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.
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.