Introduction
The place of undergraduate practice is the M&C SAATCHI RUSSIA advertising agency located at the address: Moscow, st. Malaya Gruzinskaya, 15. Legal entity Diamond Group LLC
I was accepted for an internship at an advertising agency as a project coordinator.
The objectives of the internship are:
1. Acquaintance with the history of the development of an advertising agency, its constituent documents;
2. Familiarization with the organizational structure of the advertising agency as a whole, as well as the customer service department;
3. Coordination of the action "Design your vacation with Hotpoint Ariston";
4. Studying the main directions of activity, legal bases of activity, structure and methods of management;
5. Analysis of the financial condition of the advertising agency.
Together with the head of the practice, a plan for the implementation of the work was drawn up, namely, familiarization with:
- constituent document - the charter approved by the founder of the company;
- structure of the organization;
-organization and performed functions and duties of employees of the enterprise;
- features of the work of the project coordinator
The main place of internship is the BTL department, which develops and conducts advertising campaigns.
The head of the undergraduate practice is the head of the BTL department Anastasia Ignatievna Degtyareva.
The mission of the advertising agency is to meet the needs of entrepreneurs and individuals in an advertising product, to promote the development and promotion of their clients' business.
The company strives to completely free the client from advertising "worries", taking responsibility for the success and viability of the advertising campaign. Successful projects companies combine the latest technology and brilliant creativity. The strategic objective of the advertising agency is to manage the client's image.

1. Characteristics of the object of practice

1.1 Brief technical and economic characteristics of the object of practice

The place of undergraduate practice is the M&C SAATCHI RUSSIA advertising agency located at the address: Moscow, st. Malaya Gruzinskaya, 15. Legal entity Diamond Group LLC.
Along with the Saatchi & Saatchi network of creative agencies, an office of the M&C Saatchi Russia network also appeared in Russia. M&C Saatchi's Russian partner is the Russian group EMCG.
British M&C Saatchi was founded in 1995. Now it provides a full range of communication services (creative, media services, PR, etc.) and has offices in 18 countries: America, continental Europe, China, Japan, Australia, etc. The total staff is 1.1 thousand people.
M&C Saatchi was founded by two living legends of British advertising - brothers Maurice and Charles Saatchi, who are known throughout the world as the founders of the Saatchi & Saatchi agency. Founded in 1970, this agency by the 1980s had become one of the largest advertising networks in the world.
M&C Saatchi announced its desire to enter the Russian market several years ago. Then the group warned that it would consider in 2010-2012 the option of partnership with a local player.
Advertising agency M&C SAATCHI RUSSIA started its activity in 2010, before that it was called "Heaven Eleven".
Specialization: Full service advertising agency, providing a full range of services in the field of advertising and advertising communications - from market research, development of an advertising strategy and creation of advertising to the provision of media services.
Positioning: Our reason for being is to enable our customers to grow. Make sure that the client's strategy works so that the client achieves its goals. This is the promise of our brand and our mission.
The advertising agency performs the following main functions:
1. At the advertising planning stage:
study of goods or services as such and their competitiveness in the market;
market research in the volumes necessary to justify advertising campaigns and determine the prospects for the sale of goods or services;
study of marketing methods and distribution systems;
studying the available means of advertising distribution and choosing the most effective and cost-effective among them;
scheduling an advertising campaign.
2. At the stage of advertising preparation:
create advertising products on the basis of orders received from advertisers, develop plans for complex advertising campaigns, other promotional activities, using the potential of both creative and technical specialists;
cooperate with printing houses, studios, advertising combines, freelance specialists.
3. At the stage of advertising placement:
purchase of services of advertising carriers and transfer of originals of the advertising message to them;
control over the appearance of an advertising message in the press, broadcasting and other places where advertising is placed;
conducting direct mail;
organization and holding of exhibitions, fairs, press conferences, events within the public relations", provision of services;
conduct settlements with advertisers and mass media.
In addition, an advertising agency can develop trademarks and corporate identity, interiors of trading floors and offices, and carry out state registration of trademarks.
The strategic objective of the advertising agency is to manage the image of each client. Competent planning and analysis, plus exceptionally high-quality step-by-step implementation, is the basis for building a reputation and, ultimately, promoting a business.
Clients (brands): Beiersdorf (Nivea Visage, Body, Sun, Creme), Henkel (Pemolux, Persil, Bref, Pril, Laska, Vernel, Clin), Schwarzkopf (Taft, Got2Be, Gliss Kur, Palette), Nissan, Infiniti, Mars (Pedigree, Chappi, Twix, Skittles), Tchibo, Davidoff Coffee, Michelin, Absolut, ICI, Adidas , Hortex, Winston, Wings by Winston, International Moscow Bank, Starik Hottabych, DFM, Indesit (Hotpoint-Ariston).
M&C Saatchi Russia currently has 23 employees with an average age of 30.

1.2 Characteristics of the organizational structure.

IN advertising agency there is a principle - all work with specific customers is carried out by one specialist. He is called the responsible executor of the project if he advertises a branded product. This specialist has information about the strategic plans, opportunities, prospects of the customer, data from market, competitive and segmentation analysis, allowing a scientifically sound approach to planning, developing and implementing advertising campaigns. The executive director personally knows the specialists he needs, working in the customer's company, and enjoys their full confidence and support.

Figure 1. Organizational structure of the advertising agency M&C Saatchi Russia.

Executive Director. He - key person in the advertising business. In the conditions of tougher competition, when it is very difficult to find, and even more so to keep a solid customer, the nature of cooperation depends on him: spot or planned, highly specialized or complex, limited or large-scale, short-term or long-term.
It is extremely important for an advertising agency that the executive director has special qualities.
- professionalism. And not only in his own advertising business. He also needs to know the problems of the advertiser, the ability to predict them and quickly solve them using the possibilities of advertising. A professional director inspires respect and builds trust.
- the ability to meet the advertiser's expectations. To organize such an advertising campaign that would bring fame to his company, products, services, provide them with stable sales, bring tangible profits.
- the ability to fix business connections with customers
- qualities inherent in good employees - passion for their work, thoroughness and accuracy, responsiveness, extraordinary thinking, logic, the ability to systematize their work and predict events;
- the ability to generate ideas and defend, implement, promote them;
Now consider other departments of the advertising agency involved in providing an advertising campaign directly or indirectly. Their work is also important in ensuring efficient operation.
Customer Service - a group of managers who are the link between the client and the advertising agency.
Responsibilities:

Planning, organizing and controlling the work of the department - maintaining and developing relationships with existing clients of the agency, participating in tenders and attracting new clients, processing incoming requests, preparing and selling offers, conducting presentations and negotiations with clients, resolving conflict situations, preparing and submitting reports, document flow.
Providing the resources necessary for the work of the department and the potential for its development. Training and Professional Development employees of the department, motivation of employees, involvement in teamwork, evaluation of labor participation and distribution of the monthly bonus fund.
Control of the current work processes of the department - search, evaluation and implementation of new approaches and solutions, control and reduction of costs associated with the work of the department, increase in team and personal efficiency of each employee

I did my internship in the customer service department - BTL department.
Figure 2. Organizational structure of the BTL department of the advertising agency M&C Saatchi Russia.

BTL department - a group of managers who are the link between the client and the advertising agency.
Client Manager Responsibilities:
- Effective communication with clients on the implementation of promotional activities
- Development of proposals for clients (ideas, presentations, budgets)
- Coordination of the implementation of marketing programs within the agency (work with the designer, field department, production, accounting)
- Active work with large clients and customer acquisition
- Negotiations, presentation of the Agency, preparation of proposals
- Finding out the needs of the client (getting a brief)
- Briefing agency executive departments and outsourcers (media, production, creative)
- Interaction with clients
- Records management
- Participation in tenders
During my internship, I was coordinator of the Design Your Vacation with Hotpoint-Ariston project. My duties included:
- Calling Kitchen Studios participating in the promotion;
- maintaining a database in Excel, as well as on the campaign website in administrative mode;
- interaction with the client;
- preparation of presentations;
- work with involved specialists for this promotion (mystery shoppers).
Let us consider in detail the algorithm for placing an order for an advertising agency M&C Saatchi Russia:
-To make the first contact, the client contacts an advertising agency. To do this, just write or call.
- The agency assigns a manager to the client, who will become his permanent consultant, assistant, coordinator of work to fulfill the order. He coordinates all work and is responsible for the quality and efficiency of their execution.
Advertising agencies wishing to cooperate with M&C Saatchi Russia can contact an advertising agency company. The company's managers will coordinate all the work to fulfill the order of the partner advertising agency.
In order to provide the most accurate and high-quality services, the client-manager, together with the client, fills out a marketing brief (terms of reference), which fixes the main goals, objectives and parameters of the upcoming advertising campaign.
To develop an advertising campaign, a project team is formed, the head of which directs and coordinates the work on the strategy of the advertising campaign or the formation / development of the brand. He leaves for a meeting with the client, finds out the list of requirements and tasks of the advertising campaign, and clarifies the preliminary terms of reference.
Members of the project team are involved in the planning of an advertising campaign: marketing analysts, media planners, creators, BTL specialists.
The developed concept of the advertising campaign is presented to the client. The presentation explains the main advantages of the proposed strategy, features of the advertising campaign and its practical implementation.
After the approval of the advertising campaign plan, a working group for its implementation, which includes specialists of various profiles - creators, designers, managers for the production and placement of advertising, specialists in BTL and PR events.
At the end of the advertising campaign, the working group prepares a report to the client, which reflects the compliance of the activities carried out with the objectives of the advertising campaign, evaluates the effectiveness and offers for the development or adjustment of the advertising strategy.
Each project of the agency is supervised not only by the project team leader and client manager, but also by the director of the respective company, and in special cases by the managing director of M&C Saatchi Russia.
So, from all of the above, we can conclude that the correct work on the client order ensures efficient and timely execution of work with maximum convenience and financial benefit for the client.

1.4 The composition of the technical means of processing economic information in the customer service department

The following technical means are used to process economic information in the BTL department:
- System software (OS, DBMS);
- Professional software Terrasoft;
- Program for maintaining database Excel, Word.
- Program for creating presentations PowerPoint, Photoshop;
- Program for conducting business correspondence Outlook;
- Hardware.

1.5 Characteristics of technological processes for collecting, transmitting, processing and issuing economic information in the department

The process of collecting, processing and transmitting information within the customer service department, as well as its interaction with other departments, is a set of operations. For the successful work of the advertising agency as a whole, professional Terrasoft software is used.
Terrasoft is a powerful CRM system that covers the main areas of customer relationship management and organization of internal processes of an advertising agency. The system helps to build effective interaction with counterparties at any stage of sales and marketing communications, allows you to automate the company's internal business processes.
Terrasoft CRM systems automate the following functions:
-Management of information about clients: maintaining contacts and companies, a complete history of relationships, convenient access to information about the client, the ability to create your own fields and bookmarks, the distribution of access rights.
- Business processes: automation of routine operations, the ability to create conditions for branching and actions on a business process, organization of teamwork, automatic control over the performance of a functional role in a project.
- Sales management: potential deals management, project management, control of payment terms, delivery and fulfillment of other obligations, sales funnel.
- Marketing management: functionality for planning and conducting marketing campaigns of any complexity, marketing research, conducting surveys, mailing lists, reports.
- Project management: planning, distribution, monitoring of the use of resources in the project; monitoring the progress of the project according to the selected stages; project calendar management; quality management of project results; complete document flow for the project; analysis of the effectiveness / profitability of the project.
- Resource management: cost accounting, customer profitability assessment, turnover management, work planning.
- Workflow automation: maintaining contracts and specifications, invoices and payments, creating any document templates, the ability to integrate with 1C and other financial systems.
- Work time management: organizer, group calendar.
- E-mail: integration with MS Outlook, automation of mass personalized E-mail mailings using templates.
One of the important documents for the transfer of information within the department, between departments and with the client himself is a brief. At its core, a brief is nothing more than a technical task, a special document resembling a questionnaire in form, the task of which is to most fully extract information about a new customer. It streamlines the fermentation of brilliant ideas in the heads of advertisers and sets them the direction of creative search. In addition, the brief is one of the best methods to ensure the effectiveness of advertising from the very beginning.
2. Analysis of the financial condition and prospects for the development of an advertising agency based on the forms of accounting financial statements

In order to analyze the financial condition of the advertising agency M&C Saatchi Russia, let's take the balance sheet as of September 30, 2011.

Introduction

Main part

Conclusion

Application

Introduction

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

I was accepted for passing industrial practice to the staff of the partnership for the position of manager.

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

During my internship, I:

Familiarized with the constituent document - the charter, approved by the founder of the company;

Familiarize yourself with the structure of the organization;

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

Acquainted with the content of economic and organizational work;

Familiarize yourself with the features of working with databases;

Familiarization with telemarketing;

Familiarized with the features of the work of the manager of the BTL department (see appendix);

Participated in home sampling of Aquafina table water;

Led, as a supervisor, a team of promoters;

Compiled reports for the promo-action home sampling of table water "Akvafina";

Managed the time sheet.

Main part.

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

Member of:

1999 - RADM (Russian Association of Direct Marketing)

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 established 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, Memorandum of Association on the establishment of a partnership and the Articles of Association of the enterprise.

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

Company's mission - Assist in the development and promotion of the business of its clients.

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

· Creative approach to solving problems of any complexity

· Privacy

Ethical standards

CLIENTS

Companies:

Procter&Gamble Kazakhstan

samsung electronics

North Winds Kazakhstan

BankTuranAlem

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 - under the line), promotions, telemarketing and databases.

Permanent staff The company consists of 37 people:

CEO;

Deputy Gen. director;

Marketing department - 6 people,

BTL department - 4;

IT department - 5;

Field department - 14;

Accounting - 3;

Drivers - 2;

Secretary - 1.

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

Production cost structure of Asia Direct LLP, thousand tenge:

When analyzing this table, it should be noted that the largest share in the cost structure is wages with accruals - 43-45%, material costs 22 - 30%. This is due to the peculiarity advertising business, which is not energy-intensive, material-intensive, etc. and wages of up to 70% of employees (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 market economy, which is directly related to the achievement ultimate goal 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 a relative indicator that 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:

B - annual revenue from the sale of products (tg./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 an enterprise has 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 is increasing.

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

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 gained in the learning process in practice.

The main objectives of the production practice are:

Gaining practical work experience.

Improving the quality of professional 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 of 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 the impact of direct marketing.

Unfortunately, it is still very difficult for a modern Kazakh 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 promotion in 1917. One of its founders was the American Bob Stone. It was he who formulated the 30 "infinitely direct principles of marketing.

So what is the difference between traditional advertising and direct marketing?

The answer is simple: Direct Marketing gives maximum efficiency and selectivity.

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 for turning an impersonal buyer into an individual consumer of goods and services are today databases that accumulate extensive, versatile and personalized information about legal entities and individuals.

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

What are the basic principles of Direct Marketing?

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

· Establishing relationships with clients

Regular maintenance of these contacts (creation of a loyalty club

The growth rate of the use of direct marketing is already noticeable in our market.

If at the beginning of 1998 few people even knew what it was, today more and more domestic manufacturers are turning to this type of product promotion. And this is no coincidence, as polls show that personal contact, personal appeals are much more important and influential in choosing one or another type of product or service than impersonal appeals on TV or in newspapers.

Creating 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 contacts with their consumers (Procter & Gamble).

20% of regular customers bring 80% of the profit of any company - this is an undeniable rule that many people know, but, unfortunately, few know how to use it. It's much easier to attract a customer than it is to keep one. Direct marketing is precisely engaged in the development and implementation of "holding" events according to the scheme: You know your client - your client knows you. With correctly and competently carried out retention activities, potential customers, having gone through various stages ("potential client", "client", " regular customer") become loyal supporters, the so-called "advocates" of this brand. This is the highest point of the so-called "Loyalty Pyramid". At this peak, the client himself already becomes an devotee of this trademark, her advertising agent.

Direct marketing methods work in almost all industries. They are most actively used by insurance companies, travel business, airlines, banks, large industrial and commercial corporations.

But no less productive direct promotion works in medium and small businesses. It suffices to give a small example:

If in a hairdressing salon (it doesn’t matter whether it’s a respectable expensive beauty salon or a salon for people with an income of no higher than average) offer each visitor 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 addresses where you can contact the 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 what a wonderful salon he is served in, what 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) is as follows:

Around the middle of the last century, one of the leaders of a certain big company(claimed to be Procter & Gamble) made an estimate of future marketing expenses. After including standard elements (advertising in the press, on television and radio, PR, developing new packaging, etc.), he calculated the costs, drew a line, and suddenly remembered that he had not taken into account the distribution of free product samples, the costs of organizing a city holiday where people would try the products produced by his company. After calculating all the additional costs, he made the final estimate. This is how the term BTL arose - what is under the line or non-traditional marketing.

The BTL services industry has been developing at a tremendous pace in recent years. The "Below The Line" complex includes PR, sales promotion, special promotions.

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

The whole process of preparing and conducting a promotional action can be divided into several stages:

· Formulation of the problem

Definition of the target audience (TA)

Calculation of the cost of the promotion

· Drafting a promotional plan

selection of promoters

· Training for promoters

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

Choice of reporting forms for the period of the promotion

· Carrying out promotions

· Analysis of the results.

First you need to find out what specific task is set for the planned promotion. This can be the introduction of a new product to 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 based on the characteristics of the product that needs to be advertised, it can be sampling (from the English sample - a sample), tasting, drawing prizes, product demonstration, etc. For example, tastings are very effective for food promotion. When conducting promotions for non-food products, depending on the type of product, it is possible to demonstrate the best properties and qualities of the product, sampling (distributing free product samples), drawing prizes, instant lottery, etc.

In order for the money not to be wasted, before starting any advertising campaign, it is necessary to determine the target audience for which the this product or service. This approach is also used in preparation for promotions.

Depending on the specific target audience, spatio-temporal resource flows are determined for the promotion campaign. These can be supermarkets, night bars, summer playgrounds, cinemas, swimming pools, beaches, bowling alleys, fitness clubs, etc. Most the right time for promotions in supermarkets is the period 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 depending on the day of the week, location, time of year and many other factors that are taken into account in each case. For example, when conducting promotions to promote cigarettes and alcoholic beverages, there may be several spatio-temporal flows of a given target audience, namely, it can be not only supermarkets at the optimally visited time, where the target audience can purchase this product, but also bars, discos, restaurants, etc. I would like to note the promotional action, which was carried out by the company "Coca-Cola" in August-October of this year. The action was called "Together for life." The registry offices were chosen as the venue for this action. On the day of registration, the newlyweds received Coca-Cola products as a gift. 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 loved ones.

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

classic

homemade

teenagers

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

We have come to the most important moment in the preparation of the promotion, namely, the search and attraction of promoters, because these are the people you will have to trust the image of your product and the money you will spend. Of course, you can recruit staff from the staff of your company, which is quite effective if we are talking about complex technical products, when it is necessary to give qualified information on the characteristics of the product, but does it make sense if the promotion you are going to run must 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 the staff should be understood as the correspondence of the promoter to your target audience, their appearance(attractiveness), their behavior, the ability to respond to emerging emergency situations, conflict-free.

One of the most effective promotion tools is the promoter's smile. Unfortunately, very often we see the opposite in stores: promoters look sadly at the floor, thinking "it would soon end", so judge for yourself what an invaluable resource the agency and their Client are losing in this situation. Here we recall the times of the 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 in preparing promoters.

As a rule, training should include several stages:

definition of product properties, innovations

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

role-playing games (various types of buyers, emergency situations are simulated in a playful way to check the correctness of the presentation of information for each individual consumer group)

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

This form of preparation allows you to most effectively consolidate the information received and in the future, when conducting a promotional action, avoid unpleasant situations when, for example, to the question: "What is this product made of?" The promoter really can't answer anything. Unprofessional training of promoters leads, at best, to an ineffective promotion, and at worst, to a decrease in sales. But, of course, the selection and training of a supervisor is of great importance in the process of conducting a promotion. There is an erroneous opinion that the duties of the supervisor include the timely delivery of material to the promo point, and this 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 promotions. It is not uncommon for a Client to want to save money by all means. Rather, most of them are. In the understanding of the Client, efficiency is associated more with saving money on shares than with real numbers reflecting sales. Hence the lack of bright, attention-grabbing clothes of the promoter. The promoter is lost in the crowd. And the result is an absolutely unremarkable action, of which there are many. Listen to the consumer's opinion: "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 promotion ...". Man, by virtue of his physiological features, perceives 90% of the information visually, and that is why it would be a mistake not to use vision, refusing to make an interesting and bright uniform for a promotion.

Remember the promotional campaign, which was carried out by the Coca-Cola company in June this year to introduce the new "Fanta Exotic" to the Kazakhstani market. Because The main goals of this action were: to familiarize the consumer with the new taste of "Fanta", to increase the brand awareness, as well as to create a positive image of this brand, then tasting was chosen as the mechanism for this action. But not because of the mechanism of the event, 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 chosen and made costumes.

Wouldn't you pay attention to the four huge and bright life-size fruit puppets: Orange, Lemon, Pineapple and Mango, who walked in front of the 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 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 completing the work, it is necessary to analyze the results obtained. This will require 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 outlet 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 purchase decision directly in the store. They buy what:

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

What is now being reminded

What is "more convenient" to buy

Caught my eye faster, more conveniently located

What was advised and convinced to buy exactly this:

1. Reminded

2. Showed

3. Interested

4. Convinced and made to believe (free to test).

telemarketing

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

TELEMARKETING is:

1. promotion of goods and services;

2. identification of the degree of readiness of the client for the proposed sale (transaction);

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

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

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

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

7. working with clients after direct mail;

8. fundraising programs for charitable purposes;

9. search for sponsors;

10. Distributor support programs;

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 is your product or service 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 for periodic calls to clients;

22. processing and receiving orders;

23. reconnecting with inactive clients.

Purpose of Telemarketing

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

1. Information circulation.

2. Fast response.

3. Ability to make changes.

4. The ability to reach the audience at its location.

5. High audience engagement.

6. Geographical selectivity.

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

8. Measured response.

9. Better ability to check demand and more options.

10. Persistence.

11. Plenty of space for your message.

12. Psychological selectivity.

13. Various possibilities to answer.

14. Target audience selection.

Short input time and fast folding of information.

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

List or database?

The concept - a database, is now on hearing. I would even say that there is a kind of fashion to talk about databases. But most often it turns out to be a list of clients and it’s good if it’s in electronic form.

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

The answer is simple - as soon as additional and interesting information is added to your list of clients, in addition to their names and addresses, for your business, the list will begin to turn into a database.

These details, or in professional terms, 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 sell (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 belong only to you. it will collect information that takes into account the characteristics and needs of your business and your customers.

Many people spend decent money without getting enough return because they overlook that for their business, a database cannot be bought, it can only be created. It will be better for business if you begin to proceed from the fact that any foreign database is just a list for you.

Where can you get this information? Most often, this information is in the company, only it is in a fragmented form from various managers and from various sources. The main thing is to find it, to assemble it into a single whole, into a single format.

But don't waste time and money getting information AT ALL and putting that information into your database. This information, even though reliable and interesting, most often turns out to be completely useless. There is only one sure way to "drag" the necessary people into your database: you get-buy a list of a promising, in your opinion, audience, naturally, structure it and enter it into a computer (database blank). Then you begin to communicate with these clients until you cross out all those who do not respond to your wonderful offers. Those who remained are your potential capital.

Gordon Grossman said: "If your clients do not make you rich, then who will? .."

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

Your company, your business is not in an aggressive competitive environment?

Shouldn't you be concerned about communicating regularly with your customers to keep them? And isn't it cheaper to keep an old customer than to acquire a new one?

So it turns out that the first place where you should look for the 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 you need:

· Oblige everyone who contacts customers to write down their names and addresses - these are telephone operators, the secretary, marketers, the complaints department and other employees.

If you use retail outlets, agents or a chain of dealers in your work, then enter them in official duties the same.

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

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

Rice. 1 Performance results of Parus-Media LLC in 2004 and 2005

(in thousand rubles)

Table 1 shows that in comparison with 2004 in 2005 the volume of sales increased by 31.1% and amounted to 141846.7 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 employees by 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 volume in physical terms, i.e. with an increase in staff, the company can serve more customers, and this is confirmed by the performance of employees, which increased from 4122.2 in 2004 to 4575.7 rubles per 1 employee in 2005.

The average annual salary of employees increased by 25% compared to 2004 from 120 thousand rubles to 158.4 thousand rubles per year, the growth rate of the increase in the average annual wage outpaces the growth rate of labor productivity, since wages were indexed due to inflation. Despite this, the management of LLC managed to reduce the cost of 1 ruble of sales by 1.3% and the cost of 1 ruble of sales in 2005 amounted to 76 kopecks.

The cost price in 2005 compared to 2004 increased from 76,102.1 to 107,459.6 rubles. the size of the cost is largely affected by the amount of costs incurred - office rent, payment of 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 the profit increased by 33.7%. This indicator indicates that production is managed efficiently. This is confirmed by the growth of operating profitability and the growth of sales profitability by 2 and 1.2%, respectively.

2. ANALYSIS OF THE ORGANIZATIONAL STRUCTURE OF THE ADVERTISING AGENCY

CEO– 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 financial resources;

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 firing employees, develops programs to improve internal production relations, conducts internal investigations into violations of labor discipline;

Media director– manages the departments of media planning and placement, achieves maximum discounts and establishes relationships 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 press advertising manager, a radio and television advertising manager, an outdoor advertising manager, a printing manager;

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

Design Bureau- develops design layouts for the press and outdoor advertising and development corporate identity at the request of customers;

Chief Accountant– controls the work of accountants and cashiers, is responsible for the entire area of ​​accounting, including payroll, preparing reports for the needs management accounting and tax authorities, development of other relations with banks and financial institutions;

Accountants– keep accounting records, organize internal audit, keep accounting records, prepare reports;

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

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, controls the work of the secretary, drivers, security guards, couriers;

Secretary- answers phone calls, works on a fax, prepares documentation, serves clients in the office;

Personnel service– is engaged in the selection of employees, sets standards for work, compensation to workers, develops and trains personnel, determines standards for candidates;

Courier- Delivers documentation

Security- 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

The agency is dominated by an alienated type of worker, manifested high level inconsistency of actions, and the behavior model is dissociative. Employees develop a narrowly professional vision of work, which creates fields with fenced off communications. Their result is the growth of "inconsistencies". This model of organizational orientation corresponds to certain socio-cultural relations: “mice in holes”.

Table 2.

Consolidation of the main management functions of Parus-Media LLC

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

The main "gaps" in the organizational structure

Parus-Media LLC

As follows from the data in Table 3, the organization of the enterprise management structure is not effective enough, because there is a duplication of functions, untimely resolution of issues, differences of opinion, as a result of which a situation may arise when the performers do not clearly understand whose orders they must execute. One of the shortcomings of the management structure can be singled out - this is the lack of a position of a marketing manager who would study the segment of the advertising activity market, the pricing policy of competitors, and develop a clear marketing strategy. In this case, it would be possible to increase the number of possible customers, in connection with which the profit of the enterprise would increase. To do this, it is necessary 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 THE MANAGEMENT OF COMMUNICATION ACTIVITIES IN THE ENTERPRISE

Internal communications play a key role in achieving business goals and objectives. The quality, efficiency of communication, communications between employees of the company 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. Communication according to the principle, from the bottom up, perform the function of notification
the top about what is being done at the lower levels. In departments, employees express their proposals to the head of the service, who reports on sensible proposals to a higher manager. At the end of the communication chain is the CEO, who, in the event of a interesting offer makes a decision. But there is always an option when the junior manager does not seem interested in the employee’s proposal and he will leave him without attention, while in the general discussion the proposal could be of interest. LLC "Parus-Media" has not put into practice the holding of weekly group meetings. This way of communicating information is very important for small firms. 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.

Communications between services are based on the principle of a local network of the "star" type. 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 in a network. The scheme made a system of access to information. If necessary, you can combine several networks with a star topology together, thus obtaining branched network configurations. From a reliability point of view, this topology is not the best solution, since the failure of the central node will bring the entire network to a halt. However, when using a star topology, it is easier to troubleshoot the cable network. In addition to messages on the computer, Gen. the director and all departments carry out the workflow through the office manager, who fixes the workflow in the logs of outgoing and incoming information.
Orders come from the director, orders communicated to all
heads of services and employees of the enterprise. From the heads of departments to the director there are statements, memorandums,
explanatory documents for signature.

Communications between different services are made 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. The art director can communicate with the general director over the network, but does not have access to a specific service over the network, bypassing the executive director.

This streamlines the organization's management scheme, i.e. each has its own level of information content. The scheme of access to information in each department is built on the principle of "top down", for example, Ch. the accountant has information from all departments
of his service, but, the design department cannot get information from
computer ch. accountant, but may receive information from other services.

Analyzing the work of an advertising agency, one of the weak points in the organizational structure is the lack of a marketer, which means that the duties of a marketer are performed by different people from time to time and the work does not give the desired effect, which means it reduces the possibility of obtaining 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 have a clear idea of ​​what is going on around, he is able to actively engage in the implementation organizational change. The vagueness of the goals and prospects of both the entire company and a specific individual in it just leads 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 allows you to get ideas from employees on how to improve the ways of implementing the process.

Capable and educated employees who feel valued can serve customers at the highest level. In addition, they have an incentive to work, they are more dedicated to the cause.

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

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

Training is of great importance for employees who want to grow professionally. Parus-Media LLC annually conducts employee training in the form of trainings, when a trainer is invited to the enterprise who conducts training for all employees of the company with a study actual problem. Conducting trainings with employees not only provides an opportunity 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 have become traditional. Such a joint pastime has a positive effect on the climate in the team and improves internal communication.

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

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

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

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

· The majority -83% - (26 people) are satisfied with intercompany contacts, which indicates a favorable atmosphere in the office.

rice. 3 Results of the analysis of intracompany 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 a wide reach of potential consumers;

Specialized magazines read by experts

· Telephone directories in Moscow and the Moscow region

Sending promotional brochures to potential buyers of services by mail

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

· Participation in specialized exhibitions.

Advertising media (message distribution channels) are chosen in such a way as to effectively reach the attention of the target audience. Moreover, the main criteria when choosing channels for the distribution of advertising messages is to ensure maximum coverage of the target audience, the cost of advertising with the advertising budget and the correspondence of the nature of the advertising message to the characteristics of the channel. In addition, the choice of advertising media is made in such a way as to provide the necessary geographical coverage of consumers and the desired frequency and form of presentation of the material.

Only systematic advertising work can bring results, and it is important that the contacts that arise are not separated from each other by too long periods of time: weekly contact is considered optimal, rare contacts are perceived as one-time and have very low commercial value, so advertisements are made weekly.

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

In general, the company uses the channel of personal communication to promote its product, considering it the most efficient and effective 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 this or that organization, the LLC collects all the necessary information (the need to purchase advertising space, the financial condition of the organization, and so on). Then, exemplary proposals are developed that may be of interest to the consumer, and the costs of its implementation are also 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 by the company of comprehensive European-class services. Market research shows that comprehensive service is the main requirement of corporate customers. Understanding this, LLC uses one-stop service as a sales promotion tool.

Over many years of experience in the Moscow region, the company has acquired many regular customers, communication with which is carried out by mailing:

informational letters with reminders and proposals for new services;

· invitations to exhibitions;

price lists with information about price changes;

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

Some bus stop pavilions host advertising posters consisting of several advertising modules of various sizes. Unlike the usual city-format, which is placed at individual addresses or small networks, posters are placed only in 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 advertising on the entire back wall both from the inside and outside, as well as placing advertising posters in plastic boxes next to the timetable or even above the yellow plate with the numbers of routes stopping at the stop.

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

There is a sales promotion 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 the discount becomes constant and its size is 15%.

There is another type of discount - when the discounts provided to customers depend on the number of purchased places for accommodation. These flexible discounts are provided on a case-by-case basis. In what place in Moscow and the Moscow region are the shields, from the period of their placement and the number of placements. 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 salesperson must have a good appearance, be able to communicate, take the interests of the buyer "close to heart", be interested in making a sale, have a desire to improve their skills; clothing and demeanor are important. Special attention is paid to this in LLC.

The LLC has implemented and operates a system to stimulate personal sales. Incentives for employees associated with sales were not made dependent on the results of their work, i.e. from the funds received by a specific employee from the sale of products.

4. CUSTOMER ANALYSIS ON THE COMMUNICATION ACTIVITIES OF THE ENTERPRISE

Conducting advertising research is primarily due to the fact that decisions in the field of advertising are made under conditions of risk and uncertainty. Advertisers are almost always faced with questions like: “Are the target markets and target audience chosen correctly? Do we really understand consumer needs? Are the people watching TV ads the same people they are targeting? Did advertising have any effect on sales?” These and other similar questions are often answered through research.

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

· Study of the effectiveness of the impact of an advertising message on the audience, the degree of its influence on people's behavior.

The study of the synergistic effect of the joint use of several media for advertising purposes.

These studies are primarily aimed at improving the effectiveness of advertising, reducing the risk of its implementation, better use of financial resources.

A 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, the level of perception of materials from socio-political and business publications devoted to real estate, recommendations from acquaintances, and publications on the Internet is high. The level of perception of direct advertising of specific options is low.

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

Active search. It lasts from 1 to 3 months. In the active search phase, the consumer evaluates different options, selecting suitable ones, comparing his needs and budget for the purchase with market offers. High acceptance of advertising and editorial content that emphasizes either a large assortment options, or originality of the proposal. At this stage of the purchase, the consumer filters out most of the options and leaves 3-4 for the final choice.

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

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

· 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, the places where crossword puzzles and other materials are placed that will be read with a high degree of probability. The upper left corner on the left side of the spread of the newspaper and in the upper right corner for the right are considered beneficial. But this is not all that needs to be done in order for advertising to be most effective.

in general and special purpose magazines: "Design and Architecture", "Food and Light Industry", "Landscape Architecture", "Construction and Architecture"

in the phone books "Moscow", "Moscow region"

3. Prepare and distribute print advertisements:

brochures

Television is the most versatile of the advertising media. It convinces desirable clients through effective demonstrations. Television makes it possible to influence the conscious and subconscious potential buyers the greatest number of ways.

The unique feature of television advertising is that it is characterized, firstly, by the combination of sounds and visual influences, and, secondly, by a huge compared to any other advertising medium, an audience that increases during the demonstration of television series. Television is not radio with pictures, as it may seem at first glance. Here it is especially important 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 commercial has a great idea that is presented to the viewer first and only then sound is added to enhance the impact on the viewer, and sometimes without sound.

As for the length of the video, experts in the study of the effectiveness of the impact of advertising argue that the best perceived and remembered is not a standard, minute duration, but one that lasts either 30 seconds or 2 minutes. Just like on radio, TV commercials only have 3 seconds to capture 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 in the same words or expressions at the end. As with all other advertising media, the use of humor in television advertising is of particular importance. At the same time, it is useful to remember that the main purpose of advertising is to encourage a purchase, and ultimately a sale. That advertisement is incorrectly worked out, the form of which is remembered better than the advertised content itself. Advertising on TV is useful mainly to those who intend to create the widest possible popularity 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 quickly saturate the mass market with a new product brand.

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 gaslight) panel with fixed or running inscriptions;

· There is an Internet site www. Parus-media.ru, which presents photographs of billboards, indicates their possible locations and provides contact information.

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

Nevertheless, a good design of a sound clip - the voice of the announcer, an entertaining and memorable text, a good sound background, musical accompaniment - make radio advertising quite effective. Here we should add such a significant point - almost round-the-clock broadcasting and background impact on the listener. The radio can stay on all day long in kitchens, in offices, in cars. Many radio stations, especially music ones, only broadcast music and news, news and music, and advertising in between. A person may not even hear it, however, somewhere on the fourth or fifth time the name of the company and its imprint fall into memory.

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

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

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

Before you advertise on the radio, you need to decide on a radio station or radio program. At the same time, it is important to take into account that radio listeners like to press buttons, choosing either one radio station or another. And this means that it may be appropriate to include advertising on several radio channels at once.

One of the most significant characteristics of a radio station is its audience reach. 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 rated FM stations in Moscow this summer were Russkoye Radio, Europe Plus, Ekho Moskvy and some others. Every day, 1,257,100 people listen to the radio station "Russian Radio", which is the coverage of the daily audience of this radio station. During the week, 2,419,700 people listen to Europa Plus 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 a 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 seeks to advertise on popular radio stations. At first glance, it would seem much more profitable to place a few advertisements on a radio station with a large audience than to pay for more advertisements on a radio station with a relatively small number of listeners.

SWOT - COMPETITOR ANALYSIS

Most modern markets are characterized as competitive. Hence the urgent need to study competition, its level and intensity, in knowledge of the forces and market factors that have the greatest influence on competition and its prospects.

A preliminary but obligatory stage in the study of competition in the market is the collection and analysis of information necessary, ultimately, to select competitive strategies. The completeness and quality of the information collected largely determine the effectiveness of further analysis.

The number and size of firms competing in the market determine the level of competition to the greatest extent. In principle, the intensity of competition is considered to be 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 especially large. However, this rule is not universal and always true from the position of the firm conducting market research. For a medium-sized company, such as Parus-Media LLC, the presence of even one major competitor can be a significant obstacle to successful sales.

Currently, the company considers Podmoskovye LLC and Moscow Region-Media LLC, which provide outdoor advertising services, as its main competitors.

SWOT(Strength, Weakness, Oportunity, Threats) - analysis of strengths and 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 mutual influence of the factors under consideration.

Table 7

Factors of competitiveness

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

Table 8

Transformation of indicators expressed in various units of measurement into a score

Table 9

Assessment of competitiveness factors

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

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 in which the competitive firm Podmoskovye LLC takes an equal position, which means that Parus-Media LLC needs to work to further strengthen its position in the market and pay more attention to those positions that can be surpassed by Podmoskovye LLC after some time.

CONCLUSION

The position of Parus-Media LLC in the services market is quite stable, but in order to strengthen the position of the company in 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 more customers, which means they will increase the company's profit and its professional growth:

1. You need to make a change in organizational structure firms - to create a marketing service that will take on the functions of studying the competitive environment and developing a clear marketing policy;

2. As the analysis showed, it is necessary to improve internal communications by maintaining additional forms of communication

3. It is necessary to change the attitude towards the formation of the image of the company, to make the company recognizable. A firm with a strong reputation ensures a constant volume of production and revenues that grow from year to year. A sustainable brand is remarkably durable, and this property translates into huge cost savings over time. Firms with a stable reputation provide higher prices in the market and good sales. In the competitive struggle of prices, they survive much easier than unstable brands. They have little to lose with the advent of a new "star" and quickly regain their credibility as soon as the element of novelty of the new product begins to weaken.

5. Following the dictates of the times - to develop and implement a new system for disseminating information through the Internet.

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

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Library advertising: definition, essence, main functions, legislative support. Internet advertising, electronic presentation. Experience in creating social outdoor advertising in Chelyabinsk. Features of the design of visual ways of transmitting information.

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Visual elements of advertising. Factors to consider when choosing visual elements. Identification marks, features of graphics and design. Advertising image and its visualization in advertising work on the example of an advertisement and outdoor advertising.

term paper, added 08/24/2010


Characteristics of advertising activities travel agency Fjord. Types of advertising and basic concepts of advertising activities. Design of business cards, flyers, billboard, web design and internet banners. Sketch design of advertising objects.

term paper, added 05/25/2015


Classification of means of promotion of goods on the market. The principles of compilation and the advantages of varieties of print advertising - advertorial, catalogs, brochures, booklets, leaflets, posters and announcements. Distinctive features souvenir advertising.

abstract, added 01/25/2011


Evaluation of the activities of the company "Pervaya pomosch". Analysis of the Russian national market in terms of threats and opportunities to work on it. Justification of the motives for the company's entry into the foreign market. Determination of a method for assessing the attractiveness of foreign markets.