Fergana polytechnical institute faculty management in production department "economy" methodological instruction

Lesson number 10. Communication policy in marketing.
Issues for discussion.
Communication policy, goals and objectives. Elements of communication .Complex of marketing communications. Public relations. Direct marketing. Organization of catalog sales.
Key Concepts
A communicative (or communication) policy is considered as a company's course of action aimed at planning and implementing the company's interaction with all subjects of the marketing system. At the same time, the basis is the use of a complex of Internet communication tools that ensure the stability and efficiency of generating demand and promoting products and services in order to meet consumer needs and make a profit for the company. Branding contributes to the improvement of communications on the Internet. If a company has a well-developed traditional brand, it can expect to greatly ease the task of building an effective communication system. But in some cases, in order to achieve high efficiency of communications on the Internet, it is necessary to create a new brand or transform an existing one in order to ensure its interactivity. Depending on the ultimate goal, communications can be associated with: 1) the process of developing, creating, improving a product and its market behavior (the goal is to create a product that will be in demand by the market); 2) promotion of goods and companies.
We list the factors that affect the company's Internet communications:
• - strategy developed in accordance with the corporate vision and mission. Thanks to such a strategy, it is possible to determine the most effective way of using information technology, which helps to strengthen relationships with the audience of Internet marketing communications;
• - needs and methods of using the Internet by target audiences. This factor largely determines the effectiveness of Internet communications;
• - tactical measures aimed at the implementation of the communication strategy. For example, the creation of a corporate website that serves the purpose of accumulating and processing data about consumers is aimed at effective interaction with them;
• - economic efficiency of tactical communication activities. The effectiveness of an event is determined by the ratio of the effect of this event to the costs (fixed and variable) for its implementation. The costs of activities must be justified, and the effect must be expressed in profit or sales, secured through the relevant activities. With high efficiency of events, communications will develop successfully. The main tools of Internet marketing communications are: advertising, public relations (public relations, RK), Internet branding, company website, sales (sales) promotion, mailing lists, e-mail marketing. They are discussed in detail in the third section.
An important nuance in determining the costs of Internet communications is that the creation and maintenance of a company's website as a communication tool requires costs that are classified as fixed (because the costs of messages on the site, whether they are read by 100 or 10,000 users, will be the same). And the creation of communicative messages offline entails the occurrence of variable costs, since for distribution it is necessary to multiply them on physical media.
Direct distribution of unsolicited advertising information by e-mail on the Internet is prohibited. This qualifies as spam (spam), and those who engage in it are called spammers. Spam is understood as a mass or targeted mailing of unsolicited, undesirable messages for recipients, mainly of an advertising nature. Spam is strictly prohibited, letters from spammers are most often are sent to the Spam folder, which recipients open on rare occasions. The recipient has the right to complain about spammers to the mail service provider.

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  In addition to the Internet, communication media such as the intranet and extranet are widespread. An intranet is based on web technologies, and its users are company employees. It can be considered as a complete information infrastructure of the company, including the following components: databases, document management tools, corporate information system, etc. This environment is a purely internal environment of the company.
  
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  An extranet is considered as a distributed information environment that unites all structural divisions of a company (for example, its branches), its customers and partners. It is more open in comparison with the intranet system. The extranet is focused on promoting the company's goods and services (which are on the market or at the disposal of the company).
  
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  To create intranets and extranets, in principle, the same (similar) technologies are used that are used on the Internet. But the number of participants to be united differs. The Internet is known to bring together global users. And the intranet and extranet are intended only for the company, its employees, customers and partners.