Marketing is a type of marketing communication. Marketing communications and their role in brand building

General goals and objectives of marketing communications

Modern conditions are such that it is not enough to produce quality products at an attractive price and provide access to them to potential consumers for the company's success in the market. It is necessary to actively promote the product, establish mutually beneficial relationships with customers, gradually increasing their loyalty.

Remark 1

Promotion of products should arouse consumers' desire to make the first purchase and make all subsequent ones.

Marketing communications have the following goals:

the formation of conviction;
changing consumer behavior;
motivation to buy a product;
growth in sales;
formation of preferences;
formation of knowledge about a product / service or company;
the formation of a benevolent attitude;
providing the necessary information;
creating a positive image;
preservation of the image.

V general view different companies pursue three key marketing communications goals:

providing information about the product, services and terms of sale to future consumers;
persuasion to purchase these particular goods / services or brands, make a purchase at certain retail outlets, visit these particular entertainment events, etc.;
impetus to action: buy what the market offers and do not postpone the purchase in a distant box.

There is a certain dependence of the choice of goals on various factors: the characteristics of the company's activities, its target market, manufactured products, market conditions, characteristics of the recipient of a communication message, etc. Therefore, the choice of goals determines the means for achieving them.

The complex of marketing communications creates the effect of the consumer's presence in communication with other market participants in real and virtual conditions. It follows from this that a certain structure of means and methods of product promotion, a rational combination of the subject and object of marketing communications, creates.

Advertising goals

Remark 2

Advertising campaigns, programs are an investment project that requires a return on the results of implementation. Accordingly, the goals of advertising are expressed in economic terms: advertising income and advertising profit. This allows you to assess the economic efficiency of the advertising activities of the company.

The communicative goals of advertising are inextricably linked with economic ones. To analyze the effectiveness advertising campaign, it is necessary to evaluate not only the change financial results, but also the attitude of consumers to the company and its products, the emergence of a need, improvement of knowledge about the product, the manifestation of interest and desire to make a purchase.

PR and sales promotion goals

Public relations are closely related to two areas of activity of any company: management and marketing. If the management sets general and specific tasks for PR, then marketing gives it a focus on the ultimate goal of the company's activities - making a profit.

Remark 3

The key goal of PR is to demonstrate the degree of professionalism of the company's personnel, how much the prestige of their work is dear to the employees, what quality products are created or sold by the company, and how attentive the personnel are to consumers.

As part of public relations activities, specialists develop and implement a variety of PR-companies. This is a set of measures for the implementation of an important socio-political or social task aimed at improving the company's image, establishing and maintaining relationships with the public.

All activities that are carried out as part of a PR campaign have five goals:

positioning of a PR-object, product and / or service;
improving reputation and image;
anti-advertising (or reduced image);
detachment from competitors (a product or company should look attractive and profitable against the background of competitors);
counter advertising.

Sales promotion is aimed at attracting the attention of consumers to a product / service and persuading them to make a purchase.

The main goals of sales promotion:

attracting new buyers;
retention of existing customers;
encouraging real buyers to buy more products;
growth in consumption of goods / services;
motivation for new purchases.

Direct Marketing and Personal Selling Goals

Based on the definition, direct marketing has the following characteristic features: personalization; adaptation to individual human needs; efficiency; interactivity

The company's direct marketing activities are aimed at achieving the following goals:

selection of stakeholders from a large target group;
transformation of stakeholders into customers;
Attraction of new clients;
customer retention and relationship development.

Definition 2

Personal selling is a marketing communications tool that is used to sell a product through personal communication between a seller and a potential buyer. The fact that personal sales are in the nature of direct contact is what distinguishes them from other elements of the marketing communications complex.

The goal of a personal sale is to complete the sale and ultimately make a profit. But the key goal is to achieve customer loyalty to the company and its products. It is important to interest the buyer so that in the future he does not go to competitors.

Modern marketing requires much more than creating a product that meets a customer's needs, assigning a suitable price to it, and making 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 will have a decrease in profits 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 sending the appeal to the other party (client firm).

Encoding is a set of characters transmitted by the sender.

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

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

Recipient - the party that receives the appeal sent by the other party.

Feedback - a set of recipient responses that arose as a result of contact with the case.

Feedback is part of the feedback that the recipient communicates to the sender.

Interference is unplanned environmental interference or distortion that results in a recipient receiving a message that is different from that sent by the sender.

This model includes the main factors of effective communication and determines the main stages of work on the creation of an effective communication system:

revealing target audience;

determining the degree of customer readiness of the audience;

determination of 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 received through feedback channels;

adjustment of the complex of marketing communications.

If the company has managed to transfer its target audience to the desired state of customer readiness within a certain period of time, then the communicator must again begin activities to create a complex of marketing communications from clause 2 of this model; and in case of identifying one more or a number of target audiences - from clause 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 of the target audiences of the firm.

The structure of the marketing communications complex is also influenced by:

type of goods (consumer goods or industrial goods);

stage of the product life cycle;

the degree of purchase readiness of a potential client;

promotion strategy (push or attract strategy);

features of the complex of marketing communications of competitors;

financial capabilities of the company.

This thesis project examines in detail:

all elements of the marketing communications complex;

all stages of the formation of a complex of marketing communications on the example of a company that offers on the market a service for medical express diagnostics of the state of human health.

"Advertising - information distributed in any form, by any means about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite circle of persons and is designed to form or maintain interest in these individuals, legal entities, ideas and undertakings and promote the sale of goods, ideas, undertakings. "

Thus, advertising, according to the definition of the law, is a collective concept that combines requirements, the totality of which forms the concept of "advertising". In the opinion of the author of this work, this definition requires a comment.

The law states that advertising must be intended for an indefinite circle of people. In other words, if the information is intended for a predetermined circle of persons, then this is no longer considered an advertisement, but an offer or an invitation to make offers. And also whether advertising means information posted in a newspaper / magazine distributed by subscription (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 the advertising information comes openly from the advertiser and is paid by him.

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

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

Advertising is a market tool. In essence, it provides an opportunity to sell messages about a product, service, or undertaking to a potential consumer. Moreover, in order 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 the sale of goods and services, and, ultimately, entrepreneurs' investments in production become justified. Advertising revenues are starting to fuel newspapers and magazines as they strive to reach large audiences. Thus, millions of people receive the latest news as well as advertisements.

Advertising develops because it informs people about the proposed new and more perfect 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 huge amounts of money are spent on advertising.

Summarizing the above, the following can be distinguished advertising functions:

economic;

educational;

political;

social;

aesthetic.

Advertising is 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 means, and the consumer - by his interest in this product. If the buyer's interest has not been shown, then the advertiser's goal has not been achieved.

In the existing literature (4), several interrelated advertising goals are distinguished:

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

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

the formation of a consumer's goodwill towards the company;

encouraging the consumer to re-contact the firm;

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

sales promotion 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, release time;

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

the likelihood that the buyer will make a purchase 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 specific area; service sector.	Timeliness; large coverage of the local market; high degree perception; certainty by location.	brevity (a small number of secondary readers); an indiscriminate audience; limited circle of readers.
	Wide audience of individual consumers; intermediary organizations; certain specialists.	Retail; manufacturers of consumer goods; manufacturers of goods and services for specialists.	a significant number of secondary readers; high audience selectivity.	a long time gap between the submission of advertising information and its appearance in the magazine.
Telephone directories	A wide audience living in a certain area.	Retail; service sector.		Low impact on potential consumers.
	Audience, which is controlled by the advertiser in terms of composition and quantity.	Retail; service sector; Manufacturers of consumer goods and industrial products.	Personal appeal to the audience; timeliness; the ability to convey more complete information about a given product or service; effective for new growing businesses.
	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 by sound only; low degree of attention attraction.
The television	Wide audience	Retail; service sector; public and political organizations. manufacturers of consumer goods.	Breadth of coverage; high degree of attention grabbing;	High cost of advertising production and placement; low audience selectivity;
	A wide audience contacts this type of advertising near advertising points or in places where people are concentrated.	Retail; service sector; (usually located near the advertisements given by them).	High frequency of repeated contacts; high degree of perception; low cost.	Low audience selectivity; informational and creative restrictions.
Exhibitions		Businesses offering all types 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 end; additional opportunities for studying the products and policies of competitors, personal contact with them; low cost.	Limited audience.

Advertising media (channels for distributing advertising messages) are selected 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, compliance of 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 ensure the necessary geographic coverage of consumers and the desired frequency and form of presentation of the material. In order to choose the most suitable publications for the behavior of an advertising company, 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, to collect the necessary information about each of the publications: data on the frequency, circulation, prices for ads of different sizes, with a print in different versions (page, place on the strip, 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 among themselves is the amount of costs 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 the result, 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 conclusions drawn from previous advertising campaigns regarding the suitability of specific advertising media for promoting specific products.

In addition, an important determining factor is the correspondence of the nature of the media themselves to the nature of the advertised product and the type of advertising message. For example, some media are more suitable for certain types of advertising messages. Most often, a combination of the used means of information dissemination can serve as a guarantee of high efficiency of an advertising message.

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

to be interesting to the buyer, that is, in addition to mentioning the direct benefits and the system of guarantees of the company, you should create a favorable atmosphere and image of the given product or service, widely attracting images of beauty, reliability, convenience;

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

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

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 influence on the buyer, stimulating him to make a purchase;

which group does this product belong to: to a 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;

life cycle goods.

In more detail, I would like to reveal the last component of this list, 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 life cycle stage.
Market introduction	Unawareness of the product		The purpose, scope, main characteristics of the new product or service, from what moment it goes on sale, where it can be purchased, should be reflected. References may be made to a similar product previously distributed on the market, comparing characteristics in favor of a new product.
Product sales growth.	Product recognition.	They become stable, do not exceed the average indicators of the company.	Emphasis should be placed on the quality, the prestige of the product, and on a high level of service. Sometimes it is advisable to give a figure of sales for a certain period.
Maturity.	The majority of potential buyers have purchased the product and sales growth rates are falling.	Increase in comparison with the previous period, if it is required to keep the sales volume at the same level.	discounts, sales, long-term service and other incentive elements should be introduced.
Saturation.	Decreased sales of a product or service.	Lower than in previous periods.	It should be limited to those ads that have been planned and posted. In the event of a modification of a product or service, a return to the maturity stage is possible, with promotional measures corresponding to this stage.
	A sharp decline in sales.

An advertising company, according to L. Germagenova's definition, "Effective advertising in Russia. Practice and recommendations" (Art. 25) (4), is several advertising activities, united by one goal (s), covering a certain period of time and distributed in time as follows so that one promotion complements another.

Determination of goods and services that need advertising, as well as time periods, i.e. what product needs advertising during what period;

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

target consumers of these goods / services;

effective demand;

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

new sales markets;

competitors;

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

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 firm's work during the advertising campaign;

Every marketer is convinced that effective advertising requires a "good" idea; an idea that reflects the characteristics and characteristics of the target segments of the firm. All components of an advertising campaign are subordinate to this idea of the whole.

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

Tell about the advantages of the product, the benefits that the consumer receives from his purchase, about what you are doing to meet the needs of the buyer;

Regularly measure your customer satisfaction with a product.

In developed countries, the following procedure has been adopted - the development of the company's annual budget, and then the planning of an advertising company. 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 planning the annual budget is not always possible due to the instability of the economic situation and the constant change of laws and taxes. That is why the above procedure for forming an advertising company is somewhat different.

Nevertheless, planning your promotional activities is advisable. This avoids random selection and random placement of advertisements, which means low efficiency and, ultimately, increased 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 contact time."

1.2 Sales promotion

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

Today, the implementation of sales promotion activities is increasingly developing in Russia and is an effective and relatively inexpensive method of attracting potential buyers.

Sales promotion is used in cases where it is required:

increase sales in short term;

to support the customer's loyalty to a particular brand, company;

bring a novelty to the market;

support other promotion tools.

The benefits of sales promotion are:

the 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, it must be remembered that:

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

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

the firm's image can be undermined by the poor quality of the incentive elements.

The solution to sales promotion tasks 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;

from the type of market;

what competitors are using in sales promotion activities;

from the profitability of each of the sales promotion tools;

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

Table 3

Fixed assets sales promotion

Sales promotion tools	Characteristic	Comments (1)
Product samples.	This is an offer of goods to consumers for free or for a trial. Samples can be delivered on a "door-to-door" basis, sent by mail, distributed in a store, or attached to another product.	It is considered the most efficient and expensive way of presenting a product.
	These are certifications that entitle the consumer to negotiated savings when purchasing a specific product. Coupons can be sent by mail, attached to other goods, included in advertisements.	Can be effective in promoting sales: already mature branded product; to encourage consumers to try out the new product.
Packages at a reduced price.	Offering a certain savings to the consumer against the normal price of a product. Information about them is placed on the label or on the packaging of the goods. This could be: reduced price packaging (for example, two packs at the same price); package-packing, when a set of related products is sold.	An effective way to stimulate short-term sales growth (more effective than coupons).
	This is a product offered at a fairly low price or free of charge as a reward for purchasing another product.	This method is effective for firms that expand their assortment and offer new products. Secondly, the consumer likes to receive gifts (especially from firms distributing branded goods).
Souvenirs.	Small gifts for clients: pens, calendars, notebooks, etc. 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 shop windows, on counters, at stands. Usually these materials are supplied by the manufacturers.	They stimulate impulse buying.
Contests.	Consumers must submit something to the competition, for example, a verse, forecast, proposal, etc. The submitted materials are evaluated by a special jury and the best of them is selected. The victory in the competition is ensured by knowledge and skills. The competition allows you to receive 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 remain valid only up to a certain point, prompting the client to make a decision quickly.
Alternative according to the principle "yes" - "no".	The client chooses between positive and negative responses. His choice is influenced by: a label with the words "yes" - "no", which is stuck on the order form; the word "yes" is printed in large color letters with a picture, and the word "no" is printed in small black letters.
Multiple choice.	A multi-choice offer is based on the desire to make it easier for the client to choose and to offer him a variety of combinations in order 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 at a certain 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 in a given outlet, but at creating and improving the company's image, which indirectly increases the demand for its products. Such events are held at exhibitions, discos, nightclubs, etc.

In general, sales promotion can be used to promote any product, but the best results in sales promotion activities are achieved with products that are in the market launch or recession phase.

After such events, the demand for these products has been increased for some time, and then it 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 this).

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

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

Sales promotion activities are “non-recurring sales efforts,” that is, they are carried out from time to time;

Agencies are more likely to make the right decision than the firm itself, that is, the effect of sales promotion will be higher. And the cost of agency services can be negotiated.

In any case, whether the firm itself or a specialist agency is developing the sales promotion program itself, a number of decisions are required, such as:

determine the intensity of stimulation;

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

select specific sales promotion tools;

determine the duration of the incentive program;

choose the time for sales promotion activities;

make an estimate of the costs of sales promotion activities;

pre-test the sales promotion program;

implementation of a sales promotion program;

evaluate its effectiveness.

In conclusion of the chapter, it should be emphasized that sales promotion is most effective when used in conjunction with advertising.

1.3 Personal Sale

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

This form of trading turns out to be most effective at the stages:

Formation of consumer preferences and beliefs;

Direct execution of the act of purchase and sale.

This is because the personal selling technique has the following characteristics:

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

Promotes the establishment of a variety of relationships, from formal "seller-buyer" to strong friendships. An experienced salesperson 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, awards, various invitations, benefits, etc.

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

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

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

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

For example, any seller must have a pleasant appearance, be able to communicate, take the buyer's interests "to heart", be interested in making a sale, have a desire to improve their qualifications; clothing and demeanor are important.

Training events 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 clients. L. Germogenova (5) distinguishes three stages of knowledge:

about the product;

about the product and the clientele;

about the product, the clientele, about ourselves.

A frequently used training program consists of three areas:

marketing;

management and organization;

communication in relation to the sale.

With regard to marketing, the seller needs to make it clear that he is the intermediary between the firm and the consumer. In this case, the seller acts as a source of information about the quality of the goods, about the claims of customers, their wishes, about which goods and why they use or do not enjoy success, etc. On the basis of 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 understanding of the structure of the company, its goals, how to find out and manage the clientele; general structure costs of the firm.

The qualifications of the seller are 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 firm;

knowledge of the characteristics of the stages of sale.

Table1.3.1

Process steps effective sale

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.	To start a conversation, willingly talk about goods, companies and companies that are of interest to the client, and more broadly - on topics of interest to the client.
Identifying the needs of a given consumer	From individual phrases of the client and 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 buyer's product.
Incentives to purchase a product.	Can be used: method of comparison with a competing product; elements of sales promotion developed in the company.
Direct sale of goods and registration of purchase.	Make a purchase quickly and efficiently; it is possible to use elements of sales promotion (for example, souvenirs); invite the client to visit the firm again.

The seller's success is also influenced by:

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

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

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

personal contacts;

personal observations;

recording customer reactions or direct communication with them.

A formal assessment of the work is not always acceptable, since the potentials of markets, target segments, 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 determine the efficiency of work in relation to these norms.

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

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 firm's bottom line.

1.4 Advocacy and Public Relations.

According to F. Kotler (7), propaganda is defined as impersonal sales promotion for a product, service, or 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 activities of the organization of public opinion (Public Relations). As defined by the Institute for Public Relations, UK, Public Relations is a planned ongoing effort to create and maintain goodwill and understanding between the organization and its community.

Currently, the goal of public relations is considered to establish two-way communication 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 trusting relationship between the organization and the public;

creating a "positive image" of the organization;

preserving the reputation of the organization;

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

expanding 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 a program and cost estimates of activities;

communication and program implementation;

study of results, evaluation and possible improvements.

These parts are sometimes called the RACE system: Research, Action, Communication, Evaluation.

Public Relations Methods.

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

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

Popular publications usually prefer sensational news to those describing planned events. By understanding the needs of newspapers, magazines, radio and television programs, there are many ways to get attention. All media outlets are ready to publish purely informational materials, even if they are treated differently due to differences in editorial policy and readership. The press always welcomes any article or newsletter that contains an element of novelty, as long as the material is accurate and timely. Principles of trust, reliability and timeliness - these are the foundations on which the administration of the enterprise should build its relations with the mass media.

On behalf of the administration, the person in charge of relations with the press enters into relations with the media. It solves three main tasks:

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

respond to press inquiries and provide comprehensive information services;

follow the news of the press, radio and television, evaluate the results, take measures, if necessary, to correct errors, come up with appropriate refutations.

It is the responsibility of the press liaison officer to ensure that there is a continuous flow of news from the organization. Posting articles is a very effective way to draw public attention to an enterprise and its activities. All editors are interested in getting an offer to print the article, and if they like the idea of the article, they will either ask to send the article, or give the journalist the opportunity to get the materials necessary for writing it.

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

Another way of communicating with the media is press conferences... They are usually held in those cases when it is necessary to demonstrate any samples or other objects, or when it comes to an important topic on which the 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 understood as various forms, Business Cards, invoices and other printed materials that are not directly related to public relations, but play a significant role in the formation of an organization's own style.

The printed word will for a long time serve as the main means of communication of any organization with its clients, counterparties, shareholders, etc. Therefore, the "own person" in the design of printed materials is one of the strongest means of marketing communication. Many organizations have developed their own corporate identity so that their products and advertisements are recognizable at a glance. Your own style can be in the logo, in the type and type of fonts, color or a combination of these means. Suffice it to cite the example of the Coca-Cola or Philip Morris companies. Good style differs in that it is used unchanged in all types of visual campaign - from letterhead to car boards.

Public relations specialists do not need to own professional knowledge in the field of typography, but it is imperative to be aware of its important role. Choosing the right fonts and paper, printing method and printing techniques is essential to the success of public relations in the field of print products. In a large organization, there may be a special department of printed products that deals with the ordering of such products. In a small organization, such issues are handled either by the public relations department, or by a company providing services in the field of public relations.

Film and photographic media in public relations. Documentaries are a powerful vehicle for public relations. They gained popularity back in the 30s and until recently were actively used in our country as a mass means of agitation and propaganda. Nowadays documentaries have moved to television, but films continue to figure prominently in public relations as a means of communication, teaching, marketing, research, etc. The growing popularity of VCRs and the advent of cable television have given new impetus to the development of this form of public relations. Video clips are shot both for product or institutional advertising and for free distribution for informational purposes.

There is no need to train film professionals from the public relations industry, but a proper understanding of the subject matter is required for follow-up advice on the use of the film in an organization or for liaising with a film production company during filming.

The use of photography in public activities is of great importance. Above all, photography gives the impression of authenticity and has an appeal that is not possessed by printed text. Nowadays, it is extremely rare to find materials without photographs and illustrations, if they are well prepared. Photos are used in the design of annual reports of companies, advertising brochures, newspaper reports, in the release of illustrated editions, in the organization of photo libraries.

Oral speech to public relations. Oral speech is the oldest means of communication between people and, despite the competition from writing, it remains at the present time the most powerful way to maintain 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 businesses.

This area of public relations also includes control over the ability to conduct telephone conversations. The telephone clerk becomes the first person a customer turns to, and his behavior can have a profound effect on the first impression of a firm. 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 the manager himself exercises control over the ability to conduct telephone conversations. Ability to lead telephone conversation should apply to all employees of the organization from the highest level to the lowest.

Advertising and public relations. Advertising is logically an integral part of public relations, as it influences the image of the company in the eyes of the public. In the modern world, it is not enough just to produce good product, provide marketing, distribute products, successfully advertise and sell them. Even a high-quality product may not find a consumer if its manufacturer conducts an ineffective social policy or is misunderstood by the public. It is essential that the company has a decent level, and the public is aware of the benefits it brings. This is what lies at the heart of the 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 well-being of the country. The second type of advertising uses a less direct approach: it boils down to providing information on issues that interest the public; the name of the sponsoring company is simply mentioned.

Sponsorship presents modern shape patronage.

It is most correct 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 the implementation of this strategy, a special place is given to public relations and the 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 checked using an experiment, 10% test, pretest. It helps you figure out ways to improve your advertising appeal before it goes live and thus improve its effectiveness. In the case when there are two or more alternatives, the sample makes it possible to choose the priority one. In order to be able to correct the advertising appeal more than once, a 10% sample can be divided into 3%, 3%, 4%.

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

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

"Method of contact audiences";

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

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

The most primitive calculation economic efficiency advertising:

(Profit) minus (Funds spent on advertising) equals (Positive value).

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

If, as a result of the survey, a positive answer is received, then it is necessary to elaborate in detail who, when provides information on the volume of sales after submitting advertising information.

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

At the moment when the sales volume after carrying out a complex of marketing communications 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 the sales volume and the cost 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 prompting him to ask for additional information.

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

number of responses;

their character;

the source of this information.

As a result, the economic efficiency will be

number of responses

contact audience size

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

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

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

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

In the proposed graph, the Q curve describes the sales volume achieved by a given sales promotion. In this case, economic efficiency is determined

"A method for determining the degree of awareness of the company and its products." Usually used in image advertising. It is carried out by the method of polling before the advertising campaign and after, when the memorability of the advertisement is checked. There is usually a certain amount of time between the perception of the advertising message and the specific purchasing behavior. The perceived information is somehow stored in the mind of a person and affects his purchasing behavior.

There are three main methods for measuring the degree of memorization.

Free memory.

The interviewer asks the person to describe in their own words those advertising images that they remember. Further, the question is clarified and the test taker must remember in which specific means of disseminating information he met this or that advertisement.

Directed memory.

The interviewer gives the test taker various tips to help him recall the entire advertisement. In this case, the amount of remembered ads is higher than in the case of free ads.

Recognition.

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

The considered method has two significant drawbacks:

the experiment, as a rule, occurs once, within a short period of time. The situation of development in time, repetition, advertising pressure does not lend itself to modeling.

Determining the cost-effectiveness is challenging 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 set of marketing activities and the results of using other tools that the company uses to achieve its goals in the market;

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

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

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

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

Despite all of the above reasons for the difficulty in measuring economic efficiency, it must be assessed. Moreover, it should be laid already at the stage of planning an advertising campaign, which will significantly reduce the costs of an advertising campaign.

Bibliography

There are a huge number of classifications of types of marketing communications. Which of these classifications should form the basis of the constituent elements of the marketing communications complex, or should the communication set be a combination of the currently most significant types of communications from different classifications?

Consider the existing classifications of marketing communications.

British researchers Smith P., Barry K., Pulford A. proposed to divide marketing communications according to the criterion of intentionality into intentional and unintentional communications.

Intentional (targeted or planned) communication is a set of communications organized by the communicator for a specific purpose (for example, to influence the target audience).

Unintentional (or unplanned) communications are communications that arise regardless of the wishes of the communicator.

Both those and other communications affect the consumer, exerting influence. If unintentional communication is not agreed, and worst of all, is contrary to intentional communication, the impact of the latter can be weakened. For example, a dirty vehicle delivering goods, no safe parking space near a store, unfriendly behavior of order takers, an unkempt building where a firm's office is located, irritated employees, or constantly busy phones are some of the negative messages that consumers can experience more intensely. impact than planned marketing communications, including advertising and public relations. All employees of the firm, and especially those who directly deal with clients, can inadvertently become sources of transmission 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. While marketing communications professionals may not always have to be held accountable for these unplanned calls, they should anticipate and rule out calls that are inconsistent with the firm’s overall communications strategy, and encourage the dissemination of information that fits the strategy.

There is a classification of marketing communications according to the place of origin in the marketing complex:

Direct marketing;

Sales promotion or sales promotion (Sales promotion);

Public relations.

There is a classification of marketing communications by the type of process organization or by the type of contact:

Personal communications is communication between two or more people without or using any means of communication in order to promote a product (in the form of oral dialogue, telephone conversation, one person's appeal to the audience - live broadcast on television);

Non-personal marketing communications with the participation of communicative intermediaries are carried out in the absence of personal contact and feedback using means of mass and selective influence. In this type of communication, all advertising materials are pre-configured for a certain average buyer, and the attitude and degree of trust in the media affects the perception of information. The main purpose of communication through an intermediary is to occupy a place in the consumer's RAM (English top-of-mind), to include the advertised product in the “selection list”, and not to buy this product immediately. Bagiev G.L. calls these two types of communication interpersonal and impersonal.

According to the duration of the action, marketing communications are divided into three types. Short-term are marketing communications that have a well-defined life cycle (sales promotion campaigns - discounts, etc., public relations campaigns). Medium-term marketing communications are designed to be applied over several seasons ( promotional activities). Long-term are marketing communications that do not change their external form for several years or even decades (development and use of corporate identity).

According to the frequency of use, marketing communications are divided into the following types:

· Single - one-time marketing communications;

· Multiple - repeated marketing communications.

By the direction of the action (target group of communication), one can distinguish communications aimed at:

· For the end consumer;

· On intermediaries;

· On partners (suppliers, investors);

· On competitors;

On state bodies and public opinion;

· Intra-company communication.

The classification of communications by intensity includes intense (narrowly directed, concentrated action) and scattered communications.

By the result of the impact, effective and ineffective are distinguished.

The above classifications will help to skillfully combine the impact of various types of communications when planning a complex of marketing communications for a company to solve different tasks(tactical and strategic) in the market for goods and services.

It is very difficult to give a universal classification of the types of marketing communications at the moment due to their rapid development and improvement. It is most expedient to describe not a universal classification, but the modern structure of the marketing communications complex, which is based on the classification of communications by the type of contact (personal and impersonal). The composition of impersonal communications will include almost all types of communications from the classification according to the place of origin in the marketing complex, with the exception of direct marketing, which will be the main component of personal communications, since the process of informatization of all types of activity is gradually bringing direct marketing and personal sales closer together, giving the former a central role. The connecting link will be communications with all subjects of the market for goods and services.

Let's highlight the most significant points for describing the composition of the marketing communications complex:

The complex of marketing communications is used to demonstrate the important characteristics of other elements of the marketing mix (product or service, price, distribution, personnel) not only to target audiences, but also for information interaction between all participants in market relations, including previously not covered competitors, bodies state power, financial institution etc.;

· Marketing communications are not limited to one component of the marketing mix, they can be found in each of the main elements of the marketing mix;

· Marketing communications are becoming one of the most important methods of competition;

· When developing a strategy and tactics of communication policy, it is important to work according to modern schemes of integrated marketing communications (IMC), using the interaction of advertising carriers with elements of the marketing complex (product, price, distribution, personnel and communications).

The structure of the marketing communications complex is shown in Figure 5.

Figure 5 - The structure of the marketing communications complex

The structure of the marketing communications complex of a particular company is based on the classification of communications by the type of contact (personal and non-personal), among the components of which the types of communications are distributed from the classification by the place of origin in the marketing process, taking into account new trends in the advertising market (replacing the sales promotion component with a larger concept BTL and the merger of personal sales and direct marketing).

At the moment, the classification according to the place of origin in the marketing process includes the following tools (or means of marketing communications): advertising, BTL, direct marketing, public relations. The ultimate goal of these marketing communications is not always the immediate purchase of a product or service. This toolkit is also used to interact with all subjects of market relations.

Just a few years ago, the term BTL (below the line) appeared in Russia. In America and Western Europe, the term ATL (allow the line) means all traditional advertising events through media channels, and BTL events - all other events, which include sales promotion, merchandising, direct marketing, Public Relations, event marketing, etc. But if “there” these components of advancement appeared and were tested in stages and sequentially, then in “us” (in Russia), they all appeared simultaneously.

Therefore, in Russia, the BTL complex of events includes events that are distinguished by an unobtrusive, playful and entertaining form (if you don’t like it, don’t look, don’t participate, walk by), and direct marketing and Public Relations are singled out as independent areas of activity.

In Russia, it is customary to refer to the BTL complex as three groups of events:

· Sales promotion (Sales Promotion);

· Merchandising (Merchandising);

· Event marketing (Event promotion).

In recent years in Russia BTL, as a promotion tool, has been developing much faster than advertising in the media, which indicates its high efficiency.

BTL (below the line) are events aimed at influencing the consumer directly at the points of sale of goods in order to stimulate the volume of sales, and event events that in an unobtrusive manner draw attention to the product and enhance the company's image.

These are tastings, distribution of free samples of products, presentation of prizes for purchases, display of goods on the counter and design of points of sale, as well as holding events and shows.

Distinctive features of BTL events are:

Short duration of the effect of exposure,

Focus on stimulating consumer activity (the ultimate and only goal is to increase sales),

· Unobtrusiveness and variety of methods of influence.

Conventionally, modern marketing activities can be divided into two strategies: mass marketing and direct marketing.

Direct marketing is usually called marketing activities based on direct (or personal) sales and collection of information about each customer using one or more means of communication.

It is customary to distinguish five traditional forms of direct marketing: direct mail marketing, directory marketing, telemarketing, television marketing, and e-commerce.

New technical means communications and communications (telephone, mail, television, computers, modems, faxes, e-mail, global network Internet and Online Services) have changed direct marketing techniques and tactics. A distinctive feature of modern direct marketing and the most valuable tool at the present time, in addition to its traditional forms, is customer base data, which is an organized and constantly updated bank of comprehensive data on the company's customers.

Personal sale is a type of promotion that involves personal contact between the seller and the buyer, interaction, communication with the buyer, during which they are verbally presented consumer characteristics goods and a joint decision is made on the possibility (impossibility) of the transaction, purchase and sale of goods.

Personal sale as a way of selling goods without intermediaries was mainly used to promote goods for industrial and technical purposes. The informatization of all types of society's activities, the development of new means of communication and multimedia technologies, as well as their use in communications, allowed this marketing method to be transferred to the market of consumer goods and services.

More recently, the merger of activities such as personal selling and direct marketing has resulted in direct marketing becoming a broader activity that includes personal selling.

Distinctive features of modern direct marketing have become:

· Personal contact in the form of a dialogue between the seller and the buyer;

The importance of personality sales agent(seller);

· The possibility of establishing long-term partnerships between the seller and the buyer;

· Availability of stable and effective feedback;

· Use of a database of buyers, and both end consumers (individuals) and trade enterprises(intermediaries), industrial consumers ( legal entities), non-industrial consumers (non-profit organizations, schools, churches, etc.).

To service the customer databases, special software packages are used, called Customer Relationship Management (CRM) systems.

Communication with all market entities includes a set of measures for interaction between all subjects of the company's marketing environment, which are of particular importance in the light of the concept of interaction marketing. These communications can take place both in the form of personal interaction and in the form of interaction through intermediaries.

For consumer goods, the components of the marketing communications complex in terms of relative effectiveness are arranged in the following sequence: advertising, BTL, direct marketing (or personal sales), Public Relations. For industrial and technical products - direct marketing (or personal sales), BTL, advertising, Public Relations.

Marketing research in the field of enterprise communication can be divided into three main groups in terms of time:

· Research prior to the development of PKD;

· Research during the implementation of planned activities;

· Research after all planned activities.

In the first group of studies, the collection and processing of secondary and primary information is carried out by methods of desk and field research.

The most important role in the collection of secondary information by the method of desk research is played by regular monitoring:

· Constant collection of information about the structure of the advertising market, its main subjects, prices of advertising services provided, etc.

1. Research prior to PKD.

1.1. Research of the internal environment of the company, which includes analysis potential opportunities companies, studying the consumer properties of the company's goods.

1.2. Study market positions companies, including analysis of market conditions, consumer demand, competitors' activities.

Thus, we have investigated the theoretical aspects of marketing communications as components of the organization's marketing complex, their structure and basic classifications.

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 communication with consumers has become key success factors for any organization.

Word "communication" comes from the Latin communico - make it 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, the interlocutor.

Marketing communication of a firm is a complex impact of a firm on the internal and external environment in order to create favorable conditions for stable profitable activity in the market.

Marketing communications 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 of stimulating communications.

There are five basic elements in all marketing communications:

1. Informing and convincing consumers.

2. Objectives 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 achievement of the overall marketing goals of the firm.

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

1. Motivation of the consumer.

2. Generation, formation and actualization of customer needs.

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 desired audiences.

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

8. Formation of benevolence towards the brand of the company among buyers.

9. Promotion of the act of purchase

10. Reminder of 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 widespread is the approach according to which a set of means of communication influence is classified using the concept of a promotion complex, the content of which can vary depending on the level of market development and the characteristics of the type of market. In general, 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 the framework of this approach, four main means of communication are distinguished: advertising, personal selling, sales promotion, and public relations. Moreover, in the literature, the concepts of promotion and communication are often identified. For the first time in the domestic literature, a successful delineation of terms is given in the article that appeared in 1999. 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 component - promotion - are involved in communicating with customers. The definition allows for the possibility that marketing communications may be either targeted, as in the case of advertising and personal sales, or non-targeted (albeit influencing), such as product appearance, packaging, or price.

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

Communication type	Definition
Advertising	Any form of impersonal presentation and promotion of ideas, goods and services, primarily through the media on behalf of a well-known initiator.
Sales promotion	Mostly short-term incentive measures to encourage the purchase or sale of goods
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 sale	Oral presentation of the product during a conversation with one or more potential buyers in order to make a sale or obtain consent to a 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. The main 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 for a specific order. Advertising can be used as mass media - newspapers, magazines, radio, television, billboards, etc. and direct appeal to the buyer using mail, telephone calls.

Publicity- usually formalized and implemented in the form of news reports or comments in the press about the products or services of a particular company. This information or commentary receives free newspaper space or airtime because media representatives 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 means of public relations, that is, public relations, which is much broader than publicity.

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

Sales promotion includes all types of marketing activities aimed at stimulating customer action, in other words, capable of stimulating the immediate sale of a product. Sales promotion targets 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 aids, which are aimed at enhancing the response of wholesalers and retailers. In addition, firms such as the use of coupons, premiums, free samples, contests, discounts, and more are widely used in sales promotion. A significant place in sales promotion is given to trademarks, corporate identity, packaging, and labeling.

Specific trade promotion and point-of-sale advertising- means the use of means that deliver the marketing message directly to the points of sale and increase the likelihood of purchase of goods by buyers. Such means, in particular the store's internal coupons, remind the customer of a certain product, deliver the company's marketing message or inform about 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 to the rational organization of 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 increasing the efficiency of product distribution, its safety, quality, compliance with standards and international norms, as well as more effective control of the state 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 products of the company, and on the other hand, oppose the company and its products to competitors and their products.

Personal selling is a personal (face-to-face) communication in which the seller tries to convince potential buyers to purchase the company's products or services.

Direct marketing- an interactive marketing system that allows consumers to easily obtain information of interest to them and purchase goods using various channels of information dissemination. Includes direct mail, print catalog orders, and online catalog sales.

Personal sale- establishing personal contact with one or more potential buyers for the purpose of selling goods. Examples of such contacts are telephone conversations between regional representatives of a manufacturer and local companies or enterprises. retail, selective calls to potential buyers directly at home or sales of goods by phone orders.

Network marketing Is a distribution system that allows consumers to become distributors of the goods produced 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 the underlying networks.

Special souvenirs- free gifts that serve as a reminder of the company that manufactures the product and its brand name.

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

License Grant- the practice of selling the right to use the corporate symbols of the company or its goods.

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

Unscheduled calls include all other ways of transmitting various information about the company and about it to potential customers. brand name.

Therefore, we can conclude that under communications are 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 addressees.

A marketer successfully working in modern conditions is one who coordinates the communication complex so rigidly that from advertising to advertising, from article to article, from one program to another, you will immediately find out that the brand speaks with the same voice. The impact of communication elements on the marketing strategy of the enterprise is shown in Fig. 114.

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

The key factors for effective marketing communications are:

Communication goals. The sender of the message must clearly know what audiences he wants to reach and what type of response to receive;

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

Channel planning. The transmitter must transmit his message through channels that effectively convey his message to the target audience;

The effectiveness of the message. The feedback transmitter should evaluate the response of the target audience to the transmitted messages.

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

12.2. Communication model, its structure and elements

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

In a general sense, communications are understood as the distribution, transmission of information, messages (thoughts, information, news, etc.), that is, “all methods and forms of information transmission and influence on a selected audience, addressees”.

Sociological point of view, it is “a complex, multiply dissected 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 field of social, group and personal relations - a specific process of communication and interaction of people using language or other sign systems. From point of view economy - no less complex process of ensuring communication between the subjects economic life including consumers (households, family members)

The theoretical understanding of the basics of communication goes back to Aristotle, who identified the following 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 of the characteristics of the modeled object, it is not a complete reflection of practical reality. The marketer needs a model to better organize his thoughts about the reality of the ongoing communication processes and link his 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, means of communication, communication content, message effect and feedback.

Thus, in its most general form, a model of simple or interpersonal communication consists of the following basic elements: a communicator (who?; Transmitting the message), a message (what? ). What is characteristic of interpersonal communication and distinguishes it from mass communication is the presence of involuntary feedback between the recipient and the communicator (with what effect?). It is thanks to this feedback that the communicator can perceive the results of his activities, correlate them with the set goals, and, therefore, if necessary, correct his behavior, even during the transmission of the message. The model of interpersonal communication is graphically presented in Fig. 115.

Figure 115. Model of interpersonal communication

Such a model is suitable for describing only a part of the marketing communications complex, namely, the process of personal selling and some methods of oral propaganda. 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 message channel - mass communication (print, radio, television, cinema, sound, video recording, local and global systems ( with what effect? communications, etc.), i.e., 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, in contrast to the interpersonal, the communicator and the recipients are separated in space, and if the message is transmitted in recording, 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 like the one shown in Fig. 116, in 30-50 years served as a starting point for research of mass communication in search of their most effective use, incl. in order to advertise and promote the sale of goods.

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 - a set of characters transmitted by the sender.

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

Decryption - the process by which the receiver assigns meaning to the characters transmitted by the sender.

Recipient - the party receiving the petition from the other party.

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

Feedback - the part of the response that the recipient communicates to the sender.

Interference - unplanned environmental interference or distortion, as a result of which the recipient receives a call that is different from that sent by the sender.

This model includes the main factors of effective communication and determines the main stages of work on the creation of an effective communication system:

1. identifying the target audience;

2. determination of the degree of customer readiness of the audience;

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

4. drawing up an appeal to the target audience;

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

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

7. implementation of a complex of marketing communications;

8. collection of information received through feedback channels;

9. adjustment of the complex of marketing communications.

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

Marketers, referring to FOSSTIS events, say: “If you can do without an intermediary, great. The only pity is that in the modern international market you cannot do without it ... ”.

Enterprise Marketing Communication- complex impact on the internal and external environment in order to create favorable conditions for the stable profitable activity of the enterprise in the market.

The complex of communication tools is inextricably linked with marketing activities enterprise and largely ensures its effectiveness. It is a two-way process:

· Impact on the target audience;

· Obtaining information about the reaction of the target audience.

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

Promotion- creation and maintenance of permanent links between the enterprise and the market in order to activate the sale of goods and form a positive image (image) of the enterprise in the market.

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

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

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

For the implementation of FOSSTIS activities in the foreign market, a special service (department) is provided in the structure of the enterprise, functioning independently or involving third-party Russian and foreign organizations, as well as foreign intermediaries of the enterprise abroad.

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

When implementing FOSSTIS activities, the following rules should be observed:

1. Know your product in every detail.

2. Know your competitors.

3. Know your customers.

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

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

Demand generation (WCF activities)

Each buyer is faced with the need to choose among a variety of products 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 for testing;

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

The purpose of the 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 image of the product in him. When from the ignorant the buyer becomes the knowledgeable, and then the acting, acquiring the goods, the image of the goods arises.

The objectives of the WCF activities are presented in Fig. 118.

Figure 118. Objectives of WCF activities

Of the listed tasks of FOS events, the main task is to bring market novelty goods to the market. The effect of this withdrawal is significant: firms that rely on the development and sale of pioneer (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 activities of the FOS, various private actions are carried out (Fig. 119).

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

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

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

Characteristics of FOS parameters
In FOS events with industrial goods	In FOS events with personal goods
Impact
Multidimensional, complex, aimed at many people at different levels of management and production of the enterprise	One-way, designed for one person, maximum for a family
Role in securing the sale
Subsidiary	The decisive
Time required to make a decision
Significant, sometimes up to two years	Insignificant, sometimes up to several minutes or even seconds
Connection of purchase with the impact of the FOS event
Hard to trace	Easy to trace
Trial sales
They are carried out rarely, the volume is insignificant	Conducted necessarily and in significant volumes
Budget for WCF expenditures
Usually determined by some share of last year's sales volume	Determined in the process of a detailed survey of the market and identifying trends in its development
The main qualities of advertising that determine its effectiveness
The richness of the text, its informativeness, evidence, the unconditional veracity of the arguments	Emotionality of the text, simplicity of its perception; the image of a product is practically unrelated to its consumer properties
Channels for the distribution of 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 (Fig. 120).

Figure 120. Channels for implementing WCF activities

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

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

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

· Efficiency - minimum costs for one advertising contact with a potential buyer and minimum total costs;

· Simplicity - minimum expenditure of effort and money for the preparation of an advertising message.

When planning and monitoring FOS activities, the following rule must be observed: a merchant who has terminated advertising and other communications with the buyer makes a gross mistake. The sale of goods drops sharply, the company loses the conquered 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 the competitor.

The ability to admonish - the seller may repeat his offer several times,

· Buyer - compare the offers of competitors. Consistent, competent advertising creates a positive attitude towards the seller;

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

Depending on the stage 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 the goods, slightly differing from each other, and then evaluates the results of his purchase, getting the final knowledge about the product;

3) "emotions - actions - knowledge" - buyers have a superficial knowledge of 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;

· Cause the buyer to predispose to the brand;

· Provide information about the benefits of the product (brand);

· Change the idea of the product;

· To achieve recognition of the product by potential buyers;

· Create a favorable image of the enterprise;

· Psychologically prepare the buyer for the purchase of goods.

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

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

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

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

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

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

Selecting message channels provides for possible use:

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

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

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, it is necessary to take into account the criteria presented in Fig. 123.

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

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

Today, the promotion of goods and services turns into continuous communication with the consumer. In order to win the war against competitors, all companies, without exception, need marketing communications, which are the main means of attracting customers. The named concept is becoming wider and more comprehensive, as the market requires comprehensive promotion.

Initial Marketing Concepts

The field of marketing has traditionally been described as the area of outreach activities. On the the present stage development of the economy, it is marketing that becomes a key factor in the success of the company. Since only with its help the product "settles" in the minds of buyers, and only this can lead to a purchase.

Marketing is about satisfying customer needs. At the same time, the concept of "needs" is basic and subject to constant study, because to know what a potential buyer wants means to be able to make him the right offer.

A need is an awareness of the need for something, a feeling of deficit, which can be filled in various ways. In marketing, the product is recognized as the means of its satisfaction, in the broadest sense of the word. A service is also a type of product, although it has pronounced differences in consumption.

Another basic concept of marketing is the market, which means the community of consumers of a particular product. And marketing is, by and large, a means of communication between consumers and a product, it is with its help that products are promoted to the market and reach the buyer.

The essence of the marketing mix

The existence of a marketing mix (marketing mix) was first substantiated by Philip Kotler, who wrote that there is a stable set of variables that are used by any company promoting a product to the market. The purpose of its application is to meet the needs of the consumer and increase the efficiency of the seller.

The traditional marketing mix model is described as a 4P: product, price, place, promotion. This simple model represents the elements and sequence of market exposure to market a product. Today, the marketing communications complex is subjected to constant reform efforts. So, 7 and even 11P appear, and for Internet marketing they offer the 7S model.

Despite numerous discussions about the relevance of the model, the essence and significance of the marketing mix do not diminish. Today, no one doubts that it can be effective only if communications are properly built, which become an important, and, possibly, the most important element of the marketing mix.

Marketing communications concept

Since the promotion of a product on the market is impossible without establishing a connection between the manufacturer and the buyer, marketing communications arise to ensure the effective satisfaction of the consumer's needs with the help of the product. They mean informing the potential audience about the advantages and features of the product.

This concept includes the entire process from product development to the design of points of sale and the formulation of an advertising proposal, including the study of the market and target audience, their needs and requirements. Traditional marketing communications tools:

advertising;
sales promotion;
direct sales;
public relations.

Marketers carefully plan the use of these tools, based not only on the needs of the organization, but also on the opportunities of the market and the needs of the consumer. Today, the importance of marketing communications is only increasing, since any markets are oversaturated with goods, and purchasing power is growing weakly. And it is the establishment of relationships with the consumer that becomes the key to the company's success.

Marketing communications goals

The concept of promotion can be interpreted very broadly. At the same time, different types of marketing communications help to achieve the following global goals:

communicating information about a product, its features, advantages and innovations to a potential buyer;
formation and maintenance of a positive image of the product among consumers;
creating a loyal attitude of buyers to the product, maintaining trust in the product;
the formation of a stable demand for the product;
detachment from competitors in the perception of the consumer;
creation of strong associations of the name and logo with the properties of the product.

These goals, in turn, can be subdivided into many particular tasks, which become the object of communication.

Elements of the QMS: old and new

Various means can solve the many challenges faced by marketing. Traditionally, researchers, listing the elements of marketing communications, name four familiar tools:

advertising,
personal sales,
sales promotion.

But today the main marketing communications are complemented by new types, and the realization is coming that the roles are changing dramatically. Advertising and PR come out on top, and often they perform the same tasks and cannot exist without each other. The consolidation of communications is expanding, it now includes:

branding,
identity,
sponsoring,
souvenir advertising,
exhibition activities, etc.

Marketing communications are increasingly responsible for the commercial success of companies, and their tools are only expanding and becoming more complex.

Direct selling tools

Marketing communications in direct sales are:

presentations;
Exhibitions;
telemarketing;
direct mail;
Skype consultations;
personal sales.

They are designed for personal contact between the seller and his client, during which the former can adapt to the characteristics of the buyer and answer his questions and objections. There are two options for building contact.

Delivering a personalized message through various communication channels: by mail, in the form of electronic mailing, distribution of booklets, leaflets, newspapers, magazines.
Personal contact between the buyer and the seller, for which today there are many opportunities: from telephone and video communication to meetings at presentations and various events.

Opinion leaders play a special role in direct sales - they can be experts in various fields, stars or bloggers who will directly talk about the merits of a particular product.