In the process of marketing communications are possible. What are marketing communications for? Definition of marketing communications

Basic concepts

Brand. In-house advertising. Exhibition marketing. Direct marketing. Image. Image advertising. Integrated marketing communications. Information advertising. Communicative process. Communication strategy. Personal sale. Marketing communications. Reminiscent advertising. Public relations. Publicity. Personal sales. Proactive advertising. Promotion. Propaganda. Explanatory advertising. Advertising. Advertising slogan. Sales promotion. Incentive advertising. Trademark. Persuasive advertising. Packaging. Marketing communications management. Form style.

Introduction

Marketing has been developing at a fairly rapid pace over the past time, which has increased its role as one of the integral, and in some cases - and dominant components of any enterprise, in almost any field of activity. Along with this, the role of marketing communications has increased, which is undergoing a revolution.

According to F. Kotler, marketing communications Are the means by which firms try to inform, persuade and remind consumers, directly or indirectly, of their products and brands.

Marketing communications management - purposeful activity of the company to regulate market stability through information technology.

Marketing communications perform a number of functions that allow consumers to be informed about goods and services, and producers about consumer needs. Today, the activities of individuals, groups and organizations directly depend on their awareness and ability to effectively use the information available. In the information society, not only production will change, but also the whole way of life, the system of values. The main difference in the modern market is that information and knowledge moves in both directions: from seller to consumer and from consumer to seller. The development and spread of new technologies, globalization and informatization trends, an increase in the number of market alternatives have led to the transition of society from an industrial type of development to an informational one. In the life of modern society, modern economy, information, systems and technologies for its collection, analysis and impact on the audience are becoming increasingly important.

Thus, at the present stage of marketing development, communications are one of the main mechanisms for overcoming problems and accelerating the promotion of goods or services from the manufacturer to the end consumer. Timely use of elements of marketing communications directly affects the results of commercial activities and the effectiveness of marketing as an integrated system for organizing production and sales of products, built on the basis of preliminary market research of customer needs.

Communication theories

Disclosure of the main content of communication in marketing requires the use of an appropriate conceptual apparatus. Marketing communications are easier to understand if we consider the nature of their two constituent elements - communications and marketing in historical development.

An analysis of the definitions of marketing, as well as the main marketing concepts (Table 6.1), allows us to conclude that for a long time marketing was associated primarily with a market form of exchange, where the market often considered

Table 6.1

The Role of Communication in Marketing Concepts

Marketing concept	Basic principles	The role of communication
Production improvement	This concept claims that consumers prefer affordable and cheap products.	Limited to informing about the price and the place where the goods can be purchased
Product improvement	Based on the fact that consumers give preference to products that offer the highest quality, with the best performance and performance	Limited to proof that the item is of the best specification
Intensifying commercial efforts	It proceeds from the fact that consumers are characterized by some purchasing inertia and even resistance - the organization must introduce an aggressive sales policy and intensively promote its products to the market	Focused on getting an effect in the form of a sale
Marketing	The key to achieving the goals of the organization is to identify the needs and requirements of target markets and satisfy customers in ways that are more effective than those of competitors.	Communication is consumer-oriented and aims to convince the consumer that this product will best satisfy his needs
Socio-ethical	The underlying idea is the need to meet the needs and requirements of the consumer in more effective ways than those of competitors while maintaining and strengthening the well-being of the consumer and society as a whole	Communication is focused on the need to explain to the consumer the benefits that he gets from the product, as well as to disclose the social role in the activities of the organization

from a neoclassical point of view - as a large number of exchanging parties, for which the subjects have all the necessary information, and prices induce action.

Analysis of the definitions of data marketing in various sources also showed that communications were given a secondary role, and more attention was paid to the consumer and the organization of marketing management.

According to the American Marketing Association (AMA) Definitions Committee marketing - this is one of the types of creative management activity that promotes the expansion of production and trade and the increase in employment by identifying consumer needs, organizing research and development to meet these requests; marketing links the possibilities of production with the possibilities of selling goods and services, justifies the nature, directing the scale of all the work necessary to make a profit as a result of selling the maximum amount of products to the end consumer.

In this definition, all actions in marketing are aimed at achieving maximum benefits for the manufacturer through the comprehensive satisfaction of the needs of end users.

The focus on the consumer is reflected in a later definition given by AMA, which interprets marketing as a process of planning and managing the development of products and services, pricing, promotion of goods to customers and sales, so that the diversity of goods achieved in this way leads to the satisfaction of the needs of individuals, organizations, and society as a whole.

Such an integrated view of marketing, fixing attention on certain types of its activities, has been adopted by marketers in many countries, and not only by American specialists.

As defined by the UK Marketing Institute marketing is the main function of administrative personnel, which consists in organizing and managing the entire range of business activities related to assessing customer demand, converting it into real demand for a product or service, as well as promoting a product or service to a consumer or client in order to achieve the intended profits or other purposes.

Only over time, as marketing developed, a number of researchers (supporters of the social process) began to pay attention to the role of communications in marketing. According to F. Kotler, marketing - it is a social process aimed at meeting the needs and requirements of individuals and groups by creating and offering valuable goods and services and exchanging them with others.

The initial premises of the supporters of this approach are that not only the seller and the buyer, but also large and small social groups enter into interactions. therefore marketing is a system that allows you to build communication with the environment. Proponents of this approach see marketing as a social process, noting that its functions are to ensure high living standards.

It seems interesting to develop an understanding of the term "communication", its essence and content.

Communication has several meanings.

• 1. Way of communication, communication line (Explanatory dictionary of the Russian language by S. Yu. Ozhegov).
• 2. The process of exchanging information using verbal and non-verbal means in order to convey and understand the communicating subject and personal meaning of messages (Psychological Dictionary).
• 3. The mechanism by which the existence and development of human relations becomes possible (Charles Cooley, founder of American sociology).
• 4. The process as a result of which the unambiguous perception of the communication message by the subjects sending and receiving it should be achieved.
• 5. Transfer of information from one person to another, one of the ways of bringing ideas, facts, thoughts, feelings and values \u200b\u200bto other people by an individual.

Compared to the above definitions marketing communications Is a broader term. As applied to the market, to methods of managing the market behavior of organizations, the concept of "communication" goes beyond the simple verbal communication of people and the transfer of information from person to person. And the goals of marketing communications will differ, since they contain the idea of \u200b\u200bcommunication with potential consumers. J. Rosiger and L. Percy identify four possible goals of communication:

• 1) the need for a product category;
• 2) brand awareness;
• 3) attitude to the trade mark;
• 4) the intention to make a purchase.

Communication processis the way by which the sender's message reaches the recipient. This process, regardless of whether the interlocutors are talking, exchanging gestures or communicating by e-mail, always involves seven steps. An effective communication process involves eight steps (Figure 6.1), as it is two-way. Two-way communications ensure a high degree of sender and receiver satisfaction, minimize distortions, and significantly increase message reliability.

Step 1.Birth of an idea. At this stage, an idea is born that the sender would like to convey to the recipient, without it there can be no message itself, which means that the rest of the steps do not make sense.

Step 2.Coding. Here the idea is encrypted (converted into a form that is convenient for transmission) with the help of suitable words, diagrams, and other symbols used to convey information. At this stage, the sender determines the transmission method, the most adequate order of words and symbols.

Step 3.Broadcast. After the form of the message has been determined, it is transmitted. The sender chooses the communication channel. The sender also seeks to "clear" the communication channel of barriers or

Figure: 6.1. The structure of the communication process

interference so that the message will necessarily reach the recipient and attract his attention.

Step 4.Receiving. At this stage, the initiative goes to the recipient, who must tune in to the perception of the message and accept it. In cases where the addressee is not ready to receive the message, its content is largely lost.

Step 5. Decoding. This process is known as "bringing" the message to the recipient. The sender strives to ensure that the recipient adequately perceived the message, exactly as it was sent. For example, if the sender "transmits" a square, and after decryption a circle is obtained, then the message has been received, but no understanding has been achieved.

Understanding can only be realized in the mind of the recipient. The communicator can make the other party listen to his message, but has no way to make him understand. Understanding the received message is the exclusive prerogative of the recipient. Communication cannot be considered successfully completed until understanding arises.

Step 6. Adoption. After the recipient has received and decrypted the message, he can accept or reject it. Acceptance is a matter of choice and inclination; so it is up to the recipient to decide whether to receive the message in whole or in part. The factors influencing the decision depend on the recipient's perception of the degree of reliability of the message, the credibility of the communicator, and also on the intended use of the message.

Step 7. Using. Here the information is used by the recipient, who may not react to the message in any way; complete the task as instructed; save information for future reference or do something else. This step is decisive and depends primarily on the addressee.

Step 8. Providing feedback. In the event that the recipient realizes the message and responds to the sender, a feedback occurs between them, closing the communication loop, since the parties exchange information.

Two-way communications, formed in the presence of feedback, involve a dialogue between the recipient and the sender. As a result, a developing game situation arises in which the sender can (and should) adjust his next message in accordance with the received response. The sender always needs feedback (because it is this that allows you to know whether the message has been received, whether it is correctly decoded) and must make every effort to establish it.

Thus, the structure of the communication process must meet certain requirements to improve the efficiency of marketing communications.

The following conditions for the effectiveness of marketing communications are distinguished:

• communication goals. The sender of the message must clearly know what audiences he wants to reach and what type of response to receive;
• preparation of the message. It is necessary to take into account the previous experience of users of the product and the peculiarities of the perception of messages by the target audience;
• channel planning. The transmitter must transmit his message through channels that effectively convey his message to the target audience;
• effectiveness of the message. The feedback transmitter should evaluate the response of the target audience to the transmitted messages.

Communications can be classified according to the following criteria.

By goals highlight communications aimed at achieving quality and quantitative indicators, such as market share, sales volume, brand awareness, loyalty of old customers, etc. When setting goals, the requirements of specificity ( S), measurability ( M), consistency ( AND), relevance ( R) with an indication of the due date ( T) – model SMART. The goals set for communication determine the assessment of its effectiveness.

By the way of communication they are divided into personal (direct) communications and mass (impersonal, impersonal).

Personal (straight) communications are installed and directed to a specific representative of the target audience. The criterion for classifying communication as personal is the possibility of direct communication and feedback. Such communications can be:

• personal face-to-face - carried out in the personal presence of the sender and recipient of the message;
• personal correspondence - media, channels are used for communication (telephone, Internet connection, etc.).

Massive (impersonal, impersonal) communications directed to all consumers or their separate groups.

However, some types of communications can be classified as both personal and impersonal, depending on the individual characteristics of their use. For example, the Internet provides both the opportunity to place advertisements (non-personal form of communication) and the possibility of personal communication through communication by e-mail, on forums, questionnaires of visitors, etc.

By focus communications are divided into two types:

• 1) internal - in general, there are the following typical elements of internal audiences: founders, shareholders, top managers, managers, employees, the firm as a whole;
• 2) external - communication with the external environment, which includes the following elements of the marketing system: partners, intermediaries, suppliers, investors, government agencies, the financial sector, sponsors, community (local, regional, country level), media, competitors, clients, consultants (those who can recommend a product, a company to a buyer, refer a client to a company), purchase decision makers, etc.

By the degree of awareness distinguish communications:

• planned by the sender (conscious);
• unplanned by the sender (unconscious).

All employees of the company, and primarily those who directly deal with clients, are sources of transmission of unplanned information. While marketing communications professionals may not always have to be held accountable for these unplanned calls, they should anticipate and rule out calls that are inconsistent with the firm’s overall communications strategy, and stimulate the dissemination of information that fits the strategy.

By means of influence (communication tools) marketing communications are divided into the following types: advertising, public relations (public relations - PR), sales promotion, personal sales. Some modern sources add direct marketing to this ( direct marketing) and methods BTL.

Public relations Is a systematic ongoing activity to ensure equal information interaction and through this mutual understanding between the organization and its public.

Sales promotion includes all types of marketing activities aimed at stimulating customer action, in other words, capable of stimulating the immediate sale of a product.

A significant role in the promotion of goods is played by personal (personal) sales, which have recently been increasingly used as an effective means of promotion and sale. Personal sales are personal communications (face-to-face), during which the seller tries to convince potential buyers to purchase the company's products or services.

Marketing communications is the process of communicating information about a product to a target audience. It should be understood that no company is able to act at once in all markets, while meeting the needs of all consumers. In contrast, a company will only succeed if it targets a market whose customers are most likely to be interested in its marketing program. A target audience is a group of people who receive marketing messages and have the ability to respond to them. Even market giants such as Coca-Cola and Pepsico target specific populations to promote their new products. For example, the target market for “Diet Coke” is comprised of conscious consumers of a beverage created using dietary ingredients. Thus, "Diet Coke" is intended for those who consciously prefer such soft drinks - young people aged 12 to 24 years of both sexes and women from 25 to 45 years old.

Company professionals should understand that a variety of means can be used to most effectively communicate a marketing message. For example, the presence of a built-in CD-player and natural leather trim is an example of a sustainable marketing message about the high quality of the car. The price of a product can also convey certain information to customers - obviously, a 99-cent pen is unlikely to have the same respectable look and durability as a $ 50 pen. A company that distributes its products primarily through stores selling at discount prices, this alone informs customers a lot about the status of its products.

In this way, the product, its price and the way it is distributed can provide important market information to consumers. These three elements, along with marketing communications, form the marketing mix. Marketing communications are used to demonstrate important characteristics of the other three elements of the marketing mix in order to increase consumer engagement in purchasing a product. If marketing communications are based on a comprehensive, well-thought-out marketing plan, then they can generate a “great idea” that will be fully absorbed by the target audience. For example, Microsoft's "great idea" was to enable computer users to access information of interest by pressing just a few keys on the keyboard. The implementation of this idea in relation to the Internet was embodied in the slogan "Where do you want to go today?" and a graphic of a hand pointing to a Microsoft software product as an answer to a question.

Marketing communications along with the other three elements of the marketing mix are key to making strategic decisions based on the marketing plan. A marketing plan is a document that analyzes the current marketing situation, identifies market opportunities and associated hazards, sets development goals and outlines an action plan to achieve them. Each of the marketing mix areas has its own goals and strategies. For example, a pricing goal and strategy might be to increase sales in a given territory by setting a lower price for the item than its main competitors. Marketing communications are designed to give target audiences an idea of \u200b\u200bthe overall marketing strategy of the firm by sending them special messages about the product, its price and sales methods in order to generate interest or convince them to accept a certain point of view.

In the following, we will look at five basic elements that are present in all marketing communications: consumer persuasion, goals, contact points, participants in the marketing process, and different types of marketing communications.

Persuasion and information

All marketing communications are aimed at providing the target audience with certain information or persuading them to change their attitude or behavior. For example, Kraft would like to make consumers believe that its cheeses are superior in quality to those of all other manufacturers. Hallmark is committed to ensuring that customers remember it "whenever they would like to send the very best postcard." Selling firms * use a variety of ways to convince consumers. They can use any information, arguments and incentives. It is also necessary to actively listen to the voice of customers. For example, the telephone number of the help desk, indicated on the packaging of diapers, is one of the most successful tools for establishing marketing communications, since young mothers can always use it to comment on a given product to the company or get advice on its use.

All marketing communications are focused on solving specific problems, which, in turn, must correspond to the goals of the communication program. Typically these goals include building brand awareness among buyers, spreading information, enhancing market culture, and building a positive image of the company or its brand. The ultimate goal of any marketing communications strategy is to help the firm sell its product and thus maintain its business.

Contact points

For successful work in the market, a company must deliver its marketing messages to any places where contact of the target audience with its brand is possible. Places for such contacts can be very different: from a store that directly sells goods to a room in which a customer can watch commercials on TV or call a "hot" telephone line and get information of interest. Marketers can plan ahead for certain types of contacts, such as those arising from an advertising campaign, but sometimes contacts take place independently of the plans developed. Such unplanned contacts may occur as a result of the dissemination of certain information received by customers. In particular, the overall design of a retailer may indicate unequivocally that it only sells inexpensive goods, and a low level of service would indicate that the firm cares little about the interests of customers. To have the greatest impact on the target audience, the company must consider the problem of possible contact with the consumer as an important part of its marketing program. For the successful implementation of the latter, it is necessary that the marketing message at each point of contact works to convince the buyer of the merits of the offered product.

Participants in the marketing process

The target audience includes not only potential customers. A participant in the marketing process is any person who contributes to the success of a company or the promotion of its products. Thus, the participants in the marketing process can include the employees of the company, the sellers of its products, suppliers, residents of the territories where the goods are produced and sold, the media, state regulatory bodies of commercial activities, as well as buyers.

The target market for Diet Coke is comprised of diet drink conscious populations. One of the participants in the marketing process of this company is the Food and Drug Administration (FDA), since it regulates the sale of food and beverages to the public, including “Diet Coke” products. Other participants include wholesalers and retailers who directly influence how and when a product finds a buyer, financial analysts who influence the behavior of the company's shareholders, as well as the population of the territories where the Diet Coke factories are located.

The idea that participants in the marketing process, along with consumers, can play an important role in the implementation of a company's marketing program is gaining more and more confirmation in the practice of modern business. For example, Houston-based Men 's Wearhouse, which owns more than 260 department stores and has an annual turnover of more than $ 430 million, attributes its success to its people skills, with its own employees as key players in its marketing process. only followed by consumers, suppliers, locals and shareholders The company is convinced that caring for its employees will provide better customer service.

Competitors of a firm can also be considered as participants in its marketing process. For example, IBM and Apple at one time joined forces to create a new computer. Such partnerships are becoming more common as companies agree to work with each other to maintain their market share. In particular, Asian airlines such as Cathay Pacific, Singapore International Airlines, Thai Airways International and Malaysian Airlines Systems have developed joint flight schedules to protect their market from the entry of larger, world-renowned air carriers.

Governments responsible for business regulation can also have a great impact on the work of many companies, from the leaders in the cigarette industry to Microsoft. When promoting some of its new products, Microsoft felt it necessary to issue special appeals to government agencies and to its competitors, in which it tried to allay their fears about its intentions to monopolize the market. Marketing communication messages

Hundreds of different types of communications can be used to spread marketing messages. This process can be carried out both with the help of a pre-developed marketing communications program, and through the unplanned use of elements of the marketing mix and other methods of establishing contact with the consumer. Thus, planned and unplanned marketing messages can be used to achieve marketing contact.

The following communication tools are used to deliver scheduled messages to the consumer:

• * Advertising - any form of communication paid for by a specific person, intended to promote goods, services or ideas. While some types of advertising (eg direct mail) are targeted at a specific individual, most advertising messages are targeted at large groups of the population and are distributed by media such as radio, television, newspapers and magazines.
• * Sales promotion - various types of marketing activities that for a certain period of time increase the initial value of a product or service and directly stimulate the purchasing activity of consumers (for example, coupons or trial samples), the work of distributors and sales personnel.
• * Public relations (public relations) - coordinated efforts to create a favorable image of the product in the minds of the population. They are implemented by supporting certain programs and activities that are not directly related to the sale of goods: the publication in the press of important information from a commercial point of view, "publicity" on radio and television.
• * Direct Marketing is an interactive marketing system that allows consumers to easily obtain information of interest to them and purchase goods through the use of various distribution channels. Includes direct mail, print catalog orders, and online catalog sales.
• * Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling goods. Examples of such contacts include telephone calls between regional representatives of the manufacturer and local companies or retailers, selective calls to potential customers directly at home, or sales of goods by telephone orders.
• * Special means for promotion of trade or advertising and design means for points of sale - means the use of means that deliver marketing messages directly to points of sale and increase the likelihood of purchase of goods by customers. Such means, in particular the store's internal coupons, remind the buyer of a certain product, deliver the company's marketing message or inform about the benefits of a future purchase.
• * Packaging - in addition to the main function, it serves as the location of the marketing communication message. Therefore, both technologists and designers and marketing communications planners are involved in the development of product packaging. Since it is the marketing message on the packaging that the store visitor sees in front of him at the moment of making a purchase decision, it plays an extremely important role in the process of convincing consumers.
• * Specialty souvenirs - free gifts that serve as a reminder of the manufacturing company and its brand name.
• * Sponsorship - financial support provided by a company to non-profit organizations during various events in exchange for the right to establish special relations with them. Sponsoring can increase the company's profile and create a positive image of its activities. Examples of sponsorship include financial support for tennis tournaments or the donation of funds to charitable public foundations.
• * Grant of a license - the practice of selling the right to use the corporate symbols of a company or its product. When a university allows a manufacturer of T-shirts to use their name as an inscription on them, then this permission must be issued in the form of a special contract.
• * After-sales service is an important part of maintaining marketing communications, which is after-sales service to the customer. Service programs are designed to meet current customer needs. An important tool for maintaining a positive perception of the company in the after-sales period is also the provision of guarantees for the goods sold.

Unscheduled calls include all other means of communicating various information about a company and its brand to potential customers. For example, a dirty vehicle delivering goods, a lack of safe parking space near a store, unfriendly behavior of order takers, an unkempt building where a firm's office is located, irritated employees, or constantly busy phones are some of the negative messages that can have a stronger impact on consumers. impact than planned marketing communications, including advertising and public relations. All employees of the firm, and especially those who directly deal with clients, can inadvertently become sources of transmission of unwanted information, if they do not undergo special training, during which they become familiar with the communication effects of their actions and manner of communication. While marketing communications professionals may not always have to be held accountable for these unplanned calls, they should anticipate and rule out calls that are inconsistent with the firm’s overall communications strategy and encourage the dissemination of information that fits the strategy.

Depending on the circumstances, the various activities from the marketing mix can be either planned or unplanned hits. Marketing mix decisions such as choosing a place to sell a product, predicting its future success with customers, and correctly determining a price have a direct impact on the level of interest in a product from consumers. The main levers of control of the marketing mix are in the hands of the chief marketing officer, and therefore many marketing decisions are controlled directly by him. However, these decisions are not always considered in terms of establishing marketing contacts, and communications professionals may not be involved in planning the marketing mix. If marketing communications specialists are not involved in the development of a marketing mix and do not help assess the effectiveness of its calls, this complex can be considered as a source of unplanned calls. When marketing communications specialists participate in the development of a marketing mix and in evaluating the results of its calls, then this complex is considered as a source of planned calls. Consider the distribution of planned and unplanned communication messages and their receipt by consumers and other participants in the marketing process. Obviously, both types of communication can be equally important. Ideally, they (public relations) help inform and persuade consumers who, thanks to this, enter the store, already knowing about the company's brand and having a positive opinion about it. This type of sales promotion creates additional incentives to make purchases. In addition, it is necessary to remember about some characteristics of the product and the store in which it will be sold. The appearance of the packaging, the presence of brand names, cleanliness in the sales area and the friendliness of the service personnel can have a beneficial effect on customers. All of these factors together influence the decision of consumers to buy a particular product.

In the story we told at the beginning of this chapter about the Windows 95 launch of the program, Microsoft used a variety of marketing communications tools to target targeted audiences with targeted messages: advertising, personal selling, public relations, sales promotion, direct marketing, and specialty packaging. The BCI concept, which we will consider in the next section, will help to more accurately explain the features of using each of these tools.

Marketing communications can create positive experiences that increase customer satisfaction with the product they purchase and add value to a company's products in the eyes of consumers. For example, for many young men and women, buying Levi "s" jeans means more than just adding to their wardrobe, as Levi "s Strauss & Co. managed to create a particularly attractive image of its products thanks to the skillful use of advertising and thoughtful organization of trade. However, no amount of marketing communications effort will ever help a company producing low-quality products. Experience shows that the simplest way to "bury" any low-quality product is to create and implement a good communication program for it, since it is such a program that will quickly show the target audience all its shortcomings.

Marketing communications goals

Modern marketing requires a lot more than just creating a good product, assigning an attractive price to it, and making it available to targeted buyers. Firms must still be actively promoting the product, i.e. establish communications with their customers. At the same time, there should be nothing accidental in the content of communications. Communication marketing is a marketing activity that creates a favorable image of the product and the company itself in the minds of consumers. Promotion (English - promotion) is any form of messages used by a company to information, persuade or remind consumers about their products and their merits.

Communications (in marketing) - methods and forms of presenting information and influencing a specific (target) audience.

The target audience is the collection of consumers who make purchasing decisions and the forces that influence them. Promotion of goods should excite consumers' desire to make the first purchase and make all subsequent ones.

Features of marketing communications

Marketing communications is the process of transferring a message from a manufacturer to a consumer in order to provide him with the goods and services of the organization in an attractive light for the target audience. If we proceed from the ideas put forward by the school of social systems, then marketing communications can be considered as a necessary tool that ensures the interaction of the organization with the external environment of direct influence.

The main goal of marketing communications is to influence consumer behavior. Accordingly, the following tasks of marketing communications can be distinguished: informing the audience about the existence of certain goods and services, explaining their purpose; persuasion - the formation of a favorable consumer attitude towards the organization and its brands; image creation - the formation of an image of an organization associated with the differentiation of brands of the product by the consumer; reinforcement - retaining regular customers.

Marketing communications include: personal selling, media advertising, direct marketing, product promotions, and public relations. The most modern forms of marketing communications are various forms of direct response to consumers, promotion through electronic networks and the Internet. The main object of communicative influence is not always the individual consumer. Often, the object is a “purchasing decision-making unit” consisting of several persons.

Experts characterize five main buying roles: the initiator of the purchase - the first to offer to buy a product or service; influencing - gives advice; the decision maker makes a choice according to one of the components of the decision: what to buy, where and in general the buyers; buyer - makes a purchase; user - uses the product. The concept of the “decision maker” becomes the basis for building a marketing communications plan. For example, when choosing a tourist trip, it was noted that people who “have an influence” (friends, relatives, colleagues, etc.), who offer their own solutions to the problem, are especially important. The strategy of the communication impact of a travel company should take this circumstance into account.

Traditionally, the fourth element of the marketing mix is \u200b\u200bmarketing communications (promotion).

Marketing communications - the process of effectively communicating information about a product or idea to the target audience.

The ultimate goal of marketing communications is the formation of a consumer's need for a product. The communication of the company with consumers is carried out constantly: the consumer forms his idea of \u200b\u200bthe company, products and services through advertising, real communication with the company's employees, and the practice of using the product. This process is carried out at all stages of the purchase (see paragraph 1.3).

According to the principle of influence on the buyer, they distinguish cognitive, emotional and behavioral stages of customer readiness. As a rule, the consumer goes through these stages, like the stages, sequentially. Marketing communications goals differ at each stage, since it is impossible to convince the consumer to purchase the product (the ultimate goal) if he does not know anything about the product. The goals of marketing communications in accordance with the stages of customer readiness are (Figure 3.16):

• 1) inform the target audience about the product, create awareness. Corresponds to the cognitive stage. According to this goal, it is necessary to inform the consumer about the product, about the company as a whole, so that the consumer is aware ("Yes, I heard the name of this company or product ..."), and he also has a certain knowledge about the object of advertising ("This company or the product is ... ");
• 2) to influence predisposition, preferences, to form conviction. Corresponds to the emotional stage. At the last stage of this stage, the consumer must be convinced that the choice of the advertised product is the best (most profitable, pleasant, etc.) for him;
• 3) create or maintain a positive image of a product, brand or company. This goal also corresponds to the emotional stage, but is more image-based;
• 4) stimulate consumers to purchase a product, which, ultimately, should lead to the main goal of marketing communications;
• 5) increase sales. This goal is the ultimate long-term goal of marketing communications, and if it is not achieved, all communications can be considered ineffective.

Figure: 3.16.

Depending on the chosen goal for planning a communication policy, marketing communication tools are selected.

In the classical sense, marketing communications are divided into planned and unplanned (Table 3.13). Planned communications include advertising, public relations (PR), direct marketing, sales promotion and personal selling. Unplanned communications include site performance, employee tidiness, parking availability, etc.

Since the company bears financial costs in the implementation of the planned communications, this group is also called paid communications. It is worth noting that points of contact from the group of unplanned communications can be organized without investing funds, in connection with which this group is also called unpaid.

However, companies often do not consider unplanned communication points of contact as a communication tool. The negative experience of communication between the consumer and the company through these points can neutralize all the company's efforts to create a favorable attitude towards the advertised object, since for the formation of a positive opinion about the company, what the consumer sees during real communication is more important than what the company shows in advertising.

Table 3.13. Planned and unplanned communications

When developing tools related to unplanned communications, it is recommended to take into account all points of contact: possible, potential and real. This will allow the company to understand where the contact occurs with the consumer and plan it in such a way that the efficiency of the consumer's perception of the necessary information is maximized. For example, if an important part of the business is the communication of the buyer with the seller on the sales floor, the company must train personnel accordingly, as well as ensure the identification of personnel (branded clothing).

Classification of marketing communications according to the principle direct or indirect impact on the consumer formed in the company (Fig. 3.17) 1.

Figure: 3.17.

It is believed that the terms ATL and BTL originated when one of the top managers of this company, when drawing up a marketing estimate, forgot to include in it a massive free distribution of goods. The line under the estimate had already been drawn, so he wrote additional items under the line ("below the line" - English. Below The Line (BTL) and "above the line" - Above The Line (ATL)).

Today the division into ATL and BTL implies the nature of the impact on the consumer. Direct advertising (ATL) has a direct impact on the consumer, i.e. the company itself publishes information in the media, thereby providing a direct impact on the audience. Whereas BTL works through special events, distributors and other indirect tools.

It should be avenged that due to the active use of various communication tools by various companies, as well as the rapidly increasing consumer culture, the power of action not only has become traditional marketing tools, but also entire marketing programs is decreasing.

Example 3.26

Company research results Assessire show: every year the share of active participants in loyalty programs decreases by 1-3%. According to a survey of 11.4 thousand people conducted in 2010 by the portal, 30.8% of holders of various discount and bonus cards were disappointed in the programs, and 23.6% of participants in such programs do not use the cards issued to them at all.

The main Russian air carriers - Aeroflot, Siberia, Transaero - there are loyalty programs - with the accrual of bonus miles. According to a survey of 14 thousand people conducted by the portal, only 15% of air passengers participate in loyalty programs. "

In this regard, new approaches are required, an increasing role is played by the professionalism and creativity of marketers. In the practice of most large companies, the concept of Through-the-Line (TTI) is used, the essence of which is the integrated use of all marketing communication tools, both ATT and BT, together, achieving a certain synergy effect.

TTT - integrated marketing communications that improve the efficiency of communication marketing programs through the joint use of ATI and VT events.

Integrated marketing communications involves the provision of interconnection between different communication tools based on meaningful, temporal or behavioral integration. Regardless of the chosen type of integration, the effectiveness of using the concept of integrated marketing communications is primarily associated with the correct choice of communication channels, which ensures the planned synergy effect.

Communication channels are specific media used to deliver a message to a consumer.

Under media in a narrow sense, they mean a set of means of audio, television and visual communication, and in a broad sense - any means of distributing advertising.

Mass media are considered classical media.

The aggregate of all television channels is television media, the aggregate of all newspapers and magazines is print media. In recent decades, new directions have been actively developing. So, the totality of all mobile phones is mobile media (one of the most numerous today). And the totality of all social networks is social media, a particular case of which is the blogosphere.

According to the principle of personalized appeal to the consumer, communication channels are usually divided into impersonal and personal (personified). Impersonal channels of communication are media where an appeal cannot be addressed to a specific recipient. Thus, television media cannot refer to a specific person by name, just as the billboard of outdoor advertising can be seen by everyone passing by.

Personalized communication channels imply the ability to address each recipient personally. Direct mail can be addressed to recipients whose name and address are known with certainty. Sending by email or SMS can also be personalized. The "Sportmaster" company, sending SMS to the address of clients, holders of "Sportmaster" cards, begins each message with the name of the recipient.

Marketing communications strategy defines the messages or sequence of messages to be delivered to a specific target audience using the optimal communication set. The marketing communication strategy allows you to choose the communication tools that have the most effective impact on the market at the optimal cost of resources for their use.

In the process of developing a communication strategy, the existing image of the company is analyzed, the strategic tasks facing it, the main information trends and media channels are determined, through which the message will be transmitted to the target audience, a complex of communication programs and PR-projects is developed through which the image of the company and its top officials in the information space.

Federal Law of 13.03.2006 No. 38-FZ "On Advertising" determines advertising as information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at drawing attention to the advertised object, generating or maintaining interest in it and its promotion on the market.

Thus, according to Russian law, advertising means everything. that is addressed to an indefinite circle of persons, i.e. the advertiser does not initially know who exactly will see or hear the disseminated information. However, even if the company sends out messages through personalized communication channels, there is no guarantee that other people, such as the recipient's family members, will not read the message. Thus, even PR and various VTB shares are regulated by the Advertising Law.

Advertising is an important element of the promotion complex. This is due to the fact that only advertising is able to inform the consumer about the merits of the product and demonstrate it for a long time. Advertising appeared as one of the first means of promotion. Experts believe that for the first time in the world, the Venetian publisher A. Manucius used advertising in the 15th century. He hung out at the entrance to his bookstore the title page of new books, sometimes their table of contents. For the buyer, the convenience consisted in the fact that he could, without going into the shop, find out whether there was a necessary book and whether it was worth buying.

The peak of advertising was in the 1950s - 1980s. in the United States, when advertising reached unprecedented proportions. It was the only culture faced with such an unprecedented amount of goods and such a large volume of advertising. In the 1960s. (the golden age of advertising) new theories and tactics of persuasion emerged. Thanks to them, the names of the heads of advertising companies are known: R. Reeves, D. Ogilvy, B. Bernbach.

It is a set of interactions between legal entities or individuals that participate in the process of preparing and distributing advertising information to the consumer (Fig. 3.18).

Figure: 3.18.

An advertiser can be not only a commercial company, but also government agencies, represented by ministries and departments of the Russian Federation. Thus, the advertising campaign "Fish is waiting" was initiated by the Federal Agency for Fisheries. The purpose of the advertising campaign is to increase the demand among the population for fish and fish products.

Advertising production is carried out by creative advertising agencies engaged in the development of advertising media and advertising placement. For example, a creative advertising agency Red keds is engaged in the production of advertising materials for placement on the Internet. The company is also engaged in the creation of websites, banners, etc.

An advertising distributor most often means the means of advertising distribution: newspapers, magazines, outdoor structures. However, from the point of view of the law, the owner of these distribution media is a certain legal entity.

As a result of the advertising process, information from the advertiser must be conveyed to the advertiser. To ensure this process, it is necessary to choose the most effective types of advertising from the whole variety (Table 3.14).

Table 3.14. Classification of types of advertising

Classification attribute		Example
	Commodity Vintage Branded Commodity-branded Prestigious	Advertising of a company, rather than its products, is more often used in advertising services, such as legal. Advertising Apple iPhone, in which both the brand and the product itself are of equal importance. Advertising of JSC "Gazprom" - "National Treasure"
	Informative Persuasive	Advertisements intended to communicate a product, such as an advertisement for a new medical product. Advertising that appeals to facts in order to induce a purchase, for example, showing a financial benefit from a purchase or an opportunity to return money in case of dissatisfaction with a product (Danone advertising campaign).
How to influence the target audience	Rational Emotional
Covered area	Local Regional Nationwide
Distribution media			Magazines, newspapers and supplements to them. Billboards (6 x 3 m), firewalls, etc. Placement of props that have a real commercial analogue in films, television programs, computer games, music videos or books

Advertising is the most common form of marketing communications and has the largest number of forms and types among other marketing communications tools, however, each form or type of advertising has both advantages and disadvantages (Table 3.15).

Table 3.15. Advantages and disadvantages of all forms and types of advertising

	Advantages	disadvantages
	It is accessible to the widest masses of the population, both in the material and physical sense (can be read in transport, etc.).	Expensive, since a large staff of workers is involved in its creation. Depends on the edition in which it is published. The use of plots of abstract art is problematic
	Massive. Operational (i.e., the signaling system of human hearing, visual perception is connected, which significantly increases the effectiveness of the advertising impact). The process of perception does not interfere with engaging in other activities (eating, washing, etc.). It makes it possible to control exactly when his appeal will be received, not just on what day of the week, but at what hour and at what minute he will be seen and heard. This makes it possible to select a specific audience.	A large number of people and sophisticated expensive equipment are used. High price. "The transience of information. Distraction. The need to have a means of recording information at hand
	Provides high socio-economic and territorial audience selectivity
Exhibition	A wide opportunity to demonstrate the advertised products, their consumer properties and quality parameters, as well as establish direct contacts with direct consumers. The selection of different types of exhibitions allows to ensure the correct approach to assessing the parameters of the main contingent of its visitors (representatives of various spheres of the economy and business) and thereby helps to decide the question of the degree of interest of the company	Time-consuming work on the preparation and holding of the exhibition (types, time and location, information about the organizers, exhibits, participating firms, the number and main characteristics of visitors, commercial results, costs of organizing and holding). The organization process takes a long period of time

Service is of great importance in the promotion system public relations. The scope of public relations began to expand in the 50s. XX century, and today in all spheres of economic activity there is a need to establish public relations.

There are about 500 definitions of PR, one of which is adopted by the British Institute of Public Relations. Public Relations - it is a planned, ongoing effort to create and maintain goodwill and understanding between the organization and its public.

Public relations specialists solve a whole range of tasks:

• 1) studying public opinion and public expectations;
• 2) establishing and maintaining contacts between firms, groups of people and society as a whole;
• 3) prevention of conflicts or misunderstandings, elimination of negative consequences in the company's activities;
• 4) creating a harmonious environment within the company;
• 5) creating an image and reputation that contribute to the achievement of the company's goals.

PR events include anniversaries, exhibitions, presentations of new products, press conferences, events for bloggers, etc. Exhibitions occupy an important place in this list, since they allow solving a number of tasks:

• - image formation - to declare yourself, to join the professional environment. This motive is reinforced if a company has started or is preparing to increase its market share;
• - market research - to research the market, collect information about competitors, suppliers, new products, prices, etc .;
• - product advertising - present your products to a wide audience. This motive is prevalent among companies seeking to improve their ratings.

Famous people can be attracted to participate in PR events in order to increase the mention in the media and increase the status, for example, during a press conference, presentation. For example, the famous Hollywood actor Steven Seagal was present at the press conference held in August 2012 on the holding of the final of the first Russian Championship in mixed martial arts in Sochi on August 11.

Modern informational realities force to hold PR-events both for journalists and separate ones for bloggers.

Public relations activities cannot be viewed separately from other forms of promotion. The goals, strategies and budget of a PR campaign are formed depending on the general goals and objectives of advertising, sales promotion and personal sales. One of the weaknesses of PR is that the company has no control over the use of a targeted press release by the media.

The building blocks of public relations are propaganda and publicity.

Publicity (eng. publicity - fame, popularity) - the formation of public opinion (presentations, inspired publications, interviews with company executives, free communication about the company, its product or service in the media, etc.).

Publicity - activities related to the dissemination of information about a given organization and its products. Publicity is not paid for by this organization, so it can be either positive or negative. This is its advantage and disadvantage. Publicity is used when it is necessary to improve the company's image, mainly by large companies.

Example 3.27

The "Brothers Grimm" Producer Center, when launching its new musical project on the music market in 2006, the "Do not smoke" group, held a concert for media representatives. Before the event, personal invitations with press releases about the group and the event, a special edition of the album with songs were sent to the media workers. After the concert, representatives of the group answered questions from journalists, and group photographs took place. As a result of the event, there were more than 20 mentions about the new group in specialized media (including television music news), and more than 20 publications on the Internet.

To solve marketing problems related to communicating with consumers without communication intermediaries, it is used direct marketing.

Spicy Marketing - a system of sales of goods through various means of advertising, which assumes an orientation towards a specific consumer and is usually aimed at obtaining an immediate direct reaction from him.

Direct marketing is an interactive system that allows consumers to obtain information of interest to them and to purchase goods using various distribution channels.

The main advantages of direct marketing are:

• individual approach - focusing on a specific consumer;
• efficiency - an offer to a specific consumer is formed very quickly due to the absence of intermediaries;
• the possibility of prompt response from the consumer (coupon in a catalog or letter, an order form on the Internet);
• updatability - changing the message depending on the response.

Direct marketing tools depend on the communication environment chosen by the manufacturer (distributor) of the product or service, and also supported by consumers (Figure 3.19).

Figure: 3.19.

Depending on the popularity of the medium, it is customary to distinguish the following types of direct marketing: direct mail marketing (from the middle of the 19th century), telephone marketing (from the 1970s), internet marketing (from 1994), mobile marketing (from 2000 g.).

Direct mail marketing depends on the development of the postal system in the country. Thus, the Federal State Enterprise "Russian Post" includes 86 branches, about 42,000 postal facilities that provide postal services throughout the Russian Federation, including all cities and rural settlements. Even the Internet cannot compete with the Russian Post in terms of coverage.

There are two areas of direct mail marketing:

• sales by catalogs. Using catalogs of goods sent to customers by mail or sold in stores;
• direct mail. Sending postal letters to the recipient with a product / service offer, etc.

In connection with the development of telephone communications, the company now has the opportunity to promptly communicate with consumers.

Telephone Marketing - direct telephone marketing.

In the literature, the term "telemarketing" is often found, which is synonymous with telephone marketing. Recently, however, telemarketing has been understood as a broader concept - it is the sale of a product or service over the phone, as well as, if necessary, the appointment of a subsequent personal meeting or the appointment of a web conference. In other words, when a company initiates communication with a consumer by phone, this is telemarketing, but if the consumer himself initiates communication, it is more correct to talk about marketing by phone (not telemarketing), or "hot calls".

Telephone marketing can be divided into two areas:

• incoming calls. Since the person calling the company knows exactly where he is calling, and, most likely, the purpose of his call is to solve a problem related to the use of a product or service (for example, to obtain additional information), this direction is called "hot calls ", and the phone is dead, as a rule, called the" hot line ";
• outgoing calls. In contrast to "hot calls", any outgoing call does not imply a direct interest of the client in such a contact, therefore this direction is called "cold calls". Most often it is used for conducting surveys, organizing a sale, etc.

Internet Marketing is today the fastest growing marketing industry. Due to the possibility of interactive and personalized interaction, the use of Internet marketing allows you to more effectively involve consumers in the communication process.

New technologies have pushed many companies to move from mass distribution of information to personal focus (one-on-one with each consumer). Internet marketing is described in more detail in paragraph 4.3.

The combination of telephony and Internet technologies has led to the development of a new direction of direct marketing - mobile marketing.

Mobile Marketing - any activities related to the promotion of goods and services based on the use of mobile communication tools and technologies.

Mobile marketing implies the use of mobile devices to communicate with consumers, while communications may not be explicit (SMS), but be a simple tracking of the movement of the consumer (GPS).

Example 3.28

With the help of geolocation, phone owners all over the world make their social life richer: for 22%, these services are important in order to find nearby friends. About a quarter are looking for restaurants and entertainment, 19% check public transport timetables, and 8% order a taxi. Russians most often use geolocation systems to orient themselves on the ground (42%), find interesting places nearby (38%). 23% of Russian users are looking for nearby friends through geolocation. In Latin America, 39% of users named the ability to find friends as the main reason for using geolocation, in North America - 9%. 45% of North American "mobile" users are interested in getting discounts and special offers at nearby stores.

Sales promotion activities began to be actively used in the 1980s. due to the saturation of the advertising market, when the attitude towards advertising began to change. Therefore, companies began to use other means of promotion. By the end of the 1980s. the cost of promoting sales began to exceed the cost of advertising.

Sales promotion - These are various, mainly short-term incentives designed to accelerate or increase sales of individual goods to consumers, creating a direct incentive that supports and encourages short-term demand for a product all the way from producer to consumer.

Sales promotion activities can be directed to consumers, trade, own sales force.

Example 3.29

The company-manufacturer of silver products "Serebryushka" introduced a number of additional services for wholesalers, which allowed to stimulate sales:

• deferred payment - trade credit for up to 60 days;
• exchange of 100% defective products;
• 100% exchange of the first batch on the first delivery;
• seminars for clients in the branches of the company;
• delivery of products with a branded customer label.

The tools that are used to stimulate sales personnel (own and intermediaries) are called trade-promotion. The tools used to stimulate the end consumer are consumer-promotion (Fig. 3.20).

Figure: 3.20.

Within the framework of trade promotion, the tools sellout and sell-in are distinguished. The first group includes tools aimed at employees of their own sales department, the second - focused on the reseller's employees.

Feature of marketing activities to stimulate sales is its focus on the short term. Time constraints are associated with the fact that consumers get used to it and begin to expect, for example, regular price reductions. And this, in turn, leads to the fact that after the end of incentives for one brand, consumers can switch to the brand that is being incentivized at the moment, so one should not focus only on incentives, it is necessary to reinforce their actions with other forms of incentives.

Allocate three forms of stimulating the buyer, the choice of which in a specific sales promotion campaign depends on the specifics of the product, the characteristics of its consumption and the goals that the company sets itself: price incentives (see paragraph 3.2), incentives in kind (gift), active product offer.

Price incentive implies lower prices.

Stimulation in kind - offering the consumer an additional quantity of goods without direct reference to the price.

Incentives in kind can be in the form of a bonus or free samples.

Samples - free provision of goods in quantities that have no commercial value and are necessary for its testing and evaluation.

The methods of sample distribution are varied and can be both very expensive, when the delivery of samples is associated with a visit to each consumer individually, and more affordable in terms of financial investments. The following methods of sample distribution are distinguished:

• "from door to door". In this case, representatives of the company distribute the samples themselves, visiting the office or home of consumers;
• at the point of sale. For example: tastings, distribution of samples right on the trading floor;
• by mail. Sending "probes" by mail to consumers;
• through the press. Most modern magazines provide advertisers with the ability to place probes inside the magazine. It can be either a flat package glued to the pages of a magazine or a bulky package that is attached to a magazine.

Active product offer - all types of sales promotion that require active and selective consumer participation.

An active product offering is possible through contests, lotteries and games. The difference is that the competition implies the presence of a competent jury and the winner is selected according to the principle of "best competitive work". Games and lotteries involve randomness.

Lotteries and games, in turn, can be divided into lotteries, probability games, stimulating games and lotto. The choice of the type of game depends on the goals and objectives of the action, as well as on the planned number of participants in the game. It is important to understand that the more transparent the lottery scheme, the more will take part.

The active promotion of goods as a sales promotion tool has a problem associated with the delayed timing of the receipt of the prize. The consumer is at first in the dark whether he won, then he is waiting for the gift. This negative attitude can be minimized by actively promoting the product online.

Personal sale - a type of trading activity in which informing and convincing buyers of the need to purchase is carried out in the course of personal contact between the seller and the buyer face to face, by phone or using video means.

As a rule, a sales representative or seller is involved in the act of sale on the part of the manufacturer. In the course of its activities, the sales staff performs the following functions of sales, service, collection of information about customers, market needs, etc. The most important from the point of view of ensuring commercial results is the sale as convincing the buyer that the offered product or service best meets his needs ... The sale is carried out in the trading floor or on the buyer's territory, both at home and at the workplace.

The use of these marketing communications tools allows companies to achieve their goals, the ultimate of which is to increase sales. The choice of communication tools depends on both environmental factors and the company's resources. In any case, the communication activity of the enterprise is an integral element of the marketing complex and must be correlated with other elements of the marketing system, as well as evaluated in terms of achieving economic effect.

Thus, integrated marketing makes it possible to develop and sell a product with properties that are valuable to the consumer, to determine the appropriate image of the product, its optimal price, distribution channels, and to bring information about it to consumers.

• URL: wwvv.glossostav.ru
• Danilyuk L.A., Denisova E.S., Nevostruev P. Yu. Innovative marketing methods in the context of consumer behavior transformation // Economic sciences. 2008. No. 9.
• URL: mskit.ru/news/nl20331/
• URL: 6carat.ru/ru/library_136.hinil

It is no secret that communication is a very important, even integral part of public relations. This concept primarily means the exchange of various kinds of information between subjects.

Even at the origins of human society, interaction and communication played an important role. These were the first channels of communication. Today, the role of information continues to grow. In this regard, all existing types of communication channels are of great importance for humanity.

Many people know the phrase of the famous writer Antoine de Saint Exupery. At one time he said that the most valuable thing in the world is This statement has not lost its relevance today. between people, without any doubt, is one of the main factors of success in many areas of human society. It helps you make loyal and reliable friends, build a career, and gain recognition and success. Without effectively building such relationships through communication channels, all this becomes impossible.

Definition of the concept

What are communication channels? The definition of this concept is important for the process itself. So, a communication channel is this or that means, using which you can transfer a message from a source to a receiver. The first of them sends this or that information, and the second receives it. In this case, the addressee may not be one. So, during the presentation, the lecturer conveys information to the whole audience. Moreover, the message may not be limited to text or sounds. Quite often it includes intonation, gestures, etc.

Development of communication in human society

Communication channels are real or imagined communication lines through which information travels. At the same time, both the source and the subscriber need certain means for perception. They are codes and languages, as well as technical devices.

The means and channels of communication have undergone changes with the development of human society. Together with people, they went from a primitive system to a post-industrial civilization. At the same time, not only the number changed, but also new types of communication channels appeared. Natural ways of transmitting information were gradually supplemented by artificial ones, created for these purposes by people themselves.

Non-verbal and verbal channels

These types of information transmission are natural. Non-verbal and verbal communication channels use means that are naturally inherent in humans. Thanks to this, the transmission of a semantic message becomes possible.

Non-verbal (non-verbal) and verbal (verbal) are channels of social communication. Moreover, the first of them is the most ancient.

It arose in the process of biological evolution long before the very appearance of man, when higher animals expressed their attitude to certain events with various emotions.

Speaking or using a verbal communication channel is a hallmark of the human race. For the emergence of this process, it was necessary to develop the articulatory system, the formation of a special zone in the brain, etc. It is precisely because of the absence of all these biological prerequisites that representatives of the animal world are unable to speak.

The emergence of artificial canals

With the development of human society, the need for the transfer of information was formed in the absence of direct contact between two or more subjects. That is why artificial communication channels appeared. The very first of them was the documentary. It included jewelry and amulets, tattoos and symbols that have certain concepts ("tree", "beast", "woman", etc.). This primitive painting was the initial stage in the development of writing. With its appearance, a new means of documentary communication channel arose. Over time, the manuscripts were supplemented by printed literature and the press.

Along with the development of the documentary communication channel, the verbal communication continued to improve. She received telegraph, telephone, radio and television at her disposal.

Today humanity has a huge selection of communication channels. Social media of information transmission have been replenished with new inventions, and these are, first of all, computers.

Types of social communication

In modern society, the transfer of information is carried out on the basis of the channels used and the means of material and technical equipment. In this regard, the following types of social communication are distinguished:

1. Oral. This communication uses both natural non-verbal and verbal channels and media at the same time.
2. Documentary. This communication uses channels that were artificially created by man to transmit information. These include printing, writing and visual arts, which convey meaning in space and time.
3. Electronic. It is based on wire and radio communications, computer technology, magnetic and optical recording media.

All three types of social exist in unity with each other.

Oral communication

The very name of this method of communication contains its real content. Oral communication, that is, "transmitted through the mouth", is not limited only to verbal interactions. It is also carried out with the help of the senses.
That is why the structure of oral communication includes various methods and means that are its elements. The most striking of them is speech. She is able to convey information of increased complexity. The language of a particular people allows you to use ambiguous words and effective phrases. In the process of such transmission of a message, the effect of "descent of a compressed spring" often occurs, that is, the transmission of a single concept or term causes the interlocutor to understand a large amount of information.

An important element of oral communication is the recipient's response. She can be benevolent or hostile, active or passive, feigned, etc.

In addition to verbal communication, visual contact is an important element of verbal communication. When transmitting simple information, he plays a greater role than the speech of the interlocutor. Visual information, including gestures, postures and facial expressions, is needed to introduce emotional and sensory components into verbal communication. An important element in this case is the concept of appearance. Hence there is a proverb that says that any person is greeted by clothes. This is not surprising. Indeed, in the old days, clothes to a large extent spoke of the class belonging of the interlocutor. Today, the elements of a non-verbal image include not only branded clothing, but also a watch, a car, a cell phone, and so on.

The social and landscape environment of the interlocutor is also inscribed in the process of oral communication. This includes elements of the landscape, etc.

So, oral communication is a complex interaction of subjects, the process of which includes all the senses, as well as intuitive and logical resources. In addition, it is the basic way of transmitting information, without which all its other forms become impossible.

Documentary communication

This is another kind of messaging method. Its main means is a document, which includes a material stable object, created for use in social communication. Its distinctive features are:

1. Making sense. Only in this case, communication between subjects becomes possible. A message without meaning is referred to as noise.
2. The presence of a stable material form, which serves to ensure the long-term preservation of the document. What is written with a pitchfork on the water does not belong to this category.
3. Intended for use in communication channels. These can be objects that were not originally documents. This status was given to historical, cultural, ethnographic and archaeological artifacts later due to the presence in them of a meaning that can be deciphered and "read" like a text.
4. Completeness of the message enclosed in the document. However, this requirement is relative in terms of unfinished literary works, sketches, sketches, drafts, etc., which at one time were written by great scientists, poets, artists.

Today there is a certain typification of documents.

Moreover, it was developed based on their iconic form. So, all documents are divided into:

1. Readable. These include works of writing created in natural or artificial language.
2. Iconic. This type includes documents that contain images (drawings and paintings, photographs and films, transparencies, etc.).
3. Ideographic. These are documents using conventional symbols (maps and drawings, coats of arms and diagrams, emblems, etc.).
4. Symbolic. These are items related to material objects that perform documentary functions (historical relics, museum exhibits, architectural monuments).
5. Auditory. These are phonetic, sounding documents, as well as various kinds of sound recordings.
6. Machine readable. These include disks and magnetic tapes, punched cards, etc.

All the listed types of documents are types of communication channels.

Written text is also an integral part of business communication. In other words, documents are the main communication channels for each of the existing organizations.

The written genres of any company usually have legal validity. That is why they are deprived of the emotional and any other personal principle. But at the same time, documents are communication channels of the organization, which have consistency and objectivity, clarity and semantic exhaustion, compositional orderliness, etc. The text of such a message is directed not only to report, prove, declare, etc. carry the embodiment of the accepted standard.

Electronic communication

The 20th century was the period of the second technical revolution, as a result of which television and phototelegraph, computer communications and video recording appeared. In the same period, e-mail appeared, which by the end of the 90s had become the global communication system of the Internet. All this is the next stage in the development of message transmission methods. It is characterized by the transfer of information from oral and documentary forms to electronic.

Since its inception, a new type of messaging has been presented as a means of bridging the distance between subjects. In addition, it was planned to use the electronic communication channel as a repository of not only written, but also oral information. This was an instrumental stage in the development of such communication. It became possible due to the achievements of the scientific and technological revolution.

When using electricity, the problem of speed in the transmission of information was solved. And if before the movement of radio waves occurred at the speed of light, now the global exchange of messages is provided almost instantly. At the same time, it allows you to transmit oral and written speech, as well as an image. In addition, electronic communication channels have solved the problem of storing messages, which allowed us to enter a new paperless stage in the development of social communications.

At the intellectual stage of development, there was a transition from quantitative changes to the methods of transmitting messages to qualitative ones. It was caused by the fact that the needs of society for the preservation and dissemination of texts began to exceed the capabilities of the available technical means. Humanity began to need new devices that would be able to store large amounts of information and transmit it over long distances. And they were created as a result of scientific and technical developments. Today, communication channels include computer and expert systems, as well as word processors. At the same time, artificial intelligence was connected to the process of transferring information. This allowed a person to entrust the computer with routine operations that require many repetitions and constant attention.

At the present stage, the personal and group communication needs of humanity are met through the use of the Internet. This is a global computer network in which virtual space is created.

The rapid development of electronic communication channels affects almost all areas of human activity. This includes both the work of enterprises and the economy of countries as a whole.

Marketing communication

This method of communicating information is used in all areas of activity, the purpose of which is to achieve successful sales to meet the needs of society.

Marketing communication channels are used to create a positive image of the organization in the market. Moreover, they are an effective tool in the sales process. As a result of this transfer of information:

• sending messages to target audience groups about the implementation of the sale of certain services or goods;
• creating a favorable attitude towards the company;
• formation of the brand image, which allows to inspire the confidence of buyers;
• attracting new consumers.

Marketing communication channels can be both external and internal. At the same time, they are all designed to transfer information from producer to consumer in order to meet the needs of society and generate profit from sales.

The main components of marketing communication include:

1. Advertising in any form that allows you to disseminate information that helps to sell goods and services.
2. Sales promotion. This is a special type of activity that allows you to retain the market share of corporate influence and popularizes new products.
3. Direct mail. This communication channel is designed to drive sales through the postal service.
4. Telemarketing. This communication channel uses telephone communications to increase sales and build a positive consumer perception of the company.
5. Public relations. It is a special form of marketing communication using exhibitions and fairs, packaging and design as advertising.

All of the above methods of transmitting messages are directed by companies to increase consumer demand and increase sales. That is why every organization strives to develop and implement a strategy in the field of marketing process management.

Characteristics of the personal communication channel

Messaging plays an important role in modern society. In this regard, the characteristic of communication channels is so important and relevant for a person. Let's consider them in more detail.

Personal communication channels are considered to be one of the most universal. Their main advantages are:

• the possibility of direct emotional impact on the recipients of information;
• feedback, which makes it possible to instantly react to what is happening;
• targeting;
• confidentiality;
• the ability to do with a minimum of intermediaries and technical means;
• cheapness.

However, despite all the above characteristics, personal communication channels are not always used. This is due to their negative sides, the main one of which is the limited audience size.

It should be borne in mind that personal ones are the most effective channels of communication in cases when it is required to establish relationships with people whose point of view is significant for society. In other words, with “opinion leaders”.

Characteristics of media channels

There is another way of communication, which makes it possible to transmit messages to the maximum possible number of consumers. It is often used for marketing purposes. This is the transmission of messages through mass communication channels. Their main assets are television and radio, outdoor advertising and the press, and the Internet. These are all communication channels used to convey information to the general public. Let's consider their main characteristics.

Television media are channels of mass communication. Their main advantage is:

1. Mass character. The audience seated in front of the TV is the largest possible. It is TV that gives a modern person more than half of all information he receives.
2. Speeds. The transmitted information is received by all viewers at the same time.
3. Multithreading. All transmitted messages have their impact on the viewer through audiovisual contact, which ensures maximum assimilation.

The disadvantages of television include poor control over the information flow. TV is not able to provide information to the required target audience.

The press also belongs to the channels of mass information. At the same time, printed media have the following advantages:

1. Low cost. This method is relatively inexpensive to get the message across to the right target audience.
2. Accuracy of handling. The required person will certainly read the information you submitted if it is published in a publication specializing in a similar subject.
3. The ability to present details. The media can publish the most complete information.
4. Ease of perception. All information contained in the printed publication is read by the user on his own initiative. This has a positive effect on her perception.

Outdoor advertising can also be classified as transmitting information necessary for the manufacturer. Its main advantages include:

1. Catchiness. This becomes possible due to the large size of the boards and the use of large drawings and texts.
2. Location. The consumer knows the place of installation of the advertising medium.
3. Low cost. The price of such an advertisement is much lower than for a message posted on TV or in the media.

The most modern mass media is the Internet. Its advantages include:

1. Low cost of advertising.
2. Buyer's interest.
3. Possibility of getting feedback.
4. Propagation speed.

Among the disadvantages of the Internet, there is a low credit of user confidence. After all, this global network can contain information of any kind, even knowingly unreliable. That is why messages published in other media are of great interest to the average person.

Introduction

Marketing communications

1. The concept and essence of marketing communications

   Types of marketing communications

   Marketing communications promotion complex

Development of a set of marketing communications

1. Criteria for choosing marketing communications

   Stages of marketing communications development

Conclusion

Bibliography

Introduction

Recently, we have witnessed significant changes in the process of bringing products to market. Due to increased competition and saturation of many markets with goods, it becomes insufficient to have good products and services. To increase sales and make a profit, it is necessary to convey to the consumer the benefits from using the product or service. Today, it is necessary to clearly position the product on the market, taking into account the wishes of the consumer and indicate the value of the customer's trademark relative to the competitor's brands. Moreover, behavioral attitudes are constantly changing.

Therefore, a company in a competitive market that does not take these factors into account, and, therefore, does not pursue an active communication policy, is doomed to failure.

Marketing communications enable a firm to:

give reliable information to prospective consumers about your product, services, terms of sale;

convince the buyer to give preference to these particular goods and brands, to make purchases in certain stores;

to make the buyer act - to direct the consumer's attention to the goods and services that the market offers at the moment;

to direct the actions of the consumer, that is, to use their limited financial resources precisely for the product or service that the company promotes to the market.

The relevance of this topic does not raise any doubts, because in order to realize all of the above goals, the company needs much more than just creating a product, assigning a suitable price to it and ensuring its availability to target audiences, the company must communicate with its customers. And it is on the efficiency of the latter that the volumes of sales and profits depend today.

1. Marketing communications

1.1 The concept of marketing communications and their essence

Marketing communications is a concept whereby a company carefully thinks through and coordinates its multiple communication channels to develop a clear, consistent and compelling view of the company and its products. The creation of integrated marketing communications involves identifying the target audience and developing a carefully coordinated promotion program to obtain the desired consumer response. Too often, marketing communications are aimed at addressing the thorny problems of the target market related to consumer awareness, company image, or purchasing preferences. This approach to transferring information limits the process in time and makes it too expensive; in addition, most marketing messages are sent to the wrong people. Today, marketers are beginning to view communication as the long-term management of the buying and selling process. In other words, management begins in the period preceding the purchase and extends at the time of purchase, for the period of use of the purchased product and for the subsequent period. Since all consumers are different, the company must develop separate communications programs for each of the market segments, for each niche segment, and even for each individual customer. Especially considering the advances in the latest technologies in the field of interactive communications, companies should ask themselves not only the question "How to convey their information to the consumer?", But also "How to make it so that consumers can transmit their information to us?" The main elements of marketing communications are advertising, sales promotion, personal selling, direct marketing, public relations, packaging, retail promotion activities, organizing special events, souvenirs, trade shows, and other planned and unplanned messages.

At the same time, it should be emphasized that the role of the marketing communications system is constantly growing. Obviously, in a saturated market, it is no longer enough to create a great product. Success can be achieved only in those cases when the seller will establish a relationship, mutual understanding with the buyer, create an atmosphere of openness and mutually beneficial cooperation. Thus, marketing communications are carried out to strengthen the customer's commitment to the company and to the product. The main element in such activities is the promotion complex.

Types of marketing communications

Let's now take a closer look at what types of marketing communications exist.

We classify marketing communications - we will divide them into two main groups according to the type of process organization: direct communications and communications through an intermediary.

1.)Direct communications - This is the communication of two or more people for the purpose of familiarization, discussion and / or promotion of a product or idea. The effectiveness of marketing communication in a personal sale is determined only by the desire and skills of the seller, since the buyer's reactions are observed directly, and the seller can change his communication tactics in accordance with the individual characteristics of each buyer.

2.)Marketing communications involving communicative intermediaries.

This type of marketing communications has a number of disadvantages and features:

There is no opportunity to "adjust" to a specific customer,

The perception of information about a product depends on the attitude to the "transmitter" of information, the degree of trust in him;

The consumer receives the bulk of information before planning or making a purchase; this must be taken into account with proper media planning.

Despite these limitations, communications involving intermediaries are nevertheless an effective marketing tool, along with personal sales, for the following reasons:

The consumer is affected by all the information that he perceives, without even realizing it;

Marketing communication through intermediaries allows you to "fill" free spaces in the consumer's RAM and include the advertised brand in the "selection list".

An additional goal of communication through an intermediary is to provide the consumer with the necessary and sufficient number of arguments to form a preference for a particular brand.

The considered main communication groups can, in turn, be divided into subgroups according to a number of additional criteria.

It is not possible to compile a complete list of such criteria, and it is also necessary, since marketing communications are an open system that is constantly changing under the influence of external factors.

A common mistake is to reduce the entire complex of marketing communications (KMC) to only four components of the promotion system (Promotion):

Direct Marketing;

Sales Promotion;

Public relations (Public Relations).

In reality, marketing communications are not limited to one P (Promotion) of the marketing mix. They are present in each of the five Ps of marketing.

1.) Product (Product). Packaging of any product is one of the most important types of marketing communication. The very name of the product or company of the manufacturer is also a form of MK.

2.) Price (Рrice). Like packaging, it can be a type of marketing communication

3.) Place / channels of distribution (Place). One of the most important types of MC is the design of points of sale: POS-materials (from the English Point of Sale), facing (Facing) - the arrangement of products on the shelves, branded trade equipment.

4.) Promotion. Naturally, all four elements that make up the promotion are types of marketing communications. Moreover, each of these elements includes fairly independent processes that can also be separated into separate types of marketing communications.

5.) People. Company employees, dealers, shop assistants and even consumers themselves are somehow involved in the process of creating marketing communications.

So, marketing communications permeate the entire marketing complex, not limited only to the promotion system. It was already noted above that it is difficult to give a clear classification of the types of marketing communications due to the constant variability of their nature. Nevertheless, it is advisable to list 11 main types of marketing communications, which reflect almost all communication activities of companies:

• direct marketing;

  sales promotion;

  packaging;

  registration of points of sale;

  corporate identity of the company / brand;

  event marketing;

  sports marketing;

  information presence on the Internet;

  participation in exhibitions, fairs;

  personal sales.

1.3 Promotional complex of marketing communications

Promotion is a set of techniques and activities aimed at establishing and maintaining certain, planned by the organization, relationships with target audiences to generate and stimulate demand and improve the company's image in the eyes of these audiences. This complex includes advertising, sales promotion, personal sales, PR. Each element of the promotion complex has specific techniques and methods. However, they all pursue one goal - to contribute to the successful solution of strategic and tactical tasks of implementing the marketing concept. Thanks to the correct combination and use of all four constituent elements of the complex, the so-called promotion of goods to the market is ensured.

It should be borne in mind that the proper impact of the communication system - changing the buyer's behavior in favor of the company - can be achieved only if the following conditions are met:

activities are carried out systematically, and not from case to case;

when developing the structure of the communications complex, the characteristics of the product and the stage of its life cycle are taken into account.

From the point of view of a communication marketing strategy, the division of goods into two large groups is of fundamental importance: consumer goods and industrial goods. Goods purchased for personal or family use without the purpose of further resale are called consumer goods. Goods purchased by organizations or individuals for the purpose of using them for the production of new products, resale, or for solving other commercial problems are called production goods.

The main efforts of marketing communications should be aimed at the implementation of the following actions:

Personal sales;

Sales promotion measures, especially if representatives of the selling company are involved;

Advertising in special publications, providing full information about the product, and the use of hot telephone lines or addresses on the Internet, where the buyer can clarify the technical parameters of his interest.

Marketing communications aimed at consumers of consumer products tend to use more emotional messages. They often focus on mass selling through television and print advertisements, on-site sales promotion measures, and strengthening public relations to build consumer confidence and remind them of a positive product image. Personal selling is more appropriate in cases where the consumer product turns out to be rather expensive or technically complex and therefore requires demonstration of its application and explanation of a specialist.

Development of a set of marketing communications

1. Criteria for choosing marketing communications

The choice of marketing communications in a particular situation is determined by factors such as the nature of the market; promotion goals; the nature of the product; stage of the product life cycle; price; financial resources available for promotion.

1. The nature of the market. If the market is a limited number of buyers, personal selling can be effective. However, if there are many potential customers and they are geographically dispersed over a large area, the cost of personal sales can be unacceptably high. For such markets, extensive use of advertising makes sense.

The type of consumer also influences the choice of communication means. Personal selling works better in a target market of organizations than in a target market of end customers.

2. Promotion goals. The purpose of communication can be to communicate factual information through cognitive appeal. In this case, Public Relations, analytical article, press release can be used. If the goal of promotion is to achieve the effect of location, then sales promotion can be used. The purpose of promotion can be to consolidate the buying habit of the consumer, for which repeated advertising and sales promotion are used.

3. The nature of the product. Standard products with minimum service requirements are generally less dependent on personal sales than custom-made products or products that require frequent support and maintenance. Consumer products are more advertised than business products.

4. Stage of the product life cycle. At the stage of entering the market, it is necessary to inform potential consumers about a new product. Sales staff contact marketing resellers to encourage them to take the product. Trade shows showcase products to potential dealers and end consumers. Advertising and sales promotion at this stage creates awareness and stimulates initial purchases.

5. Price. Advertising dominates the low-cost-per-unit product range because personal selling has high contact costs. Such costs make personal selling an unacceptable means of promoting low-cost goods and services. When reaching a mass audience through advertising, the cost per contact is low. Therefore, advertising is often used to promote chewing gum, carbonated drinks, beer, and light snacks.

6. Financial resources available for promotion. A 30-second commercial on television during the Super Bowl broadcast in the United States costs $ 2 million. Although contact costs can be low, a promotion budget of this size is not available for most companies. However, showing video footage on local or cable TV can be within the budget of many large and medium-sized companies.

To decide on the choice of promotion tools, marketers seek to assess their importance in generating sales. Let's consider what aspect of the promotion complex leads the buyer to the decision to buy a specific brand of computer. Perhaps one factor, such as the qualifications of the seller, had the greatest impact. However, the fact is that all the elements of the complex have done their part in making the sale. Advertising has been effective in creating general awareness and possibly positive attitudes towards the brand. Sales promotion - free software - led to the decision to visit the store. Personal sales were the most effective, effective in completing the sale.

Stages of marketing communications development

According to the theory of communication, its main goal is to influence the recipient, which will provide a favorable reaction for the communicator. The communicator must accurately understand the most important characteristics of the audience to which he intends to address.

Proceeding from this, the stages of marketing communications development can be distinguished:

Determination of the target audience.

Determination of the purpose of information transfer and possible reaction.

Preparation and creation of a communication message (impact).

The choice of the means of transmission of the message (impact).

Feedback tracking - getting the reaction of the target audience.

Determination of the target audience. Target audience - a set of potential or actually existing (actual) consumers who make purchasing decisions or influence them. In addition, the target audience includes people who do not buy products themselves, but make a purchase decision, or those who can influence this decision. The decision of the communicator about what, how, when, where to say and who should do it depends on the correct choice of the target audience. This is important for correctly identifying the degree of customer readiness, i.e. distribution of consumers on the steps of a previously defined hierarchy of communication effects that correspond to the already listed states of the buyer before the decision to purchase is made.

The target audience can be in any of seven states of customer readiness: awareness, knowledge, disposition, preference, conviction, purchase, purchase approval.

Consider the first five of the seven named states of customer readiness.

Awareness. First of all, the marketer must find out how much the target audience is aware of the offered products (specifics, quality) or the company that manufactures it (fame, duration of work in the market, main competitors).

Knowledge. The target audience may know about the existence of the firm or its products, but nothing more. The company needs to find out how many potential buyers have only heard about this model, which at least knows something about it and which knows almost everything about it.

Predisposition. Alternative actions by the communicator are possible. Decisions depend on the nature of the answer to the question of whether the target audience knows everything about the product or does not know anything about it, and if it does, how it relates to it. If potential buyers already know about a new product, the task of the company's marketing department is to create a positive attitude towards the product, i.e. lead to a state of consumer readiness.

Preference. The target audience may like the product, but this does not mean that it will give preference to it. In this case, the communicator should try to form a preference among buyers, emphasizing the quality, dignity of the product, services accompanying the product (service, etc.), etc.

Conviction... The target audience may prefer this product, but doubt the need to purchase it. In other words, the buyer gives preference to a certain product over its analogues, but is not completely sure that this particular product should be bought.

Implementation of the communication program is impossible without the preliminary collection of information. The firm needs information about the actual and potential size of the market; competitors; the products they manufacture; methods of selling and disseminating information; intermediaries and their capabilities.

Communication goals should be clearly defined in content, as well as in time and space.

Different media can be used sequentially or simultaneously, and participation in fairs and exhibitions can be included in the communication program; presentation and demonstration of equipment; distribution of samples; reports in the special press. Particular attention should be paid to technical documentation.

Communication activities need monitoring and performance evaluation. This is necessary whether it is an advertisement or a sales promotion operation. Too large amounts are involved, and failure can cause serious damage to the enterprise.

As a rule, the effectiveness of communication activities is determined by testing, which is carried out on the basis of a random sample of the target audience. Testing is possible at the beginning of the communication planning process, at the stage of implementation of the communication impact and even after its end. All of these types of testing make it possible to verify the appropriateness of the chosen line of behavior.

After carrying out communication activities, it is necessary to give a comprehensive generalized assessment of their effectiveness.

Many manufacturers are content with just comparing sales before and after a communication event. The results of such a comparison, in fact, say nothing. It is more correct to compare factors that are stable and constant, with the most revealing comparison of the results achieved with the data on the control group of persons not exposed to communication actions.

Conclusion

In recent years, along with the growing role of marketing, the role of marketing communications has increased. Nowadays, these two concepts have become inseparable from each other, since modern marketing requires much more than creating a product that satisfies the needs of the client, assigning a suitable price to it and making it available to target consumers. Firms need to communicate with their customers, inform about their products, and make their purchase profitable.

In our modern society, more and more various goods and services. And each of the firms strives for success, so that its product becomes more buyable, or the service becomes more popular, because competitors are "not asleep." And in this sense, a correct understanding of marketing, marketing communications is very important in the market for goods and services. After all, it is obvious that in a saturated market it is no longer enough to create a great product. Success can be achieved only in those cases when the seller will establish a relationship, mutual understanding with the buyer, create an atmosphere of openness and mutually beneficial cooperation. Thus, marketing communications are carried out to strengthen the customer's commitment to the company and to the product.

In general, in this work, the role of marketing communications in the market was substantiated, and its influence on the promotion of a product or service.

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