Problems of managing the advertising activities of the enterprise. The problem of creating effective advertising Problems of the genre in advertising ways of solving

These problems will be considered not from the point of view of who develops the advertisement, advertisers, but from the point of view of customers ... Solution problems special issues require a separate course. The activity of an advertiser is specific, requires special skills and, generally speaking, an advertiser is a separate specialty, different from the specialty of a marketer.

1. Definition characteristics of the consumer group , for which the product is intended, and for which, accordingly, the advertisement is designed. That is, defining the characteristics of the market segment.

2. Definition interaction between manufacturer and seller in the field of advertising creation. The manufacturer and the seller have different goals of a current nature. The seller is primarily interested in ensuring the highest turnover of funds. The manufacturer is interested in ensuring the long-term popularity of this brand. Accordingly, the manufacturer seeks to provide objective information about the product, since inaccurate advertising will further affect its prestige. The seller is only interested in quickly selling those trademarks, the contract for the sale of which he has entered into. He is not interested in what will happen to them next. If the popularity of this trademark falls, he will buy other products that are popular. Hence the relationship problem. To a large extent, these relationships depend on who pays for this advertisement and in what proportions.

3. The choice of the advertising contractor. The problem of choosing the most qualified and professional developer. He must not only be able to correctly determine the parameters of the advertising medium, but also be able to select these parameters in connection with the market situation, taking into account the characteristics of the consumer, his potential reaction to advertising. In this regard, on this moment the most qualified are advertising agencies that have developed in television studios.

4. The problem of definition advertising efficiency how effectively it influences consumer behavior.

1. When the formation of demand for a new or updated product advertising should take into account and develop some more unconscious need a certain group of potential consumers.

When we talk about creating a need, we are addressing a controversial issue from the point of view of marketers. There are two points of view in answering the question: can marketing create demand. The first is that yes, it can. So, ten years ago we did not have a need for mobile phones, because this product was not available.

There is another point of view, which is that human needs are universal, and they exist as long as the person himself exists. Within the framework of this point of view, it is not the needs that change, but the ways of satisfying the need. And any particular brand, even if it meets the needs in some new way, it is just a way. From this point of view, both the appearance of the television and the emergence of VCRs are not the satisfaction of new needs. This is a new way of satisfying the need for entertainment and information.

2. When stimulating demand , depending from the stage of the life cycle advertising solves problems like expanding demand , at the stages of implementation and growth, and maintaining demand at the stage of maturity.

3. Potential demand stimulated advertising with feedback ... When the consumer is given the opportunity to request additional information, inform about his intentions (indicating the phone number and address of the company).

4. Reducing the impact of competing ads ... It is achieved by advertising of such properties or qualities of a product that a competing product does not possess, or possesses, but to a lesser extent.

5. Research advertising. Allows you to identify the degree of penetration into the environment of future consumers of certain advertising messages, as well as assess the effect of these messages. So, a few years ago, a competition for advertising clips was held on St. Petersburg television, when viewers were asked to determine and send the top ten advertising clips, ranking them according to the degree of priority, and additionally submit information about themselves: gender, age, profession, income, time when a person located at the TV screen. Of course, at the same time, the goals of ranking the advertising products themselves were achieved, but the main goals were research goals. The cost of information that consumers provided about themselves was significantly higher than the cost of those televisions and refrigerators that were given to the winners of the competition as a prize. In fact, this competition has saved the huge amount of money needed to collect such information. Among other things, such information allows you to justify before advertisers high prices that television demands for offering its services. By obtaining this information, it is possible to determine which segments and at what time are exposed through television advertising, and also to assess the degree of this impact. Within the framework of this competition, the winner was the video "OIL OF YULEY" - "How unlucky the apple is, how lucky you are".

6. Indirect advertising aims not to directly stimulate sales, but drawing the attention of consumers to something that will fulfill this task in the future ... Here are some examples. On television at the end of the week, there is an announcement of programs for the next week. Within the framework of such an announcement, attention is drawn to specific TV programs, in which, already at full screening, there will be commercial advertising. Those. the announcement performs the function of indirect advertising.

7. Multidirectional advertising solves a number of auxiliary tasks, such as attracting the attention of consumers to the business and intentions of the company, shaping public opinion, creating an attractive image of a particular technology.

1. Statement of tasks:

communication goals

sales objectives

2. Decision to develop a budget

Everything you can afford:

Percentage of sales

Parity with competition

Linking ends and means

idea of ​​appeal

execution of an appeal

evaluation and selection of treatment options

4. Decision on the means of dissemination of information

coverage, frequency, impact

choice of the type of information dissemination medium

communicative efficiency

trading efficiency

Inform the public about the enterprise under construction, its features, planned production, time to market;

Develop a corporate identity (first of all, choose a main color or a combination of colors).

An advertising campaign plan is developed approximately a year before the launch of an enterprise. First of all, such issues as the development of a trademark, corporate identity are solved, then about six months before the start of activities, image advertising and public relations are carried out, and in 1-2 months - business advertising, the intensity of which is increasing by the time of the start of sales activities. The ratio of the volumes of image and business advertising in preparation for an enterprise's entry into the market is shown in Figure 6.1.

It is advisable for the conduct of work to draw up a calendar plan for an advertising campaign, which indicates detailed activities, terms and amounts of funding.
An important and crucial moment is the choice of the performer of advertising events. For example, when choosing an advertising agency, you need to keep in mind the following criteria:

Availability of its own material base, its technical level;

The complexity of the services performed or provided;

The agency's interest in the proposed work;

Creativity level, ability to generate new ideas (examples);

The level of prices for services and methods of mutual settlements;

Terms of order fulfillment;

Quality assurance of performance;

A system for monitoring the progress of work and evaluating finished materials should be developed.

Ministry of Education and Science Russian Federation

Ural State University of Economics

Department of Commerce, Logistics and Marketing

COURSE WORK

In the discipline "Marketing" on the topic:

Performer student KD-07 Matvienko M.A.

Scientific supervisor of KEN, Associate Professor of the Department of CLiM

Mineeva T.B.

Introduction 3

1. The role of advertising in the activities of an enterprise in modern conditions 5

1.1 The role, nature and objectives of advertising in the market 5

1.2 Classification of advertising media and their characteristics 8

2.1 general characteristics enterprises 13

3.2 Economic methods to improve the effectiveness of advertising 37

Conclusion 40

List of used literature 42

Appendices 44

The topic of the term paper is relevant because an advertising company is necessary for any self-respecting company, since advertising in the media contributes to the development of a mass market for the sale of goods and services, and, ultimately, investments from advertising begin to provide the life of newspapers and magazines seeking to reach as large a mass of people as possible. Thus, millions of people, and even a nation, are beginning to receive both breaking news and promotional messages.

The emerging market for goods and services in Russia is increasingly demanding the attraction and use of advertising. Advertising, on the one hand, conveys to consumers various information necessary for the purchase and use of products. On the other hand, combining its informativeness with persuasiveness and suggestibility, advertising has an emotional and mental impact on a person. Advertising itself is both a business and an art.

In a market economy, one of the most important factors successful work any company is skill to attract new customers. The main tool for solving this problem is advertising campaigns. In this case, the marketing department faces planning problems. advertising activities, resource allocation and evaluation of performance and results achieved.

Thus, the relevance of the research topic is beyond doubt.

The object of the study is Domovyonok LLC.

The relevance of this study determined the purpose and objectives of the work:

To achieve the goal, it is necessary to solve the following tasks:

2. On the basis of a theoretical analysis of the study of the problem, systematize knowledge about advertising media and their characteristics.

4. To systematize and generalize the scientific approaches to this problem existing in the specialized literature.

The theoretical significance of the study is the generalization of scientific knowledge on this issue.

The work used methods of both empirical research: comparative-comparative, observation, and those used both at the empirical and theoretical level of research: abstraction, analysis, synthesis and deduction.

The structure of the course work is expressed in its content.

For the disclosure of the set topic, the following structure is determined: the work consists of an introduction, three chapters, a conclusion and a list of used literature. The title of the chapters reflects their content.

1. THE ROLE OF ADVERTISING IN THE ACTIVITIES OF THE ENTERPRISE IN MODERN CONDITIONS

1.1. The role, nature and objectives of advertising in the market

In modern market conditions, no commercial enterprise can successfully conduct business without advertising in one form or another. For many centuries, being a constant companion of a person, she changes with him. We are deeply convinced that the understanding of modern advertising cannot be complete without an analysis of the main historical stages of its development.

Not a single commercial organization successfully conducting business can do without the experience and support of specialists - stylists, stylists, artists, designers, cameramen, directors - in one word, advertisers.

The power and role of advertising has long been known from the world business. First of all, advertising carries information, which is usually presented in a concise, artistically expressed form, emotionally colored and bringing to the consciousness and attention of potential buyers the most important facts and information about goods and services.

For Russian market participants of goods, sellers (advertisers) and buyers (consumers of advertising) in the Law of the Russian Federation "On Advertising" the following definition is given: advertising (advertising message) - any form of dissemination of information (information) by the advertiser, regardless of the technical or other means, including their promulgation through publication, broadcasting, public display, public performance or communication, reproduction (reprographic reproduction), etc. in relation to third (indefinite circle) persons about the advertiser, his goods (works, services), their properties and characteristics, conditions of production, acquisition and use, other circumstances that serve to form or maintain the interest of these persons in the advertiser, his goods (works, services) aimed at increasing their competitiveness in the market ”.

Advertising, on the one hand, conveys to consumers various information necessary for the purchase and use of products. On the other hand, combining its informational content with persuasiveness and suggestibility, advertising has an emotional and mental impact on a person.

The most widespread sphere of advertising activity is trade advertising, the subject of advertising influence is goods, trade enterprises, services provided by these enterprises. In essence, trade advertising is a targeted dissemination of information about the consumer properties of a product and (flying leaflets and a proto-newspaper). The invention of the printing press forms the preconditions for the quantitative and qualitative development of advertising.

Market development stage
Market preparation stage	Consumer information Formation of potential consumers Creation of an idea about commodity producers
The stage of introducing new products	Increasing the number of potential buyers by increasing advertising Promotion of purchases Creation of the necessary relationship to the commodity producer, i.e. its "image" of the enterprise Focusing on shopping motives when choosing products
Stage of mass sale of goods	Maintaining the achieved level of sales Stabilization of the circle of buyers Expansion of sales taking into account the growth of production of goods
Demand switching stage	Reminder Prioritization by replacing goods Reorienting buyers

Correctly organized advertising at retail outlets creates the preconditions for more efficient production of goods and better satisfaction of the needs of the population. It is unacceptable to use exaggerated data on the quality of goods in trade advertising or to pass off a fake product as a full-fledged one, to influence the base inclinations of a person and use other negative motivations. Decoration of shops, pavilions and others retail outlets must meet modern aesthetic requirements, fit into the architectural style of the city, and the costs of organizing this kind of advertising must not exceed reasonable (rational) sizes.

Trade advertising should help improve the quality of shopping service to customers. With the help of advertising, buyers find the products they need faster, purchase them with the greatest convenience and the least time spent. At the same time, the sale of goods is accelerated, the labor efficiency of the sales personnel is increased, and various expenses and costs are reduced. No less important is information for the population about individual trade enterprises, the services they offer, opening hours, sales methods, and specific features of their activities.

It must be said that for trade advertising, it organizes a dialogue between the producer and the consumer. It also contributes to the continuous improvement of products. Another very important role of advertising is that advertising introduces new goods and services to the market, new needs are formed.

Advertising is a constant companion of a person, daily and massively affects him. Regardless of whether we love it or not, advertising is a part of our culture, and its best examples, with good reason, can be attributed to works of applied art. The main requirement on the part of potential buyers and consumers is that advertising must be professional and effective. And the achievement of these qualities is no longer possible without considering advertising from the point of view of science. At the same time, advertising is in the focus of many sciences at once: the theory of communications, psychology, marketing, management, mathematics, sociology, etc.

Advertising summarizes people's lives, enhances their experience. For years, advertising has been criticized for making people want goods they don't need. Disputes of this kind: what customers need or want are untenable. In the advertised market, this is determined by the buyer.

1.2. Classification of advertising media and their characteristics

In trade, a variety of advertising media are used, which are information carriers for influencing the advertising object.

· By design, advertising media can be calculated for wholesale and retail buyers, for certain groups of the population (men, women, children, people leading the household, athletes, tourists, schoolchildren, farmers, etc.);

· Depending on the nature of the technical means used, the following types of advertising are distinguished: showcase-exhibition, advertising in the press, print advertising, audiovisual, radio and television advertising, and others. Showcase and exhibition advertising include window and in-store, showcases in retail trade enterprises, showcases and trade exhibitions at wholesale centers, fairs, stock exchanges.

Nowadays, online advertising is used more and more often by trade enterprises. The main advantages of this media channel are that the Internet address is given in the media, information, and a potential buyer entering the site immediately gets acquainted with the device of the enterprise, learns about the services provided, upcoming presentations, and the automatic search system gives precise definitions of the product of interest, its price and other characteristics, is it available, information about the next expected delivery, etc. If there is no opportunity to visit the store, then you can place an order without leaving your home.

Sometimes a merchant sends to its regular customers by e-mail offers for the purchase of goods at reduced prices, notifies of sales and makes an offer for the purchase of new assortment of goods with the right to receive discount cards.

Commercial advertisements can often be found in the press. Ideally, the readership of the publication and the target audience of the advertising message should be the same. Advertising in the press is provided by publications in various newspapers and magazines and all kinds of advertising attachments (or inserts of the publication). Advertising in reference books and educational publications can be considered as a type of advertising in the press. They are characterized by significantly greater durability, as well as the presence of a large secondary audience.

The effectiveness of press advertising is the result of many factors. Among them: circulation, sales volume, rating (total audience), quantitative characteristics of the readership, distribution region, frequency of publication, etc. One of the more highly effective media advertising in the press are professional specialized publications.

Most commercial businesses use print ads to promote their products. The features of this media channel are: relative cheapness; efficiency of manufacturing; some media (for example, calendars) allow you to provide a fairly long advertising contact with the recipient; lack of information about competitors on a specific carrier, etc.

In the leaflet, the company presents a one-sided or two-sided image (text) placed on a sheet of relatively small format. Hand out on the streets.

The catalog is mainly used by retailers to describe products and indicate their prices.

The booklet is used for text and illustrations, folded (folded) in a variety of ways.

Posters and signs are needed in order to convey a corporate image, and are used less often, concise text that allows you to focus on the advertising message, presented in table 2.

table 2

Distribution of 100 Expert Advisors by viewing convenience

A video clip is a sound film recorded on magnetic tape.

A film reel is a sound film shot on film, intended for subsequent "distillation" on video, broadcasting or demonstration using a cinema installation.

On-screen advertising uses the broadcast of video and film clips on television channels. Among the main advantages of screen advertising are the following: simultaneous visual and audio impact; the phenomenon is viewed in motion, which provides a high degree of involvement of the viewer in what is happening on the screen; personal nature of the appeal; wide audience.

More and more often commercial organizations give preference to radio advertising, as it is one of the most acutely progressing directions of advertising activity. The advantages of radio as a means of transmitting advertising include the wide format of frequency, selectivity, coverage, as well as the lively nature of the appeal, efficiency, relatively high level advertising rates.

To create an image or as a reminder, trade enterprises use outdoor advertising.

The main carriers of outdoor advertising should be called billboards (English bileboard), signs at bus stops (bus sheltor), electronic and mechanical boards with periodically changing images (prismairsion), light boxes (cify light), light boxes on a support (city light on pole), stationary panoramas on buildings - firewalls, spatial structures, etc.

Outdoor advertising is a media channel that delivers advertising messages to recipients using typographically printed posters, drawn billboards and light boards installed in places of the most busy street traffic, as well as along highways and railways.

The disadvantages of the channel include the long time required to conduct a campaign using it. Outdoor advertising carriers are exposed to atmospheric conditions, which requires constant monitoring of their condition.

Quite widely, shops and firms use branded advertising media as a traditional advertising medium. plastic bags... Recently, advertising is increasingly being applied to clothing items: T-shirts, baseball caps, caps, corporate uniforms. The most important types of media channels also include advertising on transport, souvenir advertising, air advertising, and other types.

2.1 General characteristics of the enterprise

LLC "Domovenok" is a manufacturing enterprise engaged in the manufacture of high-quality modern building material that has already proven itself well throughout Russia. Domovenok LLC is located in the Tyumen region.

At the moment, the building materials market of the Tyumen region is in the stage of active growth - this is due, first of all, to the annual introduction of about 1,300,000 square meters of residential space and the forecast to almost double the construction by 2010.

In this regard, the production of construction products is promising. As an alternative to ordinary wallpaper, wall panels are today. This modern building material has long established itself from the very best side in the construction market in Russia. There are two main types of wall panels - PVC panels (polyvinyl chloride panels) and MDF panels. PVC panels are usually used in rooms with very high humidity. The main advantage of such panels is that they are very easy to wash, while their color is not erased. It is also worth noting that when installing PVC panels, time is significantly saved. PVC wall panels are ideal for use in rooms with high humidity: PVC wall panels are easy to clean and have a permanent color. The beautiful appearance of PVC wall panels allows them to be used for interior decoration in all types of premises. PVC wall plastic panels are finishing material, which can withstand temperature changes, resistant to corrosion, have good thermal insulation, sufficient strength and durability.

Currently, in the city of Tyumen there is only one plant for the production of this type of building materials. In the context of a constant growth in demand for building materials, it will be advisable to increase the volume of products to meet all the needs of the residents of Tyumen and nearby cities.

The main advantages of plastic panels:

· Suitable for high-quality design and modern, elegant, sophisticated furnishings.

· Perfectly combined with any decorative and finishing materials.

· Durability, keep excellent appearance for a long time.

· Ease of installation, no special knowledge and tools are required.

· Environmentally friendly, odorless, non-toxic.

· Fire safety, does not contribute to the spread of fire.

· Hygienic, the surface can be washed with disinfectants and detergents (except abrasive).

· Easy to clean, dust and dirt can be easily removed from the surface.

· Affordable price.

The advertising department of any enterprise is an important link in achieving commercial success. The sale of goods ultimately depends on how the tasks assigned to it are solved and how the department functions as a whole.

· Inform buyers about the goods being sold using various media channels: television, press, radio, outdoor advertising, etc .;

· Creating an idea about commodity producers means informing buyers not only about the product and its characteristics, but also talking about the place of its production, the manufacturer and the reliability of this company, that is, how it has proven itself in the market;

· Increase in the number of buyers due to increased advertising. With the increase in advertising costs and with the intensification of advertising campaigns and options, the number of buyers should grow, the turnover of the enterprise should increase and the establishment of large connections with buyers, without this advertising activities become meaningless;

· Stimulation of purchases largely depends on the constancy of advertising events, if this does not happen, then the company loses potential buyers and its rating among competing stores immediately falls;

The main tasks of the advertising department of LLC "Domovenok" can also be attributed to the creation of the desired relationship to the manufacturer, ie. if the consumer doubts the reliability of the good name of the manufacturer, then he will look for an analogue of this product from a competing company, which is not at all profitable for the company. It is necessary to constantly focus on the motives of consumers when choosing goods, it is then that it becomes possible to choose the right "note" and simulate these motives in their favor. It is constantly necessary to maintain the achieved level of sales and in every possible way to fight through advertising measures to increase it. If you still cannot do this on your own, you should resort to the services of advertising agencies and solve the situation before it gets out of control. Expanding sales, taking into account the achieved demand from buyers, is the fundamental goal in the work of the advertising department of Domovenok LLC.

· Formation of the corporate identity of the enterprise to raise the prestige and increase competitiveness among a large number of competing enterprises;

· Protection of the brand name and other signs of visual identification in accordance with the law;

The manager of the department, along with the general management, prepares advertisements for print advertising, television. Cooperates with advertising agencies of the city in achieving the commercial goals of the enterprise, provides the necessary information about the trade enterprise in the agency and accepts work, as well as monitors the fulfillment of contractual obligations. The main responsibilities of the advertising manager also include planning advertising work in the quarterly plans. They reflect the advertising activities of the trading enterprise:

Exhibitions - sales;

Carrying out extended sales;

Carrying out promotions;

Sales and more.

The plan establishes the timing of advertising events, a list of advertising media and the names of those in charge. During the planning process, advertising costs are determined. There are two ways to determine costs. According to the first method, a plan of advertising measures is first developed, and then the necessary funds are calculated. In the second method, advertising costs are set in the form of a certain credit deducted from the turnover.

2.2 Organization of advertising activities of LLC "Domovenok"

The purpose of the activity of LLC "Domovenok" in the field of advertising is:

· Increase in the volume of sales of products of LLC "Domovenok";

· Raising awareness of the population about the activities of LLC "Domovenok";

· Creation of a long-term positive image of the company;

· Expansion of the product sales market;

1. Informing about the products of Domovenok LLC, its properties, price, place of purchase;

2. Formation of the image of Domovenok LLC;

3. Maintaining product and company awareness;

4. Formation of preference for the Domovenok LLC brand;

Ways to achieve goals and objectives:

To attract the attention of buyers, Domovenok LLC very widely uses advertising. Particular importance is attached to the following aspects:

1) In-house advertising. Its task is to create in its employees faith in their company, and a sense of close relationship with its position. The elements of advertising are such factors as the appearance of the company and its employees, the voice of the secretary on the phone, the name of the product, and the quality of customer service. The management of Domovenok LLC holds joint events with the team to celebrate significant dates, the most distinguished employees receive cash and material gifts. The management of the company proceeds from the fact that the more responsible and enthusiastic employees, the less their number is needed, and, as a consequence, the less expenses of the company.

Maintaining good relationships in the team;

Social benefits for employees (preferential sale of goods sold by the company).

2) With the arrival of the new head of the advertising department, a significant place in the activities of this department is given to Public Relations. Specialists involved in the creation of commercial television programs were invited to cooperate. A set of measures has been developed in the following areas:

· Contacts with representatives of the press;

· Participation of enterprise managers in public life;

· Attendance at various ceremonies, presentations, and other social events.

· Presence in political circles of the company's management (although this sometimes leads to the opposite consequences).

3) Advertising in order to expand sales. Advertising can be used to determine how flexible the company is, how quickly it is able to respond to market changes. The form and methods of using advertising are so diverse that it is rather difficult to draw any conclusions about its specific qualities.

The effectiveness, concreteness and accessibility of advertising and information is achieved by a correctly chosen strategy and tactics of the company's advertising activities, revealing its capabilities.

The following are considered as the most effective advertising distribution channels in Domovenok LLC:

Promotion (promotions, tastings, distribution of prizes, etc.)

1. Participation in the exhibition (organization of your own stand):

Participation in the exhibition provides an opportunity to demonstrate your product. The working group for organizing exhibition stands should develop a plan for presenting information at the stand. The department for the development of the corporate identity of the product carries out the design processing of the stand. To the stand from the unit reference information and work with clients, several (4-6) employees are allocated. The general level of awareness, correctness and appearance of the employees at the stand, the design and technical level of the stand itself determines the company's image and the interest of visitors in the exhibited product.

The stand organizes elements of other marketing communications, such as a personal sale (the offered product can be sold at the stand with a discount, you can offer free delivery to the customer's enterprise).

Also at the stand you can hold lotteries, free distribution of advertising brochures (sales promotion), pens with the company logo, leaflets with prices, contact numbers.

The Domovenok company created 15-second commercials, which were aired every day at the same time for 3 months. Also, advertising of the company's activities on a television screen is provided by a "creeping line" with the most informative, but at the same time short and laconic text, which advertises a group of products offered by the company with an address and phone number. However, this type of advertising does not always give the desired effect, because:

1) the speed of the "creeping line" does not coincide with the speed of perception of information from the viewer;

2) mistakes made by a TV operator when typing text lead to distortion of advertising information;

For these reasons, Domovenok LLC receives a number of telephone calls that have nothing to do with the company's activities.

3. Advertising in computer networks (Internet). This advertising is completely new and very effective at its low cost in comparison with other types of advertising. All providers ("providers" of the Internet) make it possible to organize their "page" (Web site) in WWW (World Wide Web) - a global hypertext information system... Hypertext is text with markings that link to other places in this text. While reading such a text, you can see the highlighted words, when you click with the cursor, on which you can get additional information.

Domovenok LLC has its own website on the Internet. It is used not only as another advertising brochure with pictures, but also as a tool to simplify communication with the client. On the site you can get acquainted with the history of the company, a list of its services and prices, a collection of regulations.

Booklets are special editions dedicated to our company and its products. In booklets, it is customary, along with the advertising text, to place photographs and short biographies of the company's top officials, name its sponsorship and charitable actions, disclose participation in international fairs and exhibitions, in the political life of the country. Booklets are usually made on the finest paper, multi-colored and highly prestigious. They must be handed over at any visit to the company, presentation, exhibition or contract.

Leaflets should contain useful information with prices for the product, contact numbers. Advertising leaflets are printed in one sheet, they can be monochrome and monochrome. With illustrations or with text only. Often used at exhibitions, fairs for distribution to visitors. Leaflets must be placed on the stand (many enterprises send employees to the exhibitions to collect information from the stands). Also, leaflets can be placed on the counters of specialized firms or handed out at the main entrance of the exhibition and not far from the stands.

Price list - a list of goods and their prices. No illustrations.

Outdoor advertising - all advertising of the organization on the streets, in the squares of cities and settlements... This includes billboards on the street, in the subway, posters, advertising on transport. The purpose of outdoor advertising is to be a reminder. Its feature is instant perception. Outdoor advertising is one of the advertising elements of Domovyonok LLC, and according to its consultants, it cannot start an advertising campaign. She can continue and finish it. All this is due to the peculiarities of "outdoor": they see it, driving or walking along the street, at once. Hence - the requirements for special brightness and increased size, clarity and catchy advertising texts.

The advantages of outdoor advertising are that it overtakes a potential buyer unexpectedly and at the moment when he is most inclined to make a purchase, make a commercial decision. Energetic, collected, on foot or in a car, with money.

The strategy and tactics of the Domovenok LLC advertising campaign consists in its stage-by-stage implementation, where a particularly important role is given to the planning of advertising events. Accordingly, the promotional plan reflects the appropriate proportions in the placement of advertisements. At the same time, a specific performer is assigned to each event - a full-time or freelance employee of Domovyonok LLC.

Carrying out a promotion (giving out prizes);

Conducting a survey at the points of sale of goods;

Publishing leaflets about the company's products;

The study of customer demand is an important element of advertising activities in the enterprise. Market research and analysis focuses on three main areas:

· Identifying the needs and requirements of buyers;

· Identification of the degree of awareness of buyers;

· Identification of the degree of customer satisfaction;

To study consumer demand, a survey was conducted.

On the same day, a questionnaire was offered to visitors at different points of sale in Tyumen (Appendix A). In these responses, claims and suggestions for product information were generated.

Questionnaires are a good form of studying consumer demand. In the company "Domovenok" LLC it is used quite often.

Also the company "Domovyonok" practices carrying out promotions, which take place directly at the points of sale of products.

Promotions consist in familiarizing buyers with new products, giving out prizes, gifts for a specific purchase.

Prizes and gifts, as a rule, are souvenirs decorated with extensive use of the Domovyonok company logo. These include fountain pens, various key rings, badges, lighters, ashtrays, T-shirts, hats, bags, wall and desk calendars, etc.

Chart 1. Dynamics of sales growth in relation to the promotion

As you can see from the diagram, sales before the stock are drastically different from sales after the stock is over. Sales increased 1.5 times. You can also see that the maximum number of sales is during the promotion.

At the same time, detergents were to appear on the city market. And, in order to decide whether to put them on sale, during the promotion, a promotion was held in parallel on the use of a new product and a quick survey of buyers on the topic of whether they liked the properties of the cleaning powder, whether they were satisfied with the price, whether they would enjoy this product. The survey showed that the majority of buyers were not happy with the overpriced detergent and they had no particular desire to buy this type of product. In accordance with the results of marketing research, it was decided not to release the product on the Tyumen market.

In addition, there is one more rule that must be observed when developing an advertising campaign and forming an advertising budget “an active advertising campaign should not be more than 8 weeks”. During this time, the maximum number of contacts with target consumers is established. If during 8 weeks of the advertising campaign 34% of consumers informed, then after 5 weeks (i.e. 13 weeks) only 15% of consumers will remember about our company (see Figure 2) Therefore, a new advertising campaign and additional costs are needed.

Only those who will trade goods at competitive prices will be able to survive in today's conditions. For this, LLC "Domovyonok" is taking all measures. As a manufacturer of products, Domovenok LLC, in order to stimulate the sale of goods, renders Additional services buyers:

Free shipping goods;

There is a system of discounts for the holidays.

The effectiveness of advertising is a consequence of its influence on the sales volume, income level and other indicators of the wholesale enterprise. The amount of this efficiency is immeasurably higher than the cost of advertising. Its exact definition is almost impossible, but even the most rough estimates allow us to speak of a colossal amount of efficiency.

By its economic nature, advertising is a service. The task of trade advertising is to fulfill its basic principle - to transmit information in the right place and at the right time. Only in this case will it achieve its goal and will be considered effective.

Social;

Economic;

Psychological.

can be determined by the formula:

P = - (And p + And d)

T d - additional turnover obtained from the influence of advertising;

H - trade markup for goods;

And d - additional costs associated with an increase in turnover, rubles.

Speaking about the effectiveness of the psychological impact of advertising tools on the consumer, they mean their impact on public opinion. The impact of certain advertising media is characterized by the number of consumers' reach, the brightness and depth of the impression produced, and the degree of attention-grabbing.

Using the observation method, the number of passers-by who stopped at the windows and entered the store is recorded, the number of buyers who are interested in the displayed product and who have bought it is determined.

During the experiment, the method of observing the reaction of store visitors in artificially created conditions is used. By changing the conditions of the experiment and observing the reaction of the store visitors, they choose the most successful solution.

The result of advertising is also influenced by the adherence to advertising ethics by sales workers, employees of advertising agencies. The generally accepted norms of ethics are formed in the International Advertising Code, approved by the International Chamber of Commerce.

Advertising activities should not contradict generally accepted norms, not mislead buyers, not distort reality, not be carried out to the detriment of other goods and services. Both advertising agencies and customers are liable for violations of these rules.

The Domovenok company uses methods of observation and surveys to determine the effectiveness of advertising. Domovenok LLC conducts surveys with the help of questionnaires, with buyers to identify the advertising medium that is the most effective.

The survey method refers to the active methods of determining the psychological impact of advertising. This method is laborious, but much more reliable than others, since it allows you to identify directly from the buyer himself his attitude not only to the advertising medium, but also to individual constituent elements this tool. Using the survey method, you can assess the impact of an advertising medium on buyers and establish which elements of its design attract the most attention and are better remembered.

To determine the effectiveness of an advertising medium, questionnaires are drawn up, which, according to a pre-developed program, are brought to the attention of consumers in writing, in personal conversations, on radio or television. The analysis of the received answers allows making appropriate generalizations and conclusions. One of the latest surveys was carried out by the Domovenok company at points of sale directly with potential buyers. Customers were offered a questionnaire with the question: How did you find out about the products "Domovyonok"?

The results of the study were as follows:

3. from friends - 20%;

4.TV - 15%;

5. leaflets, booklets - 10%;

Analyzing the data in the table, it can be noted that Domovenok LLC allocates a large share for outdoor advertising, and if the funds allocated for this type of advertising in 2007 were not fully spent, then in 2008, as can be seen from the table, they were fully used: billboards were installed in all districts of Tyumen, posters were made and displayed at the points of sale of products, as well as advertisements were placed in the metro, in carriages and at stations.

As you can see from the table, there were no TV advertisements in 2008. The Domovenok company planned to conduct this type of advertising. For these purposes, even funds were allocated, but the event was not held.

A negative aspect in the work of Domovenok LLC can be called an irrational reduction in funds for print advertising, its level compared to 2007 has decreased and amounted to 75%. Print advertising is one of the main means of advertising designed exclusively for visual perception, and it is extremely inappropriate to reduce its share, because it is from leaflets, booklets, posters, advertisements that buyers learn about products, about the place and time of the promotion. Printed materials could be well used during business meetings, fairs, and simply distributed at the time of purchase. All this would reinforce the information about the goods.

Table 3

	Plan (rub.)	Fact (rub.)	Deviation (+, -)		Plan (rub.)	Fact (rub.)	Deviation
Promotions, souvenirs
Exhibitions, presentations

Advertising on the Internet requires a minimum of costs from the company. This is the only ad for which prices remained fixed in both 2007 and 2008. Placing advertisements on computer networks is the most modern and very effective method advertising. Today, the Internet consists of over 20,000 networks in 69 countries on 7 continents.

Benefits of an e-page:

· Wide availability;

· No price per copy;

· The ability to easily update information;

· The ability to establish Links;

· The page has an unlimited circulation;

· Enables feedback.

Advertising on the Internet must be submitted competently and professionally, therefore the saturation of Internet pages must be strictly controlled by the advertising and publishing department, and must be maintained in the corporate style. All advertising materials (print ads, business cards, letterheads) must include a URL (network address).

It is positive that the Domovenok LLC company in 2008 spent 2.5 times more funds on exhibitions and presentations than in 2007. Exhibitions contribute to raising the competitiveness of products, the prestige of the company, and awareness among customers. Exhibitions are usually attended by a wide range of people and the administration of the company has unique chance communicate directly with potential consumers, find out their attitude, ask for an opinion on all issues related to the range and quality of products.

Promotion is one of the inexpensive means of advertising, but very effective. Carrying out various promotions, drawing prizes, giving gifts and simply consulting sellers - consultants from the Domovyonok company significantly increases sales and raises awareness of buyers, both about the product and about the manufacturer.

The diagram shows that Domovenok LLC invests most of its funds in outdoor advertising and television advertising, this is explained by the fact that this media channel is the most “expensive” and most effective of all. Other key metrics for ad usage can be assessed from the chart data.

Below is a diagram of the growth of knowledge and consumption of the advertised brand "Domovyonok" before and after the advertising campaign.

Based on the foregoing, I would like to recommend Domovenok LLC in these difficult economic conditions to continue to intensify the work on advertising products. Advertising, as information about products, contributes to the formation of demand, stimulates the sale of products and, ultimately, contributes to making a profit.

company companies

Knowledge of the brand

Consumption of the brand

3.1 Ways to improve the organization of advertising activities

The main advantages of the Internet over other media advertising media include:

1) targeting - accurate coverage of the target audience, carried out by thematic sites, geography and time;

2) tracking - tracking, the ability to analyze the behavior of visitors on the site and improve the site, product and marketing in accordance with the results of such constant monitoring;

3) property 24x7x365, meaning the ability to operate 24 hours a day, 7 days a week, 365 days a year;

4) efficiency, allowing you to start, adjust or interrupt an advertising campaign at any time;

5) interactivity, allowing the consumer to communicate with the seller online;

6) volume, since a large amount of information can be posted on the Internet, including graphics, sound, video, special effects.

Finally, the most attractive point is the relatively low cost of online advertising.

Domovenok LLC has its own website on the Internet. This, of course, characterizes the company very positively. But on the other hand, it contains only general information about the company, about products, with addresses, phone numbers, services provided and information about the management. Therefore, we can say that Internet advertising has not yet been practically mastered by the enterprise.

As for the site itself, it seems necessary to increase its volume due to detailed information on the availability of goods (detailed descriptions) provided by the company. You can also advise placing on the site a list of the most frequently asked questions and answers to them; a form, by filling out which a site visitor will be able not only to ask his question, but also to apply for registration of his IP. It is also planned to provide a discount for additional customer attraction to those who submit an application on the company's website. In addition, for Russian enterprises and organizations, prices for services are significantly lower than for foreign ones.

It is necessary to place banner ads on most of the St. Petersburg servers and on the most visited Internet resources. This is necessary to increase the popularity of the site itself, so that potential clients could easily find the company's website.

There is no doubt that you need to create your own email distribution list. This will not require significant efforts and investments, and the effectiveness of this step will be very high, because this newsletter will be distributed to the target audience, and not randomly.

It is necessary to register an Internet resource in most search engines, both domestic and foreign. Because there is an option to view company pages in English (this is a definite plus).

And finally, it will be useful to organize e-mailing lists of existing mailing lists.

The validity of all of the above is based on a large audience coverage, relatively high potential solvency, unlimited territoriality (not only within a city or country), low cost of online advertising in comparison with other types of advertising, high development potential of the Internet and computer technologies.

There is one more argument in favor of advertising on the Internet and trading by electronic means - saving retail space, more convenient communication with warehouses (if at the moment the goods are not in the store, but in the warehouse, or will arrive soon, then this is in this case is not a problem), and the absence of the need for a significant increase in the number of employees, i.e. all this speaks of economic benefits, and quite high.

2) You can also advise the head of the advertising department to pay attention to advertising in the press. It would be nice if Domovenok LLC published its advertisements on the pages of local newspapers. The advantage of this type of advertising is the "noticeability" of advertisements by the reader due to the selection of the typographic font, highlighting those words that carry the main semantic load. Advertising in a newspaper (magazine) is one of the most convenient, since you can not only give an advertisement in a generally accepted format, but also give hidden advertising or just an article about the company in an interview with the head of the enterprise.

3) To intensify work with journalists on placing image advertising in the media.

4) Increase the cost of printing and souvenir products.

5) Strive to expand the range of products.

6) Expansion of the customer base.

7) Enhance the role of planning. Develop not only quarterly plans advertising work, but also for a year. Provide in the plans for joint activities with wholesalers, manufacturers, as well as external sources of funding. Long-term and current planning of advertising work will allow you to evenly distribute funds and staff workload throughout the year.

The planning of advertising activities provides for the definition of its goals, ways to achieve them and creates conditions for the enterprise to realize its characteristics in a competitive environment. Goal setting determines the prospects for the use of advertising in the enterprise and creates conditions for evaluating the effectiveness. The realization of advertising goals obliges everyone structural units enterprises to act in conjunction.

When developing an advertising plan, main and secondary goals are distinguished. The main goal must be formulated in writing, so that, if necessary, gradually clarify it, avoiding mistakes. Without a clearly set goal, it is impossible to successfully carry out advertising activities and accurately determine its result. The purpose of promotional activities can be short-term, medium-term and long-term. Setting goals is time consuming, complex and not always fully achievable. The set goal must be real, achievable in a certain time frame and certain properties.

Goal setting eliminates errors in the creation and distribution of advertising media. It is a reference point for each performer, opens up the necessary scope for his creative initiative.

Depending on supply and demand, the plan provides for promotional activities for a specific type of product. Advertising plans allow a company to pre-determine a course of action as a result of changing market conditions.

The advertising department of the Domovenok LLC must ensure careful planning of the interrelated elements of the complex of advertising activities in order to obtain the maximum effect. Correctly planned and well-organized advertising can have a significant impact on the efficiency of the enterprise. Using a variety of means of communication, advertising promotes the establishment and deepening of contacts between producers and consumers, expanding the knowledge of the population about the products and services of the enterprise.

In developed countries, firms plan their promotional activities after developing their annual budget. A wide range of advertising services from various agencies and firms allows you to carry out almost any intention in this area. Unfortunately, this form is not always possible due to the instability of the economic situation and constant changes in laws and taxes. In addition, there are difficulties in the production and placement of advertisements.

In this regard, it is advisable to carry out the planning of advertising activities in four stages.

At the first stage, it is advisable to involve the heads of the main departments with the direct participation of a representative of the advertising department in drawing up an advertising plan. First, a list of goods and services that require advertising is determined. Then a period of time for advertising.

At the second stage of planning, for each product and service, the types of advertising, as well as the media and the timing of advertising in them, are determined.

At the same time, it is necessary to take into account the possibility of producing additional advertising materials for this event.

It is advisable to define several options for advertising in the media. Then the advertising department or advertising specialist is entrusted with the preparation of information about publications, mass media, the approximate volume of messages, their cost and distribution times. On the basis of the information received, specific publications, mass media are specified, the timing of the release of advertising messages is specified, and the costs for them are calculated.

All the work done allows you to form a draft advertising plan.

At the third stage, the real amount of money that can be used for advertising is determined. Depending on the allocated funds, the project plan is adjusted. If funds are not allocated enough, then in the plan you can change the frequency of advertising, reduce the publication area or change the edition, the broadcast time of this message.

At the fourth stage of planning, the need for advertising is coordinated with the real possibilities for a certain period.

It is better to develop a plan for the year, as it gives a clear idea of ​​the company's need for advertising, plays a positive role in the receipt of new proposals for advertising from the media.

3.2 Economic methods to improve the effectiveness of advertising activities

It is advisable for the advertising department of Domovenok LLC to establish accounting for the effectiveness of advertising. This will provide information on the feasibility of advertising and the effectiveness of its individual types, to determine the conditions for the optimal impact of advertising on potential buyers.

It is absolutely impossible to determine the effectiveness of individual advertising media or advertising campaigns in most cases. However, approximate calculations justify themselves.

Distinguish between the economic efficiency of advertising and the effectiveness of the psychological impact of individual advertising media on human consciousness. Moreover, the psychological impact is most effective if it leads potential consumers to make a purchase. Thus, economic efficiency depends on the degree of psychological impact on a person.

The economic efficiency of advertising is most often measured by measuring its impact on the development of trade. The most accurate determination of the effect of advertising is possible only if the increase in sales of products occurs immediately after exposure to advertising. First of all, the consumer learns about the release of the product, then he is interested in detailed information about its quality and properties. After that, he can give preference to the advertised products and be convinced of the desire to purchase it, and only then purchases it.

To identify the extent to which advertising influenced the growth of turnover, I propose to analyze operational and accounting data. It should be borne in mind that in addition to advertising, the sale of products is affected by its quality and properties, price, appearance, availability of similar products or products on sale. I suggest that accountants calculate the additional turnover under the influence of advertising, which is determined by the formula:

P is the increase in the average daily turnover for the advertising and post-advertising periods,%;

D - the number of days of accounting for the turnover for the advertising and post-advertising periods.

The economic efficiency can also be judged by the economic result that was achieved from the use of an advertising medium or an advertising campaign. The economic result is determined by the ratio between the profit from the additional turnover obtained under the influence of advertising and the costs for it.

To calculate the economic effect, you can use the following formula:

Тд - additional turnover under the influence of advertising, rubles;

Нт - trade markup for goods, in% to the selling price;

ID - additional costs for the increase in turnover, rubles.

In these cases, we compare the effect obtained from the advertising event with the costs of its implementation. The results of this ratio can be expressed in three ways:

However, the data obtained is still not enough to compare the economic efficiency of the costs of various advertising activities, therefore, the management of Domovenok LLC is invited to assess its profitability.

Conclusion

The dynamics of changes in the market environment, primarily associated with global technical progress, necessitates increasing the efforts of industrial enterprises in the field of organizing advertising activities, as one of the significant factors in the successful promotion of manufactured products to the market and competitiveness. Based on this, the importance and level of complexity of the advertising tasks being solved increases. This requires the formation of new ideas for the organization of effective advertising activities.

Advertising activity, to one degree or another, carried out by any industrial enterprise should be optimal, i.e. have maximum efficiency for a given amount of costs or minimum costs with the required level of efficiency. The choice of the optimal variant of the organization of advertising activity is one of the undeveloped directions of the theory of advertising. In the scientific literature on advertising, there are practically no methodological recommendations available for use on the calculation of the main characteristics and parameters of the organization of advertising activities.

The problems of organizing advertising activities arise from the fact that potential participants in advertising processes have different characteristics, properties, affect the final result in different ways. In addition, advertising is a complex process and is characterized by:

· Multifunctional and multi-level structure of the participants in the advertising process;

· Geographical diversity in space;

· Complex technology of functioning;

· Varied and complex unstructured information in large volumes;

· Uneven attraction of labor resources for the implementation of complexes of advertising activities;

· Connecting non-advertising units of an industrial enterprise and third-party organizations to the implementation of certain events.

Therefore, each industrial enterprise has its own idea of ​​the role and place of advertising in its activities. The approaches to the organization of advertising are diverse and individual, they depend on the activities of an industrial enterprise, its place in the market and many other factors (including subjective ones). The most important factor in the effectiveness of advertising activities is a systematic approach.

In the practical part of the course work, the advertising activities of the production enterprise LLC "Domovenok" were analyzed. Based on this analysis, I would like to recommend that Domovenok LLC in these difficult economic conditions continue to intensify the work on advertising products. Advertising, as information about a product, contributes to the formation of demand, stimulates the sale of products and, ultimately, contributes to making a profit.

Bibliography:

1. The Constitution of the Russian Federation, M .: "Legal Literature", 2005

2. Civil Code RF, 1994 (as revised in 2001) // Reference and legal system Consultant Plus with amendments and additions as of 20.12.2008

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22.http: //www.reklamanaauto.ru/content/stati/efekt.html

23.http: //www.advertology.ru/article34789.html

24.http: //www.advertology.ru/article8839.html

APPENDIX A

The questionnaire consisted of 7 questions. Having analyzed these answers, the following conclusions can be drawn.

1. Gender, age.

Most of the respondents to the questionnaire are men and women aged 23 to 50.

2. Do you use Domovenok products?

No (40%);

3. Do you try to buy only Domovyonok products? - yes (20%);

Not always how it turns out (40%);

4. What do you know about “Domovyonok” products?

Glued ceilings (50%)

Wall panels (35%)

Glue (15%)

5. Are you satisfied with the prices of Domovyonok products?

6. What attracts you to our products?

Product quality (43%);

Convenient packaging (22%);

Price (18%);

Wide range of (17%);

7. What wishes would you have?

Expansion of the assortment (54%);

Expansion of the number of places of purchase of goods (23%);

Lower prices (15%)

Brighter, more recognizable brand mark (8%).

Petrevich has a package of documents on the security of his office in Salekhard on his desk. There is a bill for January. Put it on pay the next weeks. In the future, the amount will be less. Galina agreed.

Kachalov, "7 reasons for the decline in advertising efficiency", the magazine "Reklama" No. 1, 2000.

Theory

If we consider its main participants, then from among them we can distinguish the following types of subjects of advertising activity:

1. advertisers (advertisers) - organizations and firms that advertise themselves, their products or services;
2. advertising agencies - independent firms that perform specific advertising functions on order: advertising research, development and implementation of advertising campaigns, production and placement of advertising materials, etc .;
3. mass media (media), providing a place and time for advertising messages in order to convey them to the target audience;
4. auxiliary, providing participants in advertising activities (suppliers): research companies, photography and film studios, artists, printing houses and all others who help advertisers and advertising agencies in the preparation of advertising materials.

Let us consider in more detail the activities of two main types of participants in the advertising process: advertisers and advertising agencies. Let's analyze the main functions that they perform and the problems of interaction between them.

Increasing the effectiveness of advertising activities is facilitated by the creation of advertising agents that conduct it at a high professional level, use financial resources more rationally and provide high quality advertising. Advertising agencies conduct comprehensive market research and market assessments; they are equipped with computers that allow them to quickly and accurately process the information they receive.

Advertising agencies play a positive role, as qualified coordinators between trade and production, in the interests of consumers and the whole society, they promote rational supply and, conversely, limit the volume of irrational or premature proposals.

1. Advertiser- a legal entity or individual that is a source of advertising information for the production, placement and subsequent distribution of advertising. Any trading or manufacturing company, bank, investment company, private entrepreneur, paying for advertising in accordance with the order made, can act as an advertiser.

The main functions of the model are:

Preparation and transfer of source materials to an advertising agency: formulation of goals and objectives of advertising, taking into account target groups of consumers, preparation of source texts with an emphasis on the main advantages and characteristics of the advertised object, presentation, if possible, of a sample of goods;

Preparation of an agreement with a second party - an advertising agency - on the creation of advertising materials and placement of advertising in the media, on various advertising events;

Approval of sketches, texts, scripts of created advertising media and originals of advertising products;

Payment for work performed.

3. Advertising distributor- a legal entity or an individual who places and (or) disseminates advertising information by providing and (or) using property, including technical means of radio and television broadcasting, as well as communication channels, airtime and in other ways.

The main advertising producers and distributors in the Russian market are advertising agencies, which are conventionally divided into full service advertising agencies and agencies specializing in the provision of only certain types of services.

The first group includes agencies that carry out research, planning, creative activities, production of advertising media, as well as non-advertising services: providing public relations, developing packaging, organizing sales exhibitions, presentations, etc.

In recent years, there has been a tendency towards specialization of agencies in advertising practice. Specialization of agencies contributes to the growth of the quality and creative level of their performance of certain types of advertising work. However, such agencies do not have sufficient information in the field of marketing research, which may affect the decrease in the effectiveness of the use of advertising media.

IN modern conditions advertising is one of the branches of the economy, uniting tens of thousands of advertising agencies and bureaus. The efficiency of the economy as a whole depends to a large extent on how effectively this system will work.

The development of advertising as an independent industry largely depends on the level of organization of the activities of advertising agencies operating in the Russian advertising services market, on the forms of advertising that advertising agencies choose for themselves, on their professionalism and the cost of advertising services.

Firstly, advertising agencies are systematically confronted with a variety of marketing situations, which contributes to a deeper understanding of consumer interests, the acquisition of skills and enhancement of their competence. This allows you to create high-quality advertising media and ensure the effectiveness of their use.

Secondly advertising agencies like independent organizations, exclude the negative impact on advertising of such objective factors as excessive dependence of advertising on the tastes of individual managers, incorrect attitudes regarding the expected response of consumers, etc.

Thirdly, advertising agencies have stable links with the media, consistently and timely purchase from them time and space for advertising. Cooperation with advertising agencies allows the advertiser to quickly solve their problems, helps him save money and time.

Fourth, the use of the services of advertising agencies provides a systematic approach to advertising, which contributes to the growth of its effectiveness.

Carry out relationships with the media, placing orders in them and monitoring their implementation;

They create advertising products based on orders received from advertisers, develop plans for complex advertising campaigns, other advertising events, using the potential of both creative and technical specialists;

Collaborate with printing houses, studios, advertising companies, freelance specialists.

Large advertising agencies that perform a wide range of advertising services feel the need to combine different specialists into specific departments. They can have their own creative production base or employ highly qualified freelance creative workers. The second is more appropriate for small advertising agencies with a small structure of divisions. Usually the activities of the department are focused on the performance of a specific function.

A typical organizational chart of a fairly large full-service advertising agency has the following details:

1. Creative department, which unites textualists, artists, graphic specialists, directors, editors, etc. They generate ideas for advertising messages, find the right means of their implementation. The role of such a department is high and here the psychological factor is taken into account, as well as certain areas of art.

This department performs the functions of creating various types of advertising media and coordinating them with customers.

2. Order Execution Department(Customer Relations Department), which includes the leader and employees as leaders of working groups, called the responsible executors of projects or contactors. They represent the interests of customers in their agency and, conversely, the agency is represented by project executors in relations with the customer. The head of the working group (project) coordinates all work within the agency for the execution of the order from the beginning of creation to its implementation. Contractors are recommended to be assigned to a specific category of customers (wholesale and retail trade, industry, insurance companies, banks, etc.). This allows you to take into account the specifics of the advertising activities of advertisers, differences in the scale and geography of advertising activities, systematically maintain contact with advertisers.

The remuneration of the employees of the customer relations department should be made in direct proportion to the volume of orders that they received and correctly executed, since the financial position of the agency will largely depend on the entrepreneurial spirit and good relations with potential advertisers.

3. Research and Development Department is created in order to identify and systematize the needs of domestic advertisers and their resources, the state of the market for specific goods and services, possible communication channels, as well as research to determine the effectiveness of the use of advertising media. In addition, this department accumulates the necessary information on the organization of trade and methods of selling goods, the state of the current policy in the field of advertising and sales promotion.

The core staff of these departments should be specialists in questionnaire design, sampling, targeted group interviews, statistical analysis and experimentation. Employees of this department take part in all stages of advertising planning by the agency.

In many cases, the nature and volume of current information available is insufficient to make an effective decision. If it is of an operational, unprincipled character on the scale of the company, then intuition, personal experience of the manager and employees directly involved in advertising can help. When the degree of risk is high, and the amount of funds spent is large, then intuition is not enough to make an effective decision. Therefore, advertising agencies prefer to reduce the risk by obtaining additional information through market research. These studies are aimed at collecting, organizing and analyzing a certain range of data obtained as a result of special surveys in order to make informed decisions in the field of advertising. Advertising research is a type of marketing research. They are designed to form and evaluate an advertising strategy, develop advertising campaigns, advertising messages, and monitor the effectiveness of their implementation.

Research carried out in the field of promoting a product to the market is a tool for understanding the market through the “eyes” of the consumer. Their goal is to identify how, when and by what means it is possible to stimulate the sale of goods, to successfully carry out promotional activities.

Of no small importance is the study of the opinion of the consumer community in order to find out the awareness of the population about goods and services.

In the conditions of market relations, the activities of the agency should be structured in such a way that it cooperates with the advertiser already at the stage of drawing up a preliminary plan for the sale of products.

4. Production Department is engaged in the production of advertising media and in some cases unites production units such as printing houses, television studios, workshops for the production of advertising media, etc.

5. In addition to its specific advertising functions, an advertising agency must effectively conduct its economic and financial activities, ensure effective management, and also have appropriate support services. They are busy solving these functions economic and financial department and accounting agency.

6. The agency must have a permanent Editorial and Artistic Council, which includes not only the main specialists of the agency, but also specialists in the field of advertising, art, artists, employees of research institutes who are not employees of the agency.

The Council is called upon to evaluate and approve the issued advertising materials, taking into account the opinion of the customer's representative.

The proposed agency structure is not universal, and therefore other agencies may have a different structure depending on the specific conditions in which they operate.

The problems of organizing advertising activities arise from the fact that potential participants in advertising processes have different characteristics, properties, and affect the final result in different ways. In addition, advertising is a complex process and is characterized by:

• multifunctional and multi-level structure of the participants in the advertising process;
• geographic diversity in space;
• complex technology of functioning;
• varied and complex unstructured information in large volumes;
• uneven attraction of labor resources for the implementation of complexes of advertising activities;

It is proposed to distinguish between the concepts of advertising division and advertising service. An advertising service is broader than an advertising division. One of the organizational tasks of advertising is to integrate the efforts of all personnel of the enterprise to promote the products. Thus, advertising tasks are performed not only by a specific advertising unit, but also by many other non-advertising units and individual employees (as non-core job duties), which constitute the advertising service. In this regard, the advertising department is a dedicated structure of an industrial enterprise, the employees of which carry out events and advertising activities as their main job responsibilities.

• Federal, regional and local legislative, executive and judicial authorities, antimonopoly bodies and self-regulation organizations that carry out and ensure the regulation of advertising processes.
• Legal entities and individuals participating in advertising activities in strict accordance with the problematic guidelines of an industrial enterprise on a contractual basis. First of all, these include advertising producers and advertising distributors. In addition to them, there are so-called assistants: consulting and research organizations; firms performing expert functions; organizations providing financial, credit and investment support for the activities of an industrial enterprise.
• Legal entities and individuals that make up the marketing microenvironment of an industrial enterprise. These include primarily the providers, intermediaries and consumers of advertising. In addition, competitors who are indirect participants have an impact on the advertising activities of an industrial enterprise.

Participants in advertising activities are functionally connected, i.e. they perform certain types of work within the framework of a single advertising process, as well as informational, exchanging documents, written and oral orders, providing various types of reporting, etc. Participants in advertising processes are heterogeneous in their areas of activity, have their own structure, management and reporting system.

Quantitative and qualitative research

Quantitative methods

Qualitative research

Qualitative methods involve the collection of information in free form; they focus not on statistical measurements, but rely on the understanding, explanation and interpretation of empirical data, are the source of the formation of hypotheses and productive ideas. The purpose of qualitative research methods is to obtain exploratory data, not a quantitative distribution of opinions. In qualitative methods, in order to explain, interpret concepts, not numbers, but words are used. In other words, they do not answer the question “how much”, but not “what”, “how” and “why”. Depending on the tasks of the study, methods are proposed:

• In-depth interviews - free-form interviews on a specific topic;
• Semi-formalized interviews - a combination of formalized and free interview;
• Focus - groups - group discussion with representatives of the target audience;
• Accompanying the purchase - allows you to see the point of sale through the eyes of the buyer. The study is aimed at analyzing the perception of the characteristics of retail outlets and services.

Quantitative methods

Quantitative research involves conducting various surveys based on the use of structured closed-ended questions, which are answered by a large number of respondents. The main task of quantitative research is to obtain a numerical assessment of the state of the market or the reaction of respondents to a certain event. Such studies are used when accurate, statistically reliable numerical data are needed. Depending on the tasks of the study, methods are proposed:

Housing, street and telephone surveys;

Expert survey - a survey of specialists in certain professional fields;

Hall test - testing and evaluating the concept of a product, product, packaging, advertising concept, etc .;

Home test - testing products in an environment close to reality;

Desk Research - collection and analysis of secondary information;

Audit of retail outlets (Retail-audit) - analysis of assortment, prices, distribution and merchandising materials in retail outlets.

The quantitative and qualitative methodological approaches should not be understood in such a way that only quantitative methods are used in the first, and only qualitative research methods are used in the second. Above, it was said in detail that the named approaches are, in fact, certain systems of worldviews, within the framework of which ideas about the cognitive functions of methods and about the priorities of their significance for the scientific process are formed.

Quantitative, or positivist methodology recognizes the absolute priority of quantitative methods, considering them (and only them) reliable and evidential. This tradition is based on a complex of ideas that consider the formation of concepts as a deterministic inductive procedure for ascending from facts to a generalizing theory. The orientation of positivist methodology, quantitative research methods, stems from the idea of ​​the need for a strict fixation of the investigated "facts".

The legitimacy of the use of qualitative methods within the framework of the quantitative approach is recognized, but, so to speak, in supporting roles (see, for example, the Sociologist's Workbook, in which such statements are made in a particularly explicit form). In the methodological descriptions made from the standpoint of a quantitative approach, it is constantly emphasized that scientific data obtained using such methods are preliminary, unreliable, etc. that these rationales are in many respects not deep enough.

We will give the definition of a qualitative methodological approach in the formulation that NF Naumova gave to this concept: " qualitative analysis in the broadest sense of the word means such a character of sociological research, in which the main emphasis is placed on the theoretical resources of sociology, individual experience, observation and intuition, traditional means of philosophical and logical analysis of categories and concepts, historical comparisons, and the use of personal and official documents. "

In contrast to the quantitative tradition, the qualitative tradition, which can be characterized as intuitive, tends to view the formation of conceptual representations as a process of forming images. As D. Campbell notes, "the emphasis in epistemology of qualitative image recognition as initial in relation to the recognition of its atomic particles that can be quantified" is based on a person's ability to form a holistic idea (gestalt) about the object under study in conditions of inevitably incomplete and contradictory empirical information.

In the context of the above, it should be pointed out that the terminological pair "quantitative" and "qualitative" in relation to two different areas - methodology and methodology - has different meanings. In other words, as applied to different areas, these concepts are not synonyms, but homonyms. Admittedly, this terminology is in many ways unfortunate and confusing. Nevertheless, this system of terms was formed and entered the scientific circulation, so researchers are forced to take it for granted. The connecting link between the meanings of these terms in the methodological and methodological contexts is that the qualitative methodology, as opposed to the quantitative one, pays great and, perhaps, even priority attention to the use of qualitative methods of empirical research.

The reason for the shift is that qualitative methods perform a number of important functions that are underestimated in quantitative methodology.

It has already been said above that the reasons for the shift in priority towards the use of qualitative methods in qualitative methodology are in a certain sense empirical in nature, since these reasons are the reaction of the professional community to the low scientific performance of many studies carried out by sociologists who are explicitly or implicitly influenced by the quantitative approach. Over the past decades, similar experience has been accumulated both abroad and in our country.

Cross-validation of quantitative and qualitative methods.

All textbooks on empirical sociology, including those written from a positivist standpoint, include the provision that quantitative and qualitative research methods are related to each other according to the principle of functional complementarity. However, the nature of this complementarity is often interpreted in a simplistic manner. Within the framework of the quantitative approach, it is generally accepted that qualitative methods raise the greatest doubts about their reliability, while quantitative methods form the backbone of reliable scientific knowledge. From the standpoint of a qualitative approach, this view needs significant corrections.

Quantitative proponents criticize qualitative methods for their subjectivity and low reliability. As an example of such criticism, we can cite the statement of E. Noel, the author of the famous textbook on conducting mass polls. Noel makes the following arguments.

“The scientists who introduced the survey method in Germany in the 1930s believed that the interview should be as much like a normal conversation as possible. the correspondents, in order to obtain reliable information, interviewed their acquaintances and that these interviews take place in the form of a casual conversation, without a questionnaire, if possible in such a form that the respondents did not realize that they were being interviewed. reported with the greatest frankness. This assumption has not been confirmed. " Further, E. Noel, relying on a speculative example, points out that if several researchers try to study the same problem by the method of free interviews, then, most likely, they will all come to different conclusions, and the true picture will ultimately remain unknown. The following are named as the main reasons for the resulting discrepancies in her book:

a) the researcher who conducted the first (or second) survey did not interview a representative sample, and thus did not make the correct statistical selection of the persons providing information;

b) the first and second researchers formulated the questions in different ways. Special surveys show that the influence of the wording of the questions on the distribution of answers is very large;

c) researchers may have different points view of the subject being studied. This involuntarily affects the way they ask and what answers they hear [ibid., P. 55-56].

Until very recently, Noel's point of view was apparently absolutely dominant in Russian sociology, but in world science the situation was different. The well-known social psychologist and methodologist D. Campbell points out that qualitative methods, along with the ability to quantitatively test the results, also have internal validation mechanisms. Arguing his point of view, he writes: “I am inclined to believe that if two ethnographers were sent to study the same culture, or two sociologists were sent as included observers to the same factory, then the results of their observations were largely the same I believe there is a perfectly valid social reality that needs to be described, and that is why there will be quite a significant overlap of results. generates predictions and expectations about a large number of other aspects of the culture he observes.Therefore, he does not accept the theory until most of these expectations are also confirmed.In contrast to statistical testing, a researcher working with qualitative methods double-checks his theory with the help of degrees of freedom. generated by multiple consequences existing in any logically ordered theory ".

As you can understand, Campbell means that any theory is a complex logical structure, and all parts of this structure are interconnected with each other. Empirical refutation of any part of the concept brings it into conflict with other parts that are logically related to it. The emergence of such contradictions requires the researcher either to revise the logical structure of the concept in order to make it consistent again, or to refine the observation, changing the results of which can again bring the constituent parts of the concept to a consistent form.

Contrary to the popular belief that inaccurate qualitative representations should be verified by reliable quantitative data, Campbell points out that in real scientific practice, quantitative results are constantly back-checked with qualitative representations. "Where qualitative assessments conflict with quantitative results, the latter should be questioned until the reasons for the discrepancy are understood. Quantitative results can be as little immune to error as qualitative ones, so I highly recommend both approaches as complementary. means of cross-validation. Inadequacy of quantitative data is often revealed only thanks to qualitative knowledge "[ibid., p. 327, 272]. eight

8 Campbell's opinion is far from unique. In the book "Focused Interview" by R. Merton et al., Much space is given to the question that the use of quantitative methods often leads to the formulation of hypotheses that can only be verified by qualitative methods.

Research functions of qualitative methods.

Qualitative methods are performed in sociological research whole line important cognitive functions that cannot be performed quantitatively. These functions will be named and described below.

Providing communication with social issues. In contrast to the natural sciences, which are oriented towards the knowledge of the "true picture of the world," the social sciences since their inception have traditionally been much more focused on solving social problems, or rather, ultimately, were motivated and structured by them. A certain analogy can be drawn here with the medical sciences, studies in which, ultimately, but not necessarily in each specific case, were motivated by the goal of treating diseases and increasing human life expectancy.

Thus, if in the natural sciences the emergence and change of "centering" problems is mainly associated with the internal logic of their development, then in the social sciences conceptual shifts in research directions often occur due to the emergence of new social problems, or the consciousness of scientists of the fact that the social problems are less relevant in comparison with others found in the course of the study. Thus, the methodological apparatus used in the social sciences must ensure effective contact not only with empirical reality, but also with social problems. The sensitivity of the methodological apparatus to the detection of social problems at the early stages of their emergence is especially relevant during periods of rapid social change.

Qualitative methods as a compensator for the weakness of the theory. The sources of the conceptual dynamics of science are theory and empirical reality. Within certain limits, both sources are interchangeable. It is a known fact that social researchers with good theoretical training are able to "deduce" meaningful judgments or hypotheses even in cases where their actual knowledge of an object or problem is relatively low. Apparently, such an ability to mentally recreate reality with a minimum of initial information is based on the ability to correlate the facts known to them with logical and cause-and-effect relationships traced in sociological theories. This means that a theoretically educated researcher has the ability to form a conceptual image based on a minimum of initial information. Of course, these conceptual images are preliminary, that is, they need clarification, adjustments, filling with empirical content. However, the presence of the original concept allows this work to be carried out purposefully and economically (with a small amount of research resources). In addition, the theoretical baggage helps to quickly change the elements of the conceptual image in accordance with the changing environment.

A researcher who does not have a good theoretical background can partly compensate for its absence with a thorough knowledge of the reality being studied. Knowledge of this kind can only be obtained by sufficiently deep "immersion" into this reality using qualitative methods (or by ordinary "immersion"). The process of forming images with poor theoretical training is difficult, slowed down, sometimes requires extraordinary mental efforts, but with good awareness and some minimum of theoretical training, it is still possible. Effective interaction with empirical reality can, thus, compensate for the weakness of the theoretical groundwork, and qualitative methods in most cases are more adequate for solving this problem. Quantitative methods, as it was shown above, often do not provide "self-tuning" of research to actual problems and the search for new phenomena.

The compensatory role of qualitative methods is highly relevant for Russian sociology, the theoretical resource of which has been greatly weakened over the past decades.

Formation of a holistic image of an object or problem. A researcher working with qualitative methods always deals with some holistic social objects, or holistic descriptions, internally agreed points of view expressed by the respondents. This greatly facilitates the task of conceptual comprehension of the primary data and insures the researcher from the semantic decay of the data obtained by him. The existence of a holistic image of a social object allows us to pose new questions and put forward hypotheses that can be tested by both quantitative and qualitative methods.

Revealing significant social facts... The positivist interpretation of sociological research algorithms, which recognizes only statistically reliable results as evidence, ignores the significance of isolated facts indicating the existence (albeit without quantitative estimates) of some significant social phenomena. Revealing such facts can be likened to the "existence theorems" existing in mathematics and logic: along with the logical procedure for proving the existence of ideal objects in science, there are procedures for proving the existence of empirical objects. An example is the discovery of the existence of the Australian animal platypus, which was established from a single skin brought to Europe. Often, a social researcher who works with qualitative methods is faced with certain types of social phenomena that were not known to him either in the framework of ordinary or in the framework of research experience.

Ensuring the dynamism of the research process. An effectively functioning science differs from a dysfunctional one in that it is characterized by such qualities as mobility, dynamism of development, and a high rate of conceptual renewal. In accordance with this, the methodological apparatus of such a science should ensure effective contact with reality.

Due to the fact that concepts in a dynamically changing science are constantly changing their internal structure, the set of variables relevant to them is also constantly changing and thereby ensure continuous contact with reality. Consequently, science desperately needs "flexible" methods that can quickly change the set of fixed variables. This especially applies to scientific directions, going through the period of their formation and at the early stages of their conceptual structuring. The task of strict empirical proof, glorified in positivist textbooks, fades into the background under these conditions, giving way to the task of a "qualitative breakthrough" to fundamentally new frontiers. Not always, but in many cases, to achieve these goals, not quantitative, but qualitative research methods are more adequate.

Formation of a system of concepts and maintenance of the "cutting edge" of scientific research. A necessary condition for the creation of quantitative research methods is the presence of a system of concepts that form a theoretical description of the object under study. Measurement procedures existing in science are always based on a certain tradition that corresponds to the prevailing ideas. This tradition, to one degree or another, always lags behind the "cutting edge" of scientific thought, which, in turn, lags behind the real course of socio-economic processes. Lags of this kind form a "natural lag" in social cognition, and the magnitude of this lag largely depends on special efforts to reduce it. This lag especially increases in conditions of rapid social change, when new problems and a new set of relevant variables become relevant.

The formation of an adequate system of concepts is an important pre-quantitative stage in the research process. Regardless of whether any measurements will be taken in the future, the creation of such a system of concepts is an independent scientific stage that requires significant research efforts. The methodological apparatus used to achieve this goal must have high mobility, sensitivity to capturing shades and the ability to quickly change the set of studied variables. It is clear that quantitative methods possess these properties insufficiently. This means that quantitative methods can mainly be used to obtain answers to some standard questions and to study stationary processes.

This issue can be commented on by the statement of the economist V. Naishul, who described the reasons for his interest in such polls as follows: "A conceptual apparatus is needed to conduct research. The formation of a system of concepts is always a certain scientific achievement. There are two levels of formation of these concepts. The first level is the language in which the respondents describe the phenomena they observe. The second level is the formation on this basis of a more generalized language describing typological cases. In-depth interview is a kind of "open research", the search for primary concepts, primary descriptions and work on their structuring. the mistake of sociologists who work with the help of formalized questionnaires is the following: they impose a conceptual apparatus formed for other purposes and objects of other types on reality, on an object.The inclination to reflection in our society is generally very small, and sociologists for the most part are no exception. Therefore on knitting an object of a conceptual apparatus alien to it in social research is a common thing. There is no fine work on the formation of primary descriptions and the subsequent translation of the language of these descriptions into a more generalized language of science. "

Continuing Naishul's thought, we can say that an inadequate conceptual apparatus should be understood as an apparatus: a) very impoverished; b) containing logical flaws; c) passing by the actual social problems around which the research should be structured; d) containing a set of variables that are irrelevant in relation to the problems under study (relevant variables may be absent, and irrelevant ones may be present). It has already been shown above that the use of such an apparatus in the absence of effective "feedback" can block or slow down for a long time the development of conceptual representations necessary for the formation of a more adequate understanding of social reality.

Filling the gaps between quantitative parameters. One of the fundamental limitations in the use of quantitative methods is that not all phenomena are equally measurable and not all objects can be described by continuous quantitative measurements. This means that all social phenomena that can potentially become objects of research can be located on an ideal-typical scale, at one pole of which there will be objects in which the measurability zone is large, and at the other - where it is small. An example of an object of the first type is demographic processes (natural movement of the population, migration, etc.), and an example of the second is various closed communities (sects, gangs, clans, etc.).

Quantitative research on objects that are not amenable to continuous quantitative measurement can be carried out on the basis of two possible strategies. The first strategy is based on the fact that the constructed concept is based on isolating from reality only those variables that can be quantified. Such a strategy greatly impoverishes the research results, since the most important characteristics of these objects, and sometimes even entire problem areas, remain outside the study. It is clear that such a strategy is inadequate for the objectives of scientific research. Another, more adequate strategy is to study the object in its entirety, filling the “gaps” between quantitative indicators with qualitative knowledge. This means that even in studies carried out in strict accordance with the quantitative ideology, qualitative data in an implicit form perform corrective and "connecting" functions, contributing to the preservation of the integrity of the formed conceptual representations.

Arguing theoretically, one can, apparently, say that, in principle, an adequate measuring procedure can be selected for any phenomenon. Of course, expanding the arsenal of measuring procedures is one of the important tasks of scientific activity. Nevertheless, the real process of the development of science does not follow the path of total measurement of all conceivable characteristics of the objects under study. The most successful research in the social sciences, as a rule, implements not a purely quantitative strategy, but a “qualitative breakthrough” strategy, within which only the most important (of the available) characteristics are measured, and the gaps between them are filled with qualitative data. The ideal of "total quantitative research" is its own utopia, an attempt to implement which in real scientific activity not only limits, but also deforms the vision of an object, highlighting only that part of it that can be measured 9.

9 As M. Polanyi points out on this issue, the general tendency in science to strive for accuracy and systematicity to the detriment of the substantive side of the matter is inspired by the unrealistic ideal of strictly objective knowledge. ...

Overcoming semantic decay and logical speculation. Marshall's thesis quoted above that the social sciences cannot rely in their development on long chains of logical reasoning, quite unexpectedly acquires special relevance in the context of the dominance of positivist methodology over the sphere of empirical research. Paradoxically, the increased "burden" on deduction is formed by the excessive orientation of sociologists towards the quantitative tradition of empirical research.

The reason for this is that the strong dependence of research on a small number of qualified indicators leaves many "gaps" between the measured variables. In this regard, wide undeveloped "research spaces", which are then filled with logical speculations. Since empirical data that cannot be comprehended do not satisfy the needs of society for conceptualizing phenomena, the conceptual sphere begins to develop in isolation from the empirical one, forming the long chains of deductive reasoning mentioned by Marshall, divorced from practice.

The danger opposite to logical speculation is the semantic disintegration of quantitative data obtained in the course of research due to the absence of an integrating conceptual image. As noted above, this phenomenon often occurs in studies carried out in the spirit of positivist traditions.

Violation of the mechanisms that ensure the connection of the scientific process with empirical reality leads to the fact that the results of research lose meaningfulness and acquire a dysfunctional character, disintegrating into the "dull empiricism" and "deductive fantasy" described above. During the Soviet period of development of Russian sociology (70s and 80s), this dysfunctional scheme of scientific activity was realized almost in its purest form. An example of products of the first type can be found in the empirical publications of the journal Sociological Research, which contained a description of the results of questionnaires that were identical to themselves. An example of the second type is the publications of the former magazine Socialist Labor, which contained countless versions of speculative and strikingly incompetent (but at the same time surprisingly monotonous) proposals for increasing the productivity of social labor. Most often, these descriptions were simply sterile, but sometimes they caused direct harm to the national economy. An attempt to introduce at enterprises incompetent recommendations borrowed from "scientific" literature and the objective consequences of this attempt are very well described in N. Maksimova's article "Brigades at the Crossroads."

Bridging the gap between logical and empirical procedures requires the creation of a research tradition that can fill the gap between quantitative methods and deductive logical procedures. It is in the social sciences that there is a real possibility of using empirical methods in research, focused on the formation of integral images of the objects under study. This function is performed by a qualitative tradition, which proceeds from the fact that the formation of a holistic image is primary in relation to the task of forming a relevant set of studied variables.

Study of objects that defy quantitative description. Above, we talked about the functions of qualitative methods associated with their ability to meaningfully fill semantic "gaps" arising between quantitative characteristics. However, there are social objects or problem areas where the measurability zone is very small or absent at all.

The practice of field research shows that for many objects or problems the use of quantitative methods is either impossible or limitedly possible. These limitations can arise for various reasons: due to the objective properties of the studied variables, poorly developed measuring procedures, limited resource capabilities of the researcher, the closed nature of some communities, as well as in cases where the object under study has many particular features, uncertain and changing their composition, and not a single one. of them does not have a decisive influence on the course of the investigated processes.

The experience accumulated by world sociology shows that such problem areas are not at all closed to research: world sociology has a considerable number of brilliantly executed monographic works devoted to the description of such objects. These works include practically all the fundamental works in the field of culture-anthropology, as well as well-known works on the study of criminal communities, the ruling elite, industrial organizations and other social facilities. Probably, Campbell says the same when asking readers a rhetorical question: "Who, if not representatives of high-quality sociology, investigate the conditions under which social statistics lay down their arms?" ...

Overcoming "myths". The researcher must be aware of the fact that at the initial stages of work, his initial ideas are very often inadequate or "mythologized". An important role for quality methods lies in their ability to overcome such "myths". A similar point is expressed by D. Campbell, who writes: “A social researcher who undertakes an intensive study of individual cases by means of participatory observation or using any other qualitative approaches associated with ordinary knowledge to get acquainted with the situation, in the end, discovers the erroneousness of his initial ideas and theories ".

Interaction with everyday consciousness. In any science, the rate of development and renewal of conceptual representations largely depends on the intensity of the interaction of these representations with alternative concepts. The specificity of the social sciences lies in the fact that the source of such alternative concepts can be not only competing scientific views, but also the conceptual developments of everyday consciousness.

For domestic social science, the problem of establishing intensive contacts with everyday consciousness is especially urgent. The reason for this is that the weak development of social science gives rise to a situation in which ordinary (practical) consciousness can outstrip science in understanding topical social problems, including not only their fixation, but also comprehension. Conceptual developments of everyday consciousness in our country often turn out to be more correct, more developed and based on a more relevant set of facts than competing scientific ideas. This issue will be discussed in more detail in the sections on methods of conducting in-depth expert interviews.

On the functions of quantitative methods.

The research functions of quantitative methods also need to be described in the light of the above methodological views. These functions are certainly important because, as Campbell puts it, "quantitative methods, if they are based on solid and proven qualitative knowledge, should recognize the ability to go beyond the limits of the qualitative approach."

In post-positivist methodology, the list of research functions of quantitative methods is wider than in positivist, which is due to a more complex system of ideas about the nature of scientific knowledge created within the framework of this methodology.

Going beyond the limits of individual consciousness... One of the main sources of errors in sociological research is that characteristics characteristic of either the author of the concept or a limited number of respondents who were covered by a local survey. As a result, research reflection, correct in relation to a certain local population of respondents, may be illegally extended to the entire studied population. The use of quantitative methods insures the researcher against such errors, signaling that the object under study has a complex structure, which was only partially presented in the original study.

Verification of the legitimacy (or illegality) of the dissemination of local survey data to the entire studied population can be called a hypothesis test, but such a hypothesis is not conceptual in nature and in this sense is not a meaningful scientific hypothesis.

Determination of the quantitative characteristics of the segments of the study population. A segment is a part of the studied population that has certain specific properties that distinguish it from other parts of a given population. In many studies, especially applied ones, it is important not only to identify the existence of a segment, but also to determine its numerical parameters. Information about the existence of certain segments often follows from everyday or past research experience, or from the results of specially conducted qualitative research. However, the determination of the numerical parameters of these segments is the task of a quantitative study.

Identifying segments based on a large number of parameters. Population segments can be distinguished based on one or several interrelated characteristics. The question of the existence of segments formed by one or several parameters (usually no more than four) is decided, as already mentioned, on the basis of information external to quantitative research. However, the question of the existence of segments formed by many interrelated characteristics often defies direct investigation. This problem can be solved by mathematical methods of quantitative data processing (factor analysis, cluster analysis, etc.), which reveal latent "clusters" of objects in a multidimensional space. However, the results of such studies are highly dependent on the set of characteristics inherent in the quantitative instrumentation. In the absence of meaningful ideas about the relevant composition of the studied variables, the results of such studies are difficult to interpret. One of the most significant reasons for the difficulties in interpretation is the existence of hidden correlations between the variables embedded in the original toolbox.

Identifying dynamic trends. Along with the structure of a social object, fixed by the composition of its constituent segments, from a research point of view, its dynamics is often important, which can be expressed in a change in the specific weights of its constituent segments. Measurements of the ratings of political subjects, regularly carried out in states with democracies, are one example of such studies. Recording quantitative indicators for a certain predefined standard set of variables is a purely quantitative type of research. Changes in the set of variables are usually carried out either on the basis of empirical "signals" arriving on the basis of qualitative research, as well as through the dissemination of everyday knowledge or the media. Sometimes a change in the composition of trends is carried out under the influence of changes in theoretical concepts.

Hypotheses about trends in trend dynamics can be extrapolative or meaningful. Hypotheses of the first type are not scientific in the proper sense of the word. Substantial hypotheses can be based on everyday ideas or logically follow from certain conceptual considerations. While it is often difficult to draw the exact line between ordinary and conceptual hypotheses, only the latter hypotheses can be called scientific.

Testing logical hypotheses. Scientific hypotheses in the strict sense of the word are only those hypotheses that logically follow from a certain system of conceptual representations. The need for empirical testing of such hypotheses stems from the fact that the construction of long chains of logical reasoning about empirical objects is associated with the risk of errors, the main source of which is the emergence of unaccounted for empirical factors. From a logical point of view, the appearance of such factors is tantamount to a change in the composition of the axioms that underlie the original reasoning. Identification of empirical anomalies requires work to identify their causes, which can be associated either with the invalidity of the methodology, or with the presence of logical errors in the chain of reasoning, or, finally, with the presence of phenomena whose influence was not taken into account when constructing the concept.

In sociological research, meaningful hypotheses are usually formulated in terms of the existence of a relationship between certain social characteristics. The sources of the appearance of such characteristics in the mental field of researchers are theory, qualitative empirical research and, apparently, the everyday consciousness of the researchers themselves. However, quantitative research is a means of testing logical hypotheses about the existence of relationships between characteristics.

The result of testing logical hypotheses in sociological research most often takes the form of describing some segments of society, described by an integral system of interrelated characteristics, and these characteristics are interconnected by a certain logical or conceptual structure, and not just empirical correlations that may turn out to be false, temporary, not interpretable and etc. The identification and description of segments, the existence of which is not obvious from the point of view of previous scientific or everyday ideas, often has significant scientific and practical value.

Revealing significant facts. The discovery of significant empirical facts is by no means always carried out by purposeful hypotheses and their testing. Often there are also the opposite situations, when the process of discovering facts is ahead of the logical thought of the scientist. An important and integral characteristic of a scientifically significant fact is its ability to break the existing system of conceptual representations, in other words, to be an anomaly. Strictly speaking, the existence of an anomaly does not require quantitative confirmation. An example has already been given above that the discovery of a new species of animal can be carried out on a single skin. However, there is a special category of social facts that are not visible to an individual observer and can only be identified on large statistical arrays. From this point of view, the apparatus of statistical observation is one of the varieties of instrumental observation, the analogs of which can be aerial photography, the study of physical objects using microscopes, etc.

Immersion of quantitative knowledge in a qualitative cognitive environment. The description of the research functions of quantitative methods once again confirms the fact that quantitative knowledge is not autonomous, but immersed in a certain cognitive environment with which interaction is carried out according to a wide range of empirical and logical arguments. A qualitative cognitive environment is a source of initial conceptual representations and primary facts, on the basis of which quantitatively measured parameters and hypotheses about the presence of logical connections between them are formed.

Testing logical hypotheses about the existence of a relationship between social variables is an important, but not the only function of quantitative methods. Both academic and especially applied science often form requests for purely technological measurements, in many respects similar to those that are carried out in other areas of practical life. Of course, such measurements are carried out based on certain needs arising from the general meaning of the activity being carried out. Qualitative methodology fully shares the positivists' thesis that any research should be based on some motivated judgments about its expediency.

An example of a scientific inquiry for qualitative research.

Here is a specific example of a request for quality sociological research, formulated by the representative of the related humanitarian discipline, economist Yu. V. Yaremenko. This request is a vivid illustration of the thesis about the fundamental incompleteness of quantitative knowledge expressed by statistics, and about such functions of qualitative research as the formation of a holistic image of an object, filling in "gaps" between quantitative characteristics, providing conceptual dynamics, etc. It is significant that this request was formulated by an economist, all his life engaged in the development of macrostructural models of economic development based on input-output balance.

"Our economy does not have a natural measuring apparatus. For this reason, the problem of measurement in it becomes an order of magnitude more complicated. If we go one step higher, to social processes, then the problem of measurement is even more difficult.

Our current understanding of many issues is based on the generalization of secondary materials (publications in the press, etc.). In the scientific circulation there is not a sufficient number of primary facts on the basis of which it would be possible to form an adequate understanding of these problems. There are areas where there is simply no way to get the facts you need. There are statistics on the structure of the economy, but there is another layer of general problems that cannot be described by statistics. Their research should be based on primary descriptions and primary facts.

The keen interest of economists in the newspaper is not accidental. Every serious macroeconomist takes a significant interest in newspaper publications, looking for something interesting in them. Why is this interest arising? Probably because there are no other sources of empirical data. The newspaper serves as an equivalent of primary information, but an equivalent in many ways of poor quality and inadequate. Newspaper material is scattered, superficial, distorted. Journalists usually do not have high economic qualifications. Therefore, they are not translators of primary information, but pass it through their own consciousness, significantly distorting the material they have and not being able to look deep into the problem. There are, of course, very strong publicistic works, but they are rare. Economists cannot build their work by relying only on the heights of journalism. And what to do with those areas in which strong publicists did not work at all?

An economist's job is to put together a coherent picture of disparate facts. Statistics as such do not yet provide a full picture. A lot of additional information is needed, which the economist is trying to get from the newspapers. From private facts taken from newspapers and other similar sources, the macroeconomist is trying to put together a kind of integral "mosaic". He is constantly busy building such a "mosaic", but the generalized picture still does not add up, because the data is scattered and there is no intermediate information.

It is in this sense that the texts of sociological interviews should be considered a method of learning not only private, but also general questions. Interviews fill in the gaps in our knowledge and provide a holistic picture. Interview texts are of several orders of magnitude better quality than newspaper publications. In interviews, problems emerge by themselves that have not yet been raised either in journalism or in scientific literature.

As for the results of questionnaires, the results of which were periodically sent to me by various sociological organizations, they surprise with their banality. The very structure of these questionnaires reflects only conventional wisdom, and nothing more. The possibility of something constructive emerging from such studies is more than doubtful. "

http://bookap.info/sociopsy/intervyu/gl7.shtm

		Contractor

1. Contactor. He is a key figure in the advertising business. In conditions of tougher competition, when it is very difficult to find, and even more so to keep, a respectable customer, the nature of cooperation with him depends on the contactor - spotted or planned, highly specialized or complex, limited or large-scale, short-term or long-term.
It is extremely important for an advertising agency that contactors have special qualities.
First, professionalism. And not only in their own, advertising business. The contactor also needs to know the problems of the advertiser, the ability to predict them and quickly solve them using advertising opportunities. A professional contactor commands respect and confidence.
Secondly, the ability to meet the advertiser's expectations. To organize such an advertising campaign that would bring his company, products, services fame, would provide them with sustainable sales, bring tangible profits.
Thirdly, the ability to establish business relationships with customers. Obviously, such ties are fundamentally different from those traditionally cultivated in Soviet society. Not gratification of the one on whose money the advertising agency depends, but the behavior of a specialist who knows his own worth, his own high level. If a representative of an advertising agency takes a customer to restaurants, gives him gifts, no matter how pleasant it may be to the latter, sooner or later he will realize that it is his own money or the money of the same customers as he is being spent ineffectively. In addition, familiarity is far from respect, which is usually mutual in long-term contacts. Therefore, it is not enough for a contactor to master the art of winning, he must also be able to appreciate the client and his opinion, to look at problems through his eyes.
Fourthly, the qualities that draw good workers - passion for their work, thoroughness and accuracy, responsiveness, extraordinary thinking, logic, the ability to systematize their work and predict events.
To "be on top", the contactor monitors the situation, constantly reporting, analyzing and using in his work information directly or indirectly related to the advertising and marketing activities of the client, creates and develops a data bank that allows you to justify, plan and effectively implement promotional activities.
Fifth, erudition, good taste, knowledge of the technology of advertising creativity, the ability to maintain contacts and conduct fruitful negotiations with creative people. All these qualities allow the contactor to successfully cooperate with the creative contingent, to speak with him, "in the same language", to argue his arguments, to exclude the elements of "taste".
Sixth, the ability to generate ideas and protect them, implement, propagandize. An idea, before it is accepted and adopted, is worthless. The success of a contactor largely depends on whether he is able to "sell" his ideas to the client, which is quite difficult to do without having the skills of a professional salesman.
Seventh, the ability of a professional communicator. It is vitally important for a contactor to be able to concisely, accurately, convincingly express their thoughts orally or in writing, to present data in the form of visual graphic information, knowledge of the features and techniques of interpersonal communication.
It is unreasonable to think that the contactor will get by with innate sociability. The necessary skills are acquired only through training. In the West, where firms are constantly training their staff, interpersonal communication is one of the fundamental disciplines in training programs. Suffice it to say that the international advertising corporation "Ogilvy and Mather Worldwide" annually allocates about $ 2 million for in-house trainings, including contactors. Moreover, this amount does not include travel expenses (food, hotel, travel to the training site and back), which are paid by the branches of the corporation that send their employees for training. These amounts are spent on the preparation of programs and teaching aids, the provision of trainings with audio and video equipment, the necessary supplies, as well as the payment of teachers.
The task of high-quality customer service becomes more complicated if he instructs an advertising agency to advertise for a sufficiently long period simultaneously in several markets (in different countries, regions). Two options are possible here: the advertising agency uses its branches, if any, or signs agreements with local agencies. But in both cases, the contactor is the coordinating center and oversees the "orchestration" of advertising campaigns and advertising activities in general. In this case, the persons and organizations participating in the advertising campaign, figuratively speaking, represent a "consolidated orchestra" in which everyone performs their part on their instrument and has the right to their own variations, but as a result, the melody given should still sound. conductor-contactor. In our case, this "melody" is a highly professional embodiment of an advertising campaign concept developed by an advertising agency and approved by the advertiser.
When large-scale campaigns, including different types, means and using different forms and methods of advertising, are carried out in markets that differ from each other in marketing ecology, the contactor becomes a "conductor", making sure that every advertising action is appropriate, the total costs are minimal. He has to ensure compliance with the general line of the advertising campaign (in particular, the strategy for the use of types and means of advertising formulated in the concept, unification of the visual and textual presentation of advertising information and advertising ideas), and also maintain an optimal level of centralization of advertising management.
Now consider the other employees of the agency involved in providing an advertising campaign, directly or indirectly. Their work is also important in ensuring the effective operation of the advertising agency.

2. Accountants. A good, simple name, somewhat affirmative ("I am in charge of the bills"). People who settle accounts were previously known as the most sociable people, since they worked with clients all day long, but now they are called "white collars". And sometimes even as "empty white collars". Now their responsibilities besides keeping accounts include - to explain to clients the point of view of the agency, and to the agency - the point of view of the client. Accountants need to know a lot - marketing, mediation, scheduling, and even what creative people do.

3. Creative workers. Art directors should, in theory, be responsible for the visual aspect (that is, the design) of the ad or commercial. In life, art directors run almost everything: campaign, accounts, commercials, agency, client, and the personal life of anyone deemed attractive or funny, or both. Advertising people have exaggerated respect for the art director because they believe that:
but). artists can imagine and understand perspective;
b). art directors are people of art;
in). therefore, art directors can imagine and understand perspective.

4. Circulators. In many ways, the job of the reporters is the most difficult. In theory, reporters are responsible for the words that appear in advertisements, or for the diologues in commercials. They should also come up with these annoying labels or calls, without which no ad is considered complete. The print runners are good artists.

5. Creative director. The creative director leads the creative department, and often the entire agency. His responsibilities include planning, directing and monitoring activities for the development of an advertising campaign or advertising video, that is, the production work of the advertising agency.

6. Planners. In the old days, the best ad agencies had small departments doing market research. Today, the best agencies have planners. Their functional responsibilities are the same - they exist to:
but). on the basis of market analysis of a particular product or service of the client, to offer a certain coverage width, frequency of occurrence and the strength of the impact of advertising;
b). approve "tidbits" for the creative department;
in). convince the client to spend even more money using calculations to improve the effectiveness of the advertising campaign.
The work of the planners is of great importance to everyone:
- for customers, because planners can make ads seem logical;
- for the bankers of the agency, because planners have the means to control the activities of creative workers;
- for business schools and universities, since there is one discipline in which planners are great specialists;
- for the commercial press, as it gives them the opportunity to write about them and their work.

7. Agents (intermediaries) planners. Planning mediators, spiritual leaders of the advertising agency world, are those people who decide where and when it is best to conduct an advertising campaign in order to:
- go to the desired groups of goals;
- maximally "squeeze" money out of the client;
- to present the agency in the best possible way.
Their world is a world of secrets, filled with computer calculations, strange phrases, endless tables and diagrams, rating data. Planning agents have lengthy negotiations with planners and clients. They are the people who must explain to the client why a commercial advertising the merits of a particular product or service should appear at one time or another, with a certain frequency and coverage.

8. Buyer intermediaries. They are the main driver of the agency's affairs. It is their responsibility to purchase all advertising media (print, television, radio, cinema, etc.) that the client agrees to. And also many other things, for which the client does not give his consent. Buyer intermediaries are the very people who make the agency profitable by using deception as a means of achieving this. However, as a rule, the client is not told about this, especially when it comes to the budget.

9. Secretaries at the reception. When selecting people for this position, both their personal charm skills and their business qualities are taken into account. Their responsibilities include streamlining the workflow in the agency, ensuring the rational activities of the agency's employees, creating a good image in the eyes of clients, couriers, bailiffs and agency supporters.

10. Secretaries. Secretaries in the world of the agency are very rare, and often they are never actually secretaries. Those who will try to find their way in the world of advertising should know that there are people in the agency who know about everything that is done there, much more than the manager, and whose administrative talent is to make it clear in no way. that they are wonderfully versed in this whole "kitchen". This is what contributes to the intensified work of the entire agency.

Specialists involved in the campaign. No agency can live off advertising alone without outside help. Often, advertising agencies invite good specialists who are experts in their field and well-known in a wide range of people. Let's consider them:

1. Photographers are engaged in professional photography of advertising posters and brochures.

2. Deposed artist is another name for the artistic director, the person who is responsible for the technical side of the design of the print ad, that is, the reading and design of all printed clips.

3. Designers and Illustrators - Doing the artwork for the art director's sketches and producing "stunning" illustrations (respectively). Often they are offered the position of artistic director.

4. Consultants - these services in some cases are provided by one person, and sometimes by groups of people. They advise on a wide range of issues - mediation, production, marketing, etc. They are attracted in the event that an advertising agency urgently needs new data on the situation in the markets, and if they do not have enough of their own specialists.

5. Information advisory centers - they are divided into two types:
- those that work for the client:
- those who work for the agency.
Information advisory centers have two main functions:
but). flaunt all the good that is in the client;
b). notice his shortcomings if they work for agencies;
in). research.

Any agency consists of four main departments:
but). creative department - it is engaged in the development and production of advertising;
b). advertising media department - it is responsible for the selection of advertising media and advertising placement;
in). research department - it studies the characteristics and needs of the audience;
G). commercial department - it deals with the commercial side of the client's activities.
When working on customer orders, all employees of the agency make their contribution, from secretaries to contactors, as well as specialists from outside. At the same time, all employees, performing their specific functions, contribute to the achievement of the main goal of the advertising agency - this is the fulfillment of the company's mission set at the stage strategic planning activities of the organization.

Affiliate advertising agency

Marketing analysis in advertising

1.1 Product name - Energy chewing gum "".

1.2 Product group:

Everyday Demand (Impulse Purchase)

1.3 Technical, economic and social characteristics of the product.

The packaging of the goods is a koncurrency with a bright pattern, 25 cells with pads inside. Chewing gum is two-tone, resembles appearance capsule

Signature colors: white, blue, red to evoke an association with a well-known energy drink manufacturer.

Brand name: "Flash".

Properties: the product has an invigorating effect as it contains caffeine, taurine and guarana extract. You can consume no more than 5 servings of gum per day. Chewing gum also has a refreshing effect. The competitiveness of the products is very high, since the product is unique in its segment. Price 50r. For packaging.

Convenient than energy drinks.

A fashionable product regardless of trends and the amount of advertising.

Uniqueness in its segment

Weakness:

There are restrictions on use

High price

Possibilities:

Different flavor combinations

Product promotion through uniqueness.

Trends:

The product is in the growth stage.

The product requires state certification.

2 Consumer

2.1. The main consumer groups and their characteristics.

Main target audience: people aged 14 to 35, socially active, above average income, creative, following fashion trends.

2.2 Needs and demands of major consumer groups.

Raising vitality, concentration, getting rid of drowsiness and fatigue.

2.3 What other goods can consumers use to meet these needs and requests?

Other foods containing taurine, caffeine and guarana extract. For example energy drinks.

2.4 The level of consumer awareness of the product.

Insufficient (low)

2.5 Attitude towards the product of the main consumer groups and reference groups.

It is just beginning to form, the majority of potential consumers have not tried the product before. There is distrust on the part of consumers in the product's capabilities, as there is the same distrust in energy drinks.

2.6 Forecast of after-sales behavior of consumers.

Satisfaction, repeat purchases.

2.7 Media preferred by major consumer groups.

Outdoor advertising, cityformats, billboards (Arcade, supermarket on Lenina, Pervomaisky square), advertising in nightclubs (Rock City, Base, Rain, Snob), radio advertising (Energy, Record, Dynamite)

3. Market.

3.1 Type of clientele market.

- Consumers.

3.2 The presence of competitors.

- "Diroll"

- "Stimorol"

- "Orbit"

- "Red Bull"

- "Bern"

3.3. The level of advertising activity of the main competitors.

- main advertising arguments:

Energy drinks invigorate the body and spirit, are used to increase concentration and physical endurance. Advertising is released irregularly, in nightclubs, outdoor advertising, direct marketing, sampling promotion. The marketing strategy is aimed at increasing the sales of the product.

3.4. Possible options for a market coverage strategy.

It is necessary to popularize this product among the target audience, at sports events, in nightclubs, in cultural centers, in large office buildings. Promotional means: radio advertising, advertising on federal channels, outdoor advertising, viral marketing, sampling promotion near metro stations and in shopping centers. The product must be sold at checkouts in supermarkets, as well as in kiosks.

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