The use of marketing research in planning the activities of the advertising agency “Adekvat. Marketing research in advertising Theory marketing research advertising agencies

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 the market advertising agencies that operate on the principles of monopoly competition: each firm in its own niche. It is quite 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:

1. definition of goals and objectives of the study
2. choice of sources of information
3. conducting research
4. 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 identification 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.

Features of conducting marketing research in promotional activities

Carrying out marketing research in advertising is the main development of the advertising market. Many agencies and advertisers understand the need for market research before, during and after an advertising campaign to evaluate its effectiveness.

Remark 1

• analysis of the effectiveness of activities of a certain type of marketing communication;
• study and selection of the main characteristics of the target audience of advertising media;
• testing the scenario (idea, concept) of product advertising activities;
• planning the activities of the personnel of trade organizations.

• Quantitative research methods - the study of demographic, psychographic and personal characteristics of the target audience
• Qualitative research methods - search for motives for advertising messages, models of customer behavior.

As a rule, both quantitative and qualitative studies are carried out simultaneously to obtain relevant and reliable information about the object of study.

The main areas of marketing research in advertising are:

• studying the characteristics of the target audience;
• product analysis;
• market research;
• evaluation of media channels;
• monitoring the effectiveness of advertising solutions.

The process of conducting marketing research in advertising, like all other types of research, consists of several stages:

1. Definition of the problem and formation of the goals and objectives of the study
2. Study of secondary information (internal and external data)
3. Choice of research method (qualitative and quantitative methods)
4. Designing a questionnaire or data collection form and testing it
5. Collection of primary information
6. Generalization and analysis of the obtained data
7. Drawing up a report and making decisions based on the results of marketing research

Types of marketing research in advertising

Depending on the information that is collected in the course of marketing research, there are two types of research in advertising:

• Desk research is the study of secondary internal and external information that was previously obtained for specific purposes. The internal data of the organization include reports of already conducted marketing researches, financial and accounting reports and other documents. The study of external information takes place on the basis of the following sources: reference and special literature, periodicals, databases, materials from exhibitions, publications of various marketing and advertising associations, etc.
• Field research is the direct collection of primary information on the problem under study in order to achieve the set goals. This data can be obtained by the organization itself or with the help of specialized agencies.

According to the target orientation, the following types of marketing research in advertising are distinguished:

1. Exploratory or exploratory research is a type of marketing research that focuses on generating ideas and gathering information to better understand a problem. This is the collection of secondary information that allows you to break down a broad and vague problem statement into small and specific sub-problems. This type of research includes methods such as work with literature, focus groups.
2. Descriptive or descriptive research is a marketing research aimed at describing problems, situations, markets, consumer attitudes towards product advertising. The main goal is to study and evaluate the demographic, psycho-emotional and other characteristics of consumers. This is done through the organization of a survey and observation.
3. Causal or cause-and-effect research is a research project that focuses on establishing a cause-and-effect relationship, this is modeling the relationship between an enterprise and external environment, identification of the main factors of this interaction. Main Method this study is experimentation.

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. 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 audience is carried out in the direction of studying the degree of familiarity of consumers with the advertised product and the desire to buy it).

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. Studying the degree of familiarity with the materials of the studied print media (i.e., based on showing the reader a particular issue, what 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 the effectiveness of advertising 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 a "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 does advertising company? 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.

Exists a large number of 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 frequently than purely informative advertising. Ads for new or low-brand products, or products with a short life cycle, should also be shown more frequently.

In-depth interview a semi-structured personal conversation between the interviewer and the respondent in a form that encourages the latter to give detailed answers to the questions asked.

Distinctive features

The interview takes place in the form of a free conversation on a topic of interest to the researcher, during which the researcher receives from the respondent very detailed information about the reasons for his actions, about the attitude to various issues.

Technology

Preparing the Structure of the Conversation. Before starting a series of interviews, the researcher prepares a plan according to which the interview will be conducted. Unlike a regular survey, an in-depth interview plan is simply a list of questions on which the interviewer needs to get the opinion of the respondent.

Selecting respondents and conducting interviews. After preparing the interview plan, respondents are selected and the interviews themselves are conducted. The duration of an in-depth interview can be from half an hour to several (2-3) hours, depending on the complexity of the topic, as well as the number and depth of the issues being studied. As a rule, in-depth interviews are carried out in special room with a neutral environment and good sound insulation, to avoid any external interference. The interview is recorded on audio and / or video equipment to facilitate subsequent interpretation and analysis of the data, and also in order not to lose important information.

Processing the results of the interview and compiling an analytical report. After the interview is completed, its audio and/or video recording is processed, as a result of which the researcher receives the full text of the entire interview. Based on these texts and the impressions of the interviewer, an analytical report is compiled.

Interviewers

The success of an in-depth interview largely depends on the professionalism and personal qualities of the interviewer. To conduct an interview, you need a qualified specialist, preferably with a psychological education. He must have the skills to establish contact with people, a good memory, the ability to quickly respond to non-standard answers, and patience. During the interview it is impossible to exert psychological pressure on the interviewee, to argue with him.

Application

As a rule, in-depth interviews are used to solve the same tasks as focus groups, namely:

• study of consumer behavior, their attitude to goods, companies, brands;
• development of new products, evaluation of the concept of a new product (its packaging, advertising campaign, etc.);
• obtaining preliminary consumer reactions to various marketing programs.

An in-depth interview should be used instead of a focus group in the following cases:

• the topic of the interview involves the discussion of purely personal topics (personal finances, diseases);
• interviews are conducted with representatives of competing organizations who do not agree to discuss this topic in a group;
• a topic is discussed in which there are strict social norms, and the respondent's opinion may be influenced by the response of the group (paying taxes, etc.);
• it is impossible to collect all respondents in one place and at one time (the respondents are small, distant from each other and/or very busy).

Advantages and disadvantages

Main disadvantages methods of in-depth interviews are associated with the difficulty of finding interviewers. First, conducting in-depth interviews requires skilled professionals who are not easy to find. Further, the quality of interview results is strongly influenced by the personality and professionalism of the interviewer. And, finally, the complexity of processing and interpreting the data obtained during the interview, as a rule, requires the involvement of psychologists for their analysis.

Advantages. With the help of in-depth interviews, you can get more complete information about a person’s behavior, about the reasons for such behavior, his deep motives, which is not always possible in a focus group where respondents put pressure on each other and it is difficult to determine who exactly gave this or that answer.

The use of marketing research in planning the activities of the advertising agency "Adekvat"

In the context 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 achieve 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 dedicated to providing various kinds advertising services, from the production of advertising to its placement, the purpose of which is to promote the services or goods of the customer 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 take a closer look existing species 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 high turnover Money, but also small enterprises and, most often, work with such agencies is put on a long-term basis, because having worked with a client once, they already better understand his needs, and 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 producing advertisements or creative agencies are themselves engaged in the production of commercials, graphic advertising, replicate and distribute it. The word "creative" translated from of English language 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 a lot of money for, in the expectation that the creative will attract a lot of attention and will 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 have appeared that specialize in this area of ​​advertising, professionally involved 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 own very well. target audience- her opinion about the brand, about the product or service itself, an accurate understanding of the situation will provide an opportunity to find an unusual solution that will surprise everyone and make everyone 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 radio, space outdoor advertising, as well as, more and more relevant in recent years, 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 comprehensive service will most likely cost less than other agencies, also for the reason that 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 through the provision and "or" use of property, including technical means radio and television broadcasting, as well as airtime communication channels and in other ways.

There are five stages life cycle organizations.

1. origin (decision to create, development and approval required documents, formation of conditions for activity).

2. growth and occupation of a certain place in the relevant field.

3. search for new directions and forms of activity simultaneously with the development and improvement of existing ones.

4. maturity, when the organization is firmly on its feet and often does not seek to expand or improve.

5. end of activity.

According to the life cycle concept, in the absence of changes in the company management system, taking into account the influence of various factors of economic, social, political, scientific and other nature, 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.

1. 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.

2. At the stage of growth, the structure of the organization becomes more complex, the staff 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.

3. 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.

4. 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;

POSM (Point of Sale Design Tools);

Production of souvenirs, printing 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. Distinctive feature 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 company activities, approval marketing plans, control over the work of all departments, making decisions 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.”