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ORTOGRAFY Advertising that Cannot be Escaped

8211;- ORTO Co. worked out advertising that cannot be missed. Now the company promotes into market its new product - ORTOGRAFY®. The novelty presents unity of building material and advertising. ORTO Co. produces decorative wall panels with corporate identity elements applied on them. ORTOGRAFY® employs unused walls that surround target audience.



ORTO Co. has been producing decorative wall panels for about 10 years. Last year the company launched its new project ORTOGRAFY®. The project implements into life new advertising medium.



New advertising medium came in time. People are exhausted by advertising and try to escape it. Technologies like video recorders, known as either the PVR (Personal Video Recorder) or DVR (Digital Video Recorder) allow pausing live TV and fasting forward through adverts. Accenture survey shows that those who have video recorders miss 70% of ads. Ad agencies are looking for non-traditional advertising.



Advertising at best is when integrated in daily routine. Customer tolerates it and even does not realize that it captures his attention. The skill of advertising is to reduce a complicated message to a simple thought that is both informative and memorable. ORTOGRAFY® is limited to symbols and simple images. The wonder of ORTOGRAFY® is how so little can say so much. ORTOGRAFY® works as soft-sell advertising.



In some cases ORTOGRAFY® has become almost the only way to promote product. Moscow, March 13, 2006 the new law on advertising limits advertising time on TV. Daytime advertising of bear on TV is banned.



"Abrupt decrease of advertising time on TV is going to increase advertising price. Such giants as Coca-Cola will stand it easily but developing Russian manufacturers have to deny themselves TV ads," says Eduard Sagalaev, the president of the National Association of Broadcasting.



The new law bans outdoor advertising of tobacco as well as gambling and lottery.



The new law also bans umbrella branding. Up to this moment alcohol producers used umbrella branding to promote their products. And now ORTOGRAFY® adds to existing POS materialsand promotes products at points of purchase.



We would like to attract large companies which care about their brand promotion, market position and which are looking for new ways to present their product, says Alexander Pryazhkin, director of the ORTOGRAFY® project.



Russian companies use ORTOGRAFY® as part of advertising campaign. ORTO Co. is going to promote ORTOGRAFY® into world market.

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