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

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

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

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

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

Introduction

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

In a market economy, one of the most important factors for the successful operation 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 is faced with the problems of planning advertising activities, allocating resources and assessing the effectiveness and results achieved.

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

Advertising policy: concept, goals, objectives, management

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

· organize the basic principles of organizing advertising activities;

· develop a system for selecting advertising distribution media;

· select and approve methods for forming an advertising budget;

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

· what means of advertising distribution to choose;

· principles for selecting advertising media;

· what tools to choose to attract the target audience;

· how to distinguish yourself from competitors using advertising distribution methods

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

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

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

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

1. Setting goals

2. Identification of the target group

3. Decision to develop a budget

4. Choice of treatment

Planning an advertising policy

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

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

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

· characteristics of the buyers' market;

· characteristics of the sales volume of a particular product;

profit characteristics;

· characteristics of the product and its price.

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

1. Gaining leadership in product performance.

2. Gaining leadership in terms of market share.

3. Maximizing the total current profit of the company.

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

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

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

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

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

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

· reference data about the company's products;

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

· background information about the company's competitors;

· actual data on competitors’ expenses for product promotion;

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

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

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

1. sales goals;

2. communication goals.

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

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

· When analyzing market conditions, the following is examined:

· Demand for goods;

· Market volume;

· Company market share;

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

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

The task of an advertising campaign is to allow the product image to “wedge itself” into the already fully occupied mental space of the mass consumer. Psychologically, this is very difficult - after all, people are prone to inertial thinking and, for the most part, do not want anything new. It is necessary to convince the consumer that the offer is truly unique - otherwise he simply will not make room in his psyche for posting information about the product and the place where it is sold.

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

determine the “portrait” of your buyer;

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

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

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

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

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

The simplest examples:

Printing is much cheaper in the summer;

Get the best TV time by purchasing it in 3-5 months.

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

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

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

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

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

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

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

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

Conclusion

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

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

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

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

List of used literature

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

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

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

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

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

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

graduate work

1.2 The essence of advertising policy

Advertising policy is a system of approved rules and ideas based on the key values of the organization, regulating the targeted management of methods and means of advertising distribution in relation to the activities of the subject, in relation to objects to form relationships between them. In this case, the subject of advertising policy is an enterprise/company/firm, while the object of advertising policy is a representative of the target audience, a means of distributing advertising (TV channel, press, radio, Internet and other information distributors) and competitors.

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

Promotion of sales of goods or services;

Introduction of new products and services to the market;

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

Creating a favorable image of the organization (company) and product (service);

Attracting investors;

Clarification of the basic principles of organizing advertising activities;

Development of a system of advertising distribution media;

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

Which means of advertising distribution should you choose?

What tools to choose to attract the target audience;

What are the principles for selecting advertising media;

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

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

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

Often, the marketing budget consists of the cost of distributing an advertising message, taking into account the fact that elements of advertising are present in most marketing tools, for example, working with the public, personal selling. In other words, marketing communication is based on advertising tasks, that is, attracting a potential buyer to the sales process.

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

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

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

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

3. It is necessary to clearly understand what result the organization expects at the end of the advertising campaign. Having theoretical ideas about this, as well as practical results from an advertising campaign, can significantly facilitate the analysis of the work done, identifying errors, and eliminating them in subsequent advertising events.

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

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

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

Among the currently most widely used methods for determining advertising costs used in drawing up a budget for product promotion, we highlight: the “percentage of sales” method, “of cash”, the “based on goals and objectives” method and the competitive parity method. The main methods for determining advertising costs and their characteristics are presented in Table 1.

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

Table 1 - Methods for determining advertising costs

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

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

An advertising manager must know the potential and specifics of the main types of advertising activities, the means of distributing advertising messages, the stages of the advertising process and the associated set of works. He needs to master modern approaches to organizing advertising activities, assessing their effectiveness, and have a clear understanding of the main means of psychological influence that are used in advertising.

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Advertising policy of the enterprise Pochinkovskoe UPSM LLC

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

Rice. 2 Making marketing decisions at the Pochinkovskoe UPSM company

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

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

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

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

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

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

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

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

Table 2 Budget distribution

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

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

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

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

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

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

Radio advertising costs take second place in terms of share among other advertising company costs. The Pochinkovskoye UPSM enterprise placed its advertising videos on two radio stations: radio Dacha and Europe +. The texts of the videos are played every other day.

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

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

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

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

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

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

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

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

· organize the basic principles of organizing advertising activities;

· develop a system for selecting advertising distribution media;

· select and approve methods for forming an advertising budget;

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

· what means of advertising distribution to choose;

· principles for selecting advertising media;

· what tools to choose to attract the target audience;

· how to distinguish yourself from competitors using advertising distribution methods

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

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

1. Setting goals

2. Identification of the target group

3. Decision to develop a budget

4. Choice of treatment

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

· characteristics of the buyers' market;

· characteristics of the sales volume of a particular product;

profit characteristics;

· characteristics of the product and its price.

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

1. Gaining leadership in product performance.

2. Gaining leadership in terms of market share.

3. Maximizing the total current profit of the company.

· reference data about the company's products;

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

· background information about the company's competitors;

· actual data on competitors’ expenses for product promotion;

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

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

... "Polushka". Retail outlets of individual entrepreneurs are developing, which is especially typical for rural areas and small towns. 1.3 The main directions for improving the policy of managing the trade turnover of a trading enterprise Trade turnover management provides the economic basis for all activities of a trading enterprise since trade turnover characterizes the main volume...

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

Assessments of the company's strategic planning, its management, resource management and production costs, marketing and sales activities. 1.3 Factors influencing the profit and profitability of a trading enterprise Identification of factors influencing profit involves studying the economic conditions of its formation. Under the influence of external and internal conditions of economic activity...

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

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