3. Sales promotion. Such shares are characterized by the fact that companies deduct a portion of the revenues, income, percentage of sales to social problems [1]. The important element of social marketing is to assess the results. Social marketing programs require tracking of each item in the program in order to identify gaps and unexpected obstacles, which allow you to adjust the program en route. Comparative evaluation of the costs and the results will help to choose a way forward in the field of social marketing and how to determine the most and least effective way to implement it. Currently, social marketing demonstrates its ability to enhance the effectiveness of the changes in society. So it is a relatively new approach, only a few people get trained to practice social marketing. With the development of social marketing programs in this area will appear more experienced professionals. With the emergence of new scientific discoveries social marketing can play a role in informing and encouraging people to change their behavior in a changing world.

References 1. Vagina E. Marketing&Charity // BTL-magazine. – 2007. – № 5. 2. http://uadeti.com 3. http://www.marketing.spb.ru 4. http://www.marketch.ru 5. http://www.adme.ru

RADIO ADVERTISEMENT Lipatova A.V., student National Research Tomsk Polytechnic University

A radio advertisement is a type of commercial created for the radio broadcasting medium. Typically 30- 60 seconds long, radio advertisements often rely on memorable audio cues, such as jingles or catch phrases, to grab audience attention. With a low production cost and the ability to target specific demographics through station selection, a radio advertisement can be an excellent way to get the word out about a product or company [1]. History Radio advertising began in the 1920s, as radio broadcasting became more and more of a feature of everyday life. During this time, radio advertisements often took the form of sponsorships, where a company would pay part of the production costs for a radio program in return for regular announcements or references to their products. Announcers would often read scripted advertisements for their sponsors during breaks in the main program. In modern times, radio announcers still announce sponsorships, but the majority of radio advertising is done through produced radio spots or commercials that are inserted into the broadcast during breaks [1]. Features A radio advertisement needs to be able to grab people's attention away from other pursuits. Since people tend to listen to the radio while they are driving, in line, or in a waiting room, radio advertisements need to be catchy enough to draw attention away from the listener's main activity. A memorable jingle, or short song, may be used in a radio advertisement for this purpose. Jingles are typically very easy to remember and contain references to the product or company involved in the advertisement [1]. One other element often used in a radio advertisement is a dialogue-heavy script. Whereas TV commercials tend to rely on visuals to catch the watcher's attention, a radio advertisement must use wit, memorable lines, or catchphrases to draw the interest of a listener. Radio scripts often take the form of conversations between two people that reference the product or company being advertised. Slogans are often worked into the dialogue, so the listener draws a subconscious connection between the slogan and the product. One of the primary reasons to make a radio advertisement is cost-effectiveness. Production costs for a radio advertisement are often a fraction of a budget for even the smallest television advertisement, since radio ads do not need to worry about lighting, special effects, makeup, costuming, or any of the other visual elements needed for a TV ad. Additionally, since radio stations tend to have a targeted programming demographic, advertisers can pick and choose the stations likely to provide the best audience for their products. While many people may view radio as a less popular medium than the Internet or television, the truth is that radio still manages to penetrate areas of our daily lives still off-limits to other media. Consumers can listen to radio in their vehicles, in waiting rooms, in many restaurants and a number of grocery stores. Radio advertising targets that captive audience through a series of 30 second or 60 second spots which promote products or services in a memorable way. Radio advertising is based on the idea of creating an audio-only environment and placing the listener inside of it. A typical radio spot features a professional voice-over artist reading descriptive copy over an appropriate bed of background music. Important information may be repeated several times over the course of the spot, such as contact phone numbers, addresses, website URLs, or a geographical reference. As one spot of radio advertising ends, another spot begins and the process continues until the program resumes [2]. 40

Some radio advertising can be very elaborate, using several different voice actors to perform a short comedic spot or customized music to punch up the most important parts of the advertising copy. Other radio advertising, especially when produced by a local radio station, is more straightforward, with a recognizable disk jockey or business owner providing the voice-over. Depending on the size of the radio station and the client's budget, on-air talent may be responsible for the production of radio advertising or it may be farmed out to a professional advertising agency to achieve the client's vision [1]. Advertisers generally pay for the number of times a particular radio spot is played, or "dropped" in radio lingo. A radio ad dropped primarily during the overnight hours may be less expensive than a similar ad dropped during the popular morning or afternoon drive times. Radio advertising, especially for a popular station with a powerful transmitter, can be a considerable expense up front, but the number of potential listeners within range of the station is often exponentially higher than subscribers to local newspapers or regular viewers of local television stations. Efficiency Radio advertising can be an effective, low-cost medium through which a business can reach their target consumer. Studies show that radio ads create emotional reactions in listeners. In turn, consumers perceive the ads as more relevant to them personally, which can lead to increased market awareness and sales for businesses running ad schedules. Twenty-five percent of listeners say they're more interested in a product or business when they hear about it on their preferred station. Studies show that live reads have recall and response rates higher than the typical recorded spot. Perhaps because of the relationship listeners develop with their favorite station, twenty-six percent of listeners are more interested in a product or business when a DJ endorses it. As more advertisers turn to live endorsements, heavy demand is placed on DJs to announce them. Commercial radio stations make most of their revenue selling "airtime" to advertisers. Of total media expenditures, radio accounts for 6.9%. So, efficiency of radio advertisement prove the time [3].

References 1. http://www.wisegeek.com/what-is-a-radio-advertisement.htm 2. http://www.wisegeek.com/what-is-radio-advertising.htm 3. http://en.wikipedia.org/wiki/Radio_advertisement

PRODUCT PLACEMENT AS EFFECTIVE TYPE OF MARKETING Makarenko V.A., student National Research Tomsk Polytechnic University

We can’t imagine our live without advertisement. It surrounds us 24 hours in a day on TV and on the radio and on outdoor billboards and public transportation, and the Internet. Advertising is everywhere. There is in supermarkets, night clubs and restaurants. Advertising can annoy you, want to quickly pass, but sometimes we do not notice it. However, experienced marketers believe that you product placement works better. Product placement (also we call embedded marketing) – is a type of advertising when a company to have of its products used as props in a film or TV shows. Embedded marketing initially associated with the film industry, it has received widespread with the development of cinema. One of the most successful examples of product placement in the initial stage of its development is associated with the release of the series 'Popeye the sailor' in 1940. There are three main types of placements [1]:  The first type is visual Product placement. Viewers only see a product, service or logo. For example demonstration in the frame of instant drink Swiss Miss in an action movie with Bruce Willis "Sunrise Mercury" (Mercury Rising). The film's protagonist – a boy with autism respond only to this drink.  The second type is verbal Product placement .Mention actor or voice-over product, service or company. This type you can see in the movie "Indiana Jones and the Last Crusade" Zippo lighter is recognizable not by sight, but by the world-famous sound system that perfectly reproduces Dolby Surround.  The third type is placement with the usage or application – actress or actor in any way interact with the product or service. Placement, which involves the use, usually includes a visual and verbal elements. The example of this type is the advertising of phone company Nokia in "The Matrix". Product placement has a number of distinctive qualities and advantages over traditional advertising: 1. Efficiency – the target audience perceives the message as valid, not commercial. 2. Acupressure – experts latent marketing directly interact with the target audience. 3. Efficiency – for a few hours, you can organize a campaign to promote, which engulf the entire Internet. (Don’t forget about such methods as flash mob). 4. The estimated results – results of campaigns' hidden marketing to quantify and quality count. 5. Real prices – the resources involved in covert marketing, argue that prices for their services is lower than the cost of direct and contextual advertising. 41