The authors found that two strategies – flashy, even obtrusive Internet interruptions and more staid but targeted text ads – are effective on their own, but, surprisingly, that combining these two approaches was a bad idea. This dual-barreled technique turned Web surfers off, led to negative product associations, and decreased consumers’ intention to buy the product. The researchers looked at almost 3,000 Web advertising campaigns across a wide range of products – from apparel to entertainment to home improvement. They used data from a large collection of Internet surveys (an average of 852 survey respondents per campaign) that examined the effectiveness of different marketing tactics. This allowed the authors to compare targeted ads that matched products to website content with so-called obtrusive ones that featured video, pop-ups, or ads taking over the whole page. The study found that high- visibility ads – videos, pop-ups, and the like – were more memorable to consumers but content-linked targeted marketing lured higher numbers of consumers into saying they would actually buy the product or service. By blending the two strategies, advertisers achieved high visibility and consumer recall, but individuals complained in the surveys that they felt the companies were being too aggressive and felt as if their privacy had been invaded. This sentiment was especially pronounced in responses to ads from firms in the financial sector, where confidentiality concerns are paramount. Given that an estimated $664 million is currently spent on ads that are both targeted and obtrusive, the authors warn that advertisers would do well to abandon this strategy for a simpler approach. The researchers calculate that by doing this, marketers could cut ad spending by more than 5 percent without affecting sales. One of the reasons for Google AdSense’s continued success, the study argues, is that its unobtrusive text-based ads are integrated seamlessly with Web content. In other words, a subtle approach might be the best way for companies to show customers that their privacy matters [4]. Online ads should either be integrated with website content or consist of attention-grabbing technology. Combining the two approaches can turn consumers off the product altogether. Internet advertising certainly has its place in our world. Internet advertisement is important part for spreading information. Internet advertising includes affiliate marketing, web banner, social media marketing and email marketing. Also commercials promote competitiveness in industry; give details regarding the availability of product, quality of the product; about how the product works; and what people think about it. Consequently, ads provide valuable information to make a decision.

References 1. Effectiveness of Internet Advertising – URL: http://www.ehow.com/facts_5036191_effectiveness-internet- advertising.html 2. Measuring the Effectiveness of Online Advertising Strategies – URL: http://www.strategy- business.com/article/re00114?gko=aa6dc 3. Effectiveness of Internet Advertising – URL: http://www.ehow.com/facts_5036191_effectiveness- internet-advertising.html 4. Measuring the effectiveness of online advertising – URL: http://www.pwc.se/en_GX/gx/entertainment- media/pdf/IAB_SRI_Online_Advertising_Effectiveness_v3.pdf

THE ROLE OF ADVERTISING IN SOCIAL ISSUES Starodubova E.V., student National Research Tomsk Polytechnic University

Demographic development of Russia in the 21st century is one of the most important factors that affects the future of Russia. Since the early 90's of the XX century has been a qualitative leap in the growth of morbidity and mortality, falling birth rates and lower life expectancy. Attention is drawn to significant social component of mortality in Russia: a high percentage of deaths from external causes (accidents, fires, murders, suicides, alcoholism, drugs, etc.) from diseases caused by smoking is, in Russia in 2011, died over half a million people. For comparison, from infectious diseases in the same year died 39,030, including 32,840 from tuberculosis, AIDS, and – 1269 people. Table 1. Population

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