The main activities of an advertising agency. How to open an advertising agency: forms, activities, prospects. Types of advertising activities

annotation

The topic of this course work is "Study of the activities of an advertising agency." The work contains 47 pages, 3 graphic images, 2 tables, 3 appendices, 18 sources used.
The theoretical part contains information about the concept of an advertising agency, about the types and types of advertising agencies and the processes of creating advertising in an advertising agency.
In the second chapter of the course work, an analysis of the activities of the advertising agency Yaroslavl-Media LLC is carried out, including the organizational and economic characteristics of the enterprise, the analysis of marketing communications used in the activities of the agency, and also identifies typical mistakes in the development and conduct of advertising activities on the example of the company LLC Yaroslavl-Media.
The third chapter of this work provides recommendations and suggestions for improving the activities of the advertising agency Yaroslavl-Media LLC, by intensifying the work on maintaining the agency's website, improving the organizational structure and image policy.
1 Theoretical aspects of the organization of activities and management of an advertising agency
1.1 Advertising agency, its functions and organization of relationships between participants in the advertising process
1.2 Types and types of advertising agencies
1.3 The process of creating an advertisement in an advertising agency
2 Analysis of the activities of the advertising agency LLC "Yaroslavl-Media"
2.1 Organizational and economic characteristics of the activities of the advertising agency Yaroslavl-Media LLC
2.2 Analysis of marketing communications used in the advertising agency Yaroslavl-Media LLC
2.3 Typical mistakes in the development and implementation of advertising activities on the example of the company "Yaroslavl-Media"
3 Proposals to improve the activities of the advertising agency LLC "Yaroslavl-Media"
3.1 Analysis of the results of an advertising agency achieved through advertising
3.2 Suggestions and recommendations for improving the activities of an advertising agency
Conclusion
List of sources used
Appendix A - Brief on the development of an advertising campaign
Appendix B - Customer Survey

Introduction

Advertising is a striking phenomenon of our time: all-pervading, omnipresent, professional.
When the owner of a large store or small stall wants to expand his business, most likely he will not just wait for an increase in the number of customers. He will put up bright, eye-catching price tags, make a beautiful display of goods, brightly decorate windows, and post conspicuous advertisements with brisk, witty information about the goods.
In other words, the owner of a commercial enterprise will provide himself with fame, that is, advertising, without which he will not be able to achieve an increase in trade turnover.
The national economic problem of timely delivery of goods from production to the population, the formation of demand for them, taking into account the socio-demographic characteristics of individual groups of consumers, the education of the rational needs of people require the use of advertising. Its role is especially growing in a market economy, competitive environment, constant renewal of the assortment of goods, complication of the device and designs of many technically complex products, cultural and household goods. Timely and comprehensive information of the population about consumer properties and ways of using goods is the most important task of advertising.
The creation of advertising agencies that organize it at a high professional level, use financial resources more rationally and provide high quality advertising contributes to the increase in the effectiveness of advertising activities.
Advertising agencies play a positive role by being qualified coordinators, between trade and production, in the interests of consumers and the whole society, promoting rational supply and, conversely, limiting the volume of unsustainable or premature proposals.
Today, only a few commercial enterprises can successfully conduct business without advertising in one form or another, so the topic of this work is relevant. In large firms, where there are full-time specialists and the support of an advertising agency is provided, it is easy to distribute the various functions among the employees who are suitable for their implementation. Many nationwide advertisers spend millions of dollars annually and willingly risk huge sums of money to bring brand new products or services to market.
The object of the research is the advertising agency "Yaroslavl-Media"
The purpose of writing this course work is to develop recommendations for improving the activities of the advertising agency "Yaroslavl-Media". To reveal this goal, the following tasks were set:
- consider the theoretical aspects of the advertising agency;
- to analyze the main indicators of the economic activity of the advertising agency "Yaroslavl-Media";
- to analyze the marketing communications used in the agency and the main shortcomings in the development of advertising messages.
When writing a term paper, educational literature, various articles from periodicals, as well as all kinds of Internet sources were used.

1 Theoretical aspects of the organization of activities and management of an advertising agency

1.1 Advertising agency, its functions and organization of relationships between participants in the advertising process

Advertising is a type of activity or products produced as a result of which, the purpose of which is to implement sales or other tasks of industrial, service enterprises and public companies by distributing information paid for by them, formulated in such a way as to have an intense impact on individual or mass consciousness, thereby causing the given reaction of the selected target audience.
As everyone knows, everyone has something to sell. Advertising is a way to sell something in the most efficient way.
One of the main prerequisites for the improvement and development of advertising activities is the planned and methodological preparation of advertising messages, their correct application at all stages of the advertising process. Advertising presents such information to consumers that allows them to make the most reasonable choice when purchasing certain goods and services. It provides support to the media through their funding, and also promotes the expansion of production and increased competition.
In order to increase the effectiveness of advertising activities, special advertising agencies are created that create advertising at a high and professional level, guarantee high quality advertising, and also expediently use financial resources for its implementation. Advertising agencies are equipped with special computers, which ensure fast and accurate processing of the information received; perform market assessments and comprehensive market research. They play an important role because they are professional coordinators between production and trade, deter premature, irrational proposals and, conversely, contribute to the creation of rational proposals in the interests of consumers.
An advertising agency is a professional organization that deals with the planning, creation, development and placement of advertisements.
On the basis of advertising theories, each advertising agency builds its own philosophy, that is, approaches to advertising. Newbies in the advertising business should clearly know that the goal of an advertising agency, as it may seem at first glance, is not a task to get as much profit as possible in the least amount of time. The philosophy of the agency includes the following:
1) what kind of advertising, from the point of view of the agency, is good;
2) what product, from the point of view of the agency, is good;
3) how, from the point of view of the agency, good advertising should be developed and implemented;
4) how, from the point of view of the agency, it is necessary to conduct business and create the “face” of the agency;
5) what makes the agency competitive.
Most agencies take pride in their philosophy. It takes a lot of time to polish these philosophical principles in such a way that the client sees and notices in them a reflection of their views on the business.
Reasons why you need to cooperate with advertising agencies:
- advertising agency - an organization that brings together diverse specialists into a single business enterprise and provides effective communication within it and with the external environment;
- advertising agency experience is organized with a large number of clients;
- the objectivity of the opinion of the advertising agency;
- extensive experience in managing the creative process.
In order to implement advertising processes, the participation of the following actors is required:
1) advertiser - a natural or legal person who is a customer, a source of advertising information necessary for the production, placement or further distribution of advertising, that is, this person, institution, at whose request the advertisement was made.
An advertiser can be an investment company, a bank, a commercial firm, a private entrepreneur, and many others who pay for advertising in accordance with the order.
The advertiser performs the following main functions:
- identification of goods and services that need advertising, and features, ways of advertising these goods or services;
- planning an advertising campaign and advertising costs;
- preparation of the necessary documents for concluding a contract with a contractor for advertising services;
- preparation and provision of primary materials for creating an advertising campaign;
- assistance to performers (advertising agencies) in the preparation of photo and video filming;
- approval of sketches, layouts, scripts and other originals of advertising products;
- settlements with the contractor.
The advertiser needs:
- to be able to create an advertising strategy for the company and its goods or services, that is, correctly argue their position in the long term;
- to form the choice of the company's behavior strategy, the image in the minds of consumers and in the public mind through the transfer of information about the product, about its uniqueness and quality, important advantages and distinctive features;
- try to adhere to the chosen direction, that is, to produce goods better, because consumers may become disoriented, and they will purchase competitors' goods;
- change the position of the company in such cases: when producing a new product and promoting it, when new competitors appear who advertise the same advantages of a product or service, when the preferences and tastes of potential buyers change, or when markets change;
- remember that the right position creates a favorable image and a good idea of the product (service) and the company, guarantees a steady demand for them. The benefits of purchasing goods can be as follows: high quality, low price, unique product design, after-sales service, etc. The main motive for making a purchase is to get pleasure;
- perfectly know your products, their main features and advantages, as well as the structure of potential consumers, that is, you need to know who, where, how much and when buys, the hopes of consumers that can be satisfied in the course of selling a product or service;
- study competitors and their products, their strengths and weaknesses, prices, terms of sale and advertising, as well as work experience and positive aspects of competitors;
- independently or in conjunction with an advertising agency to develop effective advertising messages and choose the right advertising means;
2) advertising producer - an individual or legal entity that fully or partially renders advertising information for distribution;
3) advertising distributor - a natural or legal person who distributes advertising by any means, in any form and using any means. Advertisers are communication channels used by advertisers and advertisers to inform actual and potential consumers.
In the role of advertising producers and distributors in the market are advertising agencies, which can be conditionally divided into advertising agencies with a full cycle of services and agencies that specialize in the provision of special, individual types of services. The first group includes agencies that are engaged in research, creative activity, planning, production of various advertising media, as well as the provision of non-advertising services: creating packaging, providing public relations, organizing presentations, sales exhibitions and more.
The development of advertising agencies is due to the following reasons:
deeply understand the interests of consumers, acquire skills and help improve their competence. This makes it possible to create high-quality advertising media and ensure the effectiveness of their use;
- advertising agencies, as independent organizations, eliminate the negative impact on advertising from such factors as excessive dependence of advertising on the taste of individual executives, false assumptions about the expected response of consumers, and so on;
- advertising agencies have close ties with the media, consistently and timely purchase from them space and time for advertising. Cooperation with advertising agencies helps the advertiser to effectively solve their problems, allows him to save time and money;
- the use of the services of advertising agencies provides a systematic approach to advertising, which supports the growth of its effectiveness.
The main functions of advertising agencies:
1) the implementation of relationships with the media, placing orders in them, as well as monitoring their implementation;
2) creation of advertising products based on orders received from advertisers, development of plans for complex advertising campaigns and other advertising activities using the potential of creative and technical specialists;
3) conducting settlements with advertisers and the media;
4) cooperation with studios, advertising companies, printing houses and freelance specialists.
Many organizations and companies in the marketplace are deciding whether to form their own advertising service or resort to the help of advertising agencies. The organization of our own advertising service is determined by the expected volume of work, directions and amounts that are allocated for advertising purposes. At the same time, you need to know that even if there is an advertising service in the company, it is still impossible to do without the services of advertising agencies. This is due to the fact that some advertising-related jobs require certain equipment and experience.
Advertising agencies allow advertising companies to save their time and money. It should be noted that not every agency is fully responsible for the types and means of advertising they offer. The organizational structure of an advertising service depends on its size, the availability of certain resources, the characteristics of the goods produced and the specific features of the target market, the role and place of advertising in the company's marketing strategy and in the marketing mix.
First, the advertiser needs to correctly identify with the agency before concluding an agreement with him. Advertising professionals believe that large clients are attracted to large agencies, while regular advertising agencies are suitable for small firms.
When choosing an agency, you need to pay special attention to the time of its creation, the availability of qualified specialists in the field of advertising, the level of specialization and interest rates for advertising services.
The time of creation of an advertising agency makes it possible to determine its activities in the service market. It is necessary to pay attention to examples of certain works that were performed earlier and to the list of firms with which the agency worked earlier.
The presence of specialists in the area that interests the advertiser allows us to draw conclusions that not random people, but professionals work in the agency to carry out advertising processes and tasks. The interest rates for the services provided can vary quite a bit depending on the agency. You need to know that low prices for services are a significant, but not the most important selection criterion, because good work usually costs a lot.
Interaction between advertising agents and advertisers can be carried out in the following main areas:
- the advertiser tells the agency what needs to be done and in what time frame;
- the advertiser does not delve into the work of an advertising agency on his behalf;
- advertising agents and the advertiser work together, while finding common solutions.
In the first case, if the executed advertisement did not reach the set goals, then the agency can absolve itself of responsibility for the failure, because it acted as the executor of the advertiser's ideas.
In the second case, if the advertisement has not reached the set goals, then the advertiser runs the risk of losing the funds that were allocated to advertise his product. This is due to the fact that an advertising agency sometimes cannot create a competent and effective advertising program without the help of an advertiser with his knowledge in the field of his product.
The third case is the most effective, since the experience of the advertiser and the specialists of the advertising agency is jointly used in the creation and implementation of an advertising program.
When performing complex creative work and for the possibility of regulating the arising misunderstandings and disagreements, an agreement must be concluded with an advertising agency. In the process of creating, preparing and distributing advertising, the concluded agreement regulates the rights and obligations of the parties to the advertising process. The contract must include:
1) the types of services provided by an advertising agency and the creation of an advertising program;
2) a list of advertising items, their characteristics;
3) the term of the contract;
4) the amount of the contract;
5) the procedure and terms for the transfer of initial data;
6) the procedure and terms for submitting an advertising program for approval;
7) the procedure and terms for coordinating advertising plans, artistic originals, texts and scripts;
8) the procedure and terms for submitting reports on the implementation of promotional activities;
9) conditions of property liability of the parties for failure to comply with the procedure and deadline for the performance of the contract;
10) other conditions that the advertising agency and the advertiser consider it necessary to take into account in the contract;
11) postal and payment details of the parties to the agreement.
The conclusion of an agreement does not exempt participants in the advertising process from their compliance with the rules for advertising goods developed by domestic and foreign practice and enshrined in the Law of the Russian Federation "On Advertising" and other regulatory documents that regulate advertising in our country.
When establishing a favorable relationship with an advertising agency, the advertiser should strive to become the desired client.

1.2 Types and types of advertising agencies

There is no accepted classification as such. However, based on the functions performed, there are many different typologies.
There are the following types of advertising agencies:
- agencies providing services;
- independent media agencies;
- A la carte agencies;
- sponsoring agencies.
Advertising agencies that provide services include full and partial cycle agencies, industrial advertising agencies.
Full cycle agencies are medium to large organizations that are able to implement a full-fledged advertising campaign. It is a group of creative and business people who specialize in creating and preparing advertisements, promotional plans and other promotional materials. These advertising agencies, in essence, are advertising companies with their own production of advertising products, with their specialists in all areas of advertising. Full-cycle advertising agencies are trying to master all possible types of advertising, from conventional advertising to more effective Internet advertising in the past. They may work with other firms that specialize in marketing, HR advertising, public relations, sales promotion, and may also have affiliates.
Part-time agencies - specializing in one type of advertising, for example, outdoor advertising, media advertising or video advertising. These are conditionally small agencies that implement simple, non-primitive projects. If necessary, they can use the services of specialized agencies or freelance specialists. It is possible that in the future, many creative professionals will work from home. They will be able to create texts on a computer and produce layouts, and then send them electronically to the terminals of the agencies. This is an effective way to reduce agency rental costs in the city.
Industrial advertising agencies specialize in advertising industrial and technological goods and services, which is mostly carried out in professional print, at specialized exhibitions, as well as through the distribution of printed materials: advertising literature, technical guides and catalogs. Usually the fees for the services of such agencies are in the form of a fee. The head of this agency should have experience in the relevant industry area, experience as an advertising manager. Creative professionals need to know the relevant technology and its professional vocabulary so that they can develop credible texts and drawings. In general, the budgets of such projects are small, but they are more stable compared to projects of large manufacturers of consumer goods, where clients often change agencies in search of new ideas.
The development of the sphere of high-tech goods, such as mobile phones, computers, Internet software, electronic editors, video games, copiers, faxes, accompany the high development of agencies that specialize in advertising just such goods.
Independent media agencies make up a large proportion of advertising agencies because there are a significant number of advertising distribution channels, and therefore the same advertising product can be distributed in many of them in different variations. Media agencies have their own specialization: agencies that advertise only on radio, only on television in the press, and so on. But there are also larger media agencies that post advertisements across all distribution channels. In the work of these agencies, the creative part is determined by the quality of creating programs and media plans. The level of their work is distinguished by the choice of advertising distribution channels for a particular product that meet the requirements of the advertising campaign plan, as well as the benefit for the client, which is expressed in obtaining the best result of the advertising campaign and the economy of the advertising budget, due to the favorable conditions that exist between such agencies and the owners advertising distribution channels. Some agencies are direct owners of one of the media and therefore are more attractive to advertisers than others.
Media agencies are successful due to the following factors:
- destruction of the old system of fixed commissions;
- the unstoppable development of the media, as well as new publishing technologies and alternative television;
- increased prices for time and advertising space.
A la carte agencies usually carry out “one-off” projects. They are exclusively creative agencies that carry out various types of work: sales consulting, corporate identity development, exhibition stands or creative aspects of a full-scale advertising campaign. In turn, A la carte agencies are divided into three types:
- creative agencies;
- agencies involved in the development of a new product;
- contact advertising agencies.
Creative agencies shape campaign themes, events, and develop media for a variety of media such as advertising characters and writing jingles and music for TV commercials. Creative agencies complement media agencies that are responsible for acquiring time and advertising space.
This type of agency may seem daunting, but the high competition caused by the economic downturn has made it possible for clients to be more demanding. The emergence of new agencies is considered to be a reaction to the inadequacy of traditional full cycle agencies.
Agencies involved in the development of a new product consider themselves to be the best agencies, as they begin to take action even in the early stages of the marketing structure. They can influence the primary concept of a product and are necessarily involved in the formation of the name of a new product, its packaging, pricing, in the selection of a market segment, sales, market trials, sales of goods to other firms and the main advertising campaign.
Contact advertising agencies carry out advertising campaigns for organizations that sell goods by mail. In turn, they advertise magazine subscriptions, full service travel and business travel, investments, savings, credit cards, and other services that can be purchased through the mail. The sphere of activity of such agencies should include offers "off the page" ("sale from the page"), which we can periodically see in color weeklies. Email advertising is usually the only advertising medium for these campaigns. It applies to letters of offer, catalogs and advertising literature. Often, contact advertising is used by organizations such as department stores and financial houses, ahead of those that once dominated the directory-selling industry.
The essence of this type of activity is to sell goods or services directly to the consumer via mail, fax, telephone or the Internet.
Sponsoring agencies. The purpose of sponsorship can be marketing, advertising, public relations, and often all combined. Sponsoring is big business and is essential to the marketing of many companies. Sponsoring has two sides: people, as well as events and activities that require financial support, and companies that are willing to invest in any business that can fit their marketing strategy. The Television and Radio Broadcasting Act gave permission to sponsor television and radio programs. Such innovations are essential for broadcast advertising. Subsequently, such agencies were born, offering creative inventive solutions for announcing sponsors on the marquee at the start of a program or during a commercial break.
There are the following types of advertising agencies:
- creative agency (design studio). It is engaged in the creation of the concept of an advertising campaign, including its individual elements: ideas for print, audio and video advertising, advertising style, design and much more.
At the moment, the most subtle marketing mechanisms are in demand. It is not for nothing that organizations have appeared on the market that specialize only in creating ideas for advertising campaigns, or in other words, in creativity.
A creative approach is a creative approach in which advertising costs can be significantly and significantly reduced. At the same time, you can promote almost any brand at a lower cost by coming up with an idea that will be talked about in the future. But this is impossible to achieve if you are not careful about the target audience. You need to know what she thinks about the product, to what extent she thinks about it, and what she thinks about when she is not thinking about our product. With this knowledge, you can observe some interesting communication phenomenon that will lead to good results.
Having studied the target audience, you can succeed by shocking it, calculating positioning, applying geographic segmentation.
Creative ideas in advertising differ from typical ones in that, firstly, even in the fiercest competition they make it possible to distinguish a product from similar ones, and secondly, creativity helps to reduce advertising costs. Since the concepts of “creativity” and “creativity” are not identical, the art of creative thinking is significantly different from the process of simple invention.
Any advertisement operates on such a simple principle - the people included in the target audience are the same. If every person was unique, then advertising would be extremely ineffective. But in the minds of people there are cliches and automatically made decisions. Changing the mood, type and speed of events in time are one of the main ways to create a creative.
There are several principles that must be adhered to when developing an original idea for any organization or product. The first principle is that a creative idea must solve the problems and difficulties of the customer. The second principle is that the quality of the creator's ideas should be relatively high, regardless of the size of the orders and the mood of the creator. The third principle: project management must be at a high level in the company. Without such a safe and successful implementation of creative ideas is impossible;
- BTL agencies - agencies that organize special events to promote goods, for example, promotions with various prizes for consumers. BTL organizes non-traditional promotions with all kinds of distribution of prizes, sweepstakes and lotteries. It is especially effective when introducing a new product to the market and is designed to build brand loyalty. During BTL-promotions, consumers are usually given souvenirs with branded symbols that inform the consumer about the organization, serve as a reminder of it in the process of use, introduce him to the product, and form pleasant memories. BTL agencies also offer a mystery shopping service. Such a check, which is carried out by a person completely unfamiliar to the employees of the organization, makes it possible to identify violations and, in general, to identify omissions in work with consumers, to give a comprehensive assessment of the principles of the organization's work. These agencies organize interviews in the form of tests and questionnaires and other ways of acquiring the opinion of buyers about the tastes of target consumers, about goods or services;
- PR agencies - agencies that specialize in creating PR campaigns for clients. The main job for advertising professionals, the goal of which is to increase the value of a brand or establish its reputation, build awareness of goods and services and motivate them to buy them, is creating strategies and advertisements, as well as buying space or advertising time. But the ultimate goal of PR specialists is communication with interested people and management of the company's image and reputation. If you are taking an integrated approach to marketing communications, then PR and advertising should interact with each other, because advertising is aimed at promoting a product, and PR is aimed at promoting a company.
In many organizations, PR and advertising perform different functions that are not coordinated with each other. This is partly due to established traditions, and partly due to differences in the functions they perform. Usually, PR activities have been physically separated from advertising due to the nature of public relations work itself and the people who work in this field - they, most often, by profession, can be journalists who have some training in advertising and marketing. PR functions in many companies are carried out at two levels. At one level, there are technical staff writing press releases and producing brochures and flyers, and at another level, the PR adviser makes various recommendations to senior management on public opinion and expected impact. Since PR cannot be considered as a direct way of making a profit, therefore, there are difficulties in assessing the effectiveness of this activity. Professionals who work in advertising are sometimes reluctant to include PR in their plan. And people who work to establish PR are usually unwilling to partner with marketing or sales professionals. Different orientations can cause inconsistencies in the communication activities of the organization;
- Internet - agencies that provide services in the field of website development, Internet marketing and Internet advertising. Such agencies create full-fledged Internet resources, carry out projects that are related to the development of corporate identity, are engaged in the production of audio and video advertising, design and production of representative and printed products, etc.
In terms of scale, the following types of agencies are distinguished:
- global;
- national;
- regional;
- local.
By services:
- full service;
- specialized;
- media;
- industry-specific.

1.3 The process of creating an advertisement in an advertising agency

The process of creating an advertisement is the production activity of an advertising agency, that is, its main function. As a result of this business, they receive the product of the agency - advertising aimed at meeting the needs of the customer.
Advertising appeal is a means of providing the necessary information to the consumer by the advertiser, having a certain form (visual, text, symbolic, sound and others), the finished advertising product, with which the advertiser addresses the consumers. Whether the advertising campaign will be successful and successful depends on how and in what way the advertising message will be formed. Each advertising message should be viewed as a major contribution to the company's image, and not as a one-off product.
There is no exact theory for developing advertising messages. It is possible to single out the general principles of creating advertising and recommendations that relate to the procedure for developing an ad, its structure, the features of creating illustrations and text, building a composition, and so on. Let's consider the most important of them, which, of course, should be taken as the basis for creating an advertising message.
1 Advertising appeal should be devoted to only one specific topic, one product or service, as well as a group of similar products. One advertising message that advertises many different products at once is ineffective, because the reader will not be able to remember all the information. In addition, advertising for different products has different target audiences and therefore should be formed and located in different ways in different advertising media. For the same reasons, you cannot mix different topics in the same ad. For example, informing about a product and changing the image of a company, or hiring.
2 The appeal must have an accurate and correct focus on the target audience (reflect all its desires, requests, purchase motives and interests). It is necessary to appeal not to abstract large masses, but to specific consumers. It is necessary to study their characteristics and possible motives in advance.
3 It is necessary to specifically formulate the market position of the goods (differences from the goods and services of competitors, which form consumers' preferences for them). The essence of the advertising message should be expressed clearly and as clearly as possible.
4 Advertising message must be provable and truthful, contain arguments and facts, justification in favor of the product or service. One to three arguments are enough for advertising personal goods. It is advisable to use only the real facts and refrain from generalizations. The merits of goods or services should not be overstated. The information about the advertised product should always be checked, because the dissemination of false information in advertisements is punishable by law.
5 You cannot upload ad text. It should contain only what is really needed. An effective perceptual effect is achieved when the ad copy consists of about two to four sentences or paragraphs. The presentation should be aimed at the average reader.
6 The appeal must contain a correct and successful advertising idea - preferably original, which does not repeat known solutions and is easy to understand. The originality of not only the idea, but also the text is important, because it can be spoiled by hackneyed phrases, platitudes, cliches (a set of frequently used phrases and words) and stamps. Such phrases bore consumers (you need to study competitors' ads and not repeat others), especially you need to avoid meaningless cliches. It is necessary to look for unexpected, sharp, fresh, unbroken and relevant words, phrases and images.
7 The message should contain something that is able to attract and retain attention (some bright unusual, catchy illustration, original headline, etc.).
8 Text, colors, illustrations and type design of advertising must convey the nature and image of the product.
9 The advertising message must match the medium of distribution (must be designed with it in mind).
10 It is necessary to introduce the name of the product (company) into the consciousness of the consumer, because the consumer may not remember what product or service is being discussed. In advertising, it is also necessary to introduce the visual image of the brand (brand name) into the memory of consumers.
11 The ad should refrain from negative associations (for example, the image of a suitcase that survived a plane crash does not stimulate a purchase).
12 Changes that are made to advertising messages (in a series of ads or in different advertising media) should not change the general style and emotional coloring of the advertisement, they should correspond to the same positioning of the product.
The process of developing advertising messages is a combination of specific actions that are carried out in a certain logical sequence, and includes the following stages:
- a clear understanding of the purpose of advertising;
- Conducting and analyzing the results of advertising and marketing research;
- development of a creative advertising strategy and advertising idea, choice of style and tone of appeal;
- Determination of the circulation structure and creation of its main elements;
- building a composition and creating a layout for an advertising module.
First of all, the developers of the appeal should fully understand the purpose of this advertising campaign, which follows from the marketing objectives, because the approaches to the development of an advertising appeal are determined precisely by the goals of advertising.
The informational essence, text and image elements of the ad will also depend on the purpose of the advertisement. For example, if the goal is to ensure that potential buyers remember the new brand name, it is necessary that this name be repeated several times in the advertisement.
If the advertising has another goal (it is necessary to achieve recognition of the product at the points of sale), then show its photo and packaging. If you need to introduce the visual image of the brand into the minds of people, then the main emphasis is on the brand name.
When the purpose of advertising is to form consumer confidence in the superiority of a brand over others, or to switch consumers 'attention from competitors' brands to their own, then comparative advertising is used. Make various compelling arguments for their product versus competing brands, emphasize evidence and benefits.
Advertising is structured differently if its purpose is to stimulate an increase in product consumption by existing consumers. Therefore, in advertising, for example, you can try with the help of special arguments to convince people to brush their teeth with toothpaste X not once, but several times a day, or use the juice not only at breakfast, but throughout the day.
At the stage of maturity, when the purpose of advertising is to remind about a well-known brand, short, laconic advertising is already used. Such advertisements are mainly key pieces of information advertisements.
Having accurately understood the purpose of advertising, developers must collect all the necessary information to create an advertisement, study the advertising object, target audience, all kinds of purchase motives, actions and advertisements of competitors, and also find out where the advertisement will be placed. Based on such research, the creative advertising strategy, idea, style and tone of the ad are determined.
Then they think over the structure of the appeal and create the basic text and visual elements, think over their layout (determine the composition).
The advertising idea should be expressed through images and language. Therefore, the structural components of the advertising message can be divided into two groups:
- text;
- pictorial.
The text elements of the advertising appeal include:
- title;
- tagline;
- introductory part;
- information block;
- reference information;
- echo phrase.
Basic visual elements:
- illustrations;
- fonts;
- colors;
- rulers and other graphic elements;
- "air" (empty spaces);
- the form of appeal.
Each of these elements in the advertising message solves its own problems, because creativity in advertising must be very strictly subordinated to specific communicative goals.

2 Analysis of the activities of the advertising agency LLC "Yaroslavl-Media"

2.1 Organizational and economic characteristics of the advertising agency "Yaroslavl-Media"

Yaroslavl-Media LLC is the largest multifunctional full-cycle media agency in the Yaroslavl region, which specializes in corporate and intracorporate PR.
Advertising agency "Yaroslavl-Media" is the leader in the advertising market of the city of Yaroslavl.
The advertising company "Yaroslavl-Media" was founded in 1999 and is located in the city of Yaroslavl at 43a Chkalov Street, room 306 b. The term “full cycle media advertising agency” Yaroslavl-Media wanted to reflect its integrated approach to work: we can do almost everything, from developing a PR strategy to its implementation. We have an extensive and well-established network of contractors. This is precisely our advantage. The client will not need to involve any other additional specialists.
In addition to the fact that the client receives "everything in one window", most likely, in the end, the agency's services will be at the same level or even cheaper than if he separately applied to different media and advertising agencies, because as a large customer , the agency enjoys substantial discounts from virtually all media outlets. I would also like to note some of the trends of recent years in large companies. It's about outsourcing. Non-core activities go beyond the company, including PR and advertising. It is very beneficial and effective. Instead of maintaining a staff of PR specialists, these funds can be effectively spent on promoting the company by contacting a professional organization, that is, the Yaroslavl-Media advertising agency.
Throughout its existence, the agency has taken stable positions in the field of advertising, showed only the best results, achieved a lot of good reviews from its clients, because only professional specialists work in it, who throughout the entire time perform their tasks efficiently and in the shortest possible time and achieve the set goals of the company.
Today the advertising agency "Yaroslavl-Media" can offer a wide range of highly effective events to promote the products and services of any company. All employees of the advertising agency undergo special professional trainings. The agency has extensive experience and a close-knit professional team. The well-established control system of the work performed allows us to provide high quality services.
The business reputation of the Yaroslavl-Media agency is based on the principles of quality, efficiency, an individual approach to solving the problems of its clients. Advertising agency Yaroslavl-Media is always fresh ideas and a professional approach.
The advertising agency is proud of the fact that over the years of work they have acquired many clients, partners and friends.
LLC "Yaroslavl-Media", has solid experience and a staff of professional employees, and can also offer its clients a comprehensive service of the full cycle, from the development of information and advertising, PR strategies, media plans, and ending with their implementation. Cooperation with the agency is possible both on an ongoing basis and on one-time orders. The company offers the following services:
- strategy development and implementation of PR and advertising campaigns, both in the regional and federal press, media planning, ongoing information support;
- development of an intracorporate PR system;
- monitoring of the regional press (more than 75 sources, including the main federal publications and electronic media in the cities of the region, in addition - more than 20 main network media) - daily preparation of a complete or thematic, according to the client's parameters, review;
- preparation and placement of materials in any regional and federal media;
- development and implementation of any image and advertising projects, including with the use of outdoor advertising and representative printing;
- branding, development and implementation of brand creation and promotion campaigns;
- organization of press conferences, events, exhibitions with the participation of the media;
- development and implementation of PR-actions: corporate celebrations, press conferences, briefings, concerts, presentations, ceremonies and much more;
- current coverage of the customer's activities in the ONAKO-Media news feed with the placement of information on the feeds of federal news and network agencies;
- conducting marketing and sociological research;
- development, creation and ongoing maintenance of Internet representation;
- production of video products, in particular, commercials, image, presentation films;
- management of media assets (mass media).
LLC "Yaroslavl-Media" has modern billboards for outdoor advertising (3x6 m.).
Advertising agency "Yaroslavl-Media" is a full cycle advertising agency, therefore, its main activity confirms its main advantages:
- own production;
- comprehensive advertising support;
- a worthy, competent approach to each client;
- flexible pricing policy for advertising;
- Compliance with legislation, as well as advice on possible discrepancies in the field of advertising.
Starting from the first order, the agency conducts a mini-research, learns everything about your company - its place in the market, information about competitors, advantages, determines the strengths and weaknesses, as well as the needs of the target audience. All this allows you to work much better and more efficiently with each subsequent order, develop new advertising products for your organization faster, ensure effective cooperation and guarantee good results.
The corporate identity is the hallmark of any established company, it is a great help for a developing company, and it is also a true guideline in advertising its brand. Advertising agency "Yaroslavl-Media" is engaged in the creation of a professional, effective and memorable corporate identity in Yaroslavl.
In order for the development of the corporate identity to be successful and productive, the employees of the Yaroslavl-Media agency carry out their work in several stages. The client's idea is an important reference point. In order to create a good corporate identity, you need a precisely formulated development that takes into account industry specialization and traditions of national perception.
One of the main criteria in the effective development of corporate identity is the combination of auditory, visual and psychologically oriented impact on consumers. The impact on the consumer should be unobtrusive, soft, but at the same time, it should cause a desire to get to know the company, which positions itself through a brand, logo and corporate identity.
The main elements of corporate identity development are:
- trade mark, logo;
- test mark;
- corporate colors (color palette);
- corporate font;
- business card;
- letterhead;
- envelope.
All stages are carried out according to the customer's idea at all facilities that are related to the company. Manufactured products, documentation, equipment, packaging, branded clothing, room design, advertising are elements of one chain and components of the corporate identity.
Additional elements of corporate identity:
- slogan (motto);
- folder;
- booklet;
- Web site;
- plastic bag;
- package;
- audio / video clip;
- outdoor advertising;
- Internet advertising.
At the same time, the use of an aggregate combination of the main stages of work and additional elements when creating a corporate identity helps the Yaroslavl-Media advertising agency to create conditions for the identification of advertised goods and services, to indicate a connection with a company that provides goods and services, and, most importantly, to distinguish a company in the environment of competitors.
The main difference in the work of the Yaroslavl-Media advertising agency employees is a thorough analysis of the factors that influence the perception of the company's corporate identity by consumers. You need to be especially careful not to allow any miscalculations in the formation of a holistic, vivid image of a representative or manufacturer of goods or services.
Also, the advertising agency "Yaroslavl-Media" in Yaroslavl conscientiously and in the shortest possible time develops a corporate identity, taking into account all the pitfalls of such work and at the same time achieving the greatest effect in the formation of the corporate identity of the company. The agency promotes the confident management of the corporate identity of the organization, combining the creation of the corporate identity of the company with the development of the brand book
The advertising agency "Yaroslavl-Media" strongly recommends its clients, relying on the quality advice of the agency's employees, to demonstrate not only the quality of their products, but also not to forget that the meeting with the goods takes place "by clothes". Therefore, the stylistic design of goods, office supplies, branded clothing of staff and retail space contributes to the maximum return on the components of the corporate identity of the organization. After summing up the results, customers will be able to fully experience the pleasure of the fruits of their labor, and grateful consumers will be able to consciously and unconsciously make a choice in favor of a product or brand, which were developed by the specialists of the Yaroslavl-Media advertising agency.
The organizational structure of the Yaroslavl-Media advertising agency is shown in Figure 1.

Although the advertising agency Yaroslavl-Media has been operating for quite a long time, it has a small staff. The company employs 22 people. The structure of the enterprise and its subdivisions is determined by the enterprise independently. The company uses a linear-functional management structure. At the head of each department is one leader, in whose hands all management functions are concentrated. He exercises sole leadership over the employees of the company subordinate to him. The orders that he gives are binding on the lower levels. Each manager, in turn, reports to the director of the company.
Responsibilities of some employees of an advertising agency.
The general director of the enterprise deals with strategic planning of marketing activities. He also performs research functions (monitors the main trends in the advertising market, changes in market conditions, collects information about competitors and customer needs, etc.).
The creative director fully controls the advertising production process: from the presentation of the idea to its implementation and sale to the client. The activity of a creative director primarily consists in leading groups of people, the ability to unite different personalities with their own ambitions and interests into one team, aimed at a common result. One of his main functions, however, like any manager, is the development and implementation of a system for motivating department personnel, the distribution of tasks across projects, taking into account the individuality and workload of subordinates, control of the timing and quality of work performed at all stages, and reporting.
Responsibilities of the executive director: strategic and tactical planning of the agency's activities, monitoring the life of the office, operational financial and economic management, support and control of the agency's websites, solving administrative and legal issues and claims, organizing, monitoring and analyzing the implementation of sales plans, preparing commercial proposals, optimization organization costs. Also, the executive director carries out the selection, organizes adaptation and motivation, management of office personnel and control of the activities of employees.
The accountant performs the following functions:
- performs work on maintaining accounting of business transactions, property, liabilities, and the like;
- participates in the development and implementation of activities aimed at rational use of resources and compliance with financial disciplines;
- monitors and accepts primary documentation for the proper areas of accounting;
- prepares data on the relevant areas of accounting for reporting, and also monitors the safety of accounting documents and prepares them for subsequent transfer to the archive;
- participates in the inventory of inventory, cash and payment obligations;
- carries out work on the creation, maintenance and storage of databases of accounting information, and also corrects the normative and reference information that is used in data processing.
The main functions of the PR department:
- formation of a favorable public image of the company;
- formation of a system of methods and techniques that are aimed at improving mutual understanding of the agency and its many audiences;
- implementation of measures that are aimed at eliminating barriers that prevent the dissemination of positive information about the organization, and unnecessary hindrances that arise in the process of communication (false rumors);
- development of a system of measures in crisis and conflict situations;
- strengthening the influence on recipients by reducing the level of misunderstanding of the company's goals and ways to achieve them by the public;
- constant monitoring of the situation that is developing among the employees of the agency itself, and the development of measures to optimize and control it;
- creating a bright and individual image of the agency;
- optimization of relationships with government authorities and others.

Table 1 - The main indicators of the economic activity of the advertising agency "Yaroslavl-Media"
Indicators 2008 2009 2010 Deviation in thousand Growth rate,%
2009 to 2008 2010 to 2009 2009 to 2008 2010 to 2009
1 2 3 4 5 6 7 8
Revenue, thousand 305 317 364 12 50 103.9 114.8
Gross profit, thousand 112 123 178 11 55 109.8 144.7
Profit from sales, thousand 45 64 98 19 34 142.2 153.1
Net profit, thousand 54 63 92 9 29 116.7 146

Let's analyze the main performance indicators of the advertising agency "Yaroslavl-Media" in dynamics for three years, which are presented in table 1.
Table 1 shows that in 2010 the company has significantly improved the performance of all activities. Gross income increased in 2010 by 44.7% compared to 2009, revenue increased by 14.8%, and profit from the provision of services increased by 53.1%, net profit increased by 46%. This positive trend is associated with an increase in production capacity, an active advertising and marketing policy of the agency, with an improvement in product quality, as well as the successful adaptation of the company to the market.

2.2 Analysis of marketing communications used in the advertising agency Yaroslavl-Media LLC

Market analysis, marketing communications system organization, marketing research, competitor analysis, image creation in the Yaroslavl-Media advertising agency are carried out by a PR manager and a marketer. Together they perform the following functions:
1) establishing contacts with the media;
2) organizing and conducting presentations and conferences;
3) development of trade marks and strategies for their promotion;
4) carrying out promotions;
5) development of new ideas;
6) positioning of the company and goods;
5) studying the company from the inside and tracking the development of the industry as a whole;
6) organization and planning of sales promotion activities;
7) work with customer databases.
A PR manager and a marketer perform a fairly wide range of marketing functions and the company carries out its activities in two main directions: research and promotion.
Advertising agency "Yaroslavl-Media" in its activities uses various tools of marketing communications.
In the process of promoting goods and services on the market, the following communication channels are used:
- print and souvenir advertising;
- outdoor advertising;
- advertising on radio and television.
Not so long ago, the agency produced an advertising video, about 40 seconds long, which shows its main activities, advantages and information about the agency itself. Such advertising increased the number of orders from advertisers by almost 20%. On the television screen, the creeping line advertised the company's products with the most informative, but at the same time laconic and concise text. However, this type of advertising does not always give the desired result, because:
- grammatical errors of a television operator when typing text lead to distortion of information;
- the speed of the "creeping line" does not converge with the speed of perception of information from a person;
- advertisements for various other services are given interspersed with advertisements for products on sale and other advertisements.
Therefore, the company "Yaroslavl-Media" sometimes receives phone calls that are not related to the activities of the company.
Yaroslavl-Media advertises its products on the Internet. Such advertising is certainly new and very effective at its low cost compared to other types of advertising. The Yaroslavl-Media company has its own website on the Internet. Consumers can find on the site a lot of useful information about the activities of the company, the history of its creation, get acquainted with the existing prices, approximate topics of work and much more.

Figure 2 - The main page of the site of the company "Yaroslavl-Media"

The advertising agency periodically publishes catalogs and magazines with information about the company and the services provided.
Yaroslavl-Media often conducts sales promotion activities that include several methods:
1) distribution of free samples. The agency holds various conferences, presentations and exhibitions. When visiting these events, customers can receive various printed products of their own production: leaflets with the necessary information, booklets, catalogs, table calendars, business cards, packages, and also souvenir products are attached to this;
2) short-term discounts. The company often applies price discounts that are valid for a certain period (holidays; temporary price reduction for services when demand falls);
3) promotions and discounts in honor of the anniversary of the company.
Public Relations (PR). Maintaining good relationships with journalists and other media professionals is essential to create a climate conducive to the dissemination of news and its adequate perception by the audience. The agency often acts as a sponsor of various events that arouse wide public interest, during which the name and logo of the company are constantly repeated on banners and billboards.

2.3 Typical mistakes in the development and implementation of advertising activities on the example of the company "Yaroslavl-Media"

It is rather difficult to draw unequivocal conclusions about how successful the advertising campaign was. Even a drop in sales isn't always related to bad advertising. It can depend on various factors. Advertising agency "Yaroslavl-Media" at the beginning of its journey often made typical mistakes in conducting or developing various advertising events. Advertising that seemed annoying or wrong to executives and advertising managers could in fact ideally fulfill the goals they set for themselves. Therefore, at first, none of the specialists was ready to highlight the "fatal" mistakes of advertising campaigns.
Currently, the most typical mistake for the Yaroslavl-Media company is the lack of a stable advertising image, that is, the agency does not follow a certain direction in its advertising policy. It often happens that a lot of money is spent, but the consumer does not have a personification with this product or brand.
Western companies, as a rule, do not allow themselves to do this, because maintaining a single brand image in the long term is much more profitable than reinventing something new every month.
Another common mistake an ad agency makes is to get caught up in a creative idea that doesn't reflect the essence of the brand the company is promoting. As a result, the so-called vampire images are born. They remain in the memory and attract attention, but they do not contribute to sales and memorization of the brand at all.
Sometimes the advertising campaign, which is being developed by the Yaroslavl-Media company, does not fit into the general communication concept of the company for which the advertisement is being created. This happens when the company's marketers forget about the overall strategy of the company when developing tactical advertising projects. The company "Yaroslavl-Media" first encountered such a situation, when the representatives of the customer company poorly conveyed the idea of their advertising concept, and the feedback channel was also poorly established.
In order to avoid such situations in the future, the company tries to immediately establish mutual understanding with the agencies and ensures the maximum correspondence between the set of advertising events and the promotions being developed. For this, the advertising agency "Yaroslavl-Media" uses such a tool as a brief. A brief (from the English brief) is a small-sized questionnaire, a conciliation plan between the contractor and the client, in which the most important data and parameters of the service or product being developed are fixed. It makes it easier for advertising agencies to understand the company's image. Also, the brief is one of the best methods that can ensure the effectiveness of advertising from the very beginning. An example of a questionnaire is presented in Appendix A.
The next mistake that the Yaroslavl-Media agency sometimes makes at the stage of preparing an advertising project is incorrect scheduling.
There are established deadlines for the preparation of promotional events, which include trainings and personnel search, as well as payment and ordering of places at points. The Yaroslavl-Media company is obliged to remember all these significant moments when it plans to implement any project. Correct timing will help to avoid situations in which extreme preparation for the action is carried out in a few days with the risk of failing the event.
In order to avoid disagreements, the advertising agency "Yaroslavl-Media" invites its clients to attend a casting and one of the staff trainings. This is done so that the client can be sure of the communication skills and the external conformity of the staff.
Also, the head of the agency should pay more attention to the staff. It plays a critical role in customer interactions. The promoter's image, especially his appearance, should correspond to the general concept of the brand that is being promoted, as well as correlate with the parameters of the target audience. The ability of the promoter to communicate with people is also an essential factor.
One of the main mistakes made by the head of the company is inattention to the activity of competitors. Such inattention can become a rather serious mistake when preparing an event, since it makes no sense to carry out advertising events where a competitor is already working. The fact is that the offer of a competitor, which he makes to the consumer, may become more attractive to the latter. This indisputable factor can significantly reduce the effectiveness of most activities, which is often forgotten by the head of the company.
These mistakes are made by the company at the stage of preparing an advertising event. But in the agency "Yaroslavl-Media" there are certain points that need to be paid attention to at the stage of project implementation.
Poor organization of information flows between project participants can become a serious drawback. The success of the implementation of an advertising project often depends on the system of information exchange between its participants. With the help of timely receipt of information, you can effectively control and coordinate the process.
Untimely and incorrect reports also hinder the successful implementation of an advertising agency's advertising project. Questions about the timing and form of reporting should be resolved at the stage of preparing an advertising campaign, but the main difficulties begin during the implementation of the project or towards its end. As a result, even before the start of the promotion, you need to approve the reporting form and understand what parameters it must meet.

3 Proposals to improve the activities of the advertising agency LLC "Yaroslavl-Media"

3.1 Analysis of the results of an advertising agency achieved through advertising

The advertising agency "Yaroslavl-Media" today is a stable organization that is successfully developing. It pursues a policy of conquering the market by providing its clients with a wide range of advertising products manufactured according to world standards. Advertising of the products of the Yaroslavl-Media company takes place with the help of all the listed means of advertising distribution, therefore, it knows how to correctly offer its products to the consumer. That is why the agency has a fairly high level of wages, high consumer demand and there is no staff turnover. Advertising agency "Yaroslavl-Media" has a staff of highly qualified professionals who are trusted in making decisions about where and how to advertise.
Carrying out all of the above activities, the advertising agency achieves its goals. The company competes successfully with other advertising agencies. The main task of the Yaroslavl-Media advertising agency is to satisfy the needs and desires of consumers, which implies the provision of only high-quality products and quality services, maintaining a stable price, and constant updating of the assortment.
An advertising agency uses the observation method in its work, while observing a number of conditions:
- observations are carried out on weekdays;
- the duration of the observations depends on the nature of the advertising media, the effectiveness of which is directly established.
Also, along with the observation method, the experimental method is used. When observing, you can record how the consumer relates to a particular display of goods, and the experimenter can rearrange these goods and observe the change in the consumer's reaction.
The advertising agency actively uses the survey method. It is more reliable than others, and allows you to identify among consumers their attitude to certain advertising media. Using the survey method, the impact of advertising on consumers is assessed and it is established which design elements are more memorable for them and which are the most attractive. In order to determine whether certain advertising means are effective, the agency prepares questionnaires, which, according to programs developed in advance, are brought to the attention of consumers. Then, on the basis of the responses received, a comprehensive analysis is carried out, which makes it possible to draw appropriate generalizations and conclusions.
Rational organization of remuneration in the company, stimulates the activities of its employees, and also increases the productivity of labor. Analyzing the impact of advertising media on a company, one can single out both negative and positive aspects.
The positive impact of advertising:
- increases the volume of sales;
- provides coverage of a large target audience;
- increases the indicators of making a profit;
- brings to attention the quality and a wide range of goods;
- determines the possibility of purchasing goods on credit.
The negative impact of advertising media:
- a small percentage of advertising for outdoor advertising and radio;
- high costs for advertising campaigns.
Thus, the Yaroslavl-Media company continuously evaluates its work and deservedly advertises the beauty and quality of its products.

3.2 Suggestions and recommendations for improving the activities of an advertising agency

Based on the above, the advertising agency "Yaroslavl-Media" is one of the best advertising agencies in the city of Yaroslavl. It is operating successfully and strives to raise the level of sales. The organization needs good advertising in order to ensure a high flow of clients.
Therefore, there are a number of recommendations and suggestions where advertising will work most actively and effectively. The result will not be long in coming:
- to begin with, it is necessary to activate work on maintaining the site, that is, to monitor the timeliness of information updates, so that consumers are aware of changes in the range and prices;
- it is necessary to hold lotteries and contests - it is interesting and reckless for people;
- the opening of a channel on television is relevant, in which only commercials would be shown, and in time. For example, first advertising industrial goods, products, then clothing, housing, cars, etc. To advertise a certain type of goods, time was established and all this would be indicated in the TV program. This time could alternate and change, for example, in a week, so that it does not happen that one product is advertised only at night, and the other during the day. Such an alignment would allow people, when they need to watch advertisements for those products or goods that they need at the moment. And at the end of each promotional program for any product, briefly present highlights and talk about the benefits and benefits of other products. So you can smoothly move to other categories of services and goods, so that people want to watch other advertisements.
In an advertising agency there are no "Job descriptions", in this regard, it is necessary to develop "Job descriptions" for advertising agents who must perform certain functions.
The advertising agency Yaroslavl-Media LLC is invited to carry out the following activities aimed at increasing the demand for advertising:
- improve the media planning system, with an emphasis on target audiences (character, behavior, needs);
- to organize the conduct of surveys of disinterested persons for their understanding of the purpose and meaning of the advertisement;
- introduce a new advertising service Product placement.
Product placement is a way of placing a trademark, as well as the goods and services themselves in motion pictures, television films or television programs. The purpose of such placements is not only to show, in the description of the product, but also to further associate this product on a subconscious level with the hero or the plot of a work of art.
There are three main types of placements (table 2).

Table 2 - Types of product placement
Placement type Description
Visual Product placement Viewers will only see a product, service or logo
Verbal Product placement Behind the scenes, information about a product, service or company is mentioned on behalf of the actor
Posting with use or application An actor or actress interacts in any way with a product or service. Placement that implies application usually includes both visual and verbal elements.

Key accommodation options:

Feature series;
- movies;
- television films;
- music videos;
- TV programs and shows;
- computer games.
Comparison of the product with the film, in particular with the stars acting in films, which in many ways shape the preferences and tastes of the population.
There is a guarantee that a competing product will not appear alongside a featured product or service, as might happen in a TV ad unit.
The positive attitude of consumers towards the product as a result of the trusting attitude towards the heroes of the films, its appearance in the film is not perceived as direct advertising.
Product placement does not interrupt the course of the film and does not annoy people like traditional TV commercials.
Product placement is an advertising-free environment, which guarantees that the advertised products are highlighted and remembered by the consumer.
So, thanks to the placement in the film Tomorrow Never Dies, Sony Ericsson was once able to enter the American market, which has always been dominated by Motorola.
You can also recommend the Yaroslavl-Media company to carry out active image advertising, by ordering and distributing wall and pocket calendars, pens, table calendars, houses among partners, to increase the range of key chains and other advertising products with the company's brand image. These seemingly small details can not only positively characterize a company, but also increase its brand awareness.
It is necessary to improve the advertising on the main site of the ad agency. It was noticed that the agency began to update the site less often and provide reports on its activities. It is proposed to introduce tracking, that is, the ability to analyze the behavior of visitors on the website, implement a system for reaching the target audience, carried out by thematic sites, time and geography, conduct various polls, interactively communicate with customers on the network, post a large amount of necessary information, including sound, graphics, various special effects and video. It is necessary to increase the detailed information on the availability of a detailed description of the goods and services provided by the agency. You can place banner ads on most of the popular Yaroslavl sites so that customers can easily find the company's site.
It is proposed to introduce a mailing system, that is, create your own list of clients for the target audience and notify them by e-mail about existing promotions and new offers. This method does not require large investments and capital investments. The effectiveness of such an event will be very high, because the newsletter will not be distributed randomly, but only for the target audience.
Advertising agency Yaroslavl-Media needs to increase its advertising costs. Let a certain image of the company be created, but it needs to be stimulated and maintained, in modern conditions if this is not done, it will be quite difficult to withstand the competition from companies that provide the same services, and there are many of them in the city of Yaroslavl.
It is proposed to employ an office manager (an employee with a pleasant voice and manner of speech), who, using various directories, will call the firms of the city of Yaroslavl and offer cooperation in the development, creation and placement of advertising. If the clients are interested, the office manager will arrange for an agent to visit him, who, if a positive answer is given, will come and make a presentation of the agency, tell about its activities and available opportunities.
In the course of researching the course work, a questionnaire was developed, which is presented in Appendix B, and a survey was conducted among clients of the advertising agency "Yaroslavl-Media". The sample consisted of 100 people.
Consumers had to be rated on a five-point scale for statements that reveal how consumers generally learn about a new product. The questionnaire includes 5 statements, which the respondent compares and thinks over from the point of view of their importance to him.
The survey results are shown in Figure 3.

Figure 3 - Results of the survey of clients of "Yaroslavl-Media"

According to the results of the survey, it was revealed that most of the respondents (33%) learn about the appearance of a new product on television.

Conclusion

Advertising development is a special type of activity, a process of interaction between its participants, the result of which is the production, promotion and research of an advertising product in order to stimulate consumer activity or create an image, public opinion.
An advertising agency can be compared to a clockwork. If some part of this mechanism does not work, then nothing will work.
The organization of the advertising development process is a special type of activity for the organization of targeted events that are aimed at improving the advertising process.
The process of creating an advertisement is the production activity of an advertising agency, that is, its main function. As a result of this process, we get the product of the agency - advertising, which is aimed at meeting the needs of the customer.
To improve the performance of advertising agencies, it is necessary to inculcate foreign work skills developed in theories of advertising. Thus, it follows that there are certain theoretical developments in the field of advertising agency activities that need to be studied. All of them are aimed at establishing an effective advertising business system. Advertising agencies must adhere to the basic tenets of theoretical developments if they want to make a profit and stay in the market, since they contain mistakes and successes of the past, which must be taken into account.
Having developed its own policy, the advertising agency takes on the execution of orders. The main activity is the satisfaction of the needs and requirements of the client. Therefore, in the process of preparing an advertising campaign, the agency repeatedly turns to the client in order to adjust its activities to his needs. Any advertising campaign begins with a general meeting, at which the customer sets his conditions, and the agency employees compare them with their capabilities. Then comes the advertising production process, the result of which is an advertising campaign. Consequently, any work, including in advertising, requires careful study of theoretical developments in this area.
In the course of the course work, an analytical review of the theoretical material in the field of advertising agency activities and the advertising development process was carried out, a general description of the company and an assessment of the organizational structure were given, an analysis of advertising activities and an analysis of the advertising development process in the advertising agency "Yaroslavl-Media" was carried out, ways of improvement were identified organization of the advertising development process.
Based on the data obtained, it was concluded that the services of an advertising agency are competitive. An advertising agency is ready to actively promote its services to the market, since it has trained specialists who are able to correctly assess the current situation, the scale and complexity of the tasks facing the enterprise.
The research carried out in the course work made it possible to formulate the conclusion that the organization of the advertising development process in the Yaroslavl-Media advertising agency is quite successful, but with some deviations associated with the organization of employees and the development of advertising in the field.
To increase the efficiency of the company's activities, some recommendations were proposed aimed at improving the main site, monitoring the powers of employees, conducting promotions and tastings, and replenishing staff.
The effectiveness of events will increase the performance of an advertising agency as an advertising producer, attract new customers and consolidate stable cooperation with regular advertisers.

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11 Dell D. Textbook on advertising / D. Dell, T. Linda - Minsk: LLC SLK, 1996. - 320s. - ISBN 5-8701-0675-7.
12 Jeffkins Fr. Advertising: textbook for universities - M .: Unity-Dana, 2002. - 301 p. - ISBN 8-769-01437-4.
13 Zavyalov P.S. Formula of success: Marketing (one hundred questions - one hundred answers about how to operate effectively in the external market) / P.S. Zavyalov, V.S. Demidov. - M .: International relations, 1991. - 380s. - ISBN 9-6541-0946-7.
14 Isaenko E.V. Organization and planning of advertising activities M., 2004. - 405 p. - ISBN 15-0594-0073-4.
15 Kachalov I. Seven reasons for the decline in the effectiveness of advertising / I. Kachalov // Advertising. - 2000. - No. 1. - S. 20-22. - ISBN 4-364-07689-8.
16 Krylov I.V. Theory and practice of advertising in Russia - M., 2002. - 653p.
17 Kolomiets V.P. Television advertising market: trends and prospects / V.P. Kolomiets // West. Moscow un-that. Series 18. Sociology and Political Science. - 1999. - No. 4. - С.98 - 106. - ISBN 16-0394-0066-2.
18 Musician V.L. Theory and practice of modern advertising / V.L. Musician. - M .: Eurasian region, 1998 .-- 400s. - ISBN 2-39434-0059-2.

Appendix A

1 General information
The name of the company
Product / Service
Brand
history of the company
Goals and objectives of the advertising agency
Terms of submission of the proposal
Offer submission form
2 Product / service information
How long has the brand been on the market, the history of the brand
List the consumer properties (characteristics) of the advertised product / service
What are the competitive advantages of the advertised product / service? How does it differ from other brands on the market? The most attractive properties, advantages
Why do customers choose your product / service?
Rate the quality level: very high; higher than competitors; at the level of competitors; lower than competitors
Is the consumption of the product seasonal? What are the seasonal fluctuations?
Market share of the product / service
3 Distribution channels
Sale form (large, small wholesale, retail)
Sales locations (wholesale markets, shops, supermarkets, etc.)
Distribution channels (structure, volume and regions of distribution of goods)
Market position (undisputed leader in terms of sales; # 2 in the market; medium-sized company among numerous competitors; specialization in a narrow market niche; newcomer with a small market share)
4 Price
Retail price (price segment)
Product / service price level (very high; higher than competitors; at the level of competitors; lower than competitors)
5 Target audience
1 2
Corporate consumers (business sector, form of ownership, number of employees (from - to), other important signs)
Individuals:
- who is the consumer and the buyer?
- primary and secondary target audiences (gender, age, education, occupation, place of residence, marital status, etc.)
Motives of purchase (what in the life of the buyer makes it necessary to use your product / service)
Who, when and how makes a decision to purchase a product of this brand
Other important signs
6 Information about competitors
The main competitors, competing brands that are similar in any of the criteria (quality properties, price, design, etc.)
Most Threat Competitor
Retail price (price segment) of competitors' goods / services
Competitive advantages (why the buyer chooses competing brands)
Your opinion on competitor advertising
Share of major competitors in the market
7 Information required for an advertising campaign
1 2
Marketing goals (long term, short term)
The goals of the advertising campaign (creating brand awareness, resembling an advertising campaign, etc.)
Estimated advertising budget and media budget preferences
Supposed means of advertising distribution (wishes, if any)
Terms of the planned advertising campaign or its individual parts
Product positioning
The meaning of the main ad message
Proposal to the target group
The character of the brand, the tone of the advertising message
Availability of advertising materials (video, audio spot, advertising image for outdoor advertising, etc.)
8 Additional information
Available materials of previously conducted marketing research
Other important points not included in the brief
9 Contacts
Full name of the director
Mailing address
Phone fax
Email

Date of completion ____________________________________
Customer's signature __________________________________
Contractor's signature ________________________________

Appendix B

(required)
Customer survey

"Where do you most often get information about a new product?"
Please rate the following answer options on a five-point scale:
Source of information Assessment
From friends
From an ad on the radio, in a newspaper
Saw in a shop window
In the process of inspecting goods in the store
On the TV

Advertising is a complex concept, and it takes more than one year to comprehend the intricacies of it. Any merchant needs advertising to gain visibility and expand their business. In order for the advertising activities of the company to be effective and to be successful, it is better to contact specialized companies, which are called advertising agencies. These firms will be able to deal with the organization of high-quality advertising and at the same time will help to spend on it as little money as possible. What is an advertising agency?

The main functions of advertising agencies

Accordingly, each step means performing some important function of the firm. Here are the main ones:

- the stage of drawing up plans implies the study of various goods, as well as the market situation regarding competitiveness, the study of the market system as a whole in the required volumes, methods of selling goods, existing advertising means, as well as drawing up a plan according to which the advertising company will work;

- the stage of direct preparation of advertising includes the creation of advertising products, as well as complex advertising campaigns. Also, the staff of such agencies cooperates with various external specialists, studios, printing houses;

- the stage of advertising placement is carried out by specialists at a "frantic" pace and implies the purchase of advertising media services, the transmission of the original message, control of the placement of this message, the creation of mailing lists, holding exhibitions, fairs, as well as carrying out all kinds of settlements, both with advertisers and with the mass media information;

Classification of advertising agencies

There is a special classification of companies depending on what types of advertising agency activities are implied:

1) agencies specialized in the provision of services:

full cycle - large companies that are able to produce serious advertising campaigns, collaborating with other firms dealing with marketing, personnel advertising and so on. Also, these agencies may have their own branches.
incomplete cycle - small firms engaged in relatively modest projects. They might even be independent artists, designers or copywriters who prefer to work alone.
industrial advertising agencies - companies that advertise products in the field of industry and technology. Such advertising has its distribution mainly with print media.

2) media agencies with the status of independent work–Special agencies that play a significant role in all advertising agencies, as this type has a lot of placement channels. Among this type, there are those companies that are engaged in placing advertisements only on radio air, or only on television, and there are large companies that are capable of placing advertisements on all channels. The quality of the work of these firms is determined by the quality of the compiled media plans and related programs.

3) agency of one-time orders or agencies "alacarte" - mostly creative companies that are engaged, for example, in the introduction of new products or promotion of already recommended among consumers.

creative agencies- are engaged in the development of themes or events for advertising campaigns, and then create a product for the media. So, for example, their work can be considered to be the creation of characters or music from advertisements. This subtype is a kind of addition to media agencies.
agencies specializing in attracting product development c - according to the agencies of this type themselves, they are the best, since their work begins at the very first stages of the appearance of a product. They should be involved in the creation of its name, pricing, sales issues and so on. And in fact, the main pride of these agencies can be considered a large number of effective campaigns, since at the moment very many products fail in marketing at the very first steps.
specialization in contact advertising- these companies are engaged in advertising of those companies that distribute their goods using postal services. In addition, their duties include advertising of all kinds of subscriptions to print publications, as well as advertising on the spreads of color weeklies. Effectiveness of advertising agencies a this type can be considered more than successful, as mail-order advertising is very popular.

3) sponsor-type agencies- these companies create all sorts of programs and offer ideas for announcing sponsors. The decisions of the teams of such agencies can be seen in the news feed when a television program is shown or during a commercial break on the air.

Advertising agency personnel

Advertising agencies that are relatively large in size most often unite specialists competent in a particular field of activity into departments, the main goal of which, of course, is to create advertising. Usually, advertising agency personnel management does not fall on one person, since each department performs its own functions:

- work with distribution channels;

- preparation of the entire workflow related to accounting;

If we consider the standard staff of an advertising agency, we get the following list:

director responsible for the specifics of working with the client base... His responsibilities include communicating with customers, as well as drawing up reports on the relative profitability of the work done;
manager working with customers of this advertising agency a, which is an intermediary between the latter. This mediation cannot be called simple, since this specialist must be well versed in the preferences of the client, his activities, and also be able to convey all this to his company. In a word, the main task of the manager is the overwhelming work to retain customers, as well as the talent of working with all employees of the advertising company, aimed at uniting the efforts of the staff in favor of meeting the needs of the buyer;
marketing manager... This person is obliged to conduct various marketing research, as well as ordering the same research from other organizations that are engaged in independent work;
decorator or designer creating layouts of the future advertising product. It is worth noting here that the main work is the creation of original layouts, which are compiled with all the metric rules. Today all this work can be carried out on a computer, which significantly increases the speed of work;
media buyer... A specialist who deals with working with the media regarding where, how and at what time an advertisement will be placed. The quality of the advertising space, as well as the profitability of the prices at which this space is purchased, depends on the efficiency of the work of this personnel.
media planner... A staff member who deals with the use of advertising media. The most basic task of a media planner is to establish a correspondence between the media and the target audience. Thus, the specialist is looking for a suitable target audience, and then he is already engaged in the selection of advertising distribution media. Further, the media planner recommends to the client any media that is most suitable for this audience. If we talk about small agencies, these specialists are also buyers of advertising distribution media, while in large agencies, a whole staff of employees is engaged in this.
art director p, which has a subordinate department consisting of visualizers, artists, and so on. In small organizations, this specialist is both the director and the executor of all creative work.
copywriter... The person who is responsible for all verbal aspects of the promotional product. The writing style of a copywriter must be eminently unique, as it must put forward themes and ideas that will attract customers, as well as be able to put forward such arguments that can be wrapped in favor of the promoted product.
visualizer... A copy of the copywriter in matters of creativity, as well as the embodiment of the copywriter's ideas visually. Basically, these two professionals work together. The renderer must create several sketches, which are not yet complete and can be shown to the client for approval.
print manager or editor... It is the responsibility of this staff member to format the texts so that they can be easily understood. Having received all the necessary materials, the manager must select the best fonts. Also, this employee must calculate the number of words, phrases and determine what place is suitable for this ad in size in the general layout system.
TV producer of advertising campaigns... An employee who develops advertising campaigns on television. In addition, the tasks of the producer are the selection of actors, music, an organization that will perform actions in this area.
production moments manager... The person who is involved in the control of work in an advertising agency, namely the timing of their completion. If an advertising company requires contacting a printing house, then the manager's responsibilities also include placing orders there, as well as delivering ad layouts there.
OIRP manager... This abbreviation stands for the executive in charge of the advertising project. This employee is responsible for the entire production process as a whole. basically also "lies on his shoulders." This manager must, as it were, distribute project assignments to managers and heads of all departments, distribute and send financial resources, then collect materials from all participants in the production process and, finally, provide all materials to the financial director.

In a word, OIRP can be called an ordinary manager who has grown in his position. The knowledge of such personnel should be no less than that of an ordinary manager, but it should cover a wider range of information about advertising. Also, the OIRP must provide such a workflow that corresponds to the level of a financial director, and besides, this manager has much more rights to make independent decisions, including financial ones.

So, taking into account all of the above, you can make a list of the rules and responsibilities that the OIRP must adhere to.:

- constant search for new products, technologies related to a particular area;

- constant work with partners, aimed at establishing optimal relations;

- protecting the interests of your company in front of partners and clients (within the permissible framework);

- exceptional knowledge of workflow;

- drawing up price lists of the presented products, as well as updating them at the right time;

- search for orders using all the tools and capabilities available to the OIRP;

- control of the work of other managers, as well as the possibility of solving problems that may arise in them during the production process;

- ambition and absence of conflicts on the part of the PIU;

advertising manager... The list of duties of this employee contains the following items:

- organization of work on the sale of promoted goods on the market by advertising them, delivering reliable information to consumers about the quality of products, their differences and advantages in relation to other goods;

- control, planning, coordination of work directly related to advertising campaigns;

- development of all kinds of plans and schemes of events related to advertising a product or service, as well as calculating the costs necessary for this;

- direct work on the choice of advertising methods and its form, colors, text and music;

- research of all kinds of moments in the product sales market in order to choose the best conditions for advertising, its scale, selection of the target audience depending on age, profession, gender, ability to make purchases;

- control over the correctness of the preparation of contracts for the advertising of goods and services;

- organizing effective relations with internal and external partners, collecting information aimed at expanding these relations;

- analysis of factors motivating buyers to purchase certain goods, research of buyers' needs;

- organizing relations with other structural institutions and organizations and their support, attracting all kinds of consultants and experts to the advertising campaign;

- leadership over other participants in the production process;

print advertising manager e. An employee who prepares an advertisement for printing, communicates with typesetters, printers, and so on.
publicity manager... The employee who provides customers with popularity, provides communication with the press and mediates between the customer and the public;
product manager... The responsibilities of these personnel include organizational issues related to the sale of certain products or brands, as well as commercial issues and advertising.

Recently, advertising agencies have had a difficult time in terms of competition, as more and more such companies appear every day. Today's consumers are not so easy to surprise, so you need to look for as many unique ideas as possible.

I love to learn everything new, interesting and unusual. And also - wrap yourself up in a warm blanket, take hot cocoa and tell you about the latest developments in the financial market, hot stories from the offices of bank consultants and other interesting things.

Advertising agency- an organization that brings together people with special knowledge and skills, knowledgeable about all aspects of marketing and consumer behavior into a single business enterprise. They must be receptive to other people and communications, know advertising media and markets, be experienced textualists, artists, television producers, researchers, administrators. An advertising agency provides an environment in which multidisciplinary professionals are able to interact with each other and combine talents to create effective advertising for individual clients.

A. Deyan identifies three functions that an advertising agency should perform:

1) the creation of an advertising message, which it also produces and places;
2) advice on advertising - assistance in defining the strategy and concept of an advertising campaign;
3) mediation between advertisers and the media (purchase of advertising space); advertisers and companies specializing in marketing (market research, motivation); the advertiser and the owners of printing houses, where they publish brochures, catalogs, instructions for the use of goods, posters, posters.

All agencies are involved in the planning, preparation and placement of advertisements, however, the range and degree of thoroughness of the services provided to clients differ significantly.

1) by the volume of services provided:
- full service agencies ( full-service advertising agencies);
- limited service agencies ( limited- service advertising agencies)]
2) by types of services provided:
- universal agencies (universal agencies), engaged in all types of advertising;
- specialized agencies (special agencies) work only for one or several types of advertising media;
3) at the place of rendered services:
- in the domestic market;
- in the foreign market;
- Combining Agencies - When an advertiser assigns an advertisement for exported goods to an in-house ad agency, which runs it through a foreign ad agency. Such a system is called in the export trade "a pair of agencies", and the domestic advertising agencies located in the exporting country, in this case, perform only supervisory functions in relation to the foreign advertising agency.

Advertising agencies have different organizational structures. In large agencies, there is a stronger need to combine different specialists into departments and more clearly delineate areas of responsibility. The main functional divisions of an advertising agency include:

creative department - unites textualists, artists, graphic specialists, directors, editors and other creative workers;
order fulfillment department - includes the head and inspectors of the client's working groups, the director of the order fulfillment service;
Marketing department - includes specialists in advertising media, research and sales promotion;
the administrative department - includes accounting specialists for the development and control of the implementation of long-term financial plans, the coordination of income and costs, the development of current policies, as well as the president and heads of divisions.

The success of an agency as a business community of people to a large extent depends on its personnel policy, on how thoughtfully it solves the problems of attracting, training, stimulating and rewarding employees.

To attract and retain a promising customer, an advertising agency has to be not only a technical, creative and conceptual advertising center

Rice. 10.1.

activity, but also a controller and coordinator of advertising campaigns. In the West, despite the variety of types of advertising agencies, nevertheless, the majority of organizational schemes use the same principle - all work with a specific customer is carried out by one specialist. He is called the responsible executor of the project. (account executive), contactor, brand manager (if he is engaged in brand advertising) (Figure 10.2).

Rice. 10.2.

1. Commission received from advertising distribution media (2/3 of the advertising agency's income). The usual size is 15% of the tariff value of the advertising space and time purchased from the distributor. For example, in Italy the size ranges from 3 to 15%, in France - from 15 to 20%, in Hong Kong newspapers provide a commission of up to 30%. In some countries there is a state tax on commissions (for example, in Sweden and Iceland - 20%, in Iran - 10%).
2. Fees received from the clientele for the services provided. They are additional rewards when the estimated cost of creating and placing ads is so high that it does not cover the commission.

Legislation permitting the opening and registration of advertising agencies tends to vary from country to country. In the United States, for example, this does not require a special permit, but it must provide proof of its financial soundness and independence from both advertisers and advertising media. Some countries, especially developing countries, require government approval to register advertising agencies.

Advertising agencies in many Western countries are united in associations: the American Association of Advertising Agencies, the Swedish Federation of Advertising Agencies, the Federation of Advertising Agencies in France and others. The main function of these associations and federations is to protect the professional interests of their members and provide them with various services. Along with the national associations, there is also the International Association for Advertising in Europe, the International Association for Advertising Practice, the International Association of Advertisers, the European Union of Advertising Agencies, the Advertising Association of the Scandinavian Countries and others. They discuss the problems of the development of international advertising, carry out information, give recommendations on advertising practice, contribute to the development of relations between national advertising organizations.

In addition to advertising agencies, a form of advertising can be specialized (creative) organizations. These include structures (studios of artists, compilers of texts - copywriters, designers, constructors, printers and others), which are used from time to time when their specialized assistance is required. They fulfill orders from both advertisers and ad agency.

a) select one of their agencies, which works either directly with foreign advertising means of distributing advertising, or through its representative located in your country;
b) select an agency that has its branches or branches in other countries or has agreements with foreign agencies;
c) select local agencies for each individual market.

When choosing an agency, the exporter should pay attention to the following criteria:

the size of the market coverage. While many large agencies have significant market coverage, they may not fully cover all the markets the exporter is interested in;
quality of service. The quality of fulfillment of client's orders by different advertising agencies is not the same. Sometimes a company has a good advertising department and the local office is poor;
the amount of advertising costs. The budget of companies should provide for a certain minimum allocation for advertising with the help of advertising agencies in their home country or foreign agencies. These volumes should be such as to interest major international advertising agencies;
the need for international cooperation. If a company wants to organize a standard international promotion, it will need to create good coordination and significant control, which can be achieved with the help of an international agency;
the structure of the company. International companies with a decentralized management structure usually assign their local subsidiaries to find an advertising agency. Likewise, when agreeing on joint promotional activities with distributors: it is advisable to use a local advertising agency.

In addition, it is necessary to take into account such considerations as the lifetime of the agency, the availability of the necessary specialists, areas of specialization, the cost of services, etc.

To get the most out of an ad agency, any company should give the agency enough time to prepare a good ad by holding regular meetings with it. At the same time, the company's management should have an idea of the costs that the agency incurs while preparing and conducting an advertising campaign, without shifting the blame for their own mistakes to the agency.

IN SOCIAL AND CULTURAL SERVICE AND TOURISM

· Study of the company's product;

· Study of consumers and the prospective sales market;

· Determination of cost estimates, choice of advertising format, determination of the most effective publications, programs, programs, publication dates;

· Availability of a license for the right of this type of activity;

· Availability of production and printing facilities;

Availability of specialists for the protection and patenting of the company's trademark, etc.

· When concluding an agreement, raise the issue of intellectual property protection.

Stage 1. Tourism market research includes: consumer research(allows you to identify groups and categories of potential tourists, their demographic, social and economic characteristics based on sample questionnaires or interviews), which makes it possible to establish the motivation of tourist demand, its correspondence to the consumer properties of the tourist offer, to strengthen the effect of incentives; product research(allows you to identify the most attractive advantages of a tourist product, the unique properties of tourist services, is carried out on the basis of classification signs - seasonality, type of route, population category - youth, family, individual, school, etc.), focusing on the uniqueness of the proposed route, product, services; market analysis allows you to determine the segments of the application of advertising efforts in various markets, allows you to assume the volume of sales of a specific tourist product in a specific market, is carried out on the basis of reporting data from previous years and their correlation for the future in the context of territorial and specific markets.

Stage 2. Advertising planning includes: defining advertising goals(drawing attention to the possibilities and excitement of travel and to specific tourist services; maintaining demand and strengthening market positions; creating new demand and entering a new market; increasing sales in the market; countering competition), which are closely related to the volume, consumer properties of a tourist product , structure and method of implementation, etc .; planning advertising events and advertising budget(determination of the total amount and distribution of funds allocated for advertising purposes - an item-by-item indication of the volume and means of advertising), given that not only advertising affects the level of sales, but also the improvement of staff work, the opening of a new - more convenient office or the onset of a new season - when In this, advertising is a long-term investment in the future profits of the company. A number of factors affect the size of the advertising budget:

· The volume and size of the market to be covered by the advertising impact;

· Life expectancy of a tourist product (episodic advertising of congresses, festivals; long-term advertising of educational tours - year-round);

· Differentiation of the tourist product (the complexity of tours for a wide range of consumers and the specialization of tours for the narrowest segments);

· Sales volume and profit margins;

· The costs of competitors (the share of this tourist product in the total amount of costs exactly corresponds to its share in the total amount of advertising costs);

· Financial resources of the company (the scope and size of advertising should be commensurate with the size and capabilities of available funding).

There are many methods of calculating the amount of the advertising budget... The most popular is the definition of the advertising budget by the percentage of the company's sales. In addition, there is a market share method, a task matching method, a method for modeling the relationship between the level of communication and consumer behavior, a method based on the use of mathematical models, a method of residual funds and a method based on planning increased costs.

Let's consider some of them:

· percentage of sales method based on a percentage of last year's sales, a percentage of next year's estimated sales, or a combination of the two;

· task matching method, consisting of three stages - defining a goal, defining a strategy, estimating costs;

· market share method developed by J.O. Gekham, according to which for the effectiveness of advertising it is necessary to maintain a share of participation in advertising at a level exceeding the market share (with a market share of 30%, it is necessary to spend 35% on advertising), which does not guarantee that your competitors will not simultaneously increase the advertising budget; when introducing a new product, the advertising budget should be 1.5 times higher than the market share expected in 2 years;

· method based on modeling the relationship between the level of communication and consumer behavior useful when introducing a new tourist product to the market, when, in order to achieve the planned sales volume, it is necessary to have a sufficient number of consumers (the number of persons who saw the advertising of the tourist product - the number of persons who made the first purchase - ensuring repeat purchases - determining the required degree of coverage - the frequency of exposure - the plan for the use of advertising media - an approximate cost estimate - the derivation of the numerical indicator of the budget);

· residual method based on the principle of the balance after the distribution of funds for all other purposes (ineffective, leads to unsuccessful advertising and marketing activities, typical for an inexperienced company that has not defined advertising goals;

· method of scheduling appropriations based on cost increases planning it is used in cases when it is necessary to conduct an enhanced advertising campaign, allowing unprofitable results of the commercial activities of a travel agency within 1-2 years (investment costs);

· method based on the use of mathematical decision-making models, including models of two types - 1) describing the change in turnover depending on the amount of advertising costs (at the beginning of advertising activities, large-scale events and significant costs are effective, which over time give less and less return); was first described by M. Vidal and H. Wolf, who presented the main importance of modeling in describing the relationship of three factors - the amount of appropriations for advertising, the volume of sales and its changes under the influence of advertising; 2) a model of a sequential relationship, where the amount of allocations is determined by tracing their impact on some intermediate variables, which are connecting links between the cost of advertising and the turnover of the company. G. Yul proposed the following calculation scheme: to establish the market share that the company seeks to conquer - to establish the percentage of all potential buyers exposed to advertising influence - to determine the percentage of those who need to be convinced to make a trial purchase - to determine the number of single acts of influence on the basis of texts and field research required for the "maturation" of the purchase idea - to determine the total amount of advertising required to achieve the goal (a unit of advertising volume is a single act of influence on a unit of the target audience) - calculation of the total cost based on the average cost of an advertisement unit. The disadvantage of this modeling is the bookmark at the beginning based on subjective considerations, desires and experience of the market share that the company plans to conquer, although it would be more logical to reach this indicator at the end of the calculations, having outlined such a volume of sales that provides maximum profit.

An important aspect of planning advertising activities is the distribution of allocated appropriations for it in time (short and long term) and drawing up a plan for advertising costs, distributing these costs according to the functions and tasks of advertising work.

In foreign practice, a stereotype of the distribution of the advertising budget has developed:

· General administrative and overhead costs - 5-10%;

· Production costs - 5-10%;

· Research costs - up to 15%.

Budget allocations are also distributed by sales territories, which makes it possible to take into account the amount of costs by countries, regions, tourist centers.

It is necessary to provide for the distribution of the advertising budget by advertising media (TV, radio, press, outdoor advertising), by the nature of the advertised services (seasonal and non-seasonal types of tourism, individual routes and tourist centers, certain types of services), by the periods of advertising.

According to statistics, a wide sale of complex (inclusive) tours abroad occurs in the fall of the previous year, when most potential tourists choose their travel routes for the next year (from the beginning of autumn to Christmas holidays, 60-70% of announced tours are sold, which accounts for the spending of 60% of the annual advertising budget); the second activity of the advertising campaign falls on the period from the end of winter to the Easter holidays, being selective, when the main attention is directed to advertising those tourist services, the implementation of which is sluggish, and the task of the advertising campaign is to stimulate the implementation of these tourist trips, which is 20-25% annual advertising budget; the remaining 15-20% is used during the active summer tourist season to maintain stable demand and stimulate individual travel, advertising of additionally announced tours.

Stage 3. Tactical decisions. At this stage, the implementation of the developed plans is ensured. It consists of three main elements: 1) the choice of advertising media or advertising media based on a number of important factors (general goals and strategy of the campaign; size and nature of the audience of each advertising medium; geographical coverage; attention, degree of clarity and motivation for the significance of this advertising medium; profitability; various approaches when choosing an advertising medium); 2) the cost estimate and control over its implementation allows you to link together 3 indicators - the amount of advertising allocations, the volume of advertising activities and tariff rates or prices for publications in advertising media or advertising media; 3) the schedule for the release of advertising publications, which provides for specific dates and dates for the release of advertising messages, which are linked primarily to the pronounced seasonality of tourist travel, the traditions of the autumn-winter period, and the characteristics of advertising media.

Stage 4 - creative, providing a certain amount of success for promotional activities. Searches for the creative individuality of advertising based on general technological processes - development of a general concept - formulation of an idea - patterns of structuring advertising material (headline, main text, visuals) - knowledge of the psychological mechanisms of advertising influence (attention and emotions).

Stage 5 includes advertising campaigns, the results of which are recorded by the employees of the enterprise. The analysis of information is carried out by types of media on the basis of accounting for expenditures and performance (increase in turnover, change in demand, etc.). An archive of advertising media is formed, the study of which is the starting point when repeating or continuing an advertising campaign.

Stage 6 includes an assessment of the effectiveness of promotional activities depending on the goals of advertising - by the goals of communication and increasing sales based on the use of recognition tests (they study the percentage of members of the trial target group who remember that they saw a particular advertisement), recollections (respondents recall the appeal without any assistance from the interviewer) and physiological tests (used for the reliability and reliability of data on recognition and recall tests - for example, changing the size of the pupil at the time of watching a video). There are several methods for studying attitude changes in the dynamics of the sales market and consumer demand, including experimental methods, studying communicative efficiency, assessing awareness, etc.

The creation of advertising agencies that conduct it at a high professional level, use financial resources more rationally and provide high quality advertising contributes to the increase in the effectiveness of advertising activities. Advertising agencies carry out comprehensive market research and market assessments; they are equipped with computers that allow them to quickly and accurately process the information received.

Advertising agencies play a positive role, as qualified coordinators between trade and production, in the interests of consumers and the whole society, they promote rational supply and, conversely, limit the volume of unsustainable or premature proposals.

1. Advertiser- a legal entity or individual that is a source of advertising information for the production, placement and subsequent distribution of advertising. Any trading or manufacturing company, bank, investment company, private entrepreneur, paying for advertising in accordance with the order made, can act as an advertiser.

§ preparation and transfer of source materials to an advertising agency: formulation of goals and objectives of advertising, taking into account target groups of consumers, preparation of source texts with an emphasis on the main advantages and characteristics of the advertised object, presentation, if possible, of a sample of goods;

§ preparation of an agreement with a second party - an advertising agency - on the creation of advertising materials and placement of advertising in the media, on various advertising events;

§ approval of sketches, texts, scripts of created advertising media and originals of advertising products;

§ payment for work performed.

3. Advertising distributor- a legal entity or an individual performing the placement and (or) distribution of advertising information by providing and (or) using property, including technical means of radio and television broadcasting, as well as communication channels, airtime and in other ways.

The main advertising producers and advertisers in the Russian market are advertising agencies, which are conditionally subdivided into full-service advertising agencies and agencies specializing in providing only certain types of services.

The first group includes agencies that carry out research, planning, creative activities, production of advertising media, as well as non-advertising services: providing public relations, developing packaging, organizing sales exhibitions, presentations, etc.

In recent years, there has been a tendency towards specialization of agencies in advertising practice. The specialization of agencies contributes to the growth of the quality and creative level of their performance of certain types of advertising work. However, such agencies do not have sufficient information in the field of marketing research, which may affect the decrease in the effectiveness of the use of advertising means.

In modern conditions, advertising is one of the branches of the economy, uniting tens of thousands of advertising agencies and bureaus. The efficiency of the economy as a whole depends to a large extent on how effectively this system will work.

The development of advertising as an independent industry largely depends on the level of organization of the activities of advertising agencies operating in the Russian advertising market, on the forms of advertising that advertising agencies choose for themselves, on their professionalism and the cost of advertising services.

First, advertising agencies are systematically confronted with a variety of marketing situations, which contributes to a deeper understanding of consumer interests, the acquisition of skills and enhancement of their competence. This allows you to create high-quality advertising media and ensure the effectiveness of their use.

Secondly, advertising agencies, as independent organizations, exclude the negative impact on advertising of such objective factors as excessive dependence of advertising on the tastes of individual leaders, incorrect attitudes regarding the expected response of consumers, etc.

Thirdly, advertising agencies have stable connections with the media, consistently and in a timely manner buy from them time and space for advertising. Cooperation with advertising agencies allows the advertiser to quickly solve their problems, helps him save money and time.

§ maintain relationships with the media, placing orders in them and monitoring their implementation;

§ create advertising products based on orders received from advertisers, develop plans for complex advertising campaigns, other advertising events, using the potential of both creative and technical specialists;

§ cooperate with printing houses, studios, advertising companies, freelance specialists.

Large advertising agencies that perform a wide range of advertising services feel the need to combine various specialists into specific departments. They can either have their own creative production base or employ highly qualified freelance creative workers. The second is more appropriate for small advertising agencies with a small structure of departments. Usually the activities of the department are focused on the performance of a specific function.

Typical organizational chart a fairly large advertising agency with a full service cycle has the following departments:

1.Creative department, which brings together textualists, artists, graphic specialists, directors, editors, etc. They generate ideas for advertising messages, find the right means of their implementation. The role of such a department is high, and here the psychological factor is taken into account, as well as certain areas of art. This department performs the functions of creating various types of advertising media and coordinating them with customers.

2. Order Execution Department(customer relations department), which includes the leader and employees as leaders of the working groups, called the responsible executors of the projects or contactors. They represent the interests of customers in their agency and, conversely, the agency is represented in the person of project executors in relations with the customer. The head of the working group (project) coordinates all work within the agency for the execution of the order from the beginning of creation to its implementation. It is recommended that the contractors be assigned to a specific category of customers (wholesale and retail trade, industry, insurance companies, banks, etc.). This allows you to take into account the specifics of the advertising activities of advertisers, differences in the scale and geography of advertising events, systematically maintain contact with advertisers.

The remuneration of the employees of the customer relations department should be made in direct proportion to the volume of orders that they received and correctly completed, since the financial position of the agency will largely depend on the entrepreneurial spirit and good relations with potential advertisers.

3. Research and Development Department is created in order to identify and systematize the needs of domestic advertisers and their resources, the state of the market for specific goods and services, possible communication channels, as well as research to determine the effectiveness of the use of advertising media. In addition, this department accumulates the necessary information on the organization of trade and methods of selling goods, the state of the current policy in the field of advertising and sales promotion.

The core staff of these departments should be specialists in questionnaire design, sampling, targeted group interviews, statistical analysis and experimentation. Employees of this department take part in all stages of advertising planning by the agency.

In many cases, the nature and amount of current information available is insufficient to make an effective decision. If it is of an operational, unprincipled character on the scale of the company, then intuition, personal experience of the manager and employees directly involved in advertising can help. When the degree of risk is high, and the amount of funds spent is large, then intuition is not enough to make an effective decision. Therefore, advertising agencies prefer to reduce the risk by obtaining additional information through market research. These studies are aimed at collecting, organizing and analyzing a certain range of data obtained as a result of special surveys in order to make informed decisions in the field of advertising. Advertising research is a type of marketing research. They are designed to form and evaluate an advertising strategy, develop advertising campaigns, advertising messages, and monitor the effectiveness of their implementation.

Research conducted in the field of promoting a product to the market is a tool for understanding the market through the “eyes” of the consumer. Their goal is to identify how, when and by what means it is possible to stimulate the sale of goods, to successfully carry out promotional activities.

Of no small importance is the study of the opinion of the consumer community in order to find out the awareness of the population about goods and services.

In the conditions of market relations, the activities of the agency should be structured in such a way that it cooperates with the advertiser already at the stage of drawing up a preliminary plan for the sale of products.

4. Production Department is engaged in the production of advertising media and in some cases unites production units such as printing houses, television studios, workshops for the production of advertising media, etc.

5. In addition to its specific advertising functions, an advertising agency must effectively conduct its economic and financial activities, ensure effective management, and have appropriate support services. The economic and financial department and the accounting department of the agency are engaged in solving these functions.

6. The agency must have a permanent editorial board, which includes not only the main specialists of the agency, but also specialists in the field of advertising, art, artists, employees of research institutes, who are not employees of the agency.

The Council is called upon to evaluate and approve the issued advertising materials, taking into account the opinion of the customer's representative.

The proposed agency structure is not universal, and therefore other agencies may have a different structure depending on the specific conditions in which they operate.

Similar information.

Remark 1

The most detailed list is presented below:

by goals and objectives,
by function,
by region,
by specialization,
on the services provided,
in the direction of business.

By goals and objectives, the following types of advertising agencies are distinguished:

Seller agency is an agency that specializes in the sale of advertising space on behalf of the owner of the media (mass media) on exclusive terms.
Buyer agency is a company that deals with wholesale purchases of advertising space in the media and its subsequent resale in parts.
A client advertising agency is a company that, together with the advertiser and at his request, performs almost all functions related to the creation and placement of advertising.

An advertising producer is an advertising company that carries out full or partial reduction of advertising information to a ready-made form for further distribution.
An advertising distributor is an enterprise that directly places advertisements using technical means of mass media.

Local advertising agencies are advertising firms that operate in a specific region. To place advertisements in other regions, use the Internet site.
Federal advertising agencies are large-scale advertising companies. Enterprises doing business at the federal level turn to their services.
International advertising agencies are usually large organizations with branches in two or more countries.

Typology of advertising agencies by specialization and range of services provided

There are several types of agencies by specialization:

Full cycle advertising agencies are organizations whose field of activity is the development of strategies and measures for an advertising campaign, creating advertising messages, producing and placing advertising materials, etc. Such agencies use subcontractors to provide all the necessary services.
The activities of specialized advertising agencies are carried out within the framework of certain functions (for example, creative or commercial), or in specific audiences or industries, or in different areas of marketing (direct marketing, sales promotion, PR, packaging design, etc.).
Creative agencies or design studios are involved in the creation of the advertising concept.
Media buying agencies or media agencies are intermediaries between the advertiser and the mass media, they provide services for the preparation of media plans.
Internet advertising agencies create websites, are engaged in online advertising and online marketing.

This classification also includes outdoor advertising agencies, marketing research agencies, and PR agencies.

Types of advertising agencies by line of business

In the direction of business in which advertising agencies specialize, there are:

b2b agencies are companies that work directly with organizations, that is, with business structures.
b2c agencies provide services to individuals.
Consumer advertising agencies are organizations that work with businesses that manufacture consumer goods and services
industrial advertising agencies focus their activities on manufacturers of certain products.