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

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