Types of advertising in the school library. Types and forms of library advertising. Department of Information Resources Management

GOU VPO Izhevsk State Technical University Scientific Library "Advertising in the Library" Advertising as the most important form of promotion of library services and intellectual products of libraries (definition, origin, goals, objectives). Legislative support promotional activities. Features of library advertising (basic requirements, functions, directions). Advertising activities of the library (domestic and overseas experience). The specifics of advertising in the university library. Corporate identity of the library (development of a logo, symbols, paraphernalia). Conclusion.

Advertising as the most important form of promotion of library services and intellectual products of libraries (definition, origin, goals, objectives). Traditionally in the structure marketing communications distinguish the following components: advertising, public relations, personal selling, sales promotion.

Promotion is various forms of information, persuasion of users or reminders of library services and products. The main objectives of promoting library services are: the formation of a prestigious image (image) of the library in the minds of the population, sponsors, representatives of local authorities and management organizations; informing about new services introduced by the library; maintaining the popularity of existing library services, persuading users to claim them; informing potential users about the time, place and conditions for the provision of services; focusing the attention of potential users on the specific properties and benefits of the library services offered, on the freeness of basic forms of service and relatively low prices for additional services.

Library advertising - information about the library, its services and products in order to inform real and potential users about it and stimulate demand for these services and products. The purpose of library advertising is to increase the popularity of the library and the demand for its resources and services.

Legislative support of advertising activities Law of the Russian Federation “On Advertising” dated the city of “Code of Advertising Activities” dated the city Law of the Russian Federation “On Copyright and Related Rights” dated the city of Moscow

Features of library advertising (basic requirements, functions, directions) Basic requirements for library advertising breadth of coverage of real and potential users; compliance of advertising with their needs and requirements; intensity and persuasiveness; constant renewal; conciseness, dynamism, sufficiency (rational factual richness); ease of remembering the advertising message; intelligibility and efficiency; clarity, brilliance, expressiveness; compliance of the service level with the declared advertisement; compliance of the content and form with the needs of the market, the interests of individual reader groups.

Library advertising includes several areas of information about the library network of the served area in order to navigate it, about the possibilities of other libraries in the network (for example, about obtaining the required publications on the IBA, EDD); information about the library and its structural divisions(branches, service departments); information about the library fund, its composition and structure; information about the services provided by the library and its intellectual products.

Functions of advertising Formation of demand for library and information and related services or products; promotion of new forms and methods of user service; reducing the effect of seasonality of library visits by readers; promotion of recognition of a particular library institution; counteraction to competition (from other libraries, bodies of scientific and technical information, etc.)

The tasks of advertising activities of libraries are the formation of the population (real and potential users) certain level knowledge about the library, its resources, services and intellectual products; determining the type of advertising influence on users (inform about the existence of the service or stimulate its use); determination of the main consumer of the advertised service or library product; identification of market segments that need to be covered by advertising; study of consumer behavior, response to advertising, user awareness of the services offered.

Basic requirements for an advertising message information provided to users must be new; to convince of the usefulness of the advertised service for the user, to characterize it; show the advantages and features of the advertised service that distinguish it from other services; disclose the terms and conditions for using the service; take into account the characteristics of the audience to which the advertisement is addressed, the level of its knowledge about the library and its capabilities.

Events/IFLA

Corporate identity of the library The corporate identity of the library consists of a number of elements: brand name - an originally designed graphic image with which the library accompanies its products; logo - a verbal and figurative symbol of the library, representing the full, abbreviated or abbreviated name; slogan - a short phrase, appeal, motto, expressing the main idea of the offered service, the brand slogan of the library.

Before the invention of printing (1450), at least three groups of advertising media were used: trademarks(stamps), which were already common among the ancient Phoenicians, calls of heralds (heralds), various signs (symbols). The rod was the symbol of the heralds. During the Middle Ages, heralds united in special workshops and specialized in groups of goods. The signs served as a "silent reference", as well as various inscriptions, signs and billboards installed on the streets and squares.

It is interesting to trace the development of advertising with the advent of printing. In Western Europe, with the invention of the printing press, a market is formed printed matter. There was a need for information about the printer and publisher, books available for sale. Important role in advertising of publications, it was given to headings, in which, as a rule, the content of the book was succinctly retold. The titles included, in essence, an annotation to it.

So, at the initiative of book printers, a new genre of advertising is being formed - a catalog. Further, specialized advertising publications stood out, which were increasingly differentiated by subject matter.

In the professional literature of the late 1920s, the term "advertising" was widely used in relation to librarianship. So, in the manual L.B. Khavkina has a section "Advertising", which discusses its means, methods (printed, handwritten alerts, announcements, illuminated advertising in in public places, radio and film). In subsequent years, the concepts of “library propaganda” and “visual agitation” were established in publications, replacing the terms “advertising” and “library design” .

Beginning in the mid-1980s, articles about advertising began to appear in the library press again.

Advertising has become a necessary attribute in the activities of many cultural institutions, hence the interest of specialists in advertising as a means of revealing the possibilities of libraries to readers and stopping the outflow of users.

Thus, at present, the library must find its place in the market. The most important place in this situation is given to advertising and design, as its integral part. Modern and foreign experience show how significant the possibilities of advertising are in all spheres of society.

Library advertising originated with the advent of the first libraries. The higher the development of society, the more actively advertising is used. Despite the fact that the development of library advertising began only in recent years, it can be argued that advertising has become an integral part of library activities.

The library especially needs to master the means of creating its modern, attractive image. In essence, advertising - in a broad sense - is a tool, a means of forming such an image. Despite the ambiguity of assessments of the role of this social phenomenon (advertising - from lat. Reclamare - to shout out) in Russian society, its real positive social force is recognized. It is quite obvious that without knowledge of the laws and requirements for modern library advertising, competent information and cultural and educational activities are impossible, independent work on one's own original style is impossible. The advertising strategy is included in the general concept of the library development.

Advertising is, on the one hand, a way of bringing information about a service (product) to potential consumers, i.e. to the mass reader, on the other hand - a means of stimulating sales (sales). She is extremely powerful tool impact. But in order for the goal of advertising to be achieved, it must be carefully prepared.

the library does not have services and goods for which there would be a clear demand. Hence, its task is to understand what the consumer needs and create the corresponding services and goods;

the library has some goods and services. Then, if they are in demand, it is necessary to study the needs of the client and either modernize the services or replace them with other services for which effective demand has been identified. Issues to be addressed during advertising campaign, and the responses to them are reflected in the “Library Advertising Campaign Plan”.

An advertising campaign plan is a brief analysis of the advantages and disadvantages of previous advertising, a guide to action, a list of persons responsible for activities, official document, which determines the amount of expenses and the timing of payments. In addition, it is necessary to clearly define the purpose of promotional activities, on the basis of which various tasks of promotional activities are set.

The library has a certain positive experience in creating booklets, posters, invitation cards, postcards, exhibitions, holding parties, etc. And here one more direction of activity is necessary - design. In general, there are four stages in planning any effective advertising campaign:

formulation of the problem,

choice of means of distribution.

At the first stage, you need to have a very clear idea of \u200b\u200bwhy you need to use advertising and you need to create tasks. One of the tasks is to determine the main consumer of the advertised product or service. At the same time, it should be remembered that it is impossible to satisfy everyone with the same product, hence the need for different appeals for different market segments - organizations, enterprises or entire regions. The next task is to make decisions about the desired type of customer response. This includes the study of buying behavior. The response is a state of knowledge, awareness (cognition process), a state of preference (emotional process) and a state of making a purchase (action). There are three stages in the process of setting advertising objectives:

target market definition

determining the type of influence (inform about the existence of a product or push buyers to purchase it)

quantification

After the tasks are defined, the budget of the advertising campaign should be developed. Various methods are applied here. In the information environment, the method of calculation "from cash" is usually used. Before buying a product, people must be aware of the existence of the product (cognitive stage), then they must be disposed to purchase the product or be drawn to it (emotional stage).

Experts are unanimous in one thing: it is impossible to simultaneously pursue all goals - to promote a product, make it so that customers like it, and then push it to the next stage - the stage of perception.

Firstly, it is better to start promotional activities with creating your image (a favorable image of your library) and then constantly maintain it. Secondly, you should never take single promotions, it is necessary to carry out complex measures. In the repetition of advertising - the key to its success.

It is necessary to pay attention to the rigid dependence between the one for whom the advertising impact is intended, what goal the advertiser achieves and the artistic and technical execution of advertising.

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

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

Similar Documents

Advertising as a tool of market exchange. The corporate identity of the library, the technology of its formation. Types and forms of library advertising, its purpose and purpose. Legal basis promotional activities in the library. Agreement and agreement concluded by the library.

term paper, added 11/21/2012

Study of the level of effectiveness of library advertising, the degree of perception by its users. Determining the prospects for the use and development of innovative advertising methods in library practice. Characteristics of the image of the library. Library Press.

term paper, added 07/23/2010

Definition, types and forms of advertising. The process of bringing products to market. Means and methods of distribution of advertising. Effective marketing policy of the enterprise. Choice of advertising media. Socio-legal aspects of advertising regulation.

term paper, added 10/25/2011

Methodological aspects of development advertising budget. Marketing communications and means of advertising distribution. Peculiarities marketing analysis film market and the specifics of film production as its object. Methods of attracting potential consumers.

term paper, added 07/06/2011

The main tasks of public relations when working with organizations. The concept of image and its meaning. Analysis of the activities of a cultural and leisure institution. The use of PR-technologies in order to promote the image of the enterprise for the organization of youth leisure.

thesis, added 05/22/2015

Theoretical approaches to the study and the main types of BTL communications. BTL in the system of marketing communications, analysis of the state of the BTL advertising market in Russia. concept banking services and features of their promotion, analysis of the bank's advertising campaign strategy.

thesis, added 06/24/2010

Characteristics of advertising activities in the market hotel services. The main stages of the advertising campaign. Content Shaping advertising materials. The main directions of advertising activities of the hotel OOO "Prague". Advertising distribution channels.

term paper, added 06/03/2015

Features of PR activities in the socio-cultural sphere, stages and specific features of the development of relevant programs and the requirements for them. Recommendations for increasing the promotion of services of the cultural and leisure institution "Central Committee and S Geologist".

term paper, added 06/06/2014

Of course, successful activities in these areas could not be carried out fully in the absence of a minimum base operational printing. Initially, advertising and publishing products were published in the form of monochrome images on white and colored paper. But the limited material and technical base did not negatively affect the quality of the final product - in no way! Library staff, regardless of belonging to any department, are traditionally creative and enterprising people - they have not “dropped their banner” in the new field of activity, striking with incredible invention and originality of solutions.

Later, modern technology began to appear in the SIA and software which, due to new realities, required a constant increase in the volume of narrowly professional design and advertising knowledge, an increase in the level of skill. For the Noyabrskaya TsBS, the appearance in the SIA (which later split into the Department of Advertising and Design and the IBO) of a separate direction of computer design initially manifested itself in the ability to design book exhibitions and information stands on a modern, more representative level. Later, information booklets, digests, leaflets, bibliographic indexes and much more began to appear; the range of paid services to the population has significantly expanded (more on that later). Matveev M. Yu., Librarianship // No. 4 (52) "07.

Species list advertising products constantly grew, it became possible to classify it according to its functional purpose. Four main groups were identified: informational advertising (booklets, bookmarks, leaflets, brochures, CD covers), souvenir advertising (commemorative addresses, calendars, postcards), presentation advertising (diplomas, invitation cards) and in-library or exhibition advertising (designing headings and illustrations). book fairs, information stands). Decided permanent species works, systematics and planning became possible. Matveev M. Yu., Librarianship // No. 4 (52) "07.

Each library is obliged, otherwise it cannot be, to abandon the role of a passive information custodian and offer its information services through the press, local radio, television, etc.

Many of these tools are distinguished by genre features. The form of the leaflet is suitable as a bookmark with a brief bibliographic list or just a catchy slogan and as a reminder of the library

A booklet often acts as a guide to the library, informing visitors about the library's resources and services.

Also, booklets can be dedicated to ongoing scientific and practical conferences, round tables, etc.

Booklets are often dedicated to memorable and significant dates and contain the necessary material that allows the user to more effectively and efficiently select the literature on the desired subject.

Reflection of local history material is also presented in booklets and constitutes the content of the local history activities of the library in the region.

One of the main advantages of printed media is the ability to simultaneously appeal to a wide audience.

Posters and leaflets about library resources, especially booklets, brochures, catalogs, usually "serve" visitors for more than one year. One should only take care that momentary "one-day" information is not present in these publications.

Print advertising allows the library to display informative and other opportunities visually. With the help of print advertising, librarians can demonstrate an original, often clever slogan - a capacious, figurative form of activity. It usually acts as the main word of the elements of posters, leaflets, booklets. In the archives of the library, printed advertising occupies a place of honor. According to it, visitors judge the stages of development of the library, the traditions and possibilities of their creativity.

The advantages of such materials, the possibility of using for a long time.

Flyers are one of the most popular types of printed matter. As a rule, this is a single or double-sided small-format edition without a fold. Their advantage is their relative cheapness and the possibility of using them for various purposes. First of all, they are sent by mail in the form of invitations to visit the library, to use its traditional and new services. At the same time, they briefly talk about its resources.

Less commonly, leaflets are made typographically. Sometimes they use postage, filling its clean side with printed text and drawings.

Poster - edition without folds. At the same time, it is multi-color designed to attract attention from a relatively long distance.

There are three types of posters:

library and individual services,

forms of activity, as well as posters that assist in the development of information knowledge.

The poster is designed to attract involuntary attention, what is remembered involuntarily is easier to keep in memory. The poster has a fairly large space. It has multiple effects. One of the most important requirements for the poster is not to overload it with text and visual means. In posters, a separate element of text is highlighted in font or color.

A characteristic feature of the perception of the poster is the role of fonts. The choice of font, letter size, the poster as a whole depends on its placement near the library, in a spacious lobby or in a small hall, a narrow corridor. Consideration should be given to the level of illumination in the room.

A booklet is a multicolored, well-illustrated edition folded one or more times. Allocate various booklets.

The most common of them is a booklet dedicated to the library, as well as its specific department and direction of work.

Among other genres, one can single out invitation cards for mass programs, recommendatory lists of literature, subscriptions to visit literary, music salons, and clubs.

Illustrated material in booklets is usually represented by an artistic image of the logo, as well as photographs and drawings. On the first page, as a rule, the facade of the library building is presented, often poorly distinguishable. The following parts are illustrated with photographic frames depicting rows of bookshelves of the subscription, tables in the reading room with figures of people bending over, or catalog boxes, next to which visitors are also located.

The prospectus is a multi-page, bound, well-illustrated publication. They are produced by universal and special libraries. In terms of content and design, the prospectus is not much different from a booklet, although it resembles a book in shape, and the material in it is arranged into small chapters and sections.

The prospectus provides more opportunities to highlight the work of the library. The brochure is intended for longer use than the booklet. By its functional nature, the brochure, like a calendar, notebook and other publications, is close to souvenir advertising. It is printed on high quality, most often coated paper.

Many libraries cooperate with local media, where they also place their advertisements, which are accompanied by the following requirements: brevity, dynamism, brightness. If an advertisement about a specific event in the library is prepared in the form of a video, then it must first of all be dynamic and in no case long; if the advertisement is placed on the radio, it must be musically designed, in printed publications- be placed on the front pages, be bright and artistically designed.

Signboards on the doors of the library and illuminated panels are also a kind of advertising of library activities and reflect up-to-date information about the library's working hours, its resources and events held within its walls.

To get a more complete picture of the advertising activities of the library, it is necessary to consider these types of library advertising in the aggregate, in their meaningful relationship.

We talked about the theory of library advertising, the need and possibilities for its comprehensive development... And if we speak not in the abstract language of professional terminology, but in the strict language of figures and facts, will it also be beautiful and life-affirming? Do municipal libraries today have the opportunity to provide themselves with professional staff, special equipment, and this equipment with banal consumables? Often, Russian municipal libraries (including large ones) cannot afford to purchase a color inkjet printer. It happens that when there is a shortage of paint, you have to find a compromise: release 2-3 bright full-color works and then “dry the oars” for some time, or use the stock sparingly, using pale pastel colors that are not always appropriate.

I do not want to indulge in banal lamentation about the meager funding of cultural facilities and the inattention of the authorities. The current economic and social conditions in Russia have left the library with a choice - to exist only on meager funds allocated by the state, or to look for other ways of financing. What can we do? ... But advertising is also a way to earn money. Olga A. Ch., Librarianship // No. 8 (20) "08

When the quality of their own promotional products approaches the quality of analogues of city firms that are professionally engaged in advertising, another aspect of the existence of advertising in the library appears - the use of this product not only on domestic market, but also on the outside, as a significant source of income (which can be partially directed both to improve the material and technical base of the department, and to acquire Supplies). Experience in the production of information, souvenir and presentation advertising successfully comes to the rescue when servicing external, non-library orders. Invitation cards, diplomas and certificates, advertising and information booklets - this is the usual list of orders carried out by the department. Appear regular customers stating that our products successfully compete with the products of advertising firms both in the field pricing policy, and in terms of efficiency, and in addition - in a thoughtful and deep attitude to the subject of the order (and how could it be otherwise, because in servicing the main, dear, customer - librarians - a truly valuable experience has been gained!). It has been repeatedly confirmed that high evaluations of the work of O&D can positively influence the image of the CBS as a whole, help to form public opinion. Olga A. Ch., Librarianship // No. 8 (20) "08

Corporate identity of the library, technology of its formation

The emergence of new economic conditions in our country has caused a number of problems related to the relationship between producers of goods, works, services and the consumer. Disputes and even conflicts inevitably arise between these parties. In general, the observance of consumer rights is one of the weakest points of any market economy. The fundamental rights of the consumer were enshrined in the resolution “Guidelines for consumer protection”, adopted by the UN General Assembly in 1086, and in most countries of the world, based on this resolution, the state, relying on this resolution, assumes the obligation to defend the interests of consumers by adopting special legislation on consumer protection.

For fourteen years of consumer movement in Russian Federation

accumulated some experience in consumer protection. A dynamically developing consumer legislation has been put into effect. In Russia, in 1992, the Law "On the Protection of Consumer Rights" was adopted. In our country, there is a whole system of institutions involved in the protection of consumer rights. it government bodies quality control and safety

goods, works, services (supervisory authorities), local governments, as well as public organizations consumers.

Among the priorities of consumer policy is the formation

consumer culture of the population. This work is carried out by informing and educating consumers, primarily through printed and electronic means mass media, as well as a system of public libraries through which information can reach the widest range of consumers. The right of the population to education in the field of consumer protection is enshrined in Art. 3 of the Law of the Russian Federation "On Protection of Consumer Rights". Libraries with their unique opportunities(own information resources, access to other information resources via the Internet, centers legal information, experience in educational activities) become active participants in the formation of consumer legal consciousness among the population and the education of consumer culture as a new way of thinking, based on understanding socio-economic processes.

Per recent times Saratov State Universal Scientific

The library has made a certain contribution to the development of consumer education. In accordance with the "Regional comprehensive program for the protection of consumer rights in the Belgorod region for 2001-2005." library leads permanent job on the organization of informing and educating consumers. Korepanova G.A. Libraries and public education in the field of consumer rights. // Library Life No. 1 (23). 2009.

The main areas of this work were:

Legal education of consumers;

Legal support of consumers;

Providing consumers with objective information about goods and services;

Information support of domestic producers and sellers of quality goods and services.

The library carries out legal education of consumers through a large-scale popularization of legal knowledge in the field of consumer rights protection through public events, organization of exhibitions and literature reviews, consulting the population in the Center for Legal Information, and the media. Citizens also get the opportunity to work on the World Wide Web. Familiarity with Russian websites of consumer rights organizations, for example, www.spros.ru, www.moospo, etc., gives them the opportunity to receive important information about consumer protection, consumer education, and consumer protection legislation in Russia.

At the same time, the availability of information for consumers is ensured, regardless of their place of residence and socio-economic status. It has become a tradition to hold the annual regional public action "Consumer Knowledge for Every Family" within the framework of the "Regional integrated program on Consumer Rights Protection in the Belgorod Region for 2001-2005” and celebrations world day consumer protection. Within a month, all comers receive consultative assistance from the library's lawyer and consumer protection specialists by phone in the "question-answer" mode. The result of the action is a meeting of residents of Saratov with representatives of the Interdepartmental Coordinating Council for the Protection of Consumer Rights of the Administration of the Saratov Region. Korepanova G.A. Libraries and public education in the field of consumer rights. // Library Life No. 1 (23). 2009.

Changes in the economic and legal life have necessitated legal education and the formation of the foundations of the economic thinking of young people. It is from the school bench that the worldview and psychology of a person is formed, it is easier to adapt to a developing economy. Therefore, the creation of a club of young consumers at the library was a necessary element in disseminating the basics of consumer knowledge among high school students. Holding business games, competitions, meetings with consumer protection specialists and teachers of the city's universities, attracting children to participate in such "adult" events as conferences, round tables, organizing thematic exhibitions of literature within the framework of the club - all this contributes to young people could acquire consumer knowledge in an interesting form for them. The consumer education of young people also affects their parents, thereby opening up new channels for educating different generations of consumers.

Legal support for consumers through training citizens in the basics of consumer protection legislation is an effective measure to prevent violations of their legal rights. In the Legal Information Center, the library's lawyer provides advice, assistance in writing claims, etc. The library constantly operates a “Consumer's Corner”, where you can get acquainted with regulatory documents, materials of consumer publications (“DEMAND”, “Consumer”). In the "Anti-advertising" section, you can find information on how to detect counterfeit goods. Providing consumers with objective information about goods and services through literature exhibitions, the library contributes to the formation of consumer culture of the population. In 2003, the Library expanded the Consumer's Corner with an Information for the Buyer display, which includes sections on Learning to Buy and the Buyer's Encyclopedia, which provide information on what you need to know and consider when buying a product or service. Materials are constantly updated and are very popular among the population.

The second side of the consumer market is entrepreneurs and commodity producers. Increasing the level of legal literacy of entrepreneurs working for consumer market, including on consumer protection issues, is also an effective measure to prevent violations of consumer rights. The library provides information and legal support to representatives trade organizations. For private entrepreneurs, a package of regulatory documents has been formed, which includes the Law “On the Protection of Consumer Rights” and government decrees regulating entrepreneurial activity.

In addition to educational activities in the field of consumer protection, an important area of work has become Information support Belgorod manufacturers and sellers of quality goods and services. Products manufactured and marketed in accordance with relevant regulatory documents have a competitive advantage. Every year, more than 500 enterprises and organizations of various forms of ownership of the city and region apply to the library for regulatory documents (GOST, SanPiN, hygiene standards, SNiPs, etc.), without which it is impossible to produce a quality product. In 2003, more than 1500 such documents were issued to enterprises and organizations of the region. In addition to regulatory documents, representatives of enterprises and organizations have the opportunity to obtain information about new technologies for production, storage, marketing of products and provision of services.

The structure of the resource includes the following sections:

1. Protection of consumer rights in the Belgorod region. This section includes information about the system of consumer protection in the Belgorod region, contains the text of the "Regional comprehensive program for the protection of consumer rights in the Belgorod region for 2001-2005."

2. Legislative and regulations governing consumer protection. This section includes the full texts of thirty federal legislative documents and a list of regional ones.

3. Library for the protection of consumer rights. This section presents a chronicle of all activities carried out by the Belgorod State Universal Scientific Library within the framework of the "Regional Comprehensive Program for the Protection of Consumer Rights in the Belgorod Region for 2001-2005", starting from 2001. It also discloses information resources on consumer protection issues that BGUNB has at its disposal.

4. School of the consumer. This section offers advice to consumers of goods, works and services on how to protect their rights in the market. It also provides information about publications on consumer rights, which the library has.

6. Feedback. In the remote access mode, everyone can ask questions related to the violation of their consumer rights, the answers are prepared by consumer protection specialists.

Selection information resources The Internet is carried out by an expert group, which includes experts in consumer protection. This approach ensures the quality of information provided to consumers. Electronic resource"BGUNB for Consumer Rights Protection" will become for many a guide in the world of consumer knowledge, an assistant in protecting consumer rights. This new project Saratov State Universal scientific library was presented at the All-Russian scientific-practical seminar. Korepanova G.A. Libraries and public education in the field of consumer rights. // Library Life No. 1 (23). 2009.

Among the meeting participants were representatives of the Ministry for Antimonopoly Policy and Entrepreneurship of Russia and the Ministry natural resources, as well as the chairman of the Moscow branch of the All-Russian League for the Protection of Consumer Rights. The library's work on consumer education was highly appreciated by the participants of the meeting. I would like to hope that our experience will be useful for the libraries of the region. In the future, new forms of work with consumers will have to be found, and the possibilities of the latest information technologies, interact with scientific centers, educational institutions, public consumer organizations, with the international community in order to protect the rights of consumers.

Formation of the image of the library, by means of advertising

The most common marketing mistake that can serve a disservice to the image of a library is the simplistic understanding of marketing, which boils down to obtaining Money by any means possible. “Marketing was born at a time when those in power, having advertised a departure from the residual principle of cultural funding and promising an increase, felt they were not able to do it. It was then that the “transition to new business conditions” was announced, which developed into marketing.”

In the constant pursuit of increasing funds and the number of paid services, it is very easy for a library to turn into an institution for pumping money out of consumers. However, this image does not fit in with the image of the library as the most democratic institution and leads to the formation of new ridiculous stereotypes. For example, when librarians only seem to be poor, but they themselves "eat on golden dishes." Meanwhile, the problem of the quantitative ratio of paid and free library services remains unresolved, as well as the problem of the "range" of paid services itself. To quite acceptable in Russian conditions paid services include photocopying, speed reading courses and courses in the study of foreign languages(although in foreign libraries all this may be free), the provision of electronic copies of texts (including for publishers), partly the use of automated databases (while using the Internet should ideally be free), paid subscriptions, the sale of books, as well as compiling bibliographic lists for theses, candidate and doctoral dissertations. However, the latter is also quite controversial: the “paid” service does not inspire respect for the library, and the “customers” themselves do not get the slightest idea about its work.

Disadvantages of the "commercial" component of the image:

Firstly, library life is increasingly filled with activities that are not related to the use of the main sources of information available in libraries - printed works. These events acquire a self-sufficient character, which blurs the specifics of libraries as a social institution.

In some libraries, meetings with psychics, astrologers, palmists, shamans, “folk healers”, etc., who wander around the country in a time of unrest and which any self-respecting book institution avoided in the Middle Ages, are now in vogue.

Secondly, if we keep in mind universal and mass libraries, we can see that in their activities applied, opportunistic, entertaining and other elements are increasingly manifested at the expense of general cultural and general scientific ones.

Thirdly, the quality of activities that the library performs for free is gradually declining, because the most qualified employees and the productive part of the working time of many employees are devoted to what the library can get money for. Consequently, marketingization is a process of “washing out” sensitivity, kindness, warmth and other noble qualities from libraries.

Fourth. Further marketingization, including the use of some of its, frankly, ugly forms - like paying for extraordinary services for the IBA - is a sure way to further destroy the unity of the library system.

Fifth, reflections on marketing suggest that this is not the way to self-liquidation of libraries? After all, citizens, using paid services, are accustomed to the fact that libraries can feed themselves. Moreover, unlike other countries, ours do not report publicly on the execution of their budget.” At the same time, it should be noted that the extremely controversial idea of the possible privatization of large libraries, supposedly in the interests of their employees, has already flashed in the professional press.

Ya. E. Evstigneeva in her article “Sources of off-budget financing of libraries” formulates the essence of the contradictions as follows: “Giving a very small part of the income, paid services negatively affect the image of public libraries, and therefore negative phenomena in the near future may cross out today's modest successes ". According to S. G. Matlina, “the use economic methods requires special care. Otherwise, indirectly affecting social processes which are not amenable to direct quantitative measurement, the library runs the risk of becoming one of the institutions in the sphere of everyday life, losing its authority among the population. Economic criteria directly imposed on the content characteristics of library activities ultimately impoverish and even distort its picture.

According to the IFLA journal and a number of other foreign publications, paid services are a sad and painful necessity that requires serious philosophical reflection, because here there is a danger of destroying the very idea of public accessibility of libraries. And the arguments of some foreign authors in favor of introducing these services seem to be very vulnerable: “The introduction of paid services will put the provision of services on a solid foundation. market relations, supply and demand: if they want to pay, then readers need the product. Paying will reduce the number of those who came to the library and occupied the time of the librarian with questions because there was nothing to do. Most readers can pay for library services because libraries are young, educated, well-paid middle-class citizens; people with low incomes do not go to the free library, they have nothing to do there.” Far more convincing are the words: “Good public relations involves abstaining from such forms of user liability as fines for book delays, from fees for pre-ordering literature.” Yulkenbek A. Marketing - new concept management of public libraries // Marketing - a modern concept of library management. No. 8(54) 2008.

Ambiguity marketing activities in the library sphere, it manifests itself not only in the field of commodity-money relations, but also in relation to advertising and PR. Here the same problem arises as with paid services - it is extremely difficult to determine how much of them a library really needs. This can be seen in the following example from the PR area. Some domestic researchers, describing the activities of foreign libraries, with great respect and even with a certain envy, mention the boards of trustees, societies of library friends and a large number of voluntary assistants (volunteers). Meanwhile, for library image such measures are not very useful. In any case, according to an international study by H. Prince and W. De Geer, the presence of various kinds of voluntary assistants at the library was included in the list of reasons that most negatively affect their image. From the point of view of librarians, it is rather difficult to explain such a strange paradox, but if we recall the peculiarities of the formation of stereotypes and the prejudice of public opinion, we get the following:

a) if an organization constantly appeals to public opinion, creates a board of trustees and a society of friends, then it has big problems;

b) if it brings to the decision own tasks strangers, then, therefore, she cannot cope with problems on her own;

c) if librarians involve non-professionals in their work, it turns out that they themselves are not accomplished professionals.

In addition, the qualitative composition of volunteers is also of some importance - in the same USA, these are usually retired librarians who feel the need to continue their active work; students and young people who have not yet decided on their choice of life path trying to try themselves in various types activities; young women with small children who suffer from a lack of communication; and wives of immigrants who do not yet have work permits. In the mass consciousness, all the listed categories of helpers are easily typified, fall under certain stereotypes and, in general, do not provide positive image library profession.

At the center of the next problem of marketing as a "philosophy of the library" is its user. This is an unnecessarily direct orientation towards building a library " today". However, when the fashion for certain professions, topics or individual authors changes much faster than the library can afford it financially, completing the funds with the appropriate books. The recommendations of some foreign and domestic librarians regarding the arrangement of the fund in open access are also questionable: “The usual arrangement of the fund in alphabetical or alphabetical-subject order is not very suitable for presenting it in the best way, that is, “selling” and increasing book lending. New forms of fund propaganda are needed to draw attention to it. This means the rejection of the formal arrangement of the fund. The library, like the department store, has its own "seasonal products" - Christmas books, guidebooks, sports literature during major sports events. Next to this literature there should be shelves with detective, adventure, love and other works that the library itself offers its readers.”

Based on the postulate “the library is for the reader”, “books should be linked together in such a semantic order as the public requests them, that is, according to interests. Only after the libraries implement this, it will be possible to compare them with stores.” For all their logic, such reasoning, however, is not very convincing. The image of a store (even if it is a bookstore) is hardly the ideal that a library should strive for: attendance can be influenced in this way (and even then not always), but not respect for the library. With such an arrangement of the fund, the requests of potential users are not taken into account, only the needs of those readers who already read in the library are taken into account. Thus, librarians “for the most part are not concerned that the maximum user-oriented market approach leads to an unmanageable decrease in the volume of information. At the same time, information flows are destroyed to the detriment of both parties. Librarians care more about themselves than about their clients.” Yulkenbek A. Marketing - a new concept of public library management // Marketing - a modern concept of library management. No. 8(54) 2008.

Since the early 1990s in domestic professional literature, the importance of amateur performances, holidays, literary competitions, carnivals, balls, etc., “which not only require book “feeding”, but, no less important, create an atmosphere of non-everyday life, provide, according to the words M. Bakhtin, immersion in the laughter, playful element. But this idea seems debatable, because mass events, while creating a certain relaxation effect for readers, bring much less benefit to the librarians themselves, especially if we remember the risk of creating the image of a crowd entertainer. Equally controversial is the slogan "Library is Diversity" because it does not reflect the individuality of the library. Thus, a paradoxical situation arises: with a comprehensive "user orientation" (when all means are good to attract the reader), the risk of losing its own "face" by the library increases. As M. M. Samokhina notes, “not only the subscriber (reader, user) has positions, but also the librarian. Previously, he was considered a conductor of communist ideas. And who is he now - the custodian of funds? culturetrager? information seller? again an agitator and propagandist? With whom and what to exchange (in marketing parlance, which market, which client to go to)? Marketers, however, say that you can not only adapt to the market, but also transform it. In library marketing, this seems to be more difficult. A mass (real and potential) subscriber is unlikely to cheat on detective stories, historical novels, information about taxes and business, software educational materials". In market conditions, the question of the role of the library remains unresolved: whether it is a social institution of an informational, cultural and educational nature, or simply an information broker (broker). The problem of “user orientation” can be approached in another way: “maximum individual satisfaction is achieved only when the library contains only those books that are of interest to a given reader. Therefore, complete individual satisfaction with the collection of a particular library is hardly achievable. Apparently, along with optimizing the acquisition of funds, taking into account the needs of the reader, one should think about the formation of an active attitude towards finding the best ways to interact with the library and its funds.

Types and forms of library advertising

Of course, successful activities in these areas could not be carried out fully in the absence of a minimum base for operational printing. Initially, advertising and publishing products were published in the form of monochrome images on white and colored paper. But the limited material and technical base did not negatively affect the quality of the final product - in no way! Library staff, regardless of belonging to any department, are traditionally creative and enterprising people - they have not “dropped their banner” in the new field of activity, striking with incredible invention and originality of solutions.

Later, modern equipment and software began to appear in SIA, which, due to new realities, required a constant increase in the volume of narrowly professional design and advertising knowledge, and an increase in the level of skill. For the Noyabrskaya CBS, the emergence of a separate area of computer design in the SIA (which later split into the Department of Advertising and Design and IBO) initially manifested itself in the ability to design book exhibitions and information stands at a modern, more representative level. Later, information booklets, digests, leaflets, bibliographic indexes and much more began to appear; the range of paid services to the population has significantly expanded (more on that later). Matveev M. Yu., Librarianship // No. 4 (52) 07.

The list of types of promotional products was constantly growing, it became possible to classify them according to their functional purpose. Four main groups were identified: informational advertising (booklets, bookmarks, leaflets, prospectuses, CD covers), souvenir advertising (commemorative addresses, calendars, postcards), presentation advertising (diplomas, invitation cards) and in-library or exhibition advertising (designing titles and illustrations for book exhibitions). , information stands). Permanent types of work were determined, systematics and planning became possible. Matveev M. Yu., Librarianship // No. 4 (52) 07.

Each library is obliged, otherwise it cannot be, to abandon the role of a passive information custodian and offer its information services through the press, local radio, television, etc.

Many of these tools are distinguished by genre features. The form of the leaflet is suitable as a bookmark with a brief bibliographic list or just a catchy slogan and as a reminder of the library

A booklet often acts as a guide to the library, informing visitors about the library's resources and services.

Also, booklets can be devoted to ongoing scientific and practical conferences, round tables, etc.

Reflection of local history material is also presented in booklets and constitutes the content of the local history activities of the library in the region.

One of the main advantages of printed media is the ability to simultaneously appeal to a wide audience.

The advantages of such materials, the possibility of using for a long time.

Less commonly, leaflets are made typographically. Sometimes they use postage, filling its clean side with printed text and drawings.

Poster - edition without folds. At the same time, it is multi-color designed to attract attention from a relatively long distance.

There are three types of posters:

library and individual services,

forms of activity, as well as posters that assist in the development of information knowledge.

A booklet is a multicolored, well-illustrated edition folded one or more times. Allocate various booklets.

The most common of them is a booklet dedicated to the library, as well as its specific department and direction of work.

Among other genres, one can single out invitation cards for mass programs, recommendatory lists of literature, subscriptions to visit literary, music salons, and clubs.

Many libraries cooperate with local media, where they also place their advertisements, which are accompanied by the following requirements: brevity, dynamism, brightness. If an advertisement about a specific event in the library is prepared in the form of a video, then it should first of all be dynamic and in no case long; if the advertisement is placed on the radio, it should be musically designed; bright and artistic.

To get a more complete picture of the advertising activities of the library, it is necessary to consider these types of library advertising in the aggregate, in their meaningful relationship.

When the quality of their own advertising products approaches the quality of analogues of city firms professionally engaged in advertising, another aspect of the existence of advertising in the library appears - the use of this product not only in the domestic market, but also in the external one, as a significant source of income (which may be partially aimed both at improving the material and technical base of the department, and at purchasing consumables). Experience in the production of information, souvenir and presentation advertising successfully comes to the rescue when servicing external, non-library orders. Invitation cards, diplomas and certificates, advertising and information booklets - this is the usual list of orders carried out by the department. There are regular customers who claim that our products successfully compete with the products of advertising firms both in terms of pricing policy and efficiency, and in addition - in a thoughtful and deep attitude to the subject of the order (and how could it be otherwise, because in servicing the main , native, customer - librarians - a truly valuable experience has been gained!). It has been repeatedly confirmed that high evaluations of the work of the OR&D can positively influence the image of the CBS as a whole and help shape public opinion. Olga A. Ch., Librarianship // No. 8 (20)08

The study of consumer properties and nutritional value bakery products

Commodity information - information about the product intended for users of subjects economic activity. Depending on the purpose, commodity information is divided into fundamental, commercial and consumer information.

The printed materials handed over to the reader are most familiar to the librarian. Print advertising is a special bond between the library and the reader. Its constituent elements, such as ad sizes, color, illustrations, text...

The Law of the Russian Federation of July 18, 1995 “On Advertising” gives the following definition of advertising: “Advertising is information disseminated in any form, by any means, about an individual or legal entity, goods...

Organization of commodity supply for wholesale (retail) commercial enterprise

In the process of product distribution from the manufacturer to the consumer, the final link is the retail trade. At retail material resources become the property of the consumer.

Entrepreneurship development in modern Russia

Nowadays, there are many entrepreneurial structures, each of which is characterized by its own features. In order to see the differences between different types of entrepreneurship, it is necessary to classify it ...

Before talking about PR hotel business It should be noted that the activities of a dedicated public relations department are rarely discussed. Most often, the hotel has a marketing and advertising department ...

The main goal of any promotional activity is to inform potential buyer(user) about the product (service) and the incentive to purchase it. The essential component of advertising is interpersonal or mediated communication...

Advertising is a special type of activity that accompanies a person throughout the history of his development. The word "advertising" comes from the Latin reclamare, which means "shout". As a term that defines a specific type of activity ...

On the basis of information transmission channels: print advertising, press advertising, audiovisual advertising, radio and television advertising, computer advertising. On the basis of types of promotional materials (events): outdoor advertising mail ad...

Improving the marketing activities of the organization

The choice of a method of marketing products is an integral part of the logistics of marketing in an enterprise and involves the interpretation of all activities of the company ...

Traditional marketing as a competitive tool at the second stage of economic development

You can talk for a very long time on the topic of determining competitors, competition, but it would be wiser to cite the most important of them. Competitors are subjects of the marketing system that, by their actions, influence the choice of markets, suppliers ...

Requirements for information on food and non-food products

From the total volume of commodity information, the following are distinguished: fundamental, commercial and consumer. 1) Fundamental product information, which combines the basic information about the product ...

E-commerce in Russia

There are several forms of transactions in e-commerce: - business-to-business (B2B) - electronic commerce between enterprises, forms a corporate market; - business to consumer (B2C) - direct sales of goods from the enterprise to individuals...