Beautiful hair for advertising. Hair as advertised

Each of you can create children's hairstyles for girls with your own hands - in the presented master class we have collected only simple and very quick hairstyles.

Multi-layer basket

Do you like retro style? A granny style hairstyle looks very interesting! With some skill, it won’t be difficult for you to do it for your daughter!

1. Distribute your hair over the entire circumference of your head.
2. From the top of the head, start circular weaving according to the principle French braid. Grab loose strands only from the outside.
3. Moving in a circle, braid all your hair. You need to finish the weaving with a regular three-row braid.
4. Tie the end with an elastic band and hide it under the “basket”, securing it with a bobby pin.

Pigtail in the form of a headband

A hairstyle for every day in the form of a circular braid is very simple to do and allows you to neatly remove the strands from your face.

1. Separate the hair near the forehead using a thin comb.
2. Gather the rest of your hair with an elastic band so it doesn't get in the way.
3. Throw the strands at your forehead to one side and begin to weave a French braid, grabbing loose strands on both sides.
4. Tie the end of the braid with a very thin elastic band and hide it under your loose hair. If desired, curl them with a curling iron.

Beautiful hair flower

This very beautiful hairstyle is perfect for matinees and celebrations.

1. Comb your hair smoothly and comb it to one side, making a side parting.
2. Tie the ponytail with a thin elastic band.
3. Separate the middle strand from it and braid the braid to the very tip. Tie it with another thin elastic band.
4. Using bobby pins, place the braid around the main elastic to create a flower.
5. Curl the ends of the tail with curlers.

Heart hairstyle for medium length

Beautiful children's hairstyles will turn your little girl into a real princess. This elegant option captivates with its simplicity!

1. Comb your braids with a comb to the center parting.
2. Tie one part of your hair with an elastic band.
3. From the second part, make a French braid, weaving in loose strands only from the outside. Then it will resemble the shape of a heart. Tie the end with an elastic band.
4. On the other side, repeat the same weaving. Braids should be symmetrical.
5. Tie the ends of the braids together.

For more details, see the video:

Elegant wreath made of rubber bands

Hairstyles using elastic bands are in particular demand, as they allow you to create real beauty in just 10 minutes! This option is suitable for hair middle length.

1. Separate your hair with a longitudinal parting.
2. Divide each of the two parts in half with a horizontal parting.
3. Now do the same with each of the 4 sections. You will get 8 identical strands.
4. Tie each strand with a thin colored or plain elastic band. As a result, you will have 16 small ponytails arranged in a circle.
5. Gather them in the middle with one large rubber band to make a wreath.

Side bun braids

This elegant hairstyle for children will suit any outfit and will make your daughter a beautiful little princess.

1. Tie the ponytail to the side.
2. Braid three braids. If your hair is thick, it can be much larger.
3. Wrap each braid around the base of the ponytail, securing with hairpins.
4. Decorate the bun with decorative elements.

"Infinity Sign"

This wonderful hairstyle comes from the 80s. IN modern version it is easier to do, but also looks great.

1. Make a central or zigzag parting and tie two ponytails almost at the back of the head.
2. Braid two braids.
3. Lift the right braid up and pull it under the elastic band that holds the ponytail. For reliability, you can use another rubber band.
4. Pull the left braid into the resulting ring.
5. Secure the tip as well.
6. For decoration, use hairpins with bows or flowers.

Also, you will like these options:

Low braided bun

Girls 10 years old can braid such an amazing bun - feminine and elegant. Just like your beloved mother!

1. Comb your hair to the side.
2. Tie a low ponytail.
3. Divide it into 5-6 equal parts.
4. Braid each part into a braid.
5. Tie the ends together with a very thin elastic band and fold them in half so that the tails point up.
6. Secure the bun with an elastic band and add a hairpin or a fresh flower.

Hairstyle for loose hair

Cute hairstyles for flowing hair can be done in kindergarten both on holidays and on weekdays.

1. Comb your hair into a side parting and tie 4 small ponytails along it.
2. Divide the second and third in half and connect adjacent strands with an elastic band.
3. Divide the central tail in half again and attach the resulting strands to the outer tails.
4. Braid the ends of your ponytails into pigtails.

Hair bow

Do-it-yourself festive children's hairstyle for a girl does not require any special knowledge. Anyone can do it!

1. Tie a high ponytail. Do not pull your hair out to the end, but leave the tip hanging over your forehead.
2. Divide the resulting loop in half.
3. Throw the remaining ends back to completely cover the elastic. Secure it with a bobby pin.
4. Spray the bow with varnish.

How do you like this bow?

Knot styling

This hairstyle is durable - it will last all day, giving your daughter a neat appearance.

1. Make a side parting.
2. Separate the strands on the left and right with a parting extending from the temple to the ear.
3. Divide each part into three equal sections.
4. Starting from the parting, twist a tight strand, gradually adding loose strands. Make three bundles on both sides.
5. Divide the hair at the back of the head in half.
6. We make a tail on the right side by attaching the corresponding strands to it.
7. We make exactly the same tail on the left side.
8. We twist two bundles, securing them with hairpins.
9. We distribute the protruding ends and spray with varnish.

Two hearts

From long and thick hair you can make two hearts. Looks very nice!

1. Divide your hair in half with a straight parting.
2. Make two tails.
3. Make a small indentation at the base of the elastic and pull the tail through it.
4. Divide it into two parts and twist each into a rope.
5. Form a heart and securely secure it with a bobby pin or hairpin.

How do you like these 2 options:

Lightweight fishtail

This fashionable hairstyle can be safely performed even on short strands.

1. Comb your hair and separate two identical strands on the sides.
2. Tie them together with a thin elastic band.
3. Lower it a little and pull the tail inward.
4. Below, separate two more of the same strands and repeat the process.
5. In this way, you can braid all your hair, or you can make only 3-4 braids.

Shine

Hair of the same length looks shinier, since the light falls and reflects off it evenly. If you are cutting in layers, you need to make sure that the ends do not split. Choose a shampoo for your hair type. In addition, shampoo with a pearl or metallic shimmer contains reflective particles, which, in turn, allow the hair to shimmer.

Smoothness

When using a special straightening iron, the hair becomes like pure silk, both to the touch and in appearance. In addition to straightening, there are also special smoothing styling products: they cover the scales, even out the hair structure, and in addition, nourish the hair. For fine straight hair, it is better to use serum or spray. For coarse curls, oil-based products are suitable: they envelop the hair, thereby making it smooth.

Volume

To make your hair look more voluminous, you need to spray your damp hair with a volumizing spray, moving away from the roots, and dry it, lifting each strand with a large round brush, while pointing the hair dryer from below. If the hair is thin and difficult to style, then it is necessary to apply mousse to it for volume with a fixing effect and wind several strands on the top of the head with curlers.

Purity

If you apply too much to your hair a large number of gel or wax, this will make your hair greasy. When styling damp hair, it is important to use as much product as needed. For starters, it's about the size of a coin. If this is not enough, then you need to add a little bit at a time.

In this case, the products are applied from the middle of the hair to its ends, while avoiding the roots so that the hair stays clean longer.

Dry hair requires even less styling products to avoid a sticky effect.

Color

Evenly colored hair tends to look flat. To make your hair color come to life, stylists recommend. And to add brightness and instantly refresh your hair color, use tint gels and shampoos.

Movement

All hair styling and care products should be light, without silicone, so as not to stick or weigh them down. When styling, using a circular brush, slightly twist the ends of the strands outward - this will give the effect of movement with any turn of the head. For curly ones hair will do blow drying with a diffuser attachment - it will separate the curls into small strands and allow them to move.

Beauty professionals have a distinct advantage when starting their own business. They know the business from the inside and understand the specifics of the activity. The main problem becomes the question of promoting a hairdressing salon.

Having your own customer base will allow you to start a business, but to stay afloat you will have to learn the basics of marketing. You shouldn't limit yourself to just one direction. The combination of photo advertising, effective texts and Internet promotion will give a positive result. We will not consider advertising in the media because it is too expensive. Let's look at examples of working advertising for hairdressing services.

The main decoration of advertising text is simplicity and conciseness. And it doesn’t matter where you place it. When advertising on third-party sites, do not write banal phrases about the many years of experience of the masters and the best colors for hair. Describe the services and their costs. Indicate the materials and cosmetics used, if this is your advantage. For example, in Samara, only you have a new Brazilian composition for hair lamination.

Are you looking for your master in Samara? In the Venus salon women's haircuts- from 600 rubles, men's - from 500. Hair styling as a gift! We are waiting for you every day from 10.00 to 21.00 at the address: st. Solnechnaya, 5. Make an appointment by phone: 78899009888

Do not clutter the description of services with unnecessary details! Indicate the main thing: type of service, cost, bonus and contacts.

How to advertise your hair salon to existing clients

• Invite to events:

Maria, take part in the “Bring a Friend” campaign. Only in January. Recommend the Venus hair salon to your friend and receive a permanent 5% discount.

• Inform about new services:

Maria, we invite you to a new procedure - eyelash lamination. All January - 5% discount only for regular customers!

• Give bonuses:

Maria, for you a personal 10% discount on haircut and styling. The offer is valid only until January 31st!

Hair salon advertising: how to write a selling text

To properly promote a hairdressing salon, you need a website. For users to see it, it needs to be promoted. The easiest option is to upgrade your site using texts.

What should be the text for advertising hairdressing services? Laconic and informative, not overloaded with keys. Remember that SEO spam has not worked for a long time and will only ruin your site. If a promotion specialist suggests you promote your pages this way, look for someone else. Remember that it is important to select requests by region. The best advertising for a hairdressing salon located in Samara should be aimed at residents of this city.

A good option is to add a few texts about current haircuts, hairstyles and hair care. If you offer additional services, add a description of the procedures.

At the first stage, you can get by with a group of social network. The main thing is to pump it up well: then there will be likes, shares, and most importantly, clients. Regularly update posts with photos and descriptions of services.

What photos to choose for advertising a hairdressing salon

It is impossible to advertise a hair salon without high-quality photographs. It would seem that everything is simple: all you need is a model with beautiful flowing hair and a radiant smile. This is true, but there are a few important things to keep in mind.

Pay attention to the picture for the banner or banner:

• Focus on customers. They must somehow associate themselves with the girl in the photo. Bright makeup and complex styling - look heavy and out of place if your main specialization is simple haircuts and hairstyles.
• Less photoshop. Editing pictures is normal practice. However, there is always a risk of overdoing it. Just ask the photographer and designer to correct the shortcomings and arrange correct accents. The model in the photo should look natural.

What photos to add to a website on social networks to advertise hairdressing services

Diversify your photo selection. Include more than just finished works(styling, haircuts). Add photos of the craftsmen and the interior. Post live photographs, even if they are without professional processing, lively and eye-catching.

If nature has blessed your baby with beautiful long hair, then this is a reason to be proud. And don’t let the prospect of long and tedious hair braiding scare you. Firstly, beauty always requires sacrifice, and secondly, the master classes presented below for 3 modern and very easy to do hairstyles will help you quickly turn your girl into a real princess.

Hairstyle for girls with long hair “Basket”

This hairstyle looks especially good on blonde hair. Blonde, soft and slightly curly hair is the ideal starting option for this model. Although, in fairness, it must be said that dark hair She won't spoil it either.

1. We carefully comb the hair, carefully using a comb and divide it strictly in the middle into two equal parts. We collect them in bunches somewhere at the level of the middle of the ears and secure them with hair clips, in other words, with rubber bands.
2. We divide each bundle into two strands.
3. We twist both strands separately into strands, and then twist these two strands along the entire length into a spiral, like a rope.
   
4. Having twisted to the end, we secure the ends with an elastic band.
   
5. That's it, we do the same with the other beam in mirror reflection. We will get two ropes of hair.
6. Now you need to pull the hair from the tip of the cord, making the cord fluffy and voluminous along its entire length, and the closer to the ears, the thicker the cord should become.
   
7. The result will be two voluminous fluffy braids.
   
8. Now we place the end of the right cord under the beginning of the left one, thread the tip under the clamp that secures the bundle at the base and carefully mask it. We do the same with the left cord.
   
9. As a result, a basket of fluffy ropes sits comfortably on the back of your baby’s head.
   

This hairstyle looks very modern and beautiful and will certainly decorate your girl’s head. With this style, the girl's hair will be in order all day long.

To decorate this hairstyle you can use:

• Accessories. The clips can be with flowers, butterflies, spiders and various animals.
• Shiny braid that can be woven when twisting flagella. This will make the hairstyle more elegant and appropriate for special occasions.

Beautiful hairstyle for girls with long hair: bun with braiding

This hairstyle is suitable for both schoolgirls in primary and even high school, as well as preschool children. This hairstyle is elegant, so it will require additional accessories, in addition to the usual hairpins and bobby pins. It would be nice to have flowers, twigs, and beads in your arsenal of hairpins. All this will diversify the image and make it unique. The hair to perform the hairstyle described below must be long enough, because it will not work on medium-length hair.

1. Gently comb the hair along the entire length and collect it in a ponytail at the very top of the head. Hair framing the face should be combed smoothly. Secure carefully with a rubber band.
   
2. To perform this hairstyle, you will need a roller, which is sold in stores and is designed specifically for performing similar hairstyles for adults and children. It is a kind of soft donut designed to create volume out of hair. It should be chosen in a color that matches the shade of your baby's hair so that it is not visible through the hair. So, this roller should be put on the ponytail and secured at the base of the tail.
   
3. Distribute the hair evenly throughout the roller. You will get a kind of fountain covering your face.
   
4. Secure the hair around the roller with a braid, then pull the entire mass of hair back and divide it into two strands of different volumes.
   
5. Braid these strands using traditional braids. It is advisable to braid it not tightly so that the braids are voluminous.
   
   
6. After this, wrap the braid that is larger in volume around the roller and carefully secure it with small hairpins.
7. Do the same with the other braid, only you should change the direction of laying the braid and lay it on top of the previous one. Carefully secure this braid with hairpins.
   
8. Hide the ends of the braids under the roller and secure with a hairpin. Here is a wonderful hairstyle for a special occasion.

You can decorate your hair by sticking a flower hairpin into the roller. Or you can simply use hairpins with butterflies or flowers.

Children's hairstyle for girls for long hair: master class with photos

This casual hairstyle. It can be worn at home, in kindergarten, school and anywhere. As they say, “into the feast, and into the world, and into good people" Due to its versatility and ease of execution, it can be easily performed by your girl without outside help, which is very convenient, especially if mom is a busy person. Thanks to this hairstyle, the child will look well-groomed and neat. So, let's move on to the description phased implementation this hairstyle.

The presented hairstyles would be appropriate:

• in a school auditorium;
• at the ceremonial children's party, if you choose elegant accessories for them.

For the hairstyles described above to look perfect on girls, the child’s hair must be healthy and shiny. A few tips for caring for a girl’s long hair will help you achieve this:

1. Of course, the hair must be washed thoroughly, and for long hair It is advisable to use shampoos without lauryl sulfate.
2. As a rinse, it is better to use not ready-made balms, with an unknown composition, but to use herbal decoctions of nettle, chamomile and other herbal infusions. This will make the little fashionista's hair healthy and shiny.
3. Do not blow-dry your hair, this dries out your hair and makes it brittle and dull. Try to postpone washing your long hair until the weekend so that you don’t have to do anything in a hurry. Trim the ends of your girl's hair once a month to prevent split ends.
4. Buy a special wide-tooth comb for combing long hair, preferably a wooden one. It doesn't electrify your hair. By following these simple rules, you will save your girl’s hair from disease. And the reward for your efforts will be the beauty of your little princess’s hair.

Try making others for your daughter, master classes for which you will find on our website.

Author's expert review pointed out that the text of this video has the potential to increase the effectiveness of its impact on the audience. Testing it using a checklist for testing television advertising showed the same thing. Thus, the video uses a negative approach: “You have damaged hair?”, incomprehensible words “liquid keratins”, abstract words “ideal condition”.

To confirm the expert assessment, the results of the checklist testing and to obtain additional information, a qualitative focus group study was conducted. This type of research is suitable for extensive, detailed examination of attitudes, behavior, motives and needs, as well as when studying sensitive topics.

Perception of the advertising text “A means for hair restoration Gliss Kur") showed that, in general, the text of the commercial for hair restoration products Gliss Kur causes negative emotions among focus group participants associated with the use of incomprehensible words “keratins”, “extreme restoration”, as well as cliche words “ideal condition”. Some participants are put off by the words: “Do you have damaged hair?”

At the same time, participants generally have a calm attitude towards the name of the manufacturing company “Schwarzkopf” and a negative attitude towards the name of the product itself “Glis chickens” (associations: “chicken worms”, “chicken with worms”). Most participants do not clearly understand what “keratins” are. Most participants perceive the words “extreme recovery” negatively. Also, the words “Your hair is damaged” were generally received negatively. The words “ideal condition” are interpreted very individually. Regarding the word “scissors,” the participants’ opinions were divided, and there were also “for” opinions. All participants unanimously agreed that the influence of this text on the decision to buy this hair restoration product is negative.

Based on data obtained during a focus group when writing advertising text for a hair restoration product Gliss Kur it was recommended:

Thus, the author's expert assessment and the results of the checklist were confirmed by qualitative research. Based on the evaluation of this text, a new version was developed that takes into account factors influencing efficiency:

Simply apply Glis Kur to dry, brittle or tired hair. Natural ingredients will fill damaged areas and restore their former shine and strength. New remedy for restoring Glis chickens from Schwarzkopf. Your hair is making me envious again!”

In order to evaluate the effectiveness of the new version of the text, a quantitative study was carried out comparing the old and new option text.

The first pilot survey indicated ambiguity in assessing the effectiveness of new or old versions of the text. In this regard, a new adjusted text was developed:

"You have again healthy hair! Simply apply the new Glis Kurs Extreme Repair to dry or brittle hair. Natural ingredients will restore damaged hair and restore its shine and strength. Instead of scissors, the new Glis chicken extreme restoration from Schwarzkopf.”

In this version, it was taken into account that it was impossible to refuse the words of the product name “new Glis chicken extreme restoration” and the name of the company “Schwarzkopf”.

In order to evaluate the effectiveness of the new version of the text, a preliminary survey No. 2 was conducted, which compared the old and new adjusted version of the text. In general, the majority of respondents were in favor of the new, adjusted text: 63% versus 37%.

The results showed that there was a very insignificant difference in the choice of text among audiences with secondary education - a slightly larger number chose the new, adjusted text. There is also an insignificant difference in the choice of text among audiences with higher education - a slightly larger number chose the new, adjusted text.

Thus, the survey showed that from the point of view of perception of these texts, the audience is not homogeneous. The younger audience (18–26 years old) is in favor of the old text, the older audience (27–30 years old) is in favor of the new, adjusted text. It can also be assumed that a more educated audience chooses the new, adjusted text.

It should be noted that during the survey, many participants recognized the old text of the advertisement that was broadcast, which could significantly affect the results. Also, comments were received from participants on the new adjusted text (“Should Gliskur be applied to dry hair?”), which suggests that this text can be made even more convincing.

- persons with secondary education,

– persons 18–26 years old,

– persons 27–30 years old.

Perhaps people with secondary education, as well as those aged 18–26 years, should present the old text. Persons with higher education, as well as those aged 27–30 years, should present the new corrected text. Another option could be to conduct additional qualitative research for the new adjusted text and refine it, in terms of effectiveness, for the entire target audience (one text for all segments).

In general, during the development of this text for television advertising, it was demonstrated that the new text, prepared on the basis of knowledge of factors and stages, turned out to be more effective for a certain audience. The fact that it does not “work” for the entire audience can be explained by two factors:

– the old text is familiar to the audience, and the more emotional part of it (younger and less educated) chooses it based primarily on an emotional connection; the more mature and educated part approaches the choice of product more intelligently;

– television, as mentioned earlier, is a very “wide” channel, and its use requires the creation of texts for different audiences.

1. Place advertisements on TNT alternately with different texts (old and new, adjusted), addressing two different segments of your audience;

2. Continue working on improving the text, which would suit the entire audience at once.

Focus group report “Perception of the advertising text “Gliss Kur hair restoration product””

Focus group name: Perception of the advertising text “Gliss Kur hair restoration product.”

Venue: Moscow, auditorium at the Faculty of Journalism of Moscow State University. M.V. Lomonosov.

Time: 10/06/2011.

The purpose of the focus group is to evaluate the perception of the text of a fifteen-second commercial for hair restoration product Gliss Kur by Schwarzkopf, which was shown on the TNT channel in the advertising block on 10/03/2011 at 15.30, as well as to develop recommendations for increasing the effectiveness of this advertising text.

“Do you have damaged hair? Hair transformation from Schwarzkopf. Glis chicken extreme restoration with a complex of liquid keratins eliminates even serious damage, returning hair to its ideal condition. Instead of scissors, the new Glis chicken extreme restoration from Schwarzkopf.”

The most important objectives of this study are:

– identification of negatively perceived information,

– identification of missing information,

– identifying positive approaches to creating effective advertising text,

– identifying words that enhance the impact on the target audience.

During the study, a specially developed guide was used, and both open and closed questions were asked. The answers were recorded verbatim, preserving vocabulary.

Focus group participants were recruited based on data about the audience of the TNT channel in Moscow. According to summarized data from TNT And TNS, this target audience is mainly women, 18–30 years old, with secondary and higher education, with a total number of about 1,500,000 people.

This focus group constitutes the lower cluster of the entire target audience. A total of 8 people with incomplete higher education took part in the focus group:

Valeria, 20 years old,

Elena, 21 years old,

Anastasia, 19 years old,

Polina, 20 years old,

Maria, 20 years old,

Anastasia, 20 years old,

Yulia, 20 years old

Elena, 20 years old

In general, the text of the advertising video for Gliss Kur hair restoration product evokes negative emotions among focus group participants associated with the use of incomprehensible words “keratins”, “extreme restoration”, as well as cliche words “ideal condition”. Some participants are put off by the words: “Do you have damaged hair?”

At the same time, participants generally have a calm attitude towards the name of the manufacturing company Schwarzkopf and a negative attitude towards the name of the product itself, Gliss Kur (associations: “chicken worms”, “chicken with worms”). It should be noted that one of the participants has a positive association with the name of the product (“curly hair”).

Most participants do not clearly understand what “keratins” are (“some particles”, “from carrots”, “something terribly chemical and boiling”, “quarantine”). Only one participant “associated keratin with chitin, with a shell.”

The majority of participants perceive the words “extreme recovery” negatively (“Involved with danger”, “I have a negative perception. Because at the age of 15 they told me about extreme recovery and cut off my braid”). Only one participant perceives these words correctly (“This is a mask or complex that acts very quickly, recovery in one minute”).

Also, the words “Your hair is damaged” were generally perceived negatively (“As if I’m already completely”; “Only necessary for those who have severely damaged hair”).

The words “ideal condition” are interpreted very individually (“Smooth, shiny, without split ends, clean, beautiful”; “Like in advertising”; “With styling”; “That is, a return to the state that you once had”) ; “Obedient”; “Curly”).

Regarding the word “scissors,” the participants’ opinions were divided, there were opinions both “for” (“Instead of cutting, use Glis kur”) and “against” (“Not very good, because scissors only help with split ends, they will not help other injuries").

All participants unanimously agreed that the influence of this text on the decision to buy this hair restoration product is negative.

In an ideal advertising text, participants would not want to see the words “extreme”, “ideal”, they would like to see more specific information, “serious” words that would talk about something new, unique, about the natural origin of the product, about examination data, product checks to ensure that the product has not been tested on animals. Participants expressed a desire that the text emphasize the non-domestic origin of the product, so that recommendations come from the lips of specialists.

Thus, based on the data obtained during the focus group, when writing advertising text for the Glis Kur hair restoration product, it is recommended:

– use specialists in the field of hair restoration as sources of information,

– use data from examinations and inspections,

– emphasize the non-domestic origin of the product, its naturalness,

– refuse the words: “keratins”, “extreme restoration”, “ideal condition”, “scissors”, “Do you have damaged hair?”,

– use words that provide specific information about the product.

The appendix to this report includes:

1. Focus group discussion guide;

2. Transcript of the phonogram.

Focus Group Discussion Guide

1. Introduction.

The moderator introduces himself, explains who he is and what he does. Tells focus group participants why they are there and what they will do. Explains his role.

Rules for participants: speak one at a time, call each other by name only; address each other; to tell the truth; there are no right or wrong answers; listen carefully to all comments; do not try to please the presenter.

Informs about the conditions of the discussion: voice recorder. Explains the purpose of applying the results obtained: no one will be mentioned by name. Represents a topic.

2. Getting to know each other

Participant They ask you to introduce yourself. Introduced by name, age, gender. Indicates the names of hair restoration products that were purchased in Lately when visiting a store, what was typical for them and what was not.

What types of hair restoration products are there in the market?

What are hair restoration products called?

What are the most important characteristics of hair restoration products?

Why did you pay attention to them?

What do you think about the Schwarzkopf brand?

Do you know what "Gliss Kur" is?

Have you heard this text before?

What thoughts and emotions does this text evoke?

Is everything clear in this text?

What do you think of the word "Schwarzkopf"?

What do you think of the word "Gliss Kur"?

What are “liquid keratins”?

What is "extreme recovery"?

What is "serious damage"?

What is an “ideal state”?

What thoughts does the word “scissors” suggest?

Why “instead of scissors, the new Gliss Kur”?

5. The influence of this text on the decision to buy:

Positive;

Negative.

6. Idealization: Describe the ideal advertising copy for a hair restoration product.

8. Hypothetical interaction. If the advertising director of Schwarzkopf were here, what would you say or ask? What answers would you expect to hear? If you could make one wish (recommendation) regarding the advertising of hair restoration products, what would it be?

Phonogram transcript

Survey report “Choosing advertising text for Gliss Kur hair restoration product”

Venue: Moscow

“Do you have damaged hair? Hair transformation from Schwarzkopf. Glis chicken extreme restoration with a complex of liquid keratins eliminates even serious damage, returning hair to its ideal condition. Instead of scissors - new Glis chicken extreme restoration from Schwarzkopf"

“Your hair is gorgeous again!

Simply apply Glis Kur to dry, brittle or tired hair. Natural components will fill damaged areas and restore their former shine and strength. New remedy for restoring Glis chickens from Schwarzkopf. Your hair is making me envious again!”

“Your hair is healthy again! Simply apply the new Glis Kurs Extreme Repair to dry or brittle hair. Natural ingredients will restore damaged hair and restore its shine and strength. Instead of scissors - new Glis chicken extreme restoration from Schwarzkopf"

The purpose of the surveys is to identify the most effective version of the advertising text.

Number of surveys – 3.

Survey participants were recruited based on data about the audience of the TNT television channel in Moscow, which featured a Gliss Kur commercial. According to summarized data from TNT And TNS, this target audience is mainly women, 18–30 years old, with secondary and higher education, with a total number of about 1,500,000 people.

In survey No. 1, which is a pilot study, the tools were tested and the reaction of a segment of the potential target audience - female students, 20-29 years old - was studied. The audience was presented with old and new texts.

Survey No. 2 studied the reaction of a segment of a narrow target audience - women, students, 18-23 years old, watching the TNT channel. The audience was presented with the old and new corrected texts

Survey No. 3 studied the reaction of the target audience of the TNT television channel - women, 18–30 years old, with secondary and higher education. The audience was presented with the old and new corrected texts

To increase the accuracy of the surveys, two versions of the questionnaire were used in each of them. In option “A” the old text was presented first and the new text second. In option “B” the new text was presented first and the old text second. Different variants The questionnaires were distributed to the survey participants in turn: “A”, “B”, “A”, “B”, etc.

Poll #1.

The purpose of the pilot survey is to estimate the time it takes to fill out the questionnaire, assess the desire of the target audience to participate in the survey, and possibly identify obvious preferences in evaluating text options.

Target audience: women, 20–29 years old, evening students at the Faculty of Journalism of Moscow State University. M.V. Lomonos, without preferences for watching TV channels.

50 people were interviewed.

During the survey, participants had to fill out a questionnaire with information about themselves and choose one text option - old or new.

The results showed that in option “A”, when the old text is in the first place and the new one in the second, the opinions of the participants were equally divided. In option “B”, when the old text is in second place, the overwhelming majority chose the old text.

Students readily agreed to participate in the survey.

The average time to fill out the questionnaire was 1–2 minutes.

The results also showed that in the most representative cluster (21 years old, 31 people), the old text was 30% more convincing than the new one. In general, the majority of respondents were in favor of the old text: 64% versus 36%. Thus, this survey may indicate ambiguity in assessing the effectiveness of the new or old versions of the text: both the superiority of the old version, and the lack of clear superiority of the new or old version.

Poll No. 2.

Venue: Moscow, Faculty of Journalism, Moscow State University. M. V. Lomonosov.

Target audience: women, 18–23 years old, full-time students of the Faculty of Journalism of Moscow State University. M.V. Lomonos, watching the TNT channel.

60 people were interviewed.

The results showed that in option “A”, when the old text is in first place and the new corrected text is in second place, slightly more participants chose the new corrected text (16 people versus 14). In option “B”, when the old text is in second place, the majority also chose the new, adjusted text (22 people versus 8). We can say that regardless of the placement of the texts - in first or second place, the results were approximately the same.

The results also showed that in the most representative cluster (20 years old, 39 people), the new adjusted text was almost 2 times more convincing than the old one (25 people versus 14). In the second most representative cluster (19 years old, 11 people), the new adjusted text is also more convincing (7 people versus 4). In general, the majority of respondents were in favor of the new, adjusted text: 63% versus 37% (38 people versus 22).

Poll No. 3.

Venue: Moscow, Global City shopping center.

The purpose of the survey is to identify the most effective version of the advertising text.

Type of survey – personal interview, interception.

Target audience: women, 18–30 years old, with secondary and higher education, women watching the TNT channel.

84 people were interviewed.

During the survey, participants had to fill out a questionnaire with information about themselves and choose one text option: old or new, corrected.

The results showed that in option “A”, when the old text is in first place and the new corrected text in second, slightly more participants chose the new corrected text (22 people versus 20). In option “B”, when the old text is in second place, the majority also chose the new, adjusted text (23 people versus 19). We can say that regardless of the placement of the texts - in first or second place, the results were approximately the same.

The results also showed that, from an educational point of view, there was a very insignificant difference in the choice of text among audiences with secondary education - a slightly larger number chose the new adjusted text (15 people versus 13). There is also an insignificant difference in the choice of text among audiences with higher education - a slightly larger number chose the new, adjusted text (30 people versus 26).

In terms of age, in the younger group (18–26 years old) the older text is preferred. In the older group (27–30 years old), preference is given to the new, adjusted text

Thus, the survey showed that from the point of view of perception of these texts, the audience is not homogeneous. The younger audience (18–26 years old) is in favor of the old text, the older audience (27–30 years old) is in favor of the new, adjusted text. It can be assumed that a more educated audience chooses the new, adjusted text.

It should be noted that during the survey, many participants recognized the old text of the advertisement that was airing, which could have influenced the results. Comments were also received from participants on the new adjusted text (“Should Gliskur be applied to dry hair?”), which suggests that this text could be made even more convincing.

General results polls

The overall results of the three surveys showed that the more educated part of the audience tends to choose the new, adjusted text. In terms of age, in the younger group (18–26 years old) the older text is preferred. IN senior group(27–30 years old) preference is given to the new adjusted text

– persons with secondary education,

– persons with higher education,

– persons 18–26 years old,

– persons 27–30 years old.

Perhaps persons with secondary education, as well as those aged 18–26 years, should present the old text. Persons with higher education, as well as those aged 27–30 years, must present the new corrected text.

It should be noted that during the survey, many participants recognized the “old” text of the advertisement that was broadcast, which could have influenced the results. Comments were also received from participants on the new adjusted text (“Should Gliskur be applied to dry hair?”), which suggests that this text could be made even more convincing.

Application:

Questionnaire version “A” for the new text

Questionnaire version “B” for the new text

Results of survey No. 1

Questionnaire version “A” for the new corrected text

Questionnaire version “B” for the new corrected text

Results of survey No. 2

Results of survey No. 3

Which text would most influence your decision to buy Gliss Kur recovery product?

(please mark it with a “+”)

“Your hair is gorgeous again! Simply apply Glis Kur to dry, brittle or tired hair. Natural components will fill damaged areas and restore their former shine and strength. New remedy for restoring Glis chickens from Schwarzkopf. Your hair is making me envious again!”

“Do you have damaged hair? Hair transformation from Schwarzkopf. Glis chicken extreme restoration with a complex of liquid keratins eliminates even serious damage, returning hair to its ideal condition. Instead of scissors - new Glis chicken extreme restoration from Schwarzkopf"

_____________________ _____________________

Name: ________________________

Age: _______________________

Education: ___________________

Live in Moscow: ____________

Watch the TNT channel at least sometimes ___________

The results of survey No. 1 are presented in Table 1.

Table 1. Results of testing old and new advertising text Gliss Kur

	Quantity	Old text	New text
By options:
Option "A"
Option "B"
Total:
According to the age:
20 years
21 years old
22
23 years old
26 years
28 years
29 years
Total:

Which text would most influence your decision to buy Gliss Kur recovery product?

(please mark it with a “+”)

“Do you have damaged hair? Hair transformation from Schwarzkopf. Glis chicken extreme restoration with a complex of liquid keratins eliminates even serious damage, returning hair to its ideal condition. Instead of scissors - new Glis chicken extreme restoration from Schwarzkopf"

_____________________ _____________________

Name: ________________________

Age: _______________________

Education: ___________________

Live in Moscow: ____________

Watch the TNT channel at least sometimes ___________

Which text would most influence your decision to buy Gliss Kur recovery product?

(please mark it with a “+”)

“Your hair is healthy again! Simply apply the new Glis Kurs Extreme Repair to dry or brittle hair. Natural ingredients will restore damaged hair and restore its shine and strength. Instead of scissors - new Glis chicken extreme restoration from Schwarzkopf"

“Do you have damaged hair? Hair transformation from Schwarzkopf. Glis chicken extreme restoration with a complex of liquid keratins eliminates even serious damage, returning hair to its ideal condition. Instead of scissors - new Glis chicken extreme restoration from Schwarzkopf"

_____________________ _____________________

Name: ________________________

Age: _______________________

Education: ___________________

Live in Moscow: ____________

Watch the TNT channel at least sometimes ___________

The results of survey No. 2 are presented in Table 2.

Table 2. Results of testing the old and new adjusted advertising text Gliss Kur

	Quantity	Old text
By options:
Option "A"
Option "B"
Total:
According to the age:
18 years
19 years
20 years
21 years old
22
23 years old
Total:

The results of survey No. 3 are presented in Table 3.

Table 3. Results of testing the old and new adjusted advertising text Gliss Kur

	Quantity	Old text	New adjusted text
By options: