By: Oʻroqboyeva Sevinch O’tkir
Abstract: In modern conditions, marketing communications are usually divided into ATL and BTL communications. Mass media or ATL communications include the placement of direct advertising media, including television and radio spots, and placement of advertising modules in print publications.
Keywords: advertising, brand, mass media, communication, internet, image
The task of operational management of the product portfolio is reduced to marketing communication, which ensures the maximum approximation of the brand identity to its image in market conditions.
In the early 90s of the 20th century, integrated marketing communications were introduced into branding, which later became the concept of integrated brand communications.
In order to maximize the impact on the consumer audience and establish a strong emotional connection with them, brand owners must use all areas of communication, including advertising of sponsored events, organization of exhibitions, as well as internal communications, Internet news and other mass media. This integrated approach brings all communications together and delivers consistent marketing messages to target audiences that create a unified brand image in the marketplace.
Integrated marketing communications combines different forms of brand image creation and development through advertising, PR, sales support, direct marketing and so on.
In today’s environment, marketing communications are usually divided into ATL and BTL communications. Mass media or ATL communications include direct advertising media, including the placement of advertising modules on outdoor structures.
BTL communications include public relations techniques, sales promotion and direct marketing, as well as event promotions, branding in artwork, and covers all types of advertising and information activities carried out with other forms of communication outside the mass media.
This is due to the fact that this division has developed historically and initially advertising budgets were planned only in mass media. All other promotional activities are financed from additional sources not provided for in the budget.
BTL is a type of indirect advertising. BTL communications include various forms of sales promotion, PR, direct marketing, personal selling, special events, POS materials, and more.These types of expenses are paid based on the percentage of the total budget allocated for marketing communications.
Public relations – creating the image of a social group as an object in the range of values as an ideal and necessity in life in socio-political and political systems and and realized that implementation technologies should be used more effectively. Management of public opinion in a broad sense, establishment of relations between society and state agencies or commercial structures, including social, political or economic processes.
Recently, the branding process has increasingly become the subject of theoretical research and scientific research. Nevertheless, problems remain in these studies, and their analysis is rarely considered by theorists, among them, it is necessary to know how to evaluate the effectiveness of the brand. The theoretical development of this problem is reflected in the actual practice of managing weak brands. Despite the growing need to accurately measure the effectiveness of branding and advertising activities, few companies actually practice branding. If this metric is used, they only measure the effectiveness of a single brand event and do not measure the effectiveness of the brand in terms of brand building.
Thus, there is a need for a clear methodology that allows to evaluate the effectiveness of various brand activities in the complex and in the integrated evaluation of effectiveness. This chapter suggests one possible approach to solving this problem.
The next part of the chapter is devoted to a brief analysis of existing models for evaluating brand performance. In the second part of the article, a comprehensive proposal for evaluating the effectiveness of branding is given, a description of the main management structure and content of the evaluation according to the proposed model is given.
In modern conditions, companies use various forms and methods of PR activity, which in one way or another is reduced to creating information.
- External corporate publications include company annual reports balance sheets, company information and travel guides, etc.
- Internal corporate publications are sent to company employees and forms to prospective clients and consumers. Corporate communication through internal publications strengthens corporate culture, motivates employees and increases brand loyalty.
- Establishing relations with regulatory state bodies involves sharing mutually beneficial information about industry trends.
- Press conferences are an effective way to disseminate information about a company and its brands to the press and the general public.
- Press releases contain a description of the brand or an informational relationship and are distributed among journalists to promote communication.
- Publicity involves the establishment of media reports initiated by a firm to promote its brand in the market.
- Sponsorship Financial support for various types of activities is definitely needed. Information should also take into account interest in social sports or cultural fields.
Sales promotion, as part of a marketing communications strategy, can be designed to increase the influence of a target audience on various events:
- Promotion of sales between sellers is an incentive aimed at traders involved in the chain of supply of goods to the final consumer.
Choices for dealers
Sales coupons for organizations
Dealership Award
- Promotion of sales to consumers:
Price manipulation, distinguish between three main parts.
Refunds
Contests and sweepstakes
Gifts, including on-site gifts.
Forms of personal selling:
A sales pitch is a prepared procedure used to advertise highly advertised and inexpensive standard products for sale.
- Trade events: events for partners, customers, dealers and distributors. These are business events, although they do not exclude pleasure and entertainment. This group includes conferences, presentations, receptions, seminars, forums, congresses, summits, practices, special events at exhibitions and fairs, creative advertising, etc.
- Corporate events – corporate events (joint employee holidays, company anniversaries, professional holidays). This group includes events such as company anniversaries, employee birthdays, holidays, celebrations, and picnics.
- Special events – special events. This group includes all kinds of festivals, concerts, shows, public events, road shows (advertising types), sponsorships, charity programs that meet the goals and objectives of the company and most effectively ensure the improvement of the company’s social reputation
PR research involves collecting a database of how different target audiences react to the organization, its activities, goods and services. Research should be more than descriptive, such as determining the level of brand awareness among different target audiences. It should explain the motives of people’s actions and their assessment of current events. PR professionals have several standard research tools at their disposal:
– desk research;
– field research;
– communication audit.
The main purpose of desk research is to collect and analyze the maximum amount of data on the subject under study. In this case, information sources can be: mass media, sociology, PR, marketing, advertising specialized publications, published marketing and PR studies, statistical manuals on various topics, Internet resources. Any organization should have a detailed information base on all issues that play a role in its activities.
The main task of field research is to have direct contact with the target audience to study its attitude to various problems and to determine the reasons for making certain decisions. There are various well-known survey types such as questionnaires, postal surveys, face-to-face interviews, telephone interviews, online questionnaires, expert surveys, panel questionnaires, etc. But situational surveys and focus groups are the most effective in studying the audience’s attitude towards the brand. Situational surveys are conducted to find out the opinion of the target audience on a certain issue within a certain period of time. They provide information about the level of awareness of the brand, the reputation of the brand, how its actions are evaluated by the public. Situational surveys provide the PR specialist with the necessary information to plan further PR activities. The focus group method is one of the most effective research methods and is widely used in marketing, PR and advertising.
The focus group consists of 7-10 representatives of the target audience, with whom a group discussion is held on topics of interest to the organization. This includes clarifying the attitude to the brand, its products and services, testing PR materials in the preparation of a PR campaign, new products, etc.
Another important type of public relations research is communication audit. It is intended to help the PR manager more clearly connect the management actions and their goals on the one hand, and the communication methods by which these actions and goals are promoted, on the other hand. At the second stage of brand promotion, it is necessary to correctly formulate the goals and objectives of communications, for this, the marketing goals of the brand are processed according to time parameters. Obviously, the goals and objectives of communication will be completely different for different communication audiences.
When talking about brand promotion, it is impossible not to mention the complex impact on the perception of the communicating audience. The impressions or even better the loyalty of these audience members have an equal impact on the brand image. Choosing a target audience is a particularly difficult issue in a brand advertising program.
The choice of marketing communications is also very important when implementing a product promotion program. In building a brand, companies engage with audiences through multiple communication channels, including customer service, sales, product design, distribution channels, investor relations, packaging, and pricing. For most brands in the service industry, personal contact with the customer is the primary communication tool for branding.
In recent decades, PR is the leading concept of the communication campaign. It has replaced the concept of advertising-based communication. A combination of different means of communication allows for a synergistic effect. It allows you to reduce the cost of communication using simple, but close to consumer devices. For example, packaging is of great importance to consumers, because it is with it that familiarity with the product begins. Another important communication tool is the terms and conditions of use. Promoting a new brand through advertising and PR are not the same thing. If you want to promote a brand through PR, you can’t just replace advertising with PR. You will need to change the way you market your brand. However, it is not so easy to move away from the learned basics of advertising. Advertising and marketing are so closely linked in the minds of managers that most of them do not think of developing a new brand without the help of advertising. Nevertheless, it is recommended that all new brands be brought to the market only with the help of PR.
Since the emergence of the first brands, rich theoretical and practical experience in the creation and popularization of branded goods has been accumulated in world practice.
New approaches and concepts of the PR field are being developed. Now, the high level of development of technology and technologies has reoriented brands, their strengthening provides companies with significant advantages in the market. Modern brands are important components of the company’s activity, a unique symbol of commercial activity. They bring confidence and stability to consumers.
Oʻroqboyeva Sevinch O’tkir‘s daughter is a 2nd-year student of the Uzbekistan University of Journalism and Mass Communications, majoring in economic journalism.
Republic of Uzbekistan
Ishtikhan District, Samarkand Regio