Report on industrial practice in an advertising company. Practice report Report on practice in an advertising agency (PR). About direct marketing

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Introduction

In accordance with the curriculum, I have been doing an internship in a limited liability partnership with an advertising agency "Asia Direct" since June 9, 2008. to the twelfth of July 2008

I was hired for an apprenticeship on the staff of the partnership as a manager.

Together with the head of practice directly in the partnership, a plan for the implementation of the work was drawn up, which I successfully completed.

During my internship, I:

Familiarized with the constituent document - the charter, approved by the founder of the company;

Familiarize yourself with the structure of the organization;

He got acquainted with the organization and the functions and duties of the employees of the enterprise;

Acquainted with the content of economic and organizational work;

Familiarize yourself with the features of working with databases;

Familiarization with telemarketing;

Familiarized with the features of the work of the manager of the BTL department (see appendix);

Participated in home sampling of Aquafina table water;

Led, as a supervisor, a team of promoters;

Compiled reports for the promo-action home sampling of table water "Akvafina";

Managed the time sheet.

Main part.

Asia Direct Agency is one of the first professional direct marketing agencies in Central Asia.

Member of:

1999 - RADM (Russian Association of Direct Marketing)

2000 - FEDMA (Federation of European Direct Marketing Associations)

· 2003 - InterDirect Network (International Network of Independent Direct Marketing Agencies)

The enterprise was organized in the form of a limited liability partnership on March 31, 1998. Full name of the enterprise - Limited Liability Partnership advertising agency "Asia Direct"

Advertising agency "Asia Direct" was established in accordance with the Constitution of the Republic of Kazakhstan, the Law of the Republic of Kazakhstan "On Limited Liability Partnerships". The partnership is guided in its activities by the Civil Code of the Republic of Kazakhstan, the Constituent Agreement on the establishment of the partnership and the Charter of the enterprise.

The management of the current activities of the partnership is carried out by the sole executive body - the general director.

Company's mission -assist in the development and promotion of the business of their clients.

The company carries out its mission through "direct marketing".

Direct Marketing- a continuous process of attracting new customers, meeting the needs of regular customers and developing long-term relationships with them, as well as strengthening a positive attitude towards the company and increasing sales.

Basic principles of work:

· Professionalism

· Individual approach to each client

· Creative approach to solving problems of any complexity

· Privacy

Ethical standards

Companies:

Procter&Gamble Kazakhstan

samsung electronics

North Winds Kazakhstan

BankTuranAlem

Styx&Leo Burnett

McCANN Erickson Kazakhstan

Panda promotion

· Tequila Russia

BBDO marketing (Moscow)

DM club (Moscow)

Сonnexions (Moscow)

More details about the main aspects of the company's activities are described in the appendix. In particular, you can get acquainted with direct marketing, BTL (below the line - under the line), promotions, telemarketing and databases.

Permanent staff The company consists of 37 people:

CEO;

Deputy Gen. director;

Marketing department - 6 people,

BTL department - 4;

IT department - 5;

Field department - 14;

Accounting - 3;

Drivers - 2;

Secretary - 1.

But in some cases, this number of people is not enough for the full-fledged work of the agency, and the company resorts to temporary employment additional employees. Basically, this is not skilled labor - promoters, loaders, telemarketing operators. Hiring temporary workers is associated with one-time promotions and the absence of the need to constantly keep a large staff.

Hiring temporary employees has a certain seasonality. In summer, a large number of promotions are held, because in warm weather, promotions can be held on the streets, in parks, in recreation areas, etc. It is also easier to hire promoters, who are mostly high school students and students who want to work during the summer holidays and agree to low wages.

Production cost structure of Asia Direct LLP, thousand tenge:

When analyzing this table, it should be noted that the largest share in the cost structure is wages with accruals - 43-45%, material costs 22 - 30%. This is due to the peculiarity of the advertising business, which is not energy-intensive, material-intensive, etc. . and wages of up to 70% of employees (in some cases) come to the fore in the cost structure.

Main indicators of financial and economic activity of Asia Direct LLP for 2005-2007, thousand tenge.

Production efficiency is one of the key categories of a market economy, which is directly related to the achievement of the ultimate goal of the development of social production in general and each enterprise separately.

Profit occupies an important place in the economic system. It is profit that ensures the economic stability of the company and its financial independence.

Profitability there is a relative indicator that has the property of comparability, can be used when comparing the activities of different enterprises. Profitability characterizes the degree of profitability, profitability, profitability.

The profitability of sales (turnover, sales) is determined by the ratio of the value of the annual balance sheet profit of the enterprise to the value of the annual proceeds from the sale of products, expressed as a percentage:

P b - the value of the annual balance sheet profit of the enterprise (tg./year.);

B - annual revenue from the sale of products (tg./year);

2005 P sales (turnover) = 22815 / 72120 * 100% = 31.7%

2006 Rsales (turnover) = 26500 / 78200 * 100% = 33.9%

2007 Rsales (turnover) = 39180 / 98500 * 100% = 39.8%

This indicator characterizes the efficiency of entrepreneurial activity: how much profit an enterprise has from 1 tenge of sales, work performed, services rendered.

It can be seen from these calculations. That the level of profitability is growing every year, as well as net profit is increasing.

In the profit structure, direct mail has the largest share - 45%. sending individual mail;

promotions - 35%;

Conclusion

Passage of industrial practice is an important element of the educational process for the preparation of a specialist in the field of economics.

During its passage, the future economist applies the knowledge, skills and abilities gained in the learning process in practice.

The main objectives of the production practice are:

Gaining practical work experience.

Improving the quality of professional training.

Education of a specialist in the spirit of respect for the law.

Consolidation of the acquired knowledge in general and special economic disciplines.

FEDERAL AGENCY FOR EDUCATION

STATE EDUCATIONAL INSTITUTION

HIGHER PROFESSIONAL EDUCATION

"DON STATE TECHNICAL UNIVERSITY"

Department of History and Cultural Studies

Head department

history and cultural studies

N.V. Shishova

______________________

Report

in managerial practice

Head fromHead from DSTU:

enterprises (RA): Ph.D., Assoc. Podoprigora A.S.

_______________________

_______________________ ______________________

"___" ______________ 20___ "___" ___________ 20___

Compiled (a) a report:

student (ka) of the group GRM-41

________________________

________________________

"___" ____________ 20___

Rostov-on-Don 2011

I was accepted for practice in the staff of RA "Art-El" June 27, 2011 to July 23, 2011, as a manager.

In the course of my internship, I: - got acquainted with the constituent document - the charter, approved by the founder of the company; - got acquainted with the structure of the organization; - got acquainted with the organization and the functions and duties of the employees of the enterprise; - got acquainted with the content of economic and organizational work;

I got acquainted with their educational and professional training and work experience in the advertising field.

I got acquainted with the peculiarities of the work of project managers, working with clients, and personnel. - participated in the tasting of the drink "Pokrovsky Lemonades" in supermarkets in Rostov-on-Don - supervised a team of promoters as a supervisor; -participated in the organization of actions and was engaged in the preparation of promotional staff for the Lazurit furniture salon. - Managed customer database and made phone calls to customers. - Prepared reports for promotions.

IP Solovieva or advertising agency "Art-al" has been on the advertising services market since 2007. She began her activity as an agency specializing in promotions. At the moment, it continues its activities in the field of BTL services, expanding the specifics of its activities and now it is a full-cycle BTL agency. The agency has established close partnerships with many media, radio stations and transport companies. Thanks to the high professionalism of the agency staff, you get a comprehensive solution made by a team of professionals with extensive experience in developing and supporting various projects, conducting promotions, promotional events, which can significantly reduce the cost of implementing and maintaining complex marketing tasks.

Mission : We are ready to offer the most non-standard approaches to solving your tasks. We use our skills and resources to the maximum in order to create bright advertising images for you - our clients. With the help of the "Art-el" advertising agency, people around you will learn more about you. We will convince them to give preference to your services and your products!

Common goals: gaining a leading position among the advertising agencies of Rostov-on-Don, specializing in promotion. Become one of the most sought after agencies specializing in Btl services. The desire for a constant increase in profits due to more orders.

Special Purposes: 1) Attracting more customers in 2012 by 15% by improving its services and active advertising policy.

2) Achieve a profitability of about 40% next year and maintain this trend by attracting more customers.

Strategy:"Art-el" chooses a growth strategy, because it is inherent, first of all, to young organizations, regardless of the field of activity, striving to take a leading position in the shortest possible time. This strategy provides an increase in the competitive advantages of the company and its divisions through active introduction to our markets, diversification of production activities, and implementation of constant innovations. First of all, these are new types of shares, new types of services, new markets.

"Art-al" currently carries out the following activities: sales promotion

· Tasting

· Cross-promotion

leafleting

Gift with purchase

· Promo consultant

· Raffle prizes

Sampling

Thematic event

Prize distribution center

Questionnaire

trade promotion

· Audit of outlets

Merchandising

· Mystery shopper

Specailvents

· Intra-corporate events

· Presentations, VIP receptions

Mass public events

TastingTasting is a very effective and affordable marketing technique. Here, more than ever, the well-known principle is important: “It is better to see once than hear a hundred times.” And today it can be rephrased as follows: it is better to try once. After all, the way to the heart and wallet of the buyer lies through his stomach! If you are confident in the quality of your product and that your potential buyers will like it, feel free to invite them to try the new product! This method works flawlessly - after all, every person is always looking for something new, interesting, unusual. And tasting new products is what you need in this case.

Cross-promotionCross-promotion (combined sales promotion) - promoting your product together with the product of another non-competing manufacturer. The method serves to establish in the consumer's mind an associative connection between two goods for different purposes, a kind of "relatedness" for some reason.

leafleting Distribution of leaflets by promoters from hand to hand is the most efficient and inexpensive way to convey to a potential consumer information about your company, as well as the benefits of the goods and services offered.

Gift with purchaseWho loves to receive gifts? All! This is the answer to the question of how effective promotions that involve a "gift for purchase" are. If the bonus is something useful and worthwhile, then the effectiveness of the promotion will definitely be high. You can find an interesting move for any product, in this sense, the "Gift for Purchase" promotions are universal and always effective. They encourage people to buy more of your products, consume more products, and quickly increase your sales.

Promo consultantConsulting is an event based on direct work with the consumer, aimed at solving the problem of the client, where the main means of influence is a conversation constructed in a certain way.

Prize draws Prize draws are a type of promotion that emphasizes entertainment and easy winnings. Promotions aimed at actively involving the consumer in the process of promoting TM in order to create additional interest, to form the image of TM.

Sampling Sampling or giving away free product samples is an effective promotion to promote a new product to the market, familiarize customers with an updated product line, stimulate sales and improve the brand image. By inviting customers to try the product, you can quickly convince people of the quality of your products and win them over as regular customers.

Thematic eventEVENT-events are projects that work to strengthen the corporate culture and form a positive image of the company in the eyes of the public.

Prize Center The most common mechanic for consumers to participate in the Prize Center promotion is "cut, collect, bring and trade". The advantages of this type of promotions are adaptability to any event, theme, product, good compatibility with other types of promotions, the ability to attract consumer interest through the most valuable and few prizes. One of the disadvantages of the "Prize Distribution Center" is the high dependence of the number of participants in the brand perception promo action on the usefulness, prize value, creativity and technical performance.

Questionnaire Questionnaire or survey is carried out in order to clarify a number of marketing issues, identify the target audience or any other points of interest to the Customer. These promotions are carried out with the help of special questionnaires compiled by the companies' marketers or our specialists. Venues - street, shopping centers, exhibitions.

Indicators	Unit ism			Deviation
				In absolute terms
Volume of sales of services
Number of employees
Labor productivity per 1 employee
Employee payroll fund
Average annual salary of 1 employee
Cost of services
Costs per 1 ruble of sales
Profit from sales
Profitability of activities
Profitability of sales




Graphically, the results of the agency's work can be represented as follows:

Rice. 1 Performance results of Parus-Media LLC in 2004 and 2005

(in thousand rubles)




Table 1 shows that in comparison with 2004 in 2005 the volume of sales increased by 31.1% and amounted to 141846.7 thousand rubles, there was an increase in prices for the services provided, while it is clearly seen that the increase in volume was due to an increase in the number of personnel by 7 people and at the end of 2005 the total number of employees of the LLC was 31 people. The headcount growth factor led to an increase in the growth in sales volume in physical terms, i.e. with an increase in staff, the company can serve more customers, and this is confirmed by the performance of employees, which increased from 4122.2 in 2004 to 4575.7 rubles per 1 employee in 2005.

The average annual salary of employees increased by 25% compared to 2004 from 120 thousand rubles to 158.4 thousand rubles per year, the growth rate of the increase in the average annual wage outpaces the growth rate of labor productivity, since wages were indexed due to inflation. Despite this, the management of LLC managed to reduce the cost of 1 ruble of sales by 1.3% and the cost of 1 ruble of sales in 2005 amounted to 76 kopecks.

The cost price in 2005 compared to 2004 increased from 76,102.1 to 107,459.6 rubles. the size of the cost is largely affected by the amount of costs incurred - office rent, payment of utilities, increase in the wage fund, maintenance of equipment, etc.

The main goal of any commercial enterprise is to make a profit. The data shows that the profit increased by 33.7%. This indicator indicates that production is managed efficiently. This is confirmed by the growth of operating profitability and the growth of sales profitability by 2 and 1.2%, respectively.

2. ANALYSIS OF THE ORGANIZATIONAL STRUCTURE OF THE ADVERTISING AGENCY

CEO– is engaged in the development of strategic planning of activities, concludes contracts, attends exhibitions and conferences, establishes contacts and connections for the successful work of the agency; is the main manager of financial resources;

Executive Director– controls and coordinates the work of the agency, controls all management decisions at all levels of the agency, makes decisions on hiring or firing employees, develops programs to improve internal production relations, conducts internal investigations into violations of labor discipline;

Media director– manages the departments of media planning and placement, achieves maximum discounts and establishes relationships with the heads of related advertising agencies;

Media Department– planning – media planning managers are engaged in the development of media plans and the rational distribution of the client budget;

Accommodation department- includes a press advertising manager, a radio and television advertising manager, an outdoor advertising manager, a printing manager;

Art Director- manages and supervises the work of the design bureau;

Design Bureau– is engaged in the development of design layouts for the press and outdoor advertising and the development of corporate identity by order of clients;

Chief Accountant– controls the work of accountants and cashiers, is responsible for the entire area of ​​accounting, including payroll, preparing reports for the needs of management accounting and tax authorities, developing other relations with banks and financial institutions;

Accountants– keep accounting records, organize internal audit, keep accounting records, prepare reports;

network administrator– ensures the uninterrupted functioning of the computer network and information security of the agency;

DepartmentBTL- "promotion" is engaged in the promotion of goods, the organization of promotions;

Sales department– is engaged in the sale of advertising services, the conclusion of contracts with clients;

Office Manager– deals with organizational issues, controls the work of the secretary, drivers, security guards, couriers;

Secretary- answers phone calls, works on a fax, prepares documentation, serves clients in the office;

Personnel service– is engaged in the selection of employees, sets standards for work, compensation to workers, develops and trains personnel, determines standards for candidates;

Courier- Delivers documentation

Security- Responsible for the safety of employees and property in the office;

Drivers– carry out the transportation of advertising posters, carry out the delivery of correspondence, carry out the transportation of employees.

Figure 2. shows a graphical diagram of the organizational structure of the enterprise.

Figure 2.

Organizational structure of the Parus-Media agency

secretary

The agency is dominated by an alienated type of worker, a high level of inconsistency of actions is manifested, and the behavior model is divisive. Employees develop a narrowly professional vision of work, which creates fields with fenced off communications. Their result is the growth of "inconsistencies". This model of organizational orientation corresponds to certain socio-cultural relations: “mice in holes”.

Table 2.

Consolidation of the main management functions of Parus-Media LLC

Basic control functions	Responsible employees	Degree of implementation of functions
Marketing Management	Media Director, Media Planning Department	No clear marketing management program
Production management	CEO and Executive Director	duplication of functions, no responsible person
Financial management	Chief Accountant. Accountants, cashier	Duplication of functions; no responsible person
HR management	recruitment manager	Fully responsible for HR




When considering the organizational structure of Parus-Media LLC, the following points can be distinguished, as a result of which the gaps shown in Table 3 were identified.

Table.3

The main "gaps" in the organizational structure

Parus-Media LLC

"gap"	Possible positive points	Possible negative points
The ranges of responsibility between the CEO and the executive director are clearly distributed, but sometimes they overlap, and some functions are not performed	Possible operational interchangeability	Sometimes there is duplication of functions, disagreements in decision-making, untimely resolution of issues
No approved firm strategy	The CEO is actively involved in shaping the strategy	Lack of strategic plans, high inertia in making managerial decisions and unclear prospects
Absence of a marketing manager in the company	The marketing function is performed by the media planning department. Operational docking of pricing policy	Marketing functions are partially performed, there is no prospective development




As follows from the data in Table 3, the organization of the enterprise management structure is not effective enough, because there is a duplication of functions, untimely resolution of issues, disagreements in opinion, as a result of which a situation may arise when the performers do not clearly understand whose orders they must execute. One of the shortcomings of the management structure can be singled out - this is the lack of a position of a marketing manager who would study the segment of the advertising activity market, the pricing policy of competitors, and develop a clear marketing strategy. In this case, it would be possible to increase the number of possible customers, in connection with which the profit of the enterprise would increase. To do this, it is necessary to develop a set of measures to eliminate or reduce activity in the activities, pricing policy of competitive firms.

3. ANALYSIS OF THE ORGANIZATION OF THE MANAGEMENT OF COMMUNICATION ACTIVITIES IN THE ENTERPRISE

Internal communications play a key role in achieving business goals and objectives. The quality, efficiency of communication, communications between employees of the company become decisive factors in achieving the goals of the organization.

A holistic analysis of the internal communication situation in an organization is necessary to build a single information space in order to optimally support business processes.

At the same time, it is necessary to effectively manage all horizontal, vertical and internal communications in the company's divisions.

Consider internal information communications. Communication according to the principle, from the bottom up, perform the function of notification
the top about what is being done at the lower levels. In departments, employees express their proposals to the head of the service, who reports on sensible proposals to a higher manager. At the end of the communication chain is the CEO, who, if an interesting proposal is submitted, makes a decision. But there is always an option when the junior manager does not find the employee’s proposal interesting and he will leave him without attention, while in the general discussion the proposal could be of interest. LLC "Parus-Media" has not put into practice the holding of weekly group meetings. This way of communicating information is very important for small firms. Such meetings provide an opportunity to listen to the opinions of employees on a particular issue, find a common solution and at the same time give each employee the opportunity to feel involved in a common cause.

Communications between services are based on the principle of a local network of the "star" type. The head of the department has access to the information of each of his subordinates.

This connection is made in our organization, computers are connected in a network. The scheme made a system of access to information. If necessary, you can combine several networks with a star topology together, thus obtaining branched network configurations. From a reliability point of view, this topology is not the best solution, since the failure of the central node will bring the entire network to a halt. However, when using a star topology, it is easier to troubleshoot the cable network. In addition to messages on the computer, Gen. the director and all departments carry out the workflow through the office manager, who fixes the workflow in the logs of outgoing and incoming information.
Orders come from the director, orders communicated to all
heads of services and employees of the enterprise. From the heads of departments to the director there are statements, memorandums,
explanatory documents for signature.

Communications between different services are made according to the “ring” principle, i.e. the executive director has information from the Chief Accountant, but does not have access to material and other accounting departments. The art director can communicate with the general director over the network, but does not have access to a specific service over the network, bypassing the executive director.

This streamlines the organization's management scheme, i.e. each has its own level of information content. The scheme of access to information in each department is built on the principle of "top down", for example, Ch. the accountant has information from all departments
of his service, but, the design department cannot get information from
computer ch. accountant, but may receive information from other services.

Analyzing the work of an advertising agency, one of the weak points in the organizational structure is the lack of a marketer, which means that the duties of a marketer are performed by different people from time to time and the work does not give the desired effect, which means it reduces the possibility of obtaining additional profit. But besides this, there is no well-established timely informing employees about the pricing policy of competitors and a clear marketing strategy. The marketing function should be created in such a way that it best contributes to the achievement of the firm's marketing strategy - creating a long-term competitive advantage. That is, there is a violation of horizontal communications.

Indeed, only when employees clearly understand what is happening around, he is able to actively engage in the implementation of organizational change. The vagueness of the goals and prospects of both the entire company and a specific individual in it just lead to a state of anxiety, fear, anxiety, frustration of the employee, which leads to resistance to change, up to the voluntary departure of valuable personnel at such a crucial moment for the organization. Therefore, it is very important to make the process in the company "transparent" for each employee, which will relieve psychological stress, and also allows you to get ideas from employees on how to improve the ways of implementing the process.

Capable and educated employees who feel valued can serve customers at the highest level. In addition, they have an incentive to work, they are more dedicated to the cause.

Of great importance for employees in intra-company communications is the concern of the enterprise for personnel. This is also important for the image of the company, as the image of the company will be judged by the actions of employees.

Internal communications that support the image of Parus-Media LLC include a bulletin board, which contains not only announcements about the holding of an event, but also congratulations to employees on birthdays and other pleasant dates.

Training is of great importance for employees who want to grow professionally. Parus-Media LLC annually conducts employee training in the form of trainings, when a trainer is invited to the enterprise, who conducts training for all employees of the company to study the current problem. Conducting trainings with employees not only provides an opportunity to provide up-to-date knowledge, but also allows employees to feel more confident in internal and external communications, which means it improves the image of the LLC.

The presence of an internal computer network allows you to quickly transfer information to all interested employees.

The organization of corporate parties for the New Year and March 8, which have become traditional, can also be considered as positive communication. Such a joint pastime has a positive effect on the climate in the team and improves internal communication.

In 2005, Parus-Media LLC conducted an analysis of internal communications, the results were as follows:

· Only 5% (2 people) of employees associate themselves with Parus-Media LLC, most of the employees consider themselves only in the office they work in, that is, the LLC failed to create a corporate spirit;

· The majority of employees - 75% (23 people) - believes that the company is not interested in their point of view;

· The most useful in internal communications 68% (21 people) of employees considered the need to introduce weekly group meetings;

· The majority -83% - (26 people) are satisfied with intercompany contacts, which indicates a favorable atmosphere in the office.

rice. 3 Results of the analysis of intracompany communications




Well-developed external communications are necessary for any company to successfully promote its services or products. The main type of services provided by Parus-Media LLC is billboard advertising - the most traditional, most effective and cheapest type of outdoor advertising.

To draw attention to its services, the company uses the following channels for disseminating information about its services:

· Daily newspapers that have a wide reach of potential consumers;

Specialized magazines read by experts

· Telephone directories in Moscow and the Moscow region

Sending promotional brochures to potential buyers of services by mail

· Road radio, which is listened to by a large number of consumers in cars;

· Participation in specialized exhibitions.

Advertising media (message distribution channels) are chosen in such a way as to effectively reach the attention of the target audience. Moreover, the main criteria when choosing channels for the distribution of advertising messages is to ensure maximum coverage of the target audience, the cost of advertising with the advertising budget and the correspondence of the nature of the advertising message to the characteristics of the channel. In addition, the choice of advertising media is made in such a way as to provide the necessary geographical coverage of consumers and the desired frequency and form of presentation of the material.

Only systematic advertising work can bring results, and it is important that the contacts that arise are not separated from each other by too large intervals of time: weekly contact is considered optimal, rare contacts are perceived as one-time and have very low commercial value, so advertisements are made weekly.

However, it is not enough to show consumers the advantages of the goods and services offered. It is also necessary to convince the head of the customer enterprise of the reliability and competence of the supplier company. And since for the heads of enterprises the main criterion of reliability is often the fame of the company, in order to achieve recognition and create a favorable image, Parus-Media LLC installs information and billboards in the most promising, potentially having customers, areas of the city and region;

In general, the company uses the channel of personal communication to promote its product, considering it the most efficient and effective when working with a corporate customer. At the same time, it uses the highest quality approach that takes into account and satisfies the personal needs of each individual consumer.

Before offering its services to a particular organization, the LLC collects all the necessary information (the need to purchase advertising space, the financial condition of the organization, and so on). Then, exemplary proposals are developed that may be of interest to the consumer, and the costs of its implementation are also calculated. Only after that, an experienced sales agent offers a ready-made project, developed directly for this company. This approach allows the firm to better understand the needs of its customers and provide the services that matter most to them.

One of these services is the provision by the company of comprehensive European-class services. Market research shows that comprehensive service is the main requirement of corporate customers. Understanding this, LLC uses one-stop service as a sales promotion tool.

Over many years of experience in the Moscow region, the company has acquired many regular customers, communication with which is carried out by mailing:

informational letters with reminders and proposals for new services;

· invitations to exhibitions;

price lists with information about price changes;

· Publication of the price list and photos of finished projects on their own website on the Internet.

Some bus stop pavilions host advertising posters consisting of several advertising modules of various sizes. Unlike the usual city-format, which is placed at individual addresses or small networks, posters are placed only in a network of 500 or 1000 surfaces, evenly distributed throughout the Moscow region. Thus, this type of advertising allows you to cover most areas, while keeping within a relatively small budget. At ground transport stops, in addition to the city-format located in the left side wall of the stop pavilion, it is possible to place advertising on the entire back wall both from the inside and outside, as well as placing advertising posters in plastic boxes next to the timetable or even above the yellow sign with the numbers of routes stopping at the stop.

An important role is given to the LLC system of personal sales, which remain the main type of sales.

There is a sales promotion system, according to which a client who uses the services of Parus-Media LLC for the second time receives a 5% discount, for the third time -10%, and if he applies for the fourth time, then in the future the discount becomes constant and its size - 15%.

There is another type of discount - when the discounts provided to customers depend on the number of purchased places for accommodation. These flexible discounts are provided on a case-by-case basis. In what place in Moscow and the Moscow region are the shields, from the period of their placement and the number of placements. Usually they do not exceed 5-10%.

In the process of personal selling, the personality of the seller is of great importance. For example, any salesperson must have a good appearance, be able to communicate, take the interests of the buyer "close to heart", be interested in making a sale, have a desire to improve their skills; clothing and demeanor are important. Special attention is paid to this in LLC.

The LLC has implemented and operates a system to stimulate personal sales. Incentives for employees associated with sales were not made dependent on the results of their work, i.e. from the funds received by a specific employee from the sale of products.

4. ANALYSIS OF CONSUMERS ON THE COMMUNICATION ACTIVITIES OF THE ENTERPRISE

Conducting advertising research is primarily due to the fact that decisions in the field of advertising are made under conditions of risk and uncertainty. Advertisers are almost always faced with questions like: “Are the target markets and target audience chosen correctly? Do we really understand consumer needs? Are the people watching TV ads the same people they are targeting? Did advertising have any effect on sales?” These and other similar questions are often answered through research.

· Study of the effectiveness and popularity of individual advertising media (advertising carriers) for different target audiences.

· Study of the effectiveness of the impact of an advertising message on the audience, the degree of its influence on people's behavior.

The study of the synergistic effect of the joint use of several media for advertising purposes.

These studies are primarily aimed at improving the effectiveness of advertising, reducing the risk of its implementation, better use of financial resources.

A preliminary search can last from a month to six months, depending on the buyer. In the first phase, the buyer gets acquainted with the general situation on the market, the price level, and the main market participants. At this stage, the level of perception of materials from socio-political and business publications devoted to real estate, recommendations from acquaintances, and publications on the Internet is high. The level of perception of direct advertising of specific options is low.

In this phase, the buyer chooses a group from a significant number of options, determining the fundamental points - cost, type of advertising and location options. A significant part of buyers with a formed budget immediately begin an active search.

Active search. It lasts from 1 to 3 months. In the active search phase, the consumer evaluates different options, selecting suitable ones, comparing his needs and budget for the purchase with market offers. A high level of perception of advertising and editorial materials, which emphasize either a large range of options or an originality of the offer. At this stage of the purchase, the consumer filters out most of the options and leaves 3-4 for the final choice.

To study the buyers of Parus-Media LLC, interviews were conducted with respondents. The results were obtained, which are shown in table 4.:

· method of distribution: subscription, retail sale, free distribution in crowded places (shops, exhibitions, etc.), direct mailing to companies, free distribution in residential mailboxes;

· Distribution zones: Moscow, Moscow region.

The cost of an advertisement in a newspaper depends not only on the area, but also on its location. Some places are much more profitable than others in terms of attracting attention, and therefore more expensive. These are the first and last pages, the places where crossword puzzles and other materials are placed that will be read with a high degree of probability. The upper left corner on the left side of the spread of the newspaper and in the upper right corner for the right are considered beneficial. But this is not all that needs to be done in order for advertising to be most effective.

in general and special purpose magazines: "Design and Architecture", "Food and Light Industry", "Landscape Architecture", "Construction and Architecture"

in the phone books "Moscow", "Moscow region"

3. Prepare and distribute print advertisements:

brochures

Television is the most versatile of the advertising media. It convinces desirable clients through effective demonstrations. Television makes it possible to influence the consciousness and subconsciousness of potential buyers in the greatest number of ways.

The unique feature of television advertising is that it is characterized, firstly, by the combination of sounds and visual influences, and, secondly, by a huge audience compared to any other advertising medium, which increases during the demonstration of television series. Television is not radio with pictures, as it may seem at first glance. Here it is especially important to know the specifics of the viewer's perception of information coming from the TV screen. Television is a visual medium enhanced by sound. A good TV commercial embodies a great idea, which is first presented to the viewer and only then sound is added to enhance the impact on the viewer, and sometimes without sound.

As for the length of the video, experts in the study of the effectiveness of the impact of advertising argue that the best perceived and remembered is not a standard, minute duration, but one that lasts either 30 seconds or 2 minutes. Just like on radio, TV commercials only have 3 seconds to grab the viewer's attention. If this time is missed, advertising, as a rule, will pass by the addressee. Therefore, it is important at the very beginning to talk about what will be discussed or what the advertiser wants from the viewer. What was said at the beginning must be repeated in the same words or expressions at the end. As with all other advertising media, the use of humor in television advertising is of particular importance. At the same time, it is useful to remember that the main purpose of advertising is to encourage a purchase, and ultimately a sale. That advertisement is incorrectly worked out, the form of which is remembered better than the advertised content itself. Advertising on TV is useful mainly to those who intend to create the widest possible popularity for their company or its product. It is good for those who want the advertised product or service to be automatically associated with the advertiser's name. TV advertising services are indispensable for companies that want to quickly saturate the mass market with a new product brand.

large-sized posters (glued from small sheets or drawn by an artist on a large tablet);

Multivision (three or four images on three- or four-sided prisms, synchronously rotated by an electric motor);

· electrified (or gaslight) panel with fixed or running inscriptions;

· There is an Internet site www. Parus-media.ru, which presents photographs of billboards, indicates their possible locations and provides contact information.

The radio channel, like television, only on a more modest scale, is characterized by a massive advertising audience. Its undoubted advantage is its significantly low cost, however, psychologically, it certainly loses to TV due to the lack of an image.

Nevertheless, a good design of a sound clip - the voice of the announcer, an entertaining and memorable text, a good sound background, musical accompaniment - make radio advertising quite effective. Here we should add such a significant point - almost round-the-clock broadcasting and background impact on the listener. The radio can stay on all day long in kitchens, in offices, in cars. Many radio stations, especially music ones, only broadcast music and news, news and music, and advertising in between. A person may not even hear it, however, somewhere on the fourth or fifth time the name of the company and its imprint fall into memory.

The great advantage of the radio is that it is listened to in the morning, afternoon and evening.

According to advertising psychologists, the most effective duration of a radio commercial is determined by 30 seconds, although there is another point of view: it is important to use as much time as necessary to convey the message.

Research shows that people listen more actively and attentively if the speaker speaks quickly and says more words per unit of time.

Before you advertise on the radio, you need to decide on a radio station or radio program. At the same time, it is important to take into account that radio listeners like to press buttons, choosing either one radio station or another. And this means that it may be appropriate to include advertising on several radio channels at once.

One of the most significant characteristics of a radio station is its audience reach. This characteristic is expressed in thousands of listeners (rating) or in the proportion of listeners of the radio station relative to the population (rating%) For example, the most rated FM stations in Moscow this summer were Russkoye Radio, Europe Plus, Ekho Moskvy and some others. Every day, 1,257,100 people listen to the radio station "Russian Radio", which is the coverage of the daily audience of this radio station. During the week, 2,419,700 people listen to Europa Plus at least once, which is the coverage of the weekly audience of this radio station. The rating is calculated as the ratio of the number of people listening to a radio station to the total population. So if the coverage of the daily audience of "Echo of Moscow" is 617,500 people, then the rating becomes 8.8%.

Most often, Parus-Media LLC seeks to advertise on popular radio stations. On the face of it, it might be more profitable to run a few ads on a radio station with a large audience than to pay for more ads on a radio station with a relatively small number of listeners.

SWOT - COMPETITOR ANALYSIS

Most modern markets are characterized as competitive. Hence the urgent need to study competition, its level and intensity, in knowledge of the forces and market factors that have the greatest influence on competition and its prospects.

A preliminary but obligatory stage in the study of competition in the market is the collection and analysis of information necessary, ultimately, to select competitive strategies. The completeness and quality of the information collected largely determine the effectiveness of further analysis.

The number and size of firms competing in the market determine the level of competition to the greatest extent. In principle, the intensity of competition is considered to be greatest when there are a significant number of competitors of approximately equal strength in the market, and it is not at all necessary that the competing firms be especially large. However, this rule is not universal and always true from the position of the firm conducting market research. For a medium-sized firm, such as LLC Parus-Media, the presence of even one major competitor can be a significant obstacle to successful sales.

Currently, the company considers Podmoskovye LLC and Moscow Region-Media LLC, which provide outdoor advertising services, as its main competitors.

SWOT(Strength, Weakness, Oportunity, Threats) - analysis of strengths, weaknesses, opportunities and risks.

SWOT - analysis is carried out in order to study the business environment, legal conditions, strengths and weaknesses of Parus-Media LLC and competing enterprises, as well as the complex mutual influence of the factors under consideration.

Table 7

Factors of competitiveness

indicators	Parus-Media	Main competitors
		Podmoskovye LLC	"Moscow Region - Media"
Firm reputation	Reputation	Reputation	Bad reputation - new agency
Process Automation		Partial	partial
	25-30 $ per 1 m2	25-35 $ per 1 m2	20-30$ for 1 m2
Quality	High performance work	High performance is not always	frequent breach of duty
Quality control	Constant	Constant	Occasionally
Individual approach	Creativity	Standard work execution	Standard work execution
Service exclusivity		Standard set	Standard set
Large firms
Percentage of new applicants
Marketing policy	Implemented individual elements	Under development	Under development
Sales channels	Working with corporations	Working with corporations	Working with corporations
	Active	Active	Not enough

To conduct a comparative analysis, we will evaluate the factors of competitiveness on a point scale, in which weight coefficients are determined for each position.

Table 8

Transformation of indicators expressed in various units of measurement into a score

Indicators	Qualitative assessment	Point score
Factors characterizing the firm
Firm reputation	Reputation not reliable
Qualification of senior personnel	low
Qualification of middle management personnel	Not high
Process Automation	partial
1. Factors characterizing the production and provision of services
Quality	High performance work High performance is not always Frequent violations
Quality control	Constant Occasionally
Service exclusivity	Individual approach Individual creative works Standard set
2. Factors characterizing buyers
Large firms
Percentage of new applicants
3. Factors that characterize the marketing policy
Marketing policy	Developed Implemented individual elements Under development
Sales channels	Working with corporations Work with individual clients
	Active Not active enough

Table 9

Assessment of competitiveness factors

indicators	Coefficient weight.	Parus-Media		Main competitors
				Podmoskovye LLC			"Moscow Region - Media"
		Factors characterizing the firm
Firm reputation
Qualification of senior personnel
Qualification of middle management personnel
Process Automation
Staff turnover
	1. Factors characterizing the production and provision of services
Quality
Quality control
Service exclusivity
	2. Factors characterizing buyers
Large firms
Percentage of new applicants
	3. Factors characterizing the marketing policy
Marketing policy
Sales channels




From the data presented in the table, it can be seen that Parus-Media LLC is in the lead, gaining more points than both competing firms.

I will build a competitive profile of Parus-Media LLC in relation to the main competitor of Podmoskovye LLC.

Table 10

Competitive profile of Parus-Media LLC in relation to Podmoskovye LLC

indicators	Deviation					degree priority
Firm reputation						1 degree
Qualification of senior personnel						7 degree
Qualification of middle management personnel						8 degree
Process Automation						10 degree
Staff turnover						17 degree
1. Factors characterizing the production and provision of services
						4 degree
Quality						5 degree
Quality control						15 degree
Service exclusivity						6 degree
2. Factors characterizing buyers
Large firms						13 degree
Percentage of new applicants						14 degree
3. Factors characterizing the marketing policy
Marketing policy						9 degree
Sales channels						3 degree
						2 degree




It can be seen from the data presented that Parus-Media LLC is not inferior to its main competitor in any position, but there are many positions in which the competitive firm Podmoskovye LLC takes an equal position, which means that Parus-Media LLC it is necessary to work on strengthening its position in the market even more and to pay more attention to those positions that can be surpassed by Podmoskovye LLC after some time.

CONCLUSION

The position of Parus-Media LLC in the services market is quite stable, but in order to strengthen the position of the company in the market, it is necessary to carry out a set of measures that will further strengthen the position of the LLC and will help attract more customers, which means they will increase the company's profit and its professional growth :

1. It is necessary to make a change in the organizational structure of the company - to create a marketing service that will take on the functions of studying the competitive environment and developing a clear marketing policy;

2. As the analysis showed, it is necessary to improve internal communications by maintaining additional forms of communication

3. It is necessary to change the attitude towards the formation of the image of the company, to make the company recognizable. A firm with a strong reputation ensures a constant volume of production and revenues that grow from year to year. A sustainable brand is remarkably durable, and this property translates into huge cost savings over time. Firms with a stable reputation provide higher prices in the market and good sales. In the competitive struggle of prices, they survive much easier than unstable brands. They lose little with the advent of a new "star" and quickly regain their credibility as soon as the novelty element of the new product begins to weaken.

5. Following the dictates of the times - to develop and implement a new system for disseminating information through the Internet.

6. Introduce new forms of sales promotion through personal selling.