Encyclopedia of Marketing. The use of marketing research in planning the activities of an advertising agency "Adequate Definition of marketing research of advertising agencies
1. Research on the effectiveness and popularity of individual advertising media(carriers of advertising) for different target audiences (for example, studying the degree of popularity of individual radio and television programs in the media).
3. Study synergistic effect from sharing for promotional purposes by several media.
4. A study of the effectiveness of individual advertising campaigns (i.e., a control area is established where the advertising campaign is not carried out and an experimental area in which the advertising campaign is carried out. Comparative evaluation for different target audiences is carried out in the direction of studying the degree of consumer familiarity with the advertised product and the desire for it buy).
1. Studying the degree of familiarity with certain advertisements published over a certain period (weekly, monthly publications).
2. The study of reading habits (regularity of reading (viewing) individual issues of the studied print media).
3. The study of the degree of familiarity with the materials of the studied print media (i.e., based on showing the reader a specific issue, which materials he read, and determine the degree of interest in these materials).
When choosing specific media for advertising, the following criteria are taken into account:
The degree of media prestige among consumers (because it gives the largest audience);
The mood created in the audience and influencing commercial communications (for example, a certain media creates good mood, then when buying goods, the consumer tries to keep it (mood));
Creating a sense of ownership (media that makes the audience empathize has a high degree of impact);
The degree of a certain political, social orientation (for example, a public advertisement aimed at easing restrictions on the purchase of personal weapons published in the arms industry is unlikely to inspire confidence).
To assess the reasons for the effectiveness of advertising, 4 criteria are used that characterize certain areas of research on the effectiveness of advertising:
recognition;
level of motivation;
Influence at buying behavior.
This classification is conditional, because. indicators are quite closely related to each other (for example, recognition score with memorization)
In addition, the above criteria are intermediate measures of advertising effectiveness and do not give any indication of its final effectiveness, however, they are useful, because. allow you to check whether the advertising message is effective.
The study of the degree of recognition of advertising consists in determining whether the respondent is able to recognize an advertisement that he saw some time ago (more often these studies consist of conducting a paid survey by mail using a specially designed questionnaire with either television frames or print advertising text).
The test for recognition of television or radio advertising is carried out using a 10-second demonstration of the “squeeze” of an advertising message, which is devoid of campaign and product brand identifiers. Then a survey is conducted, have you seen (heard) the advertising message before? Which company is running the advertising campaign? What brand is being advertised?
The percentage of readers who paid attention to the advertised product, its manufacturer and brand;
Percentage of readers who read more than half of the advertisement.
There are many options for advertising impact metrics. However, three of them are more commonly used, which are obtained by surveying consumers:
1. Notice rate, which characterizes the percentage of readers who, when talking about the product under study, note that they have previously seen its advertising in print media.
2. "Proven by presentation" indicator, which characterizes the percentage of readers who are able to correctly state the content of the advertising message.
3. Indicator "recognition", which characterizes the percentage of those who recognize the message that they will be shown.
These impact metrics are determined after multiple ad impressions and are cumulative.
There are two approaches to research:
By using;
Without help.
In the first case, respondents are shown a fragment of an advertisement without indicating the brand of the product and its manufacturer. In the second, only the brand of the product is called.
On television, such studies are carried out 24-30 hours after the advertising message has been shown. The survey is carried out by telephone or in a specially organized group.
Level of arousal often rated as follows.
On the basis of a selective method, a group of 25 people is formed by telephone. The study is conducted in a specially equipped auditorium. Respondents answer questions that appear on the TV screen. They are shown a special one and a half hour program with seven commercials, four of which are among the test ones. Next, respondents are asked to name the brand of the advertised product, and the percentage of respondents who remember the name of the brand is determined. The four test advertisements are then replayed interspersed with other TV material. The following questions are asked based on the type of product being studied. For example, in a study of an advertisement for a consumer product of daily demand, respondents are asked which of the advertised product brands they would choose if they won a consumer basket of a certain value? In the study of durable goods and services, consumer preferences are measured before and after exposure to advertising, by determining:
The most preferred brand;
The next most preferred brand;
Marks that are not listed;
Neutral brands that are not accepted or rejected.
However, in any case, during such tests, advertising is shown twice.
At the end of the study, respondents are asked diagnostic questions aimed at studying:
Perception of the uniqueness of the brand, its difference from the brands of other goods;
Degrees of the respondent's enthusiasm for the idea of advertising.
In this way, the percentage of respondents with a positive emotional reaction to the studied advertisement is determined.
Studying the impact of advertising on purchasing behavior be carried out in the following way. Two groups of buyers are formed: test and control. Five television or six print advertisements are shown to the test-taker. After that, the respondents of this group fill out questionnaires. Members of both groups are assigned a specific code and coupon packages are given, including coupons for the brand being tested. All coupons can be redeemed in one of the nearest shops. Sales performance is defined as follows:
E \u003d a / A¸ in / B; where a, b are the number of purchases of the goods of the studied brand, respectively, in the tested and control groups, A, B - the total number of purchases, respectively, in the test and control groups. Sales performance is determined by the impact that the advertising under study had on consumer purchases.
Of no less importance studying the reaction of consumers to an ongoing advertising campaign over time. In this case, representatives of the sample characterizing the composition of the target audience are periodically polled, which is necessary to study the change in attitude towards the ongoing advertising campaign. This is due to the need to re-evaluate the effectiveness of an advertising campaign and to understand why advertising "works" or "does not work". When conducting such studies, it is measured whether the advertising message is perceived as a whole or its individual elements (for example, the advertised brand of the product, the image of the brand of the product and its rating). In this case, we mean the habituation of consumers to a certain topic of an advertising message and reducing the impact of the latter on the consumer.
In some cases, a panel method is used to track the dynamics of attitudes towards a particular advertisement.
A special subject of study is also the impact of the frequency of appearance of an advertising message on the level of its memorability and causing the audience to feel irritated and negative about certain advertisements. For this, special experiments are carried out, the results of which are mostly subjective and are difficult to generalize. It should be noted that the frequency of the advertising campaign is determined by many factors. For example, persuasive advertising that aims to create a connection between a brand and consumers' feelings and actions should be repeated more often than purely informative advertising. Ads for new or low-brand products, or products with a short life cycle, should also be shown more frequently.
Introduction
Chapter 1. The main components of the marketing communications system
1.1Concept and principles marketing research
2 Application of marketing research in activity planning advertising agency"Adequate" 1 Determination of the main methods of conducting marketing research 3 New methods in marketing 5 Development of proposals to improve the efficiency of management of marketing activities of the advertising agency "Adekvat" Conclusion Bibliography APPS Introduction The relevance of the thesis problem: Currently, advertising is an integral part of the life of our society, because, as you know, advertising is the engine of trade, and for its successful functioning it is necessary to monitor the service market and choose the best way for the development of the organization. Advertising must be effective and expedient, to determine which preliminary marketing research is necessary. Marketing research is the collection, processing and analysis of information that can be used both to reduce uncertainty in making managerial decisions, for example, when preparing a business plan, and immediately before the advertising campaign itself, in order to find out the behavior, desires and preferences of consumers and competitors in the marketplace. At present, there is a particularly acute need for a correct analysis of the services market in order to determine a strategic plan for the development of an advertising organization. Undeniable complexity this process is the choice of the right marketing research methods that provide objective data. Thus, obviously, the practical need is expressed in solving this problem and scientific and methodological substantiation of the choice of the necessary marketing research. The degree of development of the thesis. Analyzing the state of knowledge of the topic, it should be said that the topic was developed only by its individual sections: Belyaevsky I.K., Golubkov E.P., Malhotra, Neresh K. and others considered marketing research, and Lyasko V.I., Menyailo G.V. , Glushchenko V.V. - strategic planning. The purpose of the thesis. Show the use of marketing research in the activities of the advertising agency "Adequate" as the best and most effective way to collect and process data. Give the concept and describe the principles of marketing research. Describe the types and methods of marketing research. Draw conclusions and give recommendations regarding the use of marketing research in the strategic planning of the advertising agency "Adequate". Object: marketing research activities in an advertising agency. Subject: the use of marketing research in strategic planning in an advertising agency. )an analysis of the advertising agency will be carried out to identify performance problems; )recommendations will be developed for conducting marketing research and adjustments in the activities of an advertising agency. Theoretical basis of this thesis are fundamental studies of domestic and foreign authors and the conclusions contained in them on the following issues: strategic planning in an organization at different stages of its development (Zhemchugov M. K. Life cycle of an organization. Problems of economics and management), the choice of marketing research (Malhotra, Neresh K.) Marketing research), the choice of marketing research in accordance with the type of strategic planning (Mintsberg G., Ahlstrand B., Schools of strategies, Meskon M., Albert M., Fundamentals of management). Empirical material was collected on the basis of the Adequat advertising agency and Gazprom Neft Asia LLC. Research methods. When studying this topic, the studies were used following methods: systemic, marketing, empirical - survey, observation. Research novelty. The novelty of the study lies in the fact that: )a targeted comprehensive program for conducting marketing research was developed to identify the needs of customers and possible ways for the development of an advertising agency; )the weak elaboration of the information and methodological basis for marketing research in the strategic planning of advertising agencies was revealed; )recommendations have been developed for conducting marketing research in the strategic planning of the advertising agency "Adekvat", which can be applied by other advertising agencies. Practical significance. The practical significance of my thesis is the development of a targeted comprehensive program for conducting marketing research in the activities of the advertising agency "Adekvat". Diploma structure. This thesis consists of: an introduction, which defines the goals, objectives, object and subject of the work, the main part (2 chapters), a conclusion, in which the author sums up the results of the research, a list of sources and references and applications. In the first chapter, the role of marketing research in planning the activities of an advertising agency is defined, the concept of marketing research is given and existing species research. The second chapter describes the practice of applying marketing research in an advertising agency, shows the role of marketing research in the strategic planning of the advertising agency "Adequate" and considers marketing research on the example of Gazprom Neft Asia LLC as a product of the advertising agency. Chapter 1. The main components of the marketing communications system 1 Concept and principles of marketing research Marketing research is the collection, processing and analysis of information that can be used both to reduce uncertainty in making managerial decisions, for example, when preparing a business plan, and immediately before the advertising campaign itself, in order to find out the behavior, desires and preferences of consumers and competitors in the marketplace. Marketing is a system of organization and management of production and marketing activities enterprises, market research with the task of generating and meeting demand for products and services and making a profit. There are different definitions of the term "Marketing Research". Naresh K. Malhotra defined marketing research as the systematic and objective identification, collection, analysis, dissemination and use of information to improve the effectiveness of identifying and solving marketing problems (opportunities). Marketing as a product market economy, is in a certain sense a philosophy of production, completely (from research and development to sales and service) subject to the conditions and requirements of the market, which is in constant dynamic development under the influence of a wide range of economic, political, scientific, technical and social factors. Manufacturers and exporters consider marketing as a means to achieve goals fixed for a given period for each specific market and its segments, with the highest economic efficiency. However, this becomes real when the manufacturer has the opportunity to systematically adjust its scientific, technical, production and marketing plans in accordance with changes in market conditions, to maneuver its own material and intellectual resources in order to provide the necessary flexibility in solving strategic and tactical tasks, based on the results of marketing research. As a management concept (business philosophy), marketing requires a company to view consumption as a "democratic" process in which consumers have the right to "vote" for the product they want with their money. This determines the success of the company and allows you to optimally meet the needs of the consumer. Since marketing is a way of persuading the masses to make a purchase, most mistakenly equate this concept with sales and promotion. The difference lies in the fact that selling mainly involves face-to-face contact - the seller deals with potential buyers. Marketing uses the media and other means to grab the attention and convince many people - people who may not have any direct contact with anyone from the marketing firm at all. One of the leading management theorists, Peter Drucker, puts it this way: “The goal of marketing is to make sales efforts unnecessary. His stated problem is to know and understand the client so well that the product or service will fit the latter exactly and sell itself. Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility in one universal definition to give a complete, adequate to its essence, principles and functions, the characteristics of marketing. Basic principles follow from the essence of marketing. However, in the domestic and foreign literature under the "principles of marketing" quite different things are understood. Having considered the positions of various authors, comparing them, we single out the following fundamental principles: Careful consideration of the needs, state and dynamics of demand and market conditions when making economic decisions; Creation of conditions for maximum adaptation of production to market requirements, to the structure of demand (and based not on momentary benefits, but on a long-term perspective); Impact on the market, on the buyer with the help of all available means, primarily advertising. Marketing business is a set of activities focused on the study of such issues as: analysis of the external (in relation to the enterprise) environment, which includes markets, sources of supply, and much more. The analysis allows you to identify factors that contribute to commercial success or create an obstacle to this. As a result of the analysis, a data bank is formed for making informed marketing decisions; analysis of consumers, both actual (acting, buying the company's products) and potential (who still need to be convinced to become relevant). This analysis is contained in the study of the demographic, economic, geographical and other characteristics of people who have the right to make a purchase decision, as well as their needs in the broadest sense of this concept and the acquisition processes of both our and competing products; study of existing and planning of future products, that is, the development of concepts for creating new products or upgrading old ones, including their assortment and parametric series, packaging, etc. obsolete goods that do not give a given profit are removed from production and export; planning of product distribution and sales, including the creation, if necessary, of appropriate distribution networks with warehouses and shops, as well as agency networks; providing demand generation and sales promotion (fosstis) through a combination of advertising, personal selling, prestigious non-commercial events (“public relations”) and various economic incentives aimed at buyers, agents and direct sellers; providing a pricing policy that consists in planning systems and levels prices for exported goods, determining the "technology" of using prices, terms of credit, discounts, etc.; meeting the technical and social standards of the country importing the company's goods, which means the obligation to ensure the proper levels of safety in the use of goods and environmental protection; ethical rules; appropriate level of consumer properties of the product; management marketing activities(marketing) as a system, i.e. planning, implementation and control of the marketing program and individual responsibilities of each participant in the work of the enterprise, assessment of risks and profits, the effectiveness of marketing decisions. To implement the above activities, it is necessary to take into account the large role of those on whom, in essence, the effectiveness of the marketing strategy depends, namely the subjects of marketing, which include manufacturers and service organizations, wholesalers and retailers. trade organizations, marketers and various consumers. It is important to note that although the responsibility for performing marketing functions can be delegated and distributed in various ways, in most cases they cannot be completely neglected, they must be performed by someone. The marketing process begins with the study of the buyer and the identification of his needs, and ends with the purchase of the product by the buyer and the satisfaction of his identified needs. The market in which the subjects of marketing operate can be divided into the "seller's market", where the enterprise sells own products, and a "buyer's market" where it acquires the required production components. Thus, marketing is mainly beneficial to both sellers and buyers of goods. Communication and business communication with actual and potential partners is the most important part of marketing. The task of marketing management is to influence the level, time and nature of demand in such a way that it helps the organization achieve its goals. Simply put, marketing management is demand management. There are five main approaches (concepts) on the basis of which commercial organizations carry out their marketing business. .concept of production improvement; .the concept of product improvement; .the concept of intensifying commercial efforts; .marketing concept; .the concept of social and ethical marketing. The use of each of them is mandatory and, first of all, raises the question of what should be the balance of interests of producers, consumers and society as a whole. After all, quite often these interests come into conflict with each other. Production concept, or the concept of production improvement. Enterprises adhering to this concept have predominantly serial or large-scale production with high efficiency and low cost, and the sale of their products is carried out through numerous trading enterprises. The main prerequisites for the existence of this concept of marketing activity management include the following: a) most of the real and potential consumers have low incomes; b) demand equals or slightly exceeds supply; c) there is a rapid decrease in high production costs (usually new products), leading to a larger share of the market. The main idea of the concept of product improvement is the orientation of consumers to those or other goods or services that are superior to analogues in terms of technical characteristics and performance and thereby bring more benefits to consumers. Manufacturers at the same time direct their efforts to improve the quality of their goods, despite the higher costs, and, consequently, the cost. The factors that support the existence of such a marketing concept include the following: a) inflation; b) monopolistic restrictions on the market; c) fast obsolescence of goods. The marketing concept, or the concept of intensifying commercial efforts, assumes that consumers will buy the offered goods in sufficient volume only if the company has made certain efforts to promote the goods and increase their sales. Marketing concept. This concept replaces the marketing concept and changes its content. The difference between the sales concept and the marketing concept is this: a business based on the sales concept starts with the product at the disposal of the company. The activity based on the concept of marketing begins with the identification of real and potential buyers and their needs. The firm plans and coordinates the development of specific programs to meet identified needs. The marketing concept is integral part a policy known as "consumer sovereignty", where the decision about what to produce should be made not by the firm, not by the government, but by the consumers. This truth can be laid out in another definition of marketing: marketing is love for your neighbor, for which you receive a fee in the form of profit. The concept of social and ethical marketing: F. Kotler considers it the most modern. The main goal is that for the company the main task should not be the fulfillment of all the conditions reflected in the above concepts, but should be the preservation and strengthening of social well-being, as well as the well-being of each individual client (consumer). The difference between social and ethical marketing from previous concepts is that any company, satisfying any needs, must act with regard to the long-term benefit of society. The above concepts characterize various periods and major social, economic and political changes that have taken place in developed countries in the past century. The dominant trend of the changes that have taken place is the shift in emphasis from production and goods to sales, as well as to the problems facing consumers and society as a whole. "Conducting marketing research is the most important component of the analytical function of marketing." Marketing activity is the process of planning and carrying out activities related to the creation of a product or service, bringing them to the market and subsequent distribution. For the organization in the first place should be the satisfaction of customers, and not the achievement of maximum profit, such is the basic principle of marketing. In other words, the organization must actively interact with customers, focus on their needs and strive to fulfill them as quickly and efficiently as possible in a way that is mutually beneficial for the organization and the customer. It follows that it is important for every organization to have information about its customers, from which it can be concluded what is the most appropriate way to systematically conduct research in order to maintain the level of awareness of the organization about environment and ensure that the data is up-to-date. The objectivity of the conducted research directly affects the quality of the information received and, consequently, the management decisions made based on these data. Popov E.V. gives the following definition of the concept of "Marketing research" - this is any research activity that meets the needs of marketing, that is, a system for collecting, processing, summarizing, analyzing and forecasting the data necessary for a specific marketing activity. Thus, marketing research acts as the beginning and logical conclusion of any cycle of the enterprise's marketing activities. The purpose of such a study is to reduce the uncertainty associated with making marketing decisions. This definition only describes the procedure for conducting marketing activities, while qualitative indicators are omitted. It is possible to assess positively the characteristics of marketing research as the beginning and end of any company activity related to marketing. Such a “post-project” stage acts as a summary of the activities carried out and helps to assess the effectiveness and correctness of the decisions made. The main goal of marketing is to take into account the interests of both the manufacturer and the consumer, while the needs of the consumer are a priority, since, based on them, the manufacturer decides what service to provide. An advertising agency, along with manufacturers of goods, is interested in studying the surrounding marketing environment for optimal planning of its activities. Marketing research can be carried out by companies themselves if they have a marketing department and qualified personnel, or the company turns to the services of professional marketing research firms. The marketing service must determine The best way achievement of strategic goals for each division of the company. The goal of marketing managers is not always to generate sales growth. Their goal may be to maintain existing sales volume while reducing advertising and promotion costs, or even reduce demand. In other words, the marketing function must maintain demand at the level defined in the strategic plans of the top management. The marketing service helps the company to assess the potential of each economic unit companies, set goals for each of them and then successfully achieve those goals. There are different opinions about the value of marketing for a company. In some firms, the marketing service is a regular department that works on a par with other departments. Sometimes marketers go to the other extreme, arguing that the marketing department is the main functional unit of the company. Such marketers believe that it is the marketing function that should define the mission, products and markets of the company and lead other functional units in the process of serving customers. According to the author, the buyer should be considered the main guideline in the company's activities. A firm cannot exist and thrive without customers, so attracting and retaining them is a top priority. Buyers are attracted by promises and kept by keeping those promises. The marketing function formulates these promises and ensures their implementation. However, since real customer satisfaction depends on the work of other departments, all functional departments must work together to achieve customer satisfaction and earn their highest rating. The marketing service plays a coordinating role in the work of all departments to solve the problem of customer satisfaction. Thus, the marketing service does not carry out functional (direct) management of the company's divisions, but a special (methodological) one. In other words, the marketing service analyzes, plans, organizes and controls the implementation of the marketing functions inherent in each division of the company. According to Kotler, the marketing management process is the process of analyzing market opportunities; selection of target markets; development of a marketing complex and implementation of marketing activities. In general, the role and place of marketing in the company can be represented schematically. The result of the market segmentation process is a set of buyers who have certain similar characteristics and respond in the same way to a certain set of marketing incentives that are described by the marketer. After a company has identified market segments, it can enter one or more segments. this market. The selection of target market segments includes an assessment of the attractiveness of each market segment and the selection of one or more segments for development. The company should select segments in which it can deliver superior customer value over the long term. A company with limited resources may qualify for one or more specific segments. This strategy limits the volume of sales, but can be very profitable. Another company may serve several segments that are similar in certain respects. A large company can offer a full range of products for all market segments. After determining the target segments, the stage of positioning the product or service begins. The position of the product is the place that, in the opinion of the buyer, this product occupies among similar products. Positioning of a product on the market is a set of measures due to which this product occupies its own place in relation to competing products, different from others and advantageous for the company. One of the tools for product positioning is the creation of a trademark or brand. In marketing, a trademark bears those important distinguishing features that allow you to uniquely identify a particular product or service. Providing consumers with high-quality products and services is a necessary but not sufficient condition for gaining market leadership. In addition to meeting customer needs, the marketing strategy must take into account the need for the company to obtain competitive advantage. The company must analyze the state of affairs in the industry, determine its place in it, and then decide how it should position itself relative to competitors in order to achieve a significant competitive advantage. Developing marketing strategies to achieve competitive advantage begins with a thorough competitor analysis. The company constantly evaluates the customer value and degree of customer satisfaction provided by its products and competitors' products, the level of prices in the market, the efficiency of distribution channels and product promotion. Competitive marketing strategy depends on the position and market share of the company. They can be divided into the following types: Table 1. The structure of the marketing plan. Section Purpose Overview of the marketing plan (summary) Presents the main points of the proposed plan for a quick review Current state of the market Provides basic information about the market, product, competitors and distribution of the product Threats and opportunities Describes the main opportunities that may affect the product Tasks and problems Summarizes the company's objectives for this product, including questions sales, market share, profits, and the challenges a company may face in accomplishing these objectives Marketing strategy Represents the overall marketing approach that will be used to achieve planned goals Action programs Define what will be done, by whom, when, and how much it will cost Budgets Estimated revenues and expenses , which allow us to give a preliminary financial assessment the results of the implementation of this planControl Indicates how the implementation of the plan will be monitored Planning good strategies- this is just the beginning of the path to successful marketing. The most brilliant marketing strategy is worth nothing if the company doesn't execute it properly. Marketing implementation is the process of transforming marketing strategies and plans into marketing events aimed at achieving strategic marketing goals. Implementation consists of daily and monthly work to effectively implement the marketing plan. If a marketing planning questions what and why, the implementation asks questions who, where, when and how. As the company grows, the question arises of organizing a marketing department to plan and carry out marketing activities. In large companies, many specialists work in such departments. “External suppliers are independent market research companies engaged to provide market research services.” The first case is typical for small companies It is unprofitable for them to maintain a marketing department all the time, while large companies often have their own staff of marketing specialists. “The number of employees varies depending on the size of the organization itself.” At the head of the marketing department is a manager who controls all ongoing research and organizes the work of the department, reporting in turn to the director of the company. Marketing research involves the systematic collection, processing and analysis of data on those aspects of the marketing activities of the organization, within which certain decisions should be made, as well as the analysis of the components external environment that affect the marketing activities of the organization. However, the main attention in marketing research is paid to market aspects: assessing the state and trends (conjuncture) of market development, researching consumer behavior, analyzing the activities of competitors, suppliers, intermediaries, studying the marketing mix, including the management of the services provided, pricing and developing a pricing strategy for the services provided, formation of a client base and targeted use of incentives. Conducting marketing research should be based on the principles of regularity, integrity, rationality, consistency, objectivity and efficiency. Compliance with these principles ensures the high quality of research, the data of which will serve as the basis for the implementation of the plans and strategies of the organization. The marketing research process is divided into several stages: definition of the problem facing the organization, and the allocation of tasks; collection of secondary information and analysis; collection primary information; analysis and interpretation of the obtained data; formation of a report based on the results of the study. At the initial stage of the study, problems and goals are identified, the accuracy of which determines the quality of the results of the entire study. If the problem is not clear, additional research is carried out to identify and define the goal and objectives. Even if the marketing research is carried out with the participation of a third-party organization, the work of the employees of the customer company is necessary at the first stage, since this makes it possible to obtain useful information. The second stage is preparatory in relation to the third stage, because information is being collected that will serve as the basis for collecting primary data. The study itself begins with the collection of secondary data, for example, information obtained from communication with suppliers, partners, financial reports past years, etc. Having received secondary data, researchers begin to search for primary information that directly corresponds to the formulated problem of the current study. The main methods of obtaining primary information are survey, experiment and observation, the use of which is based on the definition of a sample. The sample must accurately reflect the general population in order for the data obtained to be true. The final stage of marketing research is the presentation of its results to anyone who needs this data. First, it is required to know who will find these results useful. It may be necessary to transpose the language of the report to users, as few managers understand market research terminology (and more importantly, its limitations. The most convenient way to conduct a survey is a questionnaire, since researchers can use questions of different forms: open and closed, and change the order of questions as needed. Open-ended questions allow you to find out more information, however, when interpreting such answers, difficulties arise due to the peculiar interpretation of words. Questionnaires with open questions are most often used at the stage of developing hypotheses, and in the future, closed questions are used to simplify data analysis. Before starting research, it is necessary to carefully select employees for this work, train them if they do not have the appropriate education, or give explanations and instructions if they are professionals. For conducting surveys, for example, in person or by phone, special education is not required, any previously instructed person can cope with this task, but in the case of in-depth interviews, focus groups and other more complex methods of collecting information, as well as for its subsequent interpretation, it is necessary qualified specialist with higher profile education. Thus, if a company orders marketing research from a third-party organization, at the initial stage it can use its human resources, and entrust the deep study of the problem to specialists competent in marketing matters. Before starting work, you need to decide how interviewers will interact with respondents - actively or passively. With active behavior, the interviewer voices questions, notes answers, monitors the behavior of the respondent, and gives comments on questions, if necessary. With passive behavior, the help of the interviewer is not required, the respondents read and answer the proposed questions on their own. Much attention should be paid to quality control of marketing data collection, for this, each questionnaire should contain contact information of the employee who conducted the survey - his name, phone number and signature, as well as the date of the survey. It is also recommended to number all questionnaires in order to keep track of their number and make it easier to navigate in them. Open-ended questions allow you to find out more information, however, when interpreting such answers, difficulties arise due to the peculiar interpretation of words. Questionnaires with open questions are most often used at the stage of developing hypotheses, and in the future, closed questions are used to simplify data analysis. 1.2 The use of marketing research in planning the activities of the advertising agency "Adequate" In the conditions of competition in the market of goods and services that is getting worse every year, it becomes more and more difficult for companies to differentiate, the struggle between them is getting tougher and only competent advertising can help them stand out from the crowd and come to success. An advertising agency is a way out for companies that do not have the funds to maintain their own advertising department, because these are additional costs for renting premises and salaries for employees, and besides, their services may not be required regularly, but only occasionally, then the presence of such structures will be completely unprofitable, therefore it is much more profitable to contact advertising specialists when it is really needed. An advertising agency is a professional, private, independent organization engaged in the provision of various types of advertising services, from the production of advertising to its placement, the purpose of which is to promote the customer's services or goods on the market. "There are two forms of advertising production teams that have historically formed - an independent advertising agency that maintains itself at the expense of advertisers, and advertising departments that are part of the structure of the largest firms." The competition in the RA market is high as well as in any other area, therefore RAs must know the needs of their customers, they must meet the level of their requests, offering them relevant services. Trying to find a way out of this situation, agencies can choose for themselves the direction of activity - a narrow specialization in which they are strong, for example, media buying or holding BTL events, or provide a full cycle of services if the agency feels the strength to constantly compete. Next, we will consider in more detail the existing types of advertising agencies. Agencies that provide the full range of advertising services are called universal or full cycle agencies. They perform "four main functions: account management, creative services, scheduling and acquisition of media space and time plus research". Such organizations employ specialists from various areas of advertising, which ensures the quality of the implementation of an advertising campaign at all its stages - from creating a strategy to manufacturing advertising products. In addition to purely advertising services, they can also provide the opportunity to conduct full-fledged market research. A huge plus of full-cycle advertising agencies is that they have their own contractors and production bases, which gives them the opportunity to receive discounts on their services and, consequently, reduce prices for their clients. Turning to a full-cycle advertising agency, and ordering all services in one place, the client can count on a higher level of work performance than if he turns to several different places, because. the complex execution of the entire project by one person guarantees the interconnection of its elements among themselves, their quality and the success of the campaign as a whole. The functionality of a universal advertising agency includes such services as: developing a communication and marketing strategy, conducting market research, studying the behavior and opinions of consumers, developing a budget, developing a media plan, making advertising products, purchasing advertising space and placing advertisements, making advertisements, holding BTL events. Not only large companies with large cash flows, but also small enterprises can turn to full-cycle advertising agencies, and most often, work with such agencies is put on a long-term basis, because. having worked with a client once, they are already better oriented in his needs, and they know what and how to offer him, what are the nuances in his activities, they can offer discounts on their services, and the client, in turn, will trust such an agency, and recommend it to your partners and colleagues. Recently, there has been a tendency to separate and narrow the specialization of agencies, which ensures an increase in the quality of the individual services they provide, but at the same time makes them vulnerable to the limited functionality of monitoring and research activities, which can affect the quality of decisions made and strategies implemented. Advertising agencies that produce advertising or creative agencies are themselves involved in the production of commercials, graphic advertising, replicating and distributing it. The word “creative” in translation from English means “creativity”, “creation”, but in Russian this word has acquired the meaning of “originality”, “non-standard”, creativity is something that customers are willing to pay big money for, counting on that the creative will attract a lot of attention and help increase sales. Creative helps to distinguish a product from many others, acting on a different level, more subtle than ordinary advertising, boring and almost indistinguishable by buyers. It is for this reason that entire agencies specializing in this field have appeared. promotional activities, professionally engaged in the creation of high-quality advertising ideas and materials. These agencies usually have simple structure organizations - management department and creative. “This is due to the uniformity and standardity of their activities, the limited number of different types of labor, and their small size.” Managers work with clients and contractors, take orders, coordinate the activities of the creative department, which in turn consists of creative individuals, specialists who generate creative ideas. A good creative idea is not necessarily expensive, on the contrary, you can find a solution that does not require high costs, but not all ideas can be brought to life, this must be remembered when developing an advertising idea and, first of all, start from the client's budget. In order to find an idea that will “shoot”, you need to know your target audience very well - their opinion about the brand, about the product or service itself, an accurate understanding of the situation will make it possible to find an unusual solution that will surprise everyone and make them talk about it. Creators must remember, first of all, the interests and requirements of the client, that is, the proposed creative ideas are not creativity for the sake of creativity, but, first of all, the solution of the customer's problems. The essence of the creator's activity is to find a certain point that will be perceived by the buyer as an irritant that causes certain emotions when contacting him. The search for such an irritant is not an easy process, in which the experience and talent of a person is important. Advertising agencies that buy advertising space in bulk and sell it at retail are called media or media buying. They make a profit by selling ad space at a premium. Media buying is not limited to advertising only on television, it is also the purchase of advertising space in newspapers and magazines, airtime on the radio, outdoor advertising space, as well as, more and more relevant recently, the purchase of advertising space on the Internet. The advantage of working with media buying agencies is their high degree of professionalism in this narrow area and, as a result, ensuring a high-quality choice of media and advertising volume for a particular advertising campaign. Media buying services can be provided both together with the media planning service and separately, and the complex service will most likely cost less than other agencies, also because media buying agencies receive good discount for large volumes of placed advertising. Advertising agencies act as an intermediary between manufacturers of goods and the sphere retail having the ability to regulate incoming offers, rejecting untimely ones and at the same time acting in the interests of the entire market and in particular in the interests of consumers, RAs also exclude the possibility of advertising dependence. The main prerequisite for creating advertising agencies is the implementation of advertising campaigns at a high and professional level and the creation of high-quality advertising messages. In accordance with the same article of the law, an advertising distributor is a “legal or individual hosting and "or" distributing advertising information by providing and "or" using property, including technical means of radio and television broadcasting, as well as communication channels of airtime and in other ways. There are five stages life cycle organizations. Origin (decision to create, development and approval required documents, formation of conditions for activity). Growth and occupation of a certain place in the relevant field. Search for new directions and forms of activity simultaneously with the development and improvement of existing ones. Maturity, when the organization is firmly on its feet and often does not seek to expand or improve. Completion of activities. According to the life cycle concept, in the absence of changes in the company management system, taking into account the influence of various economic, social, political, scientific and other factors, the life cycle of an enterprise does not exceed 30-40 years and tends to shorten. This happens due to the fact that the external environment of the company sets the requirements that must be met, and if this is not done, the stability of the work is violated. "The external environment in relation to the enterprise is a set of interrelated factors that influence everything that happens inside the organization." It follows from this that the company needs to either change or cease operations. Marketing research will be useful for creating a strategic plan at the second stage, its adjustment at the third and fifth stages of the company's life cycle. At the very beginning of the existence of the organization, the relationship between employees is characterized by informality and the direct participation of the head in all matters. The goals are not yet fully formed. The structure of the organization is extremely simple, since the staff is still small. At this stage, the company is looking for its niche, is engaged in self-determination, and chooses a position for itself in relation to competitors: adaptive, power or niche specialization of activity. It is at this stage that marketing research is first used to select the direction of activity. Through surveys and research public opinion the area that will be in demand among the consumer is determined. At the stage of growth, the structure of the organization becomes more complex, the number of employees increases. There are development prospects, the organization actively interacts with the external environment, develops the market. The organization has a mission and develops a development strategy. “Mission definition is closely related to marketing and involves answering the question: “What value can a company bring to consumers while achieving greater success in the market?”. The development of a strategy is based on various marketing studies - competitors are studied, the dynamics of the development of their industrial niche, the attitude of society to the organization is revealed. The third stage is the middle of the existence cycle, when the company already has a mission, goals and objectives, and it can start looking for new areas of activity, or developing existing ones that will expand or deepen the scope of its work. To search for possible options, market research will be an indispensable tool. At the stage of maturity, the structure of the company is already established, the work process is characterized by stability and orderliness, the company is among the leaders in its industry. By the maturity stage, the organization has a lot of experience and knowledge, which is reflected in its mission and goals. The agency was opened in the summer of 2007 and over the years of its existence has established itself as a leading and experienced provider of the widest range of BTL services. Today "Adequate" specializes in the following services: Consumer Promotion (Stimulation of buyers); Trade Promotion (Stimulation of the trade-conducting network); Merchandising (Merchandising); Mystery shopping and retail audit; production of souvenirs, printed products, promotional forms; In February 2008, the company's first website was launched, which differed from the websites of competing agencies by a large amount of information useful to clients, such as data on completed projects, accompanied by photo reports. A distinctive feature of the site was the presence of a large database of artists whose performance can be ordered for any event, as well as a catalog of stage equipment for rent. All these materials help the consumer to better understand the specifics of the agency's activities, the entire BTL-sphere as a whole, navigate the range of agency services and choose the right ones for themselves. In the spring of 2013, Adequat continues to develop new areas of activity: the range of printing services is expanding, contracts are being concluded for the exclusive representation of several creative teams of Yekaterinburg. At the same time, the agency is completely redesigning its website. The staff of the agency has increased significantly, now it employs 11 people. The Deputy Director supervises the work of the departments. His duties include: control over the work of employees, the performance of all duties of the director during his absence. Administrative - director of the agency, direct management of the advertising agency. His responsibilities include: strategic planning of the company's activities, approval of marketing plans, control over the work of all departments, decision-making on the purchase of new equipment and the development of new directions. Client department - the head and client managers who search for clients, work with them, provide order support, budgeting and document management. The project department consists of its manager and coordinators who are directly involved in the implementation of orders, including they are responsible for working with contractors, preparing internal estimates and reporting on projects. HR department - consists of two people - the head and the HR manager. His task is to find and train promotional staff, conduct trainings and maintain reports. The marketing and advertising department, headed by the art director, ensures the promotion of the agency, works with the website, media, promotes the agency on the Internet and in social networks, is responsible for creativity, pricing and directly for advertising and marketing. The accounting department, represented by one employee, is responsible for carrying out all operations with money - taxes, payments. The company currently employs about 90 freelancers: graphic designers, stage workers, sound engineers, designer, promoters and supervisors. By 2013, the market share increased by 10-11%. Agency acquired regular customers and a large client base. Distinctive features of the advertising agency "Adequate" is the presence of its base of promoters and a team of professionals. The coverage of the agency's audience is wide due to interaction with various organizations and clients from various trade and service sectors. Depending on the project, advertising can be directed both to a narrow social group(students, pensioners), and for a fairly wide group of the population. In some projects, there is a territorial specialization (residents of a certain area, suburb, etc.), this becomes especially relevant in the conditions of access to Russian market, or a narrower orientation, for example, to potential consumers of a particular product. To promote the agency, direct mail, Internet advertising, as well as banner advertising at ongoing events are used. The agency website is a powerful promotion tool that is regularly updated and updated with content. To get acquainted with its activities, the agency uploads photo reports and a description of the events and promotions held in the portfolio. Also on the site you can get acquainted with the full catalog of services provided by the agency and the list of partners of the advertising agency "Adequate". Over the years of work, the agency's employees have gained invaluable experience working with a variety of clients and companies, which certainly helps in the implementation of projects at the present time. The set of services provided by BTL agencies is almost identical, it is difficult to differentiate, so each company tries to stand out due to a service that competitors do not have. In the arsenal of services provided by the advertising agency "Adequate" marketing research is presented in the form of mystery shopper services and audit of retail trade. The main specialization of the agency is BTL events, so the range of services related to marketing is small. The mission of "Adequate" is as follows: "Create an inextricable emotionally positive connection between our clients and their consumers through the flawless organization of BTL promotions and non-standard events. Every detail is important to us, therefore we are constantly improving the quality of the services provided and expanding their range, which allows us to conquer more and more new markets. We strive to earn the trust of not only customers and partners, but society as a whole, to become the inevitable choice of everyone.” 1 Determination of the main methods of conducting marketing research Gazprom Neft Asia, a 100% subsidiary of JSC Gazprom Neft, has been operating in the oil products market of the Kyrgyz Republic since August 2006. The company is the largest operator in the wholesale and retail markets of petroleum products, as well as liquefied petroleum gas. The enterprise manages 8 oil depots, 110 filling stations, 2 liquefied hydrocarbon gas bases, 130 vehicle fleet units, 5 laboratories. In addition to the market of the Kyrgyz Republic, Gazprom Neft Asia is represented in the markets of Kazakhstan and Tajikistan through its subsidiaries - Gazprom Neft - Kazakhstan and Gazprom Neft - Tajikistan. Gazprom Neft Asia sells oil products produced by the Omsk Oil Refinery. ONPZ is one of the most high-tech plants in the Russian Federation and is one of the largest oil refineries in the world. The advantage of the ONPZ is the highest in Russian Federation depth of processing, which in turn indicates the high quality of petroleum products. Currently, the company continues to implement the rebranding program for filling stations of the network, according to which all Gazpromneft filling stations will be brought to a single retail brand. Following a long-term development strategy, Gazprom Neft Asia applies the most advanced technologies, successfully implements innovative projects. The new filling stations comply with all generally accepted international quality and safety standards. For the first time in the market of the Kyrgyz Republic, the enterprise began to operate in the related business of the retail segment, build general stores at gas stations, provide free additional services - tire inflation, shoe cleaning, glass and license plate washing, Wi-Fi. To date, 67 stores operate at Gazprom Neft gas stations. Gazpromneft filling stations in the Kyrgyz Republic sell G-Drive 95 branded fuel, Super Euro-98, Premium Euro-95, Regular-92, AI-80 gasoline, as well as summer and winter diesel fuel. Supplies of fuels and lubricants and gas are carried out directly from the Omsk oil refinery, one of the most high-tech plants in Russia and one of the largest oil refineries in the world. The advantage of the ONPZ is the highest refining depth in Russia, which in turn indicates a very high quality of the produced fuel. The activities of Gazprom Neft Asia LLC are based on two priorities - high quality products and an acceptable price for it. By selling only high-quality energy resources from Russia, Gazprom Neft Asia LLC sets a price level at which the company's margin is minimal. By doing this, Gazprom Neft Asia LLC is trying to minimize the price burden on its customers. At the moment, the construction, rebranding and automation of filling stations of the company Gazprom Neft Asia LLC is underway. Gas stations will comply with all generally accepted international quality and safety standards. Filling stations of this type are presented on the market of Kyrgyzstan for the first time. hallmark filling stations built by Gazprom Neft Asia LLC, first of all, is the principle of customer self-service (customers pay for the purchase of fuel and lubricants at the operator's cash desk). This type of payment is a transitional step for the introduction of a full self-service system at gas stations in the future, which is now operating in many countries around the world, including Russia and the United States. At all newly built gas stations of Gazprom Neft Asia LLC, customers, in addition to buying high-quality fuels and lubricants, can also use the services of mini-markets, car washes and vulcanizations - components of related and roadside services. For the first time in the Kyrgyz market, at the gas station of Gazprom Neft Asia LLC - Gazprom Neft, the sale of Premium Euro-95 and Super Euro-98 gasolines began. These brands of gasoline belong to the Euro-3 standard, which is widely used in world markets. LLC "Gazprom Neft Asia" currently sells on the market of Kyrgyzstan such types of fuel as: gasoline, diesel fuel, liquefied hydrocarbon gas, engine oils, greases. Currently, the assets of Gazprom Neft Asia include 99 operating filling stations. Gas stations are located in all 7 regions of the Kyrgyz Republic. Bishkek and Chui region account for most of the gas stations of Gazprom Neft Asia - 57 stations, 12 gas stations are located in the Issyk-Kul region, 7 gas stations in Talas, 10 gas stations in Jalal-Abat, 8 gas stations in Osh, 2 - in Batken and 3 - in the Naryn region. Gazprom Neft Asia LLC plans to increase the presence of its gas stations under the Gazprom Neft brand every year through the reconstruction of existing ones, as well as the construction and acquisition of new gas stations, thereby providing the population of the republic with high-quality Russian fuel supplied from the Omsk oil refinery. One of the main tasks of Gazprom Neft Asia is to provide wholesale and retail customers with high-quality fuel and provide quality services to customers. For the latter purpose, managers of Gazprom Neft Asia regularly conduct courses to improve the quality of customer service and staff development for filling station operators and other employees of Gazprom Neft Asia. Currently, the company continues to implement the rebranding program for filling stations of the network, according to which all Gazpromneft filling stations will be brought to a single retail brand. Following a long-term development strategy, Gazprom Neft Asia applies the most advanced technologies and successfully implements innovative projects. The new filling stations comply with all generally accepted international quality and safety standards. A large number of employees, high density of communications within the company, geographical separation of divisions, branches (Gazprom has several hundred subsidiaries and granddaughters) make branding a tool for connectivity, holistic understanding, and flexible standardization. Each of the target groups is interested in different issues, and each is working in its own areas. That is why a single company brand is needed that connects the needs of all audiences and communities. It is important to understand that, being the largest transnational corporation, Gazprom, first of all, sells not a product, but relationships, business principles, reputation, management and communication standards. This is not a sale, but rather an interaction for a vision. A single image, which forms the basis of the Gazprom brand, is needed in order to have understanding. The brand in this case is a marker of effective style. corporate governance companies. Of the novelties of outdoor advertising of Gazprom Neft Asia LLC, the following can be distinguished:. Joker is a three-sided advertising medium with a special internal illumination, placed in a special cylindrical case with transparent acrylic "windows". Citybox, City-format is a double-sided advertising box with a waste container installed at the base of the structure. The height of the City-box is 3 meters, thanks to which the advertising on it is perfectly visible to both pedestrians and car drivers, and the intense internal lighting makes the advertising medium clearly visible even at night. Pillars (pillar, pylon, pillar) is a three-sided advertising pedestal with internal illumination, which has three advertising surfaces measuring 1.4x2.8 m. parts of cities. Due to the periodic change of the image, the dynamic pillar perfectly attracts attention. Roller displays (scrollers) are an advertising and information system, which is a light box with powerful internal illumination, in which advertising images are rewound from one shaft to another. Automatic image change is due to two electric motors that set the shafts in motion. Each image is displayed for a certain time specified by the settings. Flex-case (billboard) is a means of outdoor advertising, which is a stand-alone billboard with intense internal illumination without protective glass. The protection of the inside of the flex-case is the image itself, which is evenly stretched and fixed in the box with the help of special clamps. Properly executed installation of the poster allows you to achieve a perfectly smooth image. The lack of glare on the image during the day and the bright interior lighting at night make Flex-case an attractive form of advertising. This modern advertising structure is a great alternative to outdated 3×6 billboards. m. 2.3 New methods in marketing ) NPS method (Net Promoter Score) ) Mystery shopper. Any company seeks to “bind” its consumers to itself, to achieve their favor and “fidelity”, so that they again make their next purchase in its store. Customer loyalty is one of the most indicative criteria for business performance. As a rule, a loyal customer, regardless of the current situation on the market, including when the cost of a product (service) increases or new stores and similar products appear, will give preference to their favorite brand. Evaluate the performance of an enterprise or store allows special marketing research, which reveals shortcomings in the service sector, as well as the "mood" of the target audience. For example, the method called the Mystery shopper, or the Mystery Shopper, which involves a visit to a retail outlet by a specially trained agent, allows you to determine the level of service and make it even higher by eliminating all the shortcomings. NPS method (Net Promoter Score). Many large foreign and domestic companies use NPS (Net Promoter Score) technology for this purpose. This method appeared relatively recently, in 2001. Its author was the famous American loyalty specialist Frederick Reicheld, who, based on his numerous studies in real companies, was able to identify the relationship between consumer loyalty and company success. True, this mainly applies to service companies (shops, Insurance companies, banks, gas stations, airlines, etc.). Reicheld suggested using a special survey technique, which allows you to determine the NPS coefficient - the net loyalty coefficient. In the process of research, which is a survey, which necessarily includes the key question: “How likely would you recommend our company to your friends?”, Consumers are identified, which are conventionally divided into 3 categories: · "critics", or detractors (Detractors), - dissatisfied buyers who will not recommend your brand; · "neutrals" (Passives) - passive buyers who are quite satisfied with your goods / services, but they do not plan to advertise them to their friends; · "Promoters" (Promoters) - loyal customers who are completely satisfied with the products and are going to recommend them in their environment. To separate these categories, respondents are offered a special scale, for example, from "0" to "10". As a result, everyone who chose the range from 0 to 6 gets into the list of critics, from 9 to 10 - into the list of promoters, and the rest are considered as neutral consumers. It is measured in % and calculated as the ratio of the total number of promoters and critics. To conduct a high-quality marketing research of consumer loyalty and get an objective result that will help identify and eliminate negative factors that hinder the prosperity of the company, it is extremely important to correctly select the sample and take into account a number of other factors. Along with determining the loyalty coefficient, the study also involves identifying the reasons why the target audience treats the company favorably or negatively, which is also carried out in the survey process. The NPS methodology is actively used by companies such as Apple, P&G, Philips, Amazon, Home Credit Bank, MTS, Gazprom Neft and many others. The Mystery Shopper and Net Promoter Score methods are effective and proven tools for increasing brand loyalty. If traditional research methods require a significant amount of time to process the results, these technologies save time resources. Carrying out the "Mystery Shopper" campaign. Advertising agency "Adequate" has extensive experience in the "Mystery Shopper" campaign, the employees of our agency have been holding such a campaign for several years for the company "Gazprom Neft Asia", covering gas stations throughout Kyrgyzstan. During the inspections, the level of service, as well as the level of work of the entire network of gas stations, has increased significantly. The assessment of the quality of personnel service is based on the results of processing the data collected during the audit. Here is a list of materials that each mystery shopper provides after verification: about visiting a retail outlet or service office; · cash receipt to confirm the control purchase; · photo, video report or dictaphone recording of negotiations with company employees. · Report on a visit to a retail outlet or service office. Research and control of the quality of customer service, as a rule, is carried out on a regular basis. The Mystery Shopper programs allow the company's management, together with the HR department, to receive information structured according to the parameters set by them: · how is the sale of goods or services at each stage; · what kind typical mistakes made by employees; · what hinders the promotion of the brand and the formation of a positive image of the company; what is the quality of customer service. Advantages of working with our company: ) Experienced personnel for inspections ) Availability of own professional photo, video equipment (various hidden video cameras) for quality checks. Availability of vehicles. Marketing research Mystery Shopper allows you to control the activities of staff and use the information received to motivate employees, increase customer loyalty, stimulate sales, improve the service provided and introduce new technologies. The mystery shopper shows how your company looks in the eyes of customers and allows you to improve service standards, making them more customer-oriented. Agency Adequat implements the program "Mystery Shopper" Mystery shopping in all regions of Kyrgyzstan. · The short time frame for the study · Fast reporting · Professional staff of mystery shoppers · Monitoring in different regions of the country without increasing overhead costs · Discounts that increase in proportion to the increase in the number of ordered checks. Using the Mystery shopping Mystery shopping method, the organization's personnel is monitored: you can easily find out whether the employees of the audited company comply with the service standards adopted by the company, whether they are interested in retaining customers and promoting the company's services, whether they are motivated to achieve results, whether their external appearance and speech to the standards established by the company. Based on the results of the inspections, an assessment of the quality of customer service is also given, on the basis of which it is possible to draw conclusions about the current state of affairs in the company and the measures necessary to improve the quality of service and increase customer loyalty. Checking the outlet may include a test purchase. The document confirming the purchase is a cash receipt. A test purchase, the results of which will be reflected in the reports, will allow you to check the correctness of the performance of service procedures by your company's employees. A test purchase is also an additional method to control the work of a mystery shopper. Before launching the Mystery Shopper project, we analyze and discuss the following points: · Goals and objectives of the study; · Requirements for candidacy of mystery shoppers; · The possibility of using the information received to improve the service; · The need to create/improve service standards adopted by the company; · The number of offices or retail outlets and employees of the company that will be tested; · The number of evaluation criteria in the questionnaire; · How to complete the visit report (questionnaire or detailed descriptions); · The need for audio or video recording of a visit, a test purchase; · Frequency and form of reporting (final report only or regular interim reports); · Methods of processing the information received and the method of its provision to the Customer. We will help you apply the "Mystery Shopper" or mystery shopping method to organize an audit of your company's divisions. The information obtained during such an audit will most fully represent the state of service in your company and will allow you to take measures to improve the quality of customer service. Promotion "Mystery Shopper". Is the result worth the time, effort and cost? What is a Mystery Shopper promotion? What is it for? Who needs it and why? Such questions are asked by people who first met with this phrase. The very word "secret" hides in itself some kind of mystery, and, consequently, interest. After reading about this study in newspapers and magazines, hearing about it on a television program, learning from friends, a person, first of all, does not understand what kind of buyer he is, yes, and why is he a secret one? Having already understood this marketing term a little, it becomes clear that a Mystery Shopper or Mystery Shopper is a person who visits a store or other institution (banks, beauty salons, restaurants, etc.) under the guise of an ordinary visitor, but pursues very specific goals . And his main goal is to evaluate the quality of service in the place where he came to receive services or purchase goods. Okay, that's sorted out. But not of his own will, this person goes, for example, for a consultation to a bank and wastes his time if he does not need to receive advice at all. Why does he record a conversation with a bank employee on a dictaphone, and pays such close attention to the situation and atmosphere prevailing in the branch? Isn’t he doing this for the same reason, so that later he can call the bank’s hotline and complain or, conversely, praise the employee serving him? Of course, there are also people who, at their request, ask in restaurants or shops for the “Book of Complaints and Suggestions” and write down their reviews about the service and staff of this institution. But there are only a few such visitors, and they usually notice only very poor service, which is why the reviews in such “books” are in most cases negative. Mystery Shopper (Mystery Shopping). In order to implement an effective development strategy and make competent management decisions, management must be aware of the existing problem areas. The Mystery Shopper program is objective and reliable information "about yourself". Our proposed study is low-cost, but very effective way evaluating the quality of the work of a bank, store or other commercial facility. It allows you to find out: · How to interact with customers when selling goods and services. · What mistakes do company employees make? · What prevents the formation of a positive image of the company in the eyes of real consumers. · How well are customers served? The advantage of the Mystery Shopper research method lies in the complete anonymity and surprise of the verification. The staff does not know who is in front of him and behaves as usual. And a specially trained "mysterious visitor" analyzes the situation, and subsequently indicates the data obtained in the questionnaire. Mystery Shopper by Feature commercial activities The customer can carry out verification by various methods: .through a personal visit to a retail outlet (i.e., where there is direct interaction with consumers in our case at gas stations); .via a phone call (for example, to a call center or as a preliminary arrangement before visiting a retail outlet); .through an online purchase (checking the quality of service in online stores and other online services) Qualitative and independent marketing research is possible if the mystery shopper managed to keep his incognito. The verification should be carried out by "agents" who have undergone special training and act according to clear instructions. A professional mystery shopper (aka a secret shopper, aka a fake client, aka a mystery shopper) approaches the outlet with a pre-prepared scenario, but in the process of communicating with the staff, the mystery shopper can improvise, taking into account the circumstances. If necessary, during the check the mistery shopper can also use additional technical means, such as a voice recorder and a hidden video camera. After testing, the mystery shopper fills out a pre-prepared evaluation paper, in which he notes his observations and all the factors of interest to the Customer. The information obtained allows us to draw an objective conclusion about the quality of the work of employees and draw up an action plan to improve the service. How Mystery Shopper Can Help You .Objectively evaluate the work of staff .Assess the quality of staff training .Motivate staff .Increase consumer loyalty to trademark and specific point of sale
.Stimulate sales growth Gazprom Neft Asia LLC pursues a policy of introducing the Gazprom brand name into the names of all subsidiaries. Together with the name and branded corporate symbols, schemes and models of communication, activities, and interaction with target groups come into the corporate culture. The concern needs a brand for the development and consolidation of corporate ties, identification, so that each employee understands who he is, where he is, why, what place he occupies in the company, and the company in the group. That's what the "Mystery Shopper" campaign is for. A very large-scale action that requires large material costs, strength and patience. And here arises main question: “Will all these costs be justified? And the answer to this question is YES! This action is not just a staff check, it is a real improvement in the quality of service. I'll give you an example. One of the largest banks in Russia ordered our agency to conduct this study. It was carried out in several stages. As soon as the action began, and the first checks were made, the results were "C grade". Bank employees did not comply with service standards, were not interested in customers, their politeness also left much to be desired. As for the second stage, what did we see? The results exceeded all expectations. The employees not only gave full advice, were active and polite, but the quality of their service was rated "excellent"! There was a feeling that on the audio recording we heard not just a consultation, but its ideal conduct! Of course, the thought may arise that the employees were expecting the appearance of the Mystery Shopper, and therefore they tried to show themselves as best and professionally as possible. But I don't see anything wrong with that. One month the employee fully works in accordance with service standards, the second, the third. During this time, he becomes so accustomed to conducting full consultations, observing all the standards, that then he stops noticing that a good consultation requires some effort on his part, more attention and time. It is no longer a burden for him to once again smile at the client, to give him not 10, but 20 minutes. There is an interest in the work, he is noticed by the management, and he strives not to spoil his reputation in the future. But what about the customer? He is pleased, because for a relatively short term the professionalism and qualifications of his staff have improved, and he can only be proud of the employees of his bank, and, consequently, of himself. The main goal of the "Mystery Shopper" study has been achieved, the quality of customer service has improved markedly. 2.5 Development of proposals to improve the efficiency of management of the marketing activities of the advertising agency "Adekvat" Development of proposals and their economic efficiency .Improving the organizational structure The organization management structure is one of the conditions for effective management, closely related to the goals, functions, management process, the work of managers and the distribution of powers between them. Within this structure, the entire management process(the movement of information flows and the adoption of managerial decisions), which involves managers of all levels, categories and professional specializations. Analysis of the activities of the advertising agency "Adequate" showed that there are a number of problems in the organization of the agency's management structure. The management structure of the enterprise is linear-functional and overly centralized. All decisions are made by the director of the enterprise. The reason is that management does not believe in the ability of an advertising agency to function normally when they exercise only general, and not constant (daily, hourly) control over the actions of subordinates. Problems of delegation of authority in the agency, transferring them from the director to middle-level managers create a number of problems in the agency. When developing the organizational structure for managing the advertising agency "Adequate", it is necessary, in our opinion, to ensure the effective distribution of management functions among departments. The following conditions must be met: ¾ the solution of the same issues should be under the jurisdiction of one unit; ¾ all management functions should be the responsibility of the heads of departments; ¾ the solution of issues should be assigned to the units, according to their functional duties. The main principles for improving the management structure of an advertising agency should be: The organizational structure of management should, first of all, reflect the goals and objectives of the organization. Optimal division of labor between government and individual workers should ensure the creative nature of the work and the normal workload, as well as proper specialization. The formation of the management structure must be associated with the definition of the powers and responsibilities of each employee and management body, with the establishment of a system of vertical and horizontal links between them. It is necessary to maintain a correspondence between functions and duties, and powers and responsibilities. The organizational structure of management should correspond to the socio-cultural environment of the organization, have a significant impact on decisions regarding the level of centralization and detail, the distribution of powers and responsibilities, the degree of independence and the extent of control of the director and managers. The implementation of these principles means the need to take into account the formation (or restructuring) of the management structure of many different factors influencing the management structure. An important factor in improving the management structure of the advertising agency "Adekvat" is the level of development at the enterprise information technology. Using all the possibilities of the Internet in work and local networks. This will help coordinate the work of various departments, summarize the work of individual employees, and expand the scope of control by the head. We can propose the following management structure and identify five main functional divisions: ) creative or art department ) order fulfillment department ) delivery department ) marketing service ) financial and economic department Rice. 1. Suggested organizational structure advertising agency "Adequate" The director deals with personnel, concludes contracts with advertisers and production advertising agencies that supply us with souvenirs, printed and other promotional products, attends exhibitions and conferences to exchange experience. Financial and economic department. Chief Accountant in charge of financial department leads the whole financial activity firms: accrual and payment of taxes, distribution of profits, calculation and issuance wages, extract of the main documents. Controls the safety, rational and economical use of funds. Together with the director, they control the activities of the advertising agency. Order Fulfillment Department. Chief Manager - coordinates, directs and controls the activities of managers. Conducts a daily audit of the work done by each manager (number of new orders, clients, etc.). The department has 4 managers who are the driving force behind the work of the entire agency as a whole. The responsibilities of each manager include: searching for potential customers, reviewing the market, organizing cooperation with advertisers. The manager maintains the client base in in electronic format, accepts orders, develops advertising offers and advertising campaigns, concludes an agreement with a client for advertising services, writes out internal technical tasks signed executive director and exposes an estimate of expenses signed by the latter. Together with the designer, he develops the original - layouts, approves them with the customer. Prepares a package of necessary accounting documents. Manages orders from acceptance to delivery finished products and transferring money to the cashier (to a current account). They represent the interests of customers in their agency, monitor the implementation of the order from the beginning of creation to its implementation. The scheme for calculating wages and interest from transactions depends on the fulfillment of the order or non-fulfillment The creative department of the agency consists of designers, proofreaders. The main work is to form the idea of the appeal. They perform work in several versions within a clearly defined time frame and provide it to the customer through the manager. Delivery department. Head of delivery - they report mainly to the head and chief accountant. In his submission are: couriers and drivers. Functional responsibilities this department include: distribution of promotional items. Their responsibilities include the purchase and delivery of office equipment, if necessary, the search for channels for its repair, the purchase Supplies- writing paper, stationery, change of printer cartridges. Drivers are responsible for the transport support of deliveries, and couriers for the uninterrupted and timely delivery of information materials. Marketing Service. The head of the marketing service and two marketers plan marketing activities, create demand for new types of advertising and services, organize the advertising activities of the enterprise itself, and form the external and internal image of the enterprise. Marketing management is the analysis, planning, implementation and control of activities designed to achieve the goals and objectives of the enterprise for business development. For effective management marketing activities, it is necessary to develop a program of marketing activities, in which to present all the stages of development, necessary activities, deadlines and those responsible for their implementation, the results of marketing activities. In the course of work on the study of personnel, the following was highlighted: ¾ Development of methods to increase employee loyalty to the company and satisfaction with their work. Create a loyalty and job satisfaction management system in the Republic of Armenia, for this, conduct research to identify the following aspects: internal and external motivation of employees, personal needs of employees, incentives and a remuneration system, working conditions and their features, labor relations. Based on the analysis, develop a program social support, including material and non-material incentive measures, the average market wage, an increase in wages based on the results of the year for professionalism, an increase in the profitability of the enterprise (personal contribution), contribution to the work of the team and aspiration career development. Management to conduct their activities based on the respect of each employee, fairness in the imposition of incentives and punishments. Create an atmosphere of honesty, openness and mutual assistance in the team and eliminate elements in the personnel policy that contribute to the manifestation of disloyalty of employees. Strategic planning in this case provides for the implementation of compensatory measures in accordance with the reserve of time, which makes it possible to avoid staff turnover, primarily managers. In the context of the transition to market methods of doing business, the main task for the enterprise is not only to maintain its potential, quality and range of products at the achieved level, but also to improve the sales and marketing system. Conclusion In the course of writing the thesis, we studied theoretical aspects improving the efficiency of the marketing activities of the enterprise, including the basic concepts of marketing, the organization of marketing in the enterprise, as well as the planning process, marketing activities. Marketing research is a comprehensive way to collect information about the market in all areas of activity, including for advertising agencies that are full-fledged players in the business. The competition among advertising agencies is more intense than ever these days, with new agencies constantly springing up and each striving to stand out. The choice of the optimal path for the development of an advertising agency is impossible without the involvement of strategic planning. Marketing research provides an opportunity to assess the situation on the market and make the right management decision. The correctness of the data obtained, on which the strategy will be based, directly depends on the choice of research methods. We examined the stages of marketing research, the principles of their organization and the requirements for personnel engaged in marketing activities. Based on the sources studied, a classification of types of research was given according to four criteria, as well as a classification based on the nature of the information received - qualitative or quantitative. As a result of comparing the possibilities of qualitative and quantitative research, field and desk, it was concluded that when choosing a specific type of research, it is necessary, first of all, to be guided by the task facing the researchers. The main methods of conducting marketing research were called a survey, observation and questioning as the most effective, affordable and cost-effective. To date, there are several types of advertising agencies - a full cycle (universal), or highly specialized (media buying, creative, BTL - agencies). All of them equally need to have a development strategy. As a result of considering the theory of the life cycle of an enterprise, which consists of five stages, it was found that strategic planning is applied at the first stage, when the company is born, at the third stage to adjust the plan and at the fifth to choose a new development path and reach a new level. The essence of strategic planning is setting goals and choosing methods to achieve them. A strategy is a comprehensive, comprehensive and detailed plan that involves the development of actions and ways to achieve the goals set, corresponding to the capabilities and needs of the organization. The elements of strategic planning are the definition of the company's mission, goals and objectives of the activity, assessment of the internal and external environment of the organization. Empirical material for the research work was collected on the basis of the Adequat advertising agency, which operates in the BTL market of Bishkek and provides a wide range of services from advertising, corporate and festive events to the provision of light, sound and technical equipment. We have given recommendations for conducting preventive marketing research by the method of surveys and study open sources aimed at optimizing the activities of an advertising agency. List of used sources and literature 1. Azoev G. L. Competition: analysis, strategy, practice / G. L. Azoev - M.: Center for Economics and Marketing, 2015. - 207 p. (B-ka economic manager; Book 3) Akulich I.L. International Marketing: studies. allowance / - Mn. : High school, 2012. - 544 p. Akulov V. B. Theory of organization / Akulov V. B., Rudakov M. N. Petrozavodsk, PetrGU, 2012 - 145 p. Afanasiev M. P. Marketing: strategy and practice of the firm / M. P. Afanasiev - M.: Finstat, 2009. - 324 p. Belyaevsky I. K. Marketing research: information, analysis, forecast: Proc. allowance for universities / I. K. Belyaevsky - M .: Finance and statistics, 2012. - 320 p. Business planning: textbook. Regional financial and economic institute. - Kursk, 2009. - 387 p. Bowman K. Fundamentals of strategic management / Per. from English. Ed. L.G. Zaitseva, M.I. Sokolova. - M.: Banks and stock exchanges, UNITI, 2007. - 175 p. Bronnikova T.S., Chernyavsky A.G. Marketing: Tutorial/ T.S. Bronnikova, A.G. Chernyavsky, Taganrog: Publishing House of the TRTU, 2004. - 103 p. Vasilenko S.V. Corporate culture as a tool for effective personnel management / S.V. Vasilenko, M.: Dashkov i Ko, 2013. - 136 p. Vershigora E. E. Management - M .: Infra-M, 2012. - 283 p. Gibson J.L., Ivantsevich D.M., Donnelly D.H. Organizations: behavior, structure, processes: / J. L. Gibson, D.M. Ivantsevich, D.Kh. Donnelly, trans. from English. M.: INFRA-M, 2000. - 662 p. Golubkov EP Marketing research: theory, methodology and practice. - 2nd edition, revised. And extra. M.: Finpress, 2000. - 464 p. Glushchenko V. V. Development management decision. Forecasting - planning / VV Glushchenko - Zheleznodorozhny, Moscow. region: OOO SPC "Wings", 2000. - 400 p. Zavitaeva O.S. Theoretical and applied foundations social work in the organization: a specialized teaching aid. - Ekaterinburg: ID Azhur, 2011. - 164 p. Zavyalov P.S. Marketing in diagrams, figures, tables. Textbook / M.: Infra-M., 2002. - 500 p. Kibanov A.Ya. Organizational personnel management: Textbook, ed. AND I. Kibanova, - 4th ed., add. and reworked. - M.: INFRA-M.: - 2010. - 695 p. Kotler A. Fundamentals of marketing. Basic course / F. Kotler. Per. from English. V.B. Bobrova - M.: LLC AST Publishing House, 2007. - 656 p. Lapina T.A. Corporate culture: Educational and methodical manual / Ed.- comp. T.A. Lapin. - Omsk: OmGU Publishing House, 2009. - 97 p. Lyasko V.I. Strategic planning of enterprise development: Textbook for universities / V.I. Lasko. - M.: Exam Publishing House, 2012. - 288 p. Lukashevich V.V., Astakhova. N. I. Management / V. V. Lukashevich, N. I. Astakhova. - M .: UNITY-DANA, 2007. - 255 p. Lunev V.L. Tactics and strategy of company management. / V.L. Lunev-M.: Finpress, 2011. - 297 p. APPS Attachment 1 What stage of development do you think your organization is at? What problems do you think your organization is facing? Do you think these problems hinder the development of the advertising agency "Adekvat"? What kind of problems do you think have the greatest impact on your organization, external or internal? Do you think marketing research can help solve the problems you describe? Do you think strategic planning would make sense in your organization to optimize its performance? Annex 2 Questionnaire for studying staff satisfaction with working conditions Dear colleagues! We ask you to pay a little attention and answer a few questions regarding the organization of your work. Your responses will give us the opportunity to evaluate your attitude to work and take measures to optimize the workflow, if necessary. ). What's your gender a) male b) female ). Your age ). Your education a) average b) secondary special c) incomplete higher education d) higher e) 2 higher ). Work experience a) in the specialty ______________________ b) in our agency ______________________ ). Please indicate how satisfied you are with the following aspects of your work. (1 - completely satisfied, 2 - rather satisfied, 3 - difficult to answer, 3 - rather dissatisfied, 4 - not satisfied at all) Salary Relationships in the team Growth prospects Variety of work Relationship with management Technical support level The degree of independence of labor ). What could motivate you to be productive? ). In the next 1-3 years, you plan to… work in the same position Go for a promotion Change job without changing specialty Change job with a change of specialty ). Do you rate your skill level as... a) tall b) sufficient for work in this specialty c) low Thank you very much for participating!
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In order to ensure effective marketing of products, manufacturers (advertisers) use advertising to make themselves known. Advertising messages are sent directly to consumers through intermediaries who create these advertisements (advertising producers) and distribute them (advertising distributors). The interaction of all four subjects and form the advertising market.
- An advertiser is a direct customer of advertising, which creates a demand for advertising services and is a client of an advertising producer.
- Advertiser - a provider of advertising services commissioned by the advertiser, creates an offer on the advertising market.
- An advertising distributor is an organization that, at the request of an advertiser or an advertising producer, distributes paid advertising through advertising media.
- The advertising consumer is the final recipient of advertising messages.
Creative market. This is a market for advertising agencies that operate on the principles of monopoly competition: each firm in its own niche. It is rather difficult to compare the offers of such organizations, all of them have excellent specialists in their field, applying an individual approach to each client. Therefore, the choice of agency will remain with the customer.
Production market advertising materials. This is a market for advertising producers who provide services for creating an advertising video, banner or billboard layout. In this market, customers can compare offers based on a study of the price and quality of promotional materials.
Features of advertising market research
The research procedure includes the following steps:
- definition of goals and objectives of the study
- choice of sources of information
- conducting research
- evaluation of the received data analysis and preparation of a report on the work done.
At the first stage, it is necessary to clearly formulate the purpose of the study. As a rule, e-mail receives information about the content of the advertising message, the main ideas and concepts of advertising, etc.
The choice of sources of information refers to the definition of sources of secondary and primary information about advertising. Secondary data is information already collected for some purpose ( periodicals, databases, statistical information, financial statements, etc.). Secondary information allows us to formulate the main hypothesis of the study. If there is not enough secondary data to solve the research problem, it is necessary to start collecting primary information (data obtained to solve a specific research problem)
- Desk research - the study of secondary sources of information
- Field research - collection and processing of primary data directly for a specific advertising analysis.
The next stage of the research is the process of conducting research on the advertising market. It includes:
- The calculation of the sample size is the determination of the number of representatives of the object of study
- Definition of research methods. There are quantitative and qualitative methods of studying the advertising market.
Quantitative methods:
- Survey - obtaining information from respondents personally using a questionnaire
- Observation - the study of consumer behavior directly in the places of research
- An experiment is a measurement of the actual causal relationship between the studied and control situations in the market.
Qualitative research.
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