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The word "advertisement" will be printed at the top of the ad that simulates editorial material to refer to the paid order ... If any sample ads received after the established time, ready or not ready to print the form, the risk of delayed publication will be transferred to the advertiser. No claims settlement will not be accepted for late in submitting ads. Advertiser agrees to indemnify thus MPC all costs, consisting of all sums due, including reasonable attorneys' fees and court costs. " On the basis of various legal documents of any advertiser can create rules and regulations for its own commercial real estate. Striving for purity law in its activities, the creators of advertising should compare it not only with all the previously released by the laws, decrees, regulations, etc., but also with their new versions, as well as with the various amendments. Life goes on, and to many documents appear to add, that could significantly affect the requirements for advertising real estate on the design of its form and content. Advertising agency Develop their own ads or have an advertising agency - is the choice of each individual company. Increasingly independent approach is characteristic of small and medium-sized firms, the same trust to advertising agencies, usually of medium and large companies. In small firms, advertising issues can be a single individual professionals, sales or marketing. Large companies can afford to create advertising departments. Its specialists, of course, have to pay for work of less than an outside advertising agency. This is explained by the fact that working with advertising agencies, a number of advantages: • Agencies have specialized professional staff, modern technology; • Agencies have actual baingovoy and research information; • Agencies have professional experience; • agencies receive additional discounts on advertising and can share them with advertisers. At the same time the agency has some disadvantages: • experience can turn into stamps, creative limitations; • The advertiser, divorced from the process of creating advertising, may be partially or completely lose control over it; • loss of efficiency in certain activities, independence; • the advertiser may be imposed on those or other advertising media, with whom the agency simply "good" relationship. A good ad agency can provide real help, bad - no small harm. In this regard, there is the problem of choosing an advertising agency. It should not be selected by representatives of the ability to gag, joke. These qualities are more in demand in the circus, but not in the business. If the agency has shown the competition or trial work, where the painted fig, vulgarity, banality - that this agency is unlikely to be dealt with. For an objective assessment should look at a portfolio of work the agency - to understand the creative spirit and a common level. Do not be indicative and prizes at various festivals. As you know, the festival advertising and selling - a big difference. Lists of famous clients - not a guarantee of quality. If they are expressed crudely, ridiculed, then the next time may just speak about his new client to the other. If the fact that the showmanship, the agency abandoned all efforts, it is worth considering, and what happens after the contract signing. Will not force re-cast to attract a new customer, and the old will work anyhow? In the process of selecting the agency is to announce several competitions. One - on the creative part, the other - on accommodation and so on to work in the future with several companies. After all, each of them is likely to particularly strong in one thing. You should not squeeze out all the discount agency - it has to operate profitably and comfortably. If the agency will cherish profitable customer, you will most likely be more carefully to work for him. If the budget is small, then a large agency they are likely to engage in the first place and not the best professionals. Small agencies, growing, intruding on the market tend to be more ambitious, creatively aggressive. In addition, they can go out to the work done at very little cost or even free. Chapter 7 "Free" advertising Print issues are often on their own initiative publish editorials, which are those or other goods, services, companies. The appearance of such information in the pages of newspapers and magazines is seen by business people as a kind of advertising: an efficient, because it really draws the attention of many readers, yet free, because in that case the company did not pay editions. Of course, every advertiser wants to promote itself on the market in this way. How do the same seller of real estate, if he wants information about his company got on the band edition in the form of notes, articles and reportage, but it would not have to pay full price for the area or to bribe journalists? In this age of total "promotion" (progress) news more often it is "done": they are planned, thought out and organized. And there is a conflict of interest between private individuals or companies. And when the planned merger of companies to whom the "absorber" is trying to bring down the price for the shares purchased by the company and it has an interest to put "absorbed" in public in the worst way. And when there is a desire to settle scores with an individual or an entire company. And when the "character" you just want to become famous. And when companies need to improve the image for the withdrawal of its shares on the stock market. And when you need to move product on the market, new or in new ways. And so on It just so happened that the options for interaction of businessmen and journalists in Russia began to designate colors. Usually there are three basic "black", "gray", "white." "Black" - this is when customers agree to publications with reporters directly. Bypassing the editorial and advertising service to bypass the mass media. Money is simply transferred from hand to hand, from representatives of interested organizations - preparing material correspondent. "Black" color common in undeveloped countries where journalists receive a small salary. Leadership had to look at such ancillary income of his subordinates through his fingers. But in developed countries, reporters found guilty of corruption, immediately fired. Therefore, there journalists who have a decent income and valuing their work and reputation, rarely go to such transactions. They are more profitable to abandon the money is interested in publishing rights. In Russia, the peak of "black" material was in the mid-90s of the XX century. The media itself have been a certain way of commercial development. Advertising services track, check out all materials that appear on the pages of newspapers and magazines, go on TV and radio. Still, custom materials can still be placed in many major business publications, and if you know the way out to the people who are doing this. The "gray" color relationship - it's officially paid publication of information in the form of an ordinary editorial material: articles, reports, interviews, etc. In this case, the money comes from an order not to pocket the individual journalist, and a specific budget in the media. In developed countries, editorial "hidden" advertising without "distinctions" do not publish. Denote its marked "Advertisement." So you do not mislead the reader - the basis of well-being of the publication. In undeveloped or, shall we say, not very developed countries, which today can be attributed to Russia, "custom" materials are often hidden under a variety of misleading the reader with special icons and headings: "K", "business plan", "Portfolio" and t . In agreement with our customers, many Russian media in general can not designate the paid information and it will be released along with the usual editorial content. "Grey" scheme can serve as short-term interests of companies and work strategically. Indeed, the mass media can refrain from elementary critical words to "partner" to criticize the other market premises phorum participants. Go to the "gray" methods can be ranked as the pressure on the editorial largest advertisers. Companies are constantly pouring into advertising budgets, media respectable amount, well aware of their own importance to the editorial offices. So often require large advertisers gently supporting the publication of articles, interviews, and notes. Editorial tend to consider "the wishes" of their respectable customers. The third primary color cooperation with the media - "white." When working "on-white" representative of the company concerned did not pay a journalist, nor its editors. Media places information material free of charge, simply by virtue of the fact that it is interesting for the audience publications, television or radio station. In order to get on the band or on the air, not necessarily pay the publisher. Therefore, if a company has a curious fact that attracts people's attention, it is necessary to avoid unnecessary costs and to use newsworthy - to work "on-white." All the more so that the publication of materials based on information occasion, in contrast to "black" and "gray" schemes are fully responsible journalism and business ethics. Work "on-white" seeks, most firms and entrepreneurs. But to work "on-white" and most difficult - we need not only money, but of thought. And so it is "white" job is riding on the professionalism of the media. When working with journalists is very useful to understand what kind of people, what makes them tick. Understanding the logic of the staff of newspapers, radio and television, of course, much easier to get results - to publish the required information material. In order to understand media workers must first submit to the conditions in which they operate, what their requirements makes a profession. Obviously, the stupid people in newspapers, on radio and television to do nothing. Job requires the ability to quickly comprehend the correspondents and the analysis of the facts, to understand all the new. That is a journalist - a man sufficiently high intellectual level. It is no coincidence most of the profession have higher education. Obviously, not everyone will come out good reporter. In general, a journalist can say that this person male or female, young, stupid, educated, sociable, cynical, is not averse to a drink, nastyren, daring, curious, cautious, ambitious. Editorial weed out the most from their point of view, the interesting part: the new, curious, able to attract, captivate readers or viewers. Journalists come this way from the elementary feelings of self-preservation. If the media will be the place that is interesting companies, but not interesting to readers, listeners or viewers, the audience simply turn away from them. Newspapers, stuffed with unused articles, no one will buy. News on the radio or on TV will not listen and watch, if they are not that interested in people. As noted above, the material on the activities of a company falls on front pages of newspapers and magazines, radio or television time only when the information it contains is socially significant, interesting specific audience specific media. A businessman it seems the most interesting thing in the world. Therefore, it is offering its version of the "news", I am confident that she can not interest others. However, this information is in most cases only the most interesting businessman and his closest friends and family, colleagues, and rarely even rarer - a wide range of readers.

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Goods are intended "for business", "for lovers the front page, attracts twice, the last - up to 65%, and the not to forget the main thing - to which it is created. Not specifically devised "on the occasion.

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