COMMUNICATION POLICY

The essence of the organization's communication policy, its place

in the marketing mix

The importance of communications in entrepreneurial activity is due to the fact that:

Communication is the source and carrier of information;

Participants in communication receive information through communication with colleagues inside and outside their organizations;

Communication acts as a tool of high efficiency in the implementation of the developed business strategy.

Communication policy in the marketing system is strategic course actions of the enterprise (or its representatives), aimed at planning and implementing the interaction of the company with all subjects of the marketing system based on a reasonable strategy for using a set of communication tools (communication mix) that ensure a stable and effective formation demand and promotion of supply (goods and services) on the market in order to meet the needs of buyers and make a profit . At the same time, communication policy is also considered as a process of developing a set of measures to ensure effective interaction between business partners, advertising, sales promotion, public relations and personal selling.

In its most commonly used form, the marketing mix includes four sub-mixes of marketing. These are commodity mix, contractual mix, communicative mix, distribution mix (Fig. 1). Each submix includes an independent set of activities, the implementation of which forms the appropriate policy in the field of marketing (Table 1). For example, a product mix forms a product policy that includes all activities related to the product that contribute to the most complete recognition of the product by the consumer. Such activities can be: design, engineering or development of a product, its design, product quality, packaging, branding policy, customer service, warranty service policy, product diversification, product variation, assortment policy, etc.

The contractual policy involves the implementation of activities due to which the terms of the act of sale of goods are agreed and the execution of this act in the form of a contract. Such measures, as a rule, include pricing policy, a system of discounts and surcharges, the terms of delivery of goods and their payment, as well as a credit policy.

The distribution policy is carried out in order to timely delivery of goods from the place of its manufacture to the recipient. It is carried out through such activities as the analysis and justification of distribution channels, marketing logistics, trade policy, marketing means policy, policy of location of productive forces, policy of location of consumers and markets, supply policy, policy of warehousing finished products, etc.

For example, the goal of product and contract policy is to create an offer for the market.

Table 1 - Marketing policy tools

*A source:

The task of a communication policy is to organize the interaction of an enterprise - a manufacturer (or distributor) of products with all subjects of the marketing system to ensure stable and effective activity in generating demand and promoting goods and services on the market in order to meet the needs of customers and make a profit. An effective communication policy is based on activities such as planning and organizing business communications, i.e. relationships with partners, competitors and consumers, advertising, sales promotion, brand promotion, public relations and personal selling.

The means of implementing the communication policy are the tools of marketing communications, among which Maslova cites the following:

2. Public Relations

3. Sales promotion (salespromotion)

4. Personal sales (personalsales)

5. Sponsorship

6. Product-placement (product-placement)

7. Exhibition events

Without exception, all means of the marketing communications system (QMS) have their undeniable advantages and obvious disadvantages. No single QMS tool is able to provide effective communication in any emerging market situation to all types of communicators without exception.

It is necessary to pay attention to the complex of promotional tools, united by the concept of "sales promotion", which largely replaces advertising. This trend is reinforced by the following factors:

Increasing the qualifications and ability of employees to use incentives;

The desire of business leaders to quickly obtain results;

The aggravation of competition, which requires the use of individual and original incentives.

Sales promotion tools include catalogs, test samples, promotional gifts, representative events, exhibitions, price promotions, competitions, lotteries.

Sales promotion requires significant financial resources Therefore, there is a need for a preliminary study of the target audience to clarify the attitude to the choice and design of incentive measures. A negative survey result clearly indicates that the planned measures should be abandoned, but a positive assessment often does not guarantee success. In the course of preliminary testing, it is possible to specify the ways of implementing one or another incentive method, for example, to choose the prizes that will be awarded to the winners of the competition.

In turn, the goals of marketing communications form a complex hierarchical system. The main role in it belongs to such goals as the formation of demand and sales promotion. It is significant that in the Soviet economic literature the abbreviation FOSSTIs (demand formation, sales promotion) was used for a long time as a substitute for the very concept of "marketing communications".

Subordinate goals that develop the main goal are such goals as:

Informing about the existence of the communicator, about the goods it produces, their quality, etc.;

Consumer motivation;

Generation, formation and updating of customer needs;

Maintaining friendly relations and mutual understanding between the organization and its public, partners in marketing activities;

Formation of a favorable image (image) of the organization;

Informing the public about the activities of the organization;

Attracting the attention of desired audiences to the activities of organizations;

Providing information about the goods produced by the company;

Formation of the buyer's goodwill to the brand of the company;

exhortation;

Formation of the buyer's preference for the brand and the conviction of the need to make a purchase;

Stimulating the act of buying;

Reminder about the company, its products, etc.

Obviously, the multiplicity and diversity of the goals of marketing communications, their specificity, which is expressed in the subjectivity of the recipient's perception of communication signals, do not allow the scheme to claim either an unambiguous interpretation of the relationship between individual goals and their groups, or, moreover, a comprehensive exhaustive character. Nevertheless, the diagram clearly illustrates the complex nature of these relationships, the possibility and necessity of ranking goals according to their subordination.

It should also be noted that the choice of communication goals depends on many factors: the specifics of the company’s activities, its type, the target market, the characteristics of the products manufactured, the characteristics of the addressee of communications, the specific conditions prevailing at the moment in the market, and much more.

The communicator can also capture the attention of consumers or intermediaries through public relations techniques. They can be: an editorial in a newspaper or magazine about the company's use of new technologies; interview of the head or employee of the company on television or radio; initiation of round table at a scientific conference, etc., etc.

Personal contacts with a specific buyer or a small group of them are more effectively established during a personal sale (an element of direct marketing).

All four of the above main means of marketing communications (advertising, public relations, sales promotion and direct marketing) form a complex, sometimes called by analogy with the marketing mix (marketing mix) - "communication mix" (English communication mix) or "promotion mix" (English promotion mix, promotion blend). Elements of these basic communication tools are present in the structure of such specific, complex synthetic tools and techniques as branded identifying marketing communications.

Thus, the system of marketing communications can be represented as a set of QMS tools, which can be conditionally divided into two groups: basic and synthetic [Romat E.V.].

The main means of marketing communications include:

Direct marketing (including personal selling);

Public relations (including publicity);

Sales promotion (or sales promotion).

Synthetic means of marketing communications are:

Corporate identification system (branding in the narrower sense of the term);

Sponsorship;

Participation in exhibitions and fairs;

Integrated marketing communications at the point of sale;

Event Marketing;

Product placement (product placement).

With a high degree of probability, it can be assumed that in the near future, computer communication technologies (primarily related to the use of the Internet), considered on this stage as specific forms of advertising, direct marketing and public relations, will also stand out as an independent synthetic means of marketing communications - integrated computer marketing communications. We can talk about a similar trend emerging in the field of mobile marketing.

One of the central places in the system of marketing communications is occupied by advertising (English advertising, Amer.). The most important role of advertising in the structure of the QMS is explained by both historical traditions and the modern meaning of advertising. The previous analysis has shown that most of the known means of marketing communications originated inside advertising (proto-advertising). The only exceptions are direct marketing, fairs, as well as rumors generated by the communicator that developed in parallel with advertising.

Naturally, the role of advertising in the system of means of communication changes over time. At the present stage of development, marketing communications specialists in some countries (for example, the USA) declare the transition of priorities in the promotion system to direct marketing. Similar conclusions are drawn based on an analysis of the volume and structure of communication budgets. Many other developed countries are also close to this, or at least show a steady trend in the reallocation of communication budgets in favor of direct marketing and other means of mass media.

At the same time, the position of advertising as one of the main main means of promotion will not cause any doubts for a long time to come. First of all, this is due to the initially dominant role in the promotion system and the advantages of advertising in the implementation of specific communication tasks (for example, informing addressees). In addition, advertising is not in a hurry to lose its leading position, demonstrating the ongoing search for and widespread adoption of new innovative advertising media.

Advertising is one of the most well studied means of marketing communications. Since the second half of the century before last, it has been the subject of study by many scientists and specialists. From the numerous definitions of advertising as a means of marketing communications proposed by experts, the following can be distinguished: “Advertising is any paid form of non-personal presentation and promotion of ideas or services on behalf of a well-known sponsor” (definition of the American Marketing Association (AMA)).

Some experts consider advertising "... as a form of communication that tries to translate the quality of goods and services, as well as ideas into the language of the needs and demands of the consumer" (American scientists I. Sandage, V. Freiburger, K. Rotzol).

“Advertising is a paid, unidirectional and non-personal communication carried out through the means mass media and other types of communication campaigning in favor of any product, brand, company (some business, candidate, government),” notes the French scientist Henri Deyan.

American experts D. Cravens, G. Hills and R. Woodruff believe that “...advertising is communication with the audience through non-personal paid channels; the audience clearly represents the source of the message as the organization that paid for the advertising media.

“Advertising is paid non-personal communication carried out by an identified sponsor and using media, including interactive media, to persuade target audience in something or affect it in a certain way. This opinion is expressed by American professors W. Wells, J. Burnet, S. Moriarty.

As you can see, different definitions reflect different approaches to the complex and multifaceted concept of "advertising". Based on this brief content analysis, we highlight the main features and communication characteristics of advertising as one of the main means of mass media. The most important of them are the following.

1. Impersonal. The communication signal comes to the potential buyer not personally from the seller of the advertised product, but through various kinds of advertising intermediaries (mass media, various advertising media).

3. Significant difficulties in determining the effect of advertising. This quality is a logical continuation of the previous one. Feedback in communication (and the seller, of course, expects a purchase decision from the buyer) is probabilistic and uncertain. The fact of a purchase depends not only on advertising, but also on a host of factors that are not directly related to advertising, are subjective in nature and are practically not amenable to formalization. For example, a great advertising campaign may coincide with a defect in the release of a large batch of the product being advertised. As a result, advertising will only exacerbate the negative effects of marriage. Advertising efforts will not lead to a positive result if there are gaps in the sales area. For example, active advertising can be nullified by the absence of the advertised product in the distribution network.

4. The public nature of advertising communication. Firstly, advertising is mass social communication, the use of which is advisable with a relatively large audience (as opposed to, for example, direct marketing, the addressee of which can be one person). Secondly, it is assumed that the advertised product is legal and generally accepted. That is why there is practically no advertising of drugs and other goods prohibited by law.

5. The advertisement clearly defines the advertiser, sponsor, entity at whose expense and on whose behalf the advertisement is carried out. Initially, as a matter of course, it is assumed that the source of advertising communication is the one who pays for it.

6. As a rule, the purpose of communication is clearly visible in the content of the advertising message. Sometimes advertising messages contain unambiguous calls from the communicator to recipients (buy a product, vote for a candidate, take part in an action, etc.). In some cases, advertising is aimed at creating a positive image of the product. However, for the recipient, the achievement of these goals is obvious.

7. Advertising does not claim to be impartial. It is generally accepted that in an advertising appeal the focus is on the advantages of the advertised product or company. They can be greatly exaggerated. And at the same time, the shortcomings of the subject of advertising may not be mentioned. Recipients have long taken this for granted. Skepticism and distrust of advertising as such continues to grow. Rare exceptions to this rule make advertising stand out from the vast majority of other messages. Let's take an example.

One of the winners of the Cannes Lions festival in the early 2000s. - commercials for the refreshing drink DoctorPepper. The heroes of the series of commercials get into tragicomic situations caused by the purchase or consumption of a drink. The clips ended with the slogan “DoctorPepper. You can't imagine worse!" Surrounded by sugary-sweet glorification of the advertised goods, one can speak with confidence, at least, about “detuning” from competitors. On the other hand, recommending this technique for widespread use would be risky, if only because the lack of a sense of humor in some recipients may act as a "barrier".

8. Showiness and ability to exhort. Repeated repetition of advertising arguments has a certain inspiring psychological impact on the consumer and pushes him to buy.

The main functions of advertising correspond common goals marketing communications systems discussed above. Depending on the goals determined by a specific market situation, advertising can most effectively solve the following tasks:

Informing (formation of awareness and knowledge about a new product, a specific event, about a company, etc.);

Reminder (maintaining awareness, keeping in the memory of consumers information about the product in the intervals between purchases, a reminder where you can buy this product, and other tasks);

Exhortation (gradual, consistent formation of a preference corresponding to the consumer's perception of the image of the company and its products; persuading the buyer to make a purchase; encouraging the purchase, etc.);

Formation of a positive emotional coloring of communications with the advertised product (for example, in a series of commercials for Nescafe coffee, “pragmatic” information is practically reduced to nothing. The emphasis is on the formation of warm human relationships during the consumption of the advertised drink);

Pushing buyers to the act of buying (this is especially characteristic of "hard" advertising);

Retention of customers, support of loyalty to the advertised brand (for example, commercials for Head & Shoulder shampoo and Blend-a-med toothpaste describe the negative consequences of switching advertised products to others);

Creating a "own face" of the company, which would be different from the images of competitors. The slang term for this function, "steering away from the competition," has become a common term;

The successful solution of these goals allows you to effectively use advertising not only within the framework of the "communication mix" and the implementation of the concept of integrated marketing communications. Advertising as an element of the QMS is actively used in marketing technologies for positioning (repositioning) a product / company-communicator, branding, merchandising.

In the figurative expression of the famous American advertiser Alfred J. Seaman, “advertising is both the spark plug and the lubricating oil in the mechanism of the economy that creates abundance for consumers. And as such, its task is to inform. But this task is not just to inform. The function of advertising is to sell. Sell ​​goods. Sell ​​ideas. Selling a lifestyle.

When classifying ads, many criteria are used. All systematizations allow you to consider, analyze and study advertising from different points of view. Most classifications, in addition to research interest and solving learning problems, have very real practical significance (for example, in the development of advertising programs for advertisers, the development of regulations, etc.).

At the same time, this systematization shows a fundamentally important place for the systematization of advertising in accordance with the criterion of advertising goals and the type of advertiser. These criteria are difficult to separate from each other due to the close relationship and interdependence of the characteristics of advertisers and their goals. For example, a business advertiser is a natural initiator of commercial advertising, and public organization, most likely to act as a customer social advertising, as well as a specific party - political advertising.

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Public relations

Public relations (PR, English - public relations, PR) is enough broad scope communication activities, a deep and complete study of which is far beyond the scope of this book. PR has come a long way in its development, full of different approaches, views, interesting theories put forward by bright experts. By analogy with the science of advertising - advertising - the science of PR has arisen and is developing - PR. In this section of the book, we will very briefly consider only those aspects of public relations that are directly in the mainstream of marketing communications.

Despite the fact that we consider public relations as an element of the marketing communications system, it should be noted that the scope of PR is sometimes much wider than that of the QMS as a whole or its individual components. Moreover, it sometimes goes beyond marketing in general. The scope of marketing communications is limited, as a rule, to the solution of market, entrepreneurial problems. The main goals of the systems are fundamentally different: for PR it is the achievement of mutual understanding and agreement; QMS is ultimately the sale of goods and the solution of other tasks of the organization's marketing policy. Although it would be wrong to deny the unidirectionality or, moreover, to oppose these interrelated goals.

Obviously, PR is a term that surpasses all other categories of QMS in terms of plurality and ambiguity of interpretation. Experts counted over 500 scientific definitions of public relations. This is largely due (as in the case of the previously considered ambiguity of definitions of advertising) to the different goals of PR at different stages of their formation, the variety of areas of application of this tool, and the differences in the goals of the subjects using the public relations toolkit.

In our opinion, the literal translation of the term from English as “public relations”, or, even more straightforwardly, “public relations”, reflects only one of the areas of PR functioning. In addition, this approach narrows the range of goals of the public relations system. Therefore, with all the dislike for foreign terms that really litter the Russian language, the phrase "public relations" cannot be successfully used to designate this category. In favor of the use of the borrowed term "public relations" is indirectly evidenced by the fact that it is used without translation not only in English-speaking, but also in other economically developed countries.

Consider some of the most typical definitions of PR.

One of the world's most famous and authoritative public relations specialists, Sam Black, gave the classic definition of PR. It is "the art and science of achieving harmony through mutual understanding based on truth and full awareness."

The French PR specialist G. Leroy believes that PR is “a set of coordinated actions to influence public opinion, aimed at changing the attitudes and behavior of people in their favor.”

English marketing communications scholar Paul Smith briefly characterizes public relations as "... establishing and maintaining good relationships with various groups of the public."

The American author of public relations textbooks for journalists, M. Mencher, gives the following definition: “PR is a management function that evaluates public attitudes, coordinates the policies and actions of an individual or organization with public interests, and implements an action program to achieve public understanding and perception.”

To date, depending on the scope of implementation of public relations and the type of subject of communications, there are:

Commercial PR;

Political PR,

Social PR;

State PR.

It is obvious that commercial public relations is the sphere of activity of business structures, state structures are engaged in state PR, and political parties, associations and individual politicians are engaged in political. Below we will focus mainly on commercial public relations.

The term audience (public) in PR, according to American scientists W. Wells, S. Moriarty and J. Burnett, means “... all groups with which the organization interacts: employees, the media community, public groups, shareholders, etc. Sometimes the term stakeholders is used to refer to these groups, which more specifically refers to groups that have an interest (not necessarily financial) in the success of a company or organization.

Many and varied means and media are used to achieve the goals of public relations. They can be systematized as follows.

1. Communication with the media (press, television, radio). The main approaches in this direction are:

Organization of press conferences and briefings by the firm, where the problems of its activities are discussed.

Press kit (mediakit) is a package information materials provided to journalists at a particular event. The information in the press kit must be comprehensive and complete. The press kit must be designed to be useful to the journalist from the moment he receives it;

Production with the participation of the firm of television and radio reports; publication of articles about the company itself, its employees or its field of activity. Articles and reports are non-commercial, non-advertising in nature. Most often, the genre is popular science, essay, event, species, etc. In the course of contact, the audience either receives the information necessary, from the point of view of the company, or learns something about the company that characterizes it well, forming its positive image;

Organization of interviews with the company's managers and other employees of the company to the media;

Establishing friendly and, if possible, friendly relations with editors and other employees of the media (the formation of the so-called journalistic lobby). In the PR services of large organizations, responsible for press relations are appointed, who coordinate this work. The main requirements for these employees are:

1) high personal communication skills;

2) good knowledge of the specifics of the activities of their organization;

3) commitment and punctuality;

4) external compliance with the established image of the represented organization;

5) the presence of at least superficial connections in the journalistic environment;

6) having an idea of ​​the actual practice of the work of the media of interest to the organization;

7) desire and willingness to cooperate with media representatives [see. 50, p. 81-91; 65, p. 27; 64 and others].

Organization of press lunches (business breakfasts for the press);

Organization of press tours for media representatives.

2. Public relations by means of printing have acquired the following forms:

- publication of annual official reports on the activities of the firm. In many countries, the publication of data on the results of financial and economic activities for some types of enterprises (for example, joint-stock companies) is mandatory, which is enshrined in law. In domestic practice, widespread given form received in the activities of banks and insurance companies. In addition to the mandatory publication of the results financial activities in the media, many banks publish annual reports in the form of well-designed presentation brochures;

- publication of a branded propaganda brochure. Usually a prestigious prospectus reflects the history of the company, its most significant achievements. In some cases, he introduces the reader to the organizational structure of the company, its leaders. The design and printing performance of the prospectus, as a rule, is of the highest level. This prevents the addressee from getting rid of it quickly, as from "waste paper". Thus, the prospectus contributes to the formation of an atmosphere of openness and trust between the firm and its public. Mailing recipients are usually media editorial offices, government agencies, business partners, educational establishments etc.;

- publication of a company magazine(organization of other mass media). This is one of the most expensive means of propaganda, which is associated with the need to ensure a high level of publication both in terms of the design of the journal and the publications contained in it. Therefore, the very fact of publishing a company magazine speaks of the high potential of the company, of its great financial capabilities. So, almost all major European companies have intracorporate publications. In 2008, the costs of European companies for the release of their own publications approached € 5 billion, and the total one-time circulation of corporate publications (about 500 million copies) exceeded the total circulation of traditional print media.

3. Internal corporate media are no longer limited to the press. The development of technology is pushing businesses to use more and more new forms of media. One of the latest innovations adopted by multinational companies is Internet TV.

4. Participation of company representatives in the work of congresses and conferences of professional or public organizations. The firm itself can initiate the organization of a scientific symposium or seminar related to the problems of the field of activity in which the organization operates.

5. Public relations on the Internet. The possibilities of the Network allow using the following tools for PR purposes:

Development and placement on the Internet of your own website or web page of the communicator, where it can be placed short info about the organization, data on its management and structure, the main channels of communication are given for further reference. Sometimes sites opened by companies are dedicated to specific topics related to their activities. - distribution of press releases via e-mail;

Transfer of information materials through mailing lists (mail-list);

Participation in Internet conferences on issues of interest to the sender. For example, the Swedish automobile concern SAAB opened its teleconference to discuss the consumer characteristics of cars of this brand;

Publishing of own online newspapers (magazines), etc.

It should be noted that the public relations format is one of the most suitable for use on the Internet. The Web has unwritten but mandatory rules, a kind of user etiquette, which received the original definition Netiquette ("hybrid" of the English words "network" and "etiquette"). In accordance with it, it is not customary to send commercial messages by e-mail users who didn't ask for it. The distribution of advertising materials in newsgroups and conferences is discouraged, especially if the topic of the advertising message is far from the topic of the conference or group. Violators Netiquette face tangible retaliatory sanctions from the Network community. Learn more about the Internet as a tool PR can be read in .

6. Round tables are public discussions of a specific, as a rule, socially significant problem. Experts invited as participants in the discussion express their point of view on solving this problem. Those present at the round table have the opportunity to ask questions to the experts. If the topic of discussion is really relevant and arouses public interest, then the results of the discussion can become material for publication in the media. Representatives of the press, including electronic ones, may also be invited to the meeting. A positive characteristic of the round table as a PR tool is the possibility of positioning representatives of a particular organization (a particular person) as a competent expert.

7. Other means of public relations (eg open days, public speaking, photo exhibitions, etc.).

Depending on the type of the main target audience, all communication activities of the sponsoring firm can have three main directions.

1. Formation of marketing communications of the sponsoring company with target client markets.

2. Establishing a favorable broad public opinion (or work "for the general public").

3. Communications aimed at the firm's own staff. Naturally, this division is purely conditional without pronounced clear boundaries. Indeed, the formation of a positive image of the sponsor among the general public, one way or another, affects the target client market and has a positive effect on the motivation of their own employees.

The most promising and often subsidized areas of human activity in which sponsors invest are:

Sphere of culture and art;

Enterprise marketing involves not only studying the requirements of consumers for a product, adapting products to them, but also creating demand for a product, stimulating sales in order to increase sales, improve business efficiency. It is for the implementation of this goal that the communication policy of the enterprise, the policy of promoting goods on the market, is intended. It includes different kinds advertising, public relations, sales promotion, participation in exhibitions and fairs, personal selling.

Communication policy is a promising course of action for an enterprise aimed at interacting with all subjects of the marketing system through the use of a complex of communication tools. These actions ensure the stable generation of demand and the promotion of goods and services in the market in order to meet the needs of customers and make a profit.

Communication policy (communication policy) - rules, strategy and a comprehensive action plan for the implementation of effective interaction between business partners, organizing mass advertising (plan for conducting advertising ATL events), methods of stimulating sales (interaction with distribution, dealers, participation plan in exhibitions, fairs , mailing samples, etc.), public relations and the implementation of personal sales of goods.

Communication policy - a set of rules for the company's communicative behavior and communicative interaction of brands, products and companies with the market, which determines the set of marketing tools used to achieve a specific communicative goal.

The communication policy describes the company's course of action for the future, as well as a sound strategy for using a set of communication tools (communicative mix) and organizing interaction with all subjects of the marketing system, which ensures stable and effective activity in generating demand and promoting goods and services to the market in order to meet needs customers and profit.

The main task of the communication policy is a clear description of the methods, methods and rules of communication and the prevention of the use in practice of unreliable, incomplete and situational communications, the use of communication channels that do not correspond to the goals and objectives of the policy.

The structure of the communication policy includes two areas:

1) interpersonal communications, that is, communication and interaction;

2) non-personal communications, which are manipulation of the means and methods of communications.

Interpersonal communications include:

1) formation and training of personnel;

2) personnel management;

3) organization and motivation of sales;

4) work with real and potential consumers;

5) control of interaction and results.

Non-personal communications include:

3) public relations program;

4) sponsorship and sales program;

Together, these areas make up a comprehensive communications program.

Interpersonal communications are carried out between two or more persons who directly communicate with each other without using or using means of communication, such as telephone, Internet, etc. Non-personal communications are carried out in the absence of personal contact and feedback. In this case, means of mass influence are used, depending on the prevailing environment. These media include: print, radio, television, etc. .

For commercial enterprises There are usually two levels of communication:

1) the level of corporate communication, within which the communication policy of the enterprise is developed, the goals and tools for implementing communications are determined. The organization and management of the communication process at this level is assigned to the management of the enterprise;

2) the level of structural divisions of the enterprise, at which decisions are made on the use of communication tools. These include divisions of advertising, sales promotion, public relations, sponsorship, etc. The tasks of these divisions include the planning and implementation of appropriate communication tools. Responsible for the implementation of tasks at this level are the heads of the relevant departments. Communication is seen as the process of exchanging information between two or more people. However, the purpose of communications is not only communication with people, but also the persuasion of consumers, and control over the implementation of planned activities.

The importance of communication in business activities is determined by the following:

1) communication is a source and carrier of information;

2) communication participants receive information through communication with colleagues inside and outside their enterprises;

3) communication acts as a tool for standardization and high efficiency in the implementation of the developed marketing mix strategies.

The value of a communication policy for an enterprise, the object of which is marketing communications, is determined primarily by the following market features:

High saturation of the market, the demand for which is largely determined by the need to replace the consumed goods;

Problems with the creation of fundamentally new products;

High standards (mandatory requirements for the product), making it difficult to differentiate products through quality or price;

The need for economic growth of enterprises, which is in conflict with the desire for savings of the buyer.

The effectiveness of communication is characterized by how the transmitted information is understood in accordance with its original meaning. It contains a dual responsibility for both the transmission and understanding (perception) of the meaning of information (Figure 1.1).

A communicator is a source (sender), creator of messages. It can be either a person or an enterprise. A message is information, an idea, for the sake of which communication is carried out. The message is formed using symbols and can be written, visual or oral. A channel is a path for the physical transmission of a message; the means by which it is transmitted. Channels are divided into media channels (media) and interpersonal channels. Communicator (receiver, recipient) - the subject (object) to which the message is transmitted.

Figure 1.1 -- Marketing communications process

The results of communications are the changes that the received messages cause in the communicant. They can be of the following types:

1) changes in the knowledge of the recipient;

2) changes in recipient settings;

3) changes in the explicit behavior of the communicant.

Feedback - recognition of the product, evaluation of the benefits of the product, rejection of the product. Communication is becoming a competitive success factor. Along with product competition, enterprises are increasingly involved in communication competition, trying to win the attention of customers and the most important target market segments. Marketing communications, depending on the ultimate goal of influencing the communicant, can be classified into two types: communications about the development, creation, improvement of the product and its behavior on the market; communications regarding the promotion of goods depending on the stages of its life cycle. The purpose of the first type of communication is to create a product that will be in demand.

The purpose of the second type of communication is to convince potential buyers to purchase goods, to complete the first transaction; reminding consumers to make secondary or regular purchases. The promotion of goods is carried out using the mechanism of informing, influencing, persuading and stimulating buyers, involving them in the process of buying and selling. This mechanism is set in motion with the help of such tools as advertising, sales promotion, personal selling, public opinion formation (public relations).

Communication policy includes the following components:

Analysis and definition of target groups (target audience) for subsequent communications;

Preferred and effective means and methods of communication;

Description of information channels for each of the reasons for communication (promotion of a company, brand, individual product);

Description communication strategy;

Determination of the method of allocating funds for communications (fixed percentage method, method of establishing a percentage of the amount of profit, of sales of the past period or expected in the future), etc. .

The result of the company's communication policy is the developed and approved:

Communication strategy;

Marketing communications plan;

Marketing budget (marketing communications budget).

The communication strategy of the enterprise is the complex impact of the enterprise on the internal and external environment in order to create favorable conditions for stable profitable activity in the market.

The communication strategy of an enterprise is a two-way process: on the one hand, it is supposed to influence the target and other audiences, and on the other hand, receiving counter information about the reaction of these audiences to the impact carried out by the company. Both of these components are equally important; their unity gives grounds to talk about the communication strategy of the enterprise as a system. Communication marketing strategies of enterprises are developed both for the successful promotion of an existing product or service on the market, and for entering new markets or launching a new product or service. A well-built communication marketing strategy of an enterprise is a reliable, free from internal contradictions, well-functioning communication system.

The development of a communication strategy is carried out based on the current needs of the market, taking into account the preferences of the target audience, its mentality and other factors. The main goal of developing a communication strategy is to manage the interaction between the consumer and the brand, the formation of effective and predictable communication between the consumer and the brand, the improvement of the brand, according to the opinion of the consumer, the demands of the time and the market. In the process of developing a communication strategy, the tasks are analyzed, messages (message) are formed and the main elements are determined through which the effective transmission of messages to representatives of target audiences will take place.

Communication strategy -- step-by-step planning to achieve the goal with resource planning for each step of the strategy. In general, a communication strategy is the plan of any social interaction. In marketing, a communication strategy is a strategy for generating demand and stimulating sales. A communication strategy that is integral part marketing policy on communication with the market, is a program of action aimed at solving marketing problems by means of communication with representatives of target audiences.

Communication strategy is a program of communication of a company, brand (product, service) with the target audience. The starting point for the development of a communication strategy is a communication policy - the concept of positioning an enterprise, a brand.

Objectives of the communication strategy:

Conventional (ensuring the agreement of the target audience with positioning, offering commercial benefits, making a sale);

Conflict (elimination of disagreements between the brand, product and target audience);

Manipulative (capturing the semantic space of communication in order to impose on the participant of communication their communicative strategy and, accordingly, their vision of reality).

The main task of the communication strategy is to provide information support for the development strategy, brand, and business of the enterprise. The communication strategy is based on corporate and marketing strategies and is a set of the most effective tools for influencing target audiences and a specific program for using these tools. Communication marketing strategies are developed by enterprises to successfully market an existing product or service, to enter new markets or to launch a new product or service. A well-built communication marketing strategy of an enterprise is a reliable, free from internal contradictions, well-functioning system of communication with the market.

There are three components of a communication strategy:

Market strategy;

Creative strategy;

media strategy.

Market strategy is the basis on which any communication is built, it is based on a thorough analysis of the market (knowledge of potential consumers, competitors, product). This knowledge is the basis for developing concepts of brand positioning, differentiation and communication.

Creative strategy is the strategic formation of a brand image based on the model of brand perception by the target audience, as well as the development of brand elements. A creative strategy contains a key creative idea that will be attractive and close to the target audience, which will become the basis of consumer communication with the brand.

Media strategy - the choice of media for advertising and information messages, through which communication with the target audience will be carried out directly. A media strategy is a strategy for using the media, as well as a communication budget. The choice of advertising media is carried out for each media (channels, stations, publications, etc.), and the role of each media in the overall communication strategy is determined.

Thus, the communication policy is part of marketing strategy, which is a long-term plan for building and implementing the company's marketing communications to ensure the achievement of strategic marketing and higher corporate goals. Accordingly, the goal of developing a communication strategy is to streamline and synchronize the company's marketing communications in order to maximize the effectiveness of all communication activities in general in terms of achieving marketing goals.

Communication policy One of the four main elements of the marketing mix. Most often, it appears in the form of messages that are used by the company for analytical information, persuasion or reminder to consumers about products, services, samples, ideas. Its main goals are to stimulate and improve demand.

The process of forming a communication model is made up of: identifying the target audience; determining the desired appropriate response; choosing a method of addressing the audience; choice of means of information dissemination; selection of properties that characterize the source of appeal to the audience; collecting information that comes through feedback channels.

In recent years, along with the increasing role of marketing, the role of marketing communications has increased.

Enterprises of various activities, from small retailers to large commodity producers, as well as non-profit organizations (educational, medical, churches, museums, symphony orchestras, etc.) are constantly promoting their activities to consumers and customers, trying to achieve several goals:

• 1) inform prospective consumers about your product, services, terms of sale;
• 2) to convince the buyer to give preference to these particular goods and brands, to shop in certain stores, to attend these particular entertainment events, etc.
• 3) force the buyer to act - consumer behavior is directed to what the market offers at the moment, and not to postpone the purchase for the future.

The above is called promotion management or marketing communications.

Marketers rarely use the term promotion management, usually they prefer to use the term marketing communications. Let's look at their main differences. The above terms are closely related to the concept of "marketing mix".

The marketing mix is ​​associated with the following four elements of decision making:

1) product decisions; 2) pricing decisions; 3) decisions about distribution channels; 4) promotion decisions.

Compared to the above, marketing communications is a broader term that includes communications through any or all elements of the marketing mix. The communication process itself includes nine elements and is presented by F. Kotler in the following model:

Sender - the party that sends the message to the other party (client company).

Encoding - a set of characters transmitted by the sender.

Means of dissemination of information - communication channels through which the appeal is transmitted from the sender to the recipient.

Decryption is the process by which the recipient attaches meaning to the characters transmitted by the sender.

Recipient - the party receiving the appeal sent by the other party.

Response - a set of responses of the recipient that arose as a result of contact with the appeal.

Feedback - part of the response that the receiver brings to the attention of the sender.

Interference - unplanned interference or distortion of the environment, as a result of which the recipient receives a message different from that sent by the sender. This model includes the main factors of effective communication and defines the main stages of work on the creation of an effective communication system. Promotion management has in its arsenal a variety of means to achieve goals: advertising, publicity, sales promotion, advertising at the point of sale, the use of sports and entertainment events, personal sales.

Advertising is associated with the use of either the media - newspapers, magazines, radio, television and others (for example, billboards), or with a direct appeal to the buyer using mail.

Both types of advertising are paid for by a known sponsor-advertiser, but are considered impersonal because the sponsoring firm is addressing multiple recipients at the same time, perhaps millions, rather than talking to a single individual or small group.

Publicity - like advertising - is not a personal appeal to a mass audience, but, unlike advertising, the company does not pay for it. Publicity usually takes the form of a news report, or editorial comments in the press about a company's products or services. This information or commentary receives free newspaper space or airtime because the media members find the information timely or useful to their reading and television audiences. Gradually, marketers came to the conclusion that it is advisable to use a wider arsenal of public relations tools (public relations) than publicity. Therefore, public relations began to be considered the third element of the communication complex, and publicity was included in its composition. Sales promotion includes all types of marketing activities aimed at stimulating the actions of the buyer, in other words, capable of stimulating the immediate sale of the product. Compared to sales promotion, advertising and publicity are intended to fulfill other purposes, in this case, such as informing the consumer about a new brand and influencing the consumer's attitude towards it.

A significant role in the promotion of goods is played by personal sales, which have recently been increasingly used as an effective means of promotion and sales.

Personal selling is a face-to-face (personal) communication in which a salesperson attempts to persuade potential buyers to purchase a company's products or services. With the development of the Internet, the share of direct sales through it will increase. However, some complex legal, technical and ethical issues still need to be resolved.

The combination of the promotion elements just described is called the promotion complex. Promotion management is the coordination of various elements of the promotion complex, the definition of goals to be achieved through the application of these elements, the preparation of cost estimates sufficient to achieve these goals, the development of special programs (for example, advertising campaigns), evaluating performance and taking corrective action if the results are not consistent with the objectives. Thus, both marketing communications and promotion management contain the idea of ​​communication with consumers. However, while promotion management is limited to the communications identified in the list of marketing mix promotion elements, marketing communications is a general concept that includes all communications using all elements of the marketing mix. The trend towards the integration of marketing communications, i.e. The combination of advertising, public relations, sales promotion, direct selling, point-of-sale communications and event marketing with other elements of the marketing mix is ​​one of the most significant marketing developments of the 1990s.

The reason why so much attention is paid to marketing communications is that many organizations have traditionally resisted the integration of various communication elements. The unwillingness to change was largely due to the fear of managers that these changes would lead to budget cuts and a decrease in their authority and power. Corporate advertising agencies were reluctant to change for fear of expanding their functions beyond advertising. However, advertising agencies have expanded their functions by merging with companies or creating their own divisions specializing in sales promotion, direct marketing, etc.

In the past, companies often viewed communication elements as certain types activity, while the marketing philosophy at the moment considers that integration is absolutely necessary for success, as well put in the following quote from Spencer Plavukas: that from advertisement to advertisement, from article to article, from one program to another, you immediately know that the brand speaks with the same voice.”

When implementing a communication policy, the following means of influence are used:

• · Advertising- targeted informational influence of an indirect nature on the consumer to promote goods and services in the sales market.
• · Sales promotion - various means of short-term influence (coupons, premiums, competitions, etc.) are designed to stimulate consumer markets, the trade sector, and the firm's own sales staff.
• · Propaganda (publicity)- non-commercial stimulation of demand for a product, service, idea by disseminating important information about them in the press, on radio, and television.
• · Personal selling acts as part of a system for promoting goods and services, which makes it possible to describe their properties orally to a consumer or customer.

Advertising occupies a special place in the communication policy, since it solves the most important tasks regarding the formation and stimulation of demand: dissemination of knowledge about the company; receiving requests for more information regarding the promotional product; influence on the decision-making process regarding the purchase of goods; assistance to channel workers during their negotiations with clients; distribution of service announcements; formation of a positive attitude towards the company, etc.

Among the means of advertising - mail, press (newspapers, magazines, bulletins, directories), print advertising (brochures, catalogs, booklets, postcards, calendars), souvenirs, screen advertising (television, cinema, slides), outdoor advertising (cry, panels) , advertising on transport. When choosing advertising channels, experts pay attention primarily to coverage indicators, frequency, strength of influence, and cost of advertising.

Ministry of Science and Education of Ukraine

University of Economics and Management

Course work

Discipline: marketing

Marketing Communication Policy

Work completed

3rd year student

Teacher

Result "5"

Simferopol, 2008

Introduction

The word marketing comes, as we know, from the English Market (market) and implies any kind of human activity aimed at studying the market, meeting the needs and requirements of consumers, and everything connected with this. Practical activities marketing has a great impact on people, whether they are buyers, sellers or ordinary citizens. Marketing seeks to achieve the highest possible consumption of goods and services, through the satisfaction of customers, providing them with the widest possible choice. The economic meaning of marketing is to accelerate returns. production assets enterprises or organizations, increasing competitiveness in the market, the mobility of production. It is the competence of marketing that includes the timely creation of new products and their promotion in those markets where the maximum commercial effect can be achieved.

In the sales market, it has become more difficult to sell, easier to buy. The buyer is able to choose the seller to whom he is ready to give his money. He has a choice. Sellers are interested in the fact that the goods are bought from them, having made a purchase, come next time or recommend to others.

Producers and their intermediaries use marketing communications to promote a product, which is a specific combination of advertising, personal selling, sales promotion and public relations.

Sales promotion - one-time incentive measures that encourage the purchase of certain goods and services.

Public relations - building relationships between the company and various contact audiences by creating a favorable reputation for the company, a positive image, on the other hand, and eliminating or preventing unwanted rumors and gossip.

Personal selling is a type of promotion of goods and services, including their oral presentation to potential buyers for the purpose of sale.

Communication policy plays an increasingly significant role in the social processes of the modern communication society. This is due to the fact that the industrial society, although not yet completely replaced by communication, however, the latter has already, as it were, reflected on it. People continue to live with the material wealth that comes from industrial production, but the way we live, and indeed the very industrial production increasingly determined by the communication processes that take place in industrial enterprises, in bureaucratic structures, in business associations or trade unions, in parties and social movements. Indeed, effective customer communications have become key to the success of any organization.

The most important factor contributing to the strengthening of the role of marketing communications is the fact that a variety of elements are used against the backdrop of constantly changing social, economic and competitive forces.

Section I Communication Policy

1.1. The content and purpose of the communication policy in the marketing mix

In recent years, along with the increasing role of marketing, the role of marketing communications has increased.

Enterprises of various activities, from small retailers to large commodity producers, as well as non-profit organizations (educational, medical, churches, museums, symphony orchestras, etc.) are constantly promoting their activities to consumers and customers, trying to achieve several goals:

1) inform prospective consumers about your product, services, terms of sale;

2) to convince the buyer to give preference to these particular goods and brands, to shop in certain stores, to attend these particular entertainment events, etc.

3) force the buyer to act - consumer behavior is directed to what the market offers at the moment, and not to postpone the purchase for the future.

The above is called promotion management or marketing communications.

Marketers rarely use the term promotion management, usually they prefer to use the term marketing communications. Let's look at their main differences. The above terms are closely related to the concept of "marketing mix".

The marketing mix is ​​associated with the following four elements of decision making:

1) product decisions; 2) pricing decisions; 3) decisions about distribution channels; 4) promotion decisions.

Compared to the above, marketing communications is a broader term that includes communications through any or all elements of the marketing mix. The communication process itself includes nine elements and is presented by F. Kotler in the following model:

Sender - the party that sends the message to the other party (client company).

Encoding - a set of characters transmitted by the sender.

Means of dissemination of information - communication channels through which the appeal is transmitted from the sender to the recipient.

Decryption is the process by which the recipient attaches meaning to the characters transmitted by the sender.

Recipient - the party receiving the appeal sent by the other party.

Response - a set of responses of the recipient that arose as a result of contact with the appeal.

Feedback - part of the response that the receiver brings to the attention of the sender.

Interference - unplanned interference or distortion of the environment, as a result of which the recipient receives a message different from that sent by the sender. This model includes the main factors of effective communication and defines the main stages of work on the creation of an effective communication system. Promotion management has in its arsenal a variety of means to achieve goals: advertising, publicity, sales promotion, advertising at the point of sale, the use of sports and entertainment events, personal sales.

Advertising is associated with the use of either the media - newspapers, magazines, radio, television and others (for example, billboards), or with a direct appeal to the buyer using mail.

Both types of advertising are paid for by a well-known sponsor-advertiser, but are considered impersonal because the sponsoring firm is simultaneously addressing multiple recipients, perhaps millions, rather than talking to a single individual or small group.

Publicity - like advertising - is not a personal appeal to a mass audience, but, unlike advertising, the company does not pay for it. Publicity usually takes the form of a news report, or editorial comments in the press about a company's products or services. This information or commentary receives free newspaper space or airtime because the media members find the information timely or useful to their reading and television audiences. Gradually, marketers came to the conclusion that it is advisable to use a wider arsenal of public relations tools (public relations) than publicity. Therefore, public relations began to be considered the third element of the communication complex, and publicity was included in its composition. Sales promotion includes all types of marketing activities aimed at stimulating the action of the buyer, in other words, capable of stimulating the immediate sale of the product. Compared to sales promotion, advertising and publicity are intended to fulfill other purposes, in this case, such as informing the consumer about a new brand and influencing the consumer's attitude towards it.

A significant role in the promotion of goods is played by personal sales, which have recently been increasingly used as an effective means of promotion and sales.

Personal selling is a personal (face-to-face) communication in which a salesperson attempts to persuade potential buyers to purchase a company's products or services. With the development of the Internet, the share of direct sales through it will increase. However, some complex legal, technical and ethical issues still need to be resolved.

The combination of the promotion elements just described is called the promotion complex. Promotion management is the coordination of the various elements of the promotional mix, determining the goals to be achieved by applying these elements, making estimates of costs sufficient to achieve these goals, developing special programs (for example, advertising campaigns), evaluating work and taking corrective measures in case of if the results are not consistent with the goals. Thus, both marketing communications and promotion management contain the idea of ​​communication with consumers. However, while promotion management is limited to the communications identified in the list of elements of marketing mix promotion, marketing communications is a general concept that includes all communications using all elements of the marketing mix. The trend towards the integration of marketing communications, i.e. The combination of advertising, public relations, sales promotion, direct selling, point-of-sale communications and event marketing with other elements of the marketing mix is ​​one of the most significant marketing achievements of the 1990s.

The reason why so much attention is paid to marketing communications is that many organizations have traditionally resisted the integration of various communication elements. The unwillingness to change was largely due to the fear of managers that these changes would lead to budget cuts and a decrease in their authority and power. Corporate advertising agencies were reluctant to change for fear of expanding their functions beyond advertising. However, advertising agencies have expanded their functions by merging with companies or creating their own divisions specializing in sales promotion, direct marketing, etc.

In the past, companies often viewed the elements of communication as separate activities, while the marketing philosophy of the moment considers that integration is absolutely essential to success, as Spencer Plavukas well puts it in the following quote: "A successful marketer in today's environment, this is the one who coordinates the communication complex so tightly that from advertisement to advertisement, from article to article, from one program to another, you immediately know that the brand speaks with the same voice.

1.2. Stages of developing effective communications

The main stages of work on the creation of an effective communication system include the following factors effective communications:

Identification of the target audience;

Determining the degree of consumer readiness of the audience;

Determining the desired response of the target audience;

- drafting an appeal to the target audience;

formation of a complex of marketing communications of the company;

· development of the budget of a complex of marketing communications;

Implementation of a complex of marketing communications;

collection of information coming through feedback channels;

Adjustment of a complex of marketing communications.

If the company managed to transfer its target audience to the desired state of purchasing readiness for a certain time, then the communicator should start again to create a complex of marketing communications from item 2 of this model; and in the case of identifying another or a number of target audiences - with items 1-3. The basis for the formation of an effective complex of marketing communications is segmentation, which allows you to obtain the necessary information about the socio-economic and psychological characteristics of the company's target audiences.

The structure of the marketing communications mix is ​​also influenced by:

type of goods (consumer goods or industrial goods);

stage of the product life cycle;

Degree of purchasing readiness of a potential client;

Promotion strategy (push or attraction strategy);

Features of the complex of marketing communications of competitors;

the financial capacity of the firm.

Marketing communications are easier to understand if we consider the nature of their two constituent elements - communications and marketing.

Communication is a process, as a result of which an unambiguous perception of a communication message by the subjects sending and receiving it should be achieved.

Marketing is a set of activities by which business organizations or any other organizations exchange values ​​between themselves and their consumers.

Of course, the very definition of marketing is more general than marketing communications, but much of marketing is about communications. Taken together, marketing and communications represent the elements of the marketing mix put together, i.e. - Marketing communications.

Communication policy in marketing is an important element that allows you to determine the target audience, develop a strategy for promoting products in the markets, provide information to consumers in the form of advertising about the product, maintain relationships with regular customers and find new ones using PublicRelations. What in end result, with the correct use of communication policy, leads to maximum profit.

Section II. Components of a Communications Policy in Marketing

2.1. Advertising

According to the level of coverage of the territory (on a geographical basis), advertising is divided into:

foreign,

the nationwide

regional

local.

Advertising can be classified according to the means of communication. The most important of them are newspapers, magazines, radio, television, mail and street media such as signs and billboards. So there are newspaper ads, magazine ads, and so on. Advertising can be aimed both at promoting individual products (commodity advertising), and at promoting organizations and their ideas (healthy lifestyle, wildlife protection, etc.). Such advertising is called image, prestigious, sometimes corporate.

If advertising is aimed at making a profit from the sale of certain goods, then it is called commercial. If it is aimed at achieving non-commercial public goals, then it is called non-commercial. For example, advertisements may be placed to raise funds for charitable causes; to influence consumer behavior.

With a certain degree of conventionality, based on the means used to influence the target audience, the following types of advertising can be distinguished: informative, incentive, the latter can become comparative advertising, reminder advertising.

Informative advertising is used to inform consumers about products and their properties in order to create demand. It is purely business in nature and appeals more to the mind than to the feelings of a person. It contains the details of the organization advertising its product. Most often, this type of advertising is used when advertising products for industrial purposes.

Incentive advertising is used to create a selective demand for a product among a selected segment of consumers, by suggesting to consumers that the advertised product is the best within their means. Incentive advertising carries an emotional charge and affects the subconscious of a person. It usually presents the advertised product in a winning light, highlights its brand and gives an idea of ​​the "heavenly delight" that the consumer will experience by purchasing it. No addresses or phone numbers are given. Sometimes, when making a certain choice in the store, the buyer does not even realize that his choice was predetermined by the advertisement of this product, which he saw on television some time ago. Comparative advertising directly or indirectly compares a particular brand of product with other brands. It is easier to emphasize the merits of your new product compared to your previous products. It is much harder to compare with competitors' products. In this case, the advertisement usually emphasizes the merits of this type of product, without specifically specifying competing brands. (If a specific brand is indicated, its manufacturer may consider the comparison made to be biased and sue the “offender” in court).

Informative advertising is most likely to be used in the implementation and growth stages. Incentive - at the stage of market saturation, when competition intensifies. Reminder advertising is also used in the maturity stage, while comparative advertising is used in the growth and maturity stages. It is obvious that at the stage of recession the effectiveness of any advertising drops sharply.

One common misconception that comes up is that advertising creates a sale. Only in rare cases can one speak of this with relative certainty.

Advertising finds potential buyers and stimulates demand. It may even encourage people to ask for that particular product. Sellers can also find potential buyers and stimulate demand, they also sell the goods. But in reality, only the buyers create the sale.

The choice to "buy or not to buy" is made by the buyer, not by the manufacturers or sellers. The main thing for advertising is to bring a potential buyer to the place where the goods are sold. If he came there, then in order for him not to leave the store without a purchase, advertising must be supplemented by other methods of promoting the product, but first of all, the product itself must satisfy the consumer. Therefore, it is more correct to evaluate the effectiveness of advertising not in terms of sales, but in terms of the number of contacts (visits, phone calls, etc.) of potential buyers.

The purpose of advertising is to inform, convince and remind. This is the effect of advertising on sales. Advertising is only part of the whole, and budgeting advertising expenses, this must be remembered.

At the same time, direct action advertising is singled out, designed for a direct response, that is, for making a purchase or at least for asking for additional information. These types of messages include registration cards, direct action advertisements can be found in magazines and newspapers, and more recently received by fax or via the Internet. Such advertising is designed to establish maximum contacts with representatives of the target market.

Marketers must consider the structural and competitive conditions of the market environment. What is the level of sales in the industry? What is the market share of the most important competitors? What actions by competitors can make it difficult to achieve sales growth goals?

Advantages and disadvantages of the main means of advertising distribution.

Newspapers – flexibility, timeliness, large coverage of the local market, wide recognition and acceptance, high credibility. Short-term existence, low quality of reproduction, insignificant audience of “secondary” readers.

Television - a combination of image, sound and movement, sensual impact, high degree of attraction, breadth of coverage. High absolute cost, advertising overload, fleeting advertising contact, less audience selectivity.

Radio - audience selectivity, mass use, high geographical and demographic selectivity, affordable prices. Representation only by sound means, the degree of attracting attention is lower than that of television, the fleetingness of advertising contact.

Journals - high geographical and demographic selectivity, reliability, prestige, high quality reproduction, duration of existence, a significant number of "secondary" readers.

A long time gap between the purchase of a place and the appearance of advertising, the presence of a useless circulation, no guarantee that an ad will be placed in a preferred place.

Outdoor advertising – flexibility, high re-contact rate, low cost, low competition. Lack of audience selectivity, creative limitations. Several means of advertising distribution designed for one or different target audiences can be selected simultaneously. To do this, in order to maximize the coverage of the target audience, it is necessary to have information about the use of various sources of information by individual target audiences. The cost of advertising placement in different means of its distribution is taken into account.

Advertising is included in the group of one of the elements of the complex - marketing communications (or product promotion - promotion). Therefore, advertising should be considered not as a system in itself, but as part of a communicative subsystem in the overall marketing system. Various components of this system, objects and activities are interconnected, which brings them together and allows them to work synchronously.

Advertising cannot exist on its own. To effectively influence the buyer, advertising must use the experience of other branches of knowledge: marketing, psychology, journalism, linguistics, literature, public relations, etc. Especially in this series it is worth emphasizing PR. Since advertising and PR are components of a single communication policy. And if advertising is its tactics, then PR is a strategy.

2.2. Sales promotion

Promotion - to make your potential buyers aware of your business and the goods or services you offer. By offering certain types of goods or services, you thereby sell your business.

It is essential that buyers are well aware of you and your business.

In other words, you are interested in creating a good business reputation for your enterprise, in establishing good connections with the public (the so-called "public relations" - public relations).

If you have a "good business reputation"- You can be trusted. This means that your customers will contact you again and again. They will tell their friends and acquaintances about you, and the number of your customers will constantly increase.

Sales promotion is the use of a variety of incentives designed to hasten and/or enhance market response. These include:

Consumer incentives (sample distribution, coupons, money back offers, discounted packages, awards, competitions, credit cards, demos)

stimulating the sphere of trade (credits for the purchase, provision of goods free of charge, credits to dealers for the inclusion of goods in the nomenclature, joint advertising, issuance of premium pushers, holding trading competitions dealers)

stimulating one's own sales staff firms (awards, competitions, sales conferences)

Sales promotions can also be divided into those that promote and those that do not create "consumer privileges" for the advertiser.

Consumer privilege-building tools usually accompany the sales message with an offer of a bargain, as is the case with free samples, coupons with sales messages printed on them, and premiums directly related to the product.

Sales promotions that do not create consumer privileges include discounted packaging, consumer bonuses not directly related to the product, contests and sweepstakes, consumer refunds, and retailer discounts.

The use of consumer privilege-enhancing tools helps build brand awareness and understanding.

Any promotional operation must be appropriate for the current stage in the product's life cycle.

1. Release phase

At the time of release, the sale of goods is hindered by three main factors:

- The sales staff cannot immediately become a "follower" of the new product, so it becomes necessary to interest the trading organizations with the help of incentives and provide for special measures to convince the sales staff of the value of the new product.

- Traders are reluctant to take the risk associated with the sale of a new product. Numerous failures force the mediator to wait until the last moment before "approving" new product.

– The retail chain welcomes stimulating support during the "approval" period of the product. The consumer also shows restraint when buying a new product.

Promotion of the sale, encouraging him to try a new product, facilitates familiarization with it. Sales growth is facilitated by the use of special trial prices, sample offers, payment in installments, the provision of additional quantities of goods and more.

2. Development phase.

In a period of growth in sales, the use of incentives is of strategic importance. This is a special stage in the product life cycle. It becomes famous, and new buyers are found regularly. At this stage, preference is given to advertising, not sales promotion.

Nevertheless, in order to quickly and effectively respond to the actions of competitors, increase the number of outlets for the sale of goods, selectively influence the object, they use sales promotion.

3. Maturity phase.

When a product is well known and has regular customers, the manufacturer uses incentives to permanent basis. The effectiveness of advertising at this stage decreases.

To revive interest in the product, various occasions are used (holidays, the introduction of new packaging, and others).

4. Towards the end of the maturity phase, saturation occurs, and then a decline.

At this stage, all incentives are stopped so as not to prevent the withdrawal of goods from circulation.

The solution to the problems of sales promotion is achieved using a variety of different means. At the same time, the developer of the marketing plan takes into account the type of market, and specific tasks in the field of sales promotion, and the current market situation, and the profitability of each of the means used.

The choice of incentives depends on the goals set. All funds can be combined into three large groups:

price promotion (sale at reduced prices, preferential coupons that give the right to a discount)

Offers in kind (bonuses, product samples)

· active offer (contests of buyers, games, lotteries).

Let's take a closer look at each incentive:

Product samples, coupons, discounted packaging, bonuses and credit cards. These are the main means on which consumer promotion activities are built.

Sample distribution is the offering of goods to consumers free of charge or for testing. Samples can be delivered on a door-to-door basis, sent by mail, handed out in a store, attached to some other product, or played with in a promotional offer.

Sample distribution is the most effective way to introduce a new product.

To use the latter method of distribution of samples, it is necessary to provide additional items in the budget for:

Payment of tax for granting a place to a sample in a printed publication

Costs for gluing samples, postage.

Coupons are certificates that entitle the consumer to a specified savings on a purchase. specific product. Coupons can be sent by mail, attached to other products, included in advertisements. They can be effective in promoting the sale of an already mature brand.

But, as a rule, both manufacturers and retail chains resort to this type of incentive in the following cases:

At the time of launching a new product on the market, when it is necessary to encourage the consumer to try it out

At the time of re-release, the sale of which is stagnant and it is necessary to expand the circle of its buyers.

Reduced-price packages (also known as low-price deals) are offering the consumer a certain amount of savings over the regular price of the product. Information about them is placed on the label or on the packaging of the product.

A premium is a product offered at a fairly low price or for free as an incentive to buy another product. The premium "on packaging" accompanies the product, whether inside or outside the packaging. The packaging itself can also act as a premium if it is a reusable container.

Free postage is an item sent to consumers who provide proof of purchase of the item, such as a box lid.

A self-liquidating premium is an item sold at a price below normal retail to consumers who request it. Today, the manufacturer offers consumers a wide variety of premiums with the name of the company printed on them.

1. Test cards- This is a specific type of premium that consumers receive when making a purchase and which they can exchange for goods at special exchange offices.

2. Expositions and demonstrations of goods at points of sale - expositions and demonstrations of new goods are arranged.

3. Professional meetings and specialized exhibitions - industry associations annually hold congresses of their members, as a rule, accompanying these events with the organization of specialized exhibitions. At such an exhibition, products of firms that are suppliers to the industry are presented and demonstrated in action. Contests, lotteries, games - provide an opportunity for lucky or particularly diligent consumers, dealers or salespeople to win something - to win a cash prize, a holiday or a product.

4. Promotion of the trade sector - in order to secure cooperation from wholesalers and retailers, manufacturers use a number of specific techniques. A manufacturer can offer a credit for a purchase, that is, provide a discount on the price of each box of goods purchased in a certain period of time.

It is clear that sales promotion plays an important role within the promotion package as a whole. Its use requires a clear statement of objectives, the choice of suitable means, the development of programs of action, its preliminary testing, implementation and evaluation of the results achieved.

2.3. Public Relations (Public Relations, PR)

Now there are many definitions of the essence of the science of PR. One of the leading researchers, American Sam Black, defines PR as "the art and science of achieving harmony through mutual understanding based on truth and full awareness." A very rigid and American-style pragmatic definition of PR is given in the book "Communication Management": "PR is the activity of translating the pragmatic goals of an organization into a policy acceptable to society." In more detailed definitions, public relations is the science of communications, which aims to create an atmosphere of trust between an individual and a group, a group and society as a whole, and has an informational impact on public opinion.

Public relations is a management tool, its main strategy is to create trust, its audience has no defined boundaries and addresses. Of course, calls for confidential communication based on objective truthful information can be compared in reality with the ideas of universal equality and fraternity, but the increased control of society, the desire for stabilization and the desire to conform to social standards in their image still make these tasks not so hopeless.

The main tasks of the PR lie in the field of improving external and internal communications. External communications, which take up to 80% of the time, lie in the field of communications with the media - the media. This is a constant monitoring of all publications in various communication channels and a timely response to them in case of unwanted information, preparing their own materials for publication, participating in briefings and press conferences, speaking on behalf of the administration with an assessment and comments on various extreme situations. Formally, at the organizational level, external communications are provided by the press service (or press secretary), who must have fairly good informal connections, feel at home among professionals and, of course, be quite competent.

Internal communications are aimed at creating an atmosphere of mutual understanding and cooperation within the organization. One of the founders of the Japanese company "Sony" writes on this occasion that the most important task of the Japanese manager is to create an attitude towards the corporation as if it were a family. First of all, the tasks of the completeness and effectiveness of formal communications, their sufficiency to provide all employees with objective information are being solved. Much attention is also paid to the problems of informal communication, the spread of rumors and speculation, the study of opinions and assessments, the identification of persons who perform certain communicative roles in the organization - "watchmen", "opinion leaders", "connectors".

A very important and topical range of PR issues is focused around ensuring the image of the organization, personally its leaders and employees, as well as raising the image, stabilizing it and taking urgent measures in case of a decline.

The concept of "image" is used by modern psychologists and PR-men as an artificially constructed image, and the signs of the image can be at different hierarchical levels and manifest themselves differently in different situations, especially non-standard ones. Sometimes the image is considered only from the standpoint of perception by other people, and in this case, different aspects of the image can be distinguished depending on the characteristics of the recipients. Obtaining and interpreting image characteristics even led to the emergence of new profession"image maker" - a specialist in creating the desired image.

External characteristics and, accordingly, the first impression of a candidate are very important and often even determine all subsequent ones, especially in the context of short-term business contacts. Some image makers even believe that 55% of the impression of a person depends on how he looks, and only 7% - on how he speaks, and our memory for words dies before memory for visual impressions.

However, such a priority of the first impression largely depends on the level of development of the audience itself and the measure of its exactingness. We should not forget about temporary changes in the image and its constant dependence on circumstances. The image can be quite stable, but it can also decrease, and then all the efforts of the image makers will be directed to attempts to rehabilitate it. An image can also be developed for an organization, product, or service. In the same way, the search for external perceptual properties that meet social expectations is underway, representative norms are being developed for equipment, furniture, and office equipment.

A large place in the practice of PR services is occupied by issues of sponsorship and patronage, since the social significance of such actions largely contributes to the creation of a positive public opinion. Direction, systematicity, scale, social significance of actions form the image of the organization, include it in a wider social context, create an atmosphere of openness and social acceptability. Naturally, all actions are reflected in the press, sometimes even more than once, and this enhances the communicative effect.

In modern literature, public relations correlates with such communication disciplines as advertising, agitation and propaganda, journalism and publicity, politics and lobbying. Since all disciplines are based on communication, its structure and components, it would be wrong to separate them very far from each other. The main stages of communication, its links from source to recipient, pre-communicative and post-communicative effects, intercommunicative influences, translation of information into messages are included in the discussion almost everywhere, but with different goals and methods of analysis. The area of ​​public relations stands out as the area of ​​non-commercial external and internal relations aimed at creating a favorable public opinion. As mentioned earlier, the main strategy of public relations is the strategy of trust.

Advertising communications compared to promotions PR is a marketing tool. The basis of the effectiveness of advertising communications is the idea of ​​accelerating the movement of goods on the market. The main advertising strategy is the strategy of finding, satisfying and shaping the consumer's desire in the right direction. All types of advertising, with the exception of social advertising, have purely commercial purposes, and a favorable public opinion for advertising communications may remain desirable, but not prerequisite(as, for example, in the case of alcohol advertising campaigns).

Of course, in some respects, the ideas of PR and advertising are so close to each other that it is simply impossible to clearly separate them. For example, prestigious advertising contributes to the creation of a positive image of the company, product, and personally its employees. But at the same time, PR implicitly prepares consumers for a positive assessment of the product and its fastest acquisition. The prestigious function of advertising turns into the leading function - the product. On the other hand, the free-of-charge principle leading to PR actions is not always adhered to, and often presentations and receptions, which are typical for PR, require expenses no less than advertising. However, in their main directions, PR and advertising differ from each other in goals, strategies and methods of presentation, primarily in the media. PR is a system of measures to influence a very wide audience, in theory - the whole society as a whole. Advertising always works with narrow segments of the audience, has a clear targeted focus.

Agitation and propaganda as a means of influencing the audience are among the political ones. In totalitarian states, they are the levers of social control, providing uncontested domination on the economic and political fronts. In developed democracies, they acquire a plural character corresponding to the political and economic groupings behind them. Agitation and propaganda, in contrast to the events of the PR, are of a rigid purposeful nature. If PR strategies lead to the establishment of trust with a voluntary orientation towards the values ​​offered, then agitation and propaganda act as a system of coercive measures that allow people and entire social groups to be manipulated. When economic and administrative structures merge or, to put it mildly, they depend on each other, a very little studied, but nevertheless very important socio-political phenomenon of lobbying arises, which is a mechanism for influencing power structures in order to change the socio-economic panorama in favor of those or other enterprises, for example, changes in the tax system.

Experts identify two stages in lobbying. The first, which is quite normal for a democratic open society, comes down to informing authorities and clients about draft laws, regulations and regulatory documents. This is a natural communication monitoring, and it most of all fits into the practice of PR events. It is also called soft lobbying. At the second stage, there is a danger of using the same communication structures to create a more privileged position for any particular enterprise. The abuse of privileged relationships through good relationships creates corrupt capital, which is a form of mafia behavior. At the present stage, lobbying has stepped over the national framework and has become a means of achievement on an international scale. The closest connection between PR and journalism is, since external communications mostly fall on it. There are so many internally and externally identical things between journalism and public relations that they have come to be called twin brothers. A new term has appeared that is directly related to PR - publicity (English "publicity", "glasnost"), which means receiving favorable presentations on radio, television, in the press, which are not paid by sponsors. Publicity is any information or action by which an event or a person becomes known to the general public after being reported in the media. It should be noted that the media transmit not only objective, but also subjective information, since its content is already a subjective process of choice, comprehension, and emotional interpretation. The same content can be conveyed in different media ironically, with a touch of sympathy, with the pathos of a pioneer, friendly. Compare, for example, the same transport information about temporary traffic changes: an official notice or the heading "Everything is not on its way." In addition, the same completely identical message can cause different communication effects when it is transmitted through radio, newspaper, television channels.

Public relations is an equally important component of the communication policy. PR is the non-personal stimulation of demand for a product or service by placing commercially important news in periodicals or receiving favorable reviews on radio, television, or the stage that is not paid for by a particular sponsor. In other words, the formation of public opinion about the company and product.

2.4. Personal selling (direct marketing)

It is now of great importance to exchange information with carefully selected target consumers in order to obtain an immediate response. In contrast to the activities of sales representatives who communicate with the consumer in the process of personal contact, this is the most "direct" sales system. Personal selling is part of the promotion of goods and services, the presentation of goods to one or more potential customers, carried out in the process of direct communication and aimed at selling and establishing long-term relationships with these customers.

In fact, personal selling includes any personal contact between representatives of trading firms that contributes to one degree or another to an increase in the sale of goods. Representatives of firms include: sales agents, traveling salesmen, brokers, insurance agents. A sales agent is a person acting on behalf of a firm and performing one (or more) of the following functions: identifying potential customers; establishing communications, marketing; service organization; collection of information and distribution of resources.

At certain stages of the buying process, especially the stages of preference, conviction, and action, personal selling becomes the most effective tool. The personal selling technique has several unique features compared to advertising.

It involves personal contact between two or more people, during which the participants adapt to the needs and character of each other.

Personal selling also contributes to the emergence of a wide variety of relationships: from formal - seller - buyer - to friendly. For a professional seller, the interests of the buyer are the subject of personal involvement, from which long-term professional contacts grow.

Personal selling forces the buyer to somehow respond to the appeal, at least with a polite refusal.

Personal selling is the most expensive of the incentives. Therefore, it is necessary to carefully find out in which areas this type of promotion will give the greatest commercial effect. This is especially true for expensive and complex products that require more detailed information to consumers regarding technical parameters, features of operation and maintenance.

In personal selling, marketing communications are used, these are sales presentations, sales fairs and exhibitions, special stimulating events. Sales promotion includes point-of-sale advertising, premiums, discounts, coupons, special promotions, and demonstrations.

Stages of the personal selling process.

Search and evaluation of the buyer - the allocation of the total mass of buyers promising from the point of view of the sales agent potential customers. Companies give some guidance on the selection of potential buyers, sales agents must learn to find them on their own. The necessary information can be obtained from: suppliers, dealers, colleagues with whom there is no competition, various institutions, newspapers. You need to select based on their financial capabilities, business size, special needs and requests, location and possible growth prospects.

Preparing for a contract involves collecting information about the buyer and as much as possible about the organization (what he needs, who is involved in the procurement process, as well as personal qualities and style of closing the deal). The sales agent must establish for himself the purpose of the contact, decide on the best form of contact and consider the overall trading strategy for this transaction.

Contact - includes all the subtleties of etiquette and knowledge of psychology. You need to know how to meet and greet the buyer and lay the foundation for a good relationship later on. The salesperson's appearance, opening words, and subsequent comments have a huge impact on building relationships early in the sales process. After the established contact, find out the needs of the client, in order to interest the buyer and attract his attention, immediately proceed to the demonstration of samples of the products offered.

Presentation and Demonstration - During the presentation, the sales agent tells the buyer the "story" of the proposed product and demonstrates exactly how this product will earn or save money for him. Describe the features of the products offered, but always focus on the customer's benefit.

Sales presentations can be improved by displaying promotional products: booklets, slides, videos and product samples. If buyers see or hold the advertised product in their hands, they better remember its features and benefits. To tell or show how this product will make or save money, always focuses on the benefit of the customer.

Overcoming disagreements (objections).

Almost always during the presentation or the conclusion of the contract on the part of the consumer there are objections. To overcome disagreements, the salesperson must take a positive approach, look for hidden disagreements, use them as an opportunity to gain additional information and as additional reasons for making a purchase.

Conclusion of the deal - after all disagreements are resolved, the sales agent can begin to conclude the deal. Immediately try to sign a contract or proceed to discuss the details of the agreement, offer your assistance in placing an order, draw the attention of the buyer to what he may lose if the contract (agreement) is not concluded immediately. Salespeople need to know how to recognize signs that a buyer is ready to close a deal. This is evidenced by various actions on his part, comments or questions.

Transaction support is necessary when a sales agent tries to fully satisfy long-term cooperation with him. The sales agent must keep in contact with the consumer for the rest of the time: to control the delivery of the goods, to instruct the staff, to resolve any questions about the goods. For the buyer, this will serve as confirmation of the seller's genuine interest in him.

Most companies use agents and many of them play a key role in personal selling in the marketing mix. The high cost of personal selling encourages to improve the efficiency of sales management in every possible way. A market-oriented sales force works to meet customer needs and increase company profits. To achieve these goals, sellers require, in addition to the ability to trade, some skills marketing analysis and planning.

Chapter III. Application of marketing communication policy on the example of vodka "Absolut" by Vin & Sprit Company

The history of Swedish vodka goes back to the 15th century, when the Scandinavians first began to produce a product called "branvin", which translates as "fire wine". Decades passed before people discovered that vodka could also be useful from a recreational point of view. Shortly after this discovery, in the 17th century, distilled alcohol was called vodka.

The Åhus distillery in southern Sweden is the world's only producer of perfectly pure Absolut vodka. Here, alcohol is produced from the wheat of the southern regions of Sweden, artesian water is used. All other components for making vodka are experience and high modern technologies. In terms of experience, the Swedes have been making white vodka for at least 500 years. Once upon a time, pharmacists and monks received crude crude alcohol and used it in medicinal infusions, as a spice, an anesthetic, and in general, as they believed, a wonderful drug for all ailments.

Vodka "Absolute" owes its phenomenal success to only one fact - the existence of such a person as Lara Olsson Smith (Lars Olsson Smith).

A successful businessman at the age of ten and owner of a private enterprise at fourteen, Lare controlled a third of Sweden's vodka production before he even picked up a razor. By the middle of the XIX century. the name "King of Vodka" was firmly entrenched behind him. In 1879, the presentation of a new brand of vodka called "Absolut Rent Branvin" (Absolutely Pure Vodka) took place. This variety is different from all others. in a revolutionary way cleaning: the so-called rectification method, which is used to this day. Smith was an entrepreneur in every shade of the word and was unwilling to put up with Stockholm's monopoly of distilled spirits. By launching a new product on the market, Smith started a trade war against the capital. He abandoned the idea of ​​asking permission to sell vodka in Stockholm. Instead, the businessman opened a shop near his factory on the island of Reimersholme, outside the city limits. To ferry buyers to the island, he launched a free ferry - an amazing marketing ploy for that time! The shop was a huge success. The trade war intensified, sometimes even shots were heard. Smith responded by expanding into the southern part of the country, a region known for thousands of years for its vodka. At the end of the 1870s. more than half of Sweden's alcoholic beverages were produced in the Skane region, the southern part of the country. Once again, Lars Olsson Smith went for broke, taking control of several plants in the region, attacking existing distribution channels that sell lower quality products. He even managed to use unions to boycott retail outlets selling low-quality vodka. Around the end of the century, Smith began to export its drinks. This brought him tremendous success, making him one of the most the richest people country, and the fortune which he lost, then acquired again, only to lose again. Smith died in 1913 penniless, leaving behind only debts, angry letters from creditors and pending court cases.

But Smith's technical know-how did not die with him. In the 1970s a successful heir was found in Lars Lindmark, President of V&S Vin & Sprit AB (Swedish Wine and Spirits Corporation). Lindmark came up with the idea to modernize the old respected company.

Shortly before the 100th anniversary of Absolut Rent Branvin Lindmark decided to export the new vodka. With no professional skills or experience in advertising, packaging design or strategic positioning, he put together a marketing team with the goal of positioning Absolut Vodka in a completely new position.

His goal might seem crazy - exporting vodka not just anywhere, but to the United States. The country with the most saturated and competitive consumer market in the world. However, it is also the most profitable. .

The first batch of Absolut Vodka was released on April 17, 1979, and two months later Absolut went on sale in Boston.

In its first year on the American market, only 10,000 Absolut 9-litre cases were sold. After that, Vin & Sprit decided to change their communication policy. The initial concepts developed by the marketers tried to emphasize the Swedish roots of the new brand. According to one of them, they wanted to call the vodka "Vodka of Swedish blondes" with the image of the Vikings engaged in robbery on the label, and according to the other - "Vodka of the royal court" with the image of a decanter covered with frost. It was even suggested to wrap the bottle in paper. However, none of the ideas gave a proper idea of ​​the quality and origin of vodka. A niche was created on the market, which was intended to be filled by premium vodka. According to legend, advertiser Gunnar Broman saw an antique medical bottle in the window of a small shop in Stockholm's "Old Town" and was shocked by the purity of the style of this peculiar cultural sign of Sweden.

Several Scandinavian designers were commissioned to refine the bottle. According to the plan, there should not have been a label on the container that hides the crystal-clear components. After lengthy discussions and several prototypes, the team introduced colored lettering to decorate the surface of the bottle. Blue was chosen as the most visible and attractive color. This color is still in the Absolut logo. So, now the producers of Swedish vodka V&S Sprit AB had a product and packaging. It remains to come up with a name. The original product was called "Absolute Rent Branvin" (Absolutely Pure Vodka), but this name could not be registered in the US, as "absolute" is a general adjective that cannot legally be a trademark. Therefore, in order to avoid problems, the last letter "e" disappeared from the word "absolute". The author of the advertising concept is Geoff Hayes, art director of the advertising agency TBWA (New York), with whom an agreement was signed to promote "Absolute" in America. One evening Geoff Hayes stayed at home. He drew sketches and watched TV, trying to find pure and simple symbols. However, attempts one after another remained unsuccessful, although they were colored with subtle humor. The entire floor of his room was covered with a thick layer of ideas laid out on paper. From hopeless despair, Hayes looked up to the heavens ... and then it dawned on him. So the halo was chosen as a symbol. The next day he showed the sketch to Graham. Together they changed the slogan from "Absolute Purity" to "Absolute Perfection". Another option depicted a bottle with angel wings (Absolute Paradise). In 15 minutes, they had a dozen options on their desk with a simple slogan, compiled according to the formula: "Absolute-something-point." . Each sketch contained the name "Absolute", a bottle, or at least its outlines. TBWA has captured the soul of the product. It was this "soul" that made it possible to create a huge number of copies based on one concept. A special role was played by the photographer Bronstein, who applied a pictorial approach to photography - local illumination of a dark background. What gave the transparent bottle volume. In general, the bottle plays a huge role in each of the advertising images. It is both the physical and semantic center of the advertising message. Only a few "Absolute" creatives appeared without this strong symbol. This is the uniqueness of "Absolut" advertising. When the reader cannot comprehend the beauty of an advertising move at a high level, he is nevertheless always able to identify the main element of this advertisement. In fact, a bottle. The first campaign "Absolut Perfection" (Absolut Perfection) appeared in 1980. The success exceeded all expectations. The American public loved the original and fresh Absolut advertisement so much that sales of this drink began to grow at lightning speed. The phrase "Absolut Art" was first coined in 1985 when Andy Warhol, the godfather of pop art, suggested that the company "do something with the bottle." A portrait was painted. The famous bottle acted as a model. Soon she appeared on the poster, and the success that attracted the attention of the whole world was not long in coming. Absolut's introduction into the art world has begun. Authors from all over the world were involved in the Absolut advertisement, and the motto of this global art gallery, and along with the vodka itself, became: "Absolut" - the art of vodka and the vodka of art.

Alexander Kosolapov is a native Muscovite, a graduate of the sculptural faculty of the Moscow Higher School of Industrial Art. Stroganov. In 1975 he moved to New York, where he sought inspiration in two outwardly similar but unrelated stereotypes: in American and Soviet mass culture. In the work for the Swedish vodka, the red proletarian against the backdrop of the globe clutches the "Absolute" in his hands. The slogan is: "The path is open to man!". Rostislav Lebedev, for whom, in his own words, Sots Art "became fun game, a carnival of the absurd", the same "star" rays radiate from the bottle into the star. They were followed by other artists: Agtap, Robert Indiana, George Rodrigue, popular personalities. In 1987, Kenny Scharf (Keppu Scharf), a lover of comics and primitive cartoons , acted as the creator of another masterpiece. Two of his "absolute" paintings are inhabited by good-natured genies flying out of an open bottle, and tadpole ghosts striving for it. A completely new addition to the collection - Absolut Paik from the founder of video art, 70-year-old Korean Nam Jun Paik (Nam June Paik) Paik is a multifaceted personality, not only an innovator of video and performance art, but also an original composer, his contribution to the Absolut Gallery is a bottle of glowing tubes with TVs inside.

European masters presented the Absolut Originals campaign. The works of sixteen of the most fashionable European artists, photographers, architects and designers have been published in Time magazine. The "Absolut Americana" and "Absolut Southwest" campaigns involved American primitivists with folk roots. Absolut Heritage and Absolut Expressions have unleashed the creative imagination of African Americans. Sometimes the products of "absolute art" take on bizarre and hypertrophied forms.

For example, what can be said about the eleven-meter sculpture "Absolute" in the Swiss Alps? Or a field in eastern Kansas planted in the shape of a bottle? The seed size is 12 football fields, so the bottle is only visible from the air. There is a hotel built out of ice in the far north of Sweden. In his bar there is a five-meter ice sculpture of the bottle "Absolute". The success of this PR campaign is evidenced by the fact that the hotel and the bottle have already appeared together in a hundred television programs around the world. The most ambitious and attractive cultural project of "Absolute" in the United States was called "Absolut Statehood" (Absolut Statehood). The most popular work of the project was "Absolut Louisiana" (Absolut Louisiana) artist George Rodrigue (George Rodrigue). He depicted on the canvas his favorite character - a dog named Tiffany. Tiffany - In the advertisement for "Absolute" she is sitting on a mat in front of a vodka bottle with flowers embedded in it.

"Absolute Capitals" and "Absolute European Capitals" are the two most notable Absolut print campaigns of recent years. The "Absolute European Capitals" appeared on the inside cover of Newsweek magazine, one city per issue. In the "Absolute Capitals" campaign, well-known cities with a strong individual character are selected. For example, "Absolute Los Angeles" conveys the atmosphere of the city, although it does not show the cityscape itself. Instead, in the central place - a swimming pool, as you might guess, in the shape of an "Absolute" bottle. The spirit of the city can also be caught in the guitar ("Absolute Madrid"). These posters take the viewer to a specific place and allow them to imagine themselves sitting by the pool or listening to a flamenco guitarist in a bar, with a glass of vodka, of course. Now the company name corresponds to the brand name - The Absolut Company, Stockholm.

The primary reason for the success of the Absolute print ad is the method by which the ad greets the reader. In The Sign of the Swoosh, authors Robert Goldman and Steve Papson say that "advertising has learned to satisfy readers who delight in deciphering messages." Absolut's advertising fully satisfies this concept. The "Puzzles" that the company publishes are similar to educational games for children or their bored parents:

"Absolut Chicago", a campaign in which the letters on the bottle scatter in the wind. The popular name for Chicago is The Windy City.

"Absolut Geneva", which features gold-plated teeth and gears, invites us to remember that a) Geneva is the capital of Switzerland, b) Switzerland is known for the accuracy of its watches.

"Absolut Rosebud" is an advertisement that gives an unconventional take on a feature film that is familiar to many. The sled featured on the poster is an imitation of the sled worn by Charles Foster Cape as a child in the movie Citizen Cape. Anyone who has seen this picture, or at least is familiar with the script, will be able to identify the reference to "Citizen Kane".

"Absolut Primary" - advertising from 1996, the year of the penultimate re-election of the US president. Drops of a dark substance, which can be defined as a metaphor for dirt, cover the bottle of Absolut. The idea of ​​the message seems to be in the political idiom "sling mud", which often appears in electoral campaigns. During the last elections in 2000, these reports appeared again.

"Absolute Texas" (Absolut Texas). The creative subtly plays with the common American expression that "everything is much bigger in Texas." This is a humorous ad, but it suggests another reading. The reader might think that the Texans are a thirsty people. The size of the bottle is large compared to other absolute states, and it can be concluded that the inhabitants of this state need much more alcohol. To the reader unfamiliar with the Texas myth, the meaning of the advertisement seems to be twofold.

Campaign "Absolut Evidence" (Absolut Evidence). The advertising message consists of three elements: "Absolute", the word "Proof" and a fingerprint.

Absolut Houdini, named after the famous American magician Harry Houdini (who could disappear from closed rooms and appear where he was not expected), was advertised with a poster where there was no bottle, only a wet footprint on the table. The series of the late 80s "Absolute Glasnost" is known, when, on the wave of interest in Russia, a series was ordered from famous avant-garde artists.

A separate story is the relationship between Absolut and the world of fashion business. In 1987, fashion designer David Cameron commissioned the company to create the first Absolut clothing collection. Since then, Absolut has collaborated with hundreds of the most famous designers in the fashion world, a special place among which was the late Gianni Versace. Absolut's biggest creative project is associated with the Absolut Versace collection. Created in 1997 by order of the company, the Versace clothing collection was filmed famous photographer fashion by Herb Ritz in the interiors of the "Ice Hotel" - another object that serves to promote Absolut vodka. Built annually in the north of Sweden, 200 km beyond the Arctic Circle in the town of Jukkasjärvi, the Ice Hotel, which takes 5,000 tons of ice and 2,000 tons of snow to build, has become a catwalk for supermodels Kate Moss and Naomi Kempbel. The Herb Ritz shoot appeared as an eight-page insert in Vogue magazine, and the collection was presented at New York's world-famous Cotton Club. Hermetic void works on the idea of ​​stimulating consumer interest by creating the illusion that it is ourselves, consciously and freely attaching one or another meaning to an advertising poster. While in fact this poster probably already contains all the necessary attributes to form the desired perception. Brand "Absolute" ranks third in the world in terms of sales. And now vodka "Absolute" is in demand.

Absolut's marketing merits are reflected not only in sales results, but also bring moral satisfaction to their creators. Absolut is the only foreign brand inducted into the American Marketing Association Hall of Fame. In addition to Absolut, only two of the entire American variety of brands have been awarded this honor - Coca-Cola and Nike. Absolut's marketing merits are reflected not only in sales results, but also bring moral satisfaction to their creators.

"Absolute" is a good Swedish vodka. But paradoxically, it is by no means famous for its quality, but for its excellent advertising concept. Each new advertising campaign is a modern and advanced action. The action is close to absolute.

Conclusion

Expansion of the scale of competition, the desire of manufacturers and sellers to attract to the produced and sold goods potential consumers and the need to retain existing buyers and customers has greatly intensified the use of communication policy methods in business activities.

Marketing communication policy influences the behavior of the consumer, turning him from a potential into a real buyer.

There are methods in communication policy that are of a rigid type, in stimulating sales policy. This is effective when it comes to a short period of time, but is expensive for the manufacturer.

At present, these sales promotion operations are of a softer nature (games, buyer contests, etc.). They are more effective in creating a positive image of the product.

The combination of "hard" and "soft" methods of marketing communication policy encourages the buyer to make an immediate purchase, and if the stimulation meets the expectations of the buyer and is consistent with the specifics of the product, then it inspires the consumer with sympathy, interest and loyalty to a particular brand of goods.

The study of the main elements of the communication policy is aimed at identifying promising means of promoting goods from the manufacturer to the end consumer, creating the company's image, maintaining relations with existing clients and potential.

In conclusion, we can say a few words about the positive results of the communication policy as an intermediary organization in the market.

Society contributes to the development of intermediary activities, primarily because the level and quality of life, convenience and comfort of each member of society to a large extent depend on the level of development in the society of the intermediary sphere (organization of trade convenient for the buyer, advertising, delivery of goods to home, ordering goods by mail, telephone, etc.); the same applies to consumers of industrial goods.

The development of market relations in Ukraine, the strengthening of financial and industrial groups, the development of modern export production, obviously, over time will lead to the creation of optimal communication systems in domestic and foreign trade.

The commercial and intermediary network of organizations in order to increase the effectiveness of their activities widely use modern management and marketing principles, constantly introduce the latest forms and methods of wholesale trade, use the best world experience in this area, and actively develop services based on the latest principles of market interaction.

This leads to positive results: intermediary trade frees the manufacturer from the labor and risk of finding distribution channels, makes it easier for him to focus on the production process; accelerates the rate of turnover (circulation) of capital; the use of a communication policy leads to the saturation of commodity markets to the objectively required size and the functioning of direct commodity producers in accordance with the interests of end consumers.

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Effective customer communications have become key to the success of any organization. In the modern conditions of the functioning of the domestic economy, ensuring the competitiveness of an enterprise is possible only if there is an effective communication policy linked to the overall strategy of the enterprise, as well as to the main marketing tools, since the lack of a unified strategy leads to uncertainty in relations with resellers and buyers of the company's products.

Communication policy is a purposeful activity carried out in the interests of the company to inform the consumer about the company and its products.

Communication policy includes:

Promotion is any form of action used by a firm (organization) to inform, persuade, and remind people of its products, services, images, ideas, social activities, or impact on society. Prospectively developed types of promotion are currently personal sales, public opinion formation, advertising and various forms of sales promotion.

Personal selling is a type of promotion of goods and services, including their oral presentation to potential buyers for the purpose of sale.

Public opinion generation (PR) is the non-personal stimulation of demand for a product or service by placing commercially important news in periodicals or receiving favorable reviews on radio, television, or the stage that is not paid for by a particular sponsor.

Sales promotion is any form of product promotion that is not advertising, personal selling or public opinion formation. All of the above determines the relevance of this topic.

When creating products, an enterprise needs to establish a relationship with its target market, ensure communication with consumers, intermediaries and other market partners. When defining the system of marketing communications, it is necessary to point out the differences in terminology found in the economic literature.

So, for example, in Soviet economic literature, the abbreviation "FOSSTIS" was used for a long time to define the very concept of "system of marketing communications", which means the formation of demand and sales promotion.

In the scientific works of American economists, the term "promotion" appears. As an example, let's use the definition given by Kurtland Bowie: "promotion is a set of various methods of stimulation used by companies in interaction with target markets and the general public."

Well-known American marketers Evans J. and Berman B. define promotion as “any form of messages used by a company to inform, persuade or remind people about its products, services, images, ideas, social activities or impact on society” 1 .

The process of transferring information about the product to the target audience is called marketing communications. We note right away that no firm can act simultaneously in all markets and at the same time satisfy the needs of all consumers at once. On the contrary, an enterprise will prosper on the condition that its activities will be oriented to the market whose customers are more interested in its marketing program. These customers will be called the target audience - a group of people who receive marketing messages and have the opportunity to respond to them.

Managing a complex system of marketing communications is an integral part of the activity of a modern company: maintaining communications with intermediaries, consumers and various contact audiences. The former also maintain communications, in turn, with their consumers and various contact audiences. As the main method of communication, consumers use oral - rumors and rumors. At the same time, each group maintains communication feedback with the others.

Communication is a key factor in marketing, which determines the significance of research 2 .

Each of us is a customer who buys daily bread, milk, taxi services and so on. From the hundreds of available offers, we choose the right one according to criteria known only to us, some acquisitions, which make up about 10% of the bulk of goods and services, we make spontaneously. The main preference of the average buyer: the best manufacturer. This criterion is completely guided by the pre-established image of certain companies and the idea of ​​the superiority of the goods of this company over others similar. If such an opinion has formed spontaneously, it will not always be favorable for the company. Therefore, an enterprise should take care of its image in advance and create a certain opinion about the prestige of its products on its own by developing and competently implementing a policy for promoting goods and services, which is the communication policy of the company. It is formed through the use of such means of communication as:

Personal selling;

Sales promotion;

Public Relations.

All this, in turn, forms a complex of communications (an incentive complex). Its correct combination ensures effective promotion of goods, carried out due to the perception of messages by the subjects, their senders and receivers 3 .

The communicator, that is, the source of the message, is the enterprise that determines the goals of communication, develops the message and encodes it for transmission to recipients. For example, the information may be enclosed in a commercial broadcast on television. There are several commercials of similar content (as well as other messages), and they compete with each other. Competition creates certain interference in the receipt of messages by clients, which is called noise.

Having received the communicator's message, the consumer decodes it:

Familiarization with the message (awareness);

Interpretation and evaluation (understanding);

Saving in memory (storing) 4 .

Thanks to the decoding of the message, the consumer receives a complete perception of the actually described object, as a result of which he makes a decision. However, it does not always correspond to the goals set by the enterprise. One of the most commonly used approaches to evaluating the effectiveness of communications is to establish the degree of awareness, understanding and memorization of the transmitted messages 5 .

The formation of a communication complex and the implementation of a communication policy by an enterprise is a relatively young and promisingly developing direction of its activity. Enterprises currently face a number of problems related to the sale of their products, which in turn require a detailed analysis of the state of the consumer market and correct conclusions regarding successful interaction with consumers to sell their products. Ensuring the specified interaction is carried out by the enterprise within the framework of its communication policy. Thus, the communication policy of an enterprise is understood as a clearly defined set (complex) of measures, means and methods aimed at achieving targets for generating demand and stimulating the sale of manufactured products. This policy is enforced in a rich environment for a given period of time and with an upper-bound cost. It is a system of rules and methods used by an enterprise in its communication activities to achieve commercial goals 6 .

The main goals of the company's communication policy are the formation of demand for manufactured products and the promotion of its sales. The achievement of these goals in practice occurs through such techniques as informing, persuading, reminding (Fig. 1).

The purpose of the communication policy - the formation of demand for manufactured products includes: the formation of a favorable attitude towards the enterprise; formation of a favorable attitude towards the brand of the enterprise; maintaining good relations between the enterprise and the public; creation of a favorable atmosphere around the activities of the enterprise; promotion of positive experience and traditions of the enterprise; formation of new buying habits and needs; formation of conviction in the need to purchase the products of this enterprise; formation of preference for this brand; stimulating repeat purchases and maintaining constant sales.

Figure 1 - Scheme of the movement of the enterprise communication policy chains

The choice of one or another private goal depends on such factors as the specifics of the enterprise; characteristics of the target market; features of the products; recipients of communications; specific market conditions.

To achieve the above goals, the enterprise has to manage a complex system of communications.

Suppliers provide the enterprise with raw materials, materials, equipment and other resources. When contacting suppliers, the company mainly uses such a means of communication as advertising. Communications are carried out for the purpose of cooperation on a mutually beneficial basis.

Contact audiences include government bodies, the media, social groups, local residents and other groups that form public opinion. Communication is carried out mainly through image advertising, public relations, participation in exhibitions and fairs. As a response, the enterprise expects from the contact audience to promote its activities, form and maintain a favorable image of the enterprise.

Intermediaries include not only resellers, but also transport, financial, banking organizations, as well as advertising agencies, agencies marketing research etc. This addressee is also an intermediate link in the communication of the enterprise with its consumers, as well as with contact audiences. The main means of communication in this case are advertising, sales promotion activities and public relations. Communications are carried out in order to maintain a favorable image of the enterprise, as well as the implementation of mutually beneficial cooperation.

Consumers are one of the main recipients of the company's communication policy. To contact this enterprise, the most diverse means of communication are used, which are further considered in our study in more detail. The purpose of contacting with this addressee is to stimulate the sale of the company's products.

When carrying out this or that activity, it is important to clearly define the goal, which in the end must be achieved. Moreover, the more specifically the goal is formulated, the easier communication is carried out and the more obvious the result will be. Thus, an enterprise can set itself the following goals: to develop and maintain a favorable image of the company; maintain brand loyalty; familiarize the consumer with new products enterprises; increase sales of goods; increase traffic to company stores, etc.

Then it is necessary to allocate responsibility for the implementation of specific communication activities. Such distribution should be carried out by the marketing department for employees of the relevant functional units of its department. The worker to whom this or that operation will be entrusted must be responsible for all the steps taken by them from the beginning to the very end. In order to improve the effectiveness of events, work on their implementation, in our opinion, should be motivated. Another step necessary before conducting a communication event is to determine the budget for

The company faces a number of issues that need to be addressed related to the sale of manufactured products. Here the question of successful interaction between the producer and the consumer becomes. Analyzing the marketing mix, we distinguish four elements: personal selling, sales promotion, public relations and advertising. Now the majority of enterprises single out separate marketing divisions, which is a definite impetus in this area. For Agriculture the main type of advertising is specialized exhibitions and fairs, information guides and catalogs, brochures, leaflets, booklets, outdoor advertising, transport advertising and advertising at the points of sale. In terms of our research, personal selling is one of the priority areas communication policy of the agricultural sector.

When a manufacturer chooses one or another impact through a communication system, certain factors should be taken into account, the main of which, in our opinion, are the following:

Type of product and stage of its life cycle;

Type of consumer, his capabilities;

Possible reactions at certain stages and to the promotions offered.

Taking into account the above factors, we have developed a model of interaction between the producer and the consumer, which is a multi-stage process of contacting, depending on the situations and feedback from the consumer.

2.Communication policy management

Promotion management is the coordination of the various elements of the promotional mix, the determination of the objectives to be achieved by applying these elements, the preparation of cost estimates sufficient to achieve these objectives, the development of special programs (for example, advertising campaigns), the evaluation of work and the adoption of corrective measures in case of if the results are not consistent with the goals.

Thus, both marketing communications and promotion management contain the idea of ​​communication with consumers. However, while promotion management is limited to the communications identified in the list of marketing mix promotion elements, marketing communications is a general concept that includes all communications using all elements of the marketing mix.

The trend towards the integration of marketing communications, i.e. The combination of advertising, public relations, sales promotion, direct selling, point-of-sale communications and event marketing with other elements of the marketing mix is ​​one of the most significant marketing developments of the 1990s.

In the past, companies have often treated the elements of communication as separate activities, while the marketing philosophy of the moment considers integration to be absolutely essential to success. The reason why so much attention is paid to marketing communications is that many organizations have traditionally resisted the integration of various communication elements. The unwillingness to change was largely due to the fear of managers that these changes would lead to budget cuts and a decrease in their authority and power. Corporate advertising agencies were reluctant to change for fear of expanding their functions beyond advertising. However, advertising agencies have expanded their functions by merging with companies or creating their own divisions specializing in sales promotion, direct marketing, etc.

So, in order to accept the idea of ​​integrated marketing communications, it is necessary to realize that all elements of the marketing mix are communication tools and that they all must "speak with one voice." The following examples show how the various elements of the marketing mix that are not part of the promotion mix interact with customers.

The product, as such, interacts closely through size, shape, brand, package design, package color, and other factors. These product tips provide the shopper with an additional idea regarding the overall product offering.

Price is another important communication element. Price level can mean savings Money, or be an indicator of quality, luxury or prestige.

Exceptional communication value for customers retail. Shops, like people, have a personality. Two stores selling the same product have a different image in the eyes of customers. A clothing brand sold exclusively through high-end specialty stores will be associated with a higher image than if it were sold in discount stores.

It should be noted that the key factors of effective marketing communications are:

1.Goals of communication. The transmitter of the message must clearly know what audiences he wants to reach and what type of response he wants to receive.

2. Preparing a message. It is necessary to take into account the previous experience of users of the product and the peculiarities of the perception of messages by the target audience.

3. Channel planning. The transmitter must convey its message through channels that effectively communicate its messages to the target audience.

The transmitter should use feedback signals to evaluate the response of the target audience to the transmitted messages.

The listed conditions of effectiveness determine the set of decisions included in any marketing communication program.

The intensification of global competition and the increase in communication opportunities have also had a strong impact on marketing. Companies have changed their marketing programs, including promotions, as markets and competitors began to sweep the globe. Advertising tasks and expenses began to take into account the global scale; the media are selected globally and not limited to domestic markets; advertising messages appeal to consumers in various countries, and sellers are now scattered in various world markets.

Increasing interest in personal fitness and wellness has fueled the rapid growth of the health industry (including health clubs and aerobics centers), dietary changes (poultry and seafood over red meat) have led to an increase in the sale of products that promise consumers better health and fitness. especially weight loss. Consumers have changed their eating habits, recreational play, and their expectations of life and products. These important changes have served as a challenge and created the prerequisites for the practical implementation of a flexible and creative policy in the field of marketing and marketing communications 1 .

The communication policy of the enterprise is an important element that helps to determine the target audience, develop a strategy for promoting goods on the markets, provide information to consumers in the form of advertising about the product, maintain relationships with regular customers and find new ones. Which in the end, with the correct use of the communication policy, leads to maximum profit 7 .

Thanks to recent research, it can be said that effective marketing does not mean expensive. The replacement for spending prohibitively large amounts of money on abstract goals is the careful setting of priorities, the elaboration of organization and conduct marketing campaign, which includes informed choice communication channels and the formation of a budget in accordance with clearly defined goals, available resources and means of advertising. In addition, when forming a budget, it is necessary to remember about the costs of effective system information security to prevent information threats that lead to a violation of the confidentiality of information, as well as to its illegal replication 8 .

Advertising of goods and services is carried out with the help of advertising and marketing agencies and the media, whose services require appropriate payment for creating an appeal and agitating the buyer 9 .

Conclusion

In conclusion, we can say that the communication policy of an enterprise is the course of action of an enterprise, which is aimed at planning and implementing the interaction of a company with all subjects of the marketing system based on the use of a set of communication tools that ensure stable and effective formation of demand and promotion of the supply of goods and services to markets with in order to meet the needs of customers and make a profit.

The communication policy of the enterprise is an important element that helps to determine the target audience, develop a strategy for promoting goods on the markets, provide information to consumers in the form of advertising about the product, maintain relationships with regular customers and find new ones. Which in the end, with the correct use of the communication policy, leads to maximum profit.

List of used literature

Belousova S.N., Belousov A.G. Marketing. M. : Phoenix, 2013. S. 114.

Blyde J. Marketing communications / per. from English. V.N. Shagoyan. M. : Balance Club, 2013

Bronnikova T.S. Marketing. Theory, methodology, practice. M. : KnoRus, 2013.

Grigoriev M.N. Marketing. M. : Yurayt, 2013

Gukasyan N.V. Marketing for Entrepreneurs. Just about the complex. SPb. : BHV-Petersburg, 2013. P.155

Danchenok L.A. Marketing: textbook. for bachelors. M. : Yurayt, 2013. P.105

Kamalova T.A., Atueva E.B. Marketing communications and brand management, - Makhachkala, DSTU, 2013

Kotler. F. Marketing Basics: short course: Philip Kotler. - Moscow and others: Villiams, 2012.

Maslova T. D. Marketing. - 3rd ed., add. - St. Petersburg. and others : Peter, 2013

Mikhaleva E.P. Marketing M. : Yurayt, 2011

Nikitina N.V., Balanovskaya A.V., Volkodaeva A.V. Types of threats to the information security system of an enterprise // Bulletin of the Samara State University of Economics. -2015.- No. 8 (130).

Romanenko O.N. Marketing: theory and practice. Textbook for bachelors M., 2013

Tikhomirov V.A. Marketing at the enterprise // Marketing.- 2012.- № 7 P. 55

Umavov Yu.D., Kamalova T.A. Marketing: textbook for students of economic specialties. - Makhachkala: Lotus Publishing House, 2014

Fedko S.A. Fundamentals of Marketing: textbook / S.A. Fedko. — M.: DANA, 2013

www.marketing.spb.ru

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1 Kotler. F. Fundamentals of Marketing: A Short Course: Philip Kotler. - Moscow and others: Villiams, 2014. - S. 188

2 Belousova S.N., Belousov A.G. Marketing. M. : Phoenix, 2013. S. 114.

3 GrigorievM.N. Marketing. M. : Yurayt, 2013p.202

4 Blyde J. Marketing communications / per. from English. V.N. Shagoyan. M. : Balance Club, 2013. P.144

5 Danchenok L.A. Marketing: textbook. for bachelors. M. : Yurayt, 2013. P.105

1 1 Mikhaleva E.P. Marketing M. : Yurayt, 2014 P.105

7 Gukasyan N.V. Marketing for Entrepreneurs. Just about the complex. SPb. : BHV-Petersburg, 2013. P.155

8 Nikitina N.V., Balanovskaya A.V., Volkodaeva A.V. Types of threats to the information security system of an enterprise // Bulletin of the Samara State University of Economics. 2015. No. 8 (130). pp. 48-56.

9 Bronnikova T.S. Marketing. Theory, methodology, practice. M. : KnoRus, 2013. P.102