Bondar, I.

Dubenchack, A.

Mel’nikova, I.

Yelizarov, I.

English

eLibrary National Mining University

14partners and customers ensure favorable feedback.Advertising souvenirs can be classified in the following way:Company-identity souvenirs. These products (pendants, badges, lighters, pens,ashtrays, hats, sport shirts, bags etc.) are decorated with corporate symbols,trademarks, address and postal details.Off-the-shelf souvenirs. These products are styled and decorated withcompany’s symbols or trademark, and can have engravings or corporate stickers.Gifts. As a rule, these souvenirs are produced by famous manufacturers, made ofprecious and semi-precious stones, natural materials. Corporate logotypes are almostunnoticeable if any at all.Corporate packing. These products are reminders of the company; create goodimpression and favor better assessment of the product and the company-producer.Packing can includes plastic bags, corporate packing paper, boxes for gifts andsouvenirs, folders, packing tape etc.Souvenirs are used for:- promoting orders. These types of souvenirs are intended for covering a greatnumber of potential consumers, facilitate trade mark recognition and increasecustomer loyalty. This type of souvenirs are necessary at product presentations,exhibitions etc.- customer loyalty programs. Unlike promotion ones business souvenirs aretargeted at regular customers and partners on the occasion of holidays, anniversaries,other memorable dates. The range of this type of souvenirs is rather great, so it isadvisable to be creative and not to repeat. These souvenirs are intended for remindingof the company; they display respect, good intentions, interest in contacts, goodwill.- VIP clients. VIP souvenirs require careful selection and awareness of theclient’s preferences. They are presented during business meetings of top managementon the occasion of contract signing, anniversaries etc. However, it is quite difficult tosurprise people of this level, so the more unnecessary (original) the souvenir is themore appreciated it is.The main advantage of advertising of this type is that the owner of theadvertising souvenir can often see the company’s logo and, consequently, it willcontribute to the company’s recognition customer’s loyalty.The main disadvantage of advertising souvenirs is their high production costs,necessity of a wide range of souvenirs for every social group or even an individual.Advertising souvenirs testifies to the advertiser’s solidity and are an efficienttool of promoting the company-producer.Bondar I., Yelizarov I., Dubenchack A.Mel’nikova I., research supervisorKryvyi Rih National UniversityTHE PUBLICITY TOOLSKey words: publicity tools, press releases,press kits, press conferences,motivating letters, video releases, media tours.15Publicity is non-subjective activities, implying promotion, creation of a person,organization and/or product awareness through dissemination of information orpromotional material in the media.To implement each of the goals, the following tools should be used:- press releases,- press kits,- press conferences,- motivating letters,- video releases- media tours, etc.A press release is a basic tool for informing the media about important eventsthat have occurred in an organization and are interesting for the public and/or targetaudience, or it is necessary to draw the public attention to them. When writing a pressrelease it is required to comply with the traditional standard 5W (it should containanswers to the questions beginning with who, what, why, when, where and how).Press releases are disseminated among journalists at briefings and press conferences,or can be delivered by various means of communication: a company courier, a localdelivery service, mail, fax, e-mail, etc.A press kit is a tool reflecting the corporate image of a company. Its maincomponents are: press releases, photos and newsletters. Additional components (listsof special guests, interviews with main actors, programs of events, relevantpublications on the subject, press statements) should be selected considering the presskit recipients and press kit objectives.For presenting press kits folders with adjustable parts (a standard press kit is adouble folder containing the latest information, usually a current or recent pressrelease) or the company’s web-sites with the latest press release in the appropriatesection of a website. It is important that the structure and manner of submission of thematerial support the company’s desired image and contribute to perception of theinformation.The press conference, i.e. the meeting with invited journalists where acompany’s spokesman makes an official statement, is one of the riskiest instrumentsof publicity as the media can treat this statement as contradicting the reality. To avoidquestions to which the company is not willing to answer, they can release acompilation of reference material and basic information beforehand.A media tour is a press conference "on the road". The company’s travelingspokesman makes statements and holds press conferences to explain the efforts topromote their product.Motivating letters are sensation ideas that are stories arousing people’s interestthan cause human interest rather than just informational messages and should be"sold" by editors. Companies use this tool to represent interesting research results,descriptions of their employees or corporate events.Video releases are particularly useful publicity tools as they allow the targetaudience to consider the message as both an advertisement, and part of a report.Video releases contain videos that can be used during television news.16It may be noted that the publicity - as a form of mass communication aimed atachieving popularity of a company, a person, an event etc. through the media – is animportant element of the marketing activities of any modern company seekingdevelopment.Bondar I., Yelizarov I., Horodashyn V.Mel’nikova I., research supervisorKryvyi Rih National UniversityFRANCHISING – A COMBINATION OF "BIG" AND "SMALL"BUSINESSKey words: franchising, businessFranchising - is a business organization under which the company (franchisor)passes a particular person or company (franchisee) the right to sell products andservices of the company. Franchisee agrees to sell the product or service on pre-defined laws and regulations of doing business, establishing the franchisor. Inexchange for the implementation of these rules franchisee obtains permission to usethe name of the company, its reputation (goodwill), product and services, marketing,technology, expertise and support mechanisms. To obtain such rights, the franchiseemakes an initial contribution to the franchisor and then pays a monthly premium.This kind of lease, because franchisees never becomes full owner of the trade mark,but only the right to use the trademark on the period of payment of monthlypremiums. Being subject of discussion, the amounts of these contributions negotiateda franchise agreement. Franchise package (complete system of business transferred tofranchisees) allows the corresponding businessman to run their business successfullyeven without previous experience, knowledge or training in this area.Opening its business on the franchise system – a multiple reduction ofinvestment risks by using well-known brand and repeatedly tested and well-established technology business. And the money, that the businessman pays for theright to use the brand and technology, by orders of magnitude less than the amountrequired for the creation and development of business "from scratch".And if we consider the main advantages of this form of business, we candistinguish the following examples:1) Raising capital;2) Speed of development;3) Labour Resource;4) Ease of Management/The disadvantages of franchising system are:1) Every man for himself;2) Planning Incorrectness;3) Quality control/In this way, we can say that the franchise – a combination of "big" and "small"business. This connection was called union, which on one hand is the energy and

THE PUBLICITY TOOLS

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THE PUBLICITY TOOLS

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