THE METHOD OF FORMING A COMMUNICATIVE MESSAGE ON THE BASIS OF BRAND ARCHETYPE SELECTION IN THE INTERNET MARKETING

The paper contains simulated schemes for development of communicative advertising message for a more precise contact with the target audience; these schemes help to increase advertising efficiency in the Internet. The work considers methodology of forming a communication message; it is specific as it takes into account not only the properties and characteristics of the product but also its purpose, thus, helping to work more effectively with the target audience. The algorithm and method described in the paper help to identify the main communication targets that meet the criteria for selection of archetypes: whether it is communication based on establishing stable confidential relations with customers or changes, creating consumer communities or finding one’s own way. More than that, the paper formulates and specifies the rules for creating an advertising message for each archetypal pattern. To determine online resources which should be used to communicate with potential customers, the author suggests using the integrated rating of communication platforms, which takes into account both quantitative and qualitative criteria for planning of an advertising campaign. The author also recommends using the analysis of coverage indicators and affinity index to select interests of the target audience. The technology of look-a-like, which is used to form the reference quality behavioral profile, is described. It is noted that this requires a statistically significant data array. This technology enables to select the “ideal” target audience with high conversion potential due to the fact that users are selected with similar behavior on the Internet. Furthermore, the work describes retargeting technology that stores up those who has visited the site following the generated scripts.