What is communication policy. The essence of the organization's communicative policy, its place in the marketing mix. Communication policy of the enterprise

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Introduction

Effective customer communications have become key success factors for any organization. In 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 overall strategy enterprises, as well as with the main marketing tools, since the lack of a single strategy leads to uncertainty in relations 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 about its products, services, images, ideas, social activities or impact on society. Prospectively developed types of promotion are currently personal sales, formation of public opinion, advertising and various forms of sales promotion.

Personal selling is a type of promotion of goods and services, including their verbal presentation to potential buyers for the purpose of selling.

Public opinion shaping (PR) is the impersonal 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 are not paid for by a particular sponsor.

Sales promotion is any form of product promotion that is not advertising, personal selling, and the formation of public opinion. All of the above determines the relevance of this topic.

When creating products, an enterprise needs to establish a relationship with its target market, to ensure communication with consumers, intermediaries and other market partners. When defining the marketing communications system, it is necessary to point out the differences in terminology found in the economic literature.

So, for example, in the Soviet economic literature to define the very concept of "marketing communications system" for a long time used the abbreviation "FOSSTIS", which means the formation of demand and sales promotion.

In the scientific works of American economists, the term "promotion" appears. As an example, here is the definition given by Kurtland Bowie: "promotion is a collection of various incentive methods used by companies when interacting with target markets and the general public."

Well-known American marketers Evans J. and Berman B. define promotion as "any form of communication used by a firm to inform, persuade or remind people about its products, services, images, ideas, public activities or impact on society" 1.

The process of transferring information about the product to the target audience is called marketing communications. Immediately, we note that no company can act at once in all markets and at the same time satisfy the demands of all consumers at once. Rather, on the contrary, a business will succeed on the condition that its activities are focused on the market, whose customers are more interested in its marketing program. These customers will be called the target audience - the group of people who receive marketing messages and have the ability to respond to them.

Management of a complex system of marketing communications is an integral part of the activities 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. Consumers use word of mouth as the main method of communication - rumors and rumors. At the same time, each group maintains communication feedback with the rest.

Communication is a key marketing factor, which determines the value of research 2.

Each of us is a customer who buys bread, milk, taxi services and so on every day. From the hundreds of offers available, we choose the one we need according to the criteria known only to us, some acquisitions, which make up about 10% of the bulk of goods and services, are made spontaneously. The main preference of the average buyer: the best manufacturer. This criterion is completely guided by a pre-formed image of certain companies and the idea of the superiority of the products of this company over other similar ones. If such an opinion has developed spontaneously, it will not always be favorable for the company. Therefore, an enterprise should worry about 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 company's communication policy. It is formed through the use of such means of communication as:

Personal sale;

Sales promotion;

Public relations.

All this, in turn, forms a communications complex (incentive complex). The correct combination provides effective promotion goods, carried out due to the perception of messages by subjects who send and receive them 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, information can be enclosed in a television commercial. There are several commercials of similar content (as well as other messages), and they compete with each other. Competition creates a certain obstacle in the receipt of messages by customers, which is called noise.

Having received the communicator's message, the consumer carries out its decoding:

Familiarization with the message (awareness);

Interpretation and evaluation (understanding);

Memory storage (memorization) 4.

Thanks to 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 frequently used approaches to assessing the effectiveness of communications is to establish the degree of awareness, understanding and memorization of transmitted messages 5.

The formation of the communication complex and the implementation of the communication policy by the enterprise is a relatively young and promisingly developing direction of its activity. Enterprises currently face a number of problems associated with 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 for the sale of manufactured products. The enterprise provides this interaction 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 sales of manufactured products. This policy is implemented in a multifunctional 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 to generate demand for the products and stimulate their sales. Achievement of these goals in practice occurs through such techniques as information, persuasion, reminder (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 friendly relations of the enterprise with the public; creation of a favorable atmosphere around the activities of the enterprise; promotion of the company's positive experience and traditions; the formation of new purchasing habits and needs; the formation of convictions in the need to purchase the products of this enterprise; formation of preferences for this trade mark; encouraging repeat purchases and maintaining constant sales.

Figure 1 - Diagram of the movement of the chains of the communication policy of the enterprise

The choice of this or that particular goal depends on such factors as the specifics of the enterprise; characteristics of the target market; features of manufactured products; recipients of communications; specific market conditions.

To achieve the aforementioned goals, an enterprise has to manage a complex communications system.

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 bodies government controlled, the media, community groups, local residents and other groups that shape public opinion. Communication is carried out mainly through image advertising, public relations, participation in exhibitions and fairs. As a response, the company expects the contact audience to assist in its activities, to form and maintain a favorable image of the company.

The intermediaries include not only trade intermediaries, but also transport, financial, banking organizations, as well as advertising agencies, marketing research agencies, 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 with the aim of maintaining 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 communications 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 this addressee is to stimulate the sale of the company's products.

When implementing this or that activity, it is important to clearly define the goal that should be achieved in the end. Moreover, the more concretely the goal is formulated, the easier communication is carried out and the more obvious the result will be. Thus, the company can set itself the following goals: to develop and maintain a favorable image of the company; maintain brand loyalty; to acquaint the consumer with the new products of the enterprise; increase sales of goods; increase traffic to brand stores, etc.

Then it is necessary to distribute responsibility for the implementation of specific communication activities. Such distribution should be carried out by the marketing department for the employees of the corresponding functional divisions of its department. The employee who will be entrusted with this or that operation should be responsible for all steps taken by them from the beginning to the very end. To improve the effectiveness of events, the work on their implementation, in our opinion, should be motivated. Another step required before conducting a communication event is to determine the budget for

The company faces a number of issues that need to be resolved related to the sale of manufactured products. This is where the question of successful interaction between the producer and the consumer arises. Analyzing the marketing mix, we distinguish four elements: personal selling, sales promotion, public relations and advertising. Nowadays, most enterprises have separate marketing divisions, which is a certain 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 points of sale. From the point of view of our research, personal selling is one of the priority directions communication policy of the agricultural sector.

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 as follows:

Product type and stage of its life cycle;

Consumer type, his capabilities;

Possible reactions at certain stages and on proposed promotions.

Taking into account the above factors, we have developed a model of interaction between the manufacturer and the consumer, which is a multi-stage process of contact, depending on situations and consumer feedback.

2.Management of communication policy

Promotion management is the coordination of various elements of the promotion complex, the definition of goals to be achieved through the use of these elements, the preparation of cost estimates sufficient to achieve these goals, the development of special programs (for example, advertising campaigns), performance evaluation and taking 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 only to the communications indicated in the list of elements for promoting the marketing mix, marketing communications is a general concept that includes all communications using all elements of the marketing mix.

The trend towards the integration of marketing communications, i.e. advertising sharing, public relations, sales promotion, direct selling, point-of-sale communications and event marketing with other elements of the marketing mix - one of the most significant marketing achievements of the 90s.

In the past, companies have often viewed elements of communication as separate activities, while marketing philosophy today believes that integration is absolutely essential for success. The reason there is so much emphasis on marketing communications is that many organizations have traditionally resisted integrating different communication elements. The reluctance to change was largely due to the fear of managers that these changes would lead to budget cuts and a decrease in their authority and authority. Corporate advertising agencies were reluctant to change for fear of expanding their functions beyond advertising. However, ad agencies have expanded their functions by merging with companies or creating new divisions specializing in sales promotion, direct marketing, and more.

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 means and that all of them 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 grocery tips provide the shopper with an additional idea of the overall grocery offering.

Price is another important communication element. Price level can mean savings Money, or be an indicator of quality, luxury or prestige.

Retail is of exceptional communication value to customers. Stores, like people, have personality. Two stores selling the same product have a different image in the eyes of customers. 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 for effective marketing communications are:

1. Objectives of communication. The sender of the message must clearly know what audiences he wants to reach and what type of response to receive.

2. Preparation of the 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 communicate his message through channels that effectively communicate his message to the target audience.

The feedback transmitter should evaluate the response of the target audience to the transmitted messages.

The listed conditions of efficiency determine the set of solutions included in any marketing communication program.

Intensified global competition and increased communication capabilities have also had a strong impact on marketing. Companies changed their marketing programs, including promotion, as markets and competitors began to sweep the globe. Advertising tasks and costs began to take into account the global scale; the media are chosen globally, not limited to domestic markets; advertising messages appeal to consumers in various countries, and sellers are now scattered across various global markets.

Increased interest in personal fitness and well-being has spurred rapid growth in the health industry (including health clubs and aerobics centers), changes in dietary choices (preference for poultry and seafood over red meat) have led to increased sales 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 food. These important changes served as a challenge and created the preconditions for the practical implementation of flexible and creative policies in the field of marketing and marketing communications 1.

The communication policy of an 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 a product, maintain relationships with regular customers and find new ones. That in the end result, with the correct use of the communication policy, leads to the receipt of the maximum profit 7.

Thanks to research in recent years, we can say that effective marketing does not mean expensive. Replacing the waste of prohibitively large funds on abstract goals is the careful setting of priorities, the study of the organization and conduct of a marketing campaign, which includes a reasonable choice of communication channels and budgeting in accordance with clearly defined goals, available resources and means. distribution of advertising. 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, the services of which require appropriate payment for the creation of an appeal and campaigning of the buyer 9.

Conclusion

In conclusion, we can say that the communication policy of the enterprise is the course of action of the enterprise, which is aimed at planning and implementing the interaction of the company with all subjects of the marketing system based on the use of a set of communication means that ensure stable and effective formation of demand and promotion of the supply of goods and services to markets with the purpose of satisfying the needs of buyers and making a profit.

List of used literature

Belousova S.N., Belousov A.G. Marketing. M.: Phoenix, 2013.S. 114.

Blyd J. Marketing communications / per. from English V.N. Shagoyan. M.: Ba-lance-Club, 2013

Bronnikova T.S. Marketing. Theory, methodology, practice. M.: KnoRus, 2013.

Grigoriev M.N. Marketing. M.: Yurayt, 2013

Gukasyan N.V. Marketing for entrepreneurs. It's just complicated. SPb. : BHV-Petersburg, 2013.S. 155

Danchenok L.A. Marketing: textbook. for bachelors. M.: Yurayt, 2013.S. 105

Kamalova T.A., Atueva E.B. Marketing communications and brand management, - Makhachkala, DSTU, 2013

Kotler. F. Fundamentals of Marketing: A Short Course: Philip Kotler. - Moscow et al: Vi-lyams, 2012.

Maslova T. D. Marketing. - 3rd ed., Add. - SPb. et al .: Peter, 2013

Mikhaleva E.P. Marketing M.: Yurayt, 2011

Nikitina N.V., Balanovskaya A.V., Volkodaeva A.V. Types of threats to the enterprise information security system // Bulletin of the Samara State University of Economics. -2015.- No. 8 (130).

Romanenko O.N. Marketing: theory and practice. Textbook for bachelors M., 2013

Tikhomirov V.A. Marketing at the enterprise // Marketing.- 2012.- No. 7 P. 55

Umavov Yu.D., Kamalova T.A. Marketing: a textbook for students of economic specialties. - Makhachkala: Lotos Publishing House, 2014

Fedko S.A. Fundamentals of Marketing: Textbook / S.А. Fedko. - M .: DANA, 2013

www.marketing.spb.ru

www.marketolog.ru

1 Kotler. F. Fundamentals of Marketing: A Short Course: Philip Kotler. - Moscow and others: Vi-lyams, 2014 .-- P. 188

2 Belousova S.N., Belousov A.G. Marketing. M.: Phoenix, 2013.S. 114.

3 Grigoriev M.N. Marketing. M.: Yurayt, 2013p.202

4 Blyde J. Marketing communications / per. from English V.N. Shagoyan. M.: Ba-lance-Club, 2013.S. 144

5 Danchenok L.A. Marketing: textbook. for bachelors. M.: Yurayt, 2013.S. 105

1 1 Mikhaleva E.P. Marketing M.: Yurayt, 2014 P.105

7 Gukasyan N.V. Marketing for entrepreneurs. It's just complicated. SPb. : BHV-Petersburg, 2013.S. 155

8 Nikitina N.V., Balanovskaya A.V., Volkodaeva A.V. Types of threats to the enterprise information security system // Bulletin of the Samara State University of Economics. 2015. No. 8 (130). S. 48-56.

9 Bronnikova T.S. Marketing. Theory, methodology, practice. M.: KnoRus, 2013.S. 102

In the course of economic activity, almost every enterprise has to face competitors.

Competitiveness is the most important criterion for the feasibility of an enterprise, a condition for the effective conduct of trade operations, the basis for the choice of means and methods of production and economic activity, the key to success in market relations.

One of the most effective ways to increase the competitiveness of an enterprise is to use the communication policy of the enterprise. Under the communicative policy of the enterprise, it is necessary to understand the long-term course of action of the enterprise (or its representatives), aimed at planning and implementing the interaction of the company with all subjects of the marketing system of the developed strategy for using a complex of communication tools (communicative mix) that ensure stable and effective formation of demand and promotion of supply (goods and services) to the markets in order to meet the needs of customers and generate a profit.

When implementing the communication policy of an enterprise, a set of tools is used that are necessary to achieve specific communication goals, which may include the following communication policy tools:

1. Exhibitions and fairs.

2. Personal sales.

5. Public Relations.

6. Sponsorship.

7. Promotion of sales.

8. Corporate identity.

The main purpose of the application of the communication policy is to ensure the high competitiveness of the enterprise in the market. However, if we consider the goals in more detail, then they can be presented as follows:

A) Formation and stimulation of demand

1) product awareness (information dissemination, reminder);

2) the formation of consumer commitment to the products of the enterprise;

B) Increase in sales volume

1) long-term (sales of goods, collection of information about the external environment);

2) short-term (drawing attention to the company and its products, motivation);

C) Creation or strengthening of the company's image

1) awareness of the company and its products;

2) the formation of an image (the formation of a positive impression among a wide audience, the formation of an internal corporate culture).

Communication policy tools

There are many ways to communicate the key messages that an organization wants to convey to the minds of people, but it is important to note that their effectiveness changes very quickly.

The main types of communications are:

Direct marketing;

Exhibitions and fairs;

Sales promotion;

Internet;

Press release;

Public relations.

Advertising is an element of paid mass communications, which generally means paid publishing space or time on radio, television, or movies, although it can include posters, billboards, and other types of outdoor advertising. the main objective advertising - to convince the audience to take an action or to form an attitude towards what is advertised. advertising is most often used for brand positioning.

Advertising differentiates the image by repeated repetition of a specific appeal, which leads to recognition, memorization, formation of attitude, preference and action. It is often used by companies to promote products and services. Advertising can be carried out using the various media outlined above, and they all have their own merits and demerits, but the key to its success is creative repetition. The nature and cost of commercial advertising space implies the possibility of only a very limited amount of information in advertising, therefore, its demonstration is the governing factor of its effectiveness. With a limited number of demos, only subtle changes in perception can be achieved, and companies often complain about the lack of effectiveness of advertising - but the real reason for its ineffectiveness is that the duration of the advertising campaign is too short, as a result of which the desired frequency of hits is not achieved. Advertising agencies are constantly fighting with enterprises about the activities of the company's value, since managers in charge of communications sometimes simply do not understand that it takes time and a huge number of repetitions in order for key messages to strike and change human perception, and this happens gradually and relatively slow.

Direct marketing

In direct marketing, consumers deal directly with manufacturers and suppliers when making purchases. Intermediaries such as retailers are not involved in this process. This method includes:

To be effective, direct marketing must be very clear about the target audience, otherwise it can spoil the company's image with unwanted persistent offers, perceived by the recipient as "junk mail." If done well, direct marketing can be very effective not only in terms of sales, but also in building a strong position. The specific benefits of direct marketing are:

Efficiency of reaching well defined segments.

Effectiveness as a tool for establishing long-term relationships;

Has the property of interactivity, therefore, the involvement of the consumer;

Ease of measuring results in terms of customer response;

Ease of adaptation to the needs and requirements of the individual to provide specific appeals to specific people.

For positioning and creating an image, visibility and consistency of the individuality and characteristics of the company and the correct reflection of its values are absolutely necessary.

Exhibitions and fairs

Many companies and trade associations organize trade shows to advertise their products. Firms selling products for a specific industry display their products at trade shows. Suppliers receive many benefits from exhibitions, such as the ability to establish new business contacts, find new customers and sell more existing ones, and provide consumers with audiovisual and printed materials about their activities.

Trade shows, among other things, give companies the opportunity to see many potential customers who are not familiar with the sales representatives of these companies. Industrial marketers have to make several fundamental decisions, including which exhibitions to participate in, how much money to spend on each exhibition.

Sales promotion

Although many companies, especially those with consumer products, tend to devote most of their communication budget to advertising, sales promotion techniques are often used to promote new products and create positions, attract new and lost customers, or speed up the buying process. Sales promotion methods include:

Gifts for perfect purchases;

Reduced prices;

Discount coupons;

Privileged cards.

The danger of sales promotion is that constant promotional activities can weaken the brand image. Some experts argue that this is the reason incentive measures should not be used to build a brand, but many companies find they are useful in increasing their consumer base (mainly by switching consumers from other brands), increasing individual customer spending, and accelerating the purchasing decision process. As a rule of thumb, avoid price-driven sales promotion and use value-added techniques. Complementing the value of the branded offer, - instead of reducing its price, - will form in the consumer good impression values without diminishing the perceived quality of the product. The perception of the ratio of value being offered to money paid is rarely a reflection of just one price.

Selling incentives for obvious issues will appeal to retailers and salespeople and can provide a short-term competitive advantage for the company, but there is a tendency for competitors to enter this game and the advantages achieved can quickly disappear.

Internet

The Internet is becoming an extremely significant addition to market communications.

The communication policy pursued on the Internet is the course of action of the enterprise aimed at planning and implementing the interaction of the company with all subjects of the marketing system based on the use of a complex of Internet communication tools that ensure stable and effective formation of demand and the promotion of goods and services to the markets in order to meet the needs buyers and making a profit.

Marketing communications on the Internet, depending on the ultimate goal, can be divided into two types:

a) communications related to the development, creation, improvement of the product and its behavior on the market;

b) communications related to the promotion of goods.

Marketing communications associated with the development, creation and improvement of goods are aimed mainly at ensuring effective interaction of all subjects of the marketing system, the purpose of which is to create a product in demand.

The emergence and development of the Internet has added a number of tools whose function is to achieve the goal of promoting goods, as well as several additional tasks associated with the use of the Web - these include creating and promoting your own website and creating your own unique image on the Internet.

A company's website is usually the centerpiece of Internet communications. Therefore, the task of promoting it is so important, on the successful implementation of which the effectiveness of the entire communication policy largely depends.

Having a well-developed traditional brand can also greatly facilitate the task of building an effective Internet engagement policy, but it is possible that in order to maximize the effectiveness of communications on the Internet, it will be necessary to create a new brand or transform an existing one to make it interactive.

The website is the backbone of the Internet communications system. It provides users with a wide range of communication tools. Any user, having connected to the Internet, immediately acquires the ability to navigate websites, the ability to send and receive emails, participate in conferences and chats, and much, much more. In other words, the user gets the opportunity to interact with the Internet environment.

Any company can become a user of the Internet. As soon as she connects to the Internet, she can begin to apply new methods in the conduct of her commercial activities, for example, using e-mail to interact with their partners or customers, or to research data on competitors presented on the Web.

Once familiar with the basic services of the Internet, anyone can go further and take an active part in the implementation of the Internet environment by creating their own website, online store or shopping system.

The website provides the company with a wide range of additional capabilities in addition to previously available communications services. Their main feature is that now the company can provide users with additional services: provide information, provide pre- and after-sales services, sell goods and services. Having your own website increases the efficiency of those conducted on the Web. promotional activities, since any advertisement may contain a link to the company's website, where a much larger amount of information will become available to the user, and he will form a more complete opinion about the company and its offer. In addition, information about the behavior of visitors on the site can immediately enter the information system of the company and serve for better service. Thus, the website is one of the main elements of the Internet marketing system and requires the most attention from the marketing department of the enterprise.

From a marketing point of view, a website is a set of information blocks and tools for interacting with one or more segments of the target audience. What information will be presented on it, what tools will be involved, how they will interact with each other - it all depends on the chosen business model, short-term and long-term tasks, as well as on the type of segments of the target audience and the ability to contact it in one way or another. ...

Press release

Information presence on the market is an important factor in the development of any company. At the initial stage, the information presence is limited to advertisements issued with a certain frequency. For companies that have achieved success in this direction, it is characteristic that their name pops up by itself when communicating with third parties. Of course, any company is interested in increasing awareness and expanding the information presence. One of the most effective means of achieving this goal is the distribution of press releases.

By definition, a press release (from the English press-release - release for the press) - "a special bulletin for workers in the press, radio, television, containing documents and information subject to urgent publication and distribution." The main task of this type of publication is to inform journalists and then a wide range of readers about an event of public importance.

A press release is an effective means of attracting attention, it serves as a tool for creating and maintaining a certain public opinion about the company and the services provided. Almost any event can serve as a reason for writing:

a) Launch of new projects

b) Conducting promotions and contests

c) Changes in prices or conditions for the provision of services

d) Conducting seminars and exhibitions

e) Change in assortment, appearance of new products

f) Expanding the scope of the company, opening branches, providing new services

g) Participation of the company in charity events, sponsorship

h) Scientific achievements, inventions and discoveries

i) Anniversaries, round dates

j) Prizes and awards

A press release is, among other things, a way to communicate with the press. It should be understood that the main task of a journalist is to publish material that will attract the attention of a wide range of readers. Therefore, the press release should be really interesting for the audience of the publication.

The success of a press release directly depends on the experience and professionalism of its author. Well-written press releases that are regularly sent to reputable publications can be as good for a company as expensive advertising.

Public relations

If the company manages to create a positive image of itself and its activities among the groups of the public of interest to it, then this: will greatly facilitate the achievement of the set goals. Many problems, such as the sale of all the products produced by the company and the attraction of specialists, are much easier to solve if the company has a positive image, and its advertising is perceived with great confidence.

Positive public opinion about a firm 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, increasing the well-being of the population, the release of new, high-quality goods and, ultimately, should form among consumers an opinion about the company as a reliable partner, a solid, highly professional supplier.

For this, the company uses the following tools in public relations:

a) establishing good relations with the media, holding press conferences;

b) the release of well-designed annual reports, anniversary editions;

c) conducting excursions around the enterprise and other similar events for

d) the public (for example, open house days);

e) the creation of societies, unions, clubs;

f) construction of sports facilities;

g) support of scientific works.

It goes without saying that the name of the company should be properly represented in these promotions, according to the principle: "Do good deeds and talk about it!"

The image of “conglomerate” enterprises operating in various industries often suffers from one-sidedness. Some large enterprises are mistakenly identified with one or more brands. Other businesses are associated with the products they previously produced. In some cases, the distorted image of the company is a consequence of the presence of many products and names, the heterogeneous design of the products and the company, not matching colors and emblems. In this case, it is necessary to create a uniform, distinctive image of the enterprise.

In general, work with the public is designed to provide a positive attitude for the perception of a favorable image of the company, its product advertising, and to reduce the time it takes to convince the buyer to make a purchase decision. This form of communication covers a wider audience, but is not pressure: it does not impose ready-made solutions and opinions, giving the buyer the right to independently give preference to a particular company.

The goal of any seller- to capture the attention of a potential buyer, which means to emerge victorious from the competition.

Convincing the buyer that the purchase is of this product profitable and expedient, carried out different methods: advertising messages, provision of benefits, distribution of souvenirs, etc. All these means are called communication policies and are known in the special literature as means FOSSTIS- the formation of demand and sales promotion.

Marketers, referring to FOSSTIS events, say: “If you can do without an intermediary, great. The only pity is that on the modern international market you can't do without it ... "

Enterprise marketing communication- complex impact on the internal and external environment in order to create favorable conditions for stable profitable activity of the enterprise in the market.

The complex of communication tools is inextricably linked with the marketing activities of the enterprise and largely ensures its effectiveness. It is a two-way process:

S impact on the target audience;

S obtaining information about the reaction of the target audience.

The main task of the complex of communication tools is to promote the product to the market.

Promotion- creation and maintenance of permanent links between the enterprise and the market in order to activate the sale of goods and form a positive image (image) of the enterprise in the market.

The promotion is based on the communication of the enterprise with the market. Promotion is aimed at ensuring that potential consumers are aware of the benefits and advantages they receive when buying a product, taking into account all elements of the marketing mix (prices, terms of sale, discounts, etc.).

The main means of influence in the complex of marketing communications are given in table. 5.1.

The relative importance of those presented in table. 5.1 means of influence in the complex of marketing communications depends on the type of product (Table 5.2).

Table 5.1

The main means of influence in the complex of marketing communications

Means of communication	Characteristic
	Any form of impersonal presentation and promotion of goods, services, ideas, primarily through the media on behalf of a well-known initiator
Propaganda	Non-personal stimulation of demand for a product, service or idea by disseminating commercially important information about them and popularizing them by legal means
Personal sale	Verbal presentation of the product during the conversation with the buyer to make a sale or obtain the buyer's consent to purchase
Stimulation	Mostly short-term incentive activities aimed at encouraging the purchase or sale of goods

Table 5.2

The relative importance of the components of the marketing communications complex (in decreasing order of importance)

The communication process is described using a model that includes the following elements:

S source of information (sender) - the enterprise itself usually acts in its role;

S information - information about the product, price, terms of sale, which the company wishes to bring to consumers;

^ coding - an indication of methods for special transformation of information for its better memorization by consumers (by means of symbols, sounds, texts, pictures, etc.);

S communication channels - indication of the media used;

S addressee (recipient) - the market segment chosen by the company for work;

S decoding is the response of consumers to the information received.

Communication decisions are associated with the establishment of personal or impersonal contacts with potential consumers of the company's goods (Table 5.3).

Table 5.3

For the implementation of FOSSTIS activities in the external market, a special service (department) is provided in the structure of the enterprise, functioning independently or involving third-party Russian and foreign organizations, as well as foreign intermediaries of the enterprise abroad.

The task of the FOSSTIS service is to convey information about the product and its consumer properties to managers.

When implementing FOSSTIS activities, the following rules should be observed.

1. Know your product in every detail.
2. Know your competitors.
3. Know your customers.
4. Make unique offers, ie. offer what competitors do not offer.
5. Talking about your products and your company is exciting ...
6. ... and the people you need.

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Introduction

The word marketing comes, as we know, from the English Market (market) and implies any kind of human activity aimed at studying the market, at meeting the needs and demands of consumers, and everything connected with it. Practical activities marketing has a big impact on people, whether they are buyers, sellers or ordinary citizens. Marketing seeks to achieve the maximum possible consumption of goods and services, through the satisfaction of buyers, providing them with the widest possible choice. The economic meaning of marketing is to accelerate the return on production assets of an enterprise or organization, increase competitiveness in the market, and mobility of production. It is the competence of marketing that includes the timely creation of new products and their promotion in those markets where the maximum commercial effect can be achieved.

It has become more difficult to sell in the sales market, and easier to buy. The buyer is able to choose the seller to whom he is ready to give his money. He has a choice. Sellers are interested in the fact that the product is bought from them, after making a purchase, they come next time or recommend to others.

Product manufacturers and their intermediaries use marketing communications to promote their product, which is a specific combination of advertising media, personal selling, sales promotion and public relations.

Sales promotion is a one-time incentive measure that encourages the purchase of certain goods and services.

Public Relations - building relationships between the company and various contact audiences by creating a beneficial reputation for the company, a positive image, on the other hand, and eliminating or preventing unwanted rumors and gossip.

Personal selling is a type of promotion of goods and services, including their verbal presentation to potential buyers for the purpose of selling.

In the social processes of a modern communication society, communication policy plays an increasingly significant role. This is due to the fact that the industrial society, although not yet completely replaced by a communication one, has already, as it were, reflected on it. People continue to live, taking advantage of the material well-being arising from industrial production, but the way we live, and the very industrial production is increasingly determined by the communication processes that take place in industrial enterprises, in bureaucratic structures, in business associations or trade unions, in parties and social movements. Indeed, effective communication with consumers has become key success factors for any organization.

The most important factors 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.

Section I. Communication Policy

1.1. The content and purpose of the communication policy in the marketing mix

In recent years, along with the growing role of marketing, the role of marketing communications has increased.

Enterprises of various kinds of activity, from small retailers to large commodity producers, as well as non-profit organizations (educational, medical, churches, museums, symphony orchestras, etc.) are constantly promoting their activities to consumers and clients, trying to realize several goals:

1) inform prospective consumers about your product, services, sales conditions;

2) convince the buyer to give preference to these particular goods and brands, to make purchases in certain stores, attend these particular entertainment events, etc.

3) forcing the buyer to act - the consumer's behavior is directed towards what the market is offering at the moment, and not postponing the purchase for the future.

The above is called promotion or marketing communications management.

Marketers rarely use the term promotion management; they usually prefer to use the term marketing communications. Let's consider their main differences. The above terms are closely related to the concept of "marketing mix".

The marketing mix is associated with the following four elements of decision making:

1) product decisions; 2) pricing decisions; 3) decisions on distribution channels; 4) decisions about promotion.

Compared to the above, marketing communications is a broader term that includes communications through any or all elements of the marketing mix. The communication process itself includes nine elements and is presented by F. Kotler in the following model:

Sender - the party sending the appeal to the other party (client firm).

Encoding is a set of characters transmitted by the sender.

Means of information dissemination - communication channels through which the appeal is transmitted from the sender to the recipient.

Decryption is the process by which the receiver gives meaning to the characters transmitted by the sender.

Recipient - the party receiving the appeal sent by the other party.

Feedback - a set of responses from the recipient that arose as a result of contact with the case.

Feedback is part of the feedback that the recipient communicates to the sender.

Interference is unplanned environmental interference or distortion that results in a recipient receiving a different address than the sender. This model includes the main factors of effective communication and determines the main stages of work on the creation of an effective communication system. Promotion management has in its arsenal a variety of means to achieve goals: advertising, publicity, sales promotion, advertising at points of sale, the use of sports and entertainment events, personal sales.

Advertising is associated with the use or mass media - newspapers, magazines, radio, television and others (for example, billboards), or with a direct appeal to the buyer through mail.

Both types of advertising are paid for by a well-known sponsor - the advertiser, but are considered impersonal, since the sponsoring firm simultaneously reaches out to numerous recipients, perhaps millions, rather than talking to one individual or a small group.

Publicity - like advertising - is not a personal appeal to a mass audience, but, unlike advertising, the company does not pay for it. Publicity usually takes the form of news reports, or editorial comments in the press about a company's products or services. This information or commentary receives free newspaper space or airtime because media representatives find the information timely or useful to their reading and television audiences. Gradually, marketers have come to the conclusion that it is advisable to use a wider arsenal of means of public relations (public relations) than publicity. Therefore, the third element of the communication complex began to be considered public relations, and publicity was included in it. Sales promotion includes all types of marketing activities aimed at stimulating customer action, in other words, capable of stimulating the immediate sale of a product. Compared to sales promotion, advertising and publicity are intended to fulfill other purposes, in this case, such as communicating information about a new brand to the consumer and influencing consumer attitude towards it.

Personal sales play a significant role in the promotion of goods, which for recent times are increasingly used as an effective means of promotion and sale.

Personal selling is a personal (face-to-face) communication in which the seller tries to convince potential buyers to purchase the company's products or services. With the development of the Internet, the share of direct sales through it will increase. However, some complex legal, technical and ethical issues still need to be resolved.

The combination of the elements of promotion just described is called a promotion complex. Promotion management is the coordination of various elements of the promotion complex, the definition of goals to be achieved through the use of these elements, the preparation of cost estimates sufficient to achieve these goals, the development of special programs (for example, advertising campaigns), performance evaluation and taking 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 only to the communications indicated in the list of elements for promoting the marketing mix, marketing communications is a general concept that includes all communications using all elements of the marketing mix. The trend towards the integration of marketing communications, i.e. the sharing 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 achievements of the 1990s.

The reason there is so much emphasis on marketing communications is that many organizations have traditionally resisted integrating different communication elements. The reluctance to change was largely due to the fear of managers that these changes would lead to budget cuts and a decrease in their authority and authority. Corporate advertising agencies were reluctant to change for fear of expanding their functions beyond advertising. However, ad agencies have expanded their functions by merging with companies or creating new divisions specializing in sales promotion, direct marketing, and more.

In the past, companies have often viewed the elements of communication as separate activities, while marketing philosophy today believes that integration is absolutely essential for success, as is well summarized in the following quote from Spencer Plavoukas: “A successful marketer in today's environment, this is the one who coordinates the communication complex so tightly that from advertising to advertising, from article to article, from one program to another, you immediately know that the brand speaks with the same voice. "

1.2. Stages of developing effective communications

The main stages of work on the creation of an effective communication system include the following factors of effective communication:

· Identification of the target audience;

· Determination of the degree of customer readiness of the audience;

· Determination of the desired response of the target audience;

· Drawing up an appeal to the target audience;

· Formation of a complex of marketing communications of the company;

· Development of a budget for a complex of marketing communications;

· Implementation of a complex of marketing communications;

· Collection of information received through feedback channels;

· Adjustment of the complex of marketing communications.

If the company has managed to transfer its target audience to the desired state of customer readiness within a certain period of time, then the communicator must again begin activities to create a complex of marketing communications from clause 2 of this model; and in the case of identifying one more or a number of target audiences - from clause 1-3. psychological characteristics target audiences of the firm.

The structure of the marketing communications complex is also influenced by:

Type of goods (goods mass consumption or industrial goods);

· Stage of the product life cycle;

· The degree of customer readiness of a potential client;

· Promotion strategy (strategy of pushing or attracting);

· Features of the complex of marketing communications of competitors;

· Financial capabilities of the company.

Marketing communications are easier to understand when you consider the nature of the two constituent elements of them - communications and marketing.

Communication is a process as a result of which an unambiguous perception of a communication message should be achieved by the subjects sending and receiving it.

Marketing is a complex of activities with the help of which business organizations or any other exchange values between themselves and their consumers.

Of course, the very definition of marketing is more general than marketing communications, but most marketing is about communications. Taken together, marketing and communications represent the brought together elements of the marketing mix, i.e. - Marketing communications.

Communication policy in marketing is important element allowing you to determine the target audience, develop a strategy for promoting products in the markets, provide information to consumers in the form of advertising about the product, maintain relationships with regular customers and find new ones using PublicRelations. What is the final result, when correct use communication policy leads to maximum profit.

Section II. The constituent elements of a communications policy in marketing

2.1. Advertising

By the level of coverage of the territory (by geography), advertising is divided into:

Foreign,

Nationwide,

Regional

· Local.

Advertising can be classified according to the means of communication. The most important of these are newspapers, magazines, radio, television, mail and street media such as signs and billboards. Thus, there are newspaper advertisements, magazine advertisements, etc. Advertising can be aimed both at promoting individual products (product advertising), and at promoting organizations and their ideas ( healthy way life, protection of the animal world, etc.). Such advertising is called image, prestigious, sometimes corporate.

If advertising is aimed at making a profit from the sale certain goods then it is called commercial. If it is aimed at achieving non-commercial public goals, then it is called non-commercial. For example, advertisements may be placed to raise funds for charitable purposes; in order to influence consumer behavior.

With a certain degree of convention, on the basis of the means used to influence the target audience, the following types of advertising can be distinguished: informative, incentive, the latter can become a comparative advertisement, a reminder advertisement.

Informative advertising is used to inform consumers about products and their properties in order to create demand. It is of a purely businesslike nature and appeals, rather, to the mind than to the feelings of a person. It reports the details of the organization that advertises its product. Most often, this type of advertising is used when advertising products for industrial and technical purposes.

Incentive advertising is used to create a selective demand for a product in a selected segment of consumers by convincing consumers that the advertised product is the best within their available means. Incentive advertising carries an emotional charge and affects the subconscious of a person. In it, the advertised product is usually presented in a winning light, its brand is pointedly indicated and an idea of the “heavenly pleasure” that the consumer will experience when purchasing it is given. No addresses and phone numbers are provided. Sometimes, when making a certain choice in a store, the buyer does not even realize that his choice was predetermined by an advertisement for this product, which he saw on television some time ago. Comparative advertising compares, directly or indirectly, a particular brand of product to other brands. It is easier to highlight the merits of your new product compared to your previous products. It is much harder to compare with competitors' products. In this case, the advertisements usually emphasize the merits of this type of product, without specifying the competing brands. (If a specific brand is indicated, its manufacturer may consider the comparison carried out as biased and take the “offender” to court).

Informative advertising is most likely used during the adoption and growth stages. Incentive - at the stage of market saturation, when competition intensifies. Reminiscent ads are also used in the maturity stage, and comparative ads in the growth and maturity stages. It is obvious that at the stage of recession, the effectiveness of any advertising drops sharply.

One common misconception is that advertising creates a sale. Only in rare cases is it possible to speak about it with relative confidence.

Advertising finds potential buyers and stimulates demand. It may even encourage people to ask for that particular item. Sellers can also find potential buyers and stimulate demand, they also sell the product. But in reality, only buyers create the sale.

The choice to buy or not to buy is made by the buyer, not the manufacturers or sellers. The main thing for advertising is to bring a potential buyer to the point of sale of the product. If he came there, then so that he does not leave the store without a purchase, advertising must be supplemented by other methods of promoting the product, but first of all the product itself must satisfy the consumer. Therefore, it is more correct to evaluate the effectiveness of advertising not by the indicator of sales volume, but by the number of contacts (visits, phone calls, etc.) of potential buyers.

The purpose of advertising is to inform, persuade and remind. This is the effect of advertising on sales. Advertising is only part of the whole, and this is something to keep in mind when budgeting for advertising costs.

At the same time, direct action advertising is distinguished, designed for a direct response, that is, for making a purchase or at least for asking for additional information. These types of messages include registration cards, direct advertising can be found in magazines and newspapers, and more recently received by fax or via the Internet. Such advertising is designed to establish maximum contacts with representatives of the target market.

Marketers must consider the structural and competitive conditions of the market environment. What is the level of sales in the industry? What is the market share of your most important competitors? What actions of competitors can make it difficult to achieve sales growth goals?

Advantages and disadvantages of the main means of advertising distribution.

Newspapers - flexibility, timeliness, large local market coverage, wide acceptance and acceptance, high credibility. Short-lived existence, low quality of reproduction, insignificant audience of “secondary” readers.

Television - combination of image, sound and movement, sensory impact, high degree of attention grabbing, breadth of coverage. High absolute cost, advertising overload, fleetingness advertising contact, less selectivity of the audience.

Radio - audience selectivity, mass use, high geographic and demographic selectivity, availability of prices. Presentation only by sound means, the degree of attracting attention is lower than that of television, the fleetingness of advertising contact.

Magazines - high geographic and demographic selectivity, reliability, prestige, high quality reproduction, duration of existence, a significant number of "secondary" readers.

A long time lag between the purchase of a place and the appearance of advertising, the presence of useless circulation, no guarantee of placing an ad in a preferred place.

Outdoor advertising - flexibility, high frequency of repeated contacts, low cost, weak competition. Lack of audience selectivity, creative limitations. Several advertising media can be selected simultaneously for one or different target audiences. To do this, in order to maximize the coverage of the target audience, it is necessary to have information about the use of various sources of information by individual target audiences. The cost of advertising placement in different means of its distribution is taken into account.

Advertising is included in the group of one of the elements of the complex - marketing communications (or product promotion - promotion). Therefore, advertising should be viewed not as a system in itself, but as part of the communication subsystem in the overall marketing system. Various components of this system, objects and activities are interconnected, which brings them into a single whole and allows you to work synchronously.

Advertising cannot exist on its own. To effectively influence the buyer, advertising must use the experience of other branches of knowledge: marketing, psychology, journalism, linguistics, literature, Public Relations, etc. PR is especially worth emphasizing in this series. Since advertising and PR are components of a single communication policy. And if advertising is its tactic, then PR is a strategy.

2.2. Sales promotion

Promote sales - to inform your potential buyers about your business and the goods or services you offer. By offering certain types of goods or services, you are selling your business.

It is essential that buyers are well aware of you and your business.

In other words, you are interested in creating a good business reputation for your enterprise, in establishing good public relations (the so-called "public relations" - public relations).

If you have a "good business reputation"- You can be trusted. This means that your clients will contact you again and again. They will tell their friends and acquaintances about you, and the number of your clients will constantly increase.

Sales promotion - the use of a variety of incentives designed to accelerate and / or enhance market response. These include:

Consumer incentives (sample distribution, coupons, money back offers, discounted packaging, premiums, contests, credit cards, demonstrations)

Stimulation of the trade sector (credits for the purchase, provision of goods for free, credits to dealers for the inclusion of goods in the nomenclature, joint advertising, issuance of pusher premiums, holding trade contests for dealers)

Stimulation of the company's own sales staff (awards, contests, sales conferences)

Sales promotions can also be categorized as conducive and non-conducive to creating "consumer privileges" for the advertiser.

Funds that foster consumer privilege usually accompany a trade appeal with a bargain offer, as is the case with the distribution of free samples, coupons with trade appeal printed on them, and premiums directly related to the product.

Sales incentives that do not create consumer privilege include discounted packaging, non-product premiums to consumers, contests and lotteries, consumer refunds and discounts to retailers.

The use of means to create consumer privilege helps to build brand awareness and understanding.

Any sales promotion operation must correspond to the current stage in life cycle goods.

1. Release phase

At the time of release, the sale of a product is hampered by three main factors:

- The sales staff cannot immediately become a "follower" of the new product, therefore it becomes necessary to interest the trading organizations with the help of incentives and provide for special measures to convince the sales staff of the value of the new product.

- Trade representatives are reluctant to take the risk associated with the sale of a new product. Numerous failures force the mediator to wait until the last moment before "approving" new product.

- The retailer welcomes incentive support during the product "approval" period. The consumer also shows restraint when purchasing a new product.

Promoting sales by encouraging him to try a new product makes it easier to get to know him. The growth of sales is facilitated by the use of special trial prices, sample proposals, payment in installments, the provision of additional quantities of goods, and more.

2. Development phase.

During the period of sales growth, the use of incentives is of strategic importance. This is a special stage in the life cycle of a product. It becomes famous and new buyers are found regularly. At this stage, advertising is preferred over sales promotion.

Nevertheless, in order to quickly and effectively respond to the actions of competitors, increase the number of outlets for the sale of goods, selectively influence the object, use sales promotion

3. The phase of maturity.

When a product is well known and has regular customers, the manufacturer uses incentive techniques on an ongoing basis. The effectiveness of advertising decreases at this stage.

To revive interest in the product, various occasions are used (holidays, the introduction of new packaging, and others).

4. Towards the end of the maturity phase, saturation occurs, and then decline.

At this stage, all incentives are terminated so as not to interfere with the withdrawal of the product from circulation.

The solution to sales promotion tasks is achieved using a variety of different means. At the same time, the developer of the marketing plan takes into account the type of market, and the specific tasks in the field of sales promotion, and the existing situation, and the profitability of each of the means used.

The choice of incentives depends on the goals set. All funds can be combined into three large groups:

Price incentives (sale at reduced prices, discount coupons, giving the right to a discount)

Offers in kind (bonuses, product samples)

· Active offer (buyers contests, games, lotteries).

Let's take a closer look at each of the incentives:

Product samples, coupons, discounted packaging, bonuses and credit cards. These are the main means on which the consumer incentive activities are built.

Sample distribution is the offering of a product to consumers for free or for a trial. Samples can be delivered on a door-to-door basis, sent by mail, distributed in a store, attached to any other product, or played with them in an advertising proposal.

Distributing samples is the most efficient way to introduce a new product.

To use the latter method of distributing samples, it is necessary to provide additional items of expenditure in the budget for:

Payment of tax for the provision of space for a sample in a printed edition

Sample gluing costs, postage.

Coupons are certificates that entitle the consumer to negotiated savings when purchasing a specific product. Coupons can be sent by mail, attached to other products, included in advertisements. They can be effective in promoting the marketing of an already mature brand.

But, as a rule, both manufacturers and the retail network resort to this type of incentive in the following cases:

At the moment of launching a new product on the market, when it is necessary to induce the consumer to try it

At the moment of re-release, the sale of which is stagnant and it is necessary to expand the circle of its buyers.

Bargain-priced packages (also called small price discounts) are an offer of a certain savings to the consumer against the normal price of a product. Information about them is placed on the label or on the product packaging.

A reward is a product offered at a fairly low price or free of charge as a reward for purchasing another product. The "when packing" award accompanies the goods inside or outside the package. The packaging itself can also act as a premium if it is a reusable container.

A free postage premium is a product sent to consumers who have presented proof of purchase for an item, such as a box lid.

A self-liquidating premium is a product that is sold at a price below the regular retail price to consumers who request it. Today, the manufacturer offers consumers a wide variety of awards with the name of the company stamped on them.

1. Credit coupons are a specific type of premium that consumers receive when making a purchase and which they can exchange for goods in special exchange offices.

2. Expositions and demonstrations of goods at points of sale - expositions and demonstrations of new goods are arranged.

3. Professional Meetings and Trade Shows - Industry associations hold annual conventions for their members, usually accompanying these events with trade shows. At such an exhibition, products of firms that are suppliers of the industry are presented and demonstrated in action. Contests, lotteries, games - present an opportunity for successful or especially diligent consumers, dealers or salesmen to win something - to win a cash prize, a vacation ticket or a product.

4. Promotion of trade - to secure cooperation from wholesalers and retailers, manufacturers use a number of specific techniques. The manufacturer can offer a credit for the purchase, that is, provide a discount on the price of each box of goods purchased from certain period time.

It is clear that sales promotion plays an important role within the promotion complex as a whole. Its use requires a clear statement of objectives, the selection of suitable means, the development of action programs, preliminary testing of it, its implementation and evaluation of the results achieved.

2.3. Public Relations (Public Relations, OL)

Now there are many definitions of the essence of PR science. One of the leading researchers, American Sam Black, defines PR as "the art and science of achieving harmony through mutual understanding based on truth and full awareness." A very tough and American-style pragmatic definition of PR is given in the book "Communication Management": "PR is the activity of translating the pragmatic goals of an organization into a policy acceptable to society." In more detailed definitions, public relations is the science of communications, which aims to create an atmosphere of trust between an individual and a group, a group and society as a whole and has an informational influence on public opinion.

Public Relations is a management tool, its main strategy is to build trust, its audience has no distinct boundaries and addresses. Of course, calls for confidential communication on the basis of objective truthful information in their reality can be comparable to the ideas of universal equality and brotherhood, but the increased control of society, the desire for stabilization and the desire to correspond in its image to social standards still make these tasks not so hopeless.

The main tasks of PR are in the field of improving external and internal communications. External communications, which take up to 80% of the time, lie in the field of communications with the media - the media. This is constant monitoring of all publications in various communication channels and timely response to them in the event of unwanted information, preparation of our own materials for publication, participation in briefings and press conferences, speeches on behalf of the administration with assessment and comments of various extreme situations. Formally, at the organizational level, external communications are provided by the press service (or press secretary), who must have fairly good informal connections, feel like “their own” among professionals and, naturally, be competent enough.

Internal communications are aimed at creating an atmosphere of mutual understanding and cooperation within the organization. One of the founders of the Japanese firm Sony writes in this regard that the most important task of a Japanese manager is to create a relationship to the corporation like a family. First of all, the tasks of completeness and effectiveness of formal communications are solved, their sufficiency to provide all employees with objective information. Much attention is also paid to the problems of informal communication, the spread of rumors and speculation, the study of opinions and assessments, the identification of persons performing certain communicative roles in the organization - "watchmen", "opinion leaders", "connected".

A very important and topical range of PR issues is centered around ensuring the image of the organization, personally its leaders and employees, as well as raising the image, stabilizing it and taking urgent measures in case of decline.

The concept of "image" is used by modern psychologists and PR-men as an artificially constructed image, and the signs of the image can be at different hierarchical levels and manifest themselves in different ways in different situations, especially non-standard ones. Sometimes the image is considered only from the standpoint of perception by other people, and in this case, different aspects of the image can be distinguished depending on the characteristics of the recipients. Obtaining and interpreting image characteristics even led to the emergence of a new profession of "image maker" - a specialist in creating the desired image.

External characteristics and, accordingly, the first impression of a candidate is very important and often even determines all subsequent ones, especially in the context of short-term business contacts. Some image makers even believe that 55% of the impression about a person depends on how he looks, and only 7% on how he speaks, and our memory for words dies before the memory for a visual impression.

However, this priority of the first impression largely depends on the level of development of the audience itself and the measure of its exactingness. We should not forget about temporary changes in the image and its constant dependence on circumstances. The image can be quite stable, but it can also decrease, and then all the efforts of image makers will be directed to attempts to rehabilitate it. The image can be developed for an organization, product, service. In the same way, the search for external perceptual properties that meet social expectations is going on, representative standards for equipment, furniture, office equipment are being developed.

A large place in the practice of PR services is occupied by the issues of sponsorship and patronage, since the social significance of such actions largely contributes to the creation of a positive public opinion. Directionality, consistency, scale, social significance actions form the image of the organization, include it in a broader social context, create an atmosphere of openness and social acceptability. Naturally, all actions are reflected in the press, sometimes even more than once, and this enhances the communicative effect.

IN contemporary literature Public Relations refers to communication disciplines such as advertising, campaigning and propaganda, journalism and publicity, politics and lobbying. Since all disciplines are based on communication, its structure and components, it would be inappropriate to separate them very far from each other. The main stages of communication, its links from source to recipient, precommunicative and postcommunicative effects, intercommunicative influences, translation of information into messages are included in the discussion virtually everywhere, but with different goals and methods of analysis. The area of public relations stands out as a sphere of non-commercial external and internal relations aimed at creating a favorable public opinion. As stated earlier, the main strategy of public relations is the strategy of trust.

Advertising communications, compared to PR promotions, are a marketing tool. The effectiveness of advertising communications is based on the idea of accelerating the movement of goods on the market. The main advertising strategy is a strategy of finding, satisfying and shaping the consumer's desire in the right direction. All types of advertising, with the exception of social advertising, pursue purely commercial goals, and favorable public opinion for advertising communications may remain desirable, but not a prerequisite (as, for example, in the case of alcohol advertising campaigns).

Of course, in some issues, the ideas of PR and advertising turn out to be so close to each other that it is simply impossible to clearly separate them. For example, prestigious advertising contributes to the creation of a positive image of a company, product, and personally of its employees. But at the same time, PRs latently prepare consumers for a positive assessment of the product and its fastest acquisition. The prestigious function of advertising turns into the leading function - the commodity one. On the other hand, the principle of free-of-charge, leading for PR actions, is not always adhered to, and often presentations and receptions, which are typical for PR, require expenses no less than advertising. However, in their main directions, PR and advertising differ from each other in goals, strategies and ways of presentation, primarily in the media. PR is a system of measures of influence on a very wide audience, in theory - on the whole society as a whole. Advertising always works with narrow audience segments, has a clear targeting.

Agitation and propaganda as a means of influencing the audience are political. In totalitarian states, they are the levers of society management, providing uncontested domination on the economic and political fronts. In developed democracies, they acquire a multiple character, corresponding to the political and economic groupings behind them. Campaigning and propaganda, in contrast to the PR events, are of a rigid purposeful nature. Whereas PR strategies lead to the establishment of trust with a voluntary orientation towards the proposed values, then agitation and propaganda act as a system of coercive measures that allow manipulating people and entire social groups. When economic and administrative structures merge, or, to put it mildly, their dependence on each other, a very little studied, but nevertheless very important socio-political phenomenon of lobbying appears, which is a mechanism of influencing power structures in order to change the socio-economic panorama in favor of those or other businesses, for example, changes in the tax system.

Experts distinguish two stages in lobbying. The first, which is quite normal for a democratic open society, comes down to informing the authorities and clients about draft laws, decrees and regulatory documents. This is a natural communication monitoring, and it most of all fits into the practice of PR events. It is also called soft lobbying. At the second stage, there is a danger of using the same communication structures to create a more privileged position for some particular enterprises. The abuse of privileged relationships through good relationships creates corrupt capital, which is a form of mafia behavior. At the present stage, lobbying has stepped over national boundaries and has become a means of achievement on an international scale. The closest is the connection between PR and journalism, since external communications for the most part fall on it. There are so many internally and externally identical between journalism and public relations that they began to be called twin brothers. A new term has appeared that is directly related to PR - publicity (English "publicity", "glasnost"), meaning receiving favorable presentations on radio, television, in the press, which are not paid by sponsors. Publicity is any information or action by which an event or a person himself becomes known to the general public after being reported in the media. It should be noted that the media convey not only objective, but also subjective information, since its content is already a subjective process of choice, comprehension, emotional interpretation. The same content can be conveyed in different media ironically, with a touch of sympathy, with the pathos of a discoverer, in a friendly manner. Compare, for example, the same traffic information for temporary traffic changes: legal notice or the heading "Not My Way". In addition, one and the same completely identical message can cause different communication effects when it is transmitted through radio, newspaper, and television channels.

Public relations is an equally important component of communication policy. PR is the impersonal stimulation of demand for a product or service through the placement of commercially important news in periodicals or receiving favorable reviews on radio, television or stage, which are not paid for by a particular sponsor. In other words, the formation of public opinion about the company and the product.

2.4. Personal selling (direct marketing)

Currently great importance has an exchange of information with carefully selected target consumers in order to get an immediate response. In contrast to the activities of sales representatives who communicate with the consumer in the process of personal contact, this is the most "direct" sales system. Personal selling is part of the promotion of goods and services, the presentation of goods to one or more potential customers, carried out in the process of direct communication and with the aim of selling and establishing long-term relationships with these customers.

As a matter of fact, any personal contact of representatives of trading companies that contributes to a greater or lesser extent to an increase in the sale of goods is referred to as personal sale. Representatives of firms include: sales agents, salesmen, brokers, insurance agents. A sales agent is a person acting on behalf of a firm and performing one (or more) of the following functions: identifying potential customers; establishment of communications, sales; service organization; collection of information and allocation of resources.

At certain stages of the buying process, especially during the stages of preference, conviction and motivation to act, personal selling becomes the most effective tool. The personal selling technique has several unique characteristics when compared to advertising.

It involves a personal contact between two or more people, during which the participants adjust to the needs and character of each other.

Personal selling also contributes to the emergence of a wide variety of relationships: from formal - seller - buyer - to friendly. For a professional seller, the buyer's interests are a subject of personal involvement, from which long-term professional contacts grow.

Personal selling forces the buyer to react in some way to the appeal, at least with a polite refusal.

Personal selling is the most expensive incentive. Therefore, it is necessary to carefully find out in which areas this type of promotion will give the greatest commercial effect. This is especially true of expensive and complex products that require more detailed information to consumers regarding technical parameters, features of functioning and maintenance.

In personal sales, marketing communications are used, these are trade presentations, fairs and sales exhibitions, special incentive events. Sales promotion includes point-of-sale advertising, bonuses, discounts, coupons, special advertisements, and demonstrations.

Stages of the personal sales process.

Search and evaluation of a buyer - the selection of potential customers from the general mass of buyers, promising from the point of view of a sales agent. Companies give some guidance on the selection of potential buyers, sales agents must learn to find them on their own. The necessary information can be obtained: from suppliers, dealers, colleagues with whom there is no competition, various institutions, newspapers. The selection should be based on their financial capabilities, business size, special needs and requests, location and potential growth prospects.

Preparing for a contract includes collecting information about the buyer and as much as possible about the organization (what he needs, who is involved in the procurement process, as well as personal qualities and style of closing the deal). The sales agent must establish for himself the purpose of the contact, decide on the best form of contact and consider the general trading strategy for this transaction.

Contact - includes all the subtleties of etiquette and knowledge of psychology. You need to know how to meet and greet a customer and lay the foundation for a good relationship. A salesperson's physical appearance, introductory remarks and subsequent comments have a huge impact on building relationships early in the sales process. After the established contact to find out the needs of the client, in order to interest the buyer and attract his attention, immediately proceed to the demonstration of samples of the offered products.

Presentation and Demonstration - During the presentation, the sales agent tells the buyer the "story" of the offered product and demonstrates exactly how these products will earn or save money for him. Describe the features of the products offered, but always focus on the customer's benefit.

Sales presentations can be enhanced by displaying promotional items such as brochures, slides, videos, and product samples. If buyers see or hold the advertised product in their hands, then they better remember its features and benefits. Telling or showing how these products will make or save money always focuses on the customer's benefit.

Overcoming disagreements (objections).

Almost always, during a presentation or a contract from the consumer, objections arise. To bridge disagreements, the salesperson must take a positive approach, look for hidden disagreements, use them as an opportunity to gain additional information and as additional reasons to make a purchase.

Deal Closing - Once all disagreements have been cleared, the sales agent can proceed to close the deal. Immediately try to sign a contract or proceed to discussing the details of the agreement, offer your assistance in placing an order, draw the buyer's attention to what he can lose if the contract (agreement) is not concluded immediately. Salespeople need to know how to recognize signs of a buyer's willingness to close a deal. This is evidenced by various actions on his part, comments or questions.

Transaction support is necessary when a sales agent tries to fully satisfy a long-term cooperation with him. A sales agent must continue to contact the consumer for a further time: control the delivery of goods, conduct briefings with personnel, and resolve issues that have arisen about the goods. For the buyer, this will serve as a confirmation of the seller's genuine interest in him.

Most companies use agents and many of them assign a key role to personal selling in the marketing mix. The high cost of personal selling encourages in every possible way to improve the efficiency of sales service management. The market-oriented sales team works to satisfy customers and increase the company's bottom line. To achieve these goals, salespeople require, in addition to trading skills, some marketing analysis and planning skills.

Chapter III. Application of marketing communication policy on the example of "Absolut" vodka of Vin & Sprit Company

The history of Swedish vodka dates back to the 15th century, when the Scandinavians first began to produce a product called "branvin", which translates as "fire wine". It took decades for people to discover that vodka could be useful from an entertainment point of view as well. Soon after this discovery, in the 17th century, distilled alcohol, which was named vodka.

The Åhus plant in southern Sweden is the world's only producer of perfectly pure Absolut vodka. Alcohol is also made here from wheat in the southern regions of Sweden, and artesian water is used. All other components for making vodka are experience and high modern technologies... In terms of experience, the Swedes have been producing white vodka for at least 500 years. Once upon a time, pharmacists and monks received crude coarse alcohol and used it in medicinal infusions, as a spice, anesthetic, and, in general, was considered a miraculous remedy for all ailments.

Absolute vodka owes its phenomenal success to only one fact - the existence of such a person as Lars Olsson Smith.

A successful businessman at ten and a private business owner at fourteen, Lare began controlling a third of Sweden's vodka production before he got a razor in his hands. By the middle of the XIX century. the name "King of Vodka" was firmly entrenched in it. In 1879, a presentation of a new variety of vodka called "Absolut Rent Branvin" (Absolutely Pure Vodka) took place. This variety was distinguished from all others by a revolutionary method of purification: the so-called rectification method, which is still used today. Smith was an entrepreneur in every shade of the word and did not want to put up with Stockholm's monopoly of distilled spirits. By launching a new product on the market, Smith launched a trade war against the capital. He gave up on the idea of asking permission to sell vodka in Stockholm. Instead, the businessman opened a shop near his factory on the island of Reimersholme, outside the city limits. To bring shoppers to the island, he launched a free ferry - an amazing marketing ploy for the time! The shop was a tremendous success. The trade war intensified, sometimes even shots were heard. Smith responded by expanding its business to the southern part of the country, a region known for millennia for its vodka. In the late 1870s. more than half of Sweden's alcoholic beverages were produced in the Skane region, in the southern part of the country. Once again, Lars Olsson Smith went for broke, taking control of several factories in the region, attacking existing distribution channels that sell lower quality products. He even contrived to use trade unions to boycott retail outlets selling substandard vodka. Towards the end of the century, Smith began exporting his drinks. This brought him tremendous success, making him one of the richest people in the country, and the fortune that he lost, then gained again, and then lost again. Smith died in 1913 penniless, leaving behind only debts, angry letters from creditors and unfinished court cases.

But Smith's technical know-how did not die with him. In the 1970s. a successful heir was found in the person of Lars Lindmark, President of V&S Vin & Sprit AB (Swedish Wine and Vodka Corporation). Lindmark came up with the idea to modernize an old reputable company.

Shortly before the 100th anniversary of Absolut Rent Branvin, Lindmark decided to export the new vodka. Lacking professional skills and experience in advertising, packaging design and strategic positioning, he put together a marketing team with the goal of choosing a completely new position for Absolut vodka.

His goal may have seemed insane - exporting vodka not just anywhere, but to the United States. The country with the most saturated and competitive market consumption in the world. However, it is also the most profitable. ...

The first batch of Absolut Vodka was released on April 17, 1979, and two months later, Absolut went on sale in Boston.

In its first year in the US market, only 10,000 9L Absolut cases were sold. After that, Vin & Sprit decided to change their communication policy. Initial concepts developed by marketers tried to highlight the new brand's Swedish roots. According to one of them, they wanted to call the vodka "Vodka of Swedish Blondes" with the image on the label of the Vikings engaged in robbery, and according to the other - "Vodka of the Tsar's Dvor" with the image of a decanter covered with frost. It was even suggested to wrap the bottle in paper. However, none of the ideas gave a proper idea of the quality and origin of vodka. A niche was created in the market that was intended to fill with premium vodka. According to legend, advertiser Gunnar Broman saw an antique medical bottle in the window of a small shop in Stockholm's "Old Town" and was shocked by the purity of the style of this peculiar cultural symbol of Sweden.

Several Scandinavian designers were commissioned to refine the bottle. By design, the container should not have a label hiding crystal-clear components. After lengthy discussions and several prototypes, the team introduced colored letters to decorate the surface of the bottle. Blue was chosen as the most conspicuous and attractive color. This color is still in the Absolut logo. So now the producers of the Swedish vodka V&S Sprit AB had a product and a packaging. It remains to come up with a name. The original product went under the name "Absolute Rent Branvin" (Absolutely Pure Vodka), but this name could not be registered in the US, as "absolute" is a general adjective that by law cannot be a trademark. Therefore, to avoid problems, the last letter "e" has disappeared from the word "absolute". The author of the advertising concept is Geoff Hayes, art director of the TBWA advertising agency (New York), with whom an agreement was signed to promote "Absolute" in America. Geoff Hayes stayed at home one evening. He drew sketches and watched television, trying to find clean and simple symbols. However, attempts one after another remained unsuccessful, although they were colored with subtle humor. The entire floor of his room was covered with a thick layer of ideas on paper. In hopeless despair Hayes looked up to heaven ... and then it dawned on him. So the halo was chosen as a symbol. The next day, he showed the sketch to Graham. Together they changed the slogan from "Absolute Purity" to "Absolute Perfection". Another version depicted a bottle with angel wings (Absolute Paradise). Fifteen minutes later, they had a dozen variations on their table with a simple slogan, drawn up according to the formula: "Absolute-something-point." ... Each sketch contained the name "Absolute", a bottle or at least its outline. TBWA has captured the soul of the product. It was this “soul” that made it possible to create a huge number of copies based on one concept. A special role was played by the photographer Bronstein, who applied a pictorial approach to photography - local illumination of a dark background. What gave the transparent bottle volume. In general, the bottle plays a colossal role in each of the advertising images. It is both the physical and semantic center of the advertising message. Only a few Absolute creatives have appeared without this strong symbol. This is the uniqueness of the "Absolut" ad. When the reader cannot high level to comprehend the beauty of an advertising move, he is nevertheless always able to identify the main element of this advertising. Strictly speaking, a bottle. The first Absolut Perfection campaign was launched in 1980. The success exceeded all expectations. The American public was so fond of the original and fresh ads for "Absolute" that sales of this drink began to grow at lightning speed. The phrase "Absolut Art" was first used in 1985, when Andy Warhol, the godfather of Pop Art, suggested to the company "do something with a bottle." A portrait was painted. The famous bottle was used as a model. Soon she appeared on the poster, and the success, which attracted the attention of the whole world, was not long in coming. The introduction of Absolut into the art world has begun. Authors from all over the world were involved in advertising "Absolute", and the motto of this global art gallery, and at the same time of the vodka itself, became: "Absolute" - the art of vodka and vodka of art. "

Alexander Kosolapov is a native Muscovite, a graduate of the sculptural faculty of the Moscow Higher School of Industrial Art. Stroganov. In 1975 he moved to New York, where he looked for inspiration in two outwardly similar, but unrelated stereotypes: in the American and Soviet mass cultures. While working for Swedish vodka, a red proletarian clutches Absolute in his hands against the background of the globe. The slogan is: "The way is open for man!" Rostislav Lebedev, for whom, in his own words, Sots Art "has become a fun game, a carnival of absurdity", the same "star" rays radiate from the bottle into an asterisk. They were followed by other artists: Agtap, Robert Indiana, George Rodrigue, popular personalities. In 1987, Kenny Scharf (Keppu Scharf), a fan of comics and primitive cartoons, acted as the creator of another masterpiece. Two of his "Absolute" paintings are inhabited by good-natured genies flying out of an open bottle, and ghost tadpoles striving into it. A completely new addition to the collection is Absolut Paik from the founder of video art, 70-year-old Korean Nam June Paik. Pike is a versatile person. He is not only an innovator of video and performance art, but also an original composer. His contribution to the "Absolute" gallery is a bottle made of shining tubes with TVs inside.

European masters presented the Absolut Originals campaign. Works by sixteen of Europe's most fashionable artists, photographers, architects and designers have been featured in Time magazine. The Absolut Americana and Absolut Southwest campaigns involved American primitivists with folk origins. Absolut Heritage and Absolut Expressions gave rise to the creative imagination of African Americans. Sometimes the products of "absolute art" take bizarre and exaggerated forms.

For example, what can you say about the 11-meter sculpture "The Absolute" in the Swiss Alps? Or a bottle-shaped field in eastern Kansas? The seeding size is 12 football pitches, so the bottle is only visible from the air. In the far north of Sweden, there is a hotel built of ice. In his bar there is a five-meter ice sculpture of the Absolute bottle. The success of this PR campaign is evidenced by the fact that the hotel and the bottle have already appeared together in a hundred television programs all over the world. The most ambitious and attractive cultural project of the Absolut in the United States was called Absolut Statehood. The most popular piece of the project was "Absolut Louisiana" by artist George Rodrigue. He depicted on the canvas his favorite character - a dog named Tiffany. Tiffany - In the Absolute ad, she sits on a rug in front of a vodka bottle with flowers inserted into it.

"Absolute Capitals" and "Absolute European Capitals" are two of the most notable print campaigns of "Absolute" in recent years. "Absolute European Capitals" appeared on the inside cover of Newsweek, one city for each issue. Chosen by everyone in the Absolute Capitals campaign famous cities with a strong individual appearance. For example, "Absolute Los Angeles" captures the atmosphere of the city, although it does not show the cityscape itself. Instead, in a central place is the swimming pool, as you might guess, in the shape of the Absolute bottle. The spirit of the city can be caught in the guitar ("Absolute Madrid"). These posters take the viewer to a specific place and allow you to imagine yourself sitting by the pool or listening to a flamenco-style guitarist in a bar, with a glass of vodka, of course. Now the name of the company corresponds to the name of the brand - The Absolut Company, Stockholm.

The primary reason for the success of Absolute print advertising is the method by which the advertisement greets the reader. In The Sign of the Swoosh, authors Robert Goldman and Steve Papson say that "advertising has learned to satisfy readers who enjoy decrypting messages." Absolut's ad fully satisfies this concept. The "jigsaw puzzles" the company publishes are like educational games for children or their bored parents:

Absolut Chicago, a campaign in which the letters on a bottle fly in the wind. The popular name for Chicago is "The Windy City".

"Absolut Geneva", which features gold-plated teeth and gears, invites us to remember that a) Geneva is the capital of Switzerland, b) Switzerland is known for the accuracy of its watches.

"Absolut Rosebud" is an ad that gives a non-standard take on a feature film that is familiar to many. The sled featured on the poster is an imitation of the sled used by Charles Foster Kane in the movie Citizen Kape as a child. Anyone who has seen this picture, or at least is familiar with the script, will be able to identify the Citizen Kane reference.

"Absolut Primary" is an advertisement from 1996, the year of the penultimate re-election of the US president. Drops of dark substance, which can be described as a metaphor for dirt, cover the Absolut bottle. The message's message appears to be a political idiom of "muddying" that often figures in electoral campaigns. During the last elections in 2000, these messages appeared again.

Absolut Texas. The creativity subtly plays up the popular expression of Americans that "everything is much more in Texas." This is a humorous ad, but it also offers a different reading. The reader might think Texans are drinkers. The bottle size is large compared to other absolute states, and you can conclude that the residents of this state need much more alcohol. To a reader unfamiliar with the Texas myth, the meaning of advertising seems twofold.

Absolut Evidence Campaign. The advertising message consists of three elements: "Absolute", the word "Proof" and a fingerprint.

Absolut Houdini, named after the famous American illusionist Harry Houdini (who knew how to disappear from closed rooms and appear where he was not expected), was advertised with a poster where there was no bottle, only a wet trace on the table. There is a well-known series of the late 1980s "Absolute Glasnost", when, in the wake of interest in Russia, they ordered a series of famous avant-garde artists.

A separate story is Absolut's relationship with the world of fashion business. In 1987, fashion designer David Cameron created the first Absolut collection for the company. Since then, Absolut has collaborated with hundreds of the world's most renowned fashion designers, including the late Gianni Versace. The Absolut Versace collection is associated with the largest creative project Absolut. Created in 1997 by the order of the firm, Versace's clothing collection was photographed by renowned fashion photographer Herb Ritz in the interiors of the Ice Hotel, another object serving to promote Absolut vodka. The Ice Hotel, built annually in northern Sweden, 200 km beyond the Arctic Circle in the town of Jukkasjärvi, which takes 5,000 tons of ice and 2,000 tons of snow to build, has become a podium for supermodels Kate Moss and Naomi Campbell. The shoot by Herb Ritz appeared as an eight-page tab in Vogue magazine, and the collection was presented at the world-famous New York Cotton Club. The sealed void works on the idea of stimulating consumer interest by creating the illusion that it is we ourselves, consciously and freely, giving one or another meaning to the advertising poster. While in fact, this poster may already contain all the necessary attributes to form the desired perception. The Absolute brand ranks third in the world in terms of sales. And now the Absolute vodka is in demand.

Absolut's marketing merits are reflected not only in the sales results, but also bring moral satisfaction to their creators. Absolut is the only foreign trademark to be inducted into the American Marketing Association's Hall of Fame. In addition to Absolut, only two of the American variety of brands have received this honor - Coca-Cola and Nike. Absolut's marketing merits are reflected not only in the sales results, but also bring moral satisfaction to their creators.

Absolute is a good Swedish vodka. But paradoxically, it is famous not for its quality, but for its excellent advertising concept. Each new advertising campaign is a modern and advanced promotion. The action is close to the absolute.

Conclusion

The expansion of the scale of competition, the desire of manufacturers and sellers to attract potential consumers to the goods produced and sold, and the need to retain existing buyers and customers have significantly increased the use of entrepreneurial activity methods of communication policy.

Marketing communication policy influences consumer behavior, transforming him from potential to real buyer.

There are methods in communication policy that are of a rigid type, in stimulating sales policy... This is effective when it comes to a short period of time, but is expensive for the manufacturer.

Currently, these sales promotion operations are more lenient in nature (games, customer contests, etc.). They are more effective in creating a positive product image.

The combination of “hard” and “soft” methods of marketing communication policy encourages the buyer to make an immediate purchase and if the incentive meets the expectations of the buyer and is consistent with the specifics of the product, then it inspires the consumer with sympathy, interest and loyalty to a particular brand of goods.

The study of the main elements of the communication policy is aimed at identifying promising means of promoting goods from the manufacturer to the end consumer, creating a company's image, maintaining relationships with existing customers and potential ones.

In conclusion, we can say a few words about the positive results of communication policy as intermediary organization on the market.

The society contributes to the development of intermediary activities, first of all, because the level and quality of life, convenience and comfort of each member of society to a large extent depend on the level of development in the society of the intermediary sphere (convenient for the buyer organization of trade, advertising, delivery of goods at home, ordering goods by mail, phone, etc.); the same applies to consumers of industrial goods.

The development of market relations in Ukraine, the strengthening of financial and industrial groups, the development of modern export production, obviously, over time will lead to the creation of optimal communication systems in domestic and foreign trade.

The commercial intermediary network of organizations in order to improve the effectiveness of their activities is widely used modern principles management and marketing, constantly introduce the latest forms and methods of wholesale trade, use the best world experience in this area, actively develop service on the the latest principles market interaction.

This leads to positive results: intermediary trade frees the manufacturer from labor and the risk of finding sales channels, makes it easier for him to focus on the production process; accelerates the rate of turnover (circulation) of capital; the use of a communication policy leads to the saturation of product markets to the objectively required size and the functioning of direct producers in accordance with the interests of end consumers.

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