Extract from term paper in marketing. Organization of work of advertising solution at a modern enterprise

Extract from term pa­per in mar­ke­ting. Organization of work of ad­ver­ti­sing so­lu­ti­on at a mo­dern en­t­er­pri­se

Advertising com­pany is re­al­ly a struc­tu­ral pro­duct for ma­na­ging mar­ke­ting func­tions. It es­ta­blis­hes bo­th the sub­or­di­na­ti­on in ad­di­ti­on to ob­li­ga­ti­on when it co­mes to task. Each com­pany selects eliteessaywriters.com/resume-editing-proofreading-services in­di­vi­dual­ly the form of ma­nage­ment and or­ga­niza­t­i­on of ad­ver­ti­sing tasks. This will de­pend re­gar­ding the ty­pe of ow­nership, how big is the en­t­er­pri­se, the ty­pe re­gar­ding the ma­nu­fac­tu­ring, the na­tu­re and cha­rac­te­ris­tics as­so­cia­ted wi­th the mar­ket upon which the firm ope­ra­tes, the no­men­cla­tu­re and ran­ge for the pro­ducts being ma­nu­fac­tu­red, etc.

Forms of organizational management structures for advertising

You can find pre­sent­ly fi­ve main kinds of or­ga­niza­t­io­nal ad­mi­nis­tra­ti­on struc­tures for ad­ver­ti­sing:

  • Practical – in li­ne wi­th the per­for­man­ce of se­pa­ra­te de­vices of va­ried func­tions of mar­ke­ting ac­tivi­ties. Its ad­van­ta­ge is sim­ple ad­mi­nis­tra­ti­on, in the event that com­pany fo­cu­ses on a nar­row, ti­ny ran­ge of pro­ducts. Due to the fact pro­duct ran­ge in­crea­ses, the pro­vi­ded frame­work be­co­mes less ef­fi­ci­ent. It gets to be mo­re com­plex to pro­du­ce a stra­te­gy for every pro­duct that is in­di­vi­dual in­di­vi­dual mar­ket, it be­co­mes im­pos­si­ble to co­or­di­na­te ad­ver­ti­sing tasks as a who­le. Characteristic for litt­le busi­nes­ses wi­th a small ar­ray of pro­ducts ma­nu­fac­tu­ring mass ser­vices and pro­ducts.
  • Based on the trade­mark – it re­al­ly is ty­pi­cal for en­t­er­pri­ses mass that is pro­du­cing (multi-assortment) wi­th va­rious pro­duc­tion tech­no­lo­gies. The de­pu­ty ma­na­ger of ad­ver­ti­sing is sub­or­di­na­ted in­to the di­vi­si­on of ad­ver­ti­sing by com­mo­di­ty groups. Advantages – com­mo­di­ty ma­nage­ment co­or­di­na­tes the mar­ke­ting that is ent­i­re of the­se ser­vices and pro­ducts. More tu­n­ed in to the is­su­es that ari­se avail­able in the mar­ket, ma­king ti­me for the pri­ma­ry and se­con­da­ry con­sign­ments of pro­ducts. Disadvantages – the ma­nage­ment sys­tem is mo­re ex­pen­si­ve.
  • Geographic ori­en­ta­ti­on – works in a mar­ket wi­th a de­mons­tra­b­ly mar­ked re­gi­on, along wi­th wi­th firms working ab­road.
  • Segmental – fo­cu­sed on the re­qui­re­ments that all mar­ke­ting ma­na­ger is in char­ge of using a par­ti­cu­lar seg­ment of con­su­mers, ir­re­spec­tive of which geo­gra­phi­cal mar­ket this por­ti­on is si­tua­ted. For in­stan­ce, lar­ge wri­ters ha­ve spe­cial units that hand­le adult ma­te­ri­als, ju­nior li­te­ra­tu­re, text­books for ad­di­tio­nal and high schools. Each one of the­se di­vi­si­ons is ori­en­ted towards its con­su­mer and will act as a com­pany that is in­de­pen­dent. The ob­jec­tive of su­ch an in­suran­ce po­li­cy is ful­fill the re­qui­re­ments of the cust­o­m­ers no worse than a com­pany that ser­ves on­ly 1 part.
  • Commodity-regional ori­en­ta­ti­on – ef­fec­tive for or­ga­niza­t­i­ons wi­th di­ver­se as­sort­ment, em­ploy­ed in a lar­ge quan­ti­ty of re­gi­ons. Work wi­th the con­di­ti­ons of firm com­pe­ti­ti­on avail­able in the mar­ket of hef­ty en­gi­nee­ring de­man­ded a com­ple­te­ly new way of the ad­ver­ti­sing po­li­cy re­gar­ding the en­t­er­pri­se.

Professional tasks of this specialists of marketing divisions

In ac­cor­dan­ce wi­th the ty­pi­cal on ad­ver­ti­sing tasks, the ex­pert tasks for the pro­fes­sio­nals of ad­ver­ti­sing di­vi­si­ons and agree­ments are the an­no­ta­ted fol­lo­wing:

  • con­duc­ting mar­ke­ting re­se­ar­ch and de­ter­mi­ning the mar­ket that is po­ten­ti­al for tra­di­tio­nal kinds of pro­ducts; per­for­ming the fac­to­ry port­fo­lio of re­quests; en­su­ring sta­ble loa­ding of ma­nu­fac­tu­ring ca­pa­ci­ties as­so­cia­ted wi­th en­t­er­pri­se;
  • or­ga­ni­zing and work that is con­duc­ting the mo­ti­on of pro­ducts (get­ting ap­p­li­ca­ti­ons from cust­o­m­ers, opening ques­ti­on­nai­res, drawing up agree­ments for the way to ob­tain equip­ment, is­suing sa­les for ma­nu­fac­tu­ring, mo­ni­to­ring the de­li­very of equip­ment and pay­ments);
  • par­ti­ci­pa­ti­on wi­t­hin the de­ve­lop­ment of char­ges for pro­ducts for the en­t­er­pri­se;
  • or­ga­niza­t­i­on of work wi­th sa­les of items by di­rect con­tact wi­th cust­o­m­ers, in ad­di­ti­on to through the sys­tem of re­sel­lers;
  • Preparation of tasks for crea­ti­on of ad­ver­ti­sing pro­ducts, pre­pa­ra­ti­on and con­duc­ting of events of ad­ver­ti­sing and pre­sen­ta­ti­on cha­rac­ter; par­ti­ci­pa­ti­on in spe­cia­li­zed ex­hi­bi­ti­ons, fairs, con­fe­ren­ces, pre­sen­ta­ti­ons (in the cer­tain as­pects of ma­nu­fac­tu­ring ac­tivi­ties – pro­fit cen­ters).

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