What is the difference between marketing and advertising? Advertising, PR and proper marketing - what's the difference? Basic elements of the external environment

I check Google Analytics from time to time. So far there is nothing to be happy about, but what is interesting is that over the last week 12 people came from a search for the phrase “The difference between the concepts of Advertising and Marketing.” It’s a rather strange combination, but since people are looking, we need to help them. None of them looked at more than one page; they probably didn’t find it.
Therefore, I decided to describe it in detail, as far as I can see.
To begin with the definition (free presentation):
Advertising– this is the paid dissemination of certain information of a specific subject, aimed at other, usually unidentified subjects for a specific purpose. The purpose of advertising can be any (to inform, persuade, motivate...).
Marketing– this is management (influence) on the entire chain of movement of goods from the conveyor to consumption (creation, promotion, sale, after-sales service).
Thus, we find that advertising is a narrower concept than marketing.
Marketing deals with problems:
— product (its characteristics, qualities, packaging...);
— prices (principle of pricing, optimal price compared to a competitor, price discrimination…);
— places of sale (how the product will reach the consumer: through supermarkets, mail delivery, company stores, traveling salesmen...);
- product promotion (and here, among other things, we get ADVERTISING. There is also sales promotion, personal selling, PR...).
Those. If we go from the bottom up, we find that advertising is a component of promotion, and promotion is a component of advertising.
If you consider all the components of marketing, you can understand why they are “glued together.”
So, PRODUCT. Marketers are not allowed into the production process (and they don’t really want to). Well, machines, noise, din, workers... we will sell what THEY produce THERE. What’s most interesting is that in fact it is. It's rare that marketing specialists get involved in the production process. If we consider, for example, packaging, then it is precisely classified as advertising (after all, you need to DRAW it). Although this is still a characteristic of the product and should be planned before the product is released (it must be wrapped in something).
If we're talking about PRICE, then this is the situation here. If there is a lot of competition (market perfect competition), then most firms take the market price as given. If there is a monopolist or oligopoly, the price is determined by the “feel of management”, according to the principle - my product, whatever I want, I will sell it for as much as I want (rarely does anyone take into account the supply and demand curves). Yes and in case competitive market There is always the opportunity to differentiate from the masses (raise the price and call yourself Premium class, or vice versa – a discounted product). But, alas, in our realities, marketers are the last ones to influence the price (after the director, accountant, economist, salesperson...).
SALES POINTS usually studied by logisticians (who are usually more often classified as economists). And again, in addition to merchandising (which seems to go without saying in our country, the product must stand out...and few people dig deeper), so - in addition to merchandising, they study advertising of competitors and general placement in a supermarket or ordinary store. Therefore, this is also partly advertising. A promotion in a store is again classified as advertising...
And finally, PROMOTION. This marketing function is generally directly associated with advertising. But this is all different. For example, sales promotion: coupons, discounts, gifts... this is NOT ADVERTISING at all (let me remind you that advertising is simply the transfer of INFORMATION). There is a point here - the promotion itself also needs to be advertised. So it turns out that the promotion is like an advertisement, although in fact it turns out that the advertisement conveys information about the promotion, and the promotion already stimulates us to buy the product. This is such a complex system 😉
I would also like to dwell separately on advertising and PR. More precisely, not even their difference (this seems to be clear), but specifically an advertising article from a PR article. Main differences: advertising is ALWAYS paid. PR is most often NOT paid. Moreover, I have heard many times from managers who said that we fire managers if we find out that they paid for the publication of such an article. Besides, advertising is ALWAYS someone else's. Those. it clearly has a customer. A PR article may generally describe the situation. Those. double move. For example, one “abusive article” is being written about air pollution (about the development of slopes near the sea). It’s just too bad, no one is calling. Those. negativity is created around something. And then, in another source, a neutral article is written, for example, about the activities of some company. And there, by the way, it says that she is for clean air. And it turns out that this company automatically falls under the “good” ones, reinforcing its perception as “bad”.
As a result, we get that by subtracting various parts from marketing, and vice versa, gluing some parts with advertising, one may get the impression that they are one and the same. But this is far from the case.
I hope I made it clear enough...

At first glance, marketing and advertising are synonymous - two words that can be used interchangeably to describe the process that helps you sell more products or services. Still, there is a huge difference between the two, and being able to see it will help you create a more expansive, holistic approach to achieving your business goals, and will certainly impact your bottom line.

So which is which? By definition, marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging products that have value for consumers, clients, partners and society as a whole. In other words, it is systematic planning, implementation and analysis entrepreneurial activity, designed to turn offers into sales.

Let's separate these concepts and look at them a little deeper.

How does marketing work?

Creating a marketing plan involves a combination of time, research and preparing your product for the market, and begins with developing a unique selling proposition (USP) that reflects distinctive features your business. The USP is further used as a guideline or mission statement that helps you develop marketing strategy.

You need to understand who your potential customers are and what they want to get from your products or services. If you understand how they behave and think, you can define your brand position and develop assets that speak for themselves.

Colors, logos, and other design elements should match the preferences of your target audience. Market research will provide you with data to work on your marketing goals. It will give you information on when and where to advertise, help you increase your market presence and understand the best formats to use in advertising.

You have to spend successful market research to organize successful advertising campaign. This is exactly what will help you determine your target audience and increase the likelihood of successfully attracting new customers. Thanks to it, you can also not only determine the demand for your products and services, but also assess the level of competition and sales trends.

Marketing companies focus on sales strategies by studying consumer behavior through various studies, including surveys, studying online behavior and even personal communication with the buyer.

Any marketing strategy can be divided into four stages:

• Product. This applies to both goods and services that appear on the market and are in demand among buyers. It can be either an already existing product or a previously unseen product in its field.
• Price. Determining the right price is a very important step. There are many factors involved in pricing, including markup, subjective value, and various costs.
• Place on the market. Its choice depends on strategies such as selective distribution, franchising and exclusive supply. Place can also mean stores, such as brick-and-mortar outlets or online.
• Promotion. All communication methods used by a brand to communicate its products and services are embedded either in this stage of marketing or in the advertising process.

How does advertising work?

Advertising supports marketing by creating the right idea about a company's products and services. It also generates curiosity among the target audience, generates interest and ultimately works to support the marketing plan by generating sales.

Once you figure out who your target audience is and how best to reach them, then marketing plan There is a strategy on how to best position yourself in the market.

You assure potential clients that your product is ideal for them through marketing, while advertising helps communicate the existence of your product and influence buyer behavior. To do this, advertising must be relevant and verified, correctly presented and distributed.

Reaching your prospects in the right direction involves communicating based on where they are in their buying readiness stage. Buyer readiness is divided into 6 parts ( awareness, knowledge, predisposition, preference, belief and purchase), which in turn are divided into three stages - cognition, emotions, desire. Your advertising strategy will help you communicate, explain and show your offerings to the right audience, through a variety of media.

• Cognition stage(awareness and knowledge): consumers process information received through advertising. It should present information based on the benefits of the product to create interest.
• Emotion stage(predisposition and preference): When consumers are in the emotional stage, they want to trust the brand. Advertising should play a very important, emotional role here.
• Desire stage(conviction and purchase): At this stage, consumers either demonstrate their desire to buy or purchase. Here advertising develops into a way to accompany the purchasing process.

So what does this mean for my business?

To be successful in today's sometimes oversaturated marketplace, companies must develop a marketing strategy that is comprehensive strategic plan bringing a product or service to market. Advertising is part of this plan.

Its other components are market research, media planning, public relations, brand and product development, distribution, positioning and segmentation, customer support, sales strategy and pricing. All of these elements require investment, and advertising is typically the most expensive part of a marketing plan.

In fact, it is very important to be able not only to distinguish between marketing and advertising, but also to know about them working together. Understanding how to properly allocate your budget between them will surely lead your product to a successful launch and presence in the market.

Marketing and advertising have become a part of our lives. Companies use these tools to sell their goods or services, and the consumer, in turn, uses these tools to keep abreast of new products on the market. However, often both consumers and businessmen confuse these two concepts, or equate them with each other, while marketing and advertising, as tools, perform completely different functions.

What is marketing and what is it for?

If we consider marketing from a professional point of view, we can define this concept as a set of actions aimed at promotion of a product or service from the manufacturer to the final consumer. There is a marketing mix, also called the 4Ps concept. According to this theory, marketing includes the following components:

• Product– everything related to the product, its properties, appearance, ergonomics, design and quality.
• Price– in this category it is determined what the price of the product will be, what discounts and promotions are possible.
• Promotion– this includes everything related to promotion, namely: advertising, PR, product sales promotion.
• Place– in this category it is determined exactly how the product will be distributed, in what retail outlets he will be presented.

As you can see, marketing is a large-scale activity that accompanies a product from beginning to end. Without marketing, not a single product or service can be sold. The main function of all marketing activities is to bring a product to the market and deliver it to the end consumer.

What is advertising and why is it needed?

If we take a broad definition of advertising, we can say that it is the dissemination of information in any form and by any means among an indefinite group of people, with the goals of informing, persuading, attracting attention to the object of advertising and maintaining interest in it. Advertising is an absolutely specific tool that is used by marketers to promote a product. It should be noted that advertising is part of the marketing mix and is a narrower area of ​​activity.

Today advertising is divided into a large number of species. There is not only commercial advertising, but also political and social. Also, types of advertising are determined by the nature of the impact on the consumer. For example, there may be informative advertising that reminds, encourages to take a certain action, and sells. Advertising is distributed through a variety of means. It can be seen on billboards, banners, banners - outdoor advertising; hear on the radio, see ads on TV; see in a magazine, newspaper, on a leaflet - printed advertising, etc. Modern advertisers are attracting more and more funds to disseminate advertising information. Among them you can find many interesting and creative solutions.

It should be noted that advertising is always strictly aimed at specific target audience, that is, potential clients or consumers. Based on the characteristics of this audience, a channel for disseminating information, an advertising method are selected, characters in advertising, design and many important details are determined. Advertising is never done to everyone at once. For example, advertisements for expensive, luxury goods are often placed in fashion magazines and secular publications. It is unlikely that you will find information about such a product in leaflets that are handed out near the metro.

Advertising is placed where potential consumer product will be able to find it. That is why, before creating advertising material, as a rule, a series of marketing research allowing to better study the consumer of the product.

What do advertising and marketing have in common?

Marketing and advertising have a common goal - promoting a product, service or idea and bringing it to the consumer, client and voter. However, in other respects the two concepts are different. That is why they should not be confused with each other and, moreover, equated with each other.

What are the differences between marketing and advertising?

The first thing to note is, of course, scale of advertising and marketing. Marketing is a broader category that includes, among other things, advertising. Advertising is one of the marketing tools, which is the “engine of trade” and helps to distribute goods more efficiently.

The second difference is focus of these activities. Marketing is always an activity aimed at commercial profit. Advertising can be political or social, that is, not aimed at making a profit, but actualizing social problems, drawing attention to certain individuals.

Well, the last difference is the ability of advertising to exist independently. Advertising activity can easily do without marketing, however, marketing cannot exist without advertising, since advertising is the most important marketing tool, without which product promotion is simply impossible.

Many people don't see much difference between marketing and advertising. But it still exists. These concepts are different from each other, and people who are at least somehow connected with the world of business need to know this. The concept of marketing includes all activities related to trade, from the acquisition of raw materials to the release of goods to the market and sale. Marketing principles are important at all stages of product development and promotion. Also, the purpose of marketing is to analyze demand and forecast profits and costs. Advertising is a part of marketing activities. In other words, it is a subsection of marketing. Advertising- this is the creation of campaigns to promote a product using the media, presenting the product on the market to maximize profits.
When talking about the difference between marketing and advertising, you need to understand their main difference. Marketing is responsible for good quality services or goods that the consumer receives. On the other hand, we need advertising in order to make a statement about the company and the product offered. Advertising is placed in newspapers, magazines, letters, banners, on the Internet and in all other possible ways to reach the target audience.
Marketing is also different from selling a product. Sales or marketing is simply the exchange of goods for money. On the other hand, marketing is needed to ensure that the consumer is completely satisfied with the purchased product or service received and wants to contact the company again. Marketing helps a company create an image in the market, since advertising itself cannot fully achieve this. Branding (trademark promotion) is the creation of an attractive product from an existing product.
Marketing is a longer-term process than advertising. If the product is not ready yet, then there is nothing to advertise. The marketing process begins with creating a business idea. Therefore, advertising can be called one of the last stages in the marketing process. In principle, marketing can last as long as the company lives and works, because it is a continuous cycle of actions, thanks to which sales and profits of the business not only do not fall, but also grow. Marketers analyze sales, business mistakes, forecast profits and keep the company alive. Advertising may turn out to be unnecessary or necessary in the life cycle of a company. Some companies advertise themselves only when starting a business, others when difficulties arise, and still others never stop the advertising process. To reach the stage when advertising is not needed at all, you need to work hard and invest money and effort. However, the most famous brands do not neglect advertising.
Advertising helps to establish a connection between the company and customers. It creates an image of the product in the minds of consumers, explaining to them the merits of the product and its advantages over others. Marketing is no less and sometimes even more important for business success.

Russia has experienced a transition from an overly centralized command-type economy to predominantly market relations. Marketing helps solve this problem - something new in the economy, which in practice turned out to be well forgotten by the old and with the help of which back in the 30s of the 20th century, during the NEP period, the country's economy was built quite qualitatively and stably.

It would seem, what kind of marketing can we talk about in the former Russia? Here again it is appropriate to recall the name of the outstanding Russian scientist N.D. Kondratiev, who created and headed the world’s first Market Research Institute, as well as his numerous employees. It was they who began to seriously engage in research into the global commodity market, prices, the study of the consumer basket, demand as a function of many factors, and other economic objects and phenomena that today are classified as part of the marketing system. The study and analysis of the market situation, which was carried out by the staff of the institute, essentially, in the modern sense, constituted marketing research.

Advertising is one of the main elements of marketing. It is sometimes said that advertising is the main component of marketing communications. Both of these statements are fair and do not contradict each other. They simply reflect different aspects of the content of marketing activities. Let us dwell on some of the features of this activity in more detail.

The word “marketing” as an ing form comes from the English “market” and in translation means, first of all, market. Due to the conversion property inherent in the English language,

ku, the same word is a verb and is translated as sell or buy on the market; or sell, dispose of. Thus, this word incorporates a whole complex of concepts related to the market, so its use in speech is very convenient and it compares favorably with other linguistic forms. For example, the German word “der Markt” is translated only as bazaar, market; completely different words are used to denote the verbs “sell and buy”. In Russian, like in German, there is no verb derived from the word market.

In English and German languages The emphasis in this word is on the first syllable, besides, the German word is monosyllabic, so it is more correct to pronounce the word “marketing” in Russian with the emphasis on the first syllable. However, this is not at all necessary; the main thing is that the content of the word, the phenomena and concepts that are hidden behind it, is clear. Probably not without reason English word“market”, the derivative from which “marketing” has become an international term, also has a verb form. This speaks of the importance that in the XVII-XVIII centuries. The British emphasized the development of the market, and later - about the enormous contribution of America to the development of market relations and the formation of modern marketing.

An example of the creative symbiosis of advertising and marketing, their unity and complementarity is the activity of the American spouses Ruth and Andrew Eliot. In 1959, the Eliots invented the Barbie doll, naming it after their then-young daughter Barbie. Using a fundamentally new approach, which consists in creating a doll analogue adult woman, as well as new designs and the latest bending materials, they created an entire industry and even the cult of “Barbie”. Marketing events(the initial price of the doll to conquer the market was only $3) were organically supplemented by a grandiose advertising campaign. At the same time, not only the doll itself was advertised, which later received “relatives” of both sexes, races and ages, but also its household products, including a whole range related products- from sets of clothes and dishes, to houses and cars. Taking into account the gradual increase in the average price of a doll several times compared to the original, its cost with all accessories is currently significant. However, buyers may

gradually purchase appropriate sets for children, different in range and price, so that no social group of consumers, differentiated by income level, feels deprived.

Although Russian scientists first began to study some theoretical problems of the market at the Market Research Institute under the leadership of Professor N.D. Kondratiev, later priority in the theory and practice of the formation of a modern market passed to the Americans. This was ultimately semantically indicated by the fact that the word “marketing” acquired international significance and was firmly entrenched in scientific and economic terminology.

Definition of Marketing. The main thing in any definition of marketing is the focus on the consumer of goods and services:

1. The most general definition of marketing is: "Marketing - is the identification, study, formation and satisfaction demand." This definition is universal, since it does not disclose how demand is satisfied and what goods, services, and other economic or non-economic objects it influences. Moreover, it does not matter, for example, what forms - material or intangible - the product has. However, this general definition it does little if the market problem is studied in the sphere of developed commodity-money relations.

2. Definition of marketing as a market, economic category: "Marketing- this is the identification, study, formation and satisfaction of demand for goods of tangible and intangible form, as well as services in the field of developed commodity-money relations or the market.”

3. Marketing is also a science course that studies the market as a special economic category.

4. From a practical point of view, the definition of marketing related to eliminating the contradiction between the manufacturer and consumer, which, as a result of the act of purchase and sale, is daily resolved on the market from the standpoint of achieving a narrowly utilitarian goal - meeting the demand of a specific consumer by a specific manufacturer.

5. Another definition, quite long, but describing all the basic elements of marketing: it's complex a system for organizing production, promotion and sales of products, focused on meeting the needs of specific consumers and making a profit or other positive effect based on research and forecasting of the market, market segments and niches, studying internal and external environment organization, development of strategy and tactics of behavior in the market with the help of marketing programs detailed in marketing plans.

There are more than 200 definitions of marketing in the world and domestic literature, which, with varying degrees of approximation, make it possible to reveal the essence of this phenomenon.

With the usual for Soviet Russia after the 30s of the XX century. approach, the manufacturer began to think seriously about sales after the product had already been produced. Modern marketing approach - it is necessary to produce a product that will certainly find demand. This task seems simple only at first glance. In fact, in the production and sale of each product, there are many different factors that determine success or failure in this business.

Marketing is important both for a simple market trader selling pies with dried apricots, and for a large car manufacturer. If in the first case there are bones in the filling and the dough is unbaked, then the trader will modern market will not be successful and will be replaced by another, with a better product. Moreover, this result will not depend on the degree of advertising efforts of traders, since in this case best advertising is the quality of the product. Hence the conclusion - marketing exists and is implemented in production.

The second example, with a car company, would seem to also confirm this result. After all, despite the disproportionately different scales of the case, it can be assumed that a car company that produces low-quality cars with a defect in the braking system will quickly disappear from the market scene. But if we equalize these important factors quality, then who will win the competition? Probably the one who advertises his products better, who can best demonstrate the advantages of his product. Know-

In fact, marketing successfully exists not only in the production phase, but also is inherent in distribution, exchange and consumption. To some extent, marketing is the only art form that can be verified by the algebra of money. There is a well-known example when spouses, owners of a small business in Rostov-on-Doiu, periodically sold their goods - shoes, boots and sneakers - in Saratov. At first they took turns selling the goods. However, soon only the wife began to deal with the problem of sales, as she sold out the goods during the day thanks to the skillful technique of personal selling and the correct use of product advertising: skillfully using the “crowd effect”. She invited buyers using simple fair techniques - jokes and jokes and, repeatedly bending the soles of her shoes, demonstrated their high quality. The seller's art brought in considerable income in short term. Her money turnover rate was three times higher than that of her partner.

The marketing approach gave outstanding results even in the initial period of restructuring of the Russian economy, known as the beginning and development of the cooperative movement in the 80-90s of the 20th century.

Let's consider an example related to the activities of the Fiton cooperative, as a result of which significant start-up capital was received for the subsequent development of a private business. This capital was obtained by leveraging the legacy of previous Soviet-era mismanagement, knowledge of market conditions, and taking advantage of favorable market conditions. During the functioning of the command-administrative economy large enterprise chemical industry, located in Engels, has been receiving spools with polystyrene-based chemical fiber from suppliers for years. Polystyrene parts were to be returned to the supplier. However, the company preferred to pay low fines and for years threw these parts into a landfill, filling the surrounding ravines with them and covering them with soil. The Fiton cooperative is at a cheap price of several tens of rubles per 1 cubic meter, which were greatly depreciated at that time. m of soil with waste bought the right to develop and dispose of it from the enterprise. The plant received the money into the account; its management was surprised by the recklessness of the Fiton cooperative, which paid, as it seemed then, “for nothing.” However, having invested insignificant funds in the operation of a bulldozer, a washing machine, a crushing device and injection molding machines, the cooperative received significant profits.

A particularly large part of it was obtained from the Western market for recycled polystyrene. At that time, the demand for polystyrene was significant; prices for polystyrene granules were high and reached many tens of US dollars per 1 cubic meter. m of products. By advertising in multiple media in advance, the cooperative was successfully able to sell a large amount of recycled polystyrene on the foreign market, without neglecting the production of some types of products from this material on the local market.

Marketing mix. Includes the following main components: 1) commodity - based on the quality of the product, its range, trademark and service; 2) price - includes directly prices, credits, discounts and markups, discounts; 3) sales - these are distribution or sales channels, logistics, i.e. access roads, loaders, transport, warehouses, terms and routes for delivery of goods; 4) communication - includes a system of personal sales, public relations, promotion of goods and their sales, advertising.

If you carefully consider the concept of mix marketing, you will see that advertising, on the one hand, is one of the main elements of marketing. On the other hand, it ensures the implementation of all other elements of mix marketing in business practice.

Basic marketing components in which the role of advertising (including advertising itself) is especially important: creating a positive image of the company through public relations, or public relations; personal selling; direct marketing, or direct marketing; product promotion and sales promotion; publicity; propaganda; form style; image.

Contents of the organization's activities to create positive image, or public relations, At its core, it is an advertising campaign in which the image of the company acts as a “product”. Moreover, in such a campaign itself, certain advertising means can be used in different forms and combinations. For example, when organizing press conferences, holding meetings of senior managers

or representatives of the organization with consumers, the public and in a number of other cases, pre-prepared press releases, product catalogs, booklets, leaflets, souvenirs and other advertising means can be used.

Personal sales, in whatever form - passive, moderate, active or aggressive - they are carried out, they are all based on advertising actions and occur with appropriate advertising design, for example, in the presence of representative business cards or “badges” from sellers selling goods.

Direct marketing (direct marketing), or the establishment and maintenance of two-way communications between the manufacturer and the consumer based on the implementation of feedback, also includes both substantive features and specific forms of advertising activities.

Product promotion and sales promotion system represents a whole range of measures aimed at the speedy delivery of goods to the consumer and its distribution in the relevant market segments, by creating demand. From the definition itself it follows that advertising occupies a key place in this system. Certain elements of the product promotion system (for example, fairs, exhibitions, lotteries, competitions, work with dealers and other intermediaries) are also unthinkable without advertising.

Publicity is a system of measures to create a bright positive image of individual representatives of the organization, most often its senior managers. The purpose of publicity is to maintain benevolent interest on the part of society in its individual subjects. This goal is also achieved through advertising, in its direct or hidden form.

Propaganda- this is a direct, constant, active influence on consumers and society as a whole to create a sustainable programmable attitude towards certain social groups or the entire society to the subject or phenomenon declared in the propaganda effect. Propaganda can be based on a wide range of influences, including

using references to national interests and traditions. But in this case, both from the point of view of the use of means and the content of the communication process, propaganda is based on a kind of advertising action.

Form style there is the creation of certain stereotypes in the functioning and design of the external appearance of the organization in order to form and maintain a high organizational culture. Individual elements of corporate identity, such as, for example, advertising blocks, trademarks, uniforms, Business Cards and many others, in their essence, are simultaneously components of advertising impact.

The image of the organization, or its stable positive image, in the mass consciousness is not only formed, but also supported by using a diverse range of advertising means and influences. The peculiarity of advertising in its connection with the main components of the marketing and marketing communications system is that it is an active element in relation to the external and internal environment of the organization. Any enterprise operates in an environment that, at a given point in time, can be considered a relatively stable marketing environment.

Currently actively developing new form marketing, most strongly associated with advertising - event marketing. Since "event" is on English language means an event, then this concept can mean event or entertainment marketing. Event marketing is a way of promoting a product, which is aimed at building, developing and strengthening a trademark or brand by organizing non-standard spectacular events or special events. Most often, this form of marketing is used in conjunction with other forms.

Special events are divided into the following components: 1) working, or presentations, training seminars, conferences, etc.; 2) informative in an entertaining way or a company birthday, honoring an anniversary customer, tasting, fashion show, launch of a new product

product brands, etc.; 3) leisure - focused on entertainment and communication or concerts, quizzes, festivals, excursions, etc.

These events can be repeated or one-time, focused on a specific occasion or without a reason.

Event marketing has the following advantages: 1) almost any information “packed” in an entertaining form is experienced more emotionally and sensually, and therefore is better perceived and remembered; 3) event marketing is a kind of mix of direct advertising, direct marketing and public relations, due to which it acts through several communication channels at once; 4) the promoted event itself becomes a brand, which allows it to be widely used when building the company’s further advertising strategy; 4) an event marketing event has a long-lasting effect, since it begins long before the event in announcements, posters, press conferences and continues in subsequent media reports; 5) event participants can be considered as a large focus group in which the company tests its proposals. During the event, specialists accumulate knowledge about the consumer, which in some cases allows them to avoid unnecessary research costs; 6) the event is an opportunity to establish the necessary contact with journalists, and better shapes their interest and disposition than under normal conditions; 7) direct sales of goods can be organized at event marketing events; 8) high creativity and flexibility inherent in event marketing make it possible to build original programs for companies in various fields of activity and with different financial capabilities; 9) events can be carried out jointly by several small companies on a parity basis; 10) the use of event marketing is possible where advertising is prohibited or does not work.

One of the new methods for increasing efficiency in the activities of advertising organizations may be benchmark-mark-

1 See: Kozitskaya N. Feel it!//Advertising Industry. 2003. No. 24. pp. 15-16.

tiig. Bench marketing is a systematic process of identifying the best organizations and assessing their performance, success factors, in order to borrow, respectively, transfer the best practices of these most effective organizations.

The environment that an organization either does not influence or influences indirectly is called external environment marketing. On the contrary, the external marketing environment directly or indirectly affects the enterprise. Factors direct impact - competitors, suppliers, consumers and other elements of the organization’s immediate environment. Factors indirect impact, environmentally related enterprises act as conditions for its functioning in production and social life.

Main elements of the external environment:

1) natural environment;

2) political institutions, law and the media;

3) economics and demographic factors;

4) culture, beliefs, customs and traditions;

5) science, technology and technology.

Of course, each of these complex phenomena environment can be differentiated and also decomposed into its component parts.

The first block will then include different climatic zones.

The second block will include such components as: the system of executive and legislative power; judiciary and arbitration; construction hierarchical structure authorities, their regional, municipal and local bodies; system of legislation, by-laws and regulations in a certain field of activity; possible transaction costs when implementing specific projects; the degree of influence of various media on the consumer and much more.

The third block will obviously include such parameters to be assessed as the level of economic development on the macro, meso and micro scales: gross national and domestic

product, volume industrial production industries, level of competition, labor, raw materials and energy resources, price levels, availability of markets, profitability, financial and monetary system, gender, age and social structure of the population and many other parameters that need to be known when making decisions in the field of marketing and advertising.

The fourth block will include the following forms: various areas of art and the degree of their influence on consumers; traditional churches and religions; the influence of beliefs that are non-traditional for a given area; customs, habits and inclinations of consumers living in the region.

The fifth block contains various scientific areas, technical solutions and technologies, patent and licensing base, as well as prospects for their development and applied use.

Internal Marketing Environment The organization is formed with the help of factors controlled by top managers and marketing and advertising services. These include: 1) scope of activity, goals and objectives; 2) organizational structure; 3) corporate culture, corporate identity and image of the organization; 4) strategy and tactics; 5) marketing and advertising programs and related plans.

Most elements of the environment realize themselves through subjects - their specific carriers, namely people and organizations. But at the same time, all people are consumers. And from this point of view, marketing and advertising are extremely important and universal phenomena in the economy. After all, they are the ones who have constant feedback and have powerful leverage over people who remain consumers throughout their lives.