The Role of the Advertising Character From the Point of View of the Marketing Activity of the Firm

Modern marketing puts forward the following definitions of the advertising character.

Advertising character - is an image of an animal, a person or any other creature, fairy or metaphorical, which is called to cause in the minds of potential audience associations with the offered service or product, as well as with the company that offers this service. The advertising character must be original and positive in order to evoke bright positive emotions in the mind of the consumer. Being an important component of the corporate style, the advertising character, however, does not necessarily have to have the elements of the logo.

Advertising characters are increasingly used to form the image of the organization, they make advertising campaigns brighter, therefore - more effective. This is due to the emergence of the client's positive emotional attitude to the brand. Skilful appeal to the emotional sphere of the consumer allows to raise awareness and achieve the client's location.

Many confuse the concepts of the advertising character and corporate hero, these are very close in terms of functions and tasks, the main difference is only that the advertising character is a fictional being or a person, but the corporate hero is not.

Advertising characters in recent years are becoming increasingly popular. In some areas, the use of characters is almost an obligatory norm. Advertising characters make a great contribution to the formation of the brand, transferring some of the public sympathy for the company itself. The presence of an advertising character helps to make advertising campaigns more vivid and memorable. The advertising character makes the image of the company more individual, more clear. Very often people suffer some behavioral traits associated with the character, and the image of the company.

Summarizing, we can say that a successful advertising character will certainly serve his brand a good service. He will undertake the task of delivering emotional messages to consumers. However, we must remember that the advertising character is just a marketing tool for the company, helping you to form your brand in the minds of consumers. Count on the fact that a successful character will instantly win sympathy and bring you popularity, at least, naive.

The role of the advertising character from the point of view of marketing activities of the company and the strategy of promotion of goods is based on the functions of the advertising character.

Advertising Character Functions:

1. The advertising character is the face of the brand. It is created for contact with the consumer audience and conducting advertising campaigns. Therefore, many companies prefer to create only one advertising character and make it their own symbol, which will forever become the face of the company for all advertising campaigns and will densely populate in the memory of consumers.
2. The advertising character helps to memorize the brand and its products in the minds of consumers. Skillful and frequent use of the advertising character in advertising campaigns of the firm allows to raise such important qualities of a brand, as recognition, trust and loyalty of a consumer audience.
3. The advertising character improves the attractiveness of the brand's brand identity. People tend to choose their idols. The consumer transfers the sympathy to the hero on production of firm-owner of a brand. Advertising character increasingly began to use in shaping the image of the organization. The advertising character makes advertising campaigns brighter, more individual and, as a result, more effective. This is due to the emergence of the client's positive - emotional relationship to the brand.
4. Advertising character - an effective way to stand out against the background of competitors.
5. The advertising character is used in carrying out promo actions and as POS materials: stickers, wobblers, and also as souvenirs when distributing promotional products.

It is possible to allocate some more useful properties of use of the advertising character in marketing activity of the company.

First, the ability of the advertised product to enter into communication with the viewer is severely limited. Communication of goods with consumers in advertising is limited to its appearance and advertising and information text. Advertising character gives the opportunity to conduct an advertising campaign from a completely different point of view. In this case, the product no longer advertises itself, it is advertised by the brand symbol that produces this product. It should be noted that such communication between the advertising character and the consumer is more effective than when the product advertises itself.

Secondly, as practice shows, the advertising character has the ability to win more consumers than the product itself. Therefore, many companies started advertising and the advertising character itself, for example, happened with Bibendum, which advertises the tires of the company " Michelin Company".

It is necessary to say that the role of the advertising character in the marketing activities of the company is unusually high. For many companies, the advertising character becomes the main component of the brand and image. Advertising character is one of the effective methods of positioning and promotion of goods. But the main role of the advertising character is that he is not only a part of the brand, he himself becomes a brand. But this, unfortunately, does not always happen.