The goal of any seller– capture the attention of a potential buyer, and therefore emerge victorious from the competition.

Convincing the buyer that purchasing a particular product is profitable and expedient is carried out using various methods: advertising messages, providing benefits, distributing souvenirs, etc. All these means are called communication policy and are known in the specialized literature as means FOSSTISE– generating demand and stimulating sales.

Marketers, referring to FOSSTIS events, say: “If you can do without an intermediary, great. It’s just a pity that in the modern international market you can’t do without it...”

Enterprise marketing communication– a comprehensive impact on the internal and external environment in order to create favorable conditions for stable, profitable activity of the enterprise in the market.

A set of communication tools is inextricably linked with the marketing activities of an enterprise and largely ensures its effectiveness. It is a two-way process:

Impact on the target audience;

Obtaining information about the reaction of the target audience.

The main task of a set of communication tools is to promote a product to the market.

Promotion– creating and maintaining constant connections between the enterprise and the market in order to enhance the sale of goods and form a positive image (image) of the enterprise in the market.

Promotion is based on the communication between the enterprise and the market. Promotion is aimed at ensuring awareness of potential consumers about the benefits and advantages they receive when purchasing a product, taking into account all elements of the marketing mix (price, terms of sale, discounts, etc.).

The main means of influence in the complex of marketing communications are given in Table. 5.1.

Table 5.1

The main means of influence in the complex of marketing communications

The relative importance of those presented in table. 5.1 means of influence in the complex of marketing communications depends on the type of product (Table 5.2).

Table 5.2

Relative importance of the components of the marketing communications mix (in descending order of importance)

The communication process is described using a model that includes the following elements:

Source of information (sender) - usually the enterprise itself plays its role;

Information – information about the product, price, terms of sale that the company wishes to convey to consumers;

Coding - indicating methods for special transformation of information for its better memorization by consumers (through symbols, sounds, texts, pictures, etc.);

Communication channels – indication of the media used;

Addressee (recipient) – the market segment chosen by the enterprise for work;

Decoding is the response of consumers to the information received.

Communication decisions are related to establishing personal or impersonal contacts with potential consumers of the enterprise’s goods (Table 5.3).

To carry out FOSSTIS activities on the foreign market, the structure of the enterprise provides for a special service (department), operating independently or involving third-party Russian and foreign organizations, as well as foreign intermediaries of the enterprise abroad.

The task of the FOSSTIS service– bringing information about the product and its consumer properties to managers.

Table 5.3

Characteristics of types of contact with customers

When implementing FOSSTIS activities, the following rules must be observed.

1. Know your product in every detail.

2. Know your competitors.

3. Know your customers.

4. Make unique offers, i.e. offer something that competitors do not offer.

5. Talking about your products and your company is exciting...

6. ...and the people you need.

Each buyer is faced with the need to choose among a variety of products the one that best suits his needs. before purchasing the goods. FOS activities provide information for making such a decision.

Participation in exhibitions and fairs;

Free transfer of samples for temporary use or testing;

Publication of non-commercial articles in industry or other journals, etc.

Purpose of FOS activities– overcoming the “barrier of distrust” of the buyer to an unfamiliar product, especially if it is offered by an unfamiliar company, and the subsequent formation of a positive image of the product. When a buyer goes from being ignorant to becoming knowledgeable and then acting and purchasing a product, a product image emerges.

The objectives of FOS activities are presented in Fig. 5.1.

Rice. 5.1. Objectives of FOS events

Of the listed tasks of FOS activities, the main one is the task of introducing a product of market novelty to the market. The effect of this derivation is significant: firms that rely on the development and sale of pioneering (satisfying a new need) and improved (with a new degree of satisfaction of known needs) products achieve significant growth in sales and profits.

To solve the main task of FOS events, various private actions are carried out (Fig. 5.2).

Rice. 5.2. Private shares used by FOS when introducing a new product to the market

Depending on the type of product, FOS activities have specific features (Table 5.4).

FOS activities are distributed through various channels (Fig. 5.3).

In order to rationally select a channel for disseminating information, the FOS carries out special work called analysis of mass communications. The purpose of the analysis is to find a channel that best meets the following requirements:

Availability – the ability to use the channel where and when it is needed from a marketing point of view;

Controllability – the ability to actively influence the timing of advertising release, regions of distribution, etc.;

Cost-effectiveness – minimum costs for one advertising contact with a potential buyer and minimum total costs;

Simplicity - a minimum of effort and money spent on preparing an advertising message.

Table 5.4

Comparative analysis of FOS activities depending on the type of product

Rice. 5.3. Channels for implementing FOS activities

When planning and monitoring FOS activities, the following rule must be observed: A businessman who stops advertising and other communications with a buyer makes a grave mistake. Sales of goods drop sharply, the company loses its gained market share; It is extremely difficult to return to previous positions, since in the buyer’s mind the place of the enterprise is occupied by a competitor.

The ability to persuade - the seller can repeatedly repeat his offer, the buyer can compare the offers of competitors. Consistent, competent advertising creates a positive attitude towards the seller;

Impersonality - the target audience does not feel the need to immediately respond to the proposal received in the absence of dialogue;

Depending on the stage of the marketing process, advertising performs various functions (Table 5.5).

1) “knowledge - emotions - actions” - consumers react to advertising when comparing it with their knowledge about the benefits of the product (classical approach);

2) “actions - emotions - knowledge” - the consumer makes his choice among products that differ slightly from each other, and then evaluates the results of his purchase, obtaining final knowledge about the product;

3) “emotions - actions - knowledge” - buyers have superficial knowledge about the product and when purchasing it are based on emotions.

Report the existence or appearance of a new product or brand;

Create a brand image;

Cause buyer predisposition to the brand;

Provide information about the benefits of the product (trademark);

Change the idea of ​​a product;

To achieve recognition of the product by potential buyers;

Create a favorable image of the enterprise;

Psychologically prepare the buyer for purchasing the product.

news strategy is based on information highlighting the advantages of the advertised product. The strategy is used by the leading enterprise when it introduces a new product to the market to create primary demand;

logic strategy is based on increasing knowledge about the product, creating and maintaining brand awareness. The strategy is used by enterprises to maintain demand for branded products;

image strategy is based on consolidating the consumer’s positive attitude towards the brand. The strategy is used by enterprises to enhance the positive image of both the product and the enterprise.

What to say (formulate a sentence containing specific information about the product);

How to say (formulate a memorable, interesting proposal that can convince the consumer of the superiority of the advertised product;

In what form to say it (choose a layout, photograph, text, sound design, etc.).

Selecting message channels provides possible use:

Electronic media (television, radio, video, etc.);

Printed publications (newspapers, magazines, etc.);

When choosing a communication channel, it is necessary to take into account a number of indicators (Fig. 5.5).

Rice. 5.5. Indicators taken into account when choosing a message channel

When choosing a message channel, you must take into account the criteria presented in Figure 5.6.

Based on the data shown in Fig. 5.5 and 5.6, it can be stated that it is necessary to find an information channel that offers the lowest advertising prices; provides an optimal combination of coverage and frequency of advertising exposure and a minimum time gap between the preparation and delivery of an advertising message.

1) trading efficiency:

– increasing sales volumes of goods before and after the advertising campaign;

– the effectiveness of work in the market during advertising and without an advertising campaign;

2) communicative effectiveness, assessed using two methods:

– pre-testing (trial testing): the task is to evaluate the reaction of consumers to alternative advertising messages for the subsequent selection of the most communicative ones. In this case, direct assessment, a portfolio test (an interview after an organized display to assess the memorization of advertising messages), a laboratory test (determining attention and emotions in relation to advertising using special instruments) are used; – post-testing: the effect of advertising after its launch is determined. In this case, various tests are used.

Table 5.6

Tests that can be used to evaluate the effectiveness of advertising include:

Memory tests - allow you to determine the extent to which consumers who know a particular advertisement can independently tell its content;

Recognition tests – allow you to determine the number of consumers who recognize an advertisement when it is used again;

Perception tests - allow you to determine the degree of impact of advertising on the consumer. Projective tests (word associations, phrase completion, image reproduction) are especially widely used.

There is no best advertising medium today. The advantages and disadvantages of the main means of advertising are presented in table. 5.7.

Table 5.7

Comparative analysis of the main means of advertising

Table 5.8

In marketing practice they use various types of advertising:

commercial advertising– advertising serving the sphere of market activity, promoting the consumer properties of goods. Its main difference is the change in the behavior of the addressee. The latter, from being passive and indifferent to a given product, must turn into an active, active one, giving his money to the seller;

informative advertising– informing consumers about products to create demand. It is purely business in nature and appeals to reason. The details of the enterprise are provided. It is used mainly for advertising goods for industrial and technical purposes at the stages of implementation and growth;

incentive advertising– creation of selective demand for a product among a selected segment of consumers. Is of an emotional nature. No addresses or telephone numbers are provided. Used at the stage of market saturation when competition is intensifying;

The main element that attracts attention is the title. It performs six functions:

1) attracts attention;

2) defines its reader (for this, an appeal to a specific audience is used - women, children, etc.);

3) prepares the reader to perceive the main part of the text;

5) promises benefits from the purchase;

6) reflects new properties of the product that should interest the consumer.

1. Items of expenses covered from the budget of the enterprise’s advertising department:

– administrative expenses: wages for advertising department employees; remuneration of enterprise employees involved in advertising; commissions paid to an advertising agency; transportation costs for department employees; wages of salespeople performing tasks in the enterprise’s advertising department;

– operating expenses: payment for the printing house (cost of paper, etc.); payment for the cost of television and radio operation; payment of packaging design costs; payment of transportation costs for moving advertising.

2. Expense items included or excluded from the budget at the discretion of the enterprise:

– organizing and conducting sales;

– production of packaging;

– development of price lists;

– payment for telephone conversations with sellers of advertised products;

– price discounts;

– participation in trade organizations;

– preparation of analytical reports, etc.

3. Expense items that are usually financed under the “General expenses” item:

- participation in exhibitions;

– depreciation of the equipment used;

– payment for telephone calls;

Personal selling– personal contacts of the enterprise’s sales staff with customers, oral presentation of the product during a conversation with one or more potential buyers for the purpose of further selling the product or concluding a trade agreement.

Ways to carry out personal selling:

Business meeting;

Traveling salesman cycles;

Product demonstration;

Conducting consultations, etc.

Decision-making on personal sales is carried out in accordance with the algorithm presented in Fig. 5.7.

Determination of areas of activity and number of sales personnel carried out using indicators:

Number of customer visits by one sales representative;

Expected sales.

Organization of sales personnel management involves the creation of organizational structures discussed in topic 1 (1.6).

Sales planning carried out taking into account the determination of quotas for the sale of goods per sales representative.

Rice. 5.7. Algorithm for making decisions on personal selling

Visiting schedules and routes are developed by the sales representative. The most common method of organizing its work is traveling salesman cycles– the time periods required to visit all clients at least once. When developing schedules, it is necessary to comply with such conditions as saving time and money.

The duration of a typical traveling salesman cycle is on average 4 – 6 weeks. Its actual duration depends on the type of product (durable or perishable), the profile of the trading enterprise, etc.

Personal selling technologies: are constantly being improved. In recent years, the following have received particular development:

Business meeting. The algorithm for their implementation is presented in Fig. 5.8;

Sales presentations – putting forward arguments in favor of a product along the chain “attention – interest – desire – action”);

Telemarketing is the constant maintenance of communication between the sales staff of an enterprise and potential consumers using a telephone and an interactive computer program connected to a database. Characterized by low costs, a high level of control over sales, the possibility of additional research in order to activate buyers;

Multi-level marketing (network marketing) is a system of independent sellers working in large areas of the market in a personal sales network. Sales personnel are used to promote goods on a commission basis.

Fig.5.8. Algorithm for conducting business negotiations

At sales staff training Considerable attention is paid to such issues as:

History of the development of the enterprise, its specifics;

Features of the company’s products and competing products;

Properties of consumers and markets;

Issues of organizing and using various types of modern sales technologies.

The personal qualities of employees develop (energy, communication skills, self-confidence, etc.).

Personal sales budget(Bpp) is estimated by the number of sales representatives needed by an enterprise to solve the problem of promoting a product to the market. Calculated using the formula:

Bpp = (KLpot H) / Ksr,

where KLpot is the number of potential customers;

H – frequency of customer visits;

Ksr – the average number of visits for one representative.

Sales promotion involves activities aimed at expanding the sale of goods that are not considered new. Both buyers and consumers have already formed some opinion about such a product thanks to either FOS activities or their own experience of use (consumption).

SSIS task– encourage repeat purchases, as well as distribute the product among new groups of customers.

The implementation of STI activities is considered particularly appropriate when:

There are many competing products on the market with approximately equal consumer properties (buyers do not have serious reasons for preferring one brand or another);

To protect the enterprise’s position in the market, it is necessary to expand sales when the product enters the saturation stage;

Sales are carried out through a wide retail network, often not under the manufacturer’s brand name, but under the seller’s brand name.

STIs activities are carried out in relation to buyers and resellers (Table 5.9).

An effective means of STIs is to provide various types of discounts (Table 5.10).

One of the effective methods of sales promotion is the development of corporate identity and product packaging.

Form style- this is a series of interrelated techniques that ensure the unity of all products of the enterprise, contrasting them with the products of a competitor and allowing companies to compare with each other. It includes:

Trademark, trademark, which are registered in accordance with the established procedure;

Logo – a specially designed, original image of the full or abbreviated name of an enterprise or a group of goods produced by it;

Corporate block - a sign and logo combined into a composition, various explanatory inscriptions (address, telephone), a corporate slogan reflecting the commercial and technical policy of the enterprise;

Corporate color;

Branded constants (format, illustrations).

The main purpose of using a corporate identity is to ensure the popularity of the enterprise among the general population.

Table 5.9

Comparative characteristics of STIS activities in relation to buyers and resellers

Decision-making on sales promotion is carried out according to the algorithm presented in Fig. 5.9.

Target group selection is associated with solving the problem of increasing sales of goods during periods of seasonal sales, introducing new products to the market, etc.

Sales promotion tools in relation to buyers and resellers are indicated in table. 5.9.

Table 5.10

Types of discounts provided by the manufacturer to customers

Duration of events sales promotion is determined by the nature of purchases of a given product (constant, impulse). As a rule, an appropriate schedule is drawn up, about which buyers are notified.

Stimulus Budget includes the following costs:

To prepare the incentive plan;

For the implementation of planned events (discounts, prizes, etc.);

For information support for events (advertising, posters, etc.).

Control of incentive measures sales in order to identify their effectiveness is carried out before and after the relevant events and is carried out in the form of testing.

Experts believe that one of the promising areas for sales promotion is the development relationship marketing. Its task is to establish long-term connections between the enterprise and consumers, potential clients, intermediaries and suppliers. Attention is paid to:

Establishing mutual reliability and stability of formal (business) relationships;

Implementation of direct contacts, development of partnerships, etc. in the sphere of informal relationships.

Rice. 5.9. Decision-making algorithm for sales promotion

A special benefit for the buyer is provided by such a FOSSTIS event as "public relations" those. formation of favorable public opinion. S. Black, a specialist in the field of decision-making in public relations, is famous for saying that “public relations is the art and science of achieving harmony through mutual understanding based on complete information.”

“Public relations” is conducted primarily on a non-commercial basis, fulfilling the role of overcoming the “barrier of mistrust” towards a product and an enterprise, which arises not in connection with the consumer properties of the product, but due to the existence of stereotypes in people’s minds.

The formation of a stereotype is based on the collective special experience of people and is often associated with their national characteristics and social status. A stereotype is the image of a country and its inhabitants, formed under the influence of newspapers, television, and radio broadcasting. If such an image is negative, then a wary attitude towards goods from this country unconsciously arises. The task of “public relations” in this case is to overcome such a stereotype, at least in relation to the proposed export goods.

When organizing public relations, the following goals must be achieved:

Establishing mutual understanding and trust between the enterprise and the public;

Creating a positive image of the enterprise;

Maintaining the reputation of the enterprise;

Forming in employees a sense of responsibility and interest in the affairs of the enterprise;

Expanding the sphere of influence of an enterprise using advertising media.

"Public Relations"– the art of creating a favorable climate not only in the “seller-buyer” relationship, but also in the attitude of the general public towards the seller at different levels (up to the government level).

For these purposes, the image of the enterprise is formed. The image is created with the help of advertising, the main task of which is to show that people’s problems can be solved only with the help of the products of this enterprise.

TO Public relations activities include:

Press conferences with the invitation of television and radio correspondents;

Non-commercial articles, television and cinema films, radio broadcasts;

Various anniversary events;

Various social and charitable activities in favor of the country with which trade is conducted;

Sponsorship in the fields of book publishing, technology, economics, art, financing of research work, sports competitions, etc.;

Annual reports on the activities of the enterprise;

Formation of a positive image;

Responses in the media.

Using these events, they do not promote goods and their purchase, but explain the purpose of goods to improve people’s well-being, ease working conditions, etc. At the same time, they try to show that the enterprise operating on the market is a “good citizen” of the given country.

Public relations messages should be filled with new, unexpected facts to arouse interest and make the messages memorable.

There are corporate and marketing “public relations”, which complement and integrate various methods of promoting a product to the market.

A special role in the field of public relations is played by:

Formation of the image of the enterprise and the goods it produces - the idea must be conveyed to consumers that the commercial activities of the enterprise are aimed primarily at meeting the needs of its customers. The best means to achieve this goal is corporate advertising;

Preparing for the press new attractive information about the company and its products. As a rule, it is free advertising;

Sponsorship is the development of modern forms of patronage (sports, culture, art, education, ecology, etc.).

The activities of FOSSTIS are usually classified as non-productive expenses, and therefore they strive to limit its financing. However, there is a certain minimum cost for FOSSTIS, below which it is not advisable to fall, because the results of activities will be insignificant and even zero.

If the enterprise does not have experience in the foreign market, when introducing a product it is advisable to use the “following the leader” method. To do this, select an enterprise that is already operating in this market, obtain data on its costs for FOSSTIS, annual sales volume and determine the value TO:

Where R– expenses for FOSSTIS, rub.;

Vsat– sales volume, rub.

Knowing the magnitude TO and the sales volume planned by the enterprise determine the costs required for this enterprise for FOSSTIS. Due to the fact that the degree of competition increases with entering a busy market, it is necessary to increase the resulting amount of expenses by 5–10%.

The FOSSTIS planning scheme includes the sequential implementation of the following actions.

1. Statement in writing of the campaign goal(s).

3. Consideration of each market separately and establishing what information buyers need and what information each FOSSTIS event must convey to them.

4. Selection of FOSSTIS means (information transmission channels).

5. Determining the frequency of advertisements in each channel and their duration.

6. Assessing how FOSSTIS will affect the volume of production, transportation and sales of goods.

7. Formulation of the central idea of ​​the FOSSTIS campaign.

9. Assessing the quality (expected effectiveness) of FOSSTIS tools and making amendments based on the test results.

10. Making a decision to start a campaign in accordance with the developed schedule.

11. Final approval of the campaign budget developed at the first stage of preparation.

If funds are found to be insufficient, campaign goals are ranked in order of importance and the least important are eliminated until a feasible budget is reached.

After the campaign is completed, its final effectiveness is assessed.

– microencapsulated means that each particle included in the pill is enclosed in its own shell;

– all solid state tv has only one traditional electron tube - a kinescope;

– nutritional value of foods consists of vitamins and proteins;

– polyunsaturated fats rich in proteins;

– summer cold different from the common cold;

- All non-alkaline medicinal shampoos consist only of natural ingredients.

Comment on the information. Is it true?

2. Where could you report a false promise from a consumer goods advertiser you saw on television?

3. World experience shows that the costs of personal forms of communication exceed the costs of advertising (in the USA - 2 times, in France - 3 times, etc.). What can you suggest for more effective use of communication links with potential buyers?

- “Tefal! You always think about us!”;

– “It won’t be cheaper than now”;

- “Do you have a problem? We have a solution"?

– “Never have there been so many maxis in minis”;

– “A cup of coffee in your pocket”;

- “Our cold is in your house”;

6. The Zdorovye enterprise, located in Tula, produces sportswear. The management of the enterprise set a task for the marketing service: to create a brand image on the Russian market. To achieve this goal, service specialists have chosen sports sponsorship, but have not yet decided which of the most developed sports in Tula - football or cycling - will be the subject of their attention. What factors need to be taken into account to decide on the sport for further work?

7. Many people believe that the quantity of goods sold depends on the amount of advertising costs of the enterprise. Is it correct? Justify your opinion.

8. How can external environmental factors affect AvtoVAZ’s advertising costs?

9. The largest manufacturer of knitwear in Belgium sells its products in supermarkets and department stores under one brand, and in expensive specialty stores under another. For what purpose does he do this and what, in your opinion, are the results of his actions?

Communication policy– conscious formation of information coming from the enterprise to the market.

The marketing communications mix (also called the promotion mix) consists of four main means of influence: advertising, sales promotion, PR and direct marketing. At the same time, the concept of communication goes far beyond all these means and techniques. The external design of the product, its price, the shape and color of the packaging, the manners and clothing of the seller - all this says something to the buyer. To achieve the greatest communication effect, a company needs to carefully coordinate its entire marketing mix, and not just its incentive mix.
Each channel for product promotion has a whole range of tools that you just have to choose:
Table 13.1 Means of the marketing communications mix

Advertising – any paid form of initial presentation and promotion of ideas, goods or services on behalf of a known sponsor.
Advertising is a systematic influence on the opinions and behavior of buyers by transmitting information about products to the media. Conventionally, advertising can be divided into two parts: image advertising and sales advertising.

Back in 1898, Lewis formulated the AIDA rule, which establishes the following advertising objectives - attention, interest, desire, action. This model assumes that between the contact of advertising and the purchase decision, the action passes from 4 to 10 stages, which form the so-called. hierarchy of effects. The bottom line is that advertising presents at the beginning a certain stimulus that will probably attract the attention of the target group. If this is successful, then the subsequent conscious perception of the advertising message awakens interest in the advertised product. Interest is a prerequisite for the emergence of a desire to purchase a product, which leads to certain actions.

1. B = ATTENTION ...learn about the product first...
2. AND = INTEREST...then become interested in it...
3. F = DESIRE...then wish to have it...
4. D = ACTION...and finally act according to desire

1. Advertising Objectives

The objectives of advertising considered include informing, persuading or reminding. In addition, advertising goals should be divided into:
a) Sales goals, for example, increasing sales volume by 10% per month. The problem with sales goals is that it is difficult to correlate the effectiveness of advertising with the level of sales, since in addition to advertising, sales volume is influenced by many factors, such as the activities of competitors.
b) Communication goals. The DAGMAR methodology, developed by Russell Colley, “hierarchy of influencing factors” shows the levels that understanding goes through before making a purchase:
- Awareness of the existence of a particular brand or company.
- Understanding what a product represents and what it provides.
- Conviction of the need to purchase this product.
- An action, for example, a purchase.
Thus, the objective of advertising, based on the above, may be to move the target market from a position in which 50 percent of its participants are not aware of the existence of a particular brand, to a position in which, within 6 months, 70% of these participants become aware of the existence of a brand. that such a brand exists.
In general, the objectives of advertising activities may include notification of changes in a product, creating an image of a product or company, facilitating entry into a new market, etc.

2. The target audience

Firms may intend to appeal to specific market segments, such as teenagers.

3. Advertising message

A good advertising message is memorable and can attract attention, arouse interest, stimulate desire and encourage purchase (AIDA model). Creating an advertising message involves taking the following measures:
a) Formation of an appeal. It involves developing messages that will help the product achieve its necessary positioning in the market, for example, “Drink Coke while smiling.”
b) Evaluation and selection of treatment. The appeal may be assessed based on the following:
Desirability. You need to say something desirable or interesting about the product. In addition, the source of communication itself, for example, an actor participating in a television commercial, must somehow attract attention.
Exclusivity. What is said about a particular product should distinguish it from other products. The appeal may contain a unique selling proposition, for example, “toothpaste with fluoride strips.” According to some, this makes advertising more effective.
Plausibility. The claim must be plausible or demonstrable.
Understandability. The message should, for example, use language that is understandable to the target audience.

c) Execution of the request. Advertising messages can be more successful by using the following:
Styles. Thus, when creating advertising, fantasy, eyewitness accounts, or personalities, such as famous athletes, can be widely used.
Emotional shades. Humor, etc. can be used in advertising messages for the purpose of selling goods.
Words. They should attract attention and be well remembered.
Design factors. This involves considerations of size, color, use of animation, etc.
Appeal structures. The appeal should be thought out from the points of view:

1. Polarities, for example, whether the appeal is one-sided, characterizing only the positive aspects of the product, or whether a two-sided approach is more optimal, so that the advertising sounds more believable.
2. Sequences, for example, where to place a more powerful argument - at the beginning or at the end of the advertising message.
3. Completeness, i.e. do we make a specific conclusion such as “Buy Now” in a message, or do we allow some uncertainty in our approach in terms of the conclusion.

4. Mass media

When determining media, the following considerations should be taken into account:
Coverage. This term refers to the number of people in the target audience who are expected to be influenced by an advertising campaign over a certain period of time, for example, 50% of the target audience in 3 months. To increase coverage, it is necessary to use more media.

Periodicity. The number of one-time contacts of the treatment with an average person from the target audience over a certain period of time, for example, 3 times.

Impact level. It refers to the ability to stimulate and is often measured by recall, attitude change and the strength of desire to purchase. A half-page ad has less impact than a full-page ad.

Subsequence. Consumers may forget about a product if its advertising is not consistent. Consistency problems may arise due to, for example, the high cost of television advertising.

The ideal would be to reach the largest number of effective advertising messages to the largest number of people in the target market at the lowest cost and with maximum impact.

Media planners base their choice on major media such as print, television, outdoor advertising, etc. on the following:
a) Coverage, frequency, impact and consistency.
b) Time to prepare for release. This varies and can be very short in the case of daily newspapers, but long in the case of monthly magazines. In addition, some media outlets may be “totally biased” for advertising slots, which may involve waiting on a waiting list.
c) Habits of the target audience towards certain media.
d) Specific media may be most preferred in terms of their visualization capabilities, display and color effects (TV is suitable in most cases). Thus, a microwave oven is unlikely to be effectively demonstrated on the radio.
e) Regionality. The ability to advertise primarily or exclusively in a specific geographic area.
f) Appeal. Long advertising text containing a lot of technical information may be completely unsuitable for television advertising.
g) The environment in which a particular advertising medium, such as cinema, is used, can be characterized as entertaining and acceptable to young people.
h) Cost. Discounts may be provided to regular advertisers. Television advertising is considered in all cases to be expensive.
i) Campaign objectives. Thus, it may be acceptable to advertise in Homes and Gardens magazine if the purpose of the advertisement is to position the product as a product aimed at the most affluent consumer groups.
j) Activities of competitors. Thus, to protect market share, it may be considered acceptable to use the same media that competitors use.
k) Legislation. Thus, it is illegal to advertise cigarettes on television.
m) Experience. Knowing what has been successful in the past.
When choosing specific advertising media, you should consider the factors mentioned above, as well as the criteria of cost per thousand people reached by advertising.

This approach has the following disadvantages:
a) Not all users of a particular product may see a given advertisement, and in addition, not all users of a particular product may be interested in a given product. The advertiser actually pays only for the “opportunity to see.”
b) This approach does not take into account factors such as color reproduction and the prestige associated with specific advertising media.

5. Advertising coverage planning

The advertising coverage plan contains the following:
a) List of media where advertising should be placed.
b) Dates of placement.
c) Regions, time or other applicable indicators.
d) Expenses.
The planning framework assumes media weighting, which in turn involves timing considerations and relative emphasis. The main alternatives include the following:
- Focused. In this case, advertising costs are concentrated like an explosion, taking up three weeks of the entire year.
- Distributed. In this case, advertising costs are distributed more evenly over a certain period of time.

The most cost-effective approach is a matter of debate. In this regard, the following can be noted:
a) Advertising agencies in most cases prefer the “focused” option. It is effective in creating awareness of new product brands.
b) “Distributed” advertising may be acceptable for long-established, constantly purchased brands of goods in the market.
In terms of frequency, it is common to place promotional material according to purchasing behavior, for example, if a product is purchased weekly, it can be advertised daily.

In addition, Simon Broadbent points out that it is possible to set a minimum threshold below which advertising remains effective, for example one advertising exposure per week on television.

6. Drawing up estimates for advertising activities

The following approaches can be used:
a) Arbitrary method. This is an unscientific approach that results in unsustainable advertising costs and difficulty planning for long-term market development. The amount is often based on “what the firm can afford.”
b) Percentage of sales volume, for example, five percent of previous or forecast sales volume. The advantage of this method is its simplicity and the fact that if competing firms take the same approach, the result will be some stability in competitive performance. However, this method involves the use of roundabout reasoning, the essence of which is that advertising costs determine the level of sales, and not vice versa. In addition, the funds available for advertising activities will change as sales volume changes, thereby limiting the scope of long-term advertising planning. In addition, this approach may result in the use of rigid and illogical percentages that ignore market conditions (for example, low-selling products may require higher levels of advertising spend).
c) Competitive parity. Arguments for adopting this approach include the belief that it will reduce the likelihood of ad wars and for first-time entrants to the market it will indicate what is acceptable and what is not. Problems with this method include the difficulty of identifying what a competitor intends to spend, and the fact that it is the only justifiable method if firms have the same goals, pursue the same strategy, and are under the same market conditions. He also admits that competitors are in the right position in terms of advertising spending.
d) Problem method. It involves spending what is necessary to achieve advertising goals. This is a logical approach, but the problem is that there are often many different ways to achieve advertising goals, each of which requires different costs.

Sales promotion - These are marketing activities whose purpose is to stimulate the end consumer, as well as sales intermediaries, in favor of their own product. Incentive measures are short-term in nature. The incentives target followers of other product brands. Typically, incentives lead to a high but short-term response in terms of turnover. Carrying out a large number of promotional activities for the same brand of product harms its image.
Activities in the field of sales promotion:

1. Samples, coupons, packaging for benefits, bonuses, credit cards. Sample distribution is the most effective but also the most expensive method.
2. Exhibits and demonstrations of goods at points of purchase.
3. Stimulating the trade sector. To ensure cooperation from wholesalers and retailers, manufacturers use specific techniques. For example, a discount on each box of goods purchased at a certain time, the provision of a free product with the purchased one, a credit for advertising, a credit for arranging an exposition, a credit for a special display of goods.
4. Professional meetings and specialized exhibitions. The seller hopes to receive several benefits from participating in a specialized exhibition: acquiring new potential customers, presenting new products, meeting new customers, maintaining contact with clientele, increasing sales and assessing the status of competitors.
5. Competitions, lotteries, games. Contests require consumers to submit their predictions, proposals or questionnaires.

As Kotler pointed out, sales promotion has “pronounced characteristics.”
1) Conspicuous presence. An attention-grabbing quality that can break buyer inertia.
2) Depreciation of goods. Careless or too frequent use can cause consumers to doubt the value of a particular product.
Factors explaining the growing use of sales incentives:
1) Distribution of new brands. Salespeople need to work hard to convince people to try their brands.
2) Low quality characteristics of staff at retail enterprises and an increase in the volume of self-service. Sales promotions are often associated directly with the point of sale (for example, a gift given to a buyer when he purchases a large quantity of goods), where the purchasing decision is made.
3) Many sales promotion activities can be introduced very quickly (eg 10p off coupons) and can be more effective at accelerating sales than advertising.
4) Incentives can contribute to the effectiveness of other elements of the marketing mix (synergy effect).

Table 13.2. Main target groups and corresponding incentive measures

Table 13.3. Characteristic incentive problems and possible solutions

PR, “Publicity” (propaganda) – the non-personal and unsponsored promotion of demand for a product, service, or business entity through commercial publicity in the printed media or favorable presentation on radio, television, or stage.

As Kotler points out, propaganda has the following qualitative characteristics:
1) High degree of credibility. Information materials, as well as sensational messages, appear more believable than advertisements.
2) Reach. Propaganda reaches people who normally avoid sales agents and advertisements.
3) Effective presentation. Like advertisements, propaganda can present a company or product in an impressive light.

Direct Marketing – engages in establishing individual contact with a clearly defined, known target group of consumers .
Direct marketing combines the following tools: direct advertising, sales, sales promotion, distribution, electronic data processing, individual means of communication. Direct marketing is characterized by high feedback capabilities, sufficient information about consumer behavior, and high flexibility. The basis of direct marketing is electronic data processing; the correct customer address is the key to personal appeal.

The core of modern direct marketing is "mailing"– individualized advertising mailing, which consists of many advertising messages. Assumes a response in the form of a coupon or order form. Each message should give the impression that it was created for only one recipient. “Mailing” methods are constantly improving: production on high-quality paper, personal addressing, the telephone is an excellent tool for marketing events.

Personal selling- oral presentation of a product during a conversation with one or more potential buyers, with the aim of making a sale. In the case of an individual sale, the seller is of great importance. Stages of preparation for a visit: preparation for the visit, entering into contact with the client, clarifying the client’s needs and desires, presenting one’s own proposal, concluding a deal, monitoring subsequent results. The seller must be sociable, must pass testing, must have a stable mood, must have the ability to concentrate on the client, must have self-control. The salesperson must be introduced to the company’s products, the characteristics of clients and competitors, and taught the art of conferences, sales, and the peculiarities of his work.

The next direct marketing tool is public relations – maintaining connections between the enterprise and target groups that are important to it and gaining their trust (tours of the enterprise, conferences, etc.).
Any communication campaign develops in 7 stages:

• defining goals
• definition of tasks,
• budget determination,
• choice of means of communication,
• developing a strategic message,
• development of a plan and implementation of a communication campaign,
• control of results.

The goal of any seller- capture the attention of a potential buyer, and therefore emerge victorious from the competition.

Convincing the buyer that purchasing a particular product is profitable and expedient is carried out using various methods: advertising messages, providing benefits, distributing souvenirs, etc. All these means are called communication policy and are known in the specialized literature as means FOSSTISE- generating demand and stimulating sales.

Marketers, referring to FOSSTIS events, say: “If you can do without an intermediary, great. It’s just a pity that in the modern international market you can’t do without it...”

Enterprise marketing communication- comprehensive impact on the internal and external environment in order to create favorable conditions for stable profitable activity of the enterprise in the market.

A set of communication tools is inextricably linked with the marketing activities of an enterprise and largely ensures its effectiveness. It is a two-way process:

S impact on the target audience;

S obtaining information about the reaction of the target audience.

The main task of a set of communication tools is to promote a product to the market.

Promotion- creating and maintaining constant connections between the enterprise and the market in order to enhance the sale of goods and form a positive image (image) of the enterprise in the market.

Promotion is based on the communication between the enterprise and the market. Promotion is aimed at ensuring awareness of potential consumers about the benefits and advantages they receive when purchasing a product, taking into account all elements of the marketing mix (price, terms of sale, discounts, etc.).

The main means of influence in the complex of marketing communications are given in Table. 5.1.

The relative importance of those presented in table. 5.1 means of influence in the complex of marketing communications depends on the type of product (Table 5.2).

Table 5.1

The main means of influence in the complex of marketing communications

Table 5.2

Relative importance of the components of the marketing communications mix (in descending order of importance)

The communication process is described using a model that includes the following elements:

S source of information (sender) - his role is usually played by the enterprise itself;

S information - information about the product, price, terms of sale that the company wishes to convey to consumers;

^ coding - indicating methods for special transformation of information for its better memorization by consumers (through symbols, sounds, texts, pictures, etc.);

S communication channels - indication of the media used;

S addressee (recipient) - the market segment chosen by the enterprise for work;

S Decoding is the response of consumers to the information received.

Communication decisions are related to establishing personal or impersonal contacts with potential consumers of the enterprise’s goods (Table 5.3).

Table 5.3

To carry out FOSSTIS activities on the foreign market, the structure of the enterprise provides for a special service (department), operating independently or involving third-party Russian and foreign organizations, as well as foreign intermediaries of the enterprise abroad.

The task of the FOSSTIS service is to convey information about the product and its consumer properties to managers.

When implementing FOSSTIS activities, the following rules must be observed.

• 1. Know your product in every detail.
• 2. Know your competitors.
• 3. Know your customers.
• 4. Make unique offers, i.e. offer something that competitors do not offer.
• 5. Talking about your products and your company is exciting...
• 6. ...and the people you need.

The essence of politics

Marketing involves not only solving problems of choosing a product and setting a price for a product. Marketing is at the same time a set of actions related to the formation and stimulation of long-term demand for a product in order to increase sales and overall profitability from business activities.

It is this goal, first of all, that the so-called communication policy is designed to meet as part of a set of measures to influence the market, which includes advertising, sales promotion tools, service policy, direct or personal sales, organization of participation in exhibitions and fairs, trademark, corporate identity , packaging, the formation of personal relationships between producers and consumers, work with the media, etc. Communication policy, or the policy of an organization in promoting goods to the market, is an important element of the marketing activities of any organization.

Meaning marketing communications in the theory and practice of Russian marketing is gradually growing along with awareness of the role of communications in solving specific problems of organizations and enterprises. It is impossible to reach the target segment with the help of only one excellent design, efficient production and rational price, and a well-thought-out distribution network; it is necessary to inform the consumer about the product, the place of purchase and the manufacturer itself, and convince him of the product’s advantages.

Now all newspapers are full of headlines advertising the products of various companies; Various types of non-commercial events are carried out in order to create the image of the company; TV and radio advertise products annoyingly. But, despite all this, one conclusion can be drawn so far: communication policy in the country is still poorly organized.

The communication policy includes the following areas of activity:

• 1) advertising, other means of sales promotion;
• 2) public relations (public relations);
• 3) direct, personal or personal selling;
• 4) organizing participation in exhibitions and fairs (including mini-exhibitions, expositions at points of sale);
• 5) direct marketing;
• 6) gifts;
• 7) multi-level or network marketing;
• 8) coupons, discounts;
• 9) trademark;
• 10) corporate identity;
• 11) packaging;
• 12) formation of personal relationships between producers and consumers;
• 13) work with the media;
• 14) creating an image of a company or product on the Internet;
• 15) presentations;
• 16) service policy;
• 17) sales presentations;
• 18) fairs;
• 19) demonstrations;
• 20) catalogues;
• 21) trade and advertising literature;
• 22) advertising and information collections for the press;
• 23) posters;
• 24) competitions;
• 25) bonuses;
• 26) coupons and credit cards;
• 27) external design of the goods (design of price tags, shape and color of packaging, manners and clothing of the seller).

Communication programs are developed specifically for each target segment, market niche and even individual clients.

Advertising (and its various types) occupy a special place in communication policy. It is designed to solve the most complex and difficult to implement task in marketing activities - to create and stimulate demand.

We must be aware that the communication system is very complex, and the company’s communication system in the market is doubly complex. In Fig. Figure 2.3 presents a simplified system of company communications on the market. Various methods of influence are directed from the company to consumers in the form of advertising, sales promotion, direct sales, trademark, etc. Working with intermediaries, the company receives information from intermediaries or from consumers using the product, analyzes

* Attracting clients to participate in business

Rice. 2.3. Simplified system of market communications of the company

reverse information flow in the form of rumors, proposals and claims (if any).

An important issue is determining the company's contact audiences. In Fig. 2.4 presents an approximate list of types of contact audiences - those groups of people on whom and with the help of which information influence on consumers occurs. Schemes for implementing these influences are presented in the section on positioning (see paragraph 3.4).

Marketer, company representative (sometimes called communicator), Realizing the complexity of working in the marketing communications system, in order to obtain the desired results, a number of actions must be taken:

• 1) identify your target contact audience;
• 2) determine the desired response;
• 3) select the type of appeal;
• 4) choose means of disseminating information;
• 5) highlight the properties that characterize the company as a source of circulation;

Rice. 2.4.

• 6) justify the type of positioning;
• 7) collect information received through feedback channels about the position of your company in the market and about competitors.

Based on this information, it is possible to create a map of product positioning on the market.

Identifying the target contact audience consists of identifying the relevant groups of people:

• 1) potential buyers of the company’s goods;
• 2) current users of its products;
• 3) persons who make decisions regarding purchases or influence their adoption.

The audience may consist of individuals; groups of persons; specific contact audiences; the general public. The target contact audience will have a decisive influence on decisions about what to say, how to say it, when to say it, where to say it, and on whose behalf to say it.

Obviously, the desired response to the company's influence on the buyer will be the act of making a purchase. This can be achieved by tracking the state of the target audience and assessing their distance from the decision to buy a product. The state of purchasing readiness of the target audience is assessed by marketers as awareness; knowledge; location and making a purchase.

To assess the state of the target audience, it is necessary to establish the degree of awareness of the target audience about the product or organization. The audience may be completely ignorant, know only one title, or know something else besides the title. If most of the target audience turns out to be ignorant, the marketer’s task is to create the necessary awareness, at least name recognition. This can be achieved using simple appeals in which the name is constantly repeated. Keep in mind that building awareness takes time.

The target audience may feel good about the product, but not give it preference over others. In this case, consumer preference should be formed (praise the quality of the product, its value, performance characteristics and other properties).

The target audience may have a preference for a particular product, but not be convinced of the need to buy it. Here it is necessary to form such a conviction.

Determining the desired response of the buyer is carried out on the basis of knowledge (awareness) about the product, its quality characteristics, the company, etc., the development of emotions (disposition, preference, conviction) and behavioral manifestations (making a purchase). The marketer's task will be to determine what stage the bulk of consumers are at and develop a communications campaign that will push buyers to the next stage.

An important issue in the process of communication between a company and potential consumers is choosing a method to contact the recipient. It must attract attention, maintain interest, arouse desire and motivate action - to buy a product. Creating an appeal involves solving three problems: what to say (content), how to say it logically (structure) and how to express the content in the form of symbols (form). When composing an appeal, a marketer needs to think of an attractive motive or theme that will cause the desired response. There are three types of motives:

• rational motives relate to the personal benefit of the audience. With their help, they show that the product will provide the promised benefits;
• emotional motives seek to awaken some negative or positive feeling that will serve as justification for making a purchase. Marketers here use fear, guilt and shame to get people to do something necessary or stop doing something unwanted. Fear motives work effectively only up to a certain point - if the appeal is scary, the potential buyer will avoid such advertising;
• moral motives appeal to the audience's sense of justice and decency. Moral reasons are often used to motivate people to support social movements. The effectiveness of circulation also depends on its structure. Here the marketer makes three decisions. First, should the message make a clear point or allow the audience to do so? A formulated conclusion, as a rule, turns out to be more effective. Secondly, should I present only the arguments “for” or present the arguments of both sides? Typically, one-sided arguments are more effective in sales presentations. Thirdly, when to present the most effective arguments - at the beginning or at the end of the appeal? The presentation of arguments at the beginning immediately captures attention, but by the end of the appeal, attention may weaken significantly.

The marketer must choose the appropriate form for his message. In print advertisements, decisions need to be made regarding the headline text, illustrations and their color design. To attract attention, advertisers resort to techniques such as novelty and contrast, the use of exciting illustrations and headlines, unusual configurations, size and location of messages, the use of color, shape and movement.

If the appeal will be broadcast on the radio, the marketer must carefully select the wording, voice data of the performers (pace of speech, its rhythm, tone, intelligibility) and means of speech expressiveness (pauses, sighs, yawning, etc.) - all these subtleties must be communicated to the announcer, advertising a product, such as high-quality mattresses.

If the appeal is broadcast on television or presented in person, it is necessary to carefully consider all the points discussed above, plus pay attention to non-verbal language (gestures, facial expressions, appearance, etc.). The presenter must monitor facial expression, gestures, clothing, posture, and hairstyle.

If the carrier of the appeal is the product itself or its packaging, the marketer must pay attention to the texture of the product, its aroma, color, size and shape.

Color is one of the most important communication tools when it comes to consumer food preferences. For example, when housewives were given the opportunity to taste four cups of coffee standing next to boxes of brown, blue, red and yellow (the coffee was the same, but the women did not know this), 75% of the subjects said that the coffee that stood next to the brown box, in their opinion - too strong. About 85% of subjects considered the coffee next to the red box to be the most aromatic and delicious. Almost everyone claimed that the coffee next to the blue box was soft, and the coffee next to the yellow box was weak.

To increase the effectiveness of influencing the buyer, the marketer will have to choose effective communication channels. It is known that communication channels are of two types: personal and non-personal communication. In the channel personal communication involves two or more individuals who communicate directly with each other. Communication can be organized face to face, one person with the audience, by telephone, via television and even through personal correspondence by mail.

Channels of personal communication can be divided into:

• explanatory and promotional (representatives of the company’s sales staff who come into contact with customers in the target market participate);
• expert-evaluative (independent persons with the necessary knowledge participate, they make certain statements to target buyers);
• social (neighbors, friends, family members or colleagues talking with target customers) - the word-of-mouth channel, which in many product areas turns out to be the most effective. A firm can take a number of steps to encourage personal influence channels to work in its favor. It will allow:
  • 1) identify influential individuals and influential organizations and focus additional efforts on processing them;
  • 2) create opinion leaders by supplying certain individuals with goods on preferential terms;
  • 3) purposefully work with local influential figures, such as disc jockeys, leaders of various types of training courses and women's organizations;
  • 4) use influential persons in testimonial advertising;
  • 5) create advertising that has great value as a talking point.

Non-personal communication channels are means of disseminating information that convey messages in the absence of personal contact and feedback. These include:

• means of mass and selective influence;
• specific atmosphere;
• events of an event nature.

Media of mass and selective influence include print advertising (newspapers, magazines, direct mail), electronic advertising (radio, television) and illustrative media (billboards, signs, posters). Mass media are aimed at large undifferentiated audiences, and selective influence means target specialized audiences.

The specific atmosphere of a non-personal communication channel is a specially created environment that contributes to the emergence or strengthening of a buyer’s predisposition to purchase or use a product. Thus, law firms and banks tend to instill a sense of confidence and other perceptions that can be valuable from the clients' point of view.

This also includes events designed to convey specific messages to target audiences. In order to evoke a particular communication effect in the audience, departments for organizing public opinion organize press conferences, grand opening ceremonies, launch ceremonies, etc.

Although personal communication is often more effective than mass communication, the media may be the primary channel for stimulating personal communication. Mass communication influences personal relationships and behavior through a two-stage process of communication flow. Often the flow of ideas communicated by radio and print rushes to opinion leaders, and from them to less active parts of the population.

This two-step communication flow has a number of consequences. First, the influence of the media on public opinion is not as direct, powerful, or self-evident as is commonly believed. After all, it is, in fact, opinion leaders who form and convey messages to the masses, i.e. people who belong to the primary audience are people whose opinions in one or more product areas are considered by everyone else.

Secondly, there are objections to the idea that purchasing behavior is determined primarily by the trickle-down effect of wealth from classes with higher social status (wealthy individuals). Since people interact primarily with members of their own social class, they adopt fashion and other ideas from individuals who are their opinion leaders.

The third implication is that the work of a mass communication specialist will be more effective if he begins to target his messages specifically at opinion leaders, giving them the opportunity to independently convey these messages to others. Thus, pharmaceutical companies first try to promote their drugs to the most influential doctors, who will communicate their opinions to others.

The impact of a message on an audience depends on how a particular audience perceives the sender. Messages from highly credible sources are the most persuasive. Thus, pharmaceutical companies strive to have doctors speak in favor of the inherent benefits of their products, since the words of doctors sound especially authoritative. Anti-drug fighters attract former drug addicts who warn young people and students against drug use. To present their messages, market figures attract well-known personalities, such as radio and television commentators and athletes.

What factors make a source trustworthy? These three factors are most often called professionalism, integrity and attractiveness.

Professionalism is the perceived degree of competence of the communicator in supporting the statements he makes. It is believed that doctors, scientists and teachers are distinguished by a high degree of professionalism in their fields of activity.

Integrity is a measure of how objective and honest a source is perceived to be. Friends, for example, are trusted more than strangers or salespeople.

By attractiveness we mean the favorable impression made by the source on the audience. Traits such as frankness, a sense of humor and natural behavior increase the attractiveness of a source. Therefore, the person who scores the highest on all three of these dimensions will be the most trustworthy.

After distributing the message, the marketer strives to identify the effect produced on the target audience. He conducts surveys of target audience members to find out whether they recognize the appeal, whether they accept it, how many times they have seen it, what moments from it they remember, what feelings they have about this appeal, what was their attitude towards the company and product before conversion and what it became after it. The communicator analyzes behavioral statistics that characterize the response, for example, how many people purchased the product, how many liked it, how many people told other people about it.

Under advertising understand a means of communication that allows a company to convey a message to potential customers with whom direct contact has not been established. Advertising is a persuasive means of information about a product or company (enterprise), commercial propaganda of the consumer properties of a product and the advantages of a company, preparing a potential buyer for a purchase.

It is impossible for the company to fully manage the process of influencing consumers; however, consumers need to be provided with information and convinced of the advantages of the company’s product, dispel mistrust, create and activate demand, and create psychological readiness to conduct commercial negotiations on the sale and purchase of goods.

Advertising promotes the sale of goods, contributes to the accelerated and successful completion of the process of circulation of funds, i.e. reproduction process at the firm level. Advertising can construct and manipulate demand and the market. By resorting to advertising, the company creates brand image and fame among end consumers, seeking cooperation from traders.

Domestic manufacturers and suppliers, starting to work today in conditions of fierce competition, clearly understand that Without advertising, successful promotion of a product on the market is impossible. Many manufacturers still perceive advertising costs as an annoying necessity and classify them as current expenses, while Western firms classify them as long-term investments. Accordingly, domestic firms strive to spend less on advertising and get quick results.

So, advertising - necessary and, strange as it may sound, profitable investment. Determining this benefit is not an easy task. There are studies of the advertising market, but for companies operating in specialized market sectors, such general studies do not provide a complete picture of their specific activities. For example, in such a specific business as the wholesale sale of stationery and other office supplies, it is impossible to calculate the target audience: the buyers here are not individual consumers, but firms where purchasing decisions are made by several people.

Advertising is the engine of trade - this slogan was well known even in pre-perestroika times. But then it sounded with a considerable amount of irony, dictated by the very field of activity. For the advertiser The purpose of advertising is to convey information to consumers and achieve their favor in order to expand demand for the product.

Advertising allows consumers to save time and money when determining the declared excellent properties of a product. From the point of view of the means used, a distinction is made between classic advertising in the media, direct advertising (advertising letter), advertising at points of sale (distribution of samples, use of display material), individual advertising and personal selling, also complemented by advertising in new media (telefax, video text, cable and satellite television, radio, computer networks). Classic types of advertising are presented in Fig. 2.5.

• image, such advertising is focused on the image of the company and product in order to create a favorable attitude of the buyer towards the company and product;
• motivating, the main task of which is to influence the behavior, and not the attitude of the buyer. The message should encourage a purchase, so its effectiveness will be short-term, it is assessed by the level of sales;
• interactive. It is a personalized advertising message aimed at establishing a dialogue with a potential buyer. The goals are to create an image and at the same time achieve a measurable result.

In addition, they highlight product advertising And company advertising. There is also advertising division by object of appeal. In the first case, the special qualities of the product are highlighted, in the second, by indicating, for example, the size of the enterprise and its global connections, an attempt is made to

Rice. 2.5.

How to achieve customer confidence in the entire production program of the enterprise.

• 1) informative - tells consumers about the properties of the product in general and some of its characteristics in particular;
• 2) emotional - focuses on awakening consumers’ sympathy for the product;
• 3) using celebrities - aimed at transferring the celebrity’s image to the advertising object;
• 4) using evidence from ordinary consumers in favor of the product;
• 5) comparative, - as the name implies, contrasts the enterprise’s product with competitive products;
• 6) editorially designed - in format and appearance does not differ from other materials included in the media;
• 7) subconscious - used to directly influence the subconscious of consumers;
• 8) reminiscent - usually prevails at the stage of maturity of the product. Its task is to make the consumer remember the product;
• 9) reinforcing, seeks to confirm the buyer in the correctness of his choice;
• 10) prestigious - advertises the advantages of a company (or product) that distinguish it from its competitors.

In addition, depending on the location, advertising is distinguished in transport, at the point of sale (shop windows, sales floors, packaging, etc.), etc. The advantages and disadvantages of various means of advertising distribution are presented in Table. 2.1.

Under advertising campaign understand a complex of advertising events united by one goal, covering a certain period of time and distributed over time so that one event complements the other. The following phrase will be deciphered below: “A successful advertising campaign is a combination of a successful advertising message and the right choice of media, as well as the timing of the message.”

1. Social character. Advertising is a purely social form of communication. Its social nature implies that the product is legal and generally accepted. Since the same appeal is received by many people, the buyer knows that the motive that guides him in buying a product will meet with public understanding.

Table 2.1

Advantages and disadvantages of various distribution media

• 2. The ability to exhort. Advertising is a means of persuasion that allows the seller to repeat his message. At the same time, it allows the buyer to receive and compare the treatment of different competitors. Large-scale advertising by a seller is a kind of positive evidence of his size, popularity and prosperity.
• 3. Expressiveness. Through the skillful use of type, sound and color, advertising offers opportunities to present a company and its products in a striking and effective manner. However, in some cases, it is flashy advertising that can dilute the appeal or distract attention from its essence.
• 4. Impersonality. Advertising cannot be an act as personal as communicating with a company's salesperson. The audience does not feel pressure to pay attention or respond. Advertising is only capable of a monologue, but not a dialogue with the audience.

Advertising can be used to create a long-term, enduring product image (as Coca-Cola does, for example) and at the same time to stimulate rapid sales growth (as Sears does with its end-of-week sales ads). Advertising is an effective way to reach many geographically dispersed customers at low cost per advertising contact. Some forms of advertising, such as television advertising, may require large expenditures, while others, such as newspaper advertising, do not require large expenditures.

• 1. Advertise not so much the product itself, but the benefit or effect that the consumer can expect from it. The product is needed not in itself (the consumer may not even suspect that such a product exists), but as a tool to satisfy certain needs.
• 2. Advertising must inspire consumer confidence.
• 3. Respect for the audience. Advertising should not be rude, ambiguous, cynical, play on base feelings, or cultivate violence and cruelty.
• 4. Advertising must have a constant impact on the audience. And in order not to make advertising intrusive, it should be diversified.
• 5. Advertising should create a positive image not only of the product, but also of the company.
• 6. No matter how important and relevant the content of the advertisement is, it will miss the mark if a number of special measures are not taken to attract attention to it and arouse interest (originality of content and form; use of unusual, even shocking circumstances; preliminary preparation).
• 7. The color and shape of the advertising material must be subordinated to the goals of advertising and the suggestion used in it.
• 8. Advertising should be carried out systematically, planned and based on a single simple and understandable idea.

Public relations (public relations)

Public relations aims to create a psychological climate of understanding and mutual trust between an organization and its various audiences. If an enterprise manages to create a positive image of itself and its activities among public groups that are interested in it (including its own employees), this will greatly facilitate the achievement of its goals. Advertising from companies with a positive image is perceived with greater confidence.

To form a positive opinion about this company, it is necessary to use methods of working with the public. Public relations are closely related to advertising practice, but are conducted on a non-commercial basis. Their goal is to create a favorable climate, a positive opinion about the selling company among potential clients, in public and government organizations, and to build trust in the company, its activities, management, and product.

The main idea of ​​​​forming a favorable public opinion is that the company produces and sells products in the interests of the consumer, and not for the sake of making a profit - this is how the services and the concept of ethical marketing present the matter - in fact, of course, the company aims to make as much profit as possible in given conditions.

The following tools are used in working with the public: establishing contacts with the press, radio and television; holding press conferences; issuing specially designed annual reports; release of anniversary editions; compilation of social balances and their publication; Conducting plant tours and other similar events for the public (for example, open days); construction of sports facilities; creation of societies, unions, clubs; support for scientific work; sponsorship and patronage.

Propaganda (publicity)

The attractive power of fame stems from three of its qualities.

• 1. Reliability. Information material, an article or an essay appears more believable and reliable to readers compared to advertisements.
• 2. Wide coverage of buyers. Promotional materials can reach many potential buyers who may be avoiding contact with salespeople and advertising. The appeal comes to customers in the form of news, and not in the form of commercial communication.
• 3. Catchy. Like advertising, promoting a company's fame allows you to effectively and prominently present a company or product.

Market actors tend to either underestimate the use of product fame propaganda or remember it as the last thing. But a carefully thought-out campaign, combined with other elements of the sales promotion mix, can be extremely effective.

Direct Marketing

The following definitions exist direct marketing - the art and science of directly influencing the consumer in order to sell goods or services and develop direct relationships with the client. It can be viewed as personal selling, which, through new means, including multimedia technology, has been transferred from the sphere of industrial goods to the sphere of consumer goods.

Personal, or personal, selling - a type of promotion that involves personal contact between the seller and the buyer, interaction, communication with the buyer, during which the consumer characteristics of the product are verbally presented and a joint decision is made on the possibility of purchase. The main functions of personal selling are forming interaction with the buyer, carrying out pre-sale operations, and obtaining information about consumers.

Personal selling has the following features: conversational nature of interaction; the possibility of establishing long-term partnerships between the seller and the buyer; availability of effective feedback from the buyer; high performance; relatively high unit cost. Direct marketing is widespread in developed countries. In Russia, it began to develop in the 1990s (the most promising form is catalog sales, telephone and telemarketing).

Reasons for popularity the following:

• introduction of computer technologies and software that can significantly increase the size and quality of the contact audience of consumers;
• lack of time for consumers to make purchases;
• distribution of free services by telecommunications companies;
• the ability to make purchases using credit cards;
• improving the quality of individual customer service by sales agents as a result of increasing their qualifications;
• the ability to obtain information about consumers using lists and an electronic database.

The main directions of communication policy: advertising, PR technologies, personal selling and sales promotion tools. The role of public relations in communication policy.

Communication policy, or the policy of promoting goods to the market, includes various types of advertising, activities to create demand and stimulate sales, public relations, direct or personal sales, creating a corporate identity, developing a trademark (brand), etc. (Table 21.1).

Table 21.1

The main means of influence in the complex of marketing communications

Modern enterprises use communication policies to establish and maintain friendly relationships with consumers, suppliers, intermediaries, and public organizations. The structure of communication policy includes two directions: interpersonal communications and non-personal communications (manipulation of means and methods of communication). The implementation of communication policy should be based not only on manipulating the means of promoting a product or service through the media, but also on the use of measures to motivate the active interaction of business participants in the communication process.

Communication is considered as the process of exchanging information between two or more people. The goals of communication are communication, persuasion, suggestion and control. The role of communications is to coordinate and ensure the effective functioning of the internal environment of the system with the external one.

The importance of communications is due to the fact that communications are sources and carriers of information; communication participants receive information through communication; communications serve as a tool for implementing the strategy developed by the organization.

Effective communication is characterized by the fact that the information conveyed must be understood in accordance with its original meaning.

The means of implementation - media or communication channels - allow you to perform the functions of transmitting and presenting messages from communicator to communicator.

The combination of the means of transmission (media) of communications and the means of presentation (methods of visual representation) of the content of a communication object is considered as a single complex and is called media, or a communication channel.

Communication media are divided into paper, magnetic, electronic, phonographic, structural. Both enterprises and persons responsible for organizing communications can act as carriers.

Communication becomes a factor of success in competition. Businesses are forced to coordinate many procedures in order to create a positive image. Along with product competition, enterprises are involved in communicative competition, trying to win the attention of customers.

The success of production, administrative, commercial, and scientific activities also largely depends on the organization of public relations.

Public relations(public relations, PR) as a component of communication policy is the establishment of friendly relations and mutual understanding of the company not only with buyers and consumers, but also with the general public. The following can be listed as PR events that contribute to the formation of a favorable image of the organization:

• 1) active personal contacts;
• 2) regular activity reports;
• 3) special correspondence;
• 4) participation in the activities of the local community;
• 5) sponsorship and charity activities;
• 6) cooperation with educational institutions;
• 7) cooperation with business unions;
• 8) agitation and propaganda;
• 9) discussion;
• 10) contacts with government agencies and public organizations;
• 11) educational and educational activities;
• 12) entertainment activities;
• 13) acquaintance with competitors’ enterprises;
• 14) contacts with personnel;
• 15) contacts with the press;
• 16) press conferences;
• 17) press service;
• 18) photo sessions;
• 19) target information;
• 20) ballots;
• 21) publication of brochures;
• 22) publication of books;
• 23) anniversaries;
• 24) exhibitions;
• 25) presentation of new products;
• 26) advertisements.

The emergence of new communication tools leads to increased costs. Enterprises in such situations have to use communications not only as accompanying measures of product policy, but also to introduce them into a set of marketing activities as a strategic factor of competitive advantage.

Communication policy becomes effective only on the basis of an integrated approach, including strategic and tactical measures.

Questions and tasks for independent work

• 1. What are the goals of the organization’s communication policy?
• 2. Describe the various methods of the product promotion mix.
• 3. What ways to increase the effectiveness of marketing communications exist?

Assignments for the seminar on topic 21

• 1. Motivation of communication processes.
• 2. Complex of marketing communications.
• 3. Communication networks and processes.