Table of contents
Introduction
1. Theoretical aspects of efficiency of development of advertising activity
1.1 The place and the role of advertising activity in marketing system
1.2 Development of advertising activity and its value for manufacturers and consumers
1.3 The economic indicators characterizing importance of advertising activity
2. Research of the advertising campaign of the new goods in open company nataly
2.1 The program of investment maintenance of the advertising campaign
2.2 The estimation and the analysis of indicators of efficiency of the 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
3.2 Methods of increase of efficiency of advertising activity
3.3 Use of methods of optimization in advertising activity
The conclusion
Thebibliographiclist
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.
Last years the attention has increased in Russia to advertising. This results from the fact that economic conditions have changed, and absence of accurate planning has forced the enterprises to depart from habitual stereotypes in business relations and to search for new nonconventional ways of attraction of attention to itself, the activity from outside consumers. Skilfully made advertising allows to overcome faster barriers between the manufacturer and the consumer. The manufacturer is the advertiser. And the consumer? This on whom the advertising message on purpose is directed to induce it to make certain action in which the advertiser is interested. The product does not become the goods while it will not sell. That it has occurred, the consumer is necessary for interesting and preparing for purchase fulfilment, to give it the sufficient information which would induce it to action. This role is carried out by advertising. Besides, in the conditions of saturation of the market by the goods advertising acts as struggle means between competitors for the share of the market, as a way of formation of demand, its developments, deduction or expansion of a share of the market, maintenance of effective work of the enterprise [3, с.142]. There are many definitions of the advertising which essence depends on the approach to the given concept. Advertising? The paid form of representation and advancement of the goods and services with accurately specified source of financing [3, с.142]. Advertising? The impersonal forms of communications which are carried out by means of paid means of distribution of the information, with accurately specified source of financing [13, с.473]. Advertising? Attention attraction to the goods, service of the concrete manufacturer, the dealer, the intermediary and the distributor at their expense and under their mark of offers, appeals, councils, recommendations to buy these goods or services [30, with.331]. In the Federal law "About advertising" following definition of advertising activity is made. Advertising? Specific area of a mass communication in the conditions of a market competition between advertisers and various audiences for the purpose of active influence on these audiences which should promote the decision of certain marketing problems of the advertiser. It is a component of marketing communications [17, с.22]. Hence, an advertising subject? It that is advertised, and a vehicle for advertising - a channel of information on which the advertising message reaches consumers. Thus the system of marketing communications is the uniform complex uniting participants of advertising, channels and the communications receptions, directed on an establishment and maintenance of the mutual relations planned by the given organisation with addressees within the limits of achievement of the marketing purposes (fig.1.1 see) [22, s.11-12]. Advertising is only a part of advancement of the goods at which the firm can carry out contacts to the consumer through the trading personnel (direct sales), popularisation or public relations, and also to use various receptions of stimulation of sale. Advertising as a communication medium allows to transfer the message to potential buyers direct contact with which is not established. Therefore advertising is the cash form of communications. But there is also a direct marketing which includes a direct mail advertising (direct a mail), telemarketing, advertising of the direct response (direct response) on TV, radio, in other mass-media. This kind of marketing communications apply, when the advertising message is aimed at generation of reciprocal action. Direct marketing has two basic advantages, distinguishing it from usual mass advertising:
1) possibility of the individual reference to the concrete consumer with offer specially prepared for it;
2) direct registration of its answer.
The role of advertising activity reveals in its functions [18, с.33]:
1. Economic function. Advertising stimulates sale of the goods and promotes growth of profit of the enterprise.
2. Information function. Advertising forms an information field about the goods, services, their basic characteristics and features. About the new goods consumers learn mainly from advertising messages.
3.communicative function. Advertising creates image of commodity producers, forming activity of consumers to the certain goods (services).
4. Supervising function. Advertising supervises processes of creation of preferences of groups of consumers to the goods of regular assortment.
5. Correcting function. Advertising changes stereotypes of perception of these or those goods.
6. Demand management function. The volume of the advertising information and a drawing of its giving can change demand in the necessary direction. The essence of advertising consists in the following its basic functions and properties: the impersonal form of communications; It is characterised by uncertainty of target audience; creates an information field about the goods and services and promotes observance of interests of the advertiser. Advertising acts as one of levers in a complex of marketing communications (fig.1.2) [18, с.44].
Advertising is a specific kind of communications. It is possible to allocate three its basic distinctive features:
1) advertising always has a unilateral orientation: from the seller to the buyer;
2) the result of advertising is not defined, as the feedback from buyers practically is absent;
3) the result of advertising communications comes not at once, and after certain time.
Thus, advertising has public character, promotes distribution of the information on the goods and services, is depersonalized and экспрессивна. It not only the tool, but also considerable sector of economy. Economic function is reduced basically to informing of the consumer on the goods or services, their popularisation, demand and goods turnover increase. Advertising itself is business sphere where are occupied hundred thousand professional experts, and brings in the big incomes to the manufacturers. Advertising? A source of economic well-being of commercial mass media. It provides with it financial support and mutually advantageous communications with trade and economic and other spheres of a public life. Advertising develops economy, influences increase of a standard of living of people and promotes effectiveness of a market mechanism.
The commodity market formed in Russia and services all demands attraction and advertising use more persistently. Its roots leave in deep olden time and are connected by that manufacturers always needed to inform people on the goods sold by them, about spent fairs [25, с.4].
Except informative function, advertising acts and as the communications form between sphere of the reference and manufacture sphere as formation of new requirements of the buyers, stimulated advertising, gives a new impulse to manufacture, defines directions and rates of its development. That is, advertising will organise dialogue between manufacture and consumption. It finds the expression in orientation of manufacture to the market [25, с.11].
For 550 years advertising has passed a way of development from the labour-consuming print advertising (publishing) limited to region, before interactive global advertising. The first handbill has appeared in 1472, printed by William Kokstonom and containing the information on prayer book sale. The first weekly newspaper has started to be published in Strasbourg in 1609. In 1920 the first commercial radio station KDKA in Pittsburgh, the State of Pennsylvania starts to work. Now advertising is applied not only in trade, but also such spheres of a public life, as: the finance (for advertising of services), a policy (persons, parties, the unions), religion (spiritual culture), ecology (at occurrence of any natural and social situations), culture (persons, events), a science (workings out, technologies, innovations), services (medicine, tourism, etc).
From this it is possible to draw a conclusion that advertising is the special form of communications. It realises the most general problems, such, for example, how to inform on events and the facts of a public life, to develop contacts between people, to operate dialogue process. Besides it, advertising solves also the private problems: creates the set images, convinces the consumer of necessity and possibilities to get these or those goods, forms at it desire to buy the advertised goods, unostentatiously and effectively, thereby turning to the tool of the organisation of sale of production of the enterprises and the organisations.
As communication channels between the advertiser and consumers various audiovisual means which represent advertising media act. Advertising media classify on the basic and additional. All mass media and the outdoor advertising concern the basic means.
Advertising in (newspaper) press possesses such advantages, as: timeliness, frequent periodicity, the big coverage of the local market. She allows to make changes to an advertising appeal operatively. At the same time it has such lacks, as: short duration of existence, poor quality of reproduction, a small audience? The secondary? Readers, thus advertising of one firm is in a direct environment of advertising of competitors. Advertising on TV unlike advertising in newspapers possesses high degree of attraction of attention at the expense of a combination of the image, a sound, movement. However it has high cost, fugacity of advertising contact, thus perception of the information of an advertising appeal is imposed on irritation from an advertising overabundance on TV. Radio is presented only by sound means, advertising contact thus also is very short on time. However at the given advertising medium coverage of an audience and smaller cost. Unlike advertising in newspapers, advertising in magazines has sharp selectivity, prestigiousness, better quality of reproduction and the big coverage of a secondary audience.
Also advertising here differs duration of existence. At the same time at the advertising publication in magazine there can be a big rupture in time between representation of materials in edition and its exit to the public, i. e. effect? Advertising obsolescence?. The outdoor advertising has powerful emotional influence, high frequency of repeated contacts, however at its application there is no selectivity of an audience.
Exhibitions and fairs thus that demand heavy expenses and preliminary preparation of stands, give the chance personal contacts to consumers and partners, and also possibility to show the goods in operation.
But what advertising medium would not be chosen, it is necessary to note following general negative aspects of advertising [18, с. 20]: