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Industrial practice advertising agency. Practice report Report on practice in an advertising agency (PR). Possible positive points

Introduction

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

I was accepted for passing industrial practice to the staff of the partnership for the position of 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 founding 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, Memorandum of Association on the establishment of a partnership and the Articles of Association of the enterprise.

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

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. The hiring of temporary workers is associated with one-time promotions and the absence of the need to constantly keep a large staff.

attraction temporary workers 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 largest share in the cost structure, wages with accruals are 43-45%, materials costs are 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 market economy, which is directly related to the achievement ultimate goal development social production in general and each company individually.

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 eat relative indicator, which 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 effectiveness 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 increases.

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:

Receipt practical experience work.

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.

Content
Introduction………………………………………………………. ….…….………..….…….4
1. Characteristics of the object of practice……………………………….… …….….………..6
1.1 Brief technical and economic characteristics of the object of practice …….….....6
1.2 Characteristics of the organizational structure…….…… ..…..……….…….….…8
1.3 Structure and functions of the customer service department.………….….….…….….13
1.4 Composition of technical means of processing economic information in the customer service department……………………… …………………..…………..…….…..16
1.5 Characteristics of technological processes for collecting, transmitting, processing and issuing economic information in the department……………………….……….….…….16
2. Analysis of the financial condition and prospects for the development of an advertising agency based on the forms of accounting financial statements……………….…… …..….……18
3. Software…………………….…………….………… ….….………24
4. Legal support……………………….……….…………. …….….……….….25
Conclusion………………………….…….……….…… .………………..………….…..26

Introduction
The place of undergraduate practice is the M&C SAATCHI RUSSIA advertising agency located at the address: Moscow, st. Malaya Gruzinskaya, 15. Legal entity Diamond Group LLC
I was accepted for an internship at an advertising agency as a project coordinator.
The objectives of the internship are:
1. Acquaintance with the history of the development of an advertising agency, its constituent documents;
2. Familiarization with the organizational structure of the advertising agency as a whole, as well as the customer service department;
3. Coordination of the action "Design your vacation with Hotpoint Ariston";
4. Studying the main directions of activity, legal bases of activity, structure and methods of management;
5. Analysis of the financial condition of the advertising agency.
Together with the head of the practice, a plan for the implementation of the work was drawn up, namely, familiarization with:
- constituent document - the charter approved by the founder of the company;
- structure of the organization;
-organization and performed functions and duties of employees of the enterprise;
- features of the work of the project coordinator
The main place of internship is the BTL department, which develops and conducts advertising campaigns.
The head of the undergraduate practice is the head of the BTL department Anastasia Ignatievna Degtyareva.
The mission of the advertising agency is to meet the needs of entrepreneurs, individuals in an advertising product, to promote the development and promotion of their clients' business.
The company strives to completely free the client from advertising "worries", taking responsibility for success and viability advertising campaign. Successful projects of the company combine the latest technology and brilliant creativity. The strategic objective of the advertising agency is to manage the client's image.

1. Characteristics of the object of practice

1.1 Brief technical and economic characteristics of the object of practice

The place of undergraduate practice is the M&C SAATCHI RUSSIA advertising agency located at the address: Moscow, st. Malaya Gruzinskaya, 15. Legal entity Diamond Group LLC.
Along with the Saatchi & Saatchi network of creative agencies, an office of the M&C Saatchi Russia network also appeared in Russia. M&C Saatchi's Russian partner is the Russian group EMCG.
British M&C Saatchi was founded in 1995. Now provides a full range communication services(creative, media service, PR, etc.) and has offices in 18 countries: America, continental Europe, China, Japan, Australia, etc. The total staff is 1.1 thousand people.
M&C Saatchi was founded by two living legends of British advertising - brothers Maurice and Charles Saatchi, who are known throughout the world as the founders of the Saatchi & Saatchi agency. Founded in 1970, this agency by the 1980s had become one of the largest advertising networks in the world.
M&C Saatchi announced its desire to enter the Russian market several years ago. Then the group warned that it would consider in 2010-2012 the option of partnership with a local player.
Advertising agency M&C SAATCHI RUSSIA started its activity in 2010, before that it was called "Heaven Eleven".
Specialization: Full-service advertising agency, providing a full range of services in the field of advertising and advertising communications - from market research, development of an advertising strategy and creation of advertising to the provision of media services.
Positioning: Our reason for being is to enable our customers to grow. Make sure that the client's strategy works so that the client achieves its goals. This is the promise of our brand and our mission.
The advertising agency performs the following main functions:
1. At the advertising planning stage:
study of goods or services as such and their competitiveness in the market;
market research in the volumes necessary to justify advertising campaigns and determine the prospects for the sale of goods or services;
study of marketing methods and distribution systems;
studying the available means of advertising distribution and choosing the most effective and cost-effective among them;
scheduling an advertising campaign.
2. At the stage of advertising preparation:
create advertising products on the basis of orders received from advertisers, develop plans for complex advertising campaigns, other promotional activities, using the potential of both creative and technical specialists;
cooperate with printing houses, studios, advertising combines, freelance specialists.
3. At the stage of advertising placement:
purchase of services of advertising carriers and transfer of originals of the advertising message to them;
control over the appearance of an advertising message in the press, broadcasting and other places where advertising is placed;
conducting direct mail;
organization and holding of exhibitions, fairs, press conferences, events within the framework of "public relations", provision of services;
conduct settlements with advertisers and mass media.
In addition, an advertising agency can develop trademarks and form style, interiors of trading floors and offices and carries out state registration of trademarks.
The strategic objective of the advertising agency is to manage the image of each client. Competent planning and analysis, plus exceptionally high-quality step-by-step implementation, is the basis for building a reputation and, ultimately, promoting a business.
Clients (brands): Beiersdorf (Nivea Visage, Body, Sun, Creme), Henkel (Pemolux, Persil, Bref, Pril, Laska, Vernel, Clin), Schwarzkopf (Taft, Got2Be, Gliss Kur, Palette), Nissan, Infiniti, Mars (Pedigree, Chappi, Twix, Skittles), Tchibo, Davidoff Coffee, Michelin, Absolut, ICI, Adidas, Hortex, Winston, Wings by Winston, International Moscow Bank, Starik Hottabych, DFM, Indesit (Hotpoint-Ariston).
M&C Saatchi Russia currently has 23 employees with an average age of 30.

1.2 Characteristics of the organizational structure.

In an advertising agency, there is a principle - all work with specific customers is carried out by one specialist. He is called the responsible executor of the project if he advertises a branded product. This specialist has information about strategic plans, opportunities, prospects of the customer, data from market, competitive and segmentation analysis, allowing a scientifically sound approach to the planning, development and implementation of advertising campaigns. The executive director personally knows the specialists he needs, working in the customer's company, and enjoys their full confidence and support.

Figure 1. Organizational structure of the advertising agency M&C Saatchi Russia.

Executive Director. He is a key figure in the advertising business. In the conditions of tougher competition, when it is very difficult to find, and even more so to keep a solid customer, the nature of cooperation depends on him: spot or planned, highly specialized or complex, limited or large-scale, short-term or long-term.
It is extremely important for an advertising agency that the executive director has special qualities.
- professionalism. And not only in his own advertising business. He also needs to know the problems of the advertiser, the ability to predict them and quickly solve them using the possibilities of advertising. A professional director inspires respect and builds trust.
- the ability to meet the advertiser's expectations. To organize such an advertising campaign that would bring fame to his company, products, services, provide them with stable sales, and bring tangible profits.
- Ability to build relationships with clients
- the qualities inherent in good employees - passion for their work, thoroughness and accuracy, responsiveness, extraordinary thinking, logic, the ability to systematize their work and predict events;
- the ability to generate ideas and defend, implement, promote them;
Now consider other departments of the advertising agency involved in providing an advertising campaign directly or indirectly. Their work is also important in ensuring efficient operation.
Customer Service - a group of managers who are the link between the client and the advertising agency.
Duties:

Planning, organizing and controlling the work of the department - servicing and developing relationships with existing clients of the agency, participating in tenders and attracting new clients, processing incoming requests, preparing and selling offers, conducting presentations and negotiations with clients, resolving conflict situations, preparing and submitting reports, document flow.

Providing the resources necessary for the work of the department and the potential for its development. Training and Professional Development employees of the department, motivation of employees, involvement in teamwork, assessment of labor participation and distribution of the monthly bonus fund.

Control of the current work processes of the department - search, evaluation and implementation of new approaches and solutions, control and reduction of costs associated with the work of the department, increase in team and personal efficiency of each employee

Creative Department - is the department responsible for creating ideas, creativity based on the strategy chosen by the strategic planning department. Copywriters (responsible for the text part of advertising) and art directors (visuals) work here. The department is headed by a creative director.
An important aspect of this position is the interpretation of the client's communication strategy and the construction of creative concepts in accordance with this strategy. Another essential aspect is the obligation to initiate, maintain and develop creative ideas everyone involved in the creative process. The creative director is responsible for the final creative product. He is involved in formulating the strategy brand, writing a brief , the process of creating advertising, presenting and selling ideas to the client, in the implementation of an advertising product for publication in the media mass media.
Production Department - Designers, prepress specialists. People who help to realize the idea born in the creative department.
The Department media planning - plans to place advertising messages of clients in the media that are most relevant to the audience of the advertised product or service. It is divided into groups for working with clients (one group serves one or more clients).
Event, PR department – deals with the organization of any events, events, holidays, show programs.
The duties of a public relations specialist include the creation, expansion, maintenance of favorable relations with the media (media relations), which includes the selection (selection) of the most appropriate publications, television and radio channels, Internet resources that meet the needs of the client and the goals of a particular project . Active work with selected media and constant contact with the public contributes to strengthening the reputation of a person or organization, building up publicity capital and intangible assets in a competitive environment.
Working with the media at present, which is the "fourth power", requires a systematic approach. In this regard, a public relations specialist should take into account the psychology of a journalist, his motivation, desires and needs in today's rapidly changing world.
Financial department. The main tasks of the financial department are:
-implementation of financial strategy and financial policy;
-organization financial activities, for the purpose of efficient use of financial resources;
- Development of forecasts economic development and participation in the formation of key performance indicators.
- Control over the observance of financial discipline, timely and complete fulfillment of contractual obligations, expenses and receipt of income;
HR department. The personnel department in an advertising agency has a functional and organizational function.
So, in functional terms, the personnel department is engaged in:
- planning the needs of an advertising agency in personnel, taking into account the existing staff;
- attraction, selection and evaluation of personnel. To attract, select and evaluate personnel, the following activities are carried out: the ratio of internal (relocation within the enterprise) and external (recruitment of new employees) recruitment of personnel is optimized, criteria for personnel selection are developed, new employees are distributed to workplaces;
- staff development and retraining.
- career advancement system (career management);
- salaries and social services. The personnel department should develop and implement wage systems, determine the features of remuneration for certain categories of workers employed at the enterprise;
- personnel cost management.
In organizational terms, the personnel department is engaged in ensuring the normal labor activity of all employees and all structural divisions in the enterprise, which are responsible for work with personnel.
Accounting. The main functions are:
- Accounting.
- Planning and accounting for the implementation of cost estimates for an advertising agency.
- Carrying out mutual settlements with enterprises, organizations, institutions and individuals, safety of money and material values.
1.3 Structure and functions of the customer service department

I did my internship in the customer service department - BTL department.
Figure 2. Organizational structure of the BTL department of the advertising agency M&C Saatchi Russia.

BTL department - a group of managers who are the link between the client and the advertising agency.
Client Manager Responsibilities:
- Effective communication with clients on the implementation of promotional activities
- Development of proposals for clients (ideas, presentations, budgets)
- Coordination of the implementation of marketing programs within the agency (work with the designer, field department, production, accounting)
- Active work with large clients and customer acquisition
- Negotiations, presentation of the Agency, preparation of proposals
- Finding out the needs of the client (getting a brief)
- Briefing agency executive departments and outsourcers (media, production, creative)
- Interaction with clients
- Records management
- Participation in tenders
During my internship, I was coordinator of the Design Your Vacation with Hotpoint-Ariston project. My duties included:
- Calling Kitchen Studios participating in the promotion;
- maintaining a database in Excel, as well as on the campaign website in administrative mode;
- interaction with the client;
- preparation of presentations;
- work with involved specialists for this promotion (mystery shoppers).
Let us consider in detail the algorithm for placing an order for an advertising agency M&C Saatchi Russia:
-To make the first contact, the client contacts an advertising agency. To do this, just write or call.
- The agency assigns a manager to the client, who will become his permanent consultant, assistant, coordinator of work to fulfill the order. He coordinates all work and is responsible for the quality and efficiency of their execution.
Advertising agencies wishing to cooperate with M&C Saatchi Russia can contact an advertising agency company. The company's managers will coordinate all the work to fulfill the order of the partner advertising agency.
In order to provide the most accurate and high-quality services, the client-manager, together with the client, fills out a marketing brief (terms of reference), which fixes the main goals, objectives and parameters of the upcoming advertising campaign.
To develop an advertising campaign, a project group is formed, the head of which directs and coordinates the work on the strategy of the advertising campaign or the formation / development of the brand. He leaves for a meeting with the client, finds out the list of requirements and tasks of the advertising campaign, and clarifies the preliminary terms of reference.
Members of the project team are involved in the planning of an advertising campaign: marketing analysts, media planners, creators, BTL specialists.
The developed concept of the advertising campaign is presented to the client. The presentation explains the main advantages of the proposed strategy, features of the advertising campaign and its practical implementation.
After the approval of the advertising campaign plan, a working group for its implementation, which includes specialists of various profiles - creators, designers, managers for the production and placement of advertising, specialists in BTL and PR events.
At the end of the advertising campaign, the working group prepares a report to the client, which reflects the compliance of the activities carried out with the goals of the advertising campaign, evaluates the effectiveness and makes proposals for the development or adjustment of the advertising strategy.
Each project of the agency is supervised not only by the project team leader and client manager, but also by the director of the respective company, and in special cases by the managing director of M&C Saatchi Russia.
So, from all of the above, we can conclude that the correct work on the client order ensures efficient and timely execution of work with maximum convenience and financial benefit for the client.

1.4 The composition of the technical means of processing economic information in the customer service department

The following technical means are used to process economic information in the BTL department:
- Systemic software(OS, DBMS);
- Professional software Terrasoft;
- Program for maintaining database Excel, Word.
- Program for creating presentations PowerPoint, Photoshop;
- Program for conducting business correspondence Outlook;
- Hardware.

1.5 Characteristics of technological processes for collecting, transmitting, processing and issuing economic information in the department

The process of collecting, processing and transmitting information within the customer service department, as well as its interaction with other departments, is a set of operations. For successful work The advertising agency as a whole uses professional Terrasoft software.
Terrasoft is a powerful CRM system that covers the main areas of customer relationship management and organization of internal processes of an advertising agency. The system helps to build effective interaction with counterparties at any stage of sales and marketing communications, allows you to automate the company's internal business processes.
Terrasoft CRM systems automate the following functions:
-Management of information about clients: maintaining contacts and companies, a complete history of relationships, convenient access to information about the client, the ability to create your own fields and bookmarks, the distribution of access rights.
- Business processes: automation of routine operations, the ability to create conditions for branching and actions on a business process, organization of teamwork, automatic control over the fulfillment of a functional role in a project.
- Sales management: potential deals management, project management, control of payment terms, delivery and fulfillment of other obligations, sales funnel.
- Marketing management: functionality for planning and conducting marketing campaigns of any complexity, marketing research, conducting surveys, mailing lists, reports.
- Project management: planning, distribution, monitoring of the use of resources in the project; monitoring the progress of the project according to the selected stages; project calendar management; quality management of project results; complete document flow for the project; analysis of the effectiveness / profitability of the project.
- Resource management: cost accounting, customer profitability assessment, turnover management, work planning.
- Workflow automation: maintaining contracts and specifications, invoices and payments, creating any document templates, the ability to integrate with 1C and other financial systems.
- Work time management: organizer, group calendar.
- E-mail: integration with MS Outlook, automation of mass personalized E-mail mailings using templates.
One of the important documents for the transfer of information within the department, between departments and with the client himself is a brief. At its core, a brief is nothing more than a technical task, a special document resembling a questionnaire in form, the task of which is to extract information about a new customer in the most complete way. It streamlines the fermentation of brilliant ideas in the heads of advertisers and sets them the direction of creative search. In addition, the brief is one of the best methods to ensure the effectiveness of advertising from the very beginning.
2. Analysis of the financial condition and prospects for the development of an advertising agency based on the forms of accounting financial statements

In order to analyze the financial condition of the advertising agency M&C Saatchi Russia, let's take the balance sheet as of September 30, 2011.

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· Professionalism

· Individual approach to each client

· Creative approach to solving problems of any complexity

· Privacy

Ethical standards

CLIENTS

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)

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.

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:

Indicators
Salary with accruals
materials
Loading and unloading costs
Premises for rent
Communal payments
Depreciation of fixed assets funds
Other costs

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 and can be used when comparing the activities of different enterprises. Profitability characterizes the degree of profitability, profitability, profitability.

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.

Applications

ABOUT DIRECT MARKETING

In the last quarter of a century, direct marketing has firmly become one of the most promising and effective ways of product promotion. Therefore, it is quite natural that specialized agencies began to appear on the Kazakhstani market, which use the maximum efficiency and selectivity of the impact of direct marketing.

Unfortunately, it is still very difficult for a modern Kazakh entrepreneur to distinguish traditional advertising from direct marketing due to his little experience in our market, although it was created as a new means of promotion in 1917. One of its founders was the American Bob Stone. It was he who formulated the 30 "infinitely direct principles of marketing.

So what is the difference between traditional advertising and direct marketing?

The answer is simple: Direct Marketing provides maximum efficiency and selectivity of exposure.

What is direct marketing?

Direct marketing is 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.

One of the main levers for turning an impersonal buyer into an individual consumer of goods and services today are databases that accumulate extensive, versatile and personalized information about legal entities and individuals.

Using the applied disciplines of direct marketing such as telephone marketing, direct mail, internet marketing, database marketing, and relationship building marketing (loyalty marketing), you will not only acquire new customers and significantly increase the sales of your goods and services, but also get the opportunity to calculate the return on each invested amount.

What are the basic principles of Direct Marketing?

· Personalized customer search, ie. determination of the circle of persons directly interested in the consumption of a particular type of product or service

· Establishing relationships with clients

Regular maintenance of these contacts (creation of a loyalty club

The growth rate of the use of direct marketing is already noticeable in our market.

If at the beginning of 1998 few people even knew what it was, today more and more domestic manufacturers are turning to this type of product promotion. And this is not accidental, since surveys show that personal contact, personal appeal are much more important and influential in choosing one or another type of product or service than impersonal appeal on TV or in newspapers.

Creating a loyalty club is one of the main ultimate goals of direct marketing. What is it? In fact, many companies are already trying to create these clubs, realizing the importance of establishing constant personal contacts with their consumers (Procter & Gamble).

20% of loyal customers bring 80% of the profit of any company - this is an undeniable rule that many people know, but, unfortunately, few know how to use it. It's much easier to attract a customer than it is to keep one. Direct marketing is precisely engaged in the development and implementation of "holding" events according to the scheme: You know your client - your client knows you. With correctly and competently carried out retention activities, potential customers, having passed through various stages ("potential client", "client", "regular client") become devoted supporters, the so-called "advocates" of this brand. This is highest point the so-called "Pyramid of Loyalty". At this peak, the client himself becomes a devotee of this brand, its advertising agent.

Direct marketing methods work in almost all industries. They are most actively used Insurance companies, tourism business, airlines, banks, large industrial and commercial corporations.

But no less productive direct promotion works in medium and small businesses. It suffices to give a small example:

If in a hairdressing salon (it does not matter whether it is a respectable expensive beauty salon or a salon for people with an income of no higher than average), each visitor is invited to fill out a special questionnaire containing the date of his birth and the birthdays of his loved ones, as well as telephone numbers and addresses where you can contact contact a client, and then, on the eve of his birthday, congratulate and offer a discount on service as a gift, then you can be sure that this client will not leave you. Moreover, he will tell all his friends and colleagues about what a wonderful salon he is served in, what qualified and attentive staff there is.

Thus, you not only get a regular customer, but also attract new ones without spending a lot of money on advertising.

BTL and promotions.

The legend about the origin of the term BTL (below the line) is as follows:

Around the middle of the last century, one of the leaders of a certain big company(claimed to be Procter & Gamble) made an estimate of future marketing expenses. Having included standard elements in it (advertising in the press, on television and radio, PR, development of new packaging, etc.), he calculated the costs, drew a line, and suddenly remembered that he had not taken into account the distribution of free samples of goods, the costs of organizing a city a holiday where people will try the products produced by his company. After calculating all the additional costs, he made the final estimate. This is how the term BTL arose - what is under the line or non-traditional marketing.

BTL services industry in Lately is developing at a tremendous pace. The "Below The Line" complex includes PR, sales promotion, special promotions.

Let's talk about promotions, as one of the areas of sales promotion, the popularity of which has grown significantly in recent years, about their goals and typical mistakes.

The whole process of preparing and conducting a promotional action can be divided into several stages:

· Formulation of the problem

· Definition target audience(CA)

Calculation of the cost of the promotion

· Drafting a promotional plan

selection of promoters

· Training for promoters

Ordering equipment, uniforms for promoters participating in the promotion and promotional materials

Choice of reporting forms for the period of the promotion

· Carrying out promotions

· Analysis of the results.

First you need to find out what specific task is set for the planned promotion. This can be the introduction of a new product to the market, increasing brand awareness, stimulating sales, creating a positive image of the company and its brands, etc.

In addition, you need to choose the form of the promotion based on the characteristics of the product that needs to be advertised, it can be sampling (from the English sample - a sample), tasting, drawing prizes, product demonstration, etc. For example, tastings are very effective for food promotion. When conducting promotions for non-food products, depending on the type of product, it is possible to demonstrate the best properties and qualities of the product, sampling (distributing free product samples), drawing prizes, instant lottery, etc.

In order for the money not to be wasted, before starting any advertising campaign, it is necessary to determine the target audience for which this product or service is designed. This approach is also used in preparation for promotions.

Depending on the specific target audience, spatio-temporal resource flows are determined for the promotion campaign. These can be supermarkets, night bars, summer playgrounds, cinemas, swimming pools, beaches, bowling alleys, fitness clubs, etc. The most suitable time for promotions in supermarkets is from 16.00 to 20.00. It is at this time that the bulk of people make evening purchases. The timing of promotions in other locations is determined depending on the day of the week, location, time of year and many other factors that are taken into account in each case. For example, when conducting promotions to promote cigarettes and alcoholic beverages, there may be several spatio-temporal flows of a given target audience, namely, it can be not only supermarkets at the optimally visited time, where the target audience can purchase this product, but also bars, discos, restaurants, etc. I would like to note the promotional action, which was carried out by the company "Coca-Cola" in August-October of this year. The action was called "Together for life." The registry offices were chosen as the venue for this action. On the day of registration, the newlyweds received Coca-Cola products as a gift. Naturally, each registration was accompanied by video filming. Now imagine how the Coca-Cola company has positioned itself in the eyes of its potential consumers, because memorable photographs and video materials will be viewed more than once, both by the newlyweds themselves, and by their friends and loved ones.

But it is not enough to choose the place and time of the event, you must also choose the style of behavior, the type of promoter. In other words, correctly position yourself in relation to the target audience. Depending on your target audience, you can choose girls and boys in four areas:

classic

homemade

teenagers

If your target audience is men, then, most likely, the promoters will be girls with a spectacular appearance. Although it is worth finding out if the purchases in this place are made by married couples. In this case, you should focus on an interesting, attention-grabbing outfit. Likewise, smart, modest and neat girls should work in promotions aimed at housewives without causing irritation with long legs and "red" nails, and this is a huge number of different products.

We have come to the most important moment in the preparation of the promotion, namely, the search and attraction of promoters, because these are the people you will have to trust the image of your product and the money you will spend. Of course, you can recruit personnel from the team of your company, which is quite effective when it comes to complex technical products, when it is necessary to give qualified information on the characteristics of the product, but does it make sense if the promotion you are going to run must take place multiple locations or over a long period of time. In addition, your employee may be a brilliant specialist, but be a bad promoter. The quality of the staff should be understood as the correspondence of the promoter to your target audience, their appearance(attractiveness), their behavior, the ability to respond to emerging emergency situations, conflict-free.

One of the most effective promotion tools is the promoter's smile. Unfortunately, very often we see the opposite in stores: promoters look sadly at the floor, thinking "it would soon end", so judge for yourself what an invaluable resource the agency and their Client are losing in this situation. Times are remembered here Soviet Union: the engineer is sleeping, the salary is dripping. The reason for this lies sometimes in the low wages, and most often due to an unprofessional approach in the preparation of promoters.

As a rule, training should include several stages:

definition of product properties, innovations

Segmentation of the consumer market (determination of the main consumers of this product: gender, age, demographic and social data, etc.)

role-playing games (various types of buyers, emergency situations are simulated in a playful way to check the correctness of the presentation of information for each individual consumer group)

· duties of promoters (10 NOT for promoters: smoking, eating, chewing gum, etc. in the process of work).

This form of preparation allows you to most effectively consolidate the information received and in the future, when conducting a promotional action, to avoid unpleasant situations when, for example, to the question: "What is this product made of?" The promoter really can't answer anything. Unprofessional training of promoters leads, at best, to an ineffective promotion, and at worst, to a decrease in sales. But, of course, the selection and training of a supervisor is of great importance in the process of conducting a promotion. There is an erroneous opinion that the duties of the supervisor include the timely delivery of material to the promo point, and this is where his mission ends. But is it? Indeed, with proper control, the return on the action itself will be higher.

In addition to trainings, the selection of uniforms plays a huge role in promotions. It is not uncommon for a Client to want to save money by all means. Rather, most of them are. In the understanding of the Client, efficiency is associated more with saving money on shares than with real numbers reflecting sales. Hence the lack of bright, attention-grabbing clothes of the promoter. The promoter is lost in the crowd. And the result is an absolutely unremarkable action, of which there are many. Listen to the consumer's opinion: "If I see a promo group in the store that inspires confidence, looks beautiful and bright, then I can approach this group and take part in the promotion ...". A person, due to his physiological characteristics, perceives 90% of information visually, and that is why it would be a mistake not to use vision, refusing to make an interesting and bright uniform for a promotion.

Remember the promotional campaign, which was carried out by the Coca-Cola company in June this year to introduce the new "Fanta Exotic" to the Kazakhstani market. Because The main goals of this action were: familiarizing the consumer with the new taste of "Fanta", increasing brand awareness, as well as creating a positive image of this brand, then tasting was chosen as the mechanism for this action. But not because of the mechanism of holding, many Almaty residents and guests of the capital remembered this bright and unusual action, which was held not only in the largest supermarkets of our city, but also in water parks, cinemas and parks, but because of the chosen and made costumes.

Wouldn't you pay attention to the four huge and bright life-size fruit puppets: Orange, Lemon, Pineapple and Mango, who walked in front of the shops, talked with children and adults, danced and at the same time offered to try the new "Fanta" with exotic taste? Even if you did not pay attention to the dolls, which is very unlikely, your attention would certainly be attracted by two girls in exotic outfits from the islands of Oceania with no less exotic appearance. The result of this action was that "Fanta Exotic" not only took root in our market, but also occupied a certain segment of the Kazakhstani market.

After completing the work, it is necessary to analyze the results obtained. This will require reporting forms that are developed together with the Customer before the start of the promotion, and in the future, will be filled out during the promotion. You have the opportunity to receive any information you are interested in, starting from a quantitative increase in sales outlet during the promotion and ending with the dynamics of visiting the store by hours, days, weeks. To do this, you need to determine in advance what information you need.
In conclusion, drawing a line, I would like to recall the data of the American trade organization POPAI, 80% of consumers make a purchase decision directly in the store. They buy what:

They know better (what they heard more about) and what they trust

What is now being reminded

What is "more convenient" to buy

Caught my eye faster, more conveniently located

What was advised and convinced to buy exactly this:

1. Reminded

2. Showed

3. Interested

4. Convinced and made to believe (free to test).

telemarketing

The joint use of database management systems and telecommunications technologies opens up new opportunities in the use of marketing functions, such as: promotion of goods and services by telephone, organization of telephone service centers, complete selection and processing of collected information in any field of activity, all this can be summarized in one concept - TELEMARKETING.

TELEMARKETING is:

1. promotion of goods and services;

2. identification of the degree of readiness of the client for the proposed sale (transaction);

3. assessment of the needs of the prospective client for the proposal;

4. assessment of the client's potential for the offer;

5. organization of meetings of your managers with buyers and responsible persons for the conclusion of commercial transactions;

6. identification of buyers and/or decision makers (responsible persons);

7. working with clients after direct mail;

8. fundraising programs for charitable purposes;

9. search for sponsors;

10. Distributor support programs;

11. invitations to participate in events, seminars and conferences;

12. collection and organization of the necessary information;

13. sales promotion programs;

14. Qualitative/quantitative assessment of prospective buyers and selection of priority ones;

15. introduction of a new product/service to the market;

16. identification of new sales markets;

17. research in the field of competition (how competitive is your product or service in the market);

18. assessment of satisfaction from the product / service;

19. positional assessment of the place of your business in the market;

20. maintaining and developing contacts with clients;

21. programs for periodic calls to clients;

22. processing and receiving orders;

23. reconnecting with inactive clients.

Purpose of Telemarketing

The main criteria for choosing the media, from which you can select exactly the media (taking into account the factors that best reflect your specialization), which will most effectively disseminate information both about your products or services, and about you and your company.

1. Information circulation.

2. Fast response.

3. Ability to make changes.

4. The ability to reach the audience at its location.

5. High audience engagement.

6. Geographical selectivity.

7. Demographic selectivity (age, gender, marital status, nationality, etc.)

8. Measured response.

9. Better ability to test demand and more choice opportunities.

10. Persistence.

11. Plenty of space for your message.

12. Psychological selectivity.

13. Various possibilities to answer.

14. Target audience selection.

Short input time and fast folding of information.

	telemarketing
Circulation of Information
The rating of newspapers and magazines is low in all respects, because many of their readers do not pay attention to ads. The same applies to television and radio, because people watch and listen to them by choice.
Fast response
If you can wait a few days, try using the radio or TV. Television also provides fast response times, often within the few minutes the commercial is on, but only after you've spent a lot of time and money producing it.	If you want to test an offer right away and make sure you get a response within a few hours, use telemarketing.	Possibility to make changes
Due to the high cost of production, television offers fewer opportunities to make changes. Due to the long input times, journals are less flexible in this regard. At the same time, thanks to the short input period, newspapers and local radio also provide an opportunity to make changes.	Telemarketing offers the greatest opportunity for change, as you can make changes within minutes.
The ability to reach the audience at its location
If you want to reach your consumers when they are at home, television is a good idea. On the way from home to work, radio or advertising in the subway will help to reach them. If you want to catch them at work, it's a good idea to use newspapers and magazines. But even this does not guarantee that they will respond to your offer about anything.	Telemarketing provides you with all these opportunities to reach an audience at work and at home (if you have the necessary databases).
High audience engagement.
Some long-running TV shows can also attract viewers to varying degrees to participate in them (through polls and the opportunity to participate in the show over the phone).	Telemarketing is a clear winner in this metric as it can easily engage the listener in a conversation.
Geographic selectivity
After all, you won’t throw money away by advertising for the entire circulation in a magazine that is distributed throughout Kazakhstan, if 80 percent of your target audience is, for example, only in Almaty?	Most often, direct marketing requires the selection of some specific regions, so telemarketing and direct mail are best suited for this.
Demographic selectivity (age, gender, marital status, nationality, etc.)
Some magazines and a few radio and television programs also provide demographic selectivity.	Telemarketing using demographic databases is by far the best from this point of view. the desired target audience is reached.
Measured response
The faster you can evaluate response, the faster you can expand your offer to other markets or media. But, using standard advertising techniques, you run the risk of simply wasting time.	Telemarketing has the highest rating for this indicator, because you do not have to waste time waiting for any response suitable for evaluation, since you get it already in the first hours of the campaign.
Short input time and fast information folding
The rating of magazines is lower because a magazine cannot be produced in a matter of hours. Newspapers and radio can offer some competition to telemarketing, primarily due to the short input times.	The more flexible the time frame, the more often you can check the offer and the faster you can get your company back if the situation calls for it. The media with the most flexible time structure is telemarketing.
Better ability to check demand and more options
Magazines practically do not allow this to be done due to the specifics of periodicity. Broadcast media, due to the shortness of the time periods sold and sometimes the high cost of production, make it less possible to check offers of several types.	Telemarketing provides a huge opportunity for testing demand. Major and minor scenario changes will allow you to experience several types of the same offer at once.
persistence
TV ads used to be considered pushy, but now they are not, as the viewer can easily switch from channel to channel so as not to bother himself. When reading a magazine, a person can simply skip the ad, and radio ads are not as pushy because the audience is less involved.	Can people avoid getting information from you? If not, the media is considered persistent. Telemarketing is such because it is almost impossible not to answer the phone when it rings.
Plenty of space for your message
Most broadcast media, with the exception of long-running television programs, offer very little space.	Telemarketing with an average human speech speed of 150 words per minute (that's two-thirds of an A4 page) gives you plenty of room.
Psychological selectivity
Most magazines follow a particular style, and the different sections of newspapers (sports, news, business, arts) are also geared towards certain populations. The growing number of specialized newspapers, magazines (for certain groups, about fashion, computers, business, etc.) also provide psychographic selectivity.	Telemarketing allows you to directly reach certain psychographic groups, that is, people with a certain style and lifestyle.
Various response options
Broadcast media does not provide such an opportunity. In general, you can offer one way to contact you. A problem that occurs with most broadcast media, in The peculiarity, when broadcast, is that the viewer can never go back to see again the phone number that was offered to him even before he had a pencil in his hands. In such cases, the possibility of a response is practically zero. Or, imagine you are driving in a car and an important phone number is broadcast on the radio, in such a scenario, not far from the accident.	The more opportunities people have to answer, the more willingly and quickly they will place an order. If they can place an order over the phone like using telemarketing, that's great. If they can fax or email the request, that's fine too.
Target audience selection
For example, television does not allow to achieve such a degree of selectivity in relation to music as Telemarketing. Radio is also a non-selective medium, unless you're trying to appeal to certain psychographic groups using their musical tastes. Outdoor stands provide low selectivity and are rarely used for DM. Journals allow targeted selection of the audience and may be best remedy for DM after telemarketing and direct mail.	One of the main advantages of DM is targeted audience selection. Of all the media, telemarketing and direct mail are the best way to target audiences.

If you need to get as close as possible to the target audience in order to achieve the effectiveness of your campaign, if you are concerned about the percentage of return from each transaction in terms of every marketing dollar invested, and you want to save on advertising, then use Telemarketing!

List or database?

The concept - a database, is now on hearing. I would even say that there is a kind of fashion to talk about databases. But most often it turns out to be a list of clients and it’s good if it’s in electronic form.

What is the difference between a customer list and a database?

The answer is simple - as soon as an additional and interesting information just for you, for your business, the list will begin to turn into a database.

These details, or in professional terms, additional data fields, should describe your customers in as much detail as possible, create a portrait of the consumer. The closer this portrait is to the original, the more successfully your product/service will be promoted and sold. Because you will know who to sell to and when to sell (at the right time in the right place and with the right people).

The list with addresses and phone numbers can have any source and belong to anyone, but the database will belong only to you. it will collect information that takes into account the characteristics and needs of your business and your customers.

Many people spend decent money without getting enough return because they overlook - for their business, a database cannot be bought, it can only be created. It will be better for business if you begin to proceed from the fact that any foreign database is just a list for you.

Where can you get this information? Most often, this information is in the company, only it is in a fragmented form from various managers and from various sources. The main thing is to find it, to assemble it into a single whole, into a single format.

But don't waste time and money getting information AT ALL and putting that information into your database. This information, even though reliable and interesting, most often turns out to be completely useless. There is only one sure way to "drag" the necessary people into your database: you get-buy a list of a promising, in your opinion, audience, naturally, structure it and enter it into a computer (database blank). Then you begin to communicate with these clients until you cross out all those who do not respond to your wonderful offers. Those who remained are your potential capital.

Gordon Grossman said: "If your clients do not make you rich, then who will? .."

If you have doubts about the need to create a database, try answering a few questions:

Your company, your business is not in an aggressive competitive environment?

Shouldn't you be concerned about communicating regularly with your customers to keep them? And isn't it cheaper to keep an old customer than to acquire a new one?

So it turns out that the first place where you should look for the source lists for compiling a database is your own "bins". Perhaps some sources are so obvious to you that you simply stopped noticing them.

Start with what you need:

· Oblige everyone who contacts customers to write down their names and addresses - these are telephone operators, the secretary, marketers, the complaints department and other employees.

If you use retail outlets, agents or a chain of dealers in your work, then enter them in official duties same.

· Do you provide guarantees to customers? Record their names and addresses.

Introduction 3

1. Organizational and economic characteristics of OOO "" 4

1.1. General characteristics of OOO "" 4

1.2. Organizational structure 6

1.3. Strategy and Mission 8

1.4. SWOT analysis 10

2. Functional responsibilities 17

3. Individual task in the specialty 19

4. Research work 23

Conclusion 28

References 30

Apps 32

Introduction

One of the most important conditions for the formation of stable relations between producers and consumers in a market economy is the successful functioning of the advertising business. Over the past decade, the Russian economy has seen a rapid growth of the advertising market, which actively influences the development of market relations in the country. This process is accompanied by the formation of a large domestic advertising business, gradually merging into the activities of the global advertising market. Although Russia has a rich tradition in the development of advertising, at the present time much has to be started anew. This is due to the fact that in the era of socialism, advertising performed functions that differed from the conditions of a market economy. In the absence of competition, its exclusive task was to disseminate information about the products manufactured by state enterprises focused not on making a profit, but on minimizing the prices of their products. The advertising and information agencies themselves were financed entirely from the budget and were not aimed at making a profit and increasing sales of their products. In the era of market relations, they switched, following the majority of Russian enterprises, to own funds financing. Here, their main task, like all other enterprises, is to increase the cost of their products and increase their sales to maximize profits.

I completed my internship at an advertising agency LLC "" as a PR specialist.

1. Organizational and economic characteristics of OOO ""

1.1. General characteristics of OOO ""

Limited Liability Company "" was established in 1998. The Company is guided in its activities by the Civil Code Russian Federation, federal law"On Limited Liability Companies", as well as the Constituent Agreement on the establishment of the Company and the Charter.

The main activities are:

1. Design - development of logos, corporate identity, design of entrance groups.

2. Production - three-dimensional letters, light boxes, appliqué, photo printing, engraving and milling works, silk screen printing.

3. Installation - installation of any complexity from a simple plate to roof installations (own installation teams).

4. Registration - receipt permits for the installation of outdoor advertising media, the prolongation of passports, assistance in solving complex issues of coordination, professional advice.

5. Maintenance - minor repairs, replacement of lighting elements, spring and autumn washing, installation of timers and twilight relays, replacement of electrical wiring.

6. Project documentation- preparation of drawings, load calculations, specifications, electrical projects, services for the passage of MOSEXPERTIZA.

Today LLC "" is a strong and competitive market player in the development of full-scale PR programs. ………….

1.2. Organizational structure

As an advertising agency, LLC "" is a full cycle agency, i.e. implements the whole complex of works related to the preparation and conduct of advertising company, as well as the evaluation of its results, which implies a specific organizational structure of the company.

The organizational structure of LLC "" is shown in fig. one.

1.3. Strategy and mission

LLC "" is a client agency that creates effective Marketing communications between brands and their consumers.

The development strategy of LLC "": the creation of a professional team, the best in the advertising market of the Moscow region, capable of developing effective advertising campaigns, producing all the necessary materials for them and managing complex advertising projects in the interests of our clients.

Mission of LLC "":

- "We work for our Clients": LLC "" sincerely believes that clients need exactly the kind of advertising that is useful to their consumers. Therefore, the purpose of the RA's activity is to provide customers with only high-quality services. The task of RA LLC "" is not to create abstract advertising, but to increase the Client's sales. RA works to ensure that each Client is sure that by choosing LLC "", he has chosen the best.

Last year, according to experts, more than 300 advertising structures worked in Moscow. Market advertising services increased by 24% compared to 2006. While the saturated segment of outdoor advertising showed a lower percentage of growth - about 16%.

There is no pronounced seasonality in the sales dynamics of LLC ""; however, in summer period time the turnover increases by 30-40%.

Table 1

External opportunities and threats LLC ""

Lists of the weak and strengths organizations, as well as external opportunities and threats, are used to build the SWOT matrix (see Table 2).

table 2

Matrix SWOT LLC ""

Elimination of significant cyclical (seasonal) fluctuations in the volume of services rendered.

So, the key success factors of OOO "" are:

2. Functional responsibilities

During my internship at LLC "" I acted as a PR specialist.

Work with internal and external PR;

Strategic planning of PR programs and strategies;

Analysis of the effectiveness of PR strategies;

Organization of presentations and other public events;

Analysis of the cost of conducting PR-actions, programs, implementation of strategies;

Work with publicity;

Work with investors and creditors;

Maintaining and updating the image of the company.

PR is the management of a set of communication processes of a company in relations with the public in order to achieve mutual understanding and trust.

I worked for following directions PR:

Internal PR - relationship management within the company;

Creation of a favorable image of the company / product / brand;

Anti-crisis management;

Creation of favorable relations with clients (consumers);

Work to maintain trust between the company and its investors;

Working with the media;

Work with the government agencies and public organizations;

Conducting presentations, various social events.

It should also be noted that during the internship I have acquired rich skills and knowledge:

Communication skills, competent speech, stress resistance;

Knowledge and proficiency in sales techniques;

Customer focus - understanding the needs of the client and building an ideal solution on the existing basis;

Good relationship building with the client;

Customer development and retention skills;

Experience in conflict resolution;

Experience in active search of clients;

Experience in writing commercial proposals;

Confident user of MS Office suite, knowledge of PowerPoint preferred.

3. Individual task in the specialty

Project scale: regional.

Marketing goal:

1. Bring out a new one trademark in the segment of alcoholic beverages (vodka) of the low-premium category.

2. Achieve consumer perception of the brand as a well-known "classic" brand, characterized by original design, innovative yet emotional packaging and consistently high product quality.

3. Achieve within six months after the start of the advertising campaign and sales of brand awareness among the target audience at the level of 25-30%, advertising awareness - at the level of 50%.

4. Research work

Various aspects of the production, marketing, supply and financial activities of the enterprise receive a complete monetary value in the system of indicators financial results. Summarized, the most important indicators of the financial results of the enterprise are presented in Table. five.

Table 5

Indicators of the efficiency of the use of financial resources and economic growth of OOO ""

Conclusion

The main purpose of the creation of LLC "" is to implement commercial activities to make a profit.

The goal of the company is the pursuit of professional and technical excellence of the services offered, as well as the implementation of the most daring wishes of customers.

RA LLC "" is a dynamically developing company that implements a wide variety of projects using the full range of capabilities of modern information technologies. Thanks to the high professionalism of the company's employees, today RA LLC "" is one of the leading Russian advertising agencies.

The main activities of RA LLC "":

Creation of websites, their technical, informational and advertising support;

PR of the company and image creation;

Many years of successful experience of the employees of RA LLC "", as well as strict adherence to internal corporate quality standards, allows us to develop and implement the most effective solutions corresponding to the tasks and requirements of a particular business.

Using the services of RA LLC "", you can get a comprehensive solution made by a team of professionals with extensive experience in developing and supporting various projects, which can significantly reduce the cost of implementing and maintaining complex marketing tasks.

During the existence of the agency, it has formed a stable organizational structure, corresponding to the linear-functional type. The agency currently employs almost 50 people, which, together with an assessment of the scope of the agency’s activities and the effectiveness of its business processes, allows us to conclude that the agency has entered the stage of maturity in accordance with the concept life cycle organizations.

The team of employees consists of professionals who have received good practice and have extensive experience in advertising business. Own industrial base, machines, equipment and special vehicles allow you to quickly and efficiently solve any issues of manufacturing and installation, both simple and very complex advertising structures. Reasonable price policy, high quality allow you to successfully compete with large and medium-sized advertising companies.

List of used literature

Kostina A.V., Makarevich E.F., Karpukhin O.I. Fundamentals of advertising. – M.: KnoRus, 2006.

Pankratov F.G., Bazhenov Yu.K., Shakhurin V.G. Fundamentals of Advertising: Textbook. - 8th ed., revised. and additional - M .: Publishing and Trade Corporation "Dashkov and K", 2007. - 526p.

Industrial practice advertising agency. Practice report Report on practice in an advertising agency (PR). Possible positive points

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