Promotional activities - the science


2018-03-21 03:35:08




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Advertising - a kind of non-personal forms of communication. It is done with the help of the media. Advertising is designed to implement various tasks of enterprises (usually in terms of increase in profit). Paid from special funds of the promotion is generated to cause the product or service the maximum interest of potential consumers.

Promotional activities on the territory of Russia includes, in addition to direct advertising in the media, etc., distribution of Souvenirs, publications, exhibitions and other events, raising the prestige of the manufacturer or products. All kinds of measures for the promotion of goods designed to stimulate trade.

The Organization of advertising activity, like any process, has its own function:

  • The study of the demand for the product, determining its niche in the market;
  • Inventory of goods in need of advertising;
  • The establishment plan of the campaign;
  • Combines with the advertising Agency working out of the budget the determination of the cost of all types of proposed actions;
  • Contract with advertisers, providing product samples, the necessary information, data;
  • Technical advice, design and edit the layouts, coordination of activities;
  • pay bills with advertising agencies.

If the company does not connect to the advertising Agency, it should develop a campaign on their own, adhering to the same plan. Only in this case promotional activities will be able to exert sufficient influence on the formation of consumer demand and behavior of the consumer audience.


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To increase profits it is necessary to organize the promotion to include as many potential buyers. This cannot be achieved without studying the demand and target audience analysis. Umbrellas will not be a success in Antarctica.

Given this, it is necessary that the promotional activity built on a scientific basis.

The following types of activities:

  • Direct advertising. It can be placed in the print media, the Internet, radio, etc.
  • Sales Promotion. The efforts that directs the manufacturer to the intensification of customer demand. It can be a contest among sellers or buyers, discounts, gift promotions, prizes, sweepstakes.
  • The Creation of a public reputation. The efforts of producers and sellers in this area should be aimed at creating in the mind of the buyer, client or potential business partner of a stable positive image of the company (services, goods), which may be the Advisor and assistant. Radio and the press is not enough, we will need other creative forms of image creation: exhibitions, festivals, etc. In the broadest sense of the event public relations should embrace public opinion and behavior, industrial and financial relations with customers, vendors, manufacturers and even the government (at least at the regional level). This period is relevant not just advertising, and propaganda. Excellent work of the publication was not paid, and on the editorial place, reviews in the press (online, TV, etc.), fairs, creating/maintaining the style of the firm and, primarily, sponsorship. The company's credibility is based on the dissemination of information about the leading position of the firm in the production or sale of goods, especially exclusive. The buyer must believe that the production of such goods requires complex multi-level study, high qualification of specialists involved in the design and execution of the latest, highly sophisticated technology.
  • Development of the trademark.

Such organization of promotional activities will allow you to create the image of the enterprise, which in turn will lead to higher profits. To promote need specialists who have received special education.

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