Sensory and Aesthetic Mechanisms for Designing Advertizing and Marketing Image

Lyudmila Vladimirovna Efimova

Russian State University of Tourism and Service, Moscow, Russia Russia, 141221, Moscow region, Pushkin district, rn Cherkizovo, Glavnaya Street, 99

DOI : http://dx.doi.org/ http://dx.doi.org/10.13005/bbra/1564

ABSTRACT:

In today’s world, the basic human wants are already satisfied. Though there are a few ways to attract potential customers to a certain product. One of them is the satisfaction of secondary aesthetic needs. In this regard the aesthetic preference is an important criterion in the consumer purchase decision. When corporate identity is developed properly, the company is guaranteed to attract its regular customers, and therefore, occupies a certain market niche. Thus, it is very important for the company to develop its corporate identity and maintain it, inspiring potential customers to buy, and holding them about the company. Consumer awareness about a particular brand, as well as their emotional and intellectual associations are achieved through corporate identity, or corporate style. Style is the hallmark of goods and services helping the consumer to classify a certain product to a specific category. It also allows consumer to classify the product within a product line and brings the elements of the marketing mix to the needs of the target market.The article proves that the basis of the commercial chain “form-product-company” is repeatability. It is through the repeatability that the form becomes an attribute of corporate identity. Therefore, this aesthetic element should always be used and improved through the corporate communications system. As practice shows, sometimes even small functional form of a certain object can be invaluable in terms of aesthetics, becoming part of the brand image.

KEYWORDS: Aesthetics; Advertising; Marketing; Perception; Forms.

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