Development of an organization's advertising policy using the example of Master Products LLC. Advertising policy and strategy of a trading enterprise Advertising policy of an enterprise

a) advertising of consumer goods;
b) advertising of goods for industrial or industrial purposes;
c) prestigious advertising aimed at raising the image.

Advertising policy is a system of targeted actions that should ensure a favorable attitude of consumers in selected market segments towards goods and the organization offering them so that its economic goals are achieved.

In everyday consciousness, advertising is most often associated with publications in print and the display of clips on television. In fact, advertising complex- a fairly broad concept, including, in addition to advertising in the media, sales promotion, personal (personal) selling, the creation and use of videos, public relations, design and printing of the necessary catalogs, brochures, leaflets, etc.

Promotion is any form of communication used by a firm to inform, persuade or remind people about its products, services, images, ideas, social activities or to influence society.

It is impossible to give a clear definition of advertising policy. This is a fairly multifaceted concept. Most likely, these are certain actions to create and place advertising and promotional events in order to create an image and attract customers to sell products. Advertising policy is closely related to the trade and business policies of companies. The concept of advertising policy is also closely related to the concept of advertising strategy and tactics. We can say that advertising policy is a company's mode of action aimed at achieving certain goals; strategy general guiding line and guidelines for achieving ultimate goals; tactics - a set of means and techniques aimed at achieving a goal, a course of action, a line of behavior. In fact, the essence of advertising policy lies in the choice of advertising strategy and tactics.

Suppose a company is being created. In order to be recognized, she needs to declare herself. This can be achieved through advertising. But in order to get the highest possible results with minimal costs, you need to think about how to advertise yourself and your products.

Every company or enterprise has a certain advertising policy, be it a bank, a manufacturer of consumer goods, a radio station, a television channel, tourist agency, shop, restaurant The only difference is in the scale and means of advertising.

To begin with, the company must clearly understand the purpose of advertising, that is, why the advertising campaign will be carried out. The goal may be to build a name and prestige for the company in order to subsequently occupy a strong position in the market. The goal may simply be to sell a product. In other words, goals can be economic and non-economic, or advertising can be purely economic or non-economic in nature. It is not always possible to count on the high effectiveness of advertising for economic purposes, because almost always such advertising involves the purchase of a product by the consumer almost “instantly.” In principle, advertising of a non-economic nature also achieves economic goals. Another thing is that she does this not directly, but indirectly, then what kind of advertising of a company or enterprise will be depends on many things: on the size of the company or enterprise itself; from the budget (the company’s budget may not allow spending money on advertising that creates the company’s name and prestige; in this case, the company will produce advertising of an economic nature); from goals in the market in general; depending on the specific advertising situation; from the behavior of competitors; from its position in the market.

ADVERTISING POLICY OF THE ENTERPRISE

It is impossible to give a clear definition of advertising policy. This is a fairly multifaceted concept. Most likely, these are certain actions to create and place advertising and promotional events in order to create an image and attract customers to sell products. Advertising policy is closely related to the trade and business policies of companies. The concept of advertising policy is also closely related to the concept of advertising strategy and tactics. We can say that advertising policy is a company’s mode of action aimed at achieving certain goals; strategy – a general guiding line and guidelines for achieving ultimate goals; tactics – a set of means and techniques aimed at achieving a goal, a course of action, a line of behavior. In fact, the essence of advertising policy lies in the choice of advertising strategy and tactics.

Let's consider the basis on which the company's advertising policy is based and on what it depends.

GENERAL CHARACTERISTICS OF ADVERTISING AND ITS PURPOSE

Advertising classification

designed for a wide variety of consumer groups, and serves to implement a wide range of functions, it is very difficult to classify it.

By composition target audience- strong, medium and

weakly segmented.

Segmentation- this is the division of the consumer audience into segments according to characteristic social, professional and other characteristics. Let us emphasize that the degree of segmentation is largely determined by the purpose of the advertised product. The more specific the product or service, the narrower the audience segment among which it can be advertised. The price factor must also be taken into account.

it is becoming increasingly specific and targeted, which, in turn,

increases its effectiveness.

By target impact- commercial (product and service) and

non-profit (political and social).

maintaining and increasing demand for certain products,

creation the best conditions for their sale to consumers.

For example, it can be distributed to attract attention and create on this basis a positive image of an entrepreneur, enterprise, group of enterprises, and even an entire industry (so-called corporate advertising).

Other typical examples of non-commercial advertising include political advertising, advertising of charitable activities carried out by public,

religious organizations, etc. .

By breadth of distribution - global, national,

regional, local.

some 2-3 years ago. The reason is known - this is the rapid development of the process of globalization of the economy as a whole. Now available to advertisers -

interactive videos, transworld radio and satellite television,

Internet, other new means of communication.

The three other types of advertising mentioned here have undergone almost no changes - in the sense that, as before, they are intended for

region, state, city, town, and finally, microdistrict or block.

True, this expansion is being carried out at a more modest organizational and technical level.

By method (medium) of transmission - printed, electronic, external

(external).

Classic form of advertising - printed- has maintained its position intact for centuries. However, times are changing. Together with them, print advertising, which has long been represented not only by newspapers and magazines, is also changing before our eyes. The first electronic advertising medium

Radio became a thing 100 years ago. Then television and

almost in its original state - nothing better has been invented by humanity over the past centuries.

According to the method of execution - textual, visual, text-visual.

complex, and visual - for static and dynamic advertising.

title, subtitle, main text module, slogan, etc. An example of a static advertisement would be a corresponding photograph or drawing. A video clip or computer animation is the most illustrative examples dynamic advertising.

According to the method of influence - direct and indirect.

Direct advertising, or direct action advertising, is advertising that confronts us with a fact; here is the product, buy it. The price is such and such, the phone is such and such. Indirect advertising is a different kind of phenomenon. It doesn’t hurt your eyes with colorful illustrations, it doesn’t announce “fantastically advantageous offer" It operates almost on a subconscious level. And we, without noticing it, succumb, gradually absorbing advertising information.

In the latter case, it is personified either by famous personalities (idols),

A rarity in domestic practice. Almost always this is the public or social advertisement, not pursuing commercial purposes.

Advertising policy is a system of approved rules and ideas, based on the basic values of the company, regulating the targeted management of advertising media in relation to the activities of the subject, in relation to objects, in order to form relationships between them.

· organize basic principles organizations advertising activities;

· develop a system for selecting advertising distribution media;

· select and approve methods for forming an advertising budget;

· prescribe basic methods for assessing the effectiveness of advertising activities.

· what means of advertising distribution to choose;

· principles for selecting advertising media;

· what tools to choose to attract the target audience;

· how to distinguish yourself from competitors using advertising distribution methods

Strategy is a general guiding line and guidelines for achieving ultimate goals.

Tactics is a set of means and techniques aimed at achieving a goal, a course of action, a line of behavior.

Every company or enterprise has a certain advertising policy, be it a bank, a manufacturer of consumer goods, a radio station, a television channel, a travel agency, a store, a restaurant or a cafe. The only difference is in the scale and means of advertising.

1. Setting goals

2. Identification of the target group

3. Decision to develop a budget

4. Choice of treatment

The advertising strategy of the enterprise acts as an important component marketing strategies. After an advertising concept has been created, it is necessary to implement it, that is, to actually reveal its meaning. A meaningful advertising concept should be presented consistently, like the contents of a book. Since the reader cannot familiarize himself with the entire book in one moment, but can only perceive it page by page, the advertiser is faced with the task of developing consistency in presenting the necessary piece of information. This is the task of advertising strategy.

For him, this is control and management of advertising influence. Advertising strategy is important for the task setter, i.e. for the advertiser. He is active here, and at the stage of processing the concept into a strategy, the role of the designer is already important, modeling the influence in time and content. The first part is the creative part creative work, the second part is the design and planning part. The functions in management are also divided in a similar way: the owner, the master of business administration and the manager who implements certain ideas related to the development of the company. So, the advertising concept looks like a kind of concept map; it can be converted into a short verbal or visual image. Now the task is to distribute different accents in customer aspects.

Strategy comes from the Greek word stratos. Strategy is the selection and prioritization of a certain set of information. These priorities may be temporary or permanent, depending on how the strategist decides. Strategy can be static or dynamic. A static strategy is the setting of some priorities without reference to time.

Therefore, a strategy does not exist without a hypothesis, it must, of course, include it, and if we are talking about a theory or a concept, then it rather includes a hypothesis about what should be in the client’s head, in the image of the client, so that he makes a purchase. And the strategy just includes a hypothesis about how it should be done, what it should consist of, and how it should take place. What is the most important, influential, weighty in this method of implementation.

To develop a concept, a word like “creative” or “creativity” is more suitable. Since a lot here is based on intuition, previous experience, expert assessment.

For an advertising strategy, “design” is more suitable. Design is always used for a more deterministic task. When developing an advertising strategy, the task is the following: how to achieve such an optimal combination of these aspects in a certain financial volume, informational, time, social, in order to have the greatest impact. This task is similar to creating a special combination, a composition that leads to a systemic effect of influence.

Of course, the designer, the constructor of this advertising is a manager, a specialist in the form of advertising, advertising influence, who speaks about what needs to be done and how.

Advertising influence must be holistic; the advertising strategy involves integrity both in content and in time, and in the sequence of this content, and in the emphasis in aspects. In fact, an advertising strategy is a matrix for content, where we put it in a certain chronology. This is, if you like, a constructor where we assemble some kind of picture from these elements. This picture is an image, and the sequence of how we collect it is a strategy hypothesis.

It is certainly possible to carry out advertising influence without a strategy, but every time we will not understand what the mistake was, why this influence did not take place. An error in the concept, in the method or its implementation, in the content, in the products, in the accents. Why is it often said that advertising influence cannot be measured? Of course, it’s impossible, because the initial conditions were described in an untidy way. Because it is not written anywhere. It is not written to prove, there are no premises on which we rely, therefore it is impossible to construct an analysis of their legitimacy. Therefore, in order for us to build a qualitative analysis of the effectiveness of advertising influence, we must initially set the sequence of steps very correctly. A direct analogy with science is quite appropriate here. The advertising strategy must be scientifically correct. For example, if we have described the methodology of an experiment, it cannot be changed, since it will not be possible to explain what caused this or that result. We, of course, can change it, but then we will get another experiment and other results and we will understand what they are caused by: the physics of the process, poor laboratory equipment, poor training of the laboratory assistant, or something else.

For this reason, strategy must be viewed from the perspective of a tool for implementing the concept. In food production, violation of technology leads to negative consequences (for example, poisoning) and subsequently to a negative attitude towards a particular food product.

Therefore, strategy gives integrity to advertising, which is why strategists are specialists in the art of war who positioned troops in such a sequence in space that they would have the most effective success and at the same time took advantage of some natural conditions and some difficulties in the disposition of opponents in order to to win.

For this state of affairs to take place, we must form a certain image, which is accurately and well described, since all these conditions are given. It is against this concept that we must measure all other steps. First we need to evaluate whether we are doing the right thing or not? After this, we must make some assumption about what needs to be formed in the image of clients, for example, an idea of \u200b\u200bthe quality of our products, it is for this reason that we present such an aspect as quality, and in the future we take it as a basis. Explaining how this aspect will unfold over time will be the emphasis here. At the same time, all other aspects (philosophy, name, etc.) should evoke associations with the quality of the product, i.e. work towards this basic idea.

To do this, we must develop a certain number of advertising ideas. Advertising ideas are a more detailed part of the concept, which becomes the basis for the future creation of advertising products. Those. in fact, if we break down the concept from the general to the specific, we get small ideas that we can arrange according to advertising products.

The strategy determines the sequence of these products. An advertising product has an impact due to the advertising message, i.e. there are elements of influence such as color, sound, word, visual image, attitude, value, information, etc. This is a certain element of influence associated with all possible human analyzers.

Very often, the marketing budget consists of advertising costs, given that advertising elements are present in most marketing tools such as public relations and personal selling. Regarding sales support, the goal here is not simply to stimulate buyers, sellers and their own sales staff, but first of all to inform the advertiser about a product, service or idea. Therefore, it is obvious that marketing communication has mainly advertising tasks - information and attracting the buyer (consumer, user) to the sales process.

· characteristics of the market of sellers of a particular product or service;

· characteristics of the buyers' market;

· characteristics of the sales volume of a particular product;

profit characteristics;

· characteristics of the product and its price.

This information makes it possible to analyze the position of the company in the sales markets and stage life cycle products or services of this company. The overall strategy of the company, as already mentioned, determines the marketing strategy, including advertising. The company's strategy can be implemented in the following directions:

1. Gaining leadership in product performance.

2. Gaining leadership in terms of market share.

3. Maximizing the total current profit of the company.

4. Ensuring the survival of the company (under certain market conditions). Each direction has a certain feature in pricing, communication and communication with the public. A particularly important factor in the development of a marketing plan is the stage of the life cycle of a particular group of a company's products.

The life cycle stage of a company's individual product group determines the communication strategy. The pattern of development of a civilized country over several decades makes it possible to draw the following conclusions:

1. The stage of gaining leadership over a product indicator is characteristic of the stage of introducing a product to the market. At this stage, the marketing strategy is based on diversification through market penetration, and the communication strategy is attracting consumers to the product, promoting the product through intermediaries. At the same time, significant communication costs are necessary for intensive marketing and minimal for passive marketing. Entire advertisements at the stage of introducing a product to the market are informative.

2. Gaining leadership in terms of market share corresponds to the growth stage of the life cycle. This stage is characterized by a marketing strategy in the form of diversification through penetration into the depth of the market and development of its niche in the segment. The communication strategy of this stage is planned as attracting consumers to the product by improving the quality of the product, its packaging, and expanding the service. At the same time, there is an increase in the overall costs of product promotion. The goal of advertising at the growth stage is to persuade consumers.

3. Maximizing current profits reflects the stage of maturity of a specific product group. At this stage, the marketing strategy should be implemented as diversification through protecting one’s part in the market, and the strategy marketing communications- in the form of promoting goods through intermediaries and attracting consumers to evaluate individual properties of the product. The purpose of advertising at the maturity stage is to remind the buyer about the product, its features and properties, and the like. At this stage, the overall costs of promoting the product are reduced.

4. Ensuring the survival of the company corresponds to the fourth stage of the life cycle of a group of products of the company - the stage of decline. At this stage, the marketing strategy is planned as diversification, that is, a strategy for exiting a certain market and moving to other markets. At the stage of decline, the main strategic tasks of the company are to promote goods through intermediaries, and the total costs of promoting goods should decrease. Entire advertisements during a period of declining product sales - information about the sale of goods at discounted prices.

· reference data about the company's products;

· reference data on the attributes of the company's and competitors' products;

· background information about the company's competitors;

· actual data on competitors’ expenses for product promotion;

· actual data on sales volumes and costs of promoting the company’s goods (at least for a year);

The noted data is taken into account when determining specific advertising planning measures.

In addition, the business plan for the company’s advertising activities must have a database for subsequent calculations, as well as the following documents: advertising budget, advertising plan for a separate group of products, layouts of advertising messages, calculation of the volume of advertising messages, calculation of the amount of contracts and types of work, in the context of individual mass media.

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Depends on the situation on the market as a whole and on the situation within the company itself. Let's consider the basis on which the company's advertising policy is based and on what it depends. 2. Setting tasks. 2.1. Goals of the advertising campaign From the beginning, the company must clearly understand the purpose of the advertising, that is, why the advertising campaign will be carried out. The goal may be to build a name and prestige for the company, so that later...

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Federal Agency for Education

GOUVPO "Udmurt State University»

Institute of economics and management

ABSTRACT

in the discipline "Marketing"

Completed:

student gr.Z-060500-41 L.V. Slobozhanina

Checked:

senior teacher Yu.V.Shishakova

Izhevsk, 2011

Introduction…………………………………………………………………………………3

Advertising policy: concept, goals, objectives, management………………….4

Conclusion………………………………………………………………………………..16

List of references………………………………………………………17

Introduction

The emerging market for goods and services in Russia increasingly requires 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 information content with persuasiveness and suggestibility, advertising has an emotional and mental impact on a person. Advertising, in itself, is both a business and an art.

In conditions market economy one of the most important factors successful work Any company needs the ability to attract new customers. The main tool for solving this problem is to carry out advertising campaigns. In this case, the marketing department is faced with the problems of planning advertising activities, allocating resources and assessing the effectiveness and results achieved.

The relevance of this essay lies in the need for an advertising campaign and advertising policy for any self-respecting company, since advertising in the media contributes to the development of a mass market for goods and services, and, ultimately, investments from advertising begin to ensure the livelihood of newspapers and magazines seeking reach as many people as possible. Thus, millions of people, and even the nation, begin to receive both the latest news and advertising messages.

Advertising policy: concept, goals, objectives, management

· organize the basic principles of organizing advertising activities;

· develop a system for selecting advertising distribution media;

· select and approve methods for forming an advertising budget;

· prescribe basic methods for assessing the effectiveness of advertising activities.

· what means of advertising distribution to choose;

· principles for selecting advertising media;

· what tools to choose to attract the target audience;

· how to distinguish yourself from competitors using advertising distribution methods

Strategy is a general guiding line and guidelines for achieving ultimate goals.

Tactics is a set of means and techniques aimed at achieving a goal, a course of action, a line of behavior.

1. Setting goals

2. Identification of the target group

3. Decision to develop a budget

4. Choice of treatment

Planning of advertising policy

An advertising plan is a component of the marketing mix, that is, a marketing plan, which, in addition to advertising planning, includes planning for sales support (stimulation), work with the public (public relations) and personal selling. All these marketing tools must be coordinated within the framework of the overall marketing strategy, and it must be subordinate to the goals and objectives of the company.

· characteristics of the market of sellers of a particular product or service;

· characteristics of the buyers' market;

· characteristics of the sales volume of a particular product;

profit characteristics;

· characteristics of the product and its price.

This information makes it possible to analyze the position of the company in the sales markets and the stage of the life cycle of the product or service of this company. The overall strategy of the company, as already mentioned, determines the marketing strategy, including advertising. The general strategy of the company can be implemented in the following directions:

1. Gaining leadership in product performance.

2. Gaining leadership in terms of market share.

3. Maximizing the total current profit of the company.

3. Maximizing current profits reflects the stage of maturity of a specific product group. At this stage, the marketing strategy should be implemented as diversification through protecting one’s part in the market, and the marketing communication strategy should be implemented in the form of promoting the product through intermediaries and attracting consumers to evaluate individual properties of the product. The purpose of advertising at the maturity stage is to remind the buyer about the product, its features and properties, and the like. At this stage, the overall costs of promoting the product are reduced.

· reference data about the company's products;

· reference data on the attributes of the company's and competitors' products;

· background information about the company's competitors;

· actual data on competitors’ expenses for product promotion;

· actual data on sales volumes and costs of promoting the company’s goods (at least for a year);

The noted data is taken into account when determining specific advertising planning measures.

1. sales goals;

2. communication goals.

· Identification of product characteristics that need to be communicated to the consumer;

· Determination of the life cycle of a product (product life cycle).

· When analyzing market conditions, the following is examined:

· Demand for goods;

· Market volume;

· Company market share;

An advertising campaign is an effective marketing business tool that can solve many specific tasks, but should not deviate from the main ones - inform potential consumers about the existence of a market offer, its features and advantages, and also show ways to take advantage of this offer. Otherwise, where will the profit come from?!

So what is an advertising campaign? Oddly enough, a clear answer to this simple question is not so obvious. In fact, an advertising campaign is like an offensive military operation, carefully planned, built on the basis of an original organizational decision and carried out in strict accordance Asia with a developed project. Success in increasing product sales is achieved only if the advertising campaign brings information about the product to the attention of the addressee, becomes embedded in his consciousness and leads to action. This is a kind of “attack on minds and hearts”, leading to a noticeable shift in the system of value orientations in the public subconscious as a whole. That is why it is so important to thoroughly prepare for it and act flawlessly - otherwise the money will simply “fly down the drain.”

The task of an advertising campaign is to allow the product image to “wedge itself” into the already fully occupied mental space of the mass consumer. Psychologically, this is very difficult - after all, people are prone to inertial thinking and, for the most part, do not want anything new. It is not possible to kill the Potpebetel in the same way that it is uneasy that is uneasy - it is in the same way to have a member of the PASSENTED OF PACKENT Drive.

The principles of advertising campaigns are universal - they allow you to successfully advertise any product, from hair clips to political figures. The laws of the psyche are the same and “work” in the same way both when promoting a new washing powder to the market, and when introducing global political ideas into the mass consciousness.

determine the “portrait” of your buyer;

· determine the most optimal timing for placing advertising events relative to each other in time;

· compare the amount received with the amount that you can allocate for its implementation;

· check the possible effectiveness of the chosen goal, idea, elements of the advertising campaign;

· if necessary, clarify and change elements of the advertising campaign;

Most companies are unable to accurately answer how their advertising campaign will develop three to four months after it begins. And this part of long-term media plans is treated rather indifferently: change it anyway! The lack of a clear strategy for the development of an advertising campaign is not the worst problem. There are mistakes that are much more catastrophic. But when the customer knows in advance all the dynamics of developments, he can save serious money.

The simplest examples:

Printing is much cheaper in the summer;

Get best time on television, buying it out in 3-5 months.

Most companies choose one of the options absolutely chaotically - under the pressure of circumstances. If we run out of money, we’ll stop advertising; if we get it, we’ll start again. Even more often it happens like this: everything is going well, let's save on advertising costs, everything has become bad - we urgently need to advertise a lot.

It is also called “city capture” - it is good when introducing a new product to the market. It can last from three weeks to two to three months. Then there comes a long pause of at least 6 months. And in some cases, the product immediately finds its place on the market that it only needs targeted and supportive advertising.

Such advertising is most applicable in the B2B sphere (“business to business”), when introducing a brand (not a product) to the market with short term life, when trying to effectively “leave” the market with the help of advertising, reducing inventory and eliminating signs of decline in the product life cycle. This is exactly how the most far-sighted paging companies, boutiques, and manufacturers of finishing materials left the market.

The most unsuccessful attempts to apply this strategy occur when they introduce a product or brand into a highly competitive market (to maintain their position, it is imperative to develop success). Therefore, mobile operators are doomed to eternal massive advertising. Or when a completely new product is introduced. An explosion of demand quickly gives way to indifference if advertising does not continue at least in smaller volumes.

It’s good because it doesn’t let the client go, and at the same time it doesn’t require such huge investments. The main thing here is to accurately define the cycle. Sometimes competitors encourage cyclicality. When you don’t have the strength to fight their advertising, you just need to take a break and then say: “Hello again!” This strategy has been worked out perfectly by Pepsi and Cola, as well as global sports and fashion brands (Addidas, Nike, H&M). In Kaliningrad, developers, retailers, and cellular companies advertise using similar methods. That is, this strategy is especially in demand in oligopolistic markets.

Another reason to resort to it is the cyclical nature of the demand for goods. Appliances, New Year's toys, glasses, leather clothes, air conditioners and travel services are purchased at strictly defined intervals. That's why they advertise them with the same frequency. The main thing here is who will be the first (not too early and not too late to start their advertising and be able to attract attention to it).

The method is risky and somewhat similar to drug addiction. It is usually scary to interrupt the advertising wave, because the slightest decline in turnover can lead to disaster (default, conflict with a supplier, displeasure of the company owner). Permanent advertising is also important in those industries where the purchasing cycle is long (for example, a private owner buys building materials no more than once every three to five years) and involvement is low (you don’t constantly think about what computer you will buy for your child next spring).

The only problem with permanent advertising is that often companies cannot afford large fixed costs for it. And such low-budget advertising results in a plaintive drawn-out squeak instead of a strong and even soprano. So one of the important factors of success or failure is the accurate determination of the adequacy of funding for an advertising campaign. Now we come to the second pillar on which the advertising campaign is based - its budget.

Conclusion

The company's advertising policy is the actions to create and place advertising and promotional events in order to create an image and attract customers to sell products. Advertising policy is a company’s way of acting aimed at achieving certain goals.

Proper organization advertising policy contributes to the fast, uninterrupted operation of any enterprise. But in order for advertising to work, you need to develop an advertising campaign strategy. Most Russian owners and managers of enterprises tend to use single promotions. They often resort to them in extreme cases as an “ambulance” and expect immediate positive results. Such a “cavalry” approach can hardly be called advertising in the modern sense of the word, and it is unlikely to bring the expected “fruits” in the form of increased sales of products or services.

Another approach is to develop advertising campaign strategies. This approach allows you to avoid mistakes when advertising. It allows you to minimize the risks associated with consumer misunderstanding, it allows you to increase the effectiveness of advertising. Those. developing an advertising campaign strategy allows a company to successfully cope with its sales problems, and even allows it to compete more successfully with other companies.

If a company develops an advertising campaign strategy, it avoids many mistakes in its implementation and makes advertising that is aimed at the consumer more accurately than thoughtless and senseless advertising campaigns, which sometimes simply harm the company, for example, by reducing its image.

List of used literature

1. Bagiev G.L., Tarasevich V.M. Marketing. – St. Petersburg: Peter, 2009.

2. Basovsky L.E., Basovskaya E.N. Marketing. – M.: Infra-M, 2009.

3. Esikova I.V. Preparation and successful implementation of advertising campaigns. – M.: Dashkov and Co., 2009.

4. Isaenko E.V., Vasilyev A.G. Economic and organizational foundations of advertising activities. – M.: Unity-Dana, 2009.

7. Khapenkov V.N., Saginova O.V., Fedyunin D.V. Organization of advertising activities. – M.: Academy, 2008.

8. Tsakhaev R.K., Murtuzalieva T.V. Marketing. – M.: Dashkov and Co., 2009.

Advertising policy of the enterprise Pochinkovskoye UPSM LLC

The Pochinkovskoye UPSM company does not have a special marketing department staffed by marketing specialists. Therefore, the company often uses the services of an advertising agency when developing specific advertising projects. Let's look at how decisions are made in the field of advertising (Fig. 2).

Rice. 2 Making marketing decisions at the Pochinkovskoe UPSM company

At the first stage, directors decide to conduct specific type advertising, a task is set, and an advertising agency is selected to which the company will contact. After this, the selected advertising agency receives an advertising order. The order usually contains the following information:

· means of advertising;
· its content;
· expected message volume;
· and other information.

At the third stage, a decision-making center is created at the company, the purpose of which is to select one of the advertising messages proposed advertising agency. Usually this center includes 5-6 people: 2 directors of the company, several sales agents, an accountant. After selecting one of the options, the decision is communicated to the advertising agency and an advertising order is placed.

The fourth stage is the publication of advertising. The selected advertising option reaches its “subscriber” and has an impact on him. Some time after the advertisement is released, its effectiveness is assessed. This happens by comparing sales volumes before and after advertising.

The objectives of an advertising company vary depending on the season of the year: in winter, advertising is more of a reminder nature, and in other seasons of the year it is persuasive. This is due to seasonal changes in demand for products: in winter, demand always drops sharply - you have to remind yourself of the consumer market with the help of constant radio advertising.

Since the company does not advertise separately each of its products, but as a whole its name and products, when choosing a product strategy, it was necessary to focus on the stage of the life cycle at which most products are located. Currently, this stage is “growth”. In accordance with this, the company focused on the following marketing policy:

· reduction or stabilization of prices,
· increase in advertising costs,
· gain sales promotion,
· expansion of sales channels,
· penetration into new market segments.

B advert. = (6000000*10)/100 = 600000 rubles.

Table 2 Budget distribution

Participation in exhibitions is a means of advertising that the company has been practicing for 10 years. The purpose of participation in exhibitions is to demonstrate your products and attract as many buyers as possible to the company. To achieve this goal, the company turned to an advertising agency to develop a plan for presenting information at the stand. After agreeing on the design of the stand with the management of Pochinkovsky UPSM, the advertising agency made a stand for the exhibition.

In addition to design and technical level the stand itself, the image of the company and the interest of visitors in the exhibited products depend on the general level of awareness, correctness and appearance employees representing the company at exhibitions. For these purposes, sales agents are selected based on their rating.

The duration of the exhibitions is five days in each city. At the exhibition in the city of Saransk, the Pochinkovskoe UPSM enterprise occupied 6 m 2 of exhibition space on the ground floor. In addition to the stands made by the advertising agency at the exhibition, clients were invited to familiarize themselves with the company's brochures, there were samples of a wide range of products, and color photographs of the company's products already in use were offered.

In addition, the company's logo hung at the entrance to the exhibition hall, reminding visitors of its presence even before they “plunged” into the world of the exhibition and then after they left it.

The management was pleased with the results of the exhibition in Saransk, since the set goal was achieved, and the flow of applications for the company immediately after promotional event increased. In addition, new useful contacts were made with industry representatives and new opportunities for further cooperation and partnership opened up.

Expenditures on exhibitions occupied the largest share in advertising budget company (300,000 rub.). However, the company's management believes that they are justified and plans to continue to participate in such events in the future.

Radio advertising costs are the second largest specific gravity among other costs for advertising company. The Pochinkovskoye UPSM enterprise placed its commercials on two radio stations: radio “Dacha” and “Europe +”. The texts of the videos are played every other day.

The company uses television advertising in a small volume, although the funds spent on it (70,000 rubles) occupy third place in terms of share along with other advertising costs. The management of Pochinkovsky UPSM believes that TV advertising is very expensive in absolute cost, advertising contact is too fleeting (compared to newspapers), so it is used only in the period February - March. It was during these months that TV viewers could see the company’s advertising screensaver on the channels “NNTV”, “Volga” and “Teleset of Mordovia”. This screensaver was developed by an advertising agency and approved by representatives of Pochinkovsky UPSM consisting of five people (including two directors). The screensaver informed viewers about the goods that they could purchase at Pochinkovsky UPSM, and also provided contact numbers and the address of the company.

The Pochinkovskoe UPSM enterprise resorted to using such an advertising medium as “direct mail”. This tool has a low cost, selectivity of the audience, flexibility, absence of competitors’ advertising in the message, and personal character. The advertising leaflet was prepared by representatives of Pochinkovsky UPSM.

The company's management considers direct mail to be a fairly effective means of advertising, so in the future leaflets will be produced in larger quantities, and their design will be handled by qualified specialists.

They decided to place one shield in the company building, and the second opposite the entrance to the company building.

Newspaper advertising has been used in the company's sales promotion complex for several years. It is advertising in newspapers that is flexible, covers the area well, has wide recognition and acceptance, and such advertising is always timely.

To place its advertising, Pochinkovskoe UPSM uses newspapers: “Construction Empire”, “Building Materials”, “Small Business”. According to the management, newspaper advertising of the company in these publications can influence potential buyers. Such advertisements are developed by the enterprise’s employees, and then, after verification by one of the directors, they are placed in a specific newspaper.

Typically, the responsible center includes 5-6 people: two directors, several sales agents and an accountant. The solution to the issue proceeds in the following order:

· several options for placing advertisements are proposed (various options consider the location and frequency of submission or non-submission) with justification for these options.
· Each member expresses his opinion on the proposed options, and some changes or additions are made to the proposals.
· Each option is scored in points by each member of the center.
· Select the option that received greatest number points, in case of equivalence of several proposals, the final decision is made by the directors of the company.