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Marketing communications are the process of conveying information about a product to a target audience. It should be understood that no firm is able to operate simultaneously in all markets, while satisfying the needs of all consumers. On the contrary, a company will only succeed if it targets the market whose customers are most likely to be interested in its marketing program. The target audience is a group of people who receive marketing messages and have the opportunity to respond to them. Even such market giants as Coca-Cola and Pepsico target specific population groups to promote their new products. For example, the target market for "Diet Coke" consists of conscientious consumers of a beverage created using dietary ingredients. Thus, "Diet Coke" is intended for those who consciously prefer such soft drinks - young people aged 12 to 24 years of both sexes and women from 25 to 45 years old.

Company specialists must understand that a variety of means can be used to most effectively communicate a marketing message. So, the presence of a built-in CD player and natural leather interior trim is an example of a sustainable marketing message about the high quality of a car. The price of a product can also convey certain information to buyers—obviously, a 99-cent pen is unlikely to be as respectable and reliable as a $50 pen. A company that distributes its merchandise primarily through discount stores is already telling customers a lot about the status of its products.

Thus, the product, its price and distribution method can carry important market information to consumers. These three elements, along with marketing communications, form the marketing mix. Marketing communications are used to demonstrate the important characteristics of the other three elements of the marketing mix in order to increase the consumer's interest in buying a product. If marketing communications are based on a comprehensive, thoughtful marketing plan, then they will be able to generate a "great idea" that will be fully assimilated by the target audience. For example, Microsoft's "great idea" was to enable computer users to get the information they needed by pressing just a few keys on the keyboard. The implementation of this idea in relation to the Internet was embodied in the slogan "Where do you want to go today?" and a graphic representation of a hand pointing to software Microsoft, as an answer to the question.

Marketing communications, along with the other three elements of the marketing mix, are a key factor in making strategic decisions based on the marketing plan. A marketing plan is a document that reflects an analysis of the current marketing situation, identifies market opportunities and associated dangers, sets development goals, and outlines an action plan to achieve them. Each area of ​​the marketing mix has its own goals and strategies. For example, the goal and pricing strategy may be to increase sales in a certain territory by charging a lower price for a product than major competitors. Marketing communications are designed to give target audiences an idea of ​​the firm's overall marketing strategy by sending them specific messages about the product, its price and how it is sold in order to arouse their interest or persuade them to adopt a particular point of view.

Next, we will look at the five main elements that are present in all marketing communications: consumer persuasion, goals, contact points, participants in the marketing process, and various types of marketing communication activities.

Persuasion and information

All marketing communications are aimed at providing the target audience with certain information or persuading them to change their attitude or behavior. For example, the Kraft company would like to make consumers believe that its cheeses are superior in quality to those of all other manufacturers. Hallmark strives to be remembered by customers "whenever they would like to send the very best postcard." Sales firms* use a variety of methods to convince consumers. They can use any information, arguments and incentives. It is also necessary to actively listen to the voice of buyers. For example, the Help Desk phone number on diaper packages is one of the most successful marketing communication tools, as new mothers can always use it to comment on a product or get advice on how to use it.

All marketing communications are focused on solving certain problems, which, in turn, must correspond to the goals of the communication program. Typically, these goals include creating brand awareness among buyers, disseminating information, promoting a culture of the market, creating positive image company or its trademark. The ultimate goal of any marketing communications strategy is to help the firm sell its product and thus keep its business going.

Contact points

To be successful in the market, a company must deliver its marketing messages to any place where the target audience can come into contact with its brand. The places where such contacts are made can be very different: from a store that sells goods directly to a room in which the buyer can see on TV commercials or call the "hot" telephone line and get the information of interest to him. Marketing professionals may plan some types of contacts in advance, for example, those that arise during the advertising campaign, however, sometimes contacts take place regardless of the plans developed. Such unplanned contacts may occur as a result of the dissemination of certain information received by buyers. In particular, the general design of a trading establishment may indicate unambiguously that it sells only inexpensive goods, and a low level of service will indicate that the firm cares little about the interests of customers. In order to have the greatest impact on the target audience, the company must consider the problem of possible contacts with the consumer as an important part of its marketing program. For the successful implementation of the latter, it is necessary that the marketing message at each point of contact works to convince the buyer of the merits of the proposed product.

Participants in the marketing process

The target audience includes not only potential consumers. A participant in the marketing process is any person who contributes to the success of the company or the promotion of its products. Thus, the participants in the marketing process can include employees of the company, sellers of its products, suppliers, residents of the territories where goods are produced and sold, the media, state regulation commercial activities, as well as customers.

The target market for "Diet Coke" consists of populations that consciously consume diet drinks. One of the participants in the marketing process of this company is the Food and Drug Administration (FDA), as it regulates the sale of food and beverages to the public, including Diet Coke products. Other participants may include wholesalers and retailers who directly influence how and when a product finds a buyer, financial analysts who influence the behavior of the company's shareholders, and the population of the territories where Diet Coke plants are located.

The notion that participants in the marketing process, along with consumers, can play an important role in the implementation of the company's marketing program is gaining more and more confirmation in practice. modern business. For example, the Houston-based Men's Wearhouse, which owns more than 260 department stores and has an annual turnover of over $430 million, attributes its success to its ability to work with people. Thus, in the list of the most important participants in its marketing process, its own employees and only after them are consumers, suppliers, local residents and shareholders The company is convinced that its caring attitude towards its employees will provide better customer service.

A firm's competitors may also be included in its marketing process. For example, IBM and Apple once joined forces to create a new computer. Such partnerships are becoming more common as companies agree to partner with each other to maintain their market share. In particular, Asian airlines such as Cathay Pacific, Singapore International Airlines, Thai Airways International and Malaysian Airlines Systems have developed joint flight schedules to protect their market from the entry of larger, world-famous air carriers.

State bodies dealing with issues legal regulation businesses can also have a big impact on the way many companies operate, from cigarette leaders to Microsoft. When promoting some of its new products, Microsoft found it necessary to issue special messages to government bodies and to its competitors, in which it tried to allay their fears about its intentions to monopolize the market. Marketing communications messages

Hundreds of different types of communications can be used to spread marketing messages. This process can be carried out both with the help of a pre-designed marketing communications program, and through the unplanned use of marketing mix elements and other ways of establishing contact with the consumer. Thus, planned and unplanned marketing messages can be used to reach a marketing contact.

The following communication tools are used to deliver planned messages to the consumer:

• * Advertising is any form of communication paid for by an individual to promote goods, services, or ideas. Although some types of advertising (such as direct mail) are targeted at a specific individual, most advertising messages are intended for large groups of the population, and are distributed by such media as radio, television, newspapers and magazines.
• * Sales promotion - various types of marketing activities that increase the initial value of a product or service for a certain time and directly stimulate the purchasing activity of consumers (for example, coupons or trial samples), the work of distributors and sales staff.
• * Public relations (public relations) - a coordinated effort to create a favorable idea of ​​the product in the minds of the population. They are implemented by supporting certain programs and activities that are not directly related to the sale of goods: publication in the press of information important from a commercial point of view, "publicity" on radio and television.
• * Direct marketing -- an interactive marketing system that allows consumers to easily obtain information of interest to them and purchase products through the use of various distribution channels of information. Includes direct mail, use of print catalog orders, and online catalog sales.
• * Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling a product. Examples of such contacts are telephone conversations regional representatives of the manufacturer with local companies or enterprises retail, selective calls to potential buyers directly to the house or sale of goods by telephone orders.
• * Special funds Point-of-sale or point-of-sale advertising media refers to the use of media that delivers a marketing message directly to the point of sale and increases the likelihood of purchase by customers. Such means, such as in-store coupons, remind the shopper of a particular product, deliver the company's marketing message, or inform them of the benefits of a future purchase.
• * Packaging - in addition to the main function, it serves as a location for a marketing communication message. Therefore, both technologists and designers, as well as marketing communications planners, are involved in the development of product packaging. Since it is the marketing message on the packaging that the store visitor sees in front of him at the moment of making a purchase decision, it plays an extremely important role in the process of persuading consumers.
• * Special souvenirs -- free gifts, serving as a reminder of the company that produces the goods, and its brand name.
• * Sponsorship - financial support provided by the company to non-profit organizations during various events in exchange for the right to establish special relationships with them. Sponsoring activities can enhance the prestige of the company and create a positive image of its activities. Examples of sponsorship include financial support for tennis tournaments or the donation of funds to charitable public foundations.
• * Grant of a license -- the practice of selling the right to use a company's trademark or product. When a university allows a T-shirt manufacturer to use its name as an inscription on them, this permission must be in the form of a special contract.
• * After-sales service is an important part of maintaining marketing communications, which consists in after-sales service for the buyer. Service programs are aimed at meeting the current needs of customers. An important tool for maintaining a positive perception of the company in the after-sales period is also the provision of guarantees for the goods sold.

Unplanned messages include all other ways to convey various information about the company and its brand to potential customers. For example, a dirty delivery vehicle, lack of a safe parking space near a store, surly behavior of order takers, untidy appearance of the firm's office building, irritated employees, or constantly busy phones are some of the negative messages that can have a stronger effect on consumers. impact than planned marketing communications, including advertising and public relations. All employees of the firm, and especially those who directly deal with clients, may inadvertently become sources of unwanted information if they do not undergo special training, during which they become familiar with the communication effects of their actions and manner of communication. Although marketing communications professionals should not always be held accountable for these unplanned messages, they should still anticipate and eliminate messages that are inconsistent with the overall communication strategy of the firm, and stimulate the dissemination of information that fits into this strategy.

Depending on the circumstances, the various activities in the marketing mix can be either planned or unplanned messages. Mix marketing decisions, such as choosing where to sell a product, predicting its future success with customers, and setting the right price, have the most direct impact on the level of consumer interest in a product. The main control levers of the marketing mix are in the hands of the head of marketing, and therefore many marketing decisions are controlled directly by him. However, these decisions are not always considered from the point of view of establishing marketing contacts, and communication specialists may not take part in planning the marketing mix. If marketing communications specialists do not participate in the development of the marketing mix and do not help evaluate the effectiveness of its messages, this mix can be considered as a source of unplanned messages. When marketing communications specialists participate in the development of the marketing mix and in the evaluation of the results of its appeals, then this mix is ​​considered as a source of planned appeals. Consider the distribution of planned and unplanned communication messages and their receipt by consumers and other participants in the marketing process. Obviously, both types of communications can be equally important. Ideally, they (public relations) contribute to informing and persuading consumers, who, through this, enter the store already aware of the brand of the company and having a positive opinion about it. This type of sales promotion creates additional incentives for making purchases. In addition, it is necessary to remember some characteristics of the product and the store in which it will be sold. The appearance of the packaging, the presence of branded trademarks, cleanliness in trading floor and benevolence service personnel can have a positive impact on customers. All these factors together affect the decision of consumers to buy a particular product.

In the story we told at the beginning of the chapter about bringing Windows 95 to market, Microsoft used a variety of marketing communications tools to deliver planned messages to its target audience: advertising, personal selling, public relations, sales promotion, direct marketing and specialty packaging. The concept of BCI, which we will consider in the next section, will help to more accurately explain the features of using each of these tools.

Marketing communications can create a positive experience that will increase customer satisfaction with the purchased product and add value to the company's products in the eyes of consumers. For example, for many boys and girls, the purchase of Levi's jeans means something more than the usual replenishment of the wardrobe, since Levi's Strauss & Co. has managed to create a particularly attractive image of its products through the skillful use of advertising and thoughtful organization of trade. However, no amount of marketing communications effort will ever help a company that produces low-quality products. As experience shows, simplest way To “bury” any low-quality product is to create and implement a good communication program for it, since it is such a program that will quickly show the target audience all its shortcomings.

Goals of Marketing Communications

Modern marketing requires much more than just creating a good product, pricing it attractively, and making it available to target customers. Firms must still actively promote the product, i.e. establish communication with your customers. At the same time, there should be nothing random in the content of communications. Communications marketing is a marketing activity that ensures the creation of a favorable image of the product and the company itself in the minds of consumers. Promotion is any form of communication used by a firm to inform, persuade, or remind consumers of its products and their merits.

Communications (in marketing) - methods and forms of presenting information and influencing a certain (target) audience.

The target audience is a set of consumers who make purchasing decisions, as well as the forces that influence them. The promotion of goods should arouse in consumers the desire to make the first purchase and make all subsequent ones.

Features of marketing communications

Marketing communications is the process of transferring the message from the manufacturer to the consumer in order to provide him with the goods and services of the organization in an attractive light for the target audience. Based on the ideas put forward by the school social systems, then marketing communications can be considered as essential tool, which ensures the interaction of the organization with the external environment of direct impact.

The main goal of marketing communications is to influence consumer behavior. Accordingly, the following tasks of marketing communications can be distinguished: informing the audience about the existence of certain goods and services, explaining their purpose; persuasion - the formation of a favorable attitude of the consumer to the organization and its brands; creation of an image - the formation of an image of an organization associated with the differentiation by the consumer of the brands of the product; reinforcement - retention of regular customers.

Marketing communications include: personal selling, media advertising, direct marketing, product promotions and public relations. The most modern forms of marketing communications are various forms of direct response to consumers, promotion through electronic networks and the Internet. The main object of communicative influence is not always an individual consumer. Often, the role of the object is a certain "unit that makes the decision to buy", consisting of several persons.

Experts characterize five main consumer roles: the initiator of the purchase - the first to offer to buy a product or service; influencing - gives advice; decision maker - makes a choice on one of the components of the decision: what to buy, where and in general buyers; buyer - makes a purchase; user - uses the product. The notion of a “decision-making unit” becomes the basis for building a marketing communications plan. For example, when choosing a tourist package, a special importance was noted for persons who “influence” (friends, relatives, colleagues, etc.) who offer their own solutions to the problem. Communication impact strategy travel company must take this fact into account.

Modern marketing requires much more than creating a product that satisfies customer needs, price it appropriately, and make it available to target consumers. Firms must communicate with their customers. At the same time, there should be nothing accidental in the content of communications, otherwise, the company's profit will decrease due to the high costs of communication and because of the damage to the company's image.

The complex of marketing communications consists of four main means of influence:

• propaganda;

  sales promotion;

  personal sale.

Each element has its own specific communication techniques, which will be discussed in more detail in the following paragraphs of this chapter.

The communication process itself includes nine elements and is presented by F. Kotler (7) in the following model:

SCHEME 1.

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 effective communication and defines the main stages of work on the creation of an effective communication system:

identification of the target audience;

determining the degree of purchasing readiness of the audience;

determining the desired response of the target audience;

drawing up an appeal to the target audience;

formation of a complex of marketing communications of the company;

development of a budget for a complex of marketing communications;

implementation of a complex of marketing communications;

collection of information coming through the channels feedback;

adjustment of the 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 must start again to create a complex of marketing communications from paragraph 2 of this model; and in case of identifying another or a number of target audiences - from paragraph 1.

The basis for the formation of an effective complex of marketing communications is segmentation, which allows you to get necessary information socio-economic and psychological characteristics firm's target audiences.

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

type of product (consumer goods or industrial goods);

stage life cycle goods;

the degree of purchasing readiness of a potential client;

promotion strategy (push or attraction strategy);

features of a complex of marketing communications of competitors;

the financial capacity of the firm.

This dissertation covers in detail:

all elements of the marketing communications complex;

all stages of the formation of a complex of marketing communications on company example, which offers a service for medical express diagnostics of a person's health status on the market.

"Advertising - disseminated in any form, by any means, information about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite circle of people and is designed to generate or maintain interest in these individuals, legal entities, ideas and initiatives and promote sales of goods, ideas, beginnings."

Thus, advertising, by definition of the law, is a collective concept that combines the requirements, the totality of which forms the concept of "advertising". According to the author of this work, this definition requires commentary.

The law states that advertising should be intended for an indefinite circle of people. In other words, if the information is intended for a predetermined circle of people, then this is already considered not an advertisement, but an offer or an invitation to make an offer. And also whether information placed in a newspaper / magazine distributed by subscription will be understood as advertising (i.e., the circle of persons - consumers of information is defined by surname).

Secondly, it is necessary to more clearly distinguish between the concepts of "advertising" and "propaganda", indicating that advertising information openly comes from the advertiser and is paid for by him.

By virtue of the above comments to the law, the definition of advertising will be as follows:

advertising is information disseminated in any non-personal form, by any means, about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite or certain circle of persons, openly comes from and is paid for by the advertiser and is designed to generate or maintain interest to these individuals, legal entities, ideas and undertakings and contribute to the sale of goods, ideas, undertakings."

Advertising is a market tool. Essentially, it represents an opportunity to sell messages about a product, service, or undertaking to a potential consumer. At what so as to prefer this product, this service to all others. Advertising is based on information and persuasion.

Advertising in the media contributes to the development of a mass market for goods and services, and in the end, entrepreneurs' investments in production become justified. Advertising revenues are beginning to sustain newspapers and magazines as they seek to reach large audiences. Thus, millions of people receive the latest news as well as promotional messages.

Advertising develops because it informs people about the proposed new and more advanced products. Thanks to her, the desire for development and competition in business do not fade. Therefore, in countries with a high standard of living, mass production spends a lot of money on advertising.

Summarizing the above, the following advertising features:

economic;

educational;

educational;

political;

social;

aesthetic.

Advertising is both part of economic relations and part of the relationship between people. Therefore, advertising is a dialogue between the seller and the consumer, where the seller expresses his intentions through advertising media, and the consumer expresses his interest in this product. If the buyer's interest is not manifested, then the advertiser's goal has not been achieved.

The existing literature (4) highlights several interrelated objectives of advertising:

formation at the consumer certain level knowledge about this product / service;

formation of a certain image of the company in the consumer;

formation of a favorable attitude towards the company among the consumer;

encouragement of the consumer to re-apply to this firm;

encouraging the consumer to purchase this product / service from this company;

promotion of sales of goods / services;

acceleration of the company's turnover;

the desire to make this consumer a regular buyer of this product / service.

the ability to attract a large audience;

a large number of different media are available and you can choose the most suitable for target segments;

the ability to control the content of the message, its design, the time of release;

the ability to change the message depending on the reaction of the target segment;

the likelihood that the buyer will come to a purchasing decision before contacting the seller directly.

And the main disadvantages are that:

in some cases, it is necessary to wait a long time for the placement of an advertising message.

Table 1.

			Advantages	Flaws
Daily newspapers.	Wide audience, individual consumers.	Retail; retail trade located in a certain area; service sector.	Timeliness; large coverage of the local market; high degree of perception; location certainty.	short duration (a small number of secondary readers); indiscriminate audience; limited readership.
	Wide audience of individual consumers; intermediary organizations; one or another specialist.	Retail; manufacturers of consumer goods; producers of goods and services for specialists.	a significant number of secondary readers; high selectivity of the audience.	long time gap between submissions advertising information and her appearance in the magazine.
Phone directories	A wide audience living in a certain area.	Retail; service sector.		Low impact on potential consumer.
	An audience that is controlled by the advertiser in composition and quantity.	Retail; service sector; Manufacturers of consumer and industrial goods.	Personal appeal to the audience; timeliness; the ability to convey more complete information about a given product or service; effective for a new growing business.
	The audience, which is located in the area of ​​the radio station.	Retail; service sector;	mass character; high demographic coverage; low cost.	Low degree of selectivity; presented only by sound means; low level of attention.
TV	Wide audience	Retail; service sector; social and political organizations. manufacturers of consumer goods.	breadth of coverage; a high degree of attracting attention;	High cost of production and advertising; low selectivity of the audience;
	A wide audience is in contact with this type of advertising near advertising points or in places of concentration of people.	Retail; service sector; (usually located near the advertisement given by them).	High recontact rate; high degree of perception; low cost.	Low selectivity of the audience; limitations of informational and creative character.
Exhibitions		Enterprises offering any kind of products and services.	Opportunity to present new product and study the demand for it; the opportunity to conclude a deal during the exhibition or in the near future after its completion; additional opportunities to study the products and policies of competitors, personal contact with them; low cost.	Limited audience.

Advertising media (message distribution channels) are chosen in such a way as to effectively reach the attention of the target audience. Moreover, the main criteria when choosing channels for the distribution of advertising messages is to ensure maximum coverage of the target audience, the cost of advertising with the advertising budget and the correspondence of the nature of the advertising message to the characteristics of the channel. In addition, the choice of advertising media is made in such a way as to provide the necessary geographical coverage of consumers and the desired frequency and form of presentation of the material. To select the most suitable behavior advertising company publications, it is recommended to compile a list of periodicals that, according to their potential, are capable of falling into the hands of a prospective client, collect the necessary information about each of the publications: data on periodicity, circulation, prices for ads of different sizes, with printing in different versions (page, place on stripe, use of color). It should also be borne in mind the prestige of the publication, its focus, the quality of printing.

To achieve most advertising goals, the maximum possible coverage of all planned target groups of potential customers is important, therefore, the optimal criterion for comparing advertising distribution channels with each other is the amount of expenses spent on one advertising contact with a potential buyer. In contrast to the absolute value of expenses, such a relative criterion makes it possible to reliably assess the distribution channel of advertisements.

In addition, when choosing a means of distributing advertising messages, it should be borne in mind that a one-time, single contact with a potential buyer has no practical commercial value. Only systematic advertising work can bring results, and it is important that the emerging contacts are not separated from each other by too long periods of time: weekly contact is considered optimal, rare contacts are perceived as one-time and have a very low commercial value.

When choosing advertising media, it is also necessary to take into account some of the conclusions made on the basis of previously conducted advertising campaigns regarding the suitability of specific advertising media for promoting specific products.

In addition, an important determining factor is the conformity of the nature of the media themselves with the nature of the advertised product and the type of advertising message. For example, some media fit more organically with certain types of ads. Most often, the combination of the means of information dissemination used can serve as a guarantee of high effectiveness of an advertising message.

be brief, i.e. those benefits that a potential consumer receives from a given product or service;

be interesting to the buyer, i.e., in addition to mentioning direct benefits and the company's guarantee system, you should create a favorable atmosphere and image of this product or service, widely attracting images of beauty, reliability, convenience;

be reliable. This rule applies to both the content and design of the advertising message: they must match each other;

be understandable, i.e. understandable to the potential buyer of the company. For this, it is necessary to study and analyze in more detail the social, economic, psychological, national characteristics of the target segments of the company;

be dynamic, that is, you should choose energetic, capacious words, verbs in the imperative mood. The style of presentation should express confidence in what is conveyed in the advertising message. Thus, there is a stronger effect on the buyer, stimulating him to make a purchase;

to which group this product belongs: to the group of consumer goods or industrial and technical purposes;

characteristics of the product or service;

signs and characteristics of target segments;

political and economic characteristics of target segments;

product life cycle.

I would like to reveal the last component of this list in more detail, since advertising messages for different products that are in the same stage of the life cycle have much in common.

Table 2

Life cycle stage.	Characteristics of the stage of the life cycle.
Introduction of the product to the market	Product ignorance		The purpose, scope, main characteristics of a new product or service, from which moment it goes on sale, where it can be purchased should be reflected. There may be references to a similar product previously distributed on the market, with a comparison of characteristics in favor of a new product.
Growth in product sales.	Product recognition.	Become stable, do not exceed the average indicators of the company.	Emphasis should be placed on the quality, prestige of the goods, on a high level of service. Sometimes it is appropriate to give a sales figure for certain period.
Maturity.	Most potential buyers have purchased the product and sales growth rates are falling.	Increased compared to the previous period, if you want to keep the sales volume at the same level.	discounts, sales, long-term service and other incentives should be introduced.
Saturation.	Decreased sales of a product or service.	lower than in previous periods.	It should be limited to those ads that were planned and posted. If there is a modification of a product or service, it is possible to return to the maturity stage, with promotional activities corresponding to this stage.
	Sharp drop in sales.

An advertising company, as defined by L. Germagenova, "Effective Advertising in Russia. Practice and Recommendations" (Article 25) (4), is several advertising activities united by one goal (goals), covering a certain period of time and distributed over time so so that one promotional event complements another.

Definition of goods and services that require advertising, as well as time periods, i.e. what product in what period needs advertising;

Study and selection of marketing information already available in the company about:

target consumers of these goods/services;

solvent demand;

the current state of the markets where these goods / services will be sold;

new markets;

competitors;

Selection of advertising media that are best suited for a given product / service and satisfy the characteristics of the target segments. As a result of this work, an advertising campaign plan is drawn up and the required amount costs;

Determination of the amount of funds that the company can allocate for an advertising campaign;

Determination of the possible effectiveness of the selected goals, ideas, elements of the advertising campaign;

If necessary, clarification, adjustment of the elements of the advertising campaign;

Organization of the work of the company during the advertising campaign;

Every marketer is convinced that for effective advertising you need a "good" idea, i.e. an idea that reflects the features and characteristics of the firm's target segments. All components of the advertising campaign are subordinated to this idea of ​​the whole.

Of course, the choice of means of advertising distribution, the content of advertising texts, commercials, radio messages, etc. is also determined by the characteristics of goods, target segments, target markets, the amount of available financial resources and other factors, but nevertheless, a number of marketers, for example, L. Germagenova (4), make several general recommendations:

Talk about the advantages of the product, about the benefits that the consumer receives from buying it, about what you are doing to meet the needs of the buyer;

Regularly determine the degree of satisfaction of your customers with the product.

In developed countries, such an order has been adopted - the development of the annual budget of the company, and then the planning of an advertising campaign. A wide range of advertising services from various agencies allows you to implement almost any intention in this area. Unfortunately, this form is not always acceptable for Russian entrepreneurs, since annual budget planning is not always possible due to instability. economic situation and constantly changing laws and taxes. That is why the above procedure for the formation of an advertising company is somewhat different.

Nevertheless, planning promotional activities is advisable. This avoids random selection and random placement of ads, and thus avoids poor performance and ultimately higher advertising costs.

In conclusion, let me quote David Ogilvy: "A successful advertising campaign is a combination of a successful sales (advertising) message and the right choice of media, as well as the timing of the message."

1.2 Sales promotion

Marketing activities other than advertising, promotion and personal selling that stimulate consumer purchases and dealer efficiency: exhibitions, demonstrations, various non-repetitive sales efforts.

Carrying out sales promotion activities today is gaining more and more development in Russia and is an effective and relatively inexpensive method of attracting potential buyers.

Sales promotion is used when:

increase sales in short term;

support the buyer's commitment to a certain brand, company;

bring a novelty to the market;

support other promotion tools.

The benefits of sales promotion are:

possibility of personal contact with potential buyers;

a large selection of sales promotion tools;

the buyer can get something valuable and more information about the company;

the ability to increase the likelihood of impulse buying.

But at the same time, you need to remember that:

sales promotion has a short-term effect on increasing sales;

acts as a support for other forms of promotion; requires advertising;

The image of the firm can be undermined by the low quality of incentive elements.

The solution to the problems of sales promotion is achieved using a variety of means. The choice of the form of sales promotion primarily depends on:

from the goals and objectives of the campaign to stimulate the sale of the company's goods;

from goods;

on the type of market;

from what competitors use in sales promotion activities;

on the profitability of each of the means of sales promotion;

A description of the main means of sales promotion is given in the table below, which combines the classifications of F. Kotler (7), D. Xardel (1), Bergman and Evans (3).

Table 3

The main means of sales promotion

Sales promotion funds	Characteristic	Comments
Product samples.	This is an offer of goods to consumers free of charge or for trial. Samples can be distributed according to the "every door" principle, sent by mail, distributed in a store, attached to another product.	It is considered the most effective and expensive way to present a product.
	These are certificates that give the consumer the right to a specified savings when purchasing a particular product. Coupons can be sent by mail, attached to other products, included in advertisements.	Can be effective for sales promotion: already mature branded goods; to encourage consumers to try the new product.
Packages at a discounted price.	Offering the consumer a certain amount of savings against the normal price of a product. Information about them is placed on the label or on the packaging of the product. It could be: packaging at a reduced price (for example, two packs for one price); package-kit, when a set of related products is sold.	An effective way to stimulate short-term growth in product sales (more effective than coupons).
	This is a product offered at a fairly low price or free of charge as an incentive for the purchase of another product.	This method is effective for firms that expand their range and offer a new product. Secondly, the consumer likes to receive gifts (especially from firms distributing branded goods).
Souvenirs.	Small gifts for clients: pens, calendars, notebooks, etc. They are designed to remind the client about the company and its products.
Exposition and demonstration of goods at points of sale.	Presentation of goods, brand names at the point of sale: on the windows of the store, on the shelves, on the stands. Usually these materials are supplied by manufacturers.	Encourage impulse buying.
Contests.	Consumers must submit something to the competition, for example, a verse, a forecast, an offer, etc. The submitted materials are evaluated by a special jury and the best of them is selected. Winning the competition is ensured by knowledge and skills. The competition allows you to get a cash prize, a ticket, etc.
	The lottery requires consumers to declare their participation in the draw. The winner is determined by a case from the set, no special knowledge is required from the participant.
Deadline.	The offer can only remain valid until a certain point, encourages the client to make a decision quickly.
Alternative on the basis of "yes" - "no".	The client chooses between a positive and a negative response. His choice is influenced by: a label with the words "yes" - "no", which is pasted on the order form; the word "yes" is printed in large colored letters with a picture, and the word "no" is printed in small black letters.
Multivariate choice.	A multi-choice offer is based on the desire to make it easier for the customer to choose and to offer him a variety of combinations to increase the likelihood of meeting his individual needs.
Negative answer	The company automatically sends the goods to the client if he does not send a negative answer by mail before the expiration of a certain period.
Free entry to the club.	A club member undertakes to buy a certain amount of goods within a certain period of time, and the company provides the client with catalogs, discounts, prizes, etc.
Attracting a "client-friend".	A customer who has just purchased a product is offered to interest one of his acquaintances in the purchase for a fee.

There are sales promotion activities that are not aimed directly at increasing sales at a given outlet, but at creating and enhancing the company's image, which indirectly increases the demand for its products. Such events are held at exhibitions, discos, nightclubs, etc.

In general, any product can be promoted with sales promotion, but the best results in sales promotion activities are achieved with products that are in the introduction or decline phase.

After such events, the demand for these products is increased for some time, and then returns to its original position. But sometimes this rule is violated, for example, if the consumer is offered many options for using the product (if this product allows it).

As in the case of personal selling, the effectiveness of sales promotion activities is determined by the quality of the work of the personnel, and not only by well-chosen forms of incentives and a well-planned company. And the requirements for sales personnel are similar to those for personal selling.

Sales promotion activities can be carried out both by the company itself and by advertising companies specializing in this area that have experience, the necessary qualified specialists, and a bank of sales personnel. Referring to such campaigns makes sense because:

Sales promotion activities are "non-recurring sales efforts", i.e., take place from time to time;

Agencies are more likely to make the right decision than the firm itself, i.e., the effect of sales promotion will be higher. Yes, and the cost of agency services can be negotiated.

In any case, whether the firm develops the sales promotion program itself or a specialized agency, a number of decisions need to be made, such as:

determine the intensity of stimulation;

which groups of people will be targeted by this sales promotion program;

select specific means of sales promotion;

determine the duration of the incentive program;

choose the timing of sales promotion activities;

make a cost estimate for sales promotion activities;

pre-test the sales promotion program;

implementation of a sales promotion program;

evaluate its effectiveness.

In conclusion, the chapter should emphasize that sales promotion is most effective when used in conjunction with advertising.

1.3 Personal selling

According to the definition of F. Kotler (7), a personal sale is understood as the oral presentation of goods during a conversation with one or more potential buyers in order to make a sale.

This form of trading is most effective at the stages:

Formation of consumer preferences and beliefs;

Direct execution of the act of sale.

The reason is that the personal selling technique has the following characteristics:

It involves live, direct and mutual communication between two or more persons;

Promotes the establishment of a variety of relationships: from formal "seller-buyer" to strong friendship. An experienced seller strives to establish long-term contact with the client;

Makes the buyer feel somewhat obligated to have been interviewed, and has a stronger need to listen and respond.

In the process of personal selling, there may be elements of sales promotion: coupons, contests, bonuses, various invitations, benefits, etc.

Many experts, despite a number of advantages of personal selling, note its disadvantage - the short-term effect of sales promotion through personal sales.

There is some truth in this, but in the service sector this shortcoming is much less pronounced.

The effectiveness of personal selling is determined by to a large extent seller. Therefore, firms spend a lot of time, effort and money on organizing the management of the firm's trading apparatus. The main decisions that the company needs to make for this are presented in the diagram developed by F. Kotler (7)

Of course, within the framework of a particular company, each of these stages acquires its own characteristics. However, stages 3, 4, 5, as shown by many years of experience of trading firms and as reflected in many books on marketing, are general principles.

For example, any salesperson must have a good appearance, be able to communicate, take the interests of the buyer "close to heart", be interested in making a sale, have a desire to improve their skills; clothing and demeanor are important.

Training activities can be aimed at both new employees and those already working in the company in order to deepen knowledge about the product, methods of working with customers. L. Germogenova (5) distinguishes three stages of knowledge:

about the product;

about the product and clientele;

about the product, the clientele, about ourselves.

A commonly used training program consists of three areas:

marketing;

management and organization;

communication in relation to the sale.

Regarding marketing, the seller must be made clear that he is an intermediary between the firm and the consumer. AT this case the seller acts as a source of information about the quality of goods, about customer complaints, their wishes, about which goods and why they are or are not successful, etc. Based on such information, the policy of the company, the product and the promotion system as a whole are adjusted.

Also, the seller must have a clear idea of ​​​​the structure of the company, its goals, how to recognize and manage the clientele; the overall cost structure of the firm.

The qualification of the seller is determined by:

his awareness of the product: from production technology to packaging;

knowledge about the psychological, socio-economic characteristics of the target segments of the company;

knowledge about the characteristics of the sales stages.

Table1.3.1

Stages of the Effective Selling Process

Sales stages.	Characteristic.
Meeting a potential buyer.	From the first minutes, you should create a favorable atmosphere, show that the client is welcome.
Establishing contact with him.	Start a conversation, willingly talk about the goods that interest the client, companies and more - on topics of interest to the client.
Identification of the needs of a given consumer	From individual phrases of the client and with the help of additional questions, determine which product, with what characteristics, the client needs.
Product display.	Here one should alternate weighty arguments with less significant ones, focus on benefits that the customer receives from the purchase of this product.
Acquaintance with the goods of the buyer.
Incentive to buy a product.	Can be used: method of comparison with a competitor product; elements of sales promotion developed by the company.
Direct sale of goods and registration of purchase.	Make a purchase quickly and efficiently; it is possible to use sales promotion elements (for example, souvenirs); invite the client to visit the firm again.

The success of the seller is also influenced by:

control over his work, which will allow you to adjust the actions of the seller;

evaluation of the effectiveness of its work in order to prevent a decrease in the company's sales.

The most important source of information for evaluating performance are sales reports. Additional information collected by:

personal contacts;

personal observations;

fixing the reactions of customers or direct communication with them.

A formal evaluation of work is not always acceptable, since the potential of markets, target segments, the intensity of competition and other working conditions for sellers can vary significantly. Therefore, it is more expedient to establish certain norms for each seller and, in relation to these norms, determine the effectiveness of work.

Along with this, it is necessary to carry out a qualitative assessment of the seller, i.e., his qualifications, the depth of knowledge about the product, company, customers, competitors, etc., as well as assess the importance and timeliness of his proposals for the development of the company.

In conclusion, I would like to note that managers must constantly work to improve the organization of the work of the trading apparatus, since it is extremely effective in solving certain marketing tasks and contributes significantly to the company's profits.

1.4 Advocacy and Public Relations.

According to the definition of F. Kotler (7), propaganda is defined as non-personal sales promotion for a product, service, social movement through the dissemination of commercially important information about them in the media.

Propaganda is an integral part of a broader concept, in the concept of the activity of an organization public opinion(Public Relations). As defined by the Institute of Public Affairs, UK, Public Relations is a planned, ongoing effort to create and maintain goodwill and understanding between an organization and its public.

Currently, the purpose of public relations is to establish two-way communication in order to identify common ideas or common interests and achieve mutual understanding based on truth, knowledge, and full awareness.

The functions of public relations in accordance with modern ideas are as follows:

establishing mutual understanding and trust between the organization and the public;

creating a "positive image" of the organization;

maintaining the reputation of the organization;

creating a sense of responsibility and interest in the affairs of the enterprise among employees of the organization;

expansion of the sphere of influence of the organization by means of appropriate propaganda and advertising.

Public relations can perform their functions in the following areas of human activity:

public relations;

government relations;

international and interethnic relations;

relations in industry and finance;

in mass media.

Any public relations event consists of four distinct but related parts:

analysis, research and problem statement;

development of the program and estimates of activities;

communication and program implementation;

research results, evaluation and possible improvements.

These parts are sometimes called the RACE system: Research (research), Action (action), Communication (communication), Evaluation (assessment).

public relations methods.

Relationship with the media. Maintaining relations with the press is not the responsibility of the organization, but if the activities of the latter are of public interest, the media will publish material and reports about it. If, however, the press is assisted, this will significantly reduce the likelihood of distortions and inaccuracies in the messages. In addition, press relations are used for advertising purposes.

Relations with the media are two-way. The organization provides materials on its activities and takes steps to issue comments on information messages. Mutual trust and respect between an organization and the media is essential for a good relationship.

Popular publications usually prefer sensational reports to those that describe planned events. By understanding the needs of newspapers, magazines, radio and television programs, you can find many ways to attract attention. All media outlets are willing to publish purely informational material, even if they treat it differently due to differences in editorial policies and readership. The press always welcomes any article or informational message containing an element of novelty, as long as the material is reliable and timely. Confidence, reliability and timeliness - these are the foundations on which the administration of the enterprise must build its relations with the mass media.

On behalf of the administration, the person responsible for relations with the press enters into relations with the media. It performs three main tasks:

provide materials for printing, which are then used to write articles, essays, reports, etc.;

respond to press inquiries and provide comprehensive information services;

follow the reports of the press, radio and television, evaluate the results, take measures to correct errors, if necessary, and issue appropriate rebuttals.

The press liaison officer is responsible for ensuring a continuous flow of news from the organization. Placement of articles - very effective method draw public attention to the enterprise and its activities. All editors are interested in receiving an offer to print an article, and if they like the idea of ​​the article, they will ask either to send the article or to provide the journalist with the opportunity to obtain the materials necessary for writing it.

The most common way of presenting information to the press is an informational message, or Press release. After writing, it is sent by regular mail or through computer communication channels to various newspapers and periodicals, radio and television. The main requirement for a press release is that it must be clear, without ambiguity.

Another way to communicate with the media is press conferences. They are usually held in cases where it is necessary to demonstrate any samples or other objects, or when it comes to important topic on which journalists present may have questions. Press conferences also provide an excellent opportunity to disseminate information that, for one reason or another, is undesirable to print.

Printed products in public relations. Printed products are various forms, Business Cards, bills and other printed materials that are not directly related to public relations, but play a significant role in the formation of the organization's own style.

The printed word will serve as the main means of communication for any organization with its customers, counterparties, shareholders, etc. for a long time to come. Therefore, the "own person" in the design printed matter is one of the most powerful means of marketing communication. Many organizations have developed their own corporate identity so that their products and advertisements are recognizable at a glance. Personal style can be in the logo, in the type and type of fonts, color, or a combination of these means. It suffices to cite the example of Coca-Cola or Philip Morris. Good style is distinguished by the fact that it is used unchanged in all types of visual agitation - from letterheads to car sides.

Public relations professionals do not need to have a professional knowledge of printing, but it is essential to be aware of its important role. Selecting the right fonts and paper, printing method and printing techniques is essential to the success of public relations in the field of printed products. In a large organization, there may be a special department of printed products, dealing with the order of such products. In a small organization, either a public relations department or a public relations services firm handles such matters.

Film and photo media in public relations. Documentaries are a powerful medium for public relations. They gained popularity back in the 30s and until recently were actively used in our country as mass medium agitation and propaganda. Now documentaries have made the transition to television, but films still figure prominently in public relations as a means of communication, education, marketing, research, and so on. Video clips are filmed both for commercial or institutional advertising, and for free distribution for informational purposes.

It is not necessary to train public relations film professionals, but a proper understanding of the subject matter is necessary for them to subsequently advise on the use of the film in any organization or to liaise with a film production company during filming.

The use of photography in public activities is of great importance. First of all, the photograph gives the impression of authenticity and has an appeal that printed text does not have. Nowadays, materials without photographs and illustrations are extremely rare, if they are competently prepared. Photos are used in the preparation of annual reports of companies, advertising brochures, newspaper reports, in the production of illustrated publications, and the organization of photo libraries.

Oral speech in public relations. Oral speech is the oldest means of communication between people and, despite competition from written language, remains at the present time in the most powerful way maintaining public relations. The ability to speak at meetings, conferences, official meetings is one of the professional requirements in public life. Preparing a speech by a public relations specialist is a common practice in governments, organizations or enterprises.

This area of ​​public relations also includes control over the ability to conduct telephone conversations. The telephone secretary becomes the first person a customer contacts, and their behavior can have a strong impact on a firm's first impression. The task of a public relations specialist is to organize such a procedure for conducting telephone conversations that would reflect the positive image of the organization. In many organizations, it is accepted that control over the ability to conduct telephone conversations is carried out by the manager himself. The ability to conduct a telephone conversation should apply to all employees of the organization from the highest level to the lowest.

Advertising and public relations. Logically, advertising is an integral part of public relations because it has an impact on the image of the company in the eyes of the public. In today's world, it is not enough just to produce a good product, provide marketing, distribute products, successfully advertise and sell them. Even a quality product may not find a consumer if its manufacturer conducts inefficient social policy or misunderstood by the public. It is necessary that the company has a decent level, and the public knows about the benefits it brings. This is what underlies so-called "prestige" or "institutional" advertising.

There are two types of "prestige" advertising. The first aims to inform the public about the contribution that the company makes to the welfare of the country. The second type of advertising takes a less direct approach: it boils down to providing information on topics that are of interest to the public; the name of the sponsoring company is simply mentioned.

Sponsorship presents modern form patronage.

It is best to define sponsorship as one of the types entrepreneurial activity, the main purpose of which is to act for the benefit of both the sponsor and the recipient of his assistance. Sponsorship is an integral part of the marketing strategy that defines the face of the company. In implementing this strategy special place public relations and an organic combination of the main methods of public relations with sponsorship.

1.5 Evaluation of the effectiveness of the marketing communications complex.

When planning a complex of marketing communications, the effectiveness of its elements should be tested using an experiment, a 10% test, a pretest. It helps to find out ways to improve the advertising message before it is published and thus increase its effectiveness. In the case where there are two or more alternatives, the trial makes it possible to choose a priority. In order to be able to adjust the advertising appeal more than once, a 10% sample can be divided into 3%, 3%, 4%.

The main methods for evaluating the effectiveness of a marketing communications complex include ():

Correlation method between sales volume and costs for a complex of marketing communications";

"Method of contact audiences";

"Method of evaluating the effectiveness of sales promotion activities";

"A method for determining the degree of awareness of the firm and its products."

The most primitive calculation of the cost effectiveness of advertising:

(Profit) minus (Ad spend) equals (Positive).

However, a simple calculation does not always reflect the actual effectiveness of a promotional event, since it is closely related to the goals that are set during this promotional event and the amount of money allocated for its implementation. If these two concepts balance each other, then advertising is effective. But the firm may not set the goal of direct profit in a certain period of time, therefore, the correlation between sales volume and the cost of the marketing communications complex can be carried out if the consumer has gone through all stages of purchasing readiness. It is possible to determine whether the consumer is in the final stage of preferring the product of a given company by means of a survey.

If a positive response is received as a result of the survey, then it should be elaborated in detail who, when provides information on the volume of sales after the submission of advertising information.

The next step is to keep track of the incoming information.

At the moment when the sales volume after the marketing communications complex returned to the previous level, we calculate the following integrals

The ratio of these integrals will be the economic efficiency of the marketing communications complex according to the "Method of correlation between sales volume and the costs of the marketing communications complex":

Consider the second method "Method of contact audiences" . This method is implemented in practice as follows. The company hides some of the information about itself, about its products, intriguing a potential client and encouraging him to seek additional information.

The company must clearly organize the work of dispatchers who register:

the number of responses;

their character;

the source of this information.

As a result, economic efficiency will be

number of responses

contact audience size

The size of the contact audience with one or another means of disseminating advertising information can be found in the published reports of advertising agents such as Gorstis, Spark, etc.

"Method of evaluating the effectiveness of sales promotion activities." This method assumes that the company implements long-term sales promotion activities (coupons, discounts) for its target audience. Then follows:

determine the period of time after which economic efficiency will be evaluated;

organize the registration of recoverable coupons, the number of purchases with discounts.

In the proposed graph, the Q curve describes the amount of sales made due to this sales promotion activity. In this case, economic efficiency is determined

"A method for determining the degree of awareness of the firm and its products." Usually used in image advertising. It is carried out by a survey method before the advertising campaign and after, when the memorability of advertising is checked. Between the perception of an advertising message and a specific buying behavior usually lies a certain period of time. The perceived information is somehow stored in the mind of a person and affects his purchasing behavior.

There are three main methods for measuring retention.

Free memory.

The interviewer asks the person to describe in their own words the advertising images they remember. Further, the question is clarified and the test subject must remember in which particular media he met this or that advertisement.

Directed memory.

The interviewer gives the test-taker various hints that help to recall the entire advertisement in memory. In this case, the number of remembered ads is higher than with free ads.

Recognition.

The interviewer looks through the latest issue of the magazine together with the test subject and after each page with an advertisement asks questions about whether he remembered this advertisement, whether he paid attention.

This method has two significant drawbacks:

the experiment, as a rule, occurs once, for a short period of time. The situation of development in time, repetition, advertising pressure cannot be modeled.

Determining economic efficiency is a difficult task, because:

there is no universal single formula for its calculation;

it is almost impossible to separate from each other the results of the impact of a complex of marketing activities and the results of the use of other tools that the company uses to achieve its goals in the market;

the elements of the marketing mix themselves can be used in the same periods of time;

the success of a product can be caused not only by the last advertising campaign, but also by advertising that was published earlier (the effect of temporary transfer);

the success of advertising a particular product can be explained by the presence of advertising of other products of the same brand (typical for large companies with an established image and a large range of products);

There are many factors that the company cannot influence. For example, a scandal around a certain category of products that negatively affects sales, regardless of advertising.

Despite all the above reasons for the difficulty in measuring economic efficiency, it is necessary to evaluate it. Moreover, it should be laid down already at the stage of planning an advertising campaign, which will significantly reduce the cost of an advertising campaign.

Bibliography

12.1. The essence of marketing communications.

In recent years, along with the growing role of marketing, the role of marketing communications has also increased. Indeed, effective customer communications have become key to the success of any organization.

Word "communication" comes from the Latin communico - I make common, connect, communicate. Communication in human society means communication, the exchange of thoughts, knowledge, feelings, patterns of behavior, etc., aimed at mutual enrichment with the ideas of another, interlocutor.

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

Marketing communications- this is the process of interaction between the subjects of the marketing system regarding the coordination and adoption of tactical and strategic decisions in marketing activities.

The effectiveness of marketing communications depends on the personal characteristics of each of the subjects of the marketing system, as well as on the means of implementation and methods used to stimulate communications.

There are five basic elements in all marketing communications:

1. Informing and persuading consumers.

2. Goals of communication.

3. Places of contacts.

4. Participants in the marketing process.

5. Marketing communication messages.

As one of the most important elements of the marketing mix, the marketing communications system ultimately contributes to the overall marketing goals of the firm.

According to E.N. Golubkova, subordinates developing in relation to them are the following goals:

1. Consumer motivation.

2. Generation, formation and updating of the needs of the buyer.

3. Maintaining friendly relations and mutual understanding between the organization and the public, partners in marketing activities.

4. Formation of a favorable image of the organization.

5. Informing the public about the activities of the organization.

6. Attracting the attention of desirable audiences.

7. Providing information about the goods produced by the company.

8. Formation of goodwill among buyers for the brand of the company.

9. Stimulating the act of buying

10. Reminder about the company, its products, etc.

In turn, the choice of marketing communications goals largely determines the means used to achieve them.

Of the existing approaches to the classification of communication tools, the most widely used approach is that a set of means of communication influence is classified using the concept of a promotion complex, the content of which may vary depending on the level of market development and the characteristics of the market type. AT general view the promotion complex is an integral part of the marketing mix.

The component of the marketing mix, promotion, directly deals with the management of marketing communications. Traditionally, within this approach, four main means of communication are distinguished: advertising, personal selling, sales promotion and public relations. At the same time, the concepts of promotion and communication are often identified in the literature. For the first time in domestic literature a successful distinction between terms is given in a 1999 paper. monograph Golubkova E.N., entirely devoted to marketing communications.

Central to the definition of marketing communications is the concept that all variables of the marketing mix, and not just the promotion component, are involved in communicating with customers. The definition allows for the possibility that marketing communications can be either targeted, as in the case of advertising and personal selling, or non-targeted (although impactful), such as appearance product, packaging, or price.

For Russian enterprises greatest practical significance, according to P.S. Zavyalov, may represent a classification in which the complex of communications consists of four main elements: advertising, personal selling, sales promotion and public relations (Fig. 112).

Type of communication	Definition
Advertising	Any form of non-personal presentation and promotion of ideas, goods and services, primarily through the media, on behalf of a known initiator.
Sales promotion	Mostly short-term incentives to encourage the purchase or sale of a product
PR (public relations)	Non-personal stimulation of demand for a product, service or idea by disseminating commercially important information about them, popularizing it in any legal way.
Personal Selling	Oral presentation of a product during a conversation with one or more potential buyers for the purpose of making a sale or obtaining consent to purchase.

Figure 112. The main means of influence in the complex of marketing communications

Also, the main elements of marketing communications can be represented in the form of the following figure (Fig. 113).

Figure 113. Basic elements of marketing communications

It is necessary to briefly describe the content of the main elements of communication, with the help of which various appeals to the consumer are carried out.

Advertising- a paid form of presentation and promotion of goods and services, carried out on a specific order. Advertising can use both mass media - newspapers, magazines, radio, television, billboards, etc., as well as a direct appeal to the buyer using postal items, phone calls.

Publicity- usually formalized and implemented in the form of news or press comments about the products or services of a company. 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. However, market realities have shown that it is more expedient to use the entire possible arsenal of public relations means, that is, public relations, which is much wider than publicity.

Therefore, the third element of the communication complex can be considered public relations, and publicity is its constituent element.

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. Sales promotion is aimed at both trade (wholesale and retail) and consumers. In practice, this activity is concretized in the form of fairs, exhibitions, auctions, window dressing as an element of merchandising, sampling panels, discounts and auxiliary means that are aimed at enhancing the response of wholesalers and retailers. In addition, firms such as the use of coupons, premiums, giveaways of free samples, competitions, discounts and more are widely used in sales promotion. A significant place in sales promotion is given to trademarks, corporate identity, packaging, labeling.

Special trade promotion and point-of-sale advertising products- refers to the use of tools that deliver a marketing message directly to the point of sale and increase the likelihood of purchase of goods by buyers. Such means, such as in-store coupons, remind the shopper of a particular product, deliver the company's marketing message, or inform them of the benefits of a future purchase.

Package- a means or a set of means that ensure the protection of products from damage and loss, and environment from pollution, and contributing rational organization the process of storage, sale and transportation of the product.

Marking- application of signs, inscriptions and drawings on goods or packaging to identify them and indicate the methods of transportation, processing and storage. It includes the whole range of operations aimed at improving the efficiency of product distribution, its safety, quality, compliance with standards and international norms, as well as more effective condition control at all stages of the logistics chain.

Form style- a set of techniques (graphic, color, language) that provide, on the one hand, some unity of all the products of the company, and on the other hand, oppose the company and its products to competitors and their products.

Personal selling is personal (face-to-face) communication in which a salesperson attempts to persuade potential buyers to purchase a company's products or services.

Direct Marketing- an interactive marketing system that allows consumers to easily obtain the information they are interested in and purchase goods through the use of various information distribution channels. Includes direct mail, use of print catalog orders, and online catalog sales.

Personal Selling- establishing personal contact with one or more potential buyers in order to sell the goods. Examples of such contacts are telephone conversations of regional representatives of the manufacturer with local companies or retailers, selective calls to potential buyers directly at home, or sales of goods by telephone orders.

Network marketing - this is a marketing system that allows consumers to become distributors of manufactured goods and create new levels - networks for the sale of goods. At the same time, all network participants at various hierarchical levels of the network participate in the profits of their network and underlying networks.

Special souvenirs- free gifts that serve as a reminder of the company that produces the goods, and of its brand name.

Sponsorship- financial support provided by the company to non-profit organizations during various events in exchange for the right to establish special relations with them. Sponsoring activities can enhance the prestige of the company and create a positive image of its activities. Examples of sponsorship include financial support for sporting events or the transfer of funds to charitable public foundations.

Grant of a license- the practice of selling the right to use company symbols of a company or its product.

Service maintenance- a system of influences accompanying or reinforcing the product, i.e. services that are part of the maintenance of marketing communications.

Unplanned messages include all other ways to convey various information about the company and its brand to potential customers.

Therefore, it can be concluded that under communications understood various forms of distribution, transmission of information, messages in the form of thoughts, information, news, etc., that is, all methods and forms of information service that affect the target audience or specific recipients.

Marketer who successfully works in modern conditions, 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. The impact of communication elements on the market strategy of the enterprise is shown in fig. 114.

Figure 114. The impact of marketing communications elements on the elements of the enterprise's market strategy

Key Factors effective marketing communications are:

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;

Message preparation. 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;

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

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

The listed conditions of efficiency determine the system of targets and specific decisions included in the marketing communication program developed for any company.

12.2. Communication model, its structure and elements

Modern science considers the phenomenon of communication from a variety of positions.

In a general sense, communications is understood as the dissemination, transmission of information, messages (thoughts, information, news, etc.), i.e. "all methods and forms of information transmission and influence on the selected audience, addressees."

From the sociological point of view, it is “a complex, repeatedly divided process of influencing objects”, with many intermediate results, “a mechanism through which relationships between people are carried out”.

From point of view social psychology, both in the sphere of social, group, and personal relations - specific process communication and interaction of people using language or other sign systems. From point of view economy - no less complex process of ensuring communication between subjects of economic life, including consumers (households, family members)

The theoretical understanding of the foundations of communication goes back to Aristotle, who singled out such components: “the speaker” - the message itself and the one to whom it is intended. There are a lot of definitions given to the communicative process. For a better understanding of this phenomenon, they began to use the modeling method: the reproduction of the characteristics of one subject with the help of another. The communication model reproduces the constituent elements and functional characteristics of the communication process in the form of a diagram. The content of the model depends on the accepted concept of the scientist who developed this model, on the needs of the field of activity in which it appeared, etc.

Although the model reproduces some characteristics of the modeled object, it is not a complete reflection of practical reality. A marketer needs a model to better organize their thoughts about the reality of ongoing communication processes and to link their actions with this reality. Communication models can also be divided into mechanical, or linear, and non-mechanical.

Modern communication models include a slightly larger set of elements, but do not deviate from traditional canons: communicator, audience, communication tools, communication content, message effect and feedback.

Thus, in its most general form, the model of simple or interpersonal communication consists of the following main elements: the communicator (who?; transmitting the message), the message (what?; the content of the message in a sign or other form) and the recipient (to whom?; the addressee receiving the message ). What is characteristic of interpersonal communication and distinguishes it from mass communication is the presence of an involuntary feedback between the recipient and the communicator (with what effect?). It is thanks to such feedback that the communicator, already in the course of transmitting a message, can perceive the results of his activity, correlate them with the goals set, and, therefore, if necessary, correct his behavior. Graphically, the model of interpersonal communication is shown in fig. 115.

Figure 115. Model of interpersonal communication

Such a model is suitable for describing only part of the marketing communications complex, namely the process of personal selling and some oral propaganda techniques. The vast majority of marketing communications can be adequately represented using the mass communication model.

Model mass communication differs from the previous one by the presence of a communication channel - mass media (print, radio, television, cinema, sound -, video recording, local and global systems ( with what effect? communications, etc.), that is, an additional structural element corresponding to the question: through what channels? (Fig. 116).

Figure 116. Mass communication model

But this is not all the difference between simple communication and mass communication. In the latter, unlike the interpersonal one, the communicator and recipients are separated in space, and if the message is transmitted in a record, then in the time of transmission and reception of information. In addition, in mass communication, the recipients (or their groups) are separated in relation to each other, in other words, dispersed in space.

A model similar to the one shown in Fig. 116, in the 1930s and 1950s served as a starting point for research on mass media in search of their most effective use, incl. for advertising and promotion purposes.

F. Kotler identifies nine elements in the communication process, presented in the following model (Fig. 117):

Figure 117. Model of the communication process

Sender - the party sending the appeal to the other party (client firm).

Coding - set of characters transmitted by the sender.

Communication media - communication channels through which the appeal is transmitted from the sender to the recipient.

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

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

Responsiveness - 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 environmental interference or distortion, as a result of which the receiver 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:

1. identification of the target audience;

2. determining the degree of purchasing readiness of the audience;

3. determination of the desired response of the target audience;

4. drafting an appeal to the target audience;

5. formation of a complex of marketing communications of the company;

6. development of the budget for the complex of marketing communications;

7. implementation of a complex of marketing communications;

8. collection of information coming through feedback channels;

9. adjustment of the 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 must start again to create a complex of marketing communications from paragraph 2 of this model; and in case of identifying another or a number of target audiences - from paragraph 1.

12.3. Characteristics of the main means of communication.

The goal of any seller is to capture the attention of a potential buyer, which means to emerge victorious from the competition.

The buyer's conviction that the purchase of this particular product is profitable and expedient is carried out by various methods: advertising messages, the provision of benefits, the distribution of souvenirs, etc. All these means are called communication policy and are known in the literature as means FOSSTIS- formation of demand and sales promotion.

Marketers, referring to FOSSTYS events, say: “If you can do without an intermediary, great. The only pity is that it is impossible to do without it in the modern international market...”.

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

The complex of communication tools is inextricably linked with the marketing activities of the enterprise and to a large extent 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 the complex of communicative means is the promotion of goods on the market.

Promotion- creation and maintenance of permanent relations of the enterprise with the market in order to enhance the sale of goods and the formation of a positive image (image) of the enterprise in the market.

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

The relative importance of the means of influence in the complex of marketing communications on the type of product (Table 115).

Table 115 - The relative importance of the components of the marketing communications complex (in descending order of importance)

For the implementation of FOSTIS activities on foreign market the structure of the enterprise provides for a special service (department) that functions independently or attracts third-party Russian and foreign organizations, as well as foreign intermediaries of the enterprise abroad.

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

The following rules should be observed when carrying out FOSTIS activities:

1. Know your product in detail.

2. Know your competitors.

3. Know your customers.

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

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

Demand generation (WCF activities)

Each buyer is faced with the need to choose among the many products of the one that best suits his needs. before purchasing the product. WCF activities provide information for making such a decision. These include:

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.

The purpose of FOS measures is to overcome 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 idea about the product. When from an ignorant buyer becomes aware, and then acting, acquiring a product, the image of the product arises.

The objectives of the FOS activities are presented in fig. 118.

Figure 118. Objectives of WCF activities

Of the listed tasks of the FOS measures, the main one is the task of bringing a product of market novelty to the market. The effect of this withdrawal 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 the FOS events, various private actions are carried out (Fig. 119).

Figure 119. Private shares used by the FOS when introducing a new product to the market

Depending on the type of product, FOS measures have specific features (Table 116).

Table 116 - Comparative analysis of FOS measures depending on the type of product

Characteristics of FOS parameters
In FOS events with industrial goods	In FOS events with consumer goods
Impact
Multidimensional, complex, aimed at many people at different levels of management and production of the enterprise	Single plan, designed for one person, maximum for a family
Role in securing the sale
Auxiliary	Decisive
Time required to make a decision
Significant, sometimes up to two years	Insignificant, sometimes up to several minutes and even seconds
Association of purchase with the impact of the WCF event
Difficult to trace	Easy to trace
Trial sales
Rare, small volume	Mandatory and in large volumes
WCF spending budget
Usually defined as a percentage of last year's sales	It is determined in the process of a detailed market survey and identifying trends in its development
The main qualities of advertising that determine its effectiveness
The content of the text, its informativeness, conclusiveness, unconditional veracity of the arguments	The emotionality of the text, the simplicity of its perception; The image of a product is practically not related to its consumer properties.
Channels for distributing advertising messages
Special or industry publications designed for businessmen and specialists in industry, service, etc.; "direct mail"*	Mass media (television, radio, socio-political press), outdoor advertising, direct mail and other means

WCF activities are disseminated through various channels (Figure 120).

Figure 120. Channels for the implementation of WCF activities

In order to rationally choose a channel for disseminating information, FOS carry out a special work called analysis of mass media. The purpose of the analysis is to find a channel that meets the following requirements to the maximum extent possible:

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

manageability - the ability to actively influence the timing of the publication of advertising, distribution regions, etc. -

Profitability - a minimum cost for one advertising contact with a potential buyer and a minimum total cost;

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

When planning and monitoring FOS activities, the following rule must be observed: a merchant who has stopped advertising and other communication with the buyer makes a gross mistake. The sale of goods falls sharply, the company loses its market share; it is extremely difficult to return to the previous positions, since in the mind of the buyer the place of the enterprise is occupied by a competitor.

the ability to exhort - the seller can repeatedly repeat his offer,

Buyer - compare 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 implementation of the marketing process, advertising performs various functions (Table 117).

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 goods that differ slightly from each other, and then evaluates the results of his purchase, receiving final knowledge about the product;

3) "emotions - actions - knowledge" - buyers have superficial knowledge about the product, when purchasing it, they are based on emotions.

inform about the existence or appearance of a new product or brand;

create a brand image;

to cause predisposition of the buyer to the trademark;

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

change the idea of ​​the product;

to achieve recognition of the goods by potential buyers;

create a favorable image of the enterprise;

psychologically prepare the buyer for the purchase of goods.

news strategy is based on information highlighting the merits of the advertised product. The strategy is used by the leading enterprise when introducing a new product to the market to form primary demand;

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

image strategy based on the consolidation of a positive consumer attitude to 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 (to formulate a memorable, interesting offer that can convince the consumer of the superiority of the advertised product;

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

Selecting communication channels provides for possible use:

· electronic means(television, radio, video, etc.);

· printed publications(newspapers, magazines, etc.);

When choosing a message channel, it is necessary to take into account a number of indicators (Fig. 122).

Figure 122. Indicators taken into account when choosing a message channel

When choosing a message channel, the criteria presented in Figure 123 must be taken into account.

Based on the data shown in fig. 122 and 123, it can be stated that it is necessary to find such an information channel that offers the lowest advertising rates; provides the optimal combination of coverage and frequency of exposure to advertising and the minimum gap in time between the preparation and delivery of an advertising message.

Table 118 - Methods for determining the budget of an advertising campaign

Marketing: Lecture Notes Loginova Elena Yurievna

1. Marketing communications

1. Marketing communications

In today's business environment, it is not enough for companies producing high-quality and relatively inexpensive products to simply monitor the quality characteristics of their product and maintain an acceptable price. To more successfully promote their product, organizations should attract as many buyers as possible to their product through original appeals, posting information about the product that would convince consumers that they need this particular product. Even largest companies of the world cannot be 100% sure of the firmness of their positions in the market. It is not enough to attract customers to your product, you must constantly maintain their interest in your activities. That is why communication is the key to marketing.

Marketing communications is the process of transferring data about your products to the target audience.

The target audience is a group of current or potential consumers who can receive this information and able to respond accordingly.

Many companies use the marketing mix tool to increase interest in their products. Marketing mix is a system for providing information, which consists of such elements as a product, the method of its distribution, the price of a product. These three components, together with marketing communications, make up the marketing mix.

It must be remembered that in order for information about the product to reach consumers and get used in their memory, marketing communications should be built on an all-encompassing, carefully thought-out marketing plan. Only in this case the company can achieve excellent results.

The purpose of marketing communications is to provide various target audiences with information about the company's marketing strategies by sending specific messages about their product, its cost, methods of sale, thereby causing consumers to become interested in this product.

There are 5 main elements of marketing communications:

1. Persuading and informing consumers. Any company is interested in bringing the maximum amount of information to the largest number of consumers as quickly as possible and convincing them that this product is exactly what they need. To achieve this goal, a variety of methods are used, for example, indicating on the package the telephone number of a single information service and the postal address so that consumers can express their opinion about the product; presentations or tastings (if we are talking about food product) etc.

2. Goals. As a rule, the goals of marketing communications are to create a positive opinion about the organization and the product it produces, bring information to consumers, improve the market culture, etc. And it is natural that ultimate goal any marketing strategy are the most effective sale of goods and maximum profit.

3. Places of contacts. To successfully operate in the market, the firm must send its information to places where contact between the manufactured product and consumers is most likely. Such places can be very diverse: these are shops that directly sell this product, stalls in pavilions, and even rooms in houses where a consumer, sitting in front of a TV screen, can make a phone call. hotline and thus obtain the information of interest to him. In any case, it is necessary that the appeal in any contact point works in such a way that the buyer decides to purchase this particular product.

4. Participants in the marketing process. Absolutely any people who contribute to the promotion of the product in any way can be participants in the marketing process. In a word, it can be sellers, promoters, employees of the organization, dealers, suppliers, and even an ordinary buyer who bought a product and shared his joy with a neighbor.

5. Communication appeals. Communication calls can be planned and unplanned. Planned communications include advertising, service, franchising, personal selling, souvenirs, sales promotion, public relations. Unplanned appeals include all the rest, not provided for by the marketing plan.

This text is an introductory piece. From the book Marketing author Loginova Elena Yurievna

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