6. What is a usp? Why is it important for a new product to have a usp?

USP literally is unique selling points what means having by every product some special qualities different from other similar products. These qualities help to costumers feel the difference between some similar products produced by competitor’s companies. USP is how we distinguish many products from each other, is the easiest way to product to remain in the customer’s minds, is what around we can make the advertising campaign and so on. USP is something new, exotic, attention grabbing, interesting, it’s something which everybody wants o к thinks that want. It should be accompanied by persuasive message can b у witty of even shocking but never misleading.

7. How would you choose the media to advertise a new product? Give an example.

So, to make a right choice in the advertising media chosen the main thing we need to consider is the target audience of the product. It means a lot. For example, if we need to make up an advertising campaign to the new healthy and tasty juice we will be guided on the children with their parents firstly moms. The most effective advertising media for such kind of product will be TV commercials on the cartoon channels between cartoons in the morning before children go to school and moms go to the work or to the shopping center, than in the afternoon in the lunch time when children come back home and eat before go to sleep, go to walk or doing homework and in the evening between for example evening news and TV show for children such as "Good night, babies" (Спокойной ночи, малыши). Also to promote new product for children we can use such kind of media as a children magazines, as a product placement at children movies or full-length cartoons and promo actions like buy this new juice and get a toy car or doll as a present.

8. What products are most commonly featured in adverts for children? How are they advertised?

The most famous children products in advertisement are diapers, flakes for a breakfast and bubblegum. Everybody knows the most well-known advert diapers Huggies with a Bob Marley’s song which is sounds there like a “Don’t worry, be Huggies”. Where are walking some children boys and girls, they all are always happy and smile, they play and don’t think about their needs. Than we hear something about promo actions, their innovation, novelty and so on. They tell parents which advantages have this product in comparison with the competitor’s product and grab children’s attention. The second well-known advertising campaign is the advert of flakes for a breakfast named Meal Pops. Everyone knew that exotic song when it was a new advert. It sounds like a “Meal Pops ghu-ghu-ghu”. May be it was stupid, but we still remember it. And the last but not the least interesting is a new advert of bubblegum Dirol Mega Mystery. My little brother knows it by heart and very like it. For me it is a great example how easy cans advertisers to convince child that something is good, interesting, useful and necessary.

9. What are the problems with advertising for children and how are they solved in different countries?

By the international research we can see approximately such picture. Because of children are less critical than adults and they don’t usually realize that the advertisement has a persuasive message, many advertisers like and know how to influence on them and than with their help on their parents. They can, for example, show an ad many times during school holidays, they can make the TV commercials a little bit louder than the programs to attract attention or they can sponsor programs and show their commercials just before the program begins. The most advertisements aimed at children are short, imaginative and often in the form of animated cartoon. Children love such kind of adverts, colorful and eye-catching, and they can watch them in the same way as any entertainment program. Although many advertisements promote food is a lot higher in fat, salt and sugar than healthier alternatives (junk food), offer free toys as a promo actions, models of cartoon characters, gimmicky packaging and interactive websites. There are many ways to solved this problem, but here are the most famous and effective in the international practice. For example, in Sweden TV advertising is banned toy children under the age of 12. In Greece bans TV advertisements for children’s toys between 7 a.m. and 10 p.m. In other European countries such as Denmark, Netherlands, France, Britain, Germany prevail a self-regulation. And for example, in our country, TV commercials for alcohol and cigarettes are banned from 10 a.m. to 10 p.m.

10. What advice can be given to people who are going to set up a business?

I don’t think that I can’t give advices in this sphere, because I have no experience here. At least it would be very difficult to me, but I can try to formulate it. Firstly I think you need to write a business plan. It includes a business description, market analysis, product or service, market strategy, management plan and financial information. After you have all this important information you need to analyze it and to make some conclusions, what do people need on this market, what disadvantages have products on the similar line on this market, what the target audience here like and so on. Than you need to make a right accent on the USPs of you product and the best way to go into business and to survive there is to negotiate a contract with competitors at least about prices and discounts.

11. What business would you set up in your native town? Give reasons.

I would set up something like grocery shop or cozy café near my elite cottage settlement, because it is what I need here and for what I need to search a great outdoors or go to the center of Moscow every my day off. I don’t know why here, where are so many rich people who can become a great sponsorship nobody can’t do this. Here is one night-and-day shop, where you can find something edible only on holidays and one restaurant, which is unbelievable, expensive and stupid. I was there once and I waited for one latte about 2 hours and than give for it about 400 rubles. And after these all I also need to say about interior, there are always cold, there are dirty clothes and you sit there on the rigid wooden stools. There was only one thing I liked, there played Mozart. So, if I have a chance and money, I will open café or elite grocery shop near my home.

12. What dilemmas might people face in business? Describe one of them in detail.

The main dilemma people always have during all their life is a choice between the peoples with humanity qualities and career with ambitions. All people always had, have and will have this problem, this question. What is more important? And it’s concerns not only business, but also schools and universities. Do you want to remain a people, but live in another's shadow or you can may be also sell your soul to devil to live in luxury, to realize all your ambitions? It is the question of life and death for everybody, and during all life it can change because it depends not only on the character and personality, but also on the age, environment and circumstances and in business the same. You will always have a choice how to make your planes. You can always negotiate with all people, with customers, competitors and partners, listen to every opinion and agree all of them, combine and make a right decision. But it will take a lot of time and the final decision will be a combination of compromises. If you do this way you will never make a real profit. But you have another way to make a business. You can show everybody that you are rich and strange and because only of this they all need to hear you and do all in your way, but this is dictatorship and goes to a cut with all humanistic new trend ideas and principles.

13. Does a difficult childhood help a person to become a successful businessman/businesswoman? Justify your answer.

I think personality success in business or in art depends only on character of a person, on his desire, aspiration and diligence. But in international history we have some examples about great businessmen with very difficult childhoods. I don’t truly know has it a real influence or it’s just a coincidence, but for example Gabriel Channelie grown up in the female parishioner school far away from her father. Her mother died when Channel was only 3 years old. But than she overturned fashion industry, shown everybody that women can be designers, businesswomen and interesting interlocutor too. After all her difficulties she became the richest woman in the world in her times and died when she was more than 80. There are some more similar examples. Freddie Laker had big difficulties in childhood too.

14. Give a brief description of one of the most successful businessperson. What is the secret of his/her success?

My favorite story about how become rich is a biography of Coco Chanel. For me this woman is an ideal, etalon for imitation. She had a difficult childhood and difficulties pursue her during all her life, she has never had a husband and children, she has just lovers, imagination and her own studio by the address street Cambon, 31, which is well-known nowadays because now it’s bot just a studio of extraordinary famous woman, but now there is a museum and a famous all over the world mirror stairway. She had a very simple secret of success, nobody before her couldn’t imagine a short cocktail black dress. What can be easier? Chanel makes up a little simple black dress for parties on replacement of the long white dress in the floor. Also she makes up costume jeweler but she became really famous after her perfume Chanel number 5. She imagines it and said that woman who don’t use any perfume is woman without future.