Short-term incentives to encourage the purchase or sale of a product or service, as well as various non-recurring sales efforts that are not part of the standard promotion procedures (advertising, personal selling, propaganda).
What are the goals of product promotion in the enterprise of the printing industry?
The overall goal of promotion is to stimulate demand, i.e. increase or maintain demand at the same level (in case of its fall). However, this general goal can be broken down into two particular goals.
The goal, or end point of the promotion, is to sell the publication. Promotion objectives are specific ways to achieve a goal.
Determining the objectives of promoting a particular publication is impossible without taking into account the two basic rules of promotion.
Rule 1. Product orientation rule: the main objectives of promotion should correspond to time periods that play an important role in the life of the publication itself, i.e. stages of the publication life cycle.
At the stage of bringing the publication to the market, the main task is to inform the consumer about the new publication in order to create primary demand. During the growth stage, the main task is to convince consumers to prefer the enterprise edition in order to create selective (selective) demand. At the stage of maturity, the publication is already well known to the market, has gained a strong position on it, hence the emphasis in promotion is shifting to reminding consumers about the publication in order to support existing demand. During the recession phase, there are two paths: either remove the product from the market, or modify it to cause a "second wave" of the life cycle. In this case, the task of consumer information to create a new primary demand for the modified product again comes to the fore.
Rule 2. Consumer orientation rule: the main objectives of promotion should correspond to the degree of readiness of the consumer to perceive the product. There are several degrees of readiness of the consumer to perceive the publication.
The bulk of potential consumers (that is, those for whom the publication is intended, and those who can buy it) may know absolutely nothing about it. Therefore, the task of advancing at this stage will be consumer information that the publication exists. Need to create awareness about the publication and achieve at least recognition by consumers of the name of the publication and the enterprise producing it. To achieve such awareness, repeated and very simple appeals are needed, in which the name of the publication and (or) the enterprise is repeated.
The bulk of potential consumers could hear only the name of the publication or the company that produces it, but know nothing more than this about the product. In this case, the promotion should form certain edition knowledge. The mission of the enterprise will be informing consumers about the characteristics of the publication, its purpose and conditions of sale.
The bulk of consumers know the edition. However, this knowledge can lead to both a benevolent attitude towards the product, and vice versa. Therefore, it is necessary to find out what feelings the bulk of potential consumers have for the publication. The task of the enterprise building positive attitude towards publishing by persuading consumers that the product fully complies with their tastes and requirements. If it turns out that a negative attitude has formed towards the publication and consumers avoid buying it, then before conducting a promotion campaign, the reason for this unfavorable attitude should be clarified. It is possible to single out external and internal reasons for such an attitude. The "external cause" is the wrong knowledge formed by consumers at the previous stage. In this case, the goal of the enterprise will be formation of correct knowledge, and the task informing consumers about the actual characteristics of the publication. The "internal cause" is the actual shortcomings of the publication. Agree that continuing to convince the consumer of the merits of the publication in this case will inevitably lead to a drop in confidence not only in this publication specifically, but also in the enterprise as a whole. It is clear that you must first correct the shortcomings, and then continue to convince the consumer that the product is fully consistent with their tastes.
The bulk of consumers may favorably relate to the publication, but give preference to competitors' products. Therefore, the purpose of the printing industry enterprise is to form consumer preference, and the task is to convince the consumer of the advantage of the publication in terms of its quality, value and technical specifications, design.
The majority of potential consumers may prefer an enterprise edition to all other editions, but consumers may not be completely sure whether they need this product at all. In this case, the purpose of the promotion will be the formation of consumers' conviction, and the task will be to convince consumers of the vital necessity for them of this publication.
Potential consumers may have the necessary conviction, but never get around to making a purchase. The purpose of promotion is to push the consumer to making a purchase. The tasks at this stage can be: to maintain the intention to make a purchase (a reminder of the product), to convince consumers to buy the product right now, without putting it off until tomorrow, to inform consumers about additional incentives to purchase the publication (price discounts, credit sales, purchase rewards, warranty obligations, an offer to try out the goods for a certain period for free).
The fact that the consumer has a certain image of the enterprise (i.e. image) facilitates the recognition of the goods of this enterprise and, consequently, their choice.
How is the image of the enterprise formed?
After defining the goals and objectives of the promotion, it is necessary to develop promotion strategy. To do this, you need to clearly identify the target audience.
An important task of communication policy is the development of a promotion structure. - a specific combination of types of promotion (advertising, personal selling, sales promotion and propaganda) in the complex of promotion of goods. Very rarely any enterprise uses only one of its types in its promotion complex. A printing company issuing a new publication may, prior to the start of the subscription campaign, advertise both in a newspaper (magazine) and on television, may organize favorable responses in the press (propaganda), print a subscription form in a newspaper (magazine), or announce to increase the retail price at constant subscription prices (sales promotion), may organize specialized kiosks for the sale of this particular publication or hire “lotossels-distributors” of the product (personal selling). To correctly determine the promotion structure, it is necessary to determine the positive and negative sides every type of promotion.
The long-term success of a publication often depends on strong advertising support. The enterprise of the printing industry must create the basis for the reputation of the publication; convince advertising professionals that the publication they are promoting to the market really has special advantages for a particular target market. To achieve the main goals of advertising, it is necessary that the image of the product be combined with its benefits for consumers.
Important in the overall marketing strategy is the decision on the place and time of advertising the publication. There are three important components to consider when planning and organizing an advertising campaign: branded advertising, product specific advertising, and sales promotion advertising.
Planning a Personal Selling
In addition to the listed methods of promoting the book, one can also note specialized television programs, where the book is presented as a unique work, and the most interesting content is described. The unobtrusiveness and professionalism of such a story serve as the best advertisement for a new book.
The enterprises of the printing industry and special literary releases on popular radio stations are actively used.
Promotion of the book is one of the most important factors for its successful sale in the market.
The Moscow publishing house "AST" published in the section "Fantasy and mysticism" a series of books called "Coordinates of Miracles" with a total circulation of 31 thousand copies. The marketing department of the publishing house decides on advertising this series in the weekly "Book Review" and participation in the upcoming international book fair.
Initial data.
The budget for promotion is $2000.
1 strip - $1640,
1/4 strip - $510,
5% for the production of the layout.
The average circulation of the newspaper is 20200 copies.
2. The 7th International Book Fair will be held in Rostov-on-Don on February 23-25, 2001.
Service cost:
1) The cost of one square meter of equipped area is 100 USD.
2) The cost of one square meter of unequipped area is 60 USD.
The minimum area is 4 square meters.
3) Participation in absentia in the design of the stand - 100 USD.
5) Trading firms, but not publishing books, are given a 40% discount on the cost of participation.
6) Accreditation of each representative - $75
7) Cost of hotel accommodation per day: single room - 150 rubles, double room - 220 rubles.
It seems inappropriate to publish advertisements on a whole page, since the reader's attention may be scattered due to the large format (A3). Most popular for introducing new books using annotation elements and a 1/4 page cover image. This ad size does not seem cumbersome and allows you to place a sufficient amount of information.
As a rule, about 1.5% of the readership will really be interested in the ad, i.e. about 300 people. Thus, the useless audience will be: 20200 - 300 = 19900 people.
2. Participation in the fair
Full participation in the fair will require the following costs:
1) Mini-office equipment: 100x4 = $400.
3) Accreditation of representatives (usually at least three people): 75×3 = = $225.
4) Travel expenses ($200 per person): 200×3 = $600.
Total amount: 400 + 60 + 225 + 600 = $1285.
Suppose that about 500 trading firms will participate in the fair. Of these, perhaps 15% will be interested in company books, ie. the useful audience will be 500 × 0.15 = 75 firms.
Thus, when calculating the cost of effective advertising and effective participation in the fair, the latter turns out to be almost 10 times more expensive. However, it provides an opportunity to speak face-to-face with representatives of bookselling companies and speeds up the process of concluding contracts and agreements with them and with new customers, i.e. gives faster returns.
The total cost of promoting the Coordinates of Miracles series will be: 535.5 + 1285 = $1820.5.
The amount received does not exceed the planned budget for promotion ($2000).
The presence of numerous means of communication provides the enterprises of the printing industry with the opportunity to choose the most effective and cheap ones for promoting their publication. Advertising, personal selling, sales promotion, propaganda create the image of the enterprise and make its publication known. Indirect or direct communication with the consumer through promotion tools allows you to increase sales, gain a large market share, interest sales agents, etc. The choice of promotion method is based on the features of the promoted publication and the size of the promotion budget.
The features of such a product as a book do not allow the use of commercials and slogans with short slogans for its promotion, since the decision to buy a book is based on a more detailed acquaintance with it. This exposure occurs through bookstores, catalogues, specialized television and print publications, fairs, exhibitions and other promotional methods used in the book publishing business.
For any service sector enterprise, one of the main tasks is the formation and stimulation of demand for services in order to increase their volume, increase efficiency and increase income, which is the result of the enterprise's activities. It is this goal that the communication policy of the company is designed to meet. In various literary sources devoted to this issue, there are elements with the help of which the communication policy is carried out in the organization: public relations, advertising, in its most diverse forms, incentive measures and personal (personal) communications. Some communication professionals in recent times allocate one more - the fifth direction - Collateral - with waste materials and activities, that is, additional funds for solving various problems of market activity. These include, in particular, print advertising, films, commercial exhibitions, design of points of sale. This direction is developing rapidly, but is not as important as the other four.
Western companies to some extent successfully use all these means to achieve various goals. Each of them has its advantages and disadvantages, depending on the goal to solve a particular problem. Based on this, I would like to describe each of the main four means of communication policy and highlight their main differences, advantages and disadvantages.
If you look at the elements of the promotion complex from the standpoint of the volume of investments, then advertising will come first, followed by sales promotion, personal communications and public relations. However, from the standpoint of the formation of an effective communication strategy, the scheme looks different. The foundation of the communication policy is the formation public opinion, for which PR is responsible. Purposeful formation of public opinion plays an important role in the coordination of actions within the framework of communication policy. By forming a certain public opinion that meets the strategic goals, the organization creates in external environment conditions conducive to the implementation of functional tasks assigned to the promotion complex as a whole. Therefore, the activity of forming public opinion is primary in relation to other elements. It can start earlier in time, coincide, integrate with other types of communication activities, but it can never start after them.
The goals of public opinion formation activities underlie any communication policy and therefore form its basis. These goals belong to the category of strategic and long-term ones, but at the tactical level they can be successfully implemented not only by means of direct formation of public opinion, but also by means of advertising, personal communications, and sales promotion.
Sales promotion, unlike advertising, which only acquaints the buyer with the service, on the contrary, brings the service closer to the buyer. Sales promotion methods include: financial incentives (discounts, money back guarantees, free products or services, bonuses, coupons, etc.), use of packaging, promotions, service policies, lotteries and sweepstakes, as well as participation in exhibitions or fairs and corporate identity of the company.
Personal communications include the possibility direct dialogue between the seller and the buyer and the establishment of a long-term relationship of purchase and sale. This type of communication policy has its undoubted advantages: the seller establishes personal contacts with consumers, at the same time, personal, individual work is carried out, it helps, for example, to maintain a customer database with detailed information, which, in turn, enables the organization to clearly and clearly see your customers and understand them.
Until now, service organizations have been inferior to manufacturing firms in terms of the intensity of use of communication technologies. A large number of service firms are very small (hairdressers, workshops, dry cleaners) and find, in particular, marketing and PR too expensive. Other organizations (colleges, hospitals) have been in very high demand for a long time and did not need additional efforts until recently. Others thought that it was unworthy to use such means.
The most successful service companies focus on both their employees and their customers at the same time. They understand well the importance of the service-profit chain, which links a company's profits in the service industry to employee and customer satisfaction. This chain consists of five links: a reasonable profit from the alkali settlement and its growth, satisfied and loyal customers, an increase in the value of the service, satisfaction and high work efficiency of the staff, internal quality of service.
Thus, achieving high performance starts with caring for those who care about customers. All this means that communication in the service sector requires more than in the industrial spheres based on the three "P": people, physical environment, process.
Why is it so important for organizations working in the service sector to introduce elements of a communication policy in their work, and also with special methods that are different from the sphere of goods and bullying?
As the practice of developed countries shows, with the complication of production and the saturation of the market with goods, the demand for services is growing. In our country, the service sector is ahead of the manufacturing sector in terms of growth and the emergence of new types of services, in adapting to the needs of the market and consumers. For organizations working in the service sector, it is important to understand the nature and essence of services, to take into account their specifics in communications management.
Features of the services market, as well as the specifics of the services themselves - their intangibility, unsuitability for storage, variability in quality and invisibility of production and consumption - determine the features of the communication policy of the service sector. It is designed to help customers evaluate the services of a service organization and make right choice. But since what is being sold to the client is something that does not have a material form, the sale process becomes much more complicated.
So, if we analyze all the above factors, then the need to build a three-level communication model follows. In organizations working in the service sector, it is extremely important to develop a system of external, internal and two-way (interactive) communications.
Internal communications is part of the service process, in the field of creating quality service delivery. They aim to control the quality of work of employees, effective training and motivation of employees working with clients, as well as all service personnel to work in a team and ensure customer satisfaction. In fact, internal communications should take precedence over external ones. It makes no sense to tell the public about the high quality of the service until the staff is able to provide it.
Interactive communications (two-way or interaction communications) create opportunities to serve the buyer of a service on an individual order, with a focus on his personal requirements and needs.
Two-way communication means that the perception of the quality of the service depends to a large extent on the quality of the interaction between the consumer and the company's counterparty in the process of acquiring the service. In the process of buying a product, it often does not matter how one or another product was purchased. However, in the service industry, the quality of service depends on both the service provider and the quality of delivery. Effective interaction between the supplier and the consumer has great importance for the satisfactory provision of the service. The client judges the quality of the service not only by its technical data, but also by functional characteristics(or care, keep confidential information, was the staff polite and attentive). Each interaction is a kind of "moment of truth", because the client has a certain impression not only about a particular service, but also about the organization as a whole.
An analysis of the service market allowed Western researchers to identify 3 specific groups of consumers: customers are very sensitive to service; customers who choose service providers according to their needs; customers who focus on amateur performance in the service sector.
So, the three internal components that form the firm's service standard are personnel, process and environment.
Thus, communication in a service organization helps to satisfy the desire of employees to work in a team and ensure customer satisfaction.
External communications make it possible to form a favorable information field around the organization, clearly direct information flows to the addressees and develop measures to promote services in certain segments. First of all, they provide information to the company in the media, which aims to popularize it and form a favorable image among the general public.
Thus, the factors contributing to effective communications in the service sector are: the skill and experience of employees; high quality of services; individual contact with clients; orientation to the consumer, his requests and wishes; advantageous location; good material base (personnel, conditions, equipment); a range of additional services; effective advertising favorable conditions for the sale of services; famous name; developed network of branches.
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Effective customer communications have become key to the success of any organization. In the modern conditions of the functioning of the domestic economy, ensuring the competitiveness of an enterprise is possible only if there is an effective communication policy linked to common strategy enterprises, as well as with the main marketing tools, since the lack of a unified strategy leads to uncertainty in relationships with resellers and buyers of the company's products.
Communication policy is a purposeful activity carried out in the interests of the company to inform the consumer about the company and its products.
Communication policy includes:
Promotion is any form of action used by a firm (organization) to inform, persuade, and remind people of its products, services, images, ideas, social activities, or impact on society. Prospectively developed types of promotion are currently personal sales, public opinion formation, advertising and marketing. various forms sales promotion.
Personal selling is a type of promotion of goods and services, including their oral presentation to potential buyers for the purpose of sale.
Public opinion generation (PR) is the non-personal stimulation of demand for a product or service by placing commercially important news in periodicals or receiving favorable reviews on radio, television, or the stage that is not paid for by a particular sponsor.
Sales promotion is any form of product promotion that is not advertising, personal selling or public opinion formation. All of the above determines the relevance of this topic.
When creating products, an enterprise needs to establish a relationship with its target market, ensure communication with consumers, intermediaries and other market partners. Defining the system marketing communications, it is necessary to point out the existing differences in terminology found in the economic literature.
So, for example, in Soviet economic literature, the abbreviation "FOSSTIS" was used for a long time to define the very concept of "system of marketing communications", which means the formation of demand and sales promotion.
In the scientific works of American economists, the term "promotion" appears. As an example, let's use the definition given by Kurtland Bowie: "promotion is a set of various methods of stimulation used by companies in interaction with target markets and the general public."
Well-known American marketers Evans J. and Berman B. define promotion as “any form of messages used by a company to inform, persuade or remind people about their products, services, images, ideas, social activities or impact on society” 1 .
The process of transferring information about the product to the target audience is called marketing communications. We note right away that no firm can act simultaneously in all markets and at the same time satisfy the needs of all consumers at once. On the contrary, an enterprise will prosper on the condition that its activities will be oriented to the market whose customers are more interested in its marketing program. These customers will be called the target audience - a group of people who receive marketing messages and have the opportunity to respond to them.
Managing a complex system of marketing communications is an integral part of the activity of a modern company: maintaining communications with intermediaries, consumers and various contact audiences. The former also maintain communications, in turn, with their consumers and various contact audiences. As the main method of communication, consumers use oral - rumors and rumors. At the same time, each group maintains communication feedback with the others.
Communication is a key factor in marketing, which determines the significance of research 2 .
Each of us is a customer who buys daily bread, milk, taxi services and so on. From the hundreds of available offers, we choose the right one according to criteria known only to us, some acquisitions, which make up about 10% of the bulk of goods and services, we make spontaneously. The main preference of the average buyer: the best manufacturer. This criterion is completely guided by the pre-established image of certain companies and the idea of the superiority of the goods of this company over others similar. If such an opinion has formed spontaneously, it will not always be favorable for the company. Therefore, an enterprise should take care of its image in advance and create a certain opinion about the prestige of its products on its own by developing and competently implementing a policy for promoting goods and services, which is the communication policy of the company. It is formed through the use of such means of communication as:
Personal selling;
Sales promotion;
Public Relations.
All this, in turn, forms a complex of communications (an incentive complex). Its correct combination ensures effective promotion of goods, carried out due to the perception of messages by the subjects, their senders and receivers 3 .
The communicator, that is, the source of the message, is the enterprise that determines the goals of communication, develops the message and encodes it for transmission to recipients. For example, the information may be enclosed in a commercial broadcast on television. There are several commercials of similar content (as well as other messages), and they compete with each other. Competition creates certain interference in the receipt of messages by clients, which is called noise.
Having received the communicator's message, the consumer decodes it:
Familiarization with the message (awareness);
Interpretation and evaluation (understanding);
Saving in memory (storing) 4 .
Thanks to the decoding of the message, the consumer receives a complete perception of the actually described object, as a result of which he makes a decision. However, it does not always correspond to the goals set by the enterprise. One of the most commonly used approaches to evaluating the effectiveness of communications is to establish the degree of awareness, understanding and memorization of the transmitted messages 5 .
The formation of a communication complex and the implementation of a communication policy by an enterprise is a relatively young and promisingly developing direction of its activity. Enterprises currently face a number of problems related to the sale of their products, which in turn require a detailed analysis of the state of the consumer market and correct conclusions regarding successful interaction with consumers to sell their products. Ensuring the specified interaction is carried out by the enterprise within the framework of its communication policy. Thus, the communication policy of an enterprise is understood as a clearly defined set (complex) of measures, means and methods aimed at achieving targets for generating demand and stimulating the sale of manufactured products. This policy is enforced in a rich environment for a given period of time and at an upper-bound cost. It is a system of rules and methods used by an enterprise in its communication activities to achieve commercial goals 6 .
The main goals of the company's communication policy are the formation of demand for manufactured products and the promotion of its sales. The achievement of these goals in practice occurs through such techniques as informing, persuading, reminding (Fig. 1).
The purpose of the communication policy - the formation of demand for manufactured products includes: the formation of a favorable attitude towards the enterprise; formation of a favorable attitude towards the brand of the enterprise; maintaining good relations between the enterprise and the public; creation of a favorable atmosphere around the activities of the enterprise; promotion of positive experience and traditions of the enterprise; formation of new buying habits and needs; formation of conviction in the need to purchase the products of this enterprise; formation of preference for this brand; stimulating repeat purchases and maintaining constant sales.
Figure 1 - Scheme of the movement of the enterprise communication policy chains
The choice of one or another private goal depends on such factors as the specifics of the enterprise; characteristics of the target market; features of the products; recipients of communications; specific market conditions.
To achieve the above goals, the enterprise has to manage a complex system of communications.
Suppliers provide the enterprise with raw materials, materials, equipment and other resources. When contacting suppliers, the company mainly uses such a means of communication as advertising. Communications are carried out for the purpose of cooperation on a mutually beneficial basis.
Contact audiences include government bodies, the media, social groups, local residents and other groups that form public opinion. Communication is carried out mainly through image advertising, public relations, participation in exhibitions and fairs. As a response, the enterprise expects from the contact audience to promote its activities, form and maintain a favorable image of the enterprise.
Intermediaries include not only resellers, but also transport, financial, banking organizations, as well as advertising agencies, agencies marketing research etc. This addressee is also an intermediate link in the communication of the enterprise with its consumers, as well as with contact audiences. The main means of communication in this case are advertising, sales promotion activities and public relations. Communications are carried out in order to maintain a favorable image of the enterprise, as well as the implementation of mutually beneficial cooperation.
Consumers are one of the main recipients of the company's communication policy. To contact this enterprise, the most diverse means of communication are used, which are further considered in our study in more detail. The purpose of contacting with this addressee is to stimulate the sale of the company's products.
When carrying out this or that activity, it is important to clearly define the goal, which in the end must be achieved. Moreover, the more specifically the goal is formulated, the easier communication is carried out and the more obvious the result will be. Thus, an enterprise can set itself the following goals: to develop and maintain a favorable image of the company; maintain brand loyalty; familiarize the consumer with the new products of the enterprise; increase sales of goods; increase traffic to company stores, etc.
Then it is necessary to allocate responsibility for the implementation of specific communication activities. Such distribution should be carried out by the marketing department for employees of the relevant functional units of its department. The worker to whom this or that operation will be entrusted must be responsible for all the steps taken by them from the beginning to the very end. In order to improve the effectiveness of events, work on their implementation, in our opinion, should be motivated. Another step necessary before conducting a communication event is to determine the budget for
The company faces a number of issues that need to be addressed related to the sale of manufactured products. Here the question of successful interaction between the producer and the consumer becomes. Analyzing the marketing mix, we distinguish four elements: personal selling, sales promotion, public relations and advertising. Now the majority of enterprises single out separate marketing divisions, which is a definite impetus in this area. For agriculture, the main type of advertising is specialized exhibitions and fairs, information guides and catalogs, brochures, leaflets, booklets, outdoor advertising, transport advertising and advertising at the points of sale. From the point of view of our study, personal selling is one of the priority areas of the communication policy of the agricultural industry.
When a manufacturer chooses one or another impact through the communication system, certain factors should be taken into account, the main of which, in our opinion, are the following:
Type of product and stage of its life cycle;
Type of consumer, his capabilities;
Possible reactions at certain stages and to the promotions offered.
Taking into account the above factors, we have developed a model of interaction between the producer and the consumer, which is a multi-stage process of contacting, depending on the situations and feedback from the consumer.
2.Communication policy management
Promotion management is the coordination of the various elements of the promotional mix, the determination of the objectives to be achieved by applying these elements, the preparation of cost estimates sufficient to achieve these objectives, the development of special programs (for example, advertising campaigns), the evaluation of work and the adoption of corrective measures in case of if the results are not consistent with the goals.
Thus, both marketing communications and promotion management contain the idea of communication with consumers. However, while promotion management is limited to the communications identified in the marketing mix promotion elements list, marketing communications is general concept, which includes all communications using all elements of the marketing mix.
The trend towards the integration of marketing communications, i.e. The combination of advertising, public relations, sales promotion, direct selling, point-of-sale communications and event marketing with other elements of the marketing mix is one of the most significant marketing developments of the 1990s.
In the past, companies have often treated the elements of communication as separate activities, while the marketing philosophy of the moment considers integration to be absolutely essential to success. The reason why so much attention is paid to marketing communications is that many organizations have traditionally resisted the integration of various communication elements. The reluctance to change was largely due to the fear of managers that these changes will lead to budget cuts and a decrease in their authority and power. Corporate advertising agencies were reluctant to change for fear of expanding their functions beyond advertising. However, advertising agencies have expanded their functions by merging with companies or creating their own divisions specializing in sales promotion, direct marketing, etc.
So, in order to accept the idea of integrated marketing communications, it is necessary to realize that all elements of the marketing mix are communication tools and that they all must "speak with one voice." The following examples show how the various elements of the marketing mix that are not part of the promotion mix interact with customers.
The product, as such, interacts closely through size, shape, brand, package design, package color, and other factors. These product tips provide the shopper with an additional idea regarding the overall product offering.
Price is another important communication element. Price level can mean savings Money, or be an indicator of quality, luxury or prestige.
Retail has exceptional communication value for customers. Shops, like people, have a personality. Two stores selling the same product have different image in the eyes of buyers. A clothing brand sold exclusively through high-end specialty stores will be associated with a higher image than if it were sold in discount stores.
It should be noted that the key factors of effective marketing communications are:
1.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.
2. Preparing a message. It is necessary to take into account the previous experience of users of the product and the peculiarities of the perception of messages by the target audience.
3. Channel planning. The transmitter must convey its message through channels that effectively communicate its messages to the target audience.
The transmitter should use feedback signals to evaluate the response of the target audience to the transmitted messages.
The listed conditions of effectiveness determine the set of decisions included in any marketing communication program.
The intensification of global competition and the increase in communication opportunities have also had a strong impact on marketing. Companies have changed their marketing programs, including promotions, as markets and competitors began to sweep the globe. Advertising tasks and expenses began to take into account the global scale; the media are selected globally and not limited to domestic markets; advertising messages appeal to consumers in various countries, and sellers are now scattered in various world markets.
Increasing interest in personal fitness and wellness has fueled the rapid growth of the health industry (including health clubs and aerobics centers), dietary changes (poultry and seafood over red meat) have led to an increase in the sale of products that promise consumers better health and fitness. especially weight loss. Consumers have changed their eating habits, recreational play, and their expectations of life and products. These important changes have served as a challenge and created the prerequisites for the practical implementation of a flexible and creative policy in the field of marketing and marketing communications 1 .
The communication policy of the enterprise is an important element that helps to determine the target audience, develop a strategy for promoting goods on the markets, provide information to consumers in the form of advertising about the product, maintain relationships with regular customers and find new ones. Which in the end, with the correct use of the communication policy, leads to maximum profit 7 .
Thanks to recent research, it can be said that effective marketing does not mean expensive. The replacement for spending prohibitively large amounts of money on abstract goals is the careful setting of priorities, the elaboration of organization and conduct marketing campaign, which includes a reasonable choice of communication channels and the formation of a budget in accordance with clearly defined goals, available resources and means of advertising distribution. In addition, when forming a budget, it is necessary to remember about the costs of effective system information security to prevent information threats that lead to a violation of the confidentiality of information, as well as to its illegal replication 8 .
Advertising of goods and services is carried out with the help of advertising and marketing agencies and the media, whose services require appropriate payment for creating an appeal and agitating the buyer 9 .
Conclusion
In conclusion, we can say that the communication policy of an enterprise is the course of action of an enterprise, which is aimed at planning and implementing the interaction of a company with all subjects of the marketing system based on the use of a set of communication tools that ensure stable and effective formation of demand and promotion of the supply of goods and services to markets with in order to meet the needs of customers and make a profit.
The communication policy of the enterprise is an important element that helps to determine the target audience, develop a strategy for promoting goods on the markets, provide information to consumers in the form of advertising about the product, maintain relationships with regular customers and find new ones. Which in the end, with the correct use of the communication policy, leads to maximum profit.
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The communication policy of an enterprise is one of the most important marketing complexes. It has a complex structure, which consists of several elements. As a rule, allocate:
Sales promotion;
Let's consider everything separately.
Elements and strategies of marketing communications
Advertising is understood as the impact on the consumer, which is carried out purposefully and is used to promote any goods on the market. It is thanks to her that the consumer learns about what the company is ready to offer, about the quality or specifics of the goods and services it offers. Advertising forms are different:
TV;
Assumes a phased development of an advertising program. First of all, specific tasks are set and goals are determined, then the budget is calculated, what kind of advertising will be, schedules of advertising appeals are set, specific ones are selected, and so on. After everything is organized and compiled, it is released. The final stage is the study of effectiveness, summing up.
The communication policy also has such an element as This term refers to a set of measures related to the provision of loans, discounts, distribution of product samples, coupons, lotteries and much more.
In this case, the emphasis is on the design of the product, the design of its box, and so on. Sales promotion is actually the widest area in which you simply need to have creative thinking.
Communication policy is also work with the public. Of course, any organization must prove itself to the masses as best as possible. Negative consumer attitudes will not lead to anything good.
The enterprise must actively interact with the public, establish certain connections, conduct propaganda, inform people about its specifics, achievements, innovations, successes, and so on. Interaction with other organizations and state bodies is also important.
Personal (sometimes called personal selling) is usually understood as an individual, direct contact of salesmen and sales agents with consumers. Personal selling is often very effective and is a means of influencing the buyer. The fact is that by establishing an individual contact, the seller can understand what exactly the potential buyer needs. A merchant who can accurately guess this will achieve a lot. Also, personal selling is effective in that it makes it possible to present the product as well as possible. It is unlikely that anyone will argue with the fact that it is better to receive information from the lips of another person than from the TV screen or from the pages of newspapers.
It is worth noting that personal selling allows you to save enough money, and at the same time conduct market analysis. A sales agent is not just a seller - he is also a researcher who understands that the success of his work largely depends on his understanding of the needs of the population.
The enterprise examines each market separately and begins to plan for each of them. This complex is a set of factors that can be used to effectively influence one or another. What factors are we talking about? This refers to the price, the product itself, the incentive system, and so on.
A properly chosen communication policy is one of the elements of its success. It should be done by specially trained people. Unprofessionalism is unacceptable.
| Introduction………………………………………………………………………… | |
| 1. The role of communication policy in the activities of the enterprise……... | |
| 1.1. Communication policy as an element of the marketing mix….. | |
| 1.2. Communication strategy of the enterprise………………………… | |
| 2. Analysis of the state of the communication policy of the RUE “BZTDiA” enterprise……………………………………………………………………….. | |
| 2.1. Characteristics of the production, sales and marketing activities of the enterprise………………………………………………….. | |
| 2.2. Analysis of the communication policy of the enterprise………………….. | |
| 3. Improving the communication policy of the enterprise…… | |
| 3.1. Stimulation of direct sales……………………………………. | |
| 3.2. Advertising campaign RUE “BZTDiA”……………………………….. | |
| Conclusion…………………………………………………………………… | |
| List of sources used………………………………………. |
INTRODUCTION
Communication policy plays an increasingly significant role in the social processes of the modern communication society. This is due to the fact that the industrial society, although not yet completely replaced by communication, however, the latter has, as it were, been superimposed on it. We continue to live, enjoying the material well-being arising from industrial production, but the way we live, and industrial production itself, is increasingly determined by the communication processes that take place in industrial enterprises, in bureaucratic structures, in associations of entrepreneurs or trade unions. , in parties and social movements. Indeed, effective customer communications have become key to the success of any organization. The most important factor contributing to the strengthening of the role of marketing communications is the fact that a variety of elements are used against the backdrop of constantly changing social, economic and competitive forces. Communication policy includes:
Promotion is any form of action used by a firm (organization) to inform, persuade, and remind people of its products, services, images, ideas, social activities, or impact on society. Prospectively developed types of promotion are currently personal sales, public opinion formation, advertising and various forms of sales promotion.
Personal selling is a type of promotion of goods and services, including their oral presentation to potential buyers for the purpose of sale.
Public opinion generation (PR) is the non-personal stimulation of demand for a product or service by placing commercially important news in periodicals or receiving favorable reviews on radio, television, or the stage that is not paid for by a particular sponsor.
Sales promotion is any form of product promotion that is not advertising, personal selling or public opinion formation.
In the modern conditions of the functioning of the domestic economy, ensuring the competitiveness of an enterprise is possible only if there is an effective communication policy linked to the overall strategy of the enterprise, as well as to the main marketing tools, since the lack of a unified strategy leads to uncertainty in relations with resellers and buyers of the company's products.
The process of formation of market relations makes it necessary to reorient production and sale of manufactured products to meet the needs and demands of end consumers. Foreign experience and the experience of some domestic manufacturers indicate that an effective tool for solving this problem is the use of a communication policy and sales promotion as well.
The use of communication tools by an enterprise with any degree of market saturation can correct the behavior of business entities, intermediaries and consumers in the direction of increasing the efficiency of the final results of its activities. Sales promotion, as one of the most important communication tools, allows you to effectively adapt sales activities to the conditions of the external environment.
As for the value for the enterprise, here sales promotion performs the following functions: from bringing the product of the enterprise or the enterprise itself to the market to maintaining its existence (survival) in a highly competitive environment. In the latter case, in order to attract potential buyers to your side, you can somehow position your product in the minds of consumers relative to competitors' products, give it special characteristics, or endow it with special qualities of the product.
The purpose of the work is to analyze the communication policy of the enterprise: goals, objectives, implementation mechanisms and ways to improve its effectiveness.
Work tasks:
To study the communication policy of the enterprise as an element of the marketing mix;
Consider the communication strategy of the enterprise;
Determine the main budget development of the communication strategy;
Analyze the communication policy of RUE "BZTDiA";
Determine the reserves for improving the communication policy of the enterprise and formulate proposals for their implementation at the enterprise.
In the process of working on a course project, legislative and regulatory acts, methodological documents regulating the communication and marketing activities of enterprises of the Republic of Belarus, the work of domestic and foreign authors on the problem under study were studied.
The main sources of information for the analysis of indicators of the communication activity of the enterprise are its planned and actual data, methodological developments on the analysis, and recommendations on the organization of stimulation of the communication policy of the enterprise.
communication policy marketing
THE ROLE OF COMMUNICATION POLICY IN THE ACTIVITIES OF THE ENTERPRISE
Communication policy as an element of the marketing mix
Communication policy in the marketing system is a course of action of an enterprise aimed at planning and implementing the interaction of a company with all subjects of the marketing system based on the use of a set of communication tools that ensure stable and effective formation of demand and promotion of the supply of goods and services to the markets in order to meet the needs of customers and making a profit.
The choice of means of communication can be made according to generalized criteria, such as:
Possibility of targeted distribution of communications;
The range and the possibility of combining elements of the communications complex;
The volume of possible messages;
Duration of communications;
The nature of the situation and the place of communications;
The ability to isolate the influence of competitors;
The attitude of the communicant to the image of the carrier of communications
Marketing communications, depending on the ultimate goal of influencing the communicant, can be divided into two types:
Communications related to the development, creation, improvement of the product and its behavior on the market;
Communications related to the promotion of goods depending on the phase of its life cycle.
The first type of marketing communications is aimed mainly at ensuring the effective interaction of all subjects of the marketing system, the purpose of which is to create a product that is in demand.
The second type of marketing communications is focused primarily on the promotion of goods or services available to the company or already on the market. In this case, the goal is to convince potential buyers to purchase the product, to make the first transaction, or to remind existing buyers to make secondary, regular purchases.
Promotion is carried out using the mechanism of informing, influencing, persuading and stimulating buyers, involving them in the process of buying, buying and selling. The promotion mechanism is put into action with the help of a complex toolkit, which includes advertising, sales promotion, direct marketing, public opinion formation (public relations), sponsorship, branding. Promotion can be organized through the use of one or, more often, a combination of tools.
The use of tools provides the following main functions of the promotion system:
Stimulation of demand;
Creation favorable conditions for price elasticity market mechanism of supply and demand;
Informing about the properties and types of goods, the quality of services;
Formation and dissemination of the image and prestige of the company;
Notification about sales, fairs, exhibitions;
Reminder to personal clients or groups of buyers about the pricing and product policy of the company;
Dissemination of comparative information about the performance of the firm and competing firms;
Translation of quantitative and qualitative characteristics of goods and services into the language of customer needs.
The foundations of communication theory are expressed by the well-known formula of the American political scientist Lasswell: of the many qualities of a communicator, special attention is usually paid to persuasiveness, clarity of intentions, sympathy and style of communication. The persuasiveness of a communicator depends, among other things, on his understanding of the subject, on his authority and confidence. If the communicator derives any personal benefit from changing the minds of those with whom he comes into contact, and his intentions are visible, then this will greatly complicate his task. People are sympathetic, distinguished by friendliness, cordiality, pleasant appearance, as a rule, they are able to influence others more strongly. As a result of research on the style of presentation, it was revealed that the speed and style of speech are most significant for the success of communication. A dynamic, confident style produces more action than a passive and sluggish style. The appeal should attract attention, hold interest, arouse desire and encourage action. In practice, only individual ads make the consumer go all this way, but the model suggests what desired qualities an advertisement should have. When creating a message, you need to pay attention to the following questions: 1 Content of the message. The firm needs to think of a compelling motive or theme that will elicit the desired response. There are three types of motives: - rational motives correlate with the personal benefit of the audience. With the help of such motives, they show that the product will provide the promised benefits. Examples include appeals demonstrating the quality of the product, its economy and performance. - emotional motives tend to arouse some negative or positive feeling that will serve as the basis for making a purchase. Firms use the motives of fear, guilt, and shame to get people to do something necessary (like brushing their teeth) or stop doing something they don't want to do (like smoking). Use communicators and positive emotional motives such as love, humor, pride and joy. However, there is no evidence that a humorous address, for example, is more effective than a straightforward presentation of the same topic. - moral motives appeal to a sense of justice and decency of the audience. Moral motives are often used to motivate people to support social causes, such as improving the environment or helping the underprivileged.2 The structure of the message. The effectiveness of an appeal depends on its structure. The firm needs to make three decisions: - First, whether to draw a clear conclusion in the message or leave it to the audience. The formulated conclusion, as a rule, turns out to be more effective. - secondly, whether to state only the arguments “for” or to provide arguments from both sides. Usually, one-sided reasoning is more effective in sales presentations. - thirdly, when to give the most effective arguments - at the beginning or at the end of the appeal. Presenting them at the beginning immediately captures attention, but by the end of the appeal, attention can significantly weaken. 3 Form of appeal. The firm must choose an effective form for its appeal. For print ads, you need to make decisions about text headings, illustrations, and color schemes. If the appeal will be transmitted by radio, then the company must carefully choose the wording, the voice data of the performers. If the appeal must be broadcast on television or delivered in person, then in addition to the above points, it is necessary to carefully consider non-verbal language. The leader must follow the expression of his face, gestures, clothing, posture, hairstyle. If the carrier of the appeal is the product itself or its packaging, the communicator must pay attention to the texture of the product, its aroma, color, size and shape. There are two types of communication tools or communication channels: channels of personal communication and channels of non-personal communication. Channels of personal communication. A personal communication channel involves two or more persons directly communicating with each other. It can be face-to-face communication, one-person communication with an audience, communication by telephone and even through personal correspondence by mail. Personal communication channels are effective because they provide participants with opportunities for both personal contact and feedback. Non-personal communication channels. Non-personal communication channels are means of disseminating information that convey messages in the absence of personal contact and feedback. These include means of mass and selective influence (advertising in newspapers, magazines, radio, television, billboards, signboards, posters), event-related events (for example, press conferences) and a specific atmosphere - this is a specially created environment that contributes to the emergence or strengthening the buyer's predisposition to purchase or use the product. Thus, law firms and banks are designed to instill a sense of confidence and other perceptions that can be valuable from the point of view of clients. Although personal communication is often more effective than mass communication, the use of mass media can be the main method of stimulating personal communication. Mass communication influences personal relationships and behavior through a two-stage process of communication flow. Often the flow of ideas communicated by radio and print rushes to the opinion leaders, and from them to the less active parts of the population. The marketing communicator must start with a very clear idea of \u200b\u200bhis target audience. It can be made up of potential buyers of the company's products, current users of its products, decision makers or influencers. An audience can be made up of individuals, groups of individuals, specific contact audiences, or the general public. The target audience will have a determining influence on decisions about what to say, how to say it, when to say it, where to say it, and on whose behalf to say it.
The marketing mix is a set of variable factors of marketing activity that can be managed and controlled by the company, which include product, price, marketing and communication policies.
As noted by S. Rapp and T. L. Collins, "It is necessary to study and support new thinking regarding the methods of selling goods and services. This new direction of marketing strategy in sales promotion and advertising increases the likelihood of success at a time when advanced telecomputer technology is changing the business landscape. ".
The emphasis in the commercial activity of the company is transferred from production and distribution aspects to communication. In this regard, the enterprise, in order to preserve and strengthen competitive positions in the market is faced with the need to develop its own communication complex.
The company's communication complex can be defined as a set of elements that unite participants, carriers and means of information transmission, aimed at establishing and maintaining certain relationships with addressees within the framework of the company's overall marketing policy.
The communication policy of the enterprise is a specific combination of advertising, personal selling, sales promotion and public relations. All these tools are used by companies to achieve advertising and marketing goals.
The practice of marketing activities convinces that effective communication is possible only with an integrated approach. The first three components of the communication complex - advertising, sales promotion and public relations are integral and interrelated, as well as complementing each other. Their role in the communication policy is important and creates a powerful sales system in the enterprise. Thanks to this, the company is able to create strong and long-term relationships with its customers.
Until now, it has not been possible to create an exhaustive classification of forms of communication. Typically, marketing communication includes advertising, sales support, public relations, and personal selling. In some cases, communicative tasks are performed by prices, product and distribution system. Ideally, all marketing tools should be coordinated within a common concept, since even the most the best advertisement will not help if the product is bad, the price is too high, or the product is difficult to find on sale. Advertising and its types occupy a special place in the communication policy. It is designed to solve the most complex and difficult task in marketing activities - to form and stimulate demand. Advertising is a persuasive means of information about a product or company, commercial propaganda of the consumer properties of a product and the merits of a company's activities, preparing an active or potential buyer for a purchase. Carry out full process control influence on the consumer by the company is impossible; however, consumers need to be provided with information in order to convince them of the benefits of the firm's product, dispel distrust, generate and intensify demand, and create psychological readiness to negotiations on the purchase and sale of goods. Advertising promotes the sale of goods, contributes to the accelerated and successful completion of the process of turnover of funds. Advertising can design and manage demand and the market. Sales promotion is the use of a variety of promotional tools designed to hasten and/or enhance market response.
Sales promotion is a marketing activity that stimulates purchases by consumers and is distinct from advertising, public opinion formation and personal selling. This includes exhibitions, demonstrations, presentations, the provision of coupons, discounts, free samples, competitions, displays and demonstrations directly in the sales premises, the organization of trade shows and other special events - all this applies to this method of promoting goods.
Sales promotions are one-time incentives that encourage the purchase of certain goods and services.
Sales promotion - involves the use of a variety of means of influence aimed at increasing sales. These are a variety of incentives designed to accelerate and increase sales of individual products to consumers or resellers.
There are incentives for consumers, incentives for resellers and incentives for their own staff.
Consumer incentives include free samples, coupons, discounts, contests, and more.
Trade promotion - bulk discounts, free goods, joint advertising, contests among dealers.
Incentives for your own sales force consist of bonuses, commissions, gifts, and competitions.
To achieve the goals of sales promotion can be used various means. When planning promotional measures, it is necessary to take into account the objectives of sales promotion, the intensity of competition and the effectiveness of investing in a particular product.
Sales promotion in markets where products of different brands are similar, usually leads to a short-term surge in sales, but is not able to win market share for a long time. However, in markets where brand names are very different, sales promotion can lead to longer-term market redistribution.
A number of factors contributed to the rapid increase in sales promotion spending:
Manufacturers are trying to maintain their market share through the combined use of advertising and sales promotions that have a quick but short-term effect.
Competing businesses step up incentives and consumers become better versed in their products.
Using sales promotions along with other forms of communication, such as direct mail, can provide a more effective impact on target consumers.
Sales promotion is an area that provides opportunities for creativity and profit.
There are all kinds of promotional goals. Sellers can use consumer incentives to:
Increasing sales volumes for an indefinite period;
Gaining market share for a long period;
Attracting new consumers;
Lure consumers away from competing brands;
Providing consumers with the opportunity to "boot" a well-known product;
To retain and reward loyal customers.
Sellers can use intermediary incentives to:
Persuade retailers to include the new product in their assortment;
Persuade them to increase their inventory.
Unlike advertising, which is aimed at bringing the buyer closer to the product, sales promotion, on the contrary, brings the product closer to the consumer. Therefore, the return on sales promotion measures is faster. However, they reach a smaller number of potential consumers than advertising. Generally speaking, the effectiveness of sales promotions is often reduced due to too frequent or too long use of them. The target group gets used to the state of affairs, and its motivation decreases. Work with the public: if the enterprise manages to create a positive image of itself and its activities among the groups of interest to it, this will greatly facilitate the achievement of its goals. Many problems, such as selling all the company's products and attracting specialists, are much easier to solve if the company has a positive image and its advertising is perceived with great confidence. A positive public opinion about the company does not arise by itself. Therefore, the use of methods of working with the public in this case is inevitable. The main task of the company in this area is to create among the public and, above all, among active and potential buyers, an attractive image, a winning image of the company, which would inspire confidence in the company itself and all its products. Work with the public (Public Relations, publicity) should be aimed at convincing buyers that the company cares about the consumer, environment, improving the well-being of the population, the release of new, high-quality goods and, ultimately, should form an opinion among consumers about the company as a reliable partner, a solid, highly professional supplier. For this, the company uses the following tools in working with the public: - establishing good relations with Mass media, holding press conferences; - issuing well-designed annual reports, anniversary publications; - conducting tours of the enterprise and other similar events for the public (for example, open days); - creating societies, unions, clubs; - building sports facilities; - support for scientific work. It goes without saying that the name of the company must be appropriately represented in these actions, in accordance with the principle “Do good deeds and talk about it!”.
The interaction of the elements of the communication complex is designed, in conjunction with other elements of marketing activities, to have a directed impact on a clearly defined market segment. As noted by J.R. Evans and B. Berman, "A good promotional plan links product, distribution, sales, and price components of marketing."
There are two main areas of integration within the framework of the overall communication program of the company:
1. integration of the components of the communication complex (information, advertising, direct sales, sales promotion, public relations);
2. integration of the communication complex with other components of the marketing complex that perform communication functions.
Through the elements of the communication complex, the communication functions of the remaining elements of the marketing complex are carried out. For example, the design of the product and its packaging are implemented in accordance with decisions made regarding the entire communication policy of the company.
Advertising, which is the main element of the company's communication complex, is considered by many authors (K. Bove, W. Ahrens, G. Carter, R. Batra, etc.) as the main integrating tool of the promotion system, ensuring the coordinated use of all other elements within the overall commercial strategy. .
The integration of the elements of the company's communication complex ensures the neutralization weaknesses each of them separately. To do this, they strive to achieve the use of elements related to each other, a common concept and content. The idea of integrating the elements of the company's communication complex is supported by many authors (F. Kotlyar, J. Burnet, S. Moriarty, P. Smith, J.R. Rossiter, R. Batra, etc.) In the works of these authors, advertising is interpreted as "only one of elements of the activities of companies, and the communication complex is one of the elements of the marketing complex.
In addition, depending on the situation in the consumer market, the hierarchy of elements of the communication complex may change within the framework of the overall communication program. As noted by J.R. Rossiter and L. Percy, the main principle in making decisions about the use of several means of communication is the choice of one element of the company's communication complex as the main one and one (or several) as an auxiliary (or auxiliary).
When developing the concept of a communication program, firms determine which elements of the communication complex, and to what extent, are able to increase the effectiveness of the impact on the consumer. Therefore, in our opinion, it is necessary to consider the main elements of the communication complex, as well as the possibility of their integrated use.