Today, foreign companies promotion activity in Russia consists of traditional tools such as sales promotion, public relations, personal sales, and advertising, and nuance. The latest include event marketing, sponsorship, product placement, and could help to build an awareness of foreign company and its brands among Russian customers. Direct marketing is of an increasing importance for companies entering B2B market. Today, sales promotion aimed at consumers is widespread in Russia. Its tools include; different types of promotions discounts, coupons, free samples, prizes for the lottery winners, and etc. Russian consumers in big cities use to have several loyalty cards of different retailers. The role of royalty cards is increasing as well as the competition of retailers for their attractiveness for consumers. Foreign producers have an option to organize the GAS stations of their products. The knowledge of Russian culture and communication style discussed in our previous module, could help foreign companies to succeed in personal sales. The importance of public relations for foreign companies promotional campaigns is connected with the role of the word of mouth communication in the Russian culture. Consumers chose mainly Japan on recommendations, over there a reference groups, relatives, friends, colleagues, or trusted famous persons. Some automobiles BA candy and other companies are among those that are organize company visits. In the case of Hyundai Motor Company, Baltica Breweries Holding, Carlsberg, Coca-Cola, Danone, and many others. The visitors share their impression and new knowledge with other potential consumers about the company and its products. Also, foreign companies may employ news releases and press conferences. Presentations at the seminars at international trade shows, interviews for professional journals or issue their own journals and annual reports to reach and influence their target audience in Russia. To increase the awareness about their activity and products, to build the good real and for other promotion objectives. Today, public relations become more important for consumer relationship marketing. A lot of examples can be found on foreign companies website and their sustainability report. The role of traditional advertising and Russia is higher compared to Western countries. But at the same time, there is a trend toward news promotional instruments. Advertising in Russia is a regulated by law on advertising of Russian Federation of 2006, and its latest amendments. Foreign companies should take into account restrictions on certain goods advertising on TV. I would do and other media, in developing their advertising campaigns. For example, alcoholic beverage is the items are not allowed on TV advertising. Generally, advertising on TV should not exceed 20 minutes per hour and 15 percent offer broadcasting during the day. For many years, TV was the main advertising media in Russia. But in 2018, Internet took first place due to an expanding number of active Internet users. According to experts of Russian association of communication agencies estimation, the share of Internet advertising was 43 of all advertising expenses in Russia in 2018. According to major scope data, PepsiCo, Danone, Google, Mars Russia, Nestle, were in the list of top 10 online video advertisers on the same year by the sent of videos shown. Bona Advertising is still one of the main ways of promotion in the Internet. Despite the fact that the share of TV as decrease to 40 percent in 2018, TV remains one of the major channels for advertising due to a high level of penetration and peculiarities of each target market. The older generation spends more time watching TV compared to the young one that prefers mobile devices and tablets. The high level of urbanization in Russia means outdoor advertising continues to be an important in urban areas. It is accounted for nine percent as well as advertising in public transport and cinemas. Advertising in journals and newspapers as well as on radio is not substantial and equals each four percent. According to the estimations of major scope expert, Nestle, PepsiCo, Procter & Gamble, L'Oreal, Johnson & Johnson, Mars Russia, were in the list of top 10 on TV, radio, and the press advertising expenses in 2018. Currently, one can observe a shift away from traditional media towards a search, marketing and digital, and local media. Their focus is more and more on developing great content that educates or entertains consumers. Social networks became an important channel for advertising, they offer big opportunities to reach Russian consumers. Range on the number of the audience. The first place belongs to a Russian social network of contacts. The second one to [inaudible] followed by Facebook. Foreign companies interested in reaching Russian consumers should also consider advertising on YouTube, which is prospect attractive channel for promotion. Russian consumers could be reached also by Twitter and Instagram ads. For paid search campaign in Russia, it would be reasonable to use a Russian search engines like Yandex along with Google to reach the purpose number of consumers. Comments of famous bloggers might bring attention to the products as well. The role of bloggers is supposed to continue to be increasing in the nearest future.
