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Эффективные вывески хочется иметь всем. В пакете рекламных мероприятий офлайнового бизнеса вывеска занимает одно из главных мест. Это легко объяснимо. В таком развитом городе как Москва, вывески расположены повсеместно. Каждый владелец бизнеса или представитель высшего менеджмента стремится иметь такую вывеску, которая выиграет конкуренцию за секунду внимания пресыщенного рекламой москвича.
Способов выделиться, по большому счету, всего два.
Первый способ – четко и очень кратко сообщить, что находится в этом месте. Столкнувшись взглядом с этой вывеской, потребитель должен сразу понять, куда его приглашают.
Второй способ – сделать такую вывеску, которая своим внешним видом выделяется из общей массы и, в то же время, находится в границах хорошего вкуса.
Содержание вывесок Рекламные вывески характеризуются суперкороткими текстами. Поэтому создать четкое и понятное рекламное послание с помощью такого рекламного носителя чрезвычайно тяжело. Обычно в текст вывески включают название бренда и его главную ценность для потребителя. Например, вывеска «Аптека «Столичка» сообщает горожанину о названии бренда «Столичка» и его главной ценности – возможности купить в этом месте лекарства. Если бренд хорошо раскручен и люди о нем хорошо информированы, вывеска содержит только его наименование. Магазины у дома, парикмахерские и другие объекты, обслуживающие местные нужды, с брендированием не заморачиваются и делают простые вывески типа «Мясо», «Магазин 24 часа» и им подобные
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