home » Companies » The most modern carriers of marketing communications are. Stages of developing an advertising campaign (SI)

The most modern carriers of marketing communications are. Stages of developing an advertising campaign (SI)

Need to stop at modern facility communications associated with the indirect (hidden) impact of advertising, with the so-called BTL technologies (below the line - "under the line"), which belong to non-traditional sales methods. In the same time ATL technologies (above the line – "above the line") - this traditional sales methods (direct advertising).

Legend about the origin of the term BTL was born 50 years ago when one of the leaders of the company P&G made a cost estimate for marketing, included advertising in the press, on TV, etc. and drew a conclusion. But he remembered that he did not take into account the costs of distributing free samples and other promotions. Therefore, I had to enter these figures below, i.e. below the line.

Reasons for the rise in popularity BTL -technologies in the world:

decline in the effectiveness of traditional means of promotion;
change in the structure of retail trade (development of the system chain stores self-service). Points of sale make 60 to 80% of purchase decisions. Using BTL -technologies sales grow by 2–4 and up to 10 times.

One can imagine the following classification of services in the field of BTL.

1. Direct marketing ( direct marketing).
2. Sales promotion (sales promotion).
3. Event Marketing (event marketing).

Direct marketing and promotion activities

Event Marketing – events aimed at promoting brands, services and companies through bright and memorable events. Event marketing includes the following activities:

developments - special events and promotions that can not only be remembered, but in some cases become news:
- – presentations, opening ceremonies;
- - festivals, fairs, holidays;
- – meetings, round tables, conferences, seminars;
- - anniversaries, anniversaries;
- – days of open doors, excursions around the enterprise, etc.;
sponsorship – investing in special events for the purpose of own promotion and PR;
public relations – formation, maintenance and change of public opinion:
- - relations with the media;
- – image and reputation management;
- – intracorporate PR;
- – anti-crisis response;
Other types of event marketing are, for example:
– special programs for the promotion of goods and services within the framework of show events (show marketing);
- sponsorship of a specific sports team, which can be both financial and in the form of providing the team with their products or services (sports marketing);
– organization of lunches, receptions and service during special events (catering).

And finally, to others BTL - Activities that are difficult to classify by type include:

product placement - the introduction of advertising in the plot of feature films, TV series, books, games, music;
usage non-standard advertising media (ambient marketing) (Table 2.1).

A special place among advertising media is occupied by ambient media - quite ordinary objects and materials on which advertising is unexpectedly placed. It is not clear how to classify them: is it a kind of traditional outdoor ( outdoor) or internal ( indoor) means of distribution of advertising, whether it would be more correct to classify them as BTL -tools. Consulting company Intelligence (included in Starcom MediaVest Group Russia) proposed a classification compiled by the British outdoor- operator Concord in 1998 (see Table 2.1). In the West BTL- The industry is developing at a particularly rapid pace. For example, in the US, the share of indirect (indirect) advertising is more than 50% of the entire advertising market.

There are several reasons for the decline in the role of traditional direct advertising.

1. A significant decrease in the effectiveness of mass advertising, primarily television, while maintaining its high cost.

Table 2.1

Classification of types of non-standard media


Retail	Shopping centers, parking lots, gas stations, post office, food outlets
	Cinemas, stadiums, clubs, restaurants, bars
Trips	Underground, Railway and buses, stops, gas stations, airports	Posters on trucks, buses, "guns" at gas stations, advertising on parking partitions
Educational organizations	Schools, universities and colleges, libraries	Posters, video screens, announcements, bookmarks, wastebaskets
Society	Playgrounds, first responders	Sponsorship Opportunities
Business environment	Institutions, office buildings, etc.	ads
	Air and mobile means	Sponsoring balloons, lettering on the sky

2. Transformation of the media, largely under the influence of the Internet and other technologies: the emergence of new channels for the dissemination of information and interactive media, the rapid development of highly specialized media, etc.
3. Revolutionary changes in consumer psychology. Now they are talking about the "consumer of a new type", which is characterized by the desire for interactive two-way communication with the manufacturer, to be more fully informed about him. The consumer prefers companies with a more pronounced social position, but at the same time he is a big individualist and rationalist, he has a special attitude to the culture of making a purchase, he considers consumption a valuable activity in itself. one
4. Increasing segmentation of the market, requiring a discrete approach, dedicated communication channels through which individually prepared messages are sent. Companies tend to flesh out their customers with names, addresses, purchase histories, preferences, families and friends.
5. The desire of corporations to get a faster and relatively inexpensive solution to marketing problems, including in new markets. IMC allows you to combine budgets, optimize them, while achieving greater returns, as well as deal with fewer partners.

The main factor of development BTL in developed countries - the historically high price of a TV contact with its declining efficiency. On the one hand, this is due to the fragmentation of TV channels (there are more than a hundred of them freely available in the United States), and on the other hand, to the decline in general attention to TV advertising. In the West, for example, devices have already appeared that allow you to "skip" commercial breaks when recording programs. Naturally, under these conditions, alternative methods, i.e. BTL -technologies are developing faster.

Another key feature: at the heart of the Western market marketing services US or Europe costs direct marketing (direct marketing). This category is based on the existence of large consumer databases.

Finally, compared to traditional media BTL - communications are perceived much more positively.

Information about the volumes and participants of the Russian BTL -industry is still insufficient. Few agencies publish information in the public domain, for example, the world's leading communications agency carat published worldwide advertising spending in 2013–2014. In Russia, the annual growth in advertising spending according to the results of the study carat in 2013 amounted to 11.2%, and according to the forecast for 2014 it will be slightly reduced - 11.0%.

The locomotive of the Russian market BTL -services are currently companies with Western capital.

The use of non-traditional media is less expensive, but at the same time BTL -shares have a higher participation rate. For example, 65.3% of Muscovites admit that they would like to participate in BTL- shares, the number of real participants is 70.3%.

BTL technologies is a relatively new, additional, unique tool for implementing advertising strategy. When the goal of a campaign is to increase consumer awareness of a brand, there is no substitute for direct advertising. But to involve consumers in communication with the brand, to create its emotional image, the use BTL -Tools will be indispensable. Shouldn't be opposed traditional media(direct advertising) or ATL- And BTL -actions (measures of indirect impact), it is necessary to strive to ensure that they complement each other. In any case, it is always useful to remember: when developing an advertising campaign, it is necessary to take into account the factor of the target audience and the tasks facing it. Then it will become clear which promotion tools will be more effective - ATL, BTL or their combination.

At present, communication is becoming the main object of marketing research, since the results of entrepreneurial activity are increasingly dependent on the level of knowledge of communication processes.

F. Kotler in his works identifies four main means of promoting goods and services, united in a system of marketing communications, called promotion system (complex):

advertising - brings information about the product and the company to the consumer;
public relations - measures to develop a positive attitude towards the enterprise from the target audiences (customers, media, local authorities - the city administration, partners, investors); participation in various significant events (conferences, reviews, competitions); various forms of charity; sponsorship; publication in the media of various non-commercial materials;
sales promotion short-term incentives to encourage the purchase or sale of a product or service;
direct marketing - marketing, excluding any preliminary contact of the buyer with the product until its delivery.

Let's take a closer look at each of these elements of the marketing communications mix.

Karpova S.V. International advertising business: textbook. allowance. 2nd ed., revised. and additional M., 2007. S. 157–158.

Everyone is talking about the ineffectiveness of traditional advertising. The crisis in the advertising industry is obvious. However, despite the fact that the consumer ignores numerous advertising messages, manufacturers of goods and services continue to increase advertising budgets, habitually writing off tidy sums in the "costs" column. As a result, a unique phenomenon is formed when media products that are not in demand by the market continue to develop contrary to common sense, and the crisis of advertising perception stimulates the development of this industry thanks to new and new investments from advertisers.
The author offers several options for solving the problem using PR technologies and direct communications with narrow segments of the target audience.

Advertising industry crisis
What is the crisis in the advertising industry? It seems that we see how promotion technologies are developing dynamically, the volume of advertising messages is increasing, and traditional marketing tools are qualitatively changing. At the same time, advertising does not fulfill its main function: it does not influence the choice of the consumer, does not establish contact with the audience, and does not convince of the benefits of the product.
Indeed, advertising budgets are growing year by year, not only by regional level but also on a federal scale. Data statistical analysis The Association of Communication Agencies of Russia (ACAR) testifies that the financial costs of advertising in Russia have grown in the following proportion: in 2002, television used $920 million, in 2003 advertising air was sold in the amount of $1,240 million, and in 2004 - by 1,700 million dollars. Outdoor advertising in terms of money increased from 400 million dollars in 2002 to 710 million dollars - in 2004. - already for 480 million dollars. In 2002 socio-political magazines published advertising materials by 260 million dollars, in 2004 their volume amounted to 470 million dollars.
The effectiveness of advertising campaigns is falling, and the volume of advertising media is growing. The outer space of the metropolis turns into a single advertising structure, creating an industrial landscape of intricately curved pipes and heavy ceilings, even in the central areas of the city.

Consumer resistance movement
What to do when opportunities classical instruments marketing almost exhausted in the competition?
Analyzing the current situation, in Yekaterinburg in March 2005 we carried out a number of efficiency measurements outdoor advertising on standard media - billboards 3x6 m in size and mobile banners on the central highways of the city. A survey of 86 consumers in four different target segments showed that the presence of a certain advertising message, replicated on 15-20 planes located in high traffic areas, was noticed by only 12 respondents. A similar study conducted in May 2003 showed the degree of recognition of a visual image from 54 to 75%, depending on the target segment. According to experts and advertisers, two years ago the placement of outdoor advertising in Yekaterinburg (a city with a population of 1370 thousand inhabitants) on standard 15-20 billboard planes left a significant visual imprint in the minds of consumers. Today, the advertiser does not get this effect even after doubling the number of advertising media.
In the struggle for consumer attention, the advertising industry uses new technologies, which mainly relate to increasing the area, volume, and duration of advertising exposure. Today, Yekaterinburg's highways are criss-crossed by gigantic advertising structures resembling railroad bridges, and potential buyers are tempted by plasma screens showing silent clips. Are we surrounded by high-rise buildings covered in billboards and supermarket checkouts equipped with every possible kind of POS technology? How small and insignificant the consumer must feel among the monstrous giants - life-size puppets, endlessly flickering screens and predatory two-meter smiles hanging over their heads!
The crisis of advertising technologies is growing as the market matures, the consumer is satiated and the volume of advertising messages inevitably increases. One of the first to experience this crisis was the low-alcohol market, when an abundance of trademark advertising turned into a foamy stream of BEER. The consumer was not able to remember and prefer one or two brands out of 600 types on the market. Numerous advertising appeals from various manufacturers and various brands gave rise to one physiological desire - to drink beer and experience psychological comfort in accordance with the promoted lifestyle. Each brand worked for its competitor and developed the consumer's taste for affordable abundance.
Paradoxically, but the restriction of beer advertising benefited the advertisers themselves: firstly, the advertising budget was reduced and funds were freed up for development, secondly, the effectiveness of advertising increased, as it began to correspond to the format of its audience, and thirdly, beer consumption did not decrease after the introduction of prohibitive measures.
Branding costs are on the rise, and customer impact technologies are becoming more sophisticated. However, the fight against transcontinental brands is a priori doomed, and the life cycle of the "average" brand is so short that branding costs are not always economically justified. The abundance of information in the form of a variety of brands stimulates the activation of a protective mechanism in the mind of the consumer: he ignores the abundance of offers and chooses the "eternal" Coca-Cola.
Exploring the phenomenon of consumer behavior in conditions of oversupply on the example of vodka brands, we conducted a hall test, the content of which was as follows. Respondents were asked to rank five samples based on an anonymous tasting session, after which they were shown the trademarks behind each sample. The second rating, compiled on the basis of the information received, in 83 cases out of 100 differed from the results of the first tasting. As a result, two new, unfamiliar brands became outsiders of the second rating, despite their obvious leadership in the first stage of the experiment.
The results of research on consumer behavior show that a saturated market forms a conservative consumption pattern, when the buyer avoids the risk of having a negative experience in connection with the choice of a new product.
Another trend in the development of the modern consumer model is nihilism, or the denial of brand value. The modern consumer does not want to be the object of manipulation and deliberately avoids advertising exposure. He feels capable of making his own decisions. The modern consumer knows the rules of the game and does not want to pay the cost of a mega-brand war in the form of advertising campaigns that only increase the value of the product. alternative expensive brands double trademarks act, which in principle do not participate in the advertising rotation. It is a product for smart and innovative consumers who make purchase decisions based on comparative analysis quality characteristics and capabilities of the product itself, and not the values that the seller declares. Market mobile communications very quickly responded to the new need of his client, and in the windows cell phones samples with intricate, unpronounceable names flashed, which compare favorably in price and almost do not differ in design and equipment from well-known brands.
So, the consumer no longer believes in advertising, and marketing budgets go beyond the limit of economic expediency. But life in the post-industrial world develops according to its own laws, and marketing technologies change along with it.

Merging Marketing Communications
In order for marketing to emerge from the global advertising crisis, the very ideology of the advertising message must change. It must be transformed and move from indirect, impersonal appeal to the zone of personal communication with the target group through channels of direct two-way communication.
Achieving a marketing effect in modern conditions is possible due to the use of new professional tools and the modernization of communication channels.

Target audience segmentation
The first thing to be done within the framework of the anti-crisis action program is to segment your target audience in detail and peremptorily according to significant criteria and fundamental characteristics. The more accurately and clearly the consumer "sub-segment" is defined, the more picturesque the client's portrait will look, the more realistic and brighter the complex and multifaceted nature of needs and expectations will be reflected. Individual consumer behavior goes beyond schemes and models, and narrow and detailed segmentation allows you to take into account personal characteristics and hidden expectations.
In the leisure and entertainment market, one of the most customer-oriented types of service, there is a clear trend towards narrow segmentation. Traditional coffee houses in the notorious chocolate-milk style are going out of fashion, democratic atmosphere and fast service are no longer valuable for the consumer who has mastered the philosophy of this tart drink. Coffee is a social drink that requires a special atmosphere that is comfortable for communication. But coffee is also a self-sufficient drink, which means that its connoisseurs are gourmets of a certain kind. Therefore, a modern coffee house should create a club atmosphere and attract coffee connoisseurs who feel the need to communicate with like-minded people. So there are art cafes showing silent films for fans of Charlie Chaplin, literary cafes combined with a second-hand bookstore for intellectuals, and for lovers of the exotic - tea ceremonies in an authentic style?

Forms of open communication
So, segments of the target audience are becoming more and more fractional, narrow and as close as possible to individual perception. Since impersonal advertising addressed to the masses of certain consumers is no longer effective, it is necessary to create new format advertising - a model of live communication with the client. As part of this communicative transaction, there is a point distribution of advertising messages, which levels the distance between the source of information and the consumer.
Advertising media consisting of modular ads is a relic of the past, i.e., the twentieth century. The million circulation ceases to be the main advantage of the printed edition. Moreover, gigantomania is suspicious. Shipping costs are too high, and publishers are tempted to lower costs by courier service. The uncut bundles of free newspapers are being replaced by thematic publications, special projects, deftly falling into the hands of the consumer through consultants, leading experts on the topic. The current format of print media is an industry catalog with prices, discount coupons and analytical comments. This is no longer advertising, but a tool for the consumer to develop the market space.
Advertising companies saw a personality in the buyer, recognized his active role in the process of communication with the seller. The very model of the communicative act has changed: the transaction "commodity-consumer" has been transformed into the "seller-buyer" setting. Sales are shifting from standard to flexible offerings, from straight deals to relationships. The buzzword "relationship marketing" concludes the following idea: we want to study what is called customer lifetime value - "customer lifetime value"

In Yekaterinburg, a unique situation has developed in the field of media. In terms of their number, the one and a half millionth city competes only with Moscow. TV air is shared by 16 TV companies, 12 local radio stations broadcast, more than 100 newspapers and about 40 magazines are published. Four universities annually supply fresh professionals to the media industry. Despite the fact that the market is close to saturation, new editions continue to appear.
Five years ago, the publishing house "Kit" published a full-color catalog of economy-class furniture. 100% of the area was made up of advertising modules paid for by furniture sellers. Entry into the market was determined by dumping advertising prices, and other successful media projects helped support the price war. Direct competitors decided to reposition their activities and gradually switched to narrower formats. Due to favorable market conditions - construction boom, consumer loans, growth furniture market- the magazine steadily grew fat from issue to issue, bringing a stable income to its owners.
However, two years ago, the positive dynamics slowed down and over advertising magazine the clouds thickened. The advertiser was no longer convinced by the gigantic circulation, courier distribution and impeccable print quality. The effect of advertising modules fell, the increase in the area of the message did not live up to expectations. The crisis of the concept of the edition has ripened.
The publishing house made an attempt to conduct an advertising campaign for the magazine: more than 800 video rentals on rating TV channels, 20 billboards and 12 banners, posters in the metro and public transport. As a result, it was possible to increase the level of trust of advertisers and the interest of the reader for six months.
The next test for the market of advertising publications was the drop in interest in advertising of potential consumers of the product. People stopped taking free newspapers out of mailboxes and letting distributors into the entrance. An excess of advertising press has formed a negative public opinion not only among consumers, but also among advertisers. The reason for the inefficiency of advertising has become clear - the uncirculated circulation is destroyed by the courier service.
After analyzing the situation, the publishing house "Kit" decided to radically change the concept of the publication. Instead of the notorious presentation of the updated magazine, the editors organized a problematic "round table" for furniture market operators. During the discussion of topical issues, "furniture makers" came to the conclusion: the consumer took the position of an expert who independently weighs the benefits and disadvantages of the proposal. In this case, he needs not a motley advertising guide, but a specialized catalog that allows him to adequately analyze all the market offers. And the ability to satisfy the client's need for information with the help of thematic special issues with detailed comments specialists and analytical materials are available.
Today, the furniture catalog is published on 90 pages, distributed in shopping malls and specialized stores. The advertisers themselves are happy to take part in the implementation of the project, using the catalog as a tool for communicating with the buyer.

Based on public opinion
Today it looks like a utopia to expand a business without taking into account public opinion, identifying consumer expectations and developing current trends. Marketing is increasingly shifting its focus from the mass market to the target market. Expensive advertising does not justify itself when it comes to attracting a narrowly segmented target group. There is a unification of marketing communications, where the leading role is played by public relations, elements of direct marketing.
The consumer industry has nurtured a generation of refined consumers who are insensitive to brand image, higher quality standards, and advertising slogans. However, these same consumers easily and actively enter into communication, participate in social events, and willingly act as experts. The phrase "send SMS" now appears in television commercials, perhaps even more often than "new improved product." A trivial advertising appeal can be used as a tool to draw attention to contests, drawings, promotions, and not just as an imperative requirement: "Buy!". Promotions are increasingly using new technologies, including SMS. The consumer, who remains indifferent to the call to collect wrappers, easily enters the game based on the use of fashionable technologies.
Of particular relevance are marketing communications at the level of forming a positive public opinion. One of the popular methods is the creation of a "community", a kind of consumer clubs, participation in which significantly increases customer loyalty and more closely ties them to the usual trademark. For example, there are clubs for lovers of the Mini car and the Land Rover SUV.
In defiance of declarative advertising communications, we can launch the opposite mechanism of an autonomous generator of marketing efforts by bringing together voluntary adherents and activists. "Community" gives the seller not just an alternative access to the consumer, but the possibility of full-fledged communication at a qualitatively new level. It is the work in the "community" that gives the marketer the opportunity to use the so-called how to marketing ("let's figure out how we can solve this problem" instead of "buy me"). It solves the problem of effective marketing for one of the basic needs: to be heard and recognized. If we argue that the future belongs to those marketing tools that can address the consumer in the right place and at the right time, then the "community" brings the goal of communication closer to this format.
Exhibitions, conferences, seminars, meetings of amateur clubs assume an online communication format, each participant in communication receives confirmation of his assessment, influences the formation of public opinion. In the process of communication, he independently develops his position and attitude towards the product/service. As a result, the seller receives either a loyal customer or a consumer who is not included in his target group.
Analysis of marketing communications helps to identify and control the dynamics of consumer expectations in order to form the best offer for each target group. After all, the ability to listen and understand the consumer becomes the key to the success of marketing innovations.

Marketing communications

Marketing communications and their types

Marketing communications is a set of various information signals emanating from the company and carrying information about it and its products, mainly to external, as well as internal recipients.

Marketing communications can be both planned and unplanned. Planned marketing communications are information signals that are consciously planned by the management or marketing department of the firm. Unplanned- those that come from the company against its will.

When creating and implementing marketing communications, various goals, among which the following are the most common:

ü Formation of brand or company fame;

ь Formation of the desired attitude towards the brand or company;

l Formation of primary demand for products;

ь Formation of a certain type of behavior of buyers or their lifestyle;

l Stimulation of buyers to purchase the product;

ü Reminding customers about the product or the need to purchase it;

b Other information purposes.

Target audience - a group of people who receive information signals from the company and have the opportunity to respond to them

There are the following types of marketing communications:

· Sales promotion- various, mostly limited in time, marketing activities that allow for an appropriate period of time to increase sales.

· Personal communications and sales- direct interaction of the seller or his representatives with the buyer or his representatives, pursuing one of the communication goals.

· Public relations- various marketing activities that give a communication effect in the form of the formation among the target audiences of a certain target image of the company and its products.

· Direct Marketing- interactive marketing communications that allow buyers to receive personalized information from the company about the product of interest through various channels.

Promotion-mix is a combination of various methods and tools that allows you to more successfully bring the product to the market, stimulate sales and create loyal customers to the company (brand). The basis of promotion is marketing communications, however, other elements of the marketing mix can also play a significant role.

Stages of developing an advertising campaign (SI)

When starting work on an advertising campaign, marketing managers must first of all determine the target market and the motives of buyers. Then you should answer five main questions that reveal the content of the advertising program.

What funds mass media should be involved?

The following main stages of developing an advertising campaign can be distinguished.

1. Determining the goals of advertising. It is necessary to clearly define what goals this advertising campaign pursues, what should be achieved as a result of its implementation. The goal can be one of the goals of marketing communications.

2. Determination of advertising costs. The formation of an advertising budget can be carried out according to such approaches as based on the capabilities of the company, percentage of sales, at the level of competitors' costs, based on the goals and objectives of the campaign.

4. Create a specific case. At this stage, you should choose specific words and design of an advertising message, taking into account all marketing studies for this product.

6. Determination of the schedule for the distribution of advertising messages. As part of the advertising campaign being developed, macro-graphics and, if necessary, micro-graphics for the delivery of messages in each of the selected channels are determined.

7. Evaluation of the effectiveness of an advertising campaign. As part of this assessment, changes in brand recognition and recall, changes in attitudes towards the company or its products, changes in customer behavior and sales volumes are identified.

The role of marketing communications has increased significantly over last years. To bring new products to the market, it is not enough just to introduce a quality product. An important element is to convey to the end consumer information about the benefits that he will receive in the event of the purchase of goods. Marketing communications allow you to establish a relationship between the company and consumers in order to increase demand and create company recognition.

What is Marketing Communications?

Marketing communications (hereinafter MC) are one of the parts. Marketing communications is a complex process by which a connection is established with the target audience to convey information about a particular product. The transmission tool is: personal selling, advertising, direct marketing and public relations (), sales promotion.

The concept and essence of marketing communications

Marketing communications is a concept by which a company must think through and implement the multiple channels through which it can establish and maintain contact with the end consumer. Marketing communications help develop a consistent and persuasive picture of a business and its products, as well as get feedback from users.

To date, the essence of marketing communications lies in the long-term management of the buying and selling process in stages:

before the purchase;
the time of purchase;
the period of use of the purchased goods;
subsequent period and the possibility of purchasing another product of the same brand.

Due to the presence of different needs and, accordingly, different consumers, the company needs to develop programs for various segments and niches of the market, up to the individual buyer. At the same time, the process does not end with one construction of channels for delivering information; it must also contain a way to get a feedback.

Successful relationship building is based on the types of marketing communications.

The relevance of marketing communications

Modern consumer skepticism calls into question the initiatives of marketers, so it is not easy to attract and maintain interest in a particular product or brand. Confidence in market positions is not stable even for giants such as Microsoft and General Motors. The high quality of manufactured products is not enough to occupy a niche and maintain a high level of sales.

Marketing communications make it possible not only to sell goods, but to accompany the sale itself with original and informative messages that meet consumer needs.

Types of communications

Marketing communications include several types:

Branding. It is a capacious process of creating, developing, launching and promoting a certain idea or product (a group of products under the same brand) on the market. The main task of branding is to form associations among potential customers with a brand, logo, idea, design. specific company producing one or another group of goods.
Direct marketing. This type involves the direct appeal of enterprises or other organizations to customers. Information intermediaries are excluded here. The main task of direct marketing is building relationships with consumers and having feedback, for which technical communication channels are used: e-mail, mobile phones, leaflets, fax, catalogs.
Advertising. Defines the relationship between the advertiser and the prospective customer, the main purpose of which is to inform about the product, its qualities, terms of purchase, as well as to stimulate the purchase of goods. Such a relationship is established using paid communication channels: outdoor interaction (billboards), television and radio, the Internet, as well as product placement, which implies hidden advertising of products.
Public communications (public relations). This type is a set of measures for the introduction and formation of a positive image of an object (idea, product, service, enterprise) in the value chain. social group, to further consolidate the image as correct, necessary and strong.
Publicity. It aims to promote the product and brand through various means, which may include promotions, article publications, general advertising and other methods. Publicity can use the creation of an image of a product or enterprise with the help of the media through press kits, press conferences, presentations and radio slots.
Sales promotion. It is one of the key components of MC, encouraging sales through competitive events and lotteries, providing discounts and bonuses, holding demonstrations and tastings, using various kinds materials at points of sale (POS-materials). Sales promotion can be directed both to the consumer and to wholesale sales.
Loyalty program. It implies a set of measures aimed at re-purchasing goods and services in the future regular customers and new ones. The advantage of this type is that the client is already familiar with both the brand and the products, but can receive additional discounts, take part in closed promotions, accumulate bonuses, and receive gifts. The loyalty program implies the presence of a special bonus or discount card, which the client receives after filling out the questionnaire with his contact details, which can later be used by the company for direct marketing.
Personal selling. Carried out through direct contact between the buyer and the seller. Establishing contact, the seller gives answers to the buyer's questions about the characteristics of the product, gives the opportunity to get acquainted with the product and make a decision on its purchase.
Trade presentations. They include various events to promote a product or brand (specialized exhibitions, major events).
Sponsorship. This type is not aimed at obtaining material benefits, but is one of the means of maintaining a favorable image of the company. The view is aimed at financial support any event, type of activity or a separate project, during which the submission of information about the sponsor occurs in a natural way (placement of logos, short description sponsor in booklets, mentions in press releases, etc.).

All types are closely related to each other and do not exclude complex use, this is how you can achieve the full promotion of the company and its products among consumers.

Marketing communications system

In the system of marketing communications, advertising is aimed at stimulating sales, which is at the post-production stage of marketing activities. Advertising occupies a leading position in the system, since it accompanies all types of MC, closely coordinates and intersects with any other types of marketing activities, forming a single promotion strategy. As a process of information and familiarization with the product, a method of persuading the purchase, as well as a message to attract customers and communication.

Essential elements

The development of a product concept is at the heart of demand creation and satisfaction, as are such components: price determination, delivery to outlets and sale, as well as various ways of promotion. It is these components that fall under the definition of the marketing mix and are elements of marketing communications.

Complex and model MK

Marketing communications functions

MK have only three complex functions:

Informational.
Expressive.
Pragmatic.

All of them involve a chain of actions - the transfer of information to the target audience, the expression of evaluation information and the impact on the choice, preference and opinion of the consumer.

Goals

The fundamental goals of marketing communications are to stimulate the sale of goods and services, as well as to create demand for them.

Additional goals are:

informing the target audience about the existence of a product or service;
formation of consumer motivation;
formation of needs and wishes of consumers;
formation, tracking and maintenance of positive dynamics of relationships with the client;
creating a positive image of a product, service, company;
to attract attention;
informing the target audience about the events, programs that the company conducts;
providing information about the properties of goods and services;
periodic reminder of goods and services.

Strategic objectives of marketing communications

Formation strategic objectives in marketing communications, although it is not unambiguous, it has three mandatory components: informing, creating communicative relations and concluding a deal (sales, sale of goods / services).

Stages of development of marketing communications

Based on the main goal of communications - to influence the consumer in such a way as to provide a favorable reaction for the company. To form the stages of development of MC, it is important to understand and take into account all the characteristics of the audience to which the appeal will be directed.

Definition of the target audience.
Formation of the purpose of information transfer and modeling of a possible reaction.
Creation of a communication message.
Choice of channels (means) of message transmission.
Tracking consumer reaction.

How to analyze marketing communications

The analysis is based on:

the effectiveness of the influence of marketing communications on target audience, determining the conformity of the built system with the characteristics of the product or service, the characteristics of the target audience, the image of the company;
understanding the effectiveness of the cost part;
identification of shortcomings and opportunities for their elimination, in order to increase the effectiveness of the implementation of subsequent steps.

The formation of the analysis does not have a clearly established standard, since the analysis should be carried out on the basis of the features and parameters characteristic of a particular enterprise, product and service.

To evaluate the subject of analysis, it is necessary to collect information:

Financial indicators: profit and sales volumes. From these indicators, a conclusion is made about economic efficiency.
Communications, which includes the frequency of appeal to the target audience and the impact on it. This information will show the communicative effectiveness.
The financial and communication component in a single context, which will allow us to analyze the effectiveness of the measures taken in a comprehensive manner.

During the analysis, the following indicators are determined: the percentage of consumers who saw an advertising message, the most effective media resource, the most memorable visual and audio fragments of the messages, the level of impact of the messages on the level of sales.

One of the most important aspects, identified during the analysis, are indicators of an additional level of sales due to the implementation of a communication campaign.

Methods for evaluating effectiveness

The choice of method depends on the characteristics of the company, the situation in the competitive market, and other factors, including subjective ones.

Among the assessment methods are:

quality methods. A marketing audit is used here, which allows for a comprehensive analysis external environment, the level of risks and opportunities.
quantitative methods. Assume a comparison of the cost of marketing, taking into account the gross profit on advertising to sales and marketing costs.
sociological methods. These methods are characterized by the development sociological research and its further implementation.
Point methods. Evaluate the effectiveness of marketing for each event, taking into account compliance general concept, its structure and criteria, followed by scoring for each item.
Information methods. They are carried out with the help of special programs - Sales Expert 2, Success and others.

Marketing communications examples

At the enterprise

Depending on the field of activity, the whole concept of the implementation of the MC is built. Of the types of communications, the main ones are used - advertising and sales promotion. Channels for informing: the official website of the company, publications in various publications, online advertising on third-party sites, mailing lists.

In the Internet

Traditionally, for promotion in the network are used: the company's website, directories, search engine optimization, media and text advertising, as well as mailing (e-mail marketing).

With the help of such promotion, the tasks of organizing internal and external corporate resources and e-commerce are solved.

In tourism

The following types of MC are used here: direct marketing, advertising, participation in exhibitions and presentations, sales promotion.

Mailing lists are suitable as communication channels, own resource in the form of a website contextual advertising, the use of social networks, the production of information booklets, the formation of special offers and discounts, competitions, the implementation of publications in various publications, advertising on TV and radio, the creation of high-quality advertising promotional videos.

In the service sector

This area involves the use of advertising and sales promotion.

The dissemination of information occurs through its own website or groups in social networks, the availability of applications for smartphones, and promotion through blogs.

What does a marketing communications manager and department do?

The tasks of the department in the company are as follows:

strategy formation;
development of a brand book and corporate identity;
budget planning;
planning of advertising activities;
development of information materials;
development of souvenir products;
writing press releases and other materials for the media;
site management and official pages in social networks;
conducting an analysis of the effectiveness of the channels used.

Public relations in the system of marketing communications

PR, like advertising, is closely related to the communication process itself, since it involves the formation of a favorable image and the promotion of a better understanding between the organization and those with whom it contacts. Public relations in the MC system they are a separate system that forms positive mutually beneficial relations between the organization and its public.

The presence of PR is a factor in obtaining high results in business, improves the quality of services provided and forms general idea about the brand.

What does the impersonal nature of marketing communication mean?

Factors that determine the impersonal nature of MC are:

Absence of company name in circulation.
Having one offer in circulation.
The company's lack of a public image.

This component shows the use of media to convey messages to a wide audience.

How does direct marketing work in the marketing communications system?

Direct marketing involves and uses for its impact direct advertising (delivery of promotional materials in person, mailing by e-mail, personal relationships with customers), personal selling, telemarketing, television marketing, SMS mailings, e-commerce, catalog commerce.

The most common methods of this type of MC are personal sales, where it is possible to demonstrate all the characteristics and features of the product in real conditions.
Textbooks and books

For a detailed and comprehensive study of marketing communications, you can use the books of the following authors:

Golubkova E.N. "Marketing communications". The textbook examines the basics of MC, the modern understanding of the system, as well as the features of application in various fields and industries.
Musician V.A. "Marketing communications in advertising" describes the theory here, as well as practical examples with which you can improve and systematize knowledge.
Romanov A.A., Panko A.V. "Marketing communications". The publication contains a theoretical part about strategic planning, and also considers the main types of appeals - advertising and PR.

One of the guarantees of business success is the correct maintenance of marketing communications. Strategy management and planning should be approached systematically. Having many nuances, marketing communications create positive results in the course of any enterprise, the main goal of which is to increase profits through quality products.

Marketing Complex.

Forms of promotion of goods and services on the market

Types of marketing communications.

Marketing communications are integral part mass communication and have a number distinctive features from the last.

First, marketing communications are precisely aimed at the target audience, which indicates their purposeful nature.

Secondly, they are characterized by the periodic repetition of messages to ensure a certain level of memorization.

And, thirdly, marketing communications have the character of a complex

th impact on the target audience.

Thus, it can be noted that Marketing communications–

these are methods and forms of presenting information and influencing the target audience.

It should be noted that so far it has not been possible to create an exhaustive classification of the forms of marketing communications. And yet today, when the role of marketing is increasing, the role of marketing communications has increased and more clearly defined. Indeed, effective communication with customers has become key to the success of any organization.

Various kinds of enterprises are constantly promoting their activities to consumers and customers, trying to realize several goals:

Inform prospective consumers about your product, services, terms of sale;

Convince the buyer to give preference to these particular products and brands, to attend these entertainment events, etc.;

Force the buyer to act, i.e. direct consumer behavior to immediate purchase.

The marketing communications mix consists of four main means of influence (elements) - advertising, sales promotion, personal selling and public relations.

Advertising– any paid form of non-personal presentation and promotion of ideas, goods or services on behalf of a specific customer; these are events aimed at creating wide popularity for something, attracting consumers, buyers.

Sales promotion- These are short-term incentive measures to encourage purchases.

Personal sales a- oral presentation of goods and during a conversation with one or more potential buyers for the purpose of making a sale.

Public Relations (PR)– formation of a favorable image of the company, i.е. maintaining a reputation for reliability, solidity, commitment; friendly dialogue with consumers, suppliers; the formation of own employees feelings of interest in marketing results.

Each element of the communication complex has its own specific techniques and methods. However, they all pursue common goals - the implementation of the socio-economic objectives of the manufacturer's marketing policy, the presentation and promotion of goods and services on the market, the formation of a "social order" for new goods (services) and the study of demand for them, ensuring objective awareness of the activities of business circles, socio-political and government institutions.

Thanks to the correct combination and use of all four constituent elements of the complex, the so-called promotion of goods on the market is ensured.

FEATURES OF DIFFERENT TYPES OF MARKETING COMMUNICATIONS

Types of communications	the main objective	Target group	Communication carrier	Measuring Success	Propagation loss	Communication with the target	Communicative content
Advertising	Encouraging a customer to buy	Target groups, segments	TV, radio, print, outdoor media	Relatively difficult	Large or medium	clear	Mainly about the use of goods and services
ETC	Positive reputation of the company	The whole public or its sections	TV, radio, print, press conferences, individuals	Hardly possible	Often very significant	Often not clear	Applies to the company as a whole
Personal Selling	Information, deal making	Potential customers, interested persons, clients	Your sales staff sales agents	Relatively easy	Mostly small	clear	Concerns the benefit in connection with the purchase of goods
Sales promotion	Help your sales, trade, customers	Customers, their employees of sales, trade	Fairs, exhibitions, sales training, contests, brochures, samples	Partially possible	Mostly small	clear	Defined in relation to specific products