Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar Documents

The study of the essence and generalization of the basic concepts of marketing - the most common approaches to solving the problems of achieving desired level sales in different markets, the principles of their solution, which are the basis of marketing management. Types and classification of advertising.

control work, added 12/06/2010


Identification and characterization of the main approaches to understanding Islamic legal culture and designation of its specific features. Principles of Islamic marketing of the company. Analysis of the activities of enterprises in the Islamic market of products and services in the modern period.

thesis, added 02/02/2016


Personal selling as the basis of direct marketing and online marketing. Analysis of direct marketing - a tool of marketing communications. Studies of advertising activities in the direct marketing system based on the materials of the "Avon" campaign in Novosibirsk.

term paper, added 10/07/2010


The concept of advertising, promotional activities and marketing communications. Four factors of the marketing mix and their role in various aspects of the enterprise in the market. Distribution of advertising. Marketing strategy and situational analysis. Competition analysis.

term paper, added 03/19/2012


Marketing tasks in the field commercial real estate. Problems of companies in the real estate market. Analysis of the work of the marketing and advertising department of "Imagine Estate" LLC. Characteristics of the specifics of marketing communications at all stages life cycle object.

term paper, added 03/07/2015


Marketing goals, objects and methods marketing research, main directions and methodological foundations of marketing research. Advertising activities of marketing services, the importance of advertising, types and features of advertising activities and requirements.

test, added 12/04/2008


The study of the theoretical aspects of promotional activities in the field of tourism. Analysis of the main features of advertising on tourist market as one of the main means of marketing communications. Determining the comparative costs of advertising in different publications.

term paper, added 12/08/2016


The study of the conditions, characteristics and design features in the system of marketing communications. Study of the essence, concept and causes of the origin of marketing. brand in marketing. Development of corporate identity elements as a type of marketing communications.

term paper, added 10/11/2013

PR is the art and science of achieving harmony through mutual understanding based on truth and full awareness (Sam Black)

PR is the art and social science of analyzing trends, predicting their consequences, advising the management of organizations, and implementing pre-planned programs of action that serve the interests of both the organization and the public (Assembly of Public Relations Associations, Mexico, 1978).

Propaganda (from lat. propaganda - subject to consideration) - the spread of political, philosophical, scientific, artistic and other ideas in society. In a narrower sense, political or ideological propaganda with the aim of forming a certain worldview among the masses.

Marketing is a process that consists in predicting the needs of potential buyers and satisfying these needs by offering appropriate goods - products, technologies, services.

Tab. 2 PR and propaganda

Tab. 3 PR and marketing

Let's look at some of the major differences between these two forms of communication. They are based on the fact that PR is not a form of advertising and in fact it is much more wide view activities. PR is concerned with all communications throughout the organization, while advertising, although it can cost more than PR, is mostly limited to the marketing function, with a few exceptions such as hiring employees or financial advertising. Until you understand this fact well, you will not get a complete picture of PR.

Public relations is neither free advertising", nor "advertising for which they do not pay." There is nothing “free” in PR: this line of work requires a lot of time, and time is always money. This money is either wage personnel, or fees of external consultants. If an article appears in a news column or newsletter, its value cannot be calculated by advertising rates for newspaper space or airtime, since editorial column or radio or television program time is invaluable.

The organization may not use advertising, but any organization is somehow involved in public relations. For example, the fire brigade, of course, does not advertise fires or even advertise their services when they occur, but they have established relationships with a large public.

Public relations covers everyone and everything, while advertising is limited to specific sales and purchases, such as promoting the sale of goods and services, purchasing materials and components, hiring staff, or announcing results. PR has to deal with all the communications that take place in an organization, and therefore this activity is more extensive and comprehensive than advertising. From time to time, PR may use advertising, although, again, PR is neither a type of advertising nor part of it.

In the commercial world or the private sector of the economy, PR and advertising are closely related to marketing. While marketing is one of the functions of a business, PR interacts with both financial and production functions. Therefore, PR can be used in relation to all components of the marketing mix, in which advertising is just one component. The marketing mix includes all the components (see Figure 2.1) that make up a marketing strategy (to name just a few: packaging, research, pricing, sales, distribution, and after-sales services). Each of these types has a certain relation to communications and reputation (goodwill). Market education can be the main contribution of PR, on which the success of the subsequent advertising campaign will largely depend.

Propaganda is another form of communication that is often misunderstood as PR. However, hardly anything can be more different than these two activities. In order for PR to be successful, it must be believed, while propaganda in any case arouses suspicion or at least dissent. The problem is that sometimes it is difficult to distinguish between propaganda and PR components in the information transmitted by government structures. Propaganda is aimed at keeping the government in power, and the goal of PR is to ensure that citizens understand the essence of the services that government provides, and teach them how to properly use these services.

The current law on advertising does not apply to political advertising. Regulation of advertising related to the realization of the rights of citizens to participate in government is carried out by special electoral legislation.

There is no definition of political advertising in the current legislation, however, this term is mentioned in the Law “On Advertising” of 2006.

The only definition of political advertising was given in the decision of the Central Electoral Commission of April 5, 1996, according to which political advertising is information disseminated by participants in the electoral process through the media about candidates for the position of President Russian Federation using means and techniques that distinguish promotional materials from other types and genres of information (the predominance of emotional impact over semantic, catchiness, laconism, repetition), in order to form public opinion both for and against certain candidates.

This definition is not universal, therefore it is preferable to define political advertising through the general definition of advertising, but taking into account its specific subjects and objects of advertising.

According to this approach, political advertising is information distributed in any way, in any form and using any means, addressed to an indefinite circle of people, aimed at drawing attention to a political subject (the results of intellectual activity, events), creating or maintaining interest in him and his promotion at various levels of state and municipal government.

The current legislation regulates in detail such a type of political advertising as election campaigning. Political advertising in a broader sense is not specifically regulated by law and is subject to general rules defining freedom of speech, freedom mass media statutory restrictions and procedures for the exercise of these freedoms.

The following persons can act as a political subject:

Candidate - a person nominated in accordance with the procedure established by law as an applicant for a position to be filled through direct elections or for membership in a body (chamber of a body) of state power or a body local government or registered by the relevant election commission as a candidate;

A political party is a public association created for the purpose of the participation of citizens of the Russian Federation in the political life of society through the formation and expression of their political will, participation in public and political actions, in elections and referendums, as well as in order to represent the interests of citizens in state authorities and bodies local government;

Public association - a voluntary, self-governing, non-profit formation created on the initiative of citizens united on the basis of a common interest to achieve common goals specified in the charter of a public association;

An electoral association is a political party that, in accordance with federal law, has the right to participate in elections, as well as a regional branch or other structural subdivision political parties that, in accordance with federal law, have the right to participate in elections of the corresponding level. When holding elections to local self-government bodies, an electoral association is also another public association whose charter provides for participation in elections and which was established in the form public organization or social movement and registered in accordance with the law at the level corresponding to the level of the elections, or at a higher level.

Referendum initiative group - a group of referendum participants formed in the manner and for the period established by Federal Constitutional Law No. 5-FKZ of June 28, 2004 "On a Referendum" in order to implement the referendum initiative.

Laws on elections of the Russian Federation, the federal law dated June 12, 2002 No. 67-FZ “On Basic Guarantees of Electoral Rights and the Right to Participate in a Referendum of Citizens of the Russian Federation” (hereinafter referred to as the Law on Basic Guarantees of Electoral Rights) regulates in detail such a type of political advertising as election campaign advertising.

According to article 2 of the said law, election campaigning is an activity carried out during the period of an election campaign and aimed at inducing or inciting voters to vote for or against a candidate, candidates, a list of candidates or against him (them) or against all candidates (against all lists of candidates).

Expression of preference to any candidate, electoral association;

Description of the possible consequences in the event that one or another candidate is elected or not elected, one or another list of candidates will be admitted or not admitted to the distribution of deputy mandates;

Dissemination of information, which is clearly dominated by information about any candidate (any candidates), electoral association in combination with positive or negative comments;

Dissemination of information about the activities of the candidate, not related to his professional activity or the performance by him of his official (official) duties;

Activities that contribute to the creation of a positive or negative attitude of voters towards a candidate, an electoral association that nominated a candidate, a list of candidates.

An analysis of the current legislation allows us to identify the following principles for the implementation of election campaigning:

Plurality of subjects;

Equality of subjects;

Publicity of elections and referendums;

Transparency of funding;

The legality of restrictions on the right to campaign;

Inadmissibility of abuse;

Independence of subjects of pre-election campaign.

It is necessary to distinguish between pre-election campaigning and informing voters, which is carried out in order to disseminate objective information about the preparation and conduct of elections, referendums, about the timing and procedure for electoral actions, about the legislation of the Russian Federation on elections and referendums, about candidates, electoral associations.

The Constitutional Court of the Russian Federation clarified the distinction between election campaigning and voter information when reviewing the constitutionality of the provisions of the Law on Basic Guarantees of Electoral Rights.

“Since both campaigning and information of any kind can induce voters to make one or another choice, while reliable and objective information about a candidate helps the voter to form his preferences to a greater extent than simply calls to vote “for” or “against”, then It is obvious that the only criterion that makes it possible to distinguish between pre-election campaigning and informing can only be the presence of a special goal in campaigning - to incline voters in a certain direction, to provide support or, on the contrary, opposition to a particular candidate, electoral association. Otherwise, the line between informing and campaigning would be blurred, so that any activity of informing voters could be subsumed under the concept of campaigning, which, by virtue of the prohibition in force for representatives of organizations that produce media, would unduly restrict the constitutional guarantees of freedom of speech and information, and would violate the principles of free and open elections.

Voter information may be provided by the following entities:

State authorities, local self-government bodies (at the same time, they are not entitled to inform about candidates, electoral associations, electoral blocs);

Electoral commissions;

Organizations issuing mass media;

Individuals and legal entities.

The law establishes the principles of informing voters: objectivity, reliability, equality of candidates, freedom of the mass media. Note that the law does not require objectivity for campaign materials.

There are the following ways of pre-election campaigning:

On the channels of TV and radio broadcasting organizations;

in periodicals;

Conducting promotional public events;

Production and distribution of campaign materials.

The Law on Basic Guarantees of Electoral Rights establishes general and specific rules for the conduct of election campaigning.

The general rules for conducting pre-election campaigning include the following:

1) expenses for campaigning are carried out exclusively at the expense of election funds;

To state authorities and local self-government,

State and municipal employees, members of the management bodies of organizations in the performance of their official or official duties and (or) using the advantages of his official or official position;

Military units, military institutions and organizations;

Charity and religious organizations organizations established by them, as well as members and participants of religious associations when performing rituals and ceremonies;

Election commissions, voting members of commissions;

Foreign citizens, stateless persons, foreign legal entities;

International organizations and international social movements;

Representatives of organizations producing mass media in the course of their professional activities;

4) the use of images, statements individual about a candidate is allowed only with his written consent;

5) publication of programs of political parties is mandatory;

6) campaigning is allowed only during the campaigning period: from the date of nomination of a candidate until zero hours one day before voting day;

7) campaigning on TV and radio broadcasting channels and in printed periodicals is carried out only during the period that begins 28 days before voting day and ends at zero o'clock local time one day before voting day;

8) campaigning is prohibited on election day and on the previous day;

9) airtime and print space are provided for campaigning (free of charge and for a fee);

11) the terms of payment for airtime and print space must be published in advance (notified to the election commission) and be the same for all candidates;

12) there must be written agreements between a political subject and mass media organizations, accounting and storage of materials;

13) it is prohibited to participate in campaigning of editorial offices of non-state media registered less than a year before the start of the election campaign.

The special rules for conducting campaigning on television and radio are as follows:

1) the free airtime provided must fall within the period determined by the relevant TV and radio broadcasting organization, when TV and radio programs gather the largest audience;

2) the total amount of free airtime, which each of the all-Russian government organizations TV and radio broadcasting provides for election campaigning, should be at least 60 minutes on each channel on weekdays. The total amount of free airtime provided by each of the regional state or municipal TV and radio broadcasting organizations for election campaigning must be at least 30 minutes on each channel on working days, and if total time broadcasting of a TV and radio broadcasting organization is less than two hours a day, then at least one quarter of the total broadcast time;

3) at least half of the total amount of free airtime must be provided to registered candidates, electoral associations for holding joint discussions, " round tables» and other joint promotional events;

4) the total amount of reserved airtime for paid campaigning must be equal to the established total amount of free airtime or exceed it, but not more than twice. A political subject has the right to receive, for an appropriate fee, time from the total volume of reserved airtime within the share determined as a result of dividing this volume by the number of political subjects having the right to campaign;

5) it is prohibited to “overlap” the transmission of campaign materials on the channels of TV and radio broadcasting organizations with the broadcast of other television and radio programs, other campaign materials.

Special rules for campaigning in printed periodicals are established as follows:

1) the editorial offices of state and municipal printed periodicals distributed in the territory where elections, referendums are held, and published at least once a week, are obliged to allocate print space for campaigning materials. The total minimum volume of such space, the possibility of providing printed space free of charge, the ratio of parts of printed space provided by the editorial offices of print media free of charge and for a fee, shall be established by law;

2) editorial offices of state and municipal print media published at least once a week are required to reserve print space for election campaigning, campaigning on referendum issues for a fee. The total amount of reserved print space is established by law. The conditions for granting must be the same for all subjects of agitation;

3) the publication of campaign materials should not be accompanied by editorial comments in any form, as well as headings and illustrations that are not agreed with the relevant political entity;

4) all campaign materials placed in printed periodicals must contain information about the sources of payment for publication or information about the customer of the free publication;

5) editorial offices of printed periodicals publishing campaign materials, with the exception of those established by candidates, electoral associations, are not entitled to give preference to any political entity by changing the circulation and frequency of publication of printed periodicals.

The special legal regulation of campaigning through campaigning public events can be characterized as follows:

1) state and municipal premises are provided for campaigning events free of charge on equal terms for all subjects of campaigning;

2) applications for allocation of premises for campaigning are considered by the owners of these premises within three days;

3) the subjects of agitation have the right to rent, on the basis of a contract, buildings and premises belonging to citizens and organizations, regardless of the form of ownership, for holding campaigning public events;

Special rules for the production and distribution of printed, audiovisual and other campaign materials are as follows:

1) all campaign materials must be produced on the territory of the Russian Federation;

2) the terms of payment for the production of campaign materials must be equal for all campaign subjects (published in advance and submitted to the election commission);

3) all printed and audiovisual campaign materials must contain the name, legal address and other data on the subject that produced these materials, the name of the organization (surname, name, patronymic of the person) that ordered (ordered) them, as well as information on the circulation and date of issue of these materials and an indication of payment for their production from the funds of the relevant electoral fund;

4) copies of printed campaign materials or copies thereof, copies of audio-visual campaign materials, photographs of other campaign materials, prior to their distribution, must be submitted by a political subject to the election commission, together with information about the location (about the address of the place of residence) of the organization (person) that produced and ordered (manufactured and ordered) these materials;

5) it is prohibited to produce campaign materials without advance payment at the expense of the relevant electoral fund;

6) local self-government bodies are obliged to allocate special places for the placement of printed campaign materials. Placement of campaign materials at the objects that are in state or municipal ownership is carried out free of charge;

7) printed campaign materials may be hung out (pasted, placed) in other premises, on buildings, structures and other objects only with the consent of the owners, owners of these objects;

8) organizations, individual entrepreneurs providing advertising services are obliged to provide campaign subjects with equal conditions to place campaign materials;

9) it is prohibited to hang (paste, place) printed campaign materials on monuments, obelisks, buildings, structures and premises of historical, cultural or architectural value, as well as in buildings that house election commissions, voting premises, and at a distance less than 50 meters from their entrance.

The law not only grants campaigning rights to political actors, but also establishes certain restrictions on these rights. Abuses of the freedom of the mass media are prohibited under the Mass Media Law. In addition, during the campaign it is prohibited:

Calls to commit acts characterized as extremist activity, substantiation and justification of extremism in accordance with Article 1 of the Federal Law of July 25, 2002 No. 114-FZ “On Counteracting Extremist Activity” (hereinafter referred to as the Law on Counteracting Extremist Activity), extremism refers, among other things, activities aimed at the seizure and appropriation of power, humiliation of national dignity, the implementation of riots, etc.);

Agitation inciting social, racial, national, religious hatred, humiliating national dignity, promoting the exclusivity, superiority or inferiority of citizens on the basis of their attitude to religion, social, racial, national, religious or linguistic affiliation;

Agitation, during which propaganda and public demonstration of Nazi paraphernalia or symbols are carried out;

Campaigning that violates the legislation of the Russian Federation on intellectual property;

Bribery of voters: giving them Money, gifts, other material assets, provision of other benefits;

Carrying out lotteries and other games based on risk, in which the winning of prizes or participation in the drawing of prizes depends on the results of voting, the results of elections, a referendum, or which are otherwise related to elections, a referendum.

Payment for commercial advertising using the name or image of a candidate, as well as advertising using the name, emblem, other symbols of the electoral association that nominated the candidate, list of candidates, during the election campaign is carried out only at the expense of the relevant election fund. On the voting day and on the day preceding the voting day, such advertising, including those paid for at the expense of the relevant election fund, is not allowed.

Candidates and other political entities during the period of the election campaign are not entitled to engage in charitable activities. Candidates, electoral associations, their proxies and authorized representatives are prohibited from contacting other individuals and legal entities with offers to provide material, financial assistance or services to voters.

Campaign materials may not contain commercial advertising.

Candidates are prohibited from using the airtime provided for posting their campaign materials for other purposes, in particular, for calls to vote against candidates, negative comments about candidates, etc.

Organizations engaged in the release of mass media, in case of promulgation (publication) by them of campaigning and information materials(including those containing reliable information) that can damage the honor, dignity or business reputation of a candidate, the business reputation of an electoral association, are obliged to provide the relevant candidate, electoral association with the opportunity to publicize (publish) a refutation or other explanation in defense of their honor before the end of the campaign period , dignity or business reputation (with the same disclosure conditions).

The practice of conducting pre-election campaigning showed a significant number of violations, which, due to the vigorous activity of controlling and law enforcement agencies, began to decrease by 2005. The most common violations are: conducting pre-election campaigning before the start of the period established by law; participation in campaigning officials state and municipal authorities; campaigning under the guise of informing voters; payment for campaigning not from the electoral fund; production and distribution of campaign materials in violation of the law (containing deliberately false information, without imprint, etc.).

In general, it should be noted that the law regulates quite detailed rules for the conduct of election campaigning. Despite the similarity of content and methods of distribution, political and commercial advertising have different legal regulations. This should be taken into account when working in the field of advertising and do not forget not only about the different rules for creating and distributing advertising, but also about the different levels of responsibility for violating these rules. Responsibility for violating the rules of election campaigning is established by the laws on elections (Article 76 of the Law on Basic Guarantees of Electoral Rights "Grounds for Cancellation, Cancellation of Registration of a Candidate, List of Candidates, Cancellation of Registration of a Referendum Initiative Group") and the Code of Administrative Offenses of the Russian Federation (Article 5.5 "Violation of the procedure for the participation of the mass media in the information support of elections, referendums"; Article 5.8. "Violation of the procedure and conditions for conducting pre-election campaigning, campaigning on referendum issues provided for by the legislation on elections and referendums on the channels of organizations engaged in television and (or) radio broadcasting and in printed periodicals”; Article 5.9 “Violation of the conditions for advertising business and other activities during the election campaign”; Article 5.10 “Conducting pre-election campaigning, campaigning on referendum issues outside the campaign period and in places where it is held prohibited by the legislation on elections and referendums”; article 5.11 "Conducting pre-election campaigning, campaigning on referendum issues by persons who are prohibited from participating in its conduct by federal law"; article 5.12 “Production, distribution or placement of campaign materials in violation of the requirements of the legislation on elections and referendums”; article 5.48 “Violation of the rights of registered candidates, electoral associations, electoral blocs, referendum initiative groups, other groups of referendum participants when allocating space for campaign materials”; article 5.51 “Violation by an organization, an individual entrepreneur performing work or providing services for the production of campaign printed materials, of the rules for the production of campaign printed materials”).

According to Article 3 of the Advertising Law, social advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at achieving charitable and other socially useful goals, as well as ensuring the interests of the state.

According to Article 2 of the Federal Law of August 11, 1995 No. 135-FZ “On charitable activities and charities”, charitable activities can be carried out for the following purposes:

Social support and protection of citizens, including improving the financial situation of the low-income, social rehabilitation of the unemployed, the disabled and other persons who, due to their physical or intellectual characteristics, other circumstances, are not able to independently exercise their rights and legitimate interests;

Preparing the population to overcome the consequences of natural disasters, environmental, industrial or other disasters, to prevent accidents;

Providing assistance to victims of natural disasters, environmental, industrial or other disasters, social, national, religious conflicts, victims of repression, refugees and internally displaced persons;

Assistance in strengthening peace, friendship and harmony between peoples, prevention of social, national, religious conflicts;

Assistance in strengthening the prestige and role of the family in society;

Promoting the protection of motherhood, childhood and fatherhood;

Promoting activities in the field of education, science, culture, art, enlightenment, spiritual development of the individual;

Promoting activities in the field of prevention and protection of the health of citizens, as well as propaganda healthy lifestyle life, improving the moral and psychological state of citizens;

Promoting activities in the field of physical culture and mass sports;

Environmental protection and animal protection;

Protection and proper maintenance of buildings, objects and territories of historical, religious, cultural or environmental significance, and burial places.

2) specific goals;

3) it is unacceptable to mention specific brands (models, articles) of goods, trademarks, service marks and other means of their individualization, about individuals and legal entities, with the exception of the mention of authorities and sponsors. The possibility of mentioning a sponsor in social advertising appeared only from July 1, 2006 (the date when the Law on Advertising came into force). Previously, advertising that pursued socially useful goals, but contained a mention of a sponsor, could not be considered social advertising, which led to a distortion of the very concept of social advertising and difficulties in resolving issues of financing the distribution of public useful information; the production and distribution of such advertising is economically inefficient, resulting in a low quality of its technical and creative execution.

The most common topics of social advertising are health protection, safety traffic, protection environment, fulfillment of civic duty, family, etc. In general, the distribution of social advertising is aimed at achieving intangible public benefits. An indirect result may be a material benefit for society as a whole - saving the environment, paying taxes, reducing health care costs, etc.

In order to stimulate the distribution of social advertising, the law establishes the obligation to conclude an agreement on the distribution of such advertising for advertising distributors within 5 percent of the annual volume of advertising distributed by them (including the total time of advertising distributed in television and radio programs, the total advertising space printed edition, the total advertising area of ​​advertising structures).

The volume of legally established rules for social advertising is small. With a significant number of competitions, exhibitions, efficient use social advertising in certain areas of state and public life as a whole in Russia, there is still a lack of coordination and systemic activity in this area. There is no body that determines the subject, evaluates the feasibility and effectiveness of social advertising. Programs for the distribution of social advertising of various authorities (federal, subjects of the Federation, local), non-profit organizations often inconsistent. Some samples of social advertising cause shock among the population and even have the opposite effect or are simply ineffective when distributed. All this requires more detailed legislative regulation, coordination of activities in the field of social advertising, adoption of a nationwide distribution program, taking into account the significance, priority and level of effectiveness of such advertising.

It is possible to use the experience of foreign countries, where the creation and distribution of social advertising is a socially responsible investment. Participation in social advertising campaigns is an important part marketing activities leading corporations. Social advertising in the West has long been used to create a brand of the country in the eyes of the world community, solve many state and public issues, increase patriotism, and disseminate relevant ideas.

An example of additional regional regulation of social advertising can serve as Decree of the Government of Moscow dated October 25, 2005 No. 845-PP “On City target program development outdoor advertising, Information and Design of the City of Moscow for 2005–2007”, Decree of the Government of Moscow “On the Distribution of Social Advertising and Socially Significant City Advertising in the City of Moscow”. These documents provide for the creation of a single complex of urban information and social advertising media, the development of a scheme for their placement, annual plans for information support of socially significant city programs, the holding of an annual Moscow festival of social advertising, open competitions for placing a city state order for the production of outdoor advertising of a social nature with the allocation appropriate budgetary and extrabudgetary funds, the formation of a quarterly program for the distribution of social advertising. The owners of advertising structures placed on the land and other property of the city of Moscow are obliged to distribute socially significant city advertising within 10 percent of the annual volume of advertising distribution. Only issues related to the consistency of such orders with federal legislation on the regulation of advertising, including social advertising, remain unresolved.

In general, the level of regulation of social advertising in Russia is still insufficient. It is necessary to add nationwide, regional and local programs, a system of coordinating and controlling bodies, and the active work of public structures in the field of social advertising to legislative regulation.

It is generally accepted that children perceive advertising differently than adults, due to the peculiarities of the psyche of their age, lack of life experience and other reasons. Therefore, at the legislative level, the task of protecting minors from the negative impact of advertising has been set. This problem is solved by establishing special requirements for advertising in order to protect minors.

1) discrediting parents and educators, undermining the confidence in them among minors;

2) inducing minors to persuade their parents or other persons to purchase the advertised product;

3) the creation in minors of a distorted idea of ​​the availability of goods for a family with any level of income;

4) creating the impression among minors that the possession of the advertised product puts them in a preferable position over their peers;

5) the formation of an inferiority complex in minors who do not possess the advertised product;

6) showing minors in dangerous situations;

7) underestimation of the level of skills necessary for the use of the advertised product among minors of the age group for which this product is intended;

8) the formation of an inferiority complex in minors associated with their external unattractiveness.

The practice of regulatory authorities in the field of advertising shows a significant number of violations of the established rules.

Another example comes from the practice of the Supreme Arbitration Court.

The creation of commercials showing minors in dangerous places and situations was also recognized as a violation of the law: in one commercial, a teenager rolled down a hill inside a car tire, in another, he rode roller skates caught on a rope on the body of a sports car.

The most common violation of the requirements of the former 1995 Law on Advertising was the textual, visual or audio use of images of minors in advertisements not directly related to products for this age group. Influencing parents through the use of images of children in advertising is a well-known and effective advertising technique. Quite often you can see advertisements for washing powders, detergents, real estate and other goods using images of children. The application of this article was difficult due to the lack of a regulatory approved list of goods for minors, but the antimonopoly authorities often managed to prove their case and bring violators to justice. At present current law there is no prohibition on the use of images of minors in advertising that is not related to goods directly for minors, with the exception of advertising of certain, socially harmful goods ( alcoholic products- article 21, tobacco - article 23).

In addition to the features mentioned above new law established special requirements for the advertising of goods that are distributed by distance selling, in order to protect consumers from deception, as well as to ensure the possibility of protecting violated rights. According to Article 8 of the Law on Advertising, in the advertising of goods with remote way their sale, information about the seller of such goods must be indicated: name, location and state registration number records of the creation of a legal entity; surname, name, patronymic, main state registration number of the record of state registration individual as an individual entrepreneur.

In addition, the law establishes special requirements for advertising in the form of promotional events - lotteries, contests, etc. Previously existing requirements for the reliability of information were clearly not enough to protect consumers from deception if they participated in promotional events.

1) the timing of the event;

2) the source of information about the organizer of the event, the rules for holding it, the number of prizes or winnings based on the results of such an event, the timing, place and procedure for receiving them.

Legal regulation promotional activities not only protects the consumer from false information, but also guarantees him the necessary minimum amount of information in order to make an informed decision on participation or non-participation in the promotional event.

The practice of conducting promotional promotional activities shows that in most cases advertisers honestly inform consumers about the conditions of such promotions and do not skimp on the distribution of prizes. In the event that facts of unreliability of information about the conditions of promotional events are revealed, advertisers are subject to administrative and civil liability.

The previous law contained one more type of special requirements for advertising - in the case of sponsorship. According to Article 19 of the 1995 Advertising Law, a sponsor's contribution was recognized as a payment for advertising, a sponsor as an advertiser, and a sponsored person as an advertising distributor. Sponsors were forbidden to interfere with the activities of the sponsored.

The new law does not contain a special article regulating sponsorship, but defines it:

Sponsor - a person who provided funds or ensured the provision of funds for the organization and / or holding of a sports, cultural or any other event, the creation and / or broadcast of a television or radio program, or the creation and / or use of another result of creative activity;

It is easy to see that the new law has narrowed the concept of sponsorship: previously, sponsorship recognized the contribution of an individual or legal entity (in the form of providing property, results of intellectual activity, rendering services, carrying out work) in any activity sponsored on the terms of advertising about the sponsor and / or its goods.

However, the new law provides sponsors with some advantages in the distribution of advertising in television programs and broadcasts, radio programs and radio broadcasts, social advertising.

Otherwise, the regulation of relations between the sponsor and the sponsored is carried out with the help of a civil law contract, which is subject to the principle of freedom of contract in market economy and may establish various conditions of interaction and obligations of the parties.

Separate regulations establish special requirements for the use of certain words and symbols in advertising. For example, Federal Law of April 29, 1999 No. 80-FZ “On physical culture and Sports in the Russian Federation" (Article 7, paragraph 4) establishes that the National Olympic Committee of Russia has the right of ownership to the Olympic symbol, emblem, flag and the name "Olympic", registered in the prescribed manner. Their use for advertising, commercial and other purposes is regulated by the Olympic Charter of the International Olympic Committee and is allowed only with the permission and on the terms of the National Olympic Committee of Russia.

Use of the state symbols of the city of Moscow legal entities and individual entrepreneurs allowed only on the basis of a special permit issued by the authorities executive power of the city of Moscow, in accordance with the Regulations on the procedure for using the state symbols of the city of Moscow (approved by the Decree of the Government of Moscow dated October 7, 2003 No. 837-PP).

2. What subjects are entitled to participate in the election campaign?

3. During what period of time is the election campaign carried out?

4. What are the general and special rules for conducting election campaigning?

5. What are the similarities and differences in the legal regulation of political and commercial advertising?

7. What are the features of the legal regulation of social advertising.

9. What are the special requirements for promotional advertising?

10. What is sponsorship? How is it legally regulated?

11. How does the law protect minors from the negative effects of advertising?

Their tasks can be reduced to one - the coordination of real and communicative reality.

Social phenomenon, has a wide context. It can operate in the economic, political, ideological field, in the sphere of cultural and religious relations. It has a multifaceted impact on a person, on his behavior, values. Provides behavioral ideals, lifestyle. It also has an indirect effect - it forms a mass representation, stereotypes.

informs about the product;

Solving the problem of increasing profits.

implements other strategic goals manufacturers and sellers;

not only inspires the need to buy something, but also forms the necessary associations;

· formation of mass consciousness, stimulation of consumption.

Propaganda.

(from lat. propagare.)

In the 17th century - a congregation for the preaching of the faith, the fight against heretics, the propaganda of the faith.

The basic principles were laid down in the 20th century, the century of the totalitarian regime.

Propaganda- a set of methods of psychological impact on the population. The main function is the value regulation of consciousness.

Based on the psychological mechanisms of comparison and evaluation. Type of advertising activity

Distinguish the following types propaganda:

- political(propaganda ideas);

- ideological(ideological concepts).

There are many negative assessments of competitors in political propaganda. Goods - opinion, ideas, images of politicians and states, parties.

There are two types of propaganda influence:

· belief;

suggestive influence (suggestion, impact on the emotional-sensory side).

· sale;

Formation of the belief that this is his own opinion.

G.S. Melnik.

Propaganda differs in functions:

1) propaganda as education;

2) propaganda = informing;

3) propaganda = communication;

4) propaganda = suggestion;

5) propaganda = socialization.

Political propaganda is a one-way process, meeting the needs of the customer.

Propaganda is the art of forcing people to do what they would not do if they had a full set of knowledge. (USA)

Advertising convinces to buy a specific thing or service. Propaganda provides information that does not refer to specific things, but to other information. The basis is not real phenomena, but other information, opinions, worldview of other people, whose opinion is authoritative. Propaganda works more crudely, with cruder manipulations.

PR.

S. Black rejects any possibility of PR intersecting with advertising and propaganda. In the case of PR, it is only about truthful information. (In fact, most often only segments of the truthful information are provided, which often generates a different result).

PR works with symbolic information. Truth is one of the parameters of phenomena that need to be displayed. It is really necessary to display diverse phenomena with the help of a minimum of words, therefore, each element of a communicative solution must have the significance of symbols in order to reflect the big in a small one.

Communicative truth is one of the tasks of PR.

F. Jeffkins: "Advertising may not be used by an organization, but every organization uses PR" ... "PR concerns everyone and everything, advertising coordinates the sale and purchase relationship" ... "Sometimes PR can use advertising, but PR is not its form or part."

PR goes to the general public, not to a narrow circle potential consumers(as an advertisement). PR may have more clearly defined goals and objects in relation to which the public needs to be informed (as opposed to propaganda).

PR - consults, analyzes, monitors, plans.

No. 7 Regulation of activities in the field of public relations

v Organization - Process

v Organization - a group of people whose work is coordinated in order to achieve a common goal (commercial, non-commercial, educational, public, financial), it is necessary to have a common goal, a clear structure, joint work, an open system of communication with the external environment.

(External environment)<=>(products and resources)<=>(organization)

The most important is information and communication support of the organization's activities

PR is key

PR functions

2) Formation of a positive image

Coordination and planning are needed, PR is needed at all stages

Management process

Planning

Organization

Motivation

Control

Management is the process of implementing the interconnection of actions for the formation and use of resources to achieve the goal.

All stages involve working with different groups of the public in the internal and external environment of the organization.

Control system

Ø Structural functional subsystem

Aggregate governing bodies, departments, performers using various methods of managerial influence, the task of reducing communication noise.

Ø Information behavioral subsystem

Includes management ideology, values, orientation of the management system, behavioral standards of participants.

Information Support communications in the management system (management ideology, the level of development of communications, relations between employees).

Sometimes a self-development subsystem is distinguished (usually in very developed organizations)

PR - should be in every subsystem

PR - part general management, top management

PR– specific forms, methods and technologies of work with different groups of the public (should be reflected in the structure and functions of the organization)

PR- principles of building relationships with the external and internal environment of the organization;

Formation of management ideology, taking into account the interests of different social groups;

Impact on public opinion.

Management and its forms

Operational- Orientation to the current activities of the organization, short-term, medium-term planning.

An object - internal environment(mostly)

Contractor - representatives of departments

The criterion of efficiency is profitability, rational use capacity

The main tool is the mission of the organization, which reveals its purpose

strategic– connection with long-term prospects and plans (PR works more efficiently here)

An object - external environment(search for new opportunities)

Performer - top management

Performance criteria - adequacy and timeliness of response

PR finds itself in a vision - a PR text that reflects the future of the organization, and the results of PR activities in the long term.

The organization acts both as an object and as a subject of PR activities

Object - as efforts are directed to it

Subject - because it is also the customer, defining goals, objectives and content.

As an object - with quasi-institutional subjects

As a subject - interacts with PR organizations

The main goal of PR activities is to create favorable conditions for the organization to achieve its goals.

Objectives should be sufficiently developed, should focus on certain groups of the public, and aim at a certain result.

3 levels of implementation of PR tasks:

1) Cognitive - awareness, public attention is attracted, it is necessary to understand and remember these appeals

2) Emotional - recognition of efforts, interest, a certain attitude

3) The level of conscious aspiration - the intended action in relation to the PR agent

Mission of the organization- the purpose of the organization, can answer the question: "Why was the organization created?"

Vision of the organization- these are dreams, a description of the desired state of the company in the future, in a few years (2-3, 5-10)

Strategy– a way to achieve a strategic vision

Mission– a pragmatic definition of what the company is called upon to do; direction of activity.

Vision- an emotionally sensual definition of a dream, an ideal state of the company in a few years; target state of the company.

№8 The main directions of modern PR activities and services in the PR market

The external functions of PR are the creation of a positive image among external groups, the reaction to negative news. Organization of Marketing (products, contracts, transactions, loans, guarantees, prices and services)

General (management elections, conferences, exhibitions, awards)

Current messages (organizational achievements, statistics, introduction of new technologies, analysis of economic conditions, financial statements)

Internal functions- creating and maintaining corporate responsibility among employees (maintaining reputation, favorable climate within the team, maintaining interest in administration affairs)

(S. Black. "PR Functions")

1) General opinion, relationships, life

2) Industrial communications, financial and international relationships

3) Consumer relations

4) Information, statistics, research

6) Government Relations

Functions of the PR department in the organization

1. Control over information in the media (about goods and services, representation of the organization)

2. Organization of briefings (press conference on 1 issue)

3. Publication of press releases ( Announcement for the press)

4. Making various activities

5. Organization of public and charitable activities

6. Participation in exhibitions, fairs, etc.

7. Working with the audience (consumers, shareholders, communities, competitors, etc.)

8. Management consulting

Required Knowledge

The art of communication, psychology in several directions), sociology, political science, economics, basics of management, law, knowledge and options for studying public opinion, analysis social problems, experience in relations with the media, experience in publishing material, preparation of reports and presentations, the formation of various programs, social policy.

Management and regulation

Determination of goals, plans and tasks, budget planning, recruitment (requirements for employees), fundraising, establishing a favorable climate with investors.

Typical professions

Public Relations Manager;

press secretary(conveys information to the public, communicates the opinion of the organization);

spin doctor adjusts media coverage of events;

Crisis Specialist(crisis, stressful situations for the organization) to bring the public out of stress, to return the ability to manage the situation;

speechwriter- writing a speech for a speech, announcement, press release.

№9 Pr in various spheres of public life.

The PR institute is included in almost all spheres of life: spiritual and ideological, political, cultural, etc.

· socio-economic sphere pr: Marketing and production.

Marketing:

Formation and promotion of the image;

Contacts with different audiences;

Implementation Support marketing strategies;

Prompt reaction of the company to changes in the market;

Decreased marketing activity of competitors.

Industrial:

Overcoming perceptions of potential threats;

Work with employees;

Interaction with suppliers of raw materials, etc.;

Interaction with state control bodies.

pr in the political sphere

The emergence or disappearance of certain political entities

Rise or fall in the popularity of a political leader

Changing political course and tactics

Formation and disbandment political institutions

Changing the principles of state construction (change of political regime)

political functions pr

The exercise of political power

Ensuring the Democratic Process

Support for the political institutions of democracy (electoral pr, one who works in elections)

Personal pr (formation of the political elite)

An individual can become a full-fledged member of the political elite only by becoming a political leader.

Pr performs the role of spokesman for public opinion

Pr helps resolve political conflicts

pr in the spiritual and ideological sphere

Influences the process of perception of spiritual values. Pr-means of communication between ideologists and the public.

· pr in the cultural environment

The cultural-creative role of PR is focused on the formation of ethical and aesthetic ideas. PR becomes a conductor of business activity.

The result of this activity may be a change in the cultural policy of the state.

Changing media activities

Formation or change of cultural traditions

Formation of the cultural elite

Transformation of stereotypes and behavioral practices in the sphere of culture.

Advertising and marketing are two concepts that are inseparable from each other, although advertising arose long before marketing1. According to the American Marketing Association (AMA), advertising is any form of non-personal presentation and promotion of ideas, goods, services, paid for by precisely identified customers, and serves to attract the attention of potential consumers to the object of advertising, using the most effective techniques and methods, taking into account a particular situation. .

Depending on the venue, there are advertisements on domestic market(local - local advertising, nationwide - national advertising) and international advertising (international advertising). International advertising has its own characteristics, but in general, the goals, principles and means of advertising goods in foreign markets are in many cases the same as in the domestic market. This is especially true for branded goods. However, exporters, carrying out advertising, must know not only the specifics of each overseas market, but also the requirements of both wholesalers and individual consumers.

The content and direction of advertising also depend on whether the product is intended for the domestic or foreign market. There are separate requirements for advertising of export goods. It should be maximally adapted to the peculiarities of the economic, cultural and living conditions of the countries to which it is directed. For example, advertising in developing countries should take into account the peculiarities arising from economic structures, the material standard of living, the degree of literacy of the vast majority of the population of these countries, historically established national customs and religious beliefs. National customs may limit the use of advertising. For example, in some Asian and African countries there are restrictions on the use of advertising media that do not correspond to the religion practiced in these countries. One of them is the prohibition to depict people in the drawings, in general, all animals or some of them. In countries where the vast majority of the population is illiterate, advertising must be visual and easy to remember, because the image of the item often becomes the name of the product for buyers.

The world market is characterized by a wide range of competing products and the supply of them exceeds the demand. One of the largest marketing specialists, S. Madzharo2, draws attention to the fact that the difficulties of advertising activities arise at a time when a company operating simultaneously in several markets is trying to achieve a high level of efficiency. This statement is true when advertising activities are carried out on an international scale in very different markets in different countries.

The problem of advertising unification is exacerbated by the emergence of many unexpected and even paradoxical situations. For example, the national specificity of the audience is often not determined by geographical boundaries. When developing advertising campaigns that aim to bring goods and services to the EU markets in the future, firms strive to create, in contrast to traditional unique selling propositions (USP)3, uniform European selling propositions (ESP)4.

When conducting complex international advertising campaigns, much attention is paid to their coordination, that is, coordination in time, geography of coverage and target orientation of individual events that make up the complex. Such coordination is carried out between the advertiser, its affiliates and commercial agents in various countries and regions, advertising agency, serving the advertiser, and other organizations participating in the campaign. All participants are interested in coordination.

The product manufacturer needs competent and timely support for the advertising campaign from its commercial agents in countries, regions and sales areas, and commercial agents and subagents, respectively, spend less on advertising in local markets, because as a result of nationwide campaigns, consumers are to some extent already prepared for new products.

Each company, organizing a sufficiently large-scale international advertising campaign, seeks to reduce commercial risk. Almost always, a trial stage is provided, the task of which is to familiarize participants with the features and concept of the event, get their assessment, and make amendments taking into account the characteristics of individual markets or links. sales network. Practice sessions are held with the experts involved in the campaign, where they receive information about the timing of the campaign and recommendations on how to ensure support for the new product during this trial phase.

Western firms seek to find progressive organizational forms and optimal system financial control advertising activities of commercial agents. They assist them in preparing and distributing promotional materials and cooperate with them in organizing campaigns. Such a policy allows the maximum mobilization of local resources and knowledge and at the same time monitor developments, actively intervening at the first threat of unreasonable dispersion of funds.

In industrialized countries, the practice of coordinating and cooperating during advertising campaigns has been developed both technically and legally. The practice of commercial advertising in the capitalist countries makes it possible to establish certain General requirements for the content of advertising1:

Advertising began to develop especially rapidly from the beginning of the 50s. This, in particular, is evidenced by the huge increase in advertising spending in most industrialized countries, as a result of which advertising has become one of the leading sectors of the economy.

The legal basis for the implementation of advertising activities in the world market is the International Code of Advertising Practice, published by the International Chamber of Commerce (ICC) in Paris (June 1987)1. The International Code of Practice for Advertising is in line with the ICC's voluntary commitment to maintain high ethical marketing standards within national laws and international rules. The International Code of Advertising Practice became the basis for the Russian Code of Advertising Practice, adopted on January 21, 1992 at a meeting of members of the Association of Advertising Workers2.

AT modern conditions development of market relations in our country, there is a process of renewal in political, economic and social spheres public life. Packages of laws and regulations have been adopted that contribute to the development of market relations, as well as stimulate and regulate the activities of organizations and enterprises, including those in the foreign economic sphere. Under these conditions, the role of advertising is growing, especially in foreign markets. The urgent need to solve social problems, increase the quality and expand the range of products requires an increase professional level advertising specialists, as well as solving many organizational problems in this area.

To date, a number of necessary legislative acts have been adopted in Russia to promote the development of advertising practice. These include: Federal Law "On Advertising" dated July 18, 1995 No. 108-FZ (adopted State Duma June 14, 1995)3; Decree of the President of the Russian Federation "On Guarantees of the Right of Citizens to Health Protection in the Distribution of Advertising" dated February 17, 1995 No. 1611; Decree of the President of the Russian Federation "On the protection of consumers from unfair advertising" dated June 10, 1994 No. 11832 etc.

Changes in stereotypes in methods and forms foreign economic activity led to a rethinking of the importance of advertising in the activities of domestic exporters. They are forced to look for “niches” not occupied by competitors, to organize and conduct advertising campaigns more professional. In this regard, the need for advertising centers has increased, providing the customer with a full range of high-quality advertising services, as well as in qualified advertising products in the media (media).

In order to more fully meet the demand of foreign consumers for advertising information, it became necessary to use more widely the means, methods and forms of advertising that are still insufficiently developed in domestic practice. In particular, the following is required: improving the packaging of goods and increasing its information content; development of services for the use of direct advertising (direct mail advertising), including through personalized postal distribution of promotional materials; increasing the efficiency and expanding the use of outdoor advertising, audiovisual means. The time has come to carry out the computerization of advertising activities, to join the international networks of computerized advertising information.

It seems possible to successfully solve numerous problems in the field of foreign economic advertising only if the vast experience accumulated by foreign countries in the field of advertising is studied, comprehended and competently applied in specific domestic conditions. Moreover, the global advertising market is ultimately the environment where domestic foreign economic (international) advertising activities are carried out.