Marketing communications

Marketing communications

Introduction………………………………………………………………………….. 2

1. Marketing Communications…………………………………......................3

2. Types of marketing communications………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….9

2.2 Personal selling………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

2.3 Propaganda………………………………………………………………………………………………………………………………….16

3. Sales Promotion………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

4. Strengths and weaknesses of individual forms of marketing communications……………………………………........................................... ......................21

Conclusion…………………………………………………………......................23

References……………………………………………………………………………………………………………………………………………………………………………………………………………….

Introduction

In this work, I will try to consider in detail the complex of marketing communications, and their different types. This:

Personal sale.

Propaganda ("Public Relations").

Sales promotion.

I will reveal the goals and strategies for promoting goods to the market.

I will reveal the strengths and weaknesses of individual forms of marketing communications.

1. Marketing communications

Marketing communications as the most important part of mass communications are all types of communication of a firm, enterprise with customers, suppliers, etc., i.e. with all market participants interested in their activities and taking part in it. The characteristic features of marketing communications are the purposefulness of distribution, the complex nature, the repeatability of the impact, the active use of the media and the Internet.

The main task of communications is the promotion of goods on the market, the desire to cause incentive actions of the consumer. The main participants in communication are the sender of the goods and the recipient. Communication tools circulation and dissemination of information. Senders need to know what audiences they want to reach and what responses they expect to receive. Modern marketing requires firms, enterprises to implement a communication policy, which is a set of ways to promote a product to the market:

*public relations (PR) - public relations;

*sales promotion;

*specialized exhibitions; personal selling.

To do this, firms hire advertising agencies to create effective advertisements, sales promotion specialists to develop incentive programs, public opinion specialists to shape the image of the organization.

Funding for the promotion of goods can be carried out at the expense of both the manufacturer and the sponsor - the person concerned.

The product promotion complex is shown in fig. one

Fig.1. Components of the complex of promotion of goods on the market

The most important goals of promoting products to the market are as follows:

* creating a prestigious image of a product or service;

* conveying information about the product and its parameters to the consumer;

* awakening the interest of potential consumers in new goods and services;

* assisting customers in making a decision to purchase a product or service;

* creating a positive image of the company, enterprise.

The goals listed above determine the methods of product promotion, the purpose of which is to create or increase demand, informing the buyer, arousing his interest, pushing him to make a purchase decision. These methods can be very different depending on the product, situation, place of sale, etc.

1. Informing consumers about the availability of this product on the market. It is necessary to provide an information field, which generates a primary, trial demand from the consumer. The main task at this stage is to tell about the product, that its acquisition will make life easier. Repeated and very simple referrals will ensure product awareness.

2. Popularization of the characteristics and consumer properties of the product. If the advertising of the product did not attract the attention of the buyer, then you need to get him to pay attention to the product by telling about the capabilities of the product. The most important thing is to form knowledge about the product.

H. Persuasion of the consumer about the conformity of the product to their taste. Here the main task is to convince the consumer of the vital need for this product. Suppose a potential consumer knows about your and a similar product, but he is not completely sure which product to give preference to, and in general, whether he is needed. Now the action of the buyer will depend on the intensity of the impact on him persuasion. A favorable attitude is achieved by studying the negative aspects that hinder the sale of the product. The prompt solution of product shortcomings will contribute to its promotion.

4. Tactics of consumer preference. It consists in convincing the consumer of the advantage of your product in comparison with others and the priority of its purchase. Moreover, price, quality, a set of properties, and design can act as comparative characteristics.

5. Pushing the consumer to buy a product. In this case, the emphasis is on the time aspect. Suppose a potential buyer has already thought about buying this product, but postpones it indefinitely. The main thing is to convince the buyer to make a purchase now. For these purposes, discounts on prices, a free attachment to a product, a sale on credit, etc. are used. After determining the ways to promote the product, it is necessary to develop a promotion strategy. There are two promotion strategies: push and pull.

A pull strategy is the promotion of a product through the end consumer. It is designed for the fact that consumer demand will be quite intense and will encourage wholesale organizations to purchase goods (Fig. 2).

Fig.2. Pull strategy

The push strategy is the imposition of goods on merchants and buyers (Fig. 3). This strategy involves the sale of goods through the trading system: wholesale buyer - retail - end consumer. A customer acquisition strategy is more long-term and costly because it uses advertising, discounts, coupons, gifts, and other incentives to draw the customer into the buying process.

The choice of strategy depends on the audience to which the product is directed. The correct choice of the audience will determine the success of the strategy, and its effectiveness.

The target audience is a group of consumers to which promotion methods are directed (advertising, personal selling, propaganda, sales promotion).

A marketing specialist - a communicator - must identify the target audience, which can be in any of six states of purchasing readiness:

* awareness;

*favors;

*preferences (it must be formed);

*beliefs

*willingness to make a purchase.

It is possible to single out the target audience by segmenting consumers according to different parameters or by defining a single market consumer.

In the first case, it will be necessary to apply marketing communication tools specific to each consumer group and develop an individual advertising campaign strategy. But it should be remembered that in one advertising campaign it is impossible to immediately focus on all segments of the consumer, but it is necessary to give arguments that are specifically important for each segment. Otherwise, it will turn out that one argument will contradict another.

In the second option, the widest sector of potential consumers, for example, those with an average income, can be identified as the target audience. Then you can enter the market with a single product promotion campaign. An important component of the product promotion complex is the choice of a way to promote the product to the market, i.e. some form of communication. To do this, it is necessary to identify their positive and negative sides (Table 4).

Tab. 4. Characteristics of ways to promote goods on the market

Each method of promotion should be used strictly for its intended purpose, depending on the goals of promotion and the financial capabilities of the company, enterprise. Options for using a combination of methods are possible.

The conditions for an effective promotion method are determined taking into account budgetary costs. When calculating the costs of promoting a product, one rule is used: these costs must be lower than the income received as a result of using the corresponding promotion method.

The choice of methods is also influenced by the life cycle of the product. At the stages of launching a product on the market and growth, advertising in PR plays the main role, at the stage of maturity, the importance of stimulation and growth in comparison with advertising increases. During the decline stage, advertising is used to remind, PR is reduced to zero, but sales promotion continues to be active.

The type of product also influences the choice of promotion method. So, for consumer goods, the structure of the promotion complex is as follows: advertising. sales promotion, personal selling. specialized exhibitions in fairs. PR shares. When it comes to industrial goods, the structure is somewhat different: personal sales, sales promotion, advertising, specialized exhibitions and fairs, PR promotions.

2. Types of marketing communications

Additional types:

Advertising is a communication tool that allows a firm to convey a message to potential buyers with whom direct contact is not established. By resorting to advertising, the company creates a brand image and generates fame capital, seeking cooperation from merchants among end-users. Advertising is the main tool of the pull communication strategy, just like the sales force is for the push strategy.

Advertising is a dialogue between a seller and a consumer, where the seller expresses his intentions through advertising means, and the consumer expresses his interest in this product. If the buyer's interest did not manifest itself, then the dialogue did not take place, and the goal was not achieved by the advertiser (L.Yu. Germogenova).

Advertising is an open notification by the company of potential buyers, consumers of goods and services about their quality, merits, advantages, as well as about the merits of the company itself. Advertising is an effective tool in regulating the behavior of the buyer, drawing his attention to goods, services, in creating a positive image (image) of the company itself.

The image of enterprises - "conglomerates" operating in various industries, often suffers from one-sidedness. Some large enterprises are mistakenly identified with one or more brands. Other enterprises are associated with the products they produced earlier. Outsiders often have no idea at all about what the company is doing. In some cases, the distorted image of the enterprise, the company is a consequence of the presence of many products and names.

Advertising begins with advertising research - one of the most important system areas of marketing research. Its purpose is to identify: how, when and by what means it is better to stimulate sales and carry out promotional activities.

To do this, carry out:

preliminary tests of advertising media, comparison of actual and expected results from an advertising company, assessment of the duration of the impact of advertising on consumers, search for new means of influencing the consumer and increasing his interest in the company's products.

Advertising is used in marketing activities by both manufacturers and resellers. Manufacturers aim to stimulate demand for a particular product, to intensify the activities of retailers and wholesalers. The intermediary uses it to create a positive attitude towards a particular trade enterprise, forms and methods of service. In the process of implementing the program of advertising activities, the management of the Marketing service needs to make five fundamentally important decisions:

2) on the means (distribution channels) of advertising;

Direct - carried out on commercial terms and indicates the advertiser, directly performing an advertising function in relation to a competitive product or competitive firm.

The basis of advertising in marketing is an advertising campaign. These are several promotional activities, united by one goal covering a certain period of time and distributed in time so that one promotional activity complements another.

1. Informative - the main task is to convey to the consumer information about the product, service of the enterprise and their characteristics, advantages and innovations.

1. Submission of evidence in favor of the goods.

Ways of distribution: through the mail, during exhibitions, presentations, delivery directly to the enterprise, through contact in the process of personal selling.

Includes promotional films, video films, slide films. A specific type of video advertising is video express information. This is a quickly made video story about some important event for the advertiser company (release of the first batch of a new product, celebration of an anniversary, etc.)

Diskette and magnetic tape storage media. Its main advantage and disadvantage at the same time is an almost unchanged number of consumer subscribers. The most famous is the Internet.

An invariable attribute is a trademark, its address, and sometimes postal details.

It is designed primarily for the perception of the general public. The most important function of outdoor advertising is to reinforce and supplement advertising distributed through other means. It includes advertising on transport and product packaging.

Advertising must be effective, otherwise it does not make sense. Evaluation of the effectiveness of advertising consists in comparing data characterizing the "power" of the activities carried out, the costs of an advertising company with marketing results: growth in sales, profits, market share, etc.

Another method of characterizing the effectiveness of advertising is to estimate the ratio of advertising costs and the number of requests for advertising products.

2.2 Personal selling

Personal selling - verbal presentation of goods during a conversation with one or more potential buyers for the purpose of making a sale.

Personal sale is a type of promotion that involves personal contact between the seller and the buyer, interaction, communication with the buyer, during which the consumer characteristics of the goods are verbally presented, and a joint decision is made on the possibility (impossibility) of a transaction, the sale of goods. The main functions are the formation of interaction with the buyer, the implementation of marketing operations, obtaining information about consumers.

There are the following features of personal selling:

Dialogue character of interaction;

The possibility of establishing long-term partnerships between the seller and the buyer;

The presence of effective feedback from the buyer;

high effectiveness of the implementation of this means of communication;

Relatively high unit cost.

It is noted that it acquires the highest importance in the field of sales of industrial and technical goods. It can be carried out in the form of contact with one buyer, a group of buyers, with a group of a representative of the buyer; take place in the form of trade meetings and seminars.

Personal selling is aimed at solving the following main tasks:

Identification and persuasion of a potential buyer to test a product or service;

Providing conditions for the continuation of purchases of goods;

Carrying out activities among existing buyers to increase purchases of goods;

Maintaining effective feedback with potential and new customers.

The main advantages of personal selling are:

Wide opportunities for personal communications, dialogue with customers;

The presence of effective feedback with general buyers;

Selectivity and adaptability to the characteristics of buyers;

Reducing losses in reaching a useful audience;

Coverage of well-defined market segments;

Opportunities for continuous, communication and engagement through potential consumers of new customers.

Flaws:

The impossibility of capturing a market located in one territory;

High costs associated with recruiting and training staff;

Low efficiency of using media means of marketing communications;

Episodicity in the duration of exposure.

2.3 Propaganda

Propaganda ("Public Relations") - non-personal and unpaid stimulation of demand for a product, service or organization through the dissemination of commercially important information about them or a favorable presentation in the media.

Speaking of Public Relations, ie. public relations, it should be noted that the goal is to create a psychological climate of understanding and mutual trust between the organization and its various audiences.

If the enterprise manages to create a positive image of itself and its activities among the groups of the public that are of interest to it (including its own employees), this will greatly facilitate the achievement of its goals. Advertising from enterprises with a positive image is perceived with great confidence.

To form a positive opinion about this company, it is necessary to use methods of working with the public. PR is closely related to advertising practice, but is conducted on a non-commercial basis. Their goal is to create a favorable climate, a favorable opinion about the company-seller among potential customers, in public and government organizations, to build confidence in the company, its activities, management, product.

In working with the public in international marketing practice, the following tools are used:

Establishing good contacts with the press, radio and television;

Holding press conferences;

Issuance of well-formed annual reports;

Release of anniversary editions;

Compilation of social balance sheets and their publication;

Conducting tours of the enterprise and other similar events for the public (for example, an open day);

Construction of sports facilities;

Creation of societies, unions, clubs;

Support for scientific work.

A special form of work with the public is explanatory and propaganda advertising. It is developed among entrepreneurs whose activities cause public skepticism. Representatives of these enterprises openly defend their opinions and criticize the arguments of their opponents (problems of the environment, energy supply, etc.).

3. Sales promotion

Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.

Sales promotion as a form of product promotion is a marketing activity to stimulate sales growth. Serves to support, inform and motivate all participants in the sales process in order to create a continuous flow of product sales. Coordinates advertising and product sales.

Applies to situations where:

There is a family of competing products on the market with the same consumer characteristics;

The market is characterized by a lack or decline in demand;

A new product is introduced to the market or a company enters a new market with a product that has previously received recognition;

The product moves from the growth phase to the saturation phase;

In the market, buyers are not sufficiently aware of the products offered.

There are three types of events:

Measures to promote the manufacturer are aimed at increasing sales by stimulating the company's own internal and external services, encouraging the most active and productive employees, motivating the work of the heads of these services, and activating the process of internal external benchmarking between employees whose functions include the movement of goods. Prizes for the best employees, competitions for firms' sellers, etc.

Reseller promotion activities help boost sales; stimulating the maximization of the volume of consignments of goods in the formation of orders and the execution of contracts for the rate; encouraging the exchange of best practices in the sale of goods; reduction of fluctuations in time when orders are received from intermediaries (training and advanced training, dealer competitions, organization of recreation for company leaders, etc.)

Measures to promote the consumer are aimed at familiarization with a new product (service); persuading the consumer to make a purchase; increase in the commodity weight bought by one visitor or customer; encouraging the continuity of purchases, reducing the seasonal unevenness of the purchase of goods. (Discounts from the price of goods, bonus discounts, distribution of coupons.)

The sales promotion system has the following advantages: attractiveness for the client, information content, unobtrusive methods of influence; variety of tricks. However, it only works in the short term.

Consider the most effective means of sales promotion:

Price discounts are most: effective in encouraging regular purchases and larger purchases (increase sales volume, lack of selectivity towards potential customer groups, potential brand image loss).

Coupons are certificates that give their owners the right to certain benefits (discounts) when purchasing specific goods (distributed through magazines, mail). They have a significant effect in stimulating the consumption of new products. They are characterized by high costs and a small coverage of the target audience.

Product presentation: holding demonstrations, shows, evenings in order to attract the attention of buyers and specialists to the consumer characteristics of the product.

Money Back Guarantee: Restoration of the image in case of defective goods. They have an insignificant impact on sales growth, but increase the prestige of the company and create the possibility of forming new sales markets.

Sale of goods on credit. First of all, it stimulates the sale of expensive goods, but it has a high risk of non-repayment of loans. Depends on consumer welfare.

Rewards may be in the form of items that are given away free of charge or at a low cost as an incentive to purchase another item. Contributes to a significant increase in sales, but the effect is short-lived.

Lotteries are used to encourage the consumption of goods and attract new customers. The prizes are prestigious goods, as well as large sums of money.

The benefits of sales promotion are as follows:

Ensuring the agility of product sales growth.

Good integration with other types of product promotion - advertising, personal selling.

Focus on immediate purchase.

Making the transaction attractive by introducing incentives in the form of concessions, discounts.

Possibility of implementation by own forces and means of firm.

Small losses in the implementation process

The disadvantages of sales promotion are:

short term;

Difficulty in determining sales success;

Relatively high costs;

Impossibility of application with other methods of promotion.

4. Strengths and weaknesses of individual forms of marketing communications

Conclusion

In this work, I have come to the following conclusions.

The marketing complex is a system for generating demand and stimulating sales or a complex of marketing communications. As part of the overall marketing strategy, an appropriate communication strategy is developed. It is implemented through the use of individual elements. This:

personal selling,

Propaganda,

Sales promotion.

Thanks to the correct combination and use of all four components of the complex, the promotion of goods on the market is ensured.

Promotion (promotion) any form of communication used by the enterprise for the information of persuasion or a reminder about their goods, services or about the enterprise itself.

The person (enterprise) that finances the promotion and in whose interests it is carried out is called the sponsor. There are two main and two additional types of promotion.

Personal selling - involves direct contact between the seller and one or more buyers in order to provide goods and improve the sale.

Additional types:

Propaganda - non-personal and unpaid by the sponsor to stimulate demand for a product, service, by disseminating commercially important information about them and the enterprise in the media.

Sales promotion - short-term incentive measures to encourage the purchase or sale of a product or service, as well as various non-recurring sales efforts that are not included in standard promotion procedures.

The overall goal of promotion is to stimulate demand, i.e. increase or maintain demand at the same level (in case of a fall).

Types of promotion strategy:

The coercion strategy is addressed to the final consumers of the product in the expectation that their demand will be sufficient to force intermediaries to make purchases of the promoted product.

2. The push strategy assumes that the promotion is aimed at the reseller in the expectation that he himself will move the goods through the distribution channels to the final consumer.

Stages of the personal selling process:

1.Selection of potential buyers.

2. Preparation and contact with the buyer.

3.Product presentation.

4. Overcoming possible objections

5. Closing the deal.

6. Follow-up contact with the buyer.

In the course of a personal sale, the buyer acquires not a product (service), but also a sales agent as a consultant and adviser.

Advertising is a persuasive means of information about a product or company, commercial propaganda of the consumer properties of the product and the merits of the company's activities, preparing an active and potential buyer for purchase.

Bibliography

1. Marketing. textbook manual for universities / (M.E. Seifullaeva and others); ed. M.E. Seifullaeva. - 2nd ed. , revised and additional - M. : UNITI, 2005.

2. A.M. Godin Marketing. : textbook for universities / A.M. Godin. - Ed. 2nd, revised. and additional Dankov and K. 2005.

3. Marketing: a textbook for universities / (N.D. Eriashvili and others); ed. N.D. Eriashvili. - 3rd ed. ; reab. and additional - M.: UNITI, 2005.

4. Borisovsky L. E. - Marketing: a course of lectures - M .: IFRA-M, 1999

5. Lambin J. - Strategic marketing - M.: Economics, 1998

6. Bagiev G.L. - Marketing - M.: Economics, 1999

7. Evans J.R. - Marketing - M.: Economics, 1990

8. Pakhomov S.B. International marketing: work experience of foreign firms. - M.: "Ankil", 1993

9. Zavyalov P.S. - Formula for success: marketing - M .: International relations, 1991

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Samoilova Elena Vladimirovna Formation of a complex of marketing communications for the sphere of library services: dissertation... Cand.Econ.Sci.: 08.00.05 Novosibirsk, 2007 148 p., Bibliography: p. 128-141 RSL OD, 61:07-8/4925

Introduction

CHAPTER 1. Implementation of marketing in library activities 8

1.1. Library service and marketing in the modern library 8

1.2. Types of libraries and direction of communication flow 19

1.3. Marketing communications in promoting a library service.37

Chapter 47 Conclusions

CHAPTER 2 Study of the Library's Marketing Communications System 49

2.1. Quantifying the demand for library services 49

2.2. Duplication of a multicomponent system of library services 62

2.3. Library Services Selection Matrix 73

Chapter 80 Conclusions

CHAPTER 3 Formation of an effective complex of library marketing communications 82

3.1. Choosing effective marketing communication channels for the library 82

3.2. Algorithm for creating a complex of marketing communications of the library 92

3.3. Library website as a tool for promoting library services 114

Chapter 124 Conclusions

Conclusion 126

Bibliographic list

Introduction to work

The relevance of the topic of dissertation research. The process of reforming the Russian economy has caused the need to take a fresh look at the activities of almost all organizations. This is due to the rapid development of market relations and the emergence of fierce competition accompanying them. Most of the economic entities adapted to the changes and adopted the new rules of the game, while some structures continued to operate in the old way, existing outside of market relations. To a large extent, this also applies to the sphere of library services, which until some time, due to a certain inertia, did not participate in market relations.

However, the situation has now changed. The emergence and rapid development of the Internet, new electronic media have led to the fact that libraries today are forced to fight for their readers: solve financial issues related to updating collections, equipping the library with new equipment, computer networks; find new forms of relationships with their consumers, forming their own channels for delivering information; to solve the issues of promoting library services, that is, to engage in marketing activities.

Russian libraries need a clear methodology for assessing the state of communication activities, using modern marketing tools and allowing to form a universal approach to planning marketing communications. Therefore, the development of a methodology for obtaining quantitative assessments of marketing activities and planning of communication activities of organizations in the field of library services are very relevant.

This led to the choice of the topic of the dissertation research aimed at researching the system of library marketing communications and developing on its basis a complex for promoting library services.

The degree of development of the problem. The library's marketing activities have been considered by many authors. Practical and theoretical approaches to the organization of library marketing activities were developed, as well as the issues of adaptation of libraries to changing market conditions, and the possibilities of their further development were analyzed. At the same time, the assessment of the marketing activities of libraries is based mainly on qualitative indicators, and the research is focused on general marketing issues and does not provide specific recommendations for promoting such a specific product as a “library service”.

Foreign experts B. Asherwood, B.V. Bayverstock, R. Savard and others. A number of authors considered service marketing in general, these are T. Ambler, G. Assel, G. Beckwith, T. Berg, D. Wieters, P. Gamble, F. Kotler, D. Crevens, M. Murphy and others. Their work examines the specific features of services and related marketing activities.

Russian scientists are also actively studying this issue. Among them are the works, N.V. Bubekina, L.N. Gerasimova, M.Ya. Dvorkina, V.E. Demidov, V.K. Klyuev, L.A. Kozhevnikova, O.N. Kokoikina, S.G. Matlina, G.B. Parshukova, A.V. Sokolov, I.M. Suslova, E.M. Yastrebova.

Service marketing is being actively developed as a scientific direction by professors V.V. Bakaeva, K.T. Dzhurabaev, M.V. Lychagin, A.V. Naumova, V.V. Saliem, V.A. Titova, E.V. Tyunyukova.

Purpose and objectives of the study. The purpose of the dissertation work is to study the library communication system and develop on its basis a complex of marketing communications to promote library services.

The formulated goal makes it necessary to solve a number of tasks, the main of which are:

– analysis of the state of marketing and communication activities of libraries in modern market conditions;

– adaptation of the classical marketing mix to the sphere of library services;

- identification of channels of communication activities of the library;

– determination of preferred types of marketing communications;

– development of a methodology for assessing the communication activities of the library;

- development and ranking of the entire range of library services based on quantitative assessments;

- selection of key solutions for the formation of a library promotion complex that provides the necessary level of demand for services by readers.

Subject of research is a complex of library marketing communications that provides effective communication with the consumer in real market conditions.

Object of study the municipal and scientific and technical libraries of Novosibirsk and Moscow, including the library of the Siberian University of Consumer Cooperatives, perform.

Field of study. The content of the dissertation corresponds to the field of study 3.23. "Development of a complex of marketing communications" Passport of the nomenclature of specialties of scientists (economic sciences).

Theoretical and methodological basis dissertation work served as the works of domestic and foreign scientists on the theory and practice of marketing services, the organization of marketing activities of the library. The analysis and scientific generalization of the experience existing in the field of strategic marketing are applied, the methods of experiment planning, economic evaluation, the foundations of the theory of reliability and marketing research are used.

The information base of the study is: laws of the Russian Federation, materials of the Federal State Statistics Service (Rosstat), results of surveys of experts and consumers conducted by the author.

Scientific novelty of the dissertation research are as follows:

– the definition of a “library product” has been clarified as a rendered service for providing the information necessary for the consumer and an original classification of library services has been carried out, in which, unlike the previously existing ones, it is proposed to divide services according to several interrelated features: mandatory free library services, additional paid services and service library services;

– Segmentation of library users as “basic” and “attracted” was carried out, the novelty of which is the use of the benefits that they expect from the library as segmentation signs;

– a methodology for assessing the demand for library services has been developed, based on the use of the desirability function, characterized by obtaining quantitative indicators of demand, reduced to the coefficients of demand for library services, with the help of which a set of library marketing communications is formed;

– a unique methodology for choosing preferred channels and media for promoting a library service is proposed, which differs from the previously existing ones by using a weighted assessment system that allows you to optimize the costs of the library services promotion complex by choosing the most effective forms of marketing communications based on their significance;

– an approach to the formation of a complex of marketing communications is proposed, the novelty of which is the use of communication decision matrices, which allow choosing effective communications and media for each service.

Practical significance of the results of the conducted research lies in the fact that the developed method for obtaining quantitative estimates of the organization's communication activities based on an expert survey is unique and acceptable for large-scale implementation in all libraries. Theoretical and practical conclusions and proposals are recommended for the practice of municipal and scientific and technical libraries.

Approbation of the research results. The main provisions and results of the work were reported at scientific and practical conferences, including the conference with international participation "Market space of modern Russia: advertising, commerce, marketing" (February 15-16, 2006, Novosibirsk).

The results of the study were tested in the State Public Scientific and Technical Library of Novosibirsk (State Public Scientific and Technical Library of the Siberian Branch of the Russian Academy of Sciences) (act of implementation dated December 15, 2006), in the Road Scientific and Technical Library of Russian Railways LLC, branch of the Moscow Railway (act of implementation dated February 19, 2007 No. 57/2) and in the scientific library of the Moscow University of Instrument Engineering and Informatics (act of implementation dated February 05, 2007 No. 06/2440).

Theoretical and practical results developed in the dissertation, which constitute its novelty, are used in the educational process of the Kemerovo State University of Culture and Arts.

Publications. The main content of the results of the dissertation research is reflected in eight scientific articles with a total volume of 3.5 pp. (author's - 2.7 p.l.). Of these, five author's articles with a volume of 2.1 p.p., three articles in co-authorship with a volume of 1.4 p.p. (author's - 0.8 p.l.). One author's article of 0.4 pp, published in a leading peer-reviewed scientific journal recommended by the Higher Attestation Commission.

Volume and structure of the dissertation work. The work is presented on 143 pages of the main text, consists of an introduction, three chapters, a conclusion, a bibliographic list, including 170 titles, contains 23 tables, 14 figures, 3 appendices.

Types of libraries and direction of the communication flow

These factors testify to the need for the earliest possible introduction of marketing into the management activities of libraries, especially since “new” library competitors have recently appeared. Here we can note the fact that often we should not talk about libraries, which, as a rule, have funds oriented to different target groups, but about structures that master the free time of the population - video libraries, bookstores, interest clubs, Internet centers etc. . As a rule, modern libraries provide a significant number of services, such as access to the Internet, membership in various thematic clubs, assistance in learning, etc. But information about these services is available to a limited circle of people who are direct users of the library. Therefore, it is so important to organize a system for promoting these services with the help of modern marketing communications.

Since the term "library marketing" appeared in the 90s, its independent concept has been formed, the main principles of which have become a focus on maximizing the satisfaction of needs and the formation of demand for library products. At the same time, the work is carried out in two directions: charitable, related to providing the user with information products that best meet his needs, and commercial, related to increasing the sales of one's own information product and obtaining maximum profit from its implementation.

In this regard, there is a need to more clearly define what actually represents the product offered by the library. From the point of view of marketing, it consists of two parts - a material object (books, scientific and technical information, documents or their copies, thematic collections, written-off literature) and an intangible component, the actual library service. Due to the fact that the consumer does not become the owner of the book issued to him, we will call this material object the material component of the library service.

The subject of a library service is the provision of library services, the compilation and editing of bibliographic lists, the execution of bibliographic references, bibliographic information, a fact or a selection of facts, consultations, etc. A library service has all the characteristic features of a service indicated by J. Bowen, F. Kotler and J. Mackenz: intangibility, inseparability from the source, inconstancy of quality and perishability. The intangible nature of the service greatly complicates consumer choice and evaluation. Due to the fact that libraries are non-profit organizations, they are more socially oriented than other market participants, but in order to survive in market conditions they are forced to deal with legal and financial issues.

The definition given by M. Murphy can be considered the most adequate definition of a library service: library services are those services that a library, as a public institution, provides to a society that includes this library in its structure. Such services include the acquisition, organization and storage of materials, the search for and provision of information. Russian authors call a library service the activity of a librarian that satisfies the needs of the reader and has received recognition from the latter. In addition, in the literature on library marketing, such a concept as "service" is considered, which implies the labor costs of a librarian, but does not always lead to the satisfaction of the reader's needs. In this case, service is the process from the beginning of the execution of the order for the book until the moment it is offered to the reader. If the reader is satisfied with the proposed book and the form of service, the final result is achieved and we can talk about the provided library service.

Let's compare these approaches with the classical definition of a service - “a service is a type of activity, work, in the course of which a new, previously non-existing tangible product is not created, but the quality of an already existing, created product changes. These are benefits provided not in the form of things, but in the form of activity. Thus, the very provision of services creates the desired result. Based on the foregoing, we believe that it is possible to define a library product as a service rendered to provide the information necessary for the consumer.

The analysis of literary sources allows us to perform the classification of a library product, presented in Fig. 1.1. In this classification, services are divided according to several interrelated features: mandatory (free) library services, additional (paid) services and the so-called service (library) services.

It is worth noting that the concept of "free services" is quite controversial. Almost all library services are paid, the only difference is who pays for them. Based on its interests and capabilities, the society determines those types of cultural and information activities that it considers necessary to provide free of charge to all its members, including those included in the number of social guarantee groups.

Marketing communications in the promotion of library services

The existence of any institution, including libraries, in the market conditions depends on their being in demand by the society. And a significant role in the adaptation of libraries to changing market conditions is played by their communication policy.

For library services to be sought after by consumers, at a minimum, they must be aware of library services and products and the particular benefits they can derive from the library.

The results of numerous studies show that even regular users of libraries do not have a complete understanding of the services and products of the latter, and, of course, they remain unknown to potential readers. And from the point of view of marketing, if the consumer does not know what need this or that organization can satisfy, then he does not feel the need for it.

Libraries that actively work with modern marketing communications are recognized in the society due to the location of target audiences. Therefore, informing, persuading, revealing the possibilities of the library can radically affect its present and future. Today, to achieve this goal, libraries use a rather limited set of marketing communications tools - advertising, public relations, personal communication with users.

The strategic planning of an organization's marketing activities should include activities that ensure that the organization communicates with its audience. Communication activities should be implemented in two directions: in notifying markets about the readiness and ability to satisfy their information needs and remove barriers in the “document-consumer” system; in informing the public about the work, problems and achievements of libraries in order to promote library initiatives, attract investments and volunteers.

An integrated approach to organizing a communication system, that is, an approach based on the use of several communication channels, turns out to be effective.

The marketing complex contains all the activities of the organization in the formation of consumer demand. These areas were divided by marketing specialists into groups and called the “5 P complex”: people (people), product (product), place (place, product position), promotion (promotion), price (price). The entire activity of the organization depends on the complex use of these elements in the market, and decisions are made taking into account their relationship. In the marketing mix, promotion occupies a special position, performing communication functions with the consumer and informing him of the advantages and benefits of the organization's product. The goals of promotion are achieved with the help of marketing communications, which should be discussed in more detail.

At the heart of the marketing communications system are five main tools: advertising, public relations - public relations (PR), sales promotion, personal selling and direct marketing. Recently, this system has been supplemented with what are called synthetic means: fairs and exhibitions, sponsorship, charity, product placement and integrated marketing communications at the point of sale. Some authors include in this list all forms of communication that an organization has with consumers, for example, service elements in terms of direct contact at the place where the service is provided.

As one of the communication aspects of marketing, advertising impact is aimed at the consumer, therefore, the success of an enterprise in a particular market largely depends on the effectiveness of advertising communication.

The Federal Law “On Advertising”, which was adopted by the State Duma on February 22, 2006 and entered into force, provides the following definition of advertising (Article 3): “Advertising is information distributed in any way, in any form using any means, addressed to to an indefinite circle of persons and aimed at drawing attention to the object of advertising, the formation or maintenance of interest in it and its promotion on the market.

There are many definitions of advertising, but almost all of them have four characteristic features for advertising: it is a paid form of information transfer; presentation of information in non-personal form, i.e. the advertiser offers his product or service through an intermediary link, for example, through the media; the goals of advertising are always transparent and related to stimulating demand for a product or service, which is reported to potential consumers; in addition to the message about the product, advertising necessarily contains information about who offers it, as well as the name of the organization, its address and phone number, i.e. information by which the consumer can easily find the advertised product or service.

The classification of the main channels and advertising media is shown in Table 1.4. It should be noted that it presents the main genre forms, and their division by media channels is rather arbitrary, since in practice this list is much wider and, in addition, genre forms are constantly borrowed between media channels. When compiling this classification, a number of literary sources were used.

Duplication of a multicomponent system of library services

The issues of obtaining effective marketing communications today are one of the most significant in planning marketing activities. According to experts, only half of Russian companies evaluate the effectiveness of marketing communications qualitatively and only 10-15% quantitatively.

When planning marketing research, Russian organizations are often limited to studying consumers and competitors, while full-fledged marketing research must necessarily include such a direction as marketing communications. In addition, it is necessary in the course of such studies to obtain a quantitative assessment of their effectiveness, which will make it possible to avoid unnecessary costs in the future.

Existing approaches to evaluating the effectiveness of marketing communications mainly imply two areas - communication and economic (trade, commercial).

At the same time, communication efficiency includes some parameters that can be assessed, and for library services it seems to be the most significant. The set of these parameters may be different, but we consider the most interesting approach proposed by Jean-Jacques Lambin, who considers communication effectiveness as the effectiveness of perception at the level of relationships and behavioral effectiveness. There is still no consensus among scientists regarding the assessment of the economic efficiency of marketing communications. The traditional approach interprets the concept of efficiency as some optimal ratio between costs and output, while the volume of output exceeding a given amount of costs will correspond to greater efficiency. However, the well-known marketing theorist and practitioner O Shaughnessy notes that “... we would like to be able to make statements such as “taking into account a certain type of distribution, pricing, competition, etc. an advertising campaign within a given market structure will attract (lure, etc.) so many buyers, whose cumulative sales will be $X per year. There is no theory that allows such predictions to be made. In addition, there are research results showing that there is no relationship between consumer reaction, the number of advertising hits and the size of the budget for advertising campaigns.

Therefore, to assess economic efficiency, indirect indicators are mainly used: sales volumes before and after the advertising campaign; the ratio of profit growth after an advertising campaign to the amount; share of advertising costs in total sales; the number of purchases or appeals to the organization provoked by advertising. However, in practice it can be quite difficult to isolate the effect of advertising events. After all, sales growth can occur not only in the situation of an active advertising campaign, and in addition, the costs of good and bad advertising can be the same. And in relation to library services, the issues of assessing communication and economic efficiency in general seem to be very problematic.

Previously, we carried out a classification of library services based on their division into mandatory, additional and service, fig. 1.1, in 1.1, and the coefficients of demand for each service of the library 84 are obtained. The library services model proposed in 2.2, fig. 2.6 is a set of services with a high degree of demand, and now the task arises of creating such a complex of marketing communications that would ensure the effective promotion of this set.

Libraries today use various forms of marketing communications - public relations (public relations), advertising, direct marketing and even sales promotion. The set of carriers of communication appeals is also quite wide. The following information distribution channels are most often used: a signboard, information in the library lobby and in the halls about the services provided, the library website, booklets distributed in the library premises. However, all these forms are quite traditional for the library and the consumer reacts to them only when visiting it. And since the number of library visitors is usually stable and depends on the type of library and the number of basic users (Section 1.2), it is necessary to expand the library's existing communication set to attract new readers.

In addition, the significance of the elements of marketing communications used is different, and their number is determined by the financial capabilities of the library and the range of services that need to be informed. At the same time, an assumption is made about the equal effectiveness of all the elements used, which does not always correspond to the real state of affairs. It is necessary to take into account the specifics of the library as an organization. After all, being essentially a cultural center, it has been present on the market for a significant period of time, and therefore its services must be constantly promoted.

Typical media can be selected for each communication channel, but they will have different effectiveness in terms of promoting library services. This is connected both with the specifics of the promoted product and with a certain degree of inertia of both users and library workers. There is another problem related to the different reactions of users to marketing communications. So, for example, people of the older generation are very ambiguous about this type of communication as “personal selling”. Many consumers are distrustful of the promises generously distributed by advertising. A special place in the list of marketing communications is occupied by "sales promotion", non-price forms of which are very inactively used to promote the product to the final consumer - an individual. Price forms of sales promotion in the library can only be used to promote services and additional services.

Very significant for libraries is the activity in the field of public relations - public relations, which allows to establish harmonious, friendly relations with all groups of the public. PR actions developed by the library should be focused both on their own employees and on the external environment - on real and potential users, partners, competitors, administrative and government structures, media representatives, the general public as a whole.

These forms of communication make it possible to cover all goals, audiences, ways of presenting material, ways of communication and methods of psychological influence. The problem lies precisely in the systematic implementation of the complex of marketing communications.

Algorithm for creating a library marketing communications complex

Information products provided by library sites include electronic catalogs, electronic databases, electronic archives of periodicals and ongoing publications, lists of new acquisitions, and electronic documents.

For visitors to the site, the full texts of books and journals are of great value, but copyright laws prohibit libraries from publishing them on their servers. Libraries may offer to publish on their websites the most complete lists of links to full-text e-books and periodicals.

Thus, for visitors, the library server can be an incentive to refer to primary sources. However, in almost any library there are such primary sources for which copyright restrictions have already expired, but they continue to retain a certain scientific or artistic value. It is the publication of such sources that can increase the content value of library sites, and a study of the demand for certain publications, conducted directly on the site, will help to identify the most popular information products.

As already noted, not all libraries have the ability to create and maintain a truly deep content site. Therefore, according to the categories of complexity and functionality, websites can be divided into four groups: "Business card", "Light", "Standard", "Corporate".

A site in the Business Card category usually contains brief information about the library, address, directions, and contact information (telephone numbers). Site of category "Light" (Light - light, lightweight) the most common form of the site, in addition to the information already listed, includes detailed information about the collections and structure of the library, services provided, events held and projects being implemented.

The site of the "Standard" category is a fully functional site containing, among other things, a logical navigation system and providing access to an electronic catalog and databases, it is characterized by the presence of such elements as a constantly updated calendar of events, a directory of regional (industry) Internet resources, a list electronic periodicals, guest book.

The site of the “Corporate” category implements a complete representation of the library on the Web - search in catalogs in this case is combined with the possibility of electronic ordering of documents, and through the server access is provided for remote (that is, physically located outside the library) readers to external information resources, including commercial full-text databases data, and each reader has the opportunity to open a personal workplace on the site and receive information support in accordance with their individual information needs.

However, the creation of the site itself cannot be of a one-time nature. Work on the content of the site lasts as long as the site is on the Internet. Its sections should be constantly maintained and updated, links to other Internet resources should be regularly checked so that the information posted on the site does not lose its relevance. This increases the efficiency of providing information and increases the value of the information product.

The library site can be considered not only as a source of certain information, but also as an intermediary between virtual and real library attendance. Therefore, the relevance of address and reference information (address, telephone, working hours, rules of use) and the list of library services is very important. At the same time, the news presented on the site, as well as information about the receipt of new documents, should be promptly and evenly updated.

The number of visits to library sites illustrates the high interest in them on the part of users. Thus, the actual number of library users increases significantly. At the same time, it should be noted that the analysis of sites does not allow establishing a relationship between the number of visits and the level of satisfaction of user information requests. However, according to research, 60% of people with computers connect to the Internet and use it as a source of information. In addition, all researchers note that the presence of an organization's website improves its image not only among the organization's real and potential consumers, but also among its competitors.

Also important is such a characteristic of the site as its information content, which, according to research results, is in second place after its design, so it is so important to post up-to-date and constantly updated information on the library website.

To date, there are a number of requirements that a library site must meet. These requirements are related to the depth of content (the amount of information available, the degree of detail), ease of navigation (the logic of the site construction scheme), the stability of information resources (the constancy of the information provided, the creation of archives), the promptness of updating information (keeping the site up to date), accessibility for users (technical support of the site, competent design) and with the unity of the design of all sections.

The fulfillment of these requirements increases the popularity of the site among users, works on the image of the library and allows you to effectively promote its services. The user should know that on the library website he can find maximum information, his information requests will be fulfilled in the shortest possible time and, if necessary, he will be provided with qualified advice. The more a site is visited, the more significant it is on the Web and the more attractive it is for advertisers.

It should be noted that the promotion of the site is quite a significant action in the complex of marketing communications of the library. In order for the Internet resources created by the library to be available to the maximum number of users, certain methods of promoting library websites are used. Basically, this is registration in search engines and directories of Internet resources. The most popular search engines where you should definitely register your site are Russian Yandex (www.yandex.ru), Aport (www.aport.ru), Rambler (www.rambler.ru), as well as foreign Google systems (www.google .com) and Yahoo! (www.Yahoo.com). Banner exchanges take place with the servers of other libraries and sites that are similar in subject matter. Forms that are interesting for users are participation in conferences, thematic forums and lists, mailing lists (forums and conferences are created to exchange information, discuss issues on a specific topic.

Promotion Complex (promotionmix) – the specific combination of advertising, personal selling, sales promotion and public relations activities used by a company to achieve its advertising and marketing goals.

In recent years, direct exchange of information with carefully selected target customers in order to obtain an immediate response has become increasingly important. New methods of direct communication with the consumer, commonly referred to as direct marketing, involve the use of mail, telephone, fax, e-mail and other non-personal channels to reach a specific category of consumers or get an immediate response. As direct marketing gains more and more importance in its own right, marketers rarely consider this approach as the fifth element of the communication process. However, direct marketing methods are not only a way of transmitting information, but are also full-fledged channels for the distribution of goods. Many companies use direct marketing channels to sell their products. For example, a fairly wide range of goods and services, including computers, software, financial services, clothing, and household appliances, can be sold by phone, mail, and the Internet.

direct marketing (directmarketing) - a system for the sale of goods through various means of advertising, which involves direct contact with the consumer and is usually aimed at obtaining an immediate direct reaction from him.

It is important that, given the advances in the latest technologies in the field of interactive communications, companies should ask themselves not only the question "How to convey their information to the consumer?", but also "How to make it so that consumers can transmit their information to us?".

We will give definitions of the elements of the communication process using the example of advertising for the Bytekhnika chain of stores.

- Sender. The party sending the message to the other party is Bytekhnika.

- Coding. The process of presenting an advertising message or idea in a visual form - an advertising agency that works for the Bytekhnika company (CJSC Video International - Krasnoyarsk) put together text and illustrations into an advertisement that conveys a marketing message (video clip).

- Message. The set of words, images or symbols transmitted by the sender is actually an advertisement for household appliances.

- Advertising media. Communication channels through which the message is transmitted from the sender to the recipient - in our case, television (Channel One, TV channel Russia / GTRK), chosen by Byttekhnika for advertising.

- Decryption. The process in which the recipient attaches a certain meaning to the symbols encoded by the sender - the consumer sees an advertisement for household appliances that is sold in the Bytekhnika chain of stores and interprets the text and illustrations contained in it (video sequence).

- Recipient. The party receiving the message sent by the other party is the consumer who sees the advertisement for home appliances.

— Reaction. The actions of the recipient after reading the proposed message. Actions can be very different - for example, consumers become more aware of the assortment of the Bytekhnika chain of stores, become buyers, or take no action.

- Feedback. Part of the response that the recipient communicates to the sender is that research conducted by Bytekhnika shows that most consumers like advertising and remember it.

- Interference: unplanned distortions in the process of transmitting information, leading to the fact that the addressee receives a message that is not the same as that sent by the sender, for example, the consumer was distracted while watching TV and missed the Bytekhnika advertisement or did not remember its key points.

Stages of developing effective communications:

1) Definition of the target contact audience (stereotype analysis).

2) Formulation of the purpose of communication (stages of decision-making by the buyer: awareness, knowledge, sympathy (predisposition), preference, loyalty (conviction), purchase).

3) Creating an appeal (rational appeal, emotional appeal, moral appeal).

4) Choice of communication channels (personal channels, non-personal channels).

5) Determination of the total budget allocated for promotion (methods: assessment of opportunities, budget as a percentage of sales, the method of matching competitors, the method of goals and objectives).

6) Deciding on the means of promotion ( promotion - mix is a set of various methods and tools that allow you to successfully bring the product to the market, stimulate sales and create loyalty to the company (brand) of buyers; promotion tools: advertising, sales promotion, PR, personal selling, direct marketing). Factors influencing the formation of promotion programs - a mix: type of market, strategic objectives (strategies "on oneself" and "on oneself"), the consumer's willingness to make a purchase, the stage of the product life cycle.

7) Evaluation of promotion results.

8) Management of the implementation of complex marketing communications and coordination of this process (integrated marketing communication).