The problem of creating effective advertising. Advertising in the modern world and management problems in the advertising business Problems in enterprise advertising

Constant changes taking place in the external environment, in the socio-economic life of society, the emergence of new achievements in science and technology affect changes in the advertising market.

Remark 1

Based on this, a number of significant trends in the development of advertising should be highlighted:

• the emergence of new technologies in the process of creating and distributing advertising;
• shortening the life cycle of the product and the variability of preferences and tastes of consumers;
• demographic changes;
• territorial changes in the advertising market;
• the use of modern means of promotion in advertising;
• expansion of objects of influence of advertising

Scientific and technological progress significantly affects the emergence of new modern means of advertising distribution, changes the types, form and content of information materials. Existing and future advances in engineering and technology allow the development of non-traditional channels for transmitting information. Television, radio, and print advertising in particular will become a thing of the past, and Internet advertising will take their place. Computer media for advertising are already widely used and gaining popularity.

New digital technologies used in the advertising process. Computer graphics and design significantly reduces the time of production of promotional material and increases its quality. Advertisers find new visual, graphic, color and artistic solutions when creating advertisements. Modern technologies contribute to the development of the creative component of the advertising process.

The saturation of the market with goods and services leads to an acceleration of the life cycle of products, respectively, the consumer tastes of consumers will constantly change. This leads to a frequent change of goods on the market with new or modernized ones. Advertising managers must examine the market for declining sales and use advertising to promote a new product. This indicates an increase in the mobility of advertising. And the oversaturation of the market leads to freedom of choice for consumers.

Demographic change has a direct impact on the market, providing different products to different age groups of consumers. Such segmentation will allow developing specific ads for each category. target audience. The creation of large metropolitan areas leads to territorial changes in the markets for goods and services, as well as changes in the range of products. In this regard, it is necessary to segment the market on a social basis and, accordingly, create promotional materials for target markets (for example, for urban and rural populations).

Various means of promotion can be used as advertising, while the channels of information transmission will be reduced, and in advertising campaign a sufficiently large number of promotion tools will be used simultaneously.

Advertising has an impact on various areas of activity: art, literature, culture, sports, etc. It affects the education of aesthetic and ethical standards behavior in society, development social relations between people.

The main problems in advertising

Remark 2

In addition, attention should be paid to the following difficulties in the process of creating and placing advertising materials:

• intrusive advertising;
• primitiveness in the creation of promotional materials;
• problem of perception;
• advertising overload;
• false advertising;
• imperfection legislative framework;
• problems in evaluating the effectiveness of advertising

Excessive obsession is the most pressing problem modern advertising. Often repetitive and repetitive advertisements are tiring, and consumers begin to ignore such advertisements. In order for the call to be heard, it is necessary to make advertising relevant and maximally focused on a specific target audience.

Each person perceives the same information in their own way, so an unsuccessful combination of words, phrases, images can lead to a misunderstanding of the content and meaning of advertising.

Advertisers tend to put too much information into an advertisement, which sometimes has nothing to do with the subject of the advertisement. Overloaded advertising contributes to a decrease in its effectiveness.

Negative attitude to advertising causes its untruthfulness. An advertiser who is interested in making a one-time profit forgets about his own reputation and creates false advertising. They are not responsible for the reliability of advertising, which indicates the need to improve the legislation on advertising.

The imperfection of the legislative framework is a significant problem of modern advertising, since it is always possible to find workarounds and pitfalls in the law. It is necessary to periodically make certain amendments to the legislative acts on the regulation of advertising activities on the basis of research conducted in the advertising market.

Moral problems of advertising

Do not forget about the moral component of advertising.

Remark 3

Rules of conduct for manufacturers of advertising materials were published as early as 1937, which were called the "Code of Practice for Advertising Practice of the International Chamber in Paris". They are used in many countries, including Russia. This document, despite its imperfection, contains articles that set out the principles for creating a legally impeccable, decent, honest and truthful advertising message.

The problems of modern advertising are very closely related to the problem of morality, patriotism and the interests of society. When creating advertising, many advertisers forget not only about this, but also about an elementary sense of respect for people, recognition of their opinions, even if they do not coincide with their own positions.

The problem of morality, patriotism, the interests of society, etc. and advertising issues modern business are much more closely related than it might seem at first glance. Producers of advertising and modern Russian businessmen who order advertising from them clearly lack not only patriotism, but also ordinary rational thinking.

The consumer cannot protect his psyche from intrusive and false advertising. Therefore, the emotions that arise after viewing or reading an advertising message are distorted. This indicates a decrease in the social effectiveness of advertising.

Theory

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

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

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

Increasing the efficiency of advertising activities is facilitated by the creation of advertising agencies that carry it out at a high professional level, use financial resources more rationally and ensure high quality advertising. Advertising agencies conduct comprehensive market research and market assessments, they are equipped with computer technology that allows you to quickly and accurately process the information received.

Advertising agencies play a positive role, being qualified coordinators between trade and production, in the interests of consumers and the whole society, they contribute to a rational proposal and, conversely, limit the scope of irrational or premature proposals.

1. Advertiser- a legal or natural person that is a source of advertising information for the production, placement and subsequent distribution of advertising. Any trading or manufacturing firm, bank, investment company, private entrepreneur who pays for advertising in accordance with the order placed can act as an advertiser.

Main functions of the advertiser:

Preparation and transfer of source materials to an advertising agency: formulating the goals and objectives of advertising, taking into account target consumer groups, preparing source texts with an emphasis on the main advantages and features of the advertised object, presenting, if possible, a product sample;

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

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

Payment for work performed.

3. Advertiser— a legal or natural person that carries out the placement and (or) distribution of advertising information by providing and (or) using property, including technical means radio and television broadcasting, as well as communication channels, airtime and other means.

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

The first group includes agencies engaged in research, planning, creative activity, production of advertising media, as well as non-advertising services: providing public relations, packaging development, organizing sales exhibitions, presentations, etc.

AT last years in advertising practice there has been a trend towards the specialization of agencies. The specialization of agencies contributes to the growth of the quality and creative level of their performance of certain types of advertising work. However, such agencies do not have sufficient information in the field of marketing research, which may reduce the effectiveness of the use of advertising media.

AT modern conditions advertising is one of the branches of the economy, uniting tens of thousands of advertising agencies and bureaus. The effectiveness of the functioning of the economy as a whole largely depends on how effectively this system will work.

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

First of all, advertising agencies systematically face a variety of marketing situations, which contributes to a deeper understanding of consumer interests, acquiring skills and increasing their competence. This allows you to create high-quality advertising media and ensure the effectiveness of their use.

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

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

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

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

Create promotional products based on orders received from advertisers, develop plans for integrated advertising campaigns, other promotional activities, using the potential of both creative and technical specialists;

They cooperate with printing houses, studios, advertising factories, freelance specialists.

Large advertising agencies that perform a wide range of advertising services feel the need to combine various specialists in certain departments. They can have both their own creative and production base, and use highly qualified freelance creative workers. The second is more appropriate for small advertising agencies with a small structure of departments. Typically, the activity of the department is focused on the performance of a specific function.

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

1. creative department, which brings together text writers, artists, graphic specialists, directors, editors, etc. They generate advertising message ideas, find the right means of their implementation. The role of such a department is high and it takes into account the psychological factor, as well as certain areas of art.

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

2. Order Fulfillment Department(Customer Relations Department), which includes the head and employees as heads of working groups, called responsible project executors or contactors. They represent the interests of customers in their agency and, conversely, the agency is represented by project executors in relations with the customer. The head of the working group (project) coordinates all work within the agency to fulfill the order from the beginning of creation to its implementation. It is recommended to assign contractors to a specific category of customers (wholesale and retail industry, insurance companies, banks, etc.). This makes it possible to take into account the specifics of the advertising activities of advertisers, differences in the scale and geography of ongoing promotional activities, and systematically maintain contact with advertisers.

The remuneration of employees of the customer relations department should be made directly dependent on the volume of orders that they received and correctly completed, since financial position agency will be largely determined by the entrepreneurial spirit and networking with potential advertisers.

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

The main employees of these departments should be specialists in the development of questionnaires, sampling, conducting targeted group interviews, statistical analysis and experiments. Employees of this department are involved in all stages of advertising planning by the agency.

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

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

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

In the conditions of market relations, the activity of the agency should be built in such a way that it cooperates with the advertiser already at the stage of drafting preliminary plan sales of products.

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

5. In addition to their specific advertising features, an advertising agency must effectively conduct its economic and financial activities, ensure effective management, and also have appropriate support services. These functions are occupied economic and financial department and agency accounting.

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

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

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

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

• multifunctional and multi-level structure of participants in the advertising process;
• geographical separation in space;
• complex operating technology;
• diverse and complex unstructured information in large volumes;
• uneven involvement labor resources for the implementation of complexes of promotional activities;

It is proposed to distinguish between the concepts of an advertising unit and an advertising service. Advertising service is a broader concept than the advertising division. One of the organizational tasks of advertising is the integration of the efforts of the entire staff of the enterprise to promote the products. Thus, advertising tasks are performed not only by a specific advertising department, but also by many other non-advertising departments and individual employees (as non-core official duties), which constitute the advertising service. In this regard, the advertising division is a dedicated structure industrial enterprise, whose employees carry out activities and work of promotional activities as the main job responsibilities.

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

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

Quantitative and qualitative research

Quantitative Methods

Qualitative Research

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

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

Quantitative Methods

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

Residential, street and telephone surveys;

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

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

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

Desk Research - collection and analysis of secondary information;

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

Quantitative and qualitative methodological approaches should not be understood in such a way that the former uses only quantitative, and the latter uses only qualitative research methods. It was discussed in detail above that these approaches are, in fact, certain systems of worldviews, within which ideas are formed about the cognitive functions of methods and about the priorities of their significance for the scientific process.

Quantitative, or positivist methodology recognizes absolute priority for quantitative methods, considering them (and only them) reliable and evidence-based. This tradition is based on a set of ideas that consider the formation of concepts as a deterministic inductive procedure of ascent from facts to a general theory. The orientation of positivist methodology to quantitative methods of research follows from the idea of ​​the need for strict fixation of the "facts" being studied.

The legitimacy of using qualitative methods within the framework of the quantitative approach is recognized, but, so to speak, in auxiliary roles (see, for example, the Sociologist's Workbook, in which such statements are made in a particularly explicit form). In methodological descriptions made from the standpoint of a quantitative approach, it is constantly emphasized that the scientific data obtained using such methods are preliminary, unreliable, etc. Of course, there are certain justifications behind such statements, but the experience of empirical work accumulated over decades shows that that these justifications are in many respects not deep enough.

We will give the definition of a qualitative methodological approach in the formulation given to this concept by N. F. Naumova: "qualitative analysis in broad sense words means such a nature of the implementation of sociological research, in which the main emphasis is on the theoretical resources of sociology, individual experience, observation and intuition, traditional means of philosophical and logical analysis of categories and concepts, historical comparisons, the use of personal and official documents.

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

In the context of the above, it should be noted that the terminological pair "quantitative" and "qualitative" in relation to two different areas - methodology and methodology - has different meanings. In other words, when applied to different areas, these concepts are not synonyms, but homonyms. It must be admitted that such terminology is in many respects unfortunate and confusing. However, this system terms has been formed and entered into scientific circulation, so researchers are forced to take it for granted. The link between the meanings of these terms in the methodological and methodological contexts lies in the fact that qualitative methodology, in contrast to quantitative, pays great and, perhaps, even priority attention to the use of qualitative methods of empirical research.

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

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

Cross-validation of quantitative and qualitative methods.

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

Supporters of the quantitative approach criticize qualitative methods for subjectivity and low reliability. An example of such criticism is the statement of E. Noel, the author of a well-known textbook on conducting mass surveys. Noel makes the following arguments.

"The scientists who introduced the survey method in Germany in the 1930s believed that the interview should resemble a conversation as much as possible. According to the Nuremberg School of the Society for the Study of Consumption, which has conducted surveys in Germany since 1934, it was considered desirable that correspondents, in order to obtain reliable information, interviewed their acquaintances and that these interviews took place in the form of a casual conversation, without a questionnaire, if possible in such a form that the respondents were not aware that they were being interviewed.Scientists assumed that in this way the most reliable information would be obtained, reported with the greatest frankness. This assumption was not confirmed. Further, E. Noel, relying on a speculative example, points out that if several researchers try to study the same problem using the free interview method, then most likely they will all come to different conclusions, and the true picture will eventually remain unknown. The main reasons for the discrepancies that arise in her book are as follows:

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

b) the first and second researchers formulated the questions differently. Ad hoc surveys show that the effect of question wording on the distribution of responses is very large;

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

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

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

Contrary to popular belief that unreliable qualitative representations must be verified by reliable quantitative data, Campbell points out that in real scientific practice there is also a constant back-checking of quantitative results by qualitative representations. "Where qualitative estimates conflict with quantitative results, the latter should be questioned until the reasons for the discrepancy are understood. Quantitative results can be just as little immune from error as qualitative ones, so I strongly recommend both approaches as complementary means of cross-validation. The inadequacy of quantitative data is often revealed only through qualitative knowledge" [ibid., p. 327, 272]. eight

8 Campbell's opinion is far from isolated. In the book "Focused Interview" by R. Merton and co-authors, a lot of space is devoted to the question of what use quantitative methods often leads to hypotheses that can only be tested qualitatively.

Research functions of qualitative methods.

Qualitative methods perform a number of important cognitive functions in sociological research that cannot be performed by quantitative methods. These functions will be named and described below.

Providing links to social issues. Unlike the natural sciences, which are oriented towards the knowledge of the "true picture of the world", the social sciences since their inception have traditionally been much more oriented towards the solution social problems, or rather, ultimately, were motivated and structured by them. A certain analogy can be drawn here with the medical sciences, research in which, ultimately, but not necessarily in each case, was motivated by the goal of curing diseases and increasing human life expectancy.

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

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

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

The compensatory role of qualitative methods is very relevant for Russian sociology, whose theoretical resources have been greatly weakened over the past decades.

Formation of a holistic image of an object or problem. A researcher working with qualitative methods always deals with some holistic social objects, or holistic descriptions, internally consistent points of view expressed by the respondents. This greatly facilitates the task of conceptual understanding of the primary data and insures the researcher against the semantic decay of the data he has received. The existence of a holistic image of a social object makes it possible to raise new questions and put forward hypotheses that can be tested both quantitatively and qualitatively.

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

Ensuring the dynamism of the research process. Effectively functioning science differs from dysfunctional in that it is characterized by such qualities as mobility, dynamism of development, high speed conceptual update. In accordance with this, the methodological apparatus of such a science must ensure effective contact with reality.

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

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

The formation of an adequate system of concepts is an important pre-quantitative stage in the research process. Regardless of whether any measurements will be carried out in the future, the creation of such a system of concepts is an independent scientific stage that requires significant research efforts. The methodological apparatus used to achieve this goal must have high mobility, sensitivity to capturing shades and the ability to quickly change the set of variables under study. It is clear that quantitative methods do not have the indicated properties to an insufficient extent. The above means that quantitative methods can be mainly used to answer some standard questions and to study stationary processes.

This issue can be commented on by the statement of the economist V. Naishul, who described the reasons for his interest in such surveys as follows: “For research, a conceptual apparatus is needed. The formation of a system of concepts is always a certain scientific achievement. the language in which respondents describe the phenomena they observe.The second level is the formation on this basis of a more generalized language describing typological cases.In-depth interview is a kind of "open research", the search for primary concepts, primary descriptions and work on their structuring.Main The mistake of sociologists who work with the help of formalized questionnaires is as follows: they impose on reality, on an object, a conceptual apparatus formed for other purposes and objects of other types.The propensity for reflection in our society is generally very small, and sociologists for the most part are no exception. Therefore, on knitting an object with a conceptual apparatus alien to it in social research is a common thing. Fine work is not being done on the formation of primary descriptions and the subsequent translation of the language of these descriptions into a more generalized language of science.

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

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

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

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

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

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

The reasons for this are that the heavy reliance of studies on a small number of qualified indicators leaves many "gaps" between the variables being measured. In this regard, wide unexploited "research spaces", which are then filled with logical speculation. Since empirical data, which cannot be comprehended, does not satisfy the needs of society in the conceptualization of phenomena, the conceptual sphere begins to develop in isolation from the empirical one, forming the long chains of deductive reasoning, divorced from practice, mentioned by Marshall.

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

Violation of the mechanisms that ensure the connection of the scientific process with empirical reality leads to the fact that the results of research lose their content and become dysfunctional, falling into the "dull empiricism" and "deductive fantasy" described above. In the Soviet period of the development of Russian sociology (70s and 80s), this dysfunctional scheme of scientific activity was realized almost in its purest form. An example of the production of the first type is the empirical publications of the journal "Sociological Research", which contained a description of the results of questionnaire surveys that were identical to themselves. An example of the second type is the publication of the former journal Socialist Labor, which contained countless variants of speculative and amazingly incompetent (but at the same time surprisingly monotonous) proposals for increasing the productivity of social labor. Most often, these descriptions were simply fruitless, but sometimes they also caused direct harm to the national economy. An attempt to introduce incompetent recommendations borrowed from "scientific" literature at enterprises and the objective consequences of this attempt are very well described in N. Maksimova's article "Brigade at the Crossroads".

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

The study of objects that are not amenable to quantitative description. Above, we spoke about the functions of qualitative methods related to their ability to meaningfully fill in the semantic "gaps" that arise between quantitative characteristics. However, there are social objects or problem areas where the measurability zone is very small or non-existent.

The practice of field research shows that for many objects or problems the use of quantitative methods is either impossible or limited possible. These limitations can arise for various reasons: due to the objective properties of the variables under study, the lack of perfection of measurement procedures, the limited resource capabilities of the researcher, the closeness of some communities, and also in cases where the object under study has many particular features, an indefinite and changing composition, and none of them. of them does not have a decisive influence on the course of the processes under study.

The experience accumulated by world sociology shows that such problem areas are by no means closed to research: world sociology has a considerable number of brilliantly executed monographs devoted to the description of such objects. These works include almost all fundamental works in the field of cultural anthropology, as well as well-known works on the study of criminal communities, the ruling elite, production organizations and other social objects. This is probably what Campbell is talking about when he asks readers a rhetorical question: "Who, if not representatives of qualitative sociology, investigates the conditions under which social statistics lays down its arms?" .

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

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

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

On the functions of quantitative methods.

The research functions of quantitative methods also need to be described in the light of the above methodological views. These functions are certainly important because, in Campbell's words, "for quantitative methods, if they are based on solid and verified qualitative knowledge, one should recognize the possibility of going beyond the limits allowed by the qualitative approach" .

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

Going beyond individual consciousness. One of the main sources of error in sociological research is that a certain set or population of people (voters, buyers, media recipients, members of the community, etc.) are attributed characteristics that are either characteristic of the author of the concept himself or a limited circle of respondents who were covered by the local survey. As a result, research reflection, which is correct in relation to some local population of respondents, may be unduly extended to the entire population under study. The use of quantitative methods insures the researcher against such errors, signaling that the object under study has a complex structure, which was only partially represented in the original study.

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

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

Identification of segments based on a large number of parameters. Population segments can be distinguished on the basis of either one or several interrelated characteristics. The question of the existence of segments formed by one or more parameters (usually no more than four) is decided, as already mentioned, on the basis of information external to the quantitative study. However, the question of the existence of segments formed by many interrelated characteristics is often not amenable to direct study. This problem can be solved by mathematical methods for processing quantitative data (factor analysis, cluster analysis, etc.), which reveal latent "clusters" of objects in a multidimensional space. However, the results of such studies are very dependent on the set of characteristics included in the quantitative toolkit. In the absence of meaningful ideas about the relevant composition of the studied variables, the results of such studies are difficult to interpret. One of the most important reasons for the difficulties in interpretation is the existence of hidden correlations between the variables included in the original instrumentation.

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

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

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

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

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

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

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

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

An example of a scientific request for qualitative research.

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

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

Our current understanding of many issues is based on the generalization of secondary materials (publications in the press, etc.). There are not enough primary facts in scientific circulation, on the basis of which it would be possible to form an adequate understanding of these problems. There are areas for which there are simply no ways to obtain the necessary facts. There are statistics on the structure of the economy, but there is another layer of general problems that cannot be described by statistics. Their study must be based on primary descriptions and primary facts.

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

The work of an economist is the folding of a holistic picture from disparate facts. Statistics as such do not yet paint a complete picture. Need a big one Additional Information, which the economist is trying to take from the newspapers. From private facts taken from newspapers and other similar sources, the macroeconomist tries to put together some integral "mosaic". He is constantly busy building such a "mosaic", but the generalized picture still does not add up, because the data is scattered and there is no intermediate information.

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

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

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

		Contractor

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

2. Accountants. Good simple name, somewhat affirmative ("I am in charge of accounts"). People who handle accounts were previously known as the most sociable people, as they worked with clients all day long, now they are called "white collars". And sometimes even as "empty white collars." Now, in addition to maintaining accounts, their duties include explaining the agency's point of view to clients, and the client's point of view to the agency. Accountants have to know a lot - marketing, mediation, planning, and even what people in the creative department do.

3. Creative workers. Artistic directors should theoretically be responsible for the visual aspect (i.e., design) of an advertisement or commercial. In real life, artistic directors manage just about everything: the campaign, the accounts, the commercials, the agency, the client, and the personal lives of anyone they find attractive or funny, or both. Advertising people treat the art director with exaggerated respect because they believe that:
a). artists can imagine and understand perspective;
b). artistic directors are people of art;
in). therefore art directors can imagine and understand the perspective.

4. Printers. In many ways, the work of circulationists is the most difficult. Theoretically, circulation people are responsible for the words that appear in advertising, or for the dialogues in commercials. They must also come up with those annoying labels or slogans without which no advertisement is considered complete. Printers are good artists.

5. Creative director. The creative director runs the creative department, and often the entire agency. His responsibilities include planning, directing and supervising the development of an advertising campaign or commercial, i.e. for production work advertising agencies.

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

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

8. Intermediary buyers. They are the prime mover of the agency's affairs. It is their responsibility to purchase all media (print, television, radio, film, etc.) that the client agrees to. And also many other things, to which the client does not give his consent. Intermediary buyers are the very people who make the agency profitable by using deceit as a means to achieve this. However, as a rule, this is not told to the client, especially when it comes to the budget.

9. Secretaries in the reception. When selecting people for this position, they take into account both their personal ability to charm, and their business qualities. Their responsibilities include streamlining the document flow in the agency, ensuring the rational activity of the agency's employees, creating a good image in the eyes of clients, couriers, bailiffs and supporters of the agency.

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

Specialists involved in the campaign. No agency can live on advertising alone without outside help. Often, advertising agencies invite good specialists who are experts in their field and well-known in wide circles of people. Consider them:

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

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

3. Designers and illustrators - are engaged in the design work of the art director's sketches, and also produce "stunning" illustrations (respectively). Often they are offered the position of artistic director.

4. Consultants - these services in some cases are provided by one person, and sometimes by groups of people. They advise on a wide range of issues - mediation, production, marketing, etc. They are brought in if the advertising agency urgently needs new market data and if they don't have enough of their own people.

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

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

Branch advertising agency

Marketing analysis in advertising

1.1 Product name - Energy chewing gum "".

1.2 Commodity group:

Daily Demand (Impulse Buying)

1.3 Technical, economic and social characteristics of the goods.

Packing of goods - consignment with a bright pattern, 25 cells with pads inside. Chewing gum two-color, resembles a capsule in appearance

Corporate colors: white, blue, red to evoke association with a well-known manufacturer of energy drinks.

Brand name: "Flash".

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

More convenient than energy drinks.

Fashionable product regardless of trends and amount of advertising.

Uniqueness in its segment

Weakness:

There are restrictions on use

High price

Opportunities:

Various flavor combinations

Product promotion through uniqueness.

Trends:

The product is in the growth stage.

The product requires state certification.

2 Consumer

2.1. The main groups of consumers, and their characteristics.

The main target audience: people aged 14 to 35, socially active, above average income, creative, follow fashion trends.

2.2 Needs and requests of the main consumer groups.

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

2.3 What other products can consumers use to meet these needs and requests.

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

2.4 The level of consumer awareness of the product.

Insufficient (low)

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

It is just beginning to take shape, most potential consumers have not tried the product before. There is distrust on the part of consumers in the capabilities of the product, just as there is distrust in energy drinks.

2.6 Prediction of after-sales behavior of consumers.

Satisfaction, repeat purchases.

2.7 Media preferred by major consumer groups.

Outdoor advertising, city formats, billboards (Arcade, supermarket on Lenina, Pervomaisky Square), advertising in nightclubs (Rock City, Bays, Rain, Snob), radio advertising (Energy, Record, Dynamite)

3. Market.

3.1 Type of client market.

- Consumers.

3.2 Presence of competitors.

- "Dirol"

- "Stimorol"

- "Orbit"

- "Red Bull"

- "Bern"

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

- main advertising arguments:

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

3.4. Possible options for a market coverage strategy.

Popularization needed this product among the target audience, sports events, in nightclubs, in cultural centers, in large office buildings. Promotion means: radio advertising, advertising on federal channels, outdoor advertising, viral marketing, sampling promotion near metro stations and in shopping centers. The goods should be sold at the checkouts in supermarkets, as well as in kiosks.

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Advertising, having stepped over the usual framework of the type of human labor activity, is today not just a business, but a much broader and more complex social phenomenon that affects many, if not all, spheres of society:

• production (as a marketing tool for production goods);
• social (performs a communicative function, uniting the interests of various groups of society);
• moral and legal (civilized advertising serves as a tool for promoting ethical and legal norms in trade and economic activities);
• cultural and educational.

In turn, the factor that literally had a decisive influence on advertising can be called the transition of society from the technological to the information stage of development. In essence, the leading countries of the West have already entered a new era - global information processes. And advertising, as its reflection, in this connection has acquired and continues to form new, specific features.

Among the concepts that determine the role of this all-encompassing factor in the management of the advertising business are the following:

• 1. Exceptionally high growth rates of the economy and production in the countries of the world. Against this background, the competition of manufacturers is intensifying, and the difficulties in marketing products are increasing. The quantity is growing and the assortment is expanding, technological and technical processes for the production of goods are being improved. As a result, a picture of their certain uniformity is created in the market: large and small firms in such conditions are aligned in their capabilities. And in order to survive, they have to resort to special, additional methods of marketing their products, in particular to the widespread or targeted use of advertising.
• 2. In modern production, it is a set of marketing elements focused on the promotion and sale of goods on the market. This system consists of five elements: already mentioned - public relations, advertising itself, sales promotion, direct marketing, as well as related materials and events. Thus, advertising is an essential part of the process of planning production, development and release, marketing of goods on the market. And advertising management acts as component overall and marketing strategy of the organization.
• 3. A distinctive feature of modern advertising is its versatility. It's about about a whole system of specific functions that have been formed over the past decades in the process of developing advertising, which initially performed two functions in commodity production:
  • economic, stimulating demand, developing and accelerating the process of selling goods:
  • information, informing consumers about the availability of goods, the manufacturer, the main characteristics, consumer properties, etc.

At the present stage, advertising performs a communicative function: it combines four participants in the marketing process into an information and production complex - the organization itself (advertiser), advertising medium and consumer. With their help, there is a mutual exchange of information, which is the essence of advertising. And its specific functions are also mentioned, the general functions of management - control and coordination - in the system of the company's advertising activities.

A study of the effectiveness of an advertising campaign as a whole and at individual stages allows the company's management to identify its successful and unsuccessful links and take corrective actions if necessary. The advertising strategy of a large company can be organized in such a way that potential consumers are prepared to buy its products. This is achieved through the development of a whole system of advertising management techniques - to change consumer demand in favor of the goods of a particular production organization.

Advertising can have an extremely strong impact on the consumer in different situations. If the demand for products is unsatisfactory, it increases it. Advertising stabilizes fluctuating demand by acting in the synchromarketing system. It turns potential demand into real, contributing to developing marketing. Optimal demand can be supported by advertising at the achieved level by fixed marketing techniques. Finally, what distinguishes modern advertising is that it is able to perform opposite functions: with the help of advertising, you can reduce excessive demand (demarketing) and increase demand (incentive marketing).

Large national and international corporations use in their marketing campaigns all the marked features of the multilateral and mobile function of advertising - demand management. The system of goals of this function can also include the effective sale of goods in one, specially selected and promising market segment. This side of the management function in the advertising management of Western countries is called targeting (from the English target - target, goal) and means the use of advertising to obtain a specific target result.

• 4. Advertising at the present stage has many different forms. The last two or three decades of development have led to the creation of its special variety - advertising, which forms the brand image of the product. Moreover, there is a result of its wide application - the development of competition of goods into competition of brand images of various manufacturing firms. Some Western experts in the field of advertising management define the current state of the advertising business as the era of brands.
• 5. Perhaps this statement is true, but the development of society, production and advertising is taking place at such a rapid pace that one can question the longevity of such an “epoch”. Recently, there has been a tendency to strengthen the role of retail in the production and marketing process. Strength is gaining trade organizations- large department stores, which increasingly dictate their conditions to manufacturers, up to what goods and in what quantity the company should produce.

A network of powerful, independent organizations (stores) has already covered the whole world, and they operate under their own trademarks, which so often depersonalize the production brands of goods. In Western business are widely known, for example, tact trading companies, like "Marks & Spencer" (England), "Bauer" (Germany). A certain depersonalization of brands also occurs as a result of the growing volume, range of products that can no longer be distinguished by consumer qualities due to their limited availability. The consumer in such a situation ceases to attach importance to a particular brand.

6. Researchers agree that the features of modern advertising include a wide expansion of the activities of agencies specializing in this. They last perform, as a rule, a complete set of actions or operations for organizing and conducting advertising campaigns of manufacturers. The activity of such agencies is distinguished by high professionalism and quality of executed orders for various types of promotional materials.

• 7. A characteristic feature of advertising in the last two or three decades is its transformation into a separate branch of the country's economy - the advertising business. It is developing so powerfully and rapidly that, in terms of pace and qualitative changes, it is far ahead of many spheres of the production and economic life of society.
• 8. The existing market of competition among advertising agencies determines one more specificity of modern advertising: the increasing dictate of the advertiser. Advertising agencies are forced to work in conditions that advertisers are constantly tightening. And they essentially "take away" part of the profits from advertising companies, forcing them to make additional discounts or pay more money for advertising.
• 9. A distinctive feature of the modern advertising business is the extensive research activity in all its fields, which is carried out by hundreds of organizations in developed countries. Experts predict that scientific and technical progress in the third millennium will radically affect the means of disseminating advertising and, accordingly, its types, forms, design, etc. Big changes in advertising management and business are expected due to current and even more future advances in the field of electronics. Many researchers believe that new, non-traditional advertising distribution channels will emerge. Most likely, television, radio and print will give way to computer methods of advertising transmission. These are computer receptions of direct mail (transmission of messages by fax), cable television with a huge number of channels and the Internet. All of them have already entered the business life and even the life of the population of the developed countries of the West.

Ministry of Education and Science of the Russian Federation

Ural State University of Economics

Department of Commerce, Logistics and Marketing

COURSE WORK

In the discipline "Marketing" on the topic:

Performed by student KD-07 Matvienko M.A.

Scientific Supervisor of KES, Associate Professor of the Department of KliM

Mineeva T.B.

Introduction 3

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

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

1.2 Classification of advertising media and their characteristics 8

2.1 general characteristics enterprises 13

3.2 Economic methods to improve the efficiency of advertising 37

Conclusion 40

List of used literature 42

Applications 44

The topic of the course work is relevant because any self-respecting company needs an advertising 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 to cover as many people as possible. In this way, millions of people, and even a nation, begin to receive both breaking news and promotional messages.

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

In conditions market economy One of the most important factors for the success of any company is the ability to attract new customers. The main tool for solving this problem is advertising campaigns. In this case, the marketing department faces the problems of planning advertising activities, allocating resources and evaluating the effectiveness and results achieved.

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

The object of the study is Domovyonok LLC.

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

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

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

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

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

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

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

The following structure is defined for the disclosure of the set topic: the work consists of an introduction, three chapters, a conclusion and a list of references. The title of the chapters reflects their content.

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

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

In today's market conditions, no commercial enterprise can successfully do business without advertising in one form or another. For many centuries, being a constant companion of man, she changes with him. It is our deep conviction that understanding of modern advertising cannot be complete without an analysis of the main historical stages of its development.

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

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

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

Advertising, on the one hand, brings 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.

The most common area of ​​advertising activity is trade advertising, the subject of advertising influence is goods, trade enterprises, services provided by these enterprises. In its essence, trade advertising is the purposeful dissemination of information about the consumer properties of the product and (flying leaflets and proto-newspaper). The invention of the printing press forms the prerequisites for the quantitative and qualitative development of advertising.

Market development stage
Market preparation stage	Consumer information Formation of potential consumers Creation of representation about commodity producers
Stage of introduction of new products	Increasing the number of potential buyers through increased advertising Purchase promotion Creation of the necessary relationship to the commodity producer, i.e. his "image" of the enterprise Emphasis on the motives of purchases when choosing goods
Stage of mass sale of goods	Maintaining the achieved level of sales Stabilization of the circle of buyers Expansion of sales taking into account the growth in output of goods
Demand switching stage	Reminder Determination of priorities by replacing goods Reorientation of buyers

Properly organized advertising at retailers creates the prerequisites for more efficient production of goods and better satisfaction of the needs of the population. It is unacceptable to use in trade advertising exaggerated data about the quality of the goods or to pass off a counterfeit product as a full-fledged one, to influence the base inclinations of a person and use other negative motivations. The design of shops, pavilions and other outlets must meet modern aesthetic requirements, fit into the architectural style of the city, and the cost of organizing such advertising should not exceed a reasonable (rational) amount.

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

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

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

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

1.2. Classification of advertising media and their characteristics

Trade uses a variety of advertising media, which are information carriers to influence the object of advertising.

· According to the purpose, advertising media can be designed for wholesale and retail buyers, for certain groups of the population (men, women, children, householders, athletes, tourists, schoolchildren, farmers, etc.);

· Depending on the nature of the technical means used, the following types of advertising are distinguished: showcase, advertising in the press, print advertising, audiovisual, radio and television advertising, and others. Showcase advertising includes window and in-shop advertising, shop windows in retail trade enterprises, shop windows and product exhibitions at wholesale depots, fairs, exchanges.

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

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

Trade advertisements can also often be found in the press. Ideally, the readership of the publication and the target audience of the advertising message should match. Advertising in the press is provided by publications in various newspapers and magazines and various advertising supplements (or publication inserts). As a kind of advertising in the press, you can consider advertising in reference books and educational publications. They are characterized by significantly greater durability, as well as the presence of a large secondary audience.

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

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

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

The catalog is primarily used by retailers to describe products and list their prices.

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

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

table 2

Distribution of 100 experts on the basis of ease of viewing

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

A movie clip is a sound film shot on film, intended for subsequent “distillation” on video, broadcast or demonstration using a cinema installation.

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

More and more often commercial organizations prefer radio advertising, as it is one of the most rapidly progressing areas of advertising. The advantages of radio, as a means of transmitting advertising, include a wide format of frequency, selectivity, coverage, as well as the lively nature of the appeal, efficiency, and a relatively low level of advertising rates.

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

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

Outdoor advertising is a media channel that conveys an advertising message to recipients using typographically printed posters, drawn billboards and light panels installed in places with the busiest traffic, as well as along highways and railways.

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

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

2.1 General characteristics of the enterprise

Domovyonok LLC is a manufacturing enterprise engaged in the manufacture of high-quality modern building materials that have already proven themselves throughout Russia. Domovyonok LLC is located in the Tyumen region.

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

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

Currently, there is only one plant for the production of this type of building materials in the city of Tyumen. In the face of ever-increasing demand for Construction Materials it would be expedient to increase the volume of manufactured products to meet all the needs of the residents of Tyumen and nearby cities.

The main advantages of plastic panels:

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

· Perfectly combined with any decorative and finishing materials.

· Durability, for a long time retain an excellent appearance.

Easy to install, no special knowledge or tools required.

Eco-friendly, odorless, non-toxic.

· Fireproof, does not contribute to the spread of fire.

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

Easy to clean, dust and dirt are easily removed from the surface.

· Affordable price.

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

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

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

Increase in the number of buyers through increased advertising. With the increase in advertising costs and with the intensification of advertising campaigns and options, the number of buyers must increase, the turnover of the enterprise and the establishment of large relationships with buyers must increase, without this, ongoing promotional activities lose all meaning;

Promotion of purchases largely depends on the constancy of promotional events, if this does not happen, then the company loses potential buyers and its rating among competitor stores immediately falls;

The main tasks of the advertising department of Domovyonok LLC can also be attributed to the creation of the necessary attitude towards the commodity producer, i.e. if the consumer doubts the trustworthiness of the good name of the commodity producer, then he will look for an analogue of this product from a competing company, which is not at all beneficial for the company. It is necessary to constantly focus on the motives of consumers when choosing goods, it is then that it becomes possible to choose the right “note” and model these motives in your favor. It is necessary to constantly maintain the achieved level of sales and to fight in every possible way through promotional activities to increase it. If this still cannot be done on your own, you should resort to the services of advertising agencies and resolve the situation before it gets out of control. Expansion of sales, taking into account the achieved demand from buyers, is the fundamental goal in the work of the advertising department of Domovyonok LLC.

· formation of corporate identity of the enterprise to raise the prestige and increase competitiveness among a large number of enterprises - competitors;

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

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

Exhibitions - sales;

Carrying out extended sales;

Carrying out promotions;

Sales and more.

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

2.2 Organization of advertising activities of Domovyonok LLC

The purpose of Domovyonok LLC in the field of advertising is:

· increase in the volume of sales of products of Domovyonok LLC;

· raising awareness of the population about the activities of Domovyonok LLC;

Creation of a long-term positive image of the enterprise;

Expansion of the product sales market;

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

2. Formation of the image of Domovenok LLC;

3. Maintaining product and company awareness;

4. Formation of preferences for the brand of Domovyonok LLC;

Ways to achieve goals and objectives:

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

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

Maintain good team relationships;

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

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

· Contacts with representatives of the press;

· Participation of heads of the enterprise in public life;

· Attending various ceremonies, presentations, other social events.

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

3) Advertising to expand sales. By advertising, you can determine how flexible an enterprise is, how quickly it is able to respond to market changes. The form and methods of using advertising are so diverse that it is rather difficult to draw any conclusions about its specific qualities.

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

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

Promotion (promotions, tastings, prizes, etc.)

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

Participation in the exhibition gives you the opportunity to demonstrate your product. The working group on the organization of exhibition stands should develop a plan for presenting information at the stand. The department for the development of the corporate identity of the product carries out the design processing of the stand. To the booth from the division background information and work with clients is allocated a few (4-6) employees. The overall level of awareness, correctness and appearance of employees at the stand, the design and technical level of the stand itself determine the image of the company and the interest of visitors in the exhibited product.

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

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

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

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

2) television operator's errors in typing lead to distortion of advertising information;

For these reasons, Domovenok LLC receives a number of phone calls that are not related to the activities of the company.

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

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

Booklets are special editions dedicated to our company and its products. In booklets, it is customary to place photographs and short biographies of the first persons of the company along with the advertising text, name its sponsorship and charity events, disclose participation in international fairs and exhibitions, in the political life of the country. Booklets are usually made on the best paper, multicolored and very prestigious. They must be handed over at any visit to the company, presentation, exhibition or contract.

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

Price-list - a list of goods and prices for them. No illustrations.

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

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

The strategy and tactics of conducting an advertising campaign of Domovyonok LLC consists in its phased implementation, where an especially important role is given to the planning of advertising events. In accordance with this, the plan of promotional activities reflects the appropriate proportions in the placement of advertising. At the same time, a specific performer is assigned to each event - a full-time or freelance employee of Domovyonok LLC.

Carrying out promotions (giving out prizes);

Conducting surveys at points of sale of goods;

Publication of leaflets about the company's products;

Study of consumer demand - important element advertising activities in the enterprise. When studying and analyzing the market, attention is focused on three main areas:

Identification of the needs and requirements of buyers;

Identification of the degree of awareness of buyers;

Identification of the degree of customer satisfaction;

A survey was conducted to study consumer demand.

On the same day in different outlets Tyumen visitors were offered a questionnaire (Appendix A). In these responses, claims and suggestions for product information were formed.

Questioning is a good form of studying consumer demand. The company Domovyonok LLC is used quite often.

The Domovyonok company also practices promotions that take place directly at the points of sale of products.

Promotions consist in familiarizing customers with new products, issuing prizes, gifts for a specific purchase.

Prizes and gifts, as a rule, are souvenirs decorated with the extensive use of Domovyonok's branding. These include fountain pens, various key rings, badges, lighters, ashtrays, T-shirts, hats, bags, wall and table calendars, etc.

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

The diagram shows that sales before the promotion are drastically different from sales after it ends. Sales increased by 1.5 times. It can also be seen that the maximum number of sales is during the promotion.

At the same time, detergents were supposed to appear on the city market. And, in order to decide whether it is worth putting them on sale, during the promotional campaign, a promotional campaign was held in parallel for the use of a new product and a blitz survey of buyers on whether they liked the properties of the cleaning powder, whether they are satisfied with the price, whether they will use this product. The survey showed that the majority of buyers were not satisfied with the overpriced detergent and they had no particular desire to buy this type of product. In accordance with the results of a marketing study, it was decided not to release the product on the Tyumen market.

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

Survive in today's conditions can only those who will trade in goods at competitive prices. To do this, Domovyonok LLC takes all measures. As a manufacturer of products, Domovyonok LLC, in order to stimulate the sale of goods, provides additional services to customers:

Free shipping of goods;

The system of discounts for holidays is provided.

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

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

Social;

Economic;

Psychological.

can be determined by the formula:

P \u003d - (I p + I d)

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

H - trade markup for goods;

And d - additional costs associated with the increase in turnover, rub.

Speaking about the effectiveness of the psychological impact of advertising on the consumer, they mean their impact on public opinion. The impact of certain advertising means is characterized by the number of consumer coverage, the brightness and depth of the impression made, the degree of attention.

The observation method registers the number of passers-by who stopped at the shop windows, entered the store, determines the number of buyers who are interested in the displayed product and who bought it.

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

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

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

The company "Domovenok" uses methods of observation and surveys to determine the effectiveness of advertising. Domovyonok LLC conducts surveys using a questionnaire, with customers to identify the most effective advertising medium.

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

To determine the effectiveness of a particular advertising medium, questionnaires are compiled, which, according to a pre-designed program, are brought to the attention of consumers in writing, in personal conversations, on radio or television. An analysis of the responses received allows us to draw appropriate generalizations and conclusions. One of the latest polls was conducted by Domovyonok at points of sale directly with potential buyers. The buyers were offered a questionnaire with the question: How did you find out about Domovyonok products?

The results of the study were as follows:

3. from acquaintances - 20%;

4.television - 15%;

5. leaflets, booklets - 10%;

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

As can be seen from the table, in 2008 there were no TV advertisements. The company "Domovenok" planned to carry out this type of advertising. Funds were even allocated for these purposes, but the event was not held.

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

Table 3

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

Advertising on the Internet requires a minimum cost from the company. This is the only advertisement whose prices remained fixed in both 2007 and 2008. Placement of advertisements in computer networks is the most modern and highly effective method advertising. Today the Internet consists of more than 20,000 networks in 69 countries on 7 continents.

Advantages of the e-page:

wide availability;

no price per copy;

the ability to easily update information;

Possibility of establishing Links;

The page has an unlimited circulation;

Allows for feedback.

Advertising on the Internet must be served competently and professionally, so the saturation of Internet pages must be strictly controlled by the advertising and publishing department, and be sustained in corporate identity. All advertising materials (printed advertising, business cards, letterheads) must contain a URL (network address).

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

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

It can be seen from the diagram that Domovyonok LLC invests most of its funds in outdoor advertising and television advertising, this is due to the fact that this media channel is the most “expensive” and most effective of all. Other key advertising usage metrics can be estimated from the chart data.

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

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

company companies

Brand knowledge

brand consumption

3.1 Ways to improve the organization of advertising activities

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

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

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

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

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

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

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

And, finally, the most attractive point is the relatively low cost of advertising on the Internet.

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

As for the site itself, it seems necessary to increase its volume due to detailed information on the availability of goods (their detailed description) provided by the company. You can also advise to place on the site a list of the most frequently asked questions and answers to them; a form, by filling in which the site visitor can not only ask a question, but also apply for registration of his IP. It is also planned to provide a discount to those who apply on the company's website to further attract customers. In addition, for Russian enterprises and organizations, the prices for services are much lower than for foreign ones.

It is necessary to place banner ads on most of the St. Petersburg servers and on the most visited Internet resources. This is necessary to increase the popularity of the site itself so that potential customers can easily discover the company's site.

It is definitely necessary to create your own email distribution list. This will not require significant efforts and investments, and the effectiveness of this step will be very high, because. this newsletter will be distributed to the target audience, not randomly.

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

And, finally, it will be useful to organize e-mail newsletters according to existing mailing lists.

The validity of all of the above is based on a large audience coverage, relatively high potential solvency, territorial unlimitedness (not only within a city or country), low cost of Internet advertising compared to other types of advertising, high potential for the development of the Internet and computer technologies.

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

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

3) Intensify work with journalists to place image advertising in the media.

4) Increase the cost of printing and souvenirs.

5) Strive to expand the range of products.

6) Expansion of the client base.

7) Increase the role of planning. Develop not only quarterly plans for advertising work, but also for the year. Plan joint activities with wholesalers, manufacturing firms, as well as external sources of financing. Prospective and current planning of advertising work will allow for even distribution of funds and workload of staff throughout the year.

Planning advertising activities provides for the definition of its goals, ways to achieve them and creates the conditions for the enterprise to realize its features in a competitive environment. Setting goals determines the prospect of using advertising in the enterprise and creates conditions for evaluating effectiveness. The implementation of advertising objectives obliges all structural divisions of the enterprise to act in conjunction.

When developing an advertising plan, a distinction is made between primary and secondary goals. main goal must be formulated in writing so that, if necessary, it is gradually refined without making mistakes. Without a clearly defined goal, it is impossible to successfully carry out advertising activities and accurately determine its result. The purpose of promotional activities can be short-term, medium-term and long-term. Setting goals is a time-consuming, complex and not always fully feasible task. The established goal must be realistic, achievable in a certain time and certain properties.

Goal setting eliminates errors in the creation and distribution of advertising media. It is a guideline for every performer, opens up the necessary space for his creative initiative.

Depending on supply and demand, the plan provides for promotional activities for a particular type of product. Advertising plans allow a company to determine in advance a program of action as a result of changing market conditions.

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

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

In this regard, it is advisable to plan advertising activities in four stages.

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

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

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

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

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

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

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

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

3.2 Economic methods to improve the efficiency of advertising

It is desirable for the advertising department of Domovyonok LLC to establish accounting for the effectiveness of advertising. This will allow you to obtain information about the advisability of advertising and the effectiveness of its individual types, to determine the conditions for the optimal impact of advertising on potential buyers.

In most cases, it is not possible to absolutely accurately determine the effectiveness of individual advertising media, an advertising campaign. However, the approximate calculations justify themselves.

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

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

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

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

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

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

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

Тd - additional turnover under the influence of advertising, rub.;

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

Id - additional costs for the increase in turnover, rub.

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

However, the data obtained is still not enough to compare the cost-effectiveness of the costs of conducting various promotional activities, so the management of Domovyonok LLC is invited to evaluate its profitability.

Conclusion

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

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

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

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

geographic separation in space;

complex technology of functioning;

Diverse and complex unstructured information in large volumes;

· uneven attraction of labor resources for the implementation of complexes of promotional activities;

connection to the implementation of individual events of non-advertising divisions of an industrial enterprise and third-party organizations.

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

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

Bibliography:

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2. Civil Code Russian Federation, 1994 (as amended in 2001) // Consultant Plus legal reference system with amendments and additions as of 20.12.2008

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APPENDIX A

The questionnaire consisted of 7 questions. Based on the analysis of these responses, the following conclusions can be drawn.

1. Gender, age.

Most of the respondents to the questionnaire were men and women between the ages of 23 and 50.

2. Do you use Domovyonok products?

No (40%);

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

Not always, as it turns out (40%);

4. What do you know about Domovyonok products?

Adhesive ceilings (50%)

Wall panels (35%)

Glue (15%)

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

6. What attracts you to our products?

Product quality (43%);

Convenient packaging (22%);

Price (18%);

Wide range (17%);

7. What would be your wishes?

Expansion of the range (54%);

Expansion of the number of places for purchasing goods (23%);

Lower prices (15%)

A brighter, more recognizable brand name (8%).

Petrevich has a package of documents on the protection of the office in Salekhard on his desk. There's a bill for January. Set it up for next week's pay. In the future, the amount will be less. Galina agreed.

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

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