Efficiency of development of advertising

Theoretical aspects of efficiency of development of advertising activity and your place in marketing system, development and its value for manufacturers and consumers. Research of the advertising campaign of the new goods in open company "Nataly".

Рубрика Маркетинг, реклама и торговля
Вид дипломная работа
Язык английский
Дата добавления 19.06.2010
Размер файла 49,3 K

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Calculations show that the project pays off for three months both taking into account discounting and without it. So small time of recovery of outlay is received because the volume of financial investments was not great. Project discount is equal to 45,9 thousand rbl. project Discount? It is time aspect. He says that during realisation of the project cost of means of the investor has decreased on this size that in percentage terms from initial cost makes 20%. Indexes of profitableness of expenses and profitableness of the discounted expenses there is more than unit. It speaks about excess of the sums of monetary inflows over the sums of monetary outflows (taking into account discounting and without it). But their value not much more unit that speaks high norm of discount (42%). Positive value of the net profit says what the investment project? The advertising campaign - is capable to make profit, but this fact does not answer a question? Whether the project in time taking into account inflation and risk factors is effective. The answer to this question can give value of the pure discounted income. Efficiency of the project from the point of view of the investor according to a technique is defined, proceeding from positivity of value of the pure discounted income. In this case ЧДД> 0. Hence, the project is economically effective. Estimate communicative efficiency we can only after release of an advertising campaign of the new goods and after certain time. Thus the primary information on which basis the efficiency analysis will be made is required to us. There are three basic methods of gathering of the primary information: supervision, experiment, interrogation. The supervision method is used, when researchers directly trace actions of the studied person. The experimental method serves for measurement of cause and effect relations. It is used at trial marketing of new production in geographically isolated area and for trial carrying out of advertising campaigns more often. The most widespread way of gathering of the primary information is? Interrogation. By interrogation of real or potential buyers the researcher receives the information on their relation to purchase, learns their opinion on the goods and motives of carrying out. Specific methods are applied to an estimation of a communicative advertising efficiency: - studying the relation of consumers to the goods; - tests for storing; - psychophysical methods; - feedback methods. We will estimate indicators of the communicative advertising efficiency which maintenance will be published in printing editions. Developed by employees of Open Company "Натали" advertising also is presented in the appendix 4. The primary information for the advertising analysis is necessary for receiving from results of the spent trial advertising campaign with use of psychometric methods. The trial advertising campaign is informative enough method of advertising researches, does not require unlike other methods extrapolation on a real life. Its lack consists that it does not establish the reason of tearing away of advertising by the buyer. For liquidation of this lack, results of a trial advertising campaign are necessary for combining with psychometric research. Psychometric research is one of the most widespread and effective ways of testing of static advertising when the total impression of the seen advertising material is exposed to the analysis. It is based on drawing up of "perception cards". Answering special questionnaires, people estimate the seen message. Such testing of advertising is spent to two stages: to its exit on the market and after (in the course of carrying out of an advertising campaign and on its results). At the first stage tentative estimations of quality of advertising and its ability to execute tasks in view are given. By results of the first stage of testing it is possible to predict efficiency of influence of advertising on the consumer, to reveal its strong and weak places and if it is necessary, to correct the advertising message. At the second stage when the advertising message is let already out on the market and has passed certain time, sufficient for acquaintance with target audience advertising, testing allows to bring intermediate or an adjusted total. Testing held by us is aimed at forecasting of efficiency of influence of advertising for the consumer. It is the first stage of testing of advertising. In the third chapter we will define ways of increase of efficiency of an advertising campaign. They will be necessary for us to raise indicators of economic and communicative efficiency in the present paragraph. At carrying out of a trial advertising campaign in Open Company "Натали" the special advertising leaflets containing various advertisements, and also the questionnaire for an advertising estimation have been prepared. The questionnaire developed by employees of Open Company "Натали" for interrogations, is presented in the appendix 5. Interrogation was made: - at "the Siberian Fair" during exhibitions; - in specialised shops on sale of window, door blocks, building materials, and also in halls of the trading equipment. In total 350 respondents have been interrogated. From them nearby 300? Employees of the various companies of Novosibirsk, the others? Visitors of shops of the building materials, getting production for a private use. Interrogation was made as follows. The interrogated person was offered to see the booklet, and then to answer questionnaire questions.

The answer of respondents to the first question has shown that they in the majority positively concern a print advertising if the advertiser bears a maintenance responsibility of advertising and if it is executed qualitatively. Answers to questions 2, 3 show level of awareness the consumer about Open Company "Натали" firm. The answer to a question 4 characterises Open Company "Натали" advertisement. As we see, 28% (98 of 350 persons) have remembered advertising of aluminium windows. This indicator is at high enough level, i. e. advertising of new production of the enterprise is remembered. On the basis of it it is already possible to tell that advertising possesses certain level of efficiency as even the simple knowledge of mark of a product raises trust to it in comparison with absolutely unfamiliar mark. The answer to a question 5 characterises attractiveness of advertising of Open Company "Натали", and the answer to a question 6? Its recognizability. More than 40% of respondents have paid attention to advertising of aluminium windows, have noticed in it some unique lines. It once again proves, what Open Company advertising? Натали? Is attractive for consumers. However from paid attention to the given advertising, only 15% have remembered a firm trade mark. It means, what Open Company advertising? Натали? Has low level of recognizability. Low level of recognizability means, in turn, that the advertisement demands considerable time for recognition and is perceived in less wide spatial range. Answers to the remained questions of 7-11 questionnaires characterise propaganda force of the advertisement of Open Company "Натали". We have received following results on components of the given indicator:

1) the subjective importance of production? Have positively answered 154 of 350 persons (44%);

2) uniqueness of advertising? 35 from 98 persons (35,7%);

3) integrity? 28 from 98 persons (28,6%);

4) plausibility? 25 from 98 persons (25,5%). By these results of interrogation it is possible to draw a conclusion what though Open Company production? Натали? Has the high subjective importance for consumers and it is unique enough, it is not for them enough complete and plausible. Nevertheless, at 12% of the interrogated, aluminium windows which have paid attention to advertising of Open Company? Натали?, there was a desire get given production. On this indicator it is possible to judge enough high communicative advertising efficiency of Open Company? Натали?. Thus, it is possible to predict a high economic and communicative advertising efficiency of Open Company? Натали?. However she demands some completions in communicative sphere for increase of its efficiency. In conclusion of the second chapter we will draw following conclusions.1. In carrying out of an advertising campaign of the new goods in Open Company "Натали" is engaged has dressed sale. For advertising of the new goods it has been decided to use printing and the outdoor advertising.2. For outdoor advertising placing advertising agency "Agama", for a print advertising has been chosen? Agency "Duet" and "Region a press", for marketing researches? Agency "Media Soft".3. For an estimation of economic efficiency of an advertising campaign the comparison method at which the effect from publicity carrying out has been compared with expenses for its realisation was used. The estimation has shown that expenses for goods advancement will pay off within three months and as a whole the project is economically effective, that is is profitable.4. The estimation of communicative efficiency of an advertising campaign, that is an estimation of its quality indicators, was made on an example of a print advertising of the new goods with use of a method of testing. Advertising leaflets, and also the questionnaire for an estimation of advertising have been prepared by consumers. Results of testing of advertising have shown that advertising is remembered and attractive for consumers, however it is insufficiently distinguished. Advertising has the high subjective importance for consumers and is unique enough, but it is not for them enough complete and plausible.5. At 12% of the interrogated respondents who have paid attention to advertising of aluminium windows of Open Company? Натали?, there was a desire get given production. Therefore it is possible to predict high economic and communicative efficiency of the given advertising campaign.

3. Ways of increase of efficiency of advertising activity to open company nataly

3.1 Methods of rational use of possibilities of advertising agencies

Advertising can be developed for clients or the people who are not employees of agency, or clients. The space and time in mass media are usually got through the special companies by directly clients, and market research is carried out by the special research companies. So advertising agencies what for are necessary? Agencies are necessary for planning and carrying out in a life of advertising efforts of the client [29, with.127]. The world of advertising agencies is so wide that, most likely not any advertiser (especially beginning) knows what kinds of advertising agencies there are also what services they give. Therefore rational use of possibilities of advertising agencies acts on the foreground.

In advertising? Agency of a full cycle? Is the organisation which is carrying out four basic functions:

1) management of the account;

2) creative services;

3) planning and area acquisition in mass media;

4) researches. Such advertising agency usually has own service on conducting the account of the client, the department of movement performing work on internal tracing of realisation of projects, division for working out broadcasting both a printed matter and a staff department. As a rule, the contract between? Agency of a full cycle? And the client defines that the agency for commission fee or other co-ordinated fee makes the analysis of the data of the market, offers strategy, prepares recommendations, develops advertising, places it in in advance co-ordinated mass media, checks advertising on conformity to requirements of the customer, exposes the invoice to the client within the limits of the voted budget, receives money resources of the client into the accounts and pays services of mass-media and suppliers. Besides, the agency can incur the functions which are not included in the contract and not paid separately: it is work on public relations, research projects, direct marketing, marketing of actions and stimulation of sales. Some agencies offer specific services through the divisions or branches. Clients can use specialised agencies also.? Agencies of a full cycle? In Novosibirsk while is not present. It most likely is connected with that, for the effective organisation of works of such agency the big material inputs and coverage of great volume of manufacture and the information are required. Work of specialised agencies differs works of "agency of a full cycle". They specialise or in performance of certain functions, or in certain branches (public health services, computers, agriculture), or in a certain kind of works (for example, marketing researches, placing of advertising messages in mass-media, TV advertising placing, outdoor advertising placing and so on). Specialised agencies work in different areas of marketing: direct marketing, stimulation of sale, public relation, marketing through public and sports actions, design of packing, design of corporate symbolics and so on. Exist such business of agency which specialise in trading communications. Along with business? Such agencies are engaged in advertising in trade advancement, trading exhibitions and presentations. Such agencies in Novosibirsk the set and appears every day more and more. Specialised agencies need to be used in all cases when the enterprise has no possibility to take advantage of services of "agency of a full cycle" and independently spends an advertising campaign. In the present state of affairs services various specialised agencies will be necessary for it: for carrying out of marketing researches, for creation external, a print advertising, advertising on radio and TV. In our case of Open Company "Натали" addresses in specialised agencies ("Media the Software", "Agama", "Duet", "Region a press"). But when there is a choice? To address in "agency of a full cycle" or in specialised agency, it is more rational to address in the last when the advertised goods or service demand the special approach, and "the agency of a full cycle" cannot provide such approach. In specialised agency it is necessary to address and when the enterprise cannot take advantage of services of "agency of a full cycle" owing to limitation of incomes. Virtual agencies? It is recently arisen phenomenon of the agency working like group of people of liberal professions. The tendency of occurrence of virtual agencies sees as well that there is no necessity for habitual office. Many managing directors of advertising agencies assert that from third to half of offices of any agency are empty, as experts work on a call of clients or are on office affairs. In virtual agency employees have no constant office, they work at home, in cars or offices of the clients. Modern computer technologies provide members of such command with all necessary for work out of office. Their meetings will be organised by a principle of videoconferences or by means of an exchange of e-mail. When it is necessary for members of team to gather at office, they can to include the computer in a suitable place.compact multipurpose racks with things necessary for work can be resulted on a current workplace. Within the limits of the virtual concept the space divided into parts, is replaced with free space for employees, computers, faxes, phones and all that members of team bring with themselves. Now virtual agencies are the most rational for using for carrying out of marketing researches, the analysis of the market, carrying out of interrogations, that is for reception of information services, and also for advertising placing in the Internet. Agencies take the incomes from two main sources? Commission fee and fees [29, с.163].commission system. Right at the beginning advertising agents operated more likely on behalf of mass-media, instead of in interests of the client. In the nineteenth century advertising agents represented itself as representatives of newspapers, magazines and printers of posters. If the agent brought advertising to the publisher, that paid to it commission fee which were defined, proceeding from volume of the work executed by the agent for the blessing of business of the publisher and by preparation of advertising to the publication. The agent could write the advertising text, think up a breadboard model, type the text and mark a place for drawings and the photos which were a part of advertising. These efforts of the agent saved to the publisher time and reduced volume of its basic work. In process of growth of the importance of advertising advertisers aspired to employ as less as possible people. In 1901 Klarens Kurtis from Curtis Publishing has established 15% of commission fee for advertising agencies? 10% for preparation of materials and 5% for maintenance of immediate payment [29, с.163]. Introduction of such practice has changed all advertising industry. Instead of granting one mass-media to many advertisers now the agent operated in interests of one client, placing its advertising in many mass-media. However the commission system remained hardly probable not the unique form of compensation.commission fee at a rate of 15% long time were considered as a certain absolute standard though the great number of exceptions of this practice is already observed.

The note: the sum of figures can be below 100 percent as answers of some advertisers do not get under one of these systems of compensation or answers have not been received. The rate is defined in the course of negotiations between the client and agency. As a result of these negotiations it is established, what work will be carried out by agency under the contractual rate of commission fee and that should be paid separately. The alternative form of commission fee is гонорарная the system. This system is equivalent that for which advertisers pay work of the lawyers. Clients of agency agree on the hourly fee or the tariff. This fee can change depending on employed divisions and level of wages in each division. The uniform hourly fee for all work, irrespective of level of actual earnings of executors is in certain cases co-ordinated. These payments also join expense accounts, payment of moving and all articles which are usually paid at commission system. Payment is made in the pure state without any extra charges or commission percent. Mass-media also expose accounts to clients in the pure state without increase at the size of commission fee. A solving element in гонорарной to system is the trust. The client should be assured that each employee of agency conducts the strict account of working hours and correctly distributes its expenses on concrete commodity marks or projects. Besides, the client should know that the hourly tariff of agency fairly reflects wages, an overhead charge and the established rate of return [29, with.169]. How the agency estimates the fee? It defines expenses on a wages, rent, telephone conversations, mail, internal operations, equipment rent, taxes and other costs, and then establishes, what hour tariff in a condition to cover all these costs, and also to provide to agency profit. Widespread practice is the fee establishment as private from division of the trebled mid-annual wages of the worker of agency into average quantity of working hours in a year [29, with.169]. In any case for the enterprise which spends an advertising campaign and addresses to advertising agency services, it is more rational to use commission system of payment. The matter is that at use of commission system, reducing expenses on advertising, the client really achieves economy, in whatever volume the advertising budget was reduced. In case of application гонорарной systems the same client will receive economy on reduction of schedules of an advertising campaign, but will continue to pay to agency the working hours connected with contact to mass-media, revision of plans of use of mass-media and alteration of exposed accounts? Invoices [29, с.170]. From the aforesaid the conclusion arises what easier to deal with the advertising agency using commission system of payment. As to an advertising agency kind the advertiser solves this question independently. Arguments in favour of this or that kind of advertising agency should develop depending on what amount of works should be executed to the agency, what advertising purposes are pursued by the advertiser, it has what volume of means. It is obvious that services of "agency of a full cycle" will manage to the client expensively. In our case we advertise the new goods, therefore it is more expedient to employ agency of a full cycle that it has carried out market research, has offered strategy, has executed advertising and has placed it in mass media. But, considering impossibility of use of that kind of agency (in the absence of them in the market of advertising services of Novosibirsk), it is necessary to address to services of specialised agency, is more true even to several. They are already listed: - "Media the Software" (for carrying out of marketing researches); - "Agama" (for outdoor advertising working out); - "Duet", "Region a press" (for print advertising working out). Thus, the given agencies have been chosen because "agencies of a full cycle" in Novosibirsk while are not present. Besides, advertised production of Open Company "Натали"? The goods-novelty, - demand the special approach at advertising campaign carrying out. As payment system the commission system of fee of agency as it is to more flexible and adequate results from an advertising campaign is chosen.

3.2 Methods of increase of efficiency of advertising activity

Advertising not only gives the information on the goods, but also forms its image, gives it the socially-psychological importance, defines its position among the competing goods. At the heart of any competent advertising two components lie: the thought over concept (strategy) of advertising and the interesting creative decision. The most difficult in advertising? To find the base concept of advertising inducing to purchase, allocating the goods from a number of the competing goods or a commodity category. The creative decision should be inseparable from the chosen concept. Any creative decision which strengthens the concept, helps to apprehend it, does more evident, clear or more convincing, strengthens effect of advertising. Therefore it is necessary to develop advertising idea and strategy of advertising of the goods (service) for increase of efficiency of an advertising campaign. Advertising strategy answers a question how to construct an advertising campaign, to realise marketing problems. In wider plan value of advertising strategy consists in, that: - to define, what sense advertising should give to the given goods that the potential buyer has given it preference; - to inform to the consumer concrete benefit, the permission of a problem or other advantage of material or psychological property which gives goods acquisition. Thus it is necessary to take into consideration that there are only two base reasons on which people buy the goods:

1) the goods can solve any existing problem or a problem which can arise;

2) the possession the goods allows the person to join psychologically something that it is pleasant to it or he considers for itself (himself) important. At a choice of strategy of advertising a number of factors should be considered:

1. Specificity of a commodity category (there are such commodity categories where the consumer gives a great attention to utilitarian properties, and such where for it the emotional background is more important).2. Specificity of the goods and possibility to allocate and inform on its significant properties for the consumer.3. Actions (advertising) of competitors. Often the market is overflowed by advertising of one type and it irritates people. Then it is necessary for it to oppose advertising of other type.4. Moods of target audience.

1. Specificity of a commodity category (there are such commodity categories where the consumer gives a great attention to utilitarian properties, and such where for it the emotional background is more important).2. Specificity of the goods and possibility to allocate and inform on its significant properties for the consumer.3. Actions (advertising) of competitors. Often the market is overflowed by advertising of one type and it irritates people. Then it is necessary for it to oppose advertising of other type.4. Moods of target audience.

Advertising idea? An art way of an embodiment of advertising strategy. It can be a successful image, the character, a slogan, helping to present the advertising information which has been generated at a stage of development of creative strategy. Creative advertising strategy sets an essence of the advertising message, and the advertising idea invests it with the interesting, attractive form. So, result of marketing researches and communication diagnostics is formation of idea of an advertising campaign, the media plan working out, which components? The initial and additional data.

The media plan finally should contain the following data:

1) the list of carriers of the advertising information;

2) the list of parametres of each kind of carriers: for the press? The areas occupied with advertising, for rollers? Activity, for a dummy? Type of graphic or text editors etc.;

3) the calendar plan-schedule of an exit of advertising messages (the table with instructions of general time of hire, quantity of rollers, the transfer name, day, time, for the press? Quantity of exhibitions etc);

4) the plan-estimate on everyone рекламоносителю and the general budget of the media plan;

5) quantity indicators of efficiency of an advertising campaign;

6) analytical comments to results of each stage of campaign;

7) alternative variants of media plans.

Thus, a basis of an effective advertising campaign make: the interesting creative decision (advertising idea) and the thought over strategy of advertising. Thus it cannot be effective if there is no one of these elements: whatever was successful the advertising idea, it will not give results without realisation of competent strategy of advertising, and at the same time, whatever was thought over the strategy of advertising without the successful creative decision, i. e. without its basic maintenance, advertising too will be inefficient. In our case as has shown research of an advertising campaign of aluminium windows of Open Company "Натали", the project is effective. The advertising idea is defined. Advertising strategy is however insufficiently clearly stated. We will take advantage of the given reserve for increase of efficiency of an advertising campaign of Open Company "Натали", i. e. we will develop advertising strategy.

3.3 Use of methods of optimization in advertising activity

One of optimisation methods in advertising activity is use of various channels for mass communications, information transfers and advertising distributions. Information transmission media, or carriers, the TV, radio, newspapers, magazines, cinema, the Internet, the outdoor advertising are. The list of means of media shows that it is the powerful tool of an advertising campaign. Media channels differ from each other duration of contact, periodicity, in circulations, geography of distribution and popularity, and cost of one advertising message in the concrete media channel depends on a format, colour, a place, the program, time and other factors. But in any case it will be the price not for a picture or a film hank, and for contact to an audience, more precisely, with target group (target group) [1, с.69]. In an advertising campaign some carriers are used, as a rule. It allows to optimise quantity indicators of efficiency of the reference. Estimations of audiences concern efficiency quantity indicators. Estimations of audiences of edition Audience? An estimation of number of readers of the target group reading given release of the given edition. Rating? The relation of an audience of the edition to the target audience aggregate number, expressed in%. Conversion? This relation of the sum of ratings in target group to the sum of ratings of control group or in all general totality of readers. Reach frequency distribution? Distribution of achievements on frequency, that is distribution of an audience of the edition on number of the read releases of the edition. Estimations of an audience of advertising campaign GRP? A cumulative rating, that is the sum of ratings of all editions making the given advertising campaign. Effective reach? Effective achievement, that is the coverage of the target group counted with application of weighing on number of read editions. Cover? Coverage or estimation of number of the general totality, satisfying to selection conditions in target group and reading at least one edition during advertising campaign passage. Average frequency? Average frequency (repeatability), that is an average on an audience of campaign number of the read editions or average possibility to see the advertising message. Reach frequency distribution? Distribution of an audience of an advertising campaign on number of the read editions (disorder). Affinity? An index of coincidence on reach? This relation of coverage of target group to coverage of control group of the general totality, increased by hundred. Estimation of cost of advertising campaign CPRP (cost-per-rating-point)? Cost of point of a rating: / where Cost? Cost of one advertising area of the edition or one roller. CPT (Cost-per-tausend)? Cost of 1000 captured recipients (those who has received advertising) in target group (plan-forecast):

CPT Reach? Cost of 1000 reached recipients in target group (postanalysis):

Estimations of audiences and advertising campaign cost allow to pick up an optimum variant of a parity of quantity of editions and publications for target groups. Other method of optimisation of advertising activity at the enterprise is definition of the budget of an advertising campaign. Budget working out promotes the most favourable distribution of resources, and it helps to hold expenses in in advance certain frameworks. The complex budget on the advancement program assumes decision-making on two questions [28, с.116]: - total of the means allocated for all complex of advancement, including advertising, sale stimulation, паблик рилейшинз, personal sales; - definition of a share of each element of a complex of marketing communications in the general program of advancement. Budget size on advancement define in several ways. In practice usually do not rely entirely on any one, and use a combination of several methods:? In percentage to a sales volume (last period or assumed);? Taking into account the purposes and problems;? On the basis of dependence modelling between level of communications and behaviour of the consumer;? On the basis of costs planning;? On the basis of expenses of competitors. Most often use an indicator of a percentage parity of the sum of expenses for advancement to a total cost of sales: where And? Assignments for the general program of advancement, rbl.; Оп? The total cost of sales, rbl. Preservation invariable the same indicator assumes that the optimum parity between the sum of expenses and total cost of sales is found. After the statement of the given indicator the most important thing? To give the forecast of sale of the goods for forthcoming year. Also the forecast of sales on branch as a whole for this purpose is required. For coordination in uniform indicators of expenses of competitors, expenses for advancement and a total cost of sales use size of expenses for unit of a share of the market. This indicator is useful at comparison of an advertising efficiency of separate firms. It is considered that the firm which spends for advertising counting on unit of one share of the market the smaller sum, achieves efficiency. However the support on these indicators can prevent to see dynamics of the market, those changes which occur from year to year in the different markets to different marks. At the approach taking into account the purposes and problems the attention is focused on the purposes which are necessary for reaching at realisation of the program of advancement: - what sales volumes and profit it is necessary to reach; - what share of the market which should be won; - what groups and market areas should be processed; - what should be response of consumers. Then problems are formulated, that is define strategy and tactics of marketing communications of the enterprise which are capable to lead to achievement of objects in view. And after that deduce an estimated cost of the full program of advancement which becomes a basis for definition of the size of the budget. Some companies establish the budget on advancement, being guided by expenses of competitors. Thus the basic accent becomes on advertising expenses in mass media, after all advertising in mass-media serves as the basic means of positioning of the company in creation of a target segment of the market. Thus it is important to remember that budget orientation should correspond to the strategic group of the companies operating in branch if the company aspires to keep the share of the market. For optimisation of advertising activity of Open Company? Натали? It is necessary to recommend use of various channels of distribution of advertising: except a print advertising in newspapers and the outdoor advertising to use various magazines, the Internet, radio. For definition of the budget of advertising of aluminium windows for Open Company? Натали? In the first year it is necessary to use a method on the basis of costs planning as goods deducing on the market demands the big initial expenses for advancement. In the first months strong enough push is necessary whenever possible quickly to reach a sales volume providing profitability. For formation of awareness and prompting to test the goods it is required much more efforts in sphere of advertising and sale stimulation, than for maintenance of a high break-even sales level to constants of consumers. The big initial expenses when sale starts to grow with zero, can turn back in the first year losses following the results of primary activity. Similar intensive expenses? In the advance payment? Are called as investment expenses. However they assume that like capital investments in means of production will bring in the income the next years. The next years for drawing up of the budget of advertising for Open Company? Натали? It is recommended to use the approach uniting a method, a method on the basis of expenses of competitors and a method? Percent to a sales volume?. By this moment the certain size will be generated? Rather invariable indicator? Advancement / sale? Also it will be possible to consider that the optimal parity between the sum of expenses and total cost of sales on which to be guided further at drawing up of the budget of advertising activity is found.

The conclusion

The purpose of the given degree work consisted in research of an advertising campaign of the new goods in Open Company Nataly. And definition of ways of increase of efficiency of advertising activity for the enterprise as a whole. By the received results it is possible to tell that the work purpose is reached. In work a number of problems which have been solved as follows also has been planned. The first problem - research of theoretical aspects of efficiency of development of advertising activity. The decision of the given problem has allowed to draw following conclusions. Advertising? It is any paid form of impersonal representation and stimulation of sale of ideas, the goods and services by the certain sponsor. Advertising is the most significant making system of marketing communications which allows the enterprises to achieve long-term competitive advantage, and also serves as the basic tool of positioning of the enterprise in consciousness of a target segment of the market. The essence of advertising consists that it hands over by means of mass media the information on consumer properties of the goods for the purpose of creation of demand for it. The advertising purpose consists in systematic influence on mentality of the person to cause in it desire to get the known blessings. Advertising became the integral and active part of a communication complex of marketing. And its level of development defines quality and efficiency advertising-information work the manufacturer and its conformity to new requirements of the world market. The second problem - a substantiation of an advertising campaign of the new goods in Open Company Nataly. We have received following results. In carrying out of an advertising campaign of the new goods in Open Company "Nataly" is engaged has dressed sale. For advertising of the new goods it has been decided to use printing and the outdoor advertising. For outdoor advertising placing advertising agency "Agama", for a print advertising has been chosen? Agency "Duet" and "Region a press", for marketing researches? Agency "Media Soft". For an estimation of economic efficiency of an advertising campaign the comparison method at which the effect from publicity carrying out has been compared with expenses for its realisation was used. The estimation has shown that expenses for goods advancement will pay off within three months and as a whole the project is economically effective, that is is profitable. The estimation of communicative efficiency of an advertising campaign, that is an estimation of its quality indicators, was made on an example of a print advertising of the new goods with use of a method of testing. Advertising leaflets, and also the questionnaire for an estimation of advertising have been prepared by consumers. Results of testing of advertising have shown that advertising is remembered and attractive for consumers, however it is insufficiently distinguished. Advertising has the high subjective importance for consumers and is unique enough, but it is not for them enough complete and plausible. At 12% of the interrogated respondents who have paid attention to advertising of aluminium windows of Open Company Nataly, there was a desire get given production. Therefore it is possible to predict high economic and communicative efficiency of the given advertising campaign. The third problem - definition of ways of increase of efficiency of advertising activity. As has shown research of an advertising campaign of aluminium windows of Open Company "Nataly", the project is effective. The advertising idea is defined. Advertising strategy has been however insufficiently clearly stated. Advertising strategy has been developed for increase of efficiency of an advertising campaign of Open Company "Nataly". For optimisation of advertising activity of Open Company Nataly. It was recommended: First, use of various channels of distribution of advertising (except a print advertising in newspapers and the outdoor advertising to use various magazines, the Internet, radio); secondly, to practise planning of the budget of advertising activity. For definition of the budget of advertising of aluminium windows for Open Company Nataly. In the first year it is necessary to use a method on the basis of costs planning as goods deducing on the market demands the big initial expenses for advancement. In the first months strong enough push is necessary whenever possible quickly to reach a sales volume providing profitability. For formation of awareness and prompting to test the goods it is required much more efforts in sphere of advertising and sale stimulation, than for maintenance of a high break-even sales level to constants of consumers. The big initial expenses when sale starts to grow with zero, can turn back in the first year losses following the results of primary activity. Similar intensive expenses? In the advance payment? Are called as investment expenses. However they assume that like capital investments in means of production will bring in the income the next years. The next years for drawing up of the budget of advertising for Open Company? Натали? It is recommended to use the approach uniting a method целеполагания, a method on the basis of expenses of competitors and a method? Percent to a sales volume?. By this moment the optimum parity between the sum of expenses and total cost of sales by which it will be possible to be guided further at drawing up of the budget of advertising activity will be found.

The bibliographic list

1. Ананич М.И. Основы рекламной деятельности/ М.И. Ананич. - Новосибирск: СибУПК, 2001 - 92 с.

2. Асеева Е.Н. Организация рекламной кампании/ Е.Н. Асеева, П.В. Асеев. - М.: ПРИОР, 1997. - 112с.

3. Виноградова С.Н. Коммерческая деятельность: Учебное пособие/ С.Н. Виноградова. - Минск: Высшая школа, 1998. - 176с.

4. Герасименко В.В. Основы маркетинга/ В.В. Герасименко. - М.: ТЕИС, 1999. - 142с.

5. Гермогенова Л.Ю. Эффективная реклама в России: Практика и рекомендации/ Л.Ю. Гермогенова. - М.: "РусПартнер Лтд", 1994. -252 с.

6. Гражданский кодекс Российской Федерации: Полный текст: официальный текст, действующая редакция. - М.: Экзамен, 2001. - 304с.

7. Делл Д. Учебник по рекламе/ Д. Делл, Т. Линда - Минск: ООО"СЛК", 1996. - 320с.

8. Завъялов П.С. Формула успеха: Маркетинг (сто вопросов - сто ответов о том, как эффективно действовать на внешнем рынке) / П.С. Завьялов, В.С. Демидов. - М.: Международные отношения, 1991. - 380с.

9. Качалов И. Семь причин падения эффективности рекламы / И. Качалов // Реклама. - 2000. - №1. - С. 20-22.

10. Кейлер В.А. Экономика предприятия: Курс лекций / В.А. Кейлер. - М.: ИНФРА - М, Новосибирск: НГАЭиУ, 1999. - 132с.

11. Кисмерешкин В.Г. Реклама в продвижении российских товаров/ В.Г. Кисмерешкин. - М.: ОАО НПО "Экономика", 2000. - 192с.

12. Коломиец В.П. Рынок телевизионной рекламы: тенденции и перспективы/ В.П. Коломиец // Вест. Моск. ун-та. Серия 18. Социология и политология. - 1999. - №4. - С.98 - 106.

13. Котлер Ф. Основы маркетинга: Пер. с англ. / Ф. Котлер. - М.: Бизнес - книга, 1995. - 702с.

14. Крылов И. Почему исследователи разошлись во мнениях? / И. Крылов // Реклама. - 2000. - №1. - С.4-5.

15. Лытнева Н.А. Учет и налогообложение расходов на рекламу/ Н.А. Лытнева, Л.А. Лытнева // Бухгалтерский учет. - № 14. - 2001. - С.13-23.

16. Музыкант В.Л. Реклама: международный опыт и российские традиции/ В.Л. Музыкант. - М.: Право и Закон, 1996. - 222с.

17. Музыкант В.Л. Теория и практика современной рекламы/ В.Л. Музыкант. - М.: Евразийский регион, 1998. - 400с.

18. Наумова А.В. Рекламная деятельность: Учебное пособие. - Новосибирск: СибУПК, 2001. - 140с.

19. Памбухчиянц О.В. Организация и технология коммерческой деятельности: Учебник для вузов / О.В. Памбухчиянц. - М.: Маркетинг, 2001. - 450с.

20. Панкратов Ф.Г. Рекламная деятельность: Учебник для вузов/ Ф.Г. Панкратов, Ю.К. Баженов, Т.К. Серегина. - М.: Маркетинг, 2001. - 346с.

21. Перепелица В. Как рекламу сделать эффективной или как стать известным/ В. Перепелица. - Ростов-на-Дону: Феникс, М.: Зевс, 1997. - 168с.

22. Полукаров В.Л., Головлева Е.Л. Реклама: Учебное пособие. - М.: Изд-во УРАО, 2003. - 192с.

23. Ромат Е.В. Реклама: Учебник для вузов / Е.В. Ромат. - Киев; Харьков: НВФ "Студенческий центр", 2000. - 480с.

24. Российский статистический ежегодник: Статистический сборник. - М.: Госкомстат России, 2001. - 679с.

25. Серегина Т.К. Реклама в бизнесе/ Т.К. Серегина, Л.М. Титкова. - М.: Маркетинг, 1996. - 112с.

26. Синецкий Б.И. Основы коммерческой деятельности: Учебник/ Б.И. Синецкий. М.: Юрист, 1998. - 659с.

27. Титова В.А. Маркетинг: Учебное пособие / В.А. Титова. - Ростов - на - Дону: Феникс, 2001. - 448с.

28. Тюнюкова Е.В., Наумова А.В. Маркетинговые коммуникации: Учебное пособие. - Новосибирск: СибУПК, 2001. - 132с.


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