Environment as the city advertising media

The person often gets a lot of different information that is badly structured and presented in a chaotic manner. Everyone focuses on the subject that is more interesting or has a maximum semantic meaning for a potential customer. Based on the circumstances advertisers and marketers are constantly asking the following questions: "What communication channel will be the most effective? How can we influence on consumers without annoying them? What should we do to be the most memorable one among other advertising media?"

To answer these questions an extensive research is carried out. Large companies budget the cost for detailed consumer study. Certainly, these methods give results as the sales are increasing. However, there is a trend of the market saturation as well as the increasing competition. It becomes difficult to break through the information space surrounding potential customers and to be able to be memorized.

Nowadays the most effective channel of consumer communication is association. The most vivid images and symbols should be used to leave the impression associated with the advertised object. The main task is to bring out a certain emotion in the most unexpected moment. This method is referred to non-traditional advertising media that keeps appearing in our world. A distinctive feature of these methods is constancy and impact on buyers in a friendly atmosphere [1].

The process of using environment objects as an advertising media is called Ambient Media or Ambient Marketing, which refers to the BTL-tools. Where are advertisements placed? The answer is simple: it is placed in every place that surrounds the person.

In Russia, this method began to be used in Soviet times. Examples of these are sweetie papers, matchboxes, labels on the spools, covers for records, etc. The main goal was to promote the Soviet regime. Of course, at that time there was no Ambient Media concept, but it had the same main idea.

Today, there are more than 100 kinds of Ambient Media. They can be classified according to the location for the potential consumer (table 1). It should be noted that this differentiation of the advertising media taking into account the Russian specifics [2].

Table 1 - The Ambient Media locations

At first sight, the Ambient Media usage is rather attractive alternative to traditional advertising media. However, there are certain limitations in the application of this approach. The lack of perfect statistical data and standards for effectiveness measurement scares Russian advertisers.

Moscow advertisers are more interested in using the latest technology and they experiment with different forms of communication in order to get more customers with pleasure. However, according to the experts only about 5-10% of the advertising budgets are used for Ambient Marketing in Russia. High risk of investments in non-traditional advertising media may be unjustified as Ambient Media does not always cover a wide range of the audience, as Russian advertisers are used to other forms. Nevertheless, the popularity of the latest communication technologies increases not only in Moscow but also in other Russian regions. Tomsk is taken as an example for investigation of Ambient Media usage.

Nowadays city inhabitants are surrounded by various advertising media. In public transport the person gets a ticket with an advertisement or promotion on its back. Almost all public trolleybuses, trams and buses have inside and outside advertising messages. In the stores product packages are also advertising media. Turning the receipt for housing and utilities infrastructure, leaflets can be seen. Everywhere in the town there are various elements of graffiti. It should be noted that Ambient Media could be seen in the eve of the city anniversary on the 13th -14th of September in 2014. The main goal was to attract citizens to the feast, to bring out the love to their city. Special anniversary emblems (a green heart with the image of snowflakes in it, as well as the phrase "410 Tomsk is my favorite town") were almost everywhere. There were stickers on buildings, flowerbeds with this phrase, laser show, etc. The whole city became a huge advertising media in order to attract many citizens to this celebration and to arouse patriotic feelings for the hometown [3].

At first sight, Ambient Media is a rather expensive tool, but in the right hands it can save money and sometimes it can be completely free. For example, according to a competitive basis residents of the houses complex can paint company logos on the walls of the houses or on other surfaces. Before the launch of such competitions, it is necessary to study the laws and regulations on dwelling exploitation. A good example of this is the company "Divan.TV", which attracted the target audience to creativity by as painting company's logo in the style of graffiti on house walls. Thus, the company not only attracted the attention by nonstandard way of promotion, but also involved the target audience in the process of creating an advertising message.

Now, Russian advertisers who differ in their preferences for the introduction of new communication technologies will be examined in details. Thus, the following types of advertisers can be distinguished [4]:

• 1.    Conservatives;

• 2.    Businessmen;

• 3.    Modern "Zorro";

• 4.    Innovators;

• 5.    Image-makers;

• 6.    Crowd’s favorites.

Conservatives follow the traditions and do not pay attention on new technologies. The most effective communication tools for them are television, radio and outdoor advertising. There should be no risk investment; the most important thing is the exact figures and the effectiveness (100%) of the campaign. According to their view, Ambient Media technology has not yet gained the market share. It is often the public sector, water system, heating system and housing and utilities infrastructure.

For businessmen the most important thing is the process of selling products. Therefore, they spend most of their budget on advertising campaigns that consist of traditional media, as well as BTL-tools. Non-traditional media advertising can help to draw attention to the products, thus, they should be placed in such place as shop centers, shopping malls, shop interior in order to influence on the buyer at the time of the product selection. An illustrative example is the shopping mall “Lenta”.

Who are the modern "Zorro"? These modern assistants leave behind any type of a sign. Such way of action helps to remember the image of the company in the memory of their potential customers. Modern society is more favorable to the companies, which not only promote their products, but also try to bring benefits. These types of advertisers introduce and expand innovative methods of communication that help them to communicate with customers more effectively. Good examples of these are the construction of a children's playground with a company logo, set of trash bins, the campaign to raise funds for capital repairs or medical treatments, etc. For example, Avon Company organizes fundraising for cancer treatment.

A title “innovator” speaks for itself. There is a need to keep track of all new trends in the market to be the first; to perfect advertising policy. These companies are interested in all new products that can be implemented. Therefore, they are called trendsetters of unconventional advertising media. The online agency "Innovator" is a trendsetter.

For image-makers the most important thing is the image. They are ready to pay much attention and resources on the image component of its brand. They have developed precise standards for applying of their corporate identity. Thus, Ambient Media primarily helps them to distinguish from the crowd and to sidestep rivals. The large corporations such as Coca-Cola could be mentioned here.

Finally, the crowd’s favorites always attract attention. What is the most important for them? It is more PR effect than efficiency, as their goal is to be in the limelight. These companies play on customers’ emotions, not bothering if they are positive or negative. Ambient Media technologies help them to make the most vivid impression on the consumer. Tele2 Company held a bright advertising campaign to gain the market share.

This advertisers’ classification clearly differentiates the attitudes and reasons for non-traditional advertising media usage (Table 2).

Table 2 - Classification of advertisers

In Russian market the main difficulty of Ambient Media technology usage is the impossibility to be copied. It needs an original and unique approach. To do this all successful actions in Russia and abroad should be united and analyzed, working tools should be studied and emotions should be understood. For many Russian advertisers this work seems to be too large. However, perspective for the non-traditional advertising media development is already undeniable.

However, it should be remembered that Ambient Media technology would never replace the traditional forms of advertising. Their usage together with other communication channels is capable to attract the consumer's attention and reinforce the desired effect even in rich advertising environment.