Essence of advertising policy. The essence of the advertising policy of the Events for the development of advertising policy

Advertising policy is a system of approved rules and ideas based on the core values of the organization that regulate the purposeful management of methods and means of advertising distribution in relation to the activities of the subject, in relation to the objects for the formation of relations between them. At the same time, the subject of advertising policy is an enterprise / company / firm, while the object of advertising policy is a representative of the target audience, a means of advertising distribution (TV channel, press, radio, Internet and other information distributors) and competitors.

The primary source for developing an organization's advertising policy strategy is its overall marketing program. Based on this program, the goal of the advertising policy is formed, the ways of implementing measures to stimulate sales are determined, and the goals set for the consumer are specified.

Promotion of sales of goods or services;

Introduction to the market of new goods, services;

Switching consumer demand from one product (service) to another;

Creation of a favorable image of the organization (company) and goods (services);

Attracting investors;

Clarification of the basic principles of organizing advertising activities;

Development of a system of means of advertising distribution;

Selection and approval of formation methods advertising budget and etc. .

What kind of advertising media to choose;

What tools to choose to attract the target audience;

What are the principles for selecting the means of advertising distribution;

The essence of advertising policy is the organization's choice of advertising strategy and tactics. It should be noted that every enterprise or firm has a certain advertising policy, whether it is a bank, a manufacturer of consumer goods, tourist agency, radio station, television channel, restaurant, shop or cafe. The difference lies only in the scale and means of advertising. Moreover, depending on the market situation in general or on the situation within the organization itself, the advertising policy may change/not change for some time.

The main groups of factors for choosing goals and objectives in advertising management are reflected in Appendix A.

The advertising plan is a component of the marketing mix, which, in addition to advertising planning, includes sales promotion, public relations and personal selling. These marketing tools must be coordinated within the overall marketing strategy, which in turn must be subject to the goals and objectives of the organization.

Often the marketing budget consists of the cost of distributing an advertising message, given that elements of advertising are available in most marketing tools, for example, public relations, personal sales. In other words, marketing communication is based on advertising tasks, that is, attracting a potential buyer to the sales process.

1. First of all, the organization must clearly understand the purpose of advertising. The nature of advertising chosen by an organization depends on many factors, such as its size, reach of the target audience, advertising budget, market objectives, competitor behavior, market position, etc.

Each type of advertising is predetermined by its specific communication goals. For example, for informative advertising, the main goal may be to bring information about a new product to the market, offer a new use of the product, describe the capabilities of the product. For incentive advertising: show the benefits of a given brand, product, encourage switching to the consumption of products of this brand, change the consumer's perception of the qualities of a particular product. For reminder advertising: remind consumers where they can or cannot buy the provided product; that it may be needed in the near future. Then, for each product, an advertising campaign budget is developed, which takes into account: market share, stage life cycle product, the level of competition, the geography of its sales, etc.

2. The organization must clearly represent its immediate object of advertising.

The difference between advertising a product and advertising an organization is the object of the advertising message. The enterprise, as a rule, is engaged in advertising of individual goods, the enterprise itself as a whole. In the first case, the special qualities of the goods (product, services) are emphasized, and in the second - the size of the enterprise and its global connections, the advantages of its entire production program. You need to be able to highlight the uniqueness of your products.

3. It is necessary to clearly imagine what result the organization expects at the end of the advertising campaign. Having theoretical ideas about this, as well as practical results from an advertising campaign, it is possible to greatly facilitate the analysis of the work done, the identification of errors, and their elimination in subsequent promotional activities.

4. Implementation of the analysis and definition of the target audience. It is necessary to identify the characteristics of the target audience in such areas as: place of residence, social status, gender, age, etc.

5. The choice of a specific means of advertising distribution, taking into account their advantages and limitations, as well as their cost per this moment time.

6. Deciding on the amount of appropriations for advertising. It is not surprising that different sectors of the economy, different organizations spend on advertising amounts that differ significantly from each other in size.

Among the currently most widely used methods for determining the cost of advertising used in budgeting for product promotion, we single out: the "percentage of sales" method, "of cash", the "based on goals and objectives" method and the competitive parity method. The main methods for determining advertising costs and their characteristics are presented in Table 1.

It should be pointed out that in the process of developing the budget, it is necessary to take into account: the costs of alternative options (for example, the price of an ad in magazines with the cost of television advertising, with radio ads); the number of repetitions of advertising in order for it to be effective; the rise in the price of advertising in the media in recent times. You should also take into account the stages of the life cycle of goods (services) of the enterprise, whether they are standard or significantly different from other goods, there is a need for these goods all the time or they have to be sold "under pressure", etc.

Table 1 - Methods for determining advertising costs

After determining the desired audience response, an effective message is developed.

Creating an effective appeal involves solving three problems: the content of the appeal (what to say), the structure of the appeal (how to say it logically) and the form of the appeal (how to express the contents in the form of symbols).

The advertising manager must know the potential and specifics of the main types of advertising activities, the means of distributing an advertising message, the stages of the advertising process and the complex of works associated with it. He needs to own modern approaches to the organization of advertising activities, evaluation of its effectiveness, to have a clear idea of the main means psychological impact that are used in advertising.

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1.2 Essence of advertising policy

Promotion of sales of goods or services;

Introduction to the market of new goods, services;

Switching consumer demand from one product (service) to another;

Creation of a favorable image of the organization (company) and goods (services);

Attracting investors;

Clarification of the basic principles of organizing advertising activities;

Development of a system of means of advertising distribution;

Selection and approval of methods for forming an advertising budget, etc. .

What kind of advertising media to choose;

What tools to choose to attract the target audience;

What are the principles for selecting the means of advertising distribution;

The essence of advertising policy is the organization's choice of advertising strategy and tactics. It should be noted that every enterprise or firm has a certain advertising policy, whether it is a bank, a manufacturer of consumer goods, a travel agency, a radio station, a television channel, a restaurant, a shop or a cafe. The difference lies only in the scale and means of advertising. Moreover, depending on the market situation in general or on the situation within the organization itself, the advertising policy may change/not change for some time.

The main groups of factors for choosing goals and objectives in advertising management are reflected in Appendix A.

Each type of advertising is predetermined by its specific communication goals. For example, for informative advertising, the main goal may be to bring information about a new product to the market, offer a new use of the product, describe the capabilities of the product. For incentive advertising: show the benefits of a given brand, product, encourage switching to the consumption of products of this brand, change the consumer's perception of the qualities of a particular product. For reminder advertising: remind consumers where they can or cannot buy the provided product; that it may be needed in the near future. Then, for each product, an advertising campaign budget is developed, which takes into account: market share, product life cycle stage, level of competition, geography of its sales, etc.

2. The organization must clearly represent its immediate object of advertising.

5. The choice of a specific means of advertising distribution, taking into account their advantages and limitations, as well as their cost at the current time.

Table 1 - Methods for determining advertising costs

After determining the desired audience response, an effective message is developed.

The advertising manager must know the potential and specifics of the main types of advertising activities, the means of distributing an advertising message, the stages of the advertising process and the complex of works associated with it. He needs to master modern approaches to the organization of advertising activities, evaluate its effectiveness, have a clear idea of the main means of psychological influence that are used in advertising.

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The fundamental fact in the implementation of a unified advertising policy at the enterprise can be the introduction of such an approach as integrated marketing communications. This will combine budgets, optimizing them...

Very often, the marketing budget consists of advertising costs, given that elements of advertising are found in most marketing tools such as public relations and personal selling. Regarding sales support...

CJSC "Centroforce" first of all needs to establish a record of the effectiveness of advertising, which will provide information on the need and expediency of advertising...

Strategy for building a marketing communication policy program

Communication is a non-stop activity of all people and therefore all organizations. In addition, it is the central link in the communication of people with each other, ensuring the consistency of their actions ...

Formation of the pricing strategy of the enterprise and evaluation of its effectiveness

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MOSCOW STATE MACHINE-BUILDING UNIVERSITY (MAMI)

Department of "Management"

Thesis project

6th year student

specialty 080507.65 "Management of the organization"

Asaturov Georgy Eduardovich

Head of the graduation project Desyatkov A.N.

Norm controller Astafieva I.A. /

Admitted to the defense of the graduation project

Head of the Department Sorokina G.P. /

MOSCOW 2014

Assignment for the graduation project

Object of study : LLC "Master Products" the task of collecting and processing information (specific indicators are determined that must be included in the data bank on the problem and the object of study, as well as the main sources of information to conduct a situational analysis of the object of study as of the beginning of the calendar year according to the scheme developed by the department (calculation of analytical indicators, forecasting , development of programs at various levels))

The task of calculating analytical indicators, forecasting, developing programs at various levels

Develop the main directions of the advertising policy of the object of study, determine the types of advertising, media channels, size, time and volume of advertising messages, determine the budget for the advertising activities of the object of study, determine the dynamics of the development of the object of study before and after changing the advertising policy of the organization, determine the effect of changing the advertising policy of the organization, determine the effectiveness of the proposed activities.

Determine the purpose and objectives of the project; develop activities and necessary work (using a work breakdown structure); determine the timing of the implementation of activities and work (build a network graph / Gantt chart); identify performers and responsible (responsibility matrix); budget and resources for the project (plan / cost structure, sources of resources); determine the effectiveness of the proposed measures (economic / social, etc.)

Introduction

Chapter 1 Theoretical and methodological foundations of the study of the advertising policy of the organization

Chapter 2 Research of the organizational and economic activities of Master Products LLC in modern economic conditions

2.1 a brief description of enterprises

2.2 Analysis of external and internal environment enterprises

Chapter 3 Project of measures to improve the mechanism for the formation and development of advertising activities of Master Products LLC

3.2 Determining the communicative and economic effectiveness of an advertising campaign and making the necessary adjustments to the advertising policy

Conclusion

List of sources used

Appendix

Advertising is a subtle psychological tool that manipulates people's tendency to trust and desire to purchase new goods (services). The basis of creating advertising is the knowledge of the psychology of consumers and people in general. The psychological impact of advertising creates only the prerequisites for economic influence, which is the main goal of advertising. Like any other communication activity of an enterprise, advertising has its own policy and strategy.

Advertising policy is part of the company's communication policy. It also relies on common strategic goals and objectives of the company and is aimed at its current and potential customers. This policy is a certain action to create and place promotional events in order to create an image, attract customers for the sale of products, it is closely related to the trade and business policy of the enterprise.

The relevance of the graduation project is determined by the need of companies to develop the concept of advertising communications in the global and local perspectives, taking into account the transformation of social economic relations linking the consumer and the producer, as well as in the effectiveness of advertising costs, the effect (return) from the costs of the enterprise for the implementation of the advertising strategy.

The object of the study is the confectionery enterprise Limited Liability Company "Master of Products".

The subject of the study is a set of organizational and economic relations that arise in the development and implementation of the organization's advertising policy.

The main problem faced in this study is that it is difficult to separate the impact of advertising from all other effects that affect sales.

It makes sense to consider advertising as the only factor that determines the volume of sales, only if all other factors, including the nature and extent of competitors, remain unchanged. But such conditions are not met in any situation that occurs in real life, and, therefore, it is not possible to prove that it was advertising expenses for a given period of time that affected income in the future period. It is only possible to strengthen the relationship between advertising and income, as well as to determine the effectiveness of advertising policy by direct and indirect assessments, for example, through an assessment of the growth in the volume of concluded contracts (or sales); comparison with forecasted volumes; assessment of the ratio of advertising costs to sales; assessment of the balance of the "reserve" advertising fund and other methods.

The objectives of the work are to study and evaluate the impact of promotional activities on the income of the enterprise, as well as the rationalization of promotional activities based on marketing research at the LLC "Master Products" enterprise.

As part of achieving this goal, the following tasks were solved in the graduation project:

Reveal the main theoretical aspects advertising policy management.

Consider the stages of development and implementation of advertising policy.

To reveal the organizational and economic characteristics of the organization;

3. Develop measures to improve the advertising policy at "Master Products" LLC.

The research methods directly used in the work correspond to the tasks set in it:

Analysis of company documents, statistical reports;

Study of special professional literature;

Observation, research.

According to the structure, the graduation project consists of three chapters, a conclusion, a list of references from 47 titles and applications. The volume of work was 77 sheets of typewritten text, includes 38 tables, 7 figures.

In the theoretical part of the project, the basics of advertising policy management are considered, and in the practical part, they are considered using a specific example of how advertising policy is analyzed.

The practical significance of the study is determined by the fact that it offers specific conclusions and assessments that can be used to develop advertising strategies in the domestic Russian food market.

Chapter 1 Theoretical and methodological foundations of the study of the advertising policy of the organization

.1 Advertising as the main element of product promotion

In the face of ever-increasing competition, "profitable increase in sales becomes the main desire of every manufacturer" . In order to win a potential buyer, companies need not only to produce good and sought-after products, but also to inform consumers about their merits and benefits, achieving a clear positioning of the goods (products and services) produced in the minds of consumers. To do this, organizations should use various means of promotion, among which one of the most important is advertising.

World experience testifies to the power and role of advertising. It contains, first of all, information presented in an artistically expressed compressed form, which is emotionally colored. Advertising brings to the consciousness of potential buyers the most significant facts and information about your product and service. However, it should be noted that advertising is information, and information is not always advertising.

The magic power of advertising is its influence on the inner world, on the subconscious. Advertising plays on the feelings and desires of people. Bright colors, rhythmic music, creating an atmosphere of celebration, well-being, prestige - all this enhances attention to advertising, and a person is ready to perceive new information for him. Advertising is a subtle psychological tool that manipulates people's tendency to trust and desire to purchase new goods (services). The basis of creating advertising is the knowledge of the psychology of consumers and people in general. But, despite this, there are a lot of annoying, vulgar and incomprehensible advertisements. Such advertisements are ineffective. Viewers and listeners do not perceive this advertisement or it annoys them. The latter situation is dangerous for the advertiser, since it can create anti-advertising, that is, the advertised product, the trademark and the company itself can be evaluated by the consumer from a negative position.

Advertising is given a special place in the communication policy of the enterprise, since it is designed to solve the most difficult marketing task, namely, to form and stimulate consumer demand. In this regard, the problems of development and implementation of promotional activities are of great importance. In economically developed countries, a lot of money is spent on advertising as a specialized branch of the economy.

Advertising is a method of promoting a product through the media. The most massive way to influence the audience. Advertising is a paid form of impersonal influence of the advertiser on the target market through the media. Advantages - the ability to cover a very large circle of customers, low costs. Disadvantages - relatively high one-time costs for organizing advertising, no feedback, non-personalized, no control over the process of promoting the product.

The qualified use of sound, font, color gives a special catchiness to advertising, which contributes to the effective presentation of the company and its products to attract a significant number of buyers.

Commodity advertising, as one of the main areas of advertising, is aimed at promoting goods (services). It informs the potential consumer about the merits of the product, awakening the consumer's interest in it, who will seek to establish contacts with the seller and be interested in buying a product or service.

Formation of the need for the product;

Instilling confidence in the product and its manufacturer;

Communication of the necessary information about the product (service);

Ensuring sustainable sales growth;

Identification of the buyer with the product and its manufacturer;

Giving the product recognition and a certain image;

Competition with similar products, etc.

Advertising of the product should be addressed directly to the group of target consumers, which must be convinced of what benefits they can receive when purchasing and using this product. Therefore, the advertising message should cause unconditional interest and the desire of the consumer to make a purchase.

It should be noted that the place, time and scope of advertising should be closely coordinated with the organization of marketing of the advertised goods.

The advertised product (service) must meet the requirements of the relevant market, the tastes and preferences of consumers, the moral and ethical standards adopted in the state. The information contained in the advertising message must be true. It should not include direct comparisons with the products or services of competitors, as well as negative reviews of competing products (services). The text should be simple and memorable, be reasoned and not long. You should formulate a spectacular headline in which you must immediately declare the product. Illustrations in advertising should arouse curiosity, as they are the first thing they pay attention to. At the same time, the trademark, brand of the organization must be noticeable. In general, advertising should be brief and not overwhelm the consumer.

Prestigious (branded) advertising is advertising of the company's advantages, which distinguish it from its competitors. The purpose of such advertising is to create, both in society and among its potential and active buyers, an attractive image and a winning image of the enterprise that would inspire confidence both in itself and in its products.

Advertising serves to draw attention to the product of a particular manufacturer, intermediary, merchant and distribute at their expense and under their brand offers, advice, appeals, recommendations to buy this particular product or service.

The most important means of advertising distribution, their advantages and disadvantages are given in Table. one.

Table 1 - Main means of advertising distribution

No advertisement can resell a product if it failed the buyer the first time. Unfair advertising, if it can create some success, it will be only apparent and temporary. Advertising should be: respectable, reliable, decent, benevolent.

World experience in the field of advertising reveals that a comprehensive and systematic implementation of promotional activities developed in the context of a marketing strategy is much more effective than separate advertising campaigns that are not related to a common goal and separated in time. The effectiveness of the latter is achieved only through wide communication and the use of mass advertising media, which complement and reinforce each other's actions. Moreover, promotional activities in a certain advertising campaign must be a single whole, that is, have one gamut of colors, one form. Accurate determination of the group of potential buyers, correct observance of the time and timing of publication, publications or transmissions of commercials make it possible to achieve the set goals in the optimal time, however, subject to one condition, namely the quality of the advertising material: text, video, etc.

Advertising is part of the system for promoting goods (services), in which the company can make contacts with potential consumers through the promotion of products, sales staff, public relations, using various sales promotion techniques. As a means of communication, advertising contributes to the transmission of an advertising message to buyers with whom direct (direct) contact has not been established. As a result, advertising is a non-personal form of communication. However, there is direct marketing, which includes direct mail advertising, direct response advertising on radio, TV and other media.

There are three main distinctive features advertising:

As communication channels between the advertiser and consumers are various audiovisual means, which are the means of advertising. Advertising media is classified into basic and additional.

Non-personal nature, due to the fact that the communicative signal from the seller of the advertised product comes to the buyer not personally, but through intermediaries (media, various advertising media, etc.).

2. One-way orientation due to the fact that the response of a potential recipient of advertising may be significantly delayed in time.

Public nature, associated with the fact that the advertised goods and services are generally accepted and legal.

The advertisement clearly defines the advertiser, the sponsor at whose expense, and also on whose behalf the advertising campaign is being carried out. As a rule, the source of advertising communication is the one who pays for it.

Almost all states regulate activities in the field of advertising, creating an appropriate regulatory framework and a system of bodies that are called upon to control the fulfillment by all subjects of advertising activities of the requirements imposed by the legislation on advertising. The scheme of the main subjects of the advertising process is shown in Figure 1.

Figure 1 - Scheme of the advertising process

In this chain, the advertiser plays an initiating role, acting as an advertising customer; advertising agency and advertising media perform the functions of developing and delivering advertising to the consumer. An advertiser is a legal or private person who is a customer of an advertising agency (funds) and pays for the execution and placement of advertising.

Considerable attention in the works of well-known Russian and foreign researchers is devoted to the functions of advertising in society, due to the diversity of its types and specifics.

economic function. Advertising as an economic phenomenon and an integral part of the socio-economic system, performs the tasks that the manufacturer or seller of goods (services) faces, influencing the decisions made by the consumer. It is not just an instrument of market relations, but also an important part of the economy of developed countries. The economic function of advertising is expressed in informing about the product (service), in increasing demand, and hence the turnover. Advertising has a significant impact on the distribution of consumer spending, improving the situation in sectors of the economy that invest heavily in advertising . It brings certain economic benefits to all subjects of advertising communication (Fig. 1). Advertising is designed to:

Provide the sphere of production and trade with useful information necessary for consumers;

Maintain brand recognition and viability;

To promote employment and employment of the population, creating jobs;

Becomes one of the main sources of livelihood of the media;

Stimulates the introduction of new products and new knowledge.

In fact, advertising is a business that brings large incomes to its participants, which employs hundreds of thousands of professional specialists. Advertising, popularizing the social, material, cultural potential of free enterprise, stimulates the growth of labor productivity of workers of all categories, strengthens their desire to improve their standard of living. Also advertising is a source material well-being mass media. Providing financial support and mutually beneficial ties in production, trade, economic and other areas public life, advertising develops the economy, which, ultimately, has a significant impact on the standard of living of people.

social function advertising is, first of all, a function of informing the public about the product. To date, advertising has become one of the most common types of information and communication. According to Jacques Segel, one of the leading advertisers of our time, “in the third millennium, the consumer society is turning literally before our eyes into a society of information users. It is information that is assigned the role of a kind of currency of the future, in which communication will become the main activity. cornerstone moments in the history of the creation of communications and they will become the key mass media in the coming years. Already today, conditions are being created for the implementation of communication processes both on-line and virtually. Advertising always reflects the state of mind of the people, its psychology, mentality. It is an original periscope through which we can look into the near future with its new products, services" .

Another important aspect social role advertising is associated with stimulating labor, increasing motivation for labor activity of a person to achieve positive goals. Advertising, spreading social values, contributes to the formation of lifestyle, stereotypes, reflecting the cultural characteristics of peoples and entire countries. The famous American historian D. Burstin, confirming the idea that advertising is a reflection of the cultural and historical traditions of his country, wrote: "Show me an advertisement for a particular country, and I will tell you everything about this country."

Advertising can also be considered as a special form of propaganda, since by introducing certain values into the minds of people, it promotes a way of life based on these values. Advertising has a significant impact on our attitude to the environment, to ourselves, being always one of the most effective channels of sociological propaganda. It is based on the idea of well-being, a happy family, a comfortable life and a complete disregard for the unattractive aspects of life.

educational function advertising is due to the fact that as new goods (services) appear, which are the result of the introduction of technical and technological discoveries, it acquaints consumers with them and the rules for using them (innovations). In the process of advertising communication, it sets the behavior patterns for representatives of various strata of society and categories of consumers through a clear indication of the recipients of advertising information. Advertising can dictate the fashion for certain goods. At the same time, there is an ambivalent attitude towards advertising in the West. Representatives of the sociological school, first of all, see advertising as a source of income, a peculiar form of competition and, in this regard, the reason for the spread of the psychology of consumerism and the consensus culture of consumers. A number of scientists, philosophers, historians in the 60s assessed advertising negatively, seeing in it a mechanism for manipulating mass consciousness. Fromm E., one of the prominent European philosophers of his time, wrote that “advertising appeals not to reason, but to feeling; like any hypnotic suggestion, it does not try to influence its objects intellectually. In such advertising there is an element of a dream, a castle in the air, and in this way it brings a certain satisfaction to the person. All this does not mean that advertising and political propaganda openly recognize the insignificance of the individual. Quite the opposite. But this is only a way to lull the suspicions of the individual and help him deceive himself regarding the "independence" of his decisions. Marcuse Herbert also did not like advertising. In particular, he argued that "advertising ceases to be just advertising - it becomes a way of life. As a result, a model of one-dimensional thinking and behavior arises" .

Thus, advertising is an essential part of the production planning system, the process of developing and releasing products, marketing goods on the market, Advertising activity is not just a business, but a much more complex and broad social phenomenon that has a direct impact on almost all spheres of public life. The specificity of modern advertising is manifested in its versatility.

Advertising, performing a communicative function at the present stage, unites four participants in the information production process: the organization itself (the advertiser), the advertising agency, the advertising medium and the potential consumer. With their help, there is a mutual exchange of information, which is the essence of advertising.

1.2 Essence of advertising policy

Promotion of sales of goods or services;

Introduction to the market of new goods, services;

Switching consumer demand from one product (service) to another;

Creation of a favorable image of the organization (company) and goods (services);

Attracting investors;

Clarification of the basic principles of organizing advertising activities;

Development of a system of means of advertising distribution;

Selection and approval of methods for forming an advertising budget, etc. .

What kind of advertising media to choose;

What tools to choose to attract the target audience;

What are the principles for selecting the means of advertising distribution;

The essence of advertising policy is the organization's choice of advertising strategy and tactics. It should be noted that every enterprise or firm has a certain advertising policy, whether it is a bank, a manufacturer of consumer goods, a travel agency, a radio station, a television channel, a restaurant, a shop or a cafe. The difference lies only in the scale and means of advertising. Moreover, depending on the market situation in general or on the situation within the organization itself, the advertising policy may change/not change for some time.

Figure 2 - Stages of developing an organization's advertising policy

The main groups of factors for choosing goals and objectives in advertising management are reflected in Appendix A.

First of all, the organization must clearly understand the purpose of advertising. The nature of advertising chosen by an organization depends on many factors, such as its size, reach of the target audience, advertising budget, market objectives, competitor behavior, market position, etc.

Each type of advertising is predetermined by its specific communication goals. For example, for informative advertising, the main goal may be to bring information about a new product to the market, offer a new use of the product, describe the capabilities of the product. For incentive advertising: show the benefits of a given brand, product, encourage switching to the consumption of products of this brand, change the consumer's perception of the qualities of a particular product. For reminder advertising: remind consumers where they can or cannot buy the provided product; that it may be needed in the near future. Then, for each product, an advertising campaign budget is developed, which takes into account: market share, product life cycle stage, level of competition, geography of its sales, etc.

The organization must clearly represent its immediate object of advertising.

It is necessary to clearly imagine what result the organization expects at the end of the advertising campaign. Having theoretical ideas about this, as well as practical results from an advertising campaign, it is possible to greatly facilitate the analysis of the work done, the identification of errors, and their elimination in subsequent promotional activities.

The choice of a specific means of advertising distribution, taking into account their advantages and limitations, as well as their cost at the current time.

Deciding on the amount of allocations for advertising. It is not surprising that different sectors of the economy, different organizations spend on advertising amounts that differ significantly from each other in size.

Table 1 - Methods for determining advertising costs

After determining the desired audience response, an effective message is developed.

The advertising manager must know the potential and specifics of the main types of advertising activities, the means of distributing an advertising message, the stages of the advertising process and the complex of works associated with it. He needs to master modern approaches to the organization of advertising activities, evaluate its effectiveness, have a clear idea of the main means of psychological influence that are used in advertising.

1.3 Methods of managing the advertising activities of the enterprise

It is advisable to consider the problem of advertising management from different angles. From this point of view of a systematic approach, advertising is presented as one of the functional subsystems of marketing. In turn, marketing is one of the components of a larger system, namely the integral system of the functioning of the organization. In this regard, the management of advertising activities should be understood as an integral part (element) of the marketing management system in close relationship with other elements of the organization's marketing (commodity, price and sales policy) .

The subjects of advertising management (participants making managerial decisions) are the top management of the advertiser firm, as well as managers of lower levels (linear and functional), its marketing services, employees of advertising departments, etc.

Consumers, resellers, public opinion, etc. can be considered as objects of management (those to whom decisions are directed in order to achieve a certain result). in general.

Attractive - to draw the attention of potential consumers to the company or its products and services;

Confidence-image - to cause a positive attitude towards the company or its products and services;

Argumentative-warranty - to prove, give convincing arguments and guarantees in favor of the consumer choosing these particular goods and services.

No less important than the system aspect in the analysis of advertising management is the functional aspect. The classic of management A. Fayol among the main functions of management identified the following:

Information support of the management process;

Goal setting (planning);

Organization and management of the practical implementation of the goals;

The control .

A schematic diagram of the relationship between the main functions of advertising management is shown in Figure 3.

At the same time, the identified functions of advertising management should be considered not as mechanically interconnected parts, but as interdependent and interrelated components of a single management process.

As you know, management methods are ways and means of influence. Then a number of questions arise: by whom is this influence carried out? and to whom or what is it directed?

In practice, it is customary to apply a variety of methods and methods of management. The most important is the classification of methods based on objective laws, which are also called "general management methods".

First group administrative methods, which are based on a system of mandatory regulatory, directive and methodological documents of the organization; system of programs, plans, tasks; operational management system. This also includes various regulations on advertising departments, job descriptions of advertising managers, methods for developing advertising campaigns and other similar documents of long-term use. In addition, the organization's agreements with advertising agencies for the provision of advertising services, agreements with distributors for the sale of goods and products.

AT market conditions most organizations are faced with the question: creating their own advertising service or attracting the services of advertising agencies. However, it should be noted that even if an organization has its own advertising service, it is impossible to completely do without the services of advertising agencies.

When using the centralized management method, the advertiser entrusts the organization of an advertising campaign to an advertising agency, which becomes the control center. The agency's employees participate in the formation and development of the advertiser's strategy, they fully take on the solution of applied creative tasks of the advertising campaign. The advertiser only approves the decisions of the advertising agency. The second type of advertising campaign management - a decentralized method - involves independent decision-making by agencies about the places of the advertising campaign. The mixed type of advertising campaign management has two features. Advertising agencies develop and implement elements of an advertising campaign in the field only after its full coordination with the central advertising agency.

Economic Methods management are based on the knowledge and use of objective economic laws, as well as on the use of the economic interests of labor collectives and individual workers (impact through economic interest) are divided into methods:

Methods of direct economic calculation. This is the policy of lending, investment, taxation, pricing policy.

2 Methods of intracompany calculation. Interest of the enterprise - financial stability, financial stability, solvency, investment attractiveness, profitability.

Economic methods of managing advertising activities are based on the action of economic mechanisms for stimulating and motivating active production activities. Unlike administrative and organizational methods, these methods are focused not so much on administrative influence (orders, instructions, etc.), but on stimulation and economic rewards for efficient work. The role of economic methods of management increases in market conditions, focused on obtaining the highest possible income and profit.

To economic methods management, applied at the level of the organization, it is customary to include:

The system of wages and other forms of material incentives;

A system of responsibility with the appropriate application of rewards or sanctions for the quality and efficiency of work;

A system for stimulating innovation activities aimed at improving the efficiency of the organization and improving the quality of its products.

In addition to general management methods, specific methods for solving certain problems are also used. These methods include forecasting. The high costs of advertising for entrepreneurs, its large role in achieving the success of an enterprise, make it clear that attempts to make this tool more reliable with the help of forecasting. Forecasting methods are divided into two classes: objective and subjective.

Subjective - these are methods that are based on the subjective assessment of advertising media by experts or consumers. Main disadvantage expert assessments due to the fact that they are not representative of the target group in the aggregate. Experts also have their own ideas about how to create effective advertising, and consumer assessments do not allow us to draw a conclusion about the level of advertising quality. First of all, this refers to the method of checking opinions, in which the surveyed advertising options are ranked, arranged in a row depending on quality, or receive ratings in the form of points. In general, a good or bad evaluation of an advertising medium says little about its ability to convey an advertising message. Also, the respondents feel in exceptional conditions, which, of course, reduces the value of their subjective statements. These problems can be solved using objective methods. With their help, it is possible to determine the type, intensity of the action of advertising, and on this basis, to check its quality. To begin with, you can apply a partial check of one element (font, image, speech, etc.).

Advertising management is a purposeful activity to regulate the market stability of an organization through advertising campaigns, taking into account the influence of trends and patterns in the advertising and consumer markets. It includes a set of principles and methods for organizing and managing the process of planning, motivation, development and production of advertising media, information support for advertising activities, bringing advertising messages to the target audience and monitoring effectiveness.

Management means its exposure to all management functions in order to achieve marketing goals in an advertising campaign. The management process is based on market principles and methodology of modern management, the operation of the economic laws of the advertising market, the characteristics of the consumer market, and includes the collection, processing and transmission of information necessary for making management decisions.

Analysis and planning of demand management;

The main goal of advertising management is to concentrate efforts on a small number of promotional activities that can achieve the marketing objectives set through efficiency (economic and communicative) with a limited advertising budget.

It can also be stated that if a consumer is interested in a product, then he will pay attention to advertising, regardless of where it is placed and how big it is. Anecdotal evidence from a number of studies suggests that when creating advertising, you need to rely less on favorite rules, where it is more reliable to conduct general advertising studies. People do not react to individual elements of advertising, they react to advertising as a whole. In accordance with the doctrine of advertising, focused on the principles of psychological integrity, effective and successful advertising must have both internal and external unity.

Recently, psychophysiological methods have begun to be used for a comprehensive study of advertising. These methods are used to analyze activation as a prerequisite for the attention caused by an advertising medium in viewers or listeners.

Thus, advertising is one of the main components of the modern market and the marketing policy of the manufacturer. The key feature of modern advertising is its transformation into a qualitatively new form, into an advertising business that has its own principles and functions, structure, staff, operates with large amounts of money and receives profits in accordance with the effectiveness of campaigns. Therefore, we can conclude that, like any phenomenon of a market economy, advertising requires high professionalism of the personnel employed in it, a sense of responsibility, tact, and artistic taste.

essence new advertising in that it has become an integral part of a comprehensive system of promotion, marketing that meets the new requirements of the world market and the needs of the population. With the help of advertising, it is possible to form and consolidate with a potential buyer a stable system of preferences for the advertised objects, to make certain adjustments to the sales activities of the manufacturer.

The classification of various advertising media gives a fairly complete, but by no means exhaustive picture of the currently existing arsenal of advertising media. Among the main means of advertising, advertising messages (ads) in the media and print advertising are used more often than others. The main prerequisite for the rationalization of the advertising policy of the organization is the methodical and planned preparation of advertising messages, their rational use at all stages of the advertising process.

Chapter 2 Research of the organizational and economic activities of Master Products LLC in modern economic conditions

.1 Brief description of the enterprise

Limited Liability Company "Master Products" (hereinafter LLC "Master Products") was established in 2009.

Confectionery LLC "Master Products" is located at the address KBR, Nalchik, 8th Promproezd.

The organizational and legal form of the enterprise under study is a limited liability company (LLC), a private form of ownership.

The main activity of Master Products LLC is the production and sale of confectionery products ( wholesale and small wholesale trade), transport, public catering.

Additional activities of Master Products LLC are: order delivery and custom-made products.

LLC "Master Products" is an enterprise of medium capacity (the capacity unit of a confectionery factory or workshop is one thousand tons of confectionery products per year) and has structural divisions such as: "Production" and "Warehouse". LLC "Master Products" is located in a separate building, has a daily supply chamber, a raw material preparation shop, a finishing shop, a baking shop, and a cooling shop. The fixed assets of the enterprise are available in sufficient quantities for the smooth operation of the working staff.

The technical base of the enterprise contains modern equipment that meets European standards, which ensures the production of high-quality competitive products. Master Products LLC employs 300 people, 30 of them are management personnel. Age category - from 20 to 55 years. The company has a low staff turnover. Working conditions satisfy employees. All employees work on the basis of labor legislation. Almost the entire staff of the enterprise has a higher education, the workers in the shops have mainly a secondary technical education.

The enterprise has fixed assets in sufficient quantities for the smooth operation of the working staff.

Fixed assets include:

Roasting cabinet - 4 pcs.;

Four burner stove - 4 pcs.;

Whipping machine MV-60 - 4 pcs.;

Mixer - 6 pcs.;

Production tables - 16 pcs.;

Flour sifter - 2 pcs.;

Dough mixer - 2 pcs.;

Refrigerator and - 2 pcs.;

Low temperature chamber - 2 pcs.

OOO "Master Products" operates on the basis of the charter; licenses; registration certificates in the register of "Objects of the consumer market of the city of Nalchik".

In its activities LLC "Master Products" is guided by:

Laws and legislative acts:

2. Fundamental GOSTs ("Classification of POP", "Culinary products sold to the population", "Services provided to the population. General requirements" and etc.);

Sanitary norms and rules;

MBT (Medical and biological requirements).

The factory also develops its own documentation:

job descriptions;

2. Internal regulations;

Safety instructions.

Analysis of the revenue of the enterprise under study is presented in Table 3.

Table 3 - Dynamics of proceeds from the sale of confectionery products of OOO Master Produktov for 2011-2013 *

Indicators	Dynamics of 2013 to 2011
	absolute, +/-	relative, %
Sales, tons
Proceeds from the sale of property. products (excluding VAT), thousand rubles
Sales proceeds (without VAT), thousand rubles
Average selling price per kg, thousand rubles

*Source: according to the enterprise

In 2013, the enterprise received a profit of 430 thousand rubles from production and economic activities, conduct a qualitative analysis and draw conclusions about financial position will be possible only if the next annual report for 2014 is available. Conclusion today - the company is break-even.

The share of production of confectionery products (flour) in the total volume of production of LLC "Master Products" is 99.3%, and 0.7% - other activities (wholesale and retail trade, transport, public catering).

Organizational structure LLC "Master Products" is shown in Figure 4.

The organizational structure of the management of "Master Products" LLC can be called vertical, the disadvantage of this structure is the difficulty in the efficiency of decision-making and the promotion of managers in the service. There is a clear interaction between managers and subordinates in the organization. One can observe the delegation of authority to Gen. Directors to heads of departments, and, therefore, the organization is partially centralized. Communication between departments is carried out on the basis of orders and orders, as well as job descriptions. Each position includes a number of tasks that are considered as a necessary contribution to the achievement of the goals of the organization. It is believed that if the task is carried out in such a way and in such time as prescribed, the organization will operate successfully.

Figure 4 - Organizational structure of "Master Products" LLC (compiled by the author based on the company's materials)

There are democratic relations in the team. Management cares about their employees. The company has a low staff turnover. Working conditions satisfy employees. All employees work on the basis of labor legislation. Almost the entire staff of the enterprise has a higher education, the workers in the workshops mainly have a secondary technical education. In addition, the factory is working with personnel, i.e. training, development. Many managers are engaged in self-development and self-organization.

2.2 Analysis of the external and internal environment of the enterprise

Any enterprise has two operating environments:

Microenvironment (external, internal);

Macroenvironment.

The main variables within the organization that require special attention from management include: purpose, objectives, structure, technology and people. The purpose of the work of LLC "Master Products" is to satisfy the needs of the consumer with high-quality, tasty and safe products. Therefore, all efforts are focused on creating high-quality and innovative products. Based on this, the mission and goals of LLC "Master Products" are defined.

Figure 5 shows the goal tree of "Master Produktov" LLC.

Figure 5 - The goal tree of LLC "Master Products" (compiled by the author based on the materials of the company)

OOO "Master Products" is constantly expanding and improving the range of products offered. Its main goal is to increase the competitiveness of manufactured products while improving product quality and meeting consumer demand. Therefore, the main directions of the development strategy of LLC "Master Products" are associated with an increase in the profitability of production and sales, an increase in the competitiveness of products both in the domestic market and in the markets of Russia and other CIS countries.

The production function is the main content of the work of Master Products LLC, therefore, in the enterprise, in each of the workshops, a clear management of the production process is organized. The most responsible work in production management is the planning of production volumes. this work performed by functional services and line managers production shops(subdivisions) in accordance with the planning periods established by Master Products LLC.

The external microenvironment includes the following elements: suppliers of goods, intermediaries, competitors.

The main raw materials used in Master Products LLC are: flour, sugar, condensed milk, whole milk, molasses, various essences, dyes, additives, etc.

The maximum stock of raw materials in the warehouse of LLC "Master Products" is two weeks, and for some types of raw materials several days, which is caused by the need to reduce additional costs associated with the preservation of raw materials. Work with suppliers is based on concluded contracts, which specify the terms of delivery, terms of payment, etc. Therefore, there are practically no failures in the supply of raw materials. The main sources of receipt of goods are: manufacturers, wholesale bases, as well as individual entrepreneurs.

The most important suppliers of goods and services of Master Products LLC are:

Virom Technology LLC - provides services for the implementation of warranty and post-warranty maintenance of equipment, recruitment, training of personnel, as well as assistance in calculating the payback period and profitability of business projects, in drawing up a calendar schedule for the implementation of all stages of production organization, etc.

The company "Vertical" - today is the largest supplier of raw materials for confectionery and bakery production in the Caucasus. The main groups of products offered to customers are: oil and fat group, yeast, marmalade and jams, condensed and powdered milk, vegetable cream, cereal mixtures, glazes, canned fruits, nuts and much more - more than 1500 items.

OAO Sukhon Dairy Plant has been the largest Russian manufacturer of canned milk and whole milk products for more than 70 years. The assortment includes natural dairy products (butter, pasteurized and baked milk, kefir, fermented baked milk and drinking yoghurts, cottage cheese, sour cream) and dairy products condensed with sugar (milk, cream, coffee, cocoa, boiled milk). The enterprise is a supplier of condensed milk to Rosrezerv. Repeated winner of the program "Test Purchase".

OOO "Dietprom" - supplies flour of the highest grade, first grade.

OJSC "Dairy Plant" supplies high-quality dairy products.

JSC "Upakovservis", supplying corrugated cardboard boxes for product packaging.

At present, the products of OOO Master Produktov are sold in outlets Kabardino-Balkaria, in other republics of the North Caucasus, as well as throughout Russia and abroad. Offering confectionery products on the market, the organization guarantees individual design and unique taste, which is a great advantage for consumers.

Ltd. Confectionery factory "Zhako";

OOO "Nalchik-Sladost";

LLC "Simba";

LLC "Elbrus-K".

An analysis of their products is presented in Table 4:

Table 4 - Assortment of competitors' products (compiled by the author based on the company's materials)

An analysis of the strengths and weaknesses of competitors is presented in Table 5.

Table 5 - Strengths and weaknesses of competitors (compiled by the author based on company materials)

To assess the effectiveness of the company "Master Products" LLC, we will conduct a SWOT analysis of the enterprise (Table 6).

Table 6 - SWOT-analysis of "Master Products" LLC (compiled by the author based on the company's materials)

Strengths	Weak sides
1 Reliable market monitoring. 2 Well-established sales network. 3 Wide range of products. 4 High quality control. 5 High profitability. 6 Height working capital. 7 Highly qualified personnel. 8 Good staff motivation.	1 Supply disruptions. 2 Weak promotion policy 3 Underutilization of production capacities. 4 Non-participation of personnel in making managerial decisions. 5 Lack of control execution of orders and instructions
Opportunities
1 Increase in market shares. 2 Departure from the market of sellers of imported products. 3 Unsuccessful behavior of competitors. 4 Emergence of new suppliers. 5 Reducing taxes and duties. 6 Improving production technology	1 Raising prices for raw materials and finished products. 2 Failures in the supply of raw materials. 3 Decline in the standard of living of the population. 4 Growth of inflation rates. 5 Unfavorable shift in exchange rates 6 Emergence of foreign competitors with low cost goods 7 Increase in taxes and duties on the import of raw materials. 8 Fierce competition 9 Rising unemployment. 10 New firms entering the market

the analysis of Master Products LLC showed the following:

The strengths of the company are the availability of the necessary financial resources, the availability of skills and professionalism among employees;

The weaknesses of the company are: lack of a clear strategy, weak promotion policy, ineffective advertising;

The company's capabilities are to increase the market growth rate, serve additional consumer groups;

Threats to the firm are adverse changes in growth rates in exchange rates, recession in the economy, changes in consumer tastes.

Table 7 - Summarizing the results of the PEST analysis (compiled by the author based on company materials)

Legal factors 1. Development of legislation regulating entrepreneurial activity 2. Increasing requirements from the state. enforcement agencies 3. Growth of public interest groups	positive positive positive	Acceleration Deceleration Acceleration	Indirect Direct Indirect	Indirect Indirect Indirect
Natural factors 1. Resource depletion 2. Increasing pollution environment 3. Rise in the cost of energy	negative negative negative	Braking Braking Braking	Direct Indirect Direct
The total influence of all factors

Among the factors that have positive influence on the activities of the enterprise, we note the legal factors, technological and political factors associated with the stabilization of the political situation in the country. Among the negative - the rise in the cost of energy.

2.3 Analysis of the promotional activities of OOO "Master Products"

The organization of works on carrying out promotional events in LLC "Master Products" is carried out in several stages. The company has a marketing department, so the factory does not use the services of advertising agencies when developing advertising projects.

At the 1st preparatory stage, the goal, objectives of the advertising campaign, as well as the choice of means of distributing the advertising message are determined.

At the 2nd stage, the funds allocated for the advertising campaign are determined, and an optimal advertising plan is drawn up.

At the 3rd stage, the developed and approved version of the advertisement is brought to the audience.

Table 8 - Cost analysis for the promotion of confectionery products (compiled by the author based on company materials)

Name	Deviations 2013 to 2011
	absolute, +/-	relative, %
Confectionery sold, thousand rubles
Revenue, thousand rubles

Gross profit, thousand rubles

During the analyzed period, the cost of promoting products increased by 456.72 thousand rubles. (55.35%), while the proceeds from the sale of products increased by 244,917 thousand rubles. (56.9%). In the reporting period, LLC "Master Products" produced and sold products more by 118335.76 thousand rubles, which amounted to 121.9%. This indicator is the main one in assessing the dynamics of volumes economic activity, its increase testifies to the stable work of "Master Products" LLC. Positive dynamics of this indicator is observed throughout all three years. Analyzing these indicators, we see that the investment in product promotion was effective.

Table 9 - Costs for the production and sale of products of Master Products LLC (compiled by the author based on the company's materials)

Indicators
	2011, thousand rubles	specific gravity, %	2012, thousand rubles	specific weight, %	2013, thousand rubles	specific weight, %
Material costs
Wage
Deductions to off-budget funds
Depreciation

other expenses
Total costs

According to the table, it can be seen that the largest share in cost items falls on material costs- 65.8%, in second place is the salary of 19%. Promotion costs account for only 0.1% of total costs.

TV advertising is expensive in terms of cost and therefore it is used in the period November - December. During these months, on the channel of the Kabardino-Balkaria State TV and Radio Broadcasting Company, viewers could see an advertising banner of Master Products LLC, which informed viewers about the products of Master Products LLC, as well as its contact details - phone number and address of the company. In addition to the State Television and Radio Broadcasting Company "Kabardino-Balkaria", the enterprise actively placed its advertising on the STS television channel, which is broadcast in the republics of the North Caucasus.

To place its advertisements LLC "Master Products" also uses newspaper advertising, placing it, as a rule, in the newspaper "Services and Goods of the North Caucasus". The newspaper "Services and goods of the North Caucasus" is published on Tuesdays, Thursdays and Saturdays, advertising enterprises are placed 12 times a month.

Table 12 - Advertising costs in the newspaper "Services and goods of the North Caucasus" (compiled by the author based on company materials)

Summing up the results of the analysis of the effectiveness of the advertising campaign of "Master Products" LLC, we can conclude that advertising plays an important role in the work of the enterprise under study. Moreover, at the enterprise this direction communication policy effectively. The budget for promotional events is worked out carefully. In the work of "Master Products" LLC, both expensive and less expensive advertising means are used, which, as the study showed, have an effective impact on potential and active consumers.

Thus, the analysis of the activities of Master Products LLC shows that this is a successful company that continues the process of promoting confectionery products on the Russian market, improving its position every year.

LLC "Master Products" does not use image advertising, which is an integral part of the communication process of companies. In the work of the enterprise, too expensive means of influencing the consumer are used, therefore, in the third chapter of the graduation project, it is advisable to develop measures aimed at increasing the effectiveness of the advertising campaign to promote and reduce the cost of promoting the products of Master Products LLC to the market.

Chapter 3 Project of measures to improve the mechanism for the formation and development of advertising activities of Master Products LLC

3.1 Development of the main directions of the advertising campaign

Recently, there has been an increase in consumer interest in Russian-made confectionery. The Russian confectionery market is developing exponentially. Now the volume of production of confectionery products in Russia is 16 kg per person per year. The demand for confectionery products is determined by the general economic situation in the country - if the welfare of the population grows, the consumption of confectionery products increases.

Today, floury products are the most capacious segment in the confectionery market, they account for 53.7% of the total volume of this market, the chocolate products segment occupies 31.5%, respectively, sugary products account for 14.8% of the confectionery market. At the same time, the structure of market demand is constantly changing.

Confectionery enterprise "LLC Master Products" is a dynamically developing company that has set itself the goal from the moment of its establishment: to provide consumers with high-quality confectionery products.

Enterprise goals:

Marketing: increasing brand sales by attracting new customers.

2. Communication: Increasing brand awareness.

Media: Maximizing reach and duration of exposure.

There are two possible scenarios for achieving the set goals:

First scenario:

A strong and short front loaded campaign that quickly achieves a high level of visibility. Sales are a consequence of the achieved level of fame and gradually decrease from the end of the first campaign to the next.

Second scenario:

Gradual growth strategy, which involves long-term but not too intense advertising support and a gradual increase in fame. Sales are a consequence of the gradual habituation of the consumer to the brand.

The scenario that provides maximum media efficiency will be selected.

Maximum efforts should be directed to television advertising, but also advertising in transport and outdoor advertising should not be neglected.

Tasks of the confectionery enterprise "Master Products" LLC:

Formation of interest in products and a positive image of both products and its manufacturer;

Increasing brand recognition, promotion, consumption and brand loyalty;

Increasing sales volumes, including by expanding the range;

Increasing the volume of production;

Profit maximization.

If you ask yourself what the buyer needs, then you can answer with confidence: a quality product at an affordable price, a pleasant and warm atmosphere.

The barrier that needs to be overcome in working with the target audience: the brand is young and little known, but dynamically developing and conquering its audience. It is enough to try it once to form a positive opinion about the product. You need to encourage them to make the first purchase.

Why the consumer should believe in it: only a combination of all these factors allows a young brand to win over its consumer.

First of all, it is necessary to determine the target audience - which particular social stratum the product is intended for, and how price and other characteristics determine it (Table 14).

Table 14 - Definition of the target audience by socio-demographic characteristics (compiled by the author based on company materials)

Consumption of products of "Master Produktov" LLC has no special restrictions among the population, any person can be its consumer. Products are not subject to serious seasonal fluctuations, being directly dependent on purchasing power.

One of the most popular ways to promote products is TV advertising. Television is the most efficient in terms of: cost-effectiveness ratio; achieved audience coverage; possibility of geographic targeting; combinations of audio and video exposure. Advertising will be aired 7 times a day on MIR, 5 times a day on the STS channel, 5 times on the Kabardino-Balkaria State TV and Radio Broadcasting Company. For the development of a story video, it was decided to contact the specialized advertising agency "Everything and Immediately". The video will be made in MTV format and will include various types of graphics, as well as selected voices and 2 actors.

Advertising in the press: "Newspaper of the South", "Izvestiya", "Komsomolskaya Pravda", "Moskovsky Komsomolets", "Kabardino-Balkarian Pravda". One distinctive feature of advertising in the press, from other types of advertising, is the specificity of delivering an advertising message to the consumer.

Advertising in them will be placed in the size of 20x15. In advertising in print media, there will be such slogans as "brightness of taste", "quality, at the highest level", "tasty holiday", as well as the following pictures (Fig. 6).

Advertising on city banners. For a clearer memory of our products, it was decided to place the same pictures on the banner of the city as in printed publications. The intersection of Idarova Street - Kirov Street (the area of the intercity bus station) was chosen to place the banner. The banner will be ordered at Vse i Immediately LLC. There is a lot of car traffic at this intersection, the proximity of the bus station, city shopping center("Deya"), all this determines the attractiveness of this advertising space (Fig. 7).

3.2 Advertising campaign schedule

Table 15 shows the planned period of the advertising campaign and advertising media in 2014

The advertising campaign is planned for the whole year, but the main emphasis will be placed on the autumn period October - December. It is during this period that the buyer, preparing for the holiday, acquires a huge number of gifts for relatives and friends.

TV channel "STS"

State TV and Radio Company "Kabardino-Balkaria"

TV channel "MIR"

Newspaper "Newspaper of the South"

Newspaper "Izvestia"

Newspaper "Komsomolskaya Pravda"

Newspaper "Moskovsky Komsomolets"

Newspaper "Kabardino-Balkarian truth"

Radio "Europe plus"

Radio "Russian Radio"

After analyzing this table, we see that the company plans all advertising media for the New Year period.

Essence of advertising policy. The essence of the advertising policy of the Events for the development of advertising policy

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1.2 Essence of advertising policy

Chapter 1 Theoretical and methodological foundations of the study of the advertising policy of the organization

.1 Advertising as the main element of product promotion

1.2 Essence of advertising policy

1.3 Methods of managing the advertising activities of the enterprise

Chapter 2 Research of the organizational and economic activities of Master Products LLC in modern economic conditions

.1 Brief description of the enterprise

2.2 Analysis of the external and internal environment of the enterprise

2.3 Analysis of the promotional activities of OOO "Master Products"

Chapter 3 Project of measures to improve the mechanism for the formation and development of advertising activities of Master Products LLC

3.1 Development of the main directions of the advertising campaign

3.2 Advertising campaign schedule

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Essence of advertising policy. The essence of the advertising policy of the Events for the development of advertising policy

Send your good work in the knowledge base is simple. Use the form below

Similar Documents

1.2 Essence of advertising policy

Chapter 1 Theoretical and methodological foundations of the study of the advertising policy of the organization

.1 Advertising as the main element of product promotion

1.2 Essence of advertising policy

1.3 Methods of managing the advertising activities of the enterprise

Chapter 2 Research of the organizational and economic activities of Master Products LLC in modern economic conditions

.1 Brief description of the enterprise

2.2 Analysis of the external and internal environment of the enterprise

2.3 Analysis of the promotional activities of OOO "Master Products"

Chapter 3 Project of measures to improve the mechanism for the formation and development of advertising activities of Master Products LLC

3.1 Development of the main directions of the advertising campaign

3.2 Advertising campaign schedule

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