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1. Marketing communications

In conditions modern business it is not enough for companies producing high-quality and relatively inexpensive products to simply monitor the quality characteristics of their product and maintain an acceptable price. To more successfully promote their product, organizations should attract as many buyers as possible to their product through original appeals, posting information about the product that would convince consumers that they need this particular product. Even the largest companies in the world cannot be 100% sure of the firmness of their positions in the market. It is not enough to attract customers to your product, you must constantly maintain their interest in your activities. That is why communication is the key to marketing.

Marketing communications is the process of transferring data about your products to the target audience.

The target audience- this is a group of current or potential consumers who can receive this information and are able to respond appropriately to it.

Many companies use the marketing mix tool to increase interest in their products. Marketing mix is a system for providing information, which consists of such elements as a product, the method of its distribution, the price of a product. These three components, together with marketing communications, make up the marketing mix.

It must be remembered that in order for information about the product to reach consumers and get used in their memory, marketing communications should be built on an all-encompassing, carefully thought-out marketing plan. Only in this case the company can achieve excellent results.

The purpose of marketing communications is to provide various target audiences with information about the company's marketing strategies by sending specific messages about their product, its cost, methods of sale, thereby causing consumers to become interested in this product.

There are 5 main elements of marketing communications:

1. Persuading and informing consumers. Any company is interested in bringing the maximum amount of information to the largest number of consumers as quickly as possible and convincing them that this product is exactly what they need. To achieve this goal, a variety of methods are used, for example, indicating on the package the telephone number of a single information service and the postal address so that consumers can express their opinion about the product; holding presentations or tastings (if we are talking about a food product), etc.

2. Goals. As a rule, the goals of marketing communications are to create a positive opinion about the organization and the product it produces, bring information to consumers, improve the market culture, etc. And of course, the ultimate goal of any marketing strategy is the most effective sale of goods and maximum profit.

3. Places of contacts. For successful functioning in the market, the firm must send its information to places where contact between the manufactured product and consumers is most likely. Such places can be very diverse: these are shops that directly sell this product, stalls in pavilions, and even rooms in houses where the consumer, sitting in front of the TV screen, can call the “hot line” and thus receive information that interests him. In any case, it is necessary that the appeal in any contact point works in such a way that the buyer decides to purchase this particular product.

4. Participants in the marketing process. Absolutely any people who contribute to the promotion of the product in any way can be participants in the marketing process. In a word, it can be sellers, promoters, employees of the organization, dealers, suppliers, and even an ordinary buyer who bought a product and shared his joy with a neighbor.

5. Communication appeals. Communication calls can be planned and unplanned. Planned messages include advertising, service, franchising, personal selling, souvenirs, sales promotion, public relations. Unplanned appeals include all the rest, not provided for by the marketing plan.

From the book Marketing author Loginova Elena Yurievna

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

What is Marketing Communications?

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

The concept and essence of marketing communications

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

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

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

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

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

The relevance of marketing communications

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

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

Types of communications

Marketing communications include several types:

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

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

Marketing communications system

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

Main elements

Product concept development is at the core of demand creation and satisfaction, as are price determination, delivery to retail outlets and sales, as well as various promotional methods. It is these components that fall under the definition of the marketing mix and are elements of marketing communications.

Complex and model MK

The components of the complex are four means of influence: advertising, propaganda, sales promotion and personal selling.

The complex is formed from the types of marketing communications and involves a system for the implementation of actions according to the standard model of information transfer.

The fundamental elements of the communication model are:

source of information (company establishing a connection with the market);
information (what the company wants to convey to the consumer);
information encoding;
communication channels;
addressee or target audience;
decoding (consumer response).

Encoding of information is carried out for the most profound work with the human mind and is formed from additional symbols, images and texts.

Tools

The main tools of marketing communications are:

package;
souvenir products with brand symbols;
business negotiations;
after-sales service (carried out after the sale of the goods);
personal selling;
use of promotional materials at points of sale;
unplanned calls.

Channels

Communication channels are necessary for the effective organization of the transmission of a ready-made message to the audience.

The standard types of channels are:

Personal - aimed at obtaining a positive expert opinion, disseminating this opinion among highly specialized circles. Experts are attracted through exhibitions, presentations, press conferences, as well as direct transfer of products to the expert group.
Non-personal - based on the transfer of a message without personal participation and involve the use of the media, interiors and specialized events. The interiors are aimed at creating a general visually favorable picture, with the help of which the client can draw a conclusion about the success and solidity of this company. Special events are aimed at creating and maintaining the image, this includes participation in charity, the organization of narrowly focused thematic forums, conferences, seminars.

The choice of channels depends on the characteristics of the target audience, the format of the information provided and the budget.

Marketing communications functions

MK have only three complex functions:

Informational.
Expressive.
Pragmatic.

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

Goals

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

Additional goals are:

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

Strategic objectives of marketing communications

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

Stages of development of marketing communications

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

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

How to analyze marketing communications

The analysis is based on:

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

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

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

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

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

One of the most important aspects identified in the course of the analysis is the indicators of the additional level of sales due to the implementation of the communication campaign.

Methods for evaluating effectiveness

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

Among the assessment methods are:

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

Marketing communications examples

At the enterprise

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

In the Internet

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

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

In tourism

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

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

In the service sector

This area involves the use of advertising and sales promotion.

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

What does a marketing communications manager and department do?

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

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

Public relations in the system of marketing communications

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

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

What does the impersonal nature of marketing communication mean?

Factors that determine the impersonal nature of MC are:

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

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

How does direct marketing work in the marketing communications system?

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

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

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

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

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

Basic concepts

Brand. Intracompany advertising. Exhibition marketing. Direct marketing. Image. Image advertising. Integrated marketing communications. Informational advertising. Communication process. Communication strategy. Personal sale. Marketing communications. Reminder advertising. Public relations. Publicity. Personal sales. preventive advertising. Promotion. Propaganda. Explanatory advertisement. Advertising. Advertising slogan. Sales promotion. Incentive advertising. Trademark. Persuasive advertising. Package. Marketing communications management. Form style.

Introduction

Marketing has been developing quite rapidly over the past time, which has increased its role as one of the integral, and in some cases, the main components of any enterprise, in almost any field of activity. Along with this, the role of marketing communications, which are experiencing a revolution, has also increased.

By F. Kotler's definition, Marketing communications are the means by which firms attempt to inform, persuade and remind consumers, directly or indirectly, of their products and brands.

Marketing Communications Management – purposeful activities of the company to regulate market stability through information technology.

Marketing communications perform a number of functions that allow consumers to be informed about goods and services, and producers about the needs of consumers. Today, the activity of individuals, groups and organizations directly depends on their awareness and ability to effectively use the available information. In the information society, not only production will change, but the whole way of life, the system of values. The main difference of the modern market is that information and knowledge move in both directions: from the seller to the consumer and from the consumer to the seller. The development and spread of new technologies, the trends of globalization and informatization, the increase in the number of market alternatives have led to the transition of society from the industrial type of development to the information one. In life modern society In the modern economy, information, systems and technologies for its collection, analysis and impact on the audience are becoming increasingly important.

Thus, on present stage development of marketing communications are one of the main mechanisms for overcoming problems and accelerating the promotion of goods or services from the manufacturer to the final consumer. The timely use of elements of marketing communications directly affects the results of commercial activities and the effectiveness of marketing as an integrated system for organizing the production and marketing of products, built on the basis of preliminary market research on customer needs.

Communication theories

Disclosure of the main content of communication in marketing requires the use of an appropriate conceptual apparatus. Marketing communications are easier to understand if we consider the nature of their two constituent elements - communications and marketing in historical development.

An analysis of the definitions of marketing, as well as the main marketing concepts (Table 6.1), allows us to conclude that for a long time marketing was associated primarily with a market form of exchange, where the market often considered

Table 6.1

The role of communications in marketing concepts

Marketing concept	Basic principles	The role of communication
Production improvement	This concept states that consumers prefer accessible and cheap products.	Limited to informing about the price and the place where the goods can be purchased
Product improvement	Based on the fact that consumers prefer products that offer the highest quality, performance and characteristics	Limited to proving that the item is of superior performance
Increasing commercial efforts	It comes from the fact that consumers are characterized by a certain purchasing inertia and even resistance - the organization must introduce an aggressive sales policy and intensively promote its products to the market	Focused on getting the effect in the form of a sale
Marketing	The key to achieving the goals of the organization is to determine the needs and requirements of target markets and satisfy customers in more effective ways than competitors	Communication is focused on the consumer and is aimed at convincing the consumer that this product will best meet his needs.
Socio-ethical	The underlying idea is the need to meet the needs and requirements of the consumer in more efficient ways than competitors while maintaining and strengthening the well-being of the consumer and society as a whole	Communication is focused on the need to explain to the consumer the benefits that he derives from the product, as well as the disclosure of the social role in the activities of the organization

Xia from the neoclassical point of view - as a large number of exchanging parties, for which the subjects have all the necessary information, and prices encourage action.

An analysis of the definitions of data marketing in various sources also showed that communications were given a secondary role, and more attention was paid to the consumer and the organization of marketing management.

According to the definitions committee of the American Marketing Association (AMA) marketing- this is one of the types of creative management activities that promote the expansion of production and trade and increase employment by identifying consumer needs, organizing research and development to meet these needs; marketing links the possibilities of production with the possibilities of selling goods and services, justifies the nature, directing the scope of all the work necessary to make a profit as a result of selling the maximum amount of products to the final consumer.

AT this definition all actions in marketing are aimed at achieving the maximum benefit of the manufacturer through the comprehensive satisfaction of the needs of end consumers.

The focus on the consumer is also reflected in a later definition given by the AMA, which interprets marketing as a process of planning and managing the development of products and services, pricing, promotion of goods to buyers and sales, so that the variety of goods thus achieved leads to the satisfaction of the needs of both individuals, organizations, and society as a whole.

Such a comprehensive view of marketing, fixing attention on certain types of its activities, is accepted by marketers in many countries, and not only by American specialists.

As defined by the UK Marketing Institute marketing is the main function of the administrative staff, which is to organize and manage the entire complex entrepreneurial activity associated with the assessment of consumer demand, turning it into a real demand for a product or service, as well as with the promotion of a product or service to a consumer or client in order to achieve intended profits or other goals.

Only over time, as marketing developed, a number of researchers (supporters of the social process) began to pay attention to the role of communications in marketing. According to F. Kotler, marketing - it is a social process aimed at meeting the needs and requirements of individuals and groups by creating and offering goods and services of value and exchanging them with other people.

The initial assumptions of the supporters of this approach are that not only the seller and the buyer, but also large and small social groups enter into interactions. That's why marketing is a system that allows you to build communication with environment. Supporters of this approach see marketing as a social process, noting that its functions are to ensure high living standards.

It is interesting to develop an understanding of the term "communication", its essence and content.

The term "communication" has several meanings.

1. Communication path, communication line ( Dictionary Russian language S. Yu. Ozhegov).
2. The process of exchanging information using verbal and non-verbal means in order to convey and understand the communicating subject and personal meaning of messages (Psychological Dictionary).
3. The mechanism by which the existence and development of human relations becomes possible (Charles Cooley, the founder of American sociology).
4. The process, as a result of which an unambiguous perception of the communication message by the subjects, sending and receiving it, should be achieved.
5. The transfer of information from one person to another, one of the ways an individual brings ideas, facts, thoughts, feelings and values to other people.

Compared to the above definitions Marketing communications is a broader term. In relation to the market, to the methods of managing the market behavior of organizations, the concept of "communication" goes beyond the simple speech communication of people and the transfer of information from person to person. And the goals of marketing communications will be different, as they contain the idea of communication with potential consumers. J. Rosiger and L. Percy identify four possible goals of communication:

1) the need for a product category;
2) brand awareness;
3) attitude to the brand;
4) intention to make a purchase.

Communication process is the method by which a sender's message reaches the recipient. This process, regardless of whether the interlocutors are talking, exchanging gestures or communicating by e-mail, always includes seven steps. An effective communication process has eight steps (Figure 6.1) because it is two-way. Two-way communications provide a high degree of satisfaction for the sender and recipient, minimize distortion, and significantly increase the reliability of messages.

Step 1.The birth of an idea. At this stage, an idea is born that the sender would like to convey to the recipient, without it there can be no message itself, which means that the rest of the steps do not make sense.

Step 2Coding. Here the idea is encrypted (transformed into a form convenient for transmission) with the help of suitable words, diagrams, and other symbols used to convey information. At this stage, the sender determines the method of transmission, the most appropriate order of words and characters.

Step 3Broadcast. After the form of the message is determined, it is transmitted. The sender selects a communication channel. The sender also seeks to "clear" the communication channel from barriers or

Rice. 6.1. Structure communication process

interference so that the message is sure to reach the recipient and attract his attention.

Step 4Receipt. At this stage, the initiative passes to the recipient, who must tune in to the perception of the message and accept it. In cases where the addressee is not ready to receive the message, its content is largely lost.

Step 5 Decoding. This process is known as "bringing" the message to the recipient. The sender strives to ensure that the recipient adequately perceives the message, exactly as it was sent. For example, if the sender "transmits" a square, and after decoding it turns out to be a circle, then the message was received, but understanding could not be achieved.

Understanding can only be realized in the mind of the recipient. The communicator can get the other party to listen to his message, but has no ability to make him understand it. Understanding the received message is the exclusive prerogative of the recipient. Communication cannot be considered successfully completed until understanding arises.

Step 6 Adoption. Once the recipient has received and decrypted the message, they can accept or reject it. Acceptance is a matter of choice and inclination; so it is the recipient who decides whether to accept the message in whole or in part. The factors influencing the decision depend on the recipient's perception of the message's credibility, the authority of the communicator, and the intended use of the message.

Step 7 Usage. Here the information is used by the recipient, who may not respond to the message in any way; complete the task as directed; save the information for the future or do something else. This step is decisive and depends primarily on the addressee.

Step 8 Providing feedback. In the event that the recipient understands the message and responds to the sender, a feedback occurs between them, closing the communication loop, since the parties exchange information.

Bilateral communications, formed in the presence of feedback, involve a dialogue between the recipient and the sender. The result is an evolving game situation in which the sender can (and must) adjust his next message in accordance with the response received. The sender always needs feedback (because it is she who allows you to know whether the message is received, whether it is correctly decoded) and must make every effort to establish it.

Thus, the structure of the communication process must meet certain requirements to improve the effectiveness of marketing communications.

The following conditions for the effectiveness of marketing communications are distinguished:

goals of communication. The transmitter of the message must clearly know what audiences he wants to reach and what type of response he wants to receive;
message preparation. It is necessary to take into account the previous experience of users of the product and the peculiarities of the perception of messages by the target audience;
channel planning. The transmitter must convey its message through channels that effectively communicate its messages to the target audience;
message effectiveness. The transmitter should use feedback signals to evaluate the response of the target audience to the transmitted messages.

Communications can be classified according to the following criteria.

By goals allocate communications aimed at achieving quality and quantitative indicators, such as market share, sales volume, brand awareness, loyalty of old customers, etc. When setting goals, specificity requirements must be observed ( S), measurability ( M), consistency ( BUT), relevance ( R) indicating the deadlines ( T) – model SMART. The goals set for communication determine the evaluation of its effectiveness.

By way of communication they are divided into personal (direct) communications and mass (non-personal, impersonal).

Personal (straight) communications are set and sent to a specific representative of the target audience. The criterion for classifying communication as personal is the possibility of direct communication and feedback. Such communications can be:

personal face-to-face– carried out in the personal presence of the sender and recipient of the message;
personal correspondence- media, channels for communication are used (telephone, Internet connection, etc.).

Mass (impersonal, impersonal) communications directed at all consumers or their individual groups.

However, some types of communications can be classified simultaneously as personal and non-personal, depending on the individual characteristics of their use. For example, the Internet provides both the possibility of advertising (a non-personal form of communication) and the possibility of personal communication through communication by e-mail, on forums, questioning visitors, etc.

By direction communications are divided into two types:

1) internal - in general view there are the following typical elements of internal audiences: founders, shareholders, top managers, managers, employees, the company as a whole;
2) external– communication with external environment, which includes the following elements of the marketing system: partners, intermediaries, suppliers, investors, government agencies, financial sector, sponsors, community (local, regional, national), media, competitors, customers, consultants (those who can recommend a product, a company to a customer, refer a customer to a company), purchase decision makers, etc.

By degree of awareness allocate communications:

planned by the sender (conscious);
unplanned by the sender (unconscious).

All employees of the firm, and first of all those who directly deal with customers, are sources of transmission of unscheduled information. Although marketing communications professionals should not always be held accountable for these unplanned messages, they should still anticipate and eliminate messages that are inconsistent with the overall communication strategy of the firm, and also stimulate the dissemination of information that fits into this strategy.

By means of influence(communication tools) marketing communications are divided into the following types: advertising, public relations (public relations - PR), sales promotion, personal selling. Some modern sources add direct marketing to this ( direct marketing) and methods btl.

Public relations- this is a systematic ongoing activity to ensure equal information interaction and through this mutual understanding between the organization and its public.

Sales promotion includes all types of marketing activities aimed at stimulating the actions of the buyer, in other words, capable of stimulating the immediate sale of the product.

Play a significant role in the promotion of goods personal (personal) sales, who are for recent times are increasingly used as an effective means of promotion and sale. Personal selling is personal (face-to-face) communication in which a salesperson attempts to persuade potential buyers to purchase a company's products or services.

Marketing communications

Marketing communications and their types

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

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

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

ü Formation of brand or company fame;

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

l Formation of primary demand for products;

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

l Stimulation of buyers to purchase the product;

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

b Other information purposes.

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

There are the following types of marketing communications:

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

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

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

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

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

Stages of developing an advertising campaign (SI)

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

What media should be used?

The following main stages of development can be distinguished advertising campaign.

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

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

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

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

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