Introduction 3

1. Organizational and economic characteristics of LLC "" 4

1.1. General characteristics of LLC "" 4

1.2. Organizational structure 6

1.3. Strategy and mission 8

1.4. SWOT Analysis 10

2. Functional responsibilities 17

3. Individual assignment in specialty 19

4. Research work 23

Conclusion 28

List of used literature 30

Appendices 32

Introduction

One of the most important conditions for the formation of stable relations between producers and consumers in a market economy is the successful functioning of the advertising business. Over the past decade, the Russian economy has seen a rapid growth in the advertising market, which actively influences the development of market relations in the country. This process is accompanied by the formation of a large domestic advertising business, gradually pouring into the activities of the global advertising market. Although Russia has a rich tradition of development advertising activities, nowadays much has to be started anew. This is due to the fact that during the era of socialism, advertising performed differently from the conditions market economy functions. In the absence of competition, its exclusive task was to disseminate information about the products produced by state-owned enterprises, focused not on making a profit, but on minimizing the prices of their products. The advertising and information agencies themselves were financed entirely from the budget and were not aimed at making a profit and increasing sales of their products. In the era of market relations, they followed the majority of Russian enterprises to their own funds. Here, their main task, like all other enterprises, is to increase the cost of their products and increase their sales to maximize profits.

I passed the industrial practice in advertising agency LLC "" as a PR specialist.

1. Organizational and economic characteristics of LLC ""

1.1. General characteristics of LLC ""

Limited Liability Company "" was established in 1998. The Company is guided in its activities by the Civil Code of the Russian Federation, Federal law"On limited liability companies", as well as the Memorandum of Association for the establishment of the Company and the Articles of Association.

The main areas of activity are:

1. Design - development of logos, corporate identity, design of entrance groups.

2. Manufacturing - volumetric letters, light boxes, applique, photo printing, engraving - milling works, silk screen printing.

3. Installation - installation of any complexity from a simple plate to roof installations (our own assembly teams).

4. Registration - obtaining permits for the installation of outdoor advertising, renewal of passports, assistance in solving complex coordination issues, professional advice.

5. Maintenance - minor repairs, replacement of lighting elements, spring and autumn washing, installation of timers and twilight relays, replacement of electrical wiring.

6. Project documentation- production of drawings, load calculations, specifications, electrical projects, services for the passage of MOSEXPERTIZA.

Today LLC "" is a strong and competitive market player in the development of full-scale PR programs. ………….

1.2. Organizational structure

As an advertising agency, LLC "" is a full cycle agency, i.e. implements the whole range of works related to the preparation and conduct of an advertising campaign, as well as the assessment of its results, which implies a specific organizational structure of the company.

The organizational structure of LLC "" is shown in Fig. one.

1.3. Strategy and mission

LLC "" is a client agency that creates effective marketing communications between brands and their consumers.

Development strategy of LLC "": creation of a professional team, the best in the advertising market of the Moscow region, capable of developing effective advertising campaigns, producing all the necessary materials for them and managing complex advertising projects in the interests of our clients.

Mission of LLC "":

- "We work for our Clients": LLC "" sincerely believes that clients need exactly the advertising that is useful to their consumers. Therefore, the RA sees the point of activity in providing customers with only high-quality services. The task of RA LLC "" is not to create abstract advertising, but to increase the sales of the Client. RA works to ensure that every Client is sure that by choosing LLC "", he has chosen the best.

Last year, according to experts, more than 300 advertising structures operated in Moscow. The advertising services market has grown by 24% in comparison with 2006. Whereas the saturated segment of outdoor advertising showed a lower percentage of growth - about 16%.

There is no pronounced seasonality in the dynamics of sales of LLC "", however, in summer period time, the turnover increases by 30-40%.

Table 1

External opportunities and threats LLC ""

Lists of strengths and weaknesses of the organization, as well as external opportunities and threats are used to build the SWOT matrix (see Table 2).

table 2

SWOT Matrix LLC ""

Elimination of significant cyclical (seasonal) fluctuations in the volume of services provided.

So, the key success factors for LLC "" are:

2. Functional responsibilities

During my internship at LLC "" I acted as a PR specialist.

Working with internal and external PR;

Strategic planning of PR programs and strategies;

Analysis of the effectiveness of PR strategies;

Organization of presentations and other social events;

Analysis of the cost of carrying out PR-actions, programs, implementation of strategies;

Working with publicity;

Working with investors and lenders;

Maintaining and adjusting the company's image.

PR is the management of the aggregate of the company's communication processes in relations with the public in order to achieve mutual understanding and trust.

I worked in the following areas of PR:

Internal PR - management of relationships within the company;

Creation of a favorable image of the company / product / brand;

Anti-crisis management;

Creation of favorable relationships with clients (consumers);

Working to maintain trust between the company and its investors;

Working with the media;

Working with government agencies and public organizations;

Conducting presentations, various social events.

It should also be noted that during my internship I acquired rich skills and knowledge:

Sociability, competent speech, stress resistance;

Knowledge and possession of sales techniques;

Customer focus - understanding customer needs and building an ideal solution based on the existing base;

Competent building of relationships with the client;

Client development and retention skills;

Experience in resolving conflict situations;

Experience in active search for clients;

Experience in writing commercial proposals;

Confident user of MS Office, knowledge of PowerPoint is desirable.

3. Individual task in the specialty

Scope of the project: regional.

Marketing Objective:

1. To introduce a new trade mark in the segment of alcoholic beverages (vodka) of the low-premium category.

2. Achieve consumer perception of the brand as a well-known "classic" brand characterized by original design, innovative, but at the same time emotional packaging and consistently high quality products.

3. Reach within six months after the start advertising campaign and sales of brand awareness among target audience at the level of 25-30%, knowledge of advertising - at the level of 50%.

4. Research work

Various aspects of the production, sales, supply and financial activities of the enterprise receive a complete monetary value in the system of indicators financial results... Summarized, the most important indicators of the financial results of the enterprise are presented in table. 5.

Table 5

Use efficiency indicators financial resources and economic growth LTD ""

Conclusion

The main purpose of establishing LLC "" is to implement commercial activities to make a profit.

The goal of the company is to strive for the professional and technical excellence of the services offered, as well as the implementation of the most daring wishes of customers.

RA LLC "" is a dynamically developing company that implements a wide variety of projects using the full range of possibilities of modern information technologies... Thanks to the high professionalism of the company's employees, today RA LLC "" is one of the leading Russian advertising agencies.

The main activities of RA LLC "":

Creation of websites, their technical, informational and advertising support;

Company PR and image creation;

Long-term successful work experience of employees of RA LLC "", as well as strict adherence to internal corporate quality standards, allows you to develop and implement the most effective solutions that meet the tasks and requirements of a particular business.

By using the services of RA LLC "", you can get a comprehensive solution made by a team of professionals with extensive experience in the development and support of various projects, which can significantly reduce the cost of implementing and maintaining complex marketing tasks.

During the existence of the agency, it has formed a stable organizational structure corresponding to the linear-functional type. Currently, the agency's staff is almost 50 people, which, together with an assessment of the scale of the agency's activities and the effectiveness of its business processes, allows us to conclude that the agency has entered a stage of maturity in accordance with the concept of the organization's life cycle.

The team of employees consists of professionals who have received good practice and have vast experience in the advertising business. Own production base, machines, equipment and special transport allow you to quickly and efficiently solve any issues of manufacturing and installation of both simple and very complex advertising structures. Reasonable pricing policy, high quality allow us to successfully compete with large and medium-sized advertising companies.

List of used literature

Kostina A.V., Makarevich E.F., Karpukhin O.I. Advertising basics. - M .: KnoRus, 2006.

Pankratov F.G., Bazhenov Yu.K., Shakhurin V.G. Advertising Basics: A Textbook. - 8th ed., Rev. and add. - M .: Publishing and trade corporation "Dashkov and K", 2007. - 526s.

Indicators	Unit rev			Deviation
				In absolute values
Sales volume of services
Number of employees
Labor productivity per employee
Employee salary fund
Average annual salary of 1 employee
Cost of services
Costs per 1 RUB of sales
Profit from sales
Profitability of activities
Return on sales

Graphically, the results of the agency's work can be presented as follows:

Rice. 1 Results of work of LLC "Parus-Media" in 2004 and 2005

(in thousand rubles)

From the data in Table 1, it can be seen that, compared to 2004, in 2005 the volume of sales increased by 31.1% and amounted to 141,846.7 thousand rubles, there was an increase in prices for the services provided, while it is clearly seen that the increase in volume was due to an increase in the number of personnel for 7 people and at the end of 2005 the total number of employees of the LLC was 31 people. The headcount growth factor led to an increase in the growth in sales in physical terms, i.e. with an increase in the staff, the company can serve more clients, and this is confirmed by the indicators of employee productivity, which increased from 4122.2 in 2004 to 4575.7 rubles per employee in 2005.

The average annual wages of employees increased in comparison with 2004 by 25% from 120 thousand rubles to 158.4 thousand rubles per year, the growth rate of the increase in the average annual wages outstrips the growth rate of labor productivity, since the indexation of wages was made due to inflation. Despite this, the management of the LLC managed to reduce costs per 1 ruble of sales by 1.3% and costs per 1 ruble of sales in 2005 amounted to 76 kopecks.

The prime cost in 2005 compared to 2004 increased from 76102.1 to 107459.6 rubles. the size of the prime cost is largely influenced by the size of the costs incurred - office rent, payment utilities, increase in the wage fund, maintenance of equipment, etc.

The main goal of any commercial enterprise is to make a profit. The data shows that profit increased by 33.7%. This indicator indicates that production management is being carried out efficiently. This is confirmed by the growth in operating profitability and the growth in profitability of sales by 2 and 1.2%, respectively.

2. ANALYSIS OF THE ORGANIZATIONAL STRUCTURE OF THE ADVERTISING AGENCY

General manager- is engaged in the development of strategic planning of activities, concludes contracts, attends exhibitions and conferences, establishes contacts and connections for the successful work of the agency; is the main manager of funds;

Executive Director- controls and coordinates the work of the agency, controls all management decisions at all levels of the agency, makes decisions on hiring or dismissing employees, develops programs for improving internal industrial relations, conducts office investigations into violations of labor discipline;

Media director- manages the departments of media planning and placement, achieves maximum discounts and establishes relations with the heads of related advertising agencies;

Media department- planning - media planning managers are engaged in the development of media plans and the rational distribution of the client budget;

Accommodation department- includes a manager for advertising in the press, a manager for advertising on radio and television, a manager for outdoor advertising, a manager for printing;

Art Director- manages and controls the work of the design bureau;

Design Bureau- is engaged in the development of design layouts for the press and outdoor advertising and the development of corporate identity for clients;

Chief Accountant- supervises the work of accountants and a cashier, is responsible for the entire field of accounting, including payroll, preparation of reports for needs management accounting and tax authorities, development of other relationships with banks and financial institutions;

Accountants- keep accounting records, organize internal audit, keep accounting records, prepare accounts;

Network administrator- ensures the smooth functioning of the computer network and information security agencies;

The DepartmentBTL- "promotion" is engaged in the promotion of goods, the organization of promotions;

Sales department- is engaged in the sale of advertising services, the conclusion of contracts with clients;

Office Manager- deals with organizational issues, supervises the work of the secretary, drivers, guards, couriers;

Secretary- answers phone calls, faxes, prepares documentation, serves clients in the office;

HR service- is engaged in the selection of employees, sets the standards for work, compensation for employees, is engaged in the development and training of personnel, determines the standards for candidates;

Courier- carries out the delivery of documentation;

Security- is responsible for the safety of employees and property in the office;

Drivers- carry out the transportation of advertising posters, carry out the delivery of correspondence, carry out the transportation of employees.

Figure 2. shows a graphical diagram of the organizational structure of the enterprise.

Figure 2.

Organizational structure of the Parus-Media agency

Secretary

The agency is dominated by the alienated type of employee, a high level of mismatch of actions is manifested, and the model of behavior is dissociative. The workers develop a narrowly professional vision of work, which creates fields with fenced off communications. Their result is an increase in "inconsistencies". Certain sociocultural relations correspond to this model of organizational orientation: “mice in holes”.

Table 2.

Consolidation of the main management functions of Parus-Media LLC

Basic control functions	Responsible employees	The degree of implementation of functions
Marketing management	Media Director, Media Planning Department	No clear marketing management program
Production management	CEO and CEO	Duplication of functions, no responsible person
Financial management	Chief Accountant. Accountants, cashier	Duplication of functions; no responsible person
HR management	Recruiting manager	Fully responsible for the HR department

When considering the organizational structure of Parus-Media LLC, the following points can be distinguished, as a result of which the gaps shown in Table 3 were identified.

Table.3

Major "gaps" in the organizational structure

LLC "Parus-Media"

"Break"	Possible positives	Possible negative points
Responsibility ranges between director general and the executive director are clearly distributed, but sometimes they overlap, and some functions are not performed	Possible operational interchangeability	Sometimes there is duplication of functions, disagreements in decision-making, untimely resolution of issues
There is no approved firm strategy	The CEO is actively involved in shaping the strategy	Lack of strategic plans, high inertia in making management decisions and unclear prospects
The absence of a marketing manager at the enterprise	The marketing function is carried out by the media planning department. Prompt alignment of pricing policy	Marketing functions are performed partially, there is no prospective development

As follows from the data in Table 3, the organization of the enterprise management structure is not efficient enough, since there is a duplication of functions, untimely resolution of issues, disagreements of opinion, as a result of which a situation may arise when the executors do not clearly understand whose orders they should execute. One of the shortcomings of the management structure can be identified - this is the lack of a position of a marketing manager who would be engaged in researching a segment of the advertising market, pricing policy competitors, develop a clear marketing strategy. At the same time, it would be possible to increase the number of potential customers, in connection with which the profit of the enterprise would increase. To do this, you need to develop a set of measures to eliminate or reduce activity in the activities, pricing policy of competitive firms.

3. ANALYSIS OF THE ORGANIZATION OF MANAGEMENT OF COMMUNICATION ACTIVITIES AT THE ENTERPRISE

Internal communications play a key role in achieving business goals and objectives. The quality, efficiency of communication, communications between company employees become decisive factors in achieving the goals of the organization.

A holistic analysis of the internal communication situation in an organization is necessary to build a single information space in order to optimally support business processes.

At the same time, it is necessary to effectively manage all horizontal, vertical and internal communications in the company's divisions.

Consider internal information communications. Bottom-up communications serve as an alert
the top of what is being done at the lower levels. In the departments, employees express their proposals to the head of the service, who reports on practical proposals to the higher head. At the end of the communication chain is the CEO, who makes a decision if an interesting proposal is submitted. But there is always an option when the employee's proposal seems not interesting to the junior manager and he will leave it unattended, whereas in a general discussion the proposal might be of interest. LLC "Parus-Media" has not put into practice the holding of weekly group meetings. This way of transmitting information is very important for small businesses. Such meetings provide an opportunity to listen to the opinions of employees on a particular issue, find a common solution and at the same time give each employee the opportunity to feel involved in a common cause.

Communication between services is based on the principle of a "star" local area network. The head of the department has access to the information of each of his subordinates.

This connection is made in our organization, computers are connected to a network. A system of access to information is made in the scheme. Multiple star networks can be linked together as needed, resulting in branched network configurations. From a reliability point of view, this topology is not the best solution, since the failure of the central node will lead to the shutdown of the entire network. However, when using a star topology, it is easier to troubleshoot the cabling. In addition to messages on the computer, gen. the director and all departments carry out the workflow through the office manager, who records the workflow in the logs of outgoing and incoming information.
Orders are issued from the director, orders communicated to everyone
chiefs of services and employees of the enterprise. From the heads of departments to the director, statements, memoranda,
explanatory documents for signature.

Communication between different services is done according to the "ring" principle, i.e. the executive director has information from the Chief Accountant, but does not have access to material and other accounting departments. An art director can connect to the CEO online, but does not have network access to a particular service bypassing the CEO.

This streamlines the organization's management scheme, that is, each has its own level of information content. The scheme of access to information in each department is built according to the “top-down” principle, for example, Ch. the accountant has information from all departments
its service, but the design department cannot receive information from
computer chap. accountant, but can receive information from other services.

Analyzing the work of an advertising agency, one of the weak points in the organizational structure is the absence of a marketer, which means that the responsibilities of a marketer are performed by different persons from time to time and the work does not give the desired effect, which means that it reduces the possibility of earning additional profit. But besides this, there is no well-established timely informing employees about the pricing policy of competitors and a clear marketing strategy. The marketing function must be designed in such a way that it best contributes to the achievement of the firm's marketing strategy - creating a long-term competitive advantage. That is, there is a violation of horizontal communications.

Indeed, only when the workers clearly imagine what is happening around, he is able to actively engage in the implementation organizational changes... The vague goals and prospects of both the entire company and a specific individual in it lead to a state of anxiety, fear, anxiety, frustration of the employee, which leads to resistance to change, up to the voluntary departure of valuable personnel at such a crucial moment for the organization. Therefore, it is very important to make the process in the company “transparent” for each employee, which will relieve psychological stress, and also allow you to get ideas from employees to improve the way the process is implemented.

Capable and educated employees who feel valued can serve clients at the highest level. They also have an incentive to work, they are more dedicated.

Of great importance for employees in intra-company communications is the concern of an enterprise about personnel. This is also important for the image of the company, since the image of the company will also be judged by the actions of the employees.

Internal communications that support the image of Parus-Media LLC include a bulletin board, which contains not only announcements about an event, but also congratulations to employees on their birthdays and other pleasant dates.

Training is of great importance for employees who want professional growth. LLC "Parus-Media" annually conducts training for employees in the form of trainings, when a trainer is invited to the company, who conducts training for all employees of the company with the study of an urgent problem. Conducting trainings with employees not only makes it possible to provide up-to-date knowledge, but also allows employees to feel more confident in internal and external communications, which means it improves the image of the LLC.

The presence of an internal computer network allows you to quickly transfer information to all interested employees.

Organization of corporate parties at New Year and March 8, which became traditional. Such a joint pastime has a beneficial effect on the climate in the team and improves internal communication.

In 2005, Parus-Media LLC carried out an analysis of internal communications, the results were as follows:

· Only 5% (2 people) of employees associate themselves with LLC "Parus-Media", the majority of employees ranked themselves only in the office in which they work, that is, the LLC failed to create a corporate spirit;

· The majority of employees - 75% (23 people) - believe that the firm is not interested in their point of view;

· The most useful in internal communications 68% ((21 people) employees considered the need to introduce weekly group meetings;

· The majority -83% - (26 people) are satisfied with intra-company contacts, which indicates a favorable office environment.

rice. 3 Results of the analysis of intra-company communications

Well-developed external communications are necessary for any company to successfully promote its services or products. The main type of services provided by Parus-Media LLC is billboard advertising - the most traditional, most effective and cheapest type of outdoor advertising.

To draw attention to its services, the company uses the following channels for disseminating information about its services:

Daily newspapers that have wide coverage potential consumers;

Specialized magazines read by specialists

Telephone directories in Moscow and the Moscow region

· Sending advertising brochures to potential buyers of services by mail

· Traffic radio, which is listened to by a large number of consumers in cars;

· Participation in specialized exhibitions.

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.

The result can only be systematic advertising work, and it is important that the emerging contacts are not separated from each other by too long intervals of time: weekly contact is considered optimal, rare contacts are perceived as one-time and have a very low commercial value, therefore advertisements are made weekly.

However, it is not enough to show consumers the merits of the offered goods and services. It is also necessary to convince the head of the customer of the reliability and competence of the supplier. And since for heads of enterprises the main criterion of reliability is often the popularity of the company, in order to achieve recognition and create a favorable image, LLC "Parus-Media" installs information and advertising boards in the most promising, potentially having clients, districts of the city and region;

In general, the company uses a personal communication channel to promote its products, considering it the most effective and efficient when working with a corporate customer. At the same time, it uses the highest quality approach that takes into account and satisfies the personal needs of each individual consumer.

Before offering its services to a particular organization, the LLC collects all the necessary information (whether it is necessary to purchase advertising space, the financial condition of the organization, and so on). Then, sample proposals are developed that may interest the consumer, and the costs for its implementation are calculated. Only after that, an experienced sales agent offers a ready-made project, developed directly for this company. This approach allows the firm to better understand the needs of its customers and provide the services that matter most to them.

One of these services is the provision of a comprehensive European-class service by the company. Market research shows that comprehensive service- the main requirement of corporate customers. Realizing this, the LLC uses one-stop service as a sales promotion tool.

For many years of experience in the Moscow Region, the company has acquired many regular customers, communication with which is carried out through the mailing list:

· Information letters with a reminder and proposals for new services;

· Invitations to exhibitions;

· Price lists with information about price changes;

· Publication of the price list and photos of finished projects on your own website on the Internet.

On some of the bus stop pavilions, advertising posters are placed, consisting of several advertising modules of various sizes. Unlike the usual city-format, which is placed at separate addresses or in small networks, posters are posted only by a network of 500 or 1000 surfaces, evenly distributed throughout the Moscow Region. Thus, this type of advertising allows you to cover most areas, while keeping within a relatively small budget. At ground transport stops, in addition to the city format located in the left side wall of the stop pavilion, it is possible to place advertisements on the entire rear wall both from the inside and from the outside, as well as place advertising posters in plastic boxes next to the timetable or even above a yellow sign with the numbers of the routes stopping at the stop.

An important role is played in the LLC system of personal sales, which remain the main type of sales.

There is a sales incentive system, according to which a client who uses the services of Parus-Media LLC for the second time receives a 5% discount, for the third time -10%, and if he applies for the fourth time, then in the future the discount becomes permanent and its size - 15%.

There is another type of discounts - when the discounts provided to customers depend on the number of purchased accommodations. These flexible discounts are provided on a case-by-case basis. In what place in Moscow and the Moscow region the boards are located, from the period of their placement and the number of locations. Usually they do not exceed 5-10%.

In the process of personal selling, the personality of the seller is of great importance. 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. The LLC pays special attention to this.

The LLC has implemented and operates a personal sales stimulation system. Incentives for employees involved in sales were not made dependent on the results of their labor, i.e. from received by a specific employee Money from the sale of products.

4. ANALYSIS OF CONSUMERS ABOUT COMMUNICATION ACTIVITIES OF THE ENTERPRISE

Advertising research is primarily due to the fact that decisions in the field of advertising are made in conditions of risk and uncertainty. Advertising developers are almost always faced with questions such as: “Have the target markets and target audience been chosen correctly? Do we really understand consumer needs correctly? Are those people watching TV ads from among those they target? Did advertising have any impact on sales? " Answers to these and other similar questions are very often sought by conducting appropriate research.

· Research of the effectiveness and popularity of individual advertising media (advertising carriers) for different target audiences.

· Investigation of the effectiveness of the impact of advertising messages on the audience, the degree of its influence on people's behavior.

Exploring the synergistic effect of sharing multiple media for advertising purposes.

These studies are primarily aimed at improving the efficiency of advertising activities, reducing the risk of its implementation, and better use of funds.

The preliminary search can last from a month to six months, depending on the buyer. In the first phase, the buyer gets acquainted with the general situation on the market, the price level, and the main market participants. At this stage, there is a high level of perception of materials from socio-political and business publications devoted to real estate, recommendations of friends, publications on the Internet. The acceptance rate of direct advertising for specific options is low.

In this phase, the buyer chooses a group from a significant number of options, deciding on the fundamental points - cost, type of advertising and location options. A significant part of buyers with a formed budget immediately start an active search.

Active search. Lasts from 1 to 3 months. In the active search phase, the consumer assesses the price of different options, selecting suitable ones, comparing their needs and purchase budget with market offers. High acceptance of advertisements and editorial content that emphasize either a large assortment options, or the originality of the proposal. At this stage of the purchase, the consumer eliminates most of the options and leaves 3-4 for the final choice.

To study the buyers of Parus-Media LLC, interviews were conducted with the respondents. The results were obtained, which are shown in table 4:

· Method of distribution: subscription, retail, free distribution in crowded places (shops, exhibitions, etc.), direct mailing to companies, free distribution to mailboxes of residential buildings;

· Distribution zones: Moscow, Moscow region.

The cost of an advertisement in a newspaper depends not only on the area, but also on its location. Some places are much more profitable than others in terms of attracting attention, and therefore more expensive. These are the first and last pages, places where crosswords and other materials that are highly likely to be read are posted. The top left corner on the left page spread of the newspaper and the top right corner for the right one are considered beneficial. But this is not all that needs to be done in order for advertising to be the most effective.

In the magazines of the general and special purpose: "Design and Architecture", "Food and Light Industry", "Landscape Architecture", "Construction and Architecture"

· In the phone books "Moscow", "Moscow region"

3. Prepare and distribute print ads:

Brochures

Television is the most versatile of advertising media. It convinces desired clients through actionable demonstrations. Television makes it possible to influence consciousness and subconsciousness potential buyers in the greatest number of ways.

A unique feature of television advertising is that it is characterized, firstly, by a combination of sounds and visual influences and, secondly, by a huge audience in comparison with any other advertising medium, which increases during the demonstration of television series. Television is not a radio with pictures, as it might seem at first glance. It is especially important here to know the specifics of the viewer's perception of information coming from the TV screen. Television is a visual medium, enhanced by sound. A good TV ad embodies a great idea, which is first presented to the viewer and only then sound is added to enhance the impact on the viewer, and sometimes even without sound.

As for the duration of the video, experts in the study of the effectiveness of the impact of advertising argue that it is better perceived and remembered advertising not of a standard, minute duration, but one that lasts either 30 seconds or 2 minutes. Like radio, TV ads only have 3 seconds to grab the viewer's attention. If this time is missed, advertising, as a rule, will pass by the addressee. Therefore, it is important at the very beginning to talk about what will be discussed or what the advertiser wants from the viewer. What was said at the beginning must be repeated with the same words or expressions at the end. As with all advertising media, the use of humor in TV advertising is of particular importance. It is helpful to remember, however, that the primary purpose of advertising is to induce a purchase, and ultimately to sell. An advertisement is incorrectly worked out, the form of which is remembered better than the advertised content itself. Advertising on TV is useful mainly for those who intend to create the widest possible publicity for their company or its product. It is good for those who want the advertised product or service to be automatically associated with the advertiser's name. TV advertising services are indispensable for companies that want to saturate the mass market with a new brand of product in a short time.

· Large-sized posters (glued from small sheets or drawn by an artist on a large tablet);

· Multivision (three or four images on three- or four-sided prisms, synchronously rotated by an electric motor);

· Electrified (or gas-lit) panel with fixed or running inscriptions;

· There is a website www. Parus-media.ru, which presents photographs of billboards, indicates possible locations for their placement and provides contact information.

The radio channel, like television, only on a more modest scale, has a massive advertising audience. Its undoubted advantage is its significantly low cost, but psychologically, it certainly loses to TV due to the lack of an image.

Nevertheless, the good design of the sound clip - the voice of the announcer, amusing and memorable text, good sound background, musical accompaniment - make radio advertising quite effective. To this should be added such an essential point - almost round-the-clock broadcasting and the background effect on the listener. The radio can stay on all day in kitchens, offices, and cars. Many, especially music, radio stations only broadcast music and news, news and music, and advertising in between. A person may not seem to hear it, nevertheless, somewhere for the fourth or fifth time, the name of the company and its output data sink into memory.

The great advantage of radio is that it is listened to in the morning, afternoon and evening.

According to advertisers - psychologists, the most effective duration of a radio video is determined by 30 seconds, although there is another point of view: it is important to use as much time as necessary to convey a message.

Research shows that people listen more actively and attentively if the speaker speaks quickly and speaks more words per unit of time.

Before you advertise on the radio, you need to decide about a radio station or radio program. It is important to take into account that radio listeners like to press buttons, choosing one radio station, then another. This means that it may be advisable to include advertisements on several radio channels at once.

One of the most significant characteristics of a radio station is audience coverage. This characteristic is expressed in thousands of listeners (rating) or in the proportion of listeners of the radio station relative to the population (rating%) For example, the most rating FM stations in Moscow this summer were Russian Radio, Europe Plus, Echo of Moscow and some others. 1257100 people listen to the radio station "Russian Radio" every day, which is the coverage of the daily audience of this radio station. During the week, 2,419,700 people listen to the Europa Plus radio station at least once, which is the coverage of the weekly audience of this radio station. The rating is calculated as the ratio of the number of people listening to the radio station to the total population. So if the coverage of the daily audience of "Echo of Moscow" is 617,500 people, then the rating becomes 8.8%.

Most often, Parus-Media LLC strives to place advertisements on popular radio stations. At first glance, it is much more profitable to place several advertisements on radio stations with a large audience than to pay for more advertisements on radio stations with a relatively small number of listeners.

SWOT - ANALYSIS OF COMPETITORS

Most of today's markets are characterized as competitive. This implies an urgent need to study competition, its level and intensity, in the knowledge of the forces and market factors that have the greatest impact on competition and its prospects.

The preliminary, but obligatory stage of research on competition in the market is the collection and analysis of information that is ultimately necessary for the selection of competitive strategies. The completeness and quality of the information collected largely determine the effectiveness of further analysis.

The number and capacity of firms competing in the market to the greatest extent determine the level of competition. In principle, the intensity of competition is considered greatest when there are a significant number of competitors of approximately equal strength in the market, and it is not at all necessary that the competing firms be particularly large. However, this rule is not universal and always true from the perspective of a market research firm. For a medium-sized company such as LLC Parus-Media, the presence of even one major competitor can be a significant obstacle to successful sales.

At present, the company considers its main competitors to be Podmoskovye LLC and Moskovskaya Oblast-Media LLC, which provide outdoor advertising services.

SWOT(Strength, Weakness, Oportunity, Threats) - analysis of strengths, weaknesses, opportunities and risks.

SWOT analysis is carried out in order to study the business environment, legal conditions, strengths and weaknesses of Parus-Media LLC and competing enterprises, as well as the complex interaction of the factors under consideration.

Table 7

Competitive factors

indicators	"Parus-Media"	Main competitors
		LLC "Podmoskovye"	"Moscow Region - Media"
Firm reputation	Trustworthy reputation	Trustworthy reputation	Unreliable reputation - new agency
Process automation		Partial	partial
	25-30 $ per 1 m2	25-35 $ per 1 m2	20-30 $ per 1 m2
Quality	High performance	High performance is not always	frequent breach of obligations
Quality control	Constant	Constant	Occasionally
Individual approach	Creativity	Standard work execution	Standard work execution
Exclusive service		Standard set	Standard set
Large firms
Percentage of new applications
Marketing policy	Individual elements implemented	Under development	Under development
Sales channels	Working with corporations	Working with corporations	Working with corporations
	Active	Active	Not enough

For comparative analysis Let us evaluate the factors of competitiveness on a point scale, in which the weight coefficients for each position are determined.

Table 8

Transformation of indicators, expressed in various units of measurement into a point grade

Indicators	Qualitative assessment	Ball score
Factors characterizing the firm
Firm reputation	Trustworthy reputation Not reliable
Senior staff qualifications	Low
Qualification of mid-level personnel	Not high
Process automation	partial
1. Factors characterizing the production and provision of services
Quality	High performance High performance is not always Frequent violations
Quality control	Constant Occasionally
Exclusive service	Individual approach Individual creative work Standard set
2. Factors characterizing buyers
Large firms
Percentage of new applications
3. Factors characterizing the marketing policy
Marketing policy	Developed by Individual elements implemented Under development
Sales channels	Working with corporations Working with individual clients
	Active Not active enough

Table 9

Assessment of competitiveness factors

indicators	Weight coefficients	"Parus-Media"		Main competitors
				LLC "Podmoskovye"			"Moscow Region - Media"
		Factors characterizing the firm
Firm reputation
Senior staff qualifications
Qualification of mid-level personnel
Process automation
Staff turnover
	1. Factors characterizing the production and provision of services
Quality
Quality control
Exclusive service
	2. Factors characterizing buyers
Large firms
Percentage of new applications
	3. Factors characterizing marketing policy
Marketing policy
Sales channels

From the data presented in the table, it can be seen that Parus-Media LLC is in the lead, gaining more points than both competing firms.

I will build a competitive profile of Parus-Media LLC in relation to the main competitor of Podmoskovye LLC.

Table 10

Competitive profile of Parus-Media LLC in relation to Podmoskovye LLC

indicators	Deviation					degree prioritization
Firm reputation						1st degree
Senior staff qualifications						7 degree
Qualification of mid-level personnel						Grade 8
Process automation						10 degree
Staff turnover						17 degree
1. Factors characterizing the production and provision of services
						4 degree
Quality						5 degree
Quality control						15 degree
Exclusive service						6 degree
2. Factors characterizing buyers
Large firms						13 degree
Percentage of new applications						14th degree
3. Factors characterizing marketing policy
Marketing policy						9 degree
Sales channels						Grade 3
						2nd degree

From the presented data it can be seen that Parus-Media LLC is not inferior to its main competitor in any position, but there are many positions for which competitive firm LLC "Podmoskovye" occupies an equal position, which means that LLC "Parus-Media" needs to work to further strengthen its position in the market and pay more attention to those positions that can be surpassed by LLC "Podmoskovye" after some time. that time.

CONCLUSION

The position of Parus-Media LLC in the service market is quite stable, but in order to strengthen the company's position on the market, it is necessary to carry out a set of measures that will further strengthen the position of the LLC and will help attract a larger number of clients, which means that they will help to increase the company's profits and its professional growth :

1. It is necessary to make a change in the organizational structure of the company - to create a marketing service that will take over the functions of studying the competitive environment and developing a clear marketing policy;

2. As the analysis has shown, it is necessary to improve internal communications by conducting additional forms of communication

3. It is necessary to change the attitude towards the formation of the company's image, to make the company recognizable. A firm with a solid reputation provides a constant volume of production and income that grows from year to year. The sustainable brand is incredibly resilient, and this property provides tremendous cost savings over time. Reputable firms provide higher market prices and good sales. In the competitive struggle of prices, they survive much easier than volatile brands. They have little to lose with the emergence of a new "star" and quickly regain their credibility as soon as the element of novelty of the appeared product begins to weaken.

5. Following the dictates of the times - to develop and implement new system dissemination of information through Internet channels.

6. Introduce new forms of sales promotion through personal sales.

Introduction

Main part

Conclusion

Appendix

Introduction

In accordance with the curriculum, I have been doing industrial practice in a limited liability partnership advertising agency "Asia Direct" since June 9, 2008. to the twelfth July 2008

I was hired for an internship in the partnership's staff as a manager.

Together with the head of the practice directly in the partnership, a plan for the implementation of the work was drawn up, which I successfully completed.

In the course of my internship, I:

I got acquainted with constituent document- the charter approved by the founder of the company;

I got acquainted with the structure of the organization;

I got acquainted with the organization and the performed functions and duties of the employees of the enterprise;

I got acquainted with the content of economic and organizational work;

I got acquainted with the peculiarities of working with databases;

Familiarization with telemarketing;

I got acquainted with the peculiarities of the work of the BTL department manager (see appendix);

Took part in home sampling of Aquafina table water;

Lead, as a supervisor, a team of promoters;

Compiled accounts for the promotion of home sampling of table water "Aquafina";

Kept a time sheet.

Main part.

Asia Direct is one of the first professional direct marketing agencies in Central Asia.

Member of:

1999 - RADM (Russian Direct Marketing Association)

2000 - FEDMA (Federation of European Direct Marketing Associations)

2003 - InterDirect Network (International Network of Independent Direct Marketing Agencies)

The enterprise was organized in the form of a limited liability partnership on March 31, 1998. Full name of the enterprise - Limited Liability Partnership Advertising Agency "Asia Direct"

Advertising agency "Asia Direct" was created in accordance with the Constitution of the Republic of Kazakhstan, the Law of the Republic of Kazakhstan "On limited liability partnerships". The partnership is guided in its activities by the Civil Code of the Republic of Kazakhstan, the Foundation Agreement on the establishment of the partnership and the Charter of the enterprise.

The management of the current activities of the partnership is carried out by the sole proprietor. executive body- the general director.

Company's mission - to assist in the development and promotion of their clients' business.

The company carries out its mission through "direct marketing".

Direct marketing- a continuous process of attracting new customers, meeting the needs of regular customers and developing long-term relationships with them, as well as strengthening a positive attitude towards the company and increasing sales.

Basic principles of work:

· Professionalism

· Individual approach to each client

A creative approach to solving problems of any complexity

Confidentiality

Ethical standards

CLIENTS

Companies:

Procter & Gamble Kazakhstan

Samsung electronics

North Winds Kazakhstan

Bank TuranAlem

Styx & Leo Burnett

McCANN- Erickson Kazakhstan

Panda promotion

Tequila Russia

BBDO marketing (Moscow)

DM club (Moscow)

Сonnexions (Moscow)

More details about the main aspects of the company's activities are described in the appendix. In particular, you can get acquainted with direct marketing, BTL (below the line - below the line), promotions, telemarketing and databases.

Permanent staff the company is 37 people:

General manager;

Deputy General director;

Marketing department - 6 people,

BTL department - 4;

IT department - 5;

Field department - 14;

Accounting - 3;

Drivers - 2;

Secretary - 1.

The attraction of temporary employees has a certain seasonality. In the summer, a large number of promotions are held, since in warm weather it is possible to hold promotions on the streets, in parks, in recreation areas, etc. It is also easier to hire promoters, which are mostly high school students and students who want to work during the summer holidays and agree to low wages.

The structure of the cost of production of LLP "Asia Direct", thousand tenge:

Indicators
Salary with charges
Materials (edit)
Loading, unloading costs
Rent of premises
Communal payments
Depreciation of main production funds
Other costs

When analyzing this table, it should be noted that the largest share in the cost structure belongs to wages with accruals - 43-45%, materials costs 22-30%. This is due to the peculiarity of the advertising business, which is not energy-intensive, material-intensive, etc. ... and wages up to 70% (in some cases) come to the fore in the cost structure.

Main indicators of financial and economic activity of Asia Direct LLP for 2005-2007, thousand tenge

Production efficiency is one of the key categories of a market economy, which is directly related to the achievement of the ultimate goal of the development of social production as a whole and each enterprise separately.

Profit plays an important role in economic system... It is profit that ensures the economic stability of the company and its financial independence.

Profitability there is relative rate, which has the property of comparability, can be used when comparing the activities of different enterprises. Profitability characterizes the degree of profitability, profitability, profitability.

The profitability of sales (turnover, sales) is determined by the ratio of the value of the annual balance sheet profit of the enterprise to the value of the annual proceeds from the sale of products, expressed as a percentage:

В - annual proceeds from the sale of products (tenge / year);

2005 P sales (turnover) = 22815/72120 * 100% = 31.7%

2006 Rsales (turnover) = 26500/78200 * 100% = 33.9%

2007 Rsales (turnover) = 39180/98500 * 100% = 39.8%

This indicator characterizes the efficiency of entrepreneurial activity: how much profit does the company have from 1 tenge of sales, work performed, services rendered.

It can be seen from these calculations. That the level of profitability is growing every year, as well as net profit increases.

In the structure of profit, direct mail has the largest share - 45%, i.e. sending individual mailings;

promotions - 35%;

Conclusion

Apprenticeship is an essential element educational process for the training of a specialist in the field of economics.

During its passage, the future economist applies the knowledge, skills and abilities acquired in the learning process in practice.

The main tasks of the industrial practice are:

Gaining practical work experience.

Improving the quality of vocational training.

Education of a specialist in the spirit of respect for the law.

Consolidation of the acquired knowledge in general and special economic disciplines.

Applications

ABOUT DIRECT MARKETING

In the last quarter of a century, direct marketing has firmly become one of the most promising and effective ways product promotion. Therefore, it is quite natural that specialized agencies began to appear on the Kazakhstani market, which use the maximum efficiency and selectivity of direct marketing impact.

Unfortunately, it is still very difficult for a modern Kazakhstani entrepreneur to distinguish traditional advertising from direct marketing due to his little experience in our market, although it was created as a new means of product promotion back in 1917. One of its founders was American Bob Stone. It was he who formulated 30 "infinitely direct principles of marketing.

So what's the difference between traditional advertising and direct marketing?

The answer is simple: Direct Marketing provides maximum efficiency and selectivity of impact.

What is direct marketing?

Direct marketing is a continuous process of attracting new customers, meeting the needs of regular customers and developing long-term relationships with them, as well as strengthening a positive attitude towards the company and increasing sales.

One of the main levers of turning an impersonal buyer into an individual consumer of goods and services today are databases that accumulate extensive, multilateral and personalized information about legal entities and individuals.

By using applied direct marketing disciplines such as telephone marketing, direct mail, internet marketing, database marketing, and relationship building marketing (loyalty marketing), you not only acquire new customers and significantly increase your sales. goods and services, but you also get the opportunity to calculate the return on each invested amount.

What are the basic principles of Direct Marketing?

· Personalized customer search, i.e. determination of the circle of persons directly interested in the consumption of a particular type of product or service

Establishing two-way contacts with clients

Regular maintenance of these contacts (creation of a loyalty club

The growth rates in the use of direct marketing are already noticeable in our market.

If at the beginning of 1998 few people knew at all what it was, today more and more domestic manufacturers are turning to this type of product promotion. And this is no coincidence, since polls show that personal contact, personal appeal are of much greater importance and influence when choosing a particular type of product or service than impersonal treatment on TV or in newspapers.

The creation of a loyalty club is one of the main ultimate goals of direct marketing. What is it? In fact, many companies are already trying to create these clubs, realizing the importance of establishing constant personal contact with their consumers (Procter & Gamble).

20% of regular customers bring 80% of the profits of any company - this is an indisputable rule that many know, but, unfortunately, few know how to use it. But attracting a client is much easier than keeping him. Direct marketing is engaged in the development and implementation of "retention" measures according to the scheme: you know your client - your client knows you. With the correct and competently conducted retention measures, potential clients, having gone through various stages ("potential client", "client", "regular client"), become loyal supporters, the so-called "advocates" of this trademark. This is the high point of the so-called "Loyalty Pyramid". At this peak, the client himself already becomes a devotee of this trade mark, its advertising agent.

Direct marketing methods work in almost all industries. They are most actively used Insurance companies, tourist business, airlines, banks, large industrial and trade corporations.

But direct promotion works no less productively in companies of medium and small business. It is enough to give a small example:

If in a hairdressing salon (it does not matter, whether it is a respectable expensive beauty salon or a salon for people with an income not higher than average), each visitor is asked to fill out a special questionnaire containing the date of his birth and the birthdays of his loved ones, as well as phone numbers and address where you can contact contact a client, and then, on the eve of his birthday, congratulate and offer a discount on service as a gift, then you can be sure that this client will not leave you. Moreover, he will tell all his friends and colleagues about the wonderful salon he is served in, what kind of qualified and attentive staff there is.

Thus, you not only get a regular customer, but also attract new ones without spending a lot of money on advertising.

BTL and promotions.

The legend about the origin of the term BTL (below the line - under the line) is as follows:

Around the middle of the last century, one of the leaders of a large company (they claim to be Procter & Gamble) made an estimate of the upcoming marketing costs. Having included in it standard elements (advertising in the press, on television and radio, PR, development of new packaging, etc.), he calculated the costs, drew the line, and suddenly remembered that he had not taken into account the distribution of free samples of goods, the costs of organizing a city a holiday in which people will taste the products produced by his company. After calculating all the additional costs, he made a final estimate. This is how the term BTL arose - what is under the line or unconventional marketing.

BTL service industry in Lately is developing at a tremendous pace. The complex "Below The Line" includes PR, sales promotion, special promotions.

Let's talk about promotions, as one of the areas of sales promotion, the popularity of which has grown significantly recently, about their goals and typical mistakes.

The whole process of preparing and conducting a promotion can be roughly divided into several stages:

· Formulation of the problem

Determination of the target audience (CA)

· Calculation of the costs of the promotion

· Drawing up a plan for the promotion action

Selection of promoters

Training for promoters

· Ordering equipment, uniforms for promoters participating in the promotion and advertising materials

Choice of reporting forms for the period of the promotion

· Carrying out a promotion action

· Analysis of results.

First, you need to find out what specific task is set for the planned promotion action. This can be the introduction of a new product on the market, increasing brand awareness, stimulating sales, creating a positive image of the company and its brands, etc.

In addition, you need to choose the form of the promotion action based on the characteristics of the product that needs to be advertised, it can be sampling (from the English sample - sample), tasting, prize drawing, product demonstration, etc. For example, tasting is very effective for promoting food products. When carrying out promotion actions for non-food products, depending on the type of product, it is possible to demonstrate the best properties, qualities of the product, sampling (distribution of free product samples), a drawing of prizes, an instant lottery, etc.

In order not to waste money, before starting any advertising campaign, it is necessary to determine the target audience for which this product or service is designed. This approach is also used when preparing for the promotion.

Depending on the specific target audience, the space-time resource flows for the promotion are determined. These can be supermarkets, night bars, summer playgrounds, cinemas, swimming pools, beaches, bowling alleys, fitness clubs, etc. The most suitable time for promotions in supermarkets is from 16.00 to 20.00. It is at this time that the bulk of people make evening purchases. The timing of promotions in other locations is determined by the day of the week, location, time of year and many other factors that are considered on a case-by-case basis. For example, when carrying out promotions to promote cigarettes and alcoholic beverages, there may be several spatio-temporal streams of a given target audience, namely, it can be not only supermarkets at the optimal-visited time, where the target audience can purchase this product, but also bars, discos, restaurants, etc. I would like to note the promotion action held by the "Coca-Cola" company in August-October this year. The action was called "Together in Life". The registry offices were chosen as the venue for this action. On the day of registration, the newlyweds received a gift from the "Coca-Cola" company. Naturally, each registration was accompanied by video filming. Now imagine how the Coca-Cola company has positioned itself in the eyes of its potential consumers, because memorable photographs and video materials will be viewed more than once, both by the newlyweds themselves and by their friends and close people.

But it is not enough to choose the place and time of the event, it is also necessary to choose the style of behavior, the type of promoter. In other words, position yourself correctly in relation to your target audience. Depending on your target audience, you can choose girls and boys in four directions:

Classic

Pets

Teenagers

If your target audience is men, then, most likely, the promoters will be girls with spectacular appearance. Although it is worth finding out if the purchases are made in this place by married couples. In this case, the emphasis should be on an interesting, attention-grabbing outfit. Likewise, smart, modest and tidy girls should work on promotions aimed at housewives without causing irritation with long legs and red nails, which is a huge number of different products.

We have come to the most important moment in the preparation of a promotion, namely, the search and attraction of promoters, because these are the people you have to entrust with the image of your product and the money that you will spend. Of course, you can recruit personnel from the team of your company, which is quite effective when it comes to complex technical products, when it is necessary to provide qualified information on the characteristics of the product, but does it make sense if the promotion that you are going to carry out should take place in several places or over a long period of time. In addition, your employee may be a brilliant specialist, but be a bad promoter. The quality of personnel should be understood as the conformity of the promoter to your target audience, their outward appearance(attractiveness), their behavior, ability to respond to emerging emergency situations, conflict-free.

One of the most effective promotional tools is the promoter's smile. Unfortunately, very often we see the opposite in stores: promoters sadly look at the floor, thinking "it would sooner be over", so judge for yourself what invaluable resource the agency and their client are losing in this situation. The times are reminiscent here Soviet Union: the engineer is sleeping, the salary is dripping. The reason for this lies sometimes in low wages, and most often because of the unprofessional approach to the training of promoters.

As a rule, the training should include several stages:

Determination of the properties of goods, innovations

Segmentation of the consumer market (definition of the main consumers of this product: gender, age, demographic and social data, etc.)

Role-playing games (various types of buyers are simulated in a playful way, emergency situations are simulated to check the correct presentation of information for each separate group of consumers)

· Duties of promoters (10 is NOT for promoters: smoking, eating, chewing gum, etc. in the process).

This form of preparation allows you to most effectively consolidate the information received and in the future, during the promotion, to avoid unpleasant situations when, for example, to the question: "What is this product made of?" the promoter can't really answer. Unprofessional preparation of promoters leads, at best, to ineffective promotions, and at worst, to a decrease in sales. But, of course, selection and training of a supervisor is of great importance in the process of carrying out a promotion. There is a misconception that the duties of a supervisor include timely delivery of material to a promotional point and that is where his mission ends. But is it? Indeed, with proper control, the return on the action itself will be higher.

In addition to trainings, the selection of uniforms plays a huge role in the conduct of promotions. It is not uncommon for a client to want to save money by all means. Rather, even these are the majority. In the understanding of the Client, efficiency is associated more with saving money for shares than with real numbers reflecting sales. Hence the lack of bright, attention-grabbing clothes of the promoter. The promoter gets lost in the crowd. And in the end, we get an absolutely unremarkable stock, of which there are many. Listen to the opinion of the consumer: "If I see a promo group in the store that inspires confidence, looks beautiful and bright, then I can approach this group and take part in the action ...". A person, due to his physiological characteristics, perceives 90% of information visually, and that is why it would be a mistake not to use eyesight, refusing to make an interesting and bright uniform for a promotion.

Remember the promotion action held by the Coca-Cola company in June this year to introduce the new Fanta Exotic to the Kazakhstani market. Because the main objectives of this action were: familiarizing the consumer with the new taste of "Fanta", increasing the brand awareness, as well as creating positive image of this trade mark, the tasting was chosen as the mechanism of this action. But not because of the mechanism, many Almaty residents and guests of the capital remembered this bright and unusual action, which was held not only in the largest supermarkets of our city, but also in water parks, cinemas and parks, but because of the selected and made costumes.

Wouldn't you pay attention to four huge and bright life-size fruit dolls: Orange, Lemon, Pineapple and Mango, which walked in front of shops, talked with children and adults, danced and at the same time offered to try the new "Fanta" with exotic taste? Even if you did not pay attention to the dolls, which is very unlikely, then your attention would certainly be attracted by two girls in exotic outfits of inhabitants from the islands of Oceania with no less exotic appearance. The result of this action was that "Fanta Exotic" not only took root in our market, but also occupied a certain segment of the Kazakhstani market.

After the completion of the work carried out, it is necessary to analyze the results obtained. To do this, you will need reporting forms, which are developed together with the Customer before the start of the promotion, and in the future, will be filled out during the promotion. You have the opportunity to receive any information you are interested in, starting from a quantitative increase in sales point of sale during the promotion and ending with the dynamics of visiting the store by hours, days, weeks. To do this, you need to determine in advance what information you need.
In conclusion, drawing a line, I would like to recall the data of the American trade organization POPAI, 80% of consumers make a decision to buy directly in the store. Buy what:

They know better (what they have heard more about) and what they trust

What is now reminded

What is "more convenient" to buy

Faster caught your eye, more conveniently located

What was advised and persuaded to buy exactly this:

1.Reminded

2.Shown

3.Interested

4. Convinced and made to believe (check for free).

Telemarketing

The joint use of database management systems and telecommunication technologies opens up new opportunities in the use of marketing functions, such as: promotion of goods and services by phone, organization of service centers by phone, full selection and processing of collected information in any field of activity, all this can be summarized in one concept - TELEMARKETING.

TELEMARKETING is:

1. promotion of goods and services;

2. identification of the client's degree of readiness for the proposed sale (deal);

3. assessment of the needs of the prospective client for the proposal;

4. assessment of the potential of the client for the proposal;

5. organization of meetings of your managers with buyers and responsible persons for the conclusion of trade transactions;

6. identification of buyers and / or decision makers (responsible persons);

7. work with clients after direct mail;

8. programs to raise funds for charitable purposes;

9. search for sponsors;

10. support programs for distributors;

11. invitations to participate in events, seminars and conferences;

12. collection and organization of the necessary information;

13. sales promotion programs;

14. qualitative / quantitative assessment of prospective buyers and selection of priority ones;

15. introduction of a new product / service to the market;

16. identification of new sales markets;

17. research in the field of competition (how competitive your product or service is in the market);

18. assessment of satisfaction from the product / service;

19. positional assessment of the place of your business in the market;

20. maintaining and developing contacts with clients;

21. programs of periodic calls to clients;

22. processing and receiving orders;

23. restoration of connections with inactive clients.

Purpose of Telemarketing

The main criteria for choosing the media, from which you can single out exactly that media (taking into account the factors that most reflect your specialization), which will most effectively disseminate information about your products or services, as well as about you and your company.

1. Circulation of information.

2. Fast response.

3. Possibility of making changes.

4. Possibility of reaching the audience at the place of its location.

5. High audience engagement.

6. Geographic selectivity.

7. Demographic selectivity (age, gender, marital status, nationality, etc.)

8. Measured response.

9. Better opportunity to check demand and more options.

10. Perseverance.

11. Plenty of space for your message.

12. Psychological selectivity.

13. Various possibilities to answer.

14. Targeted selection of the audience.

Short input times and fast information folding.

		Telemarketing
	Circulation of Information
	The rating of newspapers and magazines is low by all indicators, because many of their readers do not pay attention to the ads. The same applies to television and radio, because people watch and listen to them by choice.
	Fast response
	If you can wait a few days, try using radio or television. Television also provides a quick response, often during the few minutes the ad is running, but only after you've spent a lot of time and money producing it.	If you want to check the offer right away and be sure of the response within a few hours, use telemarketing.	Possibility of making changes
	Due to the high cost of production, television offers fewer opportunities to make changes. Due to the long input times, the logs are less flexible in this regard. At the same time, due to the short lead time, newspapers and local radio also provide an opportunity to make changes.	Telemarketing offers the greatest opportunity for change since you can make changes within minutes.
	The ability to reach the audience at its location
	If you want to reach your consumers when they are at home, television is a good idea. On the way from home to work, radio or subway advertisements can help you reach them. If you want to catch them at work, it is a good idea to use newspapers and magazines. But this does not guarantee that they will respond to your proposal for something.	Telemarketing provides you with all these opportunities to reach an audience at work and at home (if you have the necessary databases).
	High audience engagement.
	Certain long-term television shows on television can also attract viewers to varying degrees (through surveys and the opportunity to participate in the show over the phone).	Telemarketing is the clear winner in this metric as it can easily engage the listener in a conversation.
	Geographic selectivity
	You won't be wasting money by advertising for the entire circulation in a magazine that is distributed throughout Kazakhstan, if 80 percent of your target audience is, for example, only in Almaty?	Most often, direct marketing requires the selection of some specific regions, so telemarketing and direct mail are best suited for this.
	Demographic selectivity (age, gender, marital status, nationality, etc.)
	Some magazines and a few radio and television broadcasts also provide demographic selectivity.	Telemarketing using demographic databases is by far the best from this point of view. the desired target audience is achieved.
	Measured response
	The faster you can measure the response, the faster you can extend the offer to other markets or media. But, using standard advertising techniques, you run the risk of simply wasting time.	Telemarketing has the highest rating on this indicator, because you do not have to waste time waiting for some kind of response suitable for evaluation, since you receive it already in the first hours of the campaign.
	Short input times and fast information collapse
	The rating of the magazines is lower because the magazine cannot be produced in a matter of hours. Newspapers and radio can provide some competition to telemarketing, primarily due to the short entry times.	The more flexible the time frame, the more often you can review the offer and the faster you can get your company back if the situation calls for it. Telemarketing is one of the most flexible media outlets.
	Better ability to check demand and a wider range of options
	Magazines practically do not allow doing this due to the specifics of the frequency. Broadcast media, due to the shortness of the periods of time sold and sometimes the high cost of production, make it less possible to check offers of several types.	Telemarketing provides a tremendous opportunity to test demand. Substantial and insignificant changes to the script will allow you to experience several types of the same sentence at once.
	Persistence
	TV ads used to be considered insistent, but now they are not, since the viewer can easily switch from channel to channel so as not to bother himself. When reading a magazine, a person may just miss the ad, and radio ads are not as persistent because the audience is less involved.	Can people avoid getting information from you? If not, the medium is considered persistent. Telemarketing is such because it is almost impossible not to answer the phone when it rings.
	Plenty of space for your message
	Most broadcast media, with the exception of long-term TV programs, offer very little space.	Telemarketing at an average human speech rate of 150 words per minute (that's two-thirds of an A4 page) gives you plenty of room.
	Psychological selectivity
	Most magazines adhere to a certain style, and different sections of newspapers (sports, news, business, art) are also intended for specific groups of the population. A growing number of specialized newspapers, magazines (for certain groups, about fashion, computers, business, etc.) also provide psychographic selectivity.	Telemarketing allows you to directly reach certain psychographic groups, that is, people with a certain style and lifestyle.
	Various possibilities to answer
	Broadcast media do not provide this opportunity. In general, you can offer one way to contact you. A problem with most broadcasts media in the peculiarity, when broadcasting, is that the viewer can never go back to see the phone number again, which was offered to him even before he had a pencil in his hands. In such cases, the response capability is practically nil. Or, imagine how you are driving in a car, and an important phone number is broadcast on the radio, in this scenario, not far from the accident.	The more opportunities people have to answer, the more willingly and faster they will place an order. If they can order over the phone like telemarketing, that's great. If they can send a request by fax or e-mail, that's not bad either.
	Targeted audience selection
	For example, television does not allow achieving the same degree of selectivity in music as Telemarketing. Radio is also a sparsely selective medium, unless you are trying to reach out to certain psychographic groups using their music addictions. Outdoor stands provide low selectivity and are rarely used for DM. Magazines allow targeted audience targeting and are arguably the best medium for DM after telemarketing and direct mail.	One of the main advantages of DM is targeted audience selection. Of all the media, telemarketing and direct mail is the best way to target audiences.

If you need to get as close as possible to the target audience to achieve the effectiveness of your campaign, if you are worried about the percentage of return from each transaction in terms of each marketing dollar invested, and you want to save on advertising, then use Telemarketing!

List or Database?

The concept is a database, now on hearing. I would even say that there is a kind of fashion, talking about databases. But more often than not, it turns out to be a list of customers and it is also good if it is in electronic form.

What is the difference between a customer list and a database?

The answer is simple - as soon as an additional and interesting information just for you, for your business, the list will begin to turn into a database.

These details, or, in a professional language, additional data fields, should describe your customers in as much detail as possible, create a portrait of the consumer. The closer this portrait is to the original, the more successfully your product / service will be promoted and sold. Because you will know who to sell to and when to do it (at the right time in the right place and with the right people).

The list with addresses and phone numbers can have any source and belong to anyone, but the database will only belong to you since it will collect information taking into account the characteristics and needs of your business and your clients.

Many spend a lot of money without getting enough return because of what they overlook - you can't buy a database for your business, you can only create it. It will be better for business if you begin to assume that any other's database is just a list for you.

Where can I get this information? Most often, this information is in the company, only it is scattered among various managers and on various sources. The main thing is to find it, to collect it into a single whole, into a single format.

But do not waste time and money to obtain information IN GENERAL and place this information in your database. This information, even if it is reliable and interesting, often turns out to be completely useless. There is only one sure way to "drag" the necessary people into your database: you get and buy a list of a promising, in your opinion, audience, of course, structure it and enter it into a computer (database preparation). Then you start talking to those clients until you cross out everyone who doesn't respond to your great suggestions. Those who remain are your potential capital.

Gordon Grossman used to say: "If your clients don't make you rich, who then? .."

If you have doubts about the need to create a database, try to answer a few questions:

Is your company, your business not in an aggressive competitive environment?

Shouldn't you be concerned about communicating regularly with your clients to retain them? And isn't keeping an old client cheaper than acquiring a new one?

So it turns out that the first place where you should look for source lists for compiling a database is your own "bins". Perhaps some sources are so obvious to you that you simply stopped noticing them.

Start with what is needed:

· Require everyone who contacts customers to write down their names and addresses — these are telephone operators, secretarial staff, marketers, complaints department, and other employees.

If you use retail points of sale, agents or a chain of dealers in your work, please write them in job duties the same.

· Do you provide guarantees to clients? Record their names and addresses.

Introduction

Main part

Conclusion

Appendix

Introduction

In accordance with the curriculum, I have been doing industrial practice in a limited liability partnership advertising agency "Asia Direct" since June 9, 2008. to the twelfth July 2008

I was hired for an internship in the partnership's staff as a manager.

Together with the head of the practice directly in the partnership, a plan for the implementation of the work was drawn up, which I successfully completed.

In the course of my internship, I:

I got acquainted with the constituent document of the charter approved by the founder of the company;

I got acquainted with the structure of the organization;

I got acquainted with the organization and the performed functions and duties of the employees of the enterprise;

I got acquainted with the content of economic and organizational work;

I got acquainted with the peculiarities of working with databases;

Familiarization with telemarketing;

I got acquainted with the peculiarities of the work of the BTL department manager (see appendix);

Took part in home sampling of Aquafina table water;

Lead, as a supervisor, a team of promoters;

Compiled accounts for the promotion of home sampling of table water "Aquafina";

Kept a time sheet.

Main part.

Asia Direct is one of the first professional direct marketing agencies in Central Asia.

Member of:

• 1999 - RADM (Russian Direct Marketing Association)
• 2000 - FEDMA (Federation of European Direct Marketing Associations)
• 2003 - InterDirect Network (International Network of Independent Direct Marketing Agencies )

The enterprise was organized in the form of a limited liability partnership on March 31, 1998. Full name of the enterprise - Limited Liability Partnership Advertising Agency "Asia Direct"

Advertising agency "Asia Direct" was created in accordance with the Constitution of the Republic of Kazakhstan, the Law of the Republic of Kazakhstan "On limited liability partnerships". The partnership is guided in its activities by the Civil Code of the Republic of Kazakhstan, the Foundation Agreement on the establishment of the partnership and the Charter of the enterprise.

The management of the current activities of the partnership is carried out by the sole executive body - the general director.

Company's mission to assist in the development and promotion of their clients' business.

The company carries out its mission through "direct marketing".

Direct marketing- a continuous process of attracting new customers, meeting the needs of regular customers and developing long-term relationships with them, as well as strengthening a positive attitude towards the company and increasing sales.

Basic principles of work:

• Professionalism
• Individual approach to each client
• A creative approach to solving problems of any complexity
• Confidentiality
• Ethical standards

Companies:

• Coca-Cola
• Procter & Gamble Kazakhstan
• Samsung electronics
• Net Style
• Nursat
• North Winds Kazakhstan
• Bank TuranAlem
• Kazkommertsbank
• TEXAKABANK
• Hamle

• Styx & leo burnett
• McCANN- Erickson Kazakhstan
• Twiga
• Panda promotion
• Tequila Russia
• BBDO marketing (Moscow)
• DM club (Moscow)
• Сonnexions (Moscow)

More details about the main aspects of the company's activities are described in the appendix. In particular, you can get acquainted with direct marketing, BTL (below the line - below the line), promotions, telemarketing and databases.

Permanent staff the company is 37 people:

General manager;

Deputy General director;

Marketing department - 6 people,

BTL department 4;

IT department 5;

Field department 14;

Accounting 3;

Drivers 2;

Secretary 1.

But in some cases, this number of people is not enough for the full-fledged work of the agency, and the company resorts to temporary hiring additional staff. Basically, these are not qualified labor promoters, movers, telemarketing operators. Hiring temporary workers is associated with one-time promotions and the lack of the need to constantly keep a large staff.

The attraction of temporary employees has a certain seasonality. In the summer, a large number of promotions are held, since in warm weather it is possible to hold promotions on the streets, in parks, in recreation areas, etc. It is also easier to hire promoters, which are mostly high school students and students who want to work during the summer holidays and agree to low wages.

The structure of the cost of production of LLP "Asia Direct", thousand tenge:

Indicators 2005 2006 2007 Salary with accruals2127322500 27250 Materials1128015880 17550 Costs for loading, unloading 230500 840 Rent of premises 55305530 5530 Utility payments 647 640 700 Depreciation of main production funds 43004950 5100 Other costs 16501700 2350 Total: 49305 51700 59320

Analyzing this table, it should be noted that the largest share in the structure of the cost price belongs to wages with accruals 43-45%, materials costs 22-30%. This is due to the peculiarity of the advertising business, which is not energy-intensive, material-intensive, etc. and wages up to 70% (in some cases) come to the fore in the cost structure.

Main indicators of financial and economic activity of Asia Direct LLP for 2005-2007, thousand tenge

Indicators 2005 2006 2007 Revenue from sales of products 721207820098500 Full cost of services rendered 49305 5170059320 Profit from sales of products 228152650039180 Income tax 456353007836 Net profit 182522120031344

Production efficiency is one of the key categories of a market economy, which is directly related to the achievement of the ultimate development goal. social production as a whole and each enterprise separately.

Profit plays an important role in the economic system. It is profit that ensures the economic stability of the company and its financial independence.

Profitability there is a relative indicator, which has the property of comparability, can be used when comparing the activities of different enterprises. Profitability characterizes the degree of profitability, profitability, profitability.

The profitability of sales (turnover, sales) is determined by the ratio of the value of the annual balance sheet profit of the enterprise to the value of the annual proceeds from the sale of products, expressed as a percentage:

Пб - the value of the annual balance sheet profit of the enterprise (tenge / year.);

In the annual proceeds from the sale of products (tenge / year);

2005 Rsales (turnover) = 22815/72120 * 100% = 31.7%

2006 Rsales (turnover) = 26500/78200 * 100% = 33.9%

2007 Rsales (turnover) = 39180/98500 * 100% = 39.8%

This indicator characterizes the efficiency entrepreneurial activity: how much profit does the company have from 1 tenge of sales, work performed, services rendered.

It can be seen from these calculations. That the level of profitability is growing every year, as well as the net profit is increasing.

In the structure of profit, direct mail has the largest share of 45%, i.e. sending individual mailings;

promotions 35%;

Conclusion

Passage of industrial practice is an important element of the educational process for the preparation of a specialist in the field of economics.

During its passage, the future economist applies the knowledge, skills and abilities acquired in the learning process in practice.

The main tasks of the industrial practice are:

Gaining practical work experience.

Improving the quality of vocational training.

Education of a specialist in the spirit of respect for the law.

Consolidation of the acquired knowledge in general and special economic disciplines.

Applications

ABOUT DIRECT MARKETING

In the last quarter of a century, direct marketing has become one of the most promising and effective ways to promote goods. Therefore, it is quite natural that specialized agencies began to appear on the Kazakhstani market, which use the maximum efficiency and selectivity of direct marketing impact.

Unfortunately, it is still very difficult for a modern Kazakhstani entrepreneur to distinguish traditional advertising from direct marketing due to his little experience in our market, although it was created as a new means of product promotion back in 1917. One of its founders was American Bob Stone. It was he who formulated 30 "infinitely direct principles of marketing.

So what's the best

Introduction

In accordance with the curriculum, I have been doing industrial practice in a limited liability partnership advertising agency "Asia Direct" since June 9, 2008. to the twelfth July 2008

I was hired for an internship in the partnership's staff as a manager.

Together with the head of the practice directly in the partnership, a plan for the implementation of the work was drawn up, which I successfully completed.

In the course of my internship, I:

I got acquainted with the constituent document - the charter, approved by the founder of the company;

I got acquainted with the structure of the organization;

I got acquainted with the organization and the performed functions and duties of the employees of the enterprise;

I got acquainted with the content of economic and organizational work;

I got acquainted with the peculiarities of working with databases;

Familiarization with telemarketing;

I got acquainted with the peculiarities of the work of the BTL department manager (see appendix);

Took part in home sampling of Aquafina table water;

Lead, as a supervisor, a team of promoters;

Compiled accounts for the promotion of home sampling of table water "Aquafina";

Kept a time sheet.

Main part.

Asia Direct is one of the first professional direct marketing agencies in Central Asia.

Member of:

1999 - RADM (Russian Direct Marketing Association)

2000 - FEDMA (Federation of European Direct Marketing Associations)

2003 - InterDirect Network (International Network of Independent Direct Marketing Agencies)

The enterprise was organized in the form of a limited liability partnership on March 31, 1998. Full name of the enterprise - Limited Liability Partnership Advertising Agency "Asia Direct"

Advertising agency "Asia Direct" was created in accordance with the Constitution of the Republic of Kazakhstan, the Law of the Republic of Kazakhstan "On limited liability partnerships". The partnership is guided in its activities by the Civil Code of the Republic of Kazakhstan, the Foundation Agreement on the establishment of the partnership and the Charter of the enterprise.

The management of the current activities of the partnership is carried out by the sole executive body - the general director.

Company's mission -to assist in the development and promotion of their clients' business.

The company carries out its mission through "direct marketing".

Direct marketing- a continuous process of attracting new customers, meeting the needs of regular customers and developing long-term relationships with them, as well as strengthening a positive attitude towards the company and increasing sales.

Basic principles of work:

· Professionalism

· Individual approach to each client

A creative approach to solving problems of any complexity

Confidentiality

Ethical standards

Companies:

Procter & Gamble Kazakhstan

Samsung electronics

North Winds Kazakhstan

Bank TuranAlem

Styx & Leo Burnett

McCANN- Erickson Kazakhstan

Panda promotion

Tequila Russia

BBDO marketing (Moscow)

DM club (Moscow)

Сonnexions (Moscow)

More details about the main aspects of the company's activities are described in the appendix. In particular, you can get acquainted with direct marketing, BTL (below the line - below the line), promotions, telemarketing and databases.

Permanent staff the company is 37 people:

General manager;

Deputy General director;

Marketing department - 6 people,

BTL department - 4;

IT department - 5;

Field department - 14;

Accounting - 3;

Drivers - 2;

Secretary - 1.

But in some cases, this number of people is not enough for the full-fledged work of the agency, and the company resorts to temporary hiring additional staff. Basically, this is not qualified labor - promoters, loaders, telemarketing operators. Hiring temporary workers is associated with one-time promotions and the lack of the need to constantly keep a large staff.

The attraction of temporary employees has a certain seasonality. In the summer, a large number of promotions are held, since in warm weather it is possible to hold promotions on the streets, in parks, in recreation areas, etc. It is also easier to hire promoters, which are mostly high school students and students who want to work during the summer holidays and agree to low wages.

The structure of the cost of production of LLP "Asia Direct", thousand tenge:

When analyzing this table, it should be noted that the largest share in the cost structure belongs to wages with accruals - 43-45%, materials costs 22-30%. This is due to the peculiarity of the advertising business, which is not energy-intensive, material-intensive, etc. ... and wages up to 70% (in some cases) come to the fore in the cost structure.

Main indicators of financial and economic activity of Asia Direct LLP for 2005-2007, thousand tenge

Production efficiency is one of the key categories of a market economy, which is directly related to the achievement of the ultimate goal of the development of social production as a whole and each enterprise separately.

Profit plays an important role in the economic system. It is profit that ensures the economic stability of the company and its financial independence.

Profitability there is a relative indicator, which has the property of comparability, can be used when comparing the activities of different enterprises. Profitability characterizes the degree of profitability, profitability, profitability.

The profitability of sales (turnover, sales) is determined by the ratio of the value of the annual balance sheet profit of the enterprise to the value of the annual proceeds from the sale of products, expressed as a percentage:

P b - the value of the annual balance sheet profit of the enterprise (tenge / year.);

В - annual proceeds from the sale of products (tenge / year);

2005 P sales (turnover) = 22815/72120 * 100% = 31.7%

2006 Rsales (turnover) = 26500/78200 * 100% = 33.9%

2007 Rsales (turnover) = 39180/98500 * 100% = 39.8%

This indicator characterizes the efficiency of entrepreneurial activity: how much profit does the company have from 1 tenge of sales, work performed, services rendered.

It can be seen from these calculations. That the level of profitability is growing every year, as well as the net profit is increasing.

In the structure of profit, direct mail has the largest share - 45%, i.e. sending individual mailings;

promotions - 35%;

Conclusion

Passage of industrial practice is an important element of the educational process for the preparation of a specialist in the field of economics.

During its passage, the future economist applies the knowledge, skills and abilities acquired in the learning process in practice.

The main tasks of the industrial practice are:

Gaining practical work experience.

Improving the quality of vocational training.

Education of a specialist in the spirit of respect for the law.

Consolidation of the acquired knowledge in general and special economic disciplines.