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Nevertheless, thesender has the primary responsibility for achieving mutual understanding [7, p. 83].The most complete understanding of the nature of the communication process98is achieved when taking note of and eliminating existing communication barriersthat have a certain impact.Semantic barriers: problems in understanding the meaning, the meaning of themessage being sent and received.Organizational barriers: problems related to the remoteness of participants incommunication from each other; with the specialization of tasks; with differencesin the scope of power, authority and status of communicating people; with propertyfor information.Interpersonal barriers: problems of psychological climate, value system andnegative attitudes of communication participants.Individual barriers: a) problems associated with individual characteristics ofthinking and activities that can be determined by physical handicaps, diseases, andb) problems associated with personal communication skills in obtaining andtransmitting information that can be determined by inability to listen, poor attentionin reading and Psychological characteristics and state [43, p.
37].Economic, geographical and temporal barriers: the problems of time andmoney resources, different locations and the influence of the time of receiving themessage.Problems of channels and means of dissemination of information: the problemof conflict between ways of transferring information: which one is better. (Forexample, which is better: send the message in person or in writing).Technological problems: the problem of too much information for therecipient's perception [51, p. 41].Technological problems in the marketing channel of communications can leadto noise. Noise is the interference that occurs during the transmission of a messagedue to the one-time impact of several different messages on the recipient, whichlead to a decrease in the effectiveness of messages. Therefore, the marketer needsto make sure that the information sent by the organization is definitely stand outagainst the background of noise [43, p.
27].Thus, marketing messages should be allocated, first, from all accompanying99noise of non-marketing nature. They should be perceived precisely as marketingmessages, because consumers are looking for these particular messages and payspecial attention to them. With their help, consumers find the necessary goods andservices. Marketing communications provide customers with news and informationthat helps them to carry out their purchases more efficiently.Marketing communications, which the company uses in the process ofimplementing the promotion policy, are divided into two categories: to the first,"basic communications", advertising, public relations, promotion of sales andsales, personal sales.
The second, "synthetic communications," in a complex usingall or a few basic types of communications, include branding, exhibitions and fairs,sponsorship, merchandising [48, p. 41].1. Advertising is a printed, handwritten, oral, graphic or other notice of aperson, product, service or social movement that is openly originated from theadvertiser and paid for in order to increase sales, expand the clientele, receive votesor public approval.Advertising - a non-personal form of communication, carried out through paidmeans of dissemination of information with a clearly specified source of funding.Main advertising features and communication characteristics:- An impersonal character.
The communication signal comes to the potentialconsumer not directly from the manufacturer (seller), but through variousinformation intermediaries.- One-sided orientation of the advertising message from the producer to theconsumer.- The presence of a clearly defined advertiser - the one who ordersadvertising.- Presence of motivation for the consumer to perform the action necessary tothe advertiser.2. The public relations (PR) system operates in the field of publiccommunications or in the system of public relations. These communications have acertain difference from the communications that are formed in everyday life and100mass communications [54, p. 47].Ordinary communication is an interpersonal, oral form of communication,which is built through a dialogue between those involved in the communicationprocess.Mass communication is not personal, and often takes the form of amonologue.
Its implementation occurs through various types of means, such asprinting, TV, radio, etc. In this case, the public relations system combines boththese types of communications, as it speaks about objects to which thecommunicator is involved, and it appeals to both the individual and the generalpublic. Since public relations are a system of public communications, it can beclassified in terms of interchange with the environment as a relatively open system,where there is a constant exchange of information between the environment andthe organization. The PR system is constantly adapting to environmental changes,contributing to changes in the structure and processes occurring in the organization[54, p. 63].3.
Personal or personal sale is one of the oldest ways to promote a product. Itbegan its development along with the emergence of the market and the emergenceof an exchange. In today's competitive environment, personal selling is viewed byspecialists as the most effective means of establishing and maintaining mutuallybeneficial partnerships with clients.
Thus, personal sale is a type of marketingcommunications that presupposes a personal communication between the producerand the consumer, during which the seller carries out the presentation of theproduct with the aim of making a sale [52, p. 77].This concept assumes:- presence of at least two participants, from which the commercial interest inconcluding a transaction is possible;- communication or information exchange between them;- interaction of participants, that is, the seller's choice of a position and styleof behavior that correspond to the nature of the trading situation and lead tocooperation;101- mutual understanding of the parties that create the basis for forming thebuyer's positive attitude to the product of the company and then thedecision to buy.The essence of personal sale is to establish a trustful relationship between theseller and the buyer, which will lead to the conclusion of the transaction and thecreation of the basis for the development of a mutually beneficial partnership.4.
Stimulation of sales and sales is one of the most important tools in thepromotion of goods and services, as well as in maintaining and supplementingother means of marketing communications. Initially, this type of commercialcommunications was seen as an auxiliary tool in the promotion of personal salesand advertising. However, at present, most companies are increasingly aware of theimportance of a well-planned and coordinated incentive that they began to use it asan independent basic means of communication. Stimulation of sales and salesshould be used in conjunction with other elements of the marketingcommunications system. Most often, incentive actions are used in conjunction withadvertising and personal sales [7, p.
43].To the category of synthetic marketing communications carry, as alreadymentioned above, branding, exhibitions and fairs, sponsorship and merchandising.The need to separate synthetic marketing communications into a separate group ofmarketing communications is linked to their common unifying feature - they are allmarketing technologies and are oriented towards creating and maintaining therelationship between the firm and its target audiences. In synthetic marketingcommunications, the tools of all elements of the marketing complex find theirapplication, both in content and in functions these communications go (and oftenfar) beyond the scope of promotion.Synthetic marketing communications, from the positions assigned to them themain goals, are divided into:1.
Synthetic marketing communications focused mainly on sales (sales):- Exhibitions and fairs.- Merchandising.1022. Synthetic marketing communications focused primarily on creating animage (customer loyalty):- Branding.- Sponsorship.1. The brand is a complex category that combines such components asassociations, impressions, benefits, expectations, brand name, characterizing therelationship between the firm and / or its goods and the consumer, purposefully andsystematically formed by the marketing firm [35, p. 54].
The brand is not astatement of spontaneously formed perception by the audience of a brandedproduct, on the contrary, it is a result planned and achieved in the process ofbranding.The concept of branding can be defined in a narrow sense as the process ofcreating and managing brands, and in a broad sense as a new marketing technologyfor managing the firm's activities.The main marketing tasks of branding are:- Creation and positioning of the brand.- Strengthening the brand.- Updating the brand.- Deepening and expanding the brand.- Repositioning of the brand.Thus, the promotion of the brand is not just a waste of money, but the creationof brand equity.
Promotion of products or services-brands is the nature of investingin the business of the owner of the brand. Brand focuses the consciousness ofconsumers on the product and accumulates in itself the funds for its promotion.2. Exhibitions and fairs - these two concepts have recently become littledifferent from each other, especially with the position of implementing marketingcommunications, so they are often referred to as a single synthetic means ofmarketing communications of the firm - "exhibitions." Exhibitions - a synthetictype of marketing communications of the company which allows you to carry outcommunications in one place and at one time representatives of all parties involved103in the market. Only at the exhibition is contact with so many competent specialistsfor a short period of time, since it is on it in the total mass of visitors that theinterest of interested buyers - professionals is very high [1, p.
227].3. Merchandising - a set of activities aimed at the allocation of goods at pointsof sale, attracting attention to them and encouraging buyers to make an instantpurchase. According to K. Beauvais and U. Ahrens, about 80% of decisions to buya particular brand of goods are taken directly in the store [1, p.542].
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