Development of marketing communication complex in the promotion of sports events and organizations: principles of planning and the implementation technologies during 2018 Fifa World Cup Russia

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ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ АВТОНОМНОЕ ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ

ВЫСШЕГО ПРОФЕССИОНАЛЬНОГО ОБРАЗОВАНИЯ

«НАЦИОНАЛЬНЫЙ ИССЛЕДОВАТЕЛЬСКИЙ УНИВЕРСИТЕТ

«ВЫСШАЯ ШКОЛА ЭКОНОМИКИ»

Факультет бизнеса и менеджмента

Выпускная квалификационная работа - БАКАЛАВРСКАЯ РАБОТА

по направлению подготовки Бизнес и менеджмент

образовательная программа «Менеджмент»

Development of Marketing Communication Complex in the Promotion of Sports Events and Organizations: Principles of Planning and the Implementation Technologies during 2018 Fifa World Cup Russia

Bagatova M.V.

Москва 2018



TABLE OF CONTENTS

• INTRODUCTION
• CHAPTER 1. Theoretical basis of marketing communications mix in businesses
• 1.1 Definition of the notion marketing communications
• 1.2 Current situation of marketing communications
• 1.3 Specific features of marketing communications in sports
• CHAPTER 2. Planning and implementation of marketing communications mix of a sport event (FIFA World Cup 2018 in Russia taken as a sample)
• 2.1 Planning a marketing communication mix when sports events are promoted
• 2.2 Segmentation of the target audience of the FIFA World Cup 2018
• 2.3 Marketing research of the active and passive target audience of the FIFA World Cup 2018
• 2.3.1 Methodology of the research
• 2.3.2 The results of the research of the target audience of the FIFA World Cup 2018
• 2.4 Recommendations on the implementation of the marketing communications mix to promote the FIFA World Cup 2018
• CONCLUSION
• LIST OF REFERENCES
• APPENDIXES

• INTRODUCTION
• Today's world is a world of digital things and information. On the other hand, people understand the importance of relationships against the background of the overflow of information. Social networks dominate consumers and their buying decisions. At the same time, marketing concept of today is the so-called relationship marketing, firms should retain their customers and form a reliable repeat customers base. These two trends of the modern world make the process of planning and implementation of the marketing communications mix absolutely necessary.
• It is especially important to understand nowadays when organizing any sporting event, because such an event is potentially capable to gather thousands and even millions of audience and allows to get a revenue in millions of dollars. Thus, the main goal of sports marketing, like any enterprise, is to maximize profits, and this cannot be achieved without creating an effective strategy for promoting the sports events and selling sports goods and services. It is important to note, that sports marketing is aiming at perfection every day. As a rule, marketers plan their activities for the whole year ahead to effectively carry out the assigned tasks and goals, such as informing the consumer about the event and maintaining interest in it.
• Thus, sporting events marketing communication mix is an extremely relevant and significant subject for marketing research as sporting events are a big business now, and the marketers in this sphere use the most contemporary and relevant marketing tools.

The object of the research: the planning, development and implementation of marketing communications mix in promotion of the FIFA World Cup 2018.

The subject of the research: a complex of marketing communications during FIFA World Cup 2018.

The aim of the study is the finding the most effective tools of marketing communications complex FIFA organization uses in the process of promotion World Cup in Russia 2018. In order to achieve this aim the following research questions are addressed:

Hypothesis: the active part of the target audience attends FIFA matches as a fashion and status event and not just as football fans.

Tasks that to be fulfilled:

1) To analyze the notion, concept and development of marketing communications and to find out and to describe the modern trends in marketing communications;

2) To define the specific features of marketing communications mix of sporting events;

3) To carry out marketing research of the target audience of the FIFA World Cup 2018 and to analyze its results;

4) To give recommendations on the implementation of the FIFA World Cup marketing communication mix based on the research results.

Methodology of the study. The following methods will be used: analysis, deductive thinking, survey, quantitative assessment, comparison, observation, hypothesis.

In this study foreign resources of scientists and marketologists, analytical materials and data of official reports are used to develop a complex of marketing communications while promotion FIFA World Cup 2018.

This work consists of two parts: theoretical basis and empirical part. In the theoretical part, approaches to the definition of marketing communications, key trends in the development process and tools are presented. The empirical part is devoted to the analysis of the behavioral reactions of active part of the target audience during FIFA World Cup 2018. It represents a research program, results and recommendations.



Chapter 1. Theoretical basis of marketing communications mix in businesses

1.1 Definition of the notion marketing communications

Marketing communications represent the main field of marketing activity which is connected with management of communications realized with the help of the transmission of messages to consumers in order to make the goods and services of companies attractive for the target audience. There are thousands of existing definitions of «marketing communications» or promotional tools and only purposefulness differ them from simple communications. Thus, the clearest definition is given by A. Pankrukhin: "Marketing communications are activities, a combination of means and specific actions for the search, analysis, generation and dissemination of information relevant to subjects of marketing relationships"[5]. In addition, marketing communications are treated as different marketing tools and their impact on consumers, as well as a promotional mix or a specific combination of advertising, personal selling, sales promotion and public relations used by the company to achieve advertising and marketing goals.

There are other approaches to the definition of «marketing communications». Burnett and S. Moriarty consider that marketing communications are the process of transferring the information about the product and making the target audience aware of it [9]. P. Kotler and K. Keller, who are famous Western scientists, define marketing communications as the means by which firms try to inform, persuade and remind consumers about their products and trade marks [11].

Though the subject seems well studied, in fact no theoretical or practical approach to marketing communications efficiency which inform and recognized by all the markets exists yet. Even the term «marketing communications» is not always interpreted correctly among specialists in the field of marketing. The number of specialists who call themselves "marketing communications managers" increases every year, but remains limited. Among all countries, the United States is the most progressive in this area - the concept of "marketing communications" or promotion mix is common among professionals in marketing and well-established in theoretical marketing. In the UK, this term is used mostly in academic conversations, while in Russia the relevance of these problems is even higher, since the concept of "marketing" appeared in the Soviet Union science only in the early 70s and the first translated editions of marketing textbooks and articles appeared in print only in the early 90s. Accordingly, only since that time in Russia the development of marketing science and practice began. The emergence of the concept of "marketing communications" in Russian science can be traced from the mid-90s., one of the first specialists of Russian science, who turned to the study of the field, became the scientists of the Department of "Marketing" SP'BGUEF, who are G. Bagiev, N. Krasikova, I.Kretov and O.Andreyeva [4].

A considerable amount of valuable work has also been done by American and British experts in marketing and advertising. P. Smith in 1993 published his book «Marketing communications - an integrated approach» where he viewed the role of every tool of marketing communications and offered his own mix which consisted of 11 elements: advertising, social communications, sales promotion, sponsorship, direct marketing, exhibitions, corporate identity, personal selling, package, rumors and registration of point of sales. [12] That year the book by D. Schults which is called «Integrated marketing communications - make so that they work all together» was also published. In this book was proved the necessity of interaction of all the tools of marketing communications to achieve its maximum efficiency.

In 1995 two more books by I. Lipton and K. Morley named "Integrated marketing communications" and "Practical guide on integrated marketing communications" were published. The former author devoted to substantiating the role of agencies in providing integrated marketing communications, the latter gave practical advice to improve the efficiency of the use of the marketing communications budget. In 1997, P. Smith, K. Berry and A. Palford published the book "Strategic marketing communications" in which they proposed an expanded mix of marketing communications, adding the twelfth element - the Internet and offered their methods of ensuring an integrated approach, the center of which is the use of the strategic planning system - SOSTAC [12].

Proceeding from different approaches, not only the definition, but also the marketing communications mix is valuated in different ways. Traditionally in classical formulation it includes advertising, personal selling, sales promotion and PR. A number of authors are expanding the range of marketing communications, adding branding, telemarketing, interactive marketing and even packaging. But this formulation appears only with the development of modern technologies.

These tools of the marketing communications mix are considered to be the main due to the fact that the most part of the budget of commercial organizations was allocated to these types. According to the statistics and estimations of experts, the budget of marketing communications can vary from 5 up to 20 % of companies' working capitals. An increasing competition and different tastes and preferences of consumers, as well as abrupt and sudden shifts in the taste of the target audience push companies to grow the requirements to use the resources more effectively.

Marketing communications are also considered an important socio-economical phenomenon. They represent an effective tool the companies use to influence the market as they effect the emotions of a target audience. An improving efficiency and expansion of tools of marketing communications is the urgent task for Russian and foreign scientists. Moreover, one of the least researched aspects in marketing communications is the balance of rational and emotional components in the choice of buyer.

Marketing communications represent the voice of the company and its brands, they are the means by which the company can establish a dialog and build relationship. They also have primarily economic objectives and achieving their companies spend funds, which in some cases are quite significant. «Marketing communications direct their efforts to target consumers by developing and implementing programs, fully in line with their character, striving to form in them and preferred brand loyalty and generate demand» [16].

It is high time to contemplate a classical formulation which consists of 4 main tools or elements of promotion of marketing communications. They are the so-called elements of the promotion mix:

Scheme 1. Classical formulation of marketing communications mix

1). Advertising - is a paid and non-personalized communication carried out by an identified sponsor and using the mass media to promote ideas, goods and services by influencing the audience. European Association of Advertising Agencies defines it as an impersonal presentation where a standard or common message regarding the advantages, price and availability of the product or service paid by the apparent source. From the definition it can be seen that there are 3 peculiarities of advertising: impersonality, paid form and identified sponsor. It is exceedingly important that advertising is one of the forms of mass communication that is not personalized, but aimed at a broad target audience and it means that there is no personal contact between customers and buyers. This fact is rather a disadvantage, than an advantage as it is never seen how it effects customers and whether each of them finally buys a product or not. As it is a paid-for form, it is clear that advertising is paid by sponsor, and as usual, it is the identified company or organization although some types of advertising, for example, public or social, have free areas and time in the media. Another definition confirms that it is a form of marketing communication, which aims to encourage, persuade or in some cases even manipulate the audience (viewers, readers or listeners) to take or continue to take an action.

In the meantime, there are a lot of approaches to the definition of advertising. Philip Kotler and Kevin Lane Keller (2012) defined it as "any paid form of non-personal presentation and promotion of ideas, goods or services from the sponsor evident by the print media (newspapers and magazines), telecommunications (radio and television), network communications (telephone, cable, satellite, wireless), electronic media (audiotape, videotape, videodisk, CD-ROM, web page), and display media (billboards, signs, posters) [11]". It is a form of mass communication, which offers a high degree of control of those responsible for the preparation and implementation of promotional messages. Dimitar Doganov and Ferenc Palfi (1999) define it as "mass public information system used primarily for political, economic or cultural purposes" [10]. In some cases, the purpose of the advertising message is simply the desire to get the potential buyers familiarized with the product or company, although a majority of advertisements try to persuade customers to do something or influence their choice.

There are a lot of multiple functions which advertising performs. Among the main ones are to inform, persuade, remind, create additional utility impact on people's perceptions. As a result of advertising certain products and brands look more modern and stylish than competitors. Advertising adds value to the purchase of expensive and risky products. It supports other promotional resources and can attract a large and geographically dispersed market. The costs to reach one member of the target audience are lower as compared with personal sales.

There have been made various attempts to classify advertising and some of them are discussed in detail in the book by D. Doganov and F. Palfi "Advertising as it is". The most common types of advertising: in the sphere of public life: political, social, economic advertising; according to who advertises - a society, collective and group; according to the product of life cycle: entry, maintenance reminiscent advertising; according to the territorial scope - local, regional, national, international, global; according to participants in the realization: individual, which is sponsored by an advertiser; group advertising, which is implemented by advertisers in different sectors or offering various goods; institutional advertising; according to the distribution channel:

electronic - TV, radio, Internet;

print - newspapers and magazines, leaflets, posters, cards, specialty catalogs, leaflets, brochures, billboards, posters;

transport - on vehicles, bus stops, railway stations;

direct mail - it's kind of print advertising;

business and local;

reference ( in directories, schedules) [10].

The success of advertising largely depends on its regular funding, so preparing the advertising budget is an important stage of the planning it. The share of the total advertising budget in promotion depends on the role of advertising in marketing communications of a company. After determining the total advertising budget, goes towards development of advertising budgets for advertising products and for a specific time period.

It is important to highlight the advantages and disadvantages of advertising. Firstly, there is a wide range of the places where advertising can be given: from video, radio and TV to even print media. What is more, each category offers a lot of types, for instance, print media can be given in magazines, newspapers, banners. This variety of choice helps the marketer rightly select the media. Secondly, advertising is aimed at the market of different scales: national channels or even worldwide networks. Another advantage is that advertisements give true information about the products what gives a trust character between customers and company. Advertisement in many cases is given colorfully, so it can be immediately noticeable by customers. The message is described by colors, pictures, sounds, celebrities, music and dance. To regret, advertising has also disadvantages. As it has already been told, there is no direct communication between advertising and customers and the result whether a customer has bought a product or not is unknown. This leads to that fact, that usually two-ways communication is more effective and profitable and if the customer has questions about the product or service, the response in advertising is unknown as it is the one-way communication. Unlike the great choice of media what gives advantage to advertising, there is also minus in it as the success of right choice of the source depends directly on whether it touches the target audience or not.

Advertising has been subject to lot of criticisms as there are a lot of objections raised to advertisements by a group of people. It is clear to maintain the answers to the main ones below.

The major objection to advertisement is that it promotes materialism. The advertisements inform people about more and more products, the use of existing products and the new products are shown dramatically to attract the customers.

This knowledge about more and more products induces the customers to buy even the products they do not need every day. If there was no advertising we would be less aware of material things and we could be more contented.

But it is necessary to remember that advertisement only informs the customers, the final choice whether buy it or not is only on the customer.

Very often advertising has an irritating and confusing effect on people as it is being shown on TV every half an hour and the audience has already learnt all of them by heart. Every brand and company claim that their products are the best in the market and have a lot of features which make them better than their competitors (unique selling points USPs).

The most serious objection to advertisement is that it increases the price of the product because the firms spend a huge amount on advertisement and these expenses are added to costs and a consumer has to pay a higher price for the product or service. But it has an opposite correlation because with advertisements the demand for product increases which brings increase in sales and this leads to increase in production. With the growth in production the companies can get the economies of scale which reduces the cost of production and thus the increase in cost due to expenses on advertisements gets compensated. So if advertisement is used properly it brings reduction in cost the in long run. [28]

2). Public relations (PR) is a second important marketing tool. The definition interprets that it is a management function that helps organizations to achieve effective links with different types of audiences by a method of understanding its opinion, attitudes and values. The aim of PR is to achieve an understanding, detection and formulation of common concepts, values, interests and preferences due to the truth information. There are many different concepts of PR, one of them is offered by the Foundation of Research and PR education: "PR is a distinctive management function which helps to establish and maintain a two-tier communication, understanding, acceptance and cooperation between an organization and its users. It includes management of problems and results, helps management to be constantly informed and responsive to public opinion, defines and emphasizes the managerial responsibility for serving the public interest, also helps management effectively to use change and to serve as an early warning system. It is necessary to anticipate trends, to use research and ethical communication techniques as fundamental tools". PR considers public attitudes to the brands in order to build understanding with society. Society gathers not only consumers but also shareholders, suppliers, stakeholders.

The most common ways how PR can be expressed: socially useful activities, public speaking events, leaders' and celebrities' speeches, video-production, propaganda, official reports in journals and articles, presentations, press-conferences, matches and even government representatives.

The main characteristics of PR are:

· the orientation on long-term relationships

· reliability and transparency

· infomercial character ( a formulation of reputation instead of demand)

· feedback.

As PR is a management function, in most companies, it is performed at two levels. At the first one the information staff work, who write press releases and brochures, texts of plots, while at the second level, the consultant on PR makes recommendations to the top management about the creation of public opinion and the expected impact.

The significance of PR can be demonstrated by the following facts:

1. Help to convey the policies and programs of the organization.

2. Help to collect information about public opinion about the organization, management activities.

3. To get over the complaints and argues in public.

4. To maintain understanding between organization and public.

6. To build an image of the organization.

PR is not connected with the immediate sales of products and services, as though it will be publicity.

All in all, PR and advertising differ from each other in the way they use mass media, the level of control they have over the transmission of the message and perceived certainty. PR - is an art which must be taught to a personal and, firstly, to the managers of organizations, as certainly they find a balance with public relationships.

3). Sales promotion - is an activity about implementation of commercial and creative ideas which stimulate the sale of products or services of the advertiser, often in a short term. In particular, it is carried out by using packed goods, when sales promotion materials are placed on the packaging or inside it, as well as through specialized measures at the points of sale. Its technique is very effective as it stimulates the customer to buy the product right now. Sales promotion is attracting the customers by discounts, rebates, coupon payments, premiums, competitions, lotteries, bonuses, gifts, lucky draws. It is important to understand that these incentives are a supplement, but not substitute for the basic benefits that the buyer gets when buy the product. So while the ad gives the reason to buy good, stimulating sales add incentives for this in order to increase and accelerate sales.

There are 2 goals during the process of sales promotion. The long-term goal is the formation in perception of the consumer a bigger value of the branded goods marked with a certain trademark; the short-term one is creation of additional value of the goods for the consumer.

In addition to the above, the main principle of sales promotion: "promotion" offers the consumer an additional motive for making a purchase, preferably immediately. Although an additional motive, as a rule, is a reduction in price or «a bargain», but it also may be an additional quantity of goods, money, prizes, bonuses, etc. Moreover, the "promotion" usually includes certain restrictions: the duration of the offer or a limited amount of goods.

Among the features of sales promotion there are the attention value, effectiveness of advertisement efforts and useful way of new product launching. The most negative facts are that the very often usage of its technique may cut down profitability and confuse the customer about the quality of the product if it is always on discount.

4). Personal selling - the most expensive way of direct marketing communications that uses practically any firm on the market in order to increase the volume of sales during the personal contact a customer with the buyer. It is a process of ideas and minds about the product which expresses the seller while persuading and helping the buyer to purchase a product. Personal sales represent two ways of communication between seller and buyer in order to effect the purchase by targeting long-term relationships with retailers and consumers. It also allows to modify the message to the client, together with controlling the audience and achieving the delivery of information about consumer behavior and market trends. The ways people sell may include oral presentation of goods, services in a private conversation with one or more potential buyers to stimulate them to buy, and assist them in purchasing.

As an oral presentation of the product plays the most important part of the personal selling, it is necessary to understand clearly how it happens. A presentation in marketing is a step in the process personal selling when a sales representative organization presents the product to the buyer by words, focusing on those benefits that the consumer will have by purchasing the product. Presentation of the product can be carried out in different ways: use prepared in advance, repeatedly reproduced statement. The presentation is facilitated if samples of the products and various demonstration materials are used, such as booklets, slides, etc. What is more, the selection of potential customers can be made with the help of requests, exhibitions, demonstrations, trade presentations.

John Burnett allocates the following types of personal sales: counter sales, missionary selling, technical selling and creative sale, sale to representatives of trade and advisory sale [9]. It is noticeable that can be highlighted the following stages of the personal sales: an information search and selection of potential clients, preparation for contact, contact, presentation and demonstration, overcoming objections, conclusion of the transaction, transaction support. To the main factors on which depends the scope and nature of the required information can be maintained the type of product, its nomenclature, characteristics of customer, number of competitors.

Personal sales are classified according to different criteria. Some of them are as follows:

* Depending on the type of product - sales of consumer and industrial goods;

* According to the type of customer and the goal - wholesale for resale production and consumption; retail for personal consumption;

* In terms of technology sales - sales through personal contact in person;

* Depending on the nature of the activities, carried seller - acceptance of orders; creative marketing; missionary sale.

Personal selling plays a very important role in marketing of goods and services, it is also a useful instrument for businessmen, customers and society. As an each tool of marketing communications, technique of personal sales have a lot of advantages and disadvantages. The advantages are following:

- flexible tool: personal selling efforts can be changed according to the type of customer salesmen are attending. They may change the offer in varying purchase situations;

- minimum wastage of efforts: if to compare with another tools of marketing communication, it requires only face-to-face conversation;

- consumer attention: it is the easiest way to attract the customer by prezentating the product and personal interaction;

- relationship - sometimes the conversation may turn into the lasting friendship, what can attract friends of your consumer and increase sales;

Personal selling is very important from customer's point of view, as customers can get required information about the product from customers. They:

1. Help in Identifying Needs:

Salesmen help the customers to discover their needs and wants and they also help customers to know how these needs and wants can be satisfied.

2. Latest Market Information:

In personal selling salesmen provide information regarding the new products available in market, uses of those products etc.

3. Expert Advice:

Customers can get expert advice and guidance in purchasing various goods and services.

4. Induces Customers:

Personal selling induces customers to buy products for satisfying their needs.

5. Importance to Society:

Personal selling also brings following positive effects for society. Personal selling creates effective demand which results in increasing sale and more income. With more income there will be more products and services which in turn bring economic growth. There are opportunities to develop career to unemployed youth who can work as salesman and earn their livelihood. What is more, sales people move from one place to other, this promotes travel and tourism industry. With the help of personal selling there can be uniformity of consumption by supplying standardized products.

Among the disadvantages of personal sales are: high cost, small coverage of the target market, high turnover in sales among personnel in many companies, non-stability of the communication transmitted by the sales representative. In addition, the personal sale has a bad reputation due to excessive pressure on the customers and the desire to adopt buyers of premature decisions.

The success of personal sales depends on the main elements of communication style that a salesman uses, such as the deepen interest and the skill to represent interestingly the product, a good power of memory, wide knowledge about the product.

All in all, in conditions of fierce competition, and especially if take into account its non-price factors, it is rather difficult to attract and retain customer's interest in any kind of goods. As it has already been said, there are hundred of definitions and approaches of marketing communications since its renaissance. But there is the main classification of its main 4 tools that are advertising, sales promotion, personal selling and PR.

1.2 Current situation of marketing communications

In the era of mass communications and emerging mobile technologies, an organization or a company must build an adequate mix of marketing communications, in order not to drown in a sea of information. Marketing communications are beginning more volumetric since the end of the 20^th century. With the development of modern technologies principally new tools of marketing communications also appear. In the current period of time there has been a growing interest in the effectiveness of modern marketing communications considered as a tool with a variety of methods and admissions that link product manufacturers and sellers with potential consumers of these goods.

How does the world market answer it? It continues developing according to the world tendencies and growing not only quantitatively but also qualitatively.



Scheme 2. Marketing communications nowadays

As a matter of fact, the efficiency of advertising has fallen down a lot during last 10 years what is provoked by the process of potential growth of modern technologies. In the 21^st century the means of advertising has changed. An advertising on TV and radio which was a powerful tool of marketing communications earlier is now losing its significance. The range of advertising market has changed in such a way that an advertising message which is directed to consumer by a classical formulation is being lost in the stream of similar messages. A TV has turned into the means that is mainly related to the age target audience 40 +. New tools have appeared - social networks, Internet. There has been viewed a practical death of press: still remain existing only journals and magazines that can be read online, as a rule they are narrowly-specialized and intended only to professional target audience. Radio as a tool of advertising still remains if the target audience is auto-mobile drivers, as other people prefer listening music online. Video has changed according to the volume, graphics and quality permission. The most contrast example is airport walls where all the wealth of modern technologies is used. Besides the means and tools of advertising there has increased a lot a type of advertising with celebrities. This type is interesting by that fact it touches only a certain target audience so that people have a desire to associate themselves with a famous person. Slowly the heroes of this type of advertising stop being actors and begin more often sportsmen in order to make people have a healthy lifestyle. Equally, advertising appears in specific means aimed to the certain target audience: fans of eSport get advertising in plays they buy. Furthermore, as paid-advertising is too much obsessive to society and it inclines not to trust it, advertising is being obsessive to people through other sources that for men are free, for instance, advertising in underground while accepting Wi-Fi. Also it is implemented through bloggers, friends and somehow it begins advertising of lifestyle, but not only the product. And this lifestyle includes certain products and services. In the terms of services a new product has been appeared - sale of events: quests, interactive theatre productions and participation in different events. All these are sailed as new types of products.

What is also have been noticed, advertising and publicity are not divided according to the principle - paid and not-paid. Publicity is erasing its borders day by day, it gains attributes of paid advertising, that is why it is becoming as a unit of advertising. Nowadays with the help of influential people that have large social followings one of the best marketing promotion strategies is building. As influential people construct their own media platforms and reach, brands must consider how in the best way to pair product offerings with influencers that can best promote them. What is more important, publicity is shifting from politics, singers and actors to reputable bloggers, what is suitable the most for youth. Accept this it goes away from mass media, TV and comes to social networks. Here is an important fact that a particular blogger whose publications people read every day must have some opinion about the product in contrast to some actors or politicians.

Identically, an external view of advertising has changed a lot because it has begun more informational from a visual point of view and less informative from the text point of view. Modern consumer at the age before 40 as a rule has a strongly-pronounced clip thinking. That is why advertising is making with certain volume and frequency of changing the picture with minimum text on the image. Additionally, the difficulties in content analysis cannot be much volumetric a lot. Researchers rely on children's perception of 7 years old: a sentence must consist of no more than 7 words, not contain a difficult dictionary and etc.

During the last 20 - 30 years in modern society 2 specific types of product promotion have been flourished: product placement and life placement. First, product placement appeared - is a trick of hidden advertising based on the people who are sponsors in cinemas, shows, theatre productions and heroes that use goods and services during the process of development a plot and adjust other people on customize. The vivid example is when James Bond changed Aston Martin on BMW. But not all the goods get into this category, this only that what can be shown in shot. The objects are alcohol, FMCG goods, events, services, and places for travelling. It has been existing long time ago but has begun more realized nowadays. One of the most effective tools of product placement - is not the placement of goods in films or theatre productions, but product placement in serials, as after 7-8^th series a person begins to perceive heroes not as fictional character but as a part of his referent group - somehow friends or familiars, opinion of what plays an important role when a person buys a good or service.

Life placement appears later, in the 2000s. The definition implies an artificial playing out scenes by people that include goods. A vivid example - a line of supermarkets «Seven continent» which nowadays has practically stopped its existence on the market. During winter holidays, before Christmas and New Year, a line had a problem with sales of oranges. A marketologist and top manager decided to hire 5-6 brigades of actors, every of it consisted of 2 persons who during 3 days were visiting all the supermarkets of the line and playing out the next scenes. The first person was leaving a shop when the second was entering and accidentally pushing him, so that all oranges were falling down. While they began gathering them, they loudly made a conversation with aim to describe all advantages of the products. Among them were aroma of orange with pine which remember them about childhood, unforgettable taste, beautiful package and what is more, oranges make them feel a New Year mood. In the eyes of other consumers they were not actors but also similar consumers. In a result sales increased 5 times.

A viral-video is developing in the same way; consumers share it with each other in referent groups. From one point of view, it is a very effective tool as nobody perceives it as advertising and irritating. But the problem is that not every video can be a viral, it must be of short pieces (30-35 seconds), a video that nobody thinks that it is removed specially. First of all, it must be caught by the network what is hardly estimated. Earlier about 5-7 years ago they occurred spontaneously, but now there are firms that product viruses. An example -so-called «memi».

Last 3-4 years a sponsorship of the teams which is connected with eSports has become very modern in publicity. It is important for teenagers, special tournaments are held, there are own Russian eSports companies, such as Megafon, MTS, the aim of which is to demonstrate that mobile operator is relating with attention to teenagers' target audience.

On the whole, from the end of 2016 there has been developing another advertising technology, which is called O2O - online-to-offline. It helps marketologists to understand how effective could be Internet-advertising. Its technology works in both directions - from online to offline, what means how much people have seen advertising in Internet will visit the shop finally. Offline to online - « having caught» the man with special Wi-Fi sensors in the shop, the user can be overtaken by banner or videoclip online. The aim - is to show advertising, but how properly to gather the audience and to set up sensors - is the task of partners who are engaged in WI-FI analytics. It allows gathering audience of some points, starting from departments inside the shops and ending with large-scale events. By adjusting the radius of action, the users that passive are cut off. In practice it works in such a way: sensor is put on in the shop and if the user is in zone including 3 metres from it, it is useful, if over - it is not taken.

The technology has a lot of progress: new metrics have appeared. At the beginning it was talked by specialists only about conversion rate - the attitude of those people who found themselves directly at the outlet to the coverage of the advertising campaign. At the present moment approximated figures are added which allow specialists to better evaluate the statistics between different advertising campaigns. In any case, firstly, WI-FI analytics partners view how the whole audience reacts on advertising message and only then it is obviously to share it on segments. Among the leading companies that give such service are Yandex and Mail.Ru Group. All in all, new technologies proof the influence of online advertising on offline traffic together with the usage of offline data for segmentation that may be useful for a lot of businesses, where users can physically reach. [21]

With this in mind, new modern marketing communications sharply differ from basic marketing communications mix, consisted of advertising, personal selling, sales promotion and PR. Internet gives a great opportunity to renaissance of new era of marketing communications which could hardly be imagine even at the end of the 20^th century. Nowadays is also developing a process of robotics and it is slowly beginning to replace the human kind in all spheres of life: from telephone calls to medicine experience. Who knows, may be robot machines will run the world in future?

1.3 Specific features of marketing communications in sports

In sports industry there is a constant exchange of information, from teams to media, from brands to consumers, from agents to clients and this stream never ends. It is necessary to build an effective communication with target audience not only in sports, but in every sphere of life, what can be a powerful tool to market products and services. As a rule, sports organizations develop a marketing communications mix by the means of Internet advertising, special events, sponsors, media platforms in social networks, organizing master-classes.

The modern society cannot function successfully without creating different types of organizations - industrial, commercial, cultural, healthcare, general education schools, universities and at least sports organizations - sports schools, sports clubs, recreation centers, sports federations, stadiums, etc. The organization is one of the basic forms of society nowadays. During the life each person is included in one or more organizations. The overwhelming majority of people are almost all conscious life connected with organizations - as usual they are members of them. According to the state statistics, in 2000 in Russia there were about 100 thousand of different kinds of organizations of physical culture and sports.

As the concept of organization plays a key factor in sports management, it is considered here in details. A group of people must meet several mandatory requirements to be considered an organization. These include:

- the presence of at least two people who consider themselves to be part of this group;

- the presence of at least one goal which is accepted as a common goal by all members of the group;

- the presence of group members who knowingly, deliberately work together to achieve a meaningful goal for all.

Scheme 3. Basic principles of existing an organization



Thus, the definition of an organization is clear. It is a group of people whose activities are consciously coordinated to achieve the goals.

In defining common approaches to the classification of sports organizations, one must proceed from the fact that physical culture and sports are a service industry, but the activities of most organizations of the industry are aimed at the production of goods and services in specific forms. The first group of organizations produces and sells sports equipment, footwear, clothing, equipment and construction of sports facilities. The second one deals with services: fitness, information. The third organizations provide management services and differ in authority, size, status, sports specialization and other characteristics, which gives rise to classification.

The definition of approaches to classification should take into account the traditions and continuity of the management of physical culture and sports in the USSR [8]. The criteria for classifying sports organizations in modern conditions can be: membership; character of management relations; way of making a profit.

By the membership distinguish the following organizations. State organizations: the Ministry of Sport, Tourism and Youth Policy of the Russian Federation, regional bodies of administration of FC & S (in different regions of the Russian Federation they have different names). Departmental organizations of ministries - power ministries, ministries of education, health. Another one kind is public-sports federations, including the Russian Olympic Committee, sports clubs and unions. Public-state organizations represent voluntary sports societies, for example, DFMSO "Youth of Russia", VFCO "Dynamo". And the last but not least are private organizations - professional clubs, sports firms for the production of goods and the provision of services.



Scheme 4. Sports organizations by the membership

By the character of management relations, organizations are divided into professional and amateur. The first include those that have the permanence of goals and professional management workers, usually the rules with the division of functions by volume, nature, authority, responsibility. The regulations of the activity are fixed by the organizational and legal acts. Positions and roles of employees are determined by contracts, contracts, orders, instructions.

Amateur organizations, unlike professional ones, are governed on a voluntary basis. There may be a professional with managerial functions and rights. The main functions are organization, planning, coordination, stimulation. Powerful and regulating beginnings are blurred. To a greater extent, it is important to have the responsibility, qualities of the leader, which motivate the participants. This form of organization is characteristic of primary physical culture and sports teams in institutions, enterprises, educational institutions, children's organizations.



Scheme 5. Sports organizations by the character of management relations

According to the way of making profit organizations can be presented as commercial, non-commercial and mixed. Commercial organizations include shops, selling sports products, factories for the production of sports equipment. The main goal of their activity is to obtain profit by meeting the needs of people and society. Non-profit are those that receive state or other means, subsidies for the conduct of their activities. These include state and departmental organizations, such as committees for physical culture and sports, departmental organizations of power structures. Mixed Organizations are the Ministry of Education and Science and other industries.

Scheme 6. Sports organizations by the way of making profit

On the condition of the existence of sports organizations it is impossible not to tell about sports events, which give an opportunity to sportsmen to compete between each other. Sports event is a competition between participants in different kinds of sports with the view of identifying the strongest sportsmen, developing sports workmanship and holding in order with the rules of organizing committee [2].

The organization, judging of sports events is realizing due to federal instructions, regulations, rules and calendar plans of Sports Committee. In these documents are reflected the questions about classification of competitions due to concrete features. At the present moment there is no one interpretation of classified attributes and the point of view on criteria of classification the sports events in special literature.

In the national scientific-methodical and educational literature that is devoted to the problems of competitive activity, sports events are singled out in accordance with the essential features characteristics of them: main, additional, correspondence, qualificational, team, personal-command, personal, control, mass, selection, television, thematic, training and educational.

For example, Vladimir Mironov in the textbook "Fundamentals of the theory and methodology of sports" gives the following classification of sports events:

- depending on the scale (international, territorial, departmental, interdepartmental);

- in terms of the volume and content of the program (combative, all-around and complex competitions);

- depending on the purpose and character (championships, cups, match meetings, friendly competitions, competitions from the sheet, equalizing, classificational, qualifying, simplified rules competitions, mass, relay races, breaking records);

- taking into account accessibility (full-time, open, closed);

- the composition of participants (personal, team, personal-command);

- by value for the athletes (preparatory, control supply, main) [6].

Sport event - is a competition between participants in different kinds of sports with the view of identifying the strongest sportsmen, developing workmanship and holding in order with the rules of organizing committee [2]. The literature on the classification of sports events does not reflect such criteria for the organization and conduct of competitions as if there were competitions for prizes of outstanding athletes, coaches, competitions dedicated to the memory of famous public and sports figures, although in Russia and other countries they are quite common and attract a large number of athletes, amateurs sports and fans. These competitions are usually called "personal", named." At the same time, the preliminary study of calendars for sports events of some federations shows that these competitions are not only conducted on the scale of Russia or the subjects of the Russian Federation, but also are traditional championships of the district, city and region and are among the famous international competitions.

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