Extract from term paper in marketing. Organization of work of advertising service at a contemporary enterprise

Advertising organization is really a structural unit for handling marketing functions. It establishes both the subordination therefore the duty when it comes to task. Each business selects independently the type of organization and management of marketing activities. It depends in the type of ownership, how big the enterprise, the nature regarding the manufacturing, the nature and traits associated with the market on which the company runs, the range and nomenclature associated with the services and products being manufactured, etc.

Kinds of organizational administration structures for advertising

You will find currently five main forms of organizational management structures for marketing:

  • Practical – in line with the performance of split units of varied functions of advertising activities. Its benefit is simple administration, in the event that company focuses on a narrow, little range of services and products. Since the item range increases, the offered structure becomes less efficient. It gets to be more complex to build up a strategy for every product that is specific individual market, it becomes impractical to coordinate advertising activities as a whole. Characteristic for small organizations with a small array of products mass that is manufacturing.
  • In accordance with the trademark – it really is typical for enterprises creating mass products (multi-assortment) with various production technologies. The deputy director of advertising is subordinated to your department of advertising by commodity teams. Benefits – commodity management coordinates the entire marketing mix among these services and products. More attentive to the issues that arise in the market, being attentive to the main and additional consignments of products. Disadvantages – the management system is a lot more costly.
  • Geographic orientation – works in an industry with a clearly noticeable area, also with companies working abroad.
  • Segmental – centered on the wants that each marketing manager accounts for using the services of a particular portion of customers, aside from which geographic market this segment is based. For example, large publishers have actually special devices that deal with adult materials, junior literature, textbooks for additional and high schools. Each one of these divisions is oriented towards its customer and will act as a company that is independent. The goal of such an insurance plan is always to fulfill the requirements of its clients no worse than a company that acts just one section.
  • Commodity-regional orientation – effective for companies with diverse assortment, doing work in a number that is large of. Operate in the conditions of firm competition on the market of hefty engineering demanded an approach that is completely new the advertising policy associated with the enterprise.

Professional tasks regarding the professionals of advertising departments

Relative to the conventional on marketing activities, the expert tasks associated with specialists of advertising departments and agreements are the annotated following:

  • conducting advertising research and determining the possible market ability for old-fashioned kinds of services and products; conducting the factory profile of instructions; ensuring stable loading of production capabilities for the enterprise;
  • organizing and work that is conducting the motion of products (acquiring applications from consumers, opening questionnaires, drawing up contracts for the way to obtain equipment, issuing requests for manufacturing, monitoring the delivery of gear and payments);
  • participation into the formation of costs for services and products of the enterprise;
  • organization of work with sales of products by direct experience of consumers, in addition to through the system of resellers;
  • preparation of tasks for development of advertising items, preparation and conducting of occasions of marketing presentation character; involvement in specialized exhibitions, fairs, conferences, presentations (into the aspects of production tasks – revenue facilities).