The requirements for the language and style of such documents differ significantly from the requirements for the preparation of strictly regulated business papers. The specificity of advertising letters is that they are subject to requirements such as memorability and the ability to arouse commercial interest. This necessitates a more creative approach to composing texts of advertising letters; allows the use of linguistic means of expression in order to attract attention to the information presented. So, for example, in the message below, containing an invitation to a sale at reduced prices, a question-and-answer narrative technique, incentive structures, as well as adjectives most, favorable, privileged are used, enhancing the impact of the letter.

Dear...

Today you have the opportunity to buy goods at the lowest prices.

Why? Our sales team forecasts that prices will increase by 1% over the next four months. Don't miss the opportunity and take advantage of the reduced prices. We invite you to a privileged sale. We are confident that you will be satisfied with both the products and their prices. Come, we will be waiting for you.

The widespread use of evaluative constructions such as: impeccable work, reasonable pricing policy, reliable (good) partnerships, flexible system of discounts, successful (fruitful) cooperation, etc. increases the emotional appeal of the text of a business letter and gives it a constructive tone.

The main requirement for the text of an advertising message (as well as for the texts of other types of business messages) is informativeness and persuasiveness. However, the information content of an advertising letter should be focused on the interests, vital, and practical needs of a potential consumer, customer, or partner. In addition, it must be complete, that is, an informational and advertising letter must contain all the information that may be of interest to consumers. If the letter lacks important information for the addressee and he needs to additionally contact the addressee, this may prompt him to use the services of another company (offering similar products), whose informational and advertising letter is written more convincingly and competently.

Stylistic flaws that lead to ambiguity are certainly unacceptable in the texts of advertising business messages, since they reduce their impact.

A flexible system of discounts on your company’s products will allow us to successfully compete with your products in the market of our region.

The above fragment of an informational and advertising letter is oversaturated with personal pronouns (yours, yours, us, ours). In addition, the polysemy of the verb compete creates ambiguity in the statement. It is unclear from this sentence whether the author of the message intends to compete with the addressee (product manufacturer), or, by selling the addressee’s products, to compete with other trading companies in the region.

The speech tactics of an advertising business message can be defined as targeting interests. Experts emphasize that how accurately the writer is able to determine the interests of the recipient company and reflect these interests in the text of the letter will determine whether he can find understanding on the specific problem under discussion and on issues of long-term promising cooperation.

The headline is sometimes considered the most important part of the advertising text (it is the headline that attracts the consumer’s attention, and the extent to which the potential consumer will be interested in reading the main text depends on the degree of its expressiveness). Headlines are divided into several types: useful, provocative, informative, interrogative, and command headings.

Advertising text must meet the main objectives of advertising as a whole. However, one cannot ignore the perspective of the functional assessment of a certain text, its real purpose, its functional role in a specific speech situation. The advertising text performs very specific functions. The ultimate goal of advertising text is to convince readers of the benefits of the advertised product, service, company, etc. The effect of advertising is based on the correct use of a number of linguistic and psychological phenomena and patterns. When we talk about the language of advertising messages, we are talking about the use of language for professional purposes, the result of which is the generation of messages aimed at a specific audience and performing specific tasks.

The main purpose of advertising text is to attract attention, arouse interest and stimulate sales. To achieve this goal, the writers of advertising text resort to the use of various linguistic and psychological techniques. Advertising text should be distinguished by intelligibility, brightness, conciseness, extravagance, and highly professional execution. The laws of competition require advertising creators to be as accurate as possible when conveying information, expressive, and professional.

The creation of advertising text is the final stage of a long and painstaking process: the preparation of advertising text is preceded by preparatory work to study market conditions and strategies, the legal foundations of advertising, cultural, social and economic factors. Creating advertising is a creative process based on professionalism, on a certain set of knowledge and skills, therefore, composing an advertising text requires knowledge of certain rules and patterns, including the rules for constructing a literate and expressive text. The work of composing advertising text presupposes the presence of not only a certain talent or desire, but also appropriate professional qualifications. Obviously, to create advertising text you need to have very specific skills: it is an art that needs to be learned.

The uniqueness of advertising is explained by the fact that it has extremely broad information capabilities: it uses various channels of mass communication that allow you to establish and maintain contacts with a mass audience. The mass of the audience is an extremely important factor, since, on the one hand, it facilitates the main task of advertising - selling an idea or product. On the other hand, this factor complicates the communication process and forces you to more carefully work out the strategy for creating an advertising message.

Researchers note that advertising, as a form of verbal communication, has a significant distinctive feature: communication often takes place in conditions that can be defined as unfavorable. The fact is that advertising is a so-called “one-way” type of communication, which in a certain way narrows the range of possible mechanisms of influence on the audience. In addition, the possibility of using various means of influencing the audience in advertising is to a certain extent limited by ethical standards and legal acts. Therefore, in advertising messages in a fairly “limited space” (since one of the characteristic features of advertising texts is brevity), one can observe an extremely high concentration of various stylistic devices.

Of course, play on words and images, distorted spelling and idioms, “wrong” syntax and unusual use of punctuation marks are very characteristic of advertising and often contribute to the creation of the most expressive and successful advertising messages. As noted above, in advertising one can observe an extremely high concentration of various stylistic devices. This feature of advertising texts is an international feature.

Slang and colloquial expressions are used very actively in advertising. To create emotionally expressive coloring, imagery, clarity and effectiveness of advertising text, which is intended for the mass reader, and therefore should be close to him in structure. Indeed, often advertising texts are written in such a way that their sound resembles the sound of spoken conversation.

The number of possible deviations from the language norm is not limited, since any language rule can be violated in one way or another.

It should be noted that, despite the attractiveness and even entertainment of stylistic devices, linguistic innovations in advertising are not welcomed by everyone. And yet, in advertising texts whose goal is to sell a product, new words and unconventional use of already known words are of great value. However, in order to prevent bright advertising text from turning into an illiterate set of incorrectly written words, the rules should be broken in a certain way.

Any advertising text, presented orally or in writing, is pre-prepared text; Thus, when analyzing advertising texts, we are dealing with two forms of speech implementation: written form and oral implementation of a pre-written text. When studying the expressiveness of advertising texts, one cannot ignore the question of the basic stylistic devices used by the authors of the texts at the syntax level, and the role that the studied systems of prosody and punctuation play in creating special stylistic effects.

A fairly common stylistic device is repetition. The repetition of a speech element, attracting the reader’s (listener’s) attention to it, emphasizes its significance and enhances the emotional impact of the text. The use of this stylistic device requires special skill from the compilers of texts: the relatively small volume of advertising text requires the rational use of linguistic means.

Repeating the same word or sentence not only draws the reader's (or listener's) attention to the element being repeated, but also adds new nuances to its content. The stylistic meaning of repetition is to enhance the semantic weight of the repeated part of the text.

In order for advertising text to have an effect, it must be distributed through the appropriate channel and be properly perceived by the target audience. To determine these and many other factors affecting the effectiveness of advertising, joint efforts of specialists in various fields are necessary.

Almost any issue related to advertising activities is controversial. The problem of speech culture in advertising and in the advertising business is also controversial. Of course, most will agree that this topic deserves attention. Its debatability lies in the fact that it is closely related to the issue of freedom of creativity in advertising, which, in turn, has several aspects. If we are talking about freedom of creativity in advertising, then hardly anyone will dispute the need to expand creative boundaries as intensively as possible and remove barriers that hinder creative flight.

It’s a different matter when it comes to the legal regulation of advertising: when talking about freedom of creativity, all advertisers claim that they try to act within the law. The problem is that if the majority of advertisers recognize the indisputability of legal acts regulating the advertising process and creative activity as part of this process, then the question of the moral, ethical and social aspects of advertising activity remains open. One of the most controversial and often (and heatedly) discussed aspects of the problem under consideration is the linguistic aspect. For example, how much distortion of language is acceptable in commercials or printed texts? It is unlikely that there will be a unanimity of opinion on this issue. Opponents' positions are often diametrically opposed. The answer to this question depends not only and not so much on the position of one or another participant in the discussion, but on what is its dominant. If increasing the level of sales is taken into account, then often such techniques (as the authors of the texts claim) contribute to this. On the other hand, we must not forget that advertising is part of mass culture, therefore, of course, it should be taken into account that not only the cultural priorities of the target audience influence the perception of advertising, but also advertising influences the worldview and the general cultural level of the nation.

No less important is another aspect of the issue under consideration - the way we talk about advertising. In the domestic advertising industry, there is an understandable influence of foreign trends and the penetration of a significant number of foreign borrowings into the Russian language, especially in the field of advertising terminology.

Recently, the question of the terminological apparatus used when working in the advertising business, of professional vocabulary, has become increasingly relevant. This state of affairs is explained by the fact that by now a significant amount of realities in the field of advertising has accumulated, which Russian specialists very intensively and successfully borrow from foreign experience. It is obvious that along with the realities, the terms denoting them are also borrowed.

Most terms used in the advertising business are either a direct translation of a similar English term or a transliteration of it. In both cases, when using the term, a number of difficulties arise. If we are talking about the transliteration of a term (for example, promotion, direct marketing, etc.), a number of questions arise regarding both the understanding of the term itself and its use in Russian-language publications. In the case of direct translation of a term, we are talking, first of all, about the variety of translation options given in various dictionaries and publications, which entails the emergence of synonymous series of terms. So, for example, the term promotion is translated as promotion, promotion of a product (product); Along with translated versions, transliterated ones are also used: promotion or promotion. The term public relations is used both in transliterated form (public relations) and translated (public relations). It should be noted that the translation does not fully convey the essence of this capacious definition - public relations. Along with these options, abbreviations are also used: both original (PR) and Russified (PR), and the latter has an adherent negative connotation (for example, “black PR”), so it is preferable to use the PR option. In addition, often the specified term, or rather, various variants, is replaced by the term publicity.

As you can see, the situation with data and many other terms (for example, direct mail, billboard) is complicated by the fact that when they are used, both trends are combined - in professional literature, transliterated versions and various translations of these terms coexist on equal footing.

A certain difficulty in terms of their interpretation and translation into Russian is represented by abbreviations that are often found in publications on advertising and are used when working in the advertising business.

Issues of advertising terminology, features of the use of professional vocabulary depending on the communicative situation, adequacy and literacy of translation, both of the advertising texts themselves, and of methodological, educational and scientific literature devoted to certain problems of the functioning of the advertising industry - like advertising itself, are multifaceted, and To resolve them, it is necessary to combine the knowledge and skills of representatives of the advertising business, journalists writing about advertising, editors of advertising publications, linguists involved in developing issues of advertising language and advertising terminology, as well as representatives of television channels that place advertising.

Introduction 1

1.2 Product promotion 5

2. Communications and sales promotion 8

2.1 Sales promotion tools 10

2.2 Evaluation of sales promotion results 11

3. Propaganda 12

3.1 Propaganda objectives 13

3.2 Assessing the results of propaganda 14

Conclusions and suggestions 15

List of used literature 16

Introduction.

“Advertising is the engine of trade” - this phrase is familiar to everyone. But if you think about it, advertising in a broader sense is also the engine of progress. After all, most people learn about new products that use new technologies and solutions from advertising. Accordingly, new products are in demand faster, which means that advanced technologies and production are developing at a much faster pace.

Today, we all have educated opinions about what advertising is, and we also tend, with good reason, to have our own opinions and prejudices about it. There are numerous and varied definitions of advertising. It can be defined as a communication process, as a sales process, as an economic and social process that provides public relations, or as an information and persuasion process, depending on the point of view.

The course work examines indicators such as:

Sales promotion, incentive means, evaluation of results;

Propaganda and its objectives, evaluation of results.

One common misconception is that advertising creates a sale. Only in rare cases can one speak about this with relative confidence. Advertising finds potential buyers and stimulates demand. It may even encourage people to ask for that particular product. Sellers can also find potential buyers and stimulate demand; they also sell goods. In reality, only buyers create sales. The choice “to buy or not to buy” is made by the buyer, not by manufacturers or sellers.

Next comes identifying the goals of the advertising campaign. They can be divided into two related categories: communication (communicative - in other terminology) and final. Each type of advertising has its own specific communication goals. Thus, for informative advertising, the following can be named as the main goals: to bring information about a new product to the market, to offer a new use of the product, to describe the capabilities of the product and additional services, to inform about price changes, to correct false impressions, to reduce consumer fears, to create a positive image of the product and its manufacturer. For incentive advertising: show the benefits of a product of a given brand, encourage switching to a product of a given brand, change the consumer’s perception of the quality of the product, convince the consumer to buy the product now. For reminder advertising: remind potential consumers where they can buy this product; remind consumers that the product may be needed in the near future; remind consumers about seasonal products during the off-season; support a favorable opinion about the product. General goals of advertising activities should be transformed into quantifiable specific goals. For example, a specific communication goal of advertising could be “to ensure that 20% of the target market knows about the existence of this product” or “to teach 10% of potential consumers new ways to use a known product.”

The objectives of advertising depend on the level of consumer awareness. Therefore, the initial purpose of advertising, especially for a new product, may be to provide primary information about the advertised product. The next goal is to provide additional information, i.e. achieving a situation where a certain percentage of those in the know will not only know about the existence of the product, but also its purpose and, possibly, some of its properties.

An important determining factor is the choice of specific advertising media. Some mediums are more naturally suited to certain types of messages or advertising creatives than others. When choosing specific media, you should first take into account:

Geographical coverage.

Attention, degree of clarity and trust, motivational significance of this advertising medium.

Profitability.

Possibility of combined joint selection of several media.

All the variety of forms of promotion of services, as well as promotion of goods, is based on the use (use cases) of two basic methods: advertising and personal selling. Advertising as an indirect (non-personal) form of information about a product or service should stimulate active demand for the service, i.e. ensure the maximum number of calls and visits with the words “I want” and “sell, please.” Personal selling is a personal form of offering a service to a specific representative of a certain target group in a conditional format: “buy a shell, buy a shell, buy...”

Despite a sufficient amount of translated and domestic literature on advertising, there is an acute shortage of effective ideas and new solutions in all sectors of advertising activity. Manuals and guides often consider advertising in general, rather than its individual types. Outdoor advertising is gaining increasing popularity and theoretical validity in our country: billboards, stands, electronic displays, etc.

In order to most effectively solve strategic problems in the field of advertising, it is necessary to have a clear understanding of the business and the characteristics of the product, to know the strengths and weaknesses of the company, to have information about the market - to know the opportunities that it offers, and to imagine the problems of operating in this market. It is necessary to clearly plan the advertising campaign in terms of timing and advertising media involved in the campaign, advertising budget, etc.

Thus, the effective use of marketing communications (advertising and promotion) allows us to solve the company’s strategic and tactical tasks related to the company’s global mission in the market.

Advertising is defined as the process of impersonal transmission by various means, usually paid and persuasive in nature, of information about goods, services and ideas offered by self-represented advertisers.

As a sales organization tool, advertising performs the following functions:

Presentation of product names and differentiation between them.

Communication of information about the product.

Stimulating the interest of potential buyers in new products and maintaining secondary demand for existing ones.

The communication effectiveness of advertising characterizes the relationship between the degree of impact of advertising on the target audience and the costs of an advertising campaign. The main thing in determining effectiveness is the measurement of the communication effectiveness (effect) of advertising.

To assess the communication effectiveness of advertising, sometimes called text testing, the following four criteria are usually used, characterizing certain areas of advertising effectiveness research, namely: recognition, ability to remember advertising, level of incentive, influence on purchasing behavior. Of course, such a classification is to a certain extent arbitrary. For example, the recognition rate is closely related to the memorability rate. Therefore, when conducting research on the effectiveness of advertising, it is sometimes difficult to obtain pure estimates for these indicators separately.

1.2 Product promotion.

Promotion or “marketing communications” is a set of various methods and tools that allows you to successfully bring a product to the market, stimulate sales and create customers loyal to the company (brand).

The concept of "promotional tools" as an integral part of the marketing mix includes advertising, public relations, special methods of sales promotion, personal selling and direct marketing.

When developing a promotion program, the following main factors must be taken into account:

Goal of request

type of target contact audience

type of product/service

market features

type of communication channel

the amount of funds allocated for promotion.

Features of the market. Promotion methods in consumer and production markets are different. Consumer product companies typically prioritize in the following order: (1) sales promotion, (2) advertising, (3) personal selling, (4) public relations. For manufacturers of industrial goods, the procedure is different: (1) - personal selling, (2) - sales promotion, (3) - advertising, (4) - public relations. In general, personal selling is used extensively in markets for complex, high-value, high-risk products and in markets with a limited number of large suppliers.

It is necessary to constantly evaluate advertising. To measure its communication and sales effectiveness, researchers use several different methods.

MEASUREMENTS OF COMMUNICATION EFFECTIVENESS. Measurements of communication effectiveness indicate how effective communication the ad provides. This method, called copy testing, can be used both before the ad is posted and after it is published or broadcast. Before placing an ad, the advertiser can conduct a survey of consumers on whether they like the proposed ad and whether the message stands out from others. After placing an ad, the advertiser can measure whether the ad is recalled by consumers or whether it is recognizable as having been seen before.

TRADE EFFICIENCY MEASUREMENTS. How much sales would be generated by an ad that increased product awareness by 20% and brand preference by 10%? The answer to this question can be provided by measuring trading performance. This is not an easy matter, since sales are also influenced by other factors, in particular the properties of the product itself. One way to measure the sales effectiveness of advertising is to compare sales volume with advertising expenditure over the past period. D. Montgomery and E. Silk measured the impact of three means of stimulation - direct mail, distribution of product samples and sales literature, and advertising in specialized magazines - on the level of sales of a pharmaceutical company. The statistics they obtained showed that the company was overly involved in direct mail and allocated too little money to advertising in specialized magazines. Another way to measure is to develop an experimental advertising program. DuPont's paint division divided its 56 sales territories into three groups: high, medium and low market share. In the first group, advertising costs were left at the usual level, in the second they increased by 2.5 times, and in the third they increased by 4 times. At the end of the experiment, the corporation calculated how much additional sales were achieved due to increased levels of advertising spending. It was found that with an increase in the level of advertising costs, the rate of sales growth slowed down and that in the group of territories with a high market share, sales grew weaker. Advertising requires a lot of money, which can easily be wasted if the company fails to accurately formulate the task, makes insufficiently thought-out decisions regarding the advertising budget, circulation and choice of advertising media, and is able to evaluate the results of advertising activities. Due to its ability to influence lifestyle, advertising also attracts close public attention. Constantly increasing regulation is designed to ensure responsible advertising practices.

2. Communications and sales promotion.

Advertising activities are complemented by the efforts of other means that are part of the marketing mix, namely sales promotion and propaganda. Sales promotion is the use of a variety of means of stimulating influence, designed to accelerate and/or strengthen the market response.

Sales promotion - a variety of short-term incentives aimed at stimulating the purchase or trial of a product or service (for example, free samples, discounts, product tastings, prizes and gifts).

Sales promotion - a variety of short-term incentives aimed at stimulating the purchase or testing of a product or service.

Sales promotion includes stimulating consumers of goods and stimulating trade.

There are various sales promotion techniques that you can use to boost sales of your products or services. You can act independently or together with your suppliers.

Speaking about sales promotion, we should not forget about the importance

advice and consultations;

service;

financial benefits.

All this is of particular importance when it comes to selling expensive goods. Your customers may need advice or a little consultation before making a purchase, or may need after-sales service. In addition, they may inquire about the possibility of purchasing goods on credit, etc.

Promote sales - make your potential buyers aware of your business and the products or services you offer. By offering certain types of goods or services, you are selling your business.

It is necessary that buyers are well informed about you and your business.

In practical marketing, advertising communications and product sales promotion are considered as two closely interrelated and at the same time special means of communicating to potential and existing customers about goods and services, as well as ways to convince them to make a purchase. The relationship between advertising and product promotion is manifested in the fact that both of these means are based on the communication process. They are often used together, especially when the promotion campaign is based on integrated marketing communications (IMC). At the same time, each of these areas is characterized by specific methods that give different results.
The similarities and differences between advertising communications and sales promotion can be considered from both conceptual and practical points of view.

Conceptual approach.

The fundamental conceptual difference between advertising communications and sales promotion is indicated by the very Latin origin of these two terms.
Advertising communications are often defined as an indirect form of persuasion based on an informational or emotional description of the benefits of a product. Its task is to create a favorable impression of the product among consumers and “focus their minds” on making a purchase.
Incentives are usually viewed as a direct means of persuasion, often based on external incentives rather than inherent benefits of the product. Sales promotions are designed to create an immediate desire to make a purchase; Thanks to these measures, goods are “promoted” faster.
The main conceptual similarity between advertising and promotion is that both are forms of marketing communication. They can be used to achieve the same goals. As we will see later, not only advertising communications, but also sales promotion measures can be used to create awareness among consumers, create or change their attitude towards a brand, and motivate them to make a purchase. Both advertising and sales promotion have the potential to both build brand equity in the form of attracting a large and loyal clientele and to temporarily attract customers. The possibility of using the same appeal in advertising communications and sales promotion programs determines the existence of IMC - integrated marketing communications.
Value for the buyer. Advertising can strengthen brand loyalty if the message emphasizes the reliability of the product, its benefits and availability, or emphasizes the image or status of the user. In an incentive process, the buyer is rewarded for making an immediate purchase, usually in the form of discounts. There may be other benefits: from participating in an advertising competition, lottery, etc.
Selective concentration. Advertising is most often intended for target customers who are already loyal to the brand or may become loyal in the future. Stimulation is aimed mainly at “doubters” who need to be attracted to purchase (first or repeat).
Time factor. Compared to promotional activities, advertising usually has a broader planning (and effectiveness) horizon. However, both of these tools can be used in short, medium and long term marketing strategies.

2.1 Means of sales promotion.

Sales promotion is used by most organizations, including manufacturers, distributors, retailers, trade associations, and non-profit institutions. Examples of non-profit businesses include churches that operate bingo clubs, theater nights, lunch subscriptions, and clothing raffles. Sales promotion activities have increased dramatically in recent years. From 1969 to 1976, sales promotion spending increased annually by 9.4% versus 5.4% for advertising. In 1976, sales promotion costs exceeded $30 billion. The rapid growth of sales promotion activities, especially in consumer markets; Several factors contributed. Here are some of them:

1. Today, senior management is more likely to perceive promotion as an effective sales tool.

2. An increasing number of product managers are becoming proficient in the use of sales promotion tools.

3. Product managers are under increasing pressure to increase sales.

4. An increasing number of competitors are beginning to engage in sales promotion activities.

5. Intermediaries are demanding more and more concessions from producers.

6. The effectiveness of advertising is declining due to rising costs, advertising crowding in the media and legislative restrictions. Sales promotion means can be divided into those that contribute and those that do not contribute to the creation of “privileges among consumers” for the advertiser. Products that promote consumer privilege typically accompany a sales pitch with an offer of a preferential deal, as is the case with free samples, coupons with a sales pitch printed on them, and premiums directly tied to the product. Sales promotions that do not create consumer benefits include discounted packaging, consumer bonuses not directly related to the product, contests and sweepstakes, consumer cash-back offers, and retailer discounts. The use of tools that promote the formation of privilege in the eyes of consumers helps to strengthen awareness of the branded product and understanding of its essence. Sales promotion is most effective when used in combination with advertising. One study found that point-of-sale displays linked to a firm's current television advertising generated 15% more sales than similar displays that were not linked to a company's ongoing television advertising. According to another study, intensive sample distribution coupled with television advertising when introducing a product to the market was more successful than television advertising alone or television advertising accompanied by the distribution of coupons. Having decided to resort to sales promotion, the company must determine its objectives, select the necessary incentives, develop an appropriate program, organize its preliminary testing and implementation, ensure control over its progress and evaluate the results achieved.

2.2 Evaluation of sales promotion results.

Measuring the results of a sales promotion program is critical, but it is rarely given the attention it deserves. When manufacturers do evaluate, they can use one of four methods. The method most often used is to compare sales indicators before, during and after the incentive program. Suppose that before the campaign the firm had a 6% market share, which rose to 10% during the program, fell to 5% immediately after the end of the program, and then rose to 7% some time later. This means that the incentive program likely attracted new buyers to try the product and increased purchases from existing customers. At the end of the campaign, sales fell as consumers spent some time using their accumulated stocks. The final stabilization with an increase of up to 7% indicates that the company has acquired a certain number of new users of its product. If the brand's market share were to stabilize at pre-campaign levels, this would mean that the incentive program only affected the pattern of demand over time, without affecting its overall level. Consumer panel data will show which groups of people responded to the stimulus program and how they behaved after it ended. When additional information is needed, consumer surveys can be conducted to find out how many of them recall the promotion, what they thought at the time it was launched, how many took advantage of the benefits offered, and how it affected their subsequent brand purchasing behavior. Sales promotion activities can also be evaluated by conducting experiments in which the value of the incentive, the duration of its action, and the means of disseminating information about it are changed. It is clear that sales promotion plays an important role within the overall promotion mix. Its use requires clear formulation of objectives, selection of appropriate means, development of action programs, preliminary testing of it, implementation and evaluation of achieved results.

3. Propaganda.

Along with sales promotion, one of the main means of stimulation is propaganda. Propaganda involves “the use of editorial, rather than paid, space and/or time in all media available for reading, viewing or listening by existing or potential clients of the firm, for the specific purpose of promoting the achievement of stated goals.” The results of propaganda activities are sometimes brilliant.

Propaganda is used to popularize branded and generic goods, people, places, ideas, activities, organizations, and even entire countries. Trade associations resort to propaganda to revive interest in goods such as eggs, milk, and potatoes. Organizations use propaganda to gain attention or to correct unfavorable self-image. Countries resort to propaganda to attract tourists, attract foreign investment and secure international support. Propaganda is an integral part of a broader concept, the concept of activities to organize public opinion (public relations). Public opinion organizing activities have several objectives, including providing the company with favorable publicity, creating a perception of it as an organization with high civic responsibility, and countering the spread of unfavorable rumors and information. To solve these problems, departments for organizing public opinion use several means.

1. Establishing and maintaining relations with the press. The purpose of this activity is to post information of an educational-event nature in the media to attract attention to persons, goods or services.

2. Product propaganda. An activity that combines various efforts to popularize specific products.

3. Company-wide communication. Internal and external communication activities aimed at ensuring a deeper understanding by the public of the specifics of the company.

4. Lobbying. Working with legislators and government officials to promote or prevent any legislation or regulation.

5. Consulting. Making recommendations to management on issues of social significance, position and image of the company. Propaganda specialists are usually concentrated not in the company's marketing department, but in the public opinion organization department. This department is usually located at the company's headquarters, and its employees are so busy working with various contact audiences - shareholders, their own employees, legislators, representatives of city authorities - that they can forget about propaganda designed to help solve product marketing problems. To prevent this from happening, you can, for example, include a propaganda specialist in the marketing department. Propaganda is often called the stepchild of marketing, because it is used on a limited scale and quite rarely. But propaganda can produce a memorable impact on the level of public awareness, and it will cost many times less than advertising, since the company does not pay for space or time in the media. Only the work of the staff and the distribution of the propaganda materials themselves are paid. If a company prepares interesting material, it can be used by all means of disseminating information at once, which equates to saving millions in advertising costs. Moreover, people will believe this material more than advertising. In deciding when and how to use product propaganda, management should formulate its objectives, select propaganda messages and means of dissemination, monitor the implementation of the propaganda plan and evaluate the results achieved through this activity.

3.1 Objectives of propaganda.

First of all, it is necessary to set specific tasks for propaganda. Let's look at the example of the California Grape Growers Association.

In 1966 The California Grape Growers Association hired the boutique public relations firm Daniel J. Edelman to develop an outreach program designed to address the firm's two primary marketing objectives:

1) convince Americans that drinking wine is one of the enjoyable activities of the good life, and 2) raise the image and market share of California wines among other varieties. The propaganda was given the following tasks: 1) prepare articles about wine and ensure their placement in leading magazines and newspapers (in sections devoted to food products, in other regular sections); 2) prepare articles about the many healing properties of wine, addressing these articles to doctors, and 3) develop a special propaganda campaign for the adult market, the student market, government agencies and various ethnic communities. Based on the assigned tasks, specific goals were developed in order to subsequently be able to evaluate the results achieved.

3.2 Evaluation of propaganda results.

The contribution of propaganda to a company's activities is difficult to assess because it is used in combination with other means of stimulation. However, if it is resorted to before other means are involved, the assessment is easier to carry out. The simplest method for determining the effectiveness of propaganda is to measure the number of contacts with material posted in the media. The specialist provides the client with a selection of clippings and information about all the means of disseminating information that used the material about the product, accompanying this selection with something like a summary. Media coverage included the publication of news and photographs totaling 3,500 column inches in 350 publications with a total circulation of 79.4 million, the use of 2,500 minutes of airtime on 290 radio stations with an estimated listenership of 65 million, and the use of 660 minutes of airtime on 160 television centers with an audience of about 91 million people. Purchasing the same amount of space and time at advertising rates would cost the company $1,047,000. Such measurements of the number of contacts are not very satisfying to the client. They give no idea of ​​the number of people who actually read or saw the address, nor what thoughts it inspired in these people. There is also no information about the net audience, since the readership circles of various publications partially overlap. More meaningful data come from measuring changes in levels of product awareness, understanding, and attitudes that result from a promotional campaign (with appropriate adjustments for the effects of other incentives). All these variables must be measured twice - before and after the campaign.

Conclusions and offers.

Promotion is any form of action used by a firm to inform, persuade and remind consumers about its products, services and ideas.

Companies today face many complex challenges and increased uncertainty.

For successful operation, and even more so development, it has become necessary for enterprises to carry out comprehensive marketing activities. Marketing is now used in all organizations involved in the competition for the attention, favor and money of customers who are absolutely free to choose goods and services, allowing them to clearly identify and evaluate the opportunities to select those that will create products with the highest consumer value.

Product promotion is the most important component of a set of marketing activities, a kind of information outlet to the consumer.

Properly organized promotion of goods is extremely effective and allows not only to solve problems with their sales, but also to constantly increase the volume of product sales. The study of various promotional means includes selection and preliminary testing, as well as studying the effectiveness of their impact after use.

Bibliography.

4. http://www.colok.ru/lib/marketing/marketing/book/kotler/15.php

5. http://metal.antax.ru/library/economy/ieffektivnost_reklami.htm

The current advertising law does not apply to political advertising. Regulation of advertising related to the exercise of citizens' rights to participate in government is carried out by special electoral legislation.

There is no definition of political advertising in the current legislation, however, this term is mentioned in the Law “On Advertising” of 2006.

The only definition of political advertising was given in the resolution of the Central Election Commission of April 5, 1996, according to which political advertising is information disseminated by participants in the electoral process through the media about candidates for the position of President of the Russian Federation using means and techniques that distinguish advertising materials from other types and genres of information (the predominance of emotional impact over semantic impact, catchiness, laconicism, repetition), with the aim of forming public opinion both for and against certain candidates.

This definition is not universal, therefore it is preferable to define political advertising through a general definition of advertising, but taking into account its specific subjects and objects of advertising.

According to this approach, political advertising is information distributed in any way, in any form and using any means, addressed to an indefinite number of people, aimed at attracting attention to a political subject (results of intellectual activity, events), creating or maintaining interest in him and his promotion at various levels of state and municipal government.

The current legislation regulates in detail this type of political advertising as election campaigning. Political advertising in a broader sense is not specifically regulated by law and is subject to general rules defining freedom of speech, freedom of the media, restrictions established by law and the procedure for the use of these freedoms.

The following persons can act as a political subject:

Candidate – a person nominated in accordance with the procedure established by law as a candidate for a position filled through direct elections or for membership in a body (chamber of a body) of state power or a local government body, or registered by the relevant election commission as a candidate;

A political party is a public association created for the purpose of participation of citizens of the Russian Federation in the political life of society through the formation and expression of their political will, participation in public and political actions, in elections and referendums, as well as for the purpose of representing the interests of citizens in government bodies and bodies local government;

A public association is a voluntary, self-governing, non-profit formation created on the initiative of citizens united on the basis of common interests to achieve common goals specified in the charter of the public association;

An electoral association is a political party that, in accordance with federal law, has the right to participate in elections, as well as a regional branch or other structural unit of a political party that, in accordance with federal law, has the right to participate in elections at the appropriate level. When holding elections to local self-government bodies, an electoral association is also another public association, the charter of which provides for participation in elections and which was created in the form of a public organization or social movement and registered in accordance with the law at the level corresponding to the level of elections, or at a higher level.

Initiative group for holding a referendum is a group of referendum participants formed in the manner and for the period established by the Federal Constitutional Law of June 28, 2004 No. 5-FKZ “On Referendum”, in order to implement the initiative to hold a referendum.

The election laws of the Russian Federation, Federal Law No. 67-FZ of June 12, 2002 “On the Basic Guarantees of Electoral Rights and the Right to Participate in a Referendum of Citizens of the Russian Federation” (hereinafter referred to as the Law on Basic Guarantees of Electoral Rights) regulate in detail this type of political advertising as an advertisement for election campaign.

According to Article 2 of the said law, pre-election campaigning is an activity carried out during the election campaign and aimed at inducing or encouraging voters to vote for or against a candidate, candidates, a list of candidates, or against all candidates (against all lists of candidates).

Expressing preference for any candidate or electoral association;

A description of the possible consequences if a particular candidate is or is not elected, a particular list of candidates will be admitted or not admitted to the distribution of deputy mandates;

Dissemination of information in which information clearly predominates about any candidate (any candidates), electoral association in combination with positive or negative comments;

Dissemination of information about the candidate’s activities not related to his professional activities or the performance of his official (official) duties;

Activities that contribute to the creation of a positive or negative attitude of voters towards a candidate, electoral association that nominated a candidate, or a list of candidates.

An analysis of the current legislation allows us to identify the following principles of election campaigning:

Plurality of subjects;

Equality of subjects;

Publicity of elections and referendums;

Transparency of financing;

Legality of restrictions on the right to campaign;

No abuse allowed;

Independence of subjects of election campaigning.

It is necessary to distinguish between pre-election campaigning and informing voters, which is carried out in order to disseminate objective information about the progress of preparation and conduct of elections, referendums, about the timing and procedure for carrying out electoral actions, about the legislation of the Russian Federation on elections and referendums, about candidates, electoral associations.

The Constitutional Court of the Russian Federation gave clarifications regarding the distinction between election campaigning and voter information when reviewing the constitutionality of the provisions of the Law on Basic Guarantees of Electoral Rights.

“Since both campaigning and information of any kind can induce voters to make one choice or another, while reliable and objective information about a candidate helps the voter to a greater extent to form their preferences than simply calls to vote “for” or “against,” then It is obvious that the criterion for distinguishing between election campaigning and information can only be the presence of a special goal in campaigning activities - to persuade voters in a certain direction, to provide support or, on the contrary, opposition to a specific candidate or electoral association. Otherwise, the line between information and election campaigning would be blurred, so that any actions to inform voters could be subsumed under the concept of campaigning, which, due to the ban in force for representatives of organizations producing mass media, would unduly limit the constitutional guarantees of freedom of speech and information, and would also violate the principles of free and transparent elections."

Voter information can be provided by the following entities:

State authorities, local self-government bodies (however, they do not have the right to inform about candidates, electoral associations, electoral blocs);

Election commissions;

Organizations producing mass media;

Individuals and legal entities.

The law establishes the principles of informing voters: objectivity, reliability, equality of candidates, freedom of mass information. Note that the law does not impose objectivity requirements on campaign materials.

There are the following methods of election campaigning:

On the channels of television and radio broadcasting organizations;

In periodicals;

Conducting public campaign events;

Release and distribution of propaganda materials.

The Law on Basic Guarantees of Electoral Rights establishes general and special rules for conducting election campaigning.

The general rules for conducting election campaigning include the following:

1) expenses for campaigning are carried out exclusively at the expense of election funds;

State authorities and local governments,

State and municipal employees, members of management bodies of organizations in the performance of their official or official duties and (or) using the advantages of their official or official position;

Military units, military institutions and organizations;

Charitable and religious organizations, organizations established by them, as well as members and participants of religious associations when performing rituals and ceremonies;

Election commissions, voting members of commissions;

Foreign citizens, stateless persons, foreign legal entities;

International organizations and international social movements;

Representatives of organizations producing mass media, when carrying out their professional activities;

4) the use of an image or statements of an individual about a candidate is permitted only with his written consent;

5) publication of programs of political parties is mandatory;

6) campaigning is allowed only during the campaign period: from the day the candidate is nominated until zero hours one day before voting day;

7) campaigning on television and radio broadcasting channels and in periodicals is carried out only during the period that begins 28 days before voting day and ends at zero o’clock local time one day before voting day;

8) campaigning is prohibited on election day and the previous day;

9) air time and print space are provided for campaigning (free and for a fee);

11) the terms of payment for airtime and print space must be published in advance (notified to the election commission) and be the same for all candidates;

12) there must be written agreements between the political entity and media organizations, recording and storing materials;

13) participation in campaigning by editorial offices of non-state media outlets registered less than a year before the start of the election campaign is prohibited.

Special rules for campaigning on television and radio are as follows:

1) the free airtime provided must fall during the period determined by the relevant television and radio broadcasting organization, when television and radio programs attract the largest audience;

2) the total amount of free airtime that each of the all-Russian state television and radio broadcasting organizations provides for election campaigning must be at least 60 minutes on each channel on weekdays. The total amount of free airtime that each of the regional state or municipal television and radio broadcasting organizations provides for election campaigning must be at least 30 minutes on each channel on weekdays, and if the total broadcasting time of the television and radio broadcasting organization is less than two hours a day, then at least one quarter of the total broadcast time;

3) at least half of the total volume of free airtime must be provided to registered candidates, electoral associations for holding joint discussions, round tables and other joint campaign events;

4) the total amount of reserved airtime for paid campaigning must be equal to the established total amount of free airtime or exceed it, but not more than twice. A political subject has the right, for an appropriate fee, to receive time from the total volume of reserved airtime within the limits of the share determined by dividing this volume by the number of political subjects having the right to campaign;

5) it is prohibited to “override” the transmission of campaign materials on the channels of television and radio broadcasting organizations with the broadcast of other television and radio programs and other campaign materials.

Special rules for campaigning in periodicals are established as follows:

1) the editorial offices of state and municipal periodicals distributed in the territory in which elections, referendums are being held, and published at least once a week, are required to allocate printed space for campaign materials. The general minimum volume of such space, the possibility of providing printed space free of charge, the ratio of the parts of printed space provided by the editorial offices of periodicals free of charge and for a fee, are established by law;

2) the editorial offices of state and municipal periodicals published at least once a week are required to reserve print space for election campaigning and campaigning on referendum issues for a fee. The total volume of reserved printed space is established by law. The terms of provision must be the same for all subjects of campaigning;

3) publication of campaign materials should not be accompanied by editorial comments in any form, as well as headlines and illustrations that are not agreed upon with the relevant political entity;

4) all campaign materials placed in periodicals must contain information about the sources of payment for the publication or information about the customer for the free publication;

5) the editors of periodicals publishing campaign materials, with the exception of those established by candidates, electoral associations, do not have the right to give preference to any political entity by changing the circulation and frequency of publication of periodicals.

Special legal regulation of campaigning through public campaign events can be characterized as follows:

1) state and municipal premises are provided for campaigning events free of charge on equal terms for all subjects of campaigning;

2) applications for the allocation of premises for campaigning are considered by the owners of these premises within three days;

3) subjects of campaigning have the right to rent, on the basis of an agreement, buildings and premises belonging to citizens and organizations, regardless of their form of ownership, for holding public campaign events;

Special rules for the release and distribution of printed, audiovisual and other propaganda materials are as follows:

1) all propaganda materials must be produced on the territory of the Russian Federation;

2) the terms of payment for the production of campaign materials must be equal for all subjects of campaigning (published in advance and provided to the election commission);

3) all printed and audiovisual campaign materials must contain the name, legal address and other data about the entity that produced these materials, the name of the organization (last name, first name, patronymic of the person) that ordered (ordered) them, as well as information about the circulation and date of release of these materials and an instruction to pay for their production from the funds of the relevant election fund;

4) copies of printed campaign materials or copies thereof, copies of audiovisual campaign materials, photographs of other campaign materials, before their distribution, must be submitted by the political subject to the election commission along with information about the location (residence address) of the organization (person) that produced and who ordered (manufactured and ordered) these materials;

5) the production of campaign materials without advance payment from the relevant election fund is prohibited;

6) local government bodies are required to allocate special places for posting printed campaign materials. The placement of propaganda materials on objects owned by the state or municipality is free of charge;

7) printed propaganda materials may be posted (posted, placed) in other premises, on buildings, structures and other objects only with the consent of the owners, owners of these objects;

8) organizations and individual entrepreneurs providing advertising services are obliged to provide campaign subjects with equal conditions for posting campaign materials;

9) it is prohibited to hang (stick up, place) printed campaign materials on monuments, obelisks, buildings, structures and premises of historical, cultural or architectural value, as well as in buildings housing election commissions, voting premises, and at a distance less than 50 meters from their entrance.

The law not only grants the rights to campaign to political subjects, but also establishes certain restrictions on these rights. Abuses of freedom of the media are prohibited as established by the Law on Mass Media. In addition, during campaigning it is prohibited:

Calls to commit actions characterized as extremist activity, justification and justification of extremism in accordance with Article 1 of the Federal Law of July 25, 2002 No. 114-FZ “On Combating Extremist Activities” (hereinafter referred to as the Law on Combating Extremist Activities), refers to extremism, among others other things, activities aimed at seizing and appropriating power, humiliating national dignity, carrying out mass riots, etc.);

Campaigning that incites social, racial, national, religious hatred, humiliates national dignity, promotes the exclusivity, superiority or inferiority of citizens based on their attitude to religion, social, racial, national, religious or linguistic affiliation;

Campaigning, which involves propaganda and public display of Nazi paraphernalia or symbols;

Propaganda that violates the legislation of the Russian Federation on intellectual property;

Bribery of voters: giving them money, gifts, other material assets, providing other benefits;

Conducting lotteries and other risk-based games in which winning prizes or participating in a prize draw depends on the results of voting, the results of elections, a referendum, or which are otherwise related to elections, a referendum.

Payment for commercial advertising using the name or image of a candidate, as well as advertising using the name, emblem, and other symbols of the electoral association that nominated the candidate, list of candidates, during the election campaign is carried out only from the funds of the relevant election fund. On voting day and the day preceding voting day, such advertising, including those paid for from the relevant election fund, is not allowed.

Candidates and other political subjects do not have the right to engage in charitable activities during the election campaign. Candidates, electoral associations, their proxies and authorized representatives are prohibited from contacting other individuals and legal entities with offers to provide material, financial assistance or services to voters.

Propaganda materials cannot contain commercial advertising.

Candidates are prohibited from using the airtime provided for posting their campaign materials for other purposes, in particular for calls to vote against candidates, negative comments regarding candidates, etc.

Organizations that produce mass media, in the event of their promulgation (publication) of campaigning and information materials (including those containing reliable information) that can damage the honor, dignity or business reputation of a candidate, the business reputation of an electoral association, are obliged to provide the relevant candidate, electoral the association has the opportunity, before the end of the campaign period, to make public (publish) a refutation or other clarification free of charge in defense of its honor, dignity or business reputation (with the same conditions of publication).

The practice of conducting election campaigns has shown a significant number of violations, which, due to the active work of regulatory and law enforcement agencies, began to decrease by 2005. The most common violations are: conducting election campaigning before the start of the period established by law; participation in the campaigning of officials of state and municipal authorities; campaigning under the guise of informing voters; payment for campaigning does not come from the election fund; release and distribution of campaign materials in violation of the law (containing deliberately false information, without imprint, etc.).

In general, it should be noted that the rules for carrying out election campaigning are quite detailed in law. Despite the similarity of content and methods of distribution, political and commercial advertising have different legal regulations. This should be taken into account when working in the field of advertising and do not forget not only about the different rules for creating and distributing advertising, but also about the different levels of responsibility for violating these rules. Responsibility for violation of the rules of election campaigning is established by the laws on elections (Article 76 of the Law on Basic Guarantees of Electoral Rights “Grounds for annulment, cancellation of registration of a candidate, list of candidates, cancellation of registration of an initiative group for holding a referendum”) and the Code of the Russian Federation on Administrative Offenses (Article 5.5 "Violation of the procedure for the participation of the media in information support of elections, referendums"; Article 5.8. "Violation of the procedure and conditions for conducting election campaigning, campaigning on referendum issues provided for by the legislation on elections and referendums on the channels of organizations engaged in television and (or) radio broadcasting , and in periodicals”; Article 5.9 “Violation of the terms of advertising of business and other activities during the election campaign”; Article 5.10 “Conducting election campaigning, campaigning on referendum issues outside the campaign period and in places where its conduct is prohibited by election legislation and referendums"; Article 5.11 “Conducting pre-election campaigning, campaigning on referendum issues by persons whose participation in its conduct is prohibited by federal law”; Article 5.12 “Production, distribution or placement of campaign materials in violation of the requirements of the legislation on elections and referendums”; Article 5.48 “Violation of the rights of registered candidates, electoral associations, electoral blocs, initiative groups for holding a referendum, and other groups of referendum participants when allocating space for placing campaign materials”; Article 5.51 “Violation of the rules for the production of printed propaganda materials by an organization or individual entrepreneur performing work or providing services for the production of printed propaganda materials”).

3.2. Legal regulation of social advertising

According to Article 3 of the Law on Advertising, social advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite number of people and aimed at achieving charitable and other socially beneficial goals, as well as ensuring the interests of the state.

According to Article 2 of the Federal Law of August 11, 1995 No. 135-FZ “On Charitable Activities and Charitable Organizations”, charitable activities can be carried out for the following purposes:

Social support and protection of citizens, including improving the financial situation of low-income people, social rehabilitation of the unemployed, disabled people and other persons who, due to their physical or intellectual characteristics or other circumstances, are not able to independently realize their rights and legitimate interests;

Preparing the population to overcome the consequences of natural disasters, environmental, industrial or other disasters, to prevent accidents;

Providing assistance to victims of natural disasters, environmental, industrial or other disasters, social, national, religious conflicts, victims of repression, refugees and internally displaced persons;

Promoting the strengthening of peace, friendship and harmony between peoples, the prevention of social, national, religious conflicts;

Promoting the strengthening of the prestige and role of the family in society;

Promoting the protection of motherhood, childhood and paternity;

Promoting activities in the field of education, science, culture, art, enlightenment, spiritual development of the individual;

Promoting activities in the field of prevention and health protection of citizens, as well as promoting a healthy lifestyle, improving the moral and psychological state of citizens;

Promotion of activities in the field of physical culture and mass sports;

Environmental protection and animal protection;

Protection and proper maintenance of buildings, objects and territories of historical, religious, cultural or environmental significance, and burial sites.

2) specific goals;

3) mention of specific brands (models, articles) of goods, trademarks, service marks and other means of their individualization, of individuals and legal entities is unacceptable, with the exception of mention of authorities and sponsors. The possibility of mentioning a sponsor in social advertising appeared only on July 1, 2006 (the date the Advertising Law came into force). Previously, advertising that pursued socially useful goals, but contained a mention of the sponsor, could not be considered social, which led to a distortion of the very concept of social advertising and difficulties in resolving issues of financing the dissemination of socially useful information; It is economically inefficient to produce and distribute such advertising, which results in the low quality of its technical and creative execution.

The most common topics of social advertising are health protection, road safety, environmental protection, fulfillment of civic duty, family, etc. In general, the dissemination of social advertising is aimed at achieving intangible public benefits. The indirect result may be obtaining material benefits for society as a whole - preserving the environment, paying taxes, reducing healthcare costs, etc.

In order to stimulate the spread of social advertising, the law establishes the obligation for advertising distributors to conclude an agreement on the distribution of such advertising within 5 percent of the annual volume of advertising distributed by them (including the total time of advertising distributed in television and radio programs, the total advertising space of a printed publication, the total advertising space advertising structures).

The scope of legal rules for social advertising is small. Despite a significant number of competitions, exhibitions, and the effective use of social advertising in certain areas of state and public life in general, Russia still experiences a lack of coordination and systematic activity in this area. There is no body that determines the topic and evaluates the feasibility and effectiveness of social advertising. Programs for distributing social advertising of various government bodies (federal, constituent entities of the Federation, local), and non-profit organizations are often not coordinated. Some examples of social advertising cause shock among the population and even have the opposite effect or are simply ineffective when distributed. All this requires more detailed legislative regulation, coordination of activities in the field of social advertising, and the adoption of a nationwide distribution program taking into account the significance, priority and level of effectiveness of such advertising.

It is possible to use the experience of foreign countries, where the creation and distribution of social advertising refers to socially responsible investment. Participation in social advertising campaigns is an important part of the marketing activities of leading corporations. Social advertising in the West has long been used to create a country’s brand in the eyes of the world community, solve many government and public issues, increase patriotism, and disseminate current ideas.

An example of additional regional regulation of social advertising is the Decree of the Moscow Government of October 25, 2005 No. 845-PP “On the city target program for the development of outdoor advertising, information and design of the city of Moscow for 2005–2007”, the decree of the Moscow Government “On the distribution of social advertising and socially significant urban advertising in the city of Moscow.” These documents provide for the creation of a unified complex of urban information and social advertising, the development of a scheme for their placement, annual plans for information support of socially significant city programs, the holding of the annual Moscow festival of social advertising, open competitions for placing a city state order for the production of outdoor advertising of a social nature with the allocation appropriate budgetary and extra-budgetary funds, formation of a quarterly program for the distribution of social advertising. Owners of advertising structures placed on land and other property of the city of Moscow are required to distribute socially significant city advertising within 10 percent of the annual volume of advertising distribution. The only unresolved issues remain related to the consistency of such orders with federal legislation on the regulation of advertising, including social advertising.

In general, the level of regulation of social advertising in Russia is still insufficient. To legislative regulation it is necessary to add national, regional and local programs, a system of coordinating and supervisory bodies, and the active work of public structures in the field of social advertising.

3.3. Legal regulation of advertising for minors

It is generally accepted that children perceive advertising differently than adults due to the mental characteristics of their age, lack of life experience and other reasons. Therefore, at the legislative level, the task is set to protect minors from the negative influence of advertising. This problem is solved by establishing special requirements for advertising in order to protect minors.

1) discrediting parents and educators, undermining trust in them among minors;

2) encouraging minors to convince their parents or other persons to purchase the advertised product;

3) creating a distorted idea among minors about the availability of goods for families with any level of income;

4) creating the impression among minors that possession of the advertised product puts them in a preferential position over their peers;

5) the formation of an inferiority complex among minors who do not possess the advertised product;

6) showing minors in dangerous situations;

7) understatement of the level of skills necessary to use the advertised product among minors of the age group for which this product is intended;

8) the formation of an inferiority complex among minors associated with their external unattractiveness.

The practice of regulatory authorities in the field of advertising shows a significant number of violations of established rules.

Another example comes from the practice of the Supreme Arbitration Court.

It is also considered a violation of the law to create commercials showing minors in dangerous places and situations: in one commercial, a teenager was sliding down a hill inside a car tire, in another, he was skating on roller skates caught with a rope on the back of a sports car.

The most common violation of the requirements of the previous 1995 Advertising Law was the textual, visual or audio use of images of minors in advertising that was not directly related to products for this age group. Influencing parents through the use of images of children in advertising is a well-known and effective advertising technique. Quite often you can see advertisements for washing powders, detergents, real estate and other products using images of children. The application of this article was difficult due to the lack of a normatively approved list of goods for minors, however, antimonopoly authorities often managed to prove their case and bring violators to justice. The current law does not prohibit the use of images of minors in advertising that is not related to products directly for minors, with the exception of advertising of certain socially harmful products (alcohol products - Article 21, tobacco - Article 23).

3.4. Legal regulation of other types of advertising

In addition to the features highlighted above, the new law established special requirements for advertising of goods that are distributed by distance selling, in order to protect consumers from deception, as well as to ensure the possibility of protecting violated rights. According to Article 8 of the Law on Advertising, advertising of goods using a remote method of selling them must indicate information about the seller of such goods: name, location and state registration number of the record of the creation of a legal entity; last name, first name, patronymic, main state registration number of the record of state registration of an individual as an individual entrepreneur.

In addition, the law establishes special requirements for advertising in the form of promotional events - lotteries, competitions, etc. Previously existing requirements for the reliability of information were clearly not enough to protect consumers from deception in the event of their participation in sales promotion events.

1) timing of the event;

2) the source of information about the organizer of the event, the rules of its holding, the number of prizes or winnings based on the results of such an event, the timing, place and procedure for receiving them.

Legal regulation of incentive events not only helps protect the consumer from unreliable information, but also guarantees him the necessary minimum amount of information in order to make an informed decision on participation or non-participation in the incentive event.

The practice of conducting advertising promotions shows that in most cases advertisers honestly inform consumers about the conditions of such promotions and do not skimp on handing out prizes. If facts about the conditions of promotional events are revealed to be unreliable, advertisers will be held administratively and civilly liable.

The previous law contained another type of special requirements for advertising - in the case of sponsorship. According to Article 19 of the Law “On Advertising” of 1995, the sponsorship contribution was recognized as a payment for advertising, the sponsor - the advertiser, and the sponsored - the advertising distributor. Sponsors were prohibited from interfering with the activities of the sponsor.

The new law does not contain a special article regulating sponsorship, but does define it:

Sponsor - a person who provided funds or ensured the provision of funds for the organization and/or holding of a sports, cultural or any other event, the creation and/or broadcast of a television or radio program, or the creation and/or use of another result of creative activity;

It is easy to notice that the new law has narrowed the concept of sponsorship: previously, sponsorship was recognized as the contribution of an individual or legal entity (in the form of providing property, results of intellectual activity, provision of services, performance of work) in any activity of the sponsored person under the terms of distributing advertising about the sponsor and/or his goods.

However, the new law provides sponsors with some advantages when distributing advertising in television programs and broadcasts, radio programs and radio broadcasts, and social advertising.

Otherwise, the regulation of relations between the sponsor and the sponsored is carried out using a civil contract, which is subject to the principle of freedom of contract in a market economy and can establish various conditions of interaction and obligations of the parties.

Certain regulations establish special requirements for the use of certain words and symbols in advertising. For example, Federal Law No. 80-FZ of April 29, 1999 “On Physical Culture and Sports in the Russian Federation” (Article 7, paragraph 4) establishes that the National Olympic Committee of Russia has the right of ownership to the Olympic symbol, emblem, flag and name "Olympic", registered in accordance with the established procedure. Their use for advertising, commercial and other purposes is regulated by the Olympic Charter of the International Olympic Committee and is permitted only with the permission and on the terms of the National Olympic Committee of Russia.

The use of state symbols of the city of Moscow by legal entities and individual entrepreneurs is permitted only on the basis of a special permit issued by the executive authorities of the city of Moscow, in accordance with the Regulations on the procedure for using state symbols of the city of Moscow (approved by Decree of the Moscow Government of October 7, 2003 No. 837-PP ).

Questions and tasks

2. Which subjects have the right to participate in election campaigning?

3. During what period of time does election campaigning take place?

4. What are the general and special rules for conducting election campaigning?

5. What are the similarities and differences in the legal regulation of political and commercial advertising?

7. Name the features of legal regulation of social advertising.

9. What are the special requirements for advertising about promotional events?

10. What is sponsorship? How is it legally regulated?

11. How does the law protect minors from the negative effects of advertising?

PR is the art and science of achieving harmony through mutual understanding based on truth and full information (Sam Black)

PR is the art and social science of analyzing trends, predicting their consequences, advising management of organizations and implementing pre-planned programs of action that serve the interests of both the organization and the public (Assembly of Public Relations Associations, Mexico, 1978).

Propaganda (from Latin propaganda - subject to consideration) - the dissemination of political, philosophical, scientific, artistic and other ideas in society. In a narrower sense, political or ideological propaganda with the aim of forming a certain worldview among the masses.

Marketing is a process that involves predicting the needs of potential buyers and satisfying these needs by offering appropriate goods - products, technologies, services.

PR	General	Advertising
1. Uses both paid and free media space	1.Uses methods based on stereotypes of perception	1.Controlled method of paid information (paid material)
2. Not measurable. Focuses mainly on positions in society, in the social environment	2. The same principles: systematic, informative, a clear structure and tactics have been developed	2. Rigidly calculated and predicted
3. Communicates that the company not only strives to make a profit, but to be a fair member of society	3. Focus on target audiences, defining common goals	3. Sells
4. Information is not associated with paid promotion	4. Should complement each other, as integrated strategies that improve efficiency	4. Biased communication serves as a guard against bias in his communications.
5.Managed image		5. Sales of goods and services
6. Typical environments: media, PR techniques and PR campaigns		6. Various types of advertising
7. Problem setter: head of the company, guarantor of the region		7. Company division
8. Object: image, style, reputation, fashion, brand and so on		8. Product or service
9.Operation characteristics: continuous and systemic		9. Discrete

Tab. 2 PR and propaganda

Tab. 3 PR and marketing

General	PR	Marketing
1.Use one source (analytical forecasts, data processing, statistics and segmentation)	1. Theoretical foundations: social psychology and sociology	1. Economics and psychology of consumer behavior
2. They attract the same thing to create a positive image of goods and services	2. social focus: the public in a broad sense	2. Consumption only
3. Some management processes (research, analysis, planning, implementation, evaluation of results)	3. Responds to the demands of the social environment, establishes understanding and dialogue	3. Explores the possibilities of influencing people in advertising and other media
4. Recognize the importance of working with people	4. Persuasive	4. They strive to subordinate the needs of goods

Let's look at some of the main differences between these two forms of communication. They are based on the fact that PR is not a form of advertising and, in fact, it is a much broader type of activity. PR is concerned with all communications of the entire organization, while advertising, although it may cost more than PR, is largely limited to the marketing function with few exceptions such as employee recruitment or financial advertising. Until you understand this fact well, you will not get the full picture of PR.

Public relations is neither “free advertising” nor “unpaid advertising.” There is nothing “free” in PR: this line of work requires a lot of time, and time is always money. This money is either staff salaries or fees from external consultants. If an article appears in a news column or newsletter, its value cannot be calculated by advertising rates for newspaper space or airtime, since editorial column or radio or television program time is inestimable.

An organization may not use advertising, but any organization is somehow involved in public relations. For example, the fire brigade, of course, does not advertise fires or even advertise their services when they occur, but they have established relationships with a large public.

Public relations covers everyone and everything, while advertising is limited to specific sales and purchases, such as promoting the sale of goods and services, purchasing materials and components, hiring personnel, or announcing results achieved. PR has to deal with all communications carried out in an organization, and therefore this line of activity is more extensive and comprehensive than advertising. From time to time, PR may use advertising, although, we repeat, PR is neither a type of advertising nor a part of it.

In the commercial world or the private sector of the economy, PR and advertising are closely related to marketing. While marketing is one of the functions of business, PR interacts with financial and production functions. Therefore, PR can be used in relation to all components of the marketing mix, in which advertising is just one component. The marketing mix includes all the components (see Figure 2.1) included in the marketing strategy (to mention just a few: packaging, research, pricing, sales, distribution and after-sales services). Each of these types has a certain relationship to communications and reputation (goodwill). Educating the market can be the main contribution of PR, on which the success of the subsequent advertising campaign will largely depend.

Propaganda is another form of communication that is often incorrectly viewed as PR. However, nothing could be more different than these two activities. For PR to be successful, it must be believed, while propaganda in any case arouses suspicion or at least disagreement. The problem is that it is sometimes difficult to distinguish between the components of propaganda and PR in information transmitted by government agencies. Propaganda is aimed at keeping the government in power, and the purpose of PR is to ensure that citizens understand the essence of the services that the government provides and teach them how to use these services correctly.

1.Goals in the field of sales, which should lead to tangible
increase sales volumes or encourage consumers to purchase tourism services.

2. Goals in the field of communications, aimed at conveying certain ideas, shaping the image of the enterprise, changing consumer habits, which contributes to the growth of sales in the long term.

Determining the nature of the proposed goal is not always quite simple; when carrying out advertising activities, enterprises most often turn to a combination of them. Typical advertising goals:

Formation of the company's image;

Formation of product image;

Providing information about the product;

Changing attitude towards the product;

Increase in sales volumes;

Anti-competition, etc.

How correctly the goals of advertising are determined, the means of its distribution are selected, and advertising messages are developed taking into account the target audience depends on the final result of advertising events, the return on investment and the achievement of the effect that the tourism enterprise is counting on.

Specificity - is expressed in simple, intelligible and convincing language of the text, thoughtful arguments, a logically completed solution;

Targeting is the extent to which advertising media are addressed to specific segments of the population, age or social groups;

By creating demand and stimulating sales, forcing consumers to buy goods and accelerating the process of purchase and sale, and therefore the turnover of capital, advertising performs in the market economic function.
By providing consumers with a targeted flow of information about the manufacturer and its products, advertising performs informational function.

Feedback from the market and consumer is maintained through questionnaires, surveys, and analysis of the process of selling goods. This allows you to control the promotion of goods to the market, create and consolidate among consumers a stable system of preferences for them, and, if necessary, adjust the sales process. This is how they are implemented controlling And corrective advertising functions.

By introducing new products to the market, advertising promotes the spread of educational advertising function. Executed at a high professional and artistic level, advertising helps to develop a sense of beauty in the audience and instills good taste in them. (aesthetic function). Directed influences on certain categories of consumers perform the function demand management.

Agitation, oral or printed, among the general public, with the goal of disseminating certain ideas, cultivating good taste through persuasion, allows you to implement the above functions of advertising and achieve success in achieving the main goals of marketing: generating demand and stimulating sales.

To popularize means to make advertising understandable and accessible; this is what is put forward in the requirements for advertising.

For the economic well-being of a tourism enterprise in market conditions, it is important not only to take into account external conditions, but also to have a very definite orientation towards the formation of a favorable “external climate”, and to carry out targeted work with the public and clients. The solution to this problem is achieved by implementing promotional activities, which most often refers to public relations work - “public relations” (English, public relations). This work is aimed at studying the emerging public opinion and forming a friendly attitude towards the tourism enterprise and its activities. Propaganda is carried out using all imaginable means of disseminating information that could convey to the audience the image of a product or service (except for the generally accepted ones, for example, displays at points of sale, creative ideas). It should be noted that there is no “Chinese wall” between propaganda and direct advertising, although there are certain differences between them (Table 1).