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.
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.
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.