"Victor Pelevin. Babylon (англ.)" - читать интересную книгу автора

become a world-famous advertising guru filled Tatarsky with a mystical,
rapturous admiration for his own profession.
But the book he found particularly helpful was by Rosser Reeves: he
discovered two terms in it - 'penetration' and 'involvement' - that proved
very useful when it came to throwing curves. The first project he managed to
design on the basis of these two concepts was for Nescafe Gold.
'It has long been recognised,' Tatarsky wrote just twenty minutes after
he first learned about it, that there are two basic indicators of the
effectiveness of an advertising campaign: penetration and involvement.
'Penetration' is the percentage of people who remember the advertisement.
'Involvement' is the percentage of people the advertisement has persuaded to
consume the product. The problem is, however, that a brilliantly scandalous
advertisement, capable of producing high-level penetration, is absolutely no
guarantee of high levels of involvement. Likewise a campaign that cleverly
demonstrates the virtues of a product and is capable of producing high
levels of involvement is no guarantee of high-level penetration. Which is
why we propose taking a new approach and creating a kind of binary
advertising, in which the functions of penetration andinvolvement will be
performed by different sets of information. Let's examine how this approach
would work in an advertising campaign for Nescafe Gold coffee.
The first step in the campaign is directed exclusively at implanting
the brand name 'Nescafe Gold' in the consciousness of the largest possible
number of people (we start from the assumption that any means are justified
to this end). For example, we organise the planting of fake bombs in several
large shops and railway stations - there should be as many of them as
possible. The Ministry of the Interior and the Federal Security Services
receive calls from an anonymous terrorist organisation informing them that
explosive devices have been planted. But the searches carried out by the
police at the sites named by the terrorists produce nothing but a large
number of jars of Nescafe Gold packed in plastic bags.Next morning this is
reported in all the magazines and newspapers and on television, following
which we can regard the penetration phase as complete (its success is
directly dependent on the scale of the operation). Immediately after this
comes phase two - involvement. At this stage the campaign is waged according
to the classical rules: the only thing linking it with phase one is the
basic slogan:
'Nescafe Gold: The Taste Explosion!' Here is the scenario/or the
advertising clip:
A bench in a small city square. A young man in a red tracksuit sitting
on it, with a serious expression on his face. Across the road from the
square a Mercedes-600 and two jeeps are parked outside a chic town house.
The young man glances at his watch. Change of camera angle: several men in
severe dark suits and dark glasses emerge from the mansion - the security
guards. They surround the Mercedesfrom all sides and one of them gives a
command over his walkie-talkie. A small fat man with a depraved face emerges
from the mansion and looks around in a frightened manner, then he runs down
the steps to the Mercedes and disappears behind the dark-tinted glass of the
car, and the guards get into the jeeps. The Mercedes starts to move off and
suddenly there are three powerful explosions in rapid succession. The cars
are scattered in flying debris; the street where they have just been