The aim of the article. The article presents the research results of the stickers features as effective means of advertising and the possibility of their use in the promotion of various products in the market. The essence of the concept “sticker” is analyzed. It is noted that sticker is understood as a label that is used to attract attention as a temporary means of information transmission (advertising, logistics, etc.). The results of the analysis. Application areas of stickers are investigated. It is determined that stickers are used in various fields of economics, in logistics, in management, in social networking, in advertising, etc. Special features of stickers’ application in various areas are analyzed. In particular, it is noted that in logistics stickers fulfil guarantee, identification, inventory and dated functions; in management – auxiliary functions (as stationery products); in social networks they are intended for communication and expressing emotions; in merchandising they are used with different purposes in the entrance area, on the trading floor, in checkout area, etc. Proposals for the use of stickers in various areas are systematized. Industrial companies can reflect logos on them and spread among contractors and potential buyers through exhibitions and personal contacts. In the future, they can be stuck on folders / files with the documents of the company and help them to find quickly. On the other hand, they constantly remind of this producer. The producers of goods (clothing, shoes, toys, etc.) for children and teenagers can reflect a series of different images (so that they could be collected). The representatives of the target audience enthusiastically place stickers on their notebooks, diaries, computers, as well as backpacks, special boards, thereby spreading the advertising producers. With the help of stickers higher education establishments can fix in memory of different target groups (potential applicants, partners) their images or images of specialties (types of educational services), which provide training. Through thematic stickers (socially significant orientation, patriotic, etc.) with university logos they can improve individual components of the image. Cultural institutions (museums, galleries, theatres, cinemas, philharmonic, etc.) can «enter every house of their potential consumers» due to aesthetically attractive images on stickers. Conclusions and directions of further researches. The efficiency of the stickers use considering the factors: distribution among existing and potential customers; spreading over a wide area (due to the movement of the users); placing in different places; influencing at different times; influencing different target audiences; low cost of producing; rapid distribution; opportunities to spread urgent information. Taking into account the fact that the possibility of applying the stickers are not thoroughly investigated, the results of this study can be used in the practice of producers, as well as become the basis for further scientific research of theoretical and methodological basis of new modern means of advertising.
Keywords: sticker, advertising, sphere, promotion, target audience, efficiency
JEL Classification: L81, M31, O31.
Cite as: Bozhkova V. & Chykalova, A. (2015). Stickers as effective means of advertising. Marketing and Management of Innovations, 4, 34-40. https://doi.org/10.21272/mmi.2015.4-03
This work is licensed under a Creative Commons Attribution 4.0 International License