ВКР Бережная Ц48 (1215332), страница 15
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To the category of synthetic marketing communications carry, as already mentioned above, branding, exhibitions and fairs, sponsorship and merchandising. The need to separate synthetic marketing communications into a separate group of marketing communications is linked to their common unifying feature - they are all marketing technologies and are oriented towards creating and maintaining the relationship between the firm and its target audiences. In synthetic marketing communications, the tools of all elements of the marketing complex find their application, both in content and in functions these communications go (and often far) beyond the scope of promotion.
Synthetic marketing communications, from the positions assigned to them the main goals, are divided into:
1. Synthetic marketing communications focused mainly on sales (sales):
- Exhibitions and fairs.
- Merchandising.
2. Synthetic marketing communications focused primarily on creating an image (customer loyalty):
- Branding.
- Sponsorship.
1. The brand is a complex category that combines such components as associations, impressions, benefits, expectations, brand name, characterizing the relationship between the firm and / or its goods and the consumer, purposefully and systematically formed by the marketing firm [35, p. 54]. The brand is not a statement of spontaneously formed perception by the audience of a branded product, on the contrary, it is a result planned and achieved in the process of branding.
The concept of branding can be defined in a narrow sense as the process of creating and managing brands, and in a broad sense as a new marketing technology for 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 creation of brand equity. Promotion of products or services-brands is the nature of investing in the business of the owner of the brand. Brand focuses the consciousness of consumers on the product and accumulates in itself the funds for its promotion.
2. Exhibitions and fairs - these two concepts have recently become little different from each other, especially with the position of implementing marketing communications, so they are often referred to as a single synthetic means of marketing communications of the firm - "exhibitions." Exhibitions - a synthetic type of marketing communications of the company which allows you to carry out communications in one place and at one time representatives of all parties involved in the market. Only at the exhibition is contact with so many competent specialists for a short period of time, since it is on it in the total mass of visitors that the interest of interested buyers - professionals is very high [1, p. 227].
3. Merchandising - a set of activities aimed at the allocation of goods at points of sale, attracting attention to them and encouraging buyers to make an instant purchase. According to K. Beauvais and U. Ahrens, about 80% of decisions to buy a particular brand of goods are taken directly in the store [1, p.542]. This statistics causes such a deep distribution in the practice of merchandising trade.
Many experts define merchandising as marketing in sales points, using the traditional marketing mix: goods, prices, sales, and communications.
The main activities in the field of merchandising are identified:
- Controlling the state of commodity stocks at a trading enterprise.
- Maintaining the desired product range and the required level of inventory.
- Developing and implementing the effective schemes for placing goods in trading rooms.
- Realizing a complex of marketing communications in points of sale.
- Stimulating the efficiency of sales personnel.
There is also such a thing as integrated marketing communications at points of sale (ISMPS) - this is a complex of marketing communications, which includes elements and techniques of advertising, sales promotion, personal sales and public relations. This, in fact, is the communication component of merchandising (promotion of stamps in points of sale).
The funds of the IMCMP are divided into external and internal:
1. External funds of IMCMP:
- signboards;
- scoreboard;
- showcases;
- icestoppers – are items near the store (product layout - light flax, mannequins, flat figures, barkers).
2. Internal funds of IMCMP:
- POS - materials (point of sales - place of sale);
- Music;
- smells;
- goodwill of the staff, its firm uniform;
- design of commercial premises using the canons of the corporate style of the store.
4. Sponsorship
Federal Law No. 38-FZ of 22.06.2006 "On Advertising" gives the following definition of the sponsor:
Sponsor - the person who provided the funds or provided the provision of funds for the organization and (or) the conduct of a sport, cultural or any other event, the creation (or) broadcast of a TV or radio broadcast, or the creation and (or) use of a different result of creative activity.
Sponsorship is a system of mutually beneficial contractual relations between the sponsor and the subsidized party (recipient), whose overall goal is to achieve the communication and marketing goals of the sponsor [52, p.197].
Depending on the type of main target audience, the following areas of sponsorship are distinguished:
1. Sponsorship focused on the consumer (on client markets):
2. Sponsorship oriented to the general public (to the public):
The main areas of application of sponsorship are:
- Sports (comes first in the activity of sponsoring).
- Culture and art.
- Social sphere
Thus, marketing communications are called the tools by which the message is sent; they are divided into four main types: advertising, sales and sales promotion, public relations, personal sales.
In addition to the main ones, now, communications are actively developing, simultaneously using several or all of the main types of marketing communications and thus allowing to achieve a synergistic effect. These include direct marketing, branded technologies, sponsorship, exhibitions and fairs, integrated marketing communications at points of sale. The most rapidly developing forms of direct communication with the target audience are currently developing. Of these, the promotion of goods through electronic networks, in particular through the Internet, is particularly important.
The influence of the communications carried out by the company and their potential impact on the target audience depends on how effectively the communication is planned.
Careful planning of the marketing communications strategy makes it possible to build more precise communications that will have an increased impact on the market, saving large amounts of money. The planning process also facilitates regular analysis, done and helps the manager to get a common perspective, which is sometimes lost in a variety of everyday tactical actions [26, p. 176].
The strategy provides the company with many benefits:
- Each tactical action undertaken within the framework of the overall strategy is interfaced with other actions, which allows increasing the overall final result of the company's activities.
- Tactical planning, if it is coordinated with a clearly defined strategic direction, is easier and more expeditious.
- The strategy of marketing communications leads to the strengthening of the overall communication impact through integration.
- The strategy of marketing communications is based on the organization's marketing strategy, which, in turn, flows from the company's strategy. The marketing strategy includes the definition of the goal, the choice of markets (consumers), positioning, the development of a marketing mix, the allocation of resources.
As you know, the strategic process begins with the study of the target market. It is necessary to analyze the results of the company's activities for the previous period and the potential of the product or brand. For this, we use indicators of changes in sales volume, market share, profit. It is also necessary to consider the attractiveness of the market and the availability of distinctive advantages of the promoted product or brand [7, p. 194].
The next stage is the formulation of the goal of communication. Goals are formulated based on a definition of what can affect the behavior of the target audience. Clear definition of goals affects the next stages of communication planning; they also serve as criteria for evaluating the campaign after its completion. Therefore, they must be specific, measurable and operational.
After formulating goals, it is necessary to assess the factors that determine the relative importance of various channels of marketing communications. The next step is to develop a communication strategy: it should best correspond to the goals of communication. The development of a communication strategy involves choosing the type of communication and developing the message. The correct choice of types of communications, each of which has its own characteristics, certain advantages and disadvantages, largely determines the success of the campaign [1, p. 293].
Next - the stage of drawing up and distributing the budget. The amount of money that will be spent on a set of marketing communications depends on the communication strategies chosen by the firm. The amount intended for each element of the complex is determined by its relative importance. The main methods of compiling the communication budget are: on the basis of goals and objectives, based on percentages of sales and based on parity with competitors. Arbitrary methods are also used. All methods act as "top-down", and "bottom-up".
The final stage of developing a complex of marketing communications is the evaluation of the effectiveness of marketing communications. A good indicator for assessing the effectiveness of each element of the marketing communications complex is the increase in sales volume, which is provided by each additional ruble spent on advertising, sales promotion, personal selling, public relations. Given the difficulties in determining this indicator, the effect of communication can be assessed by intermediate indicators. In particular, it is possible to evaluate the effectiveness of the communication appeal on the awareness of the brand and the attitude to the company, which ultimately determine the volume of sales of its products [1, p. 244].
It is possible to conduct surveys of consumers and buyers to determine the level of awareness of a product or brand, an understanding of their main features and messages, identify consumer attitudes towards the product, brand and communications. Surveys are necessary for developing a message and determining an adequate communication channel. In addition, these studies are useful for identifying the strengths of the product or brand that should be developed, and the weaknesses that need to be overcome.
To develop effective communication, you also need detailed information about customers and the processes of making a purchase. We study the types of customers who purchase goods or brands, the reasons for buying them, the places of purchase, the methods of consumption, the persons influencing the purchasing processes and the degree of their impact. On the basis of these data, the most profitable buyers are determined and an understanding is formed of how to deliver information to them.
The set strategic task or the problem of applied marketing should be matched by not only the tasks and methods of organization of marketing communications. But also by the organization of its conduct, including also the stages of choosing the format of the meeting, the management and budgeting principles, the methods of processing and analyzing the results, the formation of a report and the development of recommendations for implementation Marketing tasks [32, p. 234].
The practice of organizing marketing communications involves the use of one of three formats: self-organization of communications - by the company; with the involvement of a third-party organization; Partial cooperation.
Practice shows that only certain methods of organizing communications can be recommended for self-implementation. Among them:
- desk studies: attracting a third-party organization to a desk study can be costly and inexpedient, since the customer will lose time. As a rule, any marketer should be able to conduct an ordinary desk study;
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