Specifics of advertising communication in the construction sector: Features, ways to attract attention and directions of functioning

Abstract

The article analyzes the features of advertising communication in the construction industry. To promote their own services, construction companies use various ways to attract attention. In the current economic conditions of the country, there is a significant growth of construction companies and organizations, as well as companies offering services for the repair and maintenance of residential and non-residential (industrial, entertainment) institutions. In the context of increased competition, it is necessary to take into account the parameters of compliance with the requirements of target groups: to rely on the preferences of the audience; research the interests and desires of the consumer; place up-to-date information in the text of advertising messages; resort to new advertising techniques; promise the consumer benefits from purchasing an advertising object/service; use high-quality images that correspond to the construction theme. When creating advertising messages in the field of construction, you must include such elements as: binding to the place of implementation of the construction object, terms of implementation/commissioning of objects; approximate price range; visualization of the object of advertising. To create advertising appeals to promote construction projects and services apply techniques such as: receiving visual accents, teaser ads, the inclusion of advertising characters, the layout of visual objects, the reception promises an efficient method to inform, exaggeration, stereotyping, the use of metaphors. Image direction is a priority way to advertise construction companies and services.