Pre-graduation practice report from an advertiser. Practice report Report on practice in an advertising agency (PR). Brief description of the day's work

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- Professionalism

- Individual approach to each client

- Creative approach to solving problems of any complexity

- Privacy

- Ethical standards

The goal of 3Decor LLC is to provide high-quality and complete satisfaction of the needs of organizations and individuals for services, as well as making a profit.

At the initial stage of development, the driving force of the business was large-format printing. A flexible pricing system and a friendly approach to the client allowed us not only to gain a confident foothold in the market within one year, but also to create a good name. 3Decor LLC is a dynamically developing advertising agency. The company strives to completely free the client from advertising “concerns”, taking responsibility for success and viability advertising campaign. That is why the company has its own production base and is constantly improving its arsenal of methods. The company's successful projects combine strong classic technologies and brilliant creativity. The strategic task of an advertising agency is to manage the client's image. This process involves professional achievement goals at each stage of positioning. Competent planning and analysis plus exceptional quality step by step implementation- this is the basis for creating a reputation and, ultimately, promoting a business.

Full name of the organization: limited liability company "3Decor", abbreviated name: LLC "3Decor".

Form of ownership: private.

Composition of constituent documents: Charter of the enterprise, approved by its founders and the Memorandum of Association.

Types of activities: large-format and interior printing; creation, installation/dismantling of outdoor advertising; professional marketing research; design of transport advertising (external and internal); various types of printing; production of souvenirs; design services; placement and registration of outdoor advertising.

2 Enterprise – socio-economic management system

IN this section review and analyze the external and internal environment of the organization, as well as organizational culture enterprises.

The external environment of the organization consists of: management subjects regulating activities, competitors, consumers, suppliers, etc.

Advertising agency "3Decor", like all enterprises, depends on environmental factors. This dependence became especially acute during the period economic crisis. Let us take a closer look at the interaction of this company with environmental factors.

Suppliers. The activities of the enterprise under study directly depend on the continuous supply of raw materials (in this case, vinyl film). These supplies are necessary primarily for such a stage of work as the manufacture of an object. Delivery is not carried out directly, but through intermediaries, i.e. the company purchases materials from the official representative of the German manufacturing company in the city of Chelyabinsk. During the crisis, the cost of transportation increased, and accordingly the cost of the film itself increased, which affected the company’s activities. At first, the management of the 3Decor advertising agency decided not to increase the cost of finished products due to the increase in the cost of film, so as not to lose customers. But soon the enterprise’s income decreased significantly, and when the time came for the next payment of taxes and other mandatory contributions, which, by the way, were also increased, but by the government, the enterprise had almost no profit. Then the company's management had no choice but to increase prices for their products.

In the field of trade, mechanisms are often used that give the wholesale buyer the right to receive goods at a maximum discount. At the enterprise under study, these mechanisms have not yet been introduced, but active work in this direction is already underway.

Laws and government bodies. As is known, the state in a market economy influences organizations both indirectly, primarily through the tax system, state property and budget, and directly - through legislative acts and the activities of local authorities. For example, high tax rates significantly limit the activity of firms, their investment opportunities and push them to hide income. High bureaucratic barriers hinder entrepreneurial activity and the opening of small and medium-sized enterprises.

Advertisers and advertising agencies strive to control the advertising market as much as possible. At the same time, the state is forced to increasingly manage their advertising activities under the pressure of public opinion and under the threat of undesirable socio-economic consequences.

Today, the state manages advertising through the Law of the Russian Federation “On Advertising”. According to this law, outdoor advertising should not be similar to road signs and signs, impair their visibility, and also reduce traffic safety. It is permitted for distribution with permission from the relevant local government authority. Subject to permission and an agreement with the owner, advertising may be placed on the territory of any objects, including historical, cultural and specially protected natural complexes. Advertising on vehicles may be placed on public roads and railways, in the subway and on other vehicles only with the consent of their owner. In this case, it is necessary to take into account the safety requirements of the Road Traffic Regulations. The authorities responsible for traffic safety control have the right to limit or prohibit the distribution of this advertising.

A recent case at the 3Decor advertising agency clearly demonstrated the company’s interaction with government bodies. A citizen contacted the company with a request to make a plastic copy of his license plates, supposedly in order not to damage the real ones in the event of an accident. Understanding the seriousness of the matter, the company's management demanded that the customer obtain permission from the traffic police to use such numbers. The order was completed only after the customer brought such permission.

Competitors. The influence of such a factor as competition on the organization is manifested in many aspects of management. In many cases, it is competitors, not consumers, who determine what kind of performance can be sold and what price can be charged. Underestimation of competitors and overestimation of markets lead even the largest companies to significant losses and crises. It is important to understand that consumers are not the only object of competition between organizations. The latter may also compete for labor resources, materials, capital and the right to use certain technical innovations. At the same time, it should be noted that competition sometimes pushes firms to create agreements of various types between them, from market division to cooperation between competitors.

As for the competition of the enterprise under study, we can say that it is not so significant. The company immediately found its niche among consumers and has been successfully operating in it for several years. However, competition is always present and the main thing for an enterprise today is not to lose the trust of customers.

Let's consider a comparative analysis using the example of some of the leading advertising companies on the market, competitors in the provision of large-format printing services and the production of outdoor advertising, Galaxy Center LLC and the Letter Factory private enterprise, presented in Table 1.

Table 1 – Competitive strength assessment

According to the table, we can conclude that the leading place is occupied by the competing company with 3Decor LLC, the advertising agency Galaxy Center, although the assessment of its volume of activity is somewhat lower than that of 3Decor, the Galaxy Center company is a competitive organization due to the professionalism of its staff, and this means an increased quality of the services offered and due to widespread advertising of its activities. The 3Decor company is a leader in terms of activity volume assessment, which means there are development prospects.

Consumers. There are a number of factors that determine a consumer's bargaining power. These factors include:

The degree of dependence of the buyer on the seller; (3Decor services are necessary today, since advertising has become the main engine of trade);

The volume of purchases made by the buyer (the company produces objects of various sizes and costs, which does not limit consumer opportunities);

The level of awareness of the buyer (with the expectation of attracting the attention of the consumer, the advertising agency "3Decor" placed billboards advertising its agency in several places in the city. This move was necessary because the agency premises itself are located not on the main street, but in the courtyard);

Availability of substitute products (objects manufactured at the enterprise cannot be purchased anywhere or made with your own hands; the only source may be competing companies);

Cost for the buyer to switch to another seller (the company offers low enough prices that consumers do not want to switch to other agencies);

The buyer's sensitivity to price, depending on the total cost of services, the presence of certain requirements for the quality of the product, its profit, etc.

Thus, we see that all the diversity external factors is reflected in the consumer and through him influences the organization, its goals and strategy.

It is necessary to take into account factors influencing consumer behavior and their demand. Consumer demand has also become a decisive factor in 3Decor's activities. In the context of the global economic crisis, enterprises were forced to reduce their expenses. Many of them did this precisely by reducing advertising costs. All this, of course, shook the customer base, but not for long. Some enterprises realized that in conditions of increasing competition for consumers during a crisis, advertising mechanisms are very necessary.

Consumer behavior needs to be studied with a view to reducing its negative impact and taking advantage of the opportunities it provides. But it is important not to forget that an enterprise must independently actively shape the needs and preferences of consumers, their value guidelines, in order to solve its market problems.

The company occupies one of the leading positions in the market for providing services. The agency cooperates with such organizations as: the accessories store "Schinka", "Multibank", the chain of stores "Expert", the chain of multi-brand fashion stores "Snow Queen", the chain of retail stores "Lady Prima", the salon of Exclusive fur "Black Lama", beauty salon "Aist", Air ticket offices, furniture salon "Style House"

Economic factor. Management must be able to assess how the organization's operations will be affected by general changes in the economy.

There are many mechanisms for regulating influence economic factor on the activities of the enterprise. If, for example, inflation is forecast, management may consider it desirable to increase the organization's supply of inputs and negotiate fixed wages with workers in order to contain the rise in costs in the near future. It may also decide to make a loan, since when payments become due, the money will be worth less and thereby partially compensate for losses from interest payments. If an economic downturn is predicted, the organization may prefer to reduce inventories of finished products, since there may be difficulties in selling them, lay off some employees, or postpone plans to expand production until better times.

However, it is important to understand that a particular change in the state of the economy can have both a positive and negative impact. For example, if during the economic crisis some enterprises reduce their advertising costs, then some, on the contrary, use advertising methods to attract consumers.

3Decor's activities also depend on foreign exchange rates. For example, an enterprise prefers to place large orders for the supply of raw materials precisely during the period when the dollar is falling, which, although not significantly, reduces some of the costs.

There are many more aspects of an enterprise’s interaction with external environment, and it is simply impossible to cover them all, because... they are constantly subject to change. After all of the above, we saw that environmental analysis is a very important and complex process that requires careful monitoring of processes occurring in the environment, assessing factors and establishing connections between strong and weaknesses organization, as well as the opportunities and threats that exist in the external environment.

Let's consider the internal environment of the organization, i.e. assortment, prices, organization design, material and technical base and technological process.

laser equipment

high speed

Analysis pricing policy:

1. Large format printing

Banner fabric – from 115-170 rubles/sq.m.

Film with adhesive base - 145 rubles.

Light box 8000 RUR/sq.m.

Volumetric letter 10 cm high 350 rub.

3. Operational printing

Business cards 1.5 rub. single-sided and 2.4 double-sided rubles/pcs.

A4 booklets -15 RUR/piece.

Sheet A3-27 RUR/piece.

Form and procedure of payment:

Advance payment in cash and by bank transfer;

Final payment within 1 month.

Technical and technological support for the organization’s activities. The 3Decor organization has various equipment. It is divided into office office equipment and professional equipment in the workshop. The office is equipped with the following office equipment: - computers, 11 pcs. - printer-copier, 5 pcs. - scanner, 2 pcs. Workshop: - printing equipment for large format printing, 2 pcs. - equipment for " post-printing processing, 2 pieces - laser cutting equipment hard materials, 2 pcs. - cutting plotter, 2 pcs. - printing equipment, 2 pcs. - “post-printing” equipment for printing, 5 pcs. - tools for installation (hammer hammers, screwdrivers, etc.) Characteristics of the design and interior design of the organization’s premises .Office of the company “3Decor” with an area of 80 sq.m. located on the third floor of the building. The office design features design elements in the style of minimalism. The color palette of walls and furniture is selected in accordance with the corporate color scheme of the organization. Each specialist has a place to work with the customer. There is also a table for customers and office employees to drink tea, relax or have an informal conversation with customers. There is an exhibition stand with samples of the manufactured product. Table for issuing finished products.
Large format printing workshop. Area 120 square meters. There is a large work desk with an area of 25 sq. m., printing equipment, racks for printed materials, cabinets for finished products, and printers’ work stations. There is 6 m. stepladder for mounting signs up to 2 storeys high. Laser cutting workshop. Area 250 sq. m. there are 8 windows, a cutting table of 10 sq. m., racks for tools, niches for sheet material, a huge free area for the manufacture of metal structures. A dining area equipped with household kitchen appliances for workshop employees.

3 Organizational management structure

The organizational structure of management is understood as an ordered set of services, line managers, functional departments, responsible executives or individual positions in their subordination according to administrative, functional and methodological connections. Organizational structure is the composition, relationship and subordination of independent management units and individual positions.

Essence organizational structure in the delegation of rights and responsibilities for the division of labor. The organizational structure of an advertising agency is a reflection of the powers and responsibilities assigned to each of its employees.

The purpose of the organizational structure is:

Division of labor;

Determining the tasks and responsibilities of employees;

Defining roles and relationships

The main task The organizational structure of the advertising agency "3Decor" is to establish relationships of authority that connect senior management with lower levels of employees. This relationship is established through delegation, which means transferring powers and tasks to a person who accepts responsibility for their implementation.

For efficient work management must distribute among employees all those tasks that are necessary to achieve the goal of the enterprise.

The enterprise clearly distributes powers and responsibilities for each position. Everyone understands what is expected of them and who is relying on them. The management structure of the enterprise is linear-functional (Figure 1). Line management is supported by support services.

	The value of the indicator
Index	in 2010	in 2011


Senior managers
Middle managers
Lower level managers
Specialists
Employees


Men
Women
- ·from 35 to 45 years
- ·from 25 to 35 years
- up to 25 years
- · higher education
- ·specialized secondary
- general average

The level of professional training in the specialty, after an analysis of the personnel composition, is as follows:

From the above data it is clear that the number of employees without professional training has changed noticeably during the reporting period, there is a downward trend from 27% to 21%, and the number of employees with professional training from one to five years has increased by 5% and amounted to 32 % of the total number of employees. In other categories there are minor fluctuations.

The company's permanent staff is 28 people: Director - 1 person. Customer service department: customer service manager - 2 people. Supply and production development department: technologist - 1 person, worker - 2 people. Creative and design department: PR manager – 1 person, designer – 2 people. Accounting: Accountant – 2 people. Large-format and interior printing department: technologist – 1 person, installer – 2 people, worker – 3 people. Printing production department: technologist – 1 person, worker – 1 person. Department for the production and installation of outdoor advertising: technologist – 1 person, installer – 2 people, worker – 2 people. Department for placement and approval (registration) of outdoor advertising: technologist – 1 person, installer – 1 person, worker – 1 person, manager – 1 person.

The General Director acts on behalf of the enterprise without a power of attorney in the following cases:

Provides operational management of the enterprise's activities;

Has the right of first signature on financial documents;

Approves staffing table, concludes employment contracts with employees of the enterprise, applies incentive measures to these employees and imposes penalties on them;

Technologists from the departments of supply and production development, large-format and interior printing, production of printed products, production and installation of outdoor advertising, control the process of creating advertising products, make calculations and designs, travel with installers to sites where they take measurements and photographs of the object. Monitor the safety of the entire workshop and installation workers.

The accountant documents the ongoing business transactions at the enterprise: supply, purchase of goods, raw materials, materials, settlement transactions with suppliers, transport organizations, budget, makes calculations of manufactured products, conducts inventory, calculates wages and taxes, and maintains enterprise records.

The customer service manager works with first-time customers, conducts commercial negotiations with customers in the interests of the company, receives and processes customer orders, necessary documents related to the shipment of products to the company’s clients, maintains a client base. Shop workers work on specialized equipment, producing promotional products, monitor the equipment, carry out adjustments of equipment, make a request to the technologist for the purchase of materials and necessary tools. Installers carry out installation according to the technologist’s clear plan . The designer creates sketches of an advertising project, works closely with production technologists, and develops corporate styles, creates design layouts for all advertising products. But in some cases, this number of people is not enough for the agency to fully operate and the company resorts to temporarily hiring additional employees. These are mainly promoters and workers. Hiring temporary workers is associated with one-time promotions and the absence of the need to constantly maintain a large staff. Attracting temporary employees has a certain seasonality. In the summer, a large number of promotions are held, because... in warm weather, it is possible to hold events on the streets, in parks, in recreation areas, etc. It is also easier to hire promoters, who are mainly high school students and students who want to work during the summer holidays and agree to low wages.

4 Management functions

In this section, we will consider the planning and control of the activities of 3Decor LLC, as well as management functions.

According to their importance in the management process, the following functions are distinguished: general and specific.

General management functions include planning and control. A plan is a model of the future state of the enterprise. Planning means, first of all, the ability to think ahead and presupposes systematic work. "Planning is far from improvisation - it requires analytical thinking."

The planning function involves deciding what the organization's goals should be and what members of the organization should do to achieve those goals. The strategic planning process is a tool to assist in making management decisions. Its task is to ensure sufficient innovation and change in the organization.

So, let’s formulate the main advantages that planning gives us:

Removing uncertainty;

Precise definition goals and actions to achieve them;

The emergence of meaningfulness in activities;

Avoiding mistakes in future activities;

The ability to anticipate and act in a future situation ahead of time.

There are plans:

1) long-term (5-above years);

2) medium-term (1-5);

3) short-term (up to 1 year).

Planning at the 3Decor LLC enterprise is mid-term, that is, the assigned tasks must be achieved within 1-5 years.

For this period, the company has planned to increase sales volumes in order to increase profits.

For this purpose, a program has been developed to achieve this goal, which is currently being gradually implemented. The company plans to enlarge the workshop, purchase new equipment to increase the volume of work and the timing of orders.

Management functions and the determination of their composition are the basis for establishing an organizational structure, developing a technological management process, selecting and placing engineering and technical workers and employees, etc. The variety of management functions, different degrees of generality and levels of detail predetermine the need to group them into general, specific and special .

The general management function is part of the management cycle (characterized by the repetition of the type of activity), is aimed at each management object and determines the functional division and specialization of management work. The most reasonable is the following typical composition of operations of the management cycle: forecasting and planning; organization; coordination and regulation; activation and stimulation; control, accounting and analysis.

A specific control function is a combination general function management (of one or another operation of the management cycle) with a specific management object. In turn, management objects, and, consequently, specific functions are grouped according to three criteria: organizational structure trading activities, individual stages of the trading process, individual factors of trading activity.

Control is a critical and complex management function. One of the most important features control that should be considered first is that control must be comprehensive. Every manager, regardless of his rank, must exercise control as an integral part of his job responsibilities.

The enterprise carries out three main types of management control: preliminary, current and final. Preliminary – precedes the active activities of the organization. In its content, this is organizational control, the task of which is mainly to check the readiness of the organization, its personnel, production apparatus, management system, etc. for work.

Preliminary control over personnel is intended, first of all, to answer the question of whether it is possible to solve the tasks provided for in the plan with its help. Such control is carried out on the basis of pre-developed requirements for each category of specialists using various types of tests, interviews, and exams. This control is exercised by the manager.

Personnel control is also intended to monitor the training and retraining of personnel, their instruction, conditions for creativity and innovation, and health status.

The third area of preliminary control is the state of the organization’s material and financial resources. Towards material resources the availability of stocks of raw materials, supplies, and components in warehouses is checked, their structure and quantity corresponds to production needs, and the supply is guaranteed. In this direction, control is carried out by department technologists.

Current control at 3Decor exists in the forms of strategic and operational. Strategic has as its main object the efficiency of using the organization’s resources in terms of achieving its ultimate goals and is carried out not only by quantitative, but also by qualitative indicators: the level of labor productivity, new methods of work, technologies both in the organization as a whole and in its divisions. Strategic control is carried out by managers and technologists of the enterprise.

Operational control, carried out literally simultaneously with the execution of the main work, is focused on current production and economic activities, in particular the movement of products within the technological process (sequence of operations, time standards for their implementation, quality of work); loading equipment; adherence to the general work schedule; availability of inventories, work in progress and finished products, level of current costs, current expenditure Money. Operational control is carried out at the level of individual operations. Operational control is carried out by the manager and technologists of 3Decor LLC.

The third type of control is final. It is associated with assessing the organization’s implementation of its plans and involves a comprehensive analysis of not only specific performance results over the past period, but also its strengths and weaknesses. Final control data is used to draw up future plans. Final control is carried out by the director of the advertising agency.

At 3Decor LLC, control over activities is carried out by managers of all levels: the general director controls the activities of the organization as a whole and subordinates in particular. Financial control is carried out by the chief accountant. Through financial control execution is checked financial plans, organization of financial and economic activities. Internal control is exercised by the director and managers. External control, i.e. control over operations, foreign economic relations, suppliers, clients, intermediaries, banks is exercised by the manager and director.

Private (specific) management functions include: commercial, marketing, innovation, production, etc.

Their tasks include:

1) development of marketing policy at the enterprise based on analysis of consumer properties;

2) conclusion of new contracts;

3) search for new markets;

The innovative and production functions of the organization are performed by the creative and design department and the outdoor advertising production and installation department, respectively.

Their tasks include:

1) development of an innovation policy at an enterprise by studying the market sector in the field of innovative implementations, as well as consumer properties of products

2) project, design and installation of the advertising product itself

3) implementation and promotion of the organization’s services and products in the advertising industry, etc.

5 Management methods

Management methods are a set of techniques and methods of influencing the managed object to achieve the goals set by the organization.

All management methods used at the enterprise can be divided into three groups:

1. Economic methods.

2. Social and psychological.

3. Organizational and administrative.

Economic management methods are a set of methods of influencing by creating economic conditions, encouraging an enterprise employee to act in the right direction and achieve solutions to the tasks assigned to him. They are based on the objective needs and interests of people. Economic management methods are successfully used to increase labor productivity.

At 3Decor LLC, remuneration is the main motive labor activity and monetary measure of value work force. It provides a connection between the results of labor and its process and reflects the quantity and complexity of labor of workers of various qualifications. Installing official salaries for employees and tariff rates for workers, the agency's management determined the standard cost of labor taking into account the average labor costs for its normal duration.

Social-psychological methods are understood as a group of methods aimed at the totality of social interests and psychological characteristics of the employee. Thus, these methods affect social processes, occurring in work collectives and interpersonal relationships and connections. The condition for the formation and development of work collectives is compliance with the principles of psychophysiological compatibility. The main goal of using socio-psychological management methods is to create a positive socio-psychological climate in the team.

The 3Decor advertising agency uses sociological methods that are aimed at all departments of the enterprise and their interaction in the production process; psychological methods that specifically influence the personality of each employee (the inner world of a person).

· socio-economic (requirement to comply with safety regulations, establishment of implementation standards, guarantee of minimum wage);

· social and personal (identifying capable workers who may occupy leadership positions in the future with the help of various tests, observations and organizing the development of their management skills).

Organizational and administrative management methods are a system of influencing organizational relations to achieve specific goals. Performing the same work is possible in different organizational conditions: strict regulation, flexible regulation, setting common goals, establishing acceptable boundaries of activity, etc. These methods ensure clarity, discipline and order of work in a team.

1) mandatory requirement:

a) orders (Order No. 46 “On the introduction of a new staff unit”);

b) orders (Order No. 4 “Modernization technical systems, as well as internal communication systems");

2) conciliatory:

a) consultation (seminar, training to improve the skills of company employees in the advertising industry);

b) resolution of compromise (intra-collective council to resolve controversial issues in the process of relations between company employees);

a) advice (informal prescriptions of the internal rules of conduct in the organization);

b) clarification ( detailed explanation employee of the organization of certain points of internal regulations and other points that have a dual structure of understanding);

c) proposal (putting on the agenda for consideration by the management of the organization an improvement proposal, or another rationalization idea for improvement production process, or the production sector).

It should be noted that 3Decor management uses the entire range of management techniques and methods that exist in modern management.

6 Motivating the work activity of enterprise personnel

This section will consider the system of economic incentives for labor, namely: forms of wages used at the enterprise, various allowances and bonuses. Salary is the price paid to a worker for the use of his labor, depending on his qualifications, complexity, quantity and quality. Payments occupy the main place in the total income of the population. The enterprise independently establishes remuneration systems, salaries, bonuses and other incentive payments. All these points are fixed in the collective agreement, as well as in individual labor contracts between employees and the organization.

A collective agreement is legal document, regulating labor, socio-economic and professional relations between employers, that is, property owners and employees of the enterprise. The administration cannot unilaterally cancel or introduce other conditions for the organization of labor and remuneration if they are not provided for in the collective agreement.

The collective agreement in the field of remuneration provides for:

1. Periodic salary increases in accordance with the growth of average wages.

2. Amounts of payments if appropriate funds are available: for health improvement, for children’s camps, etc.

The time-based form of remuneration can be:

Simple time-based;

Time-based bonus;

Time-based with a standardized task.

3Decor LLC uses a simple time payment labor - that is, when wages are calculated by multiplying the salary of each employee by the quantity and quality of time worked.

The company also uses a piece-rate form of remuneration. This form of remuneration makes workers more interested in increasing turnover.

Types of piecework wages:

Direct piecework;

Indirect piecework;

Piece-progressive;

Piece-bonus;

Chord.

3Decor LLC uses direct piecework wages - calculated by multiplying the price per unit of production by the number of products sold.

Bonuses play an important role in labor incentive systems. Through an effective bonus system, the material interest of employees in increasing labor productivity, reducing costs and, on this basis, increasing profits is stimulated.

On this enterprise the bonus system is not applied, which should be noted as a negative point in the work of the enterprise; in my opinion, the enterprise should develop a bonus regulation and agree on it with the team, where the following points should be clearly stated:

Bonus indicators, that is, the specific conditions for which the bonus is awarded are indicated;

Bonus amounts;

Conditions for bonuses, that is, bonuses are accrued subject to exceeding turnover, or turnover and profit, or only profit;

Sources of bonuses;

The procedure for calculating the bonus.

In addition to economic incentives for labor, there is also moral incentive for labor. At 3Decor LLC, it is expressed in the following forms: praising an employee in front of the entire team, singling out an employee from the team, that is, the employee may be given some tasks and the emphasis is placed on the fact that no one can cope with this task better than him, or that they trust him and count on him. In a word, they make the employee feel his importance and individuality.

Organization of corporate events.

An inseparable part of the company’s identity are the corporate events held there - holidays, trainings, team building. And they are not so much ways to “entertain” employees, but rather tools for moral stimulation of staff, elements of forming the internal image of the company. Experts call one of the most effective methods broadcasting corporate values corporate holidays.

Corporate holidays perform a number of important functions in the life of an organization:

Recording success (in contrast to a simple summing up procedure, the holiday emphasizes the achievements and successes of the company with a positive focus);

Adaptation (helping newcomers join the team);

Education (introducing people to values that are significant for the organization);

Group motivation (the process of forming and regulating relationships in a team takes place in an informal, memorable, positive emotional environment);

Recreation (necessary distraction from the work process, rest, redirection of attention, entertainment);

7. Leadership styles

Leadership style is a method, a system of methods for a leader to influence subordinates. One of the most important factors for the effective operation of an organization, the full realization of the potential capabilities of people and teams.

Leadership style is determined by a number of factors:

Leader personality type;

The level of his upbringing and education;

Accumulated experience;

Working conditions of the enterprise;

Stage of team development.

In the practice of management activities, a certain role is played by: the observation method; testing method. The testing method involves conducting tests “Your leadership style” (Appendix 1).

When analyzing leadership styles, we had to be content only with our own observations, since managers at different levels refused to participate in testing and analysis of their own management activities. In the process of studying leadership styles, it turned out that different leaders use different styles. So, to CEO characterized by centralization of power in the hands of one leader. He demands that all matters be reported only to him. This style is characterized by a focus on administration and limited contacts with subordinates. The director often makes (or cancels) decisions alone, is categorical, and often harsh with people. He always orders, manages, instructs, but never asks. In other words, the main content of his management activities consists of orders and commands. However, it should be noted that he often gives his subordinates the opportunity to take initiative, and often does not exercise intermediate control (only final control), which in general is not typical for an autocrat. However, it is characterized by dogmatism and stereotypical thinking. Everything new is perceived with caution or not at all, since in managerial work he practically uses the same methods.

The head of the customer service department is a manager who primarily uses democratic style. He strives to resolve as many issues as possible collectively, systematically inform his subordinates about the state of affairs in the team, and responds correctly to criticism. When communicating with subordinates, he is extremely polite and friendly, is in constant contact, delegates some managerial functions to other specialists, and trusts people. Demanding, but fair. All team members take part in preparing for the implementation of management decisions. In addition, this manager consults with subordinates and strives to use the best that they offer. Provides motivation not only through remuneration, but also in the form of some connection to management.

The head of the creative and design department is a leader with a liberal leadership style, who practically does not interfere in the activities of the team, and employees are given complete independence, the opportunity for individual and collective creativity. This leader is usually polite with his subordinates and is ready to cancel a decision he has previously made, especially if this threatens his popularity. Of the available arsenal of means of influencing the team, the main place is occupied by persuasion and requests. His gentleness in dealing with people prevents him from gaining real authority, since some employees demand concessions from him, which he does, for fear of ruining relationships with them. The choice of this style is largely due to the youth of this manager.

To optimize management styles, managers are recommended to analyze their own management methods and style and get advice from a psychologist.

Conclusion

The place where the educational internship will take place is one of the service enterprises that carries out advertising activities - the limited liability company advertising agency "3Decor". To study and analyze the management system in the 3Decor advertising group, the essence and significance of management, its principles, methods, and the technological process of preparing and making management decisions were investigated. In addition, as part of the educational internship, the organizational and legal features of the enterprise’s activities were studied; external and internal environment of the enterprise, leadership styles. During the internship, the following conclusions and recommendations were made:

1. The organizational structure of 3Decor LLC is one of the most common and simple types - linear-functional. All power is in the hands of the leader - the general director.

The advantages of this structure are:

Simple construction;

Efficiency and accuracy of management decisions;

Along with the advantages, there are also disadvantages, such as:

Concentration of power in the top management;

In our opinion, the management of 3Decor LLC needs to think about improving the organizational structure of enterprise management. In our opinion, it is necessary to hire a personnel manager. This will allow the general director to organize the work of the enterprise more productively. And also create a marketing department, which will allow the most effective exploration of new markets for products; this department will take on the work of studying consumer needs, developing a competitive and pricing policy, then managers will be able to fully engage in their work, and this in turn will have a positive impact on work the entire enterprise as a whole.

A positive aspect in the work of the enterprise should be noted that the company’s management is interested in improving the skills of its employees, their training and retraining and constantly sends employees to various seminars, courses, etc.

2. 3Decor LLC uses economic, socio-psychological, organizational and administrative principles.

The management of 3Decor LLC applies all three methods in order to achieve optimal performance from its subordinates and, thereby, achieve success in its activities.

3. It is customary to distinguish two forms of labor incentives: economic incentives (salaries, bonuses) and moral incentives.

The main element of economic incentives at 3Decor LLC is wages; the bonus system at this enterprise is absolutely not developed. The company's management should develop a system of material incentives, since bonuses are a pleasant motivating stimulus when an employee, having spent some effort, sees results, receives a reward and a feeling of satisfaction and a sense of impact sets in. Moral stimulation is fully applied.

4. 3Decor LLC uses a democratic leadership style, which is characterized by the ability to combine care for people with care for production. Communication flows mainly go from top to bottom.

5. The company has a good moral and psychological climate in the team, friendly labor Relations and relationships of mutual assistance. Everyone is ready to help the other. Relations within the team are very warm, there are practically no conflicts, employees go to work with pleasure, because in such a team you not only work, but also relax.

Also, the management of the 3Decor enterprise can recommend the following areas for improving the image:

1. Serving additional consumer groups, for example, an offer for consumers in the Chelyabinsk region.

2. Regular participation in exhibitions of souvenir products.

3. Attracting large enterprises with branches not only in Chelyabinsk.

This will increase sales of products, recognition of the company, and increase its financial turnover.

Bibliography

3. Kibanov A.Ya. Organizational personnel management: workshop. M. Economics, 2006. 232 p.

5. Maslov E.V. Enterprise personnel management. M. MSU. 2006. 344 p.

6. Meskon M.Kh., Albert M., Khedouri F. Fundamentals of management - M.: Delo, 2004. 327 p.

7. Moseykin Yu.N. Strategic planning. Course of lectures: Textbook. - M.: Publishing house RUDN, 2005. - 80 p.

9. Rogozhin S.V., Rogozhina T.V. Organization theory. Textbook.-M.: MGUK, 2001. 128 p.

11. Sandidis Ch., Freiburger V., Rotzoll K. Advertising: theory and practice. M.: Progress, 2003. 186 p.

Annex 1

Test – “Your leadership style.”

With the help of this test, we will be able to determine what leadership style is used by top and middle management.

1. Decision making method:

1) based on consultations from above or group opinion;

2) sole person with subordinates;

3) based on instructions.

2. Method of communicating decisions to the executor:

1) Offer;

2) Order, instruction, command;

3) Request, begging.

3. Distribution of responsibilities:

1) In accordance with authority;

2) Completely in the hands of the performer;

3) Completely in the hands of the leader.

4. Attitude towards the initiative of subordinates:

1) Allowed;

2) Completely transferred to subordinates;

3) Encouraged and used.

5. Principles of personnel selection:

1) No principles;

2) Focus on business-minded, knowledgeable employees and helping them in their careers;

3) Getting rid of strong competitors.

6. Attitude to knowledge:

1) You think that you know everything yourself;

2) Indifferent;

3) Constantly learn and demand the same from your subordinates.

7. Attitude to communication:

1) You don’t show any initiative;

2) Negative, keep your distance;

3) Positive, you actively make contacts.

8. Attitude towards subordinates:

1) In mood, uneven;

2) Even, friendly, demanding;

3) Soft, not demanding.

9. Attitude to discipline:

1) Reasonable;

2) Rigid, formal;

3) Soft, formal.

10. Attitude towards stimulation:

1) Punishment, with rare encouragement;

2) There is no clear orientation;

3) Reward with rare punishment.

Test results:

The basic methodology for determining the leadership style of a work team was developed by V.P. Zakharov. A technique that allows you to identify several styles of leadership in a workforce.

1. Your company produces a group of goods that are not in great demand among customers. Competitors have developed new technology production of the same goods, which are of high quality, but require additional capital investment. What would your manager do in this situation?

a. will continue to produce goods that are not in demand among customers;

b. will issue an order on the speedy introduction of new technologies into production;

c. will spend additional funds on developing its own new technologies to ensure that its products are superior in quality to those of competitors.

2. Imagine that you work in a car factory. One of your employees recently returned from a business trip to attend an exhibition of new automotive products. He proposed modernizing one of the car models produced by the plant. Your plant manager:

a. will take an active part in the development of a new idea and will make every effort to quickly put it into production;

b. will order the development of a new idea to the appropriate personnel;

c. Before introducing this innovation into production, your manager will convene a collegial meeting, at which a general decision will be made on the advisability of modernizing the car you are producing.

3. At a collegial meeting, one of the employees proposed the most rational solution to one of the problems that arose in your work collective problems. However, this decision is completely contrary to the proposal that your manager previously made. In this situation he:

a. will support a rational solution proposed by the employee;

b. will defend his point of view;

c. will conduct a survey of employees to help come to a consensus.

4. Your team has done a lot of labor-intensive work, which has not brought you the desired success (profit). Your leader:

a. will ask you to redo all the work by hiring new, more qualified personnel;

b. discuss the current problem with employees in order to find out the reasons for the failure in order to avoid them in the future;

c. will try to find those responsible for the failure (employees who failed to cope.

5. A journalist who works for a newspaper that is popular with readers has come to your organization. If you were asked to list the valuable qualities of your leader, which ones would you name first:

a. qualification, exactingness;

b. awareness of all difficulties arising in the enterprise; the ability to quickly make the right decision;

c. equal treatment of all employees, ability to compromise.

6. One of the employees made a minor mistake in his work, but it will take a lot of time to eliminate it. What do you think your manager will do in this situation?

a. will reprimand this employee in the presence of his colleagues, in order to prevent similar mistakes in the future;

b. make a remark in private, without attracting the attention of other employees;

c. will not attach much importance to this event.

7. A position has become vacant at your company. Several employees of the company are applying for it at once. Your manager's actions:

a. would prefer that a worthy candidate be selected by collective vote;

b. he will be appointed by the leader himself;

c. Before appointing a person to this position, the manager will consult only with some members of the team.

8. Is it customary in your team to show personal initiative when solving an issue that is not directly related to the activities of the entire enterprise?

a. all decisions are made only by the head of the enterprise;

b. Our company welcomes the personal initiative of employees;

c. When making an independent decision, before taking action, an employee of the enterprise must consult with the manager;

9. In general, assessing the activities of your manager, you can say that he...

a. completely absorbed in the problems that arise in your production, so that even in his free time he thinks about their reasonable solution. He is as demanding of others as he is of himself;

b. refers to those managers who believe that for fruitful work in a team, there must be smooth, democratic relations between employees;

c. your manager does not actively participate in the management of the enterprise, always acts according to a certain scheme, and does not strive to improve in areas little known to him.

10. The manager invited you and other employees to the anniversary. Usually in an informal setting he:

a. speaks with employees only about work, about plans to expand production, about increasing the workforce, etc., while it is he who sets the main tone of the conversation;

b. prefers to remain in the shadows in order to provide an opportunity for interlocutors, work colleagues, to express their point of view on an issue that interests them, to tell an entertaining episode from their life;

c. takes an active part in the conversation, without imposing his opinion on other interlocutors, without defending a point of view opposite to all other participants in the conversation.

11. The manager asked you to quickly complete the work that you started very recently, which will take you additional time, your actions:

a. immediately begin to implement it as quickly as possible, since you do not want to seem like a non-executive employee and value the opinion that your manager has about you;

b. I will complete this work, but a little later, since the boss will first of all evaluate the quality of its performance;

c. I will try to meet the deadlines proposed by the manager, but I cannot guarantee High Quality its implementation. In our team, the main thing is to complete the work on time.

12. Imagine that your manager’s office is temporarily occupied (it is being renovated), so he will have to work in your office for several days, how will you feel?

a. you will constantly be nervous, afraid, afraid of making any mistake in his presence.

b. I will be very happy about this, since this is another opportunity to exchange work experience with an experienced, interesting person;

c. the presence of the manager will not affect my work in any way.

13. You returned from advanced training courses and learned a lot of useful and valuable things for your future work. The manager gave you a small assignment and you used the knowledge acquired in the courses to complete it. What do you think your management will do?

a. he will definitely be interested in what is not yet known to him, and will ask you in more detail about other innovations;

b. will not attach any importance to this fact;

c. He will prefer that you turn to his personal experience in carrying out such assignments, that is, he will advise you to complete the assigned task the way he would like it.

Key to the test

1. a - 0, b - 1, c - 2.

2. a - 1, b - 0, c – 2

3. a - 2, b - 0, c - 1.

4. a - 1, b - 2, c - 0.

5. a - 0, b - 2, c - 1.

6. a - 0, b - 2, c - 1.

7. a - 2, b - 0, c - 1.

8. a - 0, b - 2, c - 1.

9. a - 2, b - 1, c - 0.

10. a - 0, b - 1, c - 2.

11. a - 1, b - 2, c - 0.

12. a - 0, b - 2, c - 1.

13. a - 2, b - 0, c - 1.

Test results: 9 points

The head of your company prefers to make all decisions independently, defends his point of view to the end, all ideas coming from employees are carefully considered by him, but he does not always listen to them. He always acts according to the same scheme, which, in his opinion, is suitable for all occasions in life, therefore all innovations are perceived by them reluctantly, with some wariness. In his managerial activities, he is guided by the principle: criticism of one employee is a stimulus for the active work of other employees.

FEDERAL AGENCY FOR EDUCATION

STATE EDUCATIONAL INSTITUTION

HIGHER PROFESSIONAL EDUCATION

"DON STATE TECHNICAL UNIVERSITY"

Department of History and Cultural Studies

Head department

history and cultural studies

N.V. Shishova

______________________

Report

in management practice

Head from Head from DSTU:

Enterprises (RA): Ph.D., Assoc. Podoprigora A.S.

_______________________

_______________________ ______________________

"___"______________20___ "___"___________20___

Compiled a report:

student of group GRM-41

________________________

"___"___________20___

Rostov-on-Don 2011

I was accepted into practice as a staff member of the RA “Art-El” from June 27, 2011 to July 23, 2011, for the position of manager.

During my internship, I: - got acquainted with the constituent document - the charter, approved by the founder of the company; - got acquainted with the structure of the organization; - got acquainted with the organization and the functions and responsibilities of the enterprise’s employees; - got acquainted with the content of economic and organizational work;

I got acquainted with their educational and professional training and experience in the advertising field.

I got acquainted with the peculiarities of the work of project managers, working with clients, and personnel. - participated in the tasting of the Pokrovsky Lemonades drink in supermarkets in Rostov-on-Don - led a team of promoters as a supervisor; -participated in the organization of events and trained promotional staff for the Lazurit furniture salon. - Maintained a customer database and made customer calls. - compiled reporting sheets for promotions.

IP Solovyova or advertising agency "Art-el" has existed on the advertising services market since 2007. It began its activities as an agency specializing in promotions. At the moment, it continues its activities in the field of BTL services, expanding the specifics of its activities and is now a full-cycle BTL agency. The agency has established close partnerships with many media outlets, radio stations and transport companies. Thanks to the high professionalism of the agency's staff, you get comprehensive solution, carried out by a team of professionals with extensive experience in developing and supporting various projects, conducting promotions, and promotional events, which can significantly reduce the costs of implementing and supporting complex marketing tasks.

Mission : We are ready to offer the most non-standard approaches to solving the problems you set. We use our skills and resources as efficiently as possible in order to create vivid advertising images for you - our clients. With the help of the Art-El advertising agency, others will learn more about you. We will convince them to give preference to your services and your products!

Common goals: winning leading positions among advertising agencies in Rostov-on-Don, specializing in promotion. Become one of the most popular agencies specializing in Btl services. The desire to constantly increase profits due to more orders.

Special Purposes: 1) Attracting more clients in 2012 by 15% by improving our services and active advertising policy.

2) Achieve profitability of about 40% for the next year and maintain this trend by attracting more clients.

Strategy:“Art-el” chooses a growth strategy, because it is inherent, first of all, to young organizations, regardless of their field of activity, striving to take a leading position in the shortest possible time. This strategy allows for increased competitive advantages the company and its divisions through active implementation in new markets, diversification production activities, implementation of constant innovations. These are, first of all, new types of shares, new types of services, new markets.

"Art-el" Currently carries out the following activities: Salespromotion

· Tasting

· Cross-promotion

· Leafleting

· Gift with purchase

· Promotional consultant

· Raffle prizes

Sampling

· Thematic event

· Prize distribution center

· Questionnaire

Trade promotion

· Audit of retail outlets

· Merchandising

· Mystery shopper

Specailevents

· Internal corporate events

· Presentations, VIP receptions

· Mass public events

Tasting Tasting is a very effective and affordable marketing technique. The well-known principle is more important than ever here: “It is better to see once than to hear a hundred times.” And today it can be rephrased like this: it’s better to try once. After all, the way to a buyer’s heart and wallet is through his stomach! If you are confident in the quality of your product and that your potential customers will like it, feel free to invite them to try the new product! This method works flawlessly - after all, every person is always looking for something new, interesting, unusual. And tasting new products is what is needed in this case.

Cross-promotion Cross-promotion (combined sales promotion) - promoting your product together with the product of another non-competing manufacturer.
The method serves to establish in the consumer’s mind an associative connection between two goods for different purposes, a kind of “relatedness” on some basis.

Leafleting Hand-to-hand distribution of leaflets by promoters is the most efficient and inexpensive way to convey information about your company to potential consumers, as well as the benefits of the goods and services offered.

Gift with purchaseWho loves to receive gifts? All! This is the answer to the question of how effective promotions that offer a “gift with purchase” are. If the bonus is something useful and worthwhile, the effectiveness of the promotion will definitely be high. You can find an interesting move for any product; in this sense, “Gift with Purchase” promotions are universal and always effective. They encourage people to buy more of your products, consume more of your products, and quickly increase your sales.

Promotional consultantConsulting is an event based on direct work with the consumer, aimed at solving the client’s problem, where the main means of influence is a conversation constructed in a certain way.

Prize DrawsPrize drawings are a type of promotion that emphasizes entertainment and the possibility of easy winnings.
Promotions aimed at actively involving consumers in the process of promoting a TM in order to create additional interest and shape the image of the TM.

Sampling Sampling or distributing free samples of products is an effective campaign for promoting a new product on the market, introducing customers to an updated product line, stimulating sales and improving the brand image. By inviting customers to try the product, you can quickly convince people of the quality of your products and win them over as regular consumers.

Thematic event EVENT events are projects that work to strengthen corporate culture and create a positive image of the company in the eyes of the public.

Prize Distribution Center The most common mechanics for consumer participation in the Prize Distribution Center promotion is “cut, collect, bring and exchange.” The advantages of this type of promotion are adaptability to any event, theme, product, good compatibility with other types of promotions, and the ability to attract consumer interest through the most valuable and small prizes. One of the disadvantages of the “Prize Distribution Center” is the high dependence of the number of participants in the promotion on perception trademark from usefulness, prize value, creativity and technical execution.

QuestioningA questionnaire or survey is carried out to clarify a number of marketing issues, identify target audience or any other points of interest to the Customer. These promotions are carried out using special questionnaires compiled by company marketers or our specialists. Venue: street, shopping centers, Exhibitions.

Introduction

Main part

Conclusion

Application

Introduction

In accordance with the curriculum, I completed an internship at the limited liability partnership advertising agency "Asia Direct" from June 9, 2008. to July 12, 2008

I was accepted for practical training on the staff of the partnership for the position of manager.

Together with the head of the practice directly at the partnership, a work implementation plan was drawn up, which I successfully completed.

During my internship, I:

I got acquainted with the constituent document - the charter, approved by the founder of the company;

Familiarized himself with the structure of the organization;

Familiarized himself with the organization and the functions and responsibilities of the company’s employees;

Familiarized himself with the content of economic and organizational work;

Familiarized yourself with the features of working with databases;

Introduction to telemarketing;

Familiarized himself with the specifics of the work of a BTL department manager (see appendix);

Participated in home sampling of Aquafina table water;

Managed a team of promoters as a supervisor;

Compiled reporting statements for the promotional campaign for home sampling of Aquafina table water;

Maintained time sheets.

Main part.

Asia Direct Agency is one of the first professional direct marketing agencies in Central Asia.

Member:

· 1999 - RADM (Russian Association of Direct Marketing)

· 2000 - FEDMA (Federation of European Direct Marketing Associations)

· 2003 - InterDirect Network (International Network of Independent Direct Marketing Agencies)

The company was organized in the form of a limited liability partnership on March 31, 1998. Full name of the enterprise - Limited Liability Partnership advertising agency "Asia Direct"

The advertising agency "Asia Direct" was created in accordance with the Constitution of the Republic of Kazakhstan, the Law of the Republic of Kazakhstan "On Limited Liability Partnerships". The partnership is guided in its activities by the Civil Code of the Republic of Kazakhstan, the Memorandum of Association on the creation of the partnership and the Charter of the enterprise.

Management of the current activities of the partnership is carried out by the sole executive body - the general director.

Company's mission – assist in the development and promotion of our clients’ businesses.

The company carries out its mission through “direct marketing”.

Basic operating principles:

· Professionalism

· Individual approach to each client

· Creative approach to solving problems of any complexity

· Privacy

· Ethical standards

CLIENTS

Companies:

Procter&Gamble Kazakhstan

Samsung electronics

North Winds Kazakhstan

· BankTuranAlem

Styx&Leo Burnett

McCANN-Erickson Kazakhstan

Panda promotion

Tequila Russia

BBDO marketing (Moscow)

· DM club (Moscow)

· Connections (Moscow)

Permanent staff The company has 37 people:

CEO;

Deputy General directors;

Marketing department - 6 people,

BTL department – 4;

IT department – 5;

Field department – 14;

Accounting – 3;

Drivers – 2;

Secretary – 1.

Product cost structure of Asia Direct LLP, thousand tenge:

Indicators
Salary with accruals
Materials
Loading and unloading costs
Rental of premises
Communal payments
Depreciation of fixed assets funds
Other costs

When analyzing this table, it should be noted that the largest share in the cost structure is wages with accruals - 43-45%, materials costs 22 - 30%. This is due to the peculiarity of the advertising business, which is not energy-intensive, material-intensive, etc. . and the first place in the cost structure is the payment of workers up to 70% (in some cases).

Main indicators of financial and economic activities of Asia Direct LLP for 2005-2007, thousand tenge.

Production efficiency is one of the key categories of a market economy, which is directly related to achieving the ultimate goal of the development of social production as a whole and each enterprise individually.

Profit occupies an important place in the economic system. It is profit that ensures the economic stability of the company and its financial independence.

B – annual revenue from product sales (tenge/year);

2005 R sales (turnover) = 22815 / 72120 * 100% = 31.7%

2006 Sales (turnover) = 26500 / 78200 * 100% = 33.9%

2007 Sales (turnover) = 39180 / 98500 * 100% = 39.8%

This indicator characterizes the efficiency of entrepreneurial activity: how much profit does an enterprise have from 1 tenge of sales, work performed, services rendered.

It is clear from these calculations. That the level of profitability is growing every year, just as net profit is increasing.

In the profit structure, direct mail has the largest share - 45%, i.e. sending individual postal items;

promotions – 35%;

Conclusion

Industrial practice is an important element of the educational process for preparing a specialist in the field of economics.

During its completion, the future economist applies the knowledge, skills and abilities acquired during the training process in practice.

The main objectives of industrial practice are:

Gaining practical work experience.

Improving the quality of professional training.

Developing a specialist in the spirit of respect for the law.

Consolidation of acquired knowledge in general and special economic disciplines.

Applications

ABOUT DIRECT MARKETING

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

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

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

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

What is direct marketing?

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

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

What are the basic principles of Direct Marketing?

· Personalized customer search, i.e. determining the circle of people directly interested in consuming a particular type of product or service

· Establishing two-way contacts with clients

· Regularly maintaining these contacts (creating a loyalty club

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

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

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

20% of regular customers bring 80% of the profit of any company - many people know this indisputable rule, but, unfortunately, few know how to use it. But attracting a client is much easier than retaining one. Direct marketing is precisely engaged in the development and implementation of “retention” activities according to the scheme: You know your client - your client knows you. With correctly and competently carried out retention measures, potential customers, having gone through various stages ("potential client", "client", "regular customer") become loyal supporters, the so-called "advocates" of a given brand. This is the highest point of the so-called “Pyramid of Loyalty”. At this peak, the client himself already becomes an advocate of this brand, its advertising agent.

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

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

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

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

BTL and promotions.

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

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

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

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

The entire process of preparing and conducting a promotion can be divided into several stages:

· Formulation of the problem

· Determination of the target audience (TA)

· Calculation of costs for carrying out promotions

· Drawing up a promotion plan

· Selection of promoters

· Training for promoters

· Ordering equipment, uniforms for promoters participating in promotions and advertising materials

· Selection of reporting forms for the promotion period

· Carrying out promotions

· Analysis of results.

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

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

To ensure that money is not wasted, before starting any advertising campaign, it is necessary to determine the target audience for which this product or service is intended. This approach is also used in preparation for promotions.

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

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

· classic

· domestic

teenagers

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

We have come to the most important point in preparing a promotion, namely the search and attraction of promoters, because it is these people who you will trust with the image of your product and the money you will spend. Of course, you can recruit personnel from the team of your company, which is quite effective when it comes to complex technical products, when it is necessary to provide qualified information on the characteristics of the product, but does this make sense if the promotion that you are going to conduct must take place in several places or over a long period of time. In addition, your employee may be a brilliant specialist, but be a poor promoter. The quality of personnel should be understood as the compliance of the promoter with your target audience, their appearance(attractiveness), their behavior, ability to respond to emerging emergency situations, lack of conflict.

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

As a rule, training should include several stages:

· determination of product properties, innovations

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

· role-playing games (various types of buyers and emergency situations are simulated in a game form to check the correctness of information for each individual group of consumers)

· responsibilities of promoters (10 NOT for promoters: smoking, eating, chewing gum, etc. while working).

This form of preparation allows you to most effectively consolidate the information received and in the future, when carrying out a promotion campaign, to avoid unpleasant situations when, for example, when answering the question: “What is it made of?” this product"The promoter cannot really answer anything. Unprofessional training of promoters leads at best to an ineffective promotion, and at worst to a decrease in sales. But, of course, the selection and preparation of a supervisor is of great importance in the process of carrying out a promotion campaign There is a misconception that a supervisor’s responsibilities include timely delivery of material to the promotional point and that’s where his mission ends. But is this true? After all, with proper control, the return on the promotion itself will be higher.

In addition to training, the selection of uniforms plays a huge role in promotions. There are often cases when the Client wants to save money at all costs. Most likely, even the majority are like that. In the Client's understanding, efficiency is associated more with saving money on shares than with real numbers reflecting sales. Hence the lack of bright, attention-grabbing promoter clothing. The promoter gets lost in the crowd. But the end result is an absolutely unremarkable promotion, of which there are many. Listen to the consumer’s opinion: “If I see a promotional group in a store that inspires confidence, looks beautiful and bright, then I can approach this group and take part in the promotion...” A person, due to his physiological characteristics, perceives 90% of information visually, and that is why it would be a mistake not to use vision, refusing to make an interesting and bright uniform for a promotion.

Remember the promotion campaign carried out by the Coca-Cola company in June of this year to introduce the new Fanta Exotic to the Kazakh market. Because The main goals of this promotion were: to familiarize consumers with the new taste of "Fanta", increase brand recognition, as well as create a positive image of this brand, then tasting was chosen as the mechanism for carrying out this promotion. But it was not because of the mechanism of the event that many Almaty residents and guests of the capital remembered this bright and unusual event, which was held not only in the largest supermarkets of our city, but also in water parks, cinemas and parks, but because of the costumes chosen and made.

Wouldn't you pay attention to four huge and bright life-size fruit dolls: Orange, Lemon, Pineapple and Mango, who walked in front of the shops, talked with children and adults, danced and at the same time offered to try the new "Fanta" with an exotic taste? Even if you didn’t pay attention to the dolls, which is very unlikely, your attention would definitely be attracted by two girls in exotic outfits of residents from the islands of Oceania with an equally exotic appearance. The result of this action was that “Fanta Exotic” not only took root in our market, but also occupied a certain segment of the Kazakhstan market.

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

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

What was just reminded of

What is more convenient to buy?

Caught my eye faster, more conveniently located

This is what they advised and convinced me to buy:

1.Reminded

2. Showed

3. Interested

4. Convinced and made to believe (check for free).

Telemarketing

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

TELEMARKETING is:

1. promotion of goods and services;

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

3. assessing the needs of the proposed client for the proposal;

4. assessment of the client’s potential for an offer;

5. organizing meetings of your managers with buyers and responsible persons to conclude trade transactions;

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

7. work with clients after direct mail;

8. fundraising programs for charitable purposes;

9. search for sponsors;

10. distributor support programs;

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

12. collection and organization of necessary information;

13. sales promotion programs;

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

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

16. identification of new markets;

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

18. assessment of satisfaction from the product/service;

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

20. maintaining and developing contacts with clients;

21. programs for periodic calling clients;

22. processing and receiving orders;

23. restoration of connections with inactive clients.

Telemarketing Purpose

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

1. Circulation of information.

2. Fast response.

3. Possibility of making changes.

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

5. High audience involvement.

6. Geographic selectivity.

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

8. Measurable response.

9. Better ability to check demand and more choice of options.

10. Persistence.

11. Plenty of space for your message.

12. Psychological selectivity.

13. Various ways to respond.

14. Targeted audience selection.

Short input time and quick collapsing of information.

	Telemarketing
Circulation of Information
The ratings of newspapers and magazines are low by all indicators, because many of their readers do not pay attention to advertisements. The same applies to television and radio because people watch and listen to them by choice.
Fast response
If you can wait a few days, try using radio or television. Television also provides quick response, often within the few minutes that a commercial is on, but only after you've spent a lot of time and money producing it.	If you want to test an offer immediately and ensure a response within a few hours, use telemarketing.	Possibility of making changes
Because of the high cost of production, television provides less opportunity to make changes. Due to long input times, logs are less flexible in this regard. At the same time, due to the short input period, newspapers and local radio also provide the opportunity to make changes.	Telemarketing offers the greatest opportunity to make changes, as you can make changes within minutes.
The ability to reach the audience at its location
If you want to reach your consumers when they are at home, television is a good way to go. On the way from home to work, radio or advertising in the subway will help you reach them. If you want to catch them at work, it’s a good idea to use newspapers and magazines. But this does not guarantee that they will respond to your proposal for anything.	Telemarketing provides you with all these opportunities to reach audiences at work and at home (if you have the necessary databases).
High audience involvement.
Some long-running television shows can also encourage viewers to participate to varying degrees (through polls and the ability to participate in the show by telephone).	Telemarketing is the clear winner in this regard as it can easily engage the listener in a conversation.
Geographic selectivity
You won’t be throwing money away by advertising for the entire circulation in a magazine that is distributed throughout Kazakhstan, if 80 percent of your target audience is, for example, only in Almaty?	Most often, direct marketing requires selecting specific regions, so telemarketing and direct mail are best suited for this.
Demographic selectivity (age, gender, marital status, nationality, etc.)
Some magazines and a few radio and television programs also provide demographic selectivity.	Telemarketing using demographic databases is certainly the best from this point of view, because... the desired target audience is reached.
Measured response
The faster you can gauge response, the faster you can expand the offering to other markets or media. But, using standard advertising techniques, you risk simply wasting time.	Telemarketing has the highest rating for this indicator because you do not have to waste time waiting for any response suitable for evaluation, since you receive it already in the first hours of the campaign.
Short input time and quick collapse of information
Magazines are rated lower because a magazine cannot be produced in a matter of hours. Newspapers and radio can provide some competition to telemarketing, primarily due to the short time it takes to enter information.	The more flexible the time structure, the more often you can test the offer and the faster you can get your company back if the situation calls for it. To the means mass media Telemarketing has the most flexible time structure.
Better demand verification and greater choice of options
Magazines practically do not allow this to be done due to the specifics of periodicity. Broadcast media, due to the short periods of time sold and sometimes the high cost of production, provide less opportunity to check offers of several types.	Telemarketing provides enormous opportunities to test demand. Significant and minor changes to the scenario will allow you to experience several types of the same sentence at once.
Perseverance
Television advertising, which used to be considered persistent, is no longer so, since the viewer can easily switch from channel to channel so as not to bother himself. When reading a magazine, a person may simply skip the ad, but radio advertising is not as persistent because the audience is less involved.	Can people avoid getting information from you? If not, the medium is considered persistent. Telemarketing is such because it is almost impossible not to answer the phone when it rings.
Plenty of space for your message
Most broadcast media, with the exception of long-running television programs, offer very little space.	Telemarketing, with an average human speaking speed of 150 words per minute (that's two-thirds of an A4 page), gives you plenty of space.
Psychological selectivity
Most magazines adhere to a particular style, and various sections of newspapers (sports, news, business, arts) also target certain groups of the population. The growing number of specialized newspapers and magazines (for certain groups, about fashion, computers, business, etc.) also ensures psychographic selectivity.	Telemarketing allows you to directly reach certain psychographic groups, that is, people with a certain style and lifestyle.
Various ways to respond
Broadcast media do not provide this opportunity. In general, you can offer one way of contacting you. The problem with most broadcast media, especially broadcast media, is that the viewer can never go back to see the phone number that was offered to them before they even had a pencil in their hands. In such cases, the possibility of response is practically zero. Or, imagine how you are driving in a car and an important phone number is broadcast on the radio, in this scenario it is not far from an accident.	The more opportunities people have to respond, the more willing and quickly they will place an order. If they can place an order over the phone like using telemarketing, that's great. If they can send the request by fax or email e-mail- good too.
Targeted audience selection
For example, television does not allow achieving the same degree of selectivity in relation to music as Telemarketing. Radio is also an unselective medium, unless you're trying to appeal to certain psychographic groups using their music preferences. External stands provide low selectivity and are rarely used for EBM. Magazines allow for targeted targeting of audiences and are perhaps the best means for EBM after telemarketing and direct mail.	One of the main advantages of EBM is targeted audience selection. Of all the media, telemarketing and direct mail provide the best targeting of audiences.

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

List or database?

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

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

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

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

The list with addresses and telephone numbers can have any source and belong to anyone, but the database will belong only to you because it will collect information taking into account the characteristics and needs of your business and your clients.

Many people spend a lot of money without getting enough return because they miss the point - you can’t buy a database for your business, you can only create it. It will be better for business if you begin to assume that any other person's database is just a list for you.

Where can I get this information? Most often, this information is available in the company, but it is scattered among different managers and from different sources. The main thing is to find it, collect it into a single whole, into a single format.

But don't waste time and money getting information AT ALL and placing this information in your database. This information, even if reliable and interesting, most often turns out to be completely useless. There's only one the right way“drag” the necessary people into your database: You get and buy a list of what you think is a promising audience, naturally, structure it and enter it into the computer (database preparation). Then you begin to communicate with these clients until you cross out everyone who does not respond to your wonderful offers. Those who remain are your potential capital.

Gordon Grossman said: “If your clients don’t make you rich, then who will?”

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

Is your company, your business not in an aggressive competitive environment?

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

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

Start with what you need:

· Require everyone who comes into contact with customers to write down their names and addresses - these are telephone operators, secretariat, marketing specialists, complaints department and other employees.

· If you use retail sales points, agents or a chain of dealers in your work, then enter them in job responsibilities the same.

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