Theoretical aspects of efficiency of development of advertising activity

Introduction

 

Now the economy of Russia is in a transition state from planned system to the market. And if earlier the enterprises had not to reflect especially on production sale, the state now in the conditions of the market each enterprise at own risk independently solves was engaged in it what exactly it will make and how to market, what will be thus used means. As in present conditions any businessman can make that considers it necessary also possible the number of manufacturers of similar production becomes very big. And everyone them them to aspire to win the market. It also induces the organisations to undertake the various actions promoting realisation of production. To these actions carry improvement of quality of production and efficiency of advertising activity. Advertising is a significant part of marketing communications and serves as the tool of creation of external competitive advantage. It is impossible to present work of the modern enterprise without advertising activity. The company should declare the existence in the market, about the goods, involve the potential buyer and create an image of the reliable partner. The control system base the modern enterprise is the marketing transforming the purposes of firm in strategy of its behaviour in the market. A visual embodiment in direct continuation of marketing strategy? It also is advertising activity of the enterprise which is turned directly on the consumer and is a basis of a complex of marketing communications. Thus advertising activity, as well as any another, should develop continuously within the limits of strategic planning of the enterprise. As practice shows, frequently planning of advertising activity of the enterprise is conducted without marketing strategy, in a separation from marketing activity of the enterprise. It leads to that publicity expenses increase, and its efficiency decreases. Considering all aforesaid, it is obvious, what a diploma theme? Efficiency of development of advertising activity? It is rather actual. Besides, in the course of performance of degree work recommendations which allow to raise essentially efficiency of advertising activity in modern conditions of managing have been developed. As a whole the advertising efficiency estimation allows to receive the information on expediency of advertising and productivity of its separate means, to define conditions of optimum influence of advertising on potential buyers, to make the decision on change of advertising strategy, flexibly to react to actions of competitors. Especially sharply there is an advertising question at release of the new goods. After all there is a danger that the product will not be accepted by the market. Therefore it is very important in advance even prior to the beginning of manufacture process to find out, whether the market requires a similar product. And later, during an advertising campaign to stimulate sale of production by influence on potential buyers, showing utility of the goods, its best characteristics. In the given work the advertising campaign on advancement of the new goods which is for today is developed faster the goods of industrial appointment, than consumer goods. Owing to what, the emphasis at advertising of these goods is made on the businessmen who are engaged in business (mainly heads). It causes the advertising campaign maintenance (from the channel of placing to the maintenance of the advertising message). Object of researches is the industrial enterprise of Open Company Nataly, engaged in manufacturing of an aluminium profile and products. A subject of researches? Advertising activity of the enterprise. The purpose of degree work is 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. The primary goals of degree work are:

1) research of theoretical aspects of efficiency of development of advertising activity; ordering of a theoretical material according to efficiency of the advertising activity, available in the scientific literature;

2) a substantiation of an advertising campaign of the new goods in Open Company Nataly, including: planning, investment maintenance and an estimation quantitative and quality indicators of efficiency of an advertising campaign;

3) definition of ways of increase of efficiency of advertising activity in Open Company Nataly.

Structurally work is presented by three heads. In chapter 1 of degree work the theoretical material on research of efficiency of development of advertising activity is presented and systematised. Here the place and a role of advertising activity in marketing system, development of advertising activity and its value for manufacturers and consumers are considered. And also the economic indicators, characterising the important advertising activity are resulted. In the second chapter of work research of an advertising campaign of the new goods is carried out Open Company Nataly in which its planning and a substantiation of investment maintenance is carried out. Here the estimation quantitative and quality indicators of efficiency of an advertising campaign is made. In the final, third chapter of work ways of increase of efficiency of advertising activity to Open Company are defined Nataly.

In particular methods of rational use of possibilities of advertising agencies, methods of increase of efficiency of advertising activity are considered, and also optimisation methods in advertising activity are considered.

Theoretical aspects of efficiency of development of advertising activity

 

Research of the advertising campaign of the new goods in open company nataly

 

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

 

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.

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Introduction

 

Now the economy of Russia is in a transition state from planned system to the market. And if earlier the enterprises had not to reflect especially on production sale, the state now in the conditions of the market each enterprise at own risk independently solves was engaged in it what exactly it will make and how to market, what will be thus used means. As in present conditions any businessman can make that considers it necessary also possible the number of manufacturers of similar production becomes very big. And everyone them them to aspire to win the market. It also induces the organisations to undertake the various actions promoting realisation of production. To these actions carry improvement of quality of production and efficiency of advertising activity. Advertising is a significant part of marketing communications and serves as the tool of creation of external competitive advantage. It is impossible to present work of the modern enterprise without advertising activity. The company should declare the existence in the market, about the goods, involve the potential buyer and create an image of the reliable partner. The control system base the modern enterprise is the marketing transforming the purposes of firm in strategy of its behaviour in the market. A visual embodiment in direct continuation of marketing strategy? It also is advertising activity of the enterprise which is turned directly on the consumer and is a basis of a complex of marketing communications. Thus advertising activity, as well as any another, should develop continuously within the limits of strategic planning of the enterprise. As practice shows, frequently planning of advertising activity of the enterprise is conducted without marketing strategy, in a separation from marketing activity of the enterprise. It leads to that publicity expenses increase, and its efficiency decreases. Considering all aforesaid, it is obvious, what a diploma theme? Efficiency of development of advertising activity? It is rather actual. Besides, in the course of performance of degree work recommendations which allow to raise essentially efficiency of advertising activity in modern conditions of managing have been developed. As a whole the advertising efficiency estimation allows to receive the information on expediency of advertising and productivity of its separate means, to define conditions of optimum influence of advertising on potential buyers, to make the decision on change of advertising strategy, flexibly to react to actions of competitors. Especially sharply there is an advertising question at release of the new goods. After all there is a danger that the product will not be accepted by the market. Therefore it is very important in advance even prior to the beginning of manufacture process to find out, whether the market requires a similar product. And later, during an advertising campaign to stimulate sale of production by influence on potential buyers, showing utility of the goods, its best characteristics. In the given work the advertising campaign on advancement of the new goods which is for today is developed faster the goods of industrial appointment, than consumer goods. Owing to what, the emphasis at advertising of these goods is made on the businessmen who are engaged in business (mainly heads). It causes the advertising campaign maintenance (from the channel of placing to the maintenance of the advertising message). Object of researches is the industrial enterprise of Open Company Nataly, engaged in manufacturing of an aluminium profile and products. A subject of researches? Advertising activity of the enterprise. The purpose of degree work is 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. The primary goals of degree work are:

1) research of theoretical aspects of efficiency of development of advertising activity; ordering of a theoretical material according to efficiency of the advertising activity, available in the scientific literature;

2) a substantiation of an advertising campaign of the new goods in Open Company Nataly, including: planning, investment maintenance and an estimation quantitative and quality indicators of efficiency of an advertising campaign;

3) definition of ways of increase of efficiency of advertising activity in Open Company Nataly.

Structurally work is presented by three heads. In chapter 1 of degree work the theoretical material on research of efficiency of development of advertising activity is presented and systematised. Here the place and a role of advertising activity in marketing system, development of advertising activity and its value for manufacturers and consumers are considered. And also the economic indicators, characterising the important advertising activity are resulted. In the second chapter of work research of an advertising campaign of the new goods is carried out Open Company Nataly in which its planning and a substantiation of investment maintenance is carried out. Here the estimation quantitative and quality indicators of efficiency of an advertising campaign is made. In the final, third chapter of work ways of increase of efficiency of advertising activity to Open Company are defined Nataly.

In particular methods of rational use of possibilities of advertising agencies, methods of increase of efficiency of advertising activity are considered, and also optimisation methods in advertising activity are considered.

Theoretical aspects of efficiency of development of advertising activity

 

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