The TRIZ based advertisement theory

The TRIZ based advertisement theory is now at the very beginning of it's development. It is developed at least at three main direction: consumer's analysis, product/service analysis and, at last , the analysis of the advertisement systems themselves.

The consumer's analysis deals with different levels of effects on a consumer: physiological, emotional, informational (every of these levels might be divided into sub-levels). The consumer's analysis also deals with and classifies different types of a consumer's stereotypes and suggests some ways of their corrections (increasing/decreasing) according to an advertisement task.

The product/service analysis is focuses on determination of the point of a specific product/service on the so-called s-curve. According to this point different advertisement strategies are recommended.

The advertisement's systems analysis analyses the types of the advertisement systems and proposes different principles (tricks, tactics, techniques) of their synthesis and/or improving.

The regularities discovered during these analysis were put by I. L. Vikentiev into step-by-step practical organizing of an advertiser's work which could be considered as prototype of the future advertisement problem solving methodology.

11 Aug 1998