Bondar, I.

Mel’nikova, I.

Stepanenko, O.

Yelizarov, I.

English

Scientific hub Dnipro University of Technology

19the principle of advertising is to make customers switch off from their matters andthink about something else.  Ambient Media is the best in it.Bondar I., Yelizarov I., Stepanenko O.Mel’nikova I., research supervisorKryvyi Rih National UniversityFEVERISH DEMANDKey words: consumer behavior, demand, speculative demand, the types ofexcessive demandAt present advertising is based on stimulating the desire to be the first. Forinstance, after announcing sales, people line up to be the first to enter a shop. InUkraine iPhone 7 sales started on October 21 but customers had begun queuing a daybefore.Demand is a quantity of a product that customers are willing and able to buy at acertain price at a point of time. Economists call it willingness but not a demand if aperson wants to buy a dress but lacks money. If there is money, there is demand. Notall customers’ desires turn into clearly defined demand.There are five types of needs:- declared (the customer have declared about their desire to buy a Samsungphone);- actual (the customer wants to buy a Samsung phone to create a certain imagebut not because of its characteristics);- undeclared (the customer does not mention them, e.g. trouble-free performancefor two years);- need for excitement (the customer would like to have a phone cover as apresent);- secret (the customer does not want to say about, e.g. to look stylish amonghis/her friends).The word “panic” has mostly negative meaning, that is why the term “feverishdemand” is preferable.Main causes of feverish demand are:- sale;- expected or current inflation;- deficit of goods;- drop in the value of the country's currency;- price increase;- low supply against great demand.Feverish demand does not always depend on price as people buy to make somereserves.There are several types of feverish demand:1. Currency excitement – great demand for currency caused by the decreasingrates of the country’s currency.202. Product excitement – caused by product delivery interruptions or abrupt costdecrease.3. Appliances and vehicles excitement – caused by increased demand forhousehold appliances, vehicles and related goods due to abrupt growth of thecountry’s currency rates.4. Service excitement – e.g. increased demand for the expert’s advisory servicesafter positive media representations.5. Bank panic – deposit account closing caused by loss of trust in banks,decrease of national currency rates, great inflation.Bondar I., Yelizarova K., Pashchuk T.Mel’nikova I., research supervisorKryvyi Rih National UniversityCORPORATE IMAGEKey words: corporate image, the concept of the company's image, a positiveimage of the companyOnce the company wonders how they are different from their competitors,which means may attract other consumer groups, it is time to speak of the beginningof image formation.Corporate image is an image of organization, formed in the publicconsciousness, holistic perception of different groups of people. Company image thatexists in employees’ minds is the inner image. The image in customers’,competitors’, partners’ (not employees’) minds is its external image.Image begins to form immediately after the company enters the market.However, in most cases, managers have neither time nor energy nor money todeliberately adjust it in the desired direction. In this case it is formed spontaneously.Commonly, a spontaneous image has both positive and negative features.This process involves several stages. First, the already established image shouldbe fixed. For this various surveys, questionnaires, observations, focus groups are usedas diagnostic methods. The next step is defining pros and cons. Based on the tasks,positive image features is those that contribute to their solution, and negative – theones that hinder the solution.The company image appears in consumers’ consciousness under variouscontacts with the company – through both direct communications with employeesand advertising, exhibitions and presentations. Large international companies seekuniformity in behavior and communication styles of employees of a contact zone.The goal that is pursued is to neutralize individual characteristics of employees to themaximum extent and to draw attention to the company. Advertisements usuallycontain direct and indirect messages.The concept of a company’s image includes two components: narrative (orinformation) that is the image itself and evaluative (or associated with the attitude).The evaluative component means that any information about the company

FEVERISH DEMAND

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FEVERISH DEMAND

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